Are you running Facebook advertising but nothing seems to work? Does it ever feel like you’re just throwing ads out there hoping that something sticks? Compared to other PPC platforms like AdWords, Facebook can seem difficult to conquer at first. That's because most advertisers focus on the wrong things.
In this webinar, we’ll break down KlientBoost's Facebook ads strategy, that if followed, will help you build a foundation of success.
This includes:
Audiences: Where to focus and prioritize and in what order.
Ads: We'll cover ad types and what ad content your offering should be focused around.
Bid/Campaign Strategies: How you should set up your bids to get the most out of your campaigns.
Iceberg Effect: Once your campaigns are running, this is how you'll optimize and improve performance over time.
2. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Matt Nelson is a Senior PPC Account Manager at
KlientBoost. When he is not focused on driving
conversions, you can find him binge watching Silicon
Valley or ganking noobs in Heroes of the Storm.
MATT NELSON
Senior PPC Account Manager, KlientBoost
@matt_e_nelson
10. 1
Campaign Objectives - Which campaign should I pick?
3 Audiences - Where to prioritize and in what order
Bid Strategies - How to set up your bids to get the most out of your campaigns
TABLE OF CONTENTS
#Kisswebinar
3
4
Ads - Ad types and ad content your offering should be focused around5
Iceberg Effect - Once campaigns are live, this is how you’ll optimize and
improve performance
6
2
Facebook Pixel - Set this up right away
40. AUDIENCES
#Kisswebinar
You Weren’t Obeying The “Chuck Norris PPC Cycle”
ACTION!
Consideration
Awareness
Display visitors
start here
Video visitors
start here
Interest
Social visitors
start here
Search visitors
could start here
54. AUDIENCES
#Kisswebinar
2) Lookalike Audiences
• Create 1% lookalikes from custom audiences
Start with lowest funnel (your customers)
Move up the funnel to eventually lookalikes of your page followers
• As you start to hit reach max distribution expand to (1-5% LALs)
• Layer Audiences/Interests on top if performance doesn’t follow
56. AUDIENCES
#Kisswebinar
3) Saved Audiences
• Interest / Demographic Based Targeting
• Target your ideal customer persona
• Can gain top interests & demographics from audience insights report
57. AUDIENCES
#Kisswebinar
4) 1 Ad Set = 1 Audience
• Exclude appropriate audiences
• Keep granular to know what audience is attributed to the
success / failure of the ad set
58. AUDIENCES
#Kisswebinar
Important to Note
• LALs and saved audiences might not convert on the same
custom audience offer (different audience temperatures)
• Refer to the PPC Intent to Threat Scale for valid offers (slide 71)
59. AUDIENCES
#Kisswebinar
Want More Info on the PPC Traffic Thermometer?
Kissmetrics Webinar #180
http://grow.kissmetrics.com/webinar-180-rec
*With KlientBoost Founder Johnathan Dane
68. AD TYPES & CONTENT
#Kisswebinar
• Dark post ads
Build social proof and use same ads across different ad sets.
• Ad types
Front load the creation of different ad types - images, carousels,
videos, etc.
• Ad variation
Front load the creation of different ad variations - benefits/features,
testimonials, BOFU offers.
• Full ad war chest
Now you can test much faster.
71. AD TYPES & CONTENT
#Kisswebinar
Pre-Promo Your Dark Posts
72. AD TYPES & CONTENT
#Kisswebinar
Build Social Proof Before Launch
• See post with comments
https://www.facebook.com/
626005510833765/posts/981246778643172
• Share link with friends
Get shares, likes, and comments.
• Then launch
Control positive vs negative reception more
easily = positive framing.
73. AD TYPES & CONTENT
#Kisswebinar
Don’t Be Like Juicero
74. AD TYPES & CONTENT
#Kisswebinar
3 Main Ad Types For Your Ad War Chest
Image Ads Carousel Ads Video Ads
75. AD TYPES & CONTENT
#Kisswebinar
What Should I Offer?
76. AD TYPES & CONTENT
#Kisswebinar
The PPC Intent & Threat Scale
Display Video Social Search
77. AD TYPES & CONTENT
#Kisswebinar
Your Offers Need to Match Your PPC
Channel Temperature
Coupon
Checklist/Cheatsheet
Toolkit
Calendar
Podcast
Email Course
Swipe File
Infographic
White Paper
Industry Stats
Quiz
Coupon
Video Course
Live Demo
Tickets
Giveaway
eBook
T-Shirt
Demo
Trial
Case Study
Webinar
Consultation
Quote
Purchase
Demo
Trial
Social
⬆
78. AD TYPES & CONTENT
#Kisswebinar
What Does An Example of
This Look Like?
84. AD TYPES & CONTENT
#Kisswebinar
What Does This Mean For FB Ads?
85. AD TYPES & CONTENT
#Kisswebinar
Your Offers Need to Match Your FB
Audience Temperature
Coupon
Checklist/Cheatsheet
Toolkit
Calendar
Podcast
Email Course
Swipe File
Infographic
White Paper
Industry Stats
Quiz
Coupon
Video Course
Live Demo
Tickets
Giveaway
eBook
T-Shirt
Demo
Trial
Case Study
Webinar
Consultation
Quote
Purchase
Demo
Trial
Lookalike Audiences
⬆⬆ ⬆
Custom AudiencesSaved Audiences
90. ICEBERG EFFECT
#Kisswebinar
1 Ad Set = 1 Audience
• Exclude appropriate audiences
• Keep granular to know what audience is attributed to the
success / failure of the ad set
• We want to have control and know what is converting
and what isn’t
94. 1
Campaign Objectives - Depends on business type and offer
3 Audiences - Focus on hotter traffic first then move down to colder
Bid Strategies - Automated bidding for distribution then manual to lower CPA
CONCLUSION
#Kisswebinar
3
4
Ads - Ad types and ad content your offering should be focused around5
Iceberg Effect: Once campaigns are live, this is how you’ll optimize and
improve performance
6
2
Facebook Pixel - Why this is important (conversion tracking, custom audiences,
audience insights)