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Announcing January Content Strategy Workshops

JANUARY 16, 2018

Early Bird Sales

Available Now

Expire 11:59pm

December 24

Workshop Overview

A content strategy is a vital cog in today’s social media and digitally driven marketing machine.

Attending this workshop shows you what a content strategy is – BUT – also gives you the practical tools, tips and tricks, for you to build one, and walk away with everything you need to start building out your social media channels.

At our interactive “Content Strategy on a Page” Masterclass, you’ll build, design and refine your strategy, and walk away with your very own Content Strategy on a Page :

  • Why a Content Strategy is now more important than ever
  • What every Content Strategy must include
  • Single & Group activities – so you aren’t doing all the thinking yourself
  • Networking opportunities
  • Complimentary Barista made Coffee & Tea
  • Complimentary Breakfast or Lunch (pending your workshop time)

Agenda

The workshop is designed to take you on a step-by-step journey through every step in developing a Content Strategy.

  • The Role of Social Media
  • Structuring Your Content Strategy
  • The 3 O’s – PLUS Why They’re Important
  • Audience & Personality
  • The 3 T’s – PLUS How To Use Them

Who Is This For?

If you’re in Marketing or Social Media and need to build, deliver and execute a Content Strategy for 2019

What Will I Get?

By the end of our 2-hour workshop, you will walk away with an A3 ‘Content Strategy on a Page’ – designed and built bespoke for your business or brand

Where Is It?

The workshop will take place over a 2 hour period at Murmur, 223 Liverpool St, Sydney.

Every attendee has a choice of 2 x sessions to ensure that you can best find the time that suits you:

  • 8am – 10am
  • 11am – 1pm

How Much Is It?

Early Bird prices are available until December 24th, for $99 plus GST.

After December 24th, prices will increase to $129 plus GST.

Each ticket includes access to our 2-hour workshop, complimentary coffee plus breakfast or lunch (pending your session), and networking forum.

Meet The Team: Daniel Lee Aniceto

I AM DANIEL

I’d like to try and live somewhere in Asia, perhaps Shanghai or even Seoul to reconnect with my Korean heritage.

To unwind from work I usually spend time with friends or doing some sort of physical activity like running or bouldering.

My favourite fiction book would be Fear and Loathing in Las Vegas by Hunter S. Thompson it’s such a hectic and fun book to read! The best non-fiction I’ve read has been Hillbilly Elegy by J.D Vance it opened my eyes to the lives of those who are often ignored in “middle America”.

At work I enjoy the creative challenges I come across on a daily basis. I find them challenging and rewarding. I love that moment where I figure out a way to solve a creative problem.

Here at MURMUR I’m responsible for the creative aspect, designing different assets our clients might need to use in their campaigns. I also assist with the creative direction, helping create appealing designs that are in line with the different brands we work with.

The marketing industry has taught me that nowadays the relationship between companies and customers is no longer a simple transaction of goods for money, it’s much deeper than that.

My all time favourite quotes is, “Not everything that counts can be counted, and not everything that can be counted counts.”  – Albert Einstein

To me, creativity means, coming up with unexpected and innovative solutions to problems. Making connections others don’t see.

THE REVEAL: I can’t speak 5 languages unfortunately, but, I have lived in 4 countries and can fly a plane!

Google Partners Summit Update – 2018

Last week, my team and I were fortunate enough to attend the 2018 Google Partners Summit and hear about the forthcoming changes to the Google Marketing Platform, the rebranding of Google Ads, and what’s in store over the next few years.

