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15 Methods for Optimizing Your Facebook Ads

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Digital Nomad “Most Valuable Professional Award” by Microsoft for work on Bing Ads Google Partners All-Stars Winner Google Success Panel Speaker Stevie Awards, SEMY Awards, European & US Search Awards SEJ Contributor


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tested 17k FACEBOOK AdS


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Cross-Channel Remarketing Optimize targeting by leveraging existing traffic: Retarget people on Facebook who first came via Google AdWords/Organic/Etc with remarketing & custom audiences. @Rocco_Zebra_Adv #SEJThinkTank


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@Rocco_Zebra_Adv #SEJThinkTank


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Optimize Desktop News Feed & Right-Column Ads Separately Optimizing campaigns by device, placement and any other targeting option. Facebook allows you to customize your targeting for desktops in a submenu of the Placement menu at the Ad Set level. @Rocco_Zebra_Adv #SEJThinkTank


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@Rocco_Zebra_Adv #SEJThinkTank


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Test Different Images @Rocco_Zebra_Adv #SEJThinkTank


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1.1% CTR 2.2% CTR 1.4% CTR @Rocco_Zebra_Adv #SEJThinkTank


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Keep Mobile & Desktop Separate Optimize your ads, bids and conversions based on device. Ads and calls to action are likely to perform differently on desktop versus mobile, and any ad setup should take that into account. Power Editor: select the device targeting directly from the Ad Set Menu. @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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#3 @Rocco_Zebra_Adv #SEJThinkTank


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Segment Audiences Into Ad Set @Rocco_Zebra_Adv #SEJThinkTank


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AD SET 1 AdWords AdWords Export Google Certification Program Facebook Ads Facebook Marketing Facebook Marketing Solutions Facebook Marketing Hour Day Online Advertising Digital Marketing Marketing Online AD SET 2 AD SET 3 @Rocco_Zebra_Adv #SEJThinkTank


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Install Multiple conversion pixel @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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Optimize by conversion Type @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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Use More Than One conversion PixeL @Rocco_Zebra_Adv #SEJThinkTank


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@Rocco_Zebra_Adv #SEJThinkTank


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Target by behaviors @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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#3 @Rocco_Zebra_Adv #SEJThinkTank


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#4 @Rocco_Zebra_Adv #SEJThinkTank


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Target by INCOME @Rocco_Zebra_Adv #SEJThinkTank


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#1 Behaviors @Rocco_Zebra_Adv #SEJThinkTank @Rocco_Zebra_Adv #SEJThinkTank


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@Rocco_Zebra_Adv #SEJThinkTank


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Set up a Remarketing Pixel @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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#3 #4 @Rocco_Zebra_Adv #SEJThinkTank


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Identify profitable age groups & Genders @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 #3 @Rocco_Zebra_Adv #SEJThinkTank


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Test Lookalike audiences @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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#3 #4 @Rocco_Zebra_Adv #SEJThinkTank


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TARGET AN EMAIL LIST Facebook allows you to create a custom advertising audience based on email lists. @Rocco_Zebra_Adv #SEJThinkTank


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#1 #2 @Rocco_Zebra_Adv #SEJThinkTank


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.csv .txt Phone Numbers Facebook User IDs Mobile Advertiser IDs Email Addresses @Rocco_Zebra_Adv #SEJThinkTank


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TEST BIDDING STRATEGIES Find out what reduces the cost per conversion but still gets enough volume. Recommend start with CPC & Conversion Optimizer. Set up your bidding method at the Ad Set level in the Optimization and Pricing section, shown here. @Rocco_Zebra_Adv #SEJThinkTank


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The three main bidding types: cost per click cost per thousand impressions conversion optimizer (requires conversion code) @Rocco_Zebra_Adv #SEJThinkTank


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Whenever you bid per click or use the conversion optimizer, you can decide your maximum cost per click or target cost per acquisition, or let Facebook pick a value for you. @Rocco_Zebra_Adv #SEJThinkTank


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SCHEDULED ADS Facebook allows you to segment your ads by days and hours. This option is available only with a lifetime budget and not with the daily budget option. @Rocco_Zebra_Adv #SEJThinkTank


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Lifetime Budget: total budget of an ad set, technically no daily limit. Right choice if the campaign has a reliable performance pattern that has been proven successful over time. @Rocco_Zebra_Adv #SEJThinkTank


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R O C C O B A L D A S S A R R E Founder & CEO Zebra Advertisement r.baldassarre@zebraadvertisement.com www.zebraadvertisement.com T W I T T E R : @Rocco_Zebra_Adv


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