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THE MOST COMMON FACEBOOK AD
MISTAKES
(AND HOW TO AVOID THEM)
AGENDA SPEAKERSINTRO
THE STATE OF FACEBOOK ADS
ACCOUNT SETUP MISTAKES
AD MANAGEMENT MISTAKES
Q&A
LAUREN GREENBERGSOCIAL MEDIA ANALYST
RACHEL YANEYSOCIAL MEDIA ASSOCIATE
STEPHEN MURPHYDIRECTOR OF MARKETING
PAID SEARCH | SEO | DISPLAY PAID SOCIAL | AMAZON | MARTECH
DECODINGWHAT MAKES PEOPLE CLICK
Employees
Global Offices
Retail Clients
Certifications
130+
3+
120+
315+
YOU?
GET A SOCIAL “SPEED AUDIT”www.netelixir.com/contact
FACEBOOK ADS HAVE SEEN AN INCREDIBLE RISE
2018 PROJECTS FACEBOOK TO
BE >20% GLOBAL AD
MARKET SHARE
THE APPEAL IS ESPECIALLY
HIGH IN RETAIL
SMALL BLUNDERS CAN HAVE A MAJOR IMPACT ON YOUR RESULTS
LET’S DIG IN!
MISTAKE #1: POOR CAMPAIGN
ORGANIZATION
MISTAKE 1:POOR
CAMPAIGN ORGANIZATION
• Bad campaigns start with a poor account setup
• Difficult to manage long-term
• Makes reporting a nightmare
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Ad Set 1
Ad 1
Ad Set 2
Ad 2
Ad Set 3
Ad 3
Ad Set 4
Ad 4
SOLUTION:BUILD A CLEAR
HIERARCHY BEFORE YOU
START
• There’s no “definitive” way to do it, but in general focus on:
• Campaign = Objective• Ad Set = Audience• Ads = Specific Offers, Ad Type, Ad Copy
Variation
Campaign 1
Ad Set 1
Ad 1
Ad Set 2
Ad 2 Ad 3 Ad 4
ORGANIZED CAMPAIGN HIERARCHY EXAMPLE
Prospecting Buyers
Ad 1
Lookalike Shoe Buyers
Ad 2
Shoe Buyers Handbag Buyers
Ad 1 Ad 2 Ad 1 Ad 2 Ad 1 Ad 2
Retargeting Buyers
Lookalike Handbag Buyers
MISTAKE #2: NO NAMING CONVENTION
• Similar to our first point, lack of naming convention makes reporting and historical analysis a nightmare
• Especially when you transfer to an agency or bring on new team members
MISTAKE 2: NO NAMING CONVENTION
• Create a naming convention that is consistent, intuitive and flexible
• Your naming convention can include information like:
• Objective
• Audience• Ad Type
• Frequency
• Date • Number of Creatives
SOLUTION:A NAMING
CONVENTIONGUIDE FOR
ADS!
aug_dresses_carousel_v1
month_category_adtype_version
Key• nxp: this stands for NetElixir prospecting• dib: this stands for demographic, interest, behavior. This means we are targeting the campaign to that criteria• lal: this stands for lookalike and means the campaign is using a lookalike audience
MISTAKE #3:BOOSTING POSTS
MISTAKE 3:BOOSTING
POSTS
• It may be tempting to hit the Boost Post button…but you must resist!
• We tend to see higher CPC, lower conversions
SOLUTION:CREATE A PAID
AD
• While it may take a little more time, having the discipline to build an ad will yield better results
• More control over CTA, outcomes, and targeting
• Let’s take a look at a real client test we ran…
KEY FINDINGS:• Boosted post performed better for actions taken on Facebook (Reach,
Page Engagement, Relevance Score)
• Paid Ad performed better on business KPIs (CTR, Orders, Sessions, CPC)
ACTUAL TEST:
MISTAKE #4: EDITING LIVE CAMPAIGNS
MISTAKE 4:EDITING LIVE CAMPAIGNS
• The learning phase starts over
• Difficult to compare the effects of changes
• May cause an interruption in service
SOLUTION:DUPLICATE
BEFORE CHANGING
• Duplicating keeps the old ad alive while you get the new one running
• Allows for seeing effects of the new changes
• Easier to switch back to original if needed
ORIGINALLAL_EMAIL_SUBSCRIBERS
DUPLICATED AD:LAL_EMAIL_SUBSCRIBERS_JUNE
MISTAKE #5:RESTRICTING PLACEMENTS
MISTAKE 5:RESTRICTING PLACEMENTS
• Facebook allows you to choose where on the platform to show your ads…but should you?
