Facebook Ads Secrets That Generate Revenue

Heather CooanManager, Paid AdvertisingInfusionsoft

Secret 1: Account StructureStop Competing With Yourself

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70%

30%Digital Advertising Success

Account Structure

Optimization/Data

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Source: facebook for business

@HeatherCooan #FBAdsSecrets

“Eighty percent of our first time customers now first saw PLAE through Facebook,.”

— Jeff Ha, PLAE’s VP of eCommerce

Sample photo

@HeatherCooan #FBAdsSecrets

250% growth in quarterly sales, a 10% decrease in customer acquisition costs, and a 10% increase in average order value.

@HeatherCooan #FBAdsSecrets

Ad Set

Ad Ad Audience, bidding, placement settings.

• Self competition can raise costs

• High costs can deplete budget

with little return

@HeatherCooan #FBAdsSecrets

Ad Set

Ad Ad

Audience, bidding, placement settings.

• Controlled targeting keeps cost low

• Low cost allow budgets to stretch

• Ad testing improves relevance

Secret 2: Landing Page PentaltiesPromote The Right Digital Asset

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

• Restricted to the right rail

• Smaller image

• No social interactions with your ad

• No call to action button

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• Access to the newsfeed on both

desktop & mobile devices

• Larger image

• Social graph info highlighted above

the creative

• Users can engage with your ad using

likes and comments

• Call to action button available

@HeatherCooan #FBAdsSecrets

Is it true that sending people off of Facebook hurts performance?

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• Clear call to action (CTA)

• Clear and concise copy

• Short lead capture form

• No navigation

• The meat is above the fold

• Minimal images

• Larger fonts

@HeatherCooan #FBAdsSecrets

• Clear call to action (CTA)

• Clear and concise copy

• Short lead capture form

• No navigation

• The meat is above the fold

• Minimal images

• Larger fonts

Secret 3: Ad Creative PenaltiesKnow The Policies

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https://www.facebook.com/help/468870969814641

@HeatherCooan #FBAdsSecrets

https://www.facebook.com/help/468870969814641

Secret 4: Conversion TrackingTrack Your Ad Dollars

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• Gain visibility into the effectiveness

of your ads

• Gain access to additional bidding

features

• Increase efficiency of your ad dollars

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@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

Secret 5: Custom & Look-a-like AudiencesTighten Up Targeting

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• Custom Audience: upload existing

email lists for targeting

• Lookalike Audience: compiled user

profile that looks like your custom

audience

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@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

Lookalike Audience – Target people who look like a list of users.

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@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

@HeatherCooan #FBAdsSecrets

Thanks so much for having me!

Heather is the Paid Advertising Manager at Infusionsoft and a regular writer and speaker on topics spanning digital advertising, measurement and strategy. Heather contributes to many publications and served as a Technical Editor of Google AdWords – Managing Your Advertising Program (O’Reilly Media, 2011).

@HeatherCooan LinkedIn.com/in/hcooan