PROVE IT: MEA­SUR­ING YOUR FACE­BOOK ROI

New Zealand Marketing - - Maketing Association -

Face­book and Google An­a­lyt­ics al­low ad­ver­tis­ers to im­ple­ment track­ers that tell you a whole lot of in­for­ma­tion about how many peo­ple see your ads, how many peo­ple en­gage with your ads, and most im­pres­sively, how many peo­ple com­plete your call to ac­tion. Here’s a guide to check­ing you’re get­ting se­ri­ous bang for your buck.

YOUR AD­VER­TIS­ING CAM­PAIGN AND OB­JEC­TIVES:

En­gage­ment is im­por­tant for ev­ery­one seek­ing brand aware­ness, aim­ing to be vis­i­ble and to sim­ply re­main rel­e­vant. Web­site clicks will be your ob­jec­tive if you’re launch­ing a new prod­uct, a new web­site, or run­ning a pro­mo­tion on a web­page. Web­site con­ver­sions, on the other hand, are for those of you sell­ing a prod­uct on­line or re­quest­ing that your cus­tomers com­plete an­other call to ac­tion.

PROVE A RE­FER­RAL TO YOUR WEB­SITE:

If your ob­jec­tive is web­site clicks, Google An­a­lyt­ics URL tag­ging is your best friend. This tool will track in­di­vid­ual ad cam­paigns back to your site, giv­ing you an ex­act num­ber of how many in­di­vid­u­als com­pleted your call to ac­tion. You can also find out, from Google An­a­lyt­ics, how long users who came to your tagged cam­paign stayed on your site and whether they vis­ited other pages.

PROVE A SO­CIAL CON­VER­SION:

Got an on­line store? What about an on­line sur­vey? Per­haps you’re look­ing for peo­ple to sign up to your news­let­ter? Face­book’s got the pow­ers you need to track how many peo­ple ‘con­vert’; in other words, com­plete your call to ac­tion. To do this, you can add a con­ver­sion pixel to your cam­paign, giv­ing you pre­cise de­tails on your cost per con­ver­sion.

Now that you know what your Face­book plat­form is ca­pa­ble of, you can con­sider th­ese tools in your mar­ket­ing plan to make sure your ads are work­ing. It’s over to you to crunch the num­bers – your bud­get and your KPIS – to check you’re get­ting suf­fi­cient bang for your buck.

Han­nah GreensladeYeats, Con­tent Man­ager, Mosh

So­cial Me­dia

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.