Facebook Pixel Adoption: The Ultimate Transition Guide

Posted by on Feb 10, 2017 in Social
Facebook Pixel Adoption: The Ultimate Transition Guide

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.

Facebook Pixel Comparison Graph

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.

Create a Facebook 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:

Facebook Pixel Standard Event Code

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?
  • Use the Facebook Pixel Helper to help you validate that your Conversion Tracking and Custom Audience Pixels have been installed on your website correctly.

Step 4: Transition Your Ads Tracking

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.

Facebook Pixel

Bonus: If you’re an AdStage Report user, here’s how to bring those custom conversions into your Report dashboard.

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.


*Note: the Facebook Conversion Tracking Pixel will no longer be supported on February 15, 2017 so don’t delay on these updates. Happy advertising!

Facebook Reporting CTA

Facebook In-Stream Video Ads as a Placement

Posted by on Jan 13, 2017 in PPC News, Social
Facebook In-Stream Video Ads as a Placement

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.

Facebook 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

How to Get Started

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.

Facebook Releases In-Stream Video Ads via blog.adstage.io

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!

 

CTA Report

 

How to Take Advantage of New Facebook Campaign Planner

Posted by on Oct 11, 2016 in Advertising, Social
How to Take Advantage of New Facebook Campaign Planner

New Facebook Campaign Planner Available in Business Manager for Facebook and Instagram

The latest addition to Business Manager is the Facebook Campaign Planner “a standalone tool for media planners to draft, compare, and share media plans using reach and frequency buying across Facebook and Instagram.” Brands and advertisers can now plan out campaign budgets and schedules to predict the estimated reach and frequency, these campaign insights can then be shared with clients and co-workers through link sharing or direct emails.

How to Take Advantage of New Facebook Campaign Planner Benefits

Each media plan can have up to six versions. Within each version of the media plan, you can play with different combinations of budgets, schedules, audiences, placements, and ad impressions per day to better understand the potential reach and frequency of your campaigns.

Below is an example of how the campaign planner provides insights around your reach based on your budget, schedule, and desired frequency. Using the prediction results,  you can compare different versions against each other to determine which media plan best fits with your performance goals.

Facebook Campaign Planner in Business Manager

Why Facebook Campaign Planner Rocks

In the past, there was no way to view available Facebook targeting options, and the level of scale to reach your audience. The only workaround to uncover these insights was building a dummy ad set, selecting the desired targeting, and gaining access to reach estimates. Now with the new Facebook Business Manager media campaign planner, not only can you see all the targeting options available, it actually calculates the potential reach based on your budget, or the budget required to attain a specific reach goal, within the selected campaign’s run timeframe.

With these estimates, you can make more informed campaign decisions, without having to use real budget to test and optimize. If you’re working with clients or a team of digital marketers, you can easily share the media plan and reveal key audience insights into your plans and show how reach and frequency will impact your campaign.

How to Get Started with Campaign Planner

As of now, Campaign Planner is only available to advertisers with eligibility for reach and frequency buying. To get started, follow these steps below:

  1. Log in to your Business Manager
  2. Click Create Plan
  3. Name your plan
  4. Click Create Version
  5. Fill out each field that you’d like to customize for your media plan. Below is a screenshot of the different fields you can populate to estimate frequency.

How to Use New Facebook Campaign Planner First Window

For advertisers with a limited budget, we suggest inputting your actual budget for each version, while varying the frequency and/or audience to see how the estimated reach changes based on the different variables that are selected.

On the flip side, for brand advertisers that are mostly concerned with maximizing reach within a given timeframe, we recommend using the same reach inputs (which should be your target reach) in the different versions of your media plan, and playing around with the frequency, targeting options, and available placements to see how you can maximize reach for the lowest CPM.

Have you tried creating a media plan within Facebook Business Manager yet? Tell us your favorite use case for the new Campaign Planner in the comments below👇!

 

What’s New with AdStage in October

Posted by on Oct 6, 2016 in Product Updates, Search, Social
What’s New with AdStage in October

September was a big month in AdStage and we’re excited to share all the network specific releases that will help you get the most out of your paid advertising efforts. After collaborating with our customers and network partners, we’ve added a wealth of newly supported features and data types.

LinkedIn Conversion Tracking

We’re honored to team up with LinkedIn Marketing Solutions to pilot the highly anticipated Conversion Tracking for Sponsored Content and Text Ads campaigns. Followed by a wave of excitement from B2B marketers, Conversion Tracking is available to all LinkedIn advertisers. Read the official release notes here.

LinkedIn Conversion Tracking allows advertisers to understand which audience, message, and landing page are driving the best return on ad spend for a desired outcome (such as a form fill).

Our product team elicited the help of some of our most active customers to pilot the support of LinkedIn Conversion Tracking within AdStage. We’re excited to reveal that AdStage users can both create, and import existing conversion tracking within the platform.

Want to learn more about this offering? Check out our comprehensive guide, “Everything You Need to Know About LinkedIn Conversion Tracking”.

LinkedIn Conversion Tracking in AdStage

Facebook Relevance Score

For years search advertisers relied on insights from Google AdWords and Bing Ads Quality Score to identify ad and keyword relevance and popularity for a specific target audience. For social advertisers, how Facebook served their creative was often a black box. With the release of ad relevance score, advertisers can now glean valuable information on how Facebook distributes and calculates the cost of their creative.

What is Facebook’s Ad Relevance Score?

“Relevance score is calculated based on the positive and negative feedback an expected ad will receive from its target audience. The more positive interactions the an ad is expected to receive, the higher the ad’s relevance score will be. The more times an ad is expected to be hid or reported, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad.”

(source: Facebook for Business blog)

The product team is thrilled to announce relevance score is available across all three of our major product lines: management, automation, and reporting. Your ad relevance score is updated with every new account import and accessible in several views across the platform suite.

