This document provides tips and instructions for setting up and optimizing Facebook advertising campaigns. It discusses selecting marketing objectives, targeting audiences, creating ads, installing pixels, measuring performance using analytics and reports, and testing different ad formats and optimizations. Key points covered include how to set up dynamic product ads, create custom audiences, and track purchase and other event data.

3. • http://bit.ly/2wfZnYD

9. Online Business Department Breakdown - Plan For
Monumental Growth
https://www.youtube.com/watch?v=-zyGX4uDEjc

12. https://business.facebook.com/ads/manager/
Click the sandwich bar to login

13. Select the marketing objective

14. Objectives - https://www.facebook.com/business/ads-guide/app-installs/mobile-app/

19. Generation lead with discount

24. FB ads guide
• https://www.facebook.com/business/ads-guide/

25. Image Text check, you cannot upload a
picture which is full of text.

26. https://www.facebook.com/ads/tools/text_ov
erlay

27. • We suggest the image : text should be 80%:20%

28. If you upload the picture with full of text. The
adv cannot run. Or the impression rate is low.

29. Those Objectives with right column placements.
https://www.facebook.com/ads/manager

30. Brand – display to your most likely to pay
attention.
Reach – display your adv to max audience.

31. Set up detailed targeting

32. In Hong Kong region, you can exclude the
immigrant Labor ( 僑民 ) , eg Philippines labor

33. You can input the KOL or brand as interest.

34. Therefore the audience with the similar
interest can read you adv.

35. Audience research

36. If the KOL cannot be used in FB adv selection. You
contact the KOL and place the FB adv directly on
their FB page.

37. Right click and find out the embed code.

38. Place the code on the official web site or
forum page.

39. Allow split test – A/B test

40. About Split Testing
Split Testing helps advertisers understand how different aspects of their
ads affect campaign performance. Similar to A/B testing, Split Testing
lets you test different versions of your ads so you can see what works
best and improve future campaigns.
https://www.facebook.com/business/help/1738164643098669

41. For some of the adverts, you can create split
test.

43. Create custom audience ( FB page fans or
lookalike audience )

44. Import the audience file

46. Split test

47. Use impressions to reach more audience

49. Only use ( Traffic ) can choose ( don’t connect
FB page )

50. If you use the FB page with incorrect adv
content

51. The advert should match the FB page content

52. Target audience
• Within a single campaign, only one variable can be tested at a time.
Below are some examples of variables you could split test.
• Audiences: Currently, Split Testing is only available for saved
audiences. For example, you can choose 2 different saved audiences
and test them against each other. If you don't already have saved
audiences, you can create new saved audiences within Ads Manager.
Possible tests to run:
• Saved audience (A) versus saved audience (B)
• Saved audience (A) versus saved audience (B) versus saved audience
(C)

53. • Locations. Target ads to people based on locations (ex: country, state, province, city, congressional district, zip or post code). Most
objectives let you target worldwide (type in "worldwide"), by region (ex: "Europe"), by free trade area (ex: "NAFTA", the North
American Free Trade Agreement) or by app store availability (ex: "iTunes app store countries"). Learn more.
• Age. Target ads to people within an age range.
• Gender. Target ads to women, men or both.
• Languages. Target ads to users of certain languages.
• Detailed Targeting. Include or exclude people from an audience based on demographics, interests and/or behaviors. Learn more.
• Connections. Include or exclude people from your audience based on connections to your Pages, apps or events. Learn more.
• Custom Audiences. Custom Audiences are target audiences of people you already know created from information you provide or
from information generated on Facebook's products. You can create Custom Audiences from customer files, the Facebook pixel,
the Facebook SDKand engagement on Facebook.
• A subset of Custom Audiences is Lookalike Audiences. A Lookalike Audience is a target audience you create from a "source." It
finds other people on Facebook who are the most similar to the people in the source.
• You can include or exclude people in a Custom or Lookalike Audience from your target audience.

54. Delivery optization
• Delivery optimizations: You can also run a split test on delivery
optimizations. For example, you can choose to optimize for
conversions in one test and link clicks in another. Possible tests to run:
• Optimize for conversions (A) versus optimize for link clicks (B)
• Optimize for conversions with a conversion window of 1 day
(A) versus optimize for conversions for a conversion window of 7 days
(B) versus optimize for link clicks (C)

55. Placements
• Placements: In addition, you can run a split test on placements. For
example, you can select automatic placements or customize
placements to define where you would like your ads to appear.
Possible tests to run:Select automatic placement (A) versus custom
placement (B)
• It is recommended to test custom placements against automatic
placement, rather than test custom placements against each other.

