Peter Drucker, a legendary management guru, once said, “What gets measured gets managed.”

Measuring the impact of your marketing efforts will help you grow your business. You'll know where to put more money and effort, and where to spend less.

This is where UTM tracking comes in.

In this post, I'm going to help you understand UTM codes. You'll learn how to use them to not only track your marketing performance but also your Facebook Ads.

What is UTM tracking?

UTM stands for Urchin Tracking Module.

It’s a snippet of code that’s added to the end of a URL to track the performance of campaigns and content.

It looks something like this:

http://examplewebsite.com/example-post-title/?utm_source=google

The part in bold starting after ‘?' is the UTM code. The UTM code in this example tracks where the traffic is coming from, which is Google.

Adding the UTM code doesn't affect the actual page. You can delete the UTM code from the URL and the page would continue to load normally.

The code’s sole purpose is to help your analytics tool track the source of your visitor.

What can you track with UTM codes?

There are five different UTM parameters. Here's what you can track with each of them:

1. Traffic Source

The traffic source allows you to track where your traffic is coming from.

This is the parameter that’s added to your URL: utm_source.

Facebook, Google, Instagram, etc, are some examples of sources you could track.

Example: &utm_source=Instagram

2. Medium

The medium parameter tracks what type of traffic the visitor originated from, like cpc, email, referral, display, social, etc.

The parameter added to the URL is utm_medium_

Example: &utm_medium=email

3. Campaign Name

This parameter tracks the performance of a specific campaign.

For example, you can use this to differentiate traffic between different Facebook Ad campaigns.

The parameter added to the URL is utm_campaign.

Example: &utm_campaign=example-campaign

4. Content

The content parameter helps you track which link someone clicked on if you have several links pointing to the same URL. (such as an ad with two CTA buttons)

The parameter added to the URL is utm_content.

Example: &utm_content=navlink

5. Keyword Term

This parameter tracks keyword terms. It's only used for paid search ads. It will show you which keyword a website visitor came from.

The parameter added to the URL is utm_term.

Example: **&utm_term=facebook+ads

How to track Facebook ads with Google Analytics

Google Analytics is as a tool that known to track website traffic. But it has a ton of other great functions, too. One of which includes measuring social media campaign conversions, including Facebook ads.

While the ads manager gives you insight into your Facebook ads performance, it doesn’t give you enough information to understand whether Facebook advertising is cost effective for you.

That’s why Google Analytics is a better tool. It will help you get accurate results using UTM tracking.

To track your Facebook ads with Google Analytics, go to the Google URL builder.

Enter your website URL and campaign information.

1. Type in your destination URL.

2. Indicate the campaign source as Facebook.

3. The campaign medium can either be cpc or cpm, depending on whether you’re tracking conversions by clicks or impressions.

4. The campaign name is your Facebook ads campaign. This will help you track performance across all your Facebook campaigns.

5. The campaign term is your Facebook ads ad set name. This will help you track performance across ad sets.

6. The campaign content is your individual ad name. This will help you track individual ad performance.

This is what the end result would look like:

Once you’re done, scroll down to see your generated URL.

Copy the URL then go into your Facebook ads manager.

Under the “Ad” section, click on “links” then paste your URL into the destination URL box.

Now you can start tracking your ads performance in Google Analytics.

To do this:

1. Log in to your Google Analytics account and go to Acquisition.

2. Click on “All Traffic”

3. Click on “source/medium.”

4. From the primary dimension, you’ll be able to select the parameter you want to track.

That’s it. Using these steps you’ll be able to track your performance all the way from the campaign to the individual ad.

CONCLUSION

Even though Facebook Ads analytics are good, Google Analytics is even better and more accurate when it comes to tracking and understanding conversions.

With the help of these performance reports, you’ll be able to understand why and how conversions are happening so you can optimize your ads and campaigns even further in order to achieve your advertising goals.

If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

Facebook ads bidding affects your ad results in a huge way. Therefore, understanding how it works will help you attain your campaign goals while using less money.

In this article you’ll learn how to use Facebook ad bidding with your Facebook ad campaigns.

Facebook ad Bidding: What is bidding?

A bid is the amount of money you’re willing to pay to get results from the specific audience that you’re targeting. These results could be anything from conversions, impressions or website clicks.  

Think of Facebook ad bidding like entering an auction. You’re competing with thousands of other advertisers for real estate on Facebook.

