Facebook Advertising Category

Facebook Carousel Ads: Creating & Reporting

Let’s be honest, the world is filled with marketing noise. From billboards that line our highways to the ads that inject themselves into the middle of articles we’re reading. Ads are so pervasive that, as consumers, we find ourselves trying to filter out the extraneous media begging us to “look at me!”
We marketers will not be deterred though. We will not bow out. We will, however, seize every opportunity presented by advertising platforms to gain an edge; to make our voices heard above the din.
Facebook gives us the chance to speak to our potential customers in a way that can feel almost personal and differentiates our brand from the noise. But when you’re creating ads that will run in Facebook’s News Feed, you’re constantly competing for people’s attention against posts that range from dog videos to grandkid photos.
To stand out, you need ads that are visually engaging, that clearly communicate your brand message and, most importantly, drive the user to action. Facebook’s Carousel ad format may be the answer.
Carousels allow you to put an interactive ad in front of users where they can scroll through imagery, see multiple messages, and click through to your site. They’ve been known to drive up to a 10x higher clickthrough rate (CTR) when compared with standard image ads. You can use images as well as video to place your message front and center.
See the examples below for some creative uses of carousel ads. One is from Facebook itself promoting their Workplace product, featuring a sequential series of images touting benefit points. The other is from Reinvently, who use an image that’s broken into multiple squares which graphically flow into one another.
In this post, we’ll walk you through creating your own Facebook carousel ad and reporting on its performance.

 

Facebook Carousel Ad Examples

 

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Facebook Ad Metrics You Should Care About

How can you tell if a Facebook campaign is effective? Is it how many eyes were on an ad? Is it how many people engaged? Or, how many people wound up on your website after seeing an ad? It could be any or all of the above. The level of success you achieve depends largely on your end goals. Your success in communicating the results depends on your ability to decipher Facebook metrics.
While that sounds simple enough, when you start looking at Facebook ad metrics, the options can quickly become overwhelming. When analyzing ad campaigns many digital marketers, familiar with other platforms like AdWords, may look for familiar metrics like clicks, impressions, and CTR (click-through rate). But Facebook has a system all its own.
At the time of writing, you can report on eight different types of clicks within the Facebook interface: Link Clicks, Unique Link Clicks, Outbound Clicks, Button Clicks, Clicks (All), Unique Clicks (All), Social Clicks (All), and Unique Social Clicks (All). For some of these click categories, you can also measure CTR (click-through rate) and CPC (cost per click).
You can see how the data can quickly get confusing, especially after looking at the long list of terms in Facebook’s glossary. How do you know what types of clicks (and other metrics) to include in your client reports?
In this article, we’ll review the most important metrics for Facebook ads, as well as how to relate those to client reporting efforts. Let’s start with clicks.

 

Facebook Ad Metrics You Should Care About

 

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Megalytic Expands Support for Facebook Ads Metrics

Over the past month, we’ve been working to expand our support for Facebook Ads Metrics. Megalytic is committed to providing best in category reporting capabilities for Facebook Advertising analytics. Today, we are pleased to announce support for the following additional metrics.
Ad Engagement Metrics

  • Link Clicks – The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
  • Post Engagement – The total number of actions that people take involving your ads (or all posts, in some cases).
  • Page Engagement – The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.
  • App Engagement – The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads.
  • Video Views (3-Second) – The number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.
  • Video Views (10-Second) – The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.
Ad Performance Metrics

  • Cost per Post Engagement – The average cost for each post engagement.
  • Cost per Page Engagement – The average cost for each page engagement.
  • Cost per App Engagement – The average cost for each desktop app engagement.
  • CTR (Link) – The percentage of times people saw your ad and performed a link click.
  • CPC (Link) – The average cost for each link click.
Commerce Metrics

  • Purchase (Facebook Pixel) – The number of purchase events tracked by the pixel on your website and attributed to your ads.
  • Purchase Conversion Value (Facebook Pixel) – The total value of purchase (Facebook pixel) conversions.
  • Add to Cart (Facebook Pixel) – The number of add to cart events tracked by the pixel on your website and attributed to your ads.
  • Initiate Checkout (Facebook Pixel) – The number of initiate checkout events tracked by the pixel on your website and attributed to your ads.
    Conversion Metrics

    • Lead (Facebook Pixel) – The number of lead events tracked by the pixel on your website and attributed to your ads.
    • Cost per Lead (Facebook Pixel) – The average cost of each lead (Facebook pixel).
    • Lead – The number of form responses submitted after people clicked on Facebook lead ads.
    • Cost per Lead – The average cost of form responses submitted after people clicked on Facebook lead ads.
    • Page Like – The number of likes of your Facebook Page attributed to your ads.
    • Cost per Page Like – The average cost for each Facebook Page like.

    How to Set Up Facebook Ads Conversion Tracking

    When social media marketing first started, it was often seen as a way to merely “be present” or to help spread awareness about a brand by being a part of the conversation.
    As social media platforms have evolved, so too have the opportunities to grow a business and produce revenue as a result of social media-related efforts. While social content may continue to be a mixture of interesting tidbits, attention getters and demonstrations of culture, other posts, and paid ads in particular, can provide strong calls to action and drive new business.
    Facebook has also become an increasingly valuable platform for reaching target consumers outside of standard search and display advertising. The ability to layer demographic targeting criteria like age, gender, interests, occupations and income has allowed for incredible granularity in getting your message to potential customers.
    This combination of features gives us the chance to equate our Facebook activity with actual income. But only if we’re measuring it properly.
    In proving the effectiveness of advertising on Facebook (as with any other channel), the bottom line of success often comes down to conversions. Ultimately, you want to look at which campaigns, ad sets, and ads were the most effective in motivating people to download resources, submit contact information or make a purchase.
    Thankfully, the Facebook Pixel offers a clear solution for tracking these results. This code snippet is a one-stop solution that, once installed, allows you to create remarketing audiences and track multiple conversion points across your site.
    In this article, we’ll review how to set up the Facebook Pixel on your site and configure conversion tracking within the Facebook Ads interface.

     

    Facebook Pixel for Tracking Conversion in Facebook Ads

     

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    Facebook Reporting Changes: Megalytic Updates from 2016

    Another year is almost done. Whether you loved it or hated it time pushes forward and we are all changed, for better or worse. For us here at Megalytic, 2016 has been a big. We’ve expanded our reporting capabilities, updated widgets and created more opportunities for you to connect to additional platforms.
    But some of our biggest and most exciting updates of the year have revolved around the social media game-changing juggernaut, Facebook. The major developments included connecting with Facebook Page Insights and Facebook Advertising, and including these metrics as a streamlined part of the Megalytic reporting interface.
    If you’re posting on Facebook and/or running Facebook ads for your clients and not yet using these features, you’ll find the new connectivity useful for expanding your reports. Even if you’ve begun using these features, you may discover some additional capabilities that you’re not integrating in reports. In this article, we’ll review how to set up Facebook integration and how to use the accompanying widgets.

     

    Megalytic Chart of Facebook Page Impressions by Medium

     

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