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Được coi là cẩm nang đầu đời khi bước chân vào thế giới Facebook Marketing. Gửi tới các bạn trẻ yêu thích Marketing Online 2 bộ sách hướng dẫn chạy quảng cáo Facebook P1 và hướng dẫn chạy quảng cáo Facebook P2.Một mong muốn cơ bản, nền tảng và định hướng lâu dài với cuộc chiến Online.
ADVANCED FACEBOOK ADVERTISING TURNING THINGS AROUND We started as a social media agency By listening to our customers’ requests, we’ve expanded our agency business offerings to digital marketing in general We create stories and achieve goals together with our clients by providing full digital presence and online advertising Our team consists of experts with various skills, knowledge, and experience Each team member has its own specter of interests, a large number of executed projects and gained knowledge in the field of Internet marketing, programming, designing and public relations, and thus creates a synergy which provides best solutions and ideas We enjoy digital marketing and making your and our goals come true Each one of our results is accomplished through focused and hard work, but with an individual approach to each project, as well We are presenters at conferences such as Web:: Strategija, Web:: Industrija, Weboo and WinDays and we are often among their TOP educators! For our hard work, we’ve received VIDI WEB TOP 100 award in category “Web promotion, community service and social media apps” Still, our work, blog posts and books tell the best story about us Services we offer: SOCIAL MEDIA MARKETING INTERNET ADVERTISING DEVELOPMENT & DESIGN CONTENT MARKETING CONSUTLING & EDUCATION CHAPTERS Upgrade your advertising skills with steps Step ONE: Install Facebook Pixel Installing your Pixel Step TWO: Track conversions How I create a conversion? Step THREE: Use UTM tags 12 The reason 13 Ok, how I create them? 14 Step FOUR (Part ONE): Find your audience 16 Lookalike audience 17 Custom audiences 19 Step FOUR (Part TWO): Use Audience Insights 23 Let’s see the example, shall we? 25 Saving the audience 29 Step FIVE: Find your creative side 30 Get inspired 31 Create your own 32 All this work for nothing? 33 I want everybody to see my masterpiece! 33 Conclusion 36 UPGRADE YOUR ADVERTISING SKILLS WITH STEPS UPGRADE YOUR ADVERTISING SKILLS WITH STEPS This ebook is the follow-up to our “Beginner’s guide to Facebook Advertising.” We hope that you’ve read it and that it was helpful That guide was for the simpler campaigns, and some will agree that that is all they need But for those of you who want to know more, who want to go further with their campaigns, this is THE GUIDE But I know what you are thinking, “Only five steps?!” Yes, only But for every step, you need to put in time and effort to fully understand what you can Take the time it took you to go through the first ebook and multiply it by Something like that Facebook has a lot of very helpful tools and options, and to get the most out of them, you must use them, experiment and test Testing is the basic rule when it comes to advertising You will never, ever have the 100% prediction of your audience, budget, ad creation etc This is why we have tools to help us If you follow and apply these steps, your advertising game will definitely improve But note this; this is only a guide And use it that way Every campaign, page, business, marketing strategy is different This ebook will give you valuable tips and will give you a great insight into what your advanced advertising could look like, but the real learning comes from your campaigns UPGRADE YOUR ADVERTISING SKILLS WITH STEPS STEP ONE: INSTALL FACEBOOK PIXEL STEP ONE: INSTALL FACEBOOK PIXEL When we talk about advanced advertising, almost every story begins with Facebook Pixel Its importance lies in its ability to give you a great insight into your audience and the performance of your ads It helps you understand the actions people take on your website, and that is something you should take into consideration when creating your campaigns, ad sets and ads INSTALLING YOUR PIXEL Go to your Adverts manager and click on the drop-down menu The menu will look like this and under Assets, choose Pixels STEP ONE: INSTALL FACEBOOK PIXEL Click “Create a Pixel” Then you’ll see this: Now, the standard way of creating a Pixel is the lower option “Copy and paste the code.” But this is something you can’t without a developer This method requires copying the Pixel base code and pasting it in the header code of every page on your website The code looks something like this: But for Pixel to understand and distinguish actions taken on your website, you must install the event code Make a purchase, add a product to the basket, subscribe to the newsletter, whatever you want to track, you can If none of the offered options are suitable for your needs, there is also an option for custom events The event code is different for every event you choose to track STEP ONE: INSTALL FACEBOOK PIXEL Example: So, this is the hard way of doing things The first option, “Use an integration or tag manager,” gives you the ability to install your Pixel across a variety of platforms: It’s simpler, and there is no need for a developer Instruction guides are different for every platform, so there is no need to explain every process STEP ONE: INSTALL FACEBOOK PIXEL STEP TWO: TRACK CONVERSIONS STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS Audience Insights gives you info about three types of audiences: 1) Audience connected to your page (great way to understand your existing audience) 2) Everyone on Facebook (helps you understand Facebook users in general) 3) Custom audiences: which we talked about in part one What you should keep in mind is that the number you see in Page Insights may differ from the number you see in Audience Insights