1.
@michellemsem
Maximizing Facebook Performance by
Leveraging the Algorithm

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@michellemsem
We Need a
Margret Hamilton
Makin’ sense of tough stuff since 1936

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@michellemsem
campaign segmentation

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@michellemsem

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@michellemsem
Our Search Campaigns Are Highly Controlled
Keywords
Ad Groups
Campaigns Running
Shoes
Blue Running
Shoes
[blue running
shoes]
Red Running
Shoes
[red running
shoes]
Green
Running
Shoes
[green
running
shoes]

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@michellemsem
Too Broad
Too Restricted

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@michellemsem
Three Factors for Campaign Structure
• Campaign Objectives
• Budget
• Target Audience Size

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@michellemsem
objective
optimization

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@michellemsem
Campaign Types Help Optimize Performance

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@michellemsem
• Each ad set requires an active
conversion action.
• This is what the Algorithm will
optimize for.
The Algorithm’s Focus

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@michellemsem
Standard Events: Custom Conversion:
Leverage Any Goal You Can Create

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@michellemsem
• When a user signs up on the site,
they input the number of
employees they expect to
manage with the tool.
• The more employees, the more
money the company makes.
USE CASE: B2B Company Trying to Drive Larger Accounts

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@michellemsem
Use Google Tag Manager to Get Specific

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@michellemsem
Customize the Facebook Script

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@michellemsem
Create Custom
Conversions
• ChangedWebsite Event to
our conversion action.
• Changed the Rule to Event
Parameters > value.
• Set up rules for different
employee counts.

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@michellemsem
Conversions Based on Employee Counts

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@michellemsem
Choose the Action That Best Suits Your Needs
• Subscription Levels
• Recurring Donations
• OrderValue
• Number of Items Purchased
• Employee Counts
• Annual Revenue
• Industry
Find what is important to the
account and find a way to track it so
Facebook help you optimize for it.

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@michellemsem
Think Outside of the Capsule
• VideoView Percentage
• Button Clicks
• Time on Site
• Click to Call
• Anything GoogleTag Manager
can fire for

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@michellemsem
Balance Volume & Specificity: Ideal Conversion Volume

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@michellemsem
budgets

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@michellemsem

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@michellemsem
• Grouped all audiences together.
• Daily budget decreased from $82.25 to $50.
• All audiences and conversion action were the same.
Adjustments

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@michellemsem
Lifetime Budget: Daily Budget:
• Amount for the entire run of the ad set.
• Spend is balanced out for the duration
of the campaign.
• Facebook increases/decreases spend
based on conversion performance.
How Budgets Work on Facebook
• Spend limit is set for each day.
• Spend is consistent day over day.
• Facebook will work to spend the entire
daily budget no matter conversion
performance.

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@michellemsem
Lifetime Budget:
• Know total spend for a campaign.
• Need to use ad scheduling.
• Best for fluctuant conversion performance.
• Ensure conversion tracking is in place and
functioning.
• Not ideal for campaigns with changing date
ranges or budget fluctuations.
How Budgets Work on Facebook

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@michellemsem
Daily Budget:
How Budgets Work on Facebook
• No need for ad scheduling.
• More consistent ad spend, but budget
may fluctuate throughout the run.
• Want campaign to be evergreen or have
undetermined end date.
• Budget Optimization:
• Can be used to share spend across ad
sets without using lifetime budget.

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@michellemsem
Budget Optimization

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@michellemsem
The Learning Phase

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@michellemsem
Budget Optimization

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@michellemsem
Budget Best Practices
• Ad set daily budget at 5-10x the target CPA.
• Ideally shooting for 50 conversions per ad set per week.
• No changes to budget over 20% unless absolutely necessary.
• Pausing campaigns/ad sets can hurt performance progress.

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@michellemsem
target audience

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@michellemsem
Long Hanging Fruit First

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@michellemsem
Think of Audience as Mission Supplies

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@michellemsem
Understanding Scale in Audience Building
• When we narrow our audience, we make it tougher for Facebook.
• Keep track using the side bar as you build audiences.

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@michellemsem

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@michellemsem
When Potential Reach is Unavailable
• Being hidden for privacy reasons.
• Test removing certain portions of
targeting, likely customer lists, until it
comes back to get an idea of scale.
• Add other targeting back in before launch.

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@michellemsem
Long Term Success in Audience Targeting
• Lowest hanging fruit within target audience.
• Expand out to find additional reach.
• If audience is limited, those users will see the same ads again.
• One easy way to help guard against this: enable Interest Expansion

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@michellemsem
lookalike audiences

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@michellemsem
Advertisers vs Facebook

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@michellemsem
What Can We Generate Lookalikes From?
• Engagement Audiences
• Website Audiences
• Page Audiences
• Custom Audience Uploads

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@michellemsem
Good Data In, Good Data Out
Lookalike
Algorithm
Patterned
List
No Patterns
Strong
Modeling

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@michellemsem
Find Meaningful Segmentation
• Thank You Page Visits
• Pricing Page Visits
• Video Viewers
• Company Size
• Returning vs One Time
• Service Used
• Product Category
• Job Title
• Industry
• Geography
• Sale vs Regular Price

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@michellemsem
FIND A HAPPY MEDIUM
10k - 50k500 - 50k

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@michellemsem
Houston, we
have a problem

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@michellemsem
Houston, We Have a Problem

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@michellemsem
Low Conversion Volume
• Revisit the conversion action you’ve
chosen to optimize for.
• Is there something with higher
volume you can use?

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@michellemsem
Small Budgets
• Look to condense ad sets where
possible to combine budgets.
• Revisit the type of budget you’re using.
• Does a different model make more sense?

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@michellemsem
Small Target Audience
• Lower budget for this group so you
don’t over saturate.
• Create Lookalikes from converters
to have a larger, constantly
refreshed audience to target.

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@michellemsem
When Things Are Going Right

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@michellemsem
ad testing

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@michellemsem
Ad Testing on Facebook Has Some Challenges

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@michellemsem
Relevance Score

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@michellemsem
Relevance Score & It’s Factors

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@michellemsem
New Ad Relevance Diagnostics

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@michellemsem
No Longer Using a Numbered Score

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@michellemsem
http://bit.ly/fb-ad-relevance
Facebook Does Give Suggestions for Optimization

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@michellemsem
• Use ads already in your account
with strong engagement.
Leverage Top Performing Ads

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@michellemsem
Getting Your Top Post IDs

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@michellemsem
Use Engagement Campaigns…Then Leverage the ID
Don’t tag engagement ads so you can in the
Conversion campaign later.

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@michellemsem
placements

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@michellemsem
Chance Your Perspective on Placements
• Think about what you don’t want to target rather than what you do.
• Only exclude if your ad isn’t a good fit, not the person you think is on the
other end of the device.

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@michellemsem
Understand All the
Placement Options
Before Deciding

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@michellemsem
“Would My Ads Look OK in This Placement?”

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@michellemsem
Customize Ads by
Placements If Needed
bit.ly/fb-customize-ads

64.
@michellemsemwww.youtube.com/paidmediapros

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@michellemsem
Ad Copy Testing
Presented by:
Michelle Morgan
MICHELLE
MORGAN
Whovian
Golfer
Tea > Coffee
@michellemsem
@PaidMediaPros
Director of Client Services

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@michellemsem
THANK YOU!