acebook is a great platform to prospect for new customers due to its sheer audience size and reach. Australia currently has over 17 million active users, making it the most popular social network in the nation where 7 in 10 Australians are on Facebook – 2017 Social Media News.
For marketers, Facebook provides a high level of audience targeting based on the users demographic, behavioural data and a range of ad formats which include image ads, video ads, lead ads, carousel ads and canvas ads.
In this article, we have listed our top 10 tips for Facebook Advertising to help you make the most out of your next Facebook advertising campaign.
To run a Facebook advertising campaign with Sparcmedia talk to us today.
1. Be clear about your objectives
Identify your intended goals, before starting your Facebook campaign. Facebook offers a variety of tools to meet different marketing objectives along the awareness, consideration and conversion funnel. Campaigns can be created and tailored to reach your audience no matter which stage of the customer journey they are in.
2. Understand your audience
Does your audience use certain products or are fans of a brand (perhaps a band)? – type it out, Facebook might have an audience on it already. Facebook is a powerful platform that allows for more refined targeting among demographics, interests and behaviours than other social platforms. Facebook targeting can be as customised as you like, or if you are just starting out, you can browse and select from pre-defined categories. Be sure to check the potential reach figure to make sure there is an audience to show your campaign.
3. Use your audience, use your site
Your website is a valuable resource for your Facebook campaigns. Adding pixels allows Facebook to record visitors to your site where you can generate remarketing lists to specifically target people interested in your service. You can also set up dynamic remarketing showing personalised ads for people who had visited different parts of your site.
4. Use your audience, use your customer lists:
Do you have an existing customer list; subscribers or previous customers? Facebook allows advertisers to upload contact lists of emails or phone numbers on to the platform for targeting.
Facebook Audience Insights
5. Research with audience insights report
The audience insights report is a useful tool that allows you to analyse audiences taken from your Facebook page, website or customer lists. The report can compare differences in your audience to the general population as well identify categories and locations related to your audiences to guide further targeting.
6. Facebook Creatives
Ads on Facebook perform best when there is minimal text on the image. Text on the post should be engaging, highlight the key features of your service and have a clear call to action. The appropriate amount of text depends on the type of ad you are running; lead ads, for example, can have more text it is expecting direct input from the viewer.
Facebook Creative Sample
7. Facebook Creative types
Consider trying out different creative types to increase engagement in your campaign. Standard feed ads provide a seamless experience; however, carousel ads tell a story over multiple images and canvas ads on mobile offer an immersive experience taking over the full screen to share your message with multiple components.
8. Automate with rules
Rules can automatically make changes to your campaign when certain conditions are met, such as impressions, CTR, results, frequency or reach. This assists in managing budgets as well as capitalising on opportunities as they arise e.g. adjusting budgets for better performing strategies. You can apply rules to a campaign, advert set or at an advert level.
9. Segment and experiment
Successful Facebook campaigns run multiple advert sets to test different audiences. The most responsive audiences might be not the one originally envisioned. Things to keep in mind when testing are your budget – ensuring which advert set has enough spend/reach to have examinable results (but noting overall budget goals) and avoiding targeting overlapping audiences at the same time (wasted spend reaching the same people).
Similar principles apply to creative testing; a couple of creatives at a time per advert set is ideal. Rotating creatives over time also act against fatigue, where audience became indifferent seeing the same ad.
10. Monitor metrics
Regularly review key metrics and find what factors contribute to the results. One metric to monitor particularly is the Relevance Score – This is Facebook’s estimation of how well your target audience is responding to your advert. This is determined by factors such as clicks and engagement with the advert and whether it has received any negative feedback, such as people reporting to not see the ad.
A high relevance score is beneficial as it enables you to reach more of your audience for less cost. Be aware that relevance score can shift over time if for example the audience has been overexposed to it.
To run a Facebook advertising campaign with Sparcmedia talk to us today.
n this article, we list the 5 Steps on How to Optimise your Digital Advertising Campaigns.
Step 1 – Targeting Strategy
To begin with, it is important to have your campaign set up with individual strategies for age, demographics, interests, behaviours, or any other target criteria you are using. This is so that each parameter can be tracked individually and you can optimise them in and out depending on the performance.
Make sure that your targeting strategies are in-line with the campaign brief provided by your client so that you can give them insights on the things which are most important to them.
Step 2 – Advertising Research
Simultaneously derive insights from qualitative market research based on the product you are advertising and the consumers you intend to target.
Additional information from market research in relation to the product and the psychographics of the audience will broaden the targeting funnel which will further assist in serving better results.
