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Maria Dolgova, PPC-specialist, held a webinar "Fundamentals of targeted advertising on Facebook" on the platform of the Academy of Internet Marketing WebPromoExperts on May 22.

We decided to focus on 4 key benefits of running ads through Facebook Business Manager. We’ll provide insight into the functions of the product catalog and create Pixel Facebook on our own and set up conversion tracking and other events in it (how to set up Ads Manager in stages, Maria told in the video).

*Video taken from official WebPromoExperts YouTube channel.

1. Ways to set up Facebook ads

There are 3 ways to configure.

1.1 “Boost a post” button.

There is a pop up with such basic settings after clicking on it:

  • goal and budget, offers Facebook;
  • audience;
  • users location;
  • likes and interests.

Business Manager Facebook

1.2 Ads Manager.

The tool has considerable customization for advertising. Ads Manager takes into account a large number of interests of the audience and allows you to use Facebook recommendations.

Блог_Business Manager Facebook_2

The tool provides a large variety of goals, which are divided into 3 groups.

Блог_Business Manager Facebook_3

1. “Awareness” group.

This goal is focused on large businesses, well-known companies with a high-profile brand, requiring image advertising.

Brand Awareness and Outreach sub-goals are used in 2 cases:

  • international branding;
  • informing about the product nationwide (for example, startup – when you need everyone to know about a new product).

What is the fundamental difference between subgoals?

The goal of outreach is to show ads to as many people as possible.
The goal of brand awareness is to show the maximum number of users and the frequency of impressions to show until they recognize the brand.

When you have to use this subgoal group?
With a daily budget of at least $200. So, these goals are not suitable for small businesses.

2. “Leads” group.

Each subgoal option justifies the name.

  • Traffic.

The task is to bring as many Facebook and Instagram visitors to the site as possible.

  • Engagement.

The task is to collect the maximum number of likes, reposts and other interactions with an advertising post.

Facebook optimizes impressions based on selected tasks.

  • Application installation.

The task is to ensure the maximum number of the application downloads.

  • Video views.

The task is to ensure maximum video views.

Facebook will optimize your impressions so that as many users as possible view your video.
When we select the “Video views” goal, we need the maximum number of people to watch the video.
Why, then we can’t stop at the Traffic goal, because it seems that the content is the same. Why then are these 2 goals needed?

The Facebook algorithm focuses on the goal that the user is currently interested in. Theoretically, you can run the video on “Traffic”, but in this case, we won’t get the maximum possible number of video views.

  • Lead generation.

The task is to collect user contact information.
Suitable for those who do not have a site, or have but it is not used in ads.
Mechanism: when clicking an advertising post and a button, a mini-survey form is displayed to the user, where we pre-select the data that we need to receive from the visitor to establish communication with (name, phone, etc.).

Leads are sent to us in the form of a table. And if you connect a CRM system, then applications will get into it.

  • Messages.

The task is to collect user messages.
The mechanism of action is similar to the goal of Leads – there is no need to engage your site in the settings of an advertising campaign. The system will upload all users to Messenger or WhatsUp.
Here you need to understand and remember that a certain percentage of users will send nonsense. Therefore, it is advisable to set up a chatbot so that such visibility is more suitable for such visitors and at the same time, it will optimize the work so that you don’t get stuck in messengers and don’t answer every question.

  • “Conversions” group.

The most specific group of business goals. However, it requires pre-configuration.

  • Conversions.

The task is to complete the desired action on the site or in the app.
You can set the conversion cost if you have set up conversions in your advertising account (for example, to visit a shopping cart or place an order). Then the ads are displayed in such a way as to customize the cost of action for the desired result.

  • Sale of goods from the catalog.

The task is to show the entire product range (relevant for an online store with a large assortment).
Or, here you can set up dynamic remarketing to show only those products that users viewed on your site.

  • Retail outlets attendance.

The task is to bring the Internet user from digital to an offline sales outlet.
This goal works through Google Maps – at the end of the advertising carousel with photos of goods, you tie up a Google map with the specified offline store.

This is a great tool for your local business.

1.3 Business Manager.

Previously, Facebook offered advertising campaign settings through Business Manager only to large companies.

Today it is also used by small and medium businesses, because it is an extremely useful tool.

Business Manager Facebook

If we make an analogy with Google, Business Manager is an analogue of an MCC account, where you can attach various advertising cabinets and Ads Manager.

2. Key benefits of Business Manager


2.1 Catalogue

The product catalogue in Business Manager is an analogue of the data feed in the Google Merchant center.

Business Manager Facebook

Facebook catalogue has 4 functions:

1. Dynamic advertising.

Suitable for users who visited the website, contacted or added products to the shopping cart, but for some reason left the website. Now they can be caught up with dynamic advertising.
Bonus – in the advertising post description you can note, for example: “You’ve visited our website recently, viewed such a product, and it is waiting for you in the shopping cart.”

