Tag : facebook-pixel

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207: 5 Ways to Get More Clicks from Facebook Video Ads

While photo-based ads typically outperform video and slideshow ads for my clients, I have seen videos deliver significant website traffic for some auctions. If you do reminder ads to pixel traffic, a slideshow or video can add value by mixing some variety into your second interaction with potential buyers. If you’re using video on your website, anyway, it’s worth experimenting with video ads and even A/B testing them with photo-based ads. Your videos will perform much better both in those tests and in general, if they follow the following guidelines. 

Use short videos.

I know you paid a lot for that drone or for that drone vendor. There might be more than 600 lots or a huge variety of items in your catalog. But “ain’t nobody got time for that.” 

You've Got 15 Seconds

Facebook recommends videos of 15 seconds or less, and they don’t even allow videos longer than 30 seconds on Instagram. That’s probably because their study with Nielson showed “that up to 47% of the value in a video campaign was delivered in the first three seconds, while up to 74% of the value was delivered in the first ten.”1

Lead with the buyer interest.

Don’t be like most of the auction industry. Do not start with 
• your company logo (which already shows above every Facebook ad), 
• the word “auction”—let alone “real estate auction” or “farm equipment auction”
• the estate name, or 
• the auction date.

If you’ve got three seconds to grab a buyer, lead with what they care about: the asset, the problem the asset will solve, or the future version of themselves with the asset. If you feel absolutely undeterred to include all of that tertiary content, there’s plenty of room for it in the headline, sub headline, and advertising copy spaces Facebook provides for all video ads.

Don’t depend on sound.

Admit it: we’re all scrolling Facebook in places and situations where we don’t want others to hear the videos in our streams. According to Hootsuite, 85% of Facebook videos are viewed without sound. 2 Facebook reports that 80% of their users have negative reactions to videos that play loudly when sound wasn’t expected. 1 So, take advantage of captions, or use the included headline, sub headline, and advertising copy space to convey your message.

Mobile Shopping

Show the assets, not the salesman.

Unless you’re a celebrity—sorry: none of you reading this are (neither am I)—people aren’t buying anything because of our faces. You might think you’re the exception to this rule. You’re not. Neither is that car dealer that interrupts your football games. Our reputations and brands matter but not until someone is already interested in a purchase. Show people what they want: the asset or what the asset will do for them. If you’ve got the budget, celebrity endorsements do work—just typically not for selling haybines, excavators, real estate, or machine shop metal brakes.

Optimize for landing page views.

Most business people who post videos on Facebook do them on their business’ Facebook page. That doesn’t hurt anything. (I’ve been asked that question.) Boosting or promoting those posts allows you to optimize the ad for likes, comments, and shares. So, Facebook shows them to people who are likely to like, comment, and share. My clients, though—especially the ones with online bidding available—pay me to get bidders off of Facebook and over to their website. To optimize for that, you’ll want to create a Facebook ad from either Ads Manager or Business Manager. There, you can optimize the video for link clicks or—even better—landing page views. So, Facebook will show the ads first to those most likely to click or go to your website. (A landing page view requires the consumer to wait for the page on your site to load before clicking back. Landing page view optimization requires a Facebook pixel installed on your website.)

Get More Mobile Clicks

If you play with Facebook videos, play by the rules. You’ll look to consumers like a digital native and a professional brand. More importantly, your cost per click will plummet. That will allow your video content to be seen by hundreds or thousands of more people for the same cost.

Stock images purchased from iStockPhoto.com.

1 “Capture Attention with Updated Features for Video Ads,” Facebook.com, February 10, 2016.

2 ”Silent Video: How to Optimize Facebook Video to Play Without Sound,” by Christina Newberry, Hootsuite.com, May 2, 2017.

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Facebook’s New Targeting Tool Comes with a Catch

For several years, advertising agency publications have been complaining about transparency and accuracy of Facebook’s self-reported results. I dismissed those headlines as Fortune 500 problems until an email from Don, one of my Kentucky clients.

Don asked me why there was such a big disparity between how many visitors his Google Analytics had shown to originate from Facebook and how many Facebook had claimed. I answered something along the lines of these points:

• the difference lay in how both entities define a click/view/visit;

• I would take Google’s word over Facebook’s stats; and

• the true numbers should still be somewhat proportional to each other.

In my post-campaign correspondence with clients since that first email from Don, I’ve often advised clients that they need to compare the results that Facebook reports with what their Google Analytics shows—and work off Google’s numbers.

Facebook wasn’t trying to mislead advertisers.

It just had limited measurement. One of their newer tools combats that limitation and gives advertisers better data.

Facebook previously counted people who clicked on any or all links in your ads and promoted posts. Four people make that a problem.

(1) the accidental clicker, who clicks right back to their newsfeed after seeing it disappear to a link screen

(2) the impatient clicker, who won’t wait for a page to load (often on cellular service)

(3) the indecisive clicker, who decides they don’t want more information after all

(4) the double clicker, who could be any of the first three but clicks a second time

I’ve been all four of those clickers.

Facebook’s solution was to get what Google has: measurement on the other end of the link.

Facebook built measurement into their pixel code. Now, advertisers who use the free code on their website can give and receive anonymous reporting through that pixel. In so doing, Facebook affirmed the disparity of results but offered transparency. That removed most of the suspicion of inflated reporting.

Then this summer, Facebook added a tool to bridge the gap of the disparity between link clicks and page views. They added the ability for us advertisers to optimize ads for people likely to visit a specific landing page. For auctioneers, this might be an auction even page, online catalog, or even a seller services page.

Facebook Ad Optimization Options

Facebook’s algorithms know who is likely to click on advertising. Up until 2017, that was the best you could get when prospecting. Those algorithms now also know which Facebook users are most likely to visit landing pages—those who do more than just click. What this means is that you can prioritize your ads to serve to the segment of your target audience most likely to actually visit your website.

For the auction industry, that’s what we want. We need to get people off Mark Zuckerberg’s platform and onto ours. We want people to move through our sales funnel, and we want those to be the right people for what we’re selling. The option to optimize for landing page views allows us to find more and/or better needles in the haystack.

This incredible opportunity does come with a catch—four of them, actually.

You must have a Facebook pixel installed on page where traffic is heading.

If you use Facebook’s Business Manager, this would be your business’ pixel. If you use Ads Manager, this would be your pixel and/or your vendor’s pixel. (You can have multiple pixels installed at the same time, and they don’t interfere with each other.) Fewer than half of my clients have installed a pixel of any kind. It’s a shame, too, because the pixel offers some other mind-bending abilities. Rather than insert the pixel code on each page, it’s a lot easier to paste the Facebook pixel code into your site’s header, where it will automatically and invisibly populate to every page on your site.

You must be prepared for fewer clicks from your ads.

I’m only a few months into this tool, but my sample size indicates that these ads will get fewer clicks than ads optimized simply for clicks. They’ll be better clicks from more qualified clickers, because you’ll be paring out the unproductive fluff. Unfortunately, that means that any of your past case studies or results reports that emphasize clicks—inflated numbers—will seem to overpromise results from ads optimized for landing page views. Depending on how many auctions you do a year, it may take a bit to rebuild your case studies for clients.

You’ll have to educate your sellers.

It makes sense to assume that someone who clicks to your website inherently becomes a visitor. Now you know why that isn’t true. So, you’ll have to be careful not to call clicks “people coming to the website.” I used to pass along that assumption—before Don’s email.

You can’t optimize for landing page views when using boosted posts or promoted posts.

Even if you have the pixel installed on your site, you can’t use it to optimize posts for landing page views. You can still use it to create custom audiences and lookalike audiences for promoted posts, but only ads can be optimized for clicks to your website or for landing page views. If you don’t know the difference between an ad and a post, I created this guide for (1) telling them apart and (2) knowing when to use each.

The benefits of optimizing for landing page views outweigh the above considerations. In most situations, the more targeted our audience, the better; and I’ve found Facebook’s algorithms to outperform my educated guesses most of the time. That doesn’t mean I would optimize all my Facebook advertising for landing page views. Each auction and its various target audiences require different goals, and I currently use all five optimization options for ads and posts in different situations. That said, this will probably be my default setting when available going forward.

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176: A New Tool to Learn More About Your Offline Bidders

Facebook recently launched a new tool called Offline Events that auctioneers can use to gain insight on their offline bidders.

Business Manager Mini-menuHow it works

When you create an ad on Facebook through Business Manager, you now have the option to tie the ad to a specific offline event (an auction in our case). After the auction, you can upload a list of auction attendees to Facebook’s database; and it will match as many of its users as possible and tell you how many of the attendees saw one of your Facebook ads.

