Crafting Ad Copy to Fit Facebook Analytics Insights
- 1. Crafting Ad Copy to Fit Facebook Analytics Insights with Mary Hartman
- 2. About Me: Mary Hartman @PPCHartman ● Industry Speaker ● Senior Account Manager ● Follow me @PPCHartman
- 3. Facebook Ad Copy Tips Based On... ● Which Facebook Analytics Reports to use for breakthrough insights ● Lifetime Value detective work for ad testing idea generation ● Bonus Round: High impact Facebook ad copy tips | @PPCHartman
- 4. #pubcon What’s New? Facebook Analytics Updates in 2019
- 5. • System update on July 24th, 2019 – Improved the accuracy of user counts. – May have caused user counts to increase. • Outages: – August 14, 6-8pm – September 9, 1-6pm • Event Source Groups (ESGs) Update in July, 2019 – Show how different channels impact conversion – even if the conversion does not take place in that channel | @PPCHartman
- 6. | @PPCHartman Track all the things!
- 7. | @PPCHartman Pixel Events Or fix them!
- 8. | @PPCHartman Before we begin… Ask yourself: What are the questions we are trying to answer?
- 9. #pubcon Funnel & Cohort Reports: Customer Retention
- 10. | @PPCHartman Cohort Reports: Spotting Seasonal Trends
- 11. | @PPCHartman Cohort Reports: Finding Wins
- 12. | @PPCHartman What’s Next? Check Your Activity History
- 13. #pubcon Lifetime Value Reports: The journey loyal customers take.
- 14. #pubcon Demographic Reports: What makes your best customers unique.
- 15. | @PPCHartman What a Lifetime Value!
- 16. | @PPCHartman The Lifetime Value Report
- 17. #pubcon
- 18. | @PPCHartman Demographic Insights using Funnels
- 19. | @PPCHartman Demographic Insights using Funnels
- 20. | @PPCHartman Demographic Insights within Funnels
- 21. Result: +61% Q2 YoY Revenue Growth Result of re-segmentation & creative alignment based on Facebook Analytics insights * 21% YoY increase in Facebook ad spend | @PPCHartman
- 22. | @PPCHartman Find the Cause of Success & Replicate It • Hooks? • Pain Points? • Images? • Offers / Promotions? • Urgency!
- 23. | @PPCHartman • An offer that works for a team manager…
- 24. | @PPCHartman • Could be good enough for the business owner or CEO… • If the copy is relevant.
- 25. | @PPCHartman Assess Trouble Spots & Re-Test • A drop-off in retention? • Choice A: Augment the test • Audience Targeting (Geo, Demographic, Interests, etc.) • Adjust the Copy • Choice B: End the test & Try something new
- 26. #pubcon “When people read your copy, they are alone. …write each of them a letter on behalf of your client.” -David Ogilvy | @PPCHartman
- 27. #pubcon “Let’s Write!” -Mary Hartman | @PPCHartman
- 28. #pubcon Ad Copy: Offer Scarcity A single desirable outcome • If the only thing you’ve got was… • A tool to save you time / revenue • A tactic to impress your boss • A product to impress your friends | @PPCHartman
- 29. #pubcon You deserve it. Hurry! Scarcity + Clear Call-To-Action
- 31. #pubcon Look! Down there! At the offer & conversion buttons!
- 33. #pubcon There’s no person in the whole world like you, and I like you just the way you are.”
- 34. #pubcon Ad Copy: Audience Uniqueness • You aren’t like the others – What most people do is X – But you’re not like most people. • Reward the user for being savvy • Which kind of person are you?
- 35. #pubcon A pat on the back
- 36. #pubcon Magic Words • Imagine! • What if you could • What if people thought of you as… • What if instead of regretting…
- 37. #pubcon
- 38. #pubcon Non-Action is Scary • FOMO • Choosing to do nothing (ignoring) is a choice. Make a better choice. • What are the negative consequences of not knowing what to do?
- 39. #pubcon
- 40. #pubcon Use More Ad Types to Tell a Story Video: Capture attention → stop the scroll Mobile-Friendly Instant Experiences: • Ideal for highly engaged, ready-to-decide audiences
- 41. #pubcon Writing Copy for Custom Audiences
- 42. #pubcon
- 43. #pubcon
- 44. #pubcon In Conclusion… • Use Facebook Analytics to dig into the data: – Funnels / Cohorts: Retention – Lifetime Value Reports: Customer Loyalty – Demographic Reports: Personalizing targeting/copy – Take what works (offer, hook, creative) & tweak for new audience tests.
- 45. #pubcon When Writing Facebook Ad Copy… • Scarcity: Special, limited, urgency! • Audience Uniqueness: A pat on the back • Magic Words: Imagine, “what if…” • Non-Action is Scary: FOMO, avoid pain through action!
- 46. #pubcon When Writing Facebook Ad Copy… • Roll out the creative red carpet for low-funnel, ready-to-decide audiences • Use custom audience preferences to shape your copy
- 47. ● Share the love! ● Follow me @PPCHartman