Here are my key take outs from the day, and things that brands should be looking into:

  • Machine Learning (making machines that learn to be smarter) as a greater focus than Artificial Intelligence (the science of making things smart)
  • Using free open-source platforms like TensorFlow will help anyone develop frameworks around Machine Learning
  • Here is a great 3-minute clip showing how machine learning can be learned by anyone and used for everyone
  • Google’s recent rebrand has seen them dramatically realign their products to 3 x simple stages:
  • The recent rebrand and merging of products and services into these 3 x areas is designed to provide:
    1. Simpler Experiences
    2. Better Results
  • The Partners program has now been drastically aligned, so that Certified Agencies can now only be one of either:
    1. Google Partner (which we are)
    2. Google Marketing Partner
  • The fear over machines writing copy and taking our jobs – is not going to happen. At least yet.   See a computer try to use AI to create recipes / ingredients: HERE
  • Every time I hear someone say ‘The customer funnel is dead’, I tune out and know that they have no idea what they’re talking about, and are rehashing other people’s ideas.
    • NOTE: The customer funnel is NOT, and NEVER will be dead.  The thing that has changed, is the touch0points brands can use to engage consumers.  These, are now increasing and brands need to choose where to play…
  • Here’s an example of things customers are doing while they’re shopping online.  Brands – take note…
  • Smart Shopping campaigns are killing it.
    • If you are selling products with inventory, and AREN’T on Google Shopping, speak to us today – you need to get on this, pronto.
  • The average speed to load a page on mobile is…15.3 seconds.
    • And, if you are selling online, you can see what impact this is having on your conversion rates HERE
    • Page Speed is also now impacting organic search results…
  • We can now offer cross device reporting
    • So if your customers are browsing on mobile, and then purchasing on Desktop, attribution modelling and conversion optimisations can now take this into account
  • We generally include 3 x things in our reports to clients:
    • Observation (what we see)
    • Implication (what this means)
    • Recommendation (what we should do)
      • It was surprising to hear how many Agencies can’t understand the difference between Data and Insight.  Huge rap and shout out to our team – keep kicking those goals and delivering insights!
  • Finally, if you’re feeling creative… try connecting these 9 x dots with 4 x lines

Everclear Had It Right. Trying To Be Everything To Everyone Will See You Stumble & Fall.

“A choice to serve everyone, everywhere—or to simply serve all comers—is a losing choice.” – A. G. Lafley & Roger  L. Martin

1997 is arguably one the greatest years of Rock n Roll history.  Radiohead released OK Computer predicting a future techno-centric world we arguably now find ourselves in; while there were blindingly fantastic songs such as The Verve ’s ‘Bitter Sweet Symphony’, Foo Fighters ‘My Hero’, and Blur’s ‘Song 2’ amongst Aqua’s ‘Barbie Girl’.

Along with this alumni, Everclear released their hit single, ‘Everything to Everyone’ – which in 2018 and our era of Cambridge Analytica, and Micro or Mass Marketing, holds a pertinent message we can use for marketing, and in particular those brands that do as they sang – and ‘try to be everything to everyone’.

Last week I had a moment of serendipity.  After studying the theories and practices of audience segmentation, most notably around the schools of thought on ways to slice and dice markets, I met with the Chief Marketing Officer of a large sporting brand, and were chatting about their upcoming event.  There’s a lot of challenges that said brand faces in a crowded market, especially when Sydney-siders can be so fickle around sport, always jumping on bandwagons when they appear, and then just as quickly jumping off when things go sour.

With this in mind, I pressed the CMO on who their audience is, and what segments of the market they were looking to attract – to be met with ‘we’re targeting everyone’.

Now, brands clearly can’t target everyone – and brands don’t exist for everyone.  Unless of course you’re someone like Amazon – and even then an argument can be made against that notion.

There are 3 alarming issues for a brand that wants to ‘target everyone’ and doesn’t have a clear idea of market segmentation or who their target audience is.

1. Weak Messaging

If you’re trying to please everyone, you won’t have anything constructive, unique or relevant to convince people as to why your product or service is better than your competitors, and they should part with their hard earned cash for your product or service.

People are different.  We’re not the same, we have unique attitudes, behaviours and motivators.

If you aren’t talking to any of these particular characteristics or motivators, you’re going to find yourself down the list of people’s priorities when they think of your brand.

By trying to be everything to everyone, your message will end up being so weak and vanilla that customers at best won’t notice notice you, or at worst will seek out more specific and relevant brands for their needs.