56. Install pixel in Shopify, search for ‘pixel’

58. Copy the basic code

59. • <!-- Facebook Pixel Code -->
• <script>
• !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
• n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
• n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
• t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
• document,'script','https://connect.facebook.net/en_US/fbevents.js');
• fbq('init', '302396210173492'); // Insert your pixel ID here.
• fbq('track', 'PageView');
• </script>
• <noscript><img height="1" width="1" style="display:none"
• src="https://www.facebook.com/tr?id=302396210173492&ev=PageView&noscript=1"
• /></noscript>
• <!-- DO NOT MODIFY -->
• <!-- End Facebook Pixel Code -->

60. Copy the important event code

61. • Paste the basic code into the theme.liquid
• Paste the event code into the product and go to cart.liquid
• Paste the purchase code into the Check out page.
• You need to modify the purchase code.
• https://www.youtube.com/watch?v=ByO8Dn-QPmE

62. • View content ( paste to product page )
• <script>
• fbq('track', 'ViewContent');
• </script>
• Add to Cart ( paste to go to cart )
• <script>
• fbq('track', 'AddToCart');
• </script>

64. • <script>
fbq('track', 'Purchase', {value: '{{total_price |
money_without_currency}}', currency: '{{shop.currency}}'});
</script>

65. Purchase pixel
• {% if first_time_accessed %}
• <script>
• !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
• n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
• n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
• t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
• document,'script','https://connect.facebook.net/en_US/fbevents.js');
• fbq('init', '302396210173492'); // Insert your pixel ID here.
• fbq('track', 'PageView');
• fbq('track', 'Purchase', {value: '{{total_price | money_without_currency}}', currency: '{{shop.currency}}'});
</script>
• </script>
• <noscript><img height="1" width="1" style="display:none"
• src="https://www.facebook.com/tr?id=302396210173492&ev=PageView&noscript=1"
• /></noscript>
• <!-- DO NOT MODIFY -->
• <!-- End Facebook Pixel Code -->

66. Check for Pixel status

67. Check for Reach, Add to Cart and Purcase%

69. For detail result, please go to analytics page

70. Basic Pixel code
• The basic installation of event code allows you to track events,
optimize for conversions, and target audiences based on people who
took actions.
• Ex: You can optimize your ad for a search conversion to get the most
website searches for the lowest cost.
• The recommended installation of event code adds some basic
parameters to your event code. This lets you unlock additional
capabilities and data such as conversion value measurement, ROAS,
contextual data for conversion tracking.
• You can modify the placeholder parameters in the code below to fit
your needs.

71. Event Pixel code
• The advanced installation of event code adds a layer of data to events
to include product-level granularity. This level of installation enables
dynamic ads, as well as product-level measurement, optimization and
targeting.
• Ex: You can measure and optimize for purchase conversions
specifically for a specific style of running shoes, rather than just
generic purchases.

72. Create Product Catalogs

74. You can choose single update for those who
don’t use 3rd party shopping cart eg Shopify

76. Add Feedly app to Shopfiy

77. For single update

78. Prepare a CSV file and up
https://www.facebook.com/business/help/139729
4963910848

85. Facebook Dynamic Product Ads
https://www.youtube.com/watch?v=iwtPIG8xSF4

86. Set up dynamic adverts once, then let them work
for you
• https://www.facebook.com/business/learn/facebook-create-ad-
dynamic-ads
• Facebook dynamic adverts automatically promote products to people
who have expressed interest on your website, in your app or
elsewhere on the Internet. Simply upload your product catalogue, set
up your campaign once and it will continue working for you – finding
the right people for each product – for as long as you want, and
always using up-to-date pricing and availability.

88. https://www.facebook.com/business/help/89
0714097648074

89. • A product catalog contains product information for all items you'd like
to advertise for with your Facebook ads. You can use a product
catalog with multiple Facebook ad types and formats,
including: dynamic ads and the collection ad format.