Your bid will be one of the main factors that earn you a placement for your Facebook ads.

Even though Facebook will try to cater to all advertisers, space is limited. And those with the highest bids (among other factors) will end up getting the placements.

Facebook ad bidding: How to bid

Here’s how to set up bidding for your ad campaign.

After choosing an objective for your campaign, scroll down to the budget and schedule section.

1. Optimization for ad delivery

This is where you choose how you want Facebook to deliver ads to people based on what you’re trying to achieve.

Depending on your objective, there are 5 options to choose from:

i. Conversions – Facebook shows your ads to people who are most likely to convert on your website.

ii. Landing page views – Facebook will show your ads to people who are most likely to click on your link to go to your landing page.

iii. Link clicks – Facebook will deliver your ad to people who are most likely to click on them.

iv. Impression – Facebook will deliver your ads to people as many times as possible.

v. Daily Unique Reach – Facebook will deliver your ads up to once a day.

2. Conversion window

This is where you set how long it typically takes for a person to convert after clicking your ad.

Conversion can happen immediately, after a few hours, after a day, or even after a week. And this depends on so many factors, some, outside your control.

That’s why it’s important to carefully consider your conversion window to ensure that you get maximum results. Typically, giving a few days for customers to convert or respond to your ad is a great idea.

3. Bid strategy

There are 3 bid strategies you need to know about:

a.   Lowest cost bid strategy

If you are new to bidding or aren’t sure how much to bid, this is the option for you. Facebook will take care of everything for you.

This strategy focuses on getting the maximum results for the lowest cost per event possible while spending the entirety of your budget.  

The biggest benefit you’ll get from this is efficiency. Facebook will try to get you the lowest cost per event in the short-term.

However, the biggest disadvantage is that achieving these low costs may be short lived. Also, results may become unstable as competition increases or as you spend more.

b. Lowest cost: Set bid cap

This strategy gives you the most control. It will help you keep your costs as low as possible.

When you set a bid cap, this is the maximum amount of money you’ll pay for a single result. So with you in control, you’re able to make sure that you’re not spending more than you can afford.

Facebook recommends setting the bid cap as the average cost per result from previous campaigns as a starting point.

c. Target Cost Bid Strategy

Formerly known as “manual bidding,” this strategy is only available for the following campaign objectives:

Use this option to achieve more stable results as your ad spend increases.

The biggest benefit you’ll get is that the cost per event is stable, and this is especially useful when scaling. But on the flip side, it’s more expensive than the other options because of higher cost fluctuations.

4. Delivery types

You get the option to choose between standard and accelerated delivery.

Standard delivery

This is the default option. When you choose it, Facebook will pace your ads evenly throughout your selected schedule.

Accelerated delivery

With this option, Facebook will focus on getting your ads out as quickly as possible.

Use this option when you have time-sensitive campaigns, for example an event or a promotion.

The disadvantage, however, is that you may end up spending more to get those competitive spots when you’re crunched for time. Luckily, Facebook prevents this from happening by offering this option only when you set a bid cap. This ensures that you never go over your budget.

Factors that contribute to your ad delivery

There are 3 factors that affect how your ad is delivered to your target audience:

1. The amount you bid.

The higher you bid, the higher your chances of getting more placements. That doesn’t necessarily mean that you’ll end up spending more. You’ll only pay a penny higher than what your competitors bid.

So for example, if your bid was $1 and your competitor’s was $0.80, you’ll only pay $0.81.

2. Estimated action rates

This is the likelihood that showing your ad to a person will result in the specific result you’re looking for. Facebook will try to show your ad to people who are most likely to take the action you’re optimizing for based on people’s past online behavior.

3. User value

How valuable is your ad to the user? This is determined by your relevance. Things like the amount of engagement, the number of clicks, and likes and saves. All these are taken into account.

CONCLUSION

As always, keep testing to find what bidding strategy works for you.

If you’re just starting out, the lowest cost strategy is the best best for you. If you have a budget that you want to stick to, consider applying a bid cap to prevent Facebook from spending more than you can afford.

Use the target cost strategy when you’re looking to scale or raise your budget, or if you’re running a long-term campaign. This will ensure you get the most stability in the long run.

If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

What is a Facebook Audience?

A Facebook audience is the target market that you’re going to advertise to.

For the best results, your audience should be highly specific. Facebook has many options for you to be able to do this. But before we get into that, let’s look at the 3 main audience types that Facebook has.