2. Lack of Brand Promise & Strategy

Due to your messages being so vague and weak, your Brand Promise and ultimately the sense of your Brand itself is inevitably watered down in order to make it as appealing and broad as possible.

In turn, this affects what customers take away from your brand – which is confusion because you’re using fluffy terms, and buzz language that doesn’t meet an actual need that consumers have.

3. Wasted Budget

More often than not, as a business, you’re trying to maximise your profit, by ensuring that the cost it takes to acquire a customer, is less than the cost it takes to reach a customer. 

There is not a media channel in the world that will allow you to give a relevant message to a general audience.

You need to choose the right media, to get in front of the right person – at hopefully the right time.

Don’t waste your budget by going general – go specific, and look for the audiences that you can target with efficient media and use your budget efficiently.

The Solution

If you’re currently trying to target everyone, here’s 2 x things that you need to do immediately:

1. Audience Research

Get out there and understand your customers.  Whether you want to do focus groups, or online survey’s – the benefits of this are immeasurable and set you up for success.

I once had a client, who thought their existing customer didn’t purchase their clothing inventory more often was because their range wasn’t extensive enough.  After doing some research, we found out that the main reason they would purchase more often, was because they didn’t offer Free Shipping.

Turns out the client did offer Free Shipping, they just weren’t communicating it to their customers!

 2. Segment your Audience

Once you’ve done your research you can segment the market to find out which audiences are worth chasing. 

You’ll be in a position to understand the market as a whole, and it will be as if you’ve gained sight after being blind for your lifetime.

By trying to be everything to everyone, your brand and your marketing will be less for it.  Find your target markets, understand your segments, and you’ll avoid the spinning around, falling down, stumbling and falling that Everclear foreshadowed. 

BTW – Check out the class of ’97 – it’s a collection of the finest rock songs you’ll ever hear: https://www.spin.com/featured/best-alternative-rock-songs-1997

7½ Reasons You Should Bid On Your Brand Search Terms In PPC

One of the most common remarks we hear from clients is “I’m on the 1st page of Google – I don’t need to bid on my own brand.  Right?”  

Wrong.

I mean sure, you don’t have to – and from the outset it might seem to make logical sense.  People have searched for your Brand.  They’re going to click through.  

Why would you pay for a click when you have someone looking for you in the first place?  Some say it’s just a vanity metric, and has no impact on your results.

Google and Bing – only 2 of the highest placed purveyors on the subject – have previously weighed in on this matter in separate reports where they detail that:

  1. By bidding on your brand terms, you can increase your clicks by 89%, and;
  2. If you aren’t bidding on your brand terms, you could be losing up to 50% of your click yield.

There’s a few solid reasons as to why these stats matter, and why you should be bidding on your brand terms.  In fact – there’s 7 and a half.

1. Hit The Gas – Speed Up The Purchase

Target

So many options – catering to every need.

As we mentioned earlier, Google conducted a study on what would happen if your Branded Search Ads were paused – and they resoundingly found that “over 89% of the ads clicks are incremental, in the sense that the visits to the advertiser’s site would not have occurred without the [Brand] Ad Campaigns.

You can read all about it here.

Users that search for your brand, are low in your customer sales funnel.  

They’re already aware of your brand, they’re likely to be educated on it, and they are now either at consideration, or even better, at the action phase of their purchasing decision.

Make this decision easy for them.  

In fact, you can make this purchase cycle even faster by generating instant customers with a “Click to Call” phone extension.

2. Send Users To A Specific Landing Page

So now that you know that these prospects are low in the funnel, you can assume that they’re weighing your product or service up against your competitors.  

What’s going to tip them over the line?

How about advertising that Exclusive Offer or your seasonal promotion?

Again, it’s all about speeding up the purchase journey.

Send prospective customers straight to a specific Landing Page, it’s a great opportunity to highlight any offers you have.

Why don’t you take advantage of Foxtel’s “Special Online Offer”?

3. Control Your Messaging

In all likelihood, your SERP (Search Engine Results Page) results are the result of your Meta tagging and detail coded in the back end of your website.

