fb audience insights, fb pixels and google keyword plannervietnam-emba.com/ad.pdf · google has a...

FB Audience Insights, FB Pixels and Google KeywordPlanner

J. Christopher Westland

2020-04-19

J. Christopher Westland FB Audience Insights, FB Pixels and Google Keyword Planner 2020-04-19 1 / 34

Facebook Audience Insights

Accessed through Facebook Ads Manager, Audience Insights is free to useand provides a huge amount of demographic and behavioral data aboutyour audience and that of your competitors.

This tool was created to enable advertisers to target their ads moreeffectively, but you can use this tool to learn about your audience, even ifyou are not advertising to them. This data can help you improve youroverall Facebook marketing strategy, including stronger buyer personas,more compelling content, and more insightful competitive research.


Data comes from two main sources:

Self-reported Facebook data: This is the information given by users whenthey fill in their profile information, including age, gender, relationshipstatus, job title, location, Page Likes, etc.

Third-party data partners: Information such as household income,purchasing behavior, and home value is also available through externalcompanies that match that data to Facebook user IDs. It is worth notingthis information is only available for U.S. audiences.


Step 1: Choose your audience.

Everyone on Facebook: This gives you an overview of the whole ofFacebook (Note: It defaults to U.S., however you can change this lateron). This should be selected if you want to understand data based onbroad interests or competitor Pages.

People Connected to Your Page: This option directs you to select yourown Facebook Page from all the Pages you manage. This is useful tounderstanding your existing audience.

A Custom Audience: If you are already using Facebook Custom Audiencesyou can select an existing audience here. To create a Custom Audience,you’ll have to upload a list of email addresses. Facebook will then matchthose email addresses with user accounts. If you have a lot of customerdata, this is a really powerful tool that enables you to understanddemographics and behaviors of people you know are already using yourbrand.


Step 2: Select your segment’s parameters.

The location default is United States. If the audience you want to look at isU.K.-based (or any other country), you can change this by typing in the locationbox and selecting the appropriate country. en select the X to remove it from yourscreen.

You can add as many countries as you wish here, or leave it blank to look atFacebook demographics across the world.

Using this menu on the left-hand side, you can now segment your audience byage, gender, interests, people connected to your Page, and more advanced datasuch as behavior, language, education, work, etc.

The Interests option is a great way to uncover competitor or industry information.


Interests

You can search for interest groups here or specific Pages. It is worthmentioning that not all Pages will appear here. It usually depends on sizeof the Page, however there is no definitive logic to this, as some Pageswith 20,000 Likes may not appear, while a Page with 2,000 might. Thebest thing to do is to have a list of Pages and interests, and simply enterthem into this box to see if they appear.

Let’s take eBay as an example. We want to look for the audience of theU.K. Page, which is called eBay.co.UK. If we enter ebaycouk into this box,you can see it appears as an option to select.


Step 3: Explore the data.

Now that we have created our audience of people in the U.K. who likeeBay.co.UK, we can begin to explore the data and understand more aboutthis group of people.

There are six tabs available within the tool, which cover different aspectsof data available. These are:

DemographicsPage LikesLocationActivityHouseholdPurchase


Step 4: Save your audience.

After capturing all of this data and using it to understand your audienceand inform personas and content ideas, you can save this to refer back to,or use to better target your Facebook ad campaigns.

Simply click on ‘Save’ at the top of the Page and you will be given theoption to name your audience. This data can then be found in PowerEditor and selected within your campaigns. You can also use the Openoption to the left of save to access a previously saved audience.


A Facebook Pixel

A Facebook pixel is an analytics tool that measures the effectiveness ofyour Facebook advertising.

By installing it into your website, you can truly gauge your ads’performance because the pixel can track every visitors’ interactions on yourwebsite after they click on your ad.

When someone clicks through to your website from an ad and takes anaction, like completing a purchase, your Facebook pixel will trigger andreport the action in Facebook Ads manager.

This allows you to see if they completed the desired action of the ad likebuying a product or filling out a landing page – all on Facebook.


A Facebook Pixel

The Facebook pixel gives you insight into your marketing strategy becauseit measures your ad’s conversion rate, not just its click-through rate. Thisadds another layer of analytics that paint a clear picture of your buyer’sjourney from ad to purchase. For instance, if one of your ads’ clickthrough-rate is high, but the conversion rate is low, then your ad creativeand landing page probably aren’t aligned.

You can also use website visitor and customer data collected from yourFacebook pixel to refine your distribution strategy in several ways.


