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In this article, I’ll cover what Facebook conversion tracking and offsite pixels are, why they matter and how to start tracking the conversions of your Facebook ads today. And you absolutely can measure the ROI of your Facebook advertising efforts, particularly when you’re looking to drive an action that can be assigned a value. Facebook allows you to track the conversions that happened as a result of your Facebook ad. With conversion tracking, Facebook knows that they went to your site from your Facebook ad.
One of the amazing things about conversion tracking is that Facebook utilizes Optimized CPM (oCPM) to determine who sees your ads. Your ad is optimized to be surfaced to the people most likely to perform your desired action.
Facebook learns which users perform these desired actions through advertisers using conversion tracking. If you’ve never used Conversion Tracking before, Facebook provides a nice little explanation for you. Within your list of conversion pixels in Power Editor, your new pixel will either be listed as Active, Unverified or Inactive.
Active: In the past 24 hours, people have viewed the pages that contain the pixel on your website. Unverified: Your pixel may not be installed or properly configured because there have been no reports of people viewing it on your website. Inactive: In the past 24 hours, people have not viewed the pages that contain the pixel on your website. When you create an ad within Power Editor to drive conversions for this pixel, you will now need to apply your offsite pixel. Within the Creative & Placements tab, click the Conversion Tracking checkbox and select your pixel. Within Power Editor when creating your ad, click Conversion Tracking and select your offsite pixel. Assuming you know the value of each conversion, you can now determine ROI of your ad campaign!
Conversion tracking is something all savvy Facebook marketers need to be aware of and implement. If you are not using social media to extend your brand then you are missing out on a marketing opportunity to extend your business and grow your customer base and secure more sales through “word of mouse” social technologies. Want to know how to use social media to attract and engage quality customers, and quickly grow your business? Facebook has gone all in to provide businesses with tools and targeting options to connect with customers and prospects in the moments that matter. Facebook launched a local awareness initiative in 2014 that gave advertisers the option to add a Get Directions call-to-action button to their ads.
This is an important lead generation tool for businesses of all kinds, but especially local businesses. As powerful as Google Shopping ads are, it only made sense that Facebook would enter this arena, too.
Though they serve a similar purpose, Facebook’s product ads do not work in the same way as Google’s product listing ads. The ads are template-based, meaning you don’t have to spend time on new creative for each ad. Best of all, these templates work for news feed and sidebar ads across all displays, so you don’t need separate ads for desktop, tablet and mobile. Facebook launched carousel ads last year, but this summer they extended the option to mobile.
This mobile carousel ad from Tinker Crate spotlights different features and views of their product.
This spring, Neiman Marcus used carousel ads to showcase shoe and handbag collections and reported three times more conversions and 85% higher click-through rates, compared to standard ad units. Given the natural inclination to swipe sideways on mobile, carousel ads are an intuitive, seamless ad format for mobile users that gives you a creative, engaging way to tell stories. A June overhaul gave Facebook Ads Manager and Power Editor facelifts, as well as added functionality. On the Power Editor side, this release offers a more logical interface, but also enhances bulk editing and advanced search capabilities.
Ads Manager has a more streamlined feel, with performance metrics featured more prominently.
What’s particularly awesome about this update is that you can bulk-edit the targeting and budgets for several ads at once and use the Create Similar option to duplicate ads and campaigns. Small- and medium-sized advertisers rejoiced earlier this year when Facebook released the stand-alone Ads Manager app. The stand-alone app also lets you receive push notifications, save new ad drafts, create ads using photos from your phone and more. Now, you can be as mobile as the people you’re trying to reach and not feel chained to a desktop computer to monitor your ad campaigns.
This summer, Facebook announced they’re testing a new mobile ad format called lead ads. Lead ads might be a good option if you want people to sign up for your company’s newsletter, request a follow-up phone call or receive a price estimate. This summer at Cannes Lions (an annual ad industry festival), Facebook gave a sneak peek at an immersive mobile ad format they’re working on. This ad format will demand a great deal of creative and will probably suit larger brands, at least in its early days.
