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Wednesday, April 26th, 2017 - 1:00PM - 4:00PM

Facebook retargeting and ad optimization

In this hands-on session, Ximena and Clark will review Facebook campaign objectives, best practices for different stages of the purchase funnel, and retargeting tactics any marketer can implement.

Key takeaways:

  • A deep understanding of the importance of using strong seed audiences
  • Insight into the benefits and drawbacks of audience segmentation
  • How to set up a best-practice campaign for awareness, consideration, and conversion with the correct pixel implementation
  • A working knowledge of the mechanics behind budget management and the Facebook auction
  • The role of re-targeting within a Facebook strategy and its variations dependent on campaign objectives and audience interactions with your brand



Campaign Set-up: We will begin with an overview of the full suite of available campaign objectives, before delving into detail with three campaign set-ups, before narrowing our focus to look at re-targeting tactics.

Purchase Funnel Optimization: We will do this by approaching three stages of the purchase funnel: awareness, consideration, and conversion. At each stage, we will isolate one campaign objective and go through in detail how to set up a best-practice campaign.

Retargeting: Focusing on building the retargeting pool, we will dive deep into audience building, campaign optimization, and finally the sale. We will also cover dynamic product ads and how to implement them.


Clark Boyd
VP, Strategy

Ximena Sanchez
Biddable Account Manager

Who Is This Social Media Training For?
Marketers with at least intermediate knowledge of Facebook advertising.

Social Media Training Price:

Seating is limited - save your seat!

Register Now!

About your Presenter

Clark Boyd is VP Strategy at Croud, a global digital performance agency. Over the past 7 years, he has devised and implemented digital marketing strategies for clients including American Express, ASOS, and adidas. He is originally from Belfast, Northern Ireland, but has spent his career in London, Sydney, and most recently, New York City.

Clark's primary area of interest in digital is the ongoing battle for supremacy between the main players (Google, Facebook, increasingly Amazon), and what this means for both consumers and brands.

Clark is a contributor to Search Engine Watch, ClickZ, and Search Engine Journal.


Ximena Sanchez is a biddable account manager at Croud, a global digital performance agency. Having been in the industry for two years, she has mainly focused on Facebook advertising across a variety of clients including DKNY, AMC, and Regus.  

Originally from Mexico City, she has been living in NYC for six years now. Apart from digital marketing, she loves travel, exercise, and puppies. She is highly interested in the evolving search and social platforms, particularly the upcoming releases from growing companies, such as Snapchat and Pinterest.

Seating is limited - save your seat!

Register Now!


Can I bring my team to the trainings?
Absolutely! Contact Audrey [email protected] about group discounts for attending trainings.

Are trainings included in my general summit access pass?
No, access to these trainings is not included in your purchase of a Social Media Strategies Summit general summit pass. If you want to attend the trainings, you’ll need to purchase a dedicated ticket to that training.

How many people attend trainings?
We limit seating to 40 to make sure the training leader has time to work one-on-one with attendees. Reserve your seat as soon as possible - they fill up quickly!

Can I attend multiple trainings?
Yes! There are both AM and PM trainings - you can register for 1 training, or sign up for 2 at a discount.

What past attendees say about our trainings:

The workshops are worth the extra day away from the office! Great info for the extra cost.

- Katie Neuman,
Northwestern Publishing House Christian Books and Gifts

SMSS really emphasizes the collaborative innovative nature of creating social media content. I have a million new ideas that I can't wait to share with my colleagues.

- Katie Monfet,
Eastern Florida State College

Enjoyed the small workshop size, made it easy to engage, learn and speak to presenters.

- Nancy McKenzie,
Hill’s Pet Nutrition

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