Use the Facebook Pixel to track conversions, retarget website visitors and find new audiences. This workshop will explain how understanding advanced Facebook ad tools will help your overall ad strategy.

1. Advanced Facebook Advertising
Prove ROI, impress your friends, and eviscerate your competition
with the Facebook Pixel

2. “Advanced” assumes:
Knowledge of how to create (good) Facebook ads
Prior use of Facebook Ads Manager / Power Editor
HTML / website basics

3. Agenda
History
The Facebook Pixel
Implementation
Retargeting
Conversion tracking
Lookalike Audiences
Parking Lot

4. bit.ly/1M65F2B

5. History of Facebook Ads
2008 - Pages become available for brands
2009 - Self-serve ads
2011 - Sponsored Stories (Newsfeed ads)
2012 - Mobile ads, FBX, Social Graph
2013 - Conversion/Audience pixels
2014 - $11 billion in ad revenue
2015 - Mobile = 78% of ad revenue
http://blog.hubspot.com/marketing/history-facebook-adtips-slideshare

7. Marketing strategy + tools = <3
Sneakier ads
Transparent ROI

8. Creating ads without connecting your website
is like throwing a perfect spiral to nobody.

9. Connect your website?

10. No, like this—Facebook
Pixel.
No, like this—Facebook Pixel

11. Why do I make you look
at code?

12. Because if we want to be strategic…
Retargeting
Conversion tracking
Lookalike audiences

13. But first, let’s do some stats

14. Retargeting

15. Display ad CTR = .07%
Retargeted display ad CTR = .7%
(close, but very different)
retargeter.com

16. Retargeted users are 70%
more likely to convert
retargeter.com

17. 46% of online marketers
believe that retargeting is
grossly underused. Ouch.
retargeter.com

18. Conversion tracking

19. Things you can say
if you measure conversions:
“Through testing with Facebook ads we found it costs
$2.21 to acquire a customer. Does this scale with your
business model?”
“Your ad campaign directly generated $12k in sales, a
300% return on your $3k investment. Want to talk about
next quarter?”
“Ad ‘A’ has 100 clicks, but zero conversions.
Ad ‘B’ has 20 clicks, but 10 conversions.
Let's shut down Ad ‘A’.”

20. Measuring
conversions
reduces
vanity
metrics.

21. What the Heck is the
Facebook Pixel?

22. https://www.facebook.com/business/help/1686199411616919

23. Where do I get a
Facebook Pixel?

28. How do I install the
Facebook Pixel on my site?*
*WordPress.org

30. https://wordpress.org/plugins/header-footer/

32. Make sure your pixel is firing
https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en

33. Yay.

34. Let’s retarget your
website visitors.

39. URL schemes

41. How to build your URLs
Create thank you/confirmation pages
Create SEPARATE thank you/confirmation pages based
on individual products
Create (specific) landing pages
Further reading: http://www.jonloomer.com/2016/02/02/evergreen-facebook-campaign-trigger/

42. That’s basic retargeting.
[pause for questions]

43. Now let’s measure conversions.
conversions > clicks

45. 2 ways to measure conversions

46. Method #1—Standard Events

48. Why do I make you look
at code… Again?

50. Method #2—Custom Conversions

51. Conversions make you look good.
[pause for questions]

52. So we’re retargeting and
tracking conversions…
What else should we do?

54. Not quite.
Let’s create a
Lookalike Audience instead.

55. Define: “look-a-like”
Facebook has creepy amounts of data
on its users through Open Graph.
And sells this data to advertisers.

59. Lookalike audiences allow you
to find new likely prospects
without having to guess.

60. Re-cap

61. Using advanced Facebook ad tools:
Spend your money smarter
Show transparent ROI
Get more sales, get a promotion, keep a client happy

62. But you gotta install this on your website…

63. Retargeting
Works well (higher CTR)
Easy to do
No need to pay an expert (since you are one, now)

64. Conversion tracking
Allows for transparent ROI
Helps you find new audiences
Makes you look like a rockstar

65. Lookalike audiences
Works REALLY well
Even EASIER to do
Takes advantage of all that data Facebook has creepily
gathered on people

66. That’s it.

67. Unless you’d like to see…

68. The super MEGA
stupid easy
A/B test
that everyone should
do before spending
a dollar
on Facebook Ads

69. Ad creative is
important

70. Yes, ad creative is important,
but so is audience targeting
And we can test it
on a dime.

71. Step 1
Define 3 specific audiences
by AD SET
How to name your campaigns: http://www.jonloomer.com/2014/12/08/facebook-campaign-naming-convention/

72. Step 2
Develop your creative… Properly!
This means
only change ONE thing at a time.
https://adespresso.com/academy/guides/facebook-ads-optimization/facebook-ads-ab-test/

73. Step 3
Spend $1 per day on each ad set
for a few days, look for
engagement (likes, shares,
comments) on the ads. Note how
they differ by audience.
Somebody who hates the Boost Post button as much as I do:
http://earnenough.com/how-to-do-facebook-ads/

74. Learn before you sell.
Savvy?

75. OK, that’s really it.

76. logan@gamepointwriting.com

77. gamepointwriting.com

78. Questions about
TheFacebook Pixel?