Featured Coaching Excerpt - Notes & Transcript, Part 1
Ask Yourself: Does your ad work for the user you're wanting to target?
Lesson Nugget: Make sure you adhere to Facebook's text percentage rules.
Lesson Nugget: Make sure to look at the data when evaluating the success or failure of an ad.
Lesson Nugget: It's important that you rotate your ads often before users develop ad fatigue.
Thrive15.com provides onlineBusiness Education
-Ad level-- this is where we set up the actual ads. We talked about what kind of ads we can run earlier, so we'll talk a little bit about what makes a good ad. Make sure that the ad is as tailored to your target audience as possible. Do you remember when I first said your customers are male and female, and you might just choose to show the ad to everyone? But you might want not to, really, because you want to show a different ad to different users? Make sure the ad works for the user you actually want to target.
High-quality imagery-- very important. We saw earlier-- image: very important, very prominent.
-I think a lot of small business owners, if we're honest, we might miss the boat here. We might have pretty low-quality imagery-- high-quality dream, high-quality vision, high-quality people, low-quality ad. And people aren't going to click.
-No. And it sends the wrong message, too. Try to stay on brand with your imagery if you have specific colors in your brand. ASM uses a lot of white, orange, and some gray. Try to have those elements in your ads as well, for brand recognition. There's a 20% text rule. And there's also a tool that Facebook makes available where you can test that. So 20% text rule means that Facebook doesn't want you to upload an image that's basically just text, because then it's really not an image any more. So they limit you to have a nice image, but you can only use a 20% of that image to display text on it. And logos count as well.
There's a great tool where you can upload your image. Maybe we can show Thrivers a link to that. And then just upload your image, and click the fields that have text in it. Then Facebook will tell you if you're within the 20%.
Stay on brand with the colors and tone. Tone means for the written copy. Include a clear call to action. Tell people what you want them to do. Otherwise they might not do it. But try to stay away from being overly preachy. That might go the wrong way, too. Preachy means don't try to sell them hardcore. Tell them what they should do, but don't be too aggressive with your language.
-Don't say, "Buy this, or you're a fool!"
-Might work for some people-- not for me. I don't know if it works for you. Test different ad variations. Also very good. There was another example that I wanted to bring up earlier with the ads that we run to increase our fan count on Facebook. There was an ad that I really liked, which I actually showed you as an example earlier, because I just like the graphic.
CLAY CLARK: You loved it.
-I love it. That's why we're showing it. And then there was another one that we ran that my wife and business partner really liked.
-Happy wife, happy life.
-Yeah. I said, "Just upload it." I didn't agree with it. And guess what? Her ad outperformed mine. So I was very bummed about that. I felt like the ad that she chose felt like a stock image, and I showed her another presentation as well, and everybody thought well, Andy, your ad would perform better. Well, we all thought so, but we weren't right.
-I lost. That's why it's important to run different ad variations. Don't just run the ad that you like, because the users might not like it. And look at your reports. Look at your reporting. And see what ad performs. All the Kim Jong-un ads that I run, the Kim Jong-un-themed ads I've run, they get a lot of clicks, but it doesn't really get the right kind of clicks. Just throwing that out there. Usually my wife's right when it comes to ads, too. It's a universal law. you're watching this an you're a man, you're a man, bear, pig-- you're a dude-- probably run it by some ladies and other folks. Don't just take only your opinion. You've got to look at the data and figure out which one's actually working, right?
-Exactly. Run variations. Ad fatigue is something we mentioned earlier. If an ad appears too often, you might want to switch it out. Even it was successful, every once in a while, it's time to make a change. And there is also a field in the reports that tells you exactly how often an ad was shown, on average, to Facebook users... Business Education.
Reporting and tracking-- very important. Figure out what you want to measure, and this will have something to do with your campaign goal. If you're wanting to increase your fan count and you're tracking website clicks, it's probably not the right metric to
Are you looking for Business Education?
