Go out to sea and ask . . . One day to learn Facebook ad serving (10,000 words long)
The following article is from The Notes , The Author's Captain
Overseas promotion and operation, do dry goods gathering place! Domestic first out-of-sea promotion and operation of learning and exchange platform.
A lot of people ask the captain, Facebook is hard to learn?
Actually, just like learning to drive, learn toOperationVery simple, zero foundation up to one week, high awareness of 1 to 3 days can learn;
But to be a good old driver, drive for 3 months, 1 year, and 5 years level completely different concept;
The level of delivery is mainly related to two factors:
Depth - The magnitude of the drop - how much money "burned"
Breadth - How many projects have been invested
To become a master must go through the above two processes, and in order to let the new people learn skills as soon as possible, the captain launched the "1 day quickly learn to release" series, after learning this article, account backstage practice is basically no problem:
1 Pre-launch preparation
1.1 Setting up a personal account
1.2 Facebook Page
1.3 Opening an ad account
1.4 Business Management Tools
1.5 What products are restricted
2 How do I build a data monitoring Pixel?
2.1 What is pixel
2.2 What are the benefits of installing pixel
2.3 How to create Pixel pixels to monitor your ad performance
2.4 Check that the pixels are installed correctly
3 Create a Facebook ad
3.1 Ad account structure
3.2 Create an ad
1.1 Setting up a personal account
First we need to register a Facebook account. Open the Facebook site and click directly to create an account that belongs to you. Facebook personal accounts are like your personal WeChat or Weibo, and any weChat feature that you want to use must have a personal number. By the same token, if you want to use any Facebook feature, you have to start by creating a personal number.
We Facebook.com register an account, fill in the basic information, complete the registration, log in to the account.
Facebook Home: Click your own name and you can see your timeline, which is similar to WeChat's circle of friends, and you can make a dynamic.
1.2 Facebook Page
In addition, in addition to your personal account, if you need to promote your product or service, you'll need to create a Facebook Page. Facebook's page is like weChat' public number, and any business that wants to do business, such as pushing ads, needs to do it through the Page number.
So a Page is a must for Facebook ads. In addition, the home page is also a platform for interaction with fans, usually can post tweets, activities and so on.
To create a Facebook Page, you can create the Page you want to promote by clicking in the drop-down box in the upper right corner, and follow the prompts step by step to create your Page.
1.3 Opening an ad account
Once we have a personal account and product home page, we can move on to the next step, which is to open your ad account. First you need to sign up for Business Manager, a business management platform. Signing up for Business Manager makes it easy for us to manage our Page and ad accounts, as well as using its various features, such as creating Pixels, Audience Analytics, and one Business Manager to manage multiple ad accounts, fan Pages, and adding multiple admanagers. Business Manager is especially necessary for those who need to open an account through an agent.
Business Manager Register: business.facebook.com. The registration process is very convenient and fast, follow the prompts.
1.4 Business Management Tools
Once you've opened your ad account, you'll go to Ad Management at the drop-down menu on the home page, where you'll see the business management tool BM and the display features are very clear.
For us, the most important features of THE business management tool BM are as follows:
(1) Managing accounts and advertising
2 View delivery data
(3) and create Pixel pixels
(4) Create a Page home page
(5) You can use Audience
(6) Audience analysis with Audience Insight Audience Insight
And with Ads Manager Ads Manager, you can:
(1) Quickly copy ads, ad groups, and campaigns
(2) One-stop edit all ad settings, such as targeting and budgeting
(3) View all important metrics on one summary page
(4) Customize the chart to see the metrics you care about most
(5) Managing your audience
(6) Manage materials and ideas
Let's go back to the account opening section: you can actually open an account backstage on the BM Business Management Platform, but if something goes out of place, your Facebook will be blocked and it's very difficult to unseal. So it's suggested that you can open an account through a Facebook agent, and if it's really blocked, but there's no violation, it's usually unsealed. If the cost of the delivery is large, it is recommended that you can find an agent to open an account, and may also get some rebates.