Manage

Add Relevance Score to any Facebook ad table view by selecting the “Latest Relevance Score” metric from the Select Columns drop down.

Facebook Relevance Score Support in AdStage

Automate

Create new email alerts or optimization rules based on relevance score triggers easily. Simply select “Latest Relevance Score” as an available metric in the conditions section and set your threshold.

Facebook Relevance Score in AdStage Automate

Report

Add Relevance Score as an available selected metric for any ad table reporting view. Perfect your table by using the easy drag and drop column ordering option. Finally, save it as a template for one-click future access, or schedule it as a recurring report sent to your email.

FB Relevance Score support in AdStage Report

Google Enhanced Ads Support

Google AdWords expanded the text character limits for search ads from the 25-35-35 format to a 30-30-80 format. The updated limits allow for a lot more legroom for copy, and showcased in a different format. Learn all about this update in our comprehensive post, “Everything You Need to Know About Google Enhanced Ads

AdStage users can now fully create and import any of campaigns with Enhanced Text Ads.

Google Enhanced Text Ads support in AdStage

Deep Campaign Linking in Automate

Sometimes it’s the little refinements that enhance the whole product experience. We love when our customers help us build better products (thank you to all the customers for your feedback, we built this just for you!).  Now users can easily jump right into campaign management from the Automate summary tables.

Example Use Case:

Want to understand the impact of an automated optimization rule on an individual campaign? Simply click on the campaign name in the log and an adjacent tab will take you right to that campaign view you care about in ad management.

AdStage Automate Deep Linking


New to AdStage?

Sign-up for a free 14-day trial and gain instant access to these great new features!

Free 14-day Trial to AdStage

Everything You Need to Know: Facebook Engagement Custom Audiences

Posted by on Oct 4, 2016 in Advertising, Social
Everything You Need to Know: Facebook Engagement Custom Audiences

Facebook Custom Audiences for Engagement

Facebook recently released another enhancement to Custom Audience targeting, Engagement Custom Audiences. The Facebook Engagement Custom Audiences offers a new way to refine your audience targeting and reach the people who show an interest in your brand. The main difference between Engagement Custom Audiences and Website Custom Audiences is where data is gathered. 

  • Website Custom Audiences collects engagement data from activity on your website
  • Engagement Custom Audiences collects engagement data from activity on Facebook

PPC marketers can now target audience segments based on their interactions with your Facebook content. People who take actions on your Facebook ads like viewing your videos, clicking your lead form, or clicking your Canvas ad are signaling how they want to engage with your brand. In this post, we’ll cover how to get started Facebook’s Engagement Custom Audiences and share our favorite tips to audience segmentation based on content activity and campaign objective.

How To Set Up Engagement Custom Audiences

You can manage and create all your audiences from the Audiences page within Facebook Ad Manager. Select ‘Create a Custom Audience’, from there you’ll see a new window pop-up with the new Engagement on Facebook audience option.

Facebook Custom Engagement Audience window in Facebook Ads Manager

Pretty simple, but now what? In the next section, we’ll cover the best ways to use an Engagement Custom Audience for both direct response and branding objectives.

Best Use-Cases Engagement Custom Audiences

Lead Ad Retargeting

As a refresher, Facebook Leads Ads allow you collect lead information from people who click or tap on your ad. The ad will open a customizable lead form where users can complete and submit, or simply view the form without submitting their information and drop off in the conversion funnel. With Engagement Custom Audiences, you can retarget ads to people who opened your lead form but didn’t complete it. This could remind users of your brand, and help drive a conversion later on.

Create Engagement Custom Audiences to Retarget Ads using Form Submissions on Facebook Ads

Alternatively, if you have a longer sales cycle such as a B2B company, you can use an Engagement Custom Audience to retarget ads to people who actually completed a lead form. In this scenario, you may want to show them an ad that drives them further down the conversion funnel like product demo or case study.

Canvas Ad Exclusion Targeting

Facebook Canvas Ads create an immersive experience for mobile users on Facebook. This ad type is flexible for any objective, and characterized as “instant ads” because you have complete creative control to achieve any objective you want. Some examples include communicating your brand story, promoting a new movie, or showcasing individual products.

When creating an Engagement Custom Audience for Canvas Ad retargeting, there are two available options:

  1. People who opened the ad
  2. People who opened the ad and clicked on a link

Because Canvas Ads are visual in nature, people may get tired of seeing these ads if they’re shown to the same audience too frequently. To avoid saturating your target audience, create an Engagement Custom Audience for the people who opened a Canvas Ad and click on the link, and then exclude these users in your campaign targeting. This way you ensure you don’t overload the same people with the same ads they have already engaged with.

Video View Exclusion Targeting or Retargeting

Engagement Custom Audiences for Video Views give you an opportunity to fine-tune your targeting depending how a user interacted with your video ad.  Mix and match targeting between the portion of the video viewed and the actual videos viewed. As shown below, you can select a variety of options when setting up your Video View Engagement Custom Audience:

Options How to Use Video View Exclusion Targeting in Facebook Ads

Similar to a Facebook Canvas Ad, when thinking about who to exclude from a video ad campaign you may not want to continue showing videos to people who watched a majority of a particular combination of videos, so you can mix and match the previous options with the videos that were viewed.

How to Use Video Views for Facebook Ad Retargeting

Alternatively, you can apply the same Lead Ad retargeting concept. If a person viewed majority of your video (and you have a longer sales cycle), you can retarget ads to them that cater to different stage of the conversion funnel to drive them towards conversion.

Evergreen Retargeting Campaigns

When setting up your Engagement Custom Audience, Facebook requires selecting an engagement window. The timeframe for an engagement window varies for each type of Engagement Custom Audience:

  • Video Views: up to the last 180 days
  • Lead Ad opens: up to the last 90 days
  • Canvas Ad opens: up to the last 365 days

It’s a simple setting selection, but extremely powerful and more useful than Email Custom Audiences as they allow you to target people who engaged with a specific video, lead ad, or canvas ad during the past day (or X number of days you set it to). With targeting options like Engagement Custom Audience, creating evergreen ad campaigns are now possible because the ads you retarget to these people will nearly always be relevant based on their recent actions.

