A run through of how to rapidly grow your business using Facebook advertising. If you're new to Facebook advertising, this presentation gives you a run through of what's possible and things you should consider.
9. IT IS A SEPARATE CHANNEL.
STRATEGIES SHOULD BE DIFFERENT.
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About Me:
• Have been in online marketing and SEO for 10 years
• Owner of Overdrive Digital Ltd - specialising in paid search
and social campaigns
• Work with clients across B2B and B2C
• I also run a number of my own projects, testing growth
ideas on a daily basis
• Get in touch! jon@overdrivedigital.co.uk
14. jon@overdrivedigital.co.uk
• Newsfeed - the most native of all placements
• Right-hand side - stands out from the newsfeed, can
offer cheaper CPMs
• Messenger - great for customer service and sales
teams
• Instagram - often better for content promotion rather
than direct sales
• Audience Network - placements outside of Facebook
Regularly test placements:
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Audience Targeting Options
Lookalike Audiences
Allow Facebook to create larger
audiences based on seed data
Website Custom Audiences
Retargeting website visitors or
members of your email newsletter
Interest Targeting
Target people who express
interests in relevant topics.
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Test audiences across multiple
ad sets
Your highest level of control is at the ad set
level. This is where you manage targeting,
budgets and scheduling.
In Facebook, the hierarchy is as follows:
• Account
• Campaign
• Ad Set
• Ad
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Set your pixel events
A set of further events can be added to
track specific actions on your website, and
therefore trigger remarking ads at very
granular points of a customer journey.
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How we’re going to do it:
Test Ad Formats
Test sending traffic to a landing page vs. Lead Gen
Ads
Drop Retargeting Cookie
Build an audience of non-converting traffic, entice
them back with an offer
Create & Test Audiences
Set up ad sets targeting interest based audience,
and test against Lookalike
Measure Cost Per Lead
Identify which audiences and ad formats generate
the best cost per lead
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Step 1:
Set up conversion campaign
Choosing a ‘conversion’ campaign means
Facebook will optimise your ad deliver to
people who are most likely to purchase.
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Step 2:
Target people who are most
likely to want luxury travel
Here, we are setting up targeting in the ad
set to try and show our ad to people who
might be looking to book a honeymoon.
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Step 3:
Create Lookalike audience
based on historic leads
I always recommend testing an ‘interest’
audience against a lookalike.
It’s amazing how well Lookalike audiences
based on website behaviour or customer
data work.
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Step 4:
Use carousel ad format to
showcase top destinations
Using a carousel ad, we can show the best
resorts the company has to offer.
Locations can be quickly updated based on
business needs and spaces that need
filling.
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Step 5:
Repeat, but with this time
with Lead Gen ads
With the carousel ads we’ll send people to
a landing page.
With the lead gen ads we can collect data
within the ad. However, sometimes this can
reduce lead quality.
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Step 5:
Use Zapier to connect leads
to Google Sheets
Data can then be sent from the lead gen ads
directly to a Google Sheet or your CRM.
Following that, feedback should be collected on
lead quality so we can optimise for higher value
enquiries
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Step 1:
Build custom audience for
non-converting traffic
This means we can target people who engaged
with the landing page, but didn’t go on to
convert.
Make sure you exclude converters!
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How We’re Going to Achieve Audience
Growth
Pre-Qualify with Web Visit
Rather than immediately pushing products, qualify
brand interest with an engaged web visit.
Capture Email Adresses
Capture email addresses and nature towards a sale
using content.
Target Cold Traffic
Build and test cold audiences, where people are
brand un-aware.
Pre-Qualify with Video Views
Additionally, use video view campaigns as a
cost effective way to qualify interest.
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Step 1:
Showcase the Blog section
of the website
This is a great example of how to promote a
series of content pieces using carousel ads.
In the case of our brief, carousel ads could be
used to promote content to a cold audience.
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We can then set up a new audience to capture
the higher quality traffic for future use.
Here we’ve set the audience to record traffic that
view the /blog/ directory more than twice, but
haven’t yet enquired.
Step 2:
Set your pre-qualification
criteria
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A video view campaign means your delivery will
be optimised for people who are most likely to
engage with your video.
Step 1:
Set up video view campaign
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Video view ads look very similar to single image
ads.
Note - they automatically play with sound muted.
Therefore sub-titles are key.
Step 2:
Use informative, not promotional
video
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Again, we can build a set of audiences based on
the qualification of videos.
Video views can make an incredibly cost
effective entrance to a funnel, with views often
costing less than $0.01.
Step 3:
Set your audience qualification
criteria
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Email Sign-Ups Followed By Content Nurturing
Nurture
Keep the focus on content
for the initial few weeks
Run Lead Gen Ads
Either to a cold or pre-
qualified audience
Sell
Once ready, start
gently introducing
commercial offers
Send Auto-Response
Onboard with an
overview of content and
value adding information
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Step 1:
Connect to email software
If you use MailChimp to run email
marketing, this can be connected to
your Facebook ad account to auto-
sync email contacts.
If not, Zapier can be used for most
major Email campaign managers.
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Build Dashboards
The Facebook ad manager makes it hard to
find some data. Build your own!
Supermetrics makes this easy
Connect Facebook ads, Twitter ads,
Mailchimp, YouTube, Google Analytics and
more to Google Docs
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If you’re going to do four things,
do these:
• Adapt your strategies from other channels
• Start small with a budget of around $20 USD per
day, and test until you find what works
• Think carefully about your business objectives
and try to find which ones are best suited to
Facebook.
• Keep in touch!
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Useful tools and resources:
• Supermetrics - for building dashboards in
Google Docs / Excel
• Unbounce - for landing page creation / testing
• Canva - for a cost effective way to create ads
• Facebook Audience Insights - for researching
your audience targeting
• AdEsspresso - for ad inspiration
• HotJar - for tracking user behaviour onsite
• Zapier - for connecting to other tools and
services
• jonloomer.com - great information and content
• Unsplash - free images
• Mail Chimp - email marketing software
57. THANK YOU - ANY QUESTIONS?
CONTACT: JON@OVERDRIVEDIGITAL.CO.UK
