Jay Stampfl: Facebook Ads and How to Make Them Work for You

Posted by on Apr 19, 2017 in Social, The PPC Show [Podcast] | 9 Comments
Jay Stampfl: Facebook Ads and How to Make Them Work for You

Since its launch, Facebook Ads have become one of the most powerful customer acquisition channels.

Most marketers agree: 78% of them are satisfied with their Facebook ads.

Given 71% of all Internet users are on Facebook, you can’t deny its power.

If you have more experience with other paid channels, most likely Google Adwords, you may find it hard to grasp at first.

You may even find some of the more advanced advertising strategies counterintuitive.

Facebook Ads and How to Make Them Work for You

To make your life easier, we brought in someone who knows all the ins and outs of Facebook Ads: Jay Stampfl. Jay went from being an intern at adBrite and an anthropologist running around the jungles of Costa Rica, to become the CEO of BlackBird PPC, the digital advertising agency he founded in 2016.

Throughout this PPC Show episode, Jay, an expert in paid search, paid social, and programmatic display, gave us many interesting ideas on how to make Facebook Ads work for you.


The effectiveness of Facebook Ads and its impact on the final result (whether that’s a lead or a sale) differs mainly based on which kind of company uses it. The way Facebook Ads work for a B2C company is much different than for a B2B one.

If you have an e-commerce store and you sell products directly to consumers, like fashion or home decor, it will be easy for you to track how much each click is worth to you. Given the shorter sales cycle, which in many cases happens within one session, the impact of the final sale can be easily analyzed. If you use Google Analytics’ attribution reports, you will see how much your Facebook Ads’ influenced the final sale.
In other words, for B2C companies, the attribution modeling works.

The situation changes drastically if you use Facebook Ads for B2B sales cycles. In stark contrast with B2C sales, the problem with Facebook Ads lies in its impact on the final result and its correct attribution.

With B2B sales, the value of a click dilutes through the funnel, as it’s longer and more complex. It’s hard to add the right attribution to it. If a prospect finds your company after she clicks on one of your ads, and the company ends up purchasing a contract worth thousands of dollars six months down the line, that ad was worth thousands of dollars. The problem is, you will never be able to know that given the long time-frame and the complexity of the sale process.

Not everything is lost, however. Even if you run Facebook Ads campaigns and these ads don’t make your visitors convert directly, you can get a lot of awareness as well as it can help you get referral traffic and word-of-mouth.


Bidding optimization can be one of the hardest things any marketer can do to improve their paid campaigns. On the one hand, bidding can help you maximize your spending while giving you the best results. On the other, if you bid incorrectly, you can lose a lot of money fast.

Compared to Google Adwords, the Facebook Ads bidding system is much more difficult to grasp. Google Adwords’ bidding system is logic-based, that is, you bid based on the user’s queries and the value of the click is worth to you. Facebook, on the other hand, is much more dynamic, which makes it more difficult to bid on.

To start, Facebook’s algorithm throws marketing logic out the window. For example, if you raise the bid of an ad on Facebook, you will get higher quality users, which means the relevance score will increase, helping you get more clicks and lowering the CPA. With Adwords, if you bid up, your clicks go up just as your CPA goes up. That change in the logic behind the bidding system can make Facebook Ads much harder to manage.

Just because the Facebook bidding system is harder to understand compared to Google Adwords, that doesn’t mean it doesn’t work. On the contrary, you only need to select the correct bidding system for your goal. Once that’s done, Facebook will do a good job of assessing how to put your ad in the auction based on the bidding method you are using.

Even though there are no “best bid types”, you should choose one over the other one depending on the goal of your campaign.

  • CPM: For some, highly unreliable and ineffective. But it can work if your goal is awareness (i.e. you want a lot of views to your ad so people get to remember your company)
  • oCPM: This is the standard bid type for all Facebook ads. In a way, it works like a mix of CPM and CPC, so you can use it for build awareness, bring traffic to your site, or even get conversions.
  • CPC: The one you must be most familiar with. Works best for traffic-related goals and, in some cases, to action-related goals (e.g. app installs).
  • CPA: As the name suggest, you pay per action, whether that’s a sale, a lead, or whatever you have defined as one. Works best when your Facebook has a lot of data to optimize for (see next for more information).