Lookalike Campaigns

Apart from retargeting, Engagement Custom Audiences can also be used for audience expansion efforts on Facebook. When creating a Lookalike Audience, you can leverage your Engagement Custom Audience as a seed list, which will show ads to people who are similar to those in your seed list, in demographics, interests, and other profile characteristics.

How to Increase Engagement with Top Prospects Using Social Ads

Posted by on Jul 6, 2016 in Advertising, Social
How to Increase Engagement with Top Prospects Using Social Ads

This is part II of our four part series, “How to Drive B2B Pipeline with Social Ads”. In Part I we discussed how to generate scalable revenue by targeting the right prospects. Today we’ll uncover 3 surefire ways to increase engagement with the top 20% of prospects and lower acquisition costs.

Missed Part I? Read it here.

Nurturing Existing Prospects

Customer acquisition is one of the most costly aspects of any business. B2B marketers tend to align marketing goals based on a cost per lead acquisition model.  This usually means dedicating budgets and resources to keep the top of the sales funnel full.

Yet, acquisition is just one piece to the customer lifecycle. Continually trying to add new prospects to your database drains cash and manpower.

New prospects may be aware of your brand, but you still need to win their trust. Your job is to show how your product/service solves a problem in their life (and worth the $$).

Be more efficient with your ad dollars. Re-engage and target leads who’ve shown an interest in your product/service, but haven’t purchased. Focus on each step the customer lifecycle to avoid a leaky marketing funnel.

Engagio’s Jon Miller, created one of my favorite customer lifecycle visualizations. In the image below, Miller showcases how an Account-Based Funnel acquisition model moves prospects to customers.

 

Jon Miller's Account-Based Marketing Funnel

 

Why spend the majority of time and budget generating new contacts, when you have a database full of them?

In a study, Online Marketing Institute found it takes  7 to 13+ touches before a prospect becomes a Sales Qualified Lead (SQL). Ensure you’re reaching segments who have established an initial interaction with your brand.

For example: a prospect visited your website, engaged with content, and filled out a form. This prospect is not only familiar with your offering, but wants to explore the benefits of your product/service.

So, how do I actually get in front of my warm prospects?

Social advertising, if done right, allows advertisers to funnel highly qualified prospects into a well-oiled, profitable sale’s pipeline.

The B2B PPC manager understands why multiple points of engagement positively impact bottom line, but struggle with the how. The challenge here is figuring out how to deliver relevant ad content that (gently) reminds warm leads of their initial interest.

Let’s look at a few ways you can reach, nurture, and accelerate the buying process for your ideal prospect base.

Website Visitor Retargeting

Here’s a frustrating stat: did you know up to 98% of your web visitors do not complete your desired action on the initial visit? If your only focus is new acquisitions, there’s a risk in spending tons of cash for an unconverted visitor (or lost opportunity).

Focusing on new acquisition in this way is costly, inefficient, and results in either poor quality or a low conversion rate.

However, all hope is not lost.

You have the ability to reintroduce your brand or repackage an offer to previous web visitors, even if they have not filled out a capture form.

But first, we need to lay some groundwork.

How to Setup Up Social Web Tracking

Facebook and Twitter Ads offer direct re-targeting options using a simple snippet of code to run across your entire web property.
Once those pixels are implemented across the selected website pages, you can start building custom audiences based on:

  • Keywords in the URL
  • Last visit date
  • Exact step reached last in the conversion funnel. Such as filling out a webinar form.

Pro Tip: Use Google Tag Manager to install all your social web tracking code. Google created a tool designed to help marketers easily update tracking code in real-time, without the need of a web developer. And the best part is that Google gives it away for free.

Facebook Custom Triggers in Google Tag Manager

Need a quick refresher on Facebook Website Custom Audiences? Learn how to map campaign goals to each Facebook Custom Audience: How to Remarket on Facebook with Website Custom Audiences.

How to Create a Facebook Website Custom Audience

The steps below include how to create and install a new Facebook pixel and how to refine website visitors into a defined audience.

Steps to Create a Facebook Website Custom AudienceFacebook Business Manager - Audiences

  1. Log in to your Facebook Business Manager or Facebook Ads account. Route to your desired Facebook Ads account.
  2. Pull down the Ads Manager tab to reveal the Audiences menu option.
  3. Select Website Traffic as your desired audience type.
  4. Take a pause and review your options . You want to create the best audience segment to reach with your advertising campaign, right?
    • Try breaking down audience segments into micro-segments using different match type combinations.
    • It’s important to test, and even micro-segment, your audiences to pinpoint similar buying patterns or top performers for a given campaign objective.

Two main levers to consider:

  1. Web page visited
  2. Last visit date

Web Page Visited

The default option is to create a Website Custom Audience: the web pages with the Facebook pixel will track all visitors.  This is a great option for websites with very low traffic. But, if the domain is a few years old, it’s likely worth refining your audiences further.

Instead, examine your options for segmentation by website page visited, or missed.

Create a Facebook Web Custom Audience

There are a few ways to use this:

  • If you organize your web pages by product lines or featured content, you can segment by page to see the ad content that best resonates with web visitors’ interest.
    • For example, sponsor a LinkedIn Ads guide, targeting ] web visitors who visited our LinkedIn Ads section of the website.
  • Exclude targeting web visitors who reached a desired conversion flow – such as reaching a “Thank You” page after a form submission.
  • Triggering the next sequence in a series of drip retargeting messages based on pages consumed.

