Download - Facebook Ads Secrets That Generate Revenue
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
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“Eighty percent of our first time customers now first saw PLAE through Facebook,.”
— Jeff Ha, PLAE’s VP of eCommerce
Sample photo
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250% growth in quarterly sales, a 10% decrease in customer acquisition costs, and a 10% increase in average order value.
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Ad Set
Ad Ad Audience, bidding, placement settings.
• Self competition can raise costs
• High costs can deplete budget
with little return
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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
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@HeatherCooan #FBAdsSecrets
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• 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
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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
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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
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
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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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Lookalike Audience – Target people who look like a list of users.
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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