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5 Most Common Facebook Ads Mistakes

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During this workshop we will show you most common mistakes in Facebook Advertising and how to avoid them. We see from clients all over the World that Facebook Advertising could be powerful performance channel with great ROI but there are few basic mistakes where even experienced marketers are loosing money.

Published in: Marketing

5 Most Common Facebook Ads Mistakes

  1. 1. 5 Most Common Facebook Ads Mistakes Lukas Krejca
  2. 2. 5 Most Common Facebook Ads Mistakes 1) You don't set up goals 2) Your targeting is broad 3) You don't test different creatives 4) You don't use all what Facebook offers 5) You use auto-bidding & don't optimize
  3. 3. Who Am I Lukas Krejca Senior Account Strategist @lukaskrejca Lukas Krejca Senior Account Strategist @lukaskrejca @roihuntercom Roihunter.com
  4. 4. Right message Right settings (bids, budget, etc.) Right targeting Where the magic happens Why should I care?
  5. 5. #1 You don't set up goals
  6. 6. New User Acquisition Remarketing Cross-Sell Up-Sell Make Users Convert Goal Example: ROI, CPL Increase Customer Life-Time Value Goal Example: ROI Get Qualified Traffic Goal Example: CTR 2% + Fit Your Goals To The Funnel
  7. 7. What are Performance Goals?  Return On Investments (ROI)  Cost Per Transaction (CPT)  Cost Per Lead (CPL)  Cost Per View (CPV)
  8. 8. What are NOT Performance Goals?  Number of likes  Number of impressions  Number of clicks
  9. 9. How to track performance goals? + +1) 2)
  10. 10. UTM tags + Google Analytics + Excel 1) Add UTM tags to your ads You can do this in field Tracking on Ad level in Power Editor or Facebook Ads Manager. Read more about UTMs: lukaskrejca.com/utm-parameters Name Revenue Spend ROI Campaign 1 $15,461.40 1968.21 7.86 Campaign 2 $12,992.05 2725.94 4.77 Campaign 3 $11,067.80 1744.14 6.35 Campaign 4 $10,683.33 1703.01 6.27 Campaign 6 $7,246.63 563.17 12.87 2) Find Your Campaigns In Google Analytics Find your Facebook campaigns in Google Analytics. Download the report to Excel. 3) Add Spend data from Facebook For every campaign find spend on Facebook and fill in to the sheet. Now you can calculate ROI = Revenue / Spend.
  11. 11. Facebook Pixel Conversion Tracking  Implement Facebook Pixel (Guide: https://www.facebook.com/business/help/952192354843755)  Set up Conversion Events and/or Custom Conversions  Analyze performance in Facebook Ads Manager
  12. 12. Challenge: How to have all data in one dashboard?
  13. 13. #2 Your Targeting Sucks Is Broad
  14. 14. On Facebook You Can Target Your Ad With  Gender  Exact Age  Country / City  Device  Interest  Job  Education  Behavior (online shoppers)  Family status (parents)
  15. 15. Your Target Group is not “All Users from UAE 18-65”
  16. 16. New User Acquisition Remarketing Cross-Sell Up-Sell Website Custom Audience, DPA, App Users Custom Audiences Use Interests, Behaviour, Demographics, Geographic, Family Status, Lookalike, etc. Fit Your Targeting To The Funnel
  17. 17. How to Split Audience by age and gender in Power Editor?
  18. 18. Challenge: How To Split Audience By City, Interest and whatever else?
  19. 19. Avoid Overlapping  Your Prospecting campaign Your Remarketing  campaign
  20. 20. Find Out Where Overlapping Is In Ads Manager go to (Tools) Audiences Tick Audiences Show Overlap→ →
  21. 21. Keep Overlapping In Mind  Always exclude your remarketing audience from prospecting campaigns  Always exclude buyers from remarketing campaigns  Check overlapping between prospecting audiences
  22. 22. #3 You Don't Test Different Creatives
  23. 23. Always test at least 2 Ads You can test  Images  Headlines  Description texts  Call to action buttons  Landing pages
  24. 24. Test creatives in Power Editor 1) Duplicate original ad 2) Edit Image / Text in new copy
  25. 25. Challenge: How To Test Dozens Of Creatives In One Click?
  26. 26. #4 You don't use all what Facebook offers
  27. 27. Facebook offers cool features for Advertisers  Custom Audiences  Dynamic Product Ads  Lookalike Audiences
  28. 28. Remarketing
  29. 29. Remarketing on Facebook
  30. 30. Remarketing On Facebook  Remarketing of website visitors  Cross-sell (bought iPhone, I offer him accessories)  UpSell (bought shoes 2 months ago, I offer new collection)  E-mail list  App Users  Cross-Platform (send desktop users to app)
  31. 31. New Remarketing On Facebook WCA 3  Frequency - Example: People who have visited this page more/less than 3 times.  Time Spent - Example: People who spent more than 2 minutes on my website  Aggregated Values (SUM, MIN, MAX, AVG)  Example: People who spent more than $100 dollars in the past 30 days  Example: People who had fewer than three transactions in the past 90 days  Device - Example: People who accessed my website while on an Android phone
  32. 32. Dynamic Product Ads
  33. 33. Dynamic Product Ads Best Practices  Test different time segments  Test different placement  Mobile Newsfeed  Desktop Newsfeed  Right-Hand side  Test single image vs. carousel  Always exclude buyers (!)
  34. 34. Lookalike Audiences Facebook will find users with  behavior similar to your audience  Use it for reaching to new visitors
  35. 35. Create Lookalike Audience In Ads Manager go to (Tools) Audiences Create Audience Lookalike Audience→ →
  36. 36. #5 You Use Auto-Bidding & Don't Optimize
  37. 37. Autobidding Auto-bidding usually works  only in short-term  You can't optimize bids  You don't have CPC under control  (my record CPC is $50)
  38. 38. Why Should You Optimize?
  39. 39. Optimization  Increase bids / budget for good performing ad sets  Decrease bids / budget for bad performing ad sets  Stop worst performing ad sets  Stop worst performing creatives  Learn what type of creative works for which audience www.lukaskrejca.com/how-to-optimize-your-facebook-advertising-bidding/
  40. 40. Challenge: How To Automate The Routine?
  41. 41. With Optimization You Can Achieve Miracles
  42. 42. THANK YOU! FOR MORE INFO SEE www.roihunter.com @roihuntercom Send me your feedback: lukas@roihunter.com @lukaskrejca

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