1. Saved audiences

These are audiences that you create based on people’s location, interests, gender, etc and then save them for use later.

2. Custom audiences

These are retargeted audiences based on people who’ve visited your website or engaged with your content before.

3. Lookalike audiences

These are audiences that are similar to your existing customers, making them highly likely to convert too.

Targeting on Facebook: 4 ways

Knowing your customers is a crucial step in creating successful Facebook ads. There are over 2 billion daily active Facebook users. So it’s important that you only focus on targeting those people who are potentially interested in your product.

Lucky for you, Facebook offers a broad range of targeting options that will help you create the right audience, which we’ll look at below:

1. Location-based targeting

Target people based on where they live or work, e.g, state, country, zip code etc.

The choices for audiences within a location are:

2. Demographics-based targeting

Under demographics, you can target people based on:

Age

Target ads to people in specific age groups.

Gender

Target ads to either men, women or all genders.

Language

Target ads to people of certain languages.

You can always get more detailed than this if you really want to narrow down your audience.

3. Interest-based targeting

This option allows you to target people based on their interests related to your product.

As you can see there are so many options to narrow your audience even further.

4. Behavioral-based targeting

This option allows you to target people based on their behavior on Facebook.

CONCLUSION

Facebook has endless options for targeting, which is great because they allow you to create a specific market while Facebook optimizes the ads and audiences for you.

Also, if you would like my help in implementing these and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

Before creating a Facebook ad, you first need to get clear on your end goal.

What do you want your ad to do?

Whether you want to increase downloads, drive sales or increase engagement, Facebook offers a variety of different campaign objectives to help you reach your goals. 

They are broken down into 3 categories: awareness, consideration and conversion. Under each of these categories are various options to choose from.

Depending on your goals, be sure to pick the category that works best with where your audience is in your sales funnel.

For example, awareness objectives are at the top of the funnel. Use these to garner interest in your brand, to spread awareness to people who might not have heard of you.

Consideration objectives are in the middle of the funnel. You could use these to reach people who might be interested in your offerings and are likely to engage with you.

Conversion objectives are at the bottom of the funnel. Use these when you want to convert people, when you want people to drive people to do a certain action, whether that be buying a product, opt-in to a list or register for an event.

Below are 3 examples of ads in each of the above categories.

Brand awareness

If your goal is to spread awareness about your business, then choosing an awareness objective is the best way to go.

In the example below, Gyros2Go has created an ad that highlights their freshly made gyros and pizzas to people in the local area.

Engagement

If you have an offer that you want people to claim, you can do so by creating an ad with a coupon, discount or special deal.

In the example below, FMTV wants people to sign up for full access to their library. To encourage people to do so, they’re offering a $1 deal to gain full access.

Conversion

If you want to increase conversions on your website, then you need to create ads that encourage people to visit your website.

In the example below, Thrive Themes wants people to sign up to their free video course to learn about the 3 crucial elements for building and selling an online course.

When you click on the link at the bottom, it takes you to a landing page where you have to input your contact information to gain access to the video course.

CONCLUSION

Those are just a few examples to help you see various objectives in action. As always, keep testing your objectives to see what works for you.

Also, if you would like my help in implementing these and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

Choosing the right Facebook campaign objective is crucial. It’s the first step of the ad creation process and one of the most important. So you have to be really clear on what your objectives are.

Facebook currently offers 11 objectives to choose from, which can be overwhelming and confusing, especially if you’re new to facebook ads.

So how can you know which campaign objective to choose?

In this blog post, you’ll learn more about each objective and when to use it to help you in deciding the best objective for your business goals.

So let’s dive right in.

1. Brand awareness

Choose this if you’d like to increase the awareness of your brand but at the same time, you aren’t keen on people engaging with your product or service.

This objective helps you reach people who’d most likely pay attention to what you’re saying or selling.

It’s especially valuable to big companies, like KFC, whose main goal is to put their brand top of mind with their customers and not necessarily looking for lead generation, sales or web traffic.

2. Reach

Choose the “reach” objective if you’d like your ad to be seen by the maximum amount of people in your target audience in a shorter time. This is an especially good option when promoting limited time offers.

3. Traffic

Choose this objective if your goal is solely to drive traffic outside of Facebook. It could be to read your latest blog posts, to listen to a podcast episode, or to guide people to your landing page.

This objective focuses purely on driving traffic. If you want people to take specific actions once you’ve led them outside of Facebook, then conversion would be a better objective. We’ll touch more on that in a bit.

