Now, I’ve been known for a while for generating leads on Facebook. So naturally, I needed to dissect this new feature on the ads platform.
So, it was time to watch the video: (You can click the video image to be sent to their official page.)
Okay, great. So we can get data straight from Facebook users and have it for ourselves to market to.
It looks something like this process:
Real World Case Studies Using Lead Ads
“Initial tests on Facebook have shown costs as low as 1/3 of the website conversion objective campaigns. It’s a win-win situation: the user receives a better experience without having to leave the Facebook app, while you receive higher conversion rates with automatically populated fields.”
Michael McEuen, Adstage
“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.”
Kim Kyaw, Manager Digital Marketing, Land Rover
“This ad product has taken our customer acquisition efforts on Facebook to the next level. Lead ads have driven robust volume while maintaining exceptionally low acquisition costs—up to 50% less than comparable ad platforms. We are incredibly excited to continue scaling with this product.”
René Fielder Marketing Director, Sona Med Spa
“Lead ads were a game-changer product for Properati. In the past, we had tested similar products from other channels but they didn’t work for us. Since testing lead ads, we have seen a 4x reduction in the cost per lead, with a more than 3x increase in the number of leads we normally generate in Brazil.”
Gabriel Gruber, CEO, Properati
Here’s Where Zuckerberg Messed Up With Marketers
Facebook has done a great job with creating Facebook Lead Ads which works now for both desktop and mobile users.
It’s capturing millions of leads per month for advertisers.
However, they really did make a huge mistake that has led to many marketers wondering if Facebook really is out of touch with your average online marketer.
Facebook has never bridged the gap from capturing the lead information on the form to marketing platforms that we as marketers use every day.
Does Mark Zuckerberg really expect us to login to our Facebook account daily and download a spreadsheet of raw lead data like this is still 1996 that looks like this:
That is why we just released a new software to connect Facebook with any autoresponder / CRM that you may use.
We are excited since now, you too, can get access to this brand new tool.
For members only, we just did a live training on how to use Facebook Lead Ads.
It’s simpler than traditional ads and you will get to see me setup an entire ad that gets leads LIVE during the video in just a couple minutes flat.
I’ve been helping many marketers over the past couple years with their Facebook ads. I’ve gone through a number of accounts looking for what was done wrong and how to correct it.
You can say I have some personal experience to share with you on this subject. This just isn’t another cut and dry blog post out for SEO value. (Or at least I hope it won’t read like that!)
Here are the top three mistakes I see:
#1 – Targeting
#2 – Copy & Images
#3 – Funnel
Ok, so let’s tackle one at a time.
Mistake #1: Targeting
Know Who Will Buy What You are Selling.
Let me say that again.
Know Who Will Buy What You are Selling.
Create an Avatar. Become the buyer. Research, research, research.
We cover how to create an avatar in FB Ads Formula in more detail and I give you a handy template that you can swipe and use for yourself.
For times sake here, an avatar is simply a description of a mythical person who would buy your product or service. You can have multiple avatars, both men and women with different ages and different hobbies.
Quick Example: Ryan Shaw, M, 28, San Diego, United States. Interests & Hobbies : Online Marketing (Sub Niches of Video Marketing, Online Advertising, SaaS, SEO, etc), Online Gaming, Live Music, Tennis, Basketball
Likes : Mari Smith, Amy Porterfield, Tony Robbins, Ryan Deiss, Frank Kern, Jon Loomer, etc.
Use your existing data or industry data to find out what your target audience looks like, where they hang out, where they play.
Because you can use this data when deciding on targeting options within the Facebook Ads engine.
You could be selling a FB Ads course like ours and discover that your target audience also likes Tony Robbins and Reader’s Digest. It may be much cheaper to run an ad to an audience who likes Reader’s Digest than it is to Tony Robbins. Or perhaps, they like both… In this case, you would need a tool like Social Interest Freak to intersect those two separate audiences into one tight audience for targeting.
Mistake #2: Copy & Images
Most people are not professional copywriters. So it makes sense that many ads ran on Facebook just don’t catch the eye of the prospect which drops your CTR and increases your cost per click to a point where you can’t turn a profit.
Here’s some quick tips on how to improve your images and copy:
You can review the entire article mentioned in the video above here on Ads Espresso.
Mistake #3: Offers & Marketing Funnel
This is where the majority of the mistakes are made because its just not easy to create a great marketing funnel.
Here’s some of the elements needed to create a funnel that converts:
Free Offers to Entice the Prospects in:
These can include reports, giveaways, downloads, free trials, videos, a free consultation, and much more.
Main Offer that converts like crazy:
You must provide a ton of value, and that will provide an anchor for your business. (Example : Our main offer is FB Ads Formula but we have many other products and offers.)
Side Offers & Upsells:
You paid for traffic, so you need to monetize it completely. So, offer upsells to your main offers. Offer side offers that may not work as a direct upsell.