This is perfect choice for dynamic remarketing on Facebook.

2. Instagram Shopping.

Setting up simultaneously from insta tags.
The majority have already seen this tool, but only a few have set up since officially this option is still not available in Ukraine. But the settings could be done bypassed the official channel. This opportunity must be used.

Why? Instagram Shopping is a new post format that attracts people. It is very likely that users will join the procedure and buy something.

3. Store on Facebook page.

When a person gets to your Facebook page, then sees the entire product range.

Facebook Store creation requirements:

  • sale of physical goods (you cannot sell digital goods or products that need to be downloaded);
  • acceptance of User agreement.

4. Advertising to get more traffic.

Advertising is set up to the catalog for new users with interests that are very closely related to your business, and who are likely to contact you: buy something or order something.
This feature is the so-called Google Shopping catalogue.

The catalogue is created in 3 ways:

  • manually (Add manually) – useful when you have no more than 10 products, because otherwise the process becomes too time-consuming;
  • using the feed (Use data feeds) – if you use Google Shopping, the feed is also suitable for uploading a catalog to Facebook Business Manager;
  • using code and programmer (Connect Facebook Pixels) – import catalogue using Pixel Facebook.

Business Manager Facebook

Not only companies in Business Manager can create a catalogue, but also by an ordinary user – you just need to go to Ads Manager and expand the tab with the “Catalogues” button. But, using dynamic remarketing becomes impossible in this case.

2.2 Pixel Facebook and set up

You can create up to 10 Facebook Pixels in one advertising account.
Each user has their own Pixel by default.

In theory, you can have 1 Pixel for multiple sites (if you work with Ads Manager). But this move is wrong from a technical point of view – when each Pixel tracks its actions, it works more productively.
For example, you are the owner of a website and several stores. Then the best solution is to install Business Manager and create your own pixel for each landing. And you can manage all the pixels through one account.

Facebook Pixel is a Facebook analytics system.

Why you have to add it?

Every online business has a Facebook remarketing campaign set up. Not necessarily on Instagram, because Instagram is basically an aesthetic platform. But a business with any niche should be on Facebook.

A pixel is a piece of code, such as in Google Analytics. We add it to the website, and it begins to collect data about visitors.
In addition, Pixel also reflects all visits from other sources of traffic, and allows you to create an audience of people who visited either the entire website, or some individual categories.

You can create a category of people who have already made a purchase (for example, visited a thank-you-page) and exclude them from advertising because it is no longer relevant for us to show ads to these people.

Facebook Pixel set up

Choose a self-installation of a Pixel to see how it looks.

Business Manager Facebook

That’s how Facebook Pixel looks like.

Блог_Business Manager Facebook_8

Click “Continue”.

We look at what events for visitors can be used to evaluate the effectiveness of advertising. With its help, we monitor the actions performed by users on our website. All events are shown as code. 

Facebook offers a list of possible events that suit every website. If you need to set up your custom event, which is not one of the proposed by Facebook, this can also could be implemented.

Business Manager Facebook

For example, I need to set up “Registration for the webinar is completed”. Then you need to highlight this event and copy the code that the system displays, add it to the Pixels and place it on the page.

Business Manager Facebook

From now on, the registration event will be sent to Facebook, and a list of all events will be displayed in the “Check event” window.

Business Manager Facebook1

You need to set up Facebook conversion tracking after setting up Events.

Business Manager Facebook

There is a Pixel Helper extension for the browser to verify the correct operation of the Pixel and the event code.

Business Manager Facebook

If some kind of error occurs during set up, then in the window on the right we will see a message about it.

Business Manager Facebook

Custom conversions – a field where you can configure the conversion (registration for a webinar, adding products to the shopping cart, placing an order, etc.)

Go to the “Custom conversions” and with the sign “+” add a new conversion. We give it a name and select the event that was set up earlier.

Business Manager Facebook

Also, the conversion can be set up on the URL, if there is a Thank you page – indicate Thank you page and set the “Thank you” page.

After setting up conversions in the Ads Manager interface, in addition to the company name, budget, bid, outreach, and other fields, you can configure the display of specially configured conversions: select “Clicks” – “Custom”, the fields that are displayed, and pull the conversion up from the whole list so it was near.

2.3 Advertising accounts

Each Facebook user has his own advertising account by default, and it is one.

You can create up to 25 advertising accounts in Business Manager.

We have access to only one advertising account when we register a Business Manager. With some work and money spent on advertising campaigns, it becomes possible to create more accounts.

You need to specify basic data for registration:

  • country;
  • address;
  • website;
  • etc.

After that, we get to the page where you can attach to the cabinet:

  • company page;
  • advertising account;
  • people.

