5 Most Common Facebook Ads MistakesLukas Krejca

5 Most Common Facebook Ads Mistakes

1) You don't set up goals2) Your targeting is broad3) You don't test different creatives4) You don't use all what Facebook offers5) You use auto-bidding & don't optimize

Who Am I

Lukas KrejcaSenior Account Strategist@lukaskrejca

Lukas KrejcaSenior Account Strategist@lukaskrejca

@roihuntercomRoihunter.com

Right message

Right settings

(bids, budget, etc.)

Right targeting

Where the magic

happens

Why should I care?

#1You don't set up goals

New User Acquisition

Remarketing

Cross-SellUp-Sell

Make Users ConvertGoal Example: ROI, CPL

Increase Customer Life-Time ValueGoal Example: ROI

Get Qualified TrafficGoal Example: CTR 2% +

Fit Your Goals To The Funnel

What are Performance Goals?

Return On Investments (ROI) Cost Per Transaction (CPT) Cost Per Lead (CPL) Cost Per View (CPV)

What are NOT Performance Goals?

Number of likes Number of impressions Number of clicks

How to track performance goals?

+ +1)

2)

UTM tags + Google Analytics + Excel1) Add UTM tags to your adsYou can do this in field Tracking on Ad level in Power Editor or Facebook Ads Manager. Read more about UTMs: lukaskrejca.com/utm-parameters

Name Revenue Spend ROI

Campaign 1 $15,461.40 1968.21 7.86

Campaign 2 $12,992.05 2725.94 4.77

Campaign 3 $11,067.80 1744.14 6.35

Campaign 4 $10,683.33 1703.01 6.27

Campaign 6 $7,246.63 563.17 12.87

2) Find Your Campaigns In Google AnalyticsFind your Facebook campaigns in Google Analytics. Download the report to Excel.

3) Add Spend data from FacebookFor every campaign find spend on Facebook and fill in to the sheet. Now you can calculate ROI = Revenue / Spend.

Facebook Pixel Conversion Tracking

Implement Facebook Pixel (Guide: https://www.facebook.com/business/help/952192354843755)

Set up Conversion Events and/or Custom Conversions Analyze performance in Facebook Ads Manager

Challenge: How to have all data in one dashboard?

#2 Your Targeting Sucks Is Broad

On Facebook You CanTarget Your Ad With

Gender Exact Age Country / City Device Interest Job Education Behavior (online shoppers) Family status (parents)

Your Target Group is not“All Users from UAE 18-65”

New User Acquisition

Remarketing

Cross-SellUp-Sell

Website Custom Audience, DPA, App Users

Custom Audiences

Use Interests, Behaviour, Demographics, Geographic, Family Status, Lookalike, etc.

Fit Your Targeting To The Funnel

How to Split Audienceby age and gender in Power Editor?

Challenge:How To Split Audience By City, Interest and whatever else?

Avoid Overlapping

Your Prospecting campaign

Your Remarketing campaign

Find Out Where Overlapping IsIn Ads Manager go to (Tools) Audiences Tick Audiences Show Overlap→ →

Keep Overlapping In Mind

Always exclude your remarketing audience from prospecting campaigns

Always exclude buyers from remarketing campaigns Check overlapping between prospecting audiences

#3You Don't Test Different Creatives

Always test at least 2 Ads You can test

Images Headlines Description texts Call to action buttons Landing pages

Test creatives in Power Editor

1) Duplicate original ad2) Edit Image / Text in new copy

Challenge: How To Test Dozens Of Creatives In One Click?

#4You don't use all what Facebook offers

Facebook offers cool featuresfor Advertisers

Custom Audiences Dynamic Product Ads Lookalike Audiences

Remarketing

Remarketing on Facebook

Remarketing On Facebook Remarketing of website visitors Cross-sell (bought iPhone, I offer him accessories) UpSell (bought shoes 2 months ago, I offer new collection) E-mail list App Users Cross-Platform (send desktop users to app)

New Remarketing On FacebookWCA 3

Frequency - Example: People who have visited this page more/less than 3 times. Time Spent - Example: People who spent more than 2 minutes on my website Aggregated Values (SUM, MIN, MAX, AVG)

Example: People who spent more than $100 dollars in the past 30 days Example: People who had fewer than three transactions in the past 90 days

Device - Example: People who accessed my website while on an Android phone

Dynamic Product Ads

Dynamic Product AdsBest Practices

Test different time segments Test different placement

Mobile Newsfeed Desktop Newsfeed Right-Hand side

Test single image vs. carousel Always exclude buyers (!)

Lookalike Audiences

Facebook will find users with behavior similar to your audience Use it for reaching to new visitors

Create Lookalike AudienceIn Ads Manager go to (Tools) Audiences Create Audience Lookalike Audience→ →

#5You Use Auto-Bidding

& Don't Optimize

Autobidding

Auto-bidding usually works only in short-term You can't optimize bids You don't have CPC under control (my record CPC is $50)

Why Should You Optimize?

Optimization

Increase bids / budget for good performing ad sets Decrease bids / budget for bad performing ad sets Stop worst performing ad sets Stop worst performing creatives Learn what type of creative works for which audience

www.lukaskrejca.com/how-to-optimize-your-facebook-advertising-bidding/

Challenge: How To Automate The Routine?

With Optimization You Can Achieve Miracles

THANK YOU!

FOR MORE INFO SEEwww.roihunter.com

@roihuntercom

Send me your feedback:lukas@roihunter.com

@lukaskrejca