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Facebook Ad
Analytics, Optimized
CPM and FBX
Remarketing:
 A FRIEND OF A FRIEND: PPC FOR FACEBOOK
John A. Lee
Managing Partner of Clix Marketing – search marketing
agency specializing in PPC, display advertising and
social advertising. In the search game for 7 years.
Articles have appeared on Search Engine Watch, Clix
Marketing Blog, PPC Hero, SEO Boy, Website
Magazine, Wordstream Blog and more.
Facebook Ads & Analytics
STAR TRACK…ING
What Happens on
Facebook Stays on
Facebook… or Does It?
•   Facebook typically is like Vegas.
    Organic and Ads activity stays on
    Facebook.
•   What about the activity
    Facebook Ads can cause on your
    website?
     •   Facebook has conversion tracking
         (again), and it works (we think)!

     •   Tag your ads for your analytics
         service of choice.
Facebook Conversion Tracking

 •   4 Easy Steps
      •   Login to Facebook
      •   Create a Conversion Pixel
      •   Install Pixel On Your Website
      •   Associate Pixel With Appropriate Ads
Facebook Ad Analytics, Optimized CPM and FBX Remarketing: Oh My
Sync Facebook Ads with Analytics

    Google Analytics. Omniture. Platforms like Acquisio. You choose.
    Gain deeper insight into your Facebook traffic.
        Attribution modeling.
        How do demographics, ad messages and images affect website
         activity and conversion?
How Do Facebook Ads Affect
Other Online Marketing Channels?
Tag Your Facebook Ads
 Using Google Analytics as an
 example:
 •   Leverage all UTM parameters.
 •   Medium=CPC, Source=Facebook
 •   Get creative with
     Campaign, Content & Term tags.
      •   Detail
          gender, age, image, message
          type, etc.
      •   Filter data in Analytics to see
          website activity and conversions
          by any of these variables.
What Do You Do With That Data?

    Optimize your ads to age, demographic, image and message.
    Test Facebook-only landing pages.
    Learn information about device and operating systems.
        Segment your ads (yes, you can target mobile only now).
        Use this information to tailor interest targeting.




                                                              Told ya!
Optimized CPM Bidding
SET PHASERS TO OPTIMIZE!
Use Optimized CPM
to Get More Bang for
Your Buck
•   If you set up Facebook
    Conversion tracking, optimize for
    conversions on your website.
•   If you are keeping traffic on
    Facebook, optimize for likes,
    shares, photo views, etc.
•   If all else fails – DO BOTH!
A Tale of 2 Case Studies
 Optimized CPM for Actions                            Optimized CPM for Website
 on Facebook                                          Conversions
    The sole purpose of the campaign was to             This campaign targets older individuals
     expand the organization’s social reach               with disposable income. The product is a
     by generating “likes” on their Facebook              big-ticket leisure item and nearly all
     page. The campaign targeted a small                  marketing is based on lead-gen. The
     area in Oregon and was only aimed at
     women. Target cost-per-action = $2.                  Facebook ads send visitors to an off-
                                                          Facebook landing page where they must
         First 3 months the average cost-per-            fill out a form to be considered a lead.
          action (like) was $3.31.
                                                              The first 2 weeks the average cost-per-
         At the beginning of month 4, Optimized               lead was $87.
          CPM was enabled for Facebook
          actions.                                            At the beginning of week 3, Optimized
         That first month, the cost-per-action                CPM was enabled for “conversions on
          (like) dropped to $1.95.                             my website.”
         Over the next 3 months the average                  The 3rd week cost-per-lead was $58.
          cost-per-action (like) remained at $1.59.
                                                         Success! That was a 33% drop in cost-per-
    Success! That was a 52% drop in cost-per-            lead.
     action.
Facebook Remarketing
THE FINAL FRONTIER
   After Facebook released the
                                     Facebook Exchange (FBX) into the
                                     wild, it was game on.
If Dr. Suess were a                 DSPs quickly expanded service
marketer:                            offerings to include Facebook
                                     Remarketing.
Don’t convert? That will work.
I will find you anywhere.           A few shops like AdRoll and Perfect
                                     Audience made Facebook
Facebook, YouTube… I don’t
care.                                Remarketing their biggest selling
                                     point.
Transfer Display
Remarketing
Knowledge
•   Create segmentations like you
    would for display remarketing.
•   Exclude conversion confirmation
    pages.
•   Create conversion goals.
•   Current ad format – traditional
    Facebook ad (text w/ image).
•   Bid on a CPM basis.
Facebook Remarketing Case Study

    Big ticket leisure item targeting individuals with disposable income.
    Google Display Network remarketing consistently generates
     conversions at $30 CPA.
        This is $5 under client’s CPA goal.
    Facebook Remarketing campaign launched through Perfect
     Audience.
        Since launch:
             1341 clicks. $663 spent. 100 conversions.
             $6.63 CPA. $28 under client’s CPA goal.
What’s Next for
Facebook
Remarketing?
•   New ad formats. Greater control.
•   Remarket in-feed ads.
     •   (in beta with Perfect Audience)