Audience Exclusions from Twitter Tailored Audiences

Last Visit Date

While it’s not a hard and fast rule: web visitors who visited your site several weeks/month ago, may not plan on returning any time soon. However, someone who recently visited within the last month could still be shopping around for their ideal solution.

Create a unique website custom audiences by segmenting web visits by last visited date.

Here’s some suggested segments to test:Segment Facebook Web Custom Audience by Last Visit

  • Visitors from 1-3 days ago
  • Visitors from up to 15 days ago
  • Visitors from up to 30 days ago
    • Ensure to exclude the other segments as negatively targeted audiences when testing.

Optimizing Facebook Ads for Lead Generation CTA

How to Create a Twitter Website Tailored Audience

We’re going to apply the same method we used in the previous section to build a Website Tailored Audience for Twitter Ads.

Steps to Create A Website Tailored Audience

  1. Log into your Twitter Ads ad accountAudience Manager in Twitter Ads
  2. Pull down the Tools menu to reveal the Audience manager. Click through.
  3. Within the Audience Manager, click on the “Create new audience” button.
  4. Select the option, “Create a Website Tailored Audience”.

Much like Facebook, Twitter allows you to create unique Web Tailored Audiences based on web page visited or the days since the last visit.

Segmenting Your Database by Campaign or Lifecycle Status

Savvy digital marketers feel very comfortable wheeling around inside of their marketing automation or CRM systems, filtering lists to reveal the best fit prospects to include within a campaign.

Much like prepping an email campaign, marketers can advertise to a select group of prospects from their database on Facebook & Twitter using custom/tailored audiences.

Different Ways to Segment Your Database

Campaign Member

Essentially, this is aligning paid social advertising with email and other mediums, around a focused campaign objective.

For example, you may be promoting an upcoming webinar to select Directors of Marketing in your database in a particular Industry. Using campaign member filtering, you can couple your email outreach with highly targeted social promotion.

Lead Lifecycle Status

Advertisers should tailor content based on where that prospect is in the buying process. For example, a lead who reads your blog to learn more about a specific topic, but sure to serve up content that speaks to this interest.

Instead of launching an awareness campaign or driving demo requests, tailor your message based on the prospect’s stage in the buyer’s journey.

Lead Lifecycle Tracking in Marketo

Learn more tricks of the trade in our guide to using Marketo’s Ad Bridge.

Account

Account-Based Marketing is one of the hottest trending topics in B2B circles today. This strategy champions personalized engagement among top decision makers and influencers in target account (company) lists.

For example, you want to reach the entire marketing team at Adobe to increase awareness of your Marketing Automation solution.

Learn how to run account based marketing plays in our post, “Account-Based Marketing, Focus on Pipeline, Not Leads”.

How to Create a Custom/Tailored Audiences From Your Database

  1. Export a .CSV file with the group of prospects you want to target.
    • Be sure to include important fields from your CRM or Marketing Automation tool like: first name, email address, and phone number.
  2. Upload the list as a Custom Audience in Facebook and a Tailored Audience in Twitter Ads.

Did you enjoy this article? Stay tuned for Part III, as we reveal how to track the performance of your Facebook, Twitter, and LinkedIn Ads campaigns across your web analytics, marketing automation, and CRM systems!

How to Do Mobile Social Media Advertising the Right Way

Posted by on Jun 6, 2016 in Advertising, Social
How to Do Mobile Social Media Advertising the Right Way

Social Media Advertising: Why You Need to Keep Up with Mobile Demand

It’s an end of an era — mobile media consumption officially surpasses desktop. In fact, the mobile marketing and advertising sector is projected to grow into a $100 billion industry this year. More consumers than ever are relying on their mobile phones to power life on-the-go: from instant purchases to mobile banking to food delivery. The mobile medium is fast-paced, contextual, instantaneous and always with the user.  Getting your mobile ad campaign right is no longer suggested but required.

In this how-to guide we’ll share how to launch a successful Facebook, Twitter, and LinkedIn mobile ad campaign, along with creative campaign examples from companies getting mobile ads right.

mobile internet trends from Kleiner Perkins via http://www.kpcb.com/internet-trends

[Image Source: KPCB 2016 Internet Trends Report]

Facebook Ad Platform

Facebook touts over 1.59 billion monthly active users with 1.44 billion monthly mobile users, making for the perfect platform to reach your target audience 24/7.

If you haven’t started a mobile ad campaign on Facebook, the time is now!

The Right Audience: Breaking Down Facebook’s Audience Insights

Facebook’s ad targeting options offer an intimate view of your ideal target audience. Use Audience Insights to leverage detailed findings and further refine messaging to potential customers. This is where you can really roll up your sleeves and dig into what makes your current customers, fans, or specific Facebook groups tick (before spending a dime).

Here’s a quick overview of the filters available for segmenting your audience:

  • Custom Audiences: view insights on any of your existing Custom Audiences. This includes email lists, phone number lists, UID lists and Website Custom Audiences (WCA) you’ve built.
  • Location: Add cities or countries to see if there are regional opportunities to deliver contextual messaging.
  • Age and Gender: As the filter implies, you can target based on age and gender (this is a pretty obvious)
  • Interests: Narrow down your results by focusing efforts only on the people who have specific interests.
    • Want to explore more ways to target with Interests? Go here.
  • Connections: Dissect the people connected (or not connected) to your page, app or event.
  • Advanced: These are the details you’ll want to dive into ASAP:
    • Behaviors:
      • Language
      • Relationship Status
      • Education
      • Financial: Income and Net Worth
      • Home: Home Type, Home Ownership, and Home Value
      • Market Segments: Ethnic Affinity, Generation and Household Composition
      • Parents: Age of Child
      • Politics (US): Conservative, Liberal, Non-Partisan
      • Life Events: New Job, Engagement, etc.
      • Device Owners

At this time you can start comparing your audience segments against a typical Facebook user using 6 main categories: Demographics, Page Likes, Location, Facebook Activity, Household and Purchase.

