Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS
-
Upload
ned-poulter -
Category
Marketing
-
view
1.342 -
download
2
Transcript of Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS
VISITwww.polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter
FACEBOOK ADVERTISING:
KEY LEARNINGS FROM CREATINGOVER 8000+ FACEBOOK CAMPAIGNS
DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER
SOCIAL
@NedPoulter
/NedPoulter
BackgroundBRANDS I’VE WORKED WITH
TheLADBible
Realtor.com
ASOS Netflix
Miinto
YO! Sushi
Lighting
RoomTens
The Hay Group
Otto Car
SABMiller
Notonthehighstreet.com
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
IN 2015/16 SO FAR I’VE PERSONALLY CREATED OVER 8000 FACEBOOK CAMPAIGNS FOR OUR CLIENTS
I’VE EXPERIENCED THE BLOOD, THE SWEAT, AND THE TEARS WITH A PLATFORM THAT IS CONSTANTLY CHANGING…
HERE ARE SOME OF MY FINDINGS…
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
DEPLOY THE TRACKING PIXEL NOW! EVEN IF YOU DON’T PLAN TO USE IT YET
TIP: DO IT USING GOOGLE TAG MANAGER TO AVOID A LOT OF BACK AND FORTH WITH DEVELOPMENT
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
CREATING AD CREATIVE CAN BE A PAINFUL (ESPECIALLY IF THE CLIENT IS FUSSY)
USE THIS TOOL TO MAKE IT EASIER - http://
sproutsocial.com/landscape
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
OR THIS…
USE THIS TOOL TO MAKE IT EASIER - https://www.canva.com/
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
NOT FORGETTING THIS…
USEFUL RESOURCE - http://www.jonloomer.com
/2015/05/11/facebook-image-dimensions-2015/
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
THERE ARE A LOT OF AD OBJECTIVES/TARGETING COMBINATIONS (AND THEY’RE GROWING!)
TIP: TEST EACH ON A SMALL BASIS TO UNDERSTAND HOW THEY WORK
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
SOME PARTICULARLY POWERFUL ONES ARE:
TIP: ALSO LOOK OUT FOR ‘BRAND AWARENESS’ (IT’S > PAGE POST ENGAGEMENT)
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
ALSO LEAD GEN ADS FTW
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
POWER EDITOR IS GREAT BUT CAN BE BUGGY!
• MAKE SURE THAT YOU PUBLISH CHANGES INCREMENTALLY (TO AVOID LOST DATA, TRUST ME – I’VE LOST HOURS ON THIS)
• BUILDING UPLOAD TEMPLATES IS A BITCH – BECAUSE FACEBOOK KEEP CHANGING THE LAYOUT (LITERALLY ON ALMOST A WEEKLY BASIS)
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
DON’T BOTHER WITH ‘FACEBOOK ADVERTISING PLATFORMS’
• AT POLE STAR DIGITAL WE ARE ANTI-PROGRAMMATIC WHEN IT COMES TO SOCIAL
• SOME PLATFORMS WORK AND ARE BETTER THAN OTHERS, BUT MOST PULL FIGURES OUT OF THE AIR (ADROLL ARE A NIGHTMARE FOR THIS)
• ALSO MEANS IT’S QUITE DIFFICULT TO COMMUNICATE [LACK OF] SUCCESS TO A CLIENT (I’VE HAD A LOT OF ARGUMENTS WITH CLIENTS ABOUT THIS!)
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL
• CREATE CUSTOM REPORTS EXCLUDING THE FAFF, THEN SAVE THEM
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
THEN BUILD AN EXCEL/GOOGLEDOCS REPORTING TEMPLATE
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
THE PIXEL CODE IS QUITE CLUMSY [NOBODY SEEMS TO IMPLEMENT IT CORRECTLY]
• IN LATE 2015 THEY CHANGED FROM THE OLD PIXEL TO A NEW CONSOLIDATED TRACKING PIXEL
• SOUNDS STRAIGHTFORWARD, BUT THIS CAN BORK OUT YOUR FIGURES QUICKLY!
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
THE PIXEL CODE IS QUITE CLUMSY [NOBODY SEEMS TO IMPLEMENT IT CORRECTLY]
BEST OPTIONS:1. IMPLEMENT BASIC TRACKING PIXEL (NON-CUSTOMISED) + USE CUSTOM 2. NOTE: THIS ONLY WORKS IF YOU’VE GOT A FIXED URL/PATTERN MATCH IN THE
CHECKOUT
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
AN EXAMPLE [INCL. CONVERSION TRACKING]
<!-- Facebook Pixel Code -->{% if first_time_accessed %}<script>!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '660838304052843');
fbq('track', 'Purchase', {value: '{{ subtotal_price | money_without_currency }}',currency: '{{ shop.currency }}'});
</script><noscript><img height="1" width="1" style="display:none"src="https://www.facebook.com/tr?id=660838304052843&ev=PageView&noscript=1"/></noscript>{% endif %}<!-- End Facebook Pixel Code -->
CUSTOMISED FOR A CLIENT’S SHOPIFY SITE
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
GET SMART WITH REMARKETING
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
CREATE PRODUCT/PRODUCT RANGE SPECIFIC CAMPAIGNS AND SHOW THEM ONLY TO VISITORS WHO HAVE VISITED THAT SECTION OF YOUR WEBSITE
E.G. TESLACAMPAIGN TARGETING – WEBSITE VISITORS (150 DAYS) INCL. VISITORS THAT MATCH https://www.teslamotors.com/en_GB/modelxSHOW ADS FOR MODEL X
FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING OVER 8000 CAMPAIGNS @ #MANCSAS \ BY
@NEDPOULTER
IF YOU’RE GOING TO TRIAL ANY CAMPAIGN, MAKE IT A REMARKETING CAMPAIGN
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
BEST OPTIONS:1. SETUP A CAMPAIGN TARGETING WEBSITE VISITORS (LAST 150 DAYS)2. EXCLUDE CONVERTERS 3. NOTE: THIS ONLY WORKS IF YOU’VE GOT A FIXED URL/PATTERN MATCH IN THE
CHECKOUT
ANY QUESTIONS?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL \ BY @NEDPOULTER
Thank You.
VISITwww.polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter