This document discusses how using Facebook audiences can make Facebook a more valuable advertising channel than it may seem. It provides examples of how qualifying Facebook audiences at different stages of the purchase funnel, like awareness, interest, and conversions, can improve results. Combining Facebook advertising with Google AdWords audiences and analytics can further boost performance by targeting the right people with the right messages.

1. The Facebook Conversion
Conundrum Solved
How AdWords benefits from Facebook audiences and how this makes
Facebook a more valuable channel than it sometimes seems to be.
Kenia Gonzalez & Zoran Selinger
Digital Marketers | Wolfgang Digital |@ WolfgangDigital

2. 1.7 Billion Monthly Active Users

3. 66% of them Use FB Every Day!

4. 1.1B
Daily Active Users (DAU)
or
Freaking Addict Users (FAU)

5. DAU or FAU spend 50min
a day across

7. 1 in 7 people use
FB every day for
more than 50min.

8. Expected Budget Real BudgetVS

9. Focus on your Audience!

10. Agenda
Facebook audiences

11. Kick Off Your Audience Collection

12. Different Type Of Objectives

13. Different Type Of Ads
“Clickable ads”
“Viewable ads”

14. Different Type Of Ads
“Clickable ads”

15. FB Pixel
• Track & Optimize Conversions
• Create Website Custom Audiences
PRO TIP: Facebook Pixel Helper

16. Kick Off Your Audience Collection

17. Different Type Of Ads
“Viewable ads”

18. Kick Off Your Audience Collection

19. Different Type Of Audiences

20. Qualify Your Facebook Audiences
For Every Step Of The Purchase Funnel

21. Qualify Your Facebook Audiences

22. Stand up for children’s rights
Case Study #1

23. Qualify Your Facebook Audiences
Facebook Triple Audience Qualifier
Step 1: Awareness

24. Qualify Your Facebook Audiences
Step 2: Interest
Facebook Triple Audience Qualifier

25. Qualify Your Facebook Audiences
Step 3: Conversions
Facebook Triple Audience Qualifier

26. Results
Facebook Triple Audience Play
Awareness: nearly 200,000 video views at €0.005
Interest: Facebook ads were 2nd highest source of
traffic to the website
Action: +90% website conversions VS previous period
Leads: 75% cheaper than TV
Loyalty: Monthly donations

27. Qualify Your Facebook Audiences
Facebook Triple Audience Qualifier

28. Summer Soccer Camps
Case Study #2

29. Qualify Your Facebook Audiences
Target Audience

30. Qualify Your Facebook Audiences

31. Results

32. Qualify Your Facebook Audiences
14%
37%
17%
32%
REVENUE €22K
Interests Web. Visitors & LA Email & LA Video

33. What’s Next?

34. How can we prove that Facebook
Converts… especially to the AdWords Team!

36. Sharing clients
Clients

37. Smart Insights

38. Custora E-Commerce Pulse -
Revenue By Channel

39. Monetate Ecommerce Quarterly Report
2016 Q1

40. Channels Work Together

41. Sharing Audiences

42. Sharing Google Analytics

44. Case Study: New Collection

45. Case Study: New Collection

46. How To

47. How To

48. Case Study:
Seasonal

49. Case Study: Seasonal

50. Case Study: Advocacy

51. Case Study: Advocacy

52. How To

53. How To
• Arrival date
• Departure date
• Stay duration
• Number of rooms
• Number of beds
• Single?
• Parents?

54. Combined Power

56. Bonus!

57. AdWords Audience Insights
Used In Facebook

58. AdWords Audience Insights
Used In Facebook

59. AdWords Audience Insights
Used In Facebook
Split Test: Pampers offer for Tesco
• uCTR: 5.11% vs 3.18%
• CPC: €0.09 vs €0.20
• Website Clicks: 13,377 vs 6,377

60. AdWords Audience Insights
Used In Facebook

61. AdWords Audience Insights
Used In Facebook
Split Test: Blog promotion
• uCTR: 4.88% vs 2.39%
• CPC: €0.08 vs €0.11
• Website Clicks: 616 vs 451

62. Facebook
Conversion
Conundrum
Solved

63. Thank you!