If you are sending people to your website by using Facebook PPC, you should be trackingthe traffic with something, namely Google Analytics.
When in Analytics, find the specific date range you want to examine and then set up an Advanced Segment – top right above the calendar in the non beta version.
If you have initially set up your Facebook PPC tracking correctly, you should be able to filter it by the campaign names and areas you originally specified. This is why it’s very important to have the age range you are targeting in the URL or to have some code, maybe a spreadsheet to establish this.
A campaign I was recently managing had a poor time on site and a high bounce rate – upon analysis it was the 16 -17 year olds which were causing this. We paused those adverts and all the statistics started to come up. Bounce rate isn’t such an issue with PPC as we decide the landing page, but average time on site wasn’t positive. But at least we knew what the problem was because we had decent tracking set up. We didnt make the mistake of considering the whole of our target audience as one entity.
In the advanced segment screen, find the traffic source – should be campaign, then look through the list for the name you want to investigate. Name the segment something logical, then you can look through all the relevant data and decide how you can improve upon it.
Also consider referrals from Facebook. If you know your Facebook PPC ads are increasing your number of likes substainly it is logical to assume the page is referring more traffic – if of course you have taken on board that likes mean nothing unless you are engaging.
This traffic is a referral, but for some visitors, the origin was PPC. Think of this when you see the increase in referral traffic and what it’s getting up to. To find this, left hand side in Analytics, ‘Traffic Sources’ ‘Facebook.com /referral” and consider comparing it to a previous date range, looking in depth at the statistics. Is it working?
Or more simply, since we started Facebook PPC for one of our clients to increase brand awareness, the visits from Facebook has increased by 1,206 % in 4 months.
When you do make tweaks and changes, make sure you keep a close eye on them. If you have a campaign or a type of website / service where you expect most people call through, you need to ensure you haven’t paused a campaign which is highly responsible for those leads.
If you’re feeling brave you can also use the tracking facebook PPC in analytics to tag all URLs on your facebook page – anything you post, any comments under photos, your info URLs. Only caveat is they make them look pretty long and could put off some people from clicking “oh is it a virus’ but test it. That way at least you know which piece of content or which tab on your page engaged them to visit your website.
If your optimising the traffic which sends people to your Facebook page, use the demographic tools at your disposal to see who is clicking on the adverts – obvious catch 22, if you only target 25 year old males, it’s going to be them. Try opening it out and then testing the demographics which is working, or indeed if you already know your intended audience, optimise with offers, competitions, new images, catchy ad text.
It’s a competitive market. With PPC you can never just set it up and leave it.
Source : Vertical Leap Blog
When in Analytics, find the specific date range you want to examine and then set up an Advanced Segment – top right above the calendar in the non beta version.
If you have initially set up your Facebook PPC tracking correctly, you should be able to filter it by the campaign names and areas you originally specified. This is why it’s very important to have the age range you are targeting in the URL or to have some code, maybe a spreadsheet to establish this.
A campaign I was recently managing had a poor time on site and a high bounce rate – upon analysis it was the 16 -17 year olds which were causing this. We paused those adverts and all the statistics started to come up. Bounce rate isn’t such an issue with PPC as we decide the landing page, but average time on site wasn’t positive. But at least we knew what the problem was because we had decent tracking set up. We didnt make the mistake of considering the whole of our target audience as one entity.
In the advanced segment screen, find the traffic source – should be campaign, then look through the list for the name you want to investigate. Name the segment something logical, then you can look through all the relevant data and decide how you can improve upon it.
Also consider referrals from Facebook. If you know your Facebook PPC ads are increasing your number of likes substainly it is logical to assume the page is referring more traffic – if of course you have taken on board that likes mean nothing unless you are engaging.This traffic is a referral, but for some visitors, the origin was PPC. Think of this when you see the increase in referral traffic and what it’s getting up to. To find this, left hand side in Analytics, ‘Traffic Sources’ ‘Facebook.com /referral” and consider comparing it to a previous date range, looking in depth at the statistics. Is it working?
Or more simply, since we started Facebook PPC for one of our clients to increase brand awareness, the visits from Facebook has increased by 1,206 % in 4 months.
When you do make tweaks and changes, make sure you keep a close eye on them. If you have a campaign or a type of website / service where you expect most people call through, you need to ensure you haven’t paused a campaign which is highly responsible for those leads.
If you’re feeling brave you can also use the tracking facebook PPC in analytics to tag all URLs on your facebook page – anything you post, any comments under photos, your info URLs. Only caveat is they make them look pretty long and could put off some people from clicking “oh is it a virus’ but test it. That way at least you know which piece of content or which tab on your page engaged them to visit your website.
If your optimising the traffic which sends people to your Facebook page, use the demographic tools at your disposal to see who is clicking on the adverts – obvious catch 22, if you only target 25 year old males, it’s going to be them. Try opening it out and then testing the demographics which is working, or indeed if you already know your intended audience, optimise with offers, competitions, new images, catchy ad text.
It’s a competitive market. With PPC you can never just set it up and leave it.
Source : Vertical Leap Blog
0 comments:
Post a Comment
Note: Only a member of this blog may post a comment.