The fact that US digital ad spending reached $72.09 billion last year means consumers are getting hit with more ads in more places than they ever have before. Marketers would like to call that a good thing, but people are engaging with ads less and less. Response rates in 1997 were around 7%, but today, that response rate has dropped to about .1 percent. Ad fatigue has officially descended on the nation, sending marketers searching for ways to ensure their messages rise to the top. Before your customers start boycotting or complaining about you (as some have threatened to do to overzealous advertisers), let’s take a look at some ways you can serve messaging that feels new, relevant, and effective with minimal effort on your part.
Keep creative fresh
Before you have nightmares about spending hours every day cranking out content, know that keeping your social creative current doesn’t require a constant stream of new stuff. Switch up ads frequently so your target audience will be saved from too many impressions of the same creative, even if you only have a few pieces to run. By predicting when click-through rates will start falling, i.e. ad fatigue setting in, (see below: Drop poor performers) you can also calculate the ideal number of content pieces you’ll need to fill the duration of your campaign. Take it one step further by creating a narrative in your messaging. If you have five pieces of content planned, instead of advertising five standalone product benefits, create one cohesive story about your product over the course of the five ads. Think of it as an extended carousel ad you can use to expand on an important or high selling point in your product. Check out this article for more ideas on how to approach your social creative within a carousel format.
Test your targeting
With any quantitative decision you’re considering, but especially marketing, you should always test. Running small tests will ensure you’re getting the most out of your budget when it’s time to plunk down the big spend. Run small tests on your LinkedIn campaigns, Facebook ad sets, or Twitter cards to assess the impact of using different targeting techniques. Depending on the results of the testing, you can make decisions on where to focus your funds. If the Twitter ads got minimal traction, maybe it’s better to put all the money behind the high-performing LinkedIn ads. If you tested different messaging and the pieces that ran on Facebook did so well they nearly broke the internet, run another test with that messaging on other platforms to see if it resonates with those audiences. Do as much testing as you possibly can before you need to launch the campaign. A little money spent up front will save a ton in the long run, and ensure you get the highest return on what you do invest.
Drop poor performers
Even with all that testing, at least one ad will be less successful than the others. We can’t all be winners, right? However, you don’t have to coach the poor performer along until your budget is drained. Stop spend as soon as you detect a drop in performance so you can put that budget toward what’s actually working. As mentioned in the Keep creative fresh section, you can use this data over time to predict how much you’ll get out of your social creative, and as a result, how many ads to create to keep messaging fresh over the course of a campaign.
Ready to get started with these three tips? Here at AdStage, we recently released Rotations (available in Automate) to assist and…well…automate all of the above. The power of Rotations lies in saving you time and ad spend by spitting out data you can use to calculate creative needs, get an idea about performance before stomping down on the gas, and automatically halt spend when an ad is no longer useful. In fact, Rotations will automatically stop spend on your ad once it’s reached 30,000 impressions and the CTR has dropped below your target (for example).
Want to give Rotations a try? Sign up for a 14-day free trial. If you’re already an Automate user, access your AdStage account directly through the Rotations feature, and choose the set of campaigns, ad groups, or ads you wish to cycle, then select the conditions you want to trigger the rotation. Check out our FAQ for more details on how the campaign will manage itself from there, and a click-by-click visual tutorial to get your Rotations set up.
Digital ad spend will only continue to increase as consumer eyeballs and attention abandon more traditional forms of media. The most successful marketers will be those who understand the importance of unique, compelling social creative, and can move quickly to ensure that’s what they’re showing consumers at all times.
Facebook is enhancing its Audience Network with its latest release of In-Stream Video Ads. This added placement is not only for mobile, but also available on desktop as well. From a user experience standpoint, the end user will be able to view the video ad in one of two ways: in-stream or in-article.
In-Stream Video Ads
The in-stream video ads, available both on mobile and desktop, will deliver in pre-roll, mid-roll and post-roll settings on video publishers that have in-stream inventory. If you’re wondering what type of third-party placements you can expect, premium publishers such as USA Today, Sports Media Group, and Daily Mail are already using these new ad formats to deliver engaging video ad experiences to their audiences. Other premium publishers may be available in the closed beta, but eventually Facebook will be rolling this out more broadly. Here’s an example of a video ad shown on USA Today:
In-stream video ad in the Audience Network (desktop + mobile)Advertisers can now optimize their video ads for brand awareness through the Audience Network. In-stream video ads will play before, during or after video content on third party apps and sites across mobile and desktop.
