Ebook hướng dẫn chạy quảng cáo Facebook P2 (Mới nhất 2020)

ADVANCED

FACEBOOK
ADVERTISING


TURNING
THINGS AROUND.
We started as a social media agency. By listening to our customers’ requests, we’ve
expanded our agency business offerings to digital marketing in general. We create stories
and achieve goals together with our clients by providing full digital presence and online
advertising. Our team consists of experts with various skills, knowledge, and experience.
Each team member has its own specter of interests, a large number of executed projects
and gained knowledge in the field of Internet marketing, programming, designing and
public relations, and thus creates a synergy which provides best solutions and ideas.
We enjoy digital marketing and making your and our goals come true. Each one of
our results is accomplished through focused and hard work, but with an individual
approach to each project, as well.
We are presenters at conferences such as Web:: Strategija, Web:: Industrija, Weboo
and WinDays and we are often among their TOP educators! For our hard work, we’ve
received VIDI WEB TOP 100 award in category “Web promotion, community service
and social media apps”.
Still, our work, blog posts and books tell the best story about us.
Services we offer:

SOCIAL MEDIA
MARKETING

INTERNET
ADVERTISING

DEVELOPMENT &
DESIGN

CONTENT
MARKETING

CONSUTLING
& EDUCATION


CHAPTERS
1. Upgrade your advertising skills with 5 steps

1

2. Step ONE: Install Facebook Pixel

3



Installing your Pixel

4

3. Step TWO: Track conversions

7

9

How do I create a conversion?

4. Step THREE: Use UTM tags

12



The reason

13



Ok, how do I create them?

14

5. Step FOUR (Part ONE): Find your audience

16



Lookalike audience

17

Custom audiences

19

6. Step FOUR (Part TWO): Use Audience Insights

23



Let’s see the example, shall we?

25



Saving the audience

29

7. Step FIVE: Find your creative side

30



Get inspired

31



Create your own

32



All this work for nothing?

33



I want everybody to see my masterpiece!

33

8. Conclusion

36


1

UPGRADE YOUR
ADVERTISING

SKILLS WITH
5 STEPS


UPGRADE YOUR ADVERTISING
SKILLS WITH 5 STEPS
This ebook is the follow-up to our “Beginner’s guide to Facebook Advertising.” We hope
that you’ve read it and that it was helpful. That guide was for the simpler campaigns,
and some will agree that that is all they need.
But for those of you who want to know more, who want to go further with their
campaigns, this is THE GUIDE. But I know what you are thinking, “Only five steps?!”. Yes,
only 5. But for every step, you need to put in time and effort to fully understand what
you can do. Take the time it took you to go through the first ebook and multiply it by 5.
Something like that.
Facebook has a lot of very helpful tools and options, and to get the most out of them,
you must use them, experiment and test. Testing is the basic rule when it comes to
advertising. You will never, ever have the 100% prediction of your audience, budget, ad
creation etc. This is why we have tools to help us.
If you follow and apply these 5 steps, your advertising game will definitely improve.
But note this; this is only a guide. And use it that way. Every campaign, page, business,
marketing strategy is different. This ebook will give you valuable tips and will give you a
great insight into what your advanced advertising could look like, but the real learning
comes from your campaigns.

UPGRADE YOUR ADVERTISING SKILLS WITH 5 STEPS

2.


2

STEP ONE:
INSTALL FACEBOOK PIXEL


STEP ONE: INSTALL FACEBOOK PIXEL
When we talk about advanced advertising, almost every story begins with Facebook
Pixel.
Its importance lies in its ability to give you a great insight into your audience and the
performance of your ads. It helps you understand the actions people take on your
website, and that is something you should take into consideration when creating your
campaigns, ad sets and ads.

INSTALLING YOUR PIXEL
Go to your Adverts manager and click on the drop-down menu.

The menu will look like this and under Assets, choose Pixels.

STEP ONE: INSTALL FACEBOOK PIXEL

4.


