15/01/2021
Are you setting up your Facebook ad campaigns the right way? And are they working? If not, maybe you are using the old methods of using the platform. Facebook released a number of updates early in 2020 that enables you to use their platform much more effectively.
Check this clip shared from Savannah Sanchez who sums it up all nicely in 4 min video https://fb.watch/316z9Ma7UH/. Or read on below.
It's all about Account Simplification and setting up your campaigns so Facebook's algorithm can effectively optimise your campaigns using big data and AI.
Here's a quick check-list of the things you should be doing to improve your Facebook Ads:
1. Setup your campaigns with a proper sales funnel. Facebook ads are completely different from Google search network ads that already have a purchase intent. If you put an advert up telling people to buy your product and service who haven't heard of your brand before, it likely won't work. You firstly need to nurture them, educate them about your brand, and tell your story in the prospecting phase.
a. Prospecting campaigns - rich media, tell your story first, usually through a blog/video, don't do a hard sell to a cold audience, focus on educating the audience about your product/service and how it benefits. User-generated content i.e. someone else talking about it works well here and also shows social proof.
b. Re-engagement campaigns - here you can start showing specific ads about the features and benefits, show social proof
c. Re-marketing campaigns - focus on feature/benefit driven ads, with your special offer, and always show social proof i.e. testimonials
d. Dynamic-remarketing campaigns - if you run an e-commerce store, this is a must-do. Basically, whatever products you view on a website, will be shown in the ads that a person sees. This is probably the most effective form of Facebook advertising.
2. Setup your advertising account the way Facebook wants you to, this will also save you time, and allow you to put more time where it matters i.e. advertising creatives, messages, and testing broad audiences.
The 5 key pillars as Savannah explains at the Ad World Conference are spot-on:
a. Use a limited number of campaigns, and a maximum of 15 ad sets per campaign so your account structure can easily be managed by you and also Facebook
b. Use broad audiences - consolidate your audiences, so Facebook can properly optimize - it must be broad so the algorithm has enough data to work properly. Make sure you are using lookalike audiences based on your database/customers/prospects.
c. Use campaign budget optimisation - this will eliminate audience overlap, let Facebook optimise based on your KPIs and help save you money!
d. Use dynamic creative testing - you can now set up ads in Facebook in a way that it will automatically create multiple headlines, descriptions, images and dynamically test all the variations together it self using AI. This is brilliant and will save you a massive amount of time doing AB testing on ads the traditional way.
e. Use automatic placements - again, let Facebook's algorithm test and optimise where your ads should be placed for best performance and give it enough time to let the data and results speak for themselves.
Hope this helps give you more insight, and action points to help adjust your campaigns.
If you need to support running your Facebook, get in touch and book a free 15 min consultation with our Facebook media buying experts. Visit our website or send an email to [email protected]
