On this episode, I talk about Facebook Advertising in April 2018. With all the news and concerns about Facebook as a platform right now, we are seeing some excellent pricing on Ads and really solid metrics across the board. Our suggestion is to lean in when others seem to be leaning away and reap the benefits.
I break down two types of Ads that are really performing very well right now. One is a Video Views campaign, which is fairly straightforward. Create some simple, but catchy videos and then run them on Facebook with the intent of targeted reach and consumption of that video as the engagement metric. The second is re-targeting users based on having engaged with your Instagram Account. This is no longer new, but I have found it is underutilized by any brand I work or speak with. Some tips:
Head over to the Facebook Ad Manager and go to the ‘Audiences’ tab. Once you’re on the Audiences screen, you’ll need to click the blue ‘Create Audience’ button and select ‘Custom Audience’.
Select ‘Engagement’ from the list of Custom Audience types.
You can choose to either create your new Custom Audience based on people who have engaged with your Instagram business profile, OR who have watched one of your videos on Instagram!
Choose the ‘Instagram Business Profile’ option to create a re-targeting audience based on people who’ve interacted with your Instagram account. Facebook gives us a range of options to choose from when it comes to targeting our Instagram audience.
You have the choice of creating an audience of Instagram users including:
Everyone who engaged with your Instagram profile (this includes visiting your profile OR engaging with your content or ads)
Only people who visited your Instagram profile
Only people who engaged with your content or ads
People who sent a message to your business profile
People who saved any of your posts or ads
I suggest you allocate some funds and experiment with all of these to see what works best. If you have spent time developing your Instagram profile and that is where you are seeing the most engagement and awareness, then this is a way to really leverage it across platforms and see additional benefits. Get involved!
If you are trying to sell products or services of any kind, you need to be creating video content, posting it natively to Facebook AND putting money behind said content, to promote it on the social network. In the video above we talked about the importance of video in your online storytelling efforts, and in this post we talked about the benefits of posting it directly on Facebook.
If you are making video and you are thinking about how to best distribute and/or use it, then you should read this report to learn about the compelling stats behind Facebook video that is posted natively Vs. linked elsewhere. The numbers are staggering and make a very strong argument to think Facebook first when creating. If you already have an inventory of videos, then you should be uploading the video file and not the link to the video on YouTube or Vimeo. Don’t compromise your results by doing the latter.
We also recommend that brands seriously consider allocating a unique budget to Instagram advertising right now, with video as the creative. We are doing this because we are seeing CPM’s that are very low, when optimizing for reach and this represents very underpriced attention on a platform where attention is the most likely given. The smart hack is to post creative content, seeking video views with an optimization for reach, because it is the best way to get the most visibility.
You earn really solid exposure, with low cost and you put some of your best content in front of targeted eyeballs. The added bonus with this tactic, is that it is a surefire way to get new followers (which everyone is looking for these days) as an ancillary benefit too. The reasoning being that with all of these new eyeballs, comes new followers once they see your content and learn your story.
We have made it very clear that we are big buyers of the Facebook Ads platform and all that comes with it here in this blog before. The Social Network provides unparalleled targeting opportunities and if you play the game right and are committed to staying the course, it can/will provide brands with an excellent ROI. We remain, ALL IN!
They just stepped their game up to a whole new level by adding to their already awesome custom audience groupings, that allow you to target people based on an action they took. Previously you were able to put Ads in front of people who engaged with Lead Ads, Facebook Canvas creatives and even videos. We have seen excellent results, especially when retargeting those who have watched video content. This is an excellent way to move users down the conversion funnel.
They have now added to this group and included the targeting of users who have engaged with your page, known on the platform as “Facebook Page Engagement Custom Audiences.” This will allow marketers to go into the Ads Manager, create a new custom audience and create a new target group based on their engagements with your fan page during a certain timeframe.
You can create audiences based on the following types of engagement:
Everyone who engaged with your Page
Anyone who visited your Page
People who engaged with any post or ad
People who clicked any call-to-action button
People who sent a message to your Page
People who saved your Page or any post
Now you can glean more value out of the people who actually engage with the content you put out and better leverage your community management efforts. Brands can zero in on the users who are actually taking time to engage with their fan page, and hit the right fans (or random users) rather than going with a shotgun approach to all fans or friends of fans, many of whom will never engage with our transact with them.
This is a very exciting opportunity for serious social media marketers, and one we will be attacking right away for our clients. For some more detail on this new rollout and a breakdown on how to easily create these types of audiences, click here.
