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Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS

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Across 2015/16 I have personally created over 8000+ Facebook Ads Campaigns. In my opinion this is an underused aspect of digital marketing that I think we'll see a dramatic shift towards in the coming months and years. Facebook Ads allow you the ability to target in ways that Google and other major online ad platforms are struggling to keep up with. Here I've curated a number of my top tips when it comes to Facebook Advertising, hopefully some of them will come in handy!

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Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS

  1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000+ FACEBOOK CAMPAIGNS
  2. 2. DIGITAL MARKETING CONSULTANT Hi. I’m Ned Poulter BLOGGER SOCIAL @NedPoulter /NedPoulter
  3. 3. Background TheLADBible Realtor.com ASOS Netflix Miinto YO! Sushi Lighting Room Tens The Hay Group Otto Car SABMiller Notonthehighstr eet.com
  4. 4. FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER IN 2015/16 SO FAR I’VE PERSONALLY CREATED OVER 8000 FACEBOOK CAMPAIGNS FOR OUR CLIENTS
  5. 5. I’VE EXPERIENCED THE BLOOD, THE SWEAT, AND THE TEARS WITH A PLATFORM THAT IS CONSTANTLY CHANGING… HERE ARE SOME OF MY FINDINGS… FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  6. 6. DEPLOY THE TRACKING PIXEL NOW! EVEN IF YOU DON’T PLAN TO USE IT YET TIP: DO IT USING GOOGLE TAG MANAGER TO AVOID A LOT OF BACK AND FORTH WITH DEVELOPMENT FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  7. 7. CREATING AD CREATIVE CAN BE A PAINFUL (ESPECIALLY IF THE CLIENT IS FUSSY) USE THIS TOOL TO MAKE IT EASIER - http://sproutsocial.com/landscape FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  8. 8. OR THIS… USE THIS TOOL TO MAKE IT EASIER - https://www.canva.com/ FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  9. 9. NOT FORGETTING THIS… USEFUL RESOURCE - http://www.jonloomer.com/2015/05/11/fa cebook-image-dimensions-2015/ FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  10. 10. THERE ARE A LOT OF AD OBJECTIVES/TARGETING COMBINATIONS (AND THEY’RE GROWING!) TIP: TEST EACH ON A SMALL BASIS TO UNDERSTAND HOW THEY WORK FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  11. 11. SOME PARTICULARLY POWERFUL ONES ARE: TIP: ALSO LOOK OUT FOR ‘BRAND AWARENESS’ (IT’S > PAGE POST ENGAGEMENT) FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  12. 12. ALSO LEAD GEN ADS FTW FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  13. 13. POWER EDITOR IS GREAT BUT CAN BE BUGGY! • MAKE SURE THAT YOU PUBLISH CHANGES INCREMENTALLY (TO AVOID LOST DATA, TRUST ME – I’VE LOST HOURS ON THIS) • BUILDING UPLOAD TEMPLATES IS A BITCH – BECAUSE FACEBOOK KEEP CHANGING THE LAYOUT (LITERALLY ON ALMOST A WEEKLY BASIS) FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  14. 14. DON’T BOTHER WITH ‘FACEBOOK ADVERTISING PLATFORMS’ • AT POLE STAR DIGITAL WE ARE ANTI-PROGRAMMATIC WHEN IT COMES TO SOCIAL • SOME PLATFORMS WORK AND ARE BETTER THAN OTHERS, BUT MOST PULL FIGURES OUT OF THE AIR (ADROLL ARE A NIGHTMARE FOR THIS) • ALSO MEANS IT’S QUITE DIFFICULT TO COMMUNICATE [LACK OF] SUCCESS TO A CLIENT (I’VE HAD A LOT OF ARGUMENTS WITH CLIENTS ABOUT THIS!) FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  15. 15. FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  16. 16. FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL • CREATE CUSTOM REPORTS EXCLUDING THE FAFF, THEN SAVE THEM FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  17. 17. THEN BUILD AN EXCEL/GOOGLEDOCS REPORTING TEMPLATE FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  18. 18. THE PIXEL CODE IS QUITE CLUMSY [NOBODY SEEMS TO IMPLEMENT IT CORRECTLY] • IN LATE 2015 THEY CHANGED FROM THE OLD PIXEL TO A NEW CONSOLIDATED TRACKING PIXEL • SOUNDS STRAIGHTFORWARD, BUT THIS CAN BORK OUT YOUR FIGURES QUICKLY! FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  19. 19. THE PIXEL CODE IS QUITE CLUMSY [NOBODY SEEMS TO IMPLEMENT IT CORRECTLY] BEST OPTIONS: 1. IMPLEMENT BASIC TRACKING PIXEL (NON-CUSTOMISED) + USE CUSTOM 2. NOTE: THIS ONLY WORKS IF YOU’VE GOT A FIXED URL/PATTERN MATCH IN THE CHECKOUT FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  20. 20. AN EXAMPLE [INCL. CONVERSION TRACKING] <!-- Facebook Pixel Code --> {% if first_time_accessed %} <script> !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.p ush(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async =!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://co nnect.facebook.net/en_US/fbevents.js'); fbq('init', '660838304052843'); fbq('track', 'Purchase', {value: '{{ subtotal_price | money_without_currency }}',currency: '{{ shop.currency }}'}); </script> <noscript><img height="1" width="1" style="display:none"src="https://www.facebook.com/tr?id=660838304052843&ev=PageView&noscript=1"/></nos cript> {% endif %} <!-- End Facebook Pixel Code --> CUSTOMISED FOR A CLIENT’S SHOPIFY SITE FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  21. 21. GET SMART WITH REMARKETING FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER CREATE PRODUCT/PRODUCT RANGE SPECIFIC CAMPAIGNS AND SHOW THEM ONLY TO VISITORS WHO HAVE VISITED THAT SECTION OF YOUR WEBSITE E.G. TESLA CAMPAIGN TARGETING – WEBSITE VISITORS (150 DAYS) INCL. VISITORS THAT MATCH https://www.teslamotors.com/en_GB/modelx SHOW ADS FOR MODEL X
  22. 22. FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
  23. 23. IF YOU’RE GOING TO TRIAL ANY CAMPAIGN, MAKE IT A REMARKETING CAMPAIGN PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER BEST OPTIONS: 1. SETUP A CAMPAIGN TARGETING WEBSITE VISITORS (LAST 150 DAYS) 2. EXCLUDE CONVERTERS 3. NOTE: THIS ONLY WORKS IF YOU’VE GOT A FIXED URL/PATTERN MATCH IN THE CHECKOUT
  24. 24. ANY QUESTIONS? PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
  25. 25. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter

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