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Measuring Facebook Advertising (NYU Guest Lecture)

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The following deck is from a guest lecture I gave at NYU for Brian Honigman's digital marketing course.

In this lecture I provided a brief overview of the potential and power of Facebook Conversion Pixels for both tracking FB Ad efforts and building robust, programatic and effective advertising.

The deck is by no means comprehensive, so if you have any questions regarding the material feel free to reach out on Twitter (@joeandtell) or email (joe.gelman@me.com)

Thanks for reading!

Published in: Marketing

Measuring Facebook Advertising (NYU Guest Lecture)

  1. 1. MEASURING FACEBOOK ADVERTISING NYU GUEST LECTURE
  2. 2. NORMAL PEOPLE DON’T GET EXCITED ABOUT AD PLATFORMS
  3. 3. I’M NOT NORMAL.
  4. 4. HI!I’M A CONTENT MARKETING MANAGER AT HONIGMAN MEDIA, CONTRIBUTOR AT IDEON & DIGITAL MARKETING INSTRUCTOR AT GENERAL ASSEMBLY I’M JOE GELMAN,
  5. 5. Facebook has built one of the most exciting ad platforms I’ve ever worked with.
  6. 6. WHAT MAKES AN AD PLATFORM GREAT?
  7. 7. WHAT MAKES AN AD PLATFORM GREAT? • Flexible • Dynamic • Measurable
  8. 8. pixels
  9. 9. Facebook pixels allow you to tie user behavior on your site to behavior on Facebook
  10. 10. They also allow FB ad analytics to talk to your on-site analytics.
  11. 11. EVIL
 GENIUS?
  12. 12. You’re being watched…
  13. 13. …so start watching back!
  14. 14. JackErwin.com uses a FB pixel, so I decided to see how they would respond to me visiting their site.
  15. 15. Once I visited their site, I’d been tagged!
  16. 16. Instantly after my visit, I was served this ad…
  17. 17. Which I clicked… taking me back to their site.
  18. 18. Then I went to a different product page…
  19. 19. …and it’s no surprise that when I returned to FB this is what I found.
  20. 20. PRETTY COOL, RIGHT?
  21. 21. So how do I get one of these fancy pixels?
  22. 22. Go to Ads Manager > Tools > Facebook Pixel, then click “Create Pixel”
  23. 23. Name your pixel (something descriptive), then click “create.”
  24. 24. In addition to getting a code that you need to paste once in your top level domain’s <head> section, you can also track specific actions (these need to live on each page you want to track, ask your developer for help with this).
  25. 25. 5 USE CASES FOR PIXELS THAT FACEBOOK RECOMMENDS
  26. 26. 1. Drive more conversions Source: https://www.facebook.com/business/a/pixel-best-practices
  27. 27. 2. Find a larger audience Source: https://www.facebook.com/business/a/pixel-best-practices
  28. 28. 3. Measure Page post results Source: https://www.facebook.com/business/a/pixel-best-practices
  29. 29. 4. Calculate ROI Source: https://www.facebook.com/business/a/pixel-best-practices
  30. 30. 5. Remarket to site visitors Source: https://www.facebook.com/business/a/pixel-best-practices
  31. 31. TYING FB TO GOOGLE ANALYTICS
  32. 32. FIND SOCIAL CONVERSION COST Step 1: Using UTM’s and Segments, determine the cost/ benefit of a single FB click. (see article for example)
  33. 33. FIND SOCIAL CONVERSION COST Step 1: Using UTM’s and Segments, determine the cost/benefit of a single FB click. (see article for example) Facebook even built a UTM tracker into this, to make it really easy (tag your links, people!)
  34. 34. USE MULTI CHANNEL FUNNELS
  35. 35. THANKS FOR READING! Visit My Site! Follow Me!

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