It is not enough to create an e-commerce so that it can start selling on its own, but it is necessary for it to flow into a traffic of users potentially interested in buying. Therefore, we need to acquire different traffic resources and Facebook strategies for e-commerce is best source to get both popularity and sales in a short time.
Although Facebook is the most versatile social network for what concerns the promotion of a business in a highly targeted audience, it is not so easy to manage its campaign without proper knowledge of Facebook ads tools.
Imagine managing a store and being able to follow anyone who comes in with an advertisement that you can change based on what they have visited …
… to the products they have chosen
… to the parts of the store they visited
… which box they went to
… or have not gone
Like it or not: for a simple “communication” presence through a Fan Page, to manage a community with Facebook Groups or to try to grab some extra leads or sales by sponsoring posts or Facebook Ads.
On the effective management of a Fan page on Facebook, however, you read everything online and the opposite of everything: anyone has his own opinion and that’s Okay, but you often meet 3 great myths that I think you need to refute before possible.
Let’s see …
More budget in Facebook Ads, better performance -> Not necessarily
A greater amount of resources to invest in Social can translate into more budgets to invest in Facebook Ads.
An increase in the published announcements or the adv budget does not necessarily lead to a proportional increase in the results, in fact usually there is a worsening of key values such as the cost per conversion (of contacts, sales, etc). Also testing various types of advertisements – virtuous action in terms of performance study, during testing – can only lower the average yield of the most performing ads.
Resources must be conscientiously invested; certainly it is good to think in terms of …
- Raising the average quality of the published contents (with consequent improvement of both the organic results and the results from Adv). The higher quality can also pass through a reduced frequency of publication.
- Budget optimization through different types of campaigns; this means going out of Facebook and testing other types of promotions, from LinkedIn to Twitter Ads, even though the never-defunct DEM. Or maybe it means totally changing the type of actions, with a view to integrated Marketing Mix (perhaps with campaigns to influencers or focusing more on SEO Copywriting … There are not only social).
Sponsor any post to give it visibility
By staying inside Facebook Ads, a little advice below can be the following. First observe how the post is going in terms of natural reach; if you get some results, then it can mean that you like your target and then you can decide to ride the wave, sponsoring it.
On the contrary, given the poor visibility of natural posts, we tend to sponsor any post or almost all (I mean: who has budget to invest). Instead the most sensible procedure could be just the opposite, as mentioned above, that is to sponsor only the posts that actually find a user’s interest, in addition to the central posts from the commercial point of view. To see if a post gets natural results, you may have to wait even a day or two.
In any case, keep an eye on your Facebook Insights during the campaigns: when the scope of the sponsored post begins to fall, it may be appropriate to stop the sponsorship, to avoid filling up (spending!) of off-target users.
The more fans I have, the more visibility I get … sure?
The vast majority of fan pages find that as the absolute number of fans grows, the number of fans who see / interact with posts decreases more and more.
The number of fans that will interact with the posts of a page will therefore be quite low compared to the total number of fans, ergo the percentage of these users who interact with the posts will tend to lower more as the number of page fans grows.
The greater the number of fans in absolute terms, the lesser the percentage of fans that interact will be.
In addition to this, user news feeds tend to show more and more content published by family and friends (due to updates to the Facebook algorithm that took place between 2017 and 2018), so the fan pages will be getting harder and harder.
This leads us to consider an aspect, often underestimated: the advertising campaigns for the increase of fans are substantially useless and sometimes even potentially harmful.
I do not go into the details of the Facebook algorithm; a super depth was done a few months ago by Hubspot.
One of the key elements for the success of a campaign on Facebook Ads is the correct segmentation of the public. Here’s how to effectively put it into practice …
Effective audience segmentation is one of the winning moves for a successful Facebook Ads campaign. In fact, “segmenting” means being able to identify that slice of audience that represents the perfect recipient of your ads.
Facebook is a basin populated by users of all types, from countless combinations of different characteristics. An announcement cannot be for everyone, for two reasons: the first of a practical nature refers to its exorbitant cost; secondly, even if you could afford it, creating an ad for all Facebook users would be a senseless move because a given listing does not affect everyone.
