Monthly Archives: July 2014

Eyemails Clients

#Eyemails: How to Setup a Facebook Custom Audience Retargeting Ad

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facebook ads remarket app visitors

Overview of Facebook Audiences

Custom Audiences from your website make it easy to reach a high percentage of people who have visited your website (or TabSite app) back on Facebook.  The pixel knows they have been on your website or app, then when they are on Facebook again, you can deliver an add to them.
Since this can be a specific ad to just those people who you know were on a website page of yours (or a TabSite App of yours), you can deliver the right specific message just to them on Facebook.
It helps you:
  • Bring your website or app visitors back again via the cycle:  they visit your site, you reach out to them via a Ad on Facebook, then click and come back to your site
  • Target people across both their mobile and desktop devices

Setup

Build an audiences list

  • To build a Custom Audiences list using information from your website or TabSite App, go to the Ads Manager and select the Audiences tab in the left-hand side menu
  • On the Audiences page, select Create Audience in the upper right-hand corner.
  • A lightbox will appear with a variety of options. Choose Custom Audience from your Website.
In order to identify the people who visit your website or TabSite App, you’ll need to insert the special code on your site. Here’s how:
  • Place the code provided by Facebook across your webpages or in your TabSite App. To do this, copy the code from the Create Web Remarketing Pixel box, and paste it between the <head> and </head> on all pages of your website.  Or in the box provided by TabSite in the App setup Advanced area.

Location in TabSite app to add Audience pixel code.

  • Once the code has been added, click Create Audience
Notes:
  • You may need to work with your website developer to get the code added to your webpage
  • Be sure to copy 100% of the pixel code so that it works properly
  • Once you’ve created your pixel, you can see its status. Your pixel must be installed properly and viewable on your website to become verified so that you can begin using it to run ads.

Create the Ad

To create an add once you have your custom audience pixel set:

1. Go back to Audiences in your Ad manager

2. Find the Audience you created

3.  In the right side, click to “Create Ad”

retarget an audience on Facebook

Then select the type of Ad you want to use.  We recommend driving traffic to your website or landing tab (Clicks to website) but other Ads can serve other purposes you have.

ad type facebookComplete the Ad setup and your Facebook Custom Audience Retargeting Ads will be live serving ads to just that Custom Audience you reached on your website or TabSite app.

https://www.tabsite.com/blog/setup-facebook-custom-audience-retargeting-ad/

Eyemails Clients

#Eyemails: Top 5 Mistakes Agencies Make in Providing Facebook Marketing Services

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Agency Tips for Providing Facebook Marketing Services

As an agency owner, consultant, or free-lance designer, time is money.   Your goal is to offer clients the most value possible within their project or monthly budget.

Most agency owners, designers and consultants are passionate about what they do. It often doesn’t seem like work so getting off task becomes easy. What starts out as a nice project that fits within the client budget can easily grow into a monster of a project that leaves them with little to no margin or time to continue to grow their business.

Providing Facebook services to clients presents much the same challenge. It’s easy to get caught up in the moment of a new and exciting Facebook project and later find it’s over sold and massively under budget.

Below are 5 mistakes agencies make when offering Facebook services. Avoid these and you can keep customers happy, margins in the green and even get your weekends back!

Top 5 Mistakes Agencies Make When Providing Facebook Marketing Services

1. Not fully understanding customer skill set

Many times a customer may commit to working on a specific part of the project. It could be they offer to provide the art, code for an opt-in form or other needed element for success. However, as the project starts you soon learn they don’t have the skills within their team. This usually slows down the project and/or puts the pressure on you to make up for the slack even though it’s not in the budget.

Tip: Confirm they have the proper skill set to execute needed tasks. Ask for the name of the specific person. Look them up on LinkedIn and other platforms to get to know them and fully understand their background and how you can best work with them.

2. Not understanding customer goals

This includes not understanding their business, marketing and project goals. Often times your expertise and sharing can get a customer really excited and they dream bigger and bigger, and their goal turns into goals plural, and the focus is unclear as to how this piece fits into the overall marketing strategy.

Tip: At the beginning of the project take the time to understand the customer business, marketing and Facebook project goals. If they do not know these, ask them to provide them. To be successful you must come to agreement on at minimum what the project goals and outcomes are.

3. Not setting proper expectations

Often times because you don’t understand their goals or objectives you don’t set proper expectations. This could include too aggressive of timelines, delivery dates and massive scope creep. There may even be confusion as to who is doing what. Who is writing content? Who is doing design? Who is integrating the opt-in form?  Where exactly does this project start and stop?

Tip: Use the goals and objectives as a foundation to properly scope the project and set solid expectations with the client. Make it clear what is included and what is not. Let them know ahead of time what the cost will be if additional features are added in or if more hours on project are required.

4. Not communicating with the client

Often times if you find yourself in a pickle it may seem easier just to avoid the client and try to get the project done as quick as you can. This is the worst possible thing you could do as you now have a project that is likely over scoped, improper expectations set with client and you have questions you are not getting answered.

Tip: Communication is key in all aspects of business. Get on the phone with the client and get the project back on track. Be honest if there are challenges. If scope creep has set in, let them know. Go back to the original contract and figure out a plan to bring the project back within scope. 

5. The maintenance phase is not accounted for

Not including the cost and time for the sustaining of the Facebook page or tab is easy to do.

You were likely excited to get the deal when the project started. Then as you get going you find yourself over extended, under budget and scope creep has consumed your weekend life. What margin you thought you had to maintain the page for a quarter or two has now disappeared.

Tip: Include the maintenance and sustaining phase in the original contract.  Think through what it will take AFTER the initial launch is done and include this.

Bottom line you must take control of the project from day one. Knowing your customer, setting objectives and expectations will get you off to a good start. Keep communication flowing the entire project to minimize any confusion and scope creep.

Facebook page marketing services are a great agency offering if done right. Building tabs, adding email sign-up tabs that perform, running contests, and more can be a great way for social media consultants and marketing agencies to increase revenues.  As well, they can serve as a door opener to more design, strategy and marketing business.  The key is in avoiding these 5 mistakes!

Top 5 Mistakes Agencies Make in Providing Facebook Marketing Services