The Algorithm

The Facebook algorithm (and its bidding system) likes optimizing with lots of data. As a consequence, you need to spend money before you get any results. That way, the Facebook algorithm can get all the data it needs to optimize your campaigns.

This is why when you create a Facebook Ads campaign, you need to target large audiences. Jay likes targeting with an audience of at least 1 million. He likes optimizing with oCPM and Conversion goals to hit 20 conversions a day, so Facebook can get all the data it needs. If he doesn’t get those conversions, he moves the conversion up the funnel. This means, instead of focusing on conversions you would focus on a click or even on impressions.

That way, Facebook can optimize their whole algorithm better.

Account Structure

Before you start optimizing your bidding, you need to have a good account structure. If you have thousands of ads per ad group, Facebook’s algorithm won’t be able to optimize their bidding for them. This means you need to add some level of granularity and segmentation to your campaigns.

Each structure differs considerably based on the campaign goal and business.

For example, if you have an e-commerce store and you want to increase your sales, you could segment each ad campaign based on your products. One campaign would focus on shoes, while another one in bags, and so on.

On the other hand, if you have an agency and you want to increase your lead acquisition, you could segment your campaigns based on the kind of client you are trying to target. You would have one campaign focused on large businesses with more complex sales cycles, and you would have another one focused on smaller businesses with shorter cycles.

Once you select the goal that works best for you, you would repeat the same process with ad groups and individual ads.

With the former, you would create specific ad groups that target one segment from your campaigns. You can use custom and lookalike audiences to help you out.

With the latter, you would create ads that talk to specific individuals. You can use different ad texts and images to see which one rings best your audience.

The key of a good account structure, then, lies in being ultra specific with your targeting. The lower you get with your campaigns, the more specific you should be.

This account structure will allow Facebook to optimize your campaigns better for each of your goals.

Ad Testing

If there’s one thing you are likely to take from this article is Facebook Ads can be tricky. Testing on their platform isn’t any different.

Just like with any test, if you develop a test within an ad group with three ads, one is going to perform great, and the other two won’t. That’s how A/B testing works.

In a normal situation, you would then pause the ad group, take the ad that’s performing and create a separate ad group to test it even further. Unfortunately, this is doomed to fail.

As you already know, Facebook’s algorithm needs lots of data in it to optimize bids. Once you take the winning ad to a new ad group, you will be resetting the data in the algorithm. This means, the “winning” ad will likely perform worse than before.

Remember, Facebook loves historical data. That makes the A/B testing environment for Facebook Ads so tricky. That’s why Jay recommends sometimes the best you can do is kill the good ads and start fresh.

The good news is, losing a Facebook ad test doesn’t mean that ad is bad. Sometimes it’s just a matter of bad historical data, not a bad ad or targeting.

Hire for Quality, not Fame

Even if you follow all the tips laid out in this article, it’s easy to get confused or lost with all the complexities of Facebook Ads. That’s why in many cases the best thing to do is hire an agency that takes care of your whole Facebook Ads account.

The problem is, many times companies hire the wrong agency.

If you want to hire a great PPC agency, hire one that has the most experience and that is willing to work directly with you. Most businesses that run paid ads need help with the management campaigns. Given the amount of agencies and consultants out there, businesses have many options to pick from. Unfortunately, many businesses have a small budget. This in itself isn’t a big deal. The problem is many times they end up making one of the following mistakes:

  • They hire someone cheap and has little experience;
  • They try to hire a large famous agency that will put an inexperienced account manager.

The problem with the former mistake is they then get little to no results since the agency or consultant doesn’t know what they’re doing.

The problem with the latter, according to Jay Stampfl, is that these agencies end up assigning them a 23-year old who has little experience in the industry. That results in mediocre results, similar to the company that hires a cheaper but still inefficient consultant.

