Measuring Facebook Advertising (NYU Guest Lecture)
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This document provides an overview of measuring Facebook advertising using Facebook pixels. It discusses how Facebook pixels allow tracking of user behavior between a website and Facebook. The document demonstrates how pixels can detect when a user visits a website and then serve them ads on Facebook. It provides examples of how pixels tagged a user's behavior and showed related ads. Finally, it lists five use cases for pixels that Facebook recommends: driving more conversions, finding a larger audience, measuring page post results, calculating ROI, and remarketing to site visitors.
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Measuring Facebook Advertising (NYU Guest Lecture)
- 1. MEASURING FACEBOOK ADVERTISING NYU GUEST LECTURE
- 2. NORMAL PEOPLE DON’T GET EXCITED ABOUT AD PLATFORMS
- 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. Facebook has built one of the most exciting ad platforms I’ve ever worked with.
- 6. WHAT MAKES AN AD PLATFORM GREAT?
- 7. WHAT MAKES AN AD PLATFORM GREAT? • Flexible • Dynamic • Measurable
- 8. pixels
- 9. Facebook pixels allow you to tie user behavior on your site to behavior on Facebook
- 10. They also allow FB ad analytics to talk to your on-site analytics.
- 11. EVIL GENIUS?
- 13. …so start watching back!
- 14. JackErwin.com uses a FB pixel, so I decided to see how they would respond to me visiting their site.
- 15. Once I visited their site, I’d been tagged!
- 16. Instantly after my visit, I was served this ad…
- 17. Which I clicked… taking me back to their site.
- 18. Then I went to a different product page…
- 19. …and it’s no surprise that when I returned to FB this is what I found.
- 21. So how do I get one of these fancy pixels?
- 22. Go to Ads Manager > Tools > Facebook Pixel, then click “Create Pixel”
- 23. Name your pixel (something descriptive), then click “create.”
- 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. 5 USE CASES FOR PIXELS THAT FACEBOOK RECOMMENDS
- 26. 1. Drive more conversions Source: https://www.facebook.com/business/a/pixel-best-practices
- 27. 2. Find a larger audience Source: https://www.facebook.com/business/a/pixel-best-practices
- 28. 3. Measure Page post results Source: https://www.facebook.com/business/a/pixel-best-practices
- 29. 4. Calculate ROI Source: https://www.facebook.com/business/a/pixel-best-practices
- 30. 5. Remarket to site visitors Source: https://www.facebook.com/business/a/pixel-best-practices
- 31. TYING FB TO GOOGLE ANALYTICS
- 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. 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. USE MULTI CHANNEL FUNNELS
- 35. THANKS FOR READING! Visit My Site! Follow Me!