[Webinar] Facebook Ads Updates: First You'll be Shocked, Then Inspired!

#FacebookAds #PI_socialads | @socialadditiv @point_it

Facebook Ads UpdatesFirst you’ll be shocked, then you’ll be inspired

Ian Mackie | Point it Digital Marketingwww.pointit.com 07.20.2016

#FacebookAds #PI_socialads | @socialadditiv @point_it2

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Tweet along!

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About Point It

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About Point It

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World-Class Clients

Our Services

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About the Presenter

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Ian MackieDirector of Social Media Ads@socialadditiv

• Ian is responsible for spear-heading digital marketing initiatives that include app discovery, SEM, display and social advertising on Facebook, Twitter & LinkedIn.

• He's spent the last 10 years witnessing the world of digital advertising develop into the exciting, yet often challenging, environment it is today.

• From planning and strategy to campaign management and analysis, he has unique insights into what makes a successful ad campaign run in our multi-channel, multi-device world.

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Table of Contents

Facebook’s Top 5 Updates1 Video Ads – Do Views Matter?3

Tools You Need2 Questions4

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Top 5 Updates

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CPA bidding

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What you need to know

CPA Bidding

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1. Install the NEW universal pixel 2. Choose desired conversion event

to optimize towards 3. Choose conversion window4. Bid amount: Auto vs. Manual

Compare Facebook results w/ your results!

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Custom Conversions

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What you need to know

Custom Conversions

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1. NEW Facebook pixel needs to be installed on ALL pages

2. Create rules from URLs or Standard Events (i.e. add to cart, purchase, etc.)

But … benefits of setting up standard events:

1. Create retargeting audiences based on content viewed, or items placed in cart

2. Create lookalikes for prospecting based off of people who have a certain shopping cart size, or who purchased certain products.

(https://www.facebook.com/business/help/402791146561655)

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20% text rule

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20% text rule

It’s gone, finally!

Oh wait, it’s not …

And now I have no idea what’s going to run or not!

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Lookalikes

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What you need to know

Find new people on Facebook who are similar to your most valuable audiences

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• Create up to 6(!) lookalikes

Example: • The most similar audience

(0%-1%)• The second most similar

audience (1%-3%)• The least similar audience

(3%-6%)

Audiences are non-overlapping = don't have to exclude other audiences that are more or less similar

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Engagement Audiences

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Reach people who have previously interacted with your content on Facebook

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Tools!

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Build

Tools to Use

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ResultsResearch

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Video Ads

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Video Ads

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Know what you’re paying for! Don’t limit yourself to just views!Optimize towards app installs, website clicks & conversions

Results!

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Questions?

A link to view a recorded version of the webinar will be emailed within 48 hoursi

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