Pro Tip: Since we are targeting mobile audiences, make sure your audience’s primary device is mobile rather than desktop.

Compel Your Audience with Interactive Creative

Dazzle your audience and drive engagement with creative that resonates. Focus on functionality with vibrant, eye-catching images that convey product benefits. With Facebook’s carousel ad format, advertisers can optimize click performance using an interactive story across multiple frames accompanied by clear call-to-actions.

Available in image or video format, Facebook carousel ads provide space for text copy and direct links to specific areas on your site.

Want to know the best part?

Aside from the increased engagement from an interactive ad experience, carousel ads cost the same as a single-image or video ad.

Pro Tip: Be wary of the length of your ad copy for display on smaller screens.

When Should You Use Facebook’s Carousel Format?

  • E-commerce: feature multiple products with links to individual product pages.
  • Highlight features of a single product to give customers a better idea of the problems your product addresses.
  • Use the Canvas format to create a more immersive ad interaction. Canvas is a full-screen, mobile-optimized, post-click experience that can feature a combination of images, videos, text and links.
  • For SaaS companies that don’t sell physical goods, use images to convey the benefits or problems you aim to solve with your tech.

Neiman Marcus

For the Spring Shoe and Handbag line, Neiman Marcus chose a Multi-Product format to take advantage of the ad unit frames and showcase multiple products. Using complementary color themes and images Neiman Marcus used data and creative to cater to audience interest.

The campaign earned 3x the conversions and an 85% improvement in CTR, compared to their past campaigns.

Neiman Marcus Facebook Carousel Ad Format via blog.adstage.io

[Image Source]

Twitter Ad Platform

Twitter’s mobile inspired interface makes the ad platform an obvious channel to reach your audience on-the-go. With 80% of all users accessing Twitter from their mobile devices, it’s no surprise 85% of all ad revenue for Twitter also came from mobile phones. That means businesses looking to leverage the social network need to cater, and capitalize on the mobile markets.

What are Twitter Cards?

Mobile Twitter Ad Unit Formats via blog.adstage.io

Twitter now offers marketers the freedom to drive qualified leads to their website, product page, blog post, and listen or view content. Twitter Cards allow you to optimize more space and attach rich photos, videos and media to Tweets without the 140 character restriction, normally enforced.

“With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers.” – Twitter Dev Guide

So, how do you get started with Twitter ads?

We’ve put together a quick guide outlining available campaign types, ad formats, and how to measure your results.

Choose Your Campaign Objective

Twitter Ad Campaign Objectives chart via blog.adstage.io

Types of Twitter Cards

Summary Card

Use Summary Cards to promote web content like blog posts, news articles, products, and store-fronts. The card is designed to give users a preview of the content before clicking through to your website.

  • Title: 70 characters
    • iOS & Android truncate the title to two lines in timeline and expanded Tweet
  • Description: 200 characters
    • Description is not displayed on iOS & Android
  • Image: Minimum 120px x 120px, but less than 1MB file size.
    • Image will be cropped to a square on all platforms (web, iOS, & Android)

Summary Card with Large Image

The Summary Card with Large Image can be used to promote various types of web content. Twitter’s Summary Card with Large Image can feature a full-width image with a tweet. This gives readers a seamless, rich media experience while interacting with your ad.

Pro Tip: On mobile clients the image appears below the tweet text.

  • Title: 70 characters
    • iOS & Web truncate title to one line in timeline & expanded Tweet
  • Android truncates title to two lines in timeline & expanded Tweet
  • Description: 200 characters
    • iOS truncates to one line in timeline & expanded Tweet
    • Android does not display description
  • Image: at least 280px x 150px, but less than 1MB file size

App Card

Leverage App Cards to promote your mobile app and drive installs directly from Twitter’s native platform. You can display a name, description and icon, and also accentuate mobile app specific attributes like ratings and price. App Cards not only allow marketers to drive downloads, but more importantly, you can deep-link from this Card into your mobile app.

NOTE: Platform-specific URLs are deep links into you app. If you don’t support a particular platform, omit tags for that platform from your site.

  • Title: Rendered from App ID
  • Description: 200 characters
    • iOS truncates to one line in timeline & expanded Tweet
    • Android does not display description
  • Image: App logo is rendered from App ID.
    • Make sure the image is at least 800px x 320px
    • Accepted image formats include JPG, JPEG, PNG, or GIF

Player Card

Use a Player Card to stream media experience like live video or audio player right inside your Tweet. This format is ideal for video or audio content-heavy businesses, promoting assets like Vines or podcasts. Unlike other ad formats, you will need to implement a few HTML meta tags to your website.

Player Cards on Twitter’s iPhone and Android native apps, initially displays an image preview with a ‘play’ icon overlay.

  • Description: 200 characters
    • Displayed in place of the player on platforms that don’t support iframes or inline players.
    • Same dimensions as your player; no more than 1MB
  • Video: H.264, baseline profile, level 3.0, up to 640px x 480px at 30fps.
  • Audio: AAC, Low Complexity Profile

Pro Tip #1: All video and audio content must default to “sound off”. If the streaming content plays automatically, you must include stop, pause and play controls. In addition, you can’t require users to sign in to your ad experience.

Pro Tip #2: For easy implementation tips visit: Twitter Cards Getting Started Bundle.

Pro Tip #3: To expedite ad approval process visit Player Card: Approval Guide.

Lead Generation Card

Create a lead generation card to easily collect email addresses and other information without requiring a form submission. Use cards to promote an event, content offer, email subscription, demo request, or webinar registration — just to name a few.

  • Title: 50 characters
  • Call to action: 20 characters
  • Post-submit message (optional): 100 characters
  • Short Description: when a user clicks on the card, the tweet will expand and reveal more details. Emphasize the value and/or benefit of your offer.
  • Image: at least 800px x 200px with a 4:1 aspect ratio. No more than 1 MB
    • You can include a GIF in a Twitter card. Other supported formats include: JPG, JPEG, and PNG

Columbia University Business School

With Lead Generation Cards businesses can connect with their audience offline and engage potential customers. Columbia Business School is promoting an upcoming webinar with a Lead Generation Card.