I am constantly baffled by clients who are spending money on traditional mediums like TV, outdoor and print, but are still so hesitant to jump into the paid social game. I think it is more of a “creature of comfort” move than anything else and this really is something that needs to change. Most just prefer what they know (even if it stinks) over what they don’t know (or worse, just don’t understand) when it comes to marketing.
Paid social media provides highly targeted audiences to brands looking to sell products and in a medium where they are paying close attention. This is not serving banner ads on publisher sites, nor is it competing in the Google landscape, where smaller brands with minimal budgets can get eaten alive. This is about value for your dollar and knowing where consumers are paying attention and this is where we are ALL IN, ALL DAY LONG!
Above is a screenshot from a client’s Google Analytics after our first week with them. We convinced them to assign a nominal budget ($200) to test paid social out, and it produced early and promising results. They generated $852 on $200 spent (4X1 return) and generated 807 unique visitors and 9000+ impressions for their branded content. I would argue this might be the best $200 they spent on their business to date, and it should certainly pave the way for a bigger commitment to the platform(s).
With traditional efforts, even if they worked, you wouldn’t have this type of actionable data to prove it. I still have conversations with my brand partner counterparts where they tell me that paid social doesn’t produce an ROI. Some stay away as a result, while others do it begrudgingly and more so as a necessary evil than a real revenue producing tactic.
It is so important that we change that mindset and that brands take that leap of faith with paid social. The efforts pay off and without a commitment to the cause, you are leaving money on the table and allowing your competitors to take those dollars. That just cant happen, right?
Our client Direct Eats recently launched an awesome new website and they looked to us to help them with a smart social media strategy to help drive awareness. Upon launch we focused heavily on driving traffic to the site from both their current base (fans, emails) and new prospects, via strategic targeting, including special interest groups and fans of competitor brands. This was very successful and while the goal was only traffic to start, it produced some really nice revenue and a ROAS around 5 to 1.
Now that we had started the funnel, we took a close look at Google Analytics and user behavior and then created some social content that would present the types of products or categories that users were interested in. We created the post you see here and then boosted it to 2 distinct groups:
$10 at website visitors from the last 30 days – because we wanted to retarget them with a nice looking piece of content and drive behavior with a limited time offer CTA.
$10 to fans of the brand – because fans really take to new and newsworthy content from the brands they follow, especially “insiders only” type messaging.
Both produced 3 direct transactions on the website, as you can see below:
The first row shows the retargeting results, which as you can see had much less reach and engagement than the second row, which shows the fan target. That being said, it packed a nice punch and produced the same amount of sales. We turned $20 into $130 with some smart execution and a willingness to invest. Clearly, both have merit and warrant continued experimentation.
These types of small ball tactics, are precisely what make social media management so exciting and such a vital role to any organization who has online initiatives and goals (as all should). This client launched a new website, with better functionality and UX and then leveraged Facebook to drive revenue and results. Well played guys, well played!
Facebook is such a powerful advertising medium for any brand looking to share their story on the web. It offers unprecedented targeting, very cost effective reach and is a proven winner when it comes to driving clicks and conversions on an e-commerce website. We have clients leveraging all three on the daily and are driving ROI’s as high as 13X their spend.
Paid social is a beast, but there are many who are still sitting on the sidelines. As a result, they are missing out big time! Many brands abandoned Facebook completely, when it went to a “pay to play” model and we have always run in the opposite direction of those people. We are all in on Facebook Marketing and have talked about our POV on it here in this blog.
Sometimes it is as simple as leveraging page post engagements (boosting posts) to your fans and their friends. If you have a brand that makes great products, has strong customer service and in turn actually has a community of fans, then no other platform corrals them for you like Facebook. It tees up an opportunity for you to share a message and guarantees delivery to (a grip of) them if you want to put some funds behind it. Why is that a bad thing???
Our client Bombas, is a brand with awesome products, epic customer service and their fans absolutely love them. We chose to leverage the pretty piece of content you see above, showing off their new line of products by putting a nominal spend ($20) behind it and simply targeted their fans and friends of their fans. This $19.83 spend directly translated into $1,721.35 in revenue. Seems like a good investment, wouldn’t you say?
As a cherry on top, you can see the comment from one of their fans on the post, thanking them for “listening to their customers” and rolling out these new colors. They clearly exhibited that they care about their community, and implemented changes and improvements based on their feedback. That is the whole point of social media, isn’t it?
We have a pretty robust Facebook Ads campaign in motion for our client Deliver Lean, that involves various components including clicks, conversions, lead ads and dark posting. It has proven to be a very cost effective and targeted method for generating business, especially for this e-commerce focused and geography restricted company, out of south Florida.