Partnership / Affiliate Offers:
You can always provide everything that your customers want to buy. Maybe you only sell information or coaching and you can partner with a software company. Or vice versa. Partnerships have led to me doubling my sales each month. Try it!
High Backend Program:
Offer high end programs for your paying customers. This can 4x your business. Think of Godaddy who has a ton of upsells. Think of Microsoft who gives away Windows 10 but offers high end services for businesses where they can make a crazy amount of recurring income each month. We offer a high end coaching program to help you create your online business for example that runs for $5k. That’s much more than our main product selling at $49.95 per month.
How to Find Information on Your Target Audience
There’s a few ways. I recommend getting as much info on your audience as possible. Do not skip this step!
You can use data available to you online or use a company to find it for you. Better yet, do it within house and poll your existing customer list with Survey Monkey.
I use all the tools at my disposal and I already know my target audience. I suggest you do the same, especially in a niche that you may not be familiar with.
The Overall Winning Strategy of Targeting on Facebook
Okay, so here’s the only way to run Facebook Ads going forward that I found to give you a consistent result.
Step 1 : Identify your Audiences (Follow the advice above)
Step 2 : Setup as many split tests with those audiences (This could result in 100+ ads including different images, audiences, demographics, countries, etc. The possibility for testing can be huge. General rule of thumb is to test more options the bigger your budget and target audiences are.)
Step 3 : Funnel those audiences into a re-marketing list and give them a ton of value.
Step 4 : Have a re-marketing list for them to opt-out as well. (If they buy or unsubscribe)
Step 5 : Continue to grow your re-marketing list and customer list and use the power of your sales funnel to turn a profit.
Step 6 : Rinse and repeat.
Note: If you are not turning a positive ROI after following these steps, follow first on improving your sales funnel as this usually is the biggest key to success or failure. It’s actually not in running the ad at all.
It’s simply because if you have a GREAT product or service, people will flock to you whether or not your FB ads are great. Soon, you will have referral traffic and you won’t need to run ads. If your sales funnel and processes are bad, your customer service is bad, and your offers are bad… well, you can’t stand a chance.
How You Can 4x Your Sales Faster
Keep plugging away at improving your sales process each day and reap the benefits.
If you would like me to help you further, you have a few options available to you.
Facebook Ads have proven to be highly effective as an ad platform—once you’ve gotten the hang of it. Some marketers greatly prefer Facebook Ads even to other highly popular platforms like Google Adwords.
Until recently, the only true limitation of Facebook Ads (aside from not always being beginner-friendly) is that these ads only stay on Facebook. While you could reach everyone in their extremely large audience, you could only show them ads on Facebook itself, and never to those who don’t have a Facebook.
Thanks to Facebook’s Audience Network Ads, this limitation no longer exists—you can actually take Facebook Ads off of Facebook entirely. Facebook’s audience network ads were announced and released about a year ago, but Facebook has recently released new tools for publishers to make it easier to create and run these ads.
What are Audience Network Ads?
The idea of Audience Network Ads is to allow Facebook advertisers to extend the reach for their ads. Audience Network Ads allow advertisers to place their ads in other mobile apps—mobile apps that aren’t Facebook. It allows for “the power of Facebook Ads, off Facebook.”
If you have a mobile app, you can advertise for your business with Facebook Ads on it, as well as advertising on other mobile apps.
Facebook’s Audience Network Ads allows for the same featuring as their regular ads, including options like custom audiences. They started out with only featuring this type of ad when you’re seeking to drive installs or engagement on an app, but with the goal of expanding to more marketing objectives in the future.
In past tests, Audience Network Ads helped the US Navy increase their campaign reach by 33%, which is incredibly substantial when you think about what those numbers are. Rosetta stone digital marketing director TJ Hunter echoed this, noticing that these ads were highly successful in driving users to install their mobile app and reducing cost-per-impression by 40% while reaching users whose engagement and likelihood to purchase was 30% higher than “comparable” platforms.
The New Tools and Improvements of Audience Network Ads
For starters, a big improvement in the Audience Network Ads is that the participating apps have increased by 5x since October of 2014. That alone is a pretty massive increase.
Another improvement to audience network ads is the updates to the ads, how they look, and how they function. These updates and tools include:ss
Native Ad Templates: These ad templates focus on a natural, integrated placement for your ad that increases conversions, as Facebook’s research determined that banner ads at the top or bottom of screens are typically ignored entirely. These templates are best on native ad best practices. Within these templates, publishers can customize features like font, ad height, background color, and more that make the ad more integrated.
Native Ad Management Tools: Facebook is also introducing “a new way to manage multiple native ad requests to ensure that the highest performing ad is delivered at the right time to the right person.” The native ads manager will help you “pre-fetch” up to 10 ads at a time and deliver them in “the best order,” making it easier for you.