This means that when someone searches for your Brand, Google is going to pull that data (which you’ve updated for SEO) and present that to them.

That’s good and well, but it may not be the right message you want to provide the market at that specific moment in time.

With Paid Ads, you control the messaging, and you can communicate exactly what you want to say, without it affecting your SEO.

There’s also that added benefit that – in the rather unfortunate case of that bad PR disaster that happened – you can hide any negative perceptions or news on the brand is hidden below the fold, so it’s only that dastardly scrollers that see it.

Did you know that Coca Cola No Sugar is here? You do now…

 

Let’s not even go here…Push it down the page already @Pepsi!

4. Extending The House

Probably one of the biggest advantages of Branded Search terms, are Ad Extensions.  

You know right – those little highlighted links under your Ad.

They’re:

  1. A great way to direct people to a certain part of your site (see Point 2)
  2. Completely customisable by you (don’t leave it up to Google’s Organic results – See Point 3)
  3. Awesome for calling Brand Promotions or USP’s out like “Free Delivery” or “Open 24/7”
  4. Super easy for people to call from (especially now with the high Mobile usage amongst consumers)
  5. Able to provide reassurance by highlighting customer testimonials and reviews.

Point me in the right direction, I may just go straight there

5. Location, Location, Location

If you live in Sydney, you know that every 3rd conversation generally comes around to real estate.  

Where are you looking?  How big a place do you need?  When will the market ever come crashing down?  

Well, by bidding on your Branded Search terms, you get more real estate on your SERP page.  

Your page generally has a lot of information, it could have your business’ location, a Shopping feed, site links, reviews, the list goes on.

At the top of all of these – are Paid Ads.

Think of it as just putting on an extension to the house.  you’ve now gone double storey.  

6. Defence Is The Best Offence

If you’re in a competitive market, chances are that your competitors are bidding on your Brand.

If they’re smart, or have read this Blog Post, they’ve likely got a special deal going on to entice would be customers of yours to go and visit their site for a better deal.

One of the ways to combat this behaviour, is to get on the front foot, and dominate your Branded Search results.

Woah… That’s quite a competitive space.

7. Boost Your Average

As we all know, Google rewards you as an advertiser for having a good Quality Score.

Well, Branded Search terms will generally have the highest Quality Score of all your campaigns.

This is because people are down the funnel, the Ads have a high CTR, your Ad Relevance should be on point, and your Landing page experience will generally meet expectations.

By having a high QS for your Brand terms, your Account QS will improve, therefore your other campaigns can benefit and come down in cost simply by being associated with a quality campaign.

What’s the ½?

So, this should never be a reason to do anything, but there can be no denying that your branded terms are a super cheap and cost effective driver of traffic.

Of all your AdWords campaigns, the Brand Campaign with it’s high CTR and high Quality Score will be one of the cheapest Campaigns you run.  

It’s also going to be one of the highest converting campaigns you run.  That’s just a measure of where it is in the funnel.  

In Summary

So there you have it, 7½  comprehensive reasons that you should be bidding on your Brand terms.  

If you currently aren’t bidding on your Brand Terms, I can understand the hesitation in suddenly putting budget where you think the return won’t be generated, but – at least test it – see what effect it has on overall traffic to site, and weigh up the pro’s and con’s for yourself.

Do you currently bid on Brand Terms?  How have you found it?

 

Cover Image by by Jordan Whitfield on Unsplash

5 Facebook Advertising Trends To Watch In 2017

As 2016 draws to a close and we look forward to what 2017 can bring, the pace of change amongst one of the worlds largest media publishers continues to amaze us.

The challenge for marketers, is to know which new innovations and features that Facebook release are worth investing time and energy into.

To help you stay ahead and keep an eye on what to look out for, we’ve put together our Top 5 Trends to watch our for with Facebook Advertising in 2017.

1. Video Live Streaming

Meerkat was one of the first platforms to really bring live streaming video to the masses, and with Facebook Live, marketers have a readily accessible vehicle to give behind the scenes, educational, or even event updates to their audience.

