Download - 5 Most Common Facebook Ads Mistakes
5 Most Common Facebook Ads MistakesLukas Krejca
5 Most Common Facebook Ads Mistakes
1) You don't set up goals2) Your targeting is broad3) You don't test different creatives4) You don't use all what Facebook offers5) You use auto-bidding & don't optimize
Who Am I
Lukas KrejcaSenior Account Strategist@lukaskrejca
Lukas KrejcaSenior Account Strategist@lukaskrejca
@roihuntercomRoihunter.com
Right message
Right settings
(bids, budget, etc.)
Right targeting
Where the magic
happens
Why should I care?
#1You don't set up goals
New User Acquisition
Remarketing
Cross-SellUp-Sell
Make Users ConvertGoal Example: ROI, CPL
Increase Customer Life-Time ValueGoal Example: ROI
Get Qualified TrafficGoal Example: CTR 2% +
Fit Your Goals To The Funnel
What are Performance Goals?
Return On Investments (ROI) Cost Per Transaction (CPT) Cost Per Lead (CPL) Cost Per View (CPV)
What are NOT Performance Goals?
Number of likes Number of impressions Number of clicks
How to track performance goals?
+ +1)
2)
UTM tags + Google Analytics + Excel1) Add UTM tags to your adsYou can do this in field Tracking on Ad level in Power Editor or Facebook Ads Manager. Read more about UTMs: lukaskrejca.com/utm-parameters
Name Revenue Spend ROI
Campaign 1 $15,461.40 1968.21 7.86
Campaign 2 $12,992.05 2725.94 4.77
Campaign 3 $11,067.80 1744.14 6.35
Campaign 4 $10,683.33 1703.01 6.27
Campaign 6 $7,246.63 563.17 12.87
2) Find Your Campaigns In Google AnalyticsFind your Facebook campaigns in Google Analytics. Download the report to Excel.
3) Add Spend data from FacebookFor every campaign find spend on Facebook and fill in to the sheet. Now you can calculate ROI = Revenue / Spend.
Facebook Pixel Conversion Tracking
Implement Facebook Pixel (Guide: https://www.facebook.com/business/help/952192354843755)
Set up Conversion Events and/or Custom Conversions Analyze performance in Facebook Ads Manager
Challenge: How to have all data in one dashboard?
#2 Your Targeting Sucks Is Broad
On Facebook You CanTarget Your Ad With
Gender Exact Age Country / City Device Interest Job Education Behavior (online shoppers) Family status (parents)
Your Target Group is not“All Users from UAE 18-65”
New User Acquisition
Remarketing
Cross-SellUp-Sell
Website Custom Audience, DPA, App Users
Custom Audiences
Use Interests, Behaviour, Demographics, Geographic, Family Status, Lookalike, etc.
Fit Your Targeting To The Funnel
How to Split Audienceby age and gender in Power Editor?
Challenge:How To Split Audience By City, Interest and whatever else?
Avoid Overlapping
Your Prospecting campaign
Your Remarketing campaign
Find Out Where Overlapping IsIn Ads Manager go to (Tools) Audiences Tick Audiences Show Overlap→ →
Keep Overlapping In Mind
Always exclude your remarketing audience from prospecting campaigns
Always exclude buyers from remarketing campaigns Check overlapping between prospecting audiences
#3You Don't Test Different Creatives
Always test at least 2 Ads You can test
Images Headlines Description texts Call to action buttons Landing pages
Test creatives in Power Editor
1) Duplicate original ad2) Edit Image / Text in new copy
Challenge: How To Test Dozens Of Creatives In One Click?
#4You don't use all what Facebook offers
Facebook offers cool featuresfor Advertisers
Custom Audiences Dynamic Product Ads Lookalike Audiences
Remarketing
Remarketing on Facebook
Remarketing On Facebook Remarketing of website visitors Cross-sell (bought iPhone, I offer him accessories) UpSell (bought shoes 2 months ago, I offer new collection) E-mail list App Users Cross-Platform (send desktop users to app)
New Remarketing On FacebookWCA 3
Frequency - Example: People who have visited this page more/less than 3 times. Time Spent - Example: People who spent more than 2 minutes on my website Aggregated Values (SUM, MIN, MAX, AVG)
Example: People who spent more than $100 dollars in the past 30 days Example: People who had fewer than three transactions in the past 90 days
Device - Example: People who accessed my website while on an Android phone
Dynamic Product Ads
Dynamic Product AdsBest Practices
Test different time segments Test different placement
Mobile Newsfeed Desktop Newsfeed Right-Hand side
Test single image vs. carousel Always exclude buyers (!)
Lookalike Audiences
Facebook will find users with behavior similar to your audience Use it for reaching to new visitors
Create Lookalike AudienceIn Ads Manager go to (Tools) Audiences Create Audience Lookalike Audience→ →
#5You Use Auto-Bidding
& Don't Optimize
Autobidding
Auto-bidding usually works only in short-term You can't optimize bids You don't have CPC under control (my record CPC is $50)
Why Should You Optimize?
Optimization
Increase bids / budget for good performing ad sets Decrease bids / budget for bad performing ad sets Stop worst performing ad sets Stop worst performing creatives Learn what type of creative works for which audience
www.lukaskrejca.com/how-to-optimize-your-facebook-advertising-bidding/
Challenge: How To Automate The Routine?
With Optimization You Can Achieve Miracles
THANK YOU!
FOR MORE INFO SEEwww.roihunter.com
@roihuntercom
Send me your feedback:[email protected]
@lukaskrejca