facebook Archives - BlitzMetrics

How To Use Facebook Audience Insights To Discover New Targets

In our last blog post about how to use Facebook Audience Insights, we blew the lid off how to understand the treasure trove of data available.

Today, we are building upon that to show you HOW to actually use the tool 🙂

How To Set Audiences in Facebook Audience Insights

In the navigation, go to Audience Insights

Select ‘Everyone On Facebook’
Set the audience Age, Gender, and Location

Set any interest targeting

3 Audience Insight Pro Tips

#1 – Under the Advanced audience settings, you have access to eight other types of audience filters. Use this to get into people’s lives. Leverage information such as their relationship status, parental status, or even political leaning for deeper targeting.

You can pick out and analyze very precise targets

#2 – Get insights into your own Pages by adding in the Page connection filter. Please note you won’t be able to get data if the page doesn’t have enough Likes. Use this to find natural affinities between your business and other brands.

#3 – If you find an audience you want to run some ads at, use the Save button to create an official Audience asset.

Now, you not only know how to read the data, but also how to create your own audiences that can be used in your ad campaigns. Remember, this isn’t limited to the targeting either. Take what you have learned and use it in the content of your ads as well!

How To Use Facebook Audience Insights To Understand Targeting

By Paul S Leave a Comment

If data is the future, Facebook is sitting on a whole mountain of it. Smart business owners can actually mine for insights all they want, for free. The only cost is your time and brain power.

There is a tool called Audience Insights, and not many people know HOW to use it.

My goal for this article is to share how you can leverage this robust data sifting tool to find new and exciting targeting opportunities. One can also use this tool to validate customer avatars as well, if they are so inclined.

In over-simple terms, Audience Insights gives you a looking glass into the corpus of user data available. Not all the user data, but certainly enough to do the job.

On the left of the tool are your audience settings (which we will dig into in another blog post). On the right of the tool, are all the tasty data available in different slices. Should you find an audience slice you really like, you can create a formal Audience to run ads at the top of the tool.

Facebook Audience Insights gives you access into four distinct views of the Facebook users you’ve chosen in the audience settings. Later we will dive much deeper into how these views work. The four views you can see are:

Demographic information such as age, gender, relationship status, education level, and job title.
Page Like information such as top categories and relevant pages.
Location information available by city, country, and language.
Activity information such as how often the selected audience comments or likes a page; also see device usage in this view.

For some of these views, you can also see how your chosen audience compares to the average Facebook user.

As an example, when you look at people who like Coca-Cola in America, they are 27% less likely to be married than the average Facebook user. A simple insight such as this can help you refine your ad targeting. A competitor soda might exclude married people from their ad targeting to try and take some of Coke’s market share.

I believe that most people get confused about Audience Insights because they aren’t sure WHY they are using the tool. The various ways you can tune and select audiences leads to nearly limitless possibility, which can add to the confusion.

To demystify things, let’s look at how to read each view once you have selected an audience (which we show how to do later in the article).

#1 of 4 – How to Understand Demographic View of Audience Insights

The Demographic view shows your audience, the blue bar, and how it stacks up against the average Facebook user. You can hover over the bars for more information. You can even click the bar to add those audience filters to your existing selection.

For those who like Coca-Cola, they are generally younger and not married.

Scrolling further down shows the Job Title and industry information. The bars work the same except they are horizontal. The compare column shows how much more likely your selected audience is to be in that industry. Running ads that are segmented by industry is a great test to see who is really responding to your content.

Food and restaurants employment are 52% more likely than the average Facebook user for people who like Coca-Cola.

# 2 of 4 – How to Understand Page Likes View of Audience Insights

The Page Likes view shows two main chunks of data. First, you can see the top page categories liked by your selected audience. The tool will show 10 categories by default, and you can show more than 30 if you click ‘See All’. Second, you can see related pages and their audience affinities.

Coca-Cola fans really love Hershey’s and Steak ‘n Shake. Targeting these brands might be good for top of funnel awareness if one were a soda competitor.

The relevant pages and affinity section can be sorted by relevance, audience size, and affinity. This can expose other potential targets for advertising.