1.5 What products are restricted?
Before you do a promotion, you must know what products you can push. Some of Facebook's products will be restricted, with 30 banned classes and 13 restricted classes.
Learn more about Facebook's specific advertising policies at this sitehttps://www.facebook.com/policies/ads
2.1 What is pixel?
The Pixel configuration is one of the most important preparations before ad is run, monitoring the entire promotion process and the behavior of users on the site.
First of all, let's look at what is a Facebook pixel, pixel Pixel is the code used to track user behavior, similar to Google tracking code, if you want to monitor the ad conversion effect, pixels must be installed.
In fact, we can think of pixels as a tool to assist in monitoring user behavior, pixel isFaecbookThe resulting monitoring code, as long as this string of code let the site manager installed to the corresponding page, such as the user click on the Facebook ad, jump to our site behavior, can be recorded by Faecbook, attribution analysis.
When we operate the website, we can not use auxiliary tools to monitor the changeofs in website traffic, in the fb ads are the same, if not installed Facebook PIXEL, a lot of more detailed results you will not know, so I suggest here, if you are an e-commerce site, corporate image site, Any sales behavior, very concerned about input output than ROI words are very much in need of installationFaecbookPixel.
Once the pixels are installed, Facebook can track the behavior that users generate on your site, providing optimized data for your ads. Some students asked, if it is an app, can you install the Pixel? App promotion is not a Pixel, if the app in the Apple Store or Google Play promotion of monitoring methods for docking specialized monitoring tools such as Appflyer or Adjust, this part will be introduced separately.
2.2 What are the benefits of installing the Pixel?
Facebook Pixel has three specific benefits:
1. Statistics of website data and monitoring of audience behavior.The statistical data can be optimized for subsequent advertising. Using this data, you can find:
There are very few people clicking on an ad, and the reason behind it may be that the material is not attractive or aging
Lots of hits but few conversions, the reason behind this may be the landing page issue
Advertising shows are small, perhaps too low or in the competitive season...
2. Improve ROI through remarketing
Through the pixel can be specific to the person to do accurate advertising re-marketing, such as the person who bought lipstick recommended foundation, to put the phone into the shopping cart people recommend the phone case ...
3. Build a similar audience
The so-called similar audience is a very powerful tool for Facebook, simply expanding some of the behavior and tag-like audience based on the existing audience, such as first using the person who bought the lipstick as a custom audience, and then asking Facebook to look for similar people based on the characteristics of those who have bought the lipstick. Then you can promote perfume and other related products to them.
2.3 How do I create Pixel pixels to monitor your ad performance?
How do I create Pixel pixels to monitor your ad performance? There are nine steps to follow:
1. First of all, find the Pixel Pixel Code in the business management platform's drop-down menu;
2. Find Pixels in the Data Source Data Source in the left menu bar set by BusinessSettings, click Create Pixel;
3. Give pixel a name and the website to monitor (optional), click OK to select instantly set pixel;
There are three options, some e-commerce sites such as Shopify stores have integrated pixels, can be copied and pasted directly pixel numbers, self-built sites can be buried in the site, or can be installed through third-party tools such as TagManager, you can choose to use the associated partner platform or their own manual settings, We select Manual Settings;
4. 此时会弹出一串网站的原始代码：将Facebook像素代码粘贴至网页的<head>和</head>标签之间。您可能之前已在head 标签之间复制了其他代码，所以您只需将像素代码粘贴至当前代码下方，</head>标签上方。（这个Operation可以让你的网管来做或者自己做，非常简单，如果Operation过GA代码安装的基本流程都一样）
5. Install with the Facebook Pixel Base Code: The Facebook Pixel Code is shown in the image above, and a string of numbers behind the middle is the pixel ID or the Pixel ID can be seen in the management background. For example, in Google Tag Manager or Shopify backoffice, find the option for Facebook Pixel at the Shopify Backstage Preference entrance and fill in this ID. We click to continue.
