Meer resultaat uit je advertenties op Facebook? Deze 5 gratis Facebooktools helpen je

11 mei 2017, 11:00

Als je adverteert op Facebook en Instagram wil je uiteraard zoveel mogelijk resultaat boeken. Om dat te bereiken kan je de hulp van experts inschakelen of zelf aan de slag gaan met behulp van handige tools. Er zijn tientallen – zo niet honderden – tools op de markt. Maar wat veel adverteerders niet weten is dat Facebook ook zelf een aantal bekende en minder bekende tools aanbiedt. In dit artikel een overzicht van 5 handige en gratis Facebook-tools.

1. Pixel Helper

Als je gebruikt wilt maken van website retargeting en conversietracking is het noodzakelijk om een pixel op (een deel van) je website te plaatsen. Om te controleren of deze goed is geïmplementeerd kan je gebruik maken van de Facebook Pixel Helper, een gratis Chrome plugin. Na het installeren van de Pixel Helper zie je bij het bezoeken van een website gelijk of er Facebook pixels zijn geplaatst en of deze correct werken. Wanneer er een Facebook pixel is geïnstalleerd, dan wordt het </> icoontje blauw en geeft het aan hoeveel pixels en events er zijn gevonden. Als er geen pixels zijn gevonden dan blijft het icoontje grijs. Mocht er wel een pixel worden aangetroffen maar laadt deze niet juist, dan geeft de Pixel Helper gelijk aan hoe je dit probleem kan oplossen.

Tip: Naast het controleren van je eigen pixels is dit ook een hele simpele manier om te achterhalen of bijvoorbeeld bepaalde concurrenten Facebook retargeting inzetten en gebruik maken van conversietracking.

2. Audience Insights

Audience Insights is een tool van Facebook die gedetailleerd inzicht geeft in geselecteerde doelgroepen. Dit kan je hele waardevolle informatie geven over bijvoorbeeld jouw fans, de gebruikers uit een custom audience of interessante klantensegmenten.

Welke inzichten kan Audience Insights je geven?

Als je voor het eerst op Audience Insights komt, kan je aangeven of je insights wilt ontvangen van alle Facebookgebruikers, de fans van jouw pagina, of aangepaste doelgroepen. Vervolgens kan je jouw doelgroep specificeren door verschillende variabalen in te voeren aan de linkerkant.

1. Locatie: standaard staat als land Verenigde Staten ingesteld maar dit kan je eenvoudig aanpassen naar Nederland

2. Interesses: wil je een doelgroep met bepaalde interesses analyseren? Vul deze dan hier in. Naast algemene interesses zijn veel grote pagina’s ook als specifieke interesses beschikbaar, dus je kunt hiermee ook fans van bepaalde pagina’s analyseren, ook als je hiervan geen beheerder bent

3. Connecties: hier kan je de door jouw beheerde pagina’s invullen om de fans van deze pagina te analyseren.

4. Geavanceerd: hier kan je een selectie maken uit alle door jou gedefinieerde doelgroepen

5. Pagina-vind-ik-leuks: dit tabblad geeft zeer waardevolle informatie over de pagina’s die de door jou gekozen doelgroep leuk vindt (zeer bruikbare info om de targeting van jouw advertenties te verfijnen)

De gespecificeerde doelgroepen in Audience Insights kan je ook gelijk opslaan zodat je deze kan selecteren tijdens het opzetten van je campagnes.

3. Audience Overlap

Benieuwd hoeveel overlap er zit tussen verschillende doelgroepen? Ook daar heeft Facebook een handige tool voor: de Audience Overlap. Hiermee kan je precies zien hoeveel overlap er zit tussen geselecteerde Custom Audiences, Lookalike Audiences en Saved Audiences. Zo kan je bijvoorbeeld gemakkelijk achterhalen hoeveel van jouw fans jouw website hebben bezocht in de afgelopen maand of hoeveel overlap er zit tussen jouw fans en die van een concurrent.