Optimization

Your Facebook pixel helps you bid specifically for conversions on Facebook.

After collecting enough Facebook lead and customer data, Facebook willonly show your ads to users who are most likely to convert or buysomething from your website.


Remarketing

You can set up remarketing campaigns to past customers who’veconverted through a Facebook ad or users who have visited your websiteor certain web pages by clicking through one of your Facebook ads.


Create lookalike audiences

Once your pixel tracks a minimum of 100 conversions, you can create alookalike audience of your website visitors and past customers onFacebook and advertise to them.


What Actions Can a Facebook Pixel Track?

When someone takes an action on your website after clicking on an ad, yourFacebook pixel records it as an event. Facebook can track 9 of them:

View content - Track key page views (article, landing page, product page)Search - Track searches on your website (product searches)Add to cart - Track when items are added to cartAdd to wishlist - Track when items are added to wishlistInitiate checkout - Track when people enter your checkout flowAdd payment info - Track when people add payment information during thecheckout flowMake purchase - Track purchases or checkout flow completions (landing onpurchase confirmation page)Lead - Track when someone becomes a lead (form submission, sign up fortrial)Complete registration - Track when someone completes a registration form(complete subscription, sign up for a service)


You create a Pixel on Facebook Ads

To install a Facebook Pixel into your website, you have three options:

Option 1: Use a Facebook website partner to install your pixel.

Option 2: Manually install the pixel.

Option 3: Email pixel installation instructions to one of yourdevelopers.

After this, you can track the events that matter to your business.

To track the most important actions users take on your website, you needto add code to specific web pages. It will tell Facebook when someone hastriggered an event on those pages.


R Code to extract data from FB Audience Insights

# available at https://github.com/Deducive/FBinsightsR

install.packages('devtools')library(devtools)install_github('Deducive/FBinsightsR') # hit '1' to install all the dependent packageslibrary(FBinsightsR)library(tidyverse)

token <- 'EAAGQl8bFZAioBAAk3Bj5rmy68vElwj65aEZA13ZC9Du3vOhZCfox9LdfhUFpLmwvGmIwwqX6k8Ensgu414P5kOEawcwb79VXv6R5qtfBlKjOAGsGUnG9ZCwydaVes0FQdtQRnuZBmOK6ivQz4GoUFjXEozDJ5kysHM18JhqzH80cdyxQuQ4uKNp2BdbxpbLjZCUbukT8eGShQZDZD'

account <- 'Anger Management'

start <- "2020-03-11"end <- " 2020-04-11"

level <- "account"period <- "1"

fbins_ag(start, end, level, token, account )

fbins_summ(start, end, level, period, token, account )


Keyword Planner Tool

Google has a free keyword research tool that allows you to do just that:Google Keyword Planner (formerly the Google Keyword Tool).

Google Keyword Planner gets a bad rap, especially since Google removedthe ability to see exact monthly search volumes. Now they just show avague range.

You can get these back, but you have to run an AdWords campaign. Thiscosts money.


To Gain Access to Google Keyword Planner (for Free)Google Keyword Planner is free to use. You just need a Google account.

Set up an Ads campaign, and when you see the “What’s your main advertisinggoal” screen, don’t choose any of the three options. Hit the small “Expert Mode”at the bottom

Note: here’s yet another quirk in Google Keyword Planner: Google onlydisplays this link in browser windows of a certain width.If you don’t see the link, try resizing your browser window to make it wider.

On the next screen, hit the “Create an account without a campaign” link. (It’sanother small one.)

Hit the “Submit” button on the next page. (Don’t worry; Google won’t ask forcredit card details.)

Hit the “Explore your account” link.

Next, click the “Tools” link on the menu bar and hit “Switch to expert mode.”

Follow the prompt to confirm the switch.

Finally, hit the “Tools” link on the menu again, and you should see a link to theKeyword Planner.

You now have access! No need to enter billing info or run an AdWords ad.


How to Use Google Keyword Planner

Google Keyword Planner gives you two options to get started, which are:

Find keywords: Get keyword ideas that can help you reach peopleinterested in your product or service;

Get search volume and forecasts: See search volume and otherhistorical metrics for your keywords, as well as forecasts for how theymight perform in the future.

Both options take you to the Keyword Plan, but what you see will varyslightly depending on your choice. These are not two separate standalonetools.


“Find keywords”

Do you want to discover new keyword ideas? Start here.

