If you’re like me and don’t want to double check your Facebook ad campaigns every day to monitor certain thresholds you’ve set, such as a target Cost per Acquisition, then you will be psyched to learn about Facebook’s latest feature: Automated Rules. Automated Rules allow you to automate your campaigns to turn off when they hit certain thresholds or meet certain conditions, as well as notify you.
For example, if you want to keep your Cost per Click under $1, but don’t want to check it every single day to monitor, using Automated Rules you can set your ad to turn off if the CPC goes over $1 as well as send you a notification about it.
Another example that could be especially useful for Remarketing campaigns revolves around Frequency. Remarketing campaigns are obviously great for a more targeted and interested user, but with that comes a smaller audience size. With this smaller audience, it is much easier to see Frequency numbers get out of hand and have users being served the same ads over and over again, which will kill your Relevance Score. So you can now set your target threshold using Automated Rules and have your ad shut off as well as alert you if the Frequency goes higher than you’d like it.
This could save marketers a ton of time if you manage a lot of ads and ad campaigns for larger clients, but don’t want to spend time double checking certain key metrics for every ad every day.
Facebook is rolling this feature out now as they do with all new updates, but I only first saw it last week. So if you haven’t seen it yet, keep your eyes peeled.
Unless you’re a big brand or agency, you probably haven’t gotten direct access yet to Store Visits tracking on Google or Facebook. It looks like Facebook is now rolling out their version of the metric with a new ad objective.
“With over 90% of all transactions still taking place offline, driving customers into a store, restaurant, auto dealership or other place of business remains a primary marketing objective for any advertiser with brick-and-mortar locations.”
Essentially the feature allows you to determine how many users visited your business location after clicking on a Facebook ad. While this is exciting news to anyone that advertises on Facebook, there are minimum thresholds that need to be met before FB will grant eligibility.
This has been something marketers have been craving for as long as digital has been driving sales. Everyone has micro-moments, everyone does research online and many people make purchases online, but what about the people that just go into a store to make the final purchase? If not attributed directly or proper expectations are not set, marketers can oftentimes be left out to dry by the gap in data. So while it remains to be seen how well this new ad type will work, it is quite exciting for any brick and mortar locations.
“This objective has been specifically created for brick and mortar businesses who want to reach customers in the right location, with localized ad content and the ultimate goal of driving customers in-store. Additionally, over the next couple weeks, we are rolling out enhancements to the Store Visits objective which will allow you to not only report on store visits, but optimize your ads towards those most likely to visit.”
Facebook is describing this as the “Evolution of Local Awareness on Facebook and Instagram.” They might be right.
Snapchat has just made it even easier for businesses to create their own custom Geofilters. Snapchat Geofilters are one of the best ways to quickly and easily get brand awareness. Of course just even making them for fun (or as a product to sell) works too. I recently made a Geofilter for a wedding, geofenced it to the block that the hotel was on and Bam, all my snaps had that extra flair. Plus these are super inexpensive if you are only targeting small areas, but they can get a bit pricey when targeting large parts of a city. So choose wisely as these may be better for specific events rather than an ongoing campaign based on your budget. The big update is that Snapchat now offers tools on the platform itself to create your own Geofilter without any design knowledge needed. So no more Photoshop skills necessary!
- Go to Snapchat.com and click on the Snapchat Geofilter link at the top of the screen.
- Click On Demand to create and schedule a Geofilter for a specific time and location.
- Once you’re on the On-Demand Geofilter page click Create Now.
- Review the guidelines Snapchat has laid out for best practices
- Click Create Online (previously you would have had to build on one your own or use a generic template).
- Welcome to the Snapchat tools section, now experiment and create something!
Have you noticed in your client’s Google Analytics that certain sources are not being identified clearly in Source traffic? One of the best ways to alleviate this issue is to use URL Parameters modifiers to essentially call out where the traffic is coming from. This helps GA tag the traffic coming in and sorting it into its own specific source, which allows you to identify and confirm the referral source.
This is an issue I know most marketers are aware of as (Direct/None) traffic can be a number of things. It’s not very likely that every one of your customers is typing in the long, specific URL every single time though. What’s more likely is that Google doesn’t know exactly how to sort the traffic or identify where it’s coming from.
I recently identified this issue for a website who’s Facebook tracking wasn’t firing and Analytics wasn’t reporting much referral traffic coming from Facebook, despite plenty of paid ad clicks. So looking through GA you’re likely to notice a large portion of traffic from Direct/None and while it’s unlikely to ever uncover 100% of the unknown traffic, you can tag URL’s from traffic that you know you’re driving, to help close the loop.
So how do you accomplish this? Below are a few quick steps to use URL Parameters to tag your traffic for GA to more easily sort. Note, this specific example was for tagging Facebook referral traffic.
1.) Identify that your ad traffic definitely isn’t being reported accurately in Google Analytics.
2.) Pull the URL of wherever you are driving traffic (i.e. example.com/product)
3.) In the case of Facebook, you’ll add the following URL Parameter at the end of the url:
?source=facebook (i.e. example.com/product?source=facebook)
4.) Copy and paste that URL into your browser to make sure it doesn’t cause any errors or unexpected reroutes.
5.) After sufficient clicks on your ad using this URL Parameter, go into your Google Analytics > Behavior > Content > All Pages. This will allow you to see what pages all of your users are landing on.
6.) Using the URL Parameter you set up earlier you can identify that specific landing page (example.com/product?source=facebook), which you’ve tagged as coming from a specific source. In this case it’s a Facebook ad, so GA will sort out that traffic and label it with the new URL so you can easily identify this traffic is in fact coming from your Facebook ad — breaking it out of the ambiguous Direct distinction.
You’ve now uncovered your referral traffic out of (Direct/None) in Google Analytics!
Facebook continues to roll along towards it’s goal of being omniscient by identifying more and more layers of audiences for marketers to target. With the recent updates to the Custom Audience Interface for Advanced Matching, Facebook makes it possible to target a custom audience even more accurately than before.
In the past, when Custom Audiences were first introduced you needed to have a customer email address and then hope it matched up with the email address they used on their Facebook account. Unsurprisingly the match rate wasn’t incredibly high. Then Facebook introduced phone number matching, which helped a bit. But now with the Advanced Matching update you can use those data points plus, first and last names, DOB, gender, zip and more.
Now while on the surface this may not seem that exciting, but just imagine some of the possibilities for certain campaign types. Facebook even says it itself:
“With this update, you will be able to leverage the offline customer data you have (e.g. direct mail data, voter file) to find your most valuable customers on Facebook.”
So if you were running a political campaign and knew exactly who your voter base was, you could upload that file and hit those exact people on Facebook rather than relying on demos and interest targeting! Or even using that offline voter information to target users on Facebook with Lead Ads to gather more info to add to your other marketing platforms like an email list. Round and round we go. This could help politicians drive much higher lift, brand recall and ultimately improve sentiment rating if they’re hitting their offline users with a specifically targeted message on Facebook to the same audience.
You could also use this feature to provide air support for any traditional marketing you’re running. So if you’re running a direct mail campaign, use that same data you have and apply it to Facebook to hit the same users, at a much higher match rate, to provide that digital support for your traditional campaign. Currently, Facebook says from early tests, clients have been able to match 54% of their offline customer base. Not too shabby.
“By reaching your offline audiences online with relevant marketing messages, you will be able drive greater success for your Facebook campaigns, while boosting the performance of your direct mail marketing via simultaneous offline and online messaging.”