Tracy Petrucci: Marketing Ideas Into Action: 2017

Thursday, April 13, 2017

Facebook Ad Tip: Taking the Guesswork Out of Targeting

Well I quite literally stumbled upon a neat idea for Facebook audience targeting.

Have you ever wondered what your current customers or leads have in common? One of the things I pride myself on is my ability to try and get inside someone's head and figure out not just demographically, but psycho-graphically what they are into so we can target those interests and behaviors on Facebook. Sometimes we can find out by doing a survey, or sometimes we can make educated guesses.

As I was editing an ad set this week I discovered a good idea, that I thankfully found by sheer accidental observation.

How to take your custom email list/website visitors a step farther and take the guesswork out of targeting...

The other day I had a pre-existing ad set with some targeting in it: Health and Wellness Buyers + a few other things. I copied the ad set so I could change the targeting to the email list. I added the email list before removing the other targeting, and the estimated reach dropped WAY down to less than 1,000 people. Instantly I realized something.

The people who subscribe to this email list have NOTHING in common with the interests I had chosen for the other ad's targeting.

Then I realized something else. By cross referencing my assumptions with the client's email list or website visitors, I can figure out if the targeting I am trying is on point or not. (Obviously if you're branching out into new target markets this may not work.)

Yes, Facebook can do a look-alike audience of these people already. But what do I learn from that? What insight do we get? What control do I have?

This way, I can learn what similar interests or behaviors these people may or may not share and have more control ultimately, over the client's money. This is because Facebook ads are a bidding pool, so why lump every common interest and similarity into the look-alike if I can separate them out and see which one is the cheapest and most effective?

Side note... Facebook's Audience Insights tool is supposed to do this same thing but it really falls short on delivering.

Example:
With the email list we start out with 63,000 people.

When I add Weight Watchers it drops to 13,000. That's pretty good still.

When I add Gluten- Free Diet, it only drops to 37,000. That's even better.

When I add Juice Fast audience it drops to 2,300. That's kind of low. Not terrible, but low compared to the others. I would have thought our Juice Fasting people were really great targets, but in fact they are not sharing interests with the current tribe of people.









So, try this out! Have some fun. Enjoy the trial and error of Facebook ad targeting, with a little less error and a little more trial. ;)

Wednesday, February 22, 2017

Facebook Ads Quick Tip: Is My Pixel Working?

One of the most common questions I get asked when I start working with a new client is, "I followed the instructions you sent, is my pixel working now?" and so I thought I'd write this super quick tip for anyone else wondering the same thing!

So, what is the pixel? It's a handy dandy little code unique to your ads manager that allows you to capture information from users who visit your website, and then re-target them on Facebook. It also can provide conversion data like when someone fills out a form, makes a purchase, and so forth. It's crucial for your re-targeting efforts AND for tracking purposes, to get that pixel working!

Now first things first, is the pixel even installed on the site? For that I recommend just going to the pixel section of your ads manager and right away you'll see data showing visits if it's working, or you'll see instructions to install it if it's not.
Pixel not installed yet

Pixel installed and tracking


You can also try using the pixel helper Chrome extension. Trust me, it's easy, so I'm not doing a tutorial on that.

But that doesn't really tell the whole story...The quick way I check to see if a pixel is working, is to navigate to the pixel area again, but look down at the actual events listed.

Then check to see if the event codes you installed are firing. If all you installed was the base code, you'll most likely just see "page view" and a number. (See photo below)

If you're trying to track other actions on your site, you'll see those listed too. One of the most common issues I see is every action/event has the same number. If every event has the same number, you have not installed the events correctly. In general, you should see something that tapers down. A large amount of page views, a lesser amount of add to carts, and an even smaller amount of purchases for example. Same thing for leads, registrations, or whatever event you're really looking to track.

You will also get data about what time the last action occurred, so this should match what you see on your website analytics.


I hope this helps!

Friday, January 13, 2017

How My Old-Fashioned, Traditional Husband Came to Be a Stay-At-Home Dad

Can Doing Things Backward Move you Forward?


I always thought I knew what being an adult would look like. I wasn’t too focused on marriage, but it was always there in the back of my head during and after college. Naturally, I saw a house in my future (a cute one with all that curb appeal, of course) and when I would be pregnant, I could see myself going to mommy yoga classes and baking banana bread.

It wasn’t as if I didn’t have career goals. I studied global business marketing and kind of fell into my own business right away. But that biological urge to have babies and let someone else take care of me was probably just a little bit stronger.

And then it happened...  Please continue reading the whole story on the Mom Entrepreneur Alliance Group's website.