Jay recommends going for smaller agencies, like BlackBird PPC, that are going to put their best people upfront without charging top dollar. Still, you need to invest to get high-quality PPC management. Even if your budget is low, the saying “you get what you pay for” holds true for PPC.

Want to more from Jay Stampfl? Follow him on twitter or listen to the whole episode below:



Get Started on Programmatic with Advice from Bryan Gaynor

Posted by on Mar 21, 2017 in Search, The PPC Show [Podcast] | No Comments
Get Started on Programmatic with Advice from Bryan Gaynor

When you can promise new clients a 250% increase in PPC campaign growth in a year, you must have a pretty good idea of what you’re doing. Bryan Gaynor, a Digital Marketing Account Manager at Hanapin Marketing, does. He knows a lot about PPC and digital marketing in general, but we invited him onto The PPC Show to talk about one of the newest forms of advertising – programmatic. You can listen to the whole episode for more details on the following topics:

1. “Reach the right person at the right time with the right message.” There are many definitions of programmatic advertising, but Bryan’s simple explanation mentions piecing all available data together to create messaging that’s personal to the viewer. Other definitions include the automated aspect of programmatic, where algorithms are used to purchase ad space.
2. “There are 80-90 other sources of inventory outside Google Display Network.” Though many marketers rely solely on GDN, programmatic offers access to up to 90 other sources of inventory. Taking alternative routes not only helps diversify your strategy, it could also lower your bids and increase conversion rates.
3. “If you want to sell anything, you have to specialize in it.” While Bryan doesn’t see a need to form a new team around programmatic, he does encourage managers to start testing now to gain an understanding that’s well-developed enough to properly recommend programmatic to clients. The principles are similar to how you’d set up a search or social campaign, so getting started is self-serve, but there are nuances managers will need to become familiar with. DoubleClick, The Trade Desk, and Centro are great starter platforms.
4. “You can get results with just $500 per month.” Bryan warns smaller budgets will yield fewer data points, which makes interpreting results a bit more challenging, but the minimal price to experiment with programmatic is very reasonable.
5. “Testing programmatic starts with what you’ve already tried.” You don’t have to start at the beginning to test out programmatic. Start with where you currently are, and use more in-depth reporting to further dissect placement and audience, so you can fine-tune messaging.
6. “The level of reporting with programmatic gets very deep.” Programmatic’s deep and detailed reporting helps surface information that might not show up in the reports you’re pulling now. Bryan’s worked with clients that were able to drill all the way down to adjust creative for viewers seeing ads on older phones.
7. “If it’s too good to be true, it probably is.” Though much of programmatic is automatic, it’s still important to keep a close eye on reporting, especially exchange or network reports. Taking a look at data related to impressions, traffic, and conversions will help flag and filter instances where performance might be incorrectly affected by non-human interactions (bots). Reviewing reports on a weekly basis will ensure you’re not spending money on wasted inventory.

Want all of Bryan’s tips? Listen to the whole episode below:



Bryan will be speaking at Hero Conf April 18th to 20th in Los Angeles (with AdStage CEO, Sahil Jain), where he’ll hold a session on programmatic for PPC managers. You can follow him on Twitter to stay up to date. For even more PPC wisdom, check out Hanapin’s library of resources.

Peter Levitan’s 7 Tips for Agency Professionals

Posted by on Feb 20, 2017 in Agency, The PPC Show [Podcast] | No Comments
Peter Levitan’s 7 Tips for Agency Professionals

Peter Levitan knows agencies. He ran Business development at Saatchi & Saatchi in Europe and North America, owned his own Portland agency and was a founder and CEO of two Internet companies. We were lucky enough to have him as our guest on Episode 38 of The PPC Show.

