Starting February 15, 2017, Facebook is changing its pixel game. You’ll no longer be able to create Facebook ads or track conversions with the conversion tracking pixel. While it takes a little doing to get set up with the new Facebook pixel, we think this is absolutely a change for the better – custom conversions and advance tracking – ooh la la! To make sure you have all the information you need to navigate this transition, we put together a complete guide for surviving the conversion tracking pixel deprecation and embracing the Facebook pixel!
The Facebook Pixel vs. Past Pixels
All advertisers should already be using or be in the process of migrating to the Facebook pixel in order to continue receiving the same conversion stats. In addition to keeping the conversion stats previously available, there are quite a few upgrades with the new Facebook pixel, of which you’ll want to take advantage:
- Conversion tracking across devices: See how your customers are interacting on different devices before they convert.
- Optimized delivery to those who are likely to convert: Show ads to people most likely to take your actions, like purchasing or filling out a registration form.
- Automatically built audiences for website retargeting: Create Custom Audiences for people who take specific actions on your website, like visited a product page, added to cart, or purchased a product.
- Lookalike Audiences: Know who your best customers are? Find more people who match their qualities.
- Dynamic Ads: Automatically serve relevant and timely ads on Facebook based on user behavior, like the products people visited on your website.
- Audience Insights: View rich insights (like demographic, lifestyle and purchase information) about the people visiting your website so you can create content that will resonate with them.
If we do a side-by-side comparison chart between the three Facebook pixels, you get the most power from the Facebook pixel with the least amount of code on your website.
How To Migrate to the Facebook Pixel
In five steps, you can migrate your conversion tracking over to the Facebook pixel. Here’s how:
Step 1: Create Your Facebook Pixel
(You can only have one Facebook pixel in your account so if you’ve already created your Facebook pixel, skip this step and proceed to step 2.)
In your Ads Manager, you’ll see a Facebook Pixel tab where you can click Create a Pixel.
Note: You can have only one pixel per ad account, so name the pixel in a way that represents your business (though you can change the name of the pixel at any time from the Facebook Pixel tab). Once you accept the terms, you can create the pixel.
Step 2: Implement Your Facebook Pixel
The Facebook pixel code has two main elements:
- Pixel base code: Must be added on every page of your website to track activity or events on your website.
- Event code: Tracks any paid (Facebook ads) or unpaid (organic reach) actions that happen on your website, so you can use that data for advertising
There are nine predefined or standard events for which Facebook automatically tracks and optimizes your ads. Previously, you had a unique conversion pixel ID per action, like a purchase. Now, you’ll only need one ID per account and you can differentiate between actions with different event codes. Using the table below, place the appropriate standard event code anywhere you had previously used the conversion tracking pixel:
Step 3: Check Your Implementation
After you’ve mapped your events, double-check these areas to make sure everything is tracking correctly on your Facebook dashboard, and cross reference with your conversion tracking pixel data:
- Is your Facebook pixel active and sending traffic consistently?
- Is the overall volume of traffic from your conversion tracking pixels about the same as that of your Facebook pixel for the same time period?
- Is the volume of conversions for each of your types of conversion tracking pixels the same as the volume of conversions for each corresponding standard event?
Step 4: Transition Your Ads
Once you’ve verified that the Facebook pixel is accurately tracking volume, it’s time to migrate your ads over. To transition your existing ad sets to tracking with a Facebook pixel only, go to Ads Manager or Power Editor and locate the ads you wish to update. When you’re in the edit view, go to the Pixel Tracking section and select “Track all conversions from my Facebook pixel” — don’t forget to save and close.
In addition, you’ll want to modify your existing ad sets’ optimization to use the Facebook pixel. Facebook recommends shifting only a small portion of your budget into a new ad set optimizing through the Facebook pixel to start. These ad sets can gather the necessary data for successful full-scale Facebook pixel optimization and as you build up data and feel more comfortable and confident, modify the rest of your existing ad sets.
Go to your Ads Manager or Power Editor and find the ad sets you wish to edit. In the “Optimize For a Conversion” section in the editing window, click the X in the “Conversion Event” field and choose a new Facebook pixel conversion from the dropdown — don’t forget to click Save and Close.
Step 5: Remove Your Conversion Tracking Pixel Code
Once you’ve implemented the Facebook pixel code and transitioned your ads and ad sets to the Facebook pixel, you can remove the conversion pixel code from your website. However, make sure your conversion tracking pixel isn’t being used for optimization or tracking for any active campaigns before you do this.
Remember the Conversion Tracking Pixel will no longer be supported on February 15, 2017 so don’t delay on these updates. Happy advertising!