Posted by Facebook Business on Thursday, May 12, 2016
In-Article Video Ads
In-article video ads are currently shown on Facebook’s Instant Articles, a solution that lets publishers show articles from their site or mobile app to their audience on Facebook. The video ads will appear between paragraphs of text articles on mobile and play automatically when at least 50% of pixels are viewable. Viewers can opt-in for sound if they choose, but the default is muted. If you’re wondering what type of placements to expect, the in-article placements are only available through Facebook Instant Articles at this time. This means any publisher that already uses Instant Articles could enable this placement to show your video ads.
In-article video ad in the Audience Network (mobile)Advertisers can now optimize their video ads for brand awareness through the Audience Network. In–article video ads will appear between paragraphs of text and play automatically when at least half the pixels are viewable. Viewers must opt-in to sound.Posted by Facebook Business on Thursday, May 12, 2016
To start syndicating your video ads on third-party publishers, head to your Facebook Ads Manager. Within your Video Views campaign, you will see an option to Edit Placements. Make sure you’ve checked the box called “Audience Network” to qualify for additional reach and frequency across other publishers outside of Facebook.
According to Facebook, advertisers that opt in to the Audience Network can generate approximately 10% more incremental reach than if they only targeted the mobile News Feed (Facebook internal data, May 2016). Early tests are also showing a lower cost per view (CPV) when advertisers enable video ads on all of their properties including Facebook, Instagram, and the Audience Network.
The algorithms will increase in-stream video ad delivery on a third-party site or app if it is deemed more relevant to a viewer. This means, for example, if your targeted audience spends more time in a particular app or website outside of Facebook or Instagram, your video will be shown on that publisher more often. With more places to deliver content, advertisers can maximize their brand exposure through video ads more seamlessly through Facebook. Have you tried In-Stream Video Ads on the Audience Network yet? Tell us about your experience in the comments section below!
New Facebook Campaign Planner Available in Business Manager for Facebook and Instagram
The latest addition to Business Manager is the Facebook Campaign Planner “a standalone tool for media planners to draft, compare, and share media plans using reach and frequency buying across Facebook and Instagram.” Brands and advertisers can now plan out campaign budgets and schedules to predict the estimated reach and frequency, these campaign insights can then be shared with clients and co-workers through link sharing or direct emails.
Each media plan can have up to six versions. Within each version of the media plan, you can play with different combinations of budgets, schedules, audiences, placements, and ad impressions per day to better understand the potential reach and frequency of your campaigns.
Below is an example of how the campaign planner provides insights around your reach based on your budget, schedule, and desired frequency. Using the prediction results, you can compare different versions against each other to determine which media plan best fits with your performance goals.
Why Facebook Campaign Planner Rocks
In the past, there was no way to view available Facebook targeting options, and the level of scale to reach your audience. The only workaround to uncover these insights was building a dummy ad set, selecting the desired targeting, and gaining access to reach estimates. Now with the new Facebook Business Manager media campaign planner, not only can you see all the targeting options available, it actually calculates the potential reach based on your budget, or the budget required to attain a specific reach goal, within the selected campaign’s run timeframe.
With these estimates, you can make more informed campaign decisions, without having to use real budget to test and optimize. If you’re working with clients or a team of digital marketers, you can easily share the media plan and reveal key audience insights into your plans and show how reach and frequency will impact your campaign.
How to Get Started with Campaign Planner
As of now, Campaign Planner is only available to advertisers with eligibility for reach and frequency buying. To get started, follow these steps below:
- Log in to your Business Manager
- Click Create Plan
- Name your plan
- Click Create Version
- Fill out each field that you’d like to customize for your media plan. Below is a screenshot of the different fields you can populate to estimate frequency.
For advertisers with a limited budget, we suggest inputting your actual budget for each version, while varying the frequency and/or audience to see how the estimated reach changes based on the different variables that are selected.
On the flip side, for brand advertisers that are mostly concerned with maximizing reach within a given timeframe, we recommend using the same reach inputs (which should be your target reach) in the different versions of your media plan, and playing around with the frequency, targeting options, and available placements to see how you can maximize reach for the lowest CPM.
Have you tried creating a media plan within Facebook Business Manager yet? Tell us your favorite use case for the new Campaign Planner in the comments below👇!