Horizontal Scroll: Facebook developers have found that building and optimizing a horizontal scroll (or “h-scroll”) increases ad engagement, and can increase the number of ads shown. Not surprisingly, they have created a horizontal scroll to fulfill these purposes.
How to Use Audience Network Ads
Audience Network Ads are like mobile ads—it is a placement option.
Audience network ads are available for all users, and don’t require any extra effort or advanced ad strategies.
To run Audience Network Ads, you simply select “Audience Network” as a placement option for your ad campaign. Like with all other ad placements, you can choose to only run an Audience Network placement campaign, or you can choose to run your ad on all placement options.
The opportunity to extend the reach of your Facebook ads and actually take your ad off of Facebook entirely is really exciting, especially given the case studies of success (higher engagement, conversions, and reach) that we discussed above.
What do you think about Audience Network Ads? Have you used them? Will you?
To learn more about techniques that can enhance your Audience Network Ads, read more about the importance of ad placement here, and about how to increase overall click-through rates on all of your ads here.
We, like almost every other marketing expert out there, have said for a long time that fake likes on Facebook doesn’t do any good for your campaign, and that it can in fact harm it.
Facebook is taking the issue seriously and has started killing fake likes like it’s their passion. We’ve seen reports of Pages having these fake likes slashed in great numbers, and it’s nice to see that Facebook is taking action on something they believe is hurting their system (which they continually do with updates to their algorithms and rules).
What Defines “Fake Likes”
There are a ton of sites online that offer the opportunity to buy likes essentially in bulk. You pay $50 and you get 5,000 likes, for example. To find these sites, all you have to do is Google them, and a ton will pop up in your search results.
The problem with buying fake likes is that they’re just that—fake. Most of the profiles aren’t even real people; they are computer-generated, and the profiles will never have any purpose or interaction on Facebook except to look pretty and like a whole bunch of Pages.
Even on the 1% change that these likes are actually real people, the like you’ve bought from them is still an empty, fake like. Their accounts were likely hacked in order to get that like. Even if they weren’t these people likely aren’t at all interested in your, your business, or your content, and they’ll never interact or read your content. All they are is a number on your page, but it’s one that ultimately hurts you, but we’ll get to that in a minute.
What Motivated Facebook to Kill Fake Likes
Despite the warnings and cautions of how bad fake likes can actually be for your Page, it seems that a lot of businesses either weren’t listening or weren’t paying attention.
Back in October of last year, Facebook admitted that it had a pretty big fake likes problem. And by pretty big, we mean huge.
Facebook has been working hard to make sure that the only likes on a businesses’ Page—and on a user’s profile—are relevant ones. They want the user to like the Page only if the content actually interests them and is something they want to see frequently (or at least occasionally) in their Newsfeeds.
Facebook also uses user engagement as one of the main factors in determining the quality of a Page. If your user engagement is comparatively low but your likes are crazy high, you’re looking at a reduction in priority for appearing in the Newsfeed. This can keep great Pages from having their content shown, and Facebook doesn’t want that either.
Facebook is killing fake likes by flagging and deleting accounts that have gone on a spree of liking Page after Page without much other interaction and activity on their profiles.
Fake likes can be difficult to detect, as there are “fake like” companies that actually pay real works to create accounts and manually make the likes, which makes it more difficult for Facebook to detect them. Having the system flag accounts with mass amounts of likes over a short period of time is how they’ll catch them.
Why Facebook Killing Fake Likes is Good
Facebook killing the fake likes will be a good thing overall, including for those Pages who have purchased the fake likes.
The biggest problem for fake likes is that it has a horrible effect on your Page, particularly in your reach.
Facebook uses an algorithm called EdgeRank that helps them decide and prioritize what content users most want to see.
One of the most heavily weighed factors in EdgeRank is user engagement—the amount of user engagement on posts and content. If you have a ton of likes but little to no engagement, you’re ranking is going to drop. What this means is that even the users who do want to see your content are less likely to see it.
Let’s do the math. If you have 10,000 fake likes and 1,000 real ones, and your content is only being shown to 1,000 people, how much do you want to bet only a small portion of your real fans will see your content? Once your EdgeRank ranking drops, this number drops even more.
At the end of the day, having a ton of fake likes can end up dropping your rank, keeping the users who want to see and engage with your content from seeing it. Since one of the biggest advantages to having a Page is to show users free content in the form of posts, having a ton of free likes just to make your Page look popular was never worth the payoff.
It’s all about connecting most with the users that matter– Facebook targeting fake likes will help businesses do that.
The Potential Downside
This is good news overall and once everything settles down it will likely all be for the better (I would be astonished if it wasn’t), but I’ve already seen glimpses of a current problem with execution.
I’ve seen a few businesses and marketers that are claiming that due to their Pages genuine popularity, they garner a large to massive number of likes every week or month, and Facebook has slashed their numbers down to next to nothing compared to what it was.