You can categorize the list as Purchase (buyers), Lead (bidders), and Other (attendees). In fact, Facebook requires you to pick one of those fields per list. For most auctioneers, it will be easiest to just upload all registered bidders; but it’s good to know you can get further analytics, if you want them.

Facebook will not give you the names or further information about the Facebook users it matches. It only aggregates the data for comparison. Also, it will match only as many as it can with the data you collect. The match rate will vary depending on how much contact information you gather.

Why it’s useful

While it might not be able to match every registered bidder whose information you collect, the good news is that it will never over-report. If someone saw advertising in another medium as well as on Facebook, this information can supplement current auction polling with real data. This tool is especially useful for those who don’t have proprietary online bidding platforms for which the Facebook Pixel can do all of this (after initial setup).

While I’ve not yet got to play around with this tool, its potential is exciting—especially for auctioneers who issue post-auction reports to sellers. The more data point you can use to validate your marketing strategy, the better.

Offline Events Overview

Who it benefits most

This will especially benefit those who sell the same asset categories over and over again and/or those who sell multiple asset categories but in the same geographic area all the time. It will be easier to find trends in this data, if you have bigger bidder pools (typically personal property and commercial equipment) or many auctions per year.

If you’d like to experiment with this tool, you can get a free, quick tutorial here.

Stock image purchased from iStockPhoto.com

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Reach the Bidders You Didn’t Know You Were Missing

There’s a sneaking suspicion in many auction marketers—and definitely in their sellers. We wonder if there was a stone unturned, a motivated bidder that wasn’t reached by our advertising.

Did we cast a big enough or tight enough net?

Missing Bidders PosterWhat people weren’t in our mailing list broker’s database?
Who didn’t read the newspaper during the weeks prior to the auction?
Who didn’t drive past our sign out on the highway?
Did any emails go unopened or straight to junk folders?
Did we choose the right demographic selectors on Facebook?

The auction community prides itself in bringing the whole market to bear on an asset at once. We tell potential sellers that we’ll deliver true market value. We rightly trumpet our concentrated advertising campaigns.

Still, there’s that whisper, that gnawing question—especially when the auction price is low and even more so when it was an absolute auction. Did we find everybody?

One of the biggest developments in advertising over the past couple of years has been a partial solution to that mystery. This development has made mailing lists more powerful, web traffic more valuable, and Facebook just short of necessary for finding buyers.

Big Data for Small Businesses

In addition to the vast amount of data users give Facebook about themselves, Facebook also buys data from outside sources and matches that information to its user base. Bank and mortgage lender records. Vehicle ownership. Purchase histories. Web site visits. As a result, this data gets woven into an astounding web of connected dots. Using advanced algorithms, Facebook can then match people with common denominators.

So, after you find the people you think are likely buyers, Facebook can find people who look just like your intended audience. With Facebook’s Lookalike Audience tool, both purchased lists and in-house lists can be matched with people just like them for use in Facebook ads.

With the free Facebook Pixel code installed on your website, you can also now direct Facebook ads to people who recently visited your auction’s page or the page of a similar auction on your site. Then, with the Lookalike Audience tool, you can advertise to people who look just like the people who came to your website.

Over the course of your advertising campaign, as more and more people view your auction’s page on your site, Facebook can learn more and more about the people coming to your site and hone the audience of your Facebook ads.

Facebook Loop

So, whether you start with just a Facebook list of demographics [B] or if you upload lists to Facebook [A], you can create a set of ads that learn and improve their effectiveness over time. You can access an automated database that keeps getting more robust. Your advertising can reach people in the cracks between the groups of people you can find yourself.

An Impressive But Imperfect Solution

Is this Facebook solution circle a silver bullet? No. This is just one medium that reaches less than 80% of the population. Does this mean you’ll definitely find more and better bidders? No, but it’s a superlative start. It’s a more robust solution than what you’ve got now.

Could this concept confront our ignorance? Absolutely.

Recently, I’ve noticed that several of my clients’ Lookalike Audience ads have significantly outperformed not only their uploaded lists but also the Facebook audiences built with the demographic selectors we chose for prospective buyers. In other words, Facebook knew who would visit these websites better than I or my clients did. For the decades of auction marketing experience between all of us, that’s humbling.

