Facebook Advertising: It Just Keeps Getting Better
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Andrew Foxwell's presentation at the December 2014 Social Media Breakfast Madison.
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Facebook Advertising: It Just Keeps Getting Better
- 1. Facebook Advertising It just keeps getting better! Social Media Breakfast Madison December 17, 2014
- 2. Who is this dude? @andrewfoxwell #SMBMad Facebook.com/FoxwellDigital
- 3. TARGETING: Who is my ideal audience? CREATIVE: What message do I want to get across? PLACEMENT: Where are my ads best suited on the FB platform? TRACKING: What metrics will fully track my campaign’s impact? REPORTING: How do I decode and translate results? Building Blocks of Facebook Advertising
- 4. Defining Your Ideal Audience Demographics Interests Behaviors Audience Insights Custom Audiences Age / gender / marital status / geographic location What do they “like” or talk about on Facebook? What consumer behaviors do they have? Input email lists and/or a fan base to Facebook’s tool in order to understand income, likes, and more about your audience Email lists / Customer Lists / Lookalike Audiences
- 5. Demographic Targeting • Age • Gender • Location • Other demographics Relationship status Education Work Financial Home Ethnic Affinity Generation Parents Politics (US) Life Events
- 6. Interest Targeting • Formally only included pages a user officially liked. • Interest Targeting now includes: Pages a user likes Topics, brands, keywords users use on Facebook Websites users browse Photos users upload Videos users upload Articles users have read Music users have listened to (Spotify) Anything else that’s integrated via Facebook’s Open Graph API or Facebook connect, which includes quite a few websites And…perhaps even activity on Instagram
- 7. Behavioral Targeting • Based on consumer data from three different data vendors, you have “consumer snapshots” that are similar to purchased data and consumer lists. • Categories include: Automotive Charitable Donations Digital Activities Financial Mobile Device Usage Purchase Behavior Residential Profiles Travel And many more (over 100+)
- 8. Custom Audiences You can upload your customer/client email list directly into Facebook’s ad manager. Facebook then matches those email addresses to their Facebook accounts, so you have the ability to target them with online ads. You also have the unique ability to create ad audiences that “look similar to” your email list, using “Look Alike” audiences.
- 9. Website Custom Audiences Definition: Retargeting pixel from Facebook that allows you segment website visitors for precise retargeting based on what pages they’ve visited on your site. With Website Custom Audiences you can: • Target users that have come to your site in whatever time window you wish (7 days, 30 days, 180 days) • Target users that have come to one part of your website and not another – i.e. a “shopping cart” or “contact us” • Create a look alike audience from this pool of visitors A MUST DO FOR ALL BUSINESSES
- 10. The Best Part? ALL FACEBOOK AUDIENCES WORK IN COMBINATION WITH ONE ANOTHER
- 11. “”We have tons of creative, lots of videos and photos, but I have no idea if any of it is useful.” - Vice President of Marketing, national retail chain with 120+ stores
- 12. Ad Creative That Works “Would I click on that?” WWP + Testing!
- 13. Ad Placements • Different placements have different costs. • Facebook will adjust for whatever inventory is available at that time.
- 14. “97% of those surveyed said they use some form of social media marketing, while only 37% reported being able to measure ROI—and this problem extends to even the largest marketers, 78% of whom said they struggle with this measurement.”
- 15. Developing and Aligning Attribution Models for Reporting 1. Facebook website clicks 1. Facebook website conversions 2. Facebook Like growth (yes, it’s worth it) 3. Facebook cross-device tracking 1. Google Analytics UTM visits (direct click visits) 2. Google Analytics referrals and time on site data
- 16. Track Facebook Website Clicks + Conversions
- 17. Track Facebook Like Growth Learn WHERE your Facebook page likes come from: people going directly to your page, people seeing a friend’s interaction with your page and then liking your page, people seeing a promoted post and then liking your page, etc. WHY is tracking Like growth important? You can better equip yourself and your team on HOW to best engage your fans. Page fans can be one of your best, most engaged audiences. You can show fans sequential messaging and expose them to new, updated content over time.
- 18. Track Facebook Cross Device Tracking
- 19. “Well, I’ve never really gotten into the analytics, but I know Facebook helps. So my bosses let me do whatever I want on the platform.” -Digital Director, national restaurant chain with 75+ locations
- 20. Track Google Analytics UTM Visits
- 21. Track Google Analytics Referrals + Time on Site
- 22. Empower Yourself with Advanced Tools The Facebook Power Editor provides: + Personal control over every part of the advertising and page management process + Easy, multivariate testing of ad creative and targeting options + More sophisticated campaigns so you’re spending money in a targeted, impactful manner that best suits your business
- 26. Set Expectations When considering Facebook ad campaigns, it’s important to remember that Facebook offers an entirely different and separate consumer journey than search engine marketing. SEM = Demand Capture Facebook = Demand Generation
- 27. It’s a Wrap, People! 1. Who are you targeting with online content/ads? 1. Why are you targeting these audiences? 1. How are you attributing success across multiple channels? 2. What specific metrics and data are you reviewing to continually refine and improve your online marketing strategies?
