Category Archives: Display Advertising

How to Prove Your Facebook Ads Are Working

Wouldn’t it be grand to have a way to defend Facebook Ads using the numbers most people are interested in, rather than mere qualitative analysis? This method is a straight forward one, but requires that you have your Google Analytics and Facebook accounts linked. It helps to have an organised GA account too. Ensure you have Excel and enough Google Analytics and Facebook data to work with.

Step one

Head to Google Analytics, go to “Conversions”, “Top Conversion Paths”, and then “Source/Medium Path”. Select “advanced” and adjust your filter so it includes Source/Medium Path with Facebook. What this does is to leave you only with conversion paths that include “facebook” or whatever it’s named. Once you’re certain you have all the conversion paths needed set to download, select “Export”, for conversions, use “All”, one or more path links, “All” for Type, and 30 days (or whatever you wish) for your Lookback Window before you export in csv format.

Step two

Open the file in Excel, copy the single-path data and paste it somewhere else, before you remove it from the raw data. Have a column inserted between “Conversions” and “Source/Medium Path”, naming it “Facebook Path Detail.” Have columns A to D filtered such that Source/Medium Path is filtered with “Begins with: “facebook” and use the same title for column B’s displayed empty rows.

Next, adjust the Source/Medium Path’s filter to “Begins with: facebook” AND “Ends with: facebook”. Name all of column B’s displayed empty rows with “Begins/Ends with Facebook.” There should be an overwrite in some rows. Then, set the Source/Medium Path filer to “Ends with: facebook / cpc” and name the empty column B cells “Ends with Facebook.” Make sure there are no overwrites.

Finally, clear the last two filters and selecting only the blanks let the Source/Medium Path have another filter. Let all empty cells left be named “Contains Facebook” before you clear the filters and check to make sure column B has no empty cells.

Step three

Select everything in columns D to B, select Insert and then Pivot Table. Hit “Ok”, put the table in a new sheet, set your pivot fields such that your data will appear in a compressed view, and head back to your sheet.

Step four

Copy the table and have the values pasted in a different sheet, with the name “Paid Facebook – Attribution (Multi-Path)” added. Next to the attribution data, paste the single-path data you cut out earlier and name it “Paid Facebook – Single Path Conversions.” Once you’re sure the date ranges have been added, have the rest formatted however you like. This will give you a qualitative understanding of your paid Facebook efforts which anyone can understand.

How to Engage New Customers With Video Display Advertising

Display advertising, and more specifically, Video Marketing is a great way to engage potential customers. Recent evidence suggests that visitors are more likely to click on a video ad than the more common text based variations. This makes sense, giving the natural psychological tendency of on-line visitors which leans towards the quest for entertainment even when we are looking for serious information. Google’s click to play (CTP) video ad system has proved a great way to get some relevant and targeted traffic to your site.

Google are also in the process of rolling out their new ‘media ads’. This allows for video ads to be displayed in the search results.

Google's search based video ads
Google has started to display video ads on the search network.

Video ads should be fun, creative and to the point. They are usually only a few seconds long – just about enough to keep the searcher engaged, and to want to know more about the product and possibly make a purchase. There are a number of video creation tools, like Camtasia and Animoto, which give the option to inscribe your company logo as a watermark for increase branding.

Affiliate marketers that are just starting out or anyone on a slim budget would benefit tremendously from the video creating tools like Animoto because it is free for the basic package once you sign up. What it does is taking about six to ten pictures that you have selected to help get your message across and with the push of a button create a Hollywood standard video complete with music that you have previously chosen from a selection of free music sites.

It is advisable to read through Google’s official Video ad site in order to get a good feel of their individual platforms. If used correctly, video ads can be a very lucrative method to drive more business and gain increased profits for your business.

Ofcourse Google owned Youtube has its own very effective video advertising system called “Promoted Videos”, but this will be covered in more detail in a future post!

Here is a quick video from google that will give you more insight – Happy advertising.

Google Video Advertising Solutions for advertisers