In this SMX session recap, Michelle Morgan of Clix Marketing email list covers Facebook advertising tactics, as well as tips for driving results with other Facebook ad formats. This session definitely packed a punch. Finding the right amount of volumes in Facebook's algorithm is similar to a space shuttle landing. You don't want to overshoot it, but you also don't want to crash and burn undervaluing it. You want to enter just to successfully land. Before you begin, you should note that traditional search structures don't work inside Facebook. They are either too wide or too narrow. To be successful, you must follow the structure based on these three components. Three main components of the Facebook campaign structure:Campaign objective Budget Target audience Campaign objective First, you'll want to determine the campaign objective to optimize performance. The focus of the algorithm: the email list conversion actionThe algorithm will optimize the chosen conversion action during the campaign. You will then be able to take advantage of any lens you create, including standard and custom. Choose the conversion action that best suits your needs Determine what's important to your account and campaigns so Facebook can help you optimize it. You can choose from custom email list actions such as:Subscription levels Donations Order value Number of items purchased Employee accounts Annual revenue Industry Think outside the capsule (because in Michelle's world it's not a box, it's a space capsule): you can track and optimize anything Google Tag Manager can trigger! B2B Business Example: Driving Into Larger AccountsThe company's website had a sign-up form that offered a drop-down list for users to enter the number of employees they expected to manage with the tool (i.e. the more employees, the more money the company earns). This was used to leverage the Custom Event Audiences . Conversions were ultimately configured by the number of employees.