Facebook advertising is overwhelming. That’s why we’ve simplified it into the most informative, easy-to-understand Facebook ad training session on the face of the earth! Learn everything you need to know for successful Facebook advertising in 2021, including: - The different Facebook ad types and when to use them. - How to leverage data to outperform your competitors. - How to use your ads to expand your reach and increase engagement. Whether you’re starting your first campaign or looking to improve an existing one, you’ll walk away from this webinar with 21 easy-to-implement tips to lock in Facebook ad success.

1. 21 Genius Facebook
Advertising Tips to
Try In ‘21
Hosted by: Gordon Donnelly

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WordStream has partnered with
LOCALiQ to deliver results-focused,
technology-backed marketing
services to help local businesses
unlock measurable business growth.

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Gordon Donnelly
Senior SEO & Facebook Advertising Expert
@WordStream
Most Influential per @PPChero

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Facebook advertising can be
overwhelming.

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● With 2.7 billion members worldwide, and 22
billion ad clicks per year.
● Facebook ads tend to cost a fraction of what
other online marketing channels cost.
● The level of granularity you can get with
Facebook targeting capabilities is mind
blowing.
But the opportunity is huge.

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● Facebook analytics best practices
● Facebook audience targeting
● Account structure best practices
● Facebook ad types
● Vertical-specific tips
What we’ll be covering today:

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Facebook Analytics
Get tracking and analytics sorted prior to running ads.
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● Place the pixel!
● Most conversion tracking and custom
audience building is controlled by the
Facebook pixel. This is your control
center.
● Look into your CMS settings for set up
best practices.
● Otherwise, place above the head on all
pages or using the all pages trigger in
Tag Manager.
Get tracking and analytics sorted prior to running ads.

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Facebook Analytics
Event tracking.
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● Not necessary if you’re using an objective
like lead gen or post engagement; or if
you’re tracking e-commerce events in
Shopify/Bigcommerce.
● Event code: single snippet of code that
allows you to track form fills, calls,
shopping events etc. in the platform
when events occur on your site.
● Pro Tip: USE TAG MANAGER!
● 2nd Pro Tip: Fire event tags AFTER the FB
pixel.
Tracking events let you know your campaigns are working (or not working)

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Facebook Analytics
Integration with other properties.
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● Make sure your UTM codes are square to get
visibility in Analytics (last-click vs. view-through)
● Make sure you’re tracking all those same events
in GA
● Sync to your Facebook Lead Ads (and other
campaigns) to HubSpot, Salesforce, Zoho for quick
follow up, CPSQL data
● Turn on Affinity & Demographic reporting in
Analytics. Create segments. Use multiple
dimensions.
● Pro Tip: Start configuring GA-4 now.
GA and CRM Integration

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Facebook Targeting
Facebook Remarketing
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● Audience building is the closest proxy we have to
keyword intent. Remarketing is the highest-intent form
of audience building.
● A few of the many remarketing strategies...
○ 30-day site traffic (excluding converters)
○ 30-day traffic to a specific page
○ Facebook and/or IG business page engagement
○ Lead ad engagement
○ Lead ad openers
○ Customer lists
○ Cart abandoners
○ Dynamic remarketing
● This gives you the advantage of knowing how they’ve
already interacted with your brand, and in what part of
the funnel they reside.
Remarketing is the most high-intent targeting tactic you have on paid social.

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● Remarketing in Facebook is done via the
Custom Audience
● Created at the ad set level
● Use a conversion-based objective
● E-commerce advertisers have the
advantage of leveraging value-based
lookalikes
● Pro Tip: Make sure you’re excluding
prospecting audiences and other relevant
remarketing audiences.
Remarketing in Facebook is done via the Custom Audience

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Facebook Targeting
Dynamic Remarketing
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Dynamic remarketing is a must for B2C marketers
● Dynamically serve individual products to
people who have browsed or shopped but
not purchased
● Makes creative production super easy
● Granular, highly-personalized, out of the
box solution for retail
● Pro Tip: Optimize for non-purchase events
if you don’t have enough purchases to exit
the learning phase

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● Target product viewers and/or cart abandoners
in a given date range
● Break out campaigns for Upselling and Cross-
selling
● Edit dynamic headlines and descriptions
● No need to create new sale ads to retain
engagement
● Mix in standard remarketing as well
● High-res, attractive product shots are a
necessity here
More dynamic remarketing tips

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Facebook Targeting
Leverage lookalikes for scale
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● Lookalikes allow you to take all those custom
audience parameters we discussed earlier and
replicate them at scale.
● So Facebook is going to use that 30-day site
traffic audience, or that customer list, or that
group of lead ad engagers as a seed audience,
and then iterate it at scale.
● This is a prospecting tactic that gives you access
to a pool of between 1.5M and 2M people that
most closely resemble your remarketing
audiences.
Lookalikes give you some semblance of remarketing at scale.