It’s also exciting. Now, our lists of past bidders and email subscribers are more valuable. Now, our web traffic can be more meaningful. Now, purchased lists don’t have to be exhaustive. We just need to find a critical mass to get the ball rolling.

Now, we can find the people we weren’t finding—even with our best laid plans.

Illustration built by request from Fiverr.com
Stock images purchased from iStockPhoto.com

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171: The 5 Ways to Outsource Your Facebook Advertising

Over the past two years, I’ve become an editor or administrator of more than 40 different Facebook pages for businesses across the country. Recently, that quantity has been changing almost weekly, as more and more auction companies are hiring me to manage at least a portion of their Facebook advertising.

As a vendor, I’ve learned the advantages and disadvantages of the five different ways you can outsource your Facebook marketing. I’ve assembled a brief overview of each here, in case you’re wondering which option is right for your business.

Business Manager Editor Access

Using the Business Manager interface, companies can assign different levels of access to both employees and vendors contributing to their social media. In business manager, the Facebook pixel and billing are tied to the page’s account rather than to the personal account of each individual who places ads.

PRO: This is the most secure way of the five for bringing in additional marketers. You keep Facebook pixel stability, regardless of turnover. Billing is direct to your company credit card (especially beneficial if you collect credit card points). All admins and editors can see analytics.

CON: A bit more work to set up (more steps and more technical prowess required).

Additional Admin or Editor Access

This is the solution most of my clients choose. After you create your page, you can add employees or vendors as admins or editors under Page Roles, which is under Settings on your business’ Facebook page. Using Ads Manager, anyone on the team can place ads, use a Facebook pixel, create a custom or lookalike audience, etc.

PRO: It’s literally only four clicks to add a marketer to your Facebook team. You have all of the same advertising options as Business Manager. There’s still some control/access differentiation between admins and editors.

CON: All admins and editors need to install their Facebook pixels on your website for ubiquitous use.

Primary Admin Access

Some of my clients didn’t have a Facebook business page before hiring my services. They outsourced creation of their Facebook business page and asked me to add them as admins, so that they would get notifications on page activity and could answer inquiries via Facebook Messenger. Once everything is up and running, the back end works and looks the same as the previous option. Some gymnastics need to be done for the person who founded the page to demote themselves to editor and give you the only admin access, but it’s not difficult.

PRO: You don’t have to set up your Facebook page. You get notifications of page and advertising activity without needing to place the ads or even know how to navigate Ads Manager. You have all of the same advertising options as Business Manager.

CON: You are giving someone else complete control of your brand on the platform with more daily users than any other on the planet. All admins and editors need to install their Facebook pixel on your website for ubiquitous use. Billing is tied to individual users. Only the person who scheduled the ads can see the analytics natively (without screen capture or similar sharing)

Third Party Branding

I don’t offer this as a service, but a bunch of companies inside and outside the auction industry do. Instead of creating a Facebook page for your business and tying your advertising to it, another company places the ads through their page.

PRO: You don’t have to set up a Facebook page or handle your own Facebook advertising.

CON: Your sellers’ assets are being sold by another brand, which builds their interface—instead of your website—as a marketplace. Sometimes the ads are linked to your website; often, though, they are linked to your listing on that vendor’s website instead. To use any Facebook pixel advertising (if even offered), you have to give another company access to your web traffic.

Account Takeover

This is stupid—nothing short of unwise. I mention this option only because I’ve had three different entrepreneurs request this over the past year. This is where you give a vendor your personal Facebook login information to create a business page in your name, make you the admin, and then place ads on behalf of your brand.

PRO: You don’t have to set up your Facebook page. You get to see notifications and analytics in your Ads Manager without placing your ads.

CON: Your vendor could ruin your reputation and put your brand in hot water. They could commandeer not only your Facebook business page but also your personal Facebook profile. They can post as you, message as you, comment as you. They could change your password and lock you out of your own account.

Right now, Facebook offers the most targeted marketing to the largest audiences in the world. Your brand, your assets, and your services need to be there. Outsourcing isn’t always the best option. (In fact, some of my clients only outsource a portion of their Facebook advertising.) When an outside vendor can add value or ease your workload, though, now you’ll know how best to engage them.

Stock image purchased from iStockPhoto.com

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