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This blog post is Part 5 of a 13-part series on '13 Steps to Becoming a Killer Facebook Ads Strategist.' This series is running weekly from June 9 - September 1. See Part 4 Here.
Let me tell you about a big mistake I made with my Facebook ads just a few months ago when launching my new workshop, The List Building Lockbox.
The objectives I chose for my Facebook Ads were 'Website Conversions' and ' Clicks to Website.' That means you have to give Facebook a website url to send people to after they click on your ad. Here's where I messed up and lost money.
I was promoting my workshop with the ads, but I was also promoting on my podcast, in Facebook groups, Instagram and Twitter. I even shared the same link on LinkedIn as well. THE PROBLEM was that I was using the same website url for each of these platforms.
That means I couldn't tell if someone signed up through my ad or from any of the other places I shared the link because the landing page was the same and the url was the same. This is where UTM tracking links come into play. I don't want you to make the same mistake!
UTM Tracking links actually add qualifiers to the end of a url so you can tell exactly how a person got to your landing page. The beginning of the url is the same, but we modify the end of the link based on where we shared each link. We can create one for our ads, and use a different link for organic shares.
First, let's create a UTM link for our ad.
To create our special links, we need to head over to Google URL Builder. This process is easy to do, and you will thank yourself for saving money by tracking your ads like crazy. Here is what the form builder looks like.
You can keep this really simple and specific to you. Note that when someone clicks on this url, they will be able to see it, so keep it classy and not agist or sexist.
I entered the url that I want people to land on. Remember, I was using this same url for my ads and my other shares. Now, I'm entering in some qualifiers so that I know if people are coming from my ad.
In the Campaign Source I enter Facebook Ad because that is the referrer in my case. For Campaign Medium, I put Clicks to Website and for Campaign Name, I put List Building Lockbox because that is what I'm promoting. See my new url below.
You have to read between the special characters, but you can see the qualifiers that I put in. Now I can use this url for my Facebook Ad and track it through my Google Analytics. To track in analytics, go to the Admin page, select Goals and create a new goal. You'll enter in the details from the url AFTER the forward slash. In my case, I would enter from the ? on.
Now let's head over to Facebook's Power Editor and see exactly where our new link should go. We'll be creating an ad during this series, but for now we need to make sure we have the correct url for tracking. This is all part of setting yourself up to be a killer ads strategist!
When we are creating our ad, we want to put our new url in the website area. This is where we want people to land after they click on our ad. With our spiffy new qualifiers, we can be sure that people got to our landing page from our ad.
Now we want to help Facebook track our new link by adding just the UTM portion in the URL Parameters section.
Now we're all set! So what do we do when we want to share the same landing page to our other social media outlets? My preference is to use a link shortener like bit.ly. Use that link to track when someone comes from a social platform. Here's what my recent bit.ly shortener looks like from last week's Huffington Post article I wrote on this Summer Social Series.
I shortened this link and created a custom phrase so that I would know I shared this on various social media platforms. I could easily create an ad to this article by creating a UTM link as I've shown you, and use this link shortener for organic shares. Here is what my analytics for this link look like. Remember, I didn't place an ad to this yet. This was shared right after my article posted and all the clicks are organic and not paid.
Bit.ly gives you some analytics of their own. It tells me that there were 200 clicks from Facebook, 8 from dark posts (which is usually Instagram) and only 1 from Twitter. This makes sense as I shared this link inside just three of my Facebook Groups.
Well there you go! I know this was a lot but so necessary to keep your paid traffic and organic traffic separate. Running ads is more than just writing some copy, creating an image and selecting an audience. You really have to be strategic and put all the pieces into place even before you begin creating your ads. Let me know if this helped you in the comments.
Don't forget to join my Free Resource Library where you can download free images, watch social media in action videos and join my Girlfriend's Guide to Social Media Facebook Group.
P.S. This series is now in ebook form, yay! If you want all these steps in one place download the '10 Steps You Need to Take Before Running Facebook Ads' here for free as my gift to you.