Part of this may come as collateral damage. While these fake profiles are being fleshed out, they might have a mass spree of liking other Pages to make some of their paid likes to seem realistic. These Pages who never purchased likes—but ended up in the crosshairs—will see the effects of this issue.
If you see that this is happening to your Page and you haven’t purchased fake likes, the only thing to do as of now would be to contact Facebook directly and as why and try to get everything sorted out as soon as possible.
Overall, this is going to level the playing field, and hopefully too many Pages won’t get hit with the collateral damage of having real, actual likes be taken away or reduced mistakenly as a few marketers have claimed to have already experienced.
It will be good in the long run even the for the businesses who stubbornly insist on making their page seem “fuller” and more popular with a lot of likes, not realizing the detrimental effect buying likes actually has on Facebook.
To see more about how to be successful with Facebook Ads, make sure you take a look at our FB Ads Formula to increase ROIs.
What do you think of this news? Has your Page taken any accidental hits? Leave a comment and let us know!
Facebook has one more change for 2014 it seems, and they’re ending the year by giving Page administrators an early Christmas gift with new features designed to make the post publishing process easier and more effective for businesses.
Facebook’s new publishing features are all things to be exciting about, as it will give Pages more influence over who among their followers see their posts and when they see them. With organic reach continuing to decline, these new features are exciting and can help us connect with our followers better than ever.
These features all rolled out mid-December, and we’ve been excited to see them in action.
Targeting Posts by Interests
Just as you can target users by interests in the Ad system, you can now target amongst users who have liked your page when you’re publishing regular posts on your Page.
Previously, targeting users by their interests was only a feature that came with Facebook Ads, and if you wanted to target users with a post, it had to be a promoted post run through the Ad system. The ability to target users by interest with your post is an exciting development that can help maximize the potential of your organic reach.
What It Means For Us
This is an incredible tool; it can, at least in theory, help us to make the most of our always-declining organic reach by ensuring that those most relevant even within our target audience see the posts most relevant to them. There are, after all, niches within a niche.
For example, Ryan Shaw Marketing focuses most heavily on Facebook Ads; it is our niche. Within that niche, you have businesses who are focused on affiliate sales and marketing, and you have businesses who are only interested in expanding their client base. We have different blog posts and resources available for each of these types of clients, and getting to show our followers the content most relevant to them is fantastic.
With the new targeting feature, you can theoretically use targeting by interest to show the most relevant posts to the right users, making sure you’re getting the most out of your reach. If only 200 people are going to see your post, after all, you might as well make sure that the 200 who see it are most likely to be receptive to it. This will allow you to make the most out of your organic reach, declining or not.
Ability to Set Post End Date
Facebook now allows you not only to schedule when you want posts to go out, but also when you want them to stop showing up in the Newsfeed (this is different than having them disappear from your actual timeline). You can, for example, set your daily deals to no longer appear in users’ Newsfeeds after the day comes to an end. This prevents people from seeing out-of-date posts. Again, this change is about giving users the content most relevant to them, even if it’s keeping content relevant within a time span.
In order to access this feature, you need to have enabled the Targeting and Privacy setting allowing you to do so. It is also only accessible, as of now, on desktop.
What It Means For Us
While this tool may not be quite as initially exciting as the ability to target users within your followers for posts, this feature has the potential to be really, really useful.
By keeping your posts that appear in the Newsfeed relevant and not letting them show up out of date, you decrease your risk of having users not care about your content and having posts hidden for being irrelevant.
Facebook designed this feature after noticing how challenging it can be—especially for large publishers—to predict which stories will resonate well with their audience. Facebook’s new feature Smart Publishing is designed to help combat that and deliver content the users most want to see.
Smart Publishing will automatically share the most frequently shared link to your website in your followers’ Newsfeeds. These posts will not automatically appear on your Page’s timeline, but you can monitor how users respond to these links with a new tab in Insights that allows you to see the analytics, moderate comments and engagement, and choose if you want any of these posts to show up on your Page.
This feature is not yet widespread, and is only currently available to several large media organizations. Facebook is hoping to make it available to more users in the coming months, however, which is why we still list it here.
If you are able to use Smart Publishing and you decide you want to, you can opt in from the Page settings within the Publisher’s Tools section.
What It Means For Us
Smart Publishing allows you to sit back while Facebook finds your most shared (aka viral) links and posts them automatically for you so that more people can view it. It will be interesting to see how these automatic Facebook posts compare in reach to the ones we as businesses post on our Pages normally. If the Smart Publishing posts have a much bigger reach, I think that would be the biggest benefit aside from saving maybe a little time.
I don’t think businesses are at too much off a loss as of now if they don’t have access to Smart Publishing. You can already use a combination of Facebook’s Insights and Google Analytics to track down your most shared links (and the most popular links on your site) and repost them yourself, either with a regular post or through a promoted post.