To help you stay up to date with social media, here are some of the news items that caught our attention. Facebook page owners can access day-by-day breakdowns for Minutes Viewed, Views, and 10-second Views. The Morning Social Media Marketing Talk with Michael Stelzner is taking a break this week and will return on Friday, April 1, 2016. Foursquare Swarm App Adds Lifelogging Feature to User Profiles: Foursquare redesigned the user profiles within its Swarm app for iOS and Android. Emoji Usage in Marketing Messages: Appboy recently analyzed 9,359 marketing campaigns which utilized emojis and found that emoji usage has rapidly increased by 777% year-over-year. Job Seeker Nation Survey 2016: A new study from Jobvite found that 48% of those surveyed researched jobs online and 58% used social media to research companies of interest. These five studies reveal how Facebook impacts online marketing and why it’s here to stay. According to October 2014’s Shareaholic Social Media Traffic Report, website analytics reveal that social referrals come from Facebook four times more frequently than its nearest competitor, Pinterest. Pinterest, Twitter, Tumblr, StumbleUpon, Reddit and YouTube all sent FEWER visitors to websites in Q3 than they did in Q2. As of Q3 2014, Facebook is the biggest referrer of traffic to websites by a factor of five or more. In a survey of 180,000 videos across 20,000 Facebook pages, social media software and analytics company Socialbakers found that content creators uploaded 50% more videos to Facebook directly in June 2014 than they did in January. The trend is positive enough for the study authors to predict that the number of videos uploaded directly to Facebook will surpass those uploaded directly to YouTube by the end of this year.
A 50% increase in direct video uploads to Facebook reflects the fact that marketers are getting more engagement on Facebook than on YouTube. The chart above shows that in January, direct video uploads to YouTube outnumbered those to Facebook by nearly 200%.
Why are content creators (business owners, marketers, non-profits and more) abandoning YouTube for Facebook?
If more individuals respond on Facebook, others at the top of the funnel will be more likely to engage as well. If you’re going to upload a video to Facebook, research which of your previous videos and those of your competitors get the most views and likes.
Consider including fun and entertaining components that have proven appeal to Facebook audiences.
Predicted for a long time, consumption of content on mobile has edged out that on desktops for overall time online, according to a study conducted by comScore conducted in May 2014. In keeping with these findings, consumers access their social media channels 71% of the time through mobile.


Rather than remaining satisfied with this current advantage, however, Facebook is devoting its significant resources into keeping and expanding it. A total of 450 million active users puts WhatsApp, the newest Facebook instant messaging property, far ahead of its closest competitor, Viber. In the same month, Facebook updated both its iOS and Android apps with a new collage design that enlarges user photos that have received the most likes. Taking a page from Snapchat and Instagram, without going the wholly ephemeral route Snapchat takes, Facebook is betting that a stronger emphasis on photos could make those two platforms less appealing.
The trend toward consumption of content through mobile devices hasn’t left Facebook behind. Facebook will keep creating more mobile-friendly features to stay competitive with the newest platforms that appear regularly. According to social registration tools creator Janrain’s Social Logins Trend for Q3 2014, Facebook authenticated almost 50% of all social logins. Although Google made a good run at becoming a social login leader in Q1 2014, Facebook deflected the attack and pulled ahead. The convenience the social login–using consumer enjoys is more than matched by the benefits the website reaps when employing social media logins—making it too convenient for consumers to ever give up. Consumers logging in with their social media identities are far less likely to abandon the registration process, allowing websites to gather more email addresses and increasing conversion rates.
The study authors at Janrain report that Facebook kept itself in front of consumers by convincing companies like Spotify and Pandora to utilize the Facebook social login. While Facebook change is the rule rather than the exception, this article gives you 18 ways you can improve your Facebook news feed performance—and gain the upper hand. Facebook users take action on that update (like, comment, share), which creates a story in their friends’ news feeds. For example, if you publish content (organic reach) that your fans react to, friends of those fans will see that content (viral reach). In the nonprofit world, fewer than 25% of pages have a content strategy, and I’ll bet that’s true for most small businesses as well. You can find out when your fans are online by going to your Facebook Insights and clicking Posts. After looking at your Post Insights, you probably noticed there’s never a period when none of your fans are using Facebook. When Facebook users post updates on your page or mention your page, their friends see that activity in the news feed. In the update below, Max has posted an update on the Libraries Are Essential Facebook page.
Any time someone posts on your page, it shows up in their friends’ news feeds, which results in viral reach.
One thing I’ve done that’s consistently worked well is to host caption contests as a way to generate an instant flood of comments, which in turn creates a flood of viral reach! When you respond, that fan receives a notification, which is incentive to revisit your page to read your response.
Normally, pages can’t tag people on Facebook, but there is one exception: If a Facebook user leaves a comment on an update, you can tag the user when you comment on that same update. Depending on the users’ privacy settings, they’ll receive notification that they’ve been tagged, prompting them to revisit the thread. Your content strategy doesn’t have to only include new content; you can also recycle your most successful posts to reengage fans.
To find and reframe your top-performing posts, you need to know post engagement rates—the percentage of people who saw an update and liked, commented on or shared it.
To really get a feel for which updates your fans loved, export at least six months of post-level data and study it.
