Tag Archives: PPC

Conversion Data Reporting: Facebook vs Google Analytics

Marketers have been struggling to match conversion data reports between Google Analytics and Facebook. This is because both have different attribution models and calculates marketing touchpoints in their own ways.  

Learn below how Google Analytics and Facebook measure different metrics and get a clearer picture of their impact on conversion .

Clicks and Impressions

Google uses the last click attribution model. In other words, it credits the last place a user clicked on before buying the product. 

For example:

Sydney was browsing for a new pair of reading glasses on his phone. He came across a reading glasses ad on Facebook but decided to go offline. Later that day, he searched directly on Google and clicked on one of the ads. It directed him to the website where he purchased. Google Analytics will attribute this conversion to the PPC ad.

On the other hand, Facebook tracks conversions via view-through and click-through tracking. The last click or view of an ad prior to a conversion, within the selected attribution window counts the conversion.

Facebook takes credit for a conversion even if a Facebook user only sees the Facebook ad without clicking it, then visits the website and makes a purchase. 

For example:

Madrid was browsing for a new pair of shoes on his phone. He came across a shoe ad on Facebook and clicked on it. After two weeks, he went to the website and decided to purchase. Facebook counts it as a conversion because he clicked on the ad and he purchased within the default 28-day or 24-hour attribution window.

Note: Analyze multi-channel funnel reports in Google Analytics to pinpoint how Facebook is guiding visitors to the purchase path conversion. Also, it is better to disable view-through attribution in Facebook. 

JavaScript Snippets

There is another major difference between Facebook and Google Analytics tracking. 

Google uses a JavaScript snippet called ‘Cookies’. However, if a user cleared or decided not to accept the Cookies, Google can’t accurately track the user’s conversion that happened on the website.

On the contrary, a user doesn’t need to accept anything with Facebook Pixel — a code embedded on the website for conversion tracking. So, if the pixel code didn’t load on the user’s browser, Facebook won’t record a conversion.

Photo by Markus Spiske on Pexels.com

Multi-Device Conversions

Google Analytics tracks conversion paths by assigning a unique client ID to each visitor. Hence, it can identify new vs. returning visitors. Google acknowledges a single device as a touch point for tracking. Suppose if a person used a tablet and later their smartphone to access the same site or landing page, then they’ll be given two unique IDs.

While Facebook can track multiple touch points and multiple devices because it monitors social media activity of each user who needs to be logged in to browse.

Facebook tracks cross-device conversions better than Google. This is because Google installs a single-location cookie to track a user’s activity on a single device, Facebook tracks activity using its Facebook profiles and Facebook Pixel.

Photo by Pixabay on Pexels.com

Sessions vs Clicks

Clicks are not the same as sessions. 

When a user clicks on the Facebook post twice within a 30-minute window and comes to the website twice, Google counts it as one session, while Facebook counts it as two sessions.

Furthermore, a user may become inactive inside the website and re-engage after 30 minutes, Facebook will count one click and Google two.

Lastly, when a user accidentally clicks on a Facebook post and immediately clicks out of the still-loading landing page, Google Analytics may not have time to record a session.

Photo by Meruyert Gonullu on Pexels.com

Immediate Exit

Adding upon the earlier point, there are instances of users clicking the Facebook Ad and quickly leaving or moving to another site before Google triggers the JavaScript code. In such cases, Facebook counts this click as a conversion but Google can’t.

Photo by Pixabay on Pexels.com

Google Analytics and Facebook conversions data will never match since they both serve distinct goals. Google Analytics helps optimise website traffic, and Facebook provides a robust platform for advertisement.

Did I explain it thoroughly? What do you think? Do you use any of these reports to analyze your traffic sources? 

References:

https://www.windsor.ai/match-facebook-conversions-to-google-analytics-data/

https://www.windsor.ai/facebook-vs-google-analytics-how-to-evaluate-facebooks-performance/

Simplified Guide to Facebook Ads Funnel

No doubt that a Facebook ad is one of the greatest ways to deliver promotional messages to the intended audience. However, the chances of a stranger buying a product or service the first time he/she sees an ad of a brand is quite slim. 

To effectively convert a stranger into a customer, the brand needs to create multiple touchpoints – a funnel, to move the stranger from one point to the next. How? This is where Facebook Ads Funnel comes into the picture.

What is Facebook Ads Funnel?

