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How I Used Facebook Lead Ads to Create a Quiz

Facebook Lead Ad Quiz

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One of my favorite things to do is solve problems by using a tool in ways it wasn’t meant to be used. In this post, I will outline how I did that by using Facebook lead ads to create a quiz.

First, credit goes to Lucas Elliott of our team. A few weeks ago, I talked about using quizzes as a lead magnet. Lucas suggested creating a quiz with a Facebook lead ad. I balked, knowing that it wouldn’t be as dynamic as what I wanted to do.
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Facebook Attribution Tool

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Time For a Facebook Business Manager Checkup

Facebook Business Manager is an incredibly useful and powerful tool for advertisers. If you’re running Facebook and/or Instagram ads, it’s the command center of all account connections and activities. There’s no doubt it has streamlined various processes and made it much easier to connect employees and accounts.

But that said, who actually knows and understands all the complex ins and outs of Business Manager?

Let’s be honest: very few of us. 

How many of us have scratched our head when a button is inexplicably moved or a layout has been changed without notice? How many have tried to connect our organization into a Business Manager account and ended up super frustrated and needing an adult beverage?

Let’s be honest: many of us.

As a result, most advertisers successfully connect their pages, people, and pixels, and then they’re pretty much afraid to break anything so they don’t go any further. In short, most folks vastly under-utilize this essential tool.

We can do better.

When I built the first Business Manager training course last fall, I interviewed several dozen agencies and consultants about how they actually use it. I asked them to be brutally honest about the hiccups they’ve had, the mistakes they’ve made, and the ongoing issues they run into. My research led to some pretty shocking discoveries, including:

  1. Multiple agencies had every employee listed as an admin of every client Facebook Page and ad account.
  2. Several other agencies had employees utilizing personal profiles to connect into ad accounts via settings, therefore not using Business Manager at all.
  3. My personal favorite! One consultant had hired 34 different “contractors” in Pakistan to do posting on client Facebook pages and once he fired them, he never deleted them as admins of those pages.

It’s time to get serious.

As a Facebook/Instagram advertiser today, it’s a MUST that we keep our Business Manager fully functional and up to date for not only our purposes, but for the purposes of client protection and security as well.

We all need a checkup once in a while. It keeps us healthy. It also ensures the best security on our accounts, something that’s absolutely imperative these days.

So, let’s do this.

If you want to modify almost anything within Business Manager, it has to be done via Business Settings. You can navigate to that area via Business.Facebook.com.

Once you’ve clicked on the blue button in the upper right corner, it’ll bring you into the navigational menu that you can click around in.

Step One: Clean Up Admins and Employees

Within Business Manager, we all have Admins and Employees. These are the fine people we’ve connected into our organization at some point. You can then attach them to ad accounts, pages, and other assets.

1. Admins

It’s important to remember that old employees and admins can always be removed within Business Manager. You can find these within “People” in the upper left hand side of the navigation bar under settings. Anyone that has a small badge to the right of their name is an admin.

Ask yourself: does anyone have a badge who actually shouldn’t?? Admins have a lot of power within your Business Manager, so these should be used very sparingly. I reserve these only for the Business Owners, or those controlling access to the Business Manager.

2. Employees

Your employees are users who’ve been added into the account at some point. They are likely connected to assets, such as pages and ad accounts. But should they be?

Here’s an example: I no longer work with Jackson, so I’d like to remove him. You can do this by clicking in the upper right corner of that employee record and hit “Remove.”

 

You can also review the ad accounts, pages, catalogs, and other assets that person is attached to. If you want to remove them from a particular account, click on the asset and then on the right hand side, click the X on the asset name.

Great work cleaning up your admins and employees!

Interested in learning more about Facebook’s Business Manager? Sign up for our Business Manager training, here!

Step Two: Disconnect Old Ad Accounts and Pages

How much time do you spend getting rid of old ad accounts and pages you’re no longer connected to? If you’re like the dozens of agencies I polled last fall, it’s not much time at all — which can be hugely problematic!

There are different excuses for not taking action and here are some of the most common:

  • Agencies want to stay connected to old accounts and keep tabs on a new agency. (I do not endorse this tactic!)
  • Some agencies frankly don’t know how to do it properly.
  • Then there’s downright laziness, meaning some folks just don’t look at their account list in Business Manager very often.

In order to truly stand out as advertisers, we’ve got to stay on top of everything — which includes cleaning up old accounts and pages — as annoying and time-consuming as that might be.

1. Reviewing Old Ad Accounts

Reviewing your list of ad accounts is actually quite simple. Within Business Settings, you can click on Accounts and review the list under Ad Accounts.

