https://ift.tt/2XrkKDY
Maximize Facebook performance by leveraging the algorithm https://ift.tt/2NsROGS In this SMX session recap, Michelle Morgan of Clix Marketing covers Facebook ad tactics, along with tips for driving results with other Facebook ad formats. This session definitely packed a punch. Finding the right amount of volumes in the Facebook algorithm is similar to a space shuttle landing. You don’t want to overshoot it, but you don’t want to crash and burn by undershooting it either. You want to enter just right for landing success. Before getting started you should note that traditional search structures do not work inside of Facebook. They are either too broad or too restricted. For success, you should follow structure based on these three components. Three main components to Facebook campaign structure:
Campaign objectiveFirst and foremost, you’ll want to determine the campaign objective to optimize performance. The Algorithm’s focus: The conversion action Choosing the conversion action that best fits your needs
Thinking outside of the capsule (because in Michelle’s world it’s not a box it’s a space capsule): You can track and optimize for anything that Google Tag Manager can fire! B2B company example: Driving in larger accounts Use Google Tag Manager to get specific Customize the Facebook script Creating custom conversions The conversions were ultimately setup by employee counts. Balance volume and specificity: Ideal conversion volume Budgets: Find the happy mediumWhen it comes to budgets you want to consider not segmenting your budget too much. Here’s an example of an audience-segmented campaign that, from a high level looks great with a daily budget of $82.25 per day, unfortunately, it was segmented so much that each ad set only had $6.25 attributed per day. Which ultimately lead to a terrible CPA… $527 when the goal was $150. The Fix:
The Results:
Lifetime budgets vs. daily budgets Lifetime budget: This can be perfect if you know your total campaign budget. It also is best for fluctuating conversion performance. You will want to ensure you are using ad scheduling and your conversion tracking is in place and functioning. *Not ideal for campaigns with changing date ranges or budget fluctuations. Every time you make a change, the algorithm has to re-evaluate. Daily budget: Responds better to change than lifetime budget and there’s no need to use ad scheduling. While these will be the most consistent in regards to ad spend, budget may fluctuate during the run. This also can be used to share spend across sets without using the lifetime budget. *Great for evergreen campaigns or undetermined campaign end dates. Budget optimization for daily budget Take budget from the ad set to the campaign level. Facebook will optimize for the ad set that is performing best. Budget optimization: Change in budget can mess with algorithm Budget trend line: The top line is conversions, the bottom line is daily spend. As the budget scaled up, Facebook was also scaling up with conversions. Campaigns were then pulled back based on budget restrictions which resulted in a small dip. The campaign was left alone after the decrease and it still ultimately gained increased conversions. Then the campaigns were pulled back drastically due to budget restrictions and the results tanked. Facebook budget best practices
Target audience: Start with low hanging fruitThink of the Audience as Mission Supplies: The Longer Your Mission, the More You’ll Need For longer run campaigns, you’ll want to test to extend reach without oversaturating your market. Understanding scale in audience building What if reach becomes unavailable? Long term success in audience targeting Lookalike audiences: Lean in based on your root list
When using lookalike audiences it is important that you are starting with good root list data. If you put good data in, essentially you’ll get good data outIf you put in a good patterned list where people behave similarly, you’ll get a good lookalike audience back. If you put a list of just anyone who shows up, you have no idea what’s going to come out the other side. Finding meaningful segmentation Don’t just target anyone who comes to your website, unless you have relatively low traffic. Use some of these root examples:
These type of roots will provide a good audience model back. However, you’ll want to find the happy medium when building. You’ll want to ensure it’s not too narrow or broad when determining what these should be. So how many users in a root list? Facebook’s official answer is 10,000 to 50,000 users in a root audience list. However, 500 should be at the low end. If you are under that number you can still upload the list to see what happens. However, if you are in the high end of 50,000, you should see how you can segment the list better. Houston we have a problem: 3 most common issues with campaigns Low conversions: If your campaign experiences low conversions, you should revisit the conversion action you’ve chosen to optimize for. You may need to determine if there is something with higher volumes you can use. Small budgets: Look to condense small budget ad sets where possible. You also should revisit the budget modeling you are using. Does another model make more sense to use? Small target audience: Lower budget for this group so you don’t oversaturate. You can create lookalike audiences from converters to have a larger, constantly refreshed audience to target. Challenge: Cost per resultActual focus: Relevance score To impact your ad testing you have to understand how Facebook rates the relevance score. Relevance scores are based on how well your ad is performing as well as its positive feedback and negative feedback. However, it’s completely estimated based on only 500 impressions. Here’s an example of what it might look like (this is only to provide an idea: NOT SCIENTIFIC): How to avoid negative feedback: Don’t oversaturate people so they hide your ad. How to leverage positive feedback: You can use top-performing, existing posts in your ads by using the post ID or you can set up an engagement campaign, let it run for a few days and use those top performing post IDs. Getting your top post IDs: ‘They’re not just going to find a bunch of losers on Instagram’ – On placementsThe audience and quality set is the same across placements. Choosing placement prior to understanding performance can limit results. Before deciding, make sure you understand the placement options and that they differ by device. The best test for knowing if you should run the placements is asking yourself “would my ads look good here?” If the answer is no (looking at the preview), remove the placement from the list, or you also may decide to create new media for those placements. Concluding SMX insights:
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here. About The AuthorAmanda Farley is a partner at (SS Digital Media) in Metro Detroit, where she leads operations and strategic planning. With nearly 10 years in the search industry, she uses her experiences to lead digital strategy for enterprise-level brands and companies. Her integrated campaign strategies have earned her and her agency national and local recognition and awards. She's passionate about growing her teams, clients, and local communities. Outside of the office, Amanda enjoys regularly speaking at local and national conferences, including SMX, FoundConf, HeroConf as well as PRSA and Detroit Women in Digital events. SEO via Search Engine Land https://ift.tt/1BDlNnc February 26, 2019 at 07:01AM
0 Comments
Leave a Reply. |
Categories
All
Archives
November 2020
|