Facebook Custom Audiences for Engagement
Facebook recently released another enhancement to Custom Audience targeting, Engagement Custom Audiences. The Facebook Engagement Custom Audiences offers a new way to refine your audience targeting and reach the people who show an interest in your brand. The main difference between Engagement Custom Audiences and Website Custom Audiences is where data is gathered.
- Website Custom Audiences collects engagement data from activity on your website
- Engagement Custom Audiences collects engagement data from activity on Facebook
PPC marketers can now target audience segments based on their interactions with your Facebook content. People who take actions on your Facebook ads like viewing your videos, clicking your lead form, or clicking your Canvas ad are signaling how they want to engage with your brand. In this post, we’ll cover how to get started Facebook’s Engagement Custom Audiences and share our favorite tips to audience segmentation based on content activity and campaign objective.
How To Set Up Engagement Custom Audiences
You can manage and create all your audiences from the Audiences page within Facebook Ad Manager. Select ‘Create a Custom Audience’, from there you’ll see a new window pop-up with the new Engagement on Facebook audience option.
Pretty simple, but now what? In the next section, we’ll cover the best ways to use an Engagement Custom Audience for both direct response and branding objectives.
Best Use-Cases Engagement Custom Audiences
Lead Ad Retargeting
As a refresher, Facebook Leads Ads allow you collect lead information from people who click or tap on your ad. The ad will open a customizable lead form where users can complete and submit, or simply view the form without submitting their information and drop off in the conversion funnel. With Engagement Custom Audiences, you can retarget ads to people who opened your lead form but didn’t complete it. This could remind users of your brand, and help drive a conversion later on.
Alternatively, if you have a longer sales cycle such as a B2B company, you can use an Engagement Custom Audience to retarget ads to people who actually completed a lead form. In this scenario, you may want to show them an ad that drives them further down the conversion funnel like product demo or case study.
Canvas Ad Exclusion Targeting
Facebook Canvas Ads create an immersive experience for mobile users on Facebook. This ad type is flexible for any objective, and characterized as “instant ads” because you have complete creative control to achieve any objective you want. Some examples include communicating your brand story, promoting a new movie, or showcasing individual products.
When creating an Engagement Custom Audience for Canvas Ad retargeting, there are two available options:
- People who opened the ad
- People who opened the ad and clicked on a link
Because Canvas Ads are visual in nature, people may get tired of seeing these ads if they’re shown to the same audience too frequently. To avoid saturating your target audience, create an Engagement Custom Audience for the people who opened a Canvas Ad and click on the link, and then exclude these users in your campaign targeting. This way you ensure you don’t overload the same people with the same ads they have already engaged with.
Video View Exclusion Targeting or Retargeting
Engagement Custom Audiences for Video Views give you an opportunity to fine-tune your targeting depending how a user interacted with your video ad. Mix and match targeting between the portion of the video viewed and the actual videos viewed. As shown below, you can select a variety of options when setting up your Video View Engagement Custom Audience:
Similar to a Facebook Canvas Ad, when thinking about who to exclude from a video ad campaign you may not want to continue showing videos to people who watched a majority of a particular combination of videos, so you can mix and match the previous options with the videos that were viewed.
Alternatively, you can apply the same Lead Ad retargeting concept. If a person viewed majority of your video (and you have a longer sales cycle), you can retarget ads to them that cater to different stage of the conversion funnel to drive them towards conversion.
Evergreen Retargeting Campaigns
When setting up your Engagement Custom Audience, Facebook requires selecting an engagement window. The timeframe for an engagement window varies for each type of Engagement Custom Audience:
- Video Views: up to the last 180 days
- Lead Ad opens: up to the last 90 days
- Canvas Ad opens: up to the last 365 days
It’s a simple setting selection, but extremely powerful and more useful than Email Custom Audiences as they allow you to target people who engaged with a specific video, lead ad, or canvas ad during the past day (or X number of days you set it to). With targeting options like Engagement Custom Audience, creating evergreen ad campaigns are now possible because the ads you retarget to these people will nearly always be relevant based on their recent actions.
Apart from retargeting, Engagement Custom Audiences can also be used for audience expansion efforts on Facebook. When creating a Lookalike Audience, you can leverage your Engagement Custom Audience as a seed list, which will show ads to people who are similar to those in your seed list, in demographics, interests, and other profile characteristics.
