The guide to adapting the type of Facebook campaign to our goals

The guide to adapting the type of Facebook campaign to our goals

irit frank / January 29, 2020 / Advertising on Facebook / 0 Comments

Facebook’s advertising system curates a lot of information. How much is a lot, you ask?
Everything we put in it...our entire life.
Think about it...every photo you’ve uploaded, every check-in you’ve made, every person that you’ve discreetly viewed their profile...the system knows and remembers everything...
On one hand, heaven help us 🙂 because privacy seems to be a thing of the past, but
on the other hand, it turns it into a very sharp advertising system.

I like to describe the system as a hunting dog. And like every hunting dog, its main drive is to please its owner. So when we “tell” the system to “fetch”, it does just that...
But we have to be very clear, just like with dogs, what we want it to bring us.
Here is where Facebook’s campaign types come into the picture.
We perform a wide variety of actions on the system: communicate with people, view photos, communicate with various brands, communicate privately or openly with people, play games, watch videos, and more.
The more developed the system becomes and lets us conduct different actions, the greater the amount and types of information it stores.
The greater the amount of information, the more different types of campaigns (and audiences) are added.
So how do you pick the best campaign goal for us?

How do we choose the campaign goal?

A lot of clients that meet me for a consultation open with the following sentence: “I want a Facebook campaign”.
My response is always “Why? What do you want to happen?”
The replies always differ...and so do my tactics accordingly.
After all, at the end of the day we all want more sales and more customers, but the way to get there differs for each product and market segment, which is why it’s so crucial to choose the right type of campaign. There are 3 types of campaigns.

Awareness -At this stage we’re actually exposing “cold” and potential customers to the fact that we and our solution exist.

 Consideration  -Here we continue to “warm up” the customer with sales suggestions that s/he finds much more interesting.

 Conversion -The Holy Grail!!! At this stage we can already see conversions, sales, and new customers.

Awareness

Strengthening brand visibility - The main index measured in this campaign is strength of the brand’s visibility. This type of campaign’s only goal is exposure. That’s it. No more and no less.
Strengthening local visibility -A very interesting product that is still in its infancy. This product mainly interests someone with a store or physical business where he sees his customers. Like a restaurant, clothing store, or a doctor’s clinic. Here we’ll measure exposure to people that are in physical proximity to the business.
Exposure -A very simple campaign whose only goal is to get exposure. That’s it. No more and no less.
**For the most part I don’t use these types of campaigns. So far these tools are very immature (at least for my customers’ content) and I prefer to invest in other advertising avenues.

Consideration

Traffic -This campaign used to be called click to website, which already implies what it does, no? The goal of this type of campaign is to direct an audience to external or internal (Messenger) destinations in Facebook.
Engagement - If you like to use the ‘boost post’ button on the Facebook page, I implore you to stop, and to start building these campaigns through the ad manager or the Power Editor (PE). With this type of campaign, the system will search for people that most easily react within the segment we define. Take that into account... The fact that someone reacted to your post doesn’t yet say that he will leave a query on a landing page or buy a product or course on your website.
App installation - The name gives this one away as well, doesn’t it? And again, take into account that whoever installed the application hasn’t yet become a regular user or a paying user...it’s very important to make these distinctions for the ROI and the business plan.
Video views - Video is the new black...not only is it the new black, it’s also got glitter 🙂
One of the strongest marketing tools we currently have is video. Nowadays it’s not really a big deal to make a brief high quality marketing video with cellphone cameras that keep getting better, the editing tools for the “simple users” that are becoming increasingly more popular, etc.
One of the main reasons that video is the new black is that around two years ago Facebook set a goal for themselves: grab a segment of the YouTube market, and the rest is history.
The organic exposure to video clips on Facebook is infinitely higher than other content such as posts, photos and/or links.
Another huge advantage that video has over other types of content is that you can now lump them under one group (audience) that has viewed the video. And not just viewed but also catalog them per the amount of time they spent watching the video. So we can actually create remarketing groups for an audience that has watched 50% or more of the entire video, or 75% or 95%.
In other words, a customer that really needs you or who really loves your brand will view your video content in much higher percentages. It’s reasonable to expect that a customer who does this will convert relatively more easily than a customer who doesn’t do it.
Lead Generation - One of the most popular uses of advertising on Facebook is to generate leads for new businesses, usually those engaged in consultation and knowledge. It’s less applicable for online sales. This tool serves us when we don’t want or can’t build a landing page for lead generation. Facebook stepped up and created a lead generation tool for us.
If you want to know a bit more about this tool click here to get the digest guide that I wrote.
I’ll sum up this tool in a few sentences:
If you sell an easy to understand and/or standard product, this tool can give you great results.
If you sell a complex and/or very expensive product, I wouldn’t use the tool for it because the look & feel of an online landing page carries a lot of weight.

