15 Jan

How to Track Phone Calls With Facebook Custom Conversions

There are numerous options available for tracking and attributing phone calls. Many are sophisticated, provide a multitude of options and are well worth a look, but this post is about a quick and dirty way to measure ‘click to calls’ via the Facebook Ad Manager.

If you’re working on a campaign that’s driving great conversions, you could still be under reporting on success by missing out on call data. OK, even if you don’t have the ability to know what eventual revenue is driven by phone calls, getting a sense of how your campaigns lead to calls is still a useful metric to measure.

What you’ll need for this method:

  1. A website with click to call functionality on the contact number (duh)
  2. A Facebook account with the pixel correctly installed
  3. GTM implemented and used for your pixel implementation
  4. Pixel helper chrome plugin

So – really nothing complicated at all.

Assuming you’ve got steps one and two above sorted, let’s jump into the ‘how’.

Step 1 – create your custom event

The basis for your custom conversion in Facebook is going to be a custom event that essentially, we’ll just adapt the standard lead event slightly and rename as needed.

In this example, we’re going to start by taking the short script for the Facebook ‘lead’ event as you can see below:

<script>

fbq(‘track’, ‘Lead’);

</script>

All we’re going to do is change the script slightly by renaming from ‘Lead’ to ‘Click to Call’, and changing ‘track’ to ‘trackCustom’:

<script>

fbq(‘trackCustom’,’Click to Call’)

</script>

Step 2 – Fire your new event via Google Tag Manager

Once you’ve created the event above you’ll need to make sure it fires on the correct action – when someone clicks on your phone number.

Thankfully this is really easy using Google Tag Manager, and assuming you already manage your pixel implementation in GTM, there are only two steps you will need to take in order to make this work.

Firstly, you’ll need to create a brand new tag for your custom event. In this case we’ll name it ‘Facebook Pixel – Phone Call Click Event’ to make sure it’s nice and clear. Selecting a ‘Custom HTML’ tag, you simply add your event script in as follows:

Implementing Facebook Events in GTM

The second point here is that you will need to make sure your base pixel code fires before your custom event.

To do this, click on ‘tag sequencing’, then tick the ‘Fire a tag before Facebook Pixel – Phone Call Click Event fires’ option. In the ‘Setup Tag’ dropdown, simply select your base pixel tag:

GTM Tag Sequencing

The final step is to setup a trigger to make sure your new custom event is fired when the correct action is taken.

Because we want our event to fire whenever someone clicks on our phone number, we are going to use ‘tel:’ as the identifier. When setting up the trigger, use a ‘click – all element’ trigger type, and set your rules as follows:

Click to Call Trigger GTM

You can then save your tag and test using GTM’s preview mode. Once you’re satisfied your new event is firing only when someone clicks on your phone number, hit publish to set your new tracking live.

Step 3 – test Facebook is receiving your custom event

Now you have your custom event firing correctly it is time to do a few more tests to make sure Facebook is receiving the data correctly.

The first port of call for me is always the Facebook pixel helper chrome extension. Navigate to the website in question, click on the phone number, and you should see your new event appear:

Facebook Events in Pixel Helper

This is the first check. The second way to test your new event is firing correctly is to view the event data in your Ad Manager. Once in your ad manager, head to the ‘pixels’ option on the menu, click on ‘Details’ and then scroll down to see your event activity:

Facebook click to call custom event

If everything is correct, you should see activity being reporting here.

Step 4 – create your Custom Conversion

The next and final step is to create your custom conversion. This allows you to report back on the number of ‘click to call’ actions generated as a result of your campaigns, but also means you can then optimise the delivery of your ad sets towards this action.

To create a custom conversion, go to the ‘Custom Conversion’ option in the ‘Measure & Report’ section of the main navigation and click to create your new goal.

On the dropdown menu, select your new ‘Click to Call’ event as the criteria for your conversion and select ‘Lead’ as the category:

Click to Call Custom Conversion Facebook

And there you have it – a custom conversion quickly set up to track click to calls from your campaigns.

18 Dec

How to Set Up Dynamic Language Optimization (DLO) Ads on Facebook

Facebook has recently launched a dynamic language optimization (DLO) feature, which is particularly useful for targeting multilingual audiences in a single location. You can take a look through all of the technical details from Facebook here.

We’ve recently been testing this for a client in Hong Kong, where the mix of spoken language varies hugely between Traditional Chinese, Simplified Chinese and English. So definitely a great use case, and one I thought would be worth a walk-through for anyone looking to test out this new feature!