90. • Precision Facebook Advertising - Kingpinning Boardroom Private
Training Event - Teaser
• https://www.youtube.com/watch?v=u1v6NKDTYjY
• Facebok Dynamic Product Ads
• https://www.youtube.com/watch?v=u1v6NKDTYjY

91. Measurement and optization
• Choose the Right Measurement Solution
• Selecting the right measurement product (or products) is the first step in understanding your ads
performance. Let us help you choose the right measurement solution for your business
• We offer many ways of measuring your ads based on audience, brand and sales outcomes. Select
one of the options below and learn more about the different measurement products.
• https://www.facebook.com/business/help/242517662931333?helpref=faq_content

92. Measurement solutions for audience outcomes
• Our audience measurement solutions help you understand who you are
reaching with your ads and how you can optimize the impact of your ads.
• Our audience measurement solutions can help you answer the following
questions:
• Who am I reaching with my ads?
• How can I tell which version of my ad will produce better results with my
audience?
• Who saw my ad and was it relevant to them?
• How effectively is my ad spend reaching people across devices and
publishers?
• How can I measure reach across publishers and channels?

93. • To answer these questions, use one of the products below.
• Facebook products
• Ads Reporting: View aggregate demographic information on your
audience including age, gender, where they are located and what
devices they used.
• Split Testing : Simply and accurately test different components of
your ad across devices and browsers, and get easy-to-understand
results to make tactical decisions.
• Audience Insights: Learn more about your target audiences before
creating your ads.

94. Advert reporting – Account overview
https://www.youtube.com/watch?v=n73c9Drcm30
https://www.youtube.com/watch?v=n73c9Drcm30
https://www.youtube.com/watch?v=lPV2qgtLFmY

95. Audience Insights

96. https://www.youtube.com/watch?v=73_wKPL
3bkg

97. Add columns
• Reach, Frequency, CPM, Relevance score, amount spend, CPC, CTR,
Purchase, Add to cart, view to content, Purchase conversion, Add to
cart conversion, cost per web site lead, cost per web site purchase

100. • ROI = profits-costs x 100 / costs
• In contrast, ROAS measures gross revenue generated for every dollar
spent on advertising. It is an advertiser-centric metric that gauges the
effectiveness of online advertising campaigns.
• ROAS = revenue from ad campaign / cost of ad campaign
• With ROAS, marketing is considered a necessary cost of doing
business vs. ROI, where marketing is an investment to grow a
business’s profits incrementally. While using both metrics in tandem
is useful, the pendulum is swinging back from the widespread use of
the ROAS-focused model in digital advertising, to a more rigorous
ROI-focused model.

101. • Click-through rate (CTR)
• Eg Ad 1: click rate = 1 and impression = 100, the CTR = 1%
• Ad 2,: click rate = 10 and impression = 100, the CTR = 10% ( Better )
• Purpose: increase the CTR and reduce the CPC.
• Increase the ROI and ROAS and reduce the Acos ( average cost spend )

102. Power Editor – easy to manage the fb ads
• https://www.facebook.com/ads/manage/powereditor/manage/ads?a
ct=232245115

103. Measurement
• Relevance
• A/B test
• CTR rate conversation rate,
• Pixel purchase

105. • Business manager > 2-3 more pages
• Advert manager > on behalf, ask company request
• Notification > business manager > to set up admins
• Advert manager > to manage adverts

106. Think creative
• GIF
• http://www.webdesignerdepot.com/2013/07/50-inspiring-animated-gifs/ https://media.giphy.com/media/xT0BKjmeY7Ukyly7kc/giphy.gif
• https://media.giphy.com/media/xTk9ZGMTpGHH8UFBJe/giphy.gif
• http://img.sgag.sg/posts/2016/01/5448_original_ezgif.com-video-to-gif.gif?1452890631
• • Gif Maker
• https://giphy.com/create/gifmaker
• • Cinemagraph
• http://cinemagraphs.com/
• https://flixel.com/cinemagraphs/food/
• • 360 image/video
• https://www.facebook.com/zuck/posts/10102883016892831
• https://www.facebook.com/Facebook360/
• • Virtual Reality & Augmented Reality
• VR: https://www.youtube.com/watch?v=d2u2svMZzdw
• AR: Pokemon App / https://www.youtube.com/watch?v=LM0T6hLH15k

107. If you ask the other FB page to admin to
check the upload pics, you can use #XXX

108. Contact
• Alan Siu
• http://hk.linkedin.com/in/alansiu
• Itxchas@yahoo.co.uk