With nearly 1.4 billion active users per month, it’s not surprising that advertisers are putting more budget into Facebook as a marketing channel. Facebook’s audience-building capabilities make it an incredibly powerful tool for reaching new customers en masse in a highly targeted way – but just how well does the average marketer leverage Facebook’s colossal capabilities? We’ve explored three Facebook advertising opportunities, which we see many marketers miss, that you might want to consider for your marketing plans in 2019.
1. Multi-step audience funnels – staged messaging
Picture this scenario: you’re an advertiser looking to explore whether Facebook can be a successful, cost-effective channel for your business. You painstakingly put an audience together – not too specific, not too broad – that fits the criteria of the ideal potential customer for your product or service. With some confidence, you launch a conversion campaign to drive these people to a landing page on your site to then convert and become customers.
To your surprise and never-ending despair, you find the campaign drives minimal conversions at a higher-than-desirable cost per acquisition (CPA). You then file Facebook Ads away in the ’doesn’t work for our business model’ cabinet. What should you do?
Quite simply, you’re asking for too much, too soon.
Yes, Facebook’s generous audience-building capabilities do mean that you can quite easily find new potential customers that fit your current customer personas. That however, does not mean you can skip ahead without building some sort of affinity with, or relationship with your audience! We’d recommend constructing at least three phases to result in acquiring new customers through Facebook – the classic ‘think, feel, do’ model. It might seem simple, but it’s an area where many advertisers still seem to fall a little short when they could be optimising their acquisition campaigns, making budget go a lot further in the long run.
The first ad your new audience should see is, by and large, a brand introduction: it needs to be informative, offering insight into what it is that your brand does. Follow this up with an ad that appeals to an emotion – how does your product or service fill a need or fix a problem in your target customer’s life? It’s only then, at the third stage, after awareness has been created and trust built, you ask them to take action – i.e. become a customer. The model can (and should) be tweaked as per your results and your business, but it’s certainly a sensible starting point.
2. Take your tracking to the next level
It’s safe to say that more and more advertisers are utilising Facebook’s tracking pixel – which is just as well, as you’d not be able to track campaign performance effectively without one. Yet we often see only the most basic tracking implemented.
At this point in the game, you really want to be tracking every user action possible with this snippet of code – because the pixel helps optimise your Facebook ads.
Go beyond simply tracking basic actions and you’ll start to see more of the big picture with your customer journey and thus be in a position to make better-informed decisions on the true value of Facebook advertising for your business. Facebook lays out pretty nicely the difference between basic tracking pixel setup versus advanced here.
Do yourself a favour and install the Facebook Pixel Helper Chrome extension – this will help in establishing that your pixel is set up correctly and enable you to troubleshoot issues if not.
3. Relevance Scores – just how relevant?
The short answer is – pretty relevant, of course. If you’re getting a Relevance Score of 1 or 2 (out of 10) for an ad, you’re going to be limiting how often your campaign ads appear before your target audience which is less than ideal, unless you’re prepared to pay a premium (much like Quality Scores on Google Ads).
Save yourself some pain from the get-go and target a smaller slice of your campaign’s audience prior to a full launch and keep an eye on your Relevance Scores. 1 or 2? Some adjustment to your audience targeting and/or ad content is probably required. With that said…
It is good to be wary of your Relevance Scores, but don’t get bent out of shape if you’re not scoring 9s and 10s.
Get yourself off to a good start with some audience and ad content testing, as outlined above, and then continue refreshing your ads over the duration of your campaign. Much like Google Ads Quality Scores, these are dynamic and can change daily. Don’t use this as your main metric to measure your campaign success – consider other metrics and results too, much like you would for a search campaign in Google Ads. Relevance Scores are not the be-all and end-all when it comes to campaign success, but are a useful tool to indicate where you can optimise a campaign more effectively on an ongoing basis.
If you need help with your Facebook advertising, whether that is improving what you are currently doing or starting from scratch, feel free to contact our award winning PPC team below: