Ebook hướng dẫn chạy quảng cáo Facebook P2 (Mới nhất 2020)

Được coi là cẩm nang đầu đời khi bước chân vào thế giới Facebook Marketing. Gửi tới các bạn trẻ yêu thích Marketing Online 2 bộ sách hướng dẫn chạy quảng cáo Facebook P1 và hướng dẫn chạy quảng cáo Facebook P2.Một mong muốn cơ bản, nền tảng và định hướng lâu dài với cuộc chiến Online.

FACEBOOK ADVERTISING

We started as a social media agency By listening to our customers’ requests, we’ve expanded our agency business offerings to digital marketing in general We create stories and achieve goals together with our clients by providing full digital presence and online advertising Our team consists of experts with various skills, knowledge, and experience Each team member has its own specter of interests, a large number of executed projects and gained knowledge in the field of Internet marketing, programming, designing and public relations, and thus creates a synergy which provides best solutions and ideas

We enjoy digital marketing and making your and our goals come true Each one of our results is accomplished through focused and hard work, but with an individual approach to each project, as well

We are presenters at conferences such as Web:: Strategija, Web:: Industrija, Weboo

and WinDays and we are often among their TOP educators! For our hard work, we’ve

received VIDI WEB TOP 100 award in category “Web promotion, community service

and social media apps”

Still, our work, blog posts and books tell the best story about us

1 Upgrade your advertising skills with 5 steps

2 Step ONE: Install Facebook Pixel

Installing your Pixel

3 Step TWO: Track conversions

How do I create a conversion?

4 Step THREE: Use UTM tags

The reason

Ok, how do I create them?

5 Step FOUR (Part ONE): Find your audience

Lookalike audience

Custom audiences

6 Step FOUR (Part TWO): Use Audience Insights

Let’s see the example, shall we?

Saving the audience

7 Step FIVE: Find your creative side

Get inspired

Create your own

All this work for nothing?

I want everybody to see my masterpiece!

8 Conclusion

1 3 4 7 9 12 13

14 16 17 19 23 25 29 30 31 32 33 33 36

CHAPTERS

UPGRADE YOUR ADVERTISING

SKILLS WITH

5 STEPS

1

UPGRADE YOUR ADVERTISING

SKILLS WITH 5 STEPS

2.

UPGRADE YOUR ADVERTISING SKILLS WITH 5 STEPS

This ebook is the follow-up to our “Beginner’s guide to Facebook Advertising.” We hope that you’ve read it and that it was helpful That guide was for the simpler campaigns, and some will agree that that is all they need

But for those of you who want to know more, who want to go further with their campaigns, this is THE GUIDE But I know what you are thinking, “Only five steps?!” Yes, only 5 But for every step, you need to put in time and effort to fully understand what you can do Take the time it took you to go through the first ebook and multiply it by 5 Something like that

Facebook has a lot of very helpful tools and options, and to get the most out of them, you must use them, experiment and test Testing is the basic rule when it comes to advertising You will never, ever have the 100% prediction of your audience, budget, ad creation etc This is why we have tools to help us

If you follow and apply these 5 steps, your advertising game will definitely improve But note this; this is only a guide And use it that way Every campaign, page, business, marketing strategy is different This ebook will give you valuable tips and will give you a great insight into what your advanced advertising could look like, but the real learning comes from your campaigns

STEP ONE:

INSTALL FACEBOOK PIXEL

2

When we talk about advanced advertising, almost every story begins with Facebook Pixel.

Its importance lies in its ability to give you a great insight into your audience and the performance of your ads It helps you understand the actions people take on your website, and that is something you should take into consideration when creating your campaigns, ad sets and ads

STEP ONE: INSTALL FACEBOOK PIXEL

4.

STEP ONE: INSTALL FACEBOOK PIXEL

The menu will look like this and under Assets, choose Pixels.

INSTALLING YOUR PIXEL

Go to your Adverts manager and click on the drop-down menu.