This is part II of our four part series, “How to Drive B2B Pipeline with Social Ads”. In Part I we discussed how to generate scalable revenue by targeting the right prospects. Today we’ll uncover 3 surefire ways to increase engagement with the top 20% of prospects and lower acquisition costs.
Missed Part I? Read it here.
Nurturing Existing Prospects
Customer acquisition is one of the most costly aspects of any business. B2B marketers tend to align marketing goals based on a cost per lead acquisition model. This usually means dedicating budgets and resources to keep the top of the sales funnel full.
Yet, acquisition is just one piece to the customer lifecycle. Continually trying to add new prospects to your database drains cash and manpower.
New prospects may be aware of your brand, but you still need to win their trust. Your job is to show how your product/service solves a problem in their life (and worth the $$).
Be more efficient with your ad dollars. Re-engage and target leads who’ve shown an interest in your product/service, but haven’t purchased. Focus on each step the customer lifecycle to avoid a leaky marketing funnel.
Engagio’s Jon Miller, created one of my favorite customer lifecycle visualizations. In the image below, Miller showcases how an Account-Based Funnel acquisition model moves prospects to customers.
Why spend the majority of time and budget generating new contacts, when you have a database full of them?
In a study, Online Marketing Institute found it takes 7 to 13+ touches before a prospect becomes a Sales Qualified Lead (SQL). Ensure you’re reaching segments who have established an initial interaction with your brand.
For example: a prospect visited your website, engaged with content, and filled out a form. This prospect is not only familiar with your offering, but wants to explore the benefits of your product/service.
So, how do I actually get in front of my warm prospects?
Social advertising, if done right, allows advertisers to funnel highly qualified prospects into a well-oiled, profitable sale’s pipeline.
The B2B PPC manager understands why multiple points of engagement positively impact bottom line, but struggle with the how. The challenge here is figuring out how to deliver relevant ad content that (gently) reminds warm leads of their initial interest.
Let’s look at a few ways you can reach, nurture, and accelerate the buying process for your ideal prospect base.
Website Visitor Retargeting
Here’s a frustrating stat: did you know up to 98% of your web visitors do not complete your desired action on the initial visit? If your only focus is new acquisitions, there’s a risk in spending tons of cash for an unconverted visitor (or lost opportunity).
Focusing on new acquisition in this way is costly, inefficient, and results in either poor quality or a low conversion rate.
However, all hope is not lost.
You have the ability to reintroduce your brand or repackage an offer to previous web visitors, even if they have not filled out a capture form.
But first, we need to lay some groundwork.
How to Setup Up Social Web Tracking
Facebook and Twitter Ads offer direct re-targeting options using a simple snippet of code to run across your entire web property.
Once those pixels are implemented across the selected website pages, you can start building custom audiences based on:
- Keywords in the URL
- Last visit date
- Exact step reached last in the conversion funnel. Such as filling out a webinar form.
Pro Tip: Use Google Tag Manager to install all your social web tracking code. Google created a tool designed to help marketers easily update tracking code in real-time, without the need of a web developer. And the best part is that Google gives it away for free.
Need a quick refresher on Facebook Website Custom Audiences? Learn how to map campaign goals to each Facebook Custom Audience: How to Remarket on Facebook with Website Custom Audiences.
How to Create a Facebook Website Custom Audience
The steps below include how to create and install a new Facebook pixel and how to refine website visitors into a defined audience.
- Log in to your Facebook Business Manager or Facebook Ads account. Route to your desired Facebook Ads account.
- Pull down the Ads Manager tab to reveal the Audiences menu option.
- Select Website Traffic as your desired audience type.
- Take a pause and review your options . You want to create the best audience segment to reach with your advertising campaign, right?
- Try breaking down audience segments into micro-segments using different match type combinations.
- It’s important to test, and even micro-segment, your audiences to pinpoint similar buying patterns or top performers for a given campaign objective.
Two main levers to consider:
- Web page visited
- Last visit date
Web Page Visited
The default option is to create a Website Custom Audience: the web pages with the Facebook pixel will track all visitors. This is a great option for websites with very low traffic. But, if the domain is a few years old, it’s likely worth refining your audiences further.
Instead, examine your options for segmentation by website page visited, or missed.
There are a few ways to use this:
- If you organize your web pages by product lines or featured content, you can segment by page to see the ad content that best resonates with web visitors’ interest.
- For example, sponsor a LinkedIn Ads guide, targeting ] web visitors who visited our LinkedIn Ads section of the website.
