Social Media is not a step-by-step process. It's an art-form that involves a bit of the scientific method to perform well. In this presentation by Jesse Stay, he talks about the art of Facebook ads, and how he uses the scientific method in building strong, relevant ad campaigns!

1. CREATING, CONVERTING, AND KILLING IT WITH
MAD FACEBOOK ADS
JESSE STAY

2. Throw away your books!
Forget your education!
Stop listening to “the experts”!
Repeat after me, “I am not an expert!”

3. STOP BEING EXPERT S !
!
BE MAD SCIENTISTS.

4. I’M NOT GOING TO
SHOW YOU HOW TO
CREATE FACEBOOK ADS

5. THE ART OF SOCIAL MEDIA

6. WHO’S THE WINNER?
RANDOM ZUCK PICTURE

7. WHO’S THE WINNER?
RANDOM ZUCK PICTURE

8. WHAT WOULD MAKE MY
TARGET AUDIENCE SAY,
“I JUST HAVE TO LIKE/
CLICK/PURCHASE
THAT!”?
THE QUESTION:

9. THE RESEARCH
(YES, I USED THE DEFAULT APPLE IMAGE)

10. FACEBOOK GRAPH SEARCH

11. THE RESEARCH
AD MANAGER

12. THE
HYPOTHESIS:
THIS CONTENT WILL
MAKE MY TARGET
AUDIENCE SAY, “ I J U S T
HAVE TO LIKE/CLICK/
PURCHASE THAT!”?

13. THE EXPERIMENT

14. THE EXPERIMENT

15. THE EXPERIMENT

16. EVALUATE AND ANALYZE

17. EVALUAT E
AND ANALYZE
• Always measure by “cost-per”
• Use your gut, disable
(don’t delete) ads early
and often
• Focus on conversion
metrics - how is this
improving social referrals,
conversion pixels, etc.?

18. THE CONCLUSION
WHAT DID WE LEARN?

19. THE
CONCLUSION
• Calls-to-action work (LIKE,
CLICK, BUY, SIGN UP)
• Focus on PASSION!
• Know your audience (get
in their MINDS)
• Separate ad sets by
audience
• You are not an expert!

20. THE CONCLUSION

21. FOLLOW —> FACEBOOK.COM/STAY <— FOLLOW
FOLLOW if you LOVE kittens!
(or even if you don’t)
Any questions?