4. Engagement

Choose this objective if you want more people to engage with your ad through likes, comments, and shares. As you can see from the image above, you’re given 3 options:

i) Post Engagement

If you already have an organic post whose performance is above average, use this objective to get it in front of more of your Facebook page audience or to a completely new audience.

ii) Page Likes

Use this objective if you’d like to increase the number of likes on your page, hence increasing awareness.

iii) Event Responses

Use this objective to promote your Facebook event. If your event has been created outside of Facebook and you still want to promote it, then a conversion campaign objective will be more suited to you. More on that later.

5. App installs

If you’re interested in getting more people to download your app, this is the best objective to use.

The first 72 hours after launching an app are the most critical. You want as many downloads as possible in this time frame so as to increase your app store ranking. Creating an ad using this objective is an incredible way to boost your downloads.

6. Video views

Choose this objective if your main goal is to get as many views as possible on your video and your priority is not conversion.

It’s important to note that just because you’re using video, it doesn’t mean that you have to choose the video views objective. If your wish is to convert people after watching your video, then a conversion objective would be a better option. Or if your wish is to drive people to your website from the video, then a traffic objective would be the best option.

7. Lead generation

Choose this objective if you want to generate leads within the Facebook ad without driving traffic to your website or landing page.

For example, if you want to get people’s email addresses in exchange for downloadable content, lead ads are a great way to go.

Lead ads make the sign up process easier such that when someone clicks on your lead ad, a form opens up with the their contact information automatically populated, mostly their name and email address.

8. Messages

Use this objective if you’d like your audience to start a conversation with your Facebook page.

9. Conversions

Choose this objective if you’d like to drive traffic from Facebook to your website so they can take a specific desired action, whether that be downloading an ebook, signing up for an event, or buying a product.

10. Catalog sales

If you have an ecommerce store and would like to show specific products from your catalog, choose this objective.

You can also use this objective to create remarketing ads to people who’ve already viewed a product on your site.

11. Store visits

Choose this objective if you have multiple business locations and would like to promote your business to those who are near them.

You’ll be able to effectively market your business by delivering ads that are relevant to your audience’s location.

CONCLUSION

Before setting up your Facebook ad campaign, think about what your ultimate goal is. Once you’re clear on what that is, then proceed with your ad creation process. This way, you’ll be able to create optimized ads tailored to your desired outcome.

Also, if you would like my help in implementing these and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

What is a campaign objective?

The first action you take when creating a Facebook ad is selecting the campaign objective.

Your campaign objective is the action you want people to take when they see your ads.

Do you want them to go to your website? To sign up for your mailing list? To download an ebook? To purchase a product?

Whatever your goal may be, Facebook gives you numerous options to help you create an ad that will accomplish it.

Look at it as telling Facebook what you want to achieve and the system providing you with all the tools necessary to accomplish it.

As your business grows, so will your objectives change. Whereas in the beginning your main focus might have been to build your brand awareness, later on your focus might change to driving sales to your products and services.

Read on to find out more about the different campaign objectives that Facebook offers.

11 types of campaign objectives

Facebook has a total of 11 different campaign objectives divided into 3 categories. These categories are: awareness, consideration and conversion. 

Awareness

These objectives focus on generating interest to your product or services. If you’re in the beginning stages of your business, these objectives are a good place to start. They are:

1. Brand Awareness

2. Reach

Consideration

These objectives are focused on increasing the interest of your business. They get people to start thinking about your business and search for more information about it. These objectives are:

3. Traffic

4. Engagement

5. App installs

6. Video views

7. Lead generation

8. Messages

Conversion

These objectives focus on encouraging people who have an interest in your business to purchase something from you or to use your products or services. They are:

9. Conversions

10. Product catalog sales

11. Store visits

CONCLUSION

This first stage in ad creation is crucial. You have to be clear about your goals and choose the right objective that aligns with your business. If you want to avoid confusion and messy campaigns down the line, then you have to keep this in mind.

So then, how do you know which objective to use, especially if you’re new to Facebook advertising?

We’ll tackle this in the next blog post. Stay tuned!

In the meantime, if you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

Unless you’ve created a lot of Facebook ads before, predicting what kinds of ads will perform best with your audience is difficult.

Fortunately, there’s an amazing Facebook feature that takes the guesswork out of everything.

This feature is called split testing.