When you expand the tweet, you see a short description using actionable language like ‘Join’ along with a call-to-action: ‘Register Now’.

The following screen features a prominent call-to-action (‘Register Now’) button where I can easily submit my information including @username and email address.

 

Columbia Business School Twitter Lead Generation Card via blog.adstage.ioColumbia Business School Twitter Lead Generation Card Screen Shot 3 via blog.adstage.ioColumbia Business School Twitter Lead Generation Card Screen Shot 3 via blog.adstage.io

Learn more advanced Twitter advertising tips like audience targeting check out: How to Use Twitter Ads for Lead Generation

Track Number of Leads from Your Campaign

Keep in mind: to ensure your advertising spend aligns with your overall marketing goals, measure how users respond to your ads with Twitter Analytics.

Use Twitter Analytics to:

  • Gain valuable audience insights for improved targeting with monthly Twitter stat reports.
  • Discover power users in the midst for a co-branding collaboration.
  • Track the success of your Twitter Cards. The possibilities are endless!

The more you test, the better you can aim your campaigns for a higher ROI.

LinkedIn Ad Platform

HubSpot Quote Creative Mobile Posts via blog.adstage.io

LinkedIn’s user base of highly affluent, educated, and influential professionals continues to steadily increase year after year. Currently, LinkedIn hosts 380+ million members worldwide and of these 380+ million users, 7.9 million are business decision makers.

LinkedIn’s Direct Sponsored Content offers B2B marketers a way to reach users at scale 24/7 because these ad units appear in feeds native to desktop, tablet, and mobile experience.

LinkedIn Ads Tactical Content Marketing Plan via blog.adstage.io

[Image Source]

How to Convert Highly Qualified Leads with LinkedIn Ads

What is Direct Sponsored Content?

Direct Sponsored Content is a Sponsored Update that does not appear on the Company Page or Showcase Page. It allows advertisers to share relevant content with a highly targeted audience without having to originate posts on your LinkedIn Company Page. It allows your company to personalize, test, and iterate messaging to improve content performance for a specific demographic without cluttering Company Page or Showcase Page. —LinkedIn Advertising

LinkedIn Sponsored Update Mobile Engagement Statistic via blog.adstage.io

What Type of Sponsored Content Should You Share?

LinkedIn members already engage with high-quality content from news sites, thought leaders, connections and brands. Sponsored Content is an opportunity to join the on-going conversation with a premium audience of business decision-makers by appearing in the same feed as the content they’re already interacting with.

Overview of Content to Share

  • Company News
  • Blog Content
  • Industry News & Research
  • Case Studies
  • Webinars
  • Content Product by Business Leaders (both internal & external to your company)
  • Compelling Visuals & Statistics

Sponsored Content Best Practices

Copywriting Tips

  • Open with questions
  • Use “You” when speaking to your audience
  • Numbered Lists
  • Direct users with a clear call-to-action (CTA)
  • Keep the text accompanying posts under 100 characters
  • Test, Test, Test your titles and descriptions

Other Campaign Considerations

  • Select compelling visuals (1200×627)
  • Run 2 – 4 sponsored content assets for 3 weeks
  • Add URL tracking code to track post-click conversions
  • Iterate visuals + title + description
  • Set Up Campaigns by Audience
  • Maximize relevancy with effective targeting
  • Shift budget to audience with the highest engagement rate to optimize conversions
  • MAKE SURE YOUR LANDING PAGE AND/OR WEBSITE IS OPTIMIZED FOR MOBILE

How you package compelling content with insights will determine if your Sponsored Content can generate brand awareness, establish trust and nudge quality leads further down the sales funnel.

Keep on Target: How to Exclude Specific LinkedIn Audiences

Whether the goal is to develop thought leadership or drive website conversions, specifying audience targeting parameters increases is the key to optimizing campaign performance.

Figure out who wants to buy your product. With LinkedIn you can find professionals based industry, job title, skills, and company. It’s important to not over-target.

Why place your ad in front of audiences that don’t work for you? With exclusion you can prevent your ad being placed in front of the wrong audiences such as:

  • Current Customers: If you don’t require repeat purchases, exclude current customers to prevent wasted ad spend.
  • Competitors: Keep them guess and prevent inspiration from your hard work.

Two ways to avoid these costly audience problems:

  1. Manually remove each of them by company name or
  2. Use AdStage’s bulk editor tool to automatically remove these audience members across your campaigns.

HubSpot: LinkedIn for Lead Generation

To engage users and drive new leads, HubSpot went to LinkedIn to connect with marketing professionals. HubSpot used Sponsored Content to gain visibility. HubSpot crafted content (such as the template download they offered in the ad below) aimed at their target audience and engage potential prospects.

HubSpot LinkedIn Sponsored Content Ad Example via blog.adstage.io

[Image Source]
HubSpot used LinkedIn’s targeting options to map each piece of content to fit a segment’s pain point. To capture strong leads, the marketing team leveraged conversion data to keep iterating best performing pieces.

The results?

HubSpot gained 400% more leads within their target audience compared to other platforms.

Key Takeaways

  1. Make responsive ads and landing pages for a mobile-friendly experience
  2. Fit each platform’s unique strength to your campaign goals
  3. Use data analytics to measure success, and focus on what content works best for you.
  4. Facebook Ad Platform
    • most popular social media with highest number of daily viewers
  5. Twitter Ad Platform
    • utilize real-time engagement and create hype for your brand or event by incentivizing hashtag use, brand mentions, and retweets
  6. LinkedIn Ad Platform
    • place your ad in front of professionals ready to solve their business problems with your product

The Complete Guide to LinkedIn Ads that Convert via blog.adstage.io

Get Started with $250 in Free LinkedIn Ad Credit! via blog.adstage.io

How to Use Facebook Mobile Video Ads for Powerful KPI Lift

Posted by on May 19, 2016 in Advertising, Social
How to Use Facebook Mobile Video Ads for Powerful KPI Lift

Video on Facebook is on the rise. The social media network recently reported users consume 100 million hours of video daily, and by 2020 75% of those hours will come from mobile.

