Фишки настройки рекламы в Facebook, о которых не все знают
15.09.2021Фейсбук постоянно развивается и создает новые более удобные инструменты. В сервисе есть ряд фишек, которые многие не используют просто потому, что не знают о них. В этой статье вы сможете узнать о них и применить в своей практике.
Содержание
5 фишек по настройке рекламы в Фейсбук
Разберем каждую из функций в подробностях.
Тест «Узнаваемость бренда»
Про данный тест знает далеко не каждый. С ним можно понять, насколько аудитория знакома с вашим брендом. После проведения теста можно повысить узнаваемость своего продукта и понять, есть ли смысл уделять больше внимания рекламе бренда. Стоит учесть, что такой опросник доступен только тем пользователям, затраты в аккаунтах которых превысили 6 тыс. долларов за все время.
Для настройки теста необходимо:
- Выбрать, что будет тестироваться (аккаунт, РК, группа кампаний).
- Определить страницу, от которой будет выполняться тестирование.
- Установить регион и выбрать временной период для опросника (не менее 14 дней).
- Дать тесту название, выбрать язык.
- Сформировать вопрос из списка.
- Включить «События конверсий» и выбрать актуальные из них для воронки.
Читайте также: Как изменить название бизнес-страницы в Фейсбук?
Согласно выбранным настройкам теста, Фейсбук покажет процент чувствительности. После этого происходит запуск опросника, а когда он будет завершен, на электронку придет уведомление. Затем можно изучить его результаты.
Шаблон названий
Это новая функция и она присутствует пока не во всех профилях. С «шаблоном названий» удается структурировать аккаунт, благодаря чему специалист легко сориентируется в Ads Manager. В особенности данная функция будет полезна, когда в аккаунте много РК и целей.
Инспектор
С инструментом «инспектор» можно проводить анализ пересечения групп объявлений внутри аккаунта без их сохранения. Есть возможность изучения трех графиков:
- Первый из них отображает долю пересечений группы с другими в профиле, количество лидов и цену. Влияние увеличения и уменьшения доли пересечения на ряд других показателей можно видеть наглядно.
- С графиком «конкуренция на аукционе» можно проследить зависимость цены за лид от роста или снижения конкуренции на аукционе.
- На третьем графике видна доля пересечения на аукционах во время обучения, а также после него. Через дополнительную статистику можно просмотреть пересечение текущей группы объявлений с долями и группами.
Динамическая UTM-метка
UTM-метка нередко указывается вручную, что не очень удобно:
- Тратится время на составление метки.
- При большом количестве объявлений увеличивается вероятность ошибки при создании метки. После этого в статистике от Гугл возникает путаница.
- Когда объявления дублируются, метки забывают редактировать.
Именно поэтому рекомендуется задействовать динамическую UTM-метку. Ее смысл состоит в том, что название РК, группы объявлений и объявления подставляются автоматически и правильно передают данные.
Пиксель с таймером
Бывают ситуации, когда просто установки пикселя на сайт не хватает. Если длительность сеансов короткая, процент отказов высокий, необходимо использовать пиксель с таймером. Таким образом, удается повысить результативность. Для этого в код пикселя нужно вставить следующий фрагмент:
setTimeout(function() {
fbq(‘track’, ‘PageView’);
}, 15000);
Читайте также: Анализ активности конкурентов в Facebook
В приведенном примере таймер будет реагировать через 15 секунд после перехода пользователя на сайт. Время срабатывания можно устанавливать по своему усмотрению.
-> ЛУЧШИЙ TELEGRAM-КАНАЛ О НАСТРОЙКЕ ТАРГЕТИРОВАННОЙ РЕКЛАМЫ <–
Практикующий таргетолог и автор двух практических курсов по тергетированной рекламе.
Ответить
Хотите присоединиться к обсуждению?
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