Cut Your Facebook Advertising Costs in Half

Earlier this week, Facebook released their 2015 Q2 Results Report.

Here are the stats we found notable:

  • In North America, Facebook reports 164 million daily users, with 968 million daily users worldwide.
  • There are 1.4 billion monthly users with 655 million users accessing the network only by mobile.

Facebook Ad demand is high, ad space is scarce – particularly in Canada.

As predicted by the previous quarterly trends, the CPC (Cost Per Click) for mobile ads continues to rise in Canada. A 2015 Nanigan’s* Report reports that Canadians are paying up to 181% higher costs than our American counterparts on Mobile CPC.

So what can smart advertisers do to leverage the best ad space for the lowest cost?

  1. Create a Custom Audience Pixel to track Facebook Data of users who visit your website.
  2. Upload your e-mail database of past and present customers to Facebook
  3. Develop a Lookalike Audience from your various Custom Audiences created from both your website and your email list.
  4. Split Test Sub-Audiences within your target audience

What is a Facebook Custom Audience Pixel and how do I use it?

A Custom Audience Pixel is a snippet of code which activates each time a page with the code is loaded. When the pixel is fired, information about that event is sent to Facebook with detailed information about the user’s browsing session and the URL. If that user’s data matches the audience guidelines your advertiser has set for you, the user’s Facebook information is captured and saved to a Custom Audience so that you can target and advertise to that user in the future. This is largely considered the most effective form of Facebook Advertising, proven in case studies, as the user is already familiar with your brand. These users are a “warmer” lead than users who have not visited your website.

To get started creating Custom Audiences from your Website you will need to complete three primary steps. They may be completed in any order but each is required before you can successfully use the product.

Conversion tracking can help your business measure the return on investment of Facebook Ads by reporting on the actions people take after your ads are viewed.

By using the conversion tracking pixel tool, you can create a JavaScript code to place on your website. This code places an invisible 1×1 pixel image on your website which sends a message back to Facebook when someone visits or takes an action. You can place these pixels on any page you want to track.

For example, if you want to track checkouts, you would put the conversion tracking pixel on the checkout confirmation page that people see after completing a checkout. Whenever a person loads that page, the code tells Facebook that the conversion event has occurred. Facebook then matches that conversion event against the set of people who viewed an ad or clicked on an ad so that we can provide you with information that helps you understand the return on investment for the amount you spent.

Conversion tracking also helps you show ads to people who are more likely to convert off Facebook. Learn more about optimizing for conversions.

1) Split Test Sub Audiences (Age, Interest, Location, Device)

2) Utilize Conversion Tracking , Custom Audiences and Lookalike Audiences

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About the Author

Crystal DeCnodder

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Crystal DeCnodder is a keynote speaker, social media, and digital marketing expert and is a partner at Full Blast Creative, a creative digital marketing and web design agency in Calgary, Alberta. When Crystal is AFK, she enjoys skateboarding, guitar, travel, and time with family and friends.

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