Facebook Ads Funnel is a sequence of ad campaigns designed to take the stranger along the buyer’s journey. Technically speaking, this method consists of multiple campaigns with multiple ads that include different value propositions delivered to the right audience at the right moment.

The Facebook Ads Funnel consists of four main stages:

  • Awareness – Top of the Funnel (TOFU)
  • Consideration – Middle of the Funnel (MOFU)
  • Conversion/Decision – Bottom of the Funnel (BOFU)
  • Post-Purchase Stage (Convert existing buyers into loyal customers and even brand advocates)

Facebook Ads Funnel target users at every stage of the buyer’s journey:

  1. Strangers (cold audience) – people that are not aware of brand/products/service
  2. Prospects (warm audience) – people that are aware of the brand/products/service and have shown some interest
  3. Leads (hot audience) – people that are highly interested that shared their contact info and want to learn more of the brand/products/service
  4. Customers – people that converted – bought, registered, etc.
  5. Loyal Promoters – people that loved the brand/products/service that they buy regularly and promote for free. 

How to Create Facebook Ads Funnel?

The funnel building process includes choosing the right Facebook campaign objective, audience, ad format, call to action, and copy that is relevant every stage.

Stage 1: TOFU – Turn Strangers into Prospects

Top of the Funnel (TOFU) or the Awareness Stage’s goal is to attract new audiences – cold audiences. These people are unfamiliar with the brand/products/service and aren’t interested yet. 

Ads such as free trial, demo, quote or consultation offers are too early at this stage. Instead, highlight how it can solve all the problems. Warm up the cold audiences and turn them into prospects by introducing the benefits of the product.

Stage 2: MOFU – Turn Prospects into Leads

At the Middle of the Funnel (MOFU) or Consideration Stage, the goal is to turn prospects into leads by collecting contact information for further nurturing. 

At this step, it is ideal to have ads that direct prospects to the Facebook page or website. This will expose them to the product and convince them to leave their contact info. Ad offers such as downloadable pdf, special offer, free sample are good.

Prospects are still far away from the buying decision, so be careful of being too pushy.

Stage 3: BOFU – Turn Leads into Customers

At the Bottom of the Facebook Ads Funnel or Conversion Stage, the goal is to turn leads into paying customers. Finally, it’s time to start selling!

Communicate the product’s value proposition to make them buy or sign up. 

Stage 4: Post-purchase – Turn Customers into Loyal Customers and Brand Advocates

Existing customers are the most profitable since they’re easy to re-acquire. Nurture them with post-purchase Facebook ads and turn them into repeat purchasers and promoters. 

Remember, people on Facebook and Instagram aren’t actively looking for products to buy. Instead, they’re socializing with friends, reading the news or watching funny cat videos, and mostly, they see ads as an interruption.

As an advertiser, it’s a crucial job to introduce a brand/product/service without disrespecting social media experience.

Reference:

https://www.wordstream.com/blog/ws/2019/02/21/facebook-funnel

How & Why Facebook Ad Follows You

Do you ever feel like being followed online? Does Facebook access your microphone and listen to the products you wish to browse or buy? No and no – Facebook targets the ads you see based on your online behavior.

Let’s take an example.

John, 25yrs. old, is living in London. He is currently browsing websites for a pair of white sneakers using his mobile phone. When he’s at work, he usually checks his Facebook during free time. One day, he noticed that the ads he’s been getting were the exact items he’s been browsing. He thinks this is just coincidence. Could be. But in an advertisers point-of-view this strategy is called Retargeting.

How does this work? Below are possible scenarios.

1. The shoe store targets its ad based on certain criteria. 

Businesses can show Facebook ads to people within a certain radius, gender, age, etc. These data were provided by users during Facebook sign-up.

In this case, the store probably advertises to a certain age group, gender or residents of London where John perfectly fits that’s why he received the ad.

Photo by Tim Mossholder on Pexels.com

2. The shoe store targets its ad by interest-based on on and off Facebook activity. 

Facebook knows what customers’ interests are based on what they like and posts on the platform. From there, it determines what ads it’ll show to users.

Here’s the good part, Facebook can also figure out what other sites a user browses with the help of Facebook Pixel. These are tiny pixels the advertisers and businesses embed on their websites. As long as the website has Facebook Pixel installed, Facebook can analyze how each user behaves. 

Let’s go back to John, he received the white sneakers ad because the store targets people who browsed on their website. 

Photo by Liza Summer on Pexels.com

3. The shoe store targets by email list. 

Businesses are allowed to upload their collection of emails on Facebook whom they want to receive their ads. Usually, businesses do this to retarget customers who have purchased or have intention to purchase because the user entrusted his/her email to them. 

The store has uploaded their email list and targeted website members for their ads. In this example, John may have signed-up on the store’s website or have purchased on the store where he registered his email.

Photo by Ivan Samkov on Pexels.com

4. The shoe store works with a third-party data provider.

Advertisers sometimes work with third-party marketing services. These providers get data from sources such as credit card companies, etc. 

The shoe store might have worked with a third-party provider where they got John’s email account.

Photo by fauxels on Pexels.com

DON’T FREAK OUT! You are exposed to hundreds of ads per day and don’t notice it. You can always check why you’ve received an ad by clicking on the 3 dots on the top right corner. It won’t give specific details but at least you’ll get an idea.

5 Strategies to Boost Brand Awareness Through PPC Advertising

What is PPC?

PPC (Pay-Per-Click) is an advertising type in which businesses pay the platforms (e.g. Facebook, Google, etc.) every time the ad is clicked. It is one of the most effective ways for businesses to increase brand awareness, collect leads, and generate online sales.

Basically, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

According to Wordstream’s 2020 report, businesses make an average of $2 in revenue for every $1 they spend on Google Ads.

Check out these 5 strategies to boost brand awareness through PPC Advertising.

1. Bid on Branded Terms

Google’s study found that a full 89% of the traffic driven by search ads is not replaced by organic clicks when ads are paused. Visits to the advertiser’s site would not have occurred without the ad campaigns.

Given this, businesses should bid on branded keywords to dominate the SERPs. Utilizing this strategy can help secure the top spots as well as the organic listings. Having a control on branded terms shows that the brand is a prominent figure in the business.

2. Use Targeting and Audience Segmentation

Precise audience targeting results to PPC effectiveness. This strategy is what enables advertisers to reach specific audiences on different sales funnels.

For Google Ads, audience targeting is essential for reaching the right users using a variety of effective modalities. For instance, targeting options such as:

  • In-Market Audiences: consumers that Google has determined are researching for a specific product or service they are likely to buy.
  • Custom Intent Audiences: consumers who have either searched for or are likely to be responsive to products associated with specific keywords.
  • Affinity and Custom Affinity: a broad audience based on their passions, interests, and behaviors.
  • Similar Audiences: users who behave similarly to those who are contained within the retailer’s retargeting list.

These are only some of the many targeting options provided by Google, let alone those that can be employed on Facebook and other social platforms.

3. Use Negative Keywords and Exclude Irrelevant Websites

Advertisers can enhance the quality of the gathered leads by utilizing PPC segmentation strategies like adding negative keywords to filter out irrelevant searches, excluding specific web pages, and employing dayparting strategies to surface ads during particular times. These tactics can help in maximizing efforts while conserving PPC budgets.

4. Write an Appealing Copy

When running PPC ads to generate brand awareness, appealing copy is vital as it will position the brand as an industry expert, the go-to brand for all things related to a given niche.

To achieve such a goal, advertisers must learn how to set apart from the competition in an extremely distilled manner, while leaving readers wanting to know more.

The following questions can guide in formulating ad copy that speaks to the brand’s expertise and authority:

  • What makes your brand better or different than competitors?
  • What is unique or special about your product?
  • Are there currently any sales or special offers?
  • Any awards to tell?
  • Are there any popular personalities (non-sponsored) that use your product?

Not only this will help develop brand awareness as a thought leader in the niche, but it will also aid in multiplying PPC conversions.

5.Target Long-Tail Queries

Long-tail keywords are highly specific, unique phrases that tend to have less keyword competition, and therefore a lower bidding cost. In the eCommerce industry, it is important to optimize campaigns for these types of queries.

For instance, businesses who sell casual shoes could take a head term like “Converse sneakers” to generate long-tail keywords such as “Black Converse casual sneakers”

There are free tools such as KeywordTool.io that helps uncover potential long-tail keywords. Moreover, advertisers can also obtain keyword data from Amazon, YouTube, Bing eBay, and other popular online destinations. Simply type in a head term like “Shoes,” and the tool will turn back a whole list of long-tail keyword suggestions.

A well-defined strategy can make PPC Advertisements drive brand awareness online. Unlike other forms of marketing, PPC can produce immediate results that generates brand recognition quickly to help increase website traffic, leads, and sales.