Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS

VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter
FACEBOOK ADVERTISING:
KEY LEARNINGS FROM CREATING
OVER 8000+ FACEBOOK CAMPAIGNS

DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER SOCIAL
@NedPoulter
/NedPoulter

Background
TheLADBible
Realtor.com
ASOS Netflix
Miinto
YO! Sushi
Lighting
Room
Tens
The Hay
Group
Otto Car
SABMiller
Notonthehighstr
eet.com

FACEBOOK ADVERTISING: KEY LEARNINGS FROM CREATING
OVER 8000 CAMPAIGNS @ #MANCSAS BY @NEDPOULTER
IN 2015/16 SO FAR I’VE PERSONALLY CREATED OVER 8000 FACEBOOK
CAMPAIGNS FOR OUR CLIENTS

I’VE EXPERIENCED THE BLOOD, THE SWEAT, AND THE TEARS WITH A
PLATFORM THAT IS CONSTANTLY CHANGING…
HERE ARE SOME OF MY FINDINGS…

DEPLOY THE TRACKING PIXEL NOW! EVEN IF YOU DON’T PLAN TO USE
IT YET
TIP: DO IT USING GOOGLE TAG MANAGER TO
AVOID A LOT OF BACK AND FORTH WITH
DEVELOPMENT

CREATING AD CREATIVE CAN BE A PAINFUL (ESPECIALLY IF THE
CLIENT IS FUSSY)
USE THIS TOOL TO MAKE IT EASIER -
http://sproutsocial.com/landscape

OR THIS…
USE THIS TOOL TO MAKE IT EASIER -
https://www.canva.com/

NOT FORGETTING THIS…
USEFUL RESOURCE -
http://www.jonloomer.com/2015/05/11/fa
cebook-image-dimensions-2015/

THERE ARE A LOT OF AD OBJECTIVES/TARGETING COMBINATIONS
(AND THEY’RE GROWING!)
TIP: TEST EACH ON A SMALL BASIS
TO UNDERSTAND HOW THEY WORK

SOME PARTICULARLY POWERFUL ONES ARE:
TIP: ALSO LOOK OUT FOR ‘BRAND AWARENESS’
(IT’S > PAGE POST ENGAGEMENT)

ALSO LEAD GEN ADS FTW

POWER EDITOR IS GREAT BUT CAN BE BUGGY!
• MAKE SURE THAT YOU PUBLISH CHANGES INCREMENTALLY (TO AVOID LOST
DATA, TRUST ME – I’VE LOST HOURS ON THIS)
• BUILDING UPLOAD TEMPLATES IS A BITCH – BECAUSE FACEBOOK KEEP
CHANGING THE LAYOUT (LITERALLY ON ALMOST A WEEKLY BASIS)

DON’T BOTHER WITH ‘FACEBOOK ADVERTISING PLATFORMS’
• AT POLE STAR DIGITAL WE ARE ANTI-PROGRAMMATIC WHEN IT COMES TO SOCIAL
• SOME PLATFORMS WORK AND ARE BETTER THAN OTHERS, BUT MOST PULL FIGURES
OUT OF THE AIR (ADROLL ARE A NIGHTMARE FOR THIS)
• ALSO MEANS IT’S QUITE DIFFICULT TO COMMUNICATE [LACK OF] SUCCESS TO A
CLIENT (I’VE HAD A LOT OF ARGUMENTS WITH CLIENTS ABOUT THIS!)

FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL

FACEBOOK GIVES YOU A LOT OF DATA, LEARN WHICH IS USEFUL
• CREATE CUSTOM REPORTS EXCLUDING THE FAFF, THEN SAVE THEM

THEN BUILD AN EXCEL/GOOGLEDOCS REPORTING TEMPLATE

THE PIXEL CODE IS QUITE CLUMSY [NOBODY SEEMS TO IMPLEMENT IT
CORRECTLY]
• IN LATE 2015 THEY CHANGED FROM THE OLD PIXEL TO A NEW
CONSOLIDATED TRACKING PIXEL
• SOUNDS STRAIGHTFORWARD, BUT THIS CAN BORK OUT YOUR FIGURES
QUICKLY!

THE PIXEL CODE IS QUITE CLUMSY [NOBODY SEEMS TO IMPLEMENT IT
CORRECTLY]
BEST OPTIONS:
1. IMPLEMENT BASIC TRACKING PIXEL (NON-CUSTOMISED) + USE CUSTOM
2. NOTE: THIS ONLY WORKS IF YOU’VE GOT A FIXED URL/PATTERN MATCH IN THE
CHECKOUT

AN EXAMPLE [INCL. CONVERSION TRACKING]

{% if first_time_accessed %}
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.p
ush(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async
=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://co
nnect.facebook.net/en_US/fbevents.js');
fbq('init', '660838304052843');
fbq('track', 'Purchase', {value: '{{ subtotal_price | money_without_currency }}',currency: '{{ shop.currency }}'});
</script>
<noscript><img height="1" width="1"
style="display:none"src="https://www.facebook.com/tr?id=660838304052843&ev=PageView&noscript=1"/></nos
cript>
{% endif %}
 CUSTOMISED FOR A CLIENT’S SHOPIFY SITE

GET SMART WITH REMARKETING
CREATE PRODUCT/PRODUCT RANGE SPECIFIC CAMPAIGNS AND SHOW THEM ONLY TO
VISITORS WHO HAVE VISITED THAT SECTION OF YOUR WEBSITE
E.G. TESLA
CAMPAIGN TARGETING – WEBSITE VISITORS (150 DAYS)
INCL. VISITORS THAT MATCH https://www.teslamotors.com/en_GB/modelx
SHOW ADS FOR MODEL X

IF YOU’RE GOING TO TRIAL ANY CAMPAIGN, MAKE IT A REMARKETING
CAMPAIGN
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER
BEST OPTIONS:
1. SETUP A CAMPAIGN TARGETING WEBSITE VISITORS (LAST 150 DAYS)
2. EXCLUDE CONVERTERS
3. NOTE: THIS ONLY WORKS IF YOU’VE GOT A FIXED URL/PATTERN MATCH IN THE
CHECKOUT

ANY QUESTIONS?
PERSONALISATION: PUTTING PEOPLE AT THE CENTRE OF YOUR
CONVERSION EFFORTS @ #CAMPDIGITAL BY @NEDPOULTER

Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS

Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter

Key Learnings From Creating 8000+ Facebook Ads Campaigns @ #MancSAS

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