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Director of Trial Optimization at ActiveCampaign · 2020-05-11 · People generally notice your ad...
Transcript of Director of Trial Optimization at ActiveCampaign · 2020-05-11 · People generally notice your ad...
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Director of Trial Optimization at ActiveCampaign
@phu-ngoc-bui
Who’s Phu?
Phu Bui
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Making Sense of Facebook Ads for Your Business
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Today’s AgendaHere’s what we’ll cover:
1. Facebook Ads in turbulent times
2. Why Facebook Ads?
3. “The Funnel”
4. Campaign setup (objectives, budgets)
5. Breaking down your audience
6. The most common Facebook ad types
7. General best practices for ads
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More Eyeballs
➔ Massive increase in social media activity.*◆ 50% increase in messaging via
FB Messenger.◆ 70% increase in Messenger
group video calls.◆ 50% increase in U.S. traffic to
other websites from Facebook.
* Source
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Less Competition
➔ Massive decrease in ad spend.*◆ Facebook and Google expected
to lose >$44B in 2020.◆ Easier to pull back/stop digital
ad spend.◆ Industries most affected:
● Travel● Retail● Auto
* Source
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Be Sensitive
➔ Be upfront about the situation.➔ Don’t expect immediate return.➔ Don’t go for a hard sell.➔ Be genuine.
◆ Share media that may look less polished but feels authentic and human.
◆ Many are looking to help local businesses.
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Ad Positioning
➔ Position your product/service as something new to do/learn.
➔ Consider waiving S&H since most people are shopping online.
➔ Offer virtual consultations if relevant.➔ Mention delivery/curbside pickup
◆ Geo-target tightly.
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Offer Value
➔ With more site traffic, try retargeting (use a discount).
➔ Make sure value of your product is easily understood.
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Try New Ads
➔ Set up lead ads to grow email newsletter audience.
➔ Try Brand Awareness campaigns (high impressions) if conversions are unlikely right now.
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OK, enough about that.
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Why Facebook Ads?
➔ Massive reach.➔ Not dependent on people looking for
you.➔ Relatively cheap way to grow
audience/awareness.➔ Great way to build/maintain
connection.
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“The Funnel”
➔ Top◆ Targets: Lookalikes, Interests◆ Ads: Top blog content◆ Goal: Link clicks
➔ Middle◆ Targets: Lookalikes, Interests◆ Ads: Gated content, webinars, tools◆ Goal: Leads
➔ Bottom◆ Targets: Site Visitors◆ Ads: Landing pages◆ Goal: Conversions
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Campaign Setup
➔ Popular Objectives:◆ Brand Awareness - Get people to
remember you.◆ Traffic - Get people to read your
content.◆ Lead Generation - Get more
leads.◆ Conversions - Get ….uh…. more
conversions.➔ Budgeting:
◆ Can be set for daily spend.◆ Can be set at ad set level or at
campaign level (CBO).
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Breaking Down Your Audience➔ If you already have campaigns, use the
Breakdown button. Breakdown By Delivery.◆ Age◆ Gender◆ Impression Device◆ Placement
➔ Use this info to determine out who to target!
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Breaking Down Your Audience, Part II➔ You can also use the
Audience Insights tool to research who to target.
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Facebook Ad Types | Single Image
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Facebook Ad Types | Carousel
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Facebook Ad Types | Video
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Facebook Ad Types | Lead Ads
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General Tips For Ads
➔ People generally notice your ad in this order:◆ Image◆ Headline◆ First line of copy
➔ On mobile, text after your first line is hidden by a See more… button.
➔ Starting with a question works well.➔ If using videos, add captions.➔ Photos of people tend to work better (but not
always).➔ Use emoji in copy to stand out a bit more. We
use them as bullet points for lists.
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We made it!
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Just kidding. No, it’s not.
➔ What's a good CPC?◆ Benchmarks
➔ At what point do you pull an ad because of underperformance?
➔ My ads get 'engagements' but very few actions. Why? How can I improve this?
➔ What do you consider a 'successful' FB Ad campaign vs. an 'unsuccessful' one?