Tag Archives: Facebook Advertisements

Simplified Guide to Facebook Ads Funnel

No doubt that a Facebook ad is one of the greatest ways to deliver promotional messages to the intended audience. However, the chances of a stranger buying a product or service the first time he/she sees an ad of a brand is quite slim. 

To effectively convert a stranger into a customer, the brand needs to create multiple touchpoints – a funnel, to move the stranger from one point to the next. How? This is where Facebook Ads Funnel comes into the picture.

What is Facebook Ads Funnel?

Facebook Ads Funnel is a sequence of ad campaigns designed to take the stranger along the buyer’s journey. Technically speaking, this method consists of multiple campaigns with multiple ads that include different value propositions delivered to the right audience at the right moment.

The Facebook Ads Funnel consists of four main stages:

  • Awareness – Top of the Funnel (TOFU)
  • Consideration – Middle of the Funnel (MOFU)
  • Conversion/Decision – Bottom of the Funnel (BOFU)
  • Post-Purchase Stage (Convert existing buyers into loyal customers and even brand advocates)

Facebook Ads Funnel target users at every stage of the buyer’s journey:

  1. Strangers (cold audience) – people that are not aware of brand/products/service
  2. Prospects (warm audience) – people that are aware of the brand/products/service and have shown some interest
  3. Leads (hot audience) – people that are highly interested that shared their contact info and want to learn more of the brand/products/service
  4. Customers – people that converted – bought, registered, etc.
  5. Loyal Promoters – people that loved the brand/products/service that they buy regularly and promote for free. 

How to Create Facebook Ads Funnel?

The funnel building process includes choosing the right Facebook campaign objective, audience, ad format, call to action, and copy that is relevant every stage.

Stage 1: TOFU – Turn Strangers into Prospects

Top of the Funnel (TOFU) or the Awareness Stage’s goal is to attract new audiences – cold audiences. These people are unfamiliar with the brand/products/service and aren’t interested yet. 

Ads such as free trial, demo, quote or consultation offers are too early at this stage. Instead, highlight how it can solve all the problems. Warm up the cold audiences and turn them into prospects by introducing the benefits of the product.

Stage 2: MOFU – Turn Prospects into Leads

At the Middle of the Funnel (MOFU) or Consideration Stage, the goal is to turn prospects into leads by collecting contact information for further nurturing. 

At this step, it is ideal to have ads that direct prospects to the Facebook page or website. This will expose them to the product and convince them to leave their contact info. Ad offers such as downloadable pdf, special offer, free sample are good.

Prospects are still far away from the buying decision, so be careful of being too pushy.

Stage 3: BOFU – Turn Leads into Customers

At the Bottom of the Facebook Ads Funnel or Conversion Stage, the goal is to turn leads into paying customers. Finally, it’s time to start selling!

Communicate the product’s value proposition to make them buy or sign up. 

Stage 4: Post-purchase – Turn Customers into Loyal Customers and Brand Advocates

Existing customers are the most profitable since they’re easy to re-acquire. Nurture them with post-purchase Facebook ads and turn them into repeat purchasers and promoters. 

Remember, people on Facebook and Instagram aren’t actively looking for products to buy. Instead, they’re socializing with friends, reading the news or watching funny cat videos, and mostly, they see ads as an interruption.

As an advertiser, it’s a crucial job to introduce a brand/product/service without disrespecting social media experience.

Reference:

https://www.wordstream.com/blog/ws/2019/02/21/facebook-funnel

Podcast Ads vs Video Ads. Learn Why Podcast Ads Performed Better

According to Edison Research, 51% of U.S. population ages over 12 years old have listened to a podcast and 22% have listened in the past week. Surprisingly, 78% of listeners mentioned that they don’t mind branded sponsorships. The 2018 Podcast Revenue Report by IAB and PwC stated that marketers spent $479 million on podcasts advertisements in the U.S. and projected that revenue will top $1 Billion in 2021. 

The above mentioned reports confirm a solid and increasing growth of podcast advertising and are now being looked into on how it will boost brand awareness. 

But how about Video Advertising? Are advertisers going to shift now? Which of the two is better – the good old Video Advertising or the up-and-coming Podcast Advertising?

Podcast Advertising

Podcast Advertising is a relatively new ad format where brands promote on a podcast (an audio show usually downloaded or streamed over the internet). In most cases, the podcast host reads the audio ad pre-roll or mid-roll during their show. 

The audio ad contains information about the product/service and relates personal experiences the host had with the product. Also, the host mentions where listeners can order, coupon codes, and more. 