6. You can set the parameters for each event below, and then generate the Standard Event Code
Facebook tracks 10 standard events across industries and automatically optimizes ads with targeting them. If you also need to monitor other events, you can create custom events. Other categories
7. Click on the "Other Business Categories" button, and custom conversion parameter settings will pop up. Add a URL or part of the URL that represents a custom conversion (ex: thank you page after registration or purchase, URL includes /thanks.php). This is equivalent to using shopping standard events. If you use a URL equal to that, you should also ensure that you include a domain name (ex: www). There is no need to include "http" or "https". Then click Create. Note that the maximum number of custom conversions per ad account is 40.
8. 生成代码，并安装Pixel到网站。此处的关键在于，网站的每个页面应包含第1部分【基代码】（那一长串数Word），但不同页面应使用第2部分【标准事件代码】的不同代码（比如加入浏览页面或购物车等）。对于页面加载事件：将代码置于页面的标头结尾部分下方（对许多网站而言，这意味着代码应置于 <body> 开头标签的紧下方）；
For user action events: Add the event code between the pair of script labels just below the action you want to track, such as a button.
These operations are not difficult if there is a bit of web foundation, but if you are new, it is recommended to hand them over to the network management or operator to install.
2.4 Check that the pixels are installed correctly
How do I determine if your pixels are installed correctly? We can install the Pixel Helper plug-in for the Facebook Pixel Assistant, which helps you check if the pixel is working properly and troubleshooting. Once installed in the Chrome plug-in, you can see if Facebook pixels are installed on your site, and you can check for errors to see the data that pixels are tracked. Once installed, click on the plug-in Logo to see the pixels of a website.
Before I say this part, I'll give you a general idea of the advertising hierarchy. Facebook ads are divided from large to small in three tiers: Campaign Campaign, Ad Group Ad Set, and Ad Ad. The variables to be selected for each level are as follows:
Campaign Campaign Campaign: Primarily setting ad targets
Ad group Ad Set: Audience, Placement, Budget, Bid, Optimization, etc.
Ad Ad: Format, Footage, Copy, Links, etc.
3.2 Create an ad
On how to plan the account hierarchy, a special discussion will be published later. So next,We go directly to the presentation of the hands-on session created by our Facebook ad account, as follows:
1. First of all, we're going to go into the action background of Facebook ad creation.Click the drop-down menu in the upper right corner of your Facebook page, choose to create an ad, and then go backstage to Facebook's ad management tool.
2. Choose a marketing goal
Before you go live, Facebook asks you to choose your marketing goals.
Facebook offers more than 10 drop-goal options, and here's a brief explanation:
The two below brand awareness are rarely used. Brand awareness and the number of people covered these two goals, as the name implies, is to let others know your name, mainly to brush the face. Traffic traffic is also not used much, certainly some people want to try, but the traffic quality of traffic is really very general, and really use not many people.
The interaction rate of Engagement, this do e-commerce to use more. Some cross-border e-commerce companies can easily be ordered by engaging in interactive advertising alone. Interactive ads can choose to post interactive, that is, PPE (Page post engagement, that is, post interactive ads), or you can choose the home page likes, the campaign corresponding. In general, PPE and Home Like can try to cast some, used to do drainage. App installs are aimed at promoting app installations.
Video viewing, if you have video footage, video viewing is a goal to try, because Facebook records the length of time you've watched, and then you can generate a custom list of users based on the length of your viewing and then do remarketing.
Lead development, or lead Lead Leads, is to get customers interested in you, and then fill in information, such as mailboxes, for game warm-up, car test drive, software trials and other promotions.
The amount of message interaction, which is pushed to attract users to messenger to interact with you, is not much.