Be sure to look at the accounts themselves. You can also review the people connected, which level of access they have, and then ask yourself if that person really needs access. If you’re an agency, consider if you need to be connected or is it just cluttering up your Business Manager.

If you need to remove yourself or your agency, you can do that by clicking “remove” in the upper right corner.

2. Reviewing Old Pages

The process for reviewing the Facebook pages you’re connected to is similar to ad accounts. You go into Business Settings, click the page you want to remove and select it from the top right corner.

Step Three: Ensure Your Pixels are Perfect

Pixels lead to some of the most frustrating scenarios within Business Manager. But if you share the pixel properly, you can attach it to an ad account, utilize it within Facebook Analytics, and dial-in your dynamic ads. So, it holds a lot of power.

1. Is the pixel shared properly?

The first thing I check on with pixels is if they are shared into the Business Manager properly. If not, this may be why you’ve run into permissions issues in the past.

Check the listing of pixels, under the data sources > pixels area. Are all your pixels showing up here?

If not, you may need to share the pixel into Business Manager. At this stage, it’s important to note a few things:

  1. The person trying to share the pixel has to own it.
  2. You need to share it into the Business Manager that you want to own that pixel. So if this is a client’s pixel, they need to do this within their own Business Manager.

To share, click in the upper left corner and head to Events Manager > Pixels area.

Once there, hit “details” on the pixel, which brings you into the main admin screen.

Then, hit share. This brings you back into the Business Manager pixel area we were at earlier.

2. Are Partners, People, and Ad Accounts Connected Properly?

For each pixel within your Business Manager, you can assign a partner, person, and ad account to that pixel. Review each of these and ensure things are all connected, so you have no more permissions issues. This process also ensures your pixel will work as intended.

Still tons more!

Even for those of us who have been using Business Manager for years, there’s always still tons more to learn. You can always be improving, reviewing, and ensuring security is top notch for your clients.

If this topic interests you and you want to learn more, sign up for my upcoming Business Manager course.

The post Time For a Facebook Business Manager Checkup appeared first on Jon Loomer Digital.


Source: Jon Loomer

Optimize Facebook Dynamic Product Ads The Right Way

Dynamic Product Ads are magical.

We know the flow. A user visits a website or adds a product to cart. Then they don’t purchase. Finally, we show them an ad of that specific product and complete the sale.

Many of us have this setup and it keeps on working. It’s a win-win because the advertisements aid in completing purchases and ensure the user sees a high-quality, relevant ad.

But did you know that Dynamic Ads can also be used for prospecting? They can help find new customers based on online behavioral modeling. You can also use dynamic copy in prospecting ads.

Between Broadmatch Dynamic Ads, Dynamic Product Ads, and all the new features of dynamic ads, they are delivering real results. Dynamic ads can now be a full-funnel solution that can add sales and stability to your campaigns.

(I define dynamic ads as any ad using your product catalog. But in this post, I focus exclusively on the way most advertisers use them: dynamic product ads.)

Confession…

Look, I knew how dynamic ads worked. I’d used them with success many times. But I still found myself thinking Dynamic Ads were somewhat intimidating.

Specifically, creating a stellar product catalog, “debugging” them, and customizing the ads combined to be a bit confusing and murky. As a result, I primarily used apps to help set things up — especially for my clients with multiple products, using an app was almost essential to making the entire process run smoothly.

All that said, a few months ago when Jon and I decided that our May training would be on Dynamic Ads, I committed to spending some serious time getting my hands dirty. I interviewed marketers about how they’re using dynamic ads, and mastering the topic with confidence.

Turns out that my fears weren’t completely unfounded; a lot of folks I talked to felt the same way. As such, there’s an incredible amount of variance in how Facebook advertisers use Dynamic Ads. Some rely on complex spreadsheets-to-database automatic uploads via FTP. Many are only utilizing 28-day add to cart remarketing. And even more common were those who set things up a year ago and haven’t changed them since.

I quickly realized there’s a very wide range of opinions, concerns, and personal experiences on the subject. In speaking with dozens of agencies and consultants and running my own experiments, I’ve uncovered several pro tips for optimization that I think everyone can use to improve their Dynamic Product Ad results.

I chose to focus on remarketing here since the majority of advertisers use Dynamic Product Ads with that goal in mind.

Onwards to optimization!

Separate View and Add To Cart

One of the most common missteps I observed in my research was when advertisers would combine “View” and “Add to Cart” in the same ad set targeting.