Podcast Advertising is giving some of the highest ROI in the digital advertising industry and is growing quickly as listeners are highly-engaged and trust the host they listen to. 

Due to the nature of the podcast listening experience, the ads, which are designed to blend with the content seamlessly, are more welcome and effective. The Podcast Consumer report, 54 percent of podcast listeners consider purchasing the products or services they heard about on a podcast – the data shows just how effective it is.

Photo by Charlotte May on Pexels.com

Video Advertising

Video Advertising is a promotional content that plays before, during or after a video. Majority of video ads are bought, sold and displayed programmatically using various targeting methods and may also include interactive elements.

Video Advertising is one of the most popular ways to reach online audiences. Experts believe video advertising will dominate the next decade, which suggests that now is an ideal time for marketing professionals to learn more about it and investigate how it could improve the reach and overall effectiveness with campaigns.

According to Cisco, video marketing is expected to make up about 82 percent of all consumer internet traffic by 2022. About 78 percent of people watch videos every week, and 55 percent watch every single day. Social video is shared 1,200 percent more than text and images combined, and 64 percent of consumers report buying something after watching a branded video from a company.

Photo by Andrea Piacquadio on Pexels.com

Podcast Ads Are More Effective

Based on the 2017 Neilsen Digital Media Lab report, 26 out of 46 podcast ads outperformed video pre-roll ads in driving lift in purchase intent for the brands advertised. Among these 26 podcasts, 85% included sponsorships that the host read. Host read ads included in the study were significantly more likely to be described as authentic and believable and 2x less likely to be perceived as forced. 

Nearly 70% of respondents exposed to podcast advertising agreed the podcast ad they experienced increased their awareness of new products/services and 62% correctly recalled the brand advertised within the podcast clip and indicated the ad made them consider new products/services. 

The data comparison between the two advertising strategies are still few. There more aspects that should be looked into – length of ad, placement of the ad, etc. before it can fully be identified that podcast ads win.

What do you think of the two ad formats? 

How & Why Facebook Ad Follows You

Do you ever feel like being followed online? Does Facebook access your microphone and listen to the products you wish to browse or buy? No and no – Facebook targets the ads you see based on your online behavior.

Let’s take an example.

John, 25yrs. old, is living in London. He is currently browsing websites for a pair of white sneakers using his mobile phone. When he’s at work, he usually checks his Facebook during free time. One day, he noticed that the ads he’s been getting were the exact items he’s been browsing. He thinks this is just coincidence. Could be. But in an advertisers point-of-view this strategy is called Retargeting.

How does this work? Below are possible scenarios.

1. The shoe store targets its ad based on certain criteria. 

Businesses can show Facebook ads to people within a certain radius, gender, age, etc. These data were provided by users during Facebook sign-up.

In this case, the store probably advertises to a certain age group, gender or residents of London where John perfectly fits that’s why he received the ad.

Photo by Tim Mossholder on Pexels.com

2. The shoe store targets its ad by interest-based on on and off Facebook activity. 

Facebook knows what customers’ interests are based on what they like and posts on the platform. From there, it determines what ads it’ll show to users.

Here’s the good part, Facebook can also figure out what other sites a user browses with the help of Facebook Pixel. These are tiny pixels the advertisers and businesses embed on their websites. As long as the website has Facebook Pixel installed, Facebook can analyze how each user behaves. 

Let’s go back to John, he received the white sneakers ad because the store targets people who browsed on their website. 

Photo by Liza Summer on Pexels.com

3. The shoe store targets by email list. 

Businesses are allowed to upload their collection of emails on Facebook whom they want to receive their ads. Usually, businesses do this to retarget customers who have purchased or have intention to purchase because the user entrusted his/her email to them. 

The store has uploaded their email list and targeted website members for their ads. In this example, John may have signed-up on the store’s website or have purchased on the store where he registered his email.

Photo by Ivan Samkov on Pexels.com

4. The shoe store works with a third-party data provider.

Advertisers sometimes work with third-party marketing services. These providers get data from sources such as credit card companies, etc. 

The shoe store might have worked with a third-party provider where they got John’s email account.

Photo by fauxels on Pexels.com

DON’T FREAK OUT! You are exposed to hundreds of ads per day and don’t notice it. You can always check why you’ve received an ad by clicking on the 3 dots on the top right corner. It won’t give specific details but at least you’ll get an idea.

Difference Between Influencer and Affiliate Marketing. Which is Better?

Marketing on social media platforms and tapping on celebrities and influencers made Influencer Marketing popular. How about Affiliate Marketing? It’s been around for a time now but it’s not as familiar as Influencer Marketing. Which of the two is a better strategy? 

