Do you want to learn how to get better results on Facebook? View Rocco's #SEJThinkTank webinar to learn 15 methods to optimize existing campaigns and dive into more complex and effective Facebook Ads marketing strategies
Capstone slidedeck for my capstone project part 2.pdf
15 Methods for Optimizing Your Facebook Ads
1.
2. • Digital Nomad
• “Most Valuable Professional Award” by
Microsoft for work on Bing Ads
• Google Partners All-Stars Winner
• Google Success Panel Speaker
• Stevie Awards, SEMY Awards, European & US
Search Awards
• SEJ Contributor
4. CROSS-CHANNEL
REMARKETING
Optimize targeting by leveraging existing traffic:
Retarget people on Facebook who first came via Google
AdWords/Organic/Etc with remarketing & custom audiences.
@Rocco_Zebra_Adv
#SEJThinkTank
6. OPTIMIZE DESKTOP
NEWS FEED &
RIGHT-COLUMN
ADS SEPARATELY
• Optimizing campaigns by device, placement and any other targeting option.
• Facebook allows you to customize your targeting for desktops in a submenu
of the Placement menu at the Ad Set level.
@Rocco_Zebra_Adv
#SEJThinkTank
10. KEEP MOBILE &
DESKTOP
SEPARATE
• Optimize your ads, bids and conversions based on device.
• Ads and calls to action are likely to perform differently on desktop versus
mobile, and any ad setup should take that into account.
• Power Editor: select the device targeting directly from the Ad Set Menu.
@Rocco_Zebra_Adv
#SEJThinkTank
14. AD SET 1
• AdWords
• AdWords
Export
• Google
Certification
• Program
• Facebook Ads
• Facebook Marketing
• Facebook Marketing
Solutions
• Facebook Marketing
Hour Day
• Online
Advertising
• Digital
Marketing
• Marketing
Online
AD SET 2 AD SET 3
@Rocco_Zebra_Adv
#SEJThinkTank
39. TEST BIDDING
STRATEGIES
Find out what reduces the cost per conversion but still gets enough volume.
Recommend start with CPC & Conversion Optimizer.
Set up your bidding method at the Ad Set level in the Optimization and Pricing
section, shown here.
@Rocco_Zebra_Adv
#SEJThinkTank
40. The three main bidding types:
• cost per click
• cost per thousand
impressions
• conversion optimizer
(requires conversion code)
@Rocco_Zebra_Adv
#SEJThinkTank
41. Whenever you bid per click
or use the conversion
optimizer, you can decide
your maximum cost per
click or target cost per
acquisition, or let Facebook
pick a value for you.
@Rocco_Zebra_Adv
#SEJThinkTank
42. SCHEDULED ADS
Facebook allows you to segment your ads by days and hours. This option is
available only with a lifetime budget and not with the daily budget option.
@Rocco_Zebra_Adv
#SEJThinkTank
43. Lifetime Budget: total budget of an
ad set, technically no daily limit.
Right choice if the campaign has a
reliable performance pattern that has
been proven successful over time.
@Rocco_Zebra_Adv
#SEJThinkTank
44. R O C C O B A L D A S S A R R E
Founder & CEO
Zebra Advertisement
r.baldassarre@zebraadvertisement.com
www.zebraadvertisement.com
T W I T T E R : @Rocco_Zebra_Adv