Sahil Jain, CEO and Co-Founder of AdStage, circled up with CGTN America this week to talk Super Bowl advertising hits and misses, and the role of digital marketing in live television today.
Q: How important are Super Bowl TV and online ads today vs a decade ago?
SJ: Studies show that say 87% of people have a second screen in front of them while they’re watching these games/events or just television in general. 64% are using social media while they’re watching TV. This year, you’re going to start seeing, for the first time ever, digital advertising eclipse TV advertising. But, it’s not doom and gloom for television advertising. In fact, it’s the opposite. Its that digital advertising, television – all these different mediums – are more effective when you use them together – when there’s a holistic strategy in place. You really saw this with Airbnb’s Super Bowl ad where they had the #weaccept hashtag at the end. They knew the Super Bowl audience was going to be on their phones.
Q: Super Bowl ads are no small investment – in fact, they hit 5 million dollars this year. So with so many other ways to attract consumers, is it still worth the investment?
SJ: The name of the game is really elevation across all fronts. Studies are starting to say that television ads will lead to larger social engagement. So if you show a television ad, you’ll see increased engagement on facebook, twitter, etc.
You’re starting to see some more well-funded tech companies taking out Super Bowl ads – you saw Google, you saw Amazon – the two artificial intelligence battlers, and you saw newcomers like Airbnb. That’s just a testament to this medium being alive and well, regardless of the price tag.
Q: Any Super Bowl advertising surprises this year? Big hits and misses?
SJ: You saw for the first time, in a really strong way, these brands using their voice and power to bring attention to things happening currently in the political climate. In the end, brands are still looking for greater sales and bigger purchases, but we can’t forget what Coca Cola did with the Share a Coke campaign – teaching us that there’s some sort of altruistic behavior that you can marry with your business goals. You saw this with Anheuser Busch – it was really beautifully done – almost like a movie or a television show we were watching on Netflix.
Check out the full interview below!
As PPC professionals, we’re always looking for ways to increase productivity and campaign performance. In 2017, automating PPC ads is going to be our top tactic for getting the most out of our ads with the least time spent (we don’t just sell PPC automation tools – we practice what we preach). We know a lot of people have questions when it comes to PPC automation, so in this post, we’ll be covering the top seven reasons everyone should be automating campaign optimization this year.
1. Automated Bidding
Google AdWords and Facebook Ads both have a number of bidding options. And, if you haven’t tried them yet, you’re missing out. Managing your bids manually is not only time-consuming, but may not be in your best interest based on your campaign goals.
Within Google AdWords, we recommend using the CPA bidding option. This will help maximize your conversions, unlike CPC or CPM bidding, which optimizes for clicks or impressions, respectively. Because search queries and impressions occur in real-time, it’s unrealistic for a human campaign manager to continuously monitor and update bids around the clock. You can select your bid strategy at the campaign level and the ad group level within AdWords, but the ad group setting will supersede the campaign settings.
Facebook is slightly different since the campaigns you build on the social network are objective-based. Based on your campaign objective, Facebook will automatically optimize bids for the end goal if you select automatic bidding. Unlike a one-time bid update, Facebook’s automatic bidding algorithms are constantly optimizing and iterating your bids 24/7 to deliver the maximum number of results. Automatic bidding is set at the Facebook ad set level within your Ads Manager.
2. Campaign Scheduling / Dayparting
If you managed a retail shoe store, and you knew more shoppers came on the weekends, you would schedule more onsite team members on those days, right? Likewise, if you’re a restaurant owner and you know when the popular meal times are, you’re going to have more cooks and waiters on the schedule. You can think of campaign scheduling the same way.
If you’re tracking your conversions through Google Analytics (which I hope you are!), you already know which days of the week and even which hours of the day are going to yield the most conversions. Alleviate the need to manually pause and start campaigns by scheduling your ad delivery times and days. Campaign scheduling optimizes your budget, stretching it to drive more conversions during the most competitive hours of the day.
3. Account & Campaign Budget Monitoring
To combat over or under-pacing, you should monitor your spend trends. However, this attention to detail is often very manual and time consuming. By implementing rules through an automated monitoring system, you can receive alerts when the system is noticing changes in performance and then reallocate budgets automatically.
4. Standardize, Automate, and Schedule Your Reporting
Reporting is inevitable. Especially when you’re spending thousands, if not millions of dollars across multiple traffic sources. The more sources you test, the more cumbersome reporting gets, so find a system that helps you automate elements of the PPC reporting process. Here’s an example from AdStage Report:
Create a standardized template for your report by adding interactive elements, custom views, and branding.
