1. Find, Engage & Optimize: Building an Effective Facebook Ad Strategy
Azriel Ratz
CEO, Ratz Pack Media

2. You’re going to learn how to:
CREATE ads that fulfill business goals
FIND your best potential audiences
ENGAGE with the most effective ads
OPTIMIZE your ad performance

3. Create ads around Business Goals
1) Facebook wants to get you the best results.
But not the results you think.
Your Target Audience
Video Viewers
Link Clicks
Conversions
Impressions
Engagement
When you optimize your ads for video views Facebook targets people who watch a lot of videos, not people who are most likely going to convert.

4. Find your best potential audience
Most businesses are really bad at targeting the best potential audiences.
Create small ad sets, each with different audiences and allow them to test against each other
By testing each audience in their own ad set you actually learn about each group of people

5. Find your best potential audience
“Instead of running ads that may perform, we are creating ads that will definitely teach.”

6. Find your best potential audience

7. Engage with the most effective ads
Much like targeting, most businesses are really bad at creating the best ads
What are the chances that the one ad you create will be the best ad for your audience?

8. Engage with the most effective ads
Why leave to chance the possibility that an ad you didn’t create could outperform your existing ads?

10. Engage with the most effective ads
What if you created every possible version of your ad?
What about testing the image of your ad?

11. Engage with the most effective ads

12. Optimize Ad performance
CPM (Cost per 1,000 impressions)
If all Ad Sets have high CPM then the issue is the ads.
If some Ad Sets have low CPM then the issue is the targeting.
CPC (cost per click)
If CPM is low but CPC is high then make the ads more assertive.

13. Optimize Ad performance
3) Time on site
Landing page and ad language and images don’t match.
Landing page not mobile friendly.
4) Conversion rate
The audience doesn’t like your offer.
The form is asking for too much information.

14. I USE THE FACEBOOK! Obviously…
Where you Can Find Me
I USE THE FACEBOOK!
Obviously…

15. Want to learn more? WHERE TO FIND ME: Facebook: /RatzPackMedia
Snapchat (AKA Hipster Instagram Stories): AzrielR
Instagram: Ratz Pack Media
Juno: Oh, c’mon now…