While we recommend giving the entire episode a listen, here are the top seven pieces of wisdom Peter Levitan shared with us while on the show:

  1. “We’re in a world where specialization wins.” If you’re looking to start your own agency, know that clients are looking for specialists. We’re no longer in the grand old days where agencies were either television, print, or radio. Know your specialty and make sure clients know it, too.
  2. “The more you blog, and the more you stick to a specific subject, then the more people will find you and love you.” Sticking to the theme of specialization, make sure your company blog follows this wisdom as well. People will seek out and enjoy your content if they know what to look for and what they’re getting once they find it.  
  3. “How are you making money?” Whether you’re starting your own agency or work in an established one, make sure you can answer that important question. What’s your business plan? What is it that you’re selling? To whom? How much will they pay you? How much will you keep? About half of agencies don’t have consistent answers when faced with these topics.
  4. Run SWOT analysis with your team and then do something about it. Firstly, the exercise alone focuses the mind and can help you answer the questions in number 3. Secondly, make sure you set aside time to actually act on your findings from the analysis. Many agencies have a plan but they don’t run it. Make a plan for your business development and then be consistent about executing it. 
  5. “Your website HAS to be a sales tool.” So many agencies fall into the trap of turning their websites into fun, creative projects or brochures. While that’s all well and good, if your website is not set up to make a sale, then it’s not doing much for you. Sales is a 24-7 game now and your website is doing a lot of that work for you. Make sure it’s set up that way.
  6. “PPC works. The more you can use it, the better.” If you want to get more clients, try running PPC ads. Test the major networks – Facebook, LinkedIn – and see what works best for you. If they work, are easy, and can fit into your schedule then you have your answer. If they don’t fit in your schedule, find someone at your agency who can be in charge of them. That’s really key. If no one is assigned to be in charge of PPC, you’re not going to get a lot out of that money.
  7. “There’s a light at the end of the tunnel.” Peter is a seasoned agency professional who now runs a completely internet-based business out of his house in Mexico and is thoroughly enjoying life. You can, too!

Not enough agency wisdom? Listen to the entire episode here:


Want to hear more from Peter Levitan? Check out his blog (nearing 600 posts), buy his book, and follow him on Twitter.

This was our first episode of The PPC Show broadcast on Facebook Live! Join us on Tuesdays at 10am PST on Facebook to hear from the biggest names in PPC!


[The PPC Show] Episode 36: Luke Alley, Director of PPC at Avalaunch Media

[The PPC Show] Episode 36: Luke Alley, Director of PPC at Avalaunch Media

Luke Alley: The Rising Star in PPC Marketing

Luke Alley, Director of PPC at Avalaunch Media talks with us about lead gen, tracking, and optimizing for quality leads.

Named one of the rising stars in PPC Marketing by Search Engine Land, Luke has started and grown the PPC division for two companies from a handful of small clients to several million dollars managed annually. His focus has been on client acquisition, client retention, PPC management, process development, hiring and training, and being active in the PPC community through speaking, blogging, and #PPCChat. Follow him at @LukeAlley.

Enjoy the episode!



[The PPC Show] Episode 35: David Szetela, Pay-Per-Click Search Engine Marketing Author & Speaker

Posted by on Dec 20, 2016 in Social, The PPC Show [Podcast] | No Comments
[The PPC Show] Episode 35: David Szetela, Pay-Per-Click Search Engine Marketing Author & Speaker

David Szetela Shares 5 Tips for Optimizing Adwords Campaigns and a Free Book!

This week on The PPC Show David Szetela, speaker and author of “Pay-Per-Click Search Engine Marketing: An Hour a Day” shares his top tips for optimizing AdWords campaigns.

Having been voted Top PPC Expert in a poll of thousands of PPC managers and website owners, published on MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa, and of course, lauded for his two books (Customers Now and PPC Advertising on One Hour a Day), David is one of the leading PPC thought leaders today. Hit play to hear his Adwords tips, as well as discussions of the latest trends in the world of PPC marketing. One episode not enough? Follow him on twitter 👉 @Szetela.

Bonus with this episode: David has offered to give listeners of this podcast a free PDF copy of his book! Simply email David@fmbmedia.com to request that PDF!