The brand recently expanded their regions to go much further north in Florida and we were able to serve up Ads (like the one above) that specifically targeted fans of their competitors who lived within these new zones. The primary focus is to get people in these cities to click thru to the site, so we can then build up our retargeting efforts with new ammunition and hit them with some additional, targeted content and Ads that speak to their specific needs. Building this funnel takes a little bit of time, but it is very worthwhile to help convert brand new users to your product or service.
Very early on into this new campaign we had a comment on the Ad, which was a clear buying question and needed to be responded to very quickly. Our Social Media Manager replied and then teed it up to the client’s internal sales team to handle as a hot and viable lead. All the more reason why a brand needs someone managing the community and not just running Ads with “a set it and forget it” attitude.
The sales team contacted the prospect right away and converted them to a new paying customer. This is a clear Facebook conversion, but one that didn’t actually click thru to the site from the Ad. It might not show up in Google Analytics, but it is a Facebook produced sale nonetheless. We served an Ad, had an immediate inquiry and closed it out very quickly. If we weren’t paying close attention, we might have missed it and that would mean lost revenue. Social media is a full time gig and it needs to be monitored on a constant basis. In this instance, Deliver Lean (and Ashley) benefited from a social media team that was listening. #winning
I meet with clients and prospects on the daily, who tell me that they are not advertising on Facebook, because there is no ROI or EVEN WORSE because they don’t want to have to pay to reach an audience they worked so hard to harvest and develop over the years. It’s as if Zucks is the leader of the evil empire and should be boycotted, because his amazing company wants to charge you to access their insane amount of data. Damn him for being a capitalist and for creating the best targeting platform for marketers on the planet. While others walk away, I will continue to run towards this amazing advertising and targeting tool.
Below is a screenshot from one of our client’s Facebook Ads accounts, that breaks down just one of their awesome and successful Facebook Ads campaigns from September. Yeah you read that right, $598 spent and $11,033 earned. I am no math expert, but that sounds pretty good.
The targeting here was to three different sets: 1) Website visitors from the last 30 days, excluding those who actually did purchase and who are not already fans on Facebook. 2) Facebook fans who hadn’t visited the website in the last 30 days. 3) Website visitors from the last 30 days, who are also fans of the page. I bet you didn’t know those were all options, did you?
It is pretty powerful to target in these ways, while they are on Facebook and bring them back to the site for purchase. Sometimes they just need that extra touchpoint and nudge. Why would any marketer not at least explore this type of approach, before just unilaterally dismissing advertising on Facebook.
If you are ignoring Facebook Ads completely you are compromising your ability to win online. I encourage you at least explore the options before passing. You will be pleasantly surprised by what you can do, and your ROI argument will start to change a bit. #getinvolved
You may have already noticed that Facebook has been going through a lot of changes through it’s ads interface. Social Media Today explained Facebook’s remarketing as, “tracking traffic to a website, specific pages within the site, or more granular pieces of content (such as a specific product) and serving them ads on Facebook relevant to the content they were searching on the site. It is a very easy process to set up, launch and optimize.”
Below are three steps to help you better understand: 1. Build Your Custom Audience Facebook has created a code that will capture people that come to your site. They will then capture these people and match them to already existing Facebook profiles and automatically place them in your “audience” tabs within your ad manager. 2. Build a Lookalike Audience With Facebook’s Power Editor you can use an already existing customer audience you may have and create another custom audience with the same interests and demographics.
There are two lookalike audiences: Lookalike for Similarity which garners less reach but a more precise identification and Lookalike for Reach which provides a greater reach but less precise identification. 3. Segmented and Contextually Relevant Ad Creation Once you have completed the above steps you are then able to create content that aligns with your website but is also specific content that your audience has shown an interest in.
To read more about Facebook’s remarketing click here.
With major companies buying out small start-ups on a daily basis, and major networks launching new layout changes annually, the question of where social media is leading us should not be pushed aside any longer. As we enter the second half of 2014 it is important to consider the new social algorithms and plan for the future. Mobile first, advertising, and visuals are looked at as three separate elements, but need to switch to be seen as one large connecting plan.
Smartphone technology has lead to users engaging primarily via mobile rather than on a desktop/laptop. comScore released a study showing that of the 8 major social platforms, only two have users that engage on desktops over 50%. The switch to mobile engagement has advertisers spending more money to stay ahead of their market. Brands are going to have to spend more to get significant impact on their mobile sites, or they are going to luck out. Brands are now starting to pour money into visual advertisement to connect better with their audience. This unique experience will cost more, but is the next medium to take off within the next year. As for brands, it is important to connect the dots, or in this case mobile, advertising and video, or they will be left in the dust!