Social Ads & Pixels

so jen is back from jennifer everson consulting uh she's been in the digital marketing space you guys know her she's one of the uh key instigators of this whole thing um she's worked with brands in the us she specializes in social media it really is her her favorite um area of digital marketing and pretty much is what she does exclusively um you know she's also really passionate about connecting the facets of

marketing online and offline together but today she's here to talk about social ads and pixels so over to you jen come on in thanks robina um all right hey everyone so um yes thank you for being patient with us as the team kind of works through all just a few little technical get glitches um but we are so far loving like as ring said loving what you guys are posting up in

discord um i've been having a look at the twitter stream a few tweets coming through so um i'm going to talk about social ads and pixels today now you'll have to bear with me i'm doing a couple of technical things let me just see if the slide's going to work okay so um again thanks for having me today i do love speaking at social media day usually um i don't get a

chance to speak because we are at a live venue and i'm running around making sure there's snacks and lunch and coffee and all of those good things so i'm pretty excited to talk to you about um social advertising today as robina said my passion point is social media love all things digital marketing but um you know at the end of the day if i could just play and hang out in the

social space that is what i love to do so um we'll go ahead and kick off we'll talk about um why social ads so some of this i know there are a variety of um expertise levels joining us today so some of this may not be new to you for those of you who are new to social media or perhaps new to social media and from a business standpoint i'll just go

over a few dot points about social so obviously your customers are on social media um current and potential customers are using these channels so don't make them come to you why not go ahead and go to them become part of that conversation one thing i always say when it comes to social media and you'll probably hear me say this a few times during this presentation is social is meant to be social

so it does give um brands and companies a space where they can for the most part have a bit more fun be a bit more playful probably be a bit more interactive and engaging with their audience instead of just talking straight to them through some other traditional um sales and marketing channels just a reminder of some stats so a typical facebook user in australia spends about 10 hours a week on the

platform um i know i you know if you kind of take out what i do for work and then what i do personally um yeah it seems like a lot of time but yeah i know my facebook app is always open and i'm always looking to see what everyone's doing especially now during these times obviously a lot of my family all of my family a lot of my friends are back in

the states and so with no plans on going back there to visit i am using facebook and instagram um a lot just to see what they're up to how they're going through this time a lot of messaging lots of video chats lots of virtual wine dates and coffee hangouts so back to platforms another stat to keep in mind the average time spent on like instagram snapchat or twitter is 11 to 13

minutes per visit so that's quite a good chunk of time so when you're thinking about it from a business perspective it does give you that opportunity to get some quality messaging in front of your targeted audience your customers will be more receptive to your marketing messages on social media you know why consumers may be receptive is because um social media allows you to show that more conversational side to your brand so

i said earlier a lot of businesses who use this space you can have a bit more fun be a bit more interactive have those conversations with your consumers and kind of have it be a level playing field and uh sorry just a text message from from my son's gp it's so random it's why i shouldn't be using the phone oh well um and i probably need more coffee um okay so everyone's

laughing at me um i know these things i should have turned off oh well um okay so being more conversational so that's you know from a brand business perspective that's um a really great thing about social media um using those platforms so marketing through social media can obviously help increase your brand recognition um it can increase the visibility of your brand and that's you know if you're doing organic post or like

i'm going to talk about today using advertising and it can help increase your inbound traffic which is really important obviously at the end of the day i know a lot of businesses their business goals are to offer leads or conversions getting people to their website and so social media is a great way to do that you do keep in mind need to be creating quality engaging content to help you drive that

traffic different social medias channels uh can help you reach different audiences so i'm just gonna click over to the next slide and then i'll click back um this image is um not the it's not the newest image but i do love this image because it shows so there's like pinterest twitter facebook instagram linkedin and it just gives you an idea of who's using those channels um why they're using it et cetera

et cetera so it's really important for those it's really important um that you have an idea of who your target audience is or your um current audience and what channels are they going to be using because you want to be sure that you're spending that time the time that you're spending committing to social media is on the right channels and you're having those right conversations all right so um social media can

be um cost effective so um oh sorry i'll back up one point target and retarget ideal customers so that goes back to um the ads and you know years ago i would have said if someone came to me and said hey we need your help with social media i you know i didn't i wouldn't i wouldn't have said oh you need to have an advertising budget advertising budget was definitely a nice