Om deze tool te gebruiken bezoek je het tabblad Audiences (of doelgroepen) in de Business Manager en selecteer je de doelgroepen die je wilt analyseren. Vervolgens kies je onder actions de optie ‘Show Audience Overlap’. Als resultaat zie je dan overzichtelijk gevisualiseerd hoeveel overlap er absoluut en procentueel is. Zo zie hier boven dat slechts 5% van de fans van mijn pagina Likeconomics mijn website in de afgelopen 14 dagen heeft bezocht. In dit uitgebreide artikel van Jon Loomer vind je nog meer handige toepassingen van Audience Overlap.

Tip: Om te voorkomen dat jouw advertenties tegen elkaar bieden in dezelfde veiling (wat de prijs opdrijft), is het aan te raden om weinig tot geen overlap te hebben tussen de doelgroepen die je probeert te bereiken.

4. Image Text Check

Afbeeldingen die als advertentie in het nieuwsoverzicht verschijnen mochten in het verleden niet meer dan 20% tekst bevatten. Deze regel had Facebook in het leven geroepen om te voorkomen dat er advertenties vol met schreeuwerige teksten in hun netwerk verschijnen. Tegenwoordig geldt deze regel niet meer, maar zodra jouw advertentie teveel tekst bevat, geeft Facebook deze wel een stuk minder bereik. Om dit te voorkomen heeft Facebook een handige tool: de Image Text Check. Hiermee kan je controleren hoe Facebook jouw afbeeldingen beoordeelt. Als je jouw afbeeldingen uploadt geeft de tool aan of afbeelding OK is, weinig, medium of teveel tekst bevat en wat daarvan de impact is op jouw bereik.

5. Creative Hub

Met de Creative Hub kan je gemakkelijk jouw mockups van jouw advertenties delen met jouw collega’s of klanten. Zo kan je feedback ontvangen op verschillende versies, voordat ze live gaan. Ook kan je met een paar klikken testen hoe je advertenties er uit komen te zien op mobiel en tablet. Tevens bevat de Creative Hub een galerij met vele internationale voorbeelden van creatieve advertenties. Ideaal om inspiratie op te doen voor jouw volgende Facebook of Instagram-campagne.

Nog meer tips en tools? Bezoek het Congres Facebook Marketing

Wil je nog meer tips om meer zakelijk resultaat met Facebook & Instagram te halen? Kom dan naar de vijfde editie van het Congres Facebook Marketing op donderdag 8 juni in de Jaarbeurs Utrecht waar Marketingfacts mediapartner van is. Ook dit jaar delen we de nieuwste trends op het gebied van commerce, service en branding met Facebook, WhatsApp en Instagram.

Peter Minkjan
Mede-eigenaar en marketingmanager bij 360 Scouting

Mede-eigenaar en marketingmanager bij 360 Scouting, waar ik mijn passie voor marketing, voetbal en innovatie kan combineren. Samen met een team van elite videoscouts helpen wij betaald voetbalclubs uit binnen- en buitenland om meer geschikte spelers te vinden. De scouts, verspreid over drie continenten, behoren tot de absolute top 1% na een zeer uitgebreide selectieprocedure.

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6 Reacties

    Jasper Oldersom

    Ha Peter,

    Bedankt voor het delen van deze tools. Fijn dat Facebook zelf zo veel waardevolle tools biedt om het adverteren te optimaliseren.

    Audience overlap ziet eruit als een waardevolle tool. Het is goed om te weten over een een overlap zit tussen je verschillende doelgroepen. Ik zal het artikel van Jon Loomer eens grondig doorspitten. 🙂

    Uit onze ervaring blijkt dat wanneer je je niet aan de 20% regel houdt, dit de campagne aanzienlijk slechter laat presteren. Dat is dus nog steeds iets om écht rekening mee te houden, ondanks de afschaffing van de regel.

    De creative hub is ook zeer handig voor bureaus zoals de onze, omdat wij regelmatig advertenties met klanten delen vóórdat deze live gaan.

    Groeten,

    Jasper van Dokter Klik.


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