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

bit.ly/1M65F2B

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

https://wordpress.org/plugins/header-footer/

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.

logan@gamepointwriting.com

gamepointwriting.com

Questions about TheFacebook Pixel?