What is split testing?

Split testing involves running two different versions of your ads to see which one works better.

This helps you quickly analyze which ads yield the best results so you can implement what works and get rid of what doesn't. You then get to improve your future ad campaigns to make sure you’re getting the maximum return on investment

This split testing feature can be used to test for the following variables:

In this blog post, we’ll focus on placements.

Knowing where to place your ads is a crucial part of your campaign. It’s one of the things that directly affects the success of your ads.

Read on to find out how to test different ad placements using split testing.

How to test ad placements using split testing

Creating a split test

The first thing you’ll do is go to the Facebook Ads manager.

Once you’ve chosen your campaign objective, scroll down to the bottom of the page where you’ll be given the choice to create a split test.

On the next page, choose what variable you’d like to test. In this case, we’re testing the placement.

3 examples of what to test for

Next, you’ll be given two ad sets: ad set A and ad set B. A few of the things you could test for are:

1. Does my audience respond best to ads on mobile or desktop?

For ad set A, you could test for mobile and ad set B, test for desktop.

2. Does my audience respond best to ads on Instagram or Facebook?

You could uncheck all boxes except for Facebook on ad set A and then uncheck all boxes except for Instagram on Ad set B

3. Do iPhone users or Android users respond better to my ads?

You could choose iPhone users for ad set A and Android users for ad set B.

These are just a few examples. The split testing options are numerous. It all depends on your business goals and objectives.

Split budget and schedule

The next thing to pay attention to is the split budget.

Once you’ve set your daily budget, you could either choose an even split or a weighted split.

An even split will divide the budget into two equal parts for each ad set. This is what Facebook recommends.

So if your daily budget is $3, an even split will allocate a daily spend of $1.5 to ad set A and $1.5 to ad set B.

If you choose a weighted split instead, you’ll be able to allocate how much money you want to spend on each ad set.

For example, if you’re fairly sure that one placement will perform better than the other, you can allocate 70% of your daily ad spend on it and 30% on the other.

CONCLUSION

Until you find what works best for you and your business, keep testing. Test the different objectives and different variables as much as you can. It will help you learn so much about your audience.

That’s it for testing ad placements. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

When creating an ad campaign, there are 3 main levels that you go through:

At the final level, the ad level, you’ll have to choose your ad placement. This is what this blog post is about. Read on to find out more about what placements are.

What is a placement?

A placement is basically where you want your ad to appear.

You can either let Facebook automatically choose an ad placement for you or you could manually choose where you want to place them.

The 3 types of placements we’re going to focus on in this post are:

Obviously, your choice of placement will vary with your campaign objectives.

But before we dive into that, let’s look at the types of ad formats available.

Types of ad formats

Ad placement is all about the where. Where will your ad appear?

When it comes to the ad formats, it’s all about the how. How will your ad look like?

Facebook provides you with different options depending on your business goals:

1. Image ad

All your ads need to have an image. Adding a relevant image directly impacts the success of your ads.

2. Video ad

Instead of adding an image, you can add a video to your ads. Videos are a great way of increasing engagement with your ads.

3. Carousel ad

This is an image ad with up to ten images in the same ad, each with its own link.

4. Collection ads

This format allows you to incorporate video and images in the same ad.

5. Slideshow ads

As the name suggest, these ads combine video, images, text and sound to grab your audience’s attention.

Different types of ad placements

Facebook recommends that you choose automatic placements for your ads. That way your ads will automatically be placed in the areas that they perform best. This helps you to maximize your ad’s budget and delivery.

But sometimes, depending on your objectives, manually choosing a placement for your ad is the better option.

1. Desktop news feed

If you choose to place your ad on the desktop news feed, it will appear on people’s desktop sites. News feed ads are more likely to generate highly qualified leads because they are in your audiences’ news feed. Of course, the conversion rate depends on how targeted your ad is.

This is how an ad on a desktop news feed would look like:

2. Mobile News Feed

When you choose a mobile news feed placement, your ad will appear on people’s phones or tablets.

Generally, the overall engagement on mobile ads is higher. People tend to comment, like, and share content more on their phones than on their desktops.

This is how a mobile newsfeed ad would look like:

3. Instagram

An Instagram ad placement allows you to show your ad on people’s feeds or stories. 

An Instagram ad on a news feed would look like this:

An Instagram ad on a story would look like this:

CONCLUSION

That’s it for ad placements. If you would like my help in implementing these and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.