… per Google’s instructions, just “Enter words, phrases, or a URL relatedto your business.” Google will then kick back some keyword suggestions.

For each suggestion, you’ll see:

Avg. monthly searches; Competition; Top of page bid (low range); Top ofpage bid (high range) But you’re not limited to single words; phrases alsowork. And you can enter up to ten seed keywords/phrases at a time.

There’s also the option to use a URL or website as the seed.

You can enter up to ten seed keywords and a URL at the same time, butwhatever you do, Google will never show more than a few thousandkeyword suggestions.


Historical

1 Go to the “Historical Metrics” tab and you will see 12-month averagesearch volumes for your keywords. These are the same ranges you seewhen starting with the “Find new keywords” option.


Unlock EXACT search volumesHere are two ways you can use to get some exact numbers… for free.

Method #1: Look at the estimated impressions for max. CPC Begin byadding some keywords to your plan. You can do this by manually enteringa list of keywords into the “Get search volumes and metrics” tool.

Alternatively, check some keywords in the Keyword ideas view and addthem to your plan like that. Just make sure to select the “exact match”option when prompted.

Go to the Keywords view.

Hit the drop-down and make sure the max. CPC is set as high as possible.You can do this by clicking on the right-hand side of the graph, like so:

Now pay attention to the “Impressions” column. This tells you theestimated number of impressions your ad would get over the course of thenext month if you were to run it for those specific keywords.

Method #2. Install Keywords Everywhere

Keywords Everywhere is a free Chrome extension that adds search volumeand CPC to the websites you already use: Google, YouTube, Amazon, etc.

It’s also available for Firefox.

This it also brings search volumes to Google Keyword Planner.


Find the questions people are asking

Knowing what questions your audience are asking can be super-useful forcoming up with content ideas.

But you don’t need to use a separate tool for this. With a little hacking,you can do this in Keyword Planner.

Filter > Keyword text > contains > enter one of the following: who, what,why, when, where, how.

Repeat the process for the other five suppositions.

There are some great content ideas in here, such as:

what is link building;what is search engine optimization;what is the best seo tool; etc.


Find lucrative keywords by looking at suggested bid

Keyword suggestions are all well and good, but how do you know whichare valuable to your business?

You could sift through them all manually but this is no fun, especially ifyou have hundreds or thousands of keyword ideas.

My recommendation? Use the “Top of page bid (high range)” column.

Here’s Google’s definition of what this is:

“Top of page bid (high range)” shows the higher range of what advertisershave historically paid for a keyword’s top of page bid, based on yourlocation and Search Network settings. The average CPC of your keywordsmay vary.


See keyword volumes for local areas… right down to theCITY level

Most keyword research tools are incapable of telling you how many peoplesearch for a term in specific states, cities and other localized areas. Theyjust show search volumes for the entire country.

Such volumes are somewhat useless when it comes to local SEO.

Let’s say that you’re a plumber. Using the impressions → search volumeshack (#1), we can see that the term “plumber” will receive an estimated~286K impressions over the next 30 days.

But plumbers don’t serve the entire country. That would be impossible.

Just start typing a location into the location filter at the top. Let’s try itfor Los Angeles (city).


See which devices people are using (and which you shouldbe optimizing for)

People use many types of device to browse the web these days, namelysmartphones, laptops, and tablets.

Each of these have very different screen sizes, which means it’s difficult toperfectly optimize your site for all of them.


Crawl Keyword Planner with RSelenium

Google’s HTML is well structured, which makes querying fairly easy:library(RSelenium)driver<- rsDriver(port = 4567L, browser="chrome") # you can change the port if it is already occupiedremDr <- driver[["client"]]#navigate to the keywordplanner page that you have openremDr$navigate("https://ads.google.com/aw/keywordplanner/home?ocid=471065411&authuser=0&__u=6239344379&__c=3866888939")

Once you’ve done this, sign into Google Ads manually


Come up with a set of all keywords that help you assessyour market.

In some verticals, such as SEO this is rather simple, as the lingua franca ofSEOs and web analysts is English. For other products or services, youmight have to use a set of keywords in multiple languages to generatemeaningful and comparable data.

We enter the keyword we’d like to analyze at “Get search volume data andtrends”. You can enter up to 3000 keywords (if you plan on using >100keywords, make RSelenium save the data as .csv first), we used a set ofabout 30 keywords.