Click “Create a Pixel”. Then you’ll see this:

Now, the standard way of creating a Pixel is the lower option “Copy and paste the
code.” But this is something you can’t do without a developer.
This method requires copying the Pixel base code and pasting it in the header code of
every page on your website. The code looks something like this:

But for Pixel to understand and distinguish actions taken on your website, you must
install the event code. Make a purchase, add a product to the basket, subscribe to the
newsletter, whatever you want to track, you can.
If none of the offered options are suitable for your needs, there is also an option for
custom events.
The event code is different for every event you choose to track.

STEP ONE: INSTALL FACEBOOK PIXEL

5.


Example:

So, this is the hard way of doing things.
The first option, “Use an integration or tag manager,” gives you the ability to install
your Pixel across a variety of platforms:

It’s simpler, and there is no need for a developer.
Instruction guides are different for every platform, so there is no need to explain every
process.

STEP ONE: INSTALL FACEBOOK PIXEL

6.


3

STEP TWO:

TRACK CONVERSIONS


STEP TWO: TRACK CONVERSIONS
Tracking events on your website gives you an idea of your campaign and your website
performance. Clicks and engagement are not everything. This means that clicks and
engagement say a lot about the quality of your ads, but your campaign doesn’t stop
with Facebook. Low cost per click or low cost per post engagement means that you did
a good job attracting your audience to your website, but that doesn’t mean that they
will do what you want them to do – convert. Low cost per conversion means the better
performance of your overall campaign.
Get it? No?
Okay, let’s try with an example.
Imagine that you own an air conditioning company. Every summer, you promote your
company through TV commercials and/or put an advertisement in the newspaper.
Simple and traditional. When the campaign ends, you divide the budget invested in
it by the number of purchases (conversions), and there you have it. Your Cost per
Conversion.
But let’s say you have a web shop and you want to track more than just a purchase.
You want to know how many people added items to the basket and compare that to
the number of people who purchased those items. Or you don’t even have a web shop
and purchases to track. You want to track the number of downloads, the number of
completed registrations etc.
Every purchase in a web shop has multiple steps. And you can track every single one
of them. First, a customer must visit your web shop, then add a product to the basket,
initiate check out, and, finally, complete the purchase. Of course, this is a simple
example. If you have some other stages, you can track them also.
Tracking all of these and comparing the numbers gives you an idea of what stage of the
buying process needs improvement.

STEP TWO: TRACK CONVERSIONS

8.


HOW DO I CREATE A CONVERSION?
In Facebook Business Manager drop-down menu (top left corner), under “Measure &
Report,” you’ll see “Custom Conversions.” When you click on that, you will have an
option of creating your custom conversions.
When you start creating one, you will see this window:

The conversion will be triggered by what you choose under “Rule.”
Choose your rule so it will be easier for you to differ the conversion from other events
that could happen. For “Event,” you have to have the Event code installed, based on
what you want to track. We talked about that in the first step when you were installing
your Facebook Pixel.
By choosing the conversion category, Facebook gets a better description of your
conversion, so that it can be optimized better.These are the categories you can choose
from:

STEP TWO: TRACK CONVERSIONS

9.


This is very important for optimization. Don’t just click anything. After that, name
your conversion, and if you want, you can add value to your conversion. This is not
appropriate for any conversion, but if you think you can give it value, do it. This way, you
can track your campaign’s success in revenue. Approximately, of course.
Now, it’s time to create your first conversion-optimized campaign. How do you do that?

Start by creating a new campaign. The first thing you should do is choose Conversions
as your marketing objective.

While creating your ad set, everything stays the same. Except this time, you will have to
choose your custom conversion (which you created before). You can also choose your
conversion window.
1 day or 7 days, it’s up to you.
Choose the best option for your campaign. The ad creation and the rest of the process
stay the same.
Conversion window is the amount of time that passes between someone clicks (or sees)
your ad and converts, takes a valuable action. Facebook uses this data to optimize your
advert delivery. If your conversion window is 7 days, Facebook will use the data from
conversions that happened within 7 days time frame.

STEP TWO: TRACK CONVERSIONS

10.