to have but i think now if you're going to play in the space it is a need to have think about all the businesses and brands that are utilizing these channels and you want to be able to send send your messages the right messages to your right target audience so knowing who that target audience is their demographics you know what they're interested in you need to have all of that flushed out

and then that way when you do spend a bit of money through social ads you are um getting the most bang for your buck and it is cost effective so i'm sure many of you have heard me say this before the one of the reasons i love social media advertising is because you can make you can do a lot on a limited budget keep in mind obviously the minimum budget for social

ads about a dollar a day say you're running something like a page likes campaign if you're spending a dollar a day just remember what you're paying for you're not going to be getting thousands of page likes for that dollar spent but you can do a lot of testing with a smaller amount of advertising budget and then once you kind of hone in on what's working and what's resonating with that target audience

you can then up your budget spend a bit more money and get some of that return on investment going so there are a variety of ads you can run and today obviously i'll be focusing in on the facebook pixel because we are kind of have limited time um i am just going to focus on the facebook pixel but definitely jump onto discord or twitter if you have any questions about anything else

i'll be around all day um and tomorrow so i will go ahead and answer those for you so yeah we'll talk about facebook um so what is the facebook pixel for those who don't know what the pixel is it's basically a little snippet of code that you pop onto your website and it collects data from um people who are facebook users so it can help you track conversions from facebook ads it'll

help you optimize those ads build targeted audiences for future ads and remarket to people who have already taken some kind of action on your website and i'll talk about that in a few slides as well so basically by how it works is it triggers a cookie to track these users as they interact with your website um and your facebook ads so if you haven't already added to your to-do list for 2020

or this quarter this week or today um go ahead and pop on there install the facebook pixel i do have some quick links um like a slide with quick links and i'm happy to share that on discord twitter etc etc as well for those of you so i'm not going to get into the technical stuff on how to install the pixel but facebook has a great user guide on how to do

that it's fairly easy and has gotten easier over time so really easy to pop on your website even if you're not currently running ads or planning any upcoming campaigns once installed it will start collecting data right away so it just kind of sits in the background collects that data starts having a look at the facebook users that are coming to your website and that way when you are ready to start that

advertising campaign or start your advertising strategy as a whole um you kind of don't have to start from scratch and go oh we need to install the pixel and now we got to wait for people to come to the website so i can start retargeting them you can already have that running in the background so a few ways you can use the pixel conversion tracking the pixel allows you to see how

people interact with your website after viewing a facebook ad so an example of this um you know you can track someone who potentially comes to your website through a from their mobile device and then um perhaps they switch to a desktop before they decide to purchase something from your website this information is really valuable and it can help pivot your ad strategy as well one of the things i see a lot

with facebook ads and especially using the pixel is you know we can drive a lot of traffic to the website but then they're not converting and by following that um customer journey you can see you can kind of figure out what do we need to change potentially what do we need to change on the website to get them over the line so re-targeting ads retargeting is usually what comes to mind when

people talk about the pixel and it's a very powerful tool i think everyone should kind of have that as part of their social media advertising like tool in their little tool box one of their tools that they use from showing people ads who have visited your website um you can do something as broad as that so it could be just be you know keeping your brand top of mind um and you

can get as granular as showing people specific ads for things that they've abandoned in their cart or added to a wish list um so it's pretty like i said pretty powerful tool that you can use um other things you can do you can create lookalike audiences which i think over the past few years facebook has done really cool things with their lookalike audience i think just feel like the when i choose

that as a target audience um my return on investment is a lot better than what it had been previously so it's great to see that um those look alike audiences um hard at work for your advertising strategy so you can obviously expand your potential audience um by targeting those people who have similar demographics to those users who are already coming to your website or already taking specific actions on your website you

can optimize for conversions without the pixel the only conversion you can really optimize for is clicks and to some people that may be helpful but usually i think this this day and age while we're all kind of you know social media isn't a new thing it's been around for quite a long time we want to do more with the data we want to see that what we're doing is working so with

the pixel you can optimize these ads to more closely align with your business goals so i mentioned earlier you know is it purchases or leads potentially it's newsletter sign ups anything like that using the pixel can help you help you get closer to those business goals you can also optimize for value so facebook will be collecting information on who buys how much they're spending all of those good little tidbits data everyone