[The PPC Show] Episode 34: Khalid Saleh, CEO of Invesp

Posted by on Dec 15, 2016 in Search, Social, The PPC Show [Podcast] | No Comments
[The PPC Show] Episode 34: Khalid Saleh, CEO of Invesp

Khalid Saleh talks A/B testing best practices to drive growth and profit

In this episode of The PPC Show, we chat A/B testing and conversion rate optimization (CRO) best practices with best-selling author and CEO of Invesp, Khalid Saleh.

Invesp is a leading provider of conversion optimization software and services. Khalid is at the helm, having written his Amazon.com best-selling book, “Conversion Optimization: The Art and Science of Converting Prospects into Customers.” In his book, Khalid offers a sound method to capture more customers through a fully integrated marketing strategy.  He demonstrates how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, fears/uncertainties/doubts (FUDs), and incentives define the success of all types of marketing initiatives, from websites to policy strategies.

As a frequent guest on media outlets like CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and in-demand keynote conference speaker, Khalid inspires audiences to rethink their approach to marketing in terms of exponential growth and profit.

We hope he does the same for you in this podcast. Enjoy!



P.S. Like what you heard in this episode? Follow Khalid on Twitter to keep the conversation going! 👉@khalidh

[The PPC Show] Episode 33: Andrew Goodman, Founder of Page Zero

[The PPC Show] Episode 33: Andrew Goodman, Founder of Page Zero

The Latest and Greatest in Adwords News

In this episode, we were excited to talk about the latest and greatest in Adwords news with the author of one of the very first e-books on the subject, Andrew Goodman. AdStage’s Director of Product, Paul Wicker, sat down with him to talk Adwords bid adjustments, expanded text ads, the new Facebook for business teams, and Twitter’s almost acquisition.

Andrew founded Page Zero Media in 2000 in order to create an SEM firm that earnestly listened to clients and offered better services than existing offerings. After a few years of general research for a book on online marketing, Andrew honed in on Google Adwords and released the world’s first “how-to” on AdWords – “21 Ways to Maximize ROI on Google AdWords Select,” in April, 2002. And then, in 2005, Andrew published Winning Results with Google AdWords (McGraw-Hill; 2nd ed. 2008), considered the leading resource in the field. If his name sounds familiar, it may be because he’s spoken at 44+ North American SES Conferences and writes a regular column for ClickZ.com.

To hear Andrew the Adwords expert’s take on current trends in the paid advertising world, listen to the entire podcast below. Enjoy!



P.S. if you’re not following Andrew on Twitter… you should be! You can find him tweeting all things AdWords here 👉@andrew_goodman

[The PPC Show] Episode 32: David Jaeger, CEO & Founder of Global SEM Partners

Posted by on Nov 3, 2016 in Social, The PPC Show [Podcast] | No Comments
[The PPC Show] Episode 32: David Jaeger, CEO & Founder of Global SEM Partners

The PPC Show: Episode 32

How to Align Client Goals with Your Revenue Metrics

David Jaeger, CEO & Founder of Global SEM Partners

In Episode 33 of The PPC Show, we had the privilege of bringing on David Jaeger, CEO and Founder of Global SEM Partners to dive into Ad Tech, High Growth PPC Agencies, and The Revenue Quadrant. 

David is a paid marketing veteran with 11 years of industry experience under his belt. He kicked off his career as a 19 year old entrepreneur disrupting his school’s (inefficient) book inventory process. Taking the lessons learned from his first business, David launched the SEM division for National Positions – an INC 500 internet marketing firm – managing millions of dollars a year in client ad spend.

In January 2014, David spun the SEM division into its own brand — internetmarketing.net, where he expanded beyond the standard search/media buying product, offering services like strategic business planning using proprietary tools to effectively marketing and track performance.

Passionate about the importance of high growth agencies and marketing teams in the paid advertising space, David shifted gears to develop and promote a scalable framework for building successful high impact PPC teams.

In August 2014, David founded Global SEM Partners. Where he introduced the Revenue Quadrant Process to address the growing challenges of cross-channel campaign attribution.