•   Remarket mobile ads.
•   More bidding options.
•   Facebook ads in space???
Thank You!
Want to Chat?
Twitter: @john_a_lee
Email: john@clixmarketing.com

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Facebook Ad Analytics, Optimized CPM and FBX Remarketing: Oh My

  • 1. Facebook Ad Analytics, Optimized CPM and FBX Remarketing: A FRIEND OF A FRIEND: PPC FOR FACEBOOK
  • 2. John A. Lee Managing Partner of Clix Marketing – search marketing agency specializing in PPC, display advertising and social advertising. In the search game for 7 years. Articles have appeared on Search Engine Watch, Clix Marketing Blog, PPC Hero, SEO Boy, Website Magazine, Wordstream Blog and more.
  • 3. Facebook Ads & Analytics STAR TRACK…ING
  • 4. What Happens on Facebook Stays on Facebook… or Does It? • Facebook typically is like Vegas. Organic and Ads activity stays on Facebook. • What about the activity Facebook Ads can cause on your website? • Facebook has conversion tracking (again), and it works (we think)! • Tag your ads for your analytics service of choice.
  • 5. Facebook Conversion Tracking • 4 Easy Steps • Login to Facebook • Create a Conversion Pixel • Install Pixel On Your Website • Associate Pixel With Appropriate Ads
  • 7. Sync Facebook Ads with Analytics  Google Analytics. Omniture. Platforms like Acquisio. You choose.  Gain deeper insight into your Facebook traffic.  Attribution modeling.  How do demographics, ad messages and images affect website activity and conversion?
  • 8. How Do Facebook Ads Affect Other Online Marketing Channels?
  • 9. Tag Your Facebook Ads Using Google Analytics as an example: • Leverage all UTM parameters. • Medium=CPC, Source=Facebook • Get creative with Campaign, Content & Term tags. • Detail gender, age, image, message type, etc. • Filter data in Analytics to see website activity and conversions by any of these variables.
  • 10. What Do You Do With That Data?  Optimize your ads to age, demographic, image and message.  Test Facebook-only landing pages.  Learn information about device and operating systems.  Segment your ads (yes, you can target mobile only now).  Use this information to tailor interest targeting. Told ya!
  • 11. Optimized CPM Bidding SET PHASERS TO OPTIMIZE!
  • 12. Use Optimized CPM to Get More Bang for Your Buck • If you set up Facebook Conversion tracking, optimize for conversions on your website. • If you are keeping traffic on Facebook, optimize for likes, shares, photo views, etc. • If all else fails – DO BOTH!
  • 13. A Tale of 2 Case Studies Optimized CPM for Actions Optimized CPM for Website on Facebook Conversions  The sole purpose of the campaign was to  This campaign targets older individuals expand the organization’s social reach with disposable income. The product is a by generating “likes” on their Facebook big-ticket leisure item and nearly all page. The campaign targeted a small marketing is based on lead-gen. The area in Oregon and was only aimed at women. Target cost-per-action = $2. Facebook ads send visitors to an off- Facebook landing page where they must  First 3 months the average cost-per- fill out a form to be considered a lead. action (like) was $3.31.  The first 2 weeks the average cost-per-  At the beginning of month 4, Optimized lead was $87. CPM was enabled for Facebook actions.  At the beginning of week 3, Optimized  That first month, the cost-per-action CPM was enabled for “conversions on (like) dropped to $1.95. my website.”  Over the next 3 months the average  The 3rd week cost-per-lead was $58. cost-per-action (like) remained at $1.59.  Success! That was a 33% drop in cost-per-  Success! That was a 52% drop in cost-per- lead. action.
  • 15. After Facebook released the Facebook Exchange (FBX) into the wild, it was game on. If Dr. Suess were a  DSPs quickly expanded service marketer: offerings to include Facebook Remarketing. Don’t convert? That will work. I will find you anywhere.  A few shops like AdRoll and Perfect Audience made Facebook Facebook, YouTube… I don’t care. Remarketing their biggest selling point.
  • 16. Transfer Display Remarketing Knowledge • Create segmentations like you would for display remarketing. • Exclude conversion confirmation pages. • Create conversion goals. • Current ad format – traditional Facebook ad (text w/ image). • Bid on a CPM basis.
  • 17. Facebook Remarketing Case Study  Big ticket leisure item targeting individuals with disposable income.  Google Display Network remarketing consistently generates conversions at $30 CPA.  This is $5 under client’s CPA goal.  Facebook Remarketing campaign launched through Perfect Audience.  Since launch:  1341 clicks. $663 spent. 100 conversions.  $6.63 CPA. $28 under client’s CPA goal.
  • 18. What’s Next for Facebook Remarketing? • New ad formats. Greater control. • Remarket in-feed ads. • (in beta with Perfect Audience) • Remarket mobile ads. • More bidding options. • Facebook ads in space???
  • 19. Thank You! Want to Chat? Twitter: @john_a_lee Email: john@clixmarketing.com