loves data i love data and this means you can automatically show ads to people who are going to make the most high value purchases at um i do have a couple of success stories that i'll share with you and so um yeah we'll talk about optimizing for value when it comes to looking at the new york times the other thing you can do is find out cost per lead or cost per

conversion so if you really want to you know focus in on what that is you do need to have the pixel installed and um sorry golf on a bit of a tangent everyone loves everyone knows i love to go off on a bit of a tangent at times you know when it comes to advertising one of the things i always ask brands or companies i'm working with is how much is um

you know how much is that customer or that client or that um purchase or oh that newsletter sign up worth to you and so by having the pixel you can start looking at how much is worth and then by figuring that out you can then go okay i know that i want to spend this much to get that um to get that lead because it's worth this much to my business so

lots you can do with the pixel keep going yay events so once you um install the pixel there are things that happen called events so an event is simply um a specific action that a visitor takes on your website so um example of this is making a purchase adding something to a cart um automatic events are actions that your facebook pixel receives and that you don't have to do any other work

um to see what they are so you don't have to install any other code facebook is already collecting these things in the back end your your pixel receives these actions through visitor activity um and by using information on your website to understand the context better associated with these actions um so it's automatic events there's standard events and custom events so when an when an action when one of these actions occurs so

obviously um purchasing adding something to the cart your facebook pixel fires and logs it as an event so events can either take place as a result of a facebook ad or organic reach so if you've got some organic content and you're using advertising to complement what you're pushing out on your facebook page or if you just have purely an ad campaign running that's when the facebook pixel will fire there are two

categories for these events they're standard and custom there are 17 standard events pre-defined by facebook and i have a slide on those again and i have something in the quick link so you guys can have a look at those 17 events because i don't expect you to memorize them i've been using pixels for a while i still don't have them all memorized um so we'll jump to those in a second um

custom events are actions that fall kind of outside of the 17 pre-predefined events by facebook and you can give them a uni a unique name to represent the action they're taking you can use custom events to build custom audiences a custom event will provide you with insights on the event but not measurement optimization or targeting so facebook does recommend that you kind of have a look at the standard events first and

try to use those before um you know having a play around with custom events so standard event um standard pixel event so on this slide here are those 17 um 17 standard events um so i want it's a bit far away i think i might need glasses ravina add payment info you can add to basket add to wishlist completing a registration um clicking on the contact uh customer or customize a product

donate find location um a lead purchase schedule search start a trial so again um lots of standard events that could potentially cover you know what your um business goals or advertising goals are so like i said have a look at those first before you think of oh we need to create a custom event basically standard events are the language that facebook's machine learning models um use to unlock unlock powerful and targeting

optimization measurement and insight opportunities um some best practices when you're looking at these standard events i'm actually going to take a pause because it's i just need a bit of a bit of coffee all right so best practices when it comes to your standard pixel events so determine what your business goals are really try to have that quite clear as many of you know when it comes to facebook advertising it's kind

of a you know you pick one objective so um you want to be sure that if your business goal is for example video views that's what you've um selected within the objectives it's not going to be reach because um you know you're really wanting to target people who are going to watch consider videos path that your customer is going to take within your website to accomplish these goals i think one thing

that people sometimes forget is thinking about the number of clicks it takes for your potential customer your customer to complete that goal so you want to make it as easy as possible for them to you know potentially go from organic piece of content or in this case an ad to your website not too many clicks to finish what they are doing so um i don't usually have like a standard number of

clicks but i would say anything ideally anything you know well you've got one click from the ad so three to four clicks maybe at most um but yeah if you can keep that number as small as possible that's always great and always encourages people to quickly get to that goal select corresponding standard events so again using those 17 17 options from facebook that you can use for targeting optimization measurement and if

you wish to measure across an app web and offline try to be consistent with the events that you're picking use the ads reporter to understand that customer journey and what it looks like so i am going to jump into a couple of success stories um these are i think new york times one's been around for a bit but it's one that i um refer to quite often i think the way that

they have um the way that they did or have you used the pixel is really great um you know even though it's uh advertising on social media i think without understanding your customer journey or your target audiences it's really hard to um you know create an ad that's just sell sell sell at the end of the day social is meant to be social so even though you're using advertising you want to

be sure that you're putting that right messaging in front of the right people so with the new york times their main goal is rating raising readership with relevancy um they wanted to turn readers into subscribers which i know a lot of news outlet medias want to do so they wanted to build an even even stronger relationship with readers increase those subscribe subscribers by understanding how people consume the new york times content