People who like Coca-Cola are 1,097x more likely to also like Gold Peak Tea- another member of the Coca-Cola brand.

Sometimes, you can find unexpected targeting opportunities. For example, a soda competitor would probably have good luck targeting a specific brand given the data above. That might not be super obvious before one looks at the data.

#3 of 4 – How to Understand Location View of Audience Insights

The Location view allows you to view your selected audience by top cities, countries and languages. This one is pretty self explanatory.

Fun tip: use this to sleuth out popular local places because you can click on the bars. Again, another rich source of potential targeting opportunities.

Indiana, Tennessee, and Texas are the biggest states for Coca-Cola.

I clicked on the Indianapolis bar and went to the Page Likes. These are all popular local places that are enjoyed by people who like Coca-Cola. One might consider geo-targeting these locations for highly targeted ads.

#4 of 4 – How to Understand Activity View of Audience Insights

The Activity view allows you to view your selected audience’s behavior on Facebook as well as some device information. While you can’t click on any of the bars in this view, the behavior data is still highly valuable.

Compared to the average Facebook user, Coca-Cola fans are much more inclined to Like a page, like a post, leave a comment, share a post, or click on an ad.

The only thing notable about American Coca-Cola fans, are that they are 19% more likely to use an iPhone/iPod than the average Facebook user.

There is a setting to change to the Primary Device usage in the upper right of the pane. This means that you are looking at the most used device by a user, rather than the combination of devices (i.e. phone, computer, tablet).

However, if we are only looking at the primary device, a Coca-Cola fan is more likely to be an Android user.

Now that you understand how to read the data, hopefully you can see how this information would be valuable to your business.

Again, there is a LOT of information here. Don’t get overwhelmed. Pick an idea and go with it.

Want to split test Apple vs. Android users? Try it out. Want to only go for single people because the data says so? Give it a shot.

The best part about running social ads is that you can take many shots on goal. By gleaning insight from this tool, you should be able to take more educated and profitable shots at goal.

In a future article, we will show you the best part of this tool…setting audiences!

For now, play around and see what you can discover 🙂

How to create, edit, share, and boost a WHY video

By Kurtis Daems Leave a Comment

Do you have a WHY behind what you do? People are more likely to buy from someone who has a story or mission that they identify with. We believe that the best way to share your stories or mission in an engaging way is through the use of a WHY video. A WHY video defines your reason, or your passion, and it is important to utilize the power of video content and social media to effectively share this with your desired audience.

Video is the most powerful ingredient of your personal brand, starting with your story and amplified by the stories of your ambassadors. It starts with you. Whether you’ve been regularly creating content for 10 years or have never written an article in your life, you’ll be able to easily create a WHY video by following this step-by-step process.

Before filming your WHY video, it is important to consider what your strategy is. There are three main components that make up your strategy: your goals, content, and targeting. When you go to produce or distribute a piece of content, think about what your end goal is. What type of content do you need to produce to achieve this, and what demographics or audiences should see this content? This is the idea behind Goals, Content, and Targeting, or #GCT. By considering these components for your own strategy, you will be able to produce and distribute much more effective video content.

Once you have an idea of what content you’d like to create, it’s go time! There are 4 main components to filming your video. The first is to begin with a hook, or something to quickly capture your audience’s attention as they scroll through their feed. This could be done by movement or something you say. Once you have their attention, you must retain it by bringing them along a journey that will ignite pain or pleasure for them. Here you could tell a story, show a success or failure, or clarify a benefit. At this point, the audience is ready to be presented with a solution or resolution to the story, and you can show that what you offer is that solution. Now the audience is ready to be given a call to action. What should they do as a result of hearing your message? Although these 4 components are more general to any one-minute video you make, they can be applied to producing a WHY video and should be considered when making your own.

In making any video, the key is not to overcomplicate it. No need for fancy equipment– have a friend film you on a cell phone camera, or if you’re by yourself, you can take a selfie video. We have found that vertical or square videos with captioning often perform best due to the fact that they fill most of the screen on mobile devices, which is where the majority of social media users will be. This style of video also comes across as more feed-like and personal, and something people will be much more inclined to stick around and watch as opposed to a professionally-made advertisement.