Why would I want to use this feature?

Previously, in order to target different languages each campaign would have to be split up into numerous language-specific and target location ad sets.

With this new feature however, advertisers are able to load up multiple language variations of the same ad, and Facebook will dynamically show the ad in the relevant language for each user.

Thinking outside of Facebook campaigns for a moment, for certain regions in the world it’s not always obvious which language to prioritise for your marketing activities. If that’s the case, then this is a very efficient and quick way to find out.

Thankfully it’s remarkably easy to set up a test and get things going, as long as your campaign goals match those currently available with the DLO (see below).

How Do I Set Up A DLO Ad?

At the time of writing this post, you can only set up this type of ad in the Ad Manager. You will not see the option for DLO if you set up your ads using Power Editor (as I normally do).

Firstly, you must set up/use a Traffic, Mobile App Install or Conversion campaign. If you want to drive any other objective, the option for Dynamic Language Optimization will not currently appear.

You may wish to optimise ads to show in numerous languages for multiple countries. Yet here lies a complication: you can only currently set up one ad set for each country. Within each location however, six languages can be applied.

Dynamic Language Ad Setup Facebook

In my example, I have targeted an audience in Hong Kong with the languages set to English and Chinese.

Your next step is to edit your placements as there are restrictions here too. Your ads can only appear on Instagram, Facebook Newsfeed and right-hand side, or Audience Network. Finally, you can move on to design your ad.

The ad itself must be a single image as this option cannot be applied as yet to carousel ads, but hopefully that will come in time. From here, you select a default language which will also be the language you see in all of your previews.

Adding Languages to Dynamic Language Optimisation Facbeook

The image will remain the same, so remember to ensure that you don’t use something with text on it. At this stage, you can enter the text that each user will see for the headline, text, newsfeed link description and also the destination URL (you can then direct users to language specific versions of your web pages).

Once this is done, you are ready to start testing! You should also be aware though that because you are using a dynamic ad set, you can only have one ad in each.

The different versions can now be seen and edited in Power Editor, meaning you can continue with your normal workflow if PE is your preferred way of working. Another thing to note however is that if you are sending previews to clients to approve, they will only be able to view the default language version using the preview link.

How do I Access Reporting Data?

Assuming you are testing the efficacy of creating DLO ads, or wanting to more easily measure the interaction by English speakers versus Chinese (as in our example), then simply select the ad set and click on Breakdown and Asset Type:

DLO Breakdown Options

In our example we can see that the Chinese variation of the ad is currently far more successful, with a higher CTR and lower CPC. Although it’s early days in our test, it’s super useful to know this as we’re essentially validating our hypothesis that Chinese should be our main language.

Dynamic Language Performance

This is super useful information for all marketing channels and not just Facebook, so if you’re unsure of what language to prioritise in any marketing campaign, this is a really fast way to find out (note that the CPCs here are in HKD, not USD!):

 

29 Nov

A Super Easy Checklist for Your First Facebook Dynamic Product Campaign

Running a dynamic product catalogue campaign on Facebook can lead to amazing results.

Being able to serve relevant products to people who have viewed specific products or taken actions such as added products to their cart is an excellent tool in any retail campaign. Often we see the highest returns from DPA campaigns compared to almost anything else we run, so it’s well worth it.

When getting started there are a few critical elements that you’ll need to get right otherwise you’ll never quite get your campaign out of the blocks.

Wading through the technical details can be confusing, so I thought it would be useful to distil some of the key checkpoints for getting your first Facebook dynamic campaigns running.

Hope this is useful!

Check your Product Feed has the Correct Attributes

If you’ve set up and run Google Shopping campaigns you’ll understand the basics of shopping feeds, and also know that there are a number of required attributes that you’ll need to provide in your data to get things moving.

Thankfully on Facebook things are a little simpler, but there are a number of fields you will need to include. These are: Product ID, Availability, Condition, Description, Image, Link, Title, Price and gtin, mpn, or Brand. See the full list of required and optional fields here.

Anything beyond the above are considered nice to haves. If you want to start building out product sets then having attributes such as ‘category’ will be useful, but as long as you have the required fields then you’re good to go.

If you have a Google Shopping feed already configured, and it has the required attributes, you should be able to use that also.

Check Your Pixel is Firing the Correct Data

This is a big one, and often where things come unstuck. Having your pixel in place and firing the correct events is one thing, but making sure they are firing the correct data is another.

