In the episode:

02:07 - Are you tracking conversions?

03:18 - You NEED this pixel

06:18 - Target with dedicated audiences

08:52 - What’s a Lookalike Audience?

10:23 - Not all interests belong together

11:42 - Why you have to exclude

12:59 - Do you really need all those placements?

15:32 - Too broad or too large

17:16 - You have to have a strategy

19:28 - What you need to test

22:27 - Social proof defined

23:08 - The role that images play

24:53 - How to carry over social proof

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Transcription:

James: James Schramko here, welcome back to SuperFastBusiness.com. Today, we are continuing on a series that was very successful the first time around, and I brought back my special guest, Ilana Wechsler. Welcome.

Ilana: Thank you James, thanks for having me back.

James: That's because you did really well with the first episode, we were talking about 10 classic AdWords mistakes, and we were very kind and we told people how to fix them as well.

Ilana: Yes.

James: On that episode, which was 487 at SuperFastBusiness.com, we provided a nice little infographic with the 10 mistakes, so you could use that as a checklist to see how you're going with AdWords. But this time, we're going to be talking about Facebook, because over at GreenArrowDigital.com, you have been providing a service where you help people with their Google AdWords and Facebook advertising, just because you like a challenge, I imagine. And you've seen some of the common mistakes, and it's probably a good time to discuss them on this episode, which is 10 Classic Facebook Advertising Mistakes (And How To Fix Them).

Ilana: Yeah, sounds good.

James: Alright, so you've broken this into three sections for us, which is very nice. We're going to cover the setup, we're going to go into targeting, and then we're going to talk about the ads themselves. And I believe there's a rumor that you might have actually chucked in an 11th tip, a very special tip that will be the tip of all tips, but we need to cover the first 10 before we get there, right?

Ilana: That sounds right.

Mistake #1 - No conversion tracking

James: Well, let's start with the number one. What is the number one classic Facebook advertising mistake that you see when you go and set up someone's account for the first time and they hand over the agency and say, "Here you go, Ilana, help us out." What's the problem?

Ilana: Alright. So we audit a lot of accounts, and I've just sort of summarized all the really, the 10 mistakes that we see most people make. The first one is part of the setup, is they haven't set up conversion tracking. So that was one of our AdWords ones, but people do the same mistake on Facebook.

How to fix it

And you have to set up conversion tracking so you know what's working and what's not working. They're both equally important.

James: So just in a really basic sense, what does conversion tracking mean, like how does it actually work?

Ilana: Basically, it enables you to determine which ads are working for whatever goal you're trying to track, basically. If you're trying to make sales,