From there, you can refresh and send yourself and your team the report on your desired cadence.
5. Automatically Pause Underperforming Creative
Automated rules that are unbiased and impact your cost per conversion can go a long way in making sure that your are putting your best creatives forward. For example, PPC automation allows you to pause ads that have high impressions and clicks, but no historic conversions, or pause ads that have significant historical data, but high CPAs.
6. Receive Alerts for Performance Trends You Care About
Rather than manually having to check your campaign performance every day or every week, automate this task with an alert. This means you will get a message pointing out any campaigns or targeting settings that are jeopardizing performance. For example, get notified when your campaigns, ad groups or ad sets have a low CTRs or high CPAs.
7. Automate A/B Testing
Creative testing has a scientific element to it that is prone to human error or biases. There are rarely any marketers conducting purely manual A/B tests. When using an automated system to A/B test your ad creatives, you can set up the parameters and let an algorithm decide the true winner. It will tell you which ad creative is winning based on the performance metrics you care about the most and you can swap in a new ad for ongoing A/B tests and incremental boosts in performance over time.
Obviously, we’re biased when it comes to PPC automation – we love it so much we’ve made a whole product for it. If you have questions about how AdStage Automate might work for you, start a 14-Day Free Trial or request a demo.
Facebook is enhancing its Audience Network with its latest release of In-Stream Video Ads. This added placement is not only for mobile, but also available on desktop as well. From a user experience standpoint, the end user will be able to view the video ad in one of two ways: in-stream or in-article.
In-Stream Video Ads
The in-stream video ads, available both on mobile and desktop, will deliver in pre-roll, mid-roll and post-roll settings on video publishers that have in-stream inventory. If you’re wondering what type of third-party placements you can expect, premium publishers such as USA Today, Sports Media Group, and Daily Mail are already using these new ad formats to deliver engaging video ad experiences to their audiences. Other premium publishers may be available in the closed beta, but eventually Facebook will be rolling this out more broadly. Here’s an example of a video ad shown on USA Today:
In-stream video ad in the Audience Network (desktop + mobile)Advertisers can now optimize their video ads for brand awareness through the Audience Network. In-stream video ads will play before, during or after video content on third party apps and sites across mobile and desktop.
Posted by Facebook Business on Thursday, May 12, 2016
In-Article Video Ads
In-article video ads are currently shown on Facebook’s Instant Articles, a solution that lets publishers show articles from their site or mobile app to their audience on Facebook. The video ads will appear between paragraphs of text articles on mobile and play automatically when at least 50% of pixels are viewable. Viewers can opt-in for sound if they choose, but the default is muted. If you’re wondering what type of placements to expect, the in-article placements are only available through Facebook Instant Articles at this time. This means any publisher that already uses Instant Articles could enable this placement to show your video ads.
In-article video ad in the Audience Network (mobile)Advertisers can now optimize their video ads for brand awareness through the Audience Network. In–article video ads will appear between paragraphs of text and play automatically when at least half the pixels are viewable. Viewers must opt-in to sound.Posted by Facebook Business on Thursday, May 12, 2016
To start syndicating your video ads on third-party publishers, head to your Facebook Ads Manager. Within your Video Views campaign, you will see an option to Edit Placements. Make sure you’ve checked the box called “Audience Network” to qualify for additional reach and frequency across other publishers outside of Facebook.
According to Facebook, advertisers that opt in to the Audience Network can generate approximately 10% more incremental reach than if they only targeted the mobile News Feed (Facebook internal data, May 2016). Early tests are also showing a lower cost per view (CPV) when advertisers enable video ads on all of their properties including Facebook, Instagram, and the Audience Network.
The algorithms will increase in-stream video ad delivery on a third-party site or app if it is deemed more relevant to a viewer. This means, for example, if your targeted audience spends more time in a particular app or website outside of Facebook or Instagram, your video will be shown on that publisher more often. With more places to deliver content, advertisers can maximize their brand exposure through video ads more seamlessly through Facebook. Have you tried In-Stream Video Ads on the Audience Network yet? Tell us about your experience in the comments section below!
We started off 2017 with some expert predictions about what the new year will have in store for PPC. But all the buzz about trends and innovations can be pretty overwhelming without actionable steps to not just prepare for 2017, but stay ahead of the PPC curve.
