How Many Times Do People See Your Ad?

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Transcript

Hello, and welcome to this week’s talking. And it’s been Alex. We’ve also got Tom on the webcam, it can be both coming for today.

And I really can be going through and how many times people at the same people will see you ads on Facebook. And Tom’s got some other stuff to do with frequency and saturation that we’re going to cover. And also Alex is going to go through some remarketing stuff and how to get the people that have seen your ads on your website. So yeah, we’ll find something interesting to take away from it.

Yeah, so.

So my Oh, we bring you in. And then you wanted to mention it last week didn’t worry about people seeing the say the same people how often they’re seeing your ads. So can you see that right?

Yeah, that’s right. So one of the things we were sorting through was, yeah, this whole element of frequency and then how often should your ad BC and in terms of the so slightly different depending on what the objective is, if you’re talking about remarketing later on, and you probably will not be seen more times But broadly speaking, is actually have an indicator also of what your audience is completely saturated. By that I mean, how’s your reached every single person in that audience and easy just going through them again, and again. So from the example you can see that we’ve got two sets, one that’s mortgage broker broad, which I think is got 120,000 people in it, mortgage loans, bad credit Hd 250 and the last 7000 people in it. So we ran similar budgets to the two and as you’ll see that far right column, the frequency for the mortgage broker boys about one, the ad has been seen by everyone 1.27 times, which is about what you’d probably expect. But then you see on a mortgage loans, bad credit, it’s been seen 4.42.

So that’s quite a lot of sort of times, those people have seen the ads, it’s probably it’s probably too much. And the challenge that you sort of have is, if you’re an keeps getting shown to the same people too many times, and they’re not clicking, they’re not selling into leads. Well, for one thing, it’s a waste of money, that it actually becomes worth value as time goes on. Because it shows that Facebook understand that no actions have been taken. And, and people may start hiding your ads reporting exists, it’s too often that kind of thing. And then you’ll start to see your cost per thousand impressions going up. So somebody has really taught me to be kind of like careful with the done when you’re out to be seen too many times, also seen by the same people too many times, because it can actually be counterproductive. And one thing is, as well, it’s actually potentially an indicator of your audience being saturated.

So in that case, you’ve got, as we said before, yeah, I’ve been seen by every single person in the audience. And, and it started going through them again. And there’s actually a way you can actually check feel or the saturation as well. So basically, what you would actually do is when you have your ad set, and there’s something called your ad status. If you hover over that, you can click on the delivery insights. And it brings you this it actually shows, okay, so it gives you some data and gives you a date, how many impressions you’ve had, and you’ll see that far right ratio, your audience reached ratio.

So that shows what percentage of your audience and your answers or your campaign is reached. So you’ll see on that that bottom day, which means 22nd is Yep, so 4% of our 4.28% of orders have been seen by 20 seconds by the time I got to the 26 was 9.67, so you can see what so almost going at once like like 1% a day, we’ve essentially got 94% left to play with. So broadly speaking, you’ve always got 90 days of the campaign until you saturate your audience. But that’s and then again, not strictly true, because your audience will then replaced with new people as new people, you know, fall into that audience because of the things I’ve done. So it’s a remarketing audience, they don’t remove your website, they interact, removing posts or pages on Facebook, they start to get thrown into the audience. So that’s why you see that middle column, the first time pressure ratio that will always go down because fewer people will see your ad for the very first time until I always get replenished. And then next thing you know, you’re getting in front of new people for the first time once again, so it is just important, it’s really important if you’re a small audience. So particularly brokers are doing things locally, we don’t really actually which issue with it when we do things nationally that if you’re doing it and say, I don’t know what audience say.

So I’m our national remarketing audience, about 232 thousand. And if you do that locally, obviously, it’s a lot smaller. So as you’re kind of and get shown, you’ll be seeing the game front of that small audience more often. And that’s when you saw that you frequency in your saturation issues come cool. Nice. Sounds good. I mean, we’ve had some I’m thinking that wasn’t like a mortgage, this one, we’ve got a really sort of niche insurance products. And sometimes we’ll have like, small audience on LinkedIn and a small one on Facebook, and sometimes just pausing it, and then going over to the LinkedIn one, and then coming back to it later, we get better results. Because either the audience has built up bit more, or you know, people have then forgotten about it. And then that actually can be, I suppose, because sometimes you do not everyone’s going to act the first time they see the ad, they might take two or three times. But I think you’re right, like four times. And you’ve only got one in add in there. And it’s literally the same one could be like, I just happen to be I mean, I haven’t seen before and you see the same at numerous times. It’s like you thought it clearly. Yeah, and it just doesn’t look right.

