FACEBOOK ADVERTISING: KICKSTARTER PRE-LAUNCH CHECKLIST - Advertising Agency

FACEBOOK ADVERTISING

KICKSTARTER PRE-LAUNCH CHECKLIST

1. GOOGLE ANALYTICS

Sign up on Google Analytics:

❏ Create a new Google Analytics property:

  • save the tracking ID ​for later reference,
  • save the tracking code​ for later reference,

❏ Install Google Analytics tracking code on your website:

  • Admin > Property: Tracking Info: Tracking Code
  • Copy and paste the tracking code to the Head section of your website’s template,

❏ Add Google Analytics tracking ID to your Kickstarter project

  •  Kickstarter.com > Edit Project > About You (see Kickstarter FAQ)

❏ Assign administrators:

  • Admin > Property: User Management > Add Permissions,

❏ Create a new Filter to exclude your personal visits:

  • Admin > Views: Filters > Add Filter > Predefined ­ Exclude ­ Traffic From the IP Addresses ­ that are equal to: ZZZ.ZZZ.ZZZ.ZZZ,
  • Create a second Filter to exclude visits from your company’s employees,

❏ Enable data collection for Remarketing:

  • Admin > Property: Tracking Info: Data Collection > Remarketing: ON,

❏ Enable data collection for Advertising Report Features:

  • Admin > Property: Tracking Info: Data Collection > Advertising Report Features: ON,

❏ Link Google Analytics to your Google Adwords account:

  • Admin > Property: Product Linking: Adwords Linking > New Link Group,

❏ Create a remarketing audience for all visitors:

  • Admin > Property: Remarketing: Audiences > New Audience,

❏ Create a conversion goal for email sign ups:

  • Admin > View: Goals > New Goal > Custom ­ Destination ­ Equals to (or Regular Expression) ­ / XYZ

❏ Enable E­Commerce data to track Kickstarter sales:

  • Admin > View: Ecommerce Settings > Enable Ecommerce: ON, Enhanced Ecommerce Settings: OFF (Note: do not ​turn “Enhanced settings on” or it will break Kickstarter’s tracking)

2. FACEBOOK AD ACCOUNT

Go to your Ad Account in Facebook Ads Manager:

❏ Update Ad Account information:

  • Ads Manager > Account Settings > Account Information,

❏ Assign Ad Account administrators, advertisers:

  • Ads Manager > Account Settings: Page Roles > Add a Person: Ad Account Advertiser,

❏ Update payment methods and add a 2nd one (just in case):

  • Ads Manager > Billing > Add Payment Method,

❏ Check Ad Account billing threshold and spending limits:

  • Ads Manager > Billing,

❏ Generate your Facebook Pixel and install it on your website:

  • Ads Manager > Tools: Pixels > Actions: View Pixel,
  • Copy and paste the code into the Head section of your website’s template,

❏ Upload your entire email list as a Custom Audience:

  • Ads Manager > Create Audience: Custom Audience > Customer List > Upload a File (you will need a .csv file with the emails),

❏ Create Lookalike Audiences from your email list:

  • Ads Manager > Create Audience: Lookalike Audience,
  • Note: have to create lookalike audiences for each country, and need at least 100 people from a country in the email list/conversion pixel,
  • Create different percentage (1% ­ 10%) lookalike audiences, depending on the country and size,

❏ Create a Website Custom Audience (remarketing) for all visitors:

  • Ads Manager > Create Audience: Custom Audience > Website Traffic > Anyone Who Visits Your Website: 180 days,

❏ Create other Website Custom Audiences:

  • for landing page,
  • for sign­up page,
  • for confirmation page (if applicable)

3. WEBSITE / LANDING PAGE

Create responsive​ landing page and thank you page (mobile ​first!!)