Page Insights measures how many people like your Facebook Page, while Audience Insights is based on the number of people connected to your Page that have logged in to Facebook in the past month Two types of data are shown here: 1) information given by users when they fill in their profile information, including age, gender, relationship status, job title, location, Page Likes, etc – Native Facebook data 2) a household income, purchasing behavior, and home value – data available through third-party data partners (Please note that this data is only available for US audiences) So, as you can guess, the idea here is to use this data and these filters to create the audience for your next campaign STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS 24 LET’S SEE THE EXAMPLE, SHALL WE? I’m going to use our Facebook Page for this Let’s say I want to understand our audience, our followers and based on that, get an idea who I should target in our next campaign Under Connections, you can see Pages and there you can choose if you want to look at your audience or the audience that is not connected to your Page in any way If you don’t choose anything, you are looking at everybody on Facebook Avaible reports are: Demographics Activity Page likes Household* Location Purchase* *Household and Purchase are only available for the citizens of the United States STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS 25 DEMOGRAPHICS Job title report is the most important report in this tab for us, so let’s take a look at it As you can see here, we are reaching all the right people The people we want And based on that we can study them and now know who to target and with what Considering the content we publish, this is expected Also, in the demographics tab, we can check out other basic features about our audience like age and gender, relationship status, education level… Note: in every chart, the blue color represents our audience, and the grey color represents the overall Facebook audience STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS 26 PAGE LIKES This tab is split into two sections The first section details the top categories of Pages that the selected audience likes along with the top Pages within those categories The second section outlines the specific Pages that this audience is more likely to like than the average Facebook user Now you’re thinking; “Yes, they like them, but why would this matter to me?” Believe me, it does Use this report Check out your competition and see how people respond to their content In social media marketing, studying your “competition” (not copying them, though!), means a lot See if there is something you can serve your audience that they will engage with, but it your own way LOCATION Within this tab, you can see Top Cities, Top Countries, and Top Languages Let’s say that our next campaign is for American citizens only The smart thing to would be to click on the USA and that way filter out everybody else This way, we can see the distribution of our audience in different parts of the country But maybe you are not an advertising agency, maybe you are a local bakery You will want to reach people from your area, your city Here, you can find that out If you are not reaching them, figure out what is wrong with your content, your ads, your targeting Then after some time passes, come back here again ACTIVITY This tab helps us understand the behavior and activity of audiences on Facebook It is also split into two sections: The Frequency of Activities: This data shows user activity in the last 30 days Activity like the average number of likes of pages, alongside a number STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS 27 of engagements (comments, likes, shares, ad clicks) made in the last 30 days Device Users: The type of devices used to access Facebook Main categories, of course, are Desktop and Mobile, but there is more info than that, like: Android, iPhone, iPad and so on The Frequency of Activities shows us how active this audience is on Facebook In general, the more active audience is, the more engaged it is But, if your audience is very active and you don’t have a lot of engagement on your posts, or your traffic campaign is performing poorly (small number of clicks, high cost per click), then you should consider new, different way of serving them your content, or even different content Device users can help you figure out your next campaign and whether you should place your ads on mobile or desktop Or maybe both Remember, ads don’t look the same on different platforms Optimize your ad text, image, video so that your audience has the best experience STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS 28 HOUSEHOLD & PURCHASE We said that these reports only show the data for people who live in the United States, but we are going to mention them anyway The Household report distinguishes households by their Income, Home Ownership, Household Size, Home Market Value, and Spending Methods Purchase report distinguishes people by their Retail Spending, Online Purchases, and Purchase Behavior These reports could be very useful if you are looking to advertise in the United States and if you are interested in people’s situations However, these reports should be used when you are looking at everyone who is a United States citizen because that way you could learn more about the people Other reports are more useful to you when we’re talking about those connected to your Facebook Page Looking to advertise in San Francisco? Come here SAVING THE AUDIENCE Definitively the best thing this tool has to offer is saving your audiences and using them later You can find them in Power Editor, and you can use them in any of your campaigns To save the audience, simply click on save and you will have the option