Regions

Before you can start crawling, you need a list of all regions (cities,countries, regions) that you’d like to generate data about. We pulled a listof all countries off Wikipedia and imported it to R:#Import list of countries (you get access to a lot of detailed information on regions including ISO3 codes with this dataset)

library(rworldmap)temp_map = getMap(resolution='coarse')countries <- as.data.frame(temp_map@data$ADMIN.1)


Query the first keywords without region to testTo get to the right URL, you need to query AdWords manually once, using your keyword set and without choosing any region atall.

Now start the loop, that will insert the regions, query AdWords and save the results:for (i in 1:nrow(countries)){#Navigate to Data#click on locationscss<-".spMb-z > div:nth-child(1) > div:nth-child(3) > div:nth-child(2)"x<-try(remDr$findElement(using='css selector',css))x$clickElement()#delete current locationscurrent_loc<-"#gwt-debug-positive-targets-table > table:nth-child(1) > tbody:nth-child(2) > tr:nth-child(1) > td:nth-child(3) > a:nth-child(1)"x<-try(remDr$findElement(using='css selector',current_loc))x$clickElement()#click to insert textcss<-"#gwt-debug-geo-search-box"x<-try(remDr$findElement(using='css selector',css))#insert some stuff to be able to add datax$sendKeysToElement(list("somestuff"))x$clearElement()y<-as.character(countries[i,])x$sendKeysToElement(list(y))Sys.sleep(5)#take the first hitfirst_hit<-".aw-geopickerv2-bin-target-name"x<-try(remDr$findElement(using='css selector',first_hit))x$clickElement()#click savesave<-".sps-m > div:nth-child(2) > div:nth-child(1) > div:nth-child(1) > div:nth-child(2)"x<-try(remDr$findElement(using='css selector',save))x$clickElement()#Save the dataSys.sleep(5)#get the searchvolumeavgsv<-"#gwt-debug-column-SEARCH_VOLUME_PRIMARY-row-0-0"x<-try(remDr$findElement(using='css selector',avgsv))searchvolume[[i]]<-x$getElementText()#get the bidscpc<-"#gwt-debug-column-SUGGESTED_BID-row-0-1"x<-try(remDr$findElement(using='css selector',cpc))sug_cpc[[i]]<-x$getElementText()}


Clean the Dataset

#clear the datasetc<-as.data.frame(sug_cpc)c<-t(c)euro <- "\u20AC"c<-gsub(euro,"",c)c<-as.data.frame(as.numeric(c))s<-as.data.frame(searchvolume)s<-t(s)s<-gsub(",","",s)s<-as.numeric(s)#bind the dataall_countrys<-cbind(countries, s, c)#clear the data from small countrys and wrong data (some small countrys don´t make really sense, so we eliminate them)all_countrys<-sqldf("SELECT * from all_countrys where s <200000 and c<30")#countrys as UTF-8all_countrys$country<- stri_encode(all_countrys$country, "", "UTF-8")


Generate a Scatter Plot

#Plot with plotlylibrayr(plotly)a <- list(title = "search volume")b <- list(title = "costs")our_plot<-plot_ly(all_countrys, x=~s, y=~c, text=~country) %>%layout(xaxis = a, yaxis = b, showlegend = FALSE)#show_plot and view dataour_plotView(all_countrys)


Evaluating the results of the selected keywords

Figure 1: Keyword Plot

On the X-axis you see the costs per click, on the Y axis the search volume per country.

The US market strongly dominates the volume for SEO related keywords and is far off on the right. Note that the US is alsopretty far up the top, which means high marketing expenses per user.


Segmenting Markets

Figure 2: Keyword Plot

As a start-up, we’re looking for a large yet less competitive market for our paid ads (and focus on less costly marketing strategiesin the US). So we ignore the US and adjust our plot a bit:

We segment the markets into four: “small and cheap”, “small and expensive”, “big and expensive” and “big and cheap”. Aswe’re constrained by limited funds, we focus on the cheap markets (bottom) and ignore the expensive ones (top). As the initialeffort to set up a marketing campaign is the same for a “small and cheap” (left) and a “big and cheap” (right) region, wenaturally opt for the big ones (bottom right).

According to the data, the cheapest yet sizable markets to penetrate are countries such as Turkey, Brasil, Spain, Italy, France,India, and Poland. There is significant search volume (=interest) about SEO related topics and low costs per click (=littlecompetition), which – in theory – should make market penetration fairly cheap and easy.


fb audience insights, fb pixels and google keyword plannervietnam-emba.com/ad.pdf · google has a...

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