Susan Wenograd – Facebook Ads for ecommerce

Facebook Ads have changed drastically in the past few years. Apple’s iOS updates shifted the ad landscape even further.

Many e-commerce practitioners are left wondering: what do I need to know to make Facebook Ads work for me? How do I navigate these changes, and understand its impact on my business? Are there things I should be doing on my site and in my business to compensate?
Introduction video

This course is essential for you if…

• You spend over $30,000 a month on Facebook ads.
• You aren’t sure how to value your media spend since in-platform metrics are now more inaccurate than they were.
• You know you still need to use Facebook and Instagram Ads, but feel frozen in place on how to move forward from the way you used to do it.

After taking this course you will…

• Understand what changed with iOS14, how that impacts your data, and how many ecommerce operators are shifting their expectations on valuing Facebook Ads.
• How to evaluate the ever-expanding placements where ads can show on Facebook and Instagram, and what they generally accomplish in your marketing efforts.
• How to evaluate and plan your creative performance and testing in an era where you have fewer insights than ever before.
• Methods for cheaper audience acquisition, audience engagement, and thinking beyond only the conversions goal to build a bigger reach for the future sales.

Skills you will master

 Patricia Borlovan
Co-Founder @ Peppermint Agency, Romania
CXL is the most robust e-learning platform for digital marketers. From day one when I discovered their blog filled with well-documented articles up until now, when I am finishing my digital psychology and persuasion degree, they became and remained my go-to source of educational content. The neuromarketing degree helped shape me into a better digital marketer professional and scale my knowledge about 10x. The courses and minidegrees were the best educational investment I have made, and I would always recommend it to anyone who want to nurture their marketing career.

 Winston C.
President @ Winc Analytics, US
Once I got into the actual courses, I realized that this was indeed going to be the serious content I was expecting.

Suffice it to say that I’m taking notes.

 Robert J.
Chief Marketing Officer @ Bidrento, Estonia
I was skeptical at first but the CXL course on product marketing is money, in every sense of the word, especially with ProfitWell’s Patrick Campbell talking about monetisation.

I was aware of a lot of what Patrick and others spoke of but the value lies in structuring your knowledge so you have a clear mind and can take more onboard. Perfect time to do a free trial, watch that (even if you skim most of it) and then join the Olympics. Sounds like a plug, it kind of is but I think it is a good idea nonetheless.

 Will Gray
Digital Marketing Consultant @ BGH + Marketing
The Maximizing Audiences for PPC was f*cking excellent!!! I watched the videos many times and recently used some of their tactics and it’s working! CXL ain’t nuttin’ but the truth.

 Zeenat G.
Product Marketing Manager @ VIOU Digital
I got to know about CXL in a Product Marketing bootcamp.

CXL helped me in transitioning into tech in a non-tech role. I got a Growth Hacker role 3 weeks into the Growth Marketing Minidegree.

I am now a PMM at VIOU digital. I recommend CXL to everyone I know that wants to learn about Growth.

 Radvilas Š.
Digital Strategist @ Evolvery, Lithuania
Anyone interested in genuinely understanding the math behind CRO and A/B testing absolutely has to use CXL.

My whole team has a great time discussing the material and aligning our views on processes we use, and to come up with ideas to implement in the future.

 Amr T.
Digital Marketing Strategist @ MPS – Bashir Skakib Al-Jabri & Co. Ltd., Egypt
The best and most practical, in-depth training. PERIOD. Blog articles alone are jam-packed with tons of “practical-value”.

CXL should be the standard for marketing knowledge and training. I’m aiming to finish 3 minidegrees by the end of next year and will start off with technical marketing.

Thank you so much Peep for starting CXL and the amazing work you’re doing.

 Jordi D.
Online marketeer @ Simplicate, Netherlands
Look no further if you are seeking a place for new knowledge around topics as: CRO, Growth marketing, Digital analytics etc.

Helped me upping my CRO knowledge and skills. Mostly on testing, conversion copy and calculating results.

 Davis Grietens
Digital Strategy Consultant @ Wunderman Thompson Technology, United Kingdom
It was set up very well, good pace, good production quality, good progression through the material.

Your course curriculum
FACEBOOK ADS FOR ECOMMERCE

1 How iOS14 has affected Facebook Ads, and what you need to understand as an advertiser
Before we get into the technicalities of running Facebook Ads, it’s important to understand how they have changed and evolved. New requirements and limitations require some additional steps and adaptations to the new world of increased privacy.

2 How to set up tracking and audiences to maximize your targeting
Why Audience and Lookalike value has decreased in some ways, the common ways people underutilize their data, and how to use engaged Facebook users for targeting.

3 Understanding settings, limitations, and account structures in Facebook Ads
How things like budget options, targeting, and creative rotation are set, and the must-think-about parts of each.

4 Creative constructs, organization, and a plan to never run out of testing ideas
How to create a naming convention for easier analysis, and best practices to eliminate guesswork on what your creative should have.

5 Going Beyond Conversions to make Campaigns pull double duty
How to use other Campaign Objectives to make your ads convert better and increase the size of your remarketing audiences in a post iOS14 world.

ABOUT THE EXPERT

Susan Wenograd
Marketing Consultant
Susan has spent the last 20 years in marketing, specializing in paid search and social for brands and agencies. She has managed tens of millions of ad dollars working with many household names, including General Motors, Instacart, and She’s Birdie.