and engage with the occasional times readers interested and tailored with sorry interesting and tailored news content it also wanted to be sure to send compelling subscription offers to those people who um have a high propensity to subscribe so those people who probably are um willing to go ahead and spend that a little bit more money to get a subscription to their platform so their solution promoting the content promoting content to the

right people so um within the slide i'm not sure if you can see it but again um can send all of this out to you guys with the screenshots the times marketing team built a detailed model of readers behaviors based on that were most correlated with subscriptions this information enabled the publisher to better segment its readership um into um you know occasional readers and then readers who are slightly more engaged and

then those regular online readers and so from what you can see so i think the um the ad with um the gentleman bowing let's see we'll do that one left and right what you guys are saying occasional readers see content recommendations with articles from sections of the times website that they potentially have already visited um these people are likely not ready to pay for a subscription yet um so the point is

to encourage them to take a no commitment action just heading back to the paper's website to read more content and this really is just focusing on building that relationship with their readers through social media and you know keeping in the back of their mind that this may lead to a sale down the road but it's all about nurturing so talk about social being social but it's also an opportunity for brands and

companies and business businesses to nurture that audience and again this is why it's so important to understand your demographic your target demographic or you know anyone who is coming to your social platform like what part of the customer journey are they and what what are the touch points you can use to nurture them and kind of um guide them through the customer funnel so the middle ad there um shows is shown

to readers who are slightly more engaged with the paper i think i'm getting really close to the camera um who are engaged with the paper so they get offers for low commitment free subscription products um potentially newsletters or um some of the apps that they have on offer so it's um you know their ad would be uh not a hard um call to action to to subscribe but something a little bit

softer so then the last ad where you've got um the women lined up just the back of their heads regular online readers who are um definitely more willing to pay for a subscription these are the ads these are type of the ads that they would see just with that harder call to action about subscribing um and these subscription offers could be customized on their on the readers interest topics interested topics um

things like that so all of that they would be tracking through the facebook pixel so uh the next success story me undies um i actually had not heard of this brand previously but um i think what they have done with the pixel and their websites pretty cool um so their goal they wanted to re-engage people who had added items to their shopping um cart and but then abandoned the site or hadn't

made that purchase yet so i think a lot of people you know there is a lot of that abandoned cart um i know i i see it in my facebook feed with some of the things that i'm purchasing i know uh online purchasing may have increased for some of you who are staying at home and attached to your phone looking for things to buy but yeah so me undies uh their solution

obviously precision retargeting so they used um a variety of dynamic ads in combination with the data that they were able to get from the facebook pixel um to serve ads promoting to the exact product sitting in there sitting in the abandoned cart this just kind of provides that nudge that those customers may need to purchase and you can even offer an incentive so a discount when they come back if it's you

know percentage off postage or free postage anything like that anything to entice them to finish that purchase on their website so um once me undies i think i'm saying that right mendes implemented this strategy um from what i've read facebook advertising um became their top source of new customer acquisition which is really great um so they created three different target segments um people who added something to their basket within the last

seven days people who added something to their basket between eight and 14 days and then people who added something to their basket between 15 and 30 days they further segmented the campaign by national and international customers so that they could reach the right audience with the right offer and they tested a variety of different adverts and offered you know like free domestic um free domestic postage for domestic um customers um international

shoppers got um i think they got a few extra pairs of undies thrown in like everyone needs undies right so um uh some of those things that they did to entice those people to come back and finish purchasing from their website i think i'm running a bit early um oh there are a lot of questions well that's good um like i said uh some quick links again we'll send these out um

obviously i just covered facebook today i think it would have been a lot to have a kind of facebook twitter instagram uh oh sorry linkedin snapchat all the social channels on pinterest as well and i've got a couple of links to success stories so we'll be sure that you guys get all of this information i know this is just a bit of like a dip in the toe for um advertising i

think i could talk on and on and on and about all the different things you can do um but hopefully from this a little presentation and um you guys you know can start getting for those of you who aren't using the pixel can start getting comfortable with the idea of having the pixel there to complement what you're already doing on social within your social media strategy be it organically or through ads

and then for those of you who are already using the pixel just making sure that you are taking advantage of everything that each of the platform offers with that pixel to maximize you know your advertising spend and any resources you are using for social yeah we have lots of time yeah we've got like 50 million questions that you need to answer now geez okay yeah so um just as well all right