❏ Update page Meta Title ​and Meta Description,​

❏ Implement Facebook’s​Open Graph tags​ for correct rendering on Facebook,

❏ Use Facebook Debug Tool and force Facebook to scrape new landing page information,

❏ Install Google Analytics ​tracking code on your website,

❏ Install Facebook Pixel ​on your website,

❏ Install Google Adwords remarketing​ code on your website,

❏ Install AdRoll/Perfect Audience/Twitter remarketing​ codes on your website,

❏ Install Facebook conversion pixel/custom conversions/standard event ​on the thank you page,

❏ Set up a Google Analytics goal​ to track sign­ups,

❏ Write clear benefit­-driven​ headline, sub­headline, and sales copy,

❏ Add social sharing buttons ​on the thank you page (linking to the landing page),

❏ Add 2 sign­-up forms​ on the landing page: 1 at the top, 1 at the bottom,

❏ Add an exit-­intent po-p­up​ form use the List Builder tool by SumoMe,

❏ Connect sign­up forms with your email service provider​,

Disable ​two­ step email confirmation (everyone who signs up should immediately​ be confirmed and added to your email list.)

4. EMAIL

Sign up for an email service provider​ of your choice:

  • Mailchimp, Aweber, ConvertKit…

❏ Add administrators/editors ​to your account,

❏ Create a new List ​for your crowdfunding campaign,

❏ Disable ​two­-step email confirmation for the List,

Update ​List default / privacy settings,

  • e.g. “From” should be “Name | Company”,

❏ Prepare unique UTM tracking ​parameters to track each email campaign,

❏ Create an autoresponder campaign, ​triggered immediately after a sign up:

  • DAY 0​ (immediately): thank people for signing up, let them know about the next emails, ask who they are and where they come from,
  • DAY 1 ​(24h later): define your (and your audience’s) most painful problem and tell why it matters,
  • DAY 2 ​(24h later): define the incredible revelation you had about the problem/industry/product ­ what’s broken and what can be fixed, emphasize your authority in the subject,
  • DAY 3 ​(24h later): define the struggles you went through to create the dream solution to everyone’s pains,
  • DAY 4 ​(24h later): re­iterate the unique benefits of the product, add social proof, ask for opinion about the product,

❏ Prepare email broadcasts ​(not ​sent automatically):

  • DAY X​ (24h before the launch): sharing the exact time of the launch by timezones, mention scarcity of the exclusive rewards, ask for confirmation ­ will they back you?
  • DAY Y​ (launch time): sell, sell, SELL!!!
  • DAY Y ​(immediately after hitting initial goal): less aggressive ­ thank to all backers, remind scarcity, add positive comments and social proof.

5. FACEBOOK AD CAMPAIGNS

Research your target audiences with A​udience Insights:​

  • Ads Manager > Tools: Audience Insights,
  • Enter the seed audience you want to analyze in the sidebar and click “Page Likes” in the top menu bar to identify the main pages people follow,
  • Write down a list of as many pages/brands/websites/authors that might be relevant to your product and target audience,

❏ Set up campaigns by countries or regions:

  • Website Conversions objective,
  • countries must be with similar purchasing power and similar CPM; US separately,​

❏ Set up split­ tests for your audiences and placements:

  • ~5 interests x 2 placements (mobile news feed and desktop news feed) = ~10 ad sets in each campaign,
  • Exclude people who clicked on the ads by excluding the Website Custom Audience for 180 days,

❏ Set up ads:

  • Design 3 ad images of your product (1200x628px in dimensions, saved in .png),
  • Write down 2 text variations (headline/link description/post text combinations) in a spreadsheet,
  • Create 6 ad variations as unpublished posts in Power Editor,
  • Set up 6 ads in each ad set by selecting the unpublished posts,

❏ Attach conversion tracking to ads:

  • Connect conversion tracking pixels to each ad,
  • Add UTM parameters in URL Tags field to identify your campaign in Google Analytics,

❏ Use Ad Reports to optimise the campaigns:

  • pause the worst 3­4 ads in each ad set after 1­2 days,
  • pause the worst 5­7 ad sets and reallocate the budget to the winners,
  • analyse different breakdowns (country, gender, age) to remove the worst demographics from targeting,
  • pause all ads but 1 ­ the overall winner across all ad sets ­ after another 1­2 days,
  • push all the advertising budget until an uncomfortable cost per registration,
  • stop the ad campaigns 4­5 days before the launch day to allow the autoresponder campaign to complete,

❏ Respond to feedback on ads:

  • Reply to as many comments, questions you receive on the ads, thank people,
  • Hide or delete insulting comments and ban people who wrote them.

❏ Launch a remarketing campaign on the day of the launch:

  • Target your Website Custom Audience and send people directly to the Kickstarter/Indiegogo landing page ­ let it run for 3­5 days and then pause it, so that you don’t overwhelm people.