While this isn’t the biggest announcement here as many of us may not be eligible to use Smart Publishing yet, Facebook is hoping to roll it out and make it more accessible. We can keep an eye on how this works for other businesses in the meantime.
Improvements in Tracking Traffic in Insights
We’re already familiar with Facebook’s Insights and the great analytics that it can give us. Facebook has made a lot of updates to their Domain Insights to really help fine tune demonstrating how Pages and social plugins actually drive traffic to the website.
Facebook also added a “Top URL” section for Insights, which shows when other Pages and influencers share one of your posts. They’ve also added in more specific time tracking ranges, getting so detailed you can now few these statistics by the hour.
What It Means For Us
Any update to Insights that makes it more accurate and gives it the ability to provide us with more information is a welcome one. This is a change that may not affect everyone (we tend to get most of this information already either from Insights as it was or through Google Analytics), but all updates to improve the system and provide more detailed analysis than before is always a step in the right direction.
What We Think of Facebook’s New Publishing Features
Facebook has made a lot of changes this year, all of them focused on improving the Facebook experience for users, whether the changes benefitted marketers or regular users. In most cases these changes benefited both parties.
It’s exciting to see them continue to improve their platform for businesses, not only with improvements that add incentive to use their paid ad system, but also with improvements like these that seem come with no financial strings attached.
These new features will all help us to target our posts and deliver content to the most relevant audiences possible. That sounds pretty good to me, especially since that’s been our goal to begin with.
What do you think of Facebook’s new publishing features? Which one are you most excited about? Leave us a comment and let us know!
To help make the process easy, we’ve created our Facebook Ads Do’s and Don’ts.
When you’re learning the Facebook Ads system, it’s important to know what you should do and what you shouldn’t do. While the system is extremely complex with a lot of nuances, there is a clear list of do’s and don’ts when it comes to Facebook Ads. This list doesn’t cover everything, but these are do’s and don’ts that you should stick to 99.99% of the time.
Facebook Ads Do’s:
Research your target audience: Perhaps more than any other factor when it comes to Facebook Ads, targeting weighs heavily in success. Even with an otherwise perfect campaign, if you aren’t targeting the right people, you aren’t going to see any results. Before you even get started with the targeting options on Facebook Ads, you need to understand exactly who your audience is and how you want to approach targeting them.
Have an eye-catching image: An attention grabbing, eye-catching image is the key to grabbing your user. Users’ homepages on Facebook are filled to the brim with posts, images, videos, and other distractions from your ad.
It’s your job to make sure your ad can cut through the clutter. Ideally, you want an image that will stand out against everything else, as well as representing your brand and product well. You can see our guide on how to create (or select) an eye-catching image here.
Have a Clear Call to Action: If you saw an ad that said “We teach you how to use Facebook Ads” or an ad that said “Sign up today for our $1 trial on our Facebook Ads Program!” which one would you choose? Likely the one that actually told you to do something and had a clear call to action.
Having a clear, concise call to action will help motivate users to take action, and implementing techniques like sales or other incentives can help speed along the process.
Set a Budget: It is entirely too easy to spend entirely too much money on Facebook Ads, especially on a not-so-great campaign. While the system is often an investment and can provide massive ROIs, you should never spend more than you can afford to. For some users, they can spend $1000 in three weeks. For others, they can only spend $10 a day. That’s fine.
Make sure you set your budget according to what you can afford, and it’ll keep your progress with Facebook Ads running much smoother.
Monitor Your Campaigns:Monitoring your campaigns is how you’re able to determine whether or not your campaigns were successful overtime, and Facebook Ads Manager (and its conversion tracking tool) offers fantastic insight into ROIs and ad effectiveness.
Proofread: We’ve made the mistake of not proofreading once, and we will never do that again. Yikes. We did get a ton of user engagement, but about 90% of that was users telling us that our ad had an error, a lot of them in not-so-nice phrasing. Yep, talk about a cringe-inducing moment.
You run the risk of losing credibility and the sense of professionalism when your ad has misspellings, grammar errors, or, in our case, other miscellaneous errors. Proofreading will ensure you get the best, most effective copy you can to your clients.
Facebook Ads Don’ts:
Overwhelm Your Ad with Text: This is a big no-no. Not only does Facebook have a 20% rule that says text can’t take up more than—you guessed it—20% of your actual ad (not including the copy next to it), but if you have an entire paragraph to explain your offer, that’s too much.
Viewers won’t put the effort into reading that, and they don’t want to analyze complex concepts that may work in a longer ad. Save the details for the landing page or product page, and keep it clean, easy, and simple on the ad itself. You’ll get a lot more clicks from that.