let me grab my coffee yeah you're going to need that okay okay hey guys i'm back uh i uh hmm excuse me uh i have got some of the questions here if you're continuing to ask questions um andrea if you could just take some photos of the questions while we're still talking and we'll swap phones and keep answering the questions um let's start with the first one from bell thanks bell bell's

actually got a series well okay we're going to go through that's fun normally in auditorium we don't get we don't we aren't able to get a lot of questions all right so if i can't answer your questions straight away i will get back to you i'll jump on discord like i said so first question from bell uh just going from my own buyer behavior have you seen a big shift from desktop

to mobile conversions or are people viewing via mobile then shifting to desktop to act on the purchases from my experience what i've seen is it depends on the purchase right depends on the value of the purchase so if it's um something that a lot of people may not think about so say it's like you know okay focus group of one but um obviously we're being and i had kids last year that's

why we were part of the event yeah but i do a lot of shopping for brayden um and so if i'm making those smaller purchases um and i see this a lot with uh other advertising campaigns i'm working if it's a smaller purchase and people are comfortable with making that purchase straight away on their phone yep that conversion will happen there um if it's a bigger purchase so say it's um holiday

to kangaroo island for example yeah i was gonna say um you know if it is uh booking something that's potentially in the hundreds of dollars people will um you know they will go there on a mobile device but then they are coming back on a desktop because they are most likely wanting to do a bit of research before committing before committing that money unless you have like crazy amounts of unlimited like

disposable income that's usually the pattern that i see what happens so it just depends on the value of um yeah i'm going to say my experience here i've seen something very very similar um you know like we'll we'll see we do see a lot um certainly at ceiling we do see a lot of mobile traffic and conversion with mobile traffic um but it tends to be more for the simple kind of

holiday i'm just booking point-to-point ferry um you know from cape jarvis to peninsula and back again um people who are tending to book their packages and all that kind of thing we see a shift towards desktop and it's because there's a lot of options you know like we've got over 100 accommodation providers on the site it's a lot of accommodation to sift through so and usually it takes time to research that

yeah and usually like if it is something like that a holiday you know they may be wanting to sit down with their partner two people looking at a bigger screen to go yet yet no no no definitely uh next question for belle uh it's kind of on a tangent okay i love a good tangent everyone knows that ah enu is still a valuable comms tool i barely read them anymore oh i

think they are um yeah i think obviously that's not quite social media but i love i love the newsletter um yeah i think one thing you really need to understand about enews is um you know again it all comes back to understanding your target audience this is a conversation i was having with someone earlier this week it's like what is the lifespan of a subscriber to your email list so if you

understand that and you know that you know a subscriber only stays with us for three months and then they're out um i think that can kind of help you figure out what kind of content and things like that but yeah it just depends not everyone is an e-news reader and you're obviously bell not one of them again focus group of one i love a good newsletter so i do read through a

lot where you know i i do look over my husband's shoulder when he's on digital marketing just to see what he's doing and he just deletes everything and it's like why do you read that or he'll say where did you find that information like oh that newsletter we got um so yeah it all depends and it's really understanding your target audience trying to think of are there any um brands i've worked

with where yeah the the newsletter wasn't a primary marketing tool i'm sure there have been a few and that's probably where we've leaned on social or advertising a bit more than a newsletter i think the one of the challenges with email and this is certainly a topic that we'll get into a lot more tomorrow with digital adelaide so stay tuned yeah um but um your inbox now if you've got a gmail

inbox mine's all split up like there's priority there's updates there's promotions and then there's uh like uh ecosocial time so anytime that i'm receiving an email from a company now it's not appearing in my primary inbox it just goes off to one of these other ones um so i think that that's a an interesting challenge as well in terms of trying to get your message through yeah to the consumer so again

a topic for tomorrow um one thing i do want to say on that though is um you know having your if you do have a really robust or great newsletter list i mean you can use that in advertising so think of it as like a two-pronged approach you know if you send out a newsletter you can run ads to granted your um your subscriber base has to be um a thousand or

more thousand more facebook users but you can then show them um that same content from the newsletter within their feed so those people who are opening it and you can kind of close that loop you know who are opening it and reading it and then um it's kind of keeping them top of mind within the socials uh and now next question from belle uh when it comes to events and we're talking