How Influencer Marketing Works?

Influencer Marketing is a strategy of partnering with influential people of a specific niche and getting their help to promote products and services on their platforms. This form of marketing is one of the quickest and most powerful ways to get brand exposure in a short amount of time.

There is no specific qualification in being an influencer. However, it’s fair to say that a minimum of 5,000 followers on at least 1 social platform should be met.  

To measure whether the implemented Influencer Marketing Campaign has increased brand’s awareness, the following must be met:

  • Gain of new followers. 
  • Increase in social media engagement (comments, likes, shares, link clicks, etc.).
  • Rise of website traffic. 
  • New email sign ups/registers. 

Below is a common example of Influencer Marketing. Dunkin’ Donut have tapped the TiktTok star, Charli D’Amelio to promote their new line of drink. The influencer is paid to post engaging contents on her social platform about the brand.

How Affiliate Marketing Works?

Affiliate Marketing is a technique of promoting products on someone else’s website or social platform. When users see the ad, click and then purchase, the affiliate — the site that the ad appears on — receives a percentage of the sale.

Unlike Influencer Marketing, Affiliate Marketing relies on building partnerships with established blogs, websites, companies and publishers vs. influential people. The aim of this technique is to increase sales by offering the audience special offers, discounts and sales.

Below are some metrics to gauge the success of an Affiliate Marketing Campaign:

  • Increase in sales.
  • Growth in site traffic. 

Which is Better?

The following should be considered:

  • Goal
  • Audience
  • Budget

Goal

Launching any product soon? Is there an upcoming event? Crazy sale to look forward to? Then use Influencer Marketing. Influencers are a great medium since they are active on their social media and have a great influence towards the targeted niche. They have a good reputation towards their followers that could possibly give positive results to the brand.

On the other hand, if the goal is to get people to promote the quality and credibility of the product,  then use Affiliate Marketing. Work with bloggers, companies and publishers to write reviews of the product. 

For a company that sells bicycles, partner with health and fitness publishers that focus on triathlon, weight loss, healthy eating and more. This approach of speaking to specific customers with specific needs works because Affiliate Marketing is designed to generate leads and revenue.

Audience

When choosing between the two marketing strategies, the brand should consider who the audience is and where they spend the most time online. For example, if the product caters to millennials, then spend more time using Influencer Marketing.

Budget

The preferred approach should also depend on the budget. With larger budget, the brand can work with larger influencers who can give much exposure. Another option is to target micro-influencers who don’t have millions of followers but have thousands of highly engaged followers.

With Affiliate Marketing, the brand only pay after every conversion (e.g. purchase, sign-up, etc.).

Keep in mind that both strategies can be switched as needed. Also, an A/B Test can be done to know which one will drive more sales. 

Facebook: Carousel Ads vs Collection Ads

Facebook is one of the most aggressive spaces to advertise. In order to find success in acquiring new leads, increasing brand awareness, or selling products, you have to stand out from the clutter. This can be done by using Carousel Ads or Collection Ads.

What’s the difference between the two?

Facebook Carousel Ads

Carousel Ads showcase up to 10 images or videos that users can swipe through on their device – mobile, desktop or tablet. Each of the 10 cards can have its own headline, description, link, and call to action button.

Users that browse through on Facebook, Instagram, Audience Network, and Messenger can see this ad format.

It is best to use to:

  • Display multiple products that link to different landing pages.

Buffer

  • Highlight multiple features of a single product. Show different product angles or details to better educate customers.

Net Clipart

  • Tell a story. Use images and/or videos in succession to illustrate a compelling narrative.

Pinterest

  • Explain a process. Walk people through how your business works step by step.

Creatopy

  • Create a larger canvas. Present one large image with all your cards for an immersive ad experience.

Wersm

  • Sell the benefits. If your business is in the service industry, use images and/or videos to show the benefits to new customers.

Clix Marketing

Facebook Collection Ads

Collection Ads are only shown on mobile. A huge image or video is on top while multiple related products are shown below. Because of the Instant Experience feature, it makes it easier for customers to purchase.

Facebook

It is available in 4 different templates:

  1. Instant Storefront
  2. Instant Lookbook
  3. Instant Customer Acquisition
  4. Instant Storytelling

Which one do you prefer for your business?

Complete Guide to Facebook Offline Conversion

As an online advertiser, how would you know if your Facebook ads drive foot traffic to your brick and mortar store? How can you measure whether the number of in-stores sales occur as a result of your Facebook ad?

In recent years, Facebook has launched a tracking tool, Facebook Offline Conversions, to gauge offline conversions influenced by exposure to Facebook ads.

