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Presentation from HeroConf 2013 in Austin, TX
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Facebook Ad Analytics, Optimized CPM and FBX Remarketing:
A FRIEND OF A FRIEND: PPC FOR FACEBOOK
John A. LeeManaging Partner of Clix Marketing – search marketing agency specializing in PPC, display advertising and social advertising. In the search game for 7 years. Articles have appeared on Search Engine Watch, Clix Marketing Blog, PPC Hero, SEO Boy, Website Magazine, Wordstream Blog and more.
Facebook Ads & AnalyticsSTAR TRACK…ING
What Happens on Facebook Stays on Facebook… or Does It?
• Facebook typically is like Vegas. Organic and Ads activity stays on Facebook.
• What about the activity Facebook Ads can cause on your website?
• Facebook has conversion tracking (again), and it works (we think)!
• Tag your ads for your analytics service of choice.
Facebook Conversion Tracking
• 4 Easy Steps
• Login to Facebook
• Create a Conversion Pixel
• Install Pixel On Your Website
• Associate Pixel With Appropriate Ads
Sync Facebook Ads with Analytics
Google Analytics. Omniture. Platforms like Acquisio. You choose.
Gain deeper insight into your Facebook traffic. Attribution modeling.
How do demographics, ad messages and images affect website activity and conversion?
How Do Facebook Ads Affect Other Online Marketing Channels?
Tag Your Facebook Ads
Using Google Analytics as an example:
• Leverage all UTM parameters.
• Medium=CPC, Source=Facebook
• Get creative with Campaign, Content & Term tags.
• Detail gender, age, image, message type, etc.
• Filter data in Analytics to see website activity and conversions by any of these variables.
What Do You Do With That Data?
Optimize your ads to age, demographic, image and message.
Test Facebook-only landing pages.
Learn information about device and operating systems. Segment your ads (yes, you can target mobile only now).
Use this information to tailor interest targeting.
Told ya!
Optimized CPM BiddingSET PHASERS TO OPTIMIZE!
Use Optimized CPM to Get More Bang for Your Buck
• If you set up Facebook Conversion tracking, optimize for conversions on your website.
• If you are keeping traffic on Facebook, optimize for likes, shares, photo views, etc.
• If all else fails – DO BOTH!
A Tale of 2 Case Studies
Optimized CPM for Actions on Facebook The sole purpose of the campaign was to
expand the organization’s social reach by generating “likes” on their Facebook page. The campaign targeted a small area in Oregon and was only aimed at women. Target cost-per-action = $2.
First 3 months the average cost-per-action (like) was $3.31.
At the beginning of month 4, Optimized CPM was enabled for Facebook actions.
That first month, the cost-per-action (like) dropped to $1.95.
Over the next 3 months the average cost-per-action (like) remained at $1.59.
Success! That was a 52% drop in cost-per-action.
Optimized CPM for Website Conversions This campaign targets older individuals
with disposable income. The product is a big-ticket leisure item and nearly all marketing is based on lead-gen. The Facebook ads send visitors to an off-Facebook landing page where they must fill out a form to be considered a lead.
The first 2 weeks the average cost-per-lead was $87.
At the beginning of week 3, Optimized CPM was enabled for “conversions on my website.”
The 3rd week cost-per-lead was $58.
Success! That was a 33% drop in cost-per-lead.
Facebook RemarketingTHE FINAL FRONTIER
After Facebook released the Facebook Exchange (FBX) into the wild, it was game on.
DSPs quickly expanded service offerings to include Facebook Remarketing.
A few shops like AdRoll and Perfect Audience made Facebook Remarketing their biggest selling point.
If Dr. Suess were a marketer:
Don’t convert? That will work.
I will find you anywhere.
Facebook, YouTube… I don’t care.
Transfer Display Remarketing Knowledge
• Create segmentations like you would for display remarketing.
• Exclude conversion confirmation pages.
• Create conversion goals.
• Current ad format – traditional Facebook ad (text w/ image).
• Bid on a CPM basis.
Facebook Remarketing Case Study
Big ticket leisure item targeting individuals with disposable income.
Google Display Network remarketing consistently generates conversions at $30 CPA. This is $5 under client’s CPA goal.
Facebook Remarketing campaign launched through Perfect Audience. Since launch:
1341 clicks. $663 spent. 100 conversions.
$6.63 CPA. $28 under client’s CPA goal.
What’s Next for Facebook Remarketing?
• New ad formats. Greater control.
• Remarket in-feed ads.
• (in beta with Perfect Audience)
• Remarket mobile ads.
• More bidding options.
• Facebook ads in space???
