The 4 Most Powerful Facebook Advertising Tools Marketers Aren’t Using

…but SHOULD BE!

About Jon Loomer

NBA (not a player!)

Facebook Since 2007

Own Biz in 2011

Top 10 Blogs of 2013

About Jon Loomer

Father of Three Boys

Obsessed Baseball/Brewers Fan

Passionate Coach

I LOVE STATS

What We’ll Cover

The Power of Facebook Ads

Conversion Tracking

Conversion Specs

Custom Audiences

Facebook Ads Reporting

[SWEET OFFER]

How I Roll…

Lots of text (sorry)

But short text!

NO ONE SHALL SLEEP!

Ask Questions – Q&A at the end!

It will be recorded!

The Power of Facebook Ads

No Better Way to TARGET!

Just a Few Awesome Tools

Target your offline customers

Target based on buying histories and lifestyles

Retargeting of website visitors

Track and optimize for conversions

Optimize for specific actions, like conversions

Just a Few Awesome Tools

Power Editor Conversion Tracking Conversion Specs

Saved Target Groups Custom Audiences Lookalike

Audiences Partner Categories Precise Interests

Broad Categories Facebook Ads Reports Action Bidding

Optimized CPM Domain Sponsored Stories

Page Like Sponsored Stories News Feed

Mobile Ads Video AdsPlacement Selection

Connections FBX Unpublished Posts

Why Aren’t You Doing It?

Why Aren’t You Doing It?

“IT’S

TOO

MUCH!!

How Can We Make it Easier?

SIMPLIFY!

4 Most Powerful Tools

1. Conversion Tracking

2. Conversion Specs

3. Custom Audiences

4. Facebook Ad Reports

Conversion Tracking

It’s not just about tracking…

What is Conversion Tracking?

TRACK and OPTIMIZE for an offsite

conversion!

TRACK

TRACK how many people clicked on or

looked at your ad and then…

• Bought• Submitted• Registered

TRACK

TRACK the cost of your ad vs. direct

revenue.

ROI!

OPTIMIZE

OPTIMIZE to reach users most likely to

perform your desired conversion.

Types of Conversion to Optimize For

Checkouts

Registrations

Leads

Key Page Views

Adds to Cart

“Other” Conversions

Why You Should Use It

If you aren’t tracking your conversions…

you’re just guessing!

When You Should Use It

Ads that lead to…

1. Product Landing Page

2. Email Newsletter Sign-up Page

3. Lead Generation Page

4. Contact Form

5. Anything that requires visitors to “submit”

BUT… I USE TRACKING LINKS!

Your tracking links don’t tell you…

1. What PLACEMENT led to the most conversions

2. What COUNTRY led to the most conversions

3. What AGE led to the most conversions

4. What GENDER led to the most conversions

How Conversion Tracking Works

Offsite Pixel

+

Success Page

+

Ad View or Click

=

Conversion Reported

How to Set it Up

1. Create a Conversion Pixel

How to Set it Up

2. Copy Your Pixel

How to Set it Up

3. Paste it on your Success Page

How to Set it Up

4. Create Your Ad and Select Tracking

What it Looks Like…

The Verdict

If your ad’s purpose is to get any type of

conversion…

YOU NEED TO USE CONVERSION

TRACKING!

Conversion Specs

Are you Optimizing?

What are Conversion Specs?

1. When you use Optimized CPM bidding,

Facebook automatically optimizes for a

specific action…

What are Conversion Specs?

2. By default, Facebook optimizes for Page

Likes, Post Engagement, Link Clicks, etc. –

Depending on the ad

What are Conversion Specs?

3. But what if you want something else?

Why You Should Use Them

Not all metrics are created equal. Don’t

trust Facebook to define your success!

When You Should Use Them

Sometimes you want engagement…

Sometimes you want a link click…

Sometimes you want a video play…

Don’t trust defaults!

How to Set it Up

1. “Manually set up conversion specs”

How to Set it Up

2. Replace the “action.type”

What Else Can You Optimize For?

app_engagement

app_install

app_story

like

link_click

mobile_app_install

page_engagement

page_story

post_engagement

post_story

receive_offer

rsvp

video_play

comment

post

What it Looks Like…

The Verdict

Measure the stuff that matters…

by OPTIMIZING for the stuff that matters!

Custom Audiences

Target your offline customers

What are Custom Audiences?

Target your offline customers in ads,

regardless of whether they are your Fans.

Why You Should Use Them

There is no better way to reach your paid

and subscribed customers on Facebook.

The Results

• Increase sign-up rate by 43% (TechCrunch)

• Decrease Cost Per Lead by 30% (TechCrunch)

• 30% higher Conversion Rate (OpenSky)

• 5X Return on Ad Spend (Nanigans)

When You Should Use Them

1. Target customers who are non-Fans

2. Announce a product launch

3. Combine with other marketing

How Does It Work?

1. Upload your customer list into Power

Editor

2. Facebook matches up users with your

customers

3. Target those people in your ads

Types of Customer Lists

Email Addresses

Phone Numbers

Facebook UIDs

Facebook App UIDs

How to Set it Up

1. Create Audience

How to Set it Up

2. Name, Describe, Upload, Choose

How to Set it Up

3. Wait…

How to Set it Up

4. Create Your Ad and Select Audience

The Verdict

Reach the people who matter most…

THOSE WHO HAVE BOUGHT FROM YOU!

Facebook Ad Reports

Shedding light on what’s actually happening…

What are Facebook Ad Reports?

Facebook provides a reporting interface that

displays the performance of your ads.

…But it’s been improved!

The Old Reports

The New Reports

Why You Should Use Them

View performance based on SEGMENT

1. Placement

2. Country

3. Gender

4. Age

Why You Should Use Them

View performance based on ACTIONS

1. Likes and Cost Per Like

2. Conversions and Cost Per Conversion

3. Engagement and Cost Per Engagement

How to Use Them

Click Reports in Ad Manager

How to Use Them

Edit Columns: Data Breakdowns

How to Use Them

Edit Columns: Delivery & Spend

How to Use Them

Edit Columns: Actions

How to Use Them

Edit Columns: Cost Per Action

The Verdict

Learn what works and what doesn’t…

SPEND MONEY WHERE IT WORKS!

That’s It!

But just a second…

How to Find Me

JonLoomer.com

fb.com/JonLoomerDigital

@JonLoomer

jon@jonloomer.com

YouTube.com/jonloomer

Social Media Pubcast

Master These 4 Tools

FB Marketing Advanced University:

Power Editor

FB Marketing Advanced University: Power Editor

Five Sections

40+ Written Lessons

4+ Hours of Video

Beginner to Advanced

Completely Self-Serve

Limited Time Offer!

Price as of Monday: $147

Your Price: $73.50

50% OFF!

How to Sign Up…

JonLoomer.com/training

50% OFF

EXPIRES MONDAY!

Q&A

Ask Me Anything!