Facebook has been dominating marketing headlines across for scoring big with it’s advertising suite. With $7.03 Bn in Q3 of 2016 alone, 16% more users worldwide than last year, of those users the number that are active daily is up 17% to 1.18 Bn, all while holding the ability to still be quick and nimble fight off the like of Snapchat on product features.
With all of these numbers and incredible growth rates it points to one thing, Facebook is still providing incredibly disproportionate value to it’s advertisers and the media is very underpriced if you know what your doing.
Here are the things I have found to have the biggest impact on the success of campaigns, enhance the overall brand of a company and ways to leverage other channels of marketing you are currently using.
But before I write about the particulars there is something that needs to be understood on a macro-level for all of this to work.
That is Facebook is all about 3 things, get one of these wrong and the campaign sinks faster than the titanic. That is the right message (copy), to the right market (person), at the right moment (desire). Miss one of these things and the users is just going to scroll right past no matter how good the offer is. Now from that framework here are the rest of the details…
Copy & Ads
What’s the first thing people notice when scrolling through the feed?
It’s the image or the video.
Making an image interrupt a pattern (of mindless scrolling) and become magnetic when a user is on the platform has become a talent in itself, but anything you can do to draw attention to your images is a must start. See some examples of high performing images below.
There isn’t one standard thing that makes a high performing images but usually they include:
- Natural (Stock photos suck!)
- Vibrant colours
- As much text as Facebook will allow on the ad 😉
- A pattern interruption
After the images it’s the headline under the article that the eye reads, here it’s best to sum your offer up in one benefit driven sentence, save the fancy stuff for the ad text. Using Capital Letters For Each Word in This Section Proves Extremely Effective.
In the text you have more space to expand on your headline, and the first sentence is crucial. Usually an icebreaker/ question that divides the people who are interested from the people who are not proves engagement effective. For example if your advertising a dentist practise, using a question like “Want to get a hollywood smile?” or “New technique means no more stains on your teeth when drinking red wine” would be the way to lead it in.
After that you want to bridge the ad and what they have seen to your offer or service and end with a CTA. Using copywriting techniques describe what you have and how they can get it.
Pixels & Targeting
The thing that makes Facebook so powerful compared to other mediums all comes down to the use and leveraging of it’s pixels.
Over the past ten years Facebook has been tracking everything. Every click every like, time spent on site, the articles people read, with walled gardens tracking down to the word/ specific pieces of content or sentences that you look at. Facebook’s data bank of people behaviours is on par (or better) than most people even know about themselves. The good news for your business and offer is that all this data is available to use and leverage.
… And talking about serious leverage, pixels are where it is at. The first step is to put the Facebook pixel on all of your webpages and outline on the business manager what is regarded as a conversion when form details are submitted in landing pages etc. Once your targeted data starts hitting your site from the Facebook ads or wherever else you are sending traffic from setting up custom audience lights your social marketing on fire.
One way is via. the business manager tool setting up a custom audience to retarget people who hit your website, this returns between $8-10 per $1 of ad spend currently on the platform. That’s because letting people hit your site and bounce off without ever trying to get them back or convert is like flushing money down the toilet.
The second step in this section where I have experienced sky high ROI’s is taking your converted audience or even a current customer database upload and via the ads manager producing something Facebook calls the ‘lookalike audience’. Having screen all the previous years of behavioural data this is an audience that the Facebooks algorithms have selected to have similar characteristics or traits to your current conversions or customers. You can then target that audience, which brings in a much greater response to your messages than the standard targeting.
Testing & Scaling
Optimisation of campaigns of whats working, what’s not, is vital to reduce costs and stay profitable and scale whats working on Facebook.
This is the hardest part to explain without going into a data deluge but the best way to find out the gold in your marketing is by splitting up all your campaigns into an extremely granular layout.
Test each component I.E images to copy, copy to headline, copy to targeting, image to audience in a granular and separated fashion. Not in a clumped together way like the Facebook default. This doesn’t give true testing and scaling capabilities and is one of the easiest traps to fall in, as it produces false signals which ultimately ends up in confusion.
It’s also worth testing here on the multitude of different ad types that Facebook has to offer from coupons to instant articles or lead capture ads. The key being if you can get in early Facebook’s algorithms usually put added weight on new stuff they are trying, giving you more payoff.
This is a brief guide to what’s been working with the greatest leverage for me on Facebooks advertising suite right now. I hope to update this in the future with further information and new strategies.