not events on the pixel yeah actual events like real life like real life events like um going to see like you know the the air force base open day or whatever um that sort of thing or any of those awesome operations stuff if anyone uh hasn't checked out belinda's work she's like fantastic um and bell one day we're gonna get you up here to talk as well um but when it comes

to those actual events what platform do you think performs best for ad spend in terms of actually getting people to come people to come so not just awareness of hey we're hosting this event but convincing them that they should actually physically buy a ticket or physically turn up if it's a free event or whichever i'll get like this i feel like i'm a bit on repeat but it's really understanding who your

audience is and what they're doing within the digital space i've worked with some brands where they do have these offline events and we found that you know having that extra bit of spend for facebook advertising has worked and it's actually got them to purchase a ticket and show up whereas some other um brands of you know um companies i've worked for that's not necessarily the case we've had to go okay maybe

we need to we need to increase the google ad spend or send out in some cases there was one brand it was like send out a few more newsletters because we found the newsletters actually converted them and it's one of those things i think i do think adelaide's a bit people undoubtedly do this and i know i do this as well it's like you kind of wait till the last minute to

commit that's why we don't get the big bands coming here yeah yeah because they're like oh we can't take a risk that adelaide's going to purchase tickets the day before yeah but like hey we will um so yeah so it's just understanding yeah your your customer and what they do in in their process to um booking in a ticket as well yeah uh this one comes from natalie giles so hi natalie

how's it going uh question for jen is there an average budget you would recommend for a small business starting up for social media ads and would you recommend spending that across all platforms no first um or just one or two don't spend it across all platforms i would say if you're if you're just kind of dipping your toe into ads start with one platform understand it um get it down do it

well and then expand to another platform because once you you know there is a um there is that blue boost button on fast stay away from the blue boost button once you actually get into the back end of facebook ads it's like mind blown all the things you can do so i i think a lot of the platforms are the same it's just like so much information so really focus in on

one before you kind of try to tackle them all and then ad spend oh that's a hard one you know i work with some brands that they can only do fifty dollars a month um ideally you're spending a bit more than that i would comfortably i would say if you've got to start two to three hundred dollars kind of set aside to do a few things um that would be great but

again i know not all small businesses starting out have that so um one of the things i mentioned earlier that i do love about social media advertising is you can start doing testing on a smaller budget you just really need to understand who you're going to talk to and using the back end um bits of the advertising platform to really target in on demographics and interests and things like that which actually

is perfect that you talk about the blue boost button straight into judy way's question judy hi judy is creating ads an ad manager for events better than simply boosting an event on facebook i've been creating ads but boosting's a lot more a lot faster it's true boosting is a lot faster i feel like the boost button is really there for facebook in that they're trying to get to people who might just

be a small business owner who don't have marketing experience and then it's like oh here's a really easy way for me to just push the event and turn some money and then facebook live thank you very much it's very easy to use your experience to take your money yeah and for facebook advertising so i think that that's where the boost post um sort of is of value i guess in some respects

yeah um to those people who don't have marketing experience or communications experience potentially don't have the time to understand everything exactly that too i think that that's kind of where this boost post button really fits in the blue button but you're better off if you're wanting to actually control the audiences more have a stronger look at their you know when you go through the facebook ads right at the beginning there's a

ton of objectives you can choose from you know whether it's engaging with the post or you know you want to increase likes on your page or watch a video visit the website or whatever so depending on what objective you pick right at the top will influence how it kind of serves out and then it's going to spend your money more optimally which then comes back again to those tight sma budgets where

you might only have 50 bucks a month to play with um i actually have an example this happened with um a client that i was working with a few weeks ago i'd set up again time for so that's why i'm helping her set up a campaign for people to book in with her for her service obviously that objective was website traffic and so i had run um i'd been running an ad

and you know was getting click-throughs which was great um but then i don't i think kind of she used the blue boost button and um basically copied and pasted the ad on the facebook page and boosted the button and it was just like oh what's happening here and um one of the things that i had to explain to her was like while the blue boost button can be useful um she said

oh look it's getting a lot more engagement on the post and i'm like but that engagement isn't equating to booking in so like yeah actually targeting website you know using the objective website traffic and using a bit more of the specialized targeting to the back end she was seeing more click-throughs and more um conversions through the ad so then we yeah we turned off that blue keyshawn basically uh came in with