- Exclude targeting web visitors who reached a desired conversion flow – such as reaching a “Thank You” page after a form submission.
- Triggering the next sequence in a series of drip retargeting messages based on pages consumed.
- Learn how to build social ad retargeting drip campaigns.
Last Visit Date
While it’s not a hard and fast rule: web visitors who visited your site several weeks/month ago, may not plan on returning any time soon. However, someone who recently visited within the last month could still be shopping around for their ideal solution.
Create a unique website custom audiences by segmenting web visits by last visited date.
- Visitors from 1-3 days ago
- Visitors from up to 15 days ago
- Visitors from up to 30 days ago
- Ensure to exclude the other segments as negatively targeted audiences when testing.
How to Create a Twitter Website Tailored Audience
We’re going to apply the same method we used in the previous section to build a Website Tailored Audience for Twitter Ads.
Steps to Create A Website Tailored Audience
- Log into your Twitter Ads ad account
- Pull down the Tools menu to reveal the Audience manager. Click through.
- Within the Audience Manager, click on the “Create new audience” button.
- Select the option, “Create a Website Tailored Audience”.
Much like Facebook, Twitter allows you to create unique Web Tailored Audiences based on web page visited or the days since the last visit.
Segmenting Your Database by Campaign or Lifecycle Status
Savvy digital marketers feel very comfortable wheeling around inside of their marketing automation or CRM systems, filtering lists to reveal the best fit prospects to include within a campaign.
Much like prepping an email campaign, marketers can advertise to a select group of prospects from their database on Facebook & Twitter using custom/tailored audiences.
Different Ways to Segment Your Database
Essentially, this is aligning paid social advertising with email and other mediums, around a focused campaign objective.
For example, you may be promoting an upcoming webinar to select Directors of Marketing in your database in a particular Industry. Using campaign member filtering, you can couple your email outreach with highly targeted social promotion.
Lead Lifecycle Status
Advertisers should tailor content based on where that prospect is in the buying process. For example, a lead who reads your blog to learn more about a specific topic, but sure to serve up content that speaks to this interest.
Instead of launching an awareness campaign or driving demo requests, tailor your message based on the prospect’s stage in the buyer’s journey.
Learn more tricks of the trade in our guide to using Marketo’s Ad Bridge.
Account-Based Marketing is one of the hottest trending topics in B2B circles today. This strategy champions personalized engagement among top decision makers and influencers in target account (company) lists.
For example, you want to reach the entire marketing team at Adobe to increase awareness of your Marketing Automation solution.
Learn how to run account based marketing plays in our post, “Account-Based Marketing, Focus on Pipeline, Not Leads”.
How to Create a Custom/Tailored Audiences From Your Database
- Export a .CSV file with the group of prospects you want to target.
- Be sure to include important fields from your CRM or Marketing Automation tool like: first name, email address, and phone number.
- Upload the list as a Custom Audience in Facebook and a Tailored Audience in Twitter Ads.
Did you enjoy this article? Stay tuned for Part III, as we reveal how to track the performance of your Facebook, Twitter, and LinkedIn Ads campaigns across your web analytics, marketing automation, and CRM systems!
Video on Facebook is on the rise. The social media network recently reported users consume 100 million hours of video daily, and by 2020 75% of those hours will come from mobile.
What does that mean for you?
As an advertiser, you’ll want to keep up with the rapid evolution of these social networks’ ability to fine tune your audience targeting. This means constantly test new creatives to connect with your audience through an experience. However, with video ads, sometimes it’s not as simple as quickly creating an A/B tested video ad that matches your brand standards. So, you’re going to need to know how to position your video to make sure it performs well on mobile devices.
Luckily Facebook has already done the heavy lifting in testing video ad creatives and provided these recommended best practices to drive better campaign performance.
Make a Grand Entrance
People are typically on the go with their mobile devices which means you’ll need to have a hook that grabs their attention within seconds of launching your video. Make use of bold brand colors, themes and imagery at the start of your video to connect audiences with your ad and make emotional associations quickly to ensure your ad is memorable. You can start your video with lifestyle or product shots, recognizable spokespeople, action scenes or vivid backgrounds to spark interest.
Communicate in Silence
As most video ads in mobile feeds are viewed without sound, it’s recommended to design your video with the sound off with visual cues or taglines. You can show captions, logos and products to help communicate your message, even without audio.