Mm hmm. And I think some pretty much all the all the sort of how to episodes we don’t want we talked about the location target and everything was like, it just seems like the bigger your audience the better in kinda like every every front, right? Isn’t it? Because you’re not?

Yeah, absolutely. Everything’s bad value is less competitive to get in front of a larger audience. So you CPM, the lower the audience replaces quicker the sphere frequency problems for us? Yeah, always, if you can do it nationally, I would always say do it. It’s nice, because it’s always always can be sort of, sometimes enough to two or three times cheaper to get the lead in nationally, that can be locally. So yeah, absolutely no brainer for us.

Having said that, I was speaking to someone yesterday, and I was just reviewing their account. And they had like three and a half million people in the audience. It was like, too big. So he’s getting just getting that balance, isn’t it and you don’t, a lot of times, you don’t know until you’ve run some ads to find out. It’s because we got there was another guy who wanted us to do like a strategy session for a day. And I was like, I can’t really tell you anything until we’ve actually run some out. So whether together find the audience without ever going to be good until the actually runs and stuff. So I think you’ve always got to spend a little bit of money in the beginning just to find out what’s going to work and then it should get better and better and better.

Yeah, absolutely. And when you say about the big audiences, then it makes sense to go through and start narrowing them, as you’ve said, in terms of Yeah, yeah, absolutely huge audiences, then it’s quite good to go through have the audience is almost like your base audience that you go through, then you split them into like males, females, by age groups, and by any other kind of interests that are also relevant as well, and then run them as different assets, each outset sort of comfortable, you know, having stated got 20 quid a day you’re running for ad sets have five pounds each on each outset. And yeah, then see up thumbs down, you can see some, some perform better than others. And also, you can be more targeted with your ads as well. Yep. Awesome. Cool. And then you we were looking through looking at rules and automation and things like that the other week, and we found a role where you can, if your frequency is greater than two, you can then push it back.

Yeah, that’s right. In terms where you can set that frequency, I think it was to whatever, whatever it was, you can, you can do quite a few things with it, you can pause your campaign, you can get notified or you can come up and or increase or decrease your budget, or even your bid, which is still quite the that the bill the bill adjustment things quite interesting. And some of that mean, we know when I saw how good of a look at in terms of Yeah, so you can always get a warning through that if your frequency is greater than whatever you want it to be with us two or three, we’d probably have maybe have it to, you tend to want your frequencies, but to be between one and two. If it goes above that, and you start to think, okay, maybe maybe these people are seeing it too often. Or we’re all certainly it’s that alarm bells that maybe the the audience is becoming saturated. So yeah, in terms of, again, using the rules to sort of alert you of that and then make any adjustments is, yeah, there’s maybe like we do with as much stuff as we can to make it as automated as possible.

Cool. All right. Nice. If anyone’s got any questions on that gives a shout on that. And then yes, I’m going to talk about real marketing. So this is when someone goes to your website, and you do want them to see an ad. And this is where we get most of our business from as an agency. And it just works well in all because the chances of someone wanting to get quote from you or do business with you, the first time they ever see you is pretty slim. And in fact, the ones that don’t jump just then that can make a considered decision. We had a client in yesterday in the office who originally saw us July last year. And because they see stuff like this and they see remarketing ads or things like that, then they’ve got to know us a lot more. And it’s kind of that we all want business quickly. But unfortunately, it is not always going to happen. So cool, right? I’m going to I think I’m prepared for once.

