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12 Things I learned at SLC/SEM

 

  1. Better to spend 5 minutes a day optimizing than one hour a week optimizing– frequent, lightweight touches are key with Facebook ads because of progressive boosting.
  2. Your Facebook paid metrics are undercounted– Facebook places the spillover effect of paid into organic, which can often be 10X bigger than the organic component.  This is separate from cross-device and direct/none issues in Google Analytics. It means that boosted posts create impact beyond that post alone- great content creates great word of mouth.
  3. Forget about manual bidding on Facebook– just use oCPM, since your issue is not the bid, but the relevancy between your content and targeting.
  4. You should be spending 80% of your time boosting posts to various saved target audiences, even though boosts are 20% of your budget. Start with a dollar a day (so $7 for 7 days) and progressively add more if the performance is strong. You can now select engagement or website clicks for boost objective. https://blitzmetrics.com/idea-facebook-funnel-backwards/
  5. Facebook is one component of your remarketing efforts, so you’d want to run Google and Facebook remarketing together using the same rules. Remarketing is a fancy way of saying “user behavior targeting”, meaning that when someone clicks in any channel, we remarket the next piece of content to them.
  6. Use Google Tag Manager or Adobe DTM to drive all your pixels– way more powerful and accurate if you have more than 5 pixels.
  7. Use Business Manager to manage your Facebook assets for the same reason– you’ll avoid heartache later by doing it now. 
  8. 95% of “broken” Facebook campaigns have an issue with GCT (goals, content, targeting), as opposed to anything that could be solved by knowledge of Facebook ads. Because of this, your ability to follow a process is far more important than any PPC skills you have. https://www.tabsite.com/blog/dennis-yu-answers-toughest-facebook-questions/
  9. GCT is “strategy” or another way to say funnel sequences– it’s channel independent. Strategy doesn’t change, while tactics are channel level (SEO, PPC, etc) and change all the time. Tools, therefore, are not strategic.
  10. If I had an extra hour of time to invest, I’d put it into building process among our people instead of getting deeper into tools.  Most companies chase shiny objects instead of getting the basics right.
  11. Your own personal branding as a PPC professional is critical to opening doors for you at Google, Facebook, and other companies you’ll work at over the course of your career. So reach out and “interview” these people for your blog. Make them look good by adding value before you ask, and they will remember you.
  12. “Inception” is influencing the influencer– to set up employer targets and boost to these for a dollar a day. Have your customers and the influencers in your vertical do the work for you. https://learn.infusionsoft.com/marketing/advertising/how-much-do-facebook-ads-cost-a-budgeting-guide-for-small-businesses
Logan Young :