STEP ONE: INSTALL FACEBOOK PIXEL

Click “Create a Pixel” Then you’ll see this:

Now, the standard way of creating a Pixel is the lower option “Copy and paste the code.” But this is something you can’t do without a developer

This method requires copying the Pixel base code and pasting it in the header code of every page on your website The code looks something like this:

But for Pixel to understand and distinguish actions taken on your website, you must install the event code Make a purchase, add a product to the basket, subscribe to the newsletter, whatever you want to track, you can

If none of the offered options are suitable for your needs, there is also an option for custom events

The event code is different for every event you choose to track

STEP ONE: INSTALL FACEBOOK PIXEL

Example:

So, this is the hard way of doing things

The first option, “Use an integration or tag manager,” gives you the ability to install

your Pixel across a variety of platforms:

It’s simpler, and there is no need for a developer

Instruction guides are different for every platform, so there is no need to explain every process

STEP TWO:

TRACK CONVERSIONS

3

Tracking events on your website gives you an idea of your campaign and your website performance Clicks and engagement are not everything This means that clicks and

engagement say a lot about the quality of your ads, but your campaign doesn’t stop with Facebook Low cost per click or low cost per post engagement means that you did

a good job attracting your audience to your website, but that doesn’t mean that they will do what you want them to do – convert Low cost per conversion means the better performance of your overall campaign

Get it? No?

Okay, let’s try with an example

Imagine that you own an air conditioning company Every summer, you promote your company through TV commercials and/or put an advertisement in the newspaper Simple and traditional When the campaign ends, you divide the budget invested in

it by the number of purchases (conversions), and there you have it Your Cost per Conversion.

But let’s say you have a web shop and you want to track more than just a purchase You want to know how many people added items to the basket and compare that to the number of people who purchased those items Or you don’t even have a web shop and purchases to track You want to track the number of downloads, the number of completed registrations etc

Every purchase in a web shop has multiple steps And you can track every single one

of them First, a customer must visit your web shop, then add a product to the basket, initiate check out, and, finally, complete the purchase Of course, this is a simple example If you have some other stages, you can track them also

Tracking all of these and comparing the numbers gives you an idea of what stage of the buying process needs improvement.

STEP TWO: TRACK CONVERSIONS

8.

STEP TWO: TRACK CONVERSIONS

STEP TWO: TRACK CONVERSIONS

The conversion will be triggered by what you choose under “Rule.”

Choose your rule so it will be easier for you to differ the conversion from other events that could happen For “Event,” you have to have the Event code installed, based on what you want to track We talked about that in the first step when you were installing your Facebook Pixel

By choosing the conversion category, Facebook gets a better description of your conversion, so that it can be optimized better.These are the categories you can choose from:

HOW DO I CREATE A CONVERSION?

In Facebook Business Manager drop-down menu (top left corner), under “Measure & Report,” you’ll see “Custom Conversions.” When you click on that, you will have an

option of creating your custom conversions

When you start creating one, you will see this window:

STEP TWO: TRACK CONVERSIONS

This is very important for optimization Don’t just click anything After that, name your conversion, and if you want, you can add value to your conversion This is not

appropriate for any conversion, but if you think you can give it value, do it This way, you can track your campaign’s success in revenue Approximately, of course

Now, it’s time to create your first conversion-optimized campaign How do you do that? Start by creating a new campaign The first thing you should do is choose Conversions

as your marketing objective

While creating your ad set, everything stays the same Except this time, you will have to choose your custom conversion (which you created before) You can also choose your conversion window

1 day or 7 days, it’s up to you

Choose the best option for your campaign The ad creation and the rest of the process stay the same

Conversion window is the amount of time that passes between someone clicks (or sees) your ad and converts, takes a valuable action Facebook uses this data to optimize your advert delivery If your conversion window is 7 days, Facebook will use the data from conversions that happened within 7 days time frame

STEP TWO: TRACK CONVERSIONS

The ad creation and the rest of the process stay the same

Launch the campaign and you can start to track the number of your conversions

The smart thing to do here is to have at least two different ad sets Differentiate them by the audience, ads, placement, whatever Just have something to compare Remember the Golden rule: “Test, test, test.”