In their webinar on PPC predictions for 2017, our very own Mike McEuen teamed up with JD Prater and Matt Umbro of Hanapin Marketing to talk about what’s coming down the pipeline for Search, Social, and Ad Tech and what you can do to stay ahead. We pulled out their most actionable tips, so you can get to work (after all, 2017 is already rolling right along…):
1. Take full advantage of ad extensions for more real estate and organic-looking results. The more opportunities you can find to get users to interact with your ad, the better! Check out this example of a ski boot search to see what we’re talking about:
2. Explore creating dynamic Google Display Network ads and native ads. The tools available to create responsive ads continue to reduce the barrier to entry for marketers. All you need is a short headline, description, and some images to upload and you’re off to the races. Google will take care of resizing your ad to fit the page on which it will be served.
3. Test audience targeting in Search, for instance bidding higher for a specific age range or gender that might be best served by your product. Matt Umbro encourages PPC professionals to think past keywords and to really think holistically about audiences to stay ahead of the game.
1. Social community managers need to learn how to sponsor their best content against the right audience. This means getting a really good handle on the paid side of their networks, which not all community managers have necessarily needed to do until now. There are lots of great training resources out there, so if you’re not a paid social expert, take some time this year to get up to speed.
2. Invest in social listening, monitoring, and analytics tools to increase and prove social ROI. 61% of social marketers see measuring ROI as a challenge, and if you can’t measure how your social investments are doing, you’ll be stuck in that challenging spot for another long year.
3. Experiment with new mediums such as bots and live video. Doing so now will allow you to take advantage of the lower competition costs, greater reach, and higher engagement rates than standard ad units.
1. Think of organizing your campaign and ad sets into campaigns by objective, across networks, as opposed to taking a network-centric approach to optimization. Find a true multi-channel tool that will allow you to create this kind of management structure, and valuable, high-level view of your PPC activity.
3. Either through scripts or 3rd party solutions, PPC marketers should automate their most mundane tasks — such as budget pacing, pausing underperforming keywords/ads/ad groups/sets — instead focusing their time on budget allocation, campaign strategy, audience targeting, and copy testing. We’re biased here, but with Automate, our 2700+ users saved over 144 weeks of full-time man hours in 2016! Think of what you and your team could do with that kind of freed up time.
4. For B2B organizations, standing up an attribution model is key to determining if ad performance at the network, campaign, and ad level are having an impact on actual revenue. It’s time to optimize past cost per conversions (lead) and instead make optimization decisions based on return on ad spend (ROAS). Platforms like Bizible, and ad tech companies who are opening their APIs are great places to turn to get this going.
Want to go even deeper? View the full webinar recording or click through the SlideShare below to get the full presentation!
Need another set of eyes on your PPC account? Hanapin has a building full of experts who are happy to help. Click here to see if you qualify for a free account analysis.
Luke Alley: The Rising Star in PPC Marketing
Named one of the rising stars in PPC Marketing by Search Engine Land, Luke has started and grown the PPC division for two companies from a handful of small clients to several million dollars managed annually. His focus has been on client acquisition, client retention, PPC management, process development, hiring and training, and being active in the PPC community through speaking, blogging, and #PPCChat. Follow him at @.
Enjoy the episode!
David Szetela Shares 5 Tips for Optimizing Adwords Campaigns and a Free Book!
This week on The PPC Show David Szetela, speaker and author of “Pay-Per-Click Search Engine Marketing: An Hour a Day” shares his top tips for optimizing AdWords campaigns.
Having been voted Top PPC Expert in a poll of thousands of PPC managers and website owners, published on MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa, and of course, lauded for his two books (Customers Now and PPC Advertising on One Hour a Day), David is one of the leading PPC thought leaders today. Hit play to hear his Adwords tips, as well as discussions of the latest trends in the world of PPC marketing. One episode not enough? Follow him on twitter @.
Bonus with this episode: David has offered to give listeners of this podcast a free PDF copy of his book! Simply email David@fmbmedia.com to request that PDF!
Khalid Saleh talks A/B testing best practices to drive growth and profit
In this episode of The PPC Show, we chat A/B testing and conversion rate optimization (CRO) best practices with best-selling author and CEO of Invesp, Khalid Saleh.
Invesp is a leading provider of conversion optimization software and services. Khalid is at the helm, having written his Amazon.com best-selling book, “Conversion Optimization: The Art and Science of Converting Prospects into Customers.” In his book, Khalid offers a sound method to capture more customers through a fully integrated marketing strategy. He demonstrates how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, fears/uncertainties/doubts (FUDs), and incentives define the success of all types of marketing initiatives, from websites to policy strategies.
As a frequent guest on media outlets like CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and in-demand keynote conference speaker, Khalid inspires audiences to rethink their approach to marketing in terms of exponential growth and profit.
We hope he does the same for you in this podcast. Enjoy!
P.S. Like what you heard in this episode? Follow Khalid on Twitter to keep the conversation going! 👉@khalidh