Presentation from HeroConf 2013 in Austin, TX

1. Facebook Ad
Analytics, Optimized
CPM and FBX
Remarketing:
A FRIEND OF A FRIEND: PPC FOR FACEBOOK

2. John A. Lee
Managing Partner of Clix Marketing – search marketing
agency specializing in PPC, display advertising and
social advertising. In the search game for 7 years.
Articles have appeared on Search Engine Watch, Clix
Marketing Blog, PPC Hero, SEO Boy, Website
Magazine, Wordstream Blog and more.

3. Facebook Ads & Analytics
STAR TRACK…ING

4. What Happens on
Facebook Stays on
Facebook… or Does It?
• Facebook typically is like Vegas.
Organic and Ads activity stays on
Facebook.
• What about the activity
Facebook Ads can cause on your
website?
• Facebook has conversion tracking
(again), and it works (we think)!
• Tag your ads for your analytics
service of choice.

5. Facebook Conversion Tracking
• 4 Easy Steps
• Login to Facebook
• Create a Conversion Pixel
• Install Pixel On Your Website
• Associate Pixel With Appropriate Ads

7. Sync Facebook Ads with Analytics
 Google Analytics. Omniture. Platforms like Acquisio. You choose.
 Gain deeper insight into your Facebook traffic.
 Attribution modeling.
 How do demographics, ad messages and images affect website
activity and conversion?

8. How Do Facebook Ads Affect
Other Online Marketing Channels?

9. Tag Your Facebook Ads
Using Google Analytics as an
example:
• Leverage all UTM parameters.
• Medium=CPC, Source=Facebook
• Get creative with
Campaign, Content & Term tags.
• Detail
gender, age, image, message
type, etc.
• Filter data in Analytics to see
website activity and conversions
by any of these variables.

10. What Do You Do With That Data?
 Optimize your ads to age, demographic, image and message.
 Test Facebook-only landing pages.
 Learn information about device and operating systems.
 Segment your ads (yes, you can target mobile only now).
 Use this information to tailor interest targeting.
Told ya!

11. Optimized CPM Bidding
SET PHASERS TO OPTIMIZE!

12. Use Optimized CPM
to Get More Bang for
Your Buck
• If you set up Facebook
Conversion tracking, optimize for
conversions on your website.
• If you are keeping traffic on
Facebook, optimize for likes,
shares, photo views, etc.
• If all else fails – DO BOTH!

13. A Tale of 2 Case Studies
Optimized CPM for Actions Optimized CPM for Website
on Facebook Conversions
 The sole purpose of the campaign was to  This campaign targets older individuals
expand the organization’s social reach with disposable income. The product is a
by generating “likes” on their Facebook big-ticket leisure item and nearly all
page. The campaign targeted a small marketing is based on lead-gen. The
area in Oregon and was only aimed at
women. Target cost-per-action = $2. Facebook ads send visitors to an off-
Facebook landing page where they must
 First 3 months the average cost-per- fill out a form to be considered a lead.
action (like) was $3.31.
 The first 2 weeks the average cost-per-
 At the beginning of month 4, Optimized lead was $87.
CPM was enabled for Facebook
actions.  At the beginning of week 3, Optimized
 That first month, the cost-per-action CPM was enabled for “conversions on
(like) dropped to $1.95. my website.”
 Over the next 3 months the average  The 3rd week cost-per-lead was $58.
cost-per-action (like) remained at $1.59.
 Success! That was a 33% drop in cost-per-
 Success! That was a 52% drop in cost-per- lead.
action.

14. Facebook Remarketing
THE FINAL FRONTIER

15.  After Facebook released the
Facebook Exchange (FBX) into the
wild, it was game on.
If Dr. Suess were a  DSPs quickly expanded service
marketer: offerings to include Facebook
Remarketing.
Don’t convert? That will work.
I will find you anywhere.  A few shops like AdRoll and Perfect
Audience made Facebook
Facebook, YouTube… I don’t
care. Remarketing their biggest selling
point.

16. Transfer Display
Remarketing
Knowledge
• Create segmentations like you
would for display remarketing.
• Exclude conversion confirmation
pages.
• Create conversion goals.
• Current ad format – traditional
Facebook ad (text w/ image).
• Bid on a CPM basis.

17. Facebook Remarketing Case Study
 Big ticket leisure item targeting individuals with disposable income.
 Google Display Network remarketing consistently generates
conversions at $30 CPA.
 This is $5 under client’s CPA goal.
 Facebook Remarketing campaign launched through Perfect
Audience.
 Since launch:
 1341 clicks. $663 spent. 100 conversions.
 $6.63 CPA. $28 under client’s CPA goal.

18. What’s Next for
Facebook
Remarketing?
• New ad formats. Greater control.
• Remarket in-feed ads.
• (in beta with Perfect Audience)
• Remarket mobile ads.
• More bidding options.
• Facebook ads in space???

19. Thank You!
Want to Chat?
Twitter: @john_a_lee
Email: john@clixmarketing.com