Happy Q1 advertisers! The start of a new year and a new decade is truly a busy time where we all finalize 2020 budgets, assess the damage from 2019, and rethink our strategies across the board. We keep the winners rolling, sunset the losers, and get ready to pitch a flurry of new ideas to our clients. As someone who loves working within the ever-so-buggy Facebook, I’d like to share some must-have audiences to deliberate as you plan your strategy refreshes and see what’s missing from your accounts.
At least one, if not multiple, core audience ad sets are suggested as a prospecting audience to reach net-new customers. By combining demographics, interests, location, and behaviors – advertisers can create very detailed pools of future customers based on the specific criteria. The most important note when curating these types of lists is to manage how large Facebook tells you your audience pool will be by location. If you are advertising with radius settings or other location limiters, then you will want to make sure you have enough core audiences layered in to be worthwhile.
First-party data is collected directly by the business that is advertising. This type of data includes audiences like contact lists, past converters, content interactors, and even shopping cart abandoners. It is important to be mindful of where in the funnel these data pools are and that should dictate how you advertise to them. Additionally, do not forget about exclusions in Facebook. This is where I leverage these audiences the most by being able to exclude past converters or web visitors from my prospecting campaigns.
There are a number of ways to utilize web visitors as an audience. Using the Facebook Pixel, advertisers can collect data directly into Facebook on user’s website behaviors. This allows us to remarket to anyone who has visited the website. Even more so, this allows us to market differently to users who have interacted with different pages on the website. For example, you could get as detailed as sending informative ads to viewers of your “about us” page or you could send “don’t forget” messaging to someone who added something to the shopping cart, then abandoned later.
LAL audiences are one of the strongest features that an advertiser can leverage within Facebook Advertising. So strong, in fact, that I would recommend that you create a LAL audience with every single first-party data pool that you have access too. Contact lists, shopping cart bouncers, or past converters are all types of audiences that can be converted into a LAL audience. LAL’s are generally strong performers as they can prospect for customers very similar to people who have met past criteria for your business. Just make sure to keep a low percentage audience size (1%-3%) which helps keep your audience pool as similar to your list as possible.
Very similar to website visitors and the strategies surrounding them, Facebook interactions can be leveraged to send specific messaging to those who have interacted with your business directly on your Facebook or Instagram pages without the need to install a pixel or tracking method. Some examples of these interactions are anyone who has engaged with your posts, someone who clicks on your CTA, or even people who message your page.
These 5 audience types should be leveraged to create a full-funnel approach to your advertising efforts. By strategically employing them across your various campaigns you will be able to understand more about your customer’s Facebook journey and the overall digital journey they take. For more information on Facebook and what to do during the new year, please take a look at Elliot Kemp’s post on Major Social Ad Platform Updates in 2019. Additionally, if you are looking for ad creation inspiration, look no further because Aaron Childs shows us how to view competitor ads in Facebook and Instagram with his post: How To Find Ads On Facebook and Instagram.
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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