A few weeks back I was fortunate enough to be invited to Facebook’s Blueprint Live at their HQ in London.
The day comprised a series of interactive exercises designed to bring a hypothetical client brief to life, in the form of a full-funnel campaign plan across Facebook and Instagram.
It was a fantastic day working with like-minded Facebook specialists from agencies across different industries, and full of valuable information, hints, tips and best practices. Although there was a lot of material that was old news to a seasoned strategist, it’s always reassuring to be told you’re doing things the right way. And as ever, there were also a few new nuggets to take away.
Based on my own experience and Facebook’s recommendations from the Blueprint event, here are my five top tips for successful campaign development.
1. Clearly define your key business goals, objectives and KPIs
It’s very easy to get excited about the latest Facebook advert type or new feature, but it’s essential that you ask yourself the following questions before you even start thinking about building a strategy.
- What are the business goals I’m trying to achieve?
- How do they map my objectives?
- What are the current results and how will I measure and track performance?
It is always important to read, re-read, make notes and challenge a brief, as the answer to these questions will help define your strategy and ultimately ensure that you understand exactly what you want to achieve.
For example, one of your business goals could be generating brand awareness. Or it could be acquiring new leads. Or it could be driving in-store sales.
Facebook makes it very easy for us to optimise towards the objective we are trying to achieve. Pick the wrong one and we could end up targeting the completely wrong type of person, which will likely throw your whole campaign into chaos.
Lead generation one of your business goals? Then make sure you choose the Lead Generation objective – simple stuff, but often overlooked.
2. Clearly define your targeting based on your objectives
Once you have a clear understanding of your objectives, you need to analyse where these sit in the purchase funnel and then you can begin to understand who you are going to target. Ask yourself these questions…
- Am I trying to reach brand new customers?
- Am I trying to encourage website visitors to make a purchase?
- Am I trying to encourage existing customers to purchase again?
By answering these questions you will start to build a pretty good picture of who you want to target.
If your objective is brand awareness then you’ll want to target new customers. Here, you should be looking at broad targeting (interests, demographics, behavioural) and Lookalikes (based on your existing customers, website traffic etc.). As with so much of marketing the key is to test, learn and refine: split-test different targeting groups within different Advert Sets, see which ones perform the best and then scale accordingly.
Top tip: Make sure you exclude your current customers from these Advert Sets.
If your objective is to generate conversions then you should be looking at creating custom audiences and retargeting those people. Some popular custom audiences include…
- Abandoned baskets (Add to basket 1 day, 3 days etc.)
- Video views (those that have watch at least 75% of your video)
- Email lists (from your lead generation campaigns)
Top tip: Tailor your messaging depending on the audience you are targeting.
3. Use the Audience Insights tool
Often overlooked, the Audience Insights tool is a fantastic treasure trove of information that will help you better understand your customers and further refine your targeting and messaging.
For example, you can upload a custom audience of your best customers (based on lifetime value) and find out exactly the breakdown of age, gender, relationship status, top categories, page likes etc.
You can then make sure that you target prospecting activity to people within the most prominent age range within that dataset, minimising waste.
You can also see which Facebook Pages your audience have liked previously. This can provide you with some great interest targeting ideas for your top-of-funnel campaigns.
Targeting the US? Then you have access to even more insights, such as:
- Household Income
- Purchase Behaviour
- Retail Spending
I thoroughly recommend you use this tool before, during and after your campaigns.
4. Consider your creative options – make sure your Ads stand out!
What do you think is the most exercised part of your body?
In today’s society, with the explosion of the smartphone, I would take an educated guess and say it’s most likely your thumb!
And with so much competition in every newsfeed, you’ll need to be creating ‘thumb-stopping’ creative that captures the attention of the user and gets them to stop scrolling through their feed.
Facebook offers a vast selection of different creative solutions, depending on your objective, your targeting, and where you want your adverts to show (Facebook, Instagram, and Audience Network).
So what creative should you be using?
Again, the answer lies in a detailed consideration of your business goals.
Is your objective brand awareness? Then you should be thinking about creating engaging Videos and Canvas adverts that allow you to highlight your brand attributes and encourage people to stop, watch and act.
Is your objective product sales? Then consider using Dynamic Adverts with the Carousel format. By utilising the Product Catalogue Sales objective you can create Dynamic Ads based on people who have viewed a product page, but not made a purchase.
As Facebook so eloquently put it…
Great creative drives engagement and can lead to higher delivery and greater efficiency.
Top Tip: Check the relevance score often to see how people are reacting to your adverts. A high relevance score will perform better in the auction.
5. Use the Facebook pixel to measure campaign performance
The Facebook Pixel is key to unlocking your campaign performance. If you want to know how many people convert on your website after clicking on one of your ads, then you’ll need to implement the Facebook Pixel.
But it doesn’t end there. To truly utilise the power of Facebook, you’ll need to be adding Events and Parameters across your pixel.
For example, if you are an eCommerce website with a large catalogue of products, one of the key Events you’d need to set up would be the ‘Purchase Event’. And within that Purchase Event you can add Parameters such as:
- Conversion Value
- Content ID
- Content Type
Top Tip: You can also input variables to send dynamic data!
Adding these Events will allow you to build full-funnel marketing reports and see exactly what actions your adverts are driving.
For example, you’ll be able to see the drop off from those people that click on advert, view a product page, add to basket, go through the checkout page, and eventually purchase.
Adding the Events will also allow you to optimise your conversion campaigns towards certain customer behaviour. Want Facebook to target people who are most likely to purchase? Then optimise your campaign towards the Purchases events.
Adding parameters within those events will allow you to go to a more granular level by building more refined Custom Audiences, such as:
- Those that purchase over a certain amount
- Those that add items to basket, but don’t purchase
- Those that purchase frequently
This will make your targeting much more powerful and so ensure your campaign is more efficient and profitable.
Overall, it was a great day and I certainly learnt a lot of new stuff, as well picking up a handy reminder on the basic principles of full-funnel marketing.
Senior Digital Strategist