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Tuesday, 09 June 2015 12:09

Are You Measuring Your Social Media ROI?

Do you know if the time and money you’re investing into social media strategy and management is paying off?

Make sure you understand your return on investment (ROI), no matter whether you’re using social media to improve awareness of your product or increase your bottom line — or both!

Here are three ways for you to measure your social media ROI in Google Analytics.

Published in Marketing & Strategy

Facebook is a great, cost-effective way to drive traffic to your small business. The platform offers many different ways for you to reach potential customers, too! We’ve covered the basics of creating a boosted post or ad on Facebook, but today we’re going to highlight the best Facebook ad types that you can use for your small business.

Why are there different types of Facebook ads?

Facebook can’t show your ad to everyone. In addition to it costing a fortune, showing your ad to people who are unlikely to take action would be a waste of money.

Instead, Facebook creates a pool of potential people based on the targeting you select. Facebook will then choose who to show your ad to based on the type of ad you select.

This means that if your desired goal is to drive people to your website (a more general outcome), Facebook will show your ad to people who would be different from the people who’d see your ad if your goal was to get people to claim a coupon offer (a more specific outcome).

So when you create a Facebook ad, think about what’s most important to you. And if you’re not 100% sure what kinds of outcomes would be beneficial, we’ve got you covered!

What kinds of Facebook ads will boost your small business?

Website click ads are primarily used for driving traffic to a page of your choice. Your destination could even be a 3rd party page, but ideally you’d want to send the traffic to your own proprietary website. Facebook will show your ad to people who are more likely to click on it; the more relevant your ad is, the cheaper each click will be.

This type of ad is great for improving brand, event, offer, or product awareness. If you’re doing any kind of pixeling on your website (i.e., for ad retargeting), website click ads will help you grow the audience for that campaign as well.

Website conversion ads are primarily used to generate visitors who are most likely to take final actions and convert on your website. The more relevant your ad is, the cheaper each conversion will be.

While both website click ads and website conversion ads will send traffic to your website, people who are likely to click on your ads are not necessarily people who are likely going to convert. So if you know that conversions are essential, consider an ad optimized specifically for them.

If you’re interested in running website conversion ads, check out our blog post on Facebook conversion tracking!

Published in Marketing & Strategy
Wednesday, 18 March 2015 14:02

How To Set Up Facebook Conversion Tracking

If you’re running Facebook ads or boosted posts, Facebook will automatically show you some great data about how many people see your ad and how many people are taking action by liking, sharing, or commenting on your ad. You’ll also see how many people are clicking to go to your website. By default, though, Facebook won’t tell you how many people actually converted as a result of your ad.

Luckily, this is easy for us to fix. Follow these simple steps to gain better insights about your company’s ad performance!

Why should I add conversion tracking to my website?

Facebook conversion tracking helps you understand:

  • How many ad-referred visitors are taking action on your website
  • Which ad or boosted post is leading to the most conversions

Without conversion tracking, you’re left guessing about which sales or mailing list sign-ups were the direct result of your paid advertising. It’s hard to justify investing money in online ads if you don’t know how many sales you received as a result.

All you need to set up Facebook conversion tracking is a Facebook ads account, a clear understanding of the conversion you’re tracking, and the page you’re going to be using to track the conversion. Here are a few examples:

  • Purchases of product are tracked via visits to an unique thank you page.
  • Sign-ups for a mailing list are tracked via visits to an unique thank you page.
  • Views of a key page, like a unique whitepaper download page, are tracked by visitors to that specific page.

You may even have multiple conversion types on your website, which is totally okay! Facebook will let you track as many as you want. Just make sure you select the right one when you create your ad or boosted post.

How do I set up Facebook conversion tracking?

  1. Go to Conversion Tracking and click on create a pixel.
  2. Facebook will ask you what kind of conversion you’re tracking. Select from Checkouts, Registrations, Leads, Key Page Views, Adds to Basket, or Other Website conversions.
  3. Give your pixel a name that you’ll remember.
  4. A box will pop up called view pixel code. Copy its contents.
  5. Go to the page you’re using to track that conversion and paste the code inside the and tags. Save the page once you’re done.
Published in Marketing & Strategy
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