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● Facebook’s algorithm works best when you
start broad.
● Increase audience size up to 10X if you’re still
too refined.
● Layer over detailed targeting options.
● Continue to use conversion-based campaign
objectives.
Start broad, then layer over detailed targeting.

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Facebook Targeting
Detailed targeting with demographics, interests, and behaviors.
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● Rather than layering, you can use
detailed targeting, also known as manual
targeting, as its own prospecting tactic.
● Generally a upper-funnel tactic when
used on its own. Goal should be to
funnel users into your remarketing
campaigns
● Split test against lookalikes and see
where performance is best.
Using detailed targeting (demographics & interests) on their own.
● Behaviors—reach users based on purchase
behaviors, intent, device usage, and more.
● Interests—reach users by looking at their interests,
activities, the pages they liked, and closely-related
topics.
● Demographics—reach users by location, age,
gender, language, relationship status, and more.

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● Controlled at ad set level beneath location
settings.
● B2B: focus on job title targeting and employment
information.
● Interest segments provide scale.
● Turn on detailed targeting expansion for more
scale.
● Try different combinations and see what works!
● Always keep an eye on your estimate audience
size...
Using detailed targeting (demographics & interests) on their own.

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Facebook Targeting
Create customer personas (and use them!)
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● Audience Insights: leverages self-reported Facebook
data to analyze audience demographics like age and
gender
● Use Google Analytics to get an understanding of
who your ideal buyer is.
● Leverage secondary dimensions like age, gender,
device in the Source / Medium report.
● Create a segment of converters and break down by
age, gender, interests
● Look at in-market and affinity segments in to
understand common crossovers.
Leverage Analytics and audience insights for detailed targeting.

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Account Best Practices
Run automatic placements!
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You can run ads in a number different placements within
Facebook...
● Facebook’s mobile and desktop news feeds
● Instagram
● The Audience Network
● Messenger
● Stories
● Mobile vs. Desktop
● Automatic placements used to be the way of the
novice advertiser.
● Tendency is to break out platform by age.
● Pro Tip: Let Facebook’s algorithm be great.
You’re targeting an individual, not a platform.

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Account Best Practices
Use campaign budget optimization (w/ ad set limits)
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● Facebook has traditionally controlled
budgets at the ad set level, with the option
to control at the campaign level known as
“campaign budget optimization” or CBO.
● Facebook is moving off ad set budgeting
altogether.
● CBO tell the algorithm to spend between ad
sets in a way that is going to maximize top-
level performance.
● You can set ad set limits is you’re worried too
much of your budget is going to an
underperforming ad set.
Facebook is moving away from ad set budgeting; get ahead of the curve!

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B2B Tips
The magic of lead ads.
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● Lead Ads were created to avoid sending prospects to
non responsive landing pages.
● Lead form opens right within the Facebook app, your
prospects need not head to your website to provide
that information.
● Barrier to entry is far lower with the lead ad then with
a landing page.
● Split test vs. landing pages (using Conversions
campaign objective)
● Analyze in CRM down to the qualified lead level
● Leverage giveaways for lower CPA or to build your e-
comm subscriber list.
Rake in leads with Facebook lead ads

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B2B Tips
Lead ads: don’t sacrifice quality for quantity.
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● Follow up with an automated
nurture campaign in your CRM.
● Leverage high-intent option (vs.
high volume).
● Experiment with lower-funnel
offers (demo vs. white paper).
● Serve to refined audiences.
● Equip your sales team with all
the info they need (and more).
How to drive greater quality (without sacrificing quantity) with lead ads.

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B2B Tips
Click-to-call ads
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● Facebook’s click-to-call ad option within
Website Traffic + Reach campaigns, allows you
to fill your business and client phone lines with
a higher volume of calls than ever before.
● Similar to call-only ads on Google: users can
click directly on your ad through their mobile
device and connect with you by phone.
● Need to have a great offer and great targeting
to make this work.
● Split test against lead ads and see which get
you better results for the cost.
Click-to-call ads

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B2C Tips
Structure (and measure) for success.
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● Upper funnel (prospecting): leveraging
manual targeting strategies to fill the
top of your funnel with net new
prospects.
● Mid-funnel (prospecting): leveraging
lookalikes and layered detailed
targeting to add more scale and push
prospects into your remarketing
audiences.
● Lower-funnel (remarketing): high-
intent remarketing campaigns
optimized for purchases
How to structure you e-commerce account for success.