What Does that Mean for You?

As an advertiser, you’ll want to keep up with the rapid evolution of these social networks’ ability to fine tune your audience targeting. This means constantly test new creatives to connect with your audience through an experience. However, with video ads, sometimes it’s not as simple as quickly creating an A/B tested video ad that matches your brand standards. So, you’re going to need to know how to position your video to make sure it performs well on mobile devices.

Luckily Facebook has already done the heavy lifting in testing video ad creatives and provided these recommended best practices to drive better campaign performance.

Make a Grand Entrance

People are typically on the go with their mobile devices which means you’ll need to have a hook that grabs their attention within seconds of launching your video. Make use of bold brand colors, themes and imagery at the start of your video to connect audiences with your ad and make emotional associations quickly to ensure your ad is memorable. You can start your video with lifestyle or product shots, recognizable spokespeople, action scenes or vivid backgrounds to spark interest.

Communicate in Silence

As most video ads in mobile feeds are viewed without sound, it’s recommended to design your video with the sound off with visual cues or taglines. You can show captions, logos and products to help communicate your message, even without audio.

Show What’s Important

Producing a visual video that highlights what’s important, while optimizing for the smaller screen requires consideration for dimensions and scale. Try editing your frames with zoom, crop and overall visual composition to adjust your story to optimize the translation from desktop to a small screen.

Keep Innovation Creative

Like video commercial advertisements, once your ad receives a sizable number of impressions and the audience becomes saturated, so does the effectiveness. Learn what works for your brand and audience by continuing to experiment, test, and iterate.  There is never a universal rule of thumb that will drive your desired outcome on mobile video.

Some Real Examples

Facebook consulted with brand advisers to identify mobile video ad’s impact on campaign performance. Brand advisers experienced a significant results. After analyzing the results, Facebook published the highlights and the real mobile video ad sets from the test.

Wells Fargo Doubles Impressions

  • Shortened the television commercial to accommodate a mobile device
  • Changed the aspect ratio to square for better visibility in the News Feed
  • Added text to deliver message without sound

wells fargo facebook mobile video ads via blog.adstage.io

Wrigley’s Increases Impressions by 7x

  • Shortened video ad from 15 to 9 seconds
  • Added visual messaging on the video title card
  • Improved the story telling between seconds 1 to 5

wrigley's facebook mobile video ads via blog.adstage.io

Schedule Delivery

Campaign Scheduling is particularly useful for syndicating your video across networks during times of the day when they are more likely to be seen, almost like primetime TV ad spots. AdStage offers Facebook Video Ads and allows you to optimize the time of day or time of week that your ads are being shown with AdStage campaign scheduling.

Check out how to automate cross-network dayparting in seconds:

Automate Dayparting for Facebook Mobile Video Ads via blog.adstage.io

To get started with dayparting your Facebook mobile video ads, request a free 30 minute demo with one of our AdStage specialists today.

Testing Facebook Mobile Video Ads get demo via http://content.adstage.io/request-demo

How I Get Over 60% Conversion Rates On My Home Page With Facebook Ads Overlap Targeting (And How You Can Too)

Posted by on Apr 20, 2016 in Advertising, Social
How I Get Over 60% Conversion Rates On My Home Page With Facebook Ads Overlap Targeting (And How You Can Too)

Yes, it’s true. And yes, it’s repeatable. I know most case studies selectively showcase the best results and hide the failures that happened along the way. In this case, I’ll walk through each step of the campaign to show how you can replicate the same results for your own campaigns. Surprisingly, my “failures” were 30%+ conversion rates because Facebook’s detailed (overlap) targeting is that powerful.

So What is Audience Overlap Targeting?

I’ve heard people call  it flex, overlap, “AND-OR” and narrow targeting. Facebook calls it Detailed Targeting and provides a nice little image to show you how it works:

increase conversion rates with facebook detailed targeting 1 blog.adstage.io

Quick side note: AdStage had audience overlap targeting before Facebook did.

For example, if we target ‘Digital marketing’ as an interest in the US, our reach would be 1.9 million. For most businesses this audience is way too broad.

If we narrow the audience with Detailed Targeting to include ‘Digital marketing’ AND ‘Small business’ demographic, (an audience of 12 million), our reach decreases to 150,000 people. Now we are only targeting small business owners in the US who are interested in Digital Marketing. Powerful right?

Detailed targeting offers the ability to apply the ‘OR’ operator to help advertisers and consumers experience only the most relevant content. Continuing with our example, we can widen our audience reach to 540,000 just by adding ‘Home office’ as a demographic condition.

When you create your Facebook ad set, it will look like this:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

Refining Your Audience Reach: Start Broad

Another powerful way to use this feature is to target a broad audience and narrow it with well-known industry experts that have a blog or course related to that topic. That way you know your audience is someone who is not only interested in the topic, but also someone who is engaged and willing to take action. That’s exactly what I did and I’ll show you how.

In this case I’m targeting people interested in learning AdWords. I used a few different industry experts to overlay on top of the AdWords interest:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

Ryan Deiss, CEO of Digital Marketer, and his team teach pretty much everything related to digital marketing, including AdWords. As you can see, that audience converts at 60%!

Amy Porterfield is an influential figure in the social media marketing space and a co-author of Facebook Marketing All-In-One for Dummies. This suggests that she has a low interest in learning AdWords. The metrics agree, but still has a 35% conversion rate.