As we know, the Social Blue collects user data, some deduced on the basis of their behavior, others because entered directly by members. These data allow to implement a profiling of people based on a number of different aspects that distinguish them: interests, professions, age, sex, place of residence, etc. By appropriately choosing the available parameters, a highly targeted public can be created that corresponds to the audience best suited to the type of content you are promoting.
We have already talked about the types of audiences that can be created with Facebook Ads. Now we will focus on how to effectively segment the public.
Locate your target
Among the preliminary actions to be carried out before proceeding with the practical preparation of the campaign on Facebook is the identification of its target. One must ask oneself who is the announcement that you are about to sponsor, what it is about, which people are potentially interested. For a good definition of the ideal communication recipient, we need to start from the more general characteristics, such as age, sex, place of residence, until we arrive at the more specific and specific qualities. The more detailed your analysis will be, the more the target you set will be precise and suitable for your ad.
The advice is not to limit itself to tracing its general characteristics in a detached way: try to put yourself in the shoes of the people you want to reach and give them names and a story. In this way, the interests and peculiarities of the target will not be a mere exercise of fantasy and without foundation, but will be the interests and peculiarities of “real” or potentially people.
Enter basic information and detailed targeting in Facebook Ads
Basic information covers places, age, gender and languages.
Through the “Places” section, Facebook allows you to identify who lives in a particular place, who is there, who has recently been there and who is traveling; you can also avoid this distinction by selecting the “All people in this place” option. It is also possible to include or exclude multiple places, such as entire countries, or regions or cities and to make the choice also based on the address or the Postal Code. As soon as it is selected, if it is a specific place like in the case of a city or an address, it is also possible to indicate the range of action, which allows to extend the scope of the post to the surrounding areas if necessary.
With “Age” allows you to set a minimum limit and a maximum limit for the desired target.
With “Gender” you can choose whether to show your ad only to women, to men only or not make any distinction in this sense (recommended unless you have absolute certainty about the gender membership of your person buyer).
Finally, “Languages” concerns the language set by the user as the main language, i.e. the one in which he has chosen to view Facebook and which he uses on the social network. This is a field that would be preferable not to fill out unless you want to reach a linguistic minority residing in a particular place. But if this is not your case, the advice is to ignore this field: it may happen that for reasons of comfort, study, etc. a user decides to set Facebook in a foreign language different from that of his / her own country and to make a choice in this sense would mean excluding a portion of the target audience.
Then there are the parameters of detailed targeting that correspond to demographic data, interests and behavior. The different parameters make it possible to identify the target audience of your ad perfectly and this makes a huge difference.
The “demographic data” allow you to choose among other things the educational qualification, the level of education, the sentimental situation, whether there are important events in sight (such as anniversaries or birthdays), the type of work done and even the number of children.
Under the heading “Interests” you will have at your disposal a series of aspects to choose from, reminding you that they are all data gathered from the likes, the Pages followed and activities carried out or shared.
“Behaviors”, finally, concerns a series of information on the use of the Facebook platform: the devices used, how long they spend online, whether or not they are managing Facebook Pages and purchase intentions.
If you have correctly identified your target audience, proceed to the compilation of basic information will be very simple; however, not always being able to orientate within the detailed targeting is a clear and linear operation, accomplices the continuous updates of the section (mandatory since the characteristics of users are continuously updated) by the social network itself.
At this point, however, a clarification is necessary: above all those who have just entered the world of ads sponsored on Facebook could be tempted to add as many items, interests and details as possible at this stage. Nothing could be more wrong. Unless you are absolutely sure (thanks to more sophisticated surveys or segmentation operations) that the parameters you are inserting will help you reach those you want with surgical precision, it is best not to overdo it. In fact, inserting too many interests or details can lead to inadequate or inconsistent segmentation. To make sure that you have defined an optimal audience, better control the breadth of your audience and intelligently use the “Include” and “Exclude” options.
