5 Ways To Use Facebook Ads manager To Your Advantage

The following is the techniques that I use to optimise my past several Facebook advertising campaigns. The main reason I chose to do the specific things was to serve the purpose that we want to ‘Optimise for Conversion’ or in another word – company profits and appearance.

From my experience ‘impression’ is pointless in term of campaign’s key measurement (if you know how sucks impression is in term of measurement, you can go to the next paragraph), nobody argues this, but if you want to, then you’d rather be prepared for wasted marketing budget. The reason I have to point this out because.. really! for those of you who are marketing but you never runs and looks at your facebook campaign more  than six months, please beware when someone you hire give you the impression of your campaign. For those of you who are entrepreneurs please remember that you have to focus on either awareness, consideration, and conversion. I think the ‘impression’ mistaken gonna need another episode, if there’s another possibilities that I see the benefit of writing it in the future. Now please trust me ‘impression’ shouldn’t be one of your focus.

So? What measurement should be using for awareness? ..It’s ‘reach’

But let’s stick with the topic! and begins 5 Ways To Use Facebook Ads manager To Your Advantage. (Thanks to my ex workmates who introduced me this! I love her a lot as she’s kind 😉 lol)

If you follow this you will have any result you want, the first 4 don’t even require any knowledge of advance tool like GTM (sure I’ll have it covered one day soon :))

  1. Sorry I have to start with the thing to do when your campaign stuck and starts to not generate any conversion. We can fix that by exclude generated custom leads (your already acquired leads) and the users who engage with your post or ad within the time running the campaign out of your expanded lookalike audience for any campaign runs more than two weeks. For what?! The answer is to decrease frequency and error. (if you don’t understand this, it’s okay and it is nerd.)

2. Duplicate ads to make multiple testing. You can test like 7-8 header text or a bunch of captions and see which one is the best by duplicate ads, but if you want to test the audience, the location just duplicate adsets (smarter way to test the location is to run it all but by limited budget for an amount of time, don’t get silly and create multiple adsets just to test the reach in New York and Florida ) . More important than the right audience is the right content. I suggest you test the content if you want to try ‘testing’ and are finding the purpose of it.

3. Next, the key indicator that are the most efficient ways to optimise which campaign should stay and which campaign should reduce some budget and which one to turn off that I strongly believe are

Cost per Messaging reply/ cost per new messaging/cost per conversation/cost per post comment/cost per website registration completed(pixel on site)/cost per reach/cost per post share/ cost per check-ins.. etc.

You can customised and add the columns or the indicators you like by clicking ‘customised column’ at the top right of the table.

4. And to do that you need to tweak the table a little bit more by date comparison function. Your campaigns run differently when time goes by so check it out! Turn the compare button on and you’ll see. So you can now decide to increase or decrease budget!

5. Install Facebook Pixel with GTM, create several custom event tracking to track user journey, you will need Facebook Pixel Helper and Simple knowledge of GTM which I will write about it later. Then you can use Facebook Analytics to check the amount of event fire, also, Facebook pixel will help you collect the remarketing audience lists for any specific event that happen. then you can retargeting by exclude the remarketing list of the people who completed the purchase or the any stage of specific user journey experience, message, or offer that you don’t want people in the previous journey to see out of the target audience in your campaign.

I hope you find this helpful, please let me know if you like it, or hate it, why? or if you have any question please ask me in the comment below.

See you soon in the next topic!

Simple Guidance For You In GDN part 1

Google Display Network has been one of my frequently used tools for online advertising, you can find this function easily in Google Adwords by going to Select Campaign and choose Display Network Only. There are so many features to explore but today we will walk you through simple practices that I normally do for any websites.

  1. The first thing that everybody should do even you are not running any advertising campaign is to add Adwords remarketing tag on your site. I recommend you to add it anyway because it’s give you a basket of useful data for your later remarketing campaign and it’s free. There are 2 ways to get remarketing list for Adwords, you can either put Adwords tags on every single page of your site or you can do it easier with Google tag manager where all you need to do is put in the ID and the Label.

2. Sizes to run fine on mobile is 320*50 pixels. On any website there are 3 sizes that fit of all dynamic image ads and rich media&video as the following:

728*90 = Leader Board (top, middle, bottom of the page)

300*250 = Inline Rectangle (top, side, bottom of the page)

160*600 = White Sky Scrapper (left, right side of the page)

Note: By the use of text and image in display network collect 40% more conversion than advertisers only using image ads. However, with simple opt-in you have ability to engage with these users across devices which is good according to the fact that 40% of the time that users are online is spent on mobile devices.

Google supply side for advertising is huge, it can reach 90% of internet users worldwide, whether it is news pages and blogs, google websites like Youtube or Gmail and more than 2 million popular sites.

3. Use the Lightbox ads and video true view ads to have the advantages of sight, sound, and motion. For Skip ad you’re only charged when a user has seen 30 seconds or the end of the ad, which ever come first and for Lightbox, it’s a little bit more fancy because there are many templates for you to choose based on the content you want to promote, plus you can choose to pay for engagement or for every thousand impressions that you receive.

The Lightbox templates include:

-Multiple VDOs

-VDO and Image gallery

-Image gallery only(up to 10 images and swipe-able)

-VDO and maps (for this feature you will need to contact Google representative)

-VDO, images, and maps (for this feature you will need to contact Google representative)

You basically will need to

First – Upload you logo in png, peg, gifs in 50*50 pixels and put in logo destination url (UTM recommended)

Second – Choose your style guidelines(theme, accent colour, background colour, gradient intensity),

Third – Add header message (30 characters per line), use at least 2 lines of unique text and each line should be a separate phrase. I recommend you preview the text on various placement sizes, then you can add Header call to action button text and URL (click tracker of course)

Finally – Add display URL, LDP, and Ad name. Note that display URL will not be shown in the ad and match the domain of the logo and call to action button with destination URL. Preview and Save. So now you know the ingredients, have it prepared! You may need to make sure that the style guidelines you pick match your customer company CI. Only pay when people tap or hover to expand.

I think I’m done with GDN blogging for today. In part two we will talk about how to apply GDN with your marketing goals either it’s awareness, consideration, or purchase and brand loyalty, then we will take a look at 3 different targeting view include user intent, advertiser choice, and automation.

If you have questions, please leave it in the comment below 🙂