To check what data your Facebook pixel fires is easy; add the Facebook Pixel Helper browser plugin and start taking a look at some product pages.

In the example below, we’re looking at a product on a large ecommerce site and expanding the ‘ViewContent’ event (which fires on product page views) to see what data is passed through as a parameter:

Facebook Pixel Helper

The data you want to check first is the ‘content_ids’ parameter, cross checking it against your feed data. If the number (i.e  product ID) shown here doesn’t match up against the product ID in your feed, Facebook won’t know what product to show and when.

You should then repeat the process for all events in the purchase path; add to cart, add to wishlist, purchase confirmation and so on to ensure consistency throughout.

Also a word of warning here, if you’re using a plugin to generate your feed and manage your pixel implementation, don’t assume everything will just work. We recently worked with a client on Shopify who used their Facebook feed plugin and the data didn’t match up with the Shopify pixel implementation. So always double check!

Check You Have the Correct Pixel Associated With Your Catalogue

This one sounds like a really obvious point, but if you manage multiple ad accounts and have access to multiple catalogues, it’s an item that’s well worth double checking.

Once you’re in the catalogue, navigate to ‘Catalogue Settings’ and you’ll see a box for ‘Event Sources’:

Facebook Catalogues - Pixel Settings

This is where you match the catalogue to your pixel and should be a really easy step to setup and check.

A note here on the complicated world of connecting people to different ad accounts and assets. Both catalogues and pixels are defined as ‘assets’ and therefore, if you are working on an account via Business Manager, you will also need to be granted access to the pixel and catalogue, not just the ad account.

Check Your Catalogue Match Rates

Once you’ve gone through the steps above and are comfortable that your data is being sent correctly, a really handy way to double check is by reviewing the event match report within your catalogue.

To get there, navigate to your catalogue and select ‘Events’ on the top navigation bar. The report here will show exactly how many ‘events’ match up with your catalogue, and is a very helpful way to ensure that following the checks above, you can be sure everything is working correctly:

Facebook Catalogues De-Bugging - Event Report

Check Your Image Cropping

You might be lucky in that your product images work perfectly in carousel ads, but if you don’t already have 1:1 ratio product images you can get Facebook to work on a few options to make them fit.

I was dubious at first as to the quality / reliability of this tool, but the results are generally pretty good and it’s a very easy way to make your product images fit into Facebook’s ad formats.

To get to the tool, click ‘Catalogue Settings’ in the top navigation and scroll down until you see the image settings. Once open you have three options to choose from for both single image ads and carousel ads:

Facebook Catalogue Image Cropping

Below the view above there’s a handy preview option which enables you to see how the images will look once your ads are populated. If you want a really good view on how things will look out in the wild, checking your ad previews is always going to be a sensible step.

Know Your Early Warning Signs

Even if you’ve rigorously gone through all your checks, and you are 100% confident you have everything right, mistakes can still happen. It’s always worth keeping an eye out for warning signs that things might not be right.

  • Reach – are your ad sets / ads picking up reach? Does this match against what you expect from your audience size?
  • CTR – are your click-through rates on par with what you would expect from a retargeting campaign?
  • Relevance Score – due to the close match to recent activity, you should get a good relevance score. Is that the case?
  • Purchases – have you picked up ROI positive sales?

If the answer to any of the above questions is no, that’s a pretty good indicator that something might not be right and could need investigation.

Happy retargeting!

24 Oct

How to Review Conversion Windows in Facebook Ad Manager

Before setting out an optimisation strategy, it is key to understand how long it takes people to convert after seeing or clicking on your ads. Not only does it deepen your understanding of how people interact with your campaigns, it also helps to clarify points such as how long to run your tests for.

To give a practical example, if people typically convert on the same day as clicking your ad, you can run a test and know within a day or so if it’s working. If people take longer to purchase, say seven days, in order to get a clear view on what’s working you’ll need to give your campaigns a bit more time before making a call.

Before we go into the details on how to review purchase windows, it’s important to clarify the standard attribution set up in the Facebook ad manager. By default, standard attribution is set to a 1-day view or 28-day click. That means if someone views your ad and purchases within the same day, you’ll get the credit. Or, if someone clicks your ad and purchases within 28 days, you’ll be credited. Attribution windows can be adjusted in your account settings, but this is the default set up.

how to view conversion windows facebook ad manager

(reviewing attribution settings in your ad account settings)

It’s also worth pointing out that if someone takes 10 days to purchase after clicking your ad, the revenue will be assigned to the day the last ad was clicked. Not the day the purchase took place. Therefore, if your customers typically take longer to purchase you can expect revenue data to lag slightly and update over time. It’s worth knowing before you make any big decisions.