We’ve already seen higher organic reach and results through Facebook Live, and with Facebook placing more and more emphasis on ‘video’ as a preferred content medium, expect this space to amplify next year.

Facebook Live

Image Source: Facebook Live

2. Immersive Storytelling For Publishers & Brands

The introduction of Instant Articles, has allowed Facebook to become another distribution channel for many news-based organisations, as they can reap the benefits of reduced load time, completely optimised delivery, and an almost completely native home.

As Facebook’s News Feed, becomes increasingly more and more ‘news’ focused rather than ‘friends status’ based – many publishers are tapping into this by providing rich and insightful articles that are shared up to 30% more than their web based news pages.

As a marketer, if your brand isn’t using Canvas ads, you are losing out on engagement, clicks, and conversions.  We’ve seen a large increase in overall engagement from Canvas Ads, as audiences become familiar with brands’ ability to tell their narrative, and control the messages and images or video they see.

Facebook Canvas

Image Source: facebook.com

3. Facebook Marketplace

So, Facebook has noticed the amount of Groups dedicated to buying, selling and trading goods, and earlier this year delivered ‘Marketplace’ to their apps, which allow users to buy and sell goods.

They’re taking on eBay.

Facebook has seen more than 450 million people visit buy and sell groups each month and with the release of Marketplace, you too, can now trade with people in your local community.
Facebook Marketplace

Image Source: facebook.com

4. Custom Audiences Are The New Norm

Having just one Facebook conversion pixel has made making Custom Audiences easier, and with targeting audiences and customers even more a priority for Facebook Advertisers – it comes as no surprise, that the ability to create niche Custom Audiences are becoming more a focus for brands and marketers.

No longer are you simply relying on website visitors, or fans of your Page.

Now, you can create Custom Audiences, based on Video Engagement, who’s opened your Lead Form, who’s opened your Lead Form but didn’t complete it!

The opportunities this presents marketers keen to target specific audiences is huge, it means that the messaging and Ads you create become more tailored and bespoke, not only for your audiences, but for your audiences engagement history.

Custom Audience

5. Virtual Reality / Augmented Reality

Finally, Facebook 360 has really brought the immersive world to your screen.

This point needs it’s own point, because you’re going to be seeing a lot of this next year – much more than Instant Articles and Canvas, as Virtual Reality and Augmented Reality hit the mainstream.

One only needed to be a bystander to Pokemon Go earlier this year, to see the huge impact that Augmented Reality is going to have – and how it’s going to be a mobile first experience – exactly what Facebook has been moving towards the last few years.

Did we mention that Facebook bought Oculus Rift for $2 billion?

You don’t make that kind of investment without some serious thoughts around how to bring VR to the masses.

Facebook 360

Image Source: https://facebook360.fb.com/

Your Views

That’s where we think Facebook is headed in 2017 – what are your thoughts?

Do you sense something big on the horizon that we’ve missed?

Let us know below.

Audience Overlap: How You Can Use It To Improve Your Facebook Targeting

A common area of confusion many Facebook marketers come across is understanding how much of their marketing is targeting the same people in different AdSets.

What is Audience Overlap

Audience overlap refers to the commonalities that exist between two different audiences.

It is the estimated percentage of people that lie between Audience A, and Audience B.

audience overlap

Why is this a problem?

Well, when Facebook serves Ads to your audience, it does so based on the type of AdSet that you choose when planning your campaign.

Audience Overlap can become a problem if your audiences have similarities, and in many cases, this will be the case.

For example, if you’re marketing a beauty product, you may have the following AdSets:

Audience A: Lookalike Audience of  your website visitors from 10% of Facebook  users

Audience B: Saved Audience of Females 18-28yo.

Now, there is a fair chance that when Facebook generates your Lookalike Audience,  some of your website visitors fit the bill of an 18-28 year old female.

So you would be marketing to the same audience but serving them different AdSets.

This can result in wasted spend because your Ads are essentially playing off and competing against one another.

