measuring facebook advertising (nyu guest lecture)
TRANSCRIPT
MEASURING FACEBOOK ADVERTISINGNYU GUEST LECTURE
NORMAL PEOPLE DON’T GET EXCITED ABOUT AD PLATFORMS
I’M NOT NORMAL.
HI!I’M A CONTENT MARKETING MANAGER AT HONIGMAN MEDIA, CONTRIBUTOR AT IDEON & DIGITAL MARKETING INSTRUCTOR AT GENERAL ASSEMBLY
I’M JOE GELMAN,
Facebook has built one of the most exciting ad platforms I’ve ever worked with.
WHAT MAKES AN AD PLATFORM GREAT?
WHAT MAKES AN AD PLATFORM GREAT?
• Flexible • Dynamic • Measurable
pixels
Facebook pixels allow you to tie user behavior on your site to
behavior on Facebook
They also allow FB ad analytics to talk to your on-site analytics.
EVILGENIUS?
You’re being watched…
…so start watching back!
JackErwin.com uses a FB pixel, so I decided to see how they would respond to me visiting their site.
Once I visited their site, I’d been tagged!
Instantly after my visit, I was served this ad…
Which I clicked… taking me back to their site.
Then I went to a different product page…
…and it’s no surprise that when I returned to FB this is what I found.
PRETTY COOL, RIGHT?
So how do I get one of these fancy pixels ?
Go to Ads Manager > Tools > Facebook Pixel, then click “Create Pixel”
Name your pixel (something descriptive), then click “create.”
In addition to getting a code that you need to paste once in your top level domain’s <head> section, you can also track specific actions (these need to live
on each page you want to track, ask your developer for help with this).
5 USE CASES FOR PIXELS
THAT FACEBOOK RECOMMENDS
1. Drive more conversions
Source: https://www.facebook.com/business/a/pixel-best-practices
2. Find a larger audience
Source: https://www.facebook.com/business/a/pixel-best-practices
3. Measure Page post results
Source: https://www.facebook.com/business/a/pixel-best-practices
4. Calculate ROI
Source: https://www.facebook.com/business/a/pixel-best-practices
5. Remarket to site visitors
Source: https://www.facebook.com/business/a/pixel-best-practices
TYING FB TO GOOGLE ANALYTICS
FIND SOCIAL CONVERSION COST
Step 1: Using UTM’s and Segments, determine the cost/benefit of a single FB click. (see article for example)
FIND SOCIAL CONVERSION COST
Step 1: Using UTM’s and Segments, determine the cost/benefit of a single FB click. (see article for example)
Facebook even built a UTM tracker into this, to make it really easy (tag your links, people!)
USE MULTI CHANNEL FUNNELS
THANKS FOR READING!
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