Showing Facebook Ads to the wrong people is the same as not showing it at all, squandering precious budgets into actions without utility. Imagine showing an ad promoting a dog food e-commerce to people who do not have a dog; or an announcement of a jewelry store in New York to people who live in New York. Both are actions that make no sense. Identifying the right target means investing its resources carefully and aiming to achieve maximum results.
The system for displaying posts on Facebook is designed in such a way that each post sees only a small percentage of the subscribers to your account or page. This leads to the fact that the news does not see everything and, accordingly, important information may pass unnoticed. The solution to this problem can be paid posts and advertising on Facebook. The marketing portal Kissmetrics has published 10 tips that will help to use advertising on Facebook as efficiently as possible.
1. Facebook Lead Ads
One of the new types of campaigns on Facebook is Lead Ads, which allow advertisers to collect user data using special forms, without having to go anywhere from this social network.
To start working with Lead Ads, you need …
– Create a new campaign by selecting “Lead Generation”;
– Create your Lead form;
– Select the questions you want to ask users.
Special attention should be paid to the reports section – it will help to answer questions such as “Is there a conversion in the mobile app?”, “Which gender responds better to advertising?”, etc.
Knowing the answers to these questions, you can better allocate the budget for advertising.
3. Attribution models
Attribution models are rules or a set of rules that determine how the value of a conversion is distributed among interaction points in a conversion path. It is important to understand the attribution models of Facebook – how their settings change and what is important for your conversion goals, since there are rules by which each conversion is counted.
You can change the attribution models in the advertisement settings: Columns> Customize Columns> Change Attribution Window:
4. Test Instagram
From September 2015 you can advertise on Instagram using the Facebook Ads Dashboard. To do this, you just need to attach your account to Instagram and choose the placement of advertising in this account.
5. A similar audience
A similar audience is a targeting criterion in which Facebook generates an audience of users that are similar to your current users or audience. Facebook finds similar users by demographic information, interests, behavior, etc. and creates a list of users that you can use in your campaigns.
6. Use the location
Another useful targeting criterion for Facebook is location options. Are your target groups people who live in a particular city or travel to that city?
7. Talk to your audience
Thanks to Facebook targeting techniques, in most cases you know your audience — its interests, behavior, etc. Try to use this knowledge when you make appeals to the audience so that they are more personalized.
Remarketing allows you to re-advertise certain products or services to users who have previously viewed or purchased these products. Your advertising will dynamically change depending on what products the user has viewed.
Always test different advertising on Facebook options to see which option works best for your users. Facebook optimizes your advertising based on its performance and your goals.
Remember to perform A / B testing in order to determine if the results are statistically significant, or just a coincidence.
10. Use different placements
Keep track of the results of advertising in different places and choose those that work better.
In this case, it almost always makes sense to conduct a campaign in several places, for example, in desktop-tape and mobile Facebook feed.
In this article, we’ll look at 5 factors of effective advertising on Facebook. You know that millions of people use Facebook daily! That’s why the conversion rate of CTR increased from 0.5% to 0.9%. Advertising on Facebook has become more effective, but not for everyone: many target the audience by interests, demographic data, geography, create beautiful advertising models and write texts, but clients do not. What are they doing wrong and what should be done to make the advertisement work.
Factor 1: Strong offer
The principle works in any advertising: if you have a strong proposal, your advertising on Facebook campaign will pay for itself sooner.
Here are two campaigns for selling T-shirts …
Both suggestions are good in their own way, but the second is better: you not only buy a T-shirt, but also save dogs. Moreover, the idea of saving unfortunate dogs in this case will prevail over the idea of buying.
It is not necessary to develop charitable actions; it is enough to single out your proposal with an interesting detail. In the example above, the buying initiative comes from the buyer – the desire to benefit. Try in your next campaign to approach the purchase outside the box, without free shipping and seasonal sales.
SaaS companies selling software as a service use a similar approach. They provide a trial period, share cases, form loyalty. Before you sell your service, they help the buyer see its product advantages and make a decision.
You may also like to read: 5 Factors Of Effective Advertising On Facebook
A few tips to help you develop an attractive offer …
Read the literature
Books on psychology and advertising … “Psychology of Influence” shows in action six types of persuasion: exchange, commitment, social proof, authority, sympathy and deficit.