Frank Kern is another well-known name in digital marketing and judging by my report I may need to adjust my audience parameters before resuming the campaign.
Lastly, the Lookalike audience segment based on traffic to my website with an AdWords overlay is producing 66% conversion rate.

Keep in mind, this is all cold traffic.

More recently I experimented with another audience that got zero clicks after reaching 275 people:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

I’m surprised this ad set didn’t perform as expected since Smart Passive Income has a highly engaged audience. You can’t be emotional in advertising. Just because you think something will work doesn’t mean it always will. Data doesn’t lie.

Here’s what the targeting for the Ryan Deiss ad set looks like:

My campaign goal is to generate leads, so the first step is to optimize for these lead conversions.

increase conversion rates with facebook detailed targeting img via blog.adstage.io

Next, I exclude previous leads, to avoid showing existing customers ads promoting a free trial:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

I excluded previous email opt-ins a few different ways:

  • Uploaded email list
  • Lead conversion goal (based on Facebook pixel)
  • Email Opt-In & Email Confirmed are from the old Facebook conversion tracking

These lists should contain the same people, but it’s always possible people submit multiple email addresses. I always like to cover my bases and exclude all 3 just to be safe.

For location, I’m targeting the US and Canada:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

I could easily expand this to other English speaking countries, if I need a greater reach.

Originally I didn’t narrow age or gender. After running this ad set for about a week, I noticed middle-aged men converted much better, so I narrowed the audience targeting according to my new findings:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

Finally, the detailed targeting section:

increase conversion rates with facebook detailed targeting img via blog.adstage.io

Wrapping It Up

Ad placement is another area to keep an eye on as the data rolls in. Initially, I like to target both the mobile and desktop news feed. If one device is performing significantly better, I will update the lower performing ad set to match the winning campaign’s target audience.

You may have noticed that I targeted one industry expert per ad set. This allows me to know exactly which audience is working. If you target multiple interests, demographics or behaviors together, you won’t be able to determine which variable is working.

I recommend you do the same when setting up flex targeting (or any type of targeting for that matter). You will be able to quickly pause the audiences that don’t perform well and continue to iterate on the audiences yielding results.

To get you started, here are few detailed targeting combinations for various industries:

  • Fly fishing AND Orvis (people who want to learn fly fishing or who want products related to fly fishing)
  • Yoga AND Social anxiety (targeting people interested in Yoga to help with anxiety)
  • Solar energy AND diy (do it yourself solar energy? I think that’s a thing)
  • Warrior Dash AND Trail running (make a 530,000 reach audience out of two 3 Million+ audiences)
  • Fine art AND Income > $500,000 (make sure they’re able to buy)

Have fun finding new ways to target your potential audience. Facebook will update the potential reach on the fly as you add new audiences. A rule of thumb, try to keep the number between 50,000 and 500,000 and remember relevance is the most important part of advertising online.

If people aren’t interested, it won’t matter how compelling your ad copy is because it’s still not getting clicks.

Have you had great results from detailed targeting? Do you have questions on how to get started? Let me know in the comments!

Shave Cost Per Conversion with Facebook’s Breakout Metrics

Posted by on Dec 11, 2015 in Advertising, Social
Shave Cost Per Conversion with Facebook’s Breakout Metrics

One of the most common questions I hear asked about Facebook Ads is, “how should I setup my ad sets?” At a macro level, the structure of your account should be able to provide clear views into performance at each layer – exposing areas of opportunities and weakness.

When asked this question, I often turn to an underutilized, but powerful view in Facebook. Within a table view, the ‘breakdown’ tab reveals clear options for split testing and analysis.

Carving Out Refined Ad SetsFacebook Ads - Breakdown Menu

Breakdown metrics act much like AdWords’s dimensions views, offering ways to slice your data into segments. Use these viewpoints to explore possible ways to partition your ad sets, to drive efficiency.

Segmenting out ad sets provide many benefits:

  • Dedicated budgets
  • Hone in on creative by medium or target audience
  • More flexible control over your bids

Let’s take a look at some of the most impactful views into your performance data.

Placement

Several days after a new campaign launch, it will be clear if there’s enough volume to segment out your targeting into refined ad sets. One of the most impactful structures is to breakout targeting by placement and device.

Within an existing campaign, select the ‘placement’ option from the breakdown column. If multiple placements are being targeted, you should notice a sizable difference between the cost per result from one placement to the next.

For acquisition campaigns, right column ads tend to have lower cost per conversion results. While for engagement themed campaigns, mobile Newsfeed might be the best choice since the post includes social impressions and mobile sharing is seamless.

Facebook Ad Performance by Placement

In the above example, you’ll notice that Right Column Ads are generating conversions at about a third of the cost of News Feed ads.

By creating a dedicated ad set for Right Column Ads, we can take advantage of the lower cost conversions and drive up volume. 

Ad Sets by PlacementDevice

Not only can performance vary by placement, it can also fluctuate by device type. Even if you only have News Feed placements selected, there can be a difference in cost per conversion by type of device and the operating system. Select the ‘placement by device’ option from the Breakdown menu to reveal insights.

Breakdown by device

 

Geography

Your campaign performance can vary significantly by geo. Should your brand or offering serve an International customer base, it’s worth splitting out ad sets or campaigns by country. The United States is the most mature Facebook market, but also is often the most expensive.

Learn how your ad sets perform in a particular geography using either the country or region breakdown metrics.

Post Engagement by Geo BreakdownIn the example above, you can see there’s a stark difference in the cost per engagement between Brazil and the United Kingdom. With multiple geos rolling up to one ad set, I have very little flexibility to align my budget to particular areas. This would be worth breaking out into separate ad sets by country.

Final Thoughts

The breakdown metrics provide clear views into areas of optimization and refined ad set structure to maximize conversions. Providing you greater control of budget allocation, bidding, and messaging.