Who can I look at with Audience Overlap

Currently, you can only check these 3 x audience types:

  1. Custom Audience – Website Visitors, Customers, Email Subscribers etc
  2. Lookalike Audience – Similar looking groups of people that closely resemble an Audience you have information about.
  3. Saved Audience – Any targeting specific attributes of an audience, i.e. interests, behaviours.
facebook audiences

How to use Audience Overlap

Lucky for you, Facebook have made it super easy to check your audiences.

You can access the Audience Overlap tool in Ads Manager or Power Editor.

When looking at your audiences, check which audiences you want to see the overlap between.

NOTE: You can choose up to 5 x audiences, but an audience must have at least 1,000 people to be viewed.

Screen Shot 2016-12-14 at 08.49.10

Then, under Actions, choose the option that says Show Audience Overlap.

You will see a screen like the below that shows you the different overlaps between audiences.

Under Selected Audience, you will see your main audience you want to compare other audiences against.

You can change this in the drop down box in the Selected Audience box.

Underneath, in the Comparison Audiences, you can see different audiences, and how many people, and what percentage of overlap there is in the audiences.

In  my example, I’ve compared a Lookalike Audience of my Prospects & Customers, with a lookalike audience of my Website Visitors.  There’s a very small overlap which means that there will be minimal wastage of any spend if I marketed to both AdSets.

Similarly, I’ve compared my Prospects & Customers Lookalike Audience with a Lookalike Audience that completed a Lead Form, and there is no overlap, so again, good news when marketing to the AdSets.

Screen Shot 2016-12-14 at 08.51.40

You can remove Audiences, by either clicking on the ‘X’ to the right of each audience, or you can add more audiences by clicking the ‘+’ sign at the bottom of the Audience Overlap screen.

Screen Shot 2016-12-14 at 08.58.40

What if I have a large percentage?

If you have two audiences with a high percentage of overlap you need to refine your AdSet targeting and make it more specific so that you can further seperate your audiences and ensure that your AdSets aren’t marketing to the same audience.

If you have specific audiences that overlap, another thing you could do is to compile and amalgamate your audiences into fewer AdSets. 

Final thoughts

There’s a number of ways you can use Audience Overlap to fine tune your Facebook marketing, and not just through identifying overlapping audiences.

For example, you could try to understand the value of your Facebook Fans by comparing these against your website visitors (to see whether your Fans visit your page), or if they have the same interests & behaviours that you want to target.

 

Your thoughts

So there you go, why not login to your Ads Manager or Power Editor and give Audience Overlap a spin.  

Let me know your thoughts, and what you found in the comments below.

How To Get Started Advertising On Facebook

We met with a startup yesterday and one of their very first questions was what their Facebook Campaigns should be.

They launched a new product to market a week ago, and they’d been dabbling with a number of different campaigns, had tried a few things but nothing had really worked.

They had numerous campaigns they were trying to run, with a few different objectives, but really broad audiences, and even though they were driving a hell of a lot of traffic to their site, they weren’t seeing the results or conversions come through at the end.

Starting out on Facebook is hard, it takes time to grow your audience base, and to understand which customers you should be targeting.

Set the correct objective

The first thing we spoke about, was choosing the right campaign topic.

We started to outline and workshop a few questions such as what their objectives were, what were they trying to achieve.

Once you’ve figured out your primary & secondary objectives, you’ll be in the best position to start thinking about budget.

Facebook gives you up to 15 objectives for you to choose from, there’s a healthy array of choice, and allows you to focus on a specific objective.

Facebook Objectives

Which objective is right for you?

Determining where you want to focus your campaign and where your customers are in your purchase funnel, will help determine which objectives are right for you.

A large percentage of our clients choose to ‘Increase conversion on your website’ which is completely understandable – it’s at the bottom of the funnel, and means that there’s going to be revenue associated with it.

However, in order for the ‘Conversion’ campaign type to work best – you need to ensure that not only is your Facebook Pixel loaded and installed correctly (read Blog Post here), but that you have standard or custom events set up on the pages you want your customers to convert.

