BLOG

How to Install and Debug the Facebook Pixel using Google Tag Manager

Published August 24, 2018
As a digital marketer, juggling a variety of advertising platforms is just a part of everyday life. From Google Ads and Facebook to Twitter, LinkedIn, AdRoll, and more, you’re used to having a lot on your plate.
 
But when you have to worry about installing performance-tracking tags and pixels on your website so you can optimize for each platform, things can get overwhelming. Not only do you have to add this time-consuming task to your IT team’s already long to-do list, but it creates a lot of additional code to manage, maintain, and update.

Building Facebook Lead Ads That Convert

Published August 17, 2018
Facebook lead ads are incredibly useful when you want to create a connection with potential prospects. You can use lead ads to gather emails and other contact information, provide quotes and estimates, get people to sign up for your newsletter, and just about anything else you can think of. The benefit of lead ads is that they help you engage with your audience on a deeper level by collecting contact information.
But how can you create lead ads that are more likely to convert? Luckily, there is a lot you can do to optimize your lead ads. Whether you’re new to Facebook lead ads or simply want your current ads to perform better, this post will help you improve your conversion rates.
 

3 Reasons Why You and Your Client Need a Monthly Facebook Marketing Report

Published July 5, 2018
If your agency is running Facebook ad campaigns for clients, you need to provide them with a monthly Facebook report. Not only do regular Facebook analytics prove ROI, but they also provide valuable intangible benefits to your clients and your agency.
 
Consider this common scenario. Your client’s sales pipeline is slowing. They come to you with a clear request: help them increase inbound leads, asap. Because you’re a savvy account manager, you’ve done your research and know that Facebook would be a great place to find these leads - not just because it’s the largest social media platform in the world, but because a large portion of your client’s target audience uses Facebook.
 
As is the case at many companies, your client is skeptical. For all its exponential growth over the last decade, many executives are still wary of putting budget and resources toward social media advertising. It seems too trendy, or maybe they’ve tried it before and didn’t see any business benefits. You successfully make your case, though, and are rewarded with buy-in (and a budget) to begin running Facebook ad campaigns.
 
Now, it’s time to put up or shut up. The best way to prove that you know your stuff, and are delivering value, is with regular Facebook marketing reports, delivered at least monthly. Here’s how your client and your agency will benefit.

3 Ways to Use Facebook Interests to Build Better Audiences

Published June 7, 2018
Understanding your audience is a huge part of making any marketing initiative successful. But when it comes to Facebook, knowing your competitors’ audience can be equally useful.
Facebook’s advertising platform offers a range of capabilities and features for targeting specific audiences. By identifying relevant and engaged audiences for ad targeting, organizations can run more effective campaigns with greater returns on investment (ROI).
 
When you’re building audiences for Facebook Ads, you have the option to create Custom Audiences from a preexisting list of contacts or customers or Lookalike Audiences for users similar to a preexisting list of contacts or customers.
 
But what if you don’t have a list of contacts on hand already?
 
Not a problem, a Custom audience can also be built using characteristics that define your ideal audience. The Core Audiences type allows organizations to create target lists based on a variety of personal user information, including demographics, location, behaviors, and interests. In this post, we’ll cover the Interests based targeting options in Facebook and review 3 ways to use Facebook Interests to build better audiences.
 
For the purposes of this exercise, the example organization we’ll use is called Bob’s Barbecue Smokers, who sells barbecue smokers that cost several hundreds of dollars. They are interested in identifying users who would be interested in such a product and have turned to Facebook advertising to set up their initial campaigns.

An Example Facebook Report Template for Agencies

Published March 26, 2018
A good Facebook report template can save your agency a lot of time and money while delivering real value that your clients will appreciate.
 
Your agency manages Facebook Pages and advertising for clients. Maybe dozens, or even hundreds of clients. You are busy creating content, video, images for all those Pages. Not to mention promoting posts, creating ad campaigns, designing landing pages, and optimizing the performance of it all to ensure that you are getting a good return on all the time and money you are putting into Facebook.
 
In addition to all that work, your clients expect a monthly report. It makes sense. They want to know what they are getting in return for the money being invested in Facebook content and advertising. But, how do you find time to create a custom performance report for every Facebook client each month? And what data belongs in that Facebook report?
 
Creating a report from scratch for each client is too time-consuming and will not scale as you add more clients. Fortunately, with Megalytic you can easily create a Facebook report template to jump-start the process for each client. Building a Facebook report template provides the starting point for all subsequent reports. This foundation becomes a customizable Facebook report that can be adapted to each of your clients.
 
To get started, consider the data you need to include for all (or at least most) clients and also what metrics you should show from Facebook Page Insights and Facebook Ads Manager, and any other sources that help demonstrate the value of the work you are doing for your clients.
Whether or not you use Megalytic for reporting, this post provides an example of the structure and key data point to include in your Facebook report template.

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.