The biggest issue we see people run into in making their videos is camera shyness and overthinking what they’re going to say. These can both be overcome with repetition and practice, but our biggest piece of advice is to allow yourself to speak from the heart. We believe that sharing your authentic self is much more natural and powerful, because people trust people. As our CEO Dennis Yu says, “Being real is more important than being perfect.”

If necessary, you can edit your video with a headline, captioning, lower-thirds, etc. These help to optimize your videos for views even when people don’t have their sound on.

Once you have the final version of your WHY video, you’re ready to share it. You can upload your video to multiple places, including your Facebook public figure page, LinkedIn page, Twitter, etc. We call this process of sharing a piece of content to multiple platforms “cross-posting”, and by doing this, it will help you to reach more people. Write compelling copy, add automatic subtitles if you don’t already have captioning, and click “Share”.

After publishing your post, the final step we recommend is to boost your post on your Facebook public figure page using the Dollar a Day strategy. (If you have not already created a Facebook public figure page for your business or personal brand, we highly recommend doing so). Boosting is when you put some spend behind a post to help it reach more people who you’d like to see your content. By spending as little as one dollar per day, you’ll be able to gain enough information after several days to help you determine if the post will be a likely winner, based on how it compares to the Standards of Excellence. This low-spend strategy also allows you to test multiple posts and audiences at the same time without breaking the bank, so you can then determine which is receiving the best engagement and should continue to have spend put behind it.

Congratulations! You’ve just successfully created, edited, shared, and boosted your WHY video. This same step-by-step process can be applied to creating any one-minute video, and we highly recommend following this process of determining your goals, content, and targeting and amplifying your video using the Dollar a Day strategy in order to effectively produce, publish, and distribute content going forward.

(P.S.– To see examples of WHY videos, be sure to check out the many videos we have on the “Why” section of our website)

How To Write For Facebook Dynamic Creative Ads

By Paul S Leave a Comment

How To Write Facebook Dynamic Creative Ads

If writing is a challenge for you, the prospect of having to write multiple headlines and texts for a Dynamic Creative ad may stress you out. Fortunately, the more you write, the better (and faster) you’ll get.

To help out, here are 13 angles you can try in your Dynamic Creative campaigns:

The “New” Angle – Brand New Burger Truck Open Now! Vegetarian-friendly too.
The “SHOUT” Angle – RED OWL BURGERS AND BREW NOW OPEN! FRIES! BEER! VEGANS LOVE THE IMPOSSIBLE BURGER!
The “How to Yay w/o Boo” Angle – How to satisfy that burger and beer craving without messing up your kitchen: Red Owl Burgers and Brew ??
The “Inclusion” Angle – Join your people and feed yourself burgers and beer amongst friends.
The “Exclusion” Angle – Burgers! Beers! Red Owl! No wimpy drive-thru burgers allowed!
The “Benefit” Angle – Red Owl Burger and Brews. Enjoy the mouth-watering smell of our craft burgers.
The “Logic” Angle – Don’t you love a high-quality burger AND beer. So do we. That’s all we sell. Why not come by tonight? Have you eaten yet?
The “Man on a Mission” Angle – Paul Benson was on a mission to deliver world-class burgers out of a food truck. Not only did he nail it, but he also nailed it for vegetarians. Mission accomplished!
The “Newsjack” Angle – This angle is about taking any of these angles and hooking into a topical event. Right now, as I write this in early May 2019 as an American, I could talk about the Mueller report and somehow connect it to food and burgers. Or beer, for a fun spin on things (i.e. ‘Sorry for the Mueller Report everyone, they got hammered at Red Owl Burgers & Brews first…’).
The “Gain” Angle – You know that satisfying feeling when there is a burger and some beer in your belly? You can have that. Right now.
The “Dog Whistle” Angle – Burger and Beer Lovers! Come to Red Owl Burger & Brews ??
The “Touchstone” Angle – If you were in the kitchen with Paul Benson in 2018, you witnessed the evolution of today’s notoriously good burgers. While that part is history, you can benefit from all that hard work and testing now.
The “Fear of Missing Out” Angle – The smell of cooking burgers..the crisp, refreshing beers…you wish you were here.