Notas del editor
- As I was building this presentation for everyone, I realized that attribution is a very useful topic, but in order to gain the most out of it, I needed to discuss what’s even possible on Facebook and how you can structure a SOLID FOUNDATION for paid promotion. Today, we’ll go through 1) WHAT THE BUILDING BLOCKS OF SUCCESS ARE ON FACEBOOK 2) WHAT ARE SOME SIMPLE TIPS AND TRICKS YOU CAN USE ON ATTRIBUTING FACEBOOK SUCCESS 3) WHAT ARE SOME SUPER NERDY RATIOS BETWEEN NUMBERS YOU CAN LOOK AT TO GIVE YOU A REAL READ ON HOW SUCCESSFUL THINGS ARE WORKING
- As I was building this presentation for everyone, I realized that attribution is a very useful topic, but in order to gain the most out of it, I needed to discuss what’s even possible on Facebook and how you can structure a SOLID FOUNDATION for paid promotion. Today, we’ll go through 1) WHAT THE BUILDING BLOCKS OF SUCCESS ARE ON FACEBOOK 2) WHAT ARE SOME SIMPLE TIPS AND TRICKS YOU CAN USE ON ATTRIBUTING FACEBOOK SUCCESS 3) WHAT ARE SOME SUPER NERDY RATIOS BETWEEN NUMBERS YOU CAN LOOK AT TO GIVE YOU A REAL READ ON HOW SUCCESSFUL THINGS ARE WORKING
- As I was building this presentation for everyone, I realized that attribution is a very useful topic, but in order to gain the most out of it, I needed to discuss what’s even possible on Facebook and how you can structure a SOLID FOUNDATION for paid promotion. Today, we’ll go through 1) WHAT THE BUILDING BLOCKS OF SUCCESS ARE ON FACEBOOK 2) WHAT ARE SOME SIMPLE TIPS AND TRICKS YOU CAN USE ON ATTRIBUTING FACEBOOK SUCCESS 3) WHAT ARE SOME SUPER NERDY RATIOS BETWEEN NUMBERS YOU CAN LOOK AT TO GIVE YOU A REAL READ ON HOW SUCCESSFUL THINGS ARE WORKING
- CONSIDER: Think about what you’d click on versus what’s good on Facebook. Usually your instincts work well. If you do need a rule, WWP is fantastic for thinking about what is effective.
- This works directly with whatever goal you want. ONCE YOU’VE DEFINED YOUR AUDIENCE, SET EXPECTATIONS, THIS HELPS TO ENSURE THAT ONCE YOU’VE LAUNCHED ADVERTISEMENTS, THEY ARE DOING EXACTLY WHAT YOU’D LIKE This is IMPORTANT so you don’t waste money!
- HOW YOU GET THERE WHY IMPORTANT Conversion code is embedded on your site to enhance tracking on sales, leads or whatever else you want
- HOW YOU GET THERE The benefit is you get ANOTHER METRIC to understand what content works and where on Facebook users consume your content
- LATEST NEWS ABOUT CROSS DEVICE – COOKIES OUTDATED A client recently used this to understand that 70% of his customers saw their ads on mobile devices, but most of his conversions came through on desktops and specifically, iPads.
- Most businesses have a Google Analytics or analytics account. With that, you can build what are called UTM PARAMETERS that help you track specific URLs and tag them a certain way to understand the behavior of those specific users. This also applies to twitter! Gives you an idea of how they TRAVEL THROUGH YOUR SITE
- Even if you don’t want to go through tagging every URL with those paramters you use on an ad, You can just look at referrals from Facebook and understand what the average user does from Facebook or Twitter. For example, how valuable are visitors from Facebook versus those that come from Google? What pages do they visit? How many of those users are brand new?
- If you want to go beyond boosting posts and beyond the basics of paid spending, the Facebook Power Editor is the tool you need. Allows for even more advanced targeting and ad building that the main Facebook ad product doesn’t have. Available to anyone within your own Facebook account and it’s free to use!
- If you want to go beyond boosting posts and beyond the basics of paid spending, the Facebook Power Editor is the tool you need. Allows for even more advanced targeting and ad building that the main Facebook ad product doesn’t have. Available to anyone within your own Facebook account and it’s free to use!
- If you want to go beyond boosting posts and beyond the basics of paid spending, the Facebook Power Editor is the tool you need. Allows for even more advanced targeting and ad building that the main Facebook ad product doesn’t have. Available to anyone within your own Facebook account and it’s free to use!
- I think in every marketing presentation ever needs this slide, but it’s still a challenge for many people. For example, in your organization are you going to count an increase in website visitors, sales, or engagement? Do you want to measure first click or last click attribution? Basically, What are your success indicators?