How Does It Work?

Facebook Offline Conversions allows you to upload your sales data on Facebook and match the transactions that take place offline with people who have seen or clicked on your Facebook ads. If there is a match, Facebook attributes the sale to your Facebook ads.

According to Facebook “With offline conversion measurement on Facebook, you can track when transactions occur in your physical retail store and other offline channels (ex: orders made over the phone) after people see or engage with your Facebook ad.

Why Is It Important?

To measure how effective the campaign is in delivering conversions.

How To Set Up Facebook Offline Conversions?

‘Offline events’ can be found in the Business Manager menu.

After you click ‘Upload Offline Events’, you’ll see a pop-up that’s very similar to uploading a data custom audience.

Upload your data.

You need to include event descriptors and identifiers such as:

  • Event time
  • Event name
  • Value
  • Currency
  • Order ID

This will help Facebook understand what action this person took offline.

Also, include specific information about the individual:

  • First name
  • Last name
  • Phone number
  • Email address
  • City
  • County
  • Zip code
  • Date of birth

Once uploaded, you’ll see this screen:

Facebook shows how many records you uploaded, how many of them matched (a match rate 60% or higher is great), the date range, and date updated.

To check how these offline conversions attribute to Facebook campaigns in ads manager, select ‘Offline Conversions’ from columns.

Facebook will then report the number of offline conversions that they could match to specific campaigns, ad sets, and ads.

The Facebook Offline Conversion is a powerful tool to track and increase ROAS.

Now, it’s your turn. Start tracking and upload those data.

3 Facebook Retargeting Strategies to Try

How to win back users that are close enough to converting and then suddenly leaves the website?

Retargeting is one of the best ways to close sales that didn’t happen and it is one of Facebook Advertisement’s foremost features. It allows advertisers to reconnect with users who are already familiar and interacted with the brand. This includes:

  • Shared their email as leads or customers
  • Followed or browsed the brand’s Facebook and/or Instagram Page
  • Answered a Facebook Event
  • Watched a video
  • Scanned through app
  • Viewed website

When someone visits a website and takes an action (for example, buy something), the Facebook pixel is triggered and reports this action. This way, the advertiser will know when a customer took an action after seeing the Facebook ad. Also, the advertiser can reach the customer again by using a Custom Audience. When more and more conversions happen on the website, Facebook gets better at delivering ads to people who are more likely to take certain actions.

Here are 3 Facebook Retargeting Strategies to Try

1. Retarget Specific URL Visits

When planning a retargeting campaign, you should consider Facebook’s custom audiences. They offer some of the most diverse customization options to use.

Facebook’s custom audiences allow you to create lists of people who visited specific URLs.

  1. Target specific web page visits based on a commonly viewed product.
  2. Refine targeting by timeframe.

For example, you can create a campaign that targets users who have browsed “bags” in your website within the last 60 days.

A good exclusion audience should be added to keep out people who have purchased or did not browse bags. This way, the advertising budget will be spent well on the intended audience.

If you’ve ever browsed Nike’s Facebook Page or website, most likely you will see it’s carousel ad on Facebook. The brand implements a good retargeting strategy based on what you have browsed on their website.

2. Retarget Existing Customers

There are users who purchased from your website before, but for whatever reason, haven’t come back to buy again. Whether the overdue visit is a result of long sales cycles or plain forgetfulness, this audience can still be valuable to target.

Why target existing customers? To simply initiate repurchase. This group is familiar with the brand and have purchased that makes them easier to upsell and cross sell to.

One way to initiate repurchase is through Cross Selling, a sales technique used to get a customer to spend more by purchasing a product that’s related to what’s being bought already.

An example of this are airline companies that offer hotel accommodation once you’ve booked a flight.

As a brand, you know what items customers have purchased and from there, you can create a group and offer more items related to the previous purchase.

3. Retarget Users with Abandoned Cart

How many items do you have in your cart?

Ever wonder why users add to cart then leave?

“I want to price check first.”

“Will wait when it’s on sale.”

No matter what the reason is, abandoned cart shoppers are good to retarget.

An Abandoned Cart Campaign targets people who have left an item in their shopping cart. You can run this straight, merely reminding them to come back and make the purchase, or you can sweeten the deal by offering free shipping or a discount on the sale.

This type of strategy is usually being practiced by apparel stores.

People visit hundreds of websites every week, and for people who aren’t familiar with your brand, there’s a high chance that your site will get lost and forgotten in the mix. And to remind them of your existence and offers, retargeting is simply the way.

What retargeting effort do you think will work for you?