Making Your Funnel Work

Facebook & Instagram advertising

Facebook & Instagram advertising
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 FACEBOOK & INSTRAGRAM ADS
▪ Facebook stats
▪ Facebook Business Manager
▪ Facebook custom audiences
▪ Facebook conversion tracking
▪ Facebook adpositions
▪ Facebook campaign goals
▪ Facebook targeting options
▪ Facebook A/B testing ads
▪ Instagram adpositions
▪ Instagram campaign goals
▪ Instagram targeting

Facebook & Instagram advertising

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 FACEBOOK AD STATS
▪ An average Facebook user clicks on 11 ads per month, women click on more
ads (14 per month) than men (10).
▪ 94% of Facebook’s advertising revenue comes from mobile
▪ Facebook earns 40% of annual digital display advertising revenue
▪ 87.1% of U.S. marketers will use Facebook marketing in 2020

Facebook & Instagram advertising

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 FACEBOOK CPC’s

Source
▪ AdEspresso

Facebook & Instagram advertising

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 FACEBOOK CPC’s Source
Instapage

Facebook & Instagram advertising

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 FACEBOOK CTR’s Source
Instapage

Facebook & Instagram advertising

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 FACEBOOK CR’s Source
Instapage

Facebook & Instagram advertising

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 FACEBOOK CPA’s Source
Instapage

Facebook & Instagram advertising

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 FACEBOOK BUSINESS MANAGER
Facebook Business Manager is the place where all your account assets come
together besides the daily task of managing your community and content.

Reasons to use Facebook Business Manager

▪ Clear separation between work and private accounts
▪ Overview of all your accounts assets across Facebook and Instagram
▪ Easily integrate with partners and apps
▪ Implement the Custom Audience Pixel
▪ User management
▪ Security (e.g. enable two factor authentication)

https://business.facebook.com

Facebook & Instagram advertising

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 FACEBOOK CUSTOM AUDIENCES
Facebook Custom Audiences are overall ways to connect with audiences who
you already have some sort of connection with:
▪ Website visitors (pixel)
▪ List of telephone numbers of your customers (list)
▪ E-mailadresses of your newsletter list (list)
▪ App users (pixel / SDK)
▪ Facebook users who engage with your content (audience)

▪ GDPR wise you need an explicit opt-in from the user for the usage of the
FCA pixel
▪ Easiest way to implement the pixel is through Google Tag Manager

Facebook & Instagram advertising

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 USE CASES CUSTOM AUDIENCES
Website
▪ Create lookalike audiences based on your website audience
▪ Build specific audiences of people who visited specific parts of your website
▪ Cart abandoned people
▪ People who haven’t returned for X days
App
▪ Recently purchased
▪ Used your app but haven’t returned recently
▪ Recently opened your app
Engagement
▪ Instagram
▪ Videos
▪ Events
▪ Forms
▪ Canvas (Fullscreen experiences)
Lists

Facebook & Instagram advertising

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 FACEBOOK EVENT AND CONVERSION TRACKING
You can also track other events through your tracking pixel (Custom Audiences),
somewhat similar to Google Analytics (events and conversions).
▪ Standard events (list with standard events)
▪ Custom events
▪ Custom conversions

https://developers.facebook.com/docs/facebook-pixel/implementation

Facebook & Instagram advertising

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 FACEBOOK CAMPAIGN GOALS

Source:
Wordstream

Facebook & Instagram advertising

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 FACEBOOK CAMPAIGN GOALS / KPI’s

Source:
Wordstream

Facebook & Instagram advertising

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 FACEBOOK CAMPAIGN GOALS

Source:
Merkle

Facebook & Instagram advertising

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 FACEBOOK AD TYPES

Facebook & Instagram advertising

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 FACEBOOK AD FORMATS
Photo ad
Video ad
▪ Short Videos and GIFs
▪ Vertical Videos
▪ Instagram Stories
▪ Video Carousels
▪ Video Collections
▪ In-stream Videos
Stories ad
Messenger ad
Collection ad
▪ Instant storefront
▪ Instant form (leadform)
▪ Instant storytelling
▪ Instant lookbook (show users in ads)
▪ Instant customer acquisiton
https://www.facebook.com/business/ads/instant-
experiences-ad-destination

Carousel ad (image and video)

https://business.instagram.com/advertising/
Slideshow ad (image only)

Playables (app)
Facebook & Instagram advertising
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 FACEBOOK MESSENGER ADS

Facebook & Instagram advertising

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 FACEBOOK LEAD ADS

Source:
Hootsuite

Facebook & Instagram advertising

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 FACEBOOK DYNAMIC ADS

Source:
Wakeupdata

Facebook & Instagram advertising

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 FACEBOOK CANVAS / INSTANT EXPERIENCE

Facebook & Instagram advertising

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 FACEBOOK OFFER ADS
▪ For local businesses / Instore: e-mail coupons or save bar code to Facebook account

Facebook & Instagram advertising

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 FACEBOOK LOCAL AWARENESS ADS

Facebook & Instagram advertising

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 FACEBOOK EVENT ADS

Facebook & Instagram advertising

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 FACEBOOK PLACEMENTS
On which channels does your advertisement appear?
Default=all channels

By choice
▪ Facebook
▪ Instagram
▪ Messenger
▪ Audience Network

Other options
▪ Device (desktop!)
▪ WIFI connection
▪ Skippable ads

Facebook & Instagram advertising

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 FACEBOOK AD OPTIMZATION METRIC

Facebook & Instagram advertising

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 FACEBOOK TARGETING (INCLUDE / EXCLUDE)
▪ Custom audiences (website, lists, app, engagement)
▪ Demographics (age, gender)
▪ Location (country, states, provinces, cities/towns, zip codes and radius)
▪ Languages
▪ Relationship to your business (fans, friends of fans)
▪ App usage (use your app, friends of app users)
▪ Events (sign-up for event)
▪ Interests (interest targeting list)
▪ Education level
▪ Relationship status
▪ Job function
▪ Behavior (online purchases, type of device, digital activities)

Facebook & Instagram advertising

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 THE END
▪ Next session about:
▪ 10A: Linkedin Advertising

Facebook & Instagram advertising

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