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CREATING, CONVERTING, AND KILLING IT WITH 
MAD FACEBOOK ADS 
JESSE STAY
Throw away your books! 
Forget your education! 
Stop listening to “the experts”! 
Repeat after me, “I am not an expert!”
STOP BEING EXPERT S ! 
! 
BE MAD SCIENTISTS.
I’M NOT GOING TO 
SHOW YOU HOW TO 
CREATE FACEBOOK ADS
THE ART OF SOCIAL MEDIA
WHO’S THE WINNER? 
RANDOM ZUCK PICTURE
WHO’S THE WINNER? 
RANDOM ZUCK PICTURE
WHAT WOULD MAKE MY 
TARGET AUDIENCE SAY, 
“I JUST HAVE TO LIKE/ 
CLICK/PURCHASE 
THAT!”? 
THE QUESTION:
THE RESEARCH 
(YES, I USED THE DEFAULT APPLE IMAGE)
FACEBOOK GRAPH SEARCH
THE RESEARCH 
AD MANAGER
THE 
HYPOTHESIS: 
THIS CONTENT WILL 
MAKE MY TARGET 
AUDIENCE SAY, “ I J U S T 
HAVE TO LIKE/CLICK/ 
PURCHASE THAT!”?
THE EXPERIMENT
THE EXPERIMENT
THE EXPERIMENT
EVALUATE AND ANALYZE
EVALUAT E 
AND ANALYZE 
• Always measure by “cost-per” 
• Use your gut, disable 
(don’t delete) ads early 
and often 
• Fo...
THE CONCLUSION 
WHAT DID WE LEARN?
THE 
CONCLUSION 
• Calls-to-action work (LIKE, 
CLICK, BUY, SIGN UP) 
• Focus on PASSION! 
• Know your audience (get 
in t...
THE CONCLUSION
FOLLOW —> FACEBOOK.COM/STAY <— FOLLOW 
FOLLOW if you LOVE kittens! 
(or even if you don’t) 
Any questions?
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Creating, Converting, and Killing it With Mad Facebook Ads

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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!

Published in: Social Media, Marketing

Creating, Converting, and Killing it With Mad Facebook Ads

  1. 1. CREATING, CONVERTING, AND KILLING IT WITH MAD FACEBOOK ADS JESSE STAY
  2. 2. Throw away your books! Forget your education! Stop listening to “the experts”! Repeat after me, “I am not an expert!”
  3. 3. STOP BEING EXPERT S ! ! BE MAD SCIENTISTS.
  4. 4. I’M NOT GOING TO SHOW YOU HOW TO CREATE FACEBOOK ADS
  5. 5. THE ART OF SOCIAL MEDIA
  6. 6. WHO’S THE WINNER? RANDOM ZUCK PICTURE
  7. 7. WHO’S THE WINNER? RANDOM ZUCK PICTURE
  8. 8. WHAT WOULD MAKE MY TARGET AUDIENCE SAY, “I JUST HAVE TO LIKE/ CLICK/PURCHASE THAT!”? THE QUESTION:
  9. 9. THE RESEARCH (YES, I USED THE DEFAULT APPLE IMAGE)
  10. 10. FACEBOOK GRAPH SEARCH
  11. 11. THE RESEARCH AD MANAGER
  12. 12. THE HYPOTHESIS: THIS CONTENT WILL MAKE MY TARGET AUDIENCE SAY, “ I J U S T HAVE TO LIKE/CLICK/ PURCHASE THAT!”?
  13. 13. THE EXPERIMENT
  14. 14. THE EXPERIMENT
  15. 15. THE EXPERIMENT
  16. 16. EVALUATE AND ANALYZE
  17. 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. 18. THE CONCLUSION WHAT DID WE LEARN?
  19. 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. 20. THE CONCLUSION
  21. 21. FOLLOW —> FACEBOOK.COM/STAY <— FOLLOW FOLLOW if you LOVE kittens! (or even if you don’t) Any questions?

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