• Selecting only one or two placements can hamper your reach, conversions, and clicks
SOLUTION:TRUST THE
ALGORITHM
• Select all the placements when running new campaigns or ads
• After getting sufficient data, you can filter out each placement to see its performance
MISTAKE #6:RUNNING THE SAME
CREATIVE
MISTAKE 6:RUNNING THE
SAME CREATIVE
• Creating new ad copy, imagery and CTAs for every campaign can be tedious, but you’ll miss out on valuable opportunities
• The creative should be based on the audience seeing the ad
SOLUTION:MAP YOUR
CREATIVE TO AUDIENCE SEGMENTS
• Tailor ad copy and creative specific to your audience
• Avoid grouping gender specific creatives together
• Test which copy and creatives resonate best with your audience
Prospecting Retention
Introduce the brand and unique selling points
Inspire to repurchase or take a desired action
MISTAKE #7:YOUR AUDIENCES ARE TOO
BROAD
MISTAKE 7:YOUR
AUDIENCE IS TOO BROAD
• You can no longer get away with targeting large, broad audience groups and expect great results
• More advertisers on Facebook = more competition
• Lower quality traffic
SOLUTION:HYPER
TARGETING IS YOUR FRIEND
• Take advantage of Facebook detailed interests, custom audiences, and high LTV audiences
• Use your website pixel to create website visitor audiences and lookalike audiences
MISTAKE #8:IGNORING EXCLUSION LISTS
MISTAKE 8: OVERLAPPING
AUDIENCES• Wastes your budget on the same audiences
• Ad sets will compete against each other in the auction
• Plummeted performance on ad sets
SOLUTION: ADD AUDIENCE
EXCLUSIONS
• Add the appropriate audience exclusions to specific ad sets
• Existing buyers to prospecting• Lookalikes from lookalikes
• Current email subscribers to lead generation
• Utilize the delivery insight tool feature
LEAD GENERATION
EXAMPLE
PROSPECTING EXAMPLE
MISTAKE #9:YOU AREN’T RUNNING
DYNAMIC ADS
MISTAKE 9: YOU AREN’T
RUNNING DYNAMIC ADS
• Showing users less tailored content
• Failing to utilize retargeting and broad targeting audiences feature
• Ad fatigue is more common
SOLUTION: DYNAMIC
PRODUCT ADS ARE YOUR BFF
• Retargeting users with products they viewed/added to their cart
• Find users who haven’t visited your website, but are looking at similar products
• Show users a specific product set and let Facebook choose which products to feature
• Saves client and agency time
MISTAKE #10:YOU AREN’T LOOKING AT
THE RIGHT METRICS
MISTAKE 10: YOUAREN’T LOOKING AT
THE RIGHT METRICS
• Not all metrics are created equal, but there are so many too choose from
• It’s a common mistake to focus on the wrong metrics when they aren’t relevant to campaigns
SOLUTION:ALIGN YOUR METRICS TO
YOUR BUSINESS OBJECTIVES
• Understand the true definition of what each metric is
• Knowing the appropriate time to use each metric
• Understanding which metrics matter
• Landing page views vs. link clicks
• Click through rate (link) vs click through rate (all)
Goals Engagement Conversions
Metrics • Shares• Mentions• Comments• Reactions• Likes
• Website purchase conversion value
• Orders• Return on Ad Spend
WHAT TO DO NEXT
SUGGESTIONS
• Do an audit of your account setup. Are you satisfied with the current state?
• Learn about the many features of the Facebook Ad Platform, including the advanced features.
• Document your strategy and see if you are making any of these mistakes on your own.
• Train your team on these points!
GET A SOCIAL “SPEED AUDIT”www.netelixir.com/contact