15 Methods for Optimizing Your Facebook Ads

• 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

TESTED 17K FACEBOOK ADS

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.

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@Rocco_Zebra_Adv

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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.


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TEST DIFFERENT IMAGES


1.1% CTR

2.2% CTR

1.4% CTR

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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.


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SEGMENT AUDIENCES INTO

AD SET


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

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INSTALL MULTIPLE CONVERSION PIXEL


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OPTIMIZE BY CONVERSION TYPE


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USE MORE THAN ONE CONVERSION PIXEL


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TARGET BY BEHAVIORS


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TARGET BY INCOME


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Behaviors


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SET UP A REMARKETING

PIXEL


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IDENTIFY PROFITABLE

AGE GROUPS & GENDERS


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TEST LOOKALIKE AUDIENCES


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TARGET AN EMAIL LIST

Facebook allows you to create a custom advertising audience based on email lists.


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.csv

.txt

Phone Numbers

Facebook User IDs

Mobile Advertiser IDs

EmailAddresses

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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.


The three main bidding types:• cost per click• cost per thousand

impressions • conversion optimizer

(requires conversion code)

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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.

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SCHEDULED ADSFacebook 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.


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

R O C C O B A L D A S S A R R EFounder & CEO

Zebra [email protected]

www.zebraadvertisement.com

T W I T T E R : @Rocco_Zebra_Adv

15 Methods for Optimizing Your Facebook Ads

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