5 Things You Need To Know Before You Get Started with Facebook Ads
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Why use Facebook Ads? Before you get with your first Facebook Ad campaign, it is important you understand these 5 things.
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5 Things You Need To Know Before You Get Started with Facebook Ads
- 1. 5 THINGS YOU NEED TO KNOW BEFORE YOU GET STARTED WITH FACEBOOK ADS
- 2. WHY USE FACEBOOK ADS IN THE FIRST PLACE?
- 3. AROUND 80% OF ALL INTERNET USERS USE FACEBOOK
- 7. 1. The Power of the Pixel
- 8. The pixel will be your new best friend… • Create remarketing audiences • Track specific website events • Create custom website events • Optimise campaigns based on pixel data • Create lookalikes from pixel events • Run Dynamic Product Ads
- 9. Standard pixel events available to you… Parameters to include: • Value • Content ID • Currency • Content name • Content type • Content category
- 10. Create events that fit your business… With Google Tag Manager and a little bit of code, you can create custom events to track any goals or actions your customers.
- 11. Dynamic Product Ads An e-commerce dream… Retarget products to customers who have viewed them on your website, all from one ad set. This is done by content IDs in the pixel matching to a product feed uploaded to Facebook.
- 12. Encourage the customer to purchase Copy such as tempt, your basket is waiting, something catch your eye etc. works effectively here.
- 13. 2. Facebook Ads vs Google Analytics Attribution
- 15. Facebook • Last-touch attribution model • Default conversion window – 28 day click, 1 day view • Can track you across devices and browsers • User-based tracking
- 16. Google Analytics • Last click attribution model • Can’t track across device – two separate users • Cookie-based tracking
- 17. Facebook Ad Clicked Google Ad Clicked Google Organic – Purchase made Day 1 Day 2 Day 3 THE DATA YOU SEE WILL NEVER BE THE SAME IN EACH PLATFORM
- 18. 3. Have a bank of creative assets ready from day one
- 19. Quality is key And you need enough of it: • Single Image ads • Carousel ads • Video Ads • Instagram Stories • And much more.
- 20. 4. Account structure is key
- 21. Top Funnel Mid Funnel Retargeting DPA (Retargeting and Retention) Objective: Awareness/Traffic Audience: Interest based / 5% > lookalike audiences Objective: Conversion Audience: Lookalike audiences built with customer data Objective: Conversion Audience: Non-product view traffic Objective: Conversion Audience: Product view traffic / past purchasers
- 22. Get your naming conventions right… It will save you a lot of hassle later. Campaign: OD | [Funnel Stage] | [Campaign Objective] | Year Ad Set: [Funnel Stage] | [Audience targeting] Ad Name: [Funnel Stage] | [Product/Offering] | [Creative type]
- 23. 5. Assume nothing, test everything
- 24. Test to your hearts content… • Creative • Copy, Headlines and CTA • Placements • Instagram Stories • Audiences • Emojis vs no emojis • Objectives
- 25. BONUS ADVICE
- 26. BE PREPARED FOR FACEBOOK AD MANAGER TO RUIN YOUR DAY
- 27. 4 YEARS AGO I HAD HAIR…
Editor's Notes
- This is a question I have been asked on countless occasions.
- Your customers are most likely already on Facebook, waiting to be targeted by you.
- Laser targeted to find the right audience at the right stage of the funnel
- Your warmer audiences who have visited your website are ready and waiting to be retargeted by you.
- Compared to other platforms, It is a relatively cheap way to advertise and get it front of the people most likely to purchase from you – it’s a no brainer.
- Before starting any Facebook ad campaigns, you should make sure you have the Facebook pixel implemented on your website – it’s a must.
- With these events you can track results, build audiences from them and optimise ad sets. I’d recommend making sure you have parameters set up to track value, currency, content name, content type and content category.
- What happens if your website has a goal which Facebook does not have an event for? With Google Tag Manager and a little bit of code, you can create custom events to track any goals or actions your customers take and report on them or create audiences from them within Facebook. Had a client with a form with three options, trial, buy now and request demo. This is where custom events can help you track these goals.
- What happens when you have a lot of products on site and want your customers to see the most relevant ads to them. With DPA, you can retarget products to customers who have viewed them on your website, all from one ad set. This is done by content ids matching to a product feed uploaded to Facebook. The ROAS return on these ads is brilliant due to the high relevancy of the ad.
- We all want to take credit but it’s not always that straightforward.
- All 3 channels will be attributed the purchase.
- You would be surprised how much of an afterthought this actually is.
- We work with Liberty London and their creative is great and really inspires you to buy.
- How you structure your account can’t often be the difference between success and failure.
- First stage is to match your goals the campaign objectives in Facebook. Build your audiences around your funnel stages – TOF = cold audiences, Mid Funnel – Slightly warmer, Retargeting – Warm, DPA – make them buy Budget permitting you might not be able to build out all funnel stages from Day 1. If that is the case, I would initially focus on retargeting the lower funnel and scale from there.
- This is a simple way of naming but you could also add countries, placements etc if needed. Facebook allows you to filter by campaign, ad set or ad name so it’s important to get this perfect.
- I’ve often had my theories about whether an audience, placement or creative will be successful or not and I’ve been proven wrong on more than one occasion – and as my wife can attest to, I hate being wrong.
- The more you test, the more you can learn and optimize and the better ROAS your account will receive. You should always allocate some of your budget to testing each month.
- Sometimes there are bugs. Sometimes it crashes. Just this morning it had me going insane – couldn’t add lookalike audiences. It also has great timing – last year Ads Manager went down the day before Black Friday!
- But overall I love Facebook Ads – it is a great platform and the targeting opportunities are phenomenal.