From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Advanced Facebook Ads: Ad Formats & Targeting Tactics That Sell On Facebook. PRESENTATION: Lynda, LinkedIn, And Our Success With Facebook - Given by Brad Batesole, @bradbatesole - Lynda.com, A LinkedIn Company, Staff Author, Marketing. #SocialPro #13B

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Brad Batesole – Staff Author, LinkedIn
LYNDA, LINKEDIN, AND OUR
SUCCESS WITH FACEBOOK

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CONSIDER THE AUDIENCE
§ Subscription based
software.
§ Wide target market.
§ Lots of content.

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Which means we’ve tried a lot of things.
WE BUY A LOT OF ADS

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§ If it’s new, we tested.
§ New formats had less
competition.
WE BUY A LOT OF ADS

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We hyper-focused on
every ad driving a
conversion at a CPA lower
than our LTV.
SUCCESS ISN’T ALL ABOUT CPA

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From 0 to
1,000,000 fans
in 1 year.
Courtesy of
free content.
CONTENT WAS KEY

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NURTURING WAS PARAMOUNT
Educate
Reinforce
Reintroduce
What the brand is.
Why you want this brand.
Don’t forget the brand.

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NURTURING WAS PARAMOUNT
Compel
Retain
Advocate
Here’s a good call to action.
Here’s everything you can do.
Now tell your friends.

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Turn every paid
experience into a viral
one to drive down costs.
CONSIDER THE FULL STRATEGY

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Personalization is a
necessity moving
into 2016.
PERSONALIZED & CREATIVE ADS WIN

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Own what you do well. Bring the customer to
your turf…for us, it was desktop.
WE DITCHED MOBILE (gasp)

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Be compelling in your message.
Leverage what you have, on your turf.
Use custom audiences and remarketing.
WHAT DID WE LEARN?

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Build a nurture stream.
Personalize your content.
Crack the viral nut.
Refresh.
WHAT DID WE LEARN?

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THANK YOU!
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MARCH 1-3, 2016