The books “My life in advertising” and “Scientific advertising” lay the fundamental foundations of the advertising business.
The book “Ogilvy on Advertising” gives examples of projects, ideas, sometimes unsuccessful decisions in advertising. Advertising is psychology in motion. The better you understand it, the better your decisions will be. The experience of the authors is applicable in Facebook.
Watch your competitors
Analyze advertising on Facebook campaigns and actions of competitors, and then take and create something much cooler.
So, for example, Burger King, McDonald’s and Vendis arrive. They constantly spy on social networks of each other, take on the arsenal of others’ most popular offers and on their basis create their own improved offer.
You may also like to read: How to Use Local Facebook Advertising for Your Business
Factor 2: Measure sales, not just husky
All the sense in sales. More sales – higher profitability. Likes and scarves cannot be monitored separately from sales. If your campaign has a lot of likes, you create a false sense of work done. Like does not talk about the effectiveness of the campaign.
Mistaken opinion: “since the people are husky, they are involved. We need to wait a little, increase the campaign budget, and sales will go up. “So money is lost: huskies and shiers reveal the strengths and weaknesses of an advertising on Facebook campaign, but are meaningless without a sales indicator.
Likes and shirts are important as long as you track sales. With zero sales, a thousand likes do not matter. If the campaign does not work, stop it and find out what’s wrong. The problem may be the text of the campaign, the lending, the audience.
You will start losing if you stop tracking the campaign. Even if sales go, you need to track where and when they came from. Collect and process data, determine what works and what does not. Without the system, you will lose money and time.
The above is a common error. It seems there is traffic on the Internet and money is repulsed, but offline expenses are not taken into account. As a result, the advertiser goes into negative.
You may also like to read: Instant Articles and Advertising: Facebook Wins Three Times
Factor 3: Build a campaign
Successful advertising campaigns are built gradually, nothing is created at once. There is no such thing that advertising in advance is doomed to success or failure. Success or failure depends on how well you know your buyer. To build an effective advertising on Facebook campaign will help testing and optimization.
Here are some practical tips on how to optimize advertising on Facebook …
Split the campaign into elements
Analyze the campaign in stages – from simple to complex. The breakdown will simplify the optimization: you test each element individually, rather than the entire campaign.
What elements can you test …
Layout: Drawing, text, heading, call-to-action, value proposition.
Targeting: City, interests, age, gender, family status, level of education.
Miscellaneous: Landing page, placement and type of advertising, the purpose of the campaign.
Follow a common goal
Your campaign has a specific goal that should be relevant to the market. The optimization of the elements should be aimed at achieving this goal. Without a goal, it will turn out to be a disagreement: the campaign looks neat, but does not meet the demands of the market.
How to know in advance which layout is better? No way!
You can analyze what emotions and feelings each picture should call, or evaluate how much the text and the picture are interrelated. But the truth is that you cannot know in advance which of the mock-ups is better. The guys from AdEspresso thought that the left version was more successful than the right one, but they were mistaken.
Test, do not assume anything. When you test an advertising on Facebook campaign, your opinion does not matter. The sense of testing is to look at your work from the outside. The results may shock you, but they will tell you a lot of important and useful information about your audience.
You may also like to read: 5 Facebook Marketing Tips To Promote A Local Business
Factor 4: LTV is much more important than you think
LTV (Lifetime Value) is the aggregate profit of the company, received from one client for all time of cooperation with it. However, short-term benefits often interfere with long-term planning.
Suppose you sell a product for $200. Primary attraction of the buyer costs $300. It seems stupid: the loss from the customer is $100. But then you calculated that LTV was $1000. In this case, the attraction for $300 does not look so bad. You lose in the beginning, but earn in the future.
LTV is one of the factors that is often not taken into account when planning advertising on Facebook, since the advertiser is focused on short-term benefits. To get the full value from Facebook advertising, you need to estimate all the prospective profits that the client will bring in the future.
You may also like to read: 5 Facebook Marketing Tips To Promote A Local Business
Factor 5: Set an adequate goal
To run a successful campaign on Facebook, you need to understand the difference between the goal, the task and the result.
