This post is the first part of the eBook “25 proven optimizations with Facebook Ads that will increase their conversions,” an advanced guide for you know not only how to advertise on Facebook as well as optimize existing campaigns. To read the complete article, visit this link .
To be able to increase the generation of Leads and business opportunities, many companies turn to paid media, especially to Google AdWords and Facebook Ads.
The speed and ease to create new campaigns and the speed with which the results appear – especially when the media is paid compared to organic channels – are great attractions that make these channels accessible to anyone who wants to start advertising your product or service.
However, it is this feature that often find people who are not reached by these channels, the expected result, and therefore do not believe that a new investment can have a positive return.
This is mainly due to the lack of alignment of that investment with the marketing strategy of the company, which leads to non-enhanced campaigns and no clear objective.
In any case, one must understand that the ads do not sell by itself: it is necessary to understand the dynamics of these tools, this audience profile for each channel and the optimizations and best practices that will make a difference in the results.
In this post, we will bring some strategies we use in Digital and results that you can use to learn how to advertise on Facebook (or optimize existing campaigns) and get higher return on investment.
The Power Editor is an ad management tool on Facebook to perform various actions more quickly, such as create, edit and duplicate campaigns and perform bulk changes.
We consider the use of the Power Editor a prerequisite for working with Facebook Ads more efficiently and productively – so much that we call here hint 0.
In the Power Editor , everything you create and edit is offline , that is, to apply all changes to your ads you must upload the changes through the tool itself, as in the example below:
To start using the Power Editor, visit this link .
The Pixel Facebook is a small snippet of code that you must install on your site for information and perform actions such as:
Thus, to increase (and) your results and decrease the cost per Lead is very important that you have installed the pixel.
To get this code, log into your ad account, go to “Tools” and click “Pixels”.
In the Pixel page, select “Actions” and click on “View Pixel Code”:
With the code in hand, begin the technical part of the installation. At this time, instead of performing the pixel installation directly in the code, we strongly recommend the use of Google Tag Manager. This is a Google service where, from a single source, you can add many others, including the Pixel Facebook Ads. If you prefer that way, we have a post explaining how to use it .
If you have access to the site’s code and want to install without the Google Tag Manager, copy the pixel code and place it between your site’s source code tags.
To verify that the pixel is correctly installed, there is a plugin for Google Chrome browser called Pixel Helper . With this plugin you can find out if the pixel is correctly installed, how many codes the site has and what is the pixel ID.
Many companies think that because they are paying to generate traffic to an offer, should focus on the direct sale of a product, ie direct all ads to a product page or service.
It turns out that not all people are at the time of purchase. As shown Chet Holmes in his book The Ultimate Sales Machine , only 3% of their potential audience is actively looking for your service:
So what we recommend is to align your media buying strategy to a strategy Inbound Marketing , making ad deals for people who are not in the time of purchase.
You can do this by offering something of value to the time of those people, like eBooks, webinars, free tools, templates etc. In return for the offers, people will give you information – such as name, email, company, title, segment etc. – you will use to qualify them and maintain the relationship.
With this information in hand, you can nurture those Leads and make them get faster at the time of purchase.
To fully understand this process of attraction, conversion and relationship (among others), we recommend know the results trail: Learning with Digital Marketing Experts .
If you already have a base Leads, the tip at this time is starting a relationship via Facebook Ads looking for these Leads Facebook and creating a list from them.
How it works: you create a custom audience from a mailing list. After uploading this list, Facebook will see which of those emails are associated with some of its members and create a segmentation to whom you can show ads.
In Digital results, much of our media budget to pay for the ads is focused on generating Leads to attract new users. This allows us to increase our base and we create other forms of relationships, also increasing the chances of closing a sale.
Many people are impressed with some common numbers in Web Analytics: number of pageviews, Twitter followers, people your likes on Facebook, views on Youtube etc.
This type of metric usually do very well for the ego. Responsible Marketing earns credit and admiration in the company and everything seems perfect. Missing, however, an essential point: how much it contributes to sales? After all, selling is the only activity that effectively brings money into the company. All the rest are costs.
One of the great advantages of Digital Marketing is its high capacity measurement, and not use it properly can be considered a waste.
Speaking of Facebook Ads, a very common mistake we see is when companies focus much of their budget on acquisition of fans, ie to increase the number of page tanned.
Of course, quantity is important because it serves as a social event and conveys credibility to many people who do not know the company. It turns out, as we said earlier, focus on this metric will not be something that will bring return on sales directly.
Another factor here is the low organic range: When you share something on the page of your company, this update will not be displayed for 100% of their fans. On the contrary, it will be displayed for a very small share, and to reach more people, you must pay for it.
The recommendation in this case is to focus the ads on “conversions on the site,” as shown in the image below. This is because the final metric (conversions) is in fact something that will have financial impact or immediately when the ad is for a product, or indirectly, when the focus is generating Leads.
To this end, you will be able to show – and prove – the ROI (return on investment) .
Being an indirect and low competition offer, promote blog posts of your company is a good strategy to get traffic at a low cost per click.
With this type of campaign, you direct traffic to your blog and causes that these people have contact with your Facebook Pixel Ads (as we said in tip # 1). This will cause them to be included in their retargeting list, which you can use as a public to direct their campaigns.
To learn more about retargeting, read the post “How to use the retargeting to increase conversion results” .
An extra tip that emerges from this is to enter “Public Information” and find out more about your audience, such as the pages that people like these, their locations, among other things.
In the image below, an example of tanned pages by people who have gone through the Digital Results website.
As we said earlier, a major advantage of Digital Marketing is its measurement capabilities. Every action performed is liable to a fine analysis of the results.
Something that currently happens in most web analytics tools including Google Analytics, is no distinction between the traffic coming from Facebook ads and organic traffic, that is, that did not come from a paid channel.
To work around this situation and be able to correctly measure their Facebook Ads campaigns, we recommend using the URL Builder, a Google feature that allows you to track the origin of personalized traffic and make it easier to analyze the results.
To do this in Facebook Ads, you can put the necessary tags in the advanced option of announcement in “URL markings.” More details are explained in this post: “How to track Facebook ads in Google Analytics” .
The ad manager Facebook Ads is an excellent tool to track the performance of your campaigns (costs, budget, scope, etc.).
It turns out that for a deeper analysis of the results that truly impact the business, you will need other tools – like Google Analytics, used to take better insights of visitors who come to the site, and a tool Marketing Automation as the RD Station , to maintain the relationship with Leads and analyze the results in sales brought by each campaign.
Here at Digital results we use the RD Station to get a complete view of the sales funnel and some more information on Leads, as their purchasing stage and its evolution in the hopper over time.
All this information feeds Marketing BI , functionality that brings, among other information, the sales cycle (general and by source of traffic) and effectiveness of each digital marketing campaign.
This should not come as a tip, but as a prerequisite for everything in Digital Marketing. We have seen several times fail campaigns for errors that could have been perceived in simple tests. For ads is even worse because it is money wasted.
In this regard, it is interesting to always double-check to see if the path of the campaign strategy will work and make sure that you reach your goal.
Before placing an ad in the air or increase your budget to Facebook Ads and start investing heavier, think of all the strategy and what will happen after the Lead click on your ad. Some things you should check:
All this is part of a well-defined Digital Marketing strategy. Check it all before, because even the best campaign in the world with the largest investment in money, can have satisfactory results without the whole strategy is working.
If you want to know more about it now download eBook “25 proven optimizations with Facebook Ads that will increase your conversions” , where besides these early insights there are also tips on auction and budget, creative (banners, images and pieces), positioning and ad targeting and audience.