Investing in posts that already have a high engagement rate is more likely to give you the biggest bang for your buck—more likes, comments and shares—which translates into more engagement and reach in the long run. Whether you have experience with Facebook ads or not, make time to read Jon Loomer’s articles on using Facebook Ads and the Power Editor to promote your top-performing posts. Most people don’t know that the Facebook Like box in their website’s sidebar has a setting that lets you display your most recent page updates.
When people see your Facebook updates in your sidebar, it not only encourages them to like your page right there, but to click over to your page and take part in the conversation.
To update your Like box, visit the plugin page and configure the settings to Show Posts (as shown below). Facebook is a great way to promote the launch of a product or service and generate excitement.
To be successful, you need to plan your content, write your posts and make good use of the tools Facebook has to offer. You’ll want to map out your launch strategy at least two months ahead, and most likely even earlier than that. If you have an online product, you can use some great freebies to help get people onto your list. Free ebooks, reports or white papers: These freebies could be part of your final product or something valuable that will promote the final product. When launching a course, for example, you might plan all of the content and decide when you’ll communicate about it to people on your email list and in your social media posts. Plan when each piece of content will be released to your email list and what posts will go out to Facebook.
If affiliates or promotion partners will be helping you get the word out about your product or service, start assembling that team and putting together resources for the team to use.
Be sure to make it easy for affiliates to build buzz on Facebook and other social media channels. Social Media Examiner provided a variety of images to their affiliates to help promote Social Media Marketing World.
They also provided a variety of tweets and Facebook updates that were ready to use, and people just had to add their affiliate link. To start building buzz and generating excitement around your product or service, post teasers about it.
If you have affiliates or promotional partners, consider co-creating material to launch the product, such as a webinar or live Q&A session.
Your launch phase may vary in length and never be truly over in terms of promotion, but you likely will have an end date for the biggest promotional push. After the launch is over, make sure you thank your audience and your affiliate and promotional partners, and tell people what’s next. You also want look at your analytics and do a little research on which techniques worked the best for you. Forrester Predictions 2015: Which technology and business trends will drive customer engagement and growth in 2015? Social Media Marketing World 2015 is a conference designed to help you master social media marketing (brought to you by Social Media Examiner). Join Guy Kawasaki (author, The Art of Social Media), Mari Smith (co-author, Facebook Marketing: An Hour a Day), Chris Brogan (co-author, The Impact Equation), Jay Baer (author, Youtility), Ann Handley (author, Everybody Writes), Michael Stelzner (author, Launch), Michael Hyatt (author, Platform), Laura Fitton (co-author, Twitter for Dummies), Joe Pulizzi (author, Epic Content Marketing), Mark Schaefer (author, Social Media Explained), Cliff Ravenscraft, Nichole Kelly, Ted Rubin, Chalene Johnson, Darren Rowse, Joel Comm, Kim Garst, Martin Shervington, Marcus Sheridan, Gini Dietrich, Pat Flynn, John Jantsch, Andrea Vahl and Brian Clark—just to name a few. And with the help of an offsite pixel, they know that the user then performed your desired action. So once a user purchases Widget 2.0, they will be directed to a success page that holds your offsite pixel.
According to Facebook, optimizing ads for conversions has reduced cost per conversion by 40%. While this seems pretty straight forward, there are crucial first steps that should be taken to ensure that the tweet or Facebook post delivers the kind of results the marketer needs. Sometimes it can feel like you’ve thought of it all and are tapped out for ideas when posting to Twitter, Facebook or any other social network. This article shares 16 creative ways to use social media to increase awareness, engagement and sales for your event. Adding the Call Now button gives people a direct link to convert from the ad, no extra steps required.
The templates pull images, product names, pricing and other attributes from your catalog, based on the keywords you’ve provided. This format has a lot of interesting possibilities, thanks to its ability to display multiple images with different links within one ad unit.
You can now track ad performance, edit ads, revise budgets, adjust scheduling and create ads, right from the app.


These ads auto-populate some form fields on mobile devices using information that’s already known about the person. Once you get in front of motivated consumers on their mobile devices, you don’t want to risk losing them by asking them to type in a bunch of information.
When it expands to full screen, the ad becomes a browsable microsite, but it keeps the user within the Facebook ecosystem.
The report also examined click-through rates, preferred devices for viewing video ads, and video engagement benchmarks by industry. Total Retail 2016: PricewaterhouseCoopers compiled national survey data as part of an overall global survey of 23,000 online consumers and found that nearly half of respondents (45%) who had shopped online at least once in the past year say that reading reviews, comments, and feedback on social media influenced their digital shopping behavior.
So far in 2016, the month-over-month growth of emoji use in marketing messages has been over 20% and increasing. The study revealed a disconnect between job seekers and employers when it comes to preferred platforms.