The goal: What you want from the client. The goal is controlled by you, but should be directed at your client. Everything that does not belong to the goal, you discard.
Tasks: Concrete steps of how you will achieve the goal. Tasks serve the purpose and answer the question “How to achieve this?” The goal can be achieved by different tasks.
The result: It is the desired effect, what the goal should lead to. The result is not controlled by you, so you cannot start from it. The result is often confused with a goal.
Let’s say you sell women’s bags. This is a big market, the supply exceeds demand, the buyer does not know what to choose from.
Purpose: To help the client pick up a women’s bag.
Tasks can be …
- Tell about the types of bags: purse, shoulder, backpack.
- Explain what type is suitable for dating, and what kind of sport.
- Help to solve problems with each type of bags.
Result: The customer will buy (or will not buy) your bag.
The goal comes from the world of your client. You try to help the customer pick up a bag – it’s in your power.
You also control tasks. On the types of bags you can tell in different ways: in a blog, ezine, campaign of advertising on Facebook, personally to a person. If you formulate the task as “Tell about bags in Facebook”, you will immediately cut off other options. Do not put the tool in advance to solve the problem: you risk weeding out other, more profitable options. Tasks, like the goal, you control.
But you do not control the result: the client may not see your advertising on Facebook campaign, may have an ad blocker, may not up to you right now. The result is always unpredictable, because it depends on the mass of factors that you do not control. You help the customer choose a bag, but you do not know if he will buy it or not.
The fact that you cannot control the result is normal. Focus on what you can control – on an adequate goal and adequate tasks. You will have more chances to achieve the desired result.
Often the goal is wrong: “Sell 100 bags through Facebook.” To sell 100 bags through Facebook is a fantasy, an attempt to control the result. This is an inadequate goal, because it is aimed at the seller himself, and not at his buyer, and a tool (Facebook) is included in the task.
Even if you sell 100 bags, you’ll never know if you could sell more. If you cannot sell 100 bags, you will start working harder, but not more inventive. You will lose time, money and nerves.
What Are Instant Articles?
Instant Articles are the feature of Facebook created by a joint initiative between number of publishers, in particular newspapers (New York Times, National Geographic, Guardian, NBC, BBC, Atlantic and Buzz Feed), including the innovative newspaper in the second round.
Why Instant Articles Are Born?
Instant Articles formally emerge to meet the increasingly widespread demand among Internet users to access faster than shared content on Facebook but present on external sites. In fact, in the face of a growing number of people who accessed information sites directly from posts shared on Facebook, it was a 8-second average wait, between clicking on the link and loading the news page, internet eternity, and especially for who consulted the contents from mobile.
You may also like to read: 12 Tips To Local Advertising With Social Media
The Benefits Of Instant Articles For Users And Publishers
Instant Articles are the answer to this delay, and charging is 10 times faster than a standard mobile web page. It offer the user a natural, quicker, and perfectly integrated navigation in the social network. It allow publishers to propose their rethought content for a quality mobile experience. For Publishers, it also offers the opportunity to give new vitality to mobile advertising that in the past appeared too often to the user as spam and is now perfectly integrated with the content and sometimes gets even added value.
You may also like to read: 5 Facebook Marketing Tips To Promote A Local Business
The Winner Is Facebook
Why are Instant Articles for the Digital Ecosystem Facebook is so important?
2) Users will no longer have to go to the publisher’s site to read the content, but they will do so directly within the social network. What does it mean? An important drop in mobile traffic to publishers’ sites, resulting in lower advertising revenue coming from “traditional content” and an increasing need for monetization with Instant Articles content.
3) Who will help publishers monetize? Facebook! In fact, while leaving the various publishers the opportunity to sell and publish their listings in Instant Articles, it proposes its advertising solution, the Facebook Audience Network.
You may also like to read: Content Marketing: Why it’s important for your business?
Facebook Instant Articles is three times winner …
- Becomes central to content distribution;
- Increases content creator dependence on its platform;
- Expands its advertising audience considerably;