Last week Claire talked about paid advertising and offered some killer insights to prevent you from giving up on paid media before you truly start to see its potential.

If you have been using any type of paid media you should have tested out Facebook’s mobile ads. If you haven’t, you need to.

When you consider that your ideal customer is probably using Facebook on a daily basis from their mobile phone, you owe it to yourself to do whatever it takes to reach that audience.

We are going to be taking a look at some of the key ideas and concepts that you should be considering.

Let’s take a quick look at the differences in your approach between Facebook mobile ads and Facebook desktop ads.

The main thing to understand is that people will often find something that they like on their phone and complete the purchase on their computers at home.

It might be because they don’t trust their phone, maybe their login details are on their computers or they simply find it easier to make purchases on their computer.

Whatever the reason, it is a fact that your prospects will often convert on their desktops, even if you hooked them in through a mobile based ad.

For that reason, you should look at mobile ads from a perspective of increasing engagement rather than aiming solely for the conversion. Think brand awareness.

You should also make your videos shorter when on a video, aim for 20 – 30 seconds rather than the recommend 30 – 40 seconds on desktop.

You have a shorter time to catch people’s attention because your prospects are less focused and more likely to switch to something else when they are using their phone.

The biggest mistake that people make is to take note of the lack of immediate conversions that occur directly through the mobile ads, and decide to cut it out as a traffic source entirely.

It’s important to consider how mobile engagement is going to be driving prospects through to other channels.

You will often find that the conversion is not as instantaneous as it is with other traffic sources. Don’t feel that this is a disadvantage though; it may just be that you have substantially increased the likelihood of a conversion in other areas.

It can be hard to track this, but just keep it in mind.

Precise targeting options and cheap clicks are leading to an ever-growing number of marketers and business owners to jump onto Facebook PPC.

As more and more money is being invested into Facebook ads, it is important that we learn how to properly track conversions- so that we can use that data to adjust our efforts for even greater profits.

We will be taking a look at a simple 5-step process that will allow you to properly track your efforts across Facebook.

In Short, How Does it Work?

We need to place a conversion pixel on your site’s thank you page. This pixel will track users that click a Facebook ad and convert within a 28-day period.

We set up Facebook ads in either the ad manager or the power editor.

Now, let’s jump straight into step one of this process.

1) Creating The Conversion Pixel

To get started, login to your ad manager account. From there, navigate to conversion tracking on the right hand side of the page.

Then, click on ‘create pixel’, and select the type of conversion that you are tracking. Then give it a name.

From here, you will be able to track different conversion types. You can share pixels across different accounts by entering your Facebook account ID.

2) Using The Conversion Pixel

When you have your conversion pixel, you will need to get the code and paste it on the webpage where conversions are going to be tracked. This is normally the thank you page.

Make sure you paste the code in between thesections of the page.

When it is done, it takes up to 24 hours to verify that it is working properly.

3) Creating The Ads

Now that the conversion code is tracking properly, it’s time to create some ads. You can use either the ad manager or power editor.

Make sure you select ‘website conversions’ when the option pops up, and select the domain that you are sending the traffic to.

4) Setting Up Reporting

Once your ads are live and everything is being tracked properly, it’s time to set up reporting so that we can see how much return we are getting.

You can access the reporting section inside the ad manager on the left hand side.

In here, you can create a bunch of custom reports that will allow you to analyse your ROI and make changes to your marketing efforts based on that.

5) Using The Data For Increased Profits

Once everything is set up properly, you will start getting data. If you like, you can use Facebook’s auto-bidding system. It will automatically optimise your ads by showing your ads to users that are the most likely to convert.

Alternatively, you can just use the data and manually make these changes yourself.

Whatever form of paid marketing you are doing, it is always essential that you track what you are doing.

Without tracking, you are essentially working in the dark. So make sure you set it up properly from the beginning to maximise the amount of money you make from your Facebook ads.

We live in a day where brand recognition is everything. Trust doesn’t come easily, and it takes repetitive brand exposure to a consumer before the consumer if ready to make a purchase.

On average, around 2% of people that land on a website are ready to convert on that first visit. So it is obvious that we need to actively chase prospects that come to the site and fail to make a purchase.

Remarketing makes that very easy.

How To Effectively Remarket With Google Analytics

The most effective way to use remarketing is to take a look at your analytics data, especially if you sell different product to different segments of the market.

Lets say you sell clothing to both men and women of different ages, and you want to get the right type of visitor to see the right remarketing ad and land on the right page.

With analytics, you can easily achieve all of this. The best thing to do is to use the site content report (behavior>site content), which will allow you to identify different areas of your site that are being visited.

From there, you can look at the top visited areas of your site to determine popular segments work retargeting.

You can also look at site interaction rates to find certain pages that have high traffic, high engagement but low conversion rates. You already know that this page is generating a great deal of interest because of the high engagement, so it makes sense to actively encourage those visitors to return.

It’s also important to test a variety of different time periods. You may find that you get better results by only retargeting up to 30 days. Or you may have to cater for the fact that certain products only sell during certain periods of time, and you will have to match the time period to that.

Finally, remember to try out both image and text ads across the display network. Use different images, sizes and wording, and constantly split test them against each other to keep improving the results that you get.

As always with paid marketing, it’s all about testing. The more effort you put into testing and retesting different theories and ideas, the better return you will receive on your investment.