Remember, you can also use these for headline ideas too.

Don’t overthink it. People are reasonably forgiving of bad writing. Over time, you’ll improve. And thanks to Dynamic Creative, you’ll be able to see which kinds of angles work for your audience (and, more importantly, which don’t). You can always write variations of the same aspects. The same goes for images when using Dynamic Creation: you can find similar or modified versions of working ones.

Cambridge Analytica Hysteria – Why There’s No Need To Panic

By Dennis Yu Leave a Comment

I’ve met Zuckerberg; I’ve known him in the beginning when he started Facebook. When they launched the platform, F8, we knew that data was going to be available to the apps and that you could grab friends’ of friends information to be able to play games. Zuckerberg told me he didn’t anticipate the kinds of things that developers like us would be able to do using the data.

Cambridge Analytica got access to 50 million users– we had four times that. In the last ten years, we’ve spent a billion dollars with Facebook across all the different advertisers, so we know the kind of data that’s available. A lot of people are looking at this as some kind of big data breach, but it isn’t. It’s one guy who had an app that shared that data with Cambridge, and there’s nothing that Cambridge could have done with that because, to be an engineer, Facebook changed everything over to the graph API version 2, which means only app-signed IDs are able to use data for targeting. There’s no way they could have used it.

The violation occurred not when data was collected by professors for academic purposes, but when Facebook shared the data with Cambridge. However, that still doesn’t actually put any of us in jeopardy. It’s not like anyone broke into Facebook.

Joe Merkel and me at Facebook Community Boost

I think Zuckerberg should testify in front of Congress. He’s got nothing to lose. I think he’ll say the right things. I think people will see that his heart shows through; he’s not about the money. He truly does care about protecting the users.

Obviously, investors aren’t happy with this whole ordeal. Collectively, they’ve lost billions of dollars. The only way Facebook can attempt to amend this is to educate. They’ve got to educate the public around what’s possible with your data and what fake news is. They have to educate advertisers and marketers on how to use Facebook as a platform to drive sales and to be able to entertain instead of just selling outright. It’s ultimately an education plane. It’s not a technology or data plane.

Zuckerberg plans on fixing this by restricting the amount of data that’s available to apps and advertisers. For example, he’s pulled back a lot of the targeting on workplace and job title.

Will this help? Well, that’s a matter of perception, as are all the things that have happened these past couple of months. The real power of Facebook is in things like custom audiences, and their algorithm automatically optimizing for who should see something. The reason why things like fake news take off is because the algorithm is trying to seek what’s going to get the highest engagement.

So, if you see a piece of fake news, and you don’t know whether a celebrity actually died or not, and you share it, and your friends share it, how is the algorithm supposed to tell you? It’s ultimately a user issue, not a platform issue. Bottom line: They’ve got to educate users.

The Power of One Minute Videos

By Audree Moua Leave a Comment

A few weeks ago, Dennis and Logan attended SHARE Algarve where they spoke about the importance of one minute videos and challenged the audience to create more of them.

Dennis mentioned that creating one minute videos are all about authenticity and taking the first steps, even if they don’t look good. By not trying it, you’ll never know the great result that you could accomplish by creating short videos.

You want to use one minute videos to tell your stories, the things that made you who you are, and to drive interaction. Vera Borges had the chance to catch up with Dennis and speak about the importance of video.

She mentioned how she wanted to interview some entrepreneurs, and inspiring Portuguese people, utilizing video and Facebook Live as part of a digital project. When she mentioned the idea to Dennis, Dennis told Vera to come with him to where it was less noisy and insisted she shoot her one minute video right then and there.

At times we may be scared to go out of our comfort zone and do things that may be new to us or makes us nervous. The great thing about that, though, is all it takes is a first step. Recording your first video may take many takes, and that is totally okay.

You may even have some “ums” or “uhs” and that too is okay. As you continue making these one minute videos, you will get more comfortable, and they will become easier. So, no more excuses such as you do not have the proper equipment, or not enough time.