Conversions can also be tracked in other types of campaigns, just remember to click on

“Track all conversions from my Facebook Pixel” while creating your ad

But if you are interested in a lower Cost per Conversion, a conversion-optimized campaign is a better option

To summarize, conversion tracking tells you how your landing page, web shop, product, service is doing Also, it tells you if the campaign is actually profitable

Remember, people can click on your ad, but that doesn’t mean that they will buy your product

STEP THREE:

USE UTM TAGS

4

STEP THREE: USE UTM TAGS

UTM (Urching Tracking Module) tags allow you to define special links for every ad that

leads to the same web page By clicking on the ad with the UTM tag, the data is sent to Google Analytics, which tracks the visitor’s behavior on the website (session duration, completed events, goals, conversions…) Also, to see which link (ad) visitors used to come to the site and make conversions, you can also, for example, track on which pages they clicked before they left the web or made a conversion

This is very helpful because this way, you can see which campaign or web page needs improvement, which content works better, and after all, make a better allocation of your budget

Think of them as an addition to conversion tracking and a way of connecting your Facebook and Google data You can compare Facebook ads that appear in the Newsfeed

to those ads running on the Sidebar or ads with a single image to ads with multiple images

THE REASON

Google Analytics provides data about website visitors If a website achieves one of the marketing goals, such as signing up for a newsletter, registering on a page, submitting

an inquiry for an offer, booking a flight, purchasing an item or service, it’s also important

to know which ads paid off the most and what their features are To summarize, UTM tags are very useful whether you are an advanced digital marketer and have a lot of different campaigns, or just a beginner Start using them as a beginner, and they’ll give you a better sense of organization and optimization for every campaign you create in the future

STEP THREE: USE UTM TAGS

STEP THREE: USE UTM TAGS

OK, HOW DO I CREATE THEM?

Before creating ads in the classic interface of Facebook Adverts Manager or Power Editor, you have to create a UTM tag for each ad you create and use that link for your campaign UTM tags are created using the URL builder – a tool where you add your URL parameters and where you need to define the following:

1) Campaign_source: The channel where the ad is placed In the example below, it’s

“facebook” Make sure you always use lower case letters for “source” and “medium” because the difference in one letter makes a completely new group in Google Analytics

If you have one ad with source “Facebook” and all others as “facebook,” Google Analytics will separate that ad from others

2) Campaign_medium: The ad type that is being created In this case, it is a

“social-media” ad, but it can also be “social.”

3) Campaign_name: The name of the campaign that will contain multiple ad types, but

all of them with the same goal

4) Campaign_term: Keywords used as the name of the brand or as a generic expression

from the brand sector (e.g breakfast if it’s a grain brand) Campaign_term is rarely used in practice so if this is all new to you, we suggest you don’t use it for now

5) Campaign_content: The name or feature of the ad within the campaign, the content

that is used in the ad In this example, this is an ad that uses image 1 and text 1, which are parameters that are tracked or used for A-B testing Basically, name it the way you find it easier to remember which content is used for the ad Every campaign should have more than one ad

STEP THREE: USE UTM TAGS

Out of all offered fields, the ones that must be defined are Campaign Source, Campaign Medium, and Campaign Name Campaign Term and Content can be left unspecified,

but it is helpful to have Content defined as it tracks which content in the ad is performing with the best results As a result, you should get this link: https://kontra.agency/?utm_source=facebook&utm_medium=social-media&utm_campaign=contact&utm_content=image1_text1

Another important thing to mention is that you can add parameters to the URL in your mobile-app ads To do that, use Google Play URL builder

Google Play URL builder is different from the basic URL builder only for Ad Network, the network where you want your ads to show, and Application ID, which you already know

Keep in mind that when creating the parameters you should be specific, have standard ways of defining parameters, use only lowercase letters (that way you will always be on the same page with Google Analytics), always create links using the URL builder, and the final links should be as simple as possible

STEP FOUR

(PART ONE):

FIND YOUR AUDIENCE

5

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

You did the basic targeting - location, age, gender, interests

There are more options out there And if you want to go further and be more precise with your targeting, then you must consider those options

Go to the Business Manager drop-down menu and click on “Audiences.”

LOOKALIKE AUDIENCE

This is really one of the fastest and simplest ways to extend your audience If your Page followers or some saved custom audience is responding well to your content, lookalike audience could be a good idea to put to work when targeting people in your next campaign Here, Facebook finds people who are similar to the ones connected to you in some way

When you click on “Create audience” choose Lookalike audience, and you’ll get the window below:

STEP FOUR (PART ONE): FIND YOUR AUDIENCE