MASTERCLASS WORKBOOK

Tim Halloran | Social Strategist & Account Manager, AimclearADVANCED FACEBOOK & INSTAGRAM

ADVERTISING IN 2019 & BEYOND

© Conversion Sciences LLC. Used with permission.

TABLE OF CONTENTS

Introduction

Facebook & Instagram Audit - Initial Questions

Step 1: Creative Audit

Step 2: Audiences

Step 3: Campaign Types

Step 4: Combine!

About Tim Halloran

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INTRODUCTION

ood social media advertising is more than finding the right audience or choosing the right creative. In 2019, Gmarketers need to understand the mechanics of making highly profitable Facebook & Instagram Advertising

accounts. The days of “set and forget” or only optimizing towards conversions are over.

This Masterclass will bridge the knowledge gap between high-level strategy and “in the weeds” day-to-day tactical

choices. We’ll spend the day talking through intermediate & advanced strategies that the best marketers on

Facebook are seeing success with.

We’ll weave in case studies on B2B, B2C, agency and in-house best practices so whatever industry you work in you’ll

be able to find actionable information you can use for your brand.

At the end of this masterclass, you’ll be equipped to:

• Audit a Facebook Ads Manager account.

• Improve your creative using best practices.

• Scale accounts correctly.

• Know to best ways to increase your customer value (or AOV).

• Choose campaign types, audiences, and creative for every part of the funnel

• Understand the differences between ad types, bidding optimizations, and ad placement.

• Fit the newest types of ads and placements into your marketing strategy.

• Accurately split test your ads, audiences, and campaign objectives.

• Dive into Facebook Analytics and custom reporting.

• Understand the disparities between multiple platform’s attribution issues.

• Choose the best paid social tactics for your brand.

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FACEBOOK & INSTAGRAM AUDIT | INITIAL QUESTIONS

What's does the business sell on Facebook?

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What is the spend over the lifetime of the account

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Who are your primary users?

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What types of content and ad types have been used

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FACEBOOK & INSTAGRAM AUDIT | INITIAL QUESTIONS

Are they using multiple conversion objectives at different parts of the funnel or just one?

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Rank campaigns and ad sets by CPM, CTR, & Conversion Rate. Are you seeing clear winners?

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Ask for a content (or collateral) download. Are they using high-quality content that they have available correctly?

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Look at relevance score rankings. What content outperforms everything else across those three metrics

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STEP 1: CREATIVE AUDIT

Creative Name Type User Commitment Notes

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STEP 2: AUDIENCES

Root Audience Permutations

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STEP 3: CAMPAIGN TYPES

List:

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STEP 4: COMBINE!

Target Exclude Device Placement Campaign Type Optimize For Notes

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ABOUT TIM HALLORAN

Tim's decade of experience in digital marketing makes him well-equipped to help

his clients succeed in reaching their goals.

He's has successfully managed paid search and social accounts across multiple

verticals including cybersecurity, tech, healthcare, entertainment, government,

travel, non-profit, subscription-services, real estate, & more.

He's worked and learned from the brightest minds in copywriting, graphic design,

web design, videography and integrated marketing solutions.

He has interviewed executives at Fortune 500's for an IT leadership series he

directed; has written on digital marketing best practices, has spoken and moderated at multiple ad conferences and

has been certified in Microsoft Office, Google Advanced Search, Display, Analytics, Bing Ads, & Hubspot.

Away from the office, you'll find him performing on improv comedy stages across the Twin Cities, participating in

Toastmasters as the VP of Public Relations for his chapter, traveling the globe looking for the perfect cup of coffee,

or possibly just streaming the next big comedy special on TV.

Twitter @Timmhalloran

LinkedIn @timothyhalloran

Take a look at the great work Aimclear is doing on their blog: aimclearblog.com

© Conversion Sciences LLC. Used with permission.