Businesses who have spent a ton of money on Facebook ads without generating any traffic or customers generally think "Facebook ads suck." But with the right approach and an informed strategy, Facebook ads can actually be really helpful in driving awareness and new customers to your small business. This month we're welcoming Massimo Chieruzzi, CEO of AdEspresso, as our featured guest speaker. Massimo is an expert in Facebook advertising and teaches small businesses to save time by building simple, automated Facebook ads. In this webinar, Massimo will cover: - Why do Facebook ads matter vs. Google PPC ads? - What should your ads look like, and where should you place them? - Understanding Facebook's interest targeting and custom audiences. - How to make sense of bidding guidelines, cost-per-impression (CPM) and cost-per-click (CPC). - How to find and target your customers in Facebook ads.

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Facebook Ads Don’t Suck
Tips to Leverage Them for Your Small Business
by @MassimoCw

2. • Facebook ads vs. Google PPC ads
• Ad design & placement
• Facebook interest targeting and custom audiences
• Bidding guidelines, CPM & CPC
• Find and target your customers in Facebook ads
Meet the speakers…
Andres Thomas
Customer Success, Kabbage
• MODERATOR
Massimo Chieruzzi
CEO, AdEspresso

3. Massimo
Chieruzzi
CEO, AdEspresso

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So… Do FB Ads
really suck for
Small Businesses?

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That’s me here,
disagreeing.
Everyone else agree :(
…Suckers !

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Facebook Ads don’t suck.
They can be great for your business but…
It’s tough to get them right.

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People don’t go to Facebook to make
decisions. They go to Facebook to avoid
making decisions!

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Facebook vs. Google
Different Channels. Different approaches.
• Google is great for demand fulfillment:
Need -> Search -> Buy
• Facebook is great for demand generation: Discovery -
> Engage -> Buy
• Complex to get it right. Lower conversion rate. Bigger
opportunity.
• Google’s lifecycle: SetUp, Test, Fine-tune, Forget
• Facebook’s lifecycle: SetUp, Test, Fine-tune, Repeat…
You constantly need to test different ad designs and
audiences to target

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Facebook vs. Google
Why is Facebook the bigger opportunity?
• Imagine you’ve just invented a new, revolutionary razor and want to
market it.
• Most men use and buy razors frequently. It’s a huge market but…
• How many of them actually search Google for ”shaving” or ”razor”
before buying?
• Not many, I’d guess! The addressable market on Google would be
incredibly small!
• Alternately, with Facebook you can target any man in the world older
than 14…
THAT’S A HUGE OPPORTUNITY!

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The Ad’s Design

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Designing Facebook Ads
Create Buyer Personas.
For each persona,
highlight specific Value
Propositions

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Designing Facebook Ads
Social proof & clear, not
spammy call-to-action

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Designing Facebook Ads
Landing page should be
consistent with the Ad’s
wording and design

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Designing Facebook Ads
Creating visual contrast
can be bad branding but it
often works (at first…)

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The Ad’s Placement

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Facebook Ad Placement
Where should you display your ads?
Newsfeed
Highest CTR & Engagement
Great to drive Sales & Leads
Can generate additional organic results

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Facebook Ad Placement
Where should you display your ads?
Right-Hand Column
Low performances & price
Good for retargeting

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Facebook Ad Placement
Where should you display your ads?
Mobile Newsfeed
Great for Mobile App Installs & Engagement
Tough to get website conversions

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The Ad’s Targeting

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Targeting Facebook Ads
• Country
Huge price & performance differences.
Never mix in same AdSet.
• Custom Audiences
Best targeting right now! Require a big
email list. Great for b2b startups.
• Interests
Used to be the best option. Less
effective due to spam & like buying.
Still relevant.

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How do we find which interests to target?

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Graph Search is awesome!

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Bidding for Ads

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Bidding Guidelines
• Always track conversions!
• Optimized CPM nowadays is usually
the best choice
• Use CPC or CPM when you’ve
already nailed down your perfect
audience
• Don’t bid too low. You may not reach
enough people and, generally, you
get what you pay for

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oCPM Best Practices
• Daily budget should be at least 5x your bid
• To train oCPM, conversion goal should
generate at least 25 conversions per day
with >0.5% conversion rate
• If the conversion rate is not high enough,
move to a higher funnel conversion pixel
• Targeted audience size must be bigger
than when using CPC. Around 1 million is
optimal!

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Custom Audiences

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Custom Audiences
• Upload a list of eMails, phone numbers, user IDs and
create an audience of people you’ll be able to target
with ads
• On average 50-70% of the contacts are matched.
• Facebook creates a BIG audience of users very
similar to yours.
Lookalike Audiences
massimo@adespresso.com
email1@gmail.com
email2@gmail.com

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Lookalike Audiences
Custom Audiences from Website
• Add a Facebook’s pixel and create an audience with
anyone who visits your website (or specific pages)
• Extremely effective. Analyze up to 180 days of data.
• Add the pixel immediately!
• The more users you have in your audience, the better the
lookalike will be!

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Some ideas to try
• Convert Newsletter subscribers into customers
• Retarget people who put a product in their cart but
never checked out
• Exclude from your targeting, users who are
already your customers
• Create a Lookalike audience of users very similar
to your customers
• Promote your mobile app to your website’s users
and vice versa

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Key Metrics
What you should keep an eye on…

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You won’t grow your business with Likes…
Track: Cost per Conversion, Revenues & ROI

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More Metrics to monitor
• CTR & Conversion Rate: Quickly understand if
the problem is the Ad or the Landing Page.
Optimize for greatest impact
• Frequency: Number of times, on average, a
unique user has seen your ads. After a while
either they’ve clicked or they don’t care. A high
frequency can increase your costs by 163%.
Try to keep the frequency below 5.

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I’ve tried everything. Yet, they’re
not buying!
Already tried everything and still no sales?

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Move…
• Move your goal higher up the
funnel and generate Leads.
• Do some Lead nurturing via
email to close sales
From Here
To Here
Visitors
Prospects
Leads
Sales

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Save Time & Money Optimizing you Facebook Ads Campaigns
AdEspresso.com/kabbag
e
for 3 Months
-30%

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Apply for a Kabbage loan by May 31, and you’ll be
entered to win $500 worth of Facebook advertising.
Get $500 for Facebook Ads

37. Let us know any questions you have for our
speakers in the chat box in the left sidebar of
your webinar screen.
Questions?

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by @MassimoCw
Thank you!
www.adespresso.com
@AdEspresso