Put Your Campaigns on Auto-Pilot and Forget Them: Monitoring your campaigns is so important. If one of your campaigns is costing you a lot of money and not providing results, you’ll want to nip that in the bud before it goes on for weeks. Even monitoring your successful campaigns is crucial so you can find out what’s working and ensure that the profitable ads stay that way (if, for example, they start getting shown to the same users who always click but never convert, it may be time to change it up).
Neglect Mobile Users: This goes for both your landing page and, most often, your actual Facebook Ad. More and more users are using mobile devices instead of their desktop. Choosing not to run your ads for mobile users therefore excludes a large portion of your potential audience, so make sure you run at least some of your campaigns with the mobile ad placement enabled. You also need to make sure your landing page, when applicable, is optimized for as many browsers and devices as possible.
Be Deceptive: This might be the biggest don’t on the list. This includes the bait and switch as well as downright lying to your viewers. Once you lose the trust of the users, even if unintentionally, not only will they never purchase from you again, they’ll probably go out of their way to make sure their friends don’t either.
You know that phrase “hell hath no fury like a woman scorned?” I’m pretty sure a more accurate version would be something along the lines of “hell hath no fury like an angry customer.”
Not only will deceptive ads (whether intentionally or on accident) get you angry users on your hands, you could possibly end up banned from Facebook for good. To avoid this, make sure your ad delivers on its promise (if you promise a percentage off, back it up) and that your ad directly relates to what you are actually trying to advertise.
To learn more about perfecting your Facebook Ads campaigns, find out more about our FB Ads Formula here.
What do you think of our Facebook Ads do’s and don’ts list? Is there anything you would add to it? Leave us a comment and let us know!
In an event that will likely shock no one, Facebook is making another big change to its system that will directly affect how a lot of advertisers on the site do their marketing. Starting in January (post Christmas shopping/marketing craziness), Facebook intends to heavily cut back on posts that are overly promotional in nature.
This reduction does not include ads, which makes sense, as ads are purely promotional– that’s the point of an ad, after all. The cut back is only going to be on content you post from your page, posts that reach those you are connected to organically.
To see our video overview, you can watch the video below, but make sure you read the rest of the post for more in-depth information.
Why Facebook is Reducing Promotional Posts in Newsfeeds
Facebook correctly states that one of the main reasons users log into Facebook daily is to see what’s happening in their Newsfeeds. They want updates on their friends, and they want to see content relevant to them. There’s so much competition on Facebook, so they want to make sure only the most relevant content makes it to each user.
Facebook reducing promotional posts in newsfeeds is only the most recent update, and not one I think we should be particularly surprised by. Facebook is a business, and they want to make their product the best that it can be, which means giving users the content they’re most likely to stick around to see.
This also increases the need for advertisers to continue to use (or increase use of) Facebook’s paid ad system. If we can’t promote outside of the ads system, you’ve automatically got an even bigger need to use it. This is more money in Facebook’s pocket while they simultaneously make changes that will hopefully make users happy and increase engagement. They win both ways.
How Facebook is Reducing Promotional Posts
Like with the bans on click-baiting and like-gating, Facebook is going to focus in on a few traits promotional posts often have in common and formulate the algorithm to detect and weed them out.
According to users that were surveyed by Facebook, there were a few consistent traits that often made organic posts have too strong of a promotional feel. These traits include:
Posts that seem to exist solely to push users towards buying products or installing apps
Posts that push people to enter promotions and sweepstakes with no real context
Posts that use the exact same content they use in their ads
The examples that Facebook provided of promotional posts include the following:
Some of our own examples include these posts:
Based on Facebook’s examples and explanation, it is my understanding that you can still share new products and news related to your business as long as you aren’t actively pushing for sales or sweepstakes “with no real context.”
Instead of the bath and body works post above, which would likely be seen as overtly promotional, you can switch it out with this one:
They are sharing their products, but not in a way that pushes people to purchase. There is no link and mentions of check outs or discounts; only the product itself. Posts that exist only to blatantly sell a product or app (and thus, resembling or being identical to ad content) are the ones that will be flagged.
Facebook has mentioned that the majority of businesses and Pages won’t be affected. We’ll have to see what exactly they consider to be promotional once the changes start, as almost all Pages I’ve seen (including on our own Page) post blatantly promotional content outside the ad system.
I think the key to keeping your posts in the Newsfeed, regardless of whether or not you’re sharing your products, is going to stay the same as it is now, and that’s to focus on user engagement. Creating content that users want to see and engage with is the goal now, and that will likely stay the same. If you’ve got great content users are constantly interact with, you’ll likely be just fine in the long run. That’s the ideal, after all. For now, while adjusting to the changes, just stick to that.
What It Means For Us
With the new changes, what exactly will Facebook’s cut backs in promotional posts mean for us?
Facebook will not be increasing the number of ads that users see in their Newsfeeds, meaning that ads may become more expensive as the competition for ad space increases.