of naming it But, of course, every audience changes, so after saving your audience, you can come back later and check out the situation STEP FOUR (PART TWO): USE AUDIENCE INSIGHTS 29 STEP FIVE: FIND YOUR CREATIVE SIDE STEP FIVE: FIND YOUR CREATIVE SIDE When we’re creating a new Facebook campaign, we our best in every step of the process At least we think we You can a great job when setting the type of the campaign, targeting your audience, editing placements, setting the budget… But the last part, the “easiest” part, we always seem to overlook and the same thing over and over again Single image, write some text, eye-catching headline and that’s it You think that’s the best you can because you are not creative enough Well, my friends, lucky for you and everyone in digital advertising, Facebook is here to help with Creative Hub One of the best places you will visit GET INSPIRED Creative Hub is a feature in which Facebook lets you look at strategies and ads from others And that includes large world brands It gives you an opportunity to inspire yourself from the work that was created with probably a bigger budget than yours Imagine checking out the work of Chevrolet, MasterCard or Tommy Hilfiger It’s an incredible resource You can see great carousels, slideshows, all kinds of videos, Instagram stories and so on Every possible ad format I know what you are thinking, you probably don’t have that kind of budget, but that doesn’t mean you can get inspired and create something better with what you have It will probably be better than what you have been doing so far STEP FIVE: FIND YOUR CREATIVE SIDE 31 CREATE YOUR OWN After you have been inspired, it’s time to put that to work Go to the “Manage mockups” tab and create one or two You should see this: This is how it looks like when you’re creating a carousel: Take some time, experiment, and with the previous inspiration, you’ll definitely create something better And when you do, other ideas will start flowing in, so stay on this tab and experiment with different ad formats STEP FIVE: FIND YOUR CREATIVE SIDE 32 ALL THIS WORK FOR NOTHING? You know that frustration when your ads keep getting disapproved because of too much text in the image? I mean, you can never evaluate good enough if it’s going to be disapproved or not, so you just go for it Yeah, don’t that Facebook remembers everything Too many of these situations and you could get your account suspended To prevent that, before you create an ad, go to “Image text check” tab It does exactly that You upload your image and Facebook will tell you whether it will be approved or not These are the possible outcomes: I WANT EVERYBODY TO SEE MY MASTERPIECE! When you are done creating your ads, Creative Hub gives you an opportunity to share your work with others Maybe you want to send it to your coworkers that are working with you on the same project Or maybe you need to send it to the client you are doing this for because it needs to be approved before it is out Smart thing to before sending it to anyone would be to view how it looks like on STEP FIVE: FIND YOUR CREATIVE SIDE 33 mobile Because that is how it will be viewed the most by the public When you’re done, save your work (button “save” in the top right corner) After that go to “Manage mockups” and find your mockup Choose the mockup and then click on “Preview Mockup.” You will get a link you can copy and share with your team or your clients BUT HOW DO YOU USE THAT IN YOUR ADVERT? Do you see the button next to the “Preview Mockup”? When you click on it, this window appears: When the “Delivery” is enabled, anyone who has the link below can purchase your mockup as an advert Open that link in a new tab STEP FIVE: FIND YOUR CREATIVE SIDE 34 You will get something like this: Choose the advert account you want to use it in, and click the green “Import” button And that is it You have a new Facebook ad Facebook Creative Hub is a great opportunity for everyone who is involved in Facebook advertising, but especially for freelancers To have that kind of chance to view so many creative works from big brands is amazing But that doesn’t mean that others can’t use it too Remember: this is only for inspiration, so don’t go and copy others work So, every time you are creating a new Facebook ad, come here for a quick scan Maybe something will trigger your imagination STEP FIVE: FIND YOUR CREATIVE SIDE 35 CONCLUSION CONCLUSION We said in our last ebook that simplicity, meaning, goals, and creativity are key elements to successful advertising This is and always will be true But if you are looking to upgrade your advertising game and explore, these are the steps you must make There is much more to the Facebook world of advertising, just like we said in the intro, and therefore, why should we use only a part of it? While going through all of these steps, think about how you could apply them to your business or one of your clients’ business Every Facebook asset is powerful and to learn how to use all of them can’t be done over night So, take this ebook, use it as your guide and slowly start to experiment, learn and analyze We hope it will help you CONCLUSION 37 By with love, February, 2018 https://kontra.agency/ ... SKILLS WITH STEPS 2 STEP ONE: INSTALL FACEBOOK PIXEL STEP ONE: INSTALL FACEBOOK PIXEL When we talk about advanced advertising, almost every story begins with Facebook Pixel Its importance lies in... green “Import” button And that is it You have a new Facebook ad Facebook Creative Hub is a great opportunity for everyone who is involved in Facebook advertising, but especially for freelancers... sees) your ad and converts, takes a valuable action Facebook uses this data to optimize your advert delivery If your conversion window is days, Facebook will use the data from conversions that happened