How to increase your facebook conversions using google analytics
Download as PPTX, PDF0 likes821 views
The document outlines strategies for increasing Facebook conversions using Google Analytics, including identifying the target audience, finding audience gaps, and creating targeted content. It provides a case study on a U.S.-based classifieds website, demonstrating how strategic targeting and advertising led to increased web traffic and leads. Key results showed a notable increase in Facebook followers and overall engagement without additional targeting.
How to increase your facebook conversions using google analytics
- 1. @acalerog INCREASING YOUR FACEBOOK CONVERSIONS Using Google Analytics
- 2. 1. IDENTIFY YOUR OPTIMUM AUDIENCE 2. FIND GAPS ON FACEBOOK 3. UNDERSTAND YOUR AUDIENCE 4. CREATING TARGETED CONTENT 5. GROWING WITH ADS 6. CASE STUDY 7. Q&A In This Session @acalerog
- 3. #1. IDENTIFY YOUR OPTIMUM AUDIENCE @acalerog
- 6. @acalerog
- 7. KNOW YOUR OPTIMUM AUDIENCEKNOW YOUR OPTIMUM AUDIENCE • Who are they? • Where are they? • How do they behave online? @acalerog
- 8. @acalerog
- 10. 1. Audience 2. Demographics 3. Overview @acalerog
- 11. @acalerog
- 12. @acalerog
- 13. @acalerog
- 14. @acalerog
- 15. Overall traffic Quality of traffic @acalerog
- 16. 1. Behavior 2. Events 3. Top Events EVENTS @acalerog
- 17. EVENTS @acalerog
- 18. EVENTS @acalerog
- 19. EVENTS @acalerog
- 20. GOALS 1. Behaviour 2. Site Content 3. Landing Pages @acalerog
- 21. GOALS @acalerog
- 22. GOALS @acalerog
- 23. GOALS @acalerog
- 24. #2. FIND AUDIENCE GAPS @acalerog
- 25. @acalerog
- 26. @acalerog
- 27. @acalerog
- 28. #3. UNDERSTAND YOUR AUDIENCE @acalerog
- 30. @acalerog
- 31. @acalerog
- 32. @acalerog
- 33. @acalerog
- 34. #4. CREATE TARGETED CONTENT @acalerog
- 38. #5. GROW YOUR OPTIMUM AUDIENCE @acalerog
- 44. CASE STUDY
- 45. • U.S. based classifieds website focused on classic and vintage cars • Pay per lead (PPL) business model • Over 100.000 Facebook followers • Page Reach 30% SITUATION ANALYSIS @acalerog
- 46. • Increase PPL generated revenue • Increase Page reach GOALS @acalerog
- 47. STRATEGY • Boost each post to reach ALL followers, without additional targeting. • Posts 3-4 vehicles daily on Facebook @acalerog
- 48. RESULTS • Increase web traffic by 16%, most of it coming from Facebook. @acalerog
- 49. RESULTS • Increase on Reach up to 45% • ZERO increase in the number of leads @acalerog
- 50. PROBLEM Web • Men • 45-64 years old • Desktop • Evening and weekends Facebook • Men • 18-34 years old • Mobile • Mornings on weekdays @acalerog
- 52. • Targeting posts only to optimum audience • Advertising campaigns using Website Custom Audiences with a filter to optimum audience SOLUTIONS @acalerog
- 53. • Traffic increase: ‘only’ 11% • Increase in leads: from 350 to 483 (38%) • Increase of Facebook followers: 7,500 on first month. NEW RESULTS @acalerog
- 54. @acalerog
Editor's Notes
- #2: Facebook is a fantastic marketing tool. It could (AND SHOULD) be used to generate business results. It doesn’t make sense to do social media only because others are doing it: there must be a goal. At times happens we do everything right, we have a highly engage audience on Facebook that like, comment or share your content, and somehow when you try to get some results… nothing, niente, nada.
- #3: FIND GAPS ON FACEBOOK: This is where 80% of the times the problem CREATED GOOD CONTENT: This is the other 20% of the problem. At times, the audience is correct, but content is not what they like.
- #16: OVERALL: If figure is too small, the chances of having errors are higher. Thus, get a larger timeframe QUALITY: Users who have been tracked by Google (e.g.: their cookies are active, they fill forms, etc… NEXT STEP: You are really interested in knowing who converts to your goals - whatever these are. That’s why we need to apply these metrics to Event sand Goals.
- #38: The advantage of this is, even if there would be less people receiving your content (lower reach), those are the ones who are actually INTERESTED
- #50: REACH is not bringing any revenue. THIS IS NOT A POPULARITY CONTEST !!!