Facebook marketing help to reach organically as the new Facebook newsfeed has changed. This means Facebook wants to show more of your friends and family updates above the pages or promotional content. As a result, it will become difficult for brands and pages to reach more users organically. Get Ready to use Facebook Advertising. This space will heat up and more people will do Facebook marketing. As a result, the CPM and cost of advertising on Facebook will increase dramatically. Facebook Is changing rapidly so it’s important to keep up with the change or be left behind. Through this post, we uncover some of the latest Facebook advertising methods you can use early on.
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One of the major reason marketers fail is because of the structure of the campaign. Do not use the same audience in multiple campaigns or ad sets. Keep them all in 1 group and test multiple ad formats to see which is the best one that works against 1 audience. Do not overlap the audience. Not enough testing etc could have a problem. This is why Facebook has built-in split testing. It includes:
- Optimization
- Audience
- Placement
- Creative
- There is no overlap
- You can run the split test at the campaign level
How do you reach your audience by Facebook marketing who are most likely to act
- Cold traffic is good for the top of the funnel but not good for conversions
- Those who know and trust you act better like
- Read the blog post, email list, buy your product, past customers etc
- Building targeting around audiences will help
- With a custom audience, you can target or exclude those who have connected with you, interacted with you
- Look alike audiences of your known audiences
- You can upload your customer list up to 15 identifiers to match with Facebook account data
- Facebook matches your contacts with Facebook users. Typically 30 – 70% match rate and you can target or exclude these people in your ad sets
- App activity audiences like opening the app, or purchase etc can be used as custom audiences to show ads
- As long as ads are working, frequency doesn’t matter.
Website custom audiences. Can help create audiences based on
- Visit
- Specific page visited
- Time spent
- Action or event performed
- Engagement audiences
- Video
- Lead form
- Canvas
- Facebook page
- Instagram profile
- Events
- Automatically creates audiences from ones who engage with you
Facebook introduced Split testing which helps you find which ads or targeting methods are working: You can split test the following within your Facebook ad manager.
- Creative
- Targeting
- Optimization
- Placement
What is Facebook Dynamic creative
- Submit unto 30 creative assets
- Up to 10 images / videos
- 5 headlines
- 5 captions
- 5 link descriptions
- 5 CTA buttons
Facebook will mix and match to find the best combinations. This results in many ads without manually creating them and letting the system do the work. Saves time you see. The dynamic creative shows up only in the draft when you save it as a draft and then it shows
Facebook Dynamic language optimization
Ads targeting based on language is imperfect as 1 person can speak many languages. In dynamic language optimization you can set up 5 ad variations based on language and Facebook will automatically distribute the ad to the right person in their newsfeed
How to manage multiple campaigns at once.
It can be time-consuming and with bigger ad budgets. It’s also easy to miss KPI and overspend. With bad results
- A good solution is Automated Rules
- Under create manage you find these automated rules
- Automatically update campaign / added Turn on / of / Inc budget /Dec budget / notifications all based on
- Spend requirements, results, and many more factors.
How do optimize the asset for better facebook marketing results?
Facebook optimizes to show ads to people who are most likely to act. By default, FB optimizes for your objectives and hence the audience shrinks. If you optimize for link clicks, comments or conversions the algorithm will work to help get you more of that action.
If you want to reach many people then you have to change the objectives
- Facebook needs a certain amount of conversation from pixels so they can optimize
- Like link clicks and landing page views or add to cart as a funnel to optimize
- People abandon website visits to landing pages due to load time or speed
- If the page doesn’t load well the Fb pixel doesn’t load and hence it doesn’t track.
- Better to optimize for landing page view to measure that instead
Daily unique reach
Target everyone in audiences once a day
Reach optimization
Similar to daily unique tech. Best for awareness or micro-targeting. It limits reach to x times and x days. Flexibility
Optimize for better conversions
Facebook needs to know when conversions occur. Must have the pixel installed for conversions. A minimum number of conversions are needed before it works. You can start with the learning phase of landing page views and then switch to conversions.
Link clicks to conversions
Facebook needs 50 conversions to optimize – else it will still be in the learning phase. Facebook can start to optimize for link clicks and then switch to conversions if the sample size is big
Key Results metrics to watch for
By default, FB reports on objectives. Budget optimization – optimize budgets across ad sets to optimize for. conversions
Advertisers control the budget at the asset level.
Fb can now optimize the budget based on asset performance. So it’s good they distribute the budgets in between ads. So they will skew toward winnings ads.
How do you track performance through the funnel?
What do people do after clicking your ads, do they comment, share, like, emotes etc,
See all these details in Facebook Analytics from measure and report under. You can also track reports from FB posts to a website within analytics.
Offline activity audiences
In physical stores, when you run ads you don’t know the impact of those ads on sales from the store. Create an offline event set for Facebook ad tracking. Make a file of the customer sale data. Involve the lifetime value of customers and upload your file with a new column on which customer is more valuable
Leads Dubai is a Digital Marketing Agency in UAE. We do social media marketing and strategy which helps clients big and small. Talk to us about your Facebook marketing requirements. We advertise on Facebook, Instagram, snapchat, Twitter, youtube, google ads and other marketing services.
