selling on facebook

What’s the best Campaign to use for your Facebook Ads?

Have you ever gone to launch an ad and you've wondered which campaign objective shall I use? Well, that's what we're digging into today in this episode of online confidential, where I take you