that same point as your client um that she's used the boost button a couple times and got better results um but yeah again it depends like if you are just looking for that engagement on the post then you know i guess you could probably take the shortcut if you wanted to but if you're looking for other objectives or making sure that you're engaging with the right people and not just you know

kind of a broader audience if you want to engage um you know with a more narrow audience or only on specific you only want to do facebook placements you don't want instagram placements or something you know that that ad won't look great with an instagram story or anything like that exactly right so i think that's the other thing to consider is looking at the actual creative and the content and how is

this actually going to appear on instagram because it's the other thing too which i don't think you mentioned in your prayers yeah but when you get through ads manager and you're looking at the ad placements facebook ad manager is actually managing your instagram ads as well so you know looking at okay well this photo looks awesome on facebook it is garbage for stories because it is not vertical yeah um you know

like that sort of thing so those are the types of things yeah and facebook gives you that opportunity to change the image around so it is good to become comfortable with the um with the platform uh bill's asked are there any awesome online and manager training sessions online um facebook i mean you've got facebook blueprints yeah i mean i think that's like that's coming straight from the horse's mouth yeah um i

have to think about that one and do a bit of stuffing around for you belle yeah we'll get back to you on that one yeah okay uh i think there was one more question here uh what are your thoughts on having multiple authors on a facebook page aj more than 15.

so this comes from eve gregory eva pritchard from city of port adelaide enfield libraries um versus just having a couple is it more important to have a diversity of content at various quality levels or to have clear consistent messaging i think it's important to have diversity of content but that also goes back to understanding who is um engaging with your facebook page you want to have a good content mix um it

also depends on what's happening within your business or she said she was from the library yeah um obviously there's a lot happening with libraries what you can and can't do and things like that um so yeah i like to see a good content mix within the facebook page because you know at the end of the day and i know a lot of you know this you could have ten thousand fans but

all those ten thousand fans aren't seeing your content every time you post something so you wanna be sure that you're um yeah you have a variety of content so that people who you know um want to see specific things that that's showing up in their feed but we can chat more about that on discord and i've got one more question here and it looks like more questions here so we'll take an

extra few minutes because i know we're coming up to break time and i'm sure you're all dying for that third round of coffee yes um so we'll uh i'll get to that other question in a sec but just this one here from christy and keshan so keshan said what drives me crazy is when you get remarketed products that you have actually bought oh my god i'm on the same page yes oh

it is frustrating because you when you work in the background you know how easy it is to just put an exclusion so easy but anyway um so then christy then goes on to say uh me too question for jen do the incorrect remarketing ads suggest a problem with the choice of ad used or a glitch in the machine learning um i'm going to say user error yeah my gut feeling is is

user error um oh she's going to text you yeah um so for those of you who are you know going to start using the pixel and start creating those ad campaigns just be sure you understand that journey that your customer or potential customer is going to take and once they have finished what you want them to do um you want to be sure yeah they aren't being remarked because it does i

think it drives all of us nuts be like i've just purchased that are you showing me an ad for it yeah um so yeah i would say user i would i would say so um or it may be that they've got so many campaigns running that they can't actually keep track of what's going on yeah yeah thank you andrea and this one from missy hi missy how's it going loved your pick

on twitter by the way uh you look very comfortable um a place i worked for kept having an event issue come up by ads manager where the add to cart said it wasn't firing correctly we had difficulty trying to troubleshoot this have you ever had something similar and how do you even start troubleshooting is it a website back-end thing or an ads manager thing in those instances i would pick up the

phone and call ryan actually no seriously in all seriousness yeah i would also call ryan yeah yeah hey ryan this doesn't work help help and then ryan will say yes i could spot you in and then yeah it'll cost you x but no seriously contact your professional yeah i think ryan contact ryan contact your team they'll fix it for you yeah i think i i fortunately haven't had um any issues with

that or if if i have i think it's been i've been able to work with kind of the website web a website team to figure out what's happening um i don't usually find it's the pixel itself it's something on the website that is not not connected correctly yeah or not or not set up correctly if you're using google tag manager to manage um these pixels and any other remarketing pixels or tagging

or anything like that um that's something that you can learn um and it is a fairly straightforward interface to use even as a marketer however if the code you've input is off by one space it may be that literally there's a space in there that doesn't need to be that'll usually break it um but as when you're not a developer you won't see that because you don't know so ultimately i think

contact an expert like ryan and the team at refill yep