[Webinar] Facebook Ads Updates: First You'll be Shocked, Then Inspired!
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Transcript of [Webinar] Facebook Ads Updates: First You'll be Shocked, Then Inspired!
#FacebookAds #PI_socialads | @socialadditiv @point_it
Facebook Ads UpdatesFirst you’ll be shocked, then you’ll be inspired
Ian Mackie | Point it Digital Marketingwww.pointit.com 07.20.2016
#FacebookAds #PI_socialads | @socialadditiv @point_it2
Housekeeping
Additional Q&A addressed at the end of session
A link to view a recorded version of the webinar will be emailed within 48 hours
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Tweet along!
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#FacebookAds #PI_socialads@socialadditiv @Point_It
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About Point It
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About Point It
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World-Class Clients
Our Services
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About the Presenter
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Ian MackieDirector of Social Media Ads@socialadditiv
• Ian is responsible for spear-heading digital marketing initiatives that include app discovery, SEM, display and social advertising on Facebook, Twitter & LinkedIn.
• He's spent the last 10 years witnessing the world of digital advertising develop into the exciting, yet often challenging, environment it is today.
• From planning and strategy to campaign management and analysis, he has unique insights into what makes a successful ad campaign run in our multi-channel, multi-device world.
#FacebookAds #PI_socialads | @socialadditiv @point_it7
Table of Contents
Facebook’s Top 5 Updates1 Video Ads – Do Views Matter?3
Tools You Need2 Questions4
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Top 5 Updates
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#FacebookAds #PI_socialads | @socialadditiv @point_it#FacebookAds #PI_socialads | @socialadditiv @point_it
CPA bidding
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What you need to know
CPA Bidding
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1. Install the NEW universal pixel 2. Choose desired conversion event
to optimize towards 3. Choose conversion window4. Bid amount: Auto vs. Manual
Compare Facebook results w/ your results!
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Custom Conversions
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What you need to know
Custom Conversions
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1. NEW Facebook pixel needs to be installed on ALL pages
2. Create rules from URLs or Standard Events (i.e. add to cart, purchase, etc.)
But … benefits of setting up standard events:
1. Create retargeting audiences based on content viewed, or items placed in cart
2. Create lookalikes for prospecting based off of people who have a certain shopping cart size, or who purchased certain products.
(https://www.facebook.com/business/help/402791146561655)
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20% text rule
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20% text rule
It’s gone, finally!
Oh wait, it’s not …
And now I have no idea what’s going to run or not!
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Lookalikes
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What you need to know
Find new people on Facebook who are similar to your most valuable audiences
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• Create up to 6(!) lookalikes
Example: • The most similar audience
(0%-1%)• The second most similar
audience (1%-3%)• The least similar audience
(3%-6%)
Audiences are non-overlapping = don't have to exclude other audiences that are more or less similar
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Engagement Audiences
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Reach people who have previously interacted with your content on Facebook
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#FacebookAds #PI_socialads | @socialadditiv @point_it
Tools!
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#FacebookAds #PI_socialads | @socialadditiv @point_it
Build
Tools to Use
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ResultsResearch
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Video Ads
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Video Ads
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Know what you’re paying for! Don’t limit yourself to just views!Optimize towards app installs, website clicks & conversions
Results!
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Questions?
A link to view a recorded version of the webinar will be emailed within 48 hoursi
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