You also need to remember, that once you grab all the ‘low hanging fruit’, and easy to reach customers, i.e. your Fans, website visitors, then you need to find more of those people to fill the top of your funnel.

What is the funnel?

The customer purchase funnel is the journey that every consumer goes on prior to purchasing a product or service.

The customer purchase funnel is made up of 5 x key steps:

Customer Purchase Funnel

You’ve no doubt gone through this yourself when you’re making any purchase, big or small, but the example we often use is choosing a car.

Let’s take the example if you’re looking at upgrading your car because you have a growing family.

Awareness

If I asked you how many car brands you could name, how many could you?  Our rough guess, off the top of your head, is that you could name anywhere between 20-30, depending on how big a car enthusiast you are.

Through your life, you’ve been exposed to numerous brands, whether you will ever purchase them or not, and you’re aware that they exist.

Education

During our lifetime though, we’ve come to associate car brands with certain things that they do well.

We’ve been educated by these brands on their products, so we know that we associate ‘Ferrari’ with high end sports cars, Jeep, as a car for the outdoors, or four wheel driving, and Peugeot as smaller European style cars.

Each brand will have cars that cross over into different categories, but as a general rule, you will have been educated on their products and offerings by these brands.

Of these 20-30 car brands, you’re educated enough to know that there’s probably half of them you can immediately rule out, and you’re left with 10-15 cars that you believe would ever suit your needs.

Consideration

There comes a stage though, when your current car breaks down one time too many, or you need to upgrade your car, and you’re now considering what kind of car you need to purchase.

You will only ever consider brands, that you’re aware of, and of those brands that you’re aware of, you will consider an even smaller number based on what you know about those brands, and what you’ve been educated on.

For your growing family you’ll automatically discount cars like a Lamborghini or Mini, and instead may focus on cars like a Toyota or Mazda.

Out of the 20-30 cars that you were initially aware of, now you’re in consideration stage, you’ve whittled that number down to 5 cars or so.

Action

The final stage, is taking action.

What is it going to take, to make you purchase.

Of these 5 cars that you’re now considering, the brands will be offering different incentives or offers for you to buy their car, it could be an extended warranty, free air conditioning, or even road side assistance.

Eventually though, after you’ve gone through the brands you’re aware of, and you’ve educated yourself on their merits and benefits, you’ve shortlisted a few that you’re considering, there will be one left that you will purchase.

Advocacy

The 5th and final stage though – is one that you should not forget.

How can you turn your customers into advocates?

Advocates are powerful, because they’ll fill the top of your funnel again, or they may even influence their friends and push them down the funnel very quickly and you’ll end up with prospects in the consideration phase, bypassing and skipping awareness and education due to your advocates favourability and recommendation.

If you have multiple objectives – run multiple Facebook Campaigns.

So, based on what you’re trying to achieve, and which pool of customers you’re trying to grow – you may have a number of different campaigns that you should be running.

It’s important to note with Facebook advertising – that you NEVER try and run a campaign to do multiple things.

You will only dilute your audience, Facebook will optimise your Ad serving incorrectly, and you’ll be left with very mediocre results and zero learnings.

What do you think?

Have you  been running Facebook Advertising?  Have you had any experience good or bad running multiple campaigns at the same time?  How have your campaigns performed?

Be sure to let us know in the comments below.

[FREE GUIDE] – 5 Step Guide To Facebook Ads That Win

CLICK TO DOWNLOAD

If you’re anything like most of our clients, you’ve dabbled with Facebook advertising, or are at least exploring how you can use Facebook advertising for your business.

Like some of our clients, you may be daunted by the complexity of it, you may be experiencing dissatisfaction with your efforts or you aren’t seeing any of the results come in.  

Well, the GOOD NEWS is that we’ve developed a FREE 5-Step Guide that shows you how to create a Facebook Ad that works and delivers you amazing results.

To download your free copy of the 5-Step Guide to Facebook click here.

