Last month we wrote a piece about Facebook improving their targeting game and then we got to work for some of our clients, looking to hit hard in the final month of the year. We have seen some really nice results early on.
One brand in particular, is our client Birdie’s Slippers. They are a new fashion brand, without a big budget and only sell through one channel, E-commerce. Every dollar is super important at their stage in their life cycle, and they don’t have enough marketing dollars to get into the Google AdWords game. Facebook marketing is their only allocated spend and they were looking to really glean as much value out of that campaign as humanly possible.
We started targeting people who engaged with their page over the past 30 days and here you can see we spent $17.36 and earned $336, using this technique on just one piece of creative.
We have done a great job with their content this year, and through collaborations, page post engagements and empowered word of mouth, they have a highly engaged fan page. Even though their fan base is still relatively small, they are engaged and interested which is much more important than total fan count.
Here we took a fun and attention grabbing post and then targeted that audience with a moderate spend. We know this group had already engaged with the brand so there was some familiarity and we then deployed this new targeting technique to move them further down the sales funnel.
Marketers have a real winner on their hands here and they should get involved right away. Brands (and other “traditional” digital agencies) seem to always be looking to pick holes in the Facebook Ads game, which is just insanity. This year, do the opposite – and win!
We are big believers in using onsite content as a tool to drive traffic to your website. Sure you want to sell them products or services, but sometimes you need to court them with something of value before you sell to them. You must have different “fishing poles” in the water when trying to corral new (or repeat for that matter) customers online.
Sometimes content can even work as the closer of business, rather than the driver of new traffic. We employ retargeting both on the web and on Facebook to bring back visitors, and getting really specific with the content can be the difference maker. Below you can see a little snapshot from a random 3 day period, that showcases just some of the retargeting experimentation we did for one of our clients.
We saw that users were coming to the website and looking at their ‘Juice Cleanse Product’ and were staying awhile, but not purchasing. We inferred that they were interested, but perhaps the price point and the fact that it was online were deterrents to making an immediate purchase. So we immediately published a blog titled “Why Do A Juice Cleanse” and then ran an Ad with the creative to the left, that targeted visitors to the Juice Cleanse page in the past 7 days, but did not purchase.
The results, (highlighted in yellow) were fantastic. On this specific strategy, we spent $14.40 and generated $1,768 in revenue. That is some “juicy” ROI (see what we did there)! Bottom line – you need to be creating content, looking at your Google Analytics (religiously), employing Facebook Ads and experimenting constantly. Get in the game, and don’t leave money on the table!
If you are marketing online and have an e-commerce component to your business, then you MUST BE retargeting. There is so much data out there on user behavior and you can/should be marketing to people based on their website visits, email signups, social actions and even search, if you want to get really nasty.
This piece by Kissmetrics is a really solid primer on some of the tools out there to help you with your efforts in this arena. Here is an excerpt from the piece that really dumbs down the premise:
“A customer steps into your shop, inquires about a particular product, and then leaves without buying. You know there’s a potential sale, and there’s every chance that person will be buying a similar product sooner rather than later.
How would you like to send some of your sales people to follow that visitor, reminding them of your business wherever they go? In fact, reminding them to the extent that your business/brand is the first and only name that comes to mind when they are about to make a purchase?
Sounds like an insane idea in the real world. Even if your sales staff doesn’t get beaten up for stalking, the cost alone would make it impossible to pull off.
But that’s exactly what remarketing (a/k/a retargeting) services enable you to do in the online world.”
Retargeting helps assuage some of the biggest ‘areas of concern’ when it comes to social media marketing. Such as:
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
Facebook has just launched a new retargeting tool called “website and mobile app custom audiences.” It allows a business to show Ads to people who have either visited their website or their mobile apps. All businesses have to do is affix a tracking system to their website and apps. and they are ready to roll. The great thing about this new update is it gives the business access to their mobile inventory rather than only having Ads run on the right side of the audiences desktop news feed.
On top of that, it now allows a business to specifically target people based on their gender, geography, age, and marital status. This wasn’t possible for Facebook Exchange, or FBX. The new custom audiences will also be able to remind users that they considered buying a certain item and then link them back to the site where they can shop some more and complete a purchase.
Although this new custom audience tool is great, it’s important for a business to not get rid of FBX just yet. FBX is still the only tool that has “predictive buying,” which means that if a customer was looking at pink dresses, then they might be shown an ad for red shoes. To get the full benefit of targeting an audience, it would be wise to use both the custom audiences and the FBX together. An example of how they could be used together is: “A travel client will use FBX to retarget people who’ve gone searching for hotels and then show them that exact hotel [they saw]. They’ll use custom audiences to reach people who are searching for hotels, but have not downloaded their mobile app on iOS 7 on iPad.”
There also will be an option for users to opt-out from targeting based on its own tracking of website and apps visits. To find out more about Facebook’s new retargeting toolhere.