Measuring Facebook Advertising (NYU Guest Lecture)

transcript

MEASURING FACEBOOK ADVERTISINGNYU GUEST LECTURE

NORMAL PEOPLE DON’T GET EXCITED ABOUT AD PLATFORMS

I’M NOT NORMAL.

HI!I’M A CONTENT MARKETING MANAGER AT HONIGMAN MEDIA, CONTRIBUTOR AT IDEON & DIGITAL MARKETING INSTRUCTOR AT GENERAL ASSEMBLY

I’M JOE GELMAN,

Facebook has built one of the most exciting ad platforms I’ve ever worked with.

WHAT MAKES AN AD PLATFORM GREAT?

• Flexible • Dynamic • Measurable

pixels

Facebook pixels allow you to tie user behavior on your site to

behavior on Facebook

They also allow FB ad analytics to talk to your on-site analytics.

EVILGENIUS?

You’re being watched…

…so start watching back!

JackErwin.com uses a FB pixel, so I decided to see how they would respond to me visiting their site.

Once I visited their site, I’d been tagged!

Instantly after my visit, I was served this ad…

Which I clicked… taking me back to their site.

Then I went to a different product page…

…and it’s no surprise that when I returned to FB this is what I found.

PRETTY COOL, RIGHT?

So how do I get one of these fancy pixels ?

Go to Ads Manager > Tools > Facebook Pixel, then click “Create Pixel”

Name your pixel (something descriptive), then click “create.”

In addition to getting a code that you need to paste once in your top level domain’s <head> section, you can also track specific actions (these need to live

on each page you want to track, ask your developer for help with this).

5 USE CASES FOR PIXELS

THAT FACEBOOK RECOMMENDS

1. Drive more conversions

Source: https://www.facebook.com/business/a/pixel-best-practices

2. Find a larger audience

3. Measure Page post results

4. Calculate ROI

5. Remarket to site visitors

TYING FB TO GOOGLE ANALYTICS

FIND SOCIAL CONVERSION COST

Step 1: Using UTM’s and Segments, determine the cost/benefit of a single FB click. (see article for example)

FIND SOCIAL CONVERSION COST

Step 1: Using UTM’s and Segments, determine the cost/benefit of a single FB click. (see article for example)

Facebook even built a UTM tracker into this, to make it really easy (tag your links, people!)

USE MULTI CHANNEL FUNNELS

THANKS FOR READING!

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Measuring Facebook Advertising (NYU Guest Lecture)

Marketing