Conversion

Conversions on the site or application - We measure various types of conversions and activities outside of Facebook for our online real estate assets (site, landing pages, applications, etc.) by embedding pixels.
You can learn about pixels and how to work with them in my course ( click herefor more information).
Now, if you’re still not sure about things, take it as fact. There are pixels and they record and analyze campaign activity and the conversions in campaigns.
Facebook’s pixel can count and monitor 9 different types of conversions. Some are “hard” conversions, like a lead, completing registration and purchase, and the rest are “soft” conversions, like viewing content, searching the site, and so forth.
It’s very important to select the right conversion for each campaign. It’ll help us later to better understand the audience and its behavior when we want to expand our marketing to an existing and new audience.

Conversions from a product catalog - This is where we enter the fascinating world of dynamic ads, CRO, and user behavior. When we work on quality sales platforms (online stores) like Magento, WordPress, Shopify, and others, we can create a product catalog from the site system and then interface it to Facebook’s advertising system.
What happens next is:
A person enters a store, looks at the products, and even adds 3 products to his cart. For some reason, the person abandons the cart and doesn’t actually go through with the purchase.
Another person enters the store and also adds 3 products to their cart. Completely different products. He also bails.
Then they go to Facebook (Google also has a similar feature) and their shopping cart “follows them”. The exact same cart.
The desired outcome (and in most cases it’s also realized) that a large portion of users that have abandoned their shopping cart come back and make the purchase and the conversion cost is very low. We can set up dynamic product ads (DPA) only from a certain number of site visitors. You need a critical mass for this feature to work properly.

Store visits - This refers to a “real” shop on the street or in the mall. This is a new feature, which I personally haven’t tried, and it enables the checkout system in the store or chain of stores (restaurants, cafes, etc.) to interface with Facebook and then it’s possible to measure how many visits we had thanks to advertising on Facebook. To interface the systems, you need a technologically advanced checkout system as well as willing store IT people. In short...it’s really complicated right now.

There are so many options, how do you know what to choose?

Usually when I meet clients for an initial consultation, the first thing I ask is “What do you want to happen by working in digital?”
The answers are very diverse and usually depend on the age and financial status of the business. But at the end of the day everyone wants to increase the amount of money and customers that they gain each month.
In order to decide on the best possible course of action for each and every business, I have a few questions that help me decide.
1. How many years has the business existed?
2. Do we have a mailing list of past and present customers?
3. Is there an online shop that you can buy from?
4. How long does it take for a customer to close a deal? Is it a complex and time-consuming process? Or a brief and quick sale?
5. Is there a website and how old is it? Does it have Facebook, Google, etc. tracking codes?
6. Is there high quality marketing content like a professional blog? Articles?
7. Who are the direct competitors?
8. Who are the biggest competitors in the market?
9. Is there a video of the product? Of the business? Of the professional (in the case of consultants and trainers, etc.)?
10. If there is no video, is there willingness and capability to create video?

These are the basic questions. I use them to start understanding the state of the business and what marketing materials need to be created and produced in order to increase the amount of monthly sales.

There’s no right way for everyone, there are several methods and schools of thought for each type of business, product and/or service.
But there are a few tips that can help you get started.

Young customer
When we start working with a young business without any data history, we’ll first want to work on the following types of campaigns: engagement, click to website, and video views (assuming we have video). Our goal with these campaigns is to “color the audience”, strengthen the brand’s visibility, cause the relevant target audience to ask questions on the page and in private messages.
After a period of working on “coloring audiences”, we can move to a re-marketing campaign for the audiences we’ve “colored”. Here we want to select a conversion campaign. Each business and its required type of conversions: leads, signing up for mailing lists, online store purchases, etc.

Veteran customer

When we work with a client that we already have data for, and the numbers are nice and ripe, we can start with remarketing and conversion campaigns.
It’s really important to incorporate engagement type campaigns in the budget to “color” a new audience and bring “fresh” traffic to the client’s business.

Happy conversions everyone