Cool. Okay. So first of all, you want to make sure you have got the facebook pixel all on your website. And if you’re not sure, and you use Chrome, there’s a Chrome extension called facebook pixel helper. And if we jump over to our website, and it comes up as this little thing here. No, it wouldn’t work with it. Okay, well, for some reason, it’s not coming up. But if it’s green, you’ve got it on that. I don’t know why that’s not showing. That’s a bit annoying. Okay. Apologies. It was working two seconds ago. If it’s green, it’s working if it’s got to in there as far as we go. So yeah, it’s telling me that I’m tracking page views. And this is my pixel numbers, you can go in your account and double check your pixel ID, we did work with one client who had about six Facebook pixels on our website, just make sure you’ve got one pixel per website, if you’ve got multiple brands, make sure you got a separate pixel from each one. Because if you’ve created those different brands, it’s probably because they’re different audiences see if this is going to work properly, one pixel one website one audience if that makes sense.

Cool. So okay. And then if to create that remarketing audience if you go into ads manager an audience is that will bring open your audiences. Funny enough. And then it’s really simple, literally going create audience create custom audience. And then from website traffic us obviously loads of other examples, I’m sure we’ll do some tutorials and stuff on that. But essentially go to website traffic. And then yeah, if you want to do as simple as anyone that’s been on your website in the last 30 days is already set up as default. And I saw like, call it Ria Rm 30, you might want to do over 60 or 90 days, however you want to do it. So you could create that audience, you could create an audience of people that have been on a specific page, so we can include or exclude them by page. So if you don’t want to get in front of someone that is already a lead, there’s couple of ways of doing that, actually, you can exclude them by account got lead tracking on here, because it’s a test account. But if you’ve got a lead as a an event setup already, you can exclude people who are a lead if that makes sense, because you may because if you’ve already spoke to them, you may not want them. So your answer is different.

For us as an agency, we like to our leads, just keep seeing our ads, because it’s a longer sales process. But as a broker you may not want to. And then you can also do it by time spent as well. So the top 25% so the 25 out of all the people who have been on your website in the last 90 days, the top 25% that spend the most time on your site, if you want to go into that sort of detail, a lot of like smaller companies probably don’t, just depends on how much traffic you’re getting, really, whether that’s worthwhile or not. And it’s so easy that you just create, literally create your audience. And then it’s in your list of audiences that you can you can use when you when you set up your outset, you can also create a look alike of that audience as well. So find new people similar to your existing users. So I can find people who are similar to the people that spend the most time on my website. So that’s pretty cool. And then create that and then it will say, because I call it Rm 30, or say, Rm 30 look like once is created.

And then it’s pretty easy to us. If I go back to my test account, Once it loads it. I think I’m on the wrong Wi Fi. That’s why everything’s a bit slow. So I can edit my targeting. Now I should be able to choose that audience I just created. My internet is being very slow. Yeah, never works when you live. There we go.

Oh, yeah, by the way, let’s do a little mini announcement. As we all know, it’s letting up now. So hang on me, Tom. Sophie and I are sleeping rough in Cambridge United Football Stadium this Friday for homeless charities. There’s one called Jimmy’s in Cambridge. So it helps famous people in Cambridge. There’s also one called St. Charles united, which I think is amazing charity. They did the Football World Cup for homeless kids alongside the FIFA Football World Cup in Russia. It’s incredible. I put a link out to their YouTube, I’ll put a link in the comments to that as well. And to just give them page if you’ve got five of your English pounds. That would be amazing. Right? Okay, so I finally just jump back to screen.

Okay, so if I go down to my audience and go custom audience, my, that one I just created is right at the top. And that’s it. I don’t need to do any other targeting. Just select that one. That’s it. Easy peasy. There we go.

Cool.

That’s possible for you if you don’t have the pixel, so that’s right. Yeah, if you don’t have the pixel that’s not going to work, the pixel captures the Facebook user connects it with the visit, if that makes sense. So yeah, in that if you haven’t got that sorted out, you it won’t work properly. Or if you’re pixels on a different website, or that it’s very important that you get that fix that pixel. So it’s, I think, if you go in here, you can double check, your pixel ID is gonna take forever to load. But I don’t think I’m going to be able to show you live. But essentially, if anyone wants to know, give me a shout. And I can I can sort it out for you. Cool. All right.

Unknown 17:01
Are we doing a blog asleep? We are going to there hasn’t been a blog for ages. But yeah, we’ll certainly be approving these and I’m going the week after I’ve got a talk in Cambridge at a conference and then I’m going to another conference. So there’s lots of interesting stuff going in that blog.

Yeah. Well, thank you, everyone for watching.

See you next week.

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