seattle search network - facebook ads
DESCRIPTION
tips & tricks to drive ROI from Facebook adsTRANSCRIPT
Social Advertising: Essential Tips to Drive Measurable ROI with Facebook Ads
Winner of the Best PPC Campaign 2014 US Search Awards PubCon
Latest SEM & Paid social news @point_it 2
“90% of marketers regularly use Facebook ads”
“54% say Facebook is the most important network”
But …
“89% of marketers want to know how to measure social media ROI”- Social Media Examiner
Why Facebook Matters
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http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Latest SEM & Paid social news @point_it 4
ecommerce
Lead Gen
Engagement
Fan Acquisition
Understand the value of social followers: bit.ly/social-followers
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Demographics
Interests
Behavioral
Lookalikes
Custom Audiences
Website Remarketing
Understand Facebook’s
targeting
And when to use them
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Remarketing on Social…
http://www.emarketer.com/Article.aspx?R=1011275
Current behavior …
…Times are changing
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Website Custom AudiencesWhy Use it? ‐ Reengage with website
visitors based on some type of action
‐ Reach users across desktop and mobile
Audiences: ‑ All visitors‑ Product category or
description pages‑ Cart Abandonment‑ Newsletter sign-ups‑ Event pages
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Website Custom Audiences:All Visitors
Category pages
Product Description pages
Add to Cart
Thank you pages
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Custom Audiences – Custom ListsWhy Use It?- Create very targeted
messaging for specific audiences based on CRM data (email, phone #s, user or mobile IDs
- Complements email marketing efforts very well
eCommerce‑ All customers, new and old‑ Upsells‑ Announcing new products‑ Newsletter sign-ups
Lead Gen‑ Expired trials‑ Event attendees‑ Webinars, white papers, demos
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What Is It?- Find new customers based on:
- Conversion events (via Facebook conversion pixel)- WCA and customer lists- Pages visited (URL-based rules)
Why Use It?- Scale: maxing out current remarketing efforts & need to grow- Product – find new customers similar to those who have already purchased- Website – find new customers similar to those who have visited certain sections of
your site
Lookalike Audiences
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Lookalike Audiences: Set Up
Need to knowQuality vs. Quantity
Mobile is big … tell me something I don’t know
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Measuring Mobile ROI
We’re pumping more money in…
…but what’s coming out the other end?
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Cross-Device ReportingWhat Is It?• Track impression device vs.
action device• User IDs instead of cookies
Why Use It?- Better understand ROI
from mobile campaigns- Allocate marketing budget
where it matters- Understand customer
behavior
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How to Use It1. Install Facebook conversion
pixel 2. Go to Facebook Reporting
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Speaking of attribution…What’s social really worth?
Use GA to:
Understand Facebook’s influence on the path to conversion
Compare attribution models
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7 tips to possible success…1. Place Facebook conversion pixel2. Place Facebook remarketing pixel3. Set the proper attribution model for Facebook reporting (default
settings will combine 1-day view thru + 28-day click)4. Start every campaign using general CPC bidding with medium/high
bids5. After accumulating 50+ conversions AT THE ACCOUNT LEVEL,
consider switching to oCPM bidding6. Test, test & test some more7. Get a dedicated Facebook Ads manager tool for building campaigns,
ad automation, etc.
Thank you!Ian [email protected]
Twitter: @point_itFacebook: facebook.com/pointit
Winner of the Best PPC Campaign 2014 US Search Awards PubCon