While you may not notice changes immediately, starting in January, if you continue to run highly promotional content in your posts outside of your ads, you should expect to see the organic distribution and reach of your ads to decrease, as Facebook says, significantly over time.
Though Facebook has been clear that they intend to reduce promotional posts in Newsfeeds, their current explanation can be seen as a bit murky and up for debate. We’ll probably come to understand the new changes once we actually see them in play come January.
Regardless, you can definitely expect to alter your content marketing if you use the Newsfeed as free advertising, and you can expect competition (and even prices) to increase on Facebook Ads because of it.
What do you think of the changes? Will you be ready come January? Leave us a comment and let us know!
Facebook’s conversion tracking pixel is one of the most important tools you can utilize when you’re doing any kind of marketing using Facebook Ads. It makes sense that we have a lot of people asking us how Facebook’s conversion tracking pixel works.
We’ve talked about Facebook’s conversion pixel a lot, including how to install it (which you can see here), but we’ve never gone into quite this much detail about how it works. So, we set out to compile everything you need to know about what the tracking pixel is and exactly how it works.
What Facebook’s Conversion Tracking Pixel Is
Facebook’s conversion tracking pixel is a piece of code—created specifically for you— that you can install on your website’s pages (it’s invisible to users, and only visible through your Facebook Ads manager). This pixel will track a visitor’s actions on your site when they come from a Facebook Ad, and let you know when conversions are made (hence the term conversion tracking pixel).
Instead of just knowing that a user clicked on your ad, you can actually track their actions for conversions. You can evaluate whether your ads were successful based on whatever conversions you seek, including views of a certain page, adds to cart, sales, leads, e-mail sign ups, or more.
This enables you to know how far along in the buying process your visitors get to. You can tell whether they view a product and click away, or if they add to a cart but don’t purchase.
Not only does this give you insight into your ad (maybe your targeting is close but not quite spot on), it gives you valuable insight into your site itself.
If you continually, over and over again, having users add to a cart but never purchase, you may be looking at an issue on your site. Maybe they need a nudge to complete that purchase, or maybe the checkout process is just too complicated. Maybe they don’t feel that your site looks credible or secure enough to put in their credit card number. Either way, if you’re noticing a trend in drop-offs at some point in the buying process, you can use that as a hint to start tracking down the problem.
This can also help you optimize your ads in the future. We’ve discussed this in an article about tracking ROI, and in another blog post here, where we talk about the most important tools to do so.
We consider Facebook’s conversion tracking pixel to be the single most important tool there is tracking your ROI and evaluating whether or not your ads are successful. Not only can you now determine whether they are successful, but you can determine to what extent they are, and how to make them more so.
How Facebook’s Conversion Pixel Works
This is the lesser known information: how Facebook’s conversion pixel works, in actuality.
For example, if you want to track checkouts that happen as a result of your ads, you would create a tracking pixel for checkouts and place it on the checkout confirmation page users see after completing their purchase.
You can do this for a variety of conversion actions you want to see taken. You could place a tracking pixel designed to track sign ups on the “Thanks for Subscribing!” page users see after subscribing to your newsletter, and you could place a pixel on key pages or products you want to have viewed. To get into some of the really technical stuff, you can view a Facebook help page here.
Whenever the pages with the code are loaded, the code bounces back to Facebook to let them know that a conversion has occurred. This is why creating multiple pixels is important—they track page loadings, not necessarily actions.
Using this information, Facebook is actually able to pair up the conversion event with those who viewed or clicked on the ad.
Facebook then compiles this information to help you evaluate success on your ad, make improvements for the future, and determine the ending ROI results of your particular ad campaign.
What This Means
Facebook’s conversion tracking pixel does a lot of work for you, and for free. It lets know whether or not your ads were actually effective, and if so, how effective they were.
This tracking pixel is the best and most accurate tool you can use to determine your fiscal ROI coming in from your ads. Everyone should be using it if they aren’t already.
Even if you have a hard time installing it (I know I struggle with even the basics of html), it’s worth it to get someone to do it for you, even if it means you hire someone to do so.
To learn more about how to get those conversions to track using Facebook Ads, you can sign up for our Facebook Ads Formula to boost ROIs.
Have you installed the tracking pixels on your site? Has it helped you to increase the effectiveness of your ads? Leave us a comment and let us know!
It can be difficult to know whether or not your marketing campaigns are actually bringing in a profit.
Tracking ROI on Facebook Ads can be tricky—was it actually your ad that brought customers to your site or encouraged that purchase, or was it some other factor? Maybe they stumbled upon your site some other way.
It’s important that you know whether or not your campaigns are bringing in positive ROI, however. If you don’t, how will you know which campaigns are profitable, or whether the money you spend on Ads is an investment or a hole in your wallet? Some people are spending thousands of dollars per month—knowing whether or not that money is bringing in the results you want is crucial.