How do I see this data?

One of the most enlightening things about getting to know the Facebook ad manager is just how much data is available. In this example, let’s say you are running a conversion campaign and want to review the split between conversion windows (1 day, 7 days & 28 days).

To see the data in your campaign, ad set or report view take the following steps:

  1. Open up the ‘columns’ drop down
  2. Select ‘customize columns’
  3. In the bottom right, click ‘comparing windows’
  4. Select 1 day view, 1 day click, 7 day click and 28 day click
  5. Click ‘apply’

 

The result is the report below, showing you how many people purchase within 1 day, how many within 7 days, and how many people purchase within 28 days. Note that the figures accumulate, so the figure in the ’28 day’ column is your total purchases within 28 days, not just the number of people that purchased within days 8-28:

reviewing facebook purchase attribution windows

Export and Pivot in Excel

To get an overall view on purchase windows, extend your time period to get enough data. You can then export your campaign view into Excel and have play around with pivot tables  to easily visualise patterns.

Remember, the steeper the curve, the longer it is taking people to purchase:

campaign conversion reporting facebook

This starts to get really interesting when you break it down to individual audiences. In the example below, the particular audience in question was doing a great job, it was just taking a bit longer to convert than other ad sets in the campaign:

ad set conversion windows facebook

Armed with this information, you can start to look at why any audiences/ad sets might be performing out of character with the rest of the campaign and make adjustments accordingly.

In the specific example above the ad set in question was part of a dynamic product retargeting campaign. By creating more specific product sets in the product catalogue, the conversion window reduced; i.e. we were able to speed up the time to convert by taking a bit more control over which products were served.

This process can be repeated for any campaign type or ‘event’, it doesn’t just have to be purchases.

For example, if you were running traffic campaigns to a blog or guide content with the desired outcome being an enquiry form completion, this process would tell you not only which audiences result in the greatest volume of enquiries, but also which audiences tend to respond or act faster. All very interesting and useful stuff.

25 Aug

A Fictional Brief And A Brand New Facebook Ad Account – Where to Start?

This post is a follow up to a presentation I gave at the China Marketing Summit in Shenzhen last month. The main premise was to give an overview of how to get started building an audience and sales with Facebook ads.

Channels like PR and SEO are amazing long-term plays but if you’ve only got a few months to demonstrate some growth in a brand-new business, they’re unlikely to meet the challenge in time.

I believe this is where Facebook really plays to its strengths. When a business needs a cost effective and highly measurable route to growth, I believe Facebook is a great option for meeting that challenge.

To summarise the main benefits:

  • It’s highly likely that your audience are there
  • With the right product, served to the right audience, at the right time – the ROI can be great

So, tasked with achieving this for a new business where should you start?

Let’s say for example you’ve been hired by a brand new luxury travel startup to achieve the following:

  1. Increase Sales Leads (Increase lead volume, reduce CPL, reduce non-converting traffic)
  1. Grow An Engaged Audience (Grow email list, increase engagement, build targeting remarketing lists)

Here’s what I’d do!

Objective One: Drive Leads

The key thing here is that we need to start testing out what works, and by ‘works’ in this case we mean what is going to drive profitable quality leads at the right volume.

facebook lead gen ads

Test a couple of Audiences:

To get started, we’re going to try two ad sets with the following audiences:

  1. An interest based audience targeting people who we believe are most likely to be interested in our service
  2. A lookalike audience based on a list of people that have previously converted
power editor facebook interest audiences
Interest audience building in Power Editor

An interest audience is usually the place where most people start, but it can be super hard to get the combinations right. Depending on your business and audience demographics some cases will be far harder than others.

Taking the fictional brief into consideration we’re going to target people who live in our key market, are interested in luxury travel publications, and who are also engaged to be married. The theory here is that they are browsing related content, and due to their relationship status at some-point in the near future may be looking to book a honeymoon.

When it comes to the lookalike audience, we have a few different options of seed data. This could be website traffic, or it could be another form of custom audience. By using a customer list of past converters we’re essentially telling Facebook to match the demographics and behaviours of those people to make a larger audience of people who are likely to convert.