Conversion volume, the most direct goal of the general e-commerce website is conversion. For site shopping, selecting a conversion target requires that the Pixel be installed and that you can use the Pixel's standard or custom event as the target event for the conversion. Conversion ads contain different events, e-commerce companies generally choose to shop, of course, we can also customize the event. At the ad group level you can select specific events, such as viewing content, adding purchases, paying, shopping.
Catalog promotions, also known as DPA Dynamic Ads (DPA Ads, or Dynamic Product Ads), Chinese called "Dynamic Product Ads", or "Dynamic Ads," which can create ads that automatically display catalog products based on their target audience. It is characterized by the creation of personalized advertising for each customer based on a record of the customer's behavior. This type of advertising is ideal for businesses with a large number of products and want to create personalized advertising for potential or existing customers, especially e-commerce. Simply put, DPA is based on the user's historical operation, customized analysis of the user's interests and needs, the ad targeting to the user, usually using algorithms to implement. DPA is mainly through the Pixel crawled data to do remarketing, need to upload catalog, Shopify stores can generate a product catalog through the app one click, self-built station can upload forms, can also ftp upload.
Store visits, you can promote the surrounding users such as a number of stores, applicable to cable stores under the merchants.
Usually do e-commerce only need to participate in the interaction, conversion, catalog promotion of these objectives. The order of delivery is generally the first to start the investment interaction, and then start to cast conversion, and finally began to put catalog promotion. Note, here I only talkaboutaboutd to start cast, did not say stop, not after the interaction, the interaction stopped, only cast conversion. Interaction and transformation can coexist, interaction and DPA can coexist, and all three can coexist.
3. Enter the campaign and ad group name.
Once you've selected your marketing goals, fill in a name for your campaign, which can have multiple ad groups.
Here's an option called Split Comparison Test, which can be set at the campaign level. Allows you to test different versions of your ads to find out which ad scenarios work best, and to improve future ads, which is actually the so-called AB test, very practical (how to do a good test, we will expand in detail in a later article)
4. Campaign budget optimization
Budget Optimization is now unchecked: Campaign Budget Optimization is used to optimize the distribution of campaign budgets between ad groups. In short, if this is checked, Facebook will automatically adjust its budget without interruption, automatically look for the best opportunities to deliver results in each ad group, and allocate campaign budgets in real time to achieve those results.
A campaign budget is a budget set at the campaign level, not at the ad group level. You can set budget amounts for each day (daily budget) of your campaign or for the entire delivery period (total budget).
5. Set the regional currency, time zone
Click "Set up an ad account" to select your region, currency, and time zone, which must be selected one time, because all your ad billing and reporting data will use this currency and time zone settings. If you want to modify your settings later, you must create a new ad account.
6. Set your ad group name
Ad group name is best to have their own specifications, and with other colleagues to unify the specification, easy to manage later, especially later in the data analysis to do data perspective, the specification of good ad group name will help you save a lot of work.
The general format of the ad group name can be set to: "Geographic," gender, age, placement, crowd, bid method, custom, such as "Thailand_FBN_F_1855_ save sauto-king test"
7. Conversion events
In conversion events here choose whether you want to promote the website, App or messenger, whatsApp, such as sign up, view content, buy, etc., according to your actual goal to choose.
The Dynamic Footage tool picks up multiple ad components, such as images, videos, captions, descriptions, and call-to-action CTA, automatically generates different creative solutions based on your audience, and finds the best combination of ad ideas. The launch system has since been optimized for creative elements that have achieved significant results in each presentation.
For example, you have multiple sets of slogans, pictures, videos, you can use dynamic footage to run. From the practical experience, dynamic footage generaleffect effect will be good, because the system in the process of running will try to push the effect of good combination to the target user, but the corresponding cost will be higher, see how we choose. However, it is not a complete substitute for ab testing, which you can not select if you are not familiar with it.
Discounts are discounts you share with customers on Facebook to entice people to shop in your store or in-store, or to get them to both destinations.