Fortunately, it’s gotten easier to track your ROI on Facebook Ads thanks to new tools to help you do so. To help you find these tools and start tracking your ROI more accurately than ever, we’ve compiled a list of 4 of the best tools to track your ROI on Facebook ads.
To see a brief video overview of the tools, you can watch the video below. Make sure to read the rest of the post for more thorough information.
4. KISSmetrics’ ROI Tracking Tool
KISSmetrics is a great online resource for marketers, so it’s no surprise they’ve released a great tool designed for tracking your ROI from campaigns on platforms such as Google Adwords, Linkedin Ads, and, you guessed it, Facebook Ads.
KISSmetrics doesn’t just track what happens after someone clicks on your ad and leave it at that—they take tracking conversions to the next level. They actually track customers who originated from a paid search, like your Facebook Ads, at any time after that.
Ever wondered about a customer who clicked an Ad to your site but didn’t purchase? KISSmetrics will actually track that customer long afterwards, and will let you know if they return to your site to make a purchase a month later. You can track the customers your ads bring you, determining which ads bring you the most long-term clients. They track not only conversions, but the value of your conversions.
You can track your ROI overtime using KISSmetrics tool, not just the one-time potential Ad conversion.
Especially with KISSmetrics measuring ROI across multiple platforms, you can utilize it to determine the most effective ads per platform, as well as the most effective platform for your ads.
KISSmetrics is currently offering a free trial on their tracking tools, so take advantage of it to see if it’s the right tool to help you track your ROI, even outside of Facebook Ads. Their conversion tracking tool can be found here.
3. Facebook’s Insights
We’re going to take a brief break from talking about purely financial ROI for a minute.
While ROI has traditionally always referred to financial return on investment—and primarily still does today—social media marketing has introduced us to what some experts are calling social ROI. This refers to the social results you’re seeing on your investment—likes on your Page, engagement, and shares.
Understanding the social ROI you’re getting is important, too, especially when you’re running Ad campaigns purely for likes and engagement on Facebook, instead of running campaigns selling a product outright. Social ROI is about building rapport, the slow and soft sell, and gaining you clients over time. To read more about social ROI, you can view this article here.
Yes, you get notifications when someone comments on a post, and you can see that engagement on your page. But noticing that it happens and actually being able to detect trends for a week—for example, a week where you’ve started running ads—is helpful to determine the overall success.
Facebook’s Insights tells you everything you need to know about what happened in a week—new likes, engagement, and more. If you’re using Sponsored Posts, or if you’re boosting posts, you can evaluate engagement easily, comparing it to the engagement on the rest of your posts. In this way, you can see whether the social impact and engagement received (6 likes and 12 comments, for example) was worth, to you, what you paid (maybe $10).
This allows you to see if you’re getting the type of results you want for what you’re paying. You have concrete answers about the social ROI you’re getting, and you can decide whether it’s worth what you’re paying.
You can locate your Page’s Insights at the top of your Page.
2. Google Analytics
Google Analytics, along with the rest of Google’s other tools, is incredible for a lot of reasons, and if you don’t have it installed on your main website and/or mobile apps yet, you should, immediately. Even outside tracking for ROI it’s incredibly helpful in tracking your traffic overall. We use it, and we love it.
Google Analytics boasts giving you all the information about your customers, telling you where they came from, what pages they visit, and what actions were taken. They argue—and are correct—that this makes it easier to connect with new customers by learning what’s working already.
They combine all this information in easy-to-understand charts and reports to help you make sure your Ads are getting you the ROI you want.
To read more about measuring social media ROI utilizing Google Analytics, you can see this great article here.
1. Facebook’s Conversion Tracking Pixel
We mention Facebook’s conversion tracking pixel in a good number of our articles, and talk about it more detail in our recent blog post about how to track your ROI. This pixel is one of the best tools to utilize when you’re tracking your ROI on your Facebook Ad campaigns.
Facebook’s conversion tracking pixel is easily the most effective way to track your ROI coming from Facebook Ads. It’s your most important tool, and it only makes sense that Facebook would come up with the most reliable method to track your ROI on their own ad system.
The conversion tracking pixel will track what actions users take after clicking on your Ad. Do you they get to your site or landing page and click away immediately? Do they click through your site before closing out? Maybe they add to a cart but don’t purchase, or sign up for a newsletter. The conversion tracking pixel is designed to let you know what actions are taken and to keep track of them.
Facebook’s conversion tracking pixel is easy to create and install. You can also create pixels dedicated to tracking different actions, like adds to cart, views of a particular page, purchases, or lead generations.
To see more about setting up a conversion tracking pixel on Facebook, you can see our blog post here, and to learn more about how to create ads that convert, sign up for our Facebook Ads Formula.
Tracking your ROI coming from your Facebook Ads is crucial to long term success and profitability with your Ads campaigns. These tools are all reliable to helping you track your results.
What tools have you used to track your ROI? Leave us a comment and let us know!