Data Standardization Worksheet
This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.
What is an Ads Tool?
An ads tool is used to manage and analyze the performance of paid advertising campaigns within the ad platform. Google Ads and Facebook Insights are two platforms that offer their own ads tools.
Go to Google Ads, and you’ll be able to see everything that people do when interacting with your ads. You can see what they’re searching for when they’ve clicked your ads, what sites they’re clicking through from, and how successful your campaign is. You can also compare metrics from week to week, month to month, or even year-over-year.
Facebook Ads operates similarly. You can see each individual marketing campaign. Where Facebook differs is the granular level through which you can track the people responding to those ads. You can see pretty much anyone’s in-depth information. You can even see if someone has had a birthday or even if someone has a friend who has had a birthday.
That’s because Facebook collects an extraordinary amount of information about each person. And it translates that information into your advertising campaigns.
The problem, however, is that Facebook only covers Facebook. And Google only covers Google. This information isn’t connected in any way, except insofar as Google can see traffic coming from Facebook, and some other basic connections. So, you won’t be able to see how your Facebook and Google campaigns are doing at once.
An ads tool will only work on the platform that you’re paying for ads. Bing is another one that will give you in-depth information about how your Bing ads campaigns are running. Because of this, you’ll usually need a separate, consolidated system. But you can always use these ads tools to look at information specific to the campaign, and pare down to information that you need to know.
Tip 1: Take Control of Your Campaigns in Google Ad Manager
What’s the Google Ad Manager? The Google Ad Manager helps you see how your Google campaigns are doing. Meanwhile, the Google Ads Editor helps you modify your ads in relation to what you see in the Google Ads Manager.
In the manager, you can run multiple advertising campaigns. You can conduct split-testing; target different ads toward different focus groups or the same ads toward different focus groups. You can then draw conclusions from the data you receive.
As always, you’re in control of the data that you collect. In other words, you can choose to target specific demographics and you can choose the campaigns you deliver to them. From there, you can see how effective they are.
The truth is that there’s no ad campaign that’s going to be an immediate winner. Most people don’t know which campaigns are going to be successful until they actually try. Because it’s a lot of trial and error, companies need to be prepared to run multiple campaigns before they figure out what really works.
The Google Ads Manager will ultimately show marketers how successful their campaigns are going to be. But it’s up to the marketer to make the correct decisions and to appropriately optimize their campaigns.
Tip 2: Target Audiences with Ads Manager
The Facebook Business Manager is an advertising campaign manager for Facebook businesses. Once a business has a Facebook page and Facebook presence, it can start creating advertising campaigns for its page, events, and more. The ads manager will show you who is responding to your ads and how much you’re spending on those ads.
The ads manager ads tool is also where you’ll actually create ads. When you create ads on Facebook, you have a lot of options. You can promote a single post. You can upload videos. You can also have image ads or text ads.
You will also be able to select your audience. Facebook will actually tell you whether your audience is right; if you have too small of an audience, you won’t get exposure. If you have too broad an audience, you’re unlikely to garner interest. You will be able to select your audience based on geographic location, demographics, and more.
Facebook is very valuable because of the demographic information it shares. You can target people such as those who are about to get married, or even those who have siblings who are about to get married.
Tip 3: Instagram Ads Managed Via Facebook
What are the types of advertising you can do on Instagram?
Instagram ads are a special case. Instagram didn’t start off as part of Facebook. But it is now. Facebook purchased Instagram and rolled the platform into theirs. The Instagram platform is also unique because you can’t share things to other pages. But you can promote your posts to give them greater visibility.
Instagram is seamlessly integrated into Facebook. When you post things to Instagram, you can automatically push it to Facebook and even Twitter. So, you can use Instagram to manage a lot of your content.
The ads manager Instagram uses is the same as the Facebook Ads Manager. Instagram ads are managed through that. You need to have a Facebook marketing account set up to start promoting things on Instagram. But once you start doing so, you have access to the audience of Instagram, which is very broad and very attracted to specific things (such as attractive and unique products).
Understanding the Facebook advertising platform is the first step toward understanding the Instagram marketing platform and will give you all the tools you really need to improve your marketing strategies.
Tip 4: Get Creative with Ads Facebook
What kind of ads can you run on Facebook? What is the Facebook ad library and how much do Facebook ads cost?
First, you can run a lot of types of ads on Facebook. You can promote pages, you can promote posts, you can write text, photo, or video ads, and you can, of course, also promote Instagram ads. You can run virtually any type of ad you can think of, including carousel ads for multiple slides, or ads that fine-tune themselves to your audience.
But Facebook also can reject ads. The ads Facebook rejects usually include ads with explicit content. But they will also reject ads that target mature content incorrectly (such as a beer ad that isn’t 21+) or ads that have too much text (as these tend to be distracting and difficult for people to read).
What is the Facebook ads library? It’s a library of all the ads on Facebook. It’s used for the purposes of transparency and can give you a better idea of the types of ads that Facebook runs. Facebook ads cost is usually controlled by you; you set the budget and Facebook determines the cost based on the desirability of your targeting.
Tip 5: Leverage the Essential Capabilities of Google Analytics
Google Analytics is a powerful system that lets you see the traffic on your site, as well as conversions that you’re achieving via your Google Analytics dashboard. Through the Google Analytics dashboard, you’ll be able to see where your traffic is coming from, where it’s going, how long people are staying on your site, and what they’re doing when they’re on your site.
In Google Analytics, you will be able to get a Google Analytics code that you place in your header. That makes it easier for Google to collect traffic information on your site.
Google Analytics is a robust way to track people through your site and through their buyer journey. The problem is that it only looks at people on your site. It can’t tell you anything about their demographic information from Facebook or Twitter because it’s not connected to Facebook or Twitter.
You could have a paid campaign on many platforms at once. But without a consolidated dashboard, you won’t have information about everything available to you.
Google Analytics is one of the most powerful free ads campaign solutions out there. It’s absolutely essential for anyone trying to build traffic and conversion through their website.
Tip 6: Weigh the Benefits of an Ads Software Free Download
Do you need to look for an ads software free download?
For the most part, you aren’t going to need an ads tool download. From Google to Facebook to Instagram, most ads tools are online. But you might need to install an app. Facebook has the Facebook Insights app that shows you everything about your Facebook business marketing campaigns.
But while you are able to download ads software, most of these platforms are going to report only their own metrics. The Google Ads platform will be connected to the Google Analytics platform, and your Google Analytics platform can tell you which of your traffic came from other social media accounts. But it’s limited to that information.
Siloed ad metrics are a problem because you can’t see how your campaigns are interacting with each other. You may be pulling in, for instance, specific demographics from Facebook, and those demographics may not mesh well with the demographics that respond to your website.
Lumenad is a Software-as-a-Service platform that allows marketers to see ad campaign performance across channels, with all metrics equalized. This is called Advertising Intelligence. Advertising Intelligence ensures that you are making apples-to-apples comparisons across multiple channels. And you’ll have a dashboard that makes it possible to see all your information at once.
Having a consolidated, real-time dashboard makes it easier for marketers to make decisions. It also makes it so that marketers are able to make better decisions about their advertising spend.