Discount ads, where people can like, like, or comment on offers when they see them in Facebook News Feed. User favorites will be displayed in their offer bookmarks for later use. Depending on the user's personal notification preferences, Facebook will send up to 3 reminders to people who favorite offers. But if you're not familiar with it, you can't choose this one first.
There are two types of optimized ads, online and store offers.
Online offers: When people who collect offers switch devices, such as switching from a phone to a computer, Facebook sends them a notification to remind them to use the offer and notify them again before the offer expires.
Store offers: Users can use the benefits they collect on your store, and Facebook will remind them to use the offers again before they expire. In addition, they will receive an email with details of the offer to print the offer. If a user's phone turns on location sharing, they'll also be reminded of the usage offer when they're near the store.
In addition, you can check your collection of offers in your ad reports to see how many people are interested in your offers, and learn more about how many people have viewed, clicked, and used offers. This is premised on your use of conversions or store visits as a target for discount ads. You can adjust and improve your advertising policies based on this information.
10. Choose an ad audience
When you've set your goals, the next step is to select the right audience. There are three types of audiences: core audience (saved audience), custom audience, and lookalike.
Here we take a preliminary look at these three audiences.
The core audience (the saved audience), based on the dimensions provided by Facebook, such as geography, age, interest, gender, language, behavior, etc. There are a few things to note about the core audience:
Audience groups can exclude each other, such as you now want to create a new core audience, but you have previously served a certain category of audience ads, at this time you can choose to exclude a certain type of audience, to avoid audience overlap.
Once you've selected a region, it's recommended that you choose a specific language, otherwise you might waste your budget by covering audiences like Thai, Korean, Vietnamese, etc. that you don't want to reach.
In segmentation, there are three big dimensions of demographics, interests, and behaviors. Interest is inaccurate, and any related behavior can be judged to be of interest to Facebook, such as choosing the UK, women, shopping online, which can essentially include female users across the UK. Subdivision positioning can be superimposed interest, can take intersection, can also take the intersection, intersection is to meet a number of conditions at the same time, such as like basketball and like fitness, and set is like basketball or fitness can be. Users can also be excluded.
Finally, Extended Interest sits in advising novices not to choose for the time being, or Facebook may show your ads to non-target audiences and waste money.
Custom audience, you can be able to take advantage of uploaded lists (email, phone...) ), it can also be visitor data for Pixel, a Facebook pixel site, and an interactive audience for interactive, video-watching ads.Each ad account can create up to 500 custom audiences, feed on customer lists, Facebook engagements, site visits, or app visits, and create data such as Custom Audiences, Facebook SDKs, and Facebook Engagement to create custom audiences.
Similar audiences, with similar audiences, you can reach more new people who may be interested in your business because they are similar to your existing high-quality customers.
When you create a similar audience, you'll need to select a source audience (a set of custom audiences, created based on pixel data, mobile app data, or Page fan data), and the same characteristics of the user in it (ex: demographic sin sin or interest). The system then looks for people who share similar characteristics to them. You can choose the size of a similar audience during the creation process.
The smaller the audience, the better the match is with the source audience. Creating a larger audience increases the number of potential reach, but reduces similarity between the similar audience and the source audience. The quality of the source audience is also very important. For example, a similar audience generated by a source audience of the highest quality customers has a higher quality than a source audience made up of all customers.
Similar audiences are generated based on custom audiences, with a choice of regions and crowd sourcers, ranging from 1% to 10%, 1% to those 1% most similar to your custom audience, and 10% to less than 1%.
11.Select the layout
Once you've created your audience, the next step is to select the placement of your ad. While Facebook recommends automatic versions, few use them. Here we can choose the device: specify the desktop or the mobile side.
What is the Audience Network in the platform? For example, if you like a brand of product on Facebook, when you're using a third-party app, you might see a brand's ad content for you, like any other facebook service on Facebook, that might appear in a banner, pop-up window, or native form.