Show What’s Important
Producing a visual video that highlights what’s important, while optimizing for the smaller screen requires consideration for dimensions and scale. Try editing your frames with zoom, crop and overall visual composition to adjust your story to optimize the translation from desktop to a small screen.
Keep Innovation Creative
Like video commercial advertisements, once your ad receives a sizable number of impressions and the audience becomes saturated, so does the effectiveness. Learn what works for your brand and audience by continuing to experiment, test, and iterate. There is never a universal rule of thumb that will drive your desired outcome on mobile video.
Some Real Examples
Facebook consulted with brand advisers to identify mobile video ad’s impact on campaign performance. Brand advisers experienced a significant results. After analyzing the results, Facebook published the highlights and the real mobile video ad sets from the test.
Wells Fargo Doubles Impressions
- Shortened the television commercial to accommodate a mobile device
- Changed the aspect ratio to square for better visibility in the News Feed
- Added text to deliver message without sound
Wrigley’s Increases Impressions by 7x
- Shortened video ad from 15 to 9 seconds
- Added visual messaging on the video title card
- Improved the story telling between seconds 1 to 5
Campaign Scheduling is particularly useful for syndicating your video across networks during times of the day when they are more likely to be seen, almost like primetime TV ad spots. AdStage offers Facebook Video Ads and allows you to optimize the time of day or time of week that your ads are being shown with AdStage campaign scheduling.
Check out how to automate cross-network dayparting in seconds:
To get started with dayparting your Facebook mobile video ads, request a free 30 minute demo with one of our AdStage specialists today.
How I Get Over 60% Conversion Rates On My Home Page With Facebook Ads Overlap Targeting (And How You Can Too)
Yes, it’s true. And yes, it’s repeatable. I know most case studies selectively showcase the best results and hide the failures that happened along the way. In this case, I’ll walk through each step of the campaign to show how you can replicate the same results for your own campaigns. Surprisingly, my “failures” were 30%+ conversion rates because Facebook’s detailed (overlap) targeting is that powerful.
So what is overlap targeting?
I’ve heard people call it flex, overlap, “AND-OR” and narrow targeting. Facebook calls it Detailed Targeting and provides a nice little image to show you how it works:
For example, if we target ‘Digital marketing’ as an interest in the US, our reach would be 1.9 million. For most businesses this audience is way too broad.
If we narrow the audience with Detailed Targeting to include ‘Digital marketing’ AND ‘Small business’ demographic, (an audience of 12 million), our reach decreases to 150,000 people. Now we are only targeting small business owners in the US who are interested in Digital Marketing. Powerful right?
Detailed targeting offers the ability to apply the ‘OR’ operator to help advertisers and consumers experience only the most relevant content. Continuing with our example, we can widen our audience reach to 540,000 just by adding ‘Home office’ as a demographic condition.
When you create your Facebook ad set, it will look like this:
Refining Your Audience Reach: Start Broad
Another powerful way to use this feature is to target a broad audience and narrow it with well-known industry experts that have a blog or course related to that topic. That way you know your audience is someone who is not only interested in the topic, but also someone who is engaged and willing to take action. That’s exactly what I did and I’ll show you how.
In this case I’m targeting people interested in learning AdWords. I used a few different industry experts to overlay on top of the AdWords interest:
Ryan Deiss, CEO of Digital Marketer, and his team teach pretty much everything related to digital marketing, including AdWords. As you can see, that audience converts at 60%!
Amy Porterfield is an influential figure in the social media marketing space and a co-author of Facebook Marketing All-In-One for Dummies. This suggests that she has a low interest in learning AdWords. The metrics agree, but still has a 35% conversion rate.
Frank Kern is another well-known name in digital marketing and judging by my report I may need to adjust my audience parameters before resuming the campaign.
Lastly, the Lookalike audience segment based on traffic to my website with an AdWords overlay is producing 66% conversion rate.
Keep in mind, this is all cold traffic.
More recently I experimented with another audience that got zero clicks after reaching 275 people:
I’m surprised this ad set didn’t perform as expected since Smart Passive Income has a highly engaged audience. You can’t be emotional in advertising. Just because you think something will work doesn’t mean it always will. Data doesn’t lie.
Here’s what the targeting for the Ryan Deiss ad set looks like:
My campaign goal is to generate leads, so the first step is to optimize for these lead conversions.