The ad creation and the rest of the process stay the same.
Launch the campaign and you can start to track the number of your conversions.
The smart thing to do here is to have at least two different ad sets. Differentiate them by
the audience, ads, placement, whatever. Just have something to compare. Remember
the Golden rule: “Test, test, test.”
Conversions can also be tracked in other types of campaigns, just remember to click on
“Track all conversions from my Facebook Pixel” while creating your ad.
But if you are interested in a lower Cost per Conversion, a conversion-optimized
campaign is a better option.
To summarize, conversion tracking tells you how your landing page, web shop, product,
service is doing. Also, it tells you if the campaign is actually profitable.

Remember, people can click on your ad, but that doesn’t mean that they will buy your
product.

STEP TWO: TRACK CONVERSIONS

11.


4

STEP THREE:
USE UTM TAGS


STEP THREE: USE UTM TAGS
UTM (Urching Tracking Module) tags allow you to define special links for every ad that
leads to the same web page. By clicking on the ad with the UTM tag, the data is sent to
Google Analytics, which tracks the visitor’s behavior on the website (session duration,
completed events, goals, conversions…). Also, to see which link (ad) visitors used to
come to the site and make conversions, you can also, for example, track on which pages
they clicked before they left the web or made a conversion.
This is very helpful because this way, you can see which campaign or web page needs
improvement, which content works better, and after all, make a better allocation of
your budget.
Think of them as an addition to conversion tracking and a way of connecting your
Facebook and Google data. You can compare Facebook ads that appear in the Newsfeed
to those ads running on the Sidebar or ads with a single image to ads with multiple
images.

THE REASON

Google Analytics provides data about website visitors. If a website achieves one of the
marketing goals, such as signing up for a newsletter, registering on a page, submitting
an inquiry for an offer, booking a flight, purchasing an item or service, it’s also important
to know which ads paid off the most and what their features are. To summarize, UTM
tags are very useful whether you are an advanced digital marketer and have a lot of
different campaigns, or just a beginner. Start using them as a beginner, and they’ll give
you a better sense of organization and optimization for every campaign you create in
the future.

STEP THREE: USE UTM TAGS

13.


OK, HOW DO I CREATE THEM?
Before creating ads in the classic interface of Facebook Adverts Manager or Power
Editor, you have to create a UTM tag for each ad you create and use that link for your
campaign. UTM tags are created using the URL builder – a tool where you add your URL
parameters and where you need to define the following:
1) Campaign_source: The channel where the ad is placed. In the example below, it’s
“facebook”. Make sure you always use lower case letters for “source” and “medium”
because the difference in one letter makes a completely new group in Google Analytics.
If you have one ad with source “Facebook” and all others as “facebook,” Google Analytics
will separate that ad from others.
2) Campaign_medium: The ad type that is being created. In this case, it is a “socialmedia” ad, but it can also be “social.”
3) Campaign_name: The name of the campaign that will contain multiple ad types, but
all of them with the same goal.
4) Campaign_term: Keywords used as the name of the brand or as a generic expression
from the brand sector. (e.g.. breakfast if it’s a grain brand). Campaign_term is rarely
used in practice so if this is all new to you, we suggest you don’t use it for now.

5) Campaign_content: The name or feature of the ad within the campaign, the content
that is used in the ad. In this example, this is an ad that uses image 1 and text 1, which
are parameters that are tracked or used for A-B testing. Basically, name it the way you
find it easier to remember which content is used for the ad. Every campaign should
have more than one ad.

STEP THREE: USE UTM TAGS

14.


Out of all offered fields, the ones that must be defined are Campaign Source, Campaign
Medium, and Campaign Name. Campaign Term and Content can be left unspecified,
but it is helpful to have Content defined as it tracks which content in the ad is performing
with the best results. As a result, you should get this link: ncy/?utm_
source=facebook&utm_medium=social-media&utm_campaign=contact&utm_
content=image1_text1.
Another important thing to mention is that you can add parameters to the URL in your
mobile-app ads. To do that, use Google Play URL builder.
Google Play URL builder is different from the basic URL builder only for Ad Network, the
network where you want your ads to show, and Application ID, which you already know.
Keep in mind that when creating the parameters you should be specific, have standard
ways of defining parameters, use only lowercase letters (that way you will always be on
the same page with Google Analytics), always create links using the URL builder, and the
final links should be as simple as possible.

STEP THREE: USE UTM TAGS

15.

