Advanced Facebook Advertising Prove ROI, impress your friends, and eviscerate your competition with the Facebook Pixel
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Advanced Facebook AdvertisingProve ROI, impress your friends, and eviscerate your competition with the Facebook Pixel
“Advanced” assumes:
Knowledge of how to create (good) Facebook ads
Prior use of Facebook Ads Manager / Power Editor
HTML / website basics
Agenda
History
The Facebook Pixel
Implementation
Retargeting
Conversion tracking
Lookalike Audiences
Parking Lot
History of Facebook Ads
2008 - Pages become available for brands 2009 - Self-serve ads 2011 - Sponsored Stories (Newsfeed ads) 2012 - Mobile ads, FBX, Social Graph 2013 - Conversion/Audience pixels 2014 - $11 billion in ad revenue 2015 - Mobile = 78% of ad revenue
http://blog.hubspot.com/marketing/history-facebook-adtips-slideshare
Marketing strategy + tools = <3
Sneakier ads
Transparent ROI
Creating ads without connecting your website is like throwing a perfect spiral to nobody.
Connect your website?
No, like this—Facebook Pixel.
No, like this—Facebook Pixel
Why do I make you look at code?
Because if we want to be strategic…
Retargeting
Conversion tracking
Lookalike audiences
But first, let’s do some stats
Retargeting
Display ad CTR = .07%Retargeted display ad CTR = .7%
(close, but very different)
retargeter.com
Retargeted users are 70% more likely to convert
retargeter.com
46% of online marketers believe that retargeting is grossly underused. Ouch.
retargeter.com
Conversion tracking
Things you can say if you measure conversions:
“Through testing with Facebook ads we found it costs $2.21 to acquire a customer. Does this scale with your business model?”
“Your ad campaign directly generated $12k in sales, a 300% return on your $3k investment. Want to talk about next quarter?”
“Ad ‘A’ has 100 clicks, but zero conversions. Ad ‘B’ has 20 clicks, but 10 conversions. Let's shut down Ad ‘A’.”
Measuring conversions
reduces vanity
metrics.
What the Heck is the Facebook Pixel?
https://www.facebook.com/business/help/1686199411616919
Where do I get a Facebook Pixel?
How do I install the Facebook Pixel on my site?*
*WordPress.org
Make sure your pixel is firing
https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en
Yay.
Let’s retarget your website visitors.
URL schemes
How to build your URLs
Create thank you/confirmation pages
Create SEPARATE thank you/confirmation pages based on individual products
Create (specific) landing pages
Further reading: http://www.jonloomer.com/2016/02/02/evergreen-facebook-campaign-trigger/
That’s basic retargeting.
[pause for questions]
Now let’s measure conversions.
conversions > clicks
2 ways to measure conversions
Method #1—Standard Events
Why do I make you look at code… Again?
Method #2—Custom Conversions
Conversions make you look good.
[pause for questions]
So we’re retargeting and tracking conversions…
What else should we do?
Not quite.
Let’s create a Lookalike Audience instead.
Define: “look-a-like”
Facebook has creepy amounts of data on its users through Open Graph.
And sells this data to advertisers.
Lookalike audiences allow you to find new likely prospects
without having to guess.
Re-cap
Using advanced Facebook ad tools:
Spend your money smarter
Show transparent ROI
Get more sales, get a promotion, keep a client happy
But you gotta install this on your website…
Retargeting
Works well (higher CTR)
Easy to do
No need to pay an expert (since you are one, now)
Conversion tracking
Allows for transparent ROI
Helps you find new audiences
Makes you look like a rockstar
Lookalike audiences
Works REALLY well
Even EASIER to do
Takes advantage of all that data Facebook has creepily gathered on people
That’s it.
Unless you’d like to see…
The super MEGA stupid easy
A/B test that everyone should do before spending
a dollar on Facebook Ads
Ad creative is important
Yes, ad creative is important, but so is audience targeting
And we can test it on a dime.
Step 1
Define 3 specific audiences by AD SET
How to name your campaigns: http://www.jonloomer.com/2014/12/08/facebook-campaign-naming-convention/
Step 2
Develop your creative… Properly!
This means only change ONE thing at a time.
https://adespresso.com/academy/guides/facebook-ads-optimization/facebook-ads-ab-test/
Step 3
Spend $1 per day on each ad set for a few days, look for
engagement (likes, shares, comments) on the ads. Note how
they differ by audience.
Somebody who hates the Boost Post button as much as I do: http://earnenough.com/how-to-do-facebook-ads/
Learn before you sell.
Savvy?
OK, that’s really it.
Questions about TheFacebook Pixel?
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