By using two ad sets, one for each audience, we can test the results to see which one works best.

Testing Ad Formats

At this stage it is also sensible to start testing ad formats and creative. Given that we’re looking to drive valuable leads for the business, the plan is to test a standard ad format to drive traffic to a landing page, vs. a lead gen ad to collect leads directly.

A word of warning here – it’s super important to collect feedback from your sales team on the quality of leads. What I’ve seen many times in the past is that lead gen ads create an excellent volume of leads at a low CPL, however because of the ‘ease’ at which people can fill out the form, the quality of those enquires isn’t always amazing.

facebook lead ads

What we’re essentially testing is whether or not a landing page with full details of your service does a better job of pre-qualifying the lead. Other things you can test for improving lead quality include the copy and imagery in the form, the questions you ask and so on but the big ‘lead form vs. landing page’ is where to start.

If you do go ahead and use the lead gen ads then you’ll need to get a mechanism in place to collect feedback on the quality they produce. To do this, you can make use of Zapier to link up your lead gen forms with Google Docs, Mailchimp or your client’s CRM system.

If your client doesn’t have a sophisticated CRM in place, I’ve found a shared Google Doc where the sales team can mark off progress (such as which leads have progressed to proposal) as a good way of understanding quality.

Objective Two: Grow Your Audience

Rather than focus on a direct increase in sales, the objective here is to grow a pre-qualified audience for the future. Like any investment, we’re building something that will (hopefully!) provide a positive return in time.

audience building with facebook ads

Imagine you need to promote an event or offer 2-months down the line, how much easier would that be if you’ve already got a sizeable audience in your back pocket? That’s what we’re getting at here.

Promoting Content, Not Products to a Cold Audience

The first point of call here is going to be promoting a base of content to a cold audience, and then using engagements with that content to create a remarketing list for future use. To get this moving, we’re going to get the following three items arranged:

  1. A cold interest based audience of people we believe are going to be most interested in our content
  2. A new custom audience for anyone who has interacted with the blog section of our site more than twice in the last 30 days
  3. Ad creative to promote your content

When it comes to the website custom audience, I’ve found that refining the audience by frequency (i.e how many times someone has viewed a specific part of your site) means you’re picking out the best of your potential audience. The theory being, if someone has viewed your content more than twice in a specific period, they know the brand and appreciate what you’re doing.

website custom audience facebook
Custom audience: people who have visited by blog twice but not yet converted

Regarding ad copy, I have personally found carousel ads promoting multiple pieces of content work well. Of course, you should definitely test this out against a single image ad to see what works best for your audience.

Pre-Qualify via Video View Campaigns

Essentially, we’re adding in new step here, but the theory is the same – how can we use content to pre-qualify brand interest, and save that audience for future use?

The benefit with video campaigns is that they’re super cheap to run and every 3-second video view classifies as an entry onto a remarketing list. With video views of less that 0.5p you can see how quickly this can scale.

You have the option to build a list of anyone who has viewed the video (for at least three seconds) or people who have viewed 25%, 50%, 75%, 90% and 100% of your video – you have to make a call on what percentage of a full view determines genuine interest.

video view retargeting audience facebook

Depending on how you want to structure your campaigns, you could use this tactic instead of promoting your blog content, or you could test a combination of sending people who have viewed your videos to your blog as a secondary stage of qualification. The key is to test and find out what works best for you.

Obviously the two objectives outlined in this post can be combined very effectively to create an ever-increasing funnel.

Email Sign-up Ads Followed by Content Nurturing

Unlike a direct sales campaign where you would follow up with leads as sales prospects, what we’re talking about here is running lead gen ads and then nurturing people through a program of content to a point at which they are warmed up to the brand.

Generally speaking, this process looks a bit like:

  • Run Lead Gen Ads – Either to a cold or pre-qualified audience
  • Send Auto-Response – Onboard with an overview of content and value adding information
  • Nurture – Keep the focus on content for the initial few weeks
  • Sell – Once ready, start gently introducing commercial offers

The above can be achieved easily using Zapier to connect your lead forms to your CRM or email software of choice.

It goes without saying that you’ll need a very high standard of content to make this happen. Right from the ‘hook’ you’re offering to convince someone to sign-up in the first place, through to the content you’re going to be sending out, whether this works or fails is determined by the content.

Hope this proves to be a useful overview of how I would approach a new campaign set up. Obviously there are a huge number of things to test and optimise, but as a starting point the above should be a good start.