key learnings from creating 8000+ facebook ads campaigns @ #mancsas

VISITwww.polestardigital.com

[email protected]

CALL+447887851818

FOLLOW@nedpoulter

FACEBOOK ADVERTISING:

KEY LEARNINGS FROM CREATINGOVER 8000+ FACEBOOK CAMPAIGNS

https://twitter.com/NedPoulter

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…


@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


@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


@NEDPOULTER

http://sproutsocial.com/landscape

http://sproutsocial.com/landscape

OR THIS…

USE THIS TOOL TO MAKE IT EASIER - https://www.canva.com/


@NEDPOULTER

https://www.canva.com/

https://www.canva.com/

NOT FORGETTING THIS…

USEFUL RESOURCE - http://www.jonloomer.com

/2015/05/11/facebook-image-dimensions-2015/


@NEDPOULTER

http://www.jonloomer.com/2015/05/11/facebook-image-dimensions-2015/




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


@NEDPOULTER

SOME PARTICULARLY POWERFUL ONES ARE:

TIP: ALSO LOOK OUT FOR ‘BRAND AWARENESS’ (IT’S > PAGE POST ENGAGEMENT)


@NEDPOULTER

ALSO LEAD GEN ADS FTW


@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)


@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!)


@NEDPOULTER

FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL


@NEDPOULTER

FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL

• CREATE CUSTOM REPORTS EXCLUDING THE FAFF, THEN SAVE THEM


@NEDPOULTER

THEN BUILD AN EXCEL/GOOGLEDOCS REPORTING TEMPLATE


@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!


@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


@NEDPOULTER

AN EXAMPLE [INCL. CONVERSION TRACKING]

{% 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 %}

CUSTOMISED FOR A CLIENT’S SHOPIFY SITE


@NEDPOULTER

GET SMART WITH REMARKETING


@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


@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

[email protected]

CALL+447887851818

FOLLOW@nedpoulter

https://twitter.com/NedPoulter

key learnings from creating 8000+ facebook ads campaigns @ #mancsas

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