5

STEP FOUR
(PART ONE):
FIND YOUR AUDIENCE


STEP FOUR (PART ONE): FIND YOUR AUDIENCE
You did the basic targeting - location, age, gender, interests.
There are more options out there. And if you want to go further and be more precise
with your targeting, then you must consider those options.
Go to the Business Manager drop-down menu and click on “Audiences.”

LOOKALIKE AUDIENCE
This is really one of the fastest and simplest ways to extend your audience. If your
Page followers or some saved custom audience is responding well to your content,
lookalike audience could be a good idea to put to work when targeting people in your
next campaign. Here, Facebook finds people who are similar to the ones connected to
you in some way.
When you click on “Create audience” choose Lookalike audience, and you’ll get the
window below:

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

17.


Under “Source” you can choose your Facebook Page followers or one of your custom
audiences (like remarketing audiences).

Location: area you want to target. You can choose continents, countries but also
different regions.
There are 4 region categories to consider in your next campaign: “Free trade areas”
(Gulf Cooperation Council, Commonwealth etc), “App store regions” (countries in which
Android and iTunes app stores are available), “Emerging markets” (for example UAE or
South Africa) and “Euro area” (countries that use euro as a currency).
The last one is the audience size, and it ranges from 1% to 10% of the total population
you choose. The larger the percentage, the less precise the audience will be.
If you click on the “Show advanced options,” you can create more audiences based on
the same population but with different precision.

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

18.


CUSTOM AUDIENCES
Now, on to the big guns. These are all the ways you can create custom audiences:

Let’s start with the first one, shall we?

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

19.


CUSTOMER FILE
This is used if you have some kind of customer list you can use to create
the audience.
There are three ways you can do this:

1) Add customers from CSV or TXT file
When you import your file, you can identify them by 15 identifiers:

2) Import customer email addresses directly from Mailchimp
3) Use a file with LTV

WEBSITE TRAFFIC (REMARKETING AUDIENCES)
Well, most people create Pixel because they want to do remarketing
campaigns and for that you need to create remarketing audiences, that is
displaying ads to people who visited your website.
This is how it looks like when you choose “Website traffic”:

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

20.


Choose who you want to track: anyone who visited any web page, those
who haven’t visited in some period of time, those who visited specific web
pages, or others who visited those pages, but haven’t some others.
Cool, huh?
You can also set the time window for those visits. Think this through, how
much time should pass before you won’t consider the visitor valuable for
your campaign.
Why is this option the best one?
Think about it. People today are smothered in ads. And it’s very hard to
distinguish yourself from others. Having too many ads makes people blind
and forgetful. An average person needs approximately 10-15 times to do
something (make a purchase, sign up or whatever your conversion is).
This option gives you the ability to make them do that. They come to your

website, and forget about you. Then you remind them. Again and again.
Until they convert.
But be very careful with this. Every once in a while, check your frequency
capping (the average number of times an average person sees your ad). If
it is too high, let’s say 20, then you are getting on their nerves. They will not
click on your ad. What’s more, you are spending your budget recklessly.
That’s why remarketing campaigns don’t need high budget. Just enough to
remind them. If they don’t convert, don’t push them. A better thing to do
would be to target others and try to reach more possible converters. That
way, your budget is not going to waste.

APP ACTIVITY
Creating an audience using the people who interacted with your game or
an app in some way.
Downloaded it, installed it, launched it…

OFFLINE ACTIVITY
You’ll have to use Offline events for this. But you get the idea. Creating an
audience with people who visited your store, called by phone or anything
else that isn’t an online purchase or a click on a link.

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

21.


ENGAGEMENT
Creating an audience based on people who engaged with your content.
These are all the ways you can do it, and it’s pretty incredible if you ask me.

Let’s say one of your clients had an event and 3k+ people said that they are
going or are interested in it.
And you know that your client will have another event in a few months’
time.
So, what’s the smart thing to do here?
It would be smart to put people who interacted with that event into an
audience with this option. Those are the people that are most likely to
come to the next event. But the next event is going to be bigger, and there
is no chance that all of these people will attend again.

STEP FOUR (PART ONE): FIND YOUR AUDIENCE

22.