Facebook Dynamic Ads

It’s a recurring pitfall as it’s the first radio button on the targeting list for Catalog Sales. However, the reality is with the custom combination targeting, you’re able to differentiate the pitch to these two groups.

For example, if a new site visitor goes to a product page and views a product, it makes sense that they’re simply checking it out. They may or may not come back.

Maybe they need more context on your overall brand story. Maybe they need more value propositions of why your product is so great. Or perhaps they’d like to see what other products you have that could interest them.

In other words, they’re interested but not convinced.

On the other hand, if that same person goes to the page and adds a product to their cart, that’s a much stronger signal of their intent to buy. In this instance, adding a discount code in the Dynamic Product Ad copy is a worthwhile approach to try. They’re much closer to making a purchase, so rewarding them is a smart play.

Combining “View” and “Add to Cart” will hinder your efficiency in learning, so I strongly recommend separating them out!

Not this…

Facebook Dynamic Ads

Do this…

Facebook Dynamic Ads

Check and Control Your Frequency

One of the downsides of Dynamic Product Ads is their frequencies can become too high too quickly. Due to the small audience size in most cases, I commonly observed 20+ frequencies over a 7-14 day period. Folks, let’s be honest: this is insane and super annoying.

As advertisers, we often get tricked into thinking this practice is acceptable because many of those ads are still returning a high return on ad spend. They are profitable, so we leave them on. But in many cases, the relevance scores are a 3/10 or even lower AND click-through-rates are low while the cost-per-clicks are high. This proves the audience isn’t really loving the ad.

A common response I hear when I give this warning is “Who cares? It’s working and making money.”

Sure, I see the logic. But it’s still a crutch and you’re boxing yourself into a corner. Your brand could be seen as annoying, intrusive, and not conducting any social listening.

What I propose is simple: Monitor and control your Dynamic Product Ad frequency.

Facebook Dynamic Ads

If you check your frequencies and realize they’re high, then it’s time to optimize. I try to aim for no more than seven impressions over a seven-day period (1X per day). When my ads get to this level or higher, I take immediate action on one and/or all of the following recommendations.

Check Your Bidding

Are you bidding for clicks? For purchases? In a one-day click or view window? All of these bid types have a different effect on how your ad shows. So I’d adjust your bid accordingly to match your true goal.

For example, bidding for purchases within a one-day click window micro-targets an incredibly small group of users in an already small pool.

Simply adjusting to a longer time window can have a dramatic effect on the frequency.

Another example: If I’m bidding for purchases but the ad isn’t spending that much, changing the Event Type optimization to Add to Cart can help widen that window a bit further.

Think about it: There are more Facebook users who add something to their cart than there are purchasers. Widening it by event can be helpful.

Facebook Dynamic Ads

Adjust The Time Window

Oftentimes if my frequencies are still too high, it’s likely due to the time window being too small and not having enough prospects.

Take this example: I’m advertising to people who’ve added something to their cart but haven’t purchased in the last seven days.

This audience is probably going to be a smaller group of people. For my first action, I can widen that time window a bit, perhaps from 7 days to 14 or 21 days. This is to see if I can capture previous add-to-cart folks.

The second action I can take here is increasing the spend on and further refining my prospecting traffic. If I see my prospecting isn’t delivering as many users who add something to cart, then it’s time for adjustments. One ratio I’ve used to track this metric is on Facebook Analytics.

Simply increasing the amount of people I’m sending into my funnel via prospecting can be a great solution to solve my frequency issues. Combining this with adjusting bid type can be even more lucrative.

Revamp Your Ad Copy

If you believe this entire post on Dynamic Product Ad optimization is total malarkey, then that’s fine! But, the one thing you must try is revamping your ad copy.

Changing up your Dynamic Product Ad copy has a dramatic and immediate effect on results. Try refreshing your ad copy every week. Try another pitch, insert some fun emojis, make it seasonally appropriate, include positive customer reviews.

All the while keeping in mind that if the user sees the same ad creative, they’ll still see new copy.

Upcoming Dynamic Ads Training

If you like these pro tips and want to learn more, join Jon and me for our upcoming Dynamic Ads Master Class.

In this course, you’ll learn everything you’ve ever wanted to know about dynamic ads. We’ll get into how to build them into an effective system.

Topics include setting up and optimizing your product catalog, targeting, bidding, creative best practices, setting up effective ads step-by-step, retention strategies, and much more. Join us!

Your Turn

Do you have any go-to strategies for optimizing Dynamic Product Ads?

Let me know in the comments below!

The post Optimize Facebook Dynamic Product Ads The Right Way appeared first on Jon Loomer Digital.


Source: Jon Loomer

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