All it takes is one minute to share your stories or even some tips and knowledge you are intaking in your daily life. You do not need a fancy camera, or editing skills. Right then and there wherever you are, take your iPhone out and start recording your videos. People want to hear from you. They want to hear what you want to say, and what you can teach them.

Start with potential topics and ideas that you would like to cover and start shooting. Here are a few important points about the power of One Minute Videos.

1. Start out with your “why” video.

A great way to start is with your “why” which is your mission or your purpose. Perhaps it could be a time of hardship that you went through and that changed you. From the hardships, you encountered that is where you define your “why”. Check out this “why” video made from Nick Hicken, an advertising and analyst specialist here at BlitzMetrics.

2. Make one minute videos of the knowledge you are acquiring.

You will constantly be learning and trying out new things. The best way to create educational content is by creating one minute videos of some of the knowledge you are acquiring. Whether it is learning a marketing funnel, learning the parts of a funnel, or even adding captions to Facebook video and why that is so important. Look at this one minute video Elliot, Director of Personal Branding at BlitzMetrics, made on the Facebook Engagement Point System.

3. Four components of a one minute video.

Hook (from 0-3 seconds)

This part should capture the attention of your audience IMMEDIATELY. There’ll be no room for a video bumper, your name or reusing what you see in a TV spot.

Ignite pain/pleasure (from 3-15 seconds)

Present a problem or opportunity to your audience. Ask a question, show either success or failure, make clear the benefit of them watching on.

Describe solution (from 15-50 seconds)

Once you present either pain or pleasure, show them what solution you’re offering: either a product or a service that caters to your pain or pleasure proposition.

Call to action (from 50-60 seconds)

Tell your audience what you want them to do. Empower them to take action and be proactive.

4. By creating one minute videos you can fit them into a 3×3 grid to help create if/then sequences.

The 3×3 guide contains three parts: why, how, and what. Along with that is a funnel to your left. Your “why” consists of your stories, the mission you set yourself out to achieve, the reason why you do what you do.

You can shoot 3 one-minute videos of your “why” and place them in the grid. Next, you will need your three “how” videos, which consist of educational content on your product. This may include tips or what you learned and how you used it to fix a solution. You may even teach others how to do something.

The final videos you will shoot is your “what” videos that is asking others to buy your product, or invest in your service. Fit your one minute videos in this grid to allow you to pull off if/then sequences meaning if someone watched video 1 for ten-seconds, they would see video 4 as well and so on. You can then sequence your video to build trust with your audience and drive conversions.

5. You can pull multiple custom audiences from your one minute videos.

One of the many things people may not know about Facebook videos is that you can pull multiple custom audiences from them. On Facebook the average watch time is 6-seconds, Facebook considers 3-second to be a video view.

Typically, we like to grab custom audiences from 10-second video views since it is a sign that someone may be interested in our product/service. Referring back to the 3×3 video grid you can take 10-second video viewers from all of your videos and sequence down your marketing funnel.

This means whoever watched video 1 for 10-seconds will sequence down to video 4, you would then take the 10-second video viewers from video 4 and then sequence them to video 7 to drive conversions.

6. You can boost your videos to influencers and employers.

As you continue making these videos you can now boost them. When boosting them, first boost them to a cold audience. For example, if your brand makes athletic shoes, perhaps you can target shoe designers, athletes, and maybe even the specific sport.

This is known as interested based targeting. You could also boost it to a mega media audience which is like CNN, Nike, CBS, etc. You could target the employees that work there with your content. You can even get down the fine details such as if they are a writer or a journalist.

By targeting using that mega media audience, it allows your content to be seen by high authority figures. Isaac Irvine boosted a video of a conversation with him and his son talking about being bullied. It has over 75 million views and has been picked up by many news stations and high authority figures.

7. You can cross post your one minute videos to Instagram and Snapchat.

By keeping your videos to one minute you could also cross post over the Instagram and Snapchat to also reach people on those platforms as well. By doing that more people will see your video, and so you are effectively “killing twos bird with one stones.”

We can not wait to see all the one minute videos being made by each and every single one of you. Thank you to Rita and Jorge for having us at SHARE Algarve for the first time!