For example, Sparcmedia ran a campaign for a chain of family health clinics in Brisbane who were trying to promote an offering for skin cancer awareness. Through qualitative research, we found that Brisbane had an audience segment of students from Japan who were highly conscious about skin cancer due to the high rate of skin cancer in Japan.
Armed with this market knowledge we tested a strategy, utilising a small amount of the client’s budget to target Japanese students. This strategy was a success and resulted in increased conversions for the campaign, with an eCPA much lower than other strategies.
Step 3 – Advertising Insights
Start observing key activities such as the impact of the time of day, the day of week, placements and performance of URL/sites as they play an important role.
You should also be tracking consumer reaction towards each component of the advertising campaign. For example, if you have five creatives in circulation, instead of bundling the engagement rate and seeing the overall for all five, have them split out so that you can understand which executions get greater levels of engagement. Pause the ones that are less effective and focus spend on the 2-3 which have the greatest success. This will ensure that you get a greater engagement rate overall, plus get insights on the types of creative which your audience responds to.
Once the campaign is up and running analyse it for a period of two weeks before making adjustments. You need to ensure that the optimisations you are making are based on a statistically relevant level of data.
Step 4 – Optimise
After two weeks, optimise the campaign towards the parameters mentioned in Step 3
The process of optimisation can include:
- Higher bidding or allocating more budgets towards the URL’s that generate higher engagement (CTR, views, conversions.)
- Pausing the under performing line-items.
- Bidding higher at the most active hour of the day that is providing maximum engagement.
- Increase spends towards the best performing strategies (gender/age/interests)
Optimise spend on a daily basis until the campaign ends.
Step 5 – Analyse
When the campaign has finished, analyse the results and deliver post-campaign insights that will help the clients grow their business with effective decision-making. Useful insights include: Information around the engaged audience in comparison to the targeted audience, information on which creatives performed and why, information on which strategies performed and why. Wherever possible, overlay this with market data.
Instead of patting yourself on the back for a great click through rate or for the number of sales you achieved, start understanding why you got that result, because when you know that, it will be easier for you to replicate the result again and again on an ongoing basis.
There are a few hundred odd factors that can contribute to the success of a digital advertising campaign. Focusing on the right elements can help you put the pieces of the puzzle together to drive positive results for your business.
In this article we look at 3 crucial factors that form the basis of any successful digital advertising campaign:
1. Digital Advertising for the entire Customer Journey
Often digital campaigns either focus on Branding or Performance. This is a common mistake by trying to award credit either to the first or last point. In order to get meaningful results from advertising campaigns, marketers should be focused on the entire customer journey and attribute credits for each stage of that journey by running awareness and performance campaign simultaneously over a period of a few months.
86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touchpoints and channels. The Sate of Marketing Leadership, Salesforce. The ideal digital marketing campaign should include a combination of either all or selected key elements from each stage of the customer journey, all working together.
For example at the awareness stage think about high-impact advertising such as rich media ad units, premium display, native advertising, video and social. At the performance stage incorporate strategies such as retargeting, search, dynamic creatives, landing pages and a/b testing.
Syncing with the customer’s day – By syncing your cross-device and cross-channel advertising with your customers day with tactics like TV syncing, retargeting and mobile geo-targeting you can further move a step closer to grabbing attention, getting engagement, or closing that sale.
2. First-Party Data Targeting
Third-party data is a great tool to prospect for new customers and for targeted advertising although often neglected is the wealth of first-party data that is available to clients, practically free of cost.
According to a report by Econsultancy and Signal 81% marketers reported that they obtained the highest ROI from their data-driven initiatives when using first-party data.
Two-thirds of marketers also believe that first-party data provides the best path to true customer understanding and therefore to better performance.
Track and incorporate first-party data in all your digital marketing campaigns for greater success with the help of data targeting techniques (lookalike audience profiling) and the use of programmatic advertising.
3. Optimisation using Insights
Once the campaign is live, go beyond the standard media metrics such as CPA, CPC and CPM. Instead, monitor which strategies are driving this performance. Try looking at performance by time of day, day of the week, location, type of device, best performing websites and channels. To drive better results try going beyond the numbers and statistics by doing some qualitative research on your audience and the market.
Finally, always remember that learnings from one campaign are the insights that feed your next campaign. After the campaign is over, analyse the performance of the platform, creative, placements and audience insights to see what you learned. Then implement those next time around.
These insights will help you achieve your overall marketing goals and objectives for the company not just individual campaign goals. Read our blog post on 5 Steps on How to Optimise your Digital Advertising Campaigns.
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