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PRO TIPS:
● Use audience exclusions
religiously.
● Optimize TOFU audiences for
add-to-cart.
● Have distinct ROAS goals for
prospecting vs. remarketing
E-commerce account structure cont.

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B2C Tips
Collection ads.
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● If you have already have your Catalog set up for
dynamic remarketing, you can use collection ads
as an additive strategy for both prospecting and
remarketing.
● Immersive format that allows you to tell brand
story and display product line.
● Not all templates require a Catalog, but you
should set one up anyway.
● How to set up your catalog:
https://www.facebook.com/business/help/12754
00645914358
● Buoy paid efforts with Organic:
○ Create Facebook & IG Shops
○ Configure IG Shopping
● https://www.wordstream.com/blog/ws/2019/08/
05/instagram-ecommerce
Collection ads: display your full product line to net-new prospects

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Facebook Ad Types
Carousel ads (the Brock Holt of ad types).
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● Carousel ads are tailor-made for displaying
multiple e-commerce products (or multiple parts
of the same product) in a single, swipe-able ad.
● They’re effective on both desktop and mobile,
and are available for most Facebook ad
objectives—so if you’re not shooting for online
sales, don’t feel like your hands are tied.
● Great for B2B and B2C alike. One of the most
versatile and effective ad formats.
Show off your products (and services) with Facebook carousel ads

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● Carousel ads give you the ability to display up to 10 images or videos—with 10
different CTAs—in one ad, and link to different landing pages from each panel of the
Carousel. Great for both e-comm and services businesses.
Show off your products (and services) with Facebook carousel ads

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● You can also leverage a single landing page strategy and simply use the various
panels to callout various product features and benefits.
Show off your products (and services) with Facebook carousel ads

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Facebook Ad Types
Video: still not a necessity; but a nice additive strategy
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● Facebook Ad video viewers are are 1.81X
more likely to make a purchase than non-video
viewers.
● The set-up process for video ads is as simple
as setting up an image ad.
● The one disadvantage: video creation itself is a
main factor on why that many advertisers are
dissuade from getting in the video ads game.
● Don’t believe the hype: you can still get great
results with static creative. But video almost
always helps with CTR and lead quality.
The story on Facebook video ads.

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● Facebook video ads can be up to
240 minutes long, so there’s
really no limit to the amount of
storytelling you can fit in one ad
spot.
● PRO TIP: Keep it short and sweet
and add captions. Captioned
video ads increase view time by
an average of 12%.
The story on Facebook video ads.

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Facebook Ad Types
Get familiar with size & spec requirements
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● There’s nothing worse than slaving over an ad,
sending it live, letting it run for a week, then
getting an email from a client or customer about
how half of the image is cut off.
● Sticking to specs will ensure that your ads display
correctly.
● This is also going to make workflows more
streamlined when you’re soliciting creative from
your designer.
● Go to:
https://www.facebook.com/business/ads-
guide/
You need to familiarize yourself with ad sizing & specs.

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How much do I spend?
Never sweat a small budget.
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● A minimum of $1k monthly spend is necessary
to get meaningful optimization data
● Allow yourself 3 months of optimization
(minimum) before calling it quits.
● This is an investment, not an expense.
● All this said, Facebook is one of the few places
you can generate legitimate results with a
small budget, making it ideal for SMBs.
Commit to the return, not the spend.

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Measurement & Analysis
Understanding “good” performance.
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● We dug into our extensive client data, including
256 accounts (representing $553,000 in
aggregate Facebook spend) from 18 different
industries, to pull benchmarks for the following
four metrics:
● Average Click-Through Rate (CTR) on
Facebook: 0.90%.
● Average Cost per Click (CPC) on Facebook:
$1.72.
● Average Conversion Rate (CVR) on Facebook:
9.21%.
● Average Cost per Action (CPA) on Facebook:
$18.68.
What exactly does average performance look like on Facebook?

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● Get the full benchmark report, by visiting
https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
Match your competitors.

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Measurement & Analysis
What about Organic?
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● Particularly relevant for agencies, but
necessary for SMBs as well.
● What impact are your Facebook Ads having
on your other channels?
○ Display remarketing (Google)
○ Search volume (Google Trends +
search network performance)
○ Brand performance
○ Organic sessions
○ Assisted conversions
○ Offline calls and emails
● Understanding impact on these channels is
understanding the true, holistic value of your
spend.
Facebook advertising does not exist in a vacuum.

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