Publishing Your Unpublished (Dark) Posts on Facebook

By Kyler Patterson Leave a Comment

If you’re running ads on Facebook, you probably already know what a unpublished (dark) post is. Just in case you don’t know, it’s a post that is used to promote your message to people without being on your Facebook page. I wrote an article on the HostGator blog if you need more detail on what a dark post is and how to create it.

Dark posts are great because you can do many different things with them. One example is that you can run different ads to test how a message will perform in front of an audience. But after you’ve found the winning message, what do you do now? Recreate the post and press Publish?

Sure – you can do that. But then you lose the value of the ads you paid for, the social proof. All of the likes, comments, and shares are now gone because it’s a new post.

With this post, I’m going to show you how you can publish your post live to your page so that it can begin earning organic reach. Since it already has social proof from the paid reach, it will publish to the page with the same reach and hopefully gather more engagement.
Please watch this video for more details. If you are unable to watch the video, I’ve included the steps below.

Step 1 – In your ad manager, click the hamburger on the top left of the page.

Step 2 – Hover over “All Tools” and then select the Page Posts option. This will show you all of your dark posts by default. If you need to, you can change your page on the top left.

Step 3 – Select the post you wish to publish. You can use their search feature to help identify your post.

Step 4 – Next to the search feature is the Actions drop down. Click that and select Publish. This will publish the post live to your page.

I hope you found this tip to be helpful. If you have any questions about these steps, or what you can do in Facebook in general, please leave a comment and we will be happy to give you more details.

How to save and edit Facebook Live videos

By Max Darby Leave a Comment

If you’re doing a lot of Facebook Live videos, perhaps for a conference, then you may have lamented the inability to edit it. There’s a quick way for you to download any video off of Facebook- here’s how:

On a desktop device, right click and select “Show Video URL”:

A box will pop up. Copy the URL that appears in it:

Now paste it into your address bar, but replace “https://www.” with just “m.”, so that it looks like “m.facebook.com/….”

You’ll now see the page in Mobile mode, which comes with the ability to save the video file as a .mp4. Simply click “Play” and then look in the bottom right corner.

Your browser will download the movie file into your Downloads folder:

You can now open it in any movie editor to do with as you please. If you don’t have one, you can use an online tool such as online-video-cutter.com to trim out unwanted sections:

And that’s how simple it is to download and edit Facebook Live videos! Note that you can also use this on normal videos as well. Perfect for building your speaker reel or snagging that perfect little clip.

7 Hidden Reasons Why Companies Fail at Facebook Advertising

By Dennis Yu Leave a Comment

We’ve seen so many companies who are competent at traditional PPC get destroyed when trying to do Facebook advertising. Let’s cover the most common mistakes and how to solve them:

Keywords are not interests: You have keywords on Google versus interests on Facebook. In the former, someone is actively searching for something and is expressing immediate intent. In the latter, you’re targeting WHO someone is, as opposed to WHEN they are going to buy. You’re likely hitting them weeks and months before they search, so your targeting and ad copy must be different. We’ve seen PPC companies attempt to peddle translation tools that convert search keywords into Facebook interests. You might as well make chicken salad out of chicken poop– not possible. In search you know WHEN, but not WHO– in Facebook, you know WHO, but not when.
Ads take users away from Facebook: Users who are on Facebook don’t appreciate being yanked out of their browsing experience. So don’t send them to your website– send them to your Facebook fan page.
The ad copy is too forward: Imagine you’re having a nice dinner with a friend. Then some loud salesman interrupts your meal to pitch his wares. You’ve never seen this guy before— he’s not a friend, and you aren’t exactly interested in buying his stuff right NOW, though it’s something you might consider later. That’s what Facebook advertisers do today– they shout over the din of the other shouting advertisers, just as you see in the content networks. On Facebook, you don’t have to shout because you can microtarget and whisper quietly because…
There isn’t multi-step engagement: Because advertisers are trying to go from impression all the way through to the sale in the same visit (yes, it works in PPC because you can target bottom of funnel terms), they fail. Instead, have one set of ads designed only to get fans of the right target audience. Then another set of ads messaging just fans. Then another set of ads for friends of fans. You wouldn’t say the same thing to someone off the street versus a friend you’ve known for a while, now would you? In Facebook PPC, you can segment your messaging by their level of engagement with you. And no, this concept is not available in the mainstream PPC tools– those software companies are still trying to jam the round peg in the square hole.

