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Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Facebook & Instagram Ads: Mobile Strategies That Boost Brands & Sales. PRESENTATION: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) - Given by John Lee, @john_a_lee - Clix Marketing, Managing Partner. #SocialPro #12B

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Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee

  1. 1. #SocialPro #12B @john_a_lee A Guide to Measurement & Targeting Success Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details)
  2. 2. #SocialPro #12B @john_a_lee Who Is This Guy? Managing Partner – Clix Marketing Digital Advertising Geek  Emphasis on “Geek” Prior Sentences Served:  Hanapin Marketing  Wordstream Writer:  Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker:  SMX, SocialPro, SES / ClickZ Live, HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect, MNSearch Summit, Ticket Summit, Zenith Conference
  3. 3. #SocialPro #12B @john_a_lee Image credit: https://flic.kr/p/9Jbrsd
  4. 4. #SocialPro #12B @john_a_lee So. Much. Data.
  5. 5. #SocialPro #12B @john_a_lee Clicks, CTR, CPC
  6. 6. #SocialPro #12B @john_a_lee
  7. 7. #SocialPro #12B @john_a_lee “Just because you can track something doesn’t mean you should. Or have to.” - Some Guy at #SocialPro
  8. 8. #SocialPro #12B @john_a_lee Define Success, Then Track That
  9. 9. #SocialPro #12B @john_a_lee  Promoting Content?  E-Commerce?  Generating Leads?  Brand Exposure?  What Is Your Goal? Define Success
  10. 10. #SocialPro #12B @john_a_lee  CTR, Relevance Score, Reach & Frequency Universal Metrics Increase these metrics, everything else gets easier!
  11. 11. #SocialPro #12B @john_a_lee  Engagement, Likes, Shares & Comments Universal Metrics Without these, it’s hard to improve CTR or Relevance Score!
  12. 12. #SocialPro #12B @john_a_lee  Device, Placement, Age, Gender, Location, Audience Universal Metrics It’s a freakin’ goldmine I tell ya!
  13. 13. #SocialPro #12B @john_a_lee  Add to Cart, Initiate Checkout, Purchase  Revenue, ROAS, Profit, AOV  Assisted Conversions, Multi-Channel Funnels Example: E-Commerce
  14. 14. #SocialPro #12B @john_a_lee  Conversions, CPA  Sales Funnel  Lead-to-Customer Conversion Rate  Cost-per-Customer Example: Lead Generation
  15. 15. #SocialPro #12B @john_a_lee  Carousel Ads  Canvas  Lead Ads  Device & Placement  Audience Network (sneaky)  What Is This Instagram Thing? Measurement Is a Moving Target
  16. 16. #SocialPro #12B @john_a_lee Set Yourself Up for Success
  17. 17. #SocialPro #12B @john_a_lee  Match Your Goals  Dictate Available Settings, Features  Dictate Bidding Strategies  Alter Appearance of Data Campaign Objectives
  18. 18. #SocialPro #12B @john_a_lee Objectives: Events
  19. 19. #SocialPro #12B @john_a_lee Objectives: Lead Ads
  20. 20. #SocialPro #12B @john_a_lee  Universal Pixel  Custom Conversions  Website Audiences One Pixel To Rule Them All
  21. 21. #SocialPro #12B @john_a_lee  URL Parameters  Google Analytics, Countless Other Applications  API for Lead Ads  bit.ly/lead-ads-api  Automated Custom Audience Updates  bit.ly/custom-audience-api 3rd Party Data Integration
  22. 22. #SocialPro #12B @john_a_lee  Conversions Reported by Facebook and Instagram Ads WILL BE Higher FYI - Facebook & Instagram Conversions
  23. 23. #SocialPro #12B @john_a_lee  Facebook Ads Pixel & Conversion Tracking  24 Hour View-through Conversions  All Conversions vs. Unique  28-Day Lookback  Significant % of Users Browse in HTTPS – Which Can Strip URL Parameters in Redirect to HTTP  Possible to Change Attribution Window for Click-through and View-through Conversions  Hat Tip: bit.ly/ppchero-facebook-convs Reconcile Facebook/Instagram Conversions
  24. 24. #SocialPro #12B @john_a_lee Reporting
  25. 25. #SocialPro #12B @john_a_lee Ads Reporting for Facebook & Instagram Ads
  26. 26. #SocialPro #12B @john_a_lee  Validate Assumptions for Custom Audiences (Email or Web), People Connected to Page.  Which Channels Meet Your Criteria for Demographics, Interests & Behaviors? Audience Insights As a Report?
  27. 27. #SocialPro #12B @john_a_lee 3rd Party Reporting = More Options & Flexibility
  28. 28. #SocialPro #12B @john_a_lee Devils & Details. 8th Deadly Sin. Whatever… Let Measurement Guide Your Optimization & Segmentation Strategies!
  29. 29. #SocialPro #12B @john_a_lee “Device performance often follows demographics. CPC, CPM and CPA differ by placement, by device. 20 year olds don’t convert the same way 50 year olds do. #millenialsFTW” - That Same Guy at #SocialPro
  30. 30. #SocialPro #12B @john_a_lee  All of That Measurement & Tracking Talk Comes to This…  Build a Campaign Based on Research & Assumptions  Measure the Results  Optimize & Segment Based on the Data Feedback Loop – Measure & Segment
  31. 31. #SocialPro #12B @john_a_lee  Placements  Desktop Right Hand  Desktop Newsfeed  Mobile Newsfeed  Audience Network  Instagram Placements – Measure & Segment
  32. 32. #SocialPro #12B @john_a_lee  Devices  Desktops (Includes Laptops)  iPhone, iPad, iPod and Versions of iOS  Android Phones, Android Tablets and Versions of Android  Mobile “other” Devices – Measure & Segment
  33. 33. #SocialPro #12B @john_a_lee  Audience  Age  Gender  Location  Targeting – Entirely Based on Granularity of Segmentation Audience – Measure & Segment
  34. 34. #SocialPro #12B @john_a_lee  Ad Sets Optimize For One Conversion Action  Creative, Landing Page & Conversion Action Must Match  Influences Segmentation Strategy Creative & Conversion Tracking
  35. 35. #SocialPro #12B @john_a_lee  @john_a_lee  john@clixmarketing.com  www.clixmarketing.com Questions?
  36. 36. #SocialPro #12B @john_a_lee THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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