The findings show that viewers who engage on Twitter while watching a program have higher rates of ad recall. In fact, proving its current influence, Facebook’s share of sending traffic to websites increased by 115% in just over a year. Considering that YouTube exists as a video-sharing platform, those numbers have taken many by surprise. Just six months later, however, Facebook had closed that gap to less than 15%, an amazingly rapid advance. Social proof—whether it’s a line out the door at a bakery or likes, comments and shares on a platform—drives sales.
Clearly thrilled with the increase in direct video uploads over the first six months of 2014 (see their announcement here), they decided to fuel this trend by personalizing each news feed based on video-watching preferences.
Those who skip the videos won’t see as many because Facebook will move them down to the bottom of the feed.
Twenty-four percent of total social networking engagement occurs on Facebook, making it the leading mobile social platform. First, in October 2014, Facebook finalized a deal to acquire the number-one mobile messaging service, WhatsApp. Conditioned on those music sites, consumers defaulted to Facebook social login on other sites as well. An example would be linking to a specific Facebook update in your email marketing newsletter.
If you post an update at 2am, but your fans are using Facebook at 8am, you can be sure they aren’t seeing your updates. Many of Max’s friends will be exposed to this page through viral reach because his post shows up in his friends’ news feeds. You can easily configure your page to block content that contains specific keywords or profanity.
This means that when a fan leaves a comment on an update, you can reply specifically to that comment. Increasing the frequency of visits to your page is a key part of developing a core Facebook page community. Generally speaking, when you promote another business’s agenda on Facebook, they receive a notification so they know the good deed you did for them. Scroll down to the All Posts Published table, and click the Engagement column to quickly sort your posts by engagement rate.
Plan what types of launch material you’ll have available to share on social media to get the buzz going. Also, if you’ll be using them in a Facebook ad, make sure the images are 1200 x 628 pixels and comply with the 20% text rule. Write a variety of Facebook posts and tweets so they can either cut and paste them or have a great starting place to add their own wording. Some of the images were appropriate for Facebook ads, while others were useful for tweets or blog posts. If appropriate, use both your Facebook page and profile to let your Facebook fans and personal friends know that something is coming. Bathers Beach House in Australia started posting about their restaurant months before it opened.
Gena Shingle Jaffe launched a legal course for entrepreneurs, and Natalie MacNeil had a perfect audience for the course.
Goorin Brothers, a boutique hat designer, launched a new hat and decided to involve their audience by naming the hat after one lucky winner. Consider focusing much of your ad budget on the pre-launch phase where you give away valuable content. The study finds that Facebook adoption is nearly 100% for the Interbrand Top 100 Global Brands.
Fifty-four percent expect their budgets to grow in 2015 (up from 46% in last year’s survey) and one-third of those forecast at least a 10% growth. While Twitter is great for news and real-time buzz, Instagram is bigger, and according to their newest data, driving more interactions and engagement within communities. In terms of the online-offline divide, the study reveals that 53% of those surveyed feel they ought to shift more of their offline budget to support digital efforts like social media.
Forrester compiled 40 reports predicting the trends that will impact your business in the coming year and help you anticipate change and optimize strategy. And they are able to follow that person away from Facebook as a result of you adding that snippet of code.
It’s also the culmination of a story between Iron Man and Captain America that’s spanned nearly a decade of storytelling.
Rather than send people to your website or Facebook page hoping they’ll contact you, the Call Now button allows you to let people call you directly from your ad. This catalog integration also means your ads will stop running once your product is out of stock. This makes the submission process much easier, as the user can just verify the accuracy of the information and click through.
Other social media activities that influence digital shopping behaviors include receiving promotional offerings (44%), viewing ads (30%), staying on top of current fashion and product trends (25%), and purchasing products directly through a social channel (16%).
While employers favor LinkedIn, job seekers prefer using Twitter to research current employees (17%) and Facebook to research brand reputation (21%).
Moreover, engagement serves as a key metric, demonstrating to stakeholders that social content is reaching and influencing the target audience. They shared the building process, gained the interest of potential diners and grew to over 4,000 fans before they even opened their doors.
They co-created a webinar to give the audience some good tips and promote the online course. But if you have a coupon or something special to offer, you can promote that with an ad campaign as well. To do your launch right on Facebook and help your affiliates sell, keep the key points in this article in mind. Digital marketing channels, particularly email and social media marketing, top the list of planned budget increases, while traditional channels are set for budget reductions. The findings also reveal that job seekers are generally savvy when it comes to actively monitoring their privacy settings and what content their social media profiles reveal. This led to a successful opening of their restaurant, and they continue to have high engagement and interaction.
The contest got 8,404 email entries and built up a lot of awareness around their hats and their brand. Photos account for 77% of all post engagement for top brands and is the most successful content type. The study also provides more insights into successful tactics for hashtags, content and industry-specific engagement rates.



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