In this episode, we dig into:

  1. How to Hire for Your Agency or Marketing Team
  2. Snapchat’s New API Announcement
  3. Using The Revenue Quadrant Approach for Better Campaign Optimization

Figuring out where your ad dollars have the biggest impact on your business is just the first step to aligning revenue goals across C-Suite, Marketing Department, and Customer. There’s a lot to digest and learn, so I’ll let you listen in.

I hope you enjoy this interview with Davide Jaeger (and go follow him on Twitter)

P.S. If you want to learn more about the Revenue Quadrant Process, David has graciously shared the PDF. Check out the link below 👇

The Revenue Quadrant for B2B & eCommerce Business


Growth Pilots Founder and CEO Chats Ad Tech Startups, Growth Teams, and PPC Agencies

Posted by on Oct 7, 2016 in The PPC Show [Podcast] | No Comments
Growth Pilots Founder and CEO Chats Ad Tech Startups, Growth Teams, and PPC Agencies

Tune-In & Catch the Latest Episode of #PPCPodcast

Growth Pilots Founder and CEO, Soso Sazesh, Chats Ad Tech Startups & PPC Agencies

In this episode of #PPCPodcast AdStage’s very own Director of Product, Paul Wicker, sits down with Soso Sazesh, founder and CEO of Growth Pilots, to chat high impact ad tech growth teams, the pitfalls in scaling a (profitable) PPC agency, and how to drive exponential growth through direct-response paid advertising campaigns.

For more, listen to the entire #PPCPodcast episode below!



4 Ways to Solve the Attribution Problem Right Now

Posted by on Aug 5, 2016 in The PPC Show [Podcast] | 3 Comments
4 Ways to Solve the Attribution Problem Right Now

Let’s Talk Simplifying the Attribution Problem with Dave Rigoti and Eva Sharf from Bizible

Cross-channel attribution can make or break your brand. As savvy full-funnel digital marketers, it is imperative we identify the marketing channels that convert the most leads into paying customers, and adjust our budget accordingly.

This is where cross-channel attribution comes into play. Cross-channel attribution is using advanced analytics to assign a value to each marketing tough point that led to a desired action (sign-up, request demo, etc.). This includes online and offline marketing channels. Attribution accurately tracks media and marketing efforts to help identify key marketing interactions that influence customers to convert. It helps answer the questions: How did that customer start the buyer’s journey? What led that customer to make a purchase or transaction? What are the metrics we should track to act on these insights?

But, attribution continues to be a struggle for today’s marketer this is because:

1. Marketers are using more and more channels to reach customers. According to Search Engine Watch, the average marketers uses 13 channels to reach their audience. Eight of those channels are digital.

2. Most marketers are outgrowing first or last touch attribution models, but few know how to measure across channels.


forrester attribution channels graph

According to a Marketing Land article, attribution has been deemed an “unsolvable” problem…but is it?

Don’t give up on all hope JUST yet.

We chatted with Bizible’s full-funnel marketing gurus, Dave Rigotti and Eva Scharf about how to approach the attribution problem and glean valuable insights from your marketing efforts.


Catch the highlights from this #PPCPodcast episode below

Cross-Channel Attribution: Bizible’s “Bread-n-Butter”

1.     Single-touch attribution gives rise to a model bias because you only optimize for those first or last performance activities. This ultimately results in unintentionally shrinking your funnel and overall growth.

2.     Engage with your audience on all channels – both online and offline. The typical customer journey includes a wide range of touchpoints. As a marketer, you want to understand the impact of every customer interaction from paid keywords to conference booth demos.

3.     Some basic pieces of attribution may not work, but perhaps that’s not always a bad thing.  Relying too much on attribution as a way to assign a value to multiple interactions can leave holes in the consumers’ thought process.  It’s not always necessary to quantify new bits of information and data you come across.  Find a balance between customer focus and attribution data by looking more closely at trends and foster more conversations with your marketing team.

4.     Using false signals is worse than having no signals at all because you end up optimizing for the wrong channel. Instead, use a multi-touch attribution model to properly attribute revenue across all your marketing channels to “give credit, where credit is due”.