Next, I exclude previous leads, to avoid showing existing customers ads promoting a free trial:
I excluded previous email opt-ins a few different ways:
- Uploaded email list
- Lead conversion goal (based on Facebook pixel)
- Email Opt-In & Email Confirmed are from the old Facebook conversion tracking
These lists should contain the same people, but it’s always possible people submit multiple email addresses. I always like to cover my bases and exclude all 3 just to be safe.
For location, I’m targeting the US and Canada:
I could easily expand this to other English speaking countries, if I need a greater reach.
Originally I didn’t narrow age or gender. After running this ad set for about a week, I noticed middle-aged men converted much better, so I narrowed the audience targeting according to my new findings:
Finally, the detailed targeting section:
Wrapping It Up
Ad placement is another area to keep an eye on as the data rolls in. Initially, I like to target both the mobile and desktop news feed. If one device is performing significantly better, I will update the lower performing ad set to match the winning campaign’s target audience.
You may have noticed that I targeted one industry expert per ad set. This allows me to know exactly which audience is working. If you target multiple interests, demographics or behaviors together, you won’t be able to determine which variable is working. I recommend you do the same when setting up flex targeting (or any type of targeting for that matter). You will be able to quickly pause the audiences that don’t perform well and continue to iterate on the audiences yielding results.
To get you started, here are few detailed targeting combinations for various industries:
- Fly fishing AND Orvis (people who want to learn fly fishing or who want products related to fly fishing)
- Yoga AND Social anxiety (targeting people interested in Yoga to help with anxiety)
- Solar energy AND diy (do it yourself solar energy? I think that’s a thing)
- Warrior Dash AND Trail running (make a 530,000 reach audience out of two 3 Million+ audiences)
- Fine art AND Income > $500,000 (make sure they’re able to buy)
Have fun finding new ways to target your potential audience. Facebook will update the potential reach on the fly as you add new audiences. A rule of thumb, try to keep the number between 50,000 and 500,000 and remember relevance is the most important part of advertising online. If people aren’t interested, it won’t matter how compelling your ad copy is because it’s still not getting clicks.
Have you had great results from detailed targeting? Do you have questions on how to get started? Let me know in the comments!
One of the most common questions I hear asked about Facebook Ads is, “how should I setup my ad sets?” At a macro level, the structure of your account should be able to provide clear views into performance at each layer – exposing areas of opportunities and weakness.
When asked this question, I often turn to an underutilized, but powerful view in Facebook. Within a table view, the ‘breakdown’ tab reveals clear options for split testing and analysis.
Breakdown metrics act much like AdWords’s dimensions views, offering ways to slice your data into segments. Use these viewpoints to explore possible ways to partition your ad sets, to drive efficiency.
Segmenting out ad sets provide many benefits:
- Dedicated budgets
- Hone in on creative by medium or target audience
- More flexible control over your bids
Let’s take a look at some of the most impactful views into your performance data.
Several days after a new campaign launch, it will be clear if there’s enough volume to segment out your targeting into refined ad sets. One of the most impactful structures is to breakout targeting by placement and device.
Within an existing campaign, select the ‘placement’ option from the breakdown column. If multiple placements are being targeted, you should notice a sizable difference between the cost per result from one placement to the next.
For acquisition campaigns, right column ads tend to have lower cost per conversion results. While for engagement themed campaigns, mobile Newsfeed might be the best choice since the post includes social impressions and mobile sharing is seamless.
In the above example, you’ll notice that Right Column Ads are generating conversions at about a third of the cost of News Feed ads.
Not only can performance vary by placement, it can also fluctuate by device type. Even if you only have News Feed placements selected, there can be a difference in cost per conversion by type of device and the operating system. Select the ‘placement by device’ option from the Breakdown menu to reveal insights.
Your campaign performance can vary significantly by geo. Should your brand or offering serve an International customer base, it’s worth splitting out ad sets or campaigns by country. The United States is the most mature Facebook market, but also is often the most expensive.
Learn how your ad sets perform in a particular geography using either the country or region breakdown metrics.
In the example above, you can see there’s a stark difference in the cost per engagement between Brazil and the United Kingdom. With multiple geos rolling up to one ad set, I have very little flexibility to align my budget to particular areas. This would be worth breaking out into separate ad sets by country.
The breakdown metrics provide clear views into areas of optimization and refined ad set structure to maximize conversions. Providing you greater control of budget allocation, bidding, and messaging.