Featured Coaching Excerpt - Notes & Transcript, Part 2
Lesson Nugget: If you are running link ads, make sure to look at website clicks and not just overall clicks in your reports to measure performance.
Lesson Nugget: Use the conversion pixel code on the conversion/confirmation pages only.
Are you looking forBusiness Education?
ANDY HINTERPLATTNER: Clicks versus clicks to website-- that's actually very important because, in the Facebook reports, there's some standard fields in there that they report on. And then you can customize the report.
-So people might be clicking your ad but not getting to your website.
-Exactly, because a click-- this is where a lot of advertisers get confused. You think, oh. I got a lot of clicks. Let's say you have a link ad. You're looking at clicks. That's the wrong metric to look at because that's basically just clicks where people interact with your ad. Sometimes, if you have a little bit more text and it says continue, and you click on this just to read the rest of the text, Facebook records it as a click.
-But they didn't click to the website. And that's what you want them to do with the link ad. Otherwise, you wouldn't be running a link ad. So that's something to really pay attention to. And you can customize your reports to show website clicks.
Micro versus macro conversions-- I'm going to talk about this briefly. The end goal for most advertisers is probably to sell something, either a service or a product. But this is just the end goal.
You might have some goals in between, depending on your purchasing process, that are very valuable. Let's say someone clicks to the web center, reads a specific article or views a specific video. Video views might be a micro conversion.
-Micro. Small conversion. Little win.
-Yeah. Little win. Exactly.
-What's the macro?
-Macro's like the end goal.
-They're paying you.
-They're paying you.
-They're paying you. It might be that-- if you don't have an online store-- the macro conversion might be filling out a lead generation form where you get their name, their email address, their phone number, and you call them back. You have a lead.
-Small goals versus big goals.
-Exactly. Yeah. But they're all important.
So don't just focus on the macro conversion. You might have to start with some micro conversions first to lead them through the sales funnel-- email, signups, whatever it is.
Old versus new conversion tracking pixel. This is something that Facebook, as we're taping this right now, just changed last week.
CLAY CLARK: Whoa!
ANDY HINTERPLATTNER: And conversion pixels-- we talked about the website pixel earlier, where we can capture the website traffic and show them ads later. The old way-- and I'm still talking about the old way, too, because it still works.
-Yeah. Old school still works.
-Back in the day.
-And it's probably going to work for a while. That's why I kept it in there. If some Thrivers already use website custom audiences, most likely they use the old conversion tracking pixel.
CLAY CLARK: OK.
-This is a code that you add to conversion pages only. Let's say for example, shopping cart, order confirmation page, is a page that the user only gets to after he completes the order. You want to add that conversion pixel right there.
And so on that page, you would have your website custom audience pixel and the extra conversion pixel. Two pixels. It's the old school way.
CLAY CLARK: Old. School. Two pixels.
-Two pixels, on the old school conversion pages. The conversion page could be an email signup confirmation. Thanks for signing up. Micro conversion email signup should have a conversion pixel, too, unless you can't track it.
ANDY HINTERPLATTNER: The new pixel-- Facebook came out with a new pixel because sometimes it came to conflicts between the old pixels, especially if you had more pixels on the same page. And the code took a little bit long to load, which could have a negative impact on search engine optimization.
CLAY CLARK: Yeah.
-If a page takes a long time to load, search engines don't really want that. So Facebook improved that pixel.
-And right now, you upload the new custom audience pixel. And on the pages where you want to track a conversion, you just modify the existing pixel with some parameters. And this speeds up the load speed. And it leads to or improves the conflict.
-And in dedication to the old school pixel here, special dedication to the old school pixel. If you're watching right now and you're one of the first 10 people to send in a picture of your old school quad skates-- remember the quad skates with four wheels?
ANDY HINTERPLATTNER: Yeah.
-If you send a picture of you wearing your quad skates, for the first 10 people that do that, we're going to send you a copy of my book there, "Thrive." So that's just something that's a guarantee. That's a promise for the first 10 people to do that. Take a picture of yourself in some old school quad skates in dedication to our old school pixel here... Business Education.