Facebook Rolls out New Campaign Structure

Starting in early March Facebook began rolling out a new campaign structure, many have commented on the similarity to Google AdWords’ account structure.

Facebook goes from having two levels: campaign and ads, to having three – campaigns, ad sets (read ad groups) and ads.

Migration

Campaigns will be automatically upgraded to the new structure, and the migration will not impact the delivery, spend or performance of your existing ads. Furthermore, you will have access to the historical data of your existing campaigns and ads.

Campaigns
Campaigns can be linked to the advertiser’s campaign objectives, e.g. brand awareness or driving traffic to your website. According to Facebook the redesign has been built to help advertisers optimise and measure their results for each of their objectives across campaigns ad sets and ads.
Each campaign can have multiple ad sets, of which each can have its own budget and ad schedule. In addition, the ad delivery system will be geared to delivering the best-performing ad within the ad set.

Ad Sets
Ad sets may contain multiple ads which can have different images, links, video or text. Creative, targeting and bidding will still be managed at the ad level.

Conversion Tracking for Facebook Ads

One element that justifies any marketing budget towards digital media is measurement and being able to prove Return on Ad Spend (R.O.A.S). There are many ways to track and measure ad performance, but conversion tracking is easy for most people to understand. In simple terms, Conversion Tracking is when a piece of web code is placed on the confirmation page of your website, normally the “Thank you for purchasing/enquiring/subscribing” page. This code only renders after the desired action on the website has been completed, therefore a successful and accurate conversion is recorded. The conversion can then be attributed right down to a specific ad or keyword and in most cases is a powerful metric for determining campaign success.

Google AdWords conversion tracking has been available for a few years, but very recently Facebook woke up and gave all Facebook advertisers access to conversion tracking for ‘off-Facebook’ ads. These are ads that direct people away from Facebook and onto a different web address (i.e. your landing page/website). We have tested Facebook Conversion Tracking and it works much the same as Google AdWords:

To generate a Conversion Pixel, simply navigate to the Facebook Ads Manager and select “Conversion Tracking” on the left hand side.

Facebook-Conversion-Tracking

Then click “Create Conversion Pixel” in a green button on the far right, give it a name and select the conversion category.

Facebook-Conversion-Tracking-Pixel

A Java Script code will be generated after you create the conversion pixel, copy this code and place it on the confirmation page of your website (instructions for your developer), then join all the dots in your Facebook Ads Manager by linking your ads to the Conversion Pixel (edit your ad, tick the Conversion Tracking box and select the corresponding Conversion Pixel). Next you’re ready to check the tracking status of your Conversion Pixel. This can be done by visiting the conversion page where the code was placed, thereafter in your Facebook Ads Manager, the tracking status should be updated to, “Active” (people who have visited the conversion page within the last 24 hours). The Facebook Conversion Pixel will only report conversions that happened as a result from clicking on a Facebook ad.

Along with conversion tracking, Facebook offers Optimised CPM bidding for conversion driven campaigns, not only focusing on clicks. Optimised CPM bidding will dynamically adjust your bids in order to capture the highest-value impressions that are most likely to convert, in-line with your campaign goals and hence delivering the best possible ROI. It is said that Optimised CPM campaigns will deliver better returns than CPC or CPM campaigns, but standard CPC or CPM bidding is still available for the automated skeptics.

Our tests over the last four weeks have converted post click and at a reasonable cost. Conversions fall under “Actions” in your Facebook reports, so you can run an “Actions by Impression Time” report and filter down to ad level, you’ll find your Pixel name under the “Action Type” column (post impression/click). Conversion tracking allows you to determine which ad delivered the highest ROI, so you can make data driven decisions regarding campaign or website optimisation.

It can be argued that users who are on Facebook, want to stay on Facebook and that purchase intent is much lower on Facebook, so why send people to a website? I think it all depends on the objectives and strategy of the campaign. At least now there is an additional way to attribute return from ‘off-Facebook’ ads.

Social Media Revolution 4 – Infographic Video 2012

Erik Qualman releases an annual video packed with stats and figures that he gathers for his writing. From the latest Social Media Revolution 4 video, some takeaways were:

  • 20% of Google searches are new (not searched for before), every day.
  • Social Media is the number 1 activity on the web, yet Twitter, Facebook, Youtube and Google are not welcome in China.
  • The Ford Explorer launch on Facebook generated more traffic than a Super Bowl ad.
  • A new member joins LinkedIn every 2 seconds.
  • 72 hours of video are uploaded to YouTube, every minute.
  • 97% of Pinterest fans are woman.
  • Babies are being named, Facebook, Twitter, Hashtag  << that’s just nuts! or revolutionary?
  • 53% of people on twitter recommend products in their tweets.

“The ROI of social media is that your business will exist in 5 years”. That statement sparking any opinions yet? If you have a Facebook page or YouTube channel and want to amplify your content, expand reach, grow subscribers, increase Views or Likes, give us a shout or learn more about PPC.

Why Should You Advertise on Facebook?

Many marketers view Facebook ads in the same light as the Google Display Network. These advertising messages are not as accurate as people actively searching for your product or service, but they both target relevant users. Last month Facebook’s online population exceeded a staggering 677 million users. 50% of these Facebook users log on to Facebook daily, have an average of 130 friends and spend around 55 minutes on Facebook per day. An active audience this size is reason enough to consider advertising on Facebook, but let’s go a little further.

Facebook is unique in that it does not target users based on relevant website content or keywords, but user generated profile information. Facebook allows people to “Like” website content, Facebook pages or groups, links and just about anything where there is a “Like” button present. Accompanied to this Facebook knows your location, marital status, education, birth date and demographic details. All this information can be used to target ads to a relevant target audience. In short, Facebook targets people and not website content or keywords. Yes, some people don’t fill in all their profile details, but an IP address can still be used to target based on location and you ultimately want to serve ads to a user who is likely to engage with your message.

Why Should You Advertise on Facebook

You can advertise your website, but lower bounce rates and community development can be achieved when advertising something on Facebook (directing users to a Facebook page, customised app, event or group). Keeping users on Facbeook after they click an ad and getting them to like your brand, means you can remarket to them in the form of status updates, pictures, links and conversation. Facebook serves ads in a social environment and they really have made the most of this by adding social context to ads. If your friend likes what an ad is advertising, this is then displayed on their profile page, the home page and under the ad when you see it. Research has proven that we are more likely to act based on peer recommendation rather than advertisement. Think about it; are you more likely to try a new restaurant based on a friend’s suggestion or an ad you saw on a website? Google has started moving in this direction with the recent release of the +1 button, but Facebook is way ahead of the pack in this regard. With so much time spent on the site, the social influence on ads can result in many people engaging with your brand from just one person clicking through and “Liking”. This is known as social amplification and increases your reach virally.

Ad real estate on Facebook is available on profile pages, in apps, photo albums and a few other areas within the platform. Impressions are free, just like search, with a Pay Per Click pricing model. This means great exposure for your brand from a manageable budget. So where is the ROI or considered conversion? A questionable topic, but Facebook is improving its reporting centre and targeting parameters as the ad platform develops. Recent studies prove that Facebook increases overall conversions, but they are not attributed to a last click conversion. Many people who click a Facebook ad first, eventually end up searching for your brand and convert at a later stage. Business dependant of course, but the above is reason why we believe you should be advertising on Facebook. If you have a question or would like more information, please leave us a comment below or contact us.