This is handy because you do not need to change the login and switch between accounts.

Controlled objects in Business Manager:

  • pages;
  • advertising accounts;
  • apps;
  • Instagram accounts;
  • scope of business;
  • catalogues;
  • pixels.

By clicking on each of the tabs, you can add settings and appoint people who will be engaged in the account.

2.4 User roles and rights

In Business Manager, you can add different users and set them different access levels, depending on your business goals.

Who can it be:

  • SMM-manager;
  • Targetologist;
  • other users who add products to the catalog.

Business Manager Facebook

The users you add to Business Manager have different roles and permissions:

  • administrator – creates and advertises a catalogue, manages roles at the Business Manager level;
  • advertiser – creates advertisements and promotions;
  • analyst – view page and ad statistics.

Блог_Business Manager Facebook_17

Questions from webinar participants

1. How to put a UTM tag: you need a special program or enough fields with a UTM tag “Put your code”.

It is enough to put a tag in the field, it is not necessary to use the program.

2. Is it known whether or not the shopping tags were canceled?

Honestly, I don’t know.

3. Suppose that the goal of advertising on Facebook is communication with a potential client (application on the site, questions about products, getting contacts). Is the “Traffic” or “Lead generation” goal-setting suitable, is it possible to run 2 identical campaigns simultaneously (test audience, ads), which will differ only in the setting of advertising goals?

It is possible. But you need to have enough outreach of your users so that you can conduct an experience test, which campaign works better for what goal.

4. Question about setting languages: setting the language of the user Facebook interface.

Setting up of the user Facebook interface affects the point where you choose the language of your audience. If you do not specify anything, then the advertisement will be shown to all users from the selected geo.
Suppose I didn’t specify English – I wanted to exclude visitors using Facebook with an English interface. This means that I will turn off the display of advertising to businessmen browsing social networks from other countries and do not speak Russian.

5. If we do automatic placement on Facebook, Instagram, on other platforms, then what will be displayed in traffic sources in Google Analytics.

Google Analytics doesn’t know where the ad comes from. Divide the groups into subgroups: let one turn on Facebook, the second one on Instagram, the third on the partners’ websites. Manually enter clicks on this ad in the UTM tag, otherwise, it will not be transmitted.

6. The optimal campaign for promotion and registration for the event.

For the event, the best goal is “Engagement”.

7. If the goal is to run an Instagram account, what goal should I choose?

“Engagement” – so that people interact with the content (subscription also refers to engagement).

8. There is a business page and I have been given the right to edit this page. Can I, as an editor, create an advertising account in it, or do I need it to be done by the page owner, and then give me rights?

The advertising cabinet has nothing to do with the page. If you work for someone, it is better to first create a Business Manager, and create a new advertising cabinet on the basis of it.
And only after – send a request to attach the page. So the risk that this person’s cabinet or advertising cabinet will be blocked is lower.
It’s better to create a new advertising account, pull up a page there and use it.

9. How to track analytics and conversions on Facebook?

Set it up, display reports and look at the sources of traffic. The main thing is to set up and display reporting.

10. Could there be data discrepancies in reports in Google Analytics and Facebook Pixel?

This happens because scripts read user information in different ways. There are also mismatches between Yandex.Metrics and Google Analytics. It is not entirely correct to compare it, but we assume that Google Analytics is not 100% correct information. Mismatches will happen, that’s fine.

11. Have you had any problems with online stores on Magento?

I haven’t worked with Magento. From my experience related to integration, this is Shopify – it was not entirely clear how to import the catalogue, and I had to turn to Shopify support to understand which additional plug-ins could help.
Read the Magento documentation on how to do this.

12. Regarding the advertising cabinet – which card will be add if you create a cabinet through Business Manager: mine, as the owner of the Business Manager, or the choice remains.

If you add a payment card to Business Manager, you can choose any. The main thing is that the cardholder must have something to do with Business Manager – you can simply add the user to Business Manager and attach his/her card.
If this is a customer, then attach his/her email and add it to Business Manager by the email that he/her is registered with on Facebook. The customer will approve the operation and that’s all.

13. Are there situations where it’s worth running ads on Instagram, and not in Ads Manager?

So, if you want the user to get into your Instagram account after clicking on your advertising post.
Suppose you don’t have a website and sales go completely through Instagram (for example, underwear or handmade jewelry). The account is already well-promoted. In this case, you better guide the user through the promotion of posts.
This method works well for small businesses.

14. You can enable the conversion tracking function on Facebook if the e-commerce block is connected. Is there a chance of data doubling in Google Analytics?

No. Google Analytics receives data from ads that run Facebook ads. If you have a large number of ads, and it is indicated in your own way, then you will see the number and cost of transactions getting from each ad.

Hope you won’t have problems with setting up Business Manager from now.

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