How To Install the Facebook Pixel Like A Pro

Of all the tools that Facebook has provided marketers in their arsenal of weaponry, the Facebook Pixel is by far the one that marketers should familiarise themselves with and learn how to use.

The Facebook Pixel allows you to retarget people who visit your website, create customised audiences, and understand how many conversions your ads are delivering so you can see which adverts are working best.

The conversion pixel will soon become your new best friend as you will be able to determine which ads are delivering results to meet your campaign and business objectives.  Conversions could be as simple as a click to your website or web page, a completed lead form or sign up, to a product purchase.

How to Create the Facebook Pixel

Your first step is to create the Facebook Pixel.  You can read about how easy it is to create the pixel in our previous post.  If you haven’t had a chance to create the pixel and need to understand how to do it, head on over to the post here.  It will take 2 minutes…

How to Install the Facebook Pixel

Now that you’ve created your pixel, it’s important to understand what it exactly is.  The Facebook Pixel is essentially a piece of code that can be inserted into your website and on every page.  

The Facebook pixel code contains two key elements:

  1. Main Pixel Code
    1. The Main Code sets a benchmark for you to track how many Page Views you receive, and should be installed on every page.  
  2. Event Pixel Code
    1. The Event Code tracks ‘events’, or ‘actions’, that people take, i.e. registration form completion, product purchase, and should be installed on specific pages.
    2. You can create Standard Events (Facebook specified actions) or Custom Events (specified actions by you).
To install the Main Pixel Code:
  1. Go to the Pixels page in Facebook Business Manager
  2. Click Actions > View Pixel Code (see below)
  3. Facebook Pixel Code
  4. Hover over the code and click Copy Code to Clipboard
  5. Click Done
  6. In the back end of your website or in your website template settings section, paste the code after the <head> tags on each web page.
    1. If you use a website client like WordPress, there will likely be a plugin that you can use to ensure this is seamless.
  7. By default your Main Pixel Code will now start measuring how many Page Views you are receiving
To install the Event Pixel Code:
  1. Go to the Pixels page in Facebook Business Manager
  2. Click Create Conversion and then click Track Conversions with Standard Events
  3. Copy the Event Code that you want to add to a specific page
    1. For example, if you want to measure how many users fill out a registration form, copy the Complete Registration code
  4. Again, in the back end of your website, place the relevant code on the relevant pages.
    1. Add your Event Code separately before </script>

Here is an example of what your Facebook Pixel Code will look like with a standard event included.

Full Facebook Pixel Code

  1. Your website original code
  2. Your Facebook Main Pixel Code
  3. Your Facebook Event Pixel Code

These are the 9 x types of Standard Events (and their corresponding code) that you can add:

Website actionStandard event code
View contentfbq(‘track’, ‘ViewContent’);
Searchfbq(‘track’, ‘Search’);
Add to cartfbq(‘track’, ‘AddToCart’);
Add to wishlistfbq(‘track’, ‘AddToWishlist’);
Initiate checkoutfbq(‘track’, ‘InitiateCheckout’);
Add payment infofbq(‘track’, ‘AddPaymentInfo’);
Make purchasefbq(‘track’, ‘Purchase’, {value: ‘0.00’, currency: ‘USD’});
Leadfbq(‘track’, ‘Lead’);
Complete registrationfbq(‘track’, ‘CompleteRegistration’);
IMPORTANT TIP
Place the Standard Event Code on the page where Facebook knows the conversion has happened.

For example, if you are after registration forms completion, you would put the Lead code on the page where the user will land to fill out the form, and your Complete Registration code on the ‘thank you’ page after the Lead has been completed.

So there you go!

You’ve now created and installed the Facebook Pixel on your website – which means not only are you avoiding the 1 critical mistake many Facebook marketers make, but you’re now able to get a greater degree of insight into which adverts are doing well, which campaigns and ads are converting, and how best you can manage your budget.

If you have any questions on the Facebook Pixel, or want some help with your Facebook marketing, be sure to let us know and we’ll help you straight away!

PLUS: If you’d like to receive our FREE Facebook Advertising Planning Template, you can download it here.
Murmur

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