They aren’t refreshing ads daily: In PPC you can make some ads and they can live a long time. We have ads that are years old that continue to build Quality Score. We just leave those campaigns as is– set it and forget it. In Facebook, ads burn out in days. In fact, the narrower the audience, the faster the burnout. Google ads don’t burn out because it’s a different set of users searching on the keyword each day. In Facebook, you’re hitting the same inventory over and over– especially since the average user spends 7 hours a week on Facebook and consumes dozen of pages. With no frequency capping on Facebook, you better keep your ad copy fresh– not just because you want to split test, but because you don’t want to burn out by wasting inventory on the same people over and over.
Their analytics is sending you the wrong message: If you’re measuring conversion, odds are that it’s the unspoken last click attribution. In other words, the user may have come to your site multiple times via organic, paid search, email, social, or other sources– but only that last click (likely a branded Google click) got 100% of the credit. In paid search, there is the concept of the “assist” and the “view through conversion” to give credit to other touchpoints prior to conversion. In the world of multi-channel marketing, where consumers take in multiple inputs before making a decision, you have to measure how many Facebook visits (or even impressions) resulted in an eventual conversion later. Facebook does have a conversion tracking tool and Ads API.
They are going for exposure: True, when you have a new page, you want to get a lot of fans. If you’re a media buyer, you might even be looking for raw CPMs. But a fan is not a fan. You need to measure what those fans are worth. And there is no one size fits all– you can’t just use the figure of $3.65 per fan and multiply by the number of fans you have. You have to measure how many of your fans eventually converted and then calculate back to an average fan value. If 5% of your fans eventually buy something and that something is worth $100, then a fan is worth $5 with full attribution. If you find the overlap is 33% between channels on average (3 visits on average between all channels prior to conversion), then your fan is worth $5 divided by 3– or $1.67.

There are no software packages that will save you from these pitfalls– you or someone in your organization must develop the targeting, ad copy, and landing tabs that reflect your unique selling proposition. In the same way that great traditional PPC has tight linkages between the keyword, ads, and landing page– on Facebook, you must have tight interests, ultra personal ad copy, and many interest-related posts.

Now You Can Create Ads Where 75% Of Users See Them, On Smartphones!

By David Chojnacki 1 Comment

Did you know that 75% of Facebook traffic occurs from mobile devices around the world? So wouldn’t you think that mobile ad managing is the same way? Probably not yet because Facebook just launched its Ads Manager app a few months ago – while the Facebook mobile app itself has been around for years.

I’ll show you how to navigate through the app and gain definite kudos from your clients or for yourself as you easily manage their/your account via mobile:

Upon entering the app and signing in, along with the usual facebook blue, there are help texts along the way:

Let’s create a campaign! I’ll use my friend Dennis Yu’s page for explanatory purposes.

You can either boost a post you’ve made already, reach people near your company’s business address (location targeting), or send people to your website.

Let’s send people to his website:

From here, it’s easy enough to tell that the next step is to choose a picture from his page, or you can take a picture with your smartphone’s camera.

Position the picture as desired:

Create your ad copy that will intrigue your audience, (next step) to click on the ad:

While creating your ad, The Facebook Ads Manager app also allows you to add a Call-to-Action Button. Choose the button that fits most with your ad:

To help you out, Facebook includes the following about Interests.

“Facebook can help you reach people by looking at their interests, activities, the pages they have liked and closely related topics. Consider words beyond those that describe your business or brand.”

For example, a flower shop might choose an interest like “weddings”.

For more examples, we put online marketing, and online advertising:

Be elaborate to get the most out of your targeting, but also certain that the people you target will desire to know more about your ad.

Is this ad directed towards both genders? Choose accordingly, along with the age group (You don’t want to be advertising alcoholic beverages to underage teenagers!):

You’re almost done! Now just choose your budget and schedule and you’ve made your first ad!

*If you’re just starting out, Dennis Yu has an amazing concept of Facebook marketing with gaining results at just $5 a day.