Case: DuGlemmerDetAldrig Facebook-annoncering
Facebook tilbyder en lang række af annonceringsmuligheder, men for at få det maksimale ud af SoMe-annoncekronerne kræver det, at du strukturerer og vedligeholder dine kampagner og annoncer stringent.
Her får du casen på, hvordan vores datterselskab DuGlemmerDetAldrig, som er en shop for oplevelsesgaver, arbejder præcist og målrettet med Facebook-annoncering. Da webshoppens annonceringsekspert Dovile Remezaite er fra Litauen, er artiklen skrevet på engelsk.
How to get the best ad setup
Facebook uses three levels in their structure: 1) Campaign 2) Ad set and 3) Ad. In our case, the best ad setup is where the campaign reflects the goal of the campaign, the ad set reflects the target audience differences, and the ad reflects the creative part. All three levels are explained in greater detail in the sections below.
1. Campaign level
When you create a Facebook campaign, you need to select a campaign goal, for example website clicks, page post engagement, page likes, video views or other goals. In our experience the easiest way to track the performance and make changes is when you make separate campaigns created for different goals. For example, if you would like to promote your Facebook page in order to get more likes, then you might want to create a campaign only for this purpose.
Additionally, if you would like to increase the website traffic to your website, then you might want to create another campaign for that specific purpose. The naming structure of the campaigns should reflect the goal of the specific campaign and campaign number. For example, the first goal (website clicks) and the campaign for that goal would be named “G0001_C0001”, where G0001 indicates the goal and C0001 indicates the campaign.
The campaign structure would look like this in our account if we wanted to target females who live in Denmark and have specific interests:
2. Ad set level
At this level, you are to choose the audience for the advertisement. When creating ad sets, we usually split our target audience based on location, gender, age, interests and other demographics. So for instance, if you want to target people who are living in Denmark, aged between 18-65 years and interested in sports, you might want to split the audience by targeting different regions, dividing by gender, and making 5 groups based on age.
Again, the naming structure of the ad set should reflect the way that you divide your target audience.
For example, the ad set named “G0001_C0001_DK_F_18-24_I0001” indicates the campaign that we use (G0001_C0001), the city/region (Denmark), the gender (F – female), the age group (18-24 years old), and the interest (I0001 – interest group 1).
All this should be done in order to see which audience is performing the best. For example, the image below indicates that men aged between 20-30 years are those who generate most of the conversions for that particular campaign:
3. Ad level
At this level, you are to create your ad composed of a headline, description (body text), picture, landing page and so on. We usually create several ads in each ad set in order to test different ad parts. Notice that in the example above each ad differs by title and picture.
For instance, the following examples shows two ads that were set up for the same campaign with two different pictures.
At the ad level, the naming structure should reflect the different components used to create the ad. For example, ad name “DK_F_18-24_I0001_T0001_B0001_LP0001_Pic0001” indicates the ad set which the ad is a part of (DK_F_18-24_I0001), the title that we use (T0001), the body text (B0001), the landing page (LP0001) and the picture (Pic0001). We save each of these components in separate documents in order for us to identify them when we do data analysis.
When you create an ad you should keep the following in mind:
- Choose some good quality images that attract attention. You might use an image with colours that contrast with Facebook’s background colour (for example, red). In addition, images with people usually perform well, especially if the picture is with a person looking directly at you.
- Make use of Call-to-Actions, either in the ad text or by choosing a button from the ones that Facebook provides (Book now, Shop now, Learn more, etc.).
- Make use of landing pages that lead to the promoted product directly.
Optimization of campaigns and ads
Once you have collected enough data, you are able to decide which campaigns are profitable and which ones are not. We do this by looking into the amount of money spent on certain campaigns (data from Facebook) and the revenue that we receive from it in terms of the generation of direct and assisted conversions (data from Google Analytics). In other words, we look at the campaign's return on investment (ROI).
At Facebook, data can be extracted from Facebook reports in an Excel sheet.
Google Analytics is a little more complicated to use and needs some explanation: If your ad has a link to a specific page, you can place a tracking code in the URL. In that way you will be able to see whether or not people take action and make a conversion. Google Analytics displays the data that the tracking code collects so that you can evaluate the performance of your ad.
If we use the example above the tracking tags used would be:
As you can see, the source is given as "facebook.com", the medium is given as "ads", the campaign is given as the campaign name that we use and content is given as the specific ad within that campaign.
You can use the Google URL builder tool to generate your campaign URLs.
In Google Analytics it appears like this:
When enough data are collected to measure the effect of the ad, we extract it from Google Analytics by using an Excel add-on called Analytics Edge. As it provides you with basic functions for free, it is a great tool for small and medium businesses.
The illustration below is an example of how to choose metrics and dimensions in order to extract necessary data.
3 general recommendations in sum
- Do testing. When creating campaigns it is important to set up A/B testing in order to continuously optimize ads based on which picture, title or headline is performing the best. This has to be done continuously, so for example, when one ad has been beaten by another variant, you have to replace it with a new one with the purpose of beating the "old" winner.
- Always do tracking. Facebook is a great advertising tool if used effectively. It is important to know which target audiences and which ads perform the best dependent on specific products or services. By tracking your campaigns, you will be able to spend your marketing budget on those campaigns that are generating the highest profit.
- Set different expectations for it. Facebook is different from Google AdWords; when people use Facebook they are not ready to buy at that specific moment compared to when they actively search for a product or service at Google. Therefore, it would be mistaken to expect the performance of your Facebook ads to be similar to the performance of your Google AdWords.
Behøver du hjælp for at komme i gang?
Sidder du nu tilbage og tænker, at det er super smart med et struktureret ad-setup og en kontinuerlig effektmåling ligesom Dovilles, men at det også virker en smule uoverskueligt, så der der hjælp af hente.
Vi har et helt hold af dygtige online marketing-konsulenter, der kan hjælpe dig med at gøre bugt med dine udfordringer og komme i gang med en målrettet og struktureret Facebook-annoncering.