Audience Network is a less controllable factor because it's a third-party platform and has low transparency, so don't consider Audience Network unless you've already got all of Facebook's money done; The media inside network has specific needs, and you can choose to put it on. The average e-commerce company is mainly on Facebook and Instagram, and app-like games can be considered audience networks.
The right bar is Facebook's desktop-specific page, which is not suitable for new customers and for remarketing. Some people like each page is served separately, some people like to only cast Facebook's mobile stream ads, how to choose your placement, to wait for your delivery, look at the breakdown data, see which page performance is best, and then decide.
12. Set up budgets and schedules
Budgets are determined by factors such as audience size, target conversion events, target conversions, commodity prices, audience value, and more. Some people like an ad group to give a $10-a-day budget, run slowly, compare insurance; And skilled runners will choose a new series, going directly to a $300-a-day budget, so that ads can run out as quickly as possible and accumulate some data as quickly as possible.
But it's best to do ab testing first, knowing the CTR (click-through rate) and the website's CVR (conversion rate), and then consider adjusting the budget, which is more reliable. General advertising is long-term, but sometimes also need to use scheduling. The advantage of scheduled ads is that you can choose when to run them. For example, your product only sells a few days of the week, you can choose the corresponding time to run here in the schedule to improve your advertising efficiency (need to set a total budget). This truth is similar to doing Google, Baidu launch is very similar.
13. Fill in the ad name
General naming rules: "Advertising formID_ material, designer, ad line date, custom," but sometimes we can either look at the report, we will also add the crowd targeting settings on the ad group, so the advantage is that when you look at the advertising level, you can already know the crowd positioning, do not need to point back again, do not need to point back again, Because if you advertise a lot, each switch is a waste of time.
14. Choose an ad format
Facebook has a growing number of ad formats, such as carousels, single images, single videos, slides, boutique bars, full screen, and more.
15. Submit creatives
Material is generally pictures and video files, because it can catch people's eyes, but also improve the target conversion rate. Remember, the picture Chinese not more than 20% of the length, otherwise the ad will be rejected.
If you don't have a professional artman, you can try a diagram with the creator's sticker chuangkit.com or www.canva.com.
There are also these two free picture sites www.pexels.com and www.pixabay.com
Note that the size of ads in different formats can be required, depending on the instructions next to Facebook when you created the ad, i'll give here some examples:
Photo Ads: Recommendation 1080 x 1080; Carousel Ad: Recommendation 1080 x 1080
Video ads: Ratio 9:16 to 16:9, Minimum 1 second, maximum 240 minutes
Minimum width (pixels) for all pictures: 400;
16.Filling out the copy
On how to write a good advertising copy, we will be after a material article, inside will be explained in detail, here first give you a brief introduction. The textbook you need to write to create Facebook includes: ad title, text, call to action, description of ad link, display link.
Text: You can do some detailed descriptions for the title, such as 50% off, limited time limit.
URL parameters: For easy tracking, if you use Google Analytics analytics, you'll need it.
Ad title: The most important content, such as Christmas pay- and other headlines.
Call to Action: Learn more, buy, download, try, and more.
Ad link description: Only show in certain places, not required.
Show link: fill in the official domain name on the line, mainly for good-looking, non-required.
If you want to save during editing, you can click the close button in the lower left corner, go into the ad creation process and click the close button at the bottom left, where you'll be prompted to choose to close and save the draft or close it. After you save as a draft, you can return the previously created content and make changes or complete the creation in two ways.
Find the corresponding campaign, ad group, or ad tab, hover over the ad element you worked with earlier, and click the edit button (pencil icon) that appears.
Select the s-create button at your previous level (campaign, ad group, or ad), then click Use Existing Content, and select the name of the entry you want to return to continue editing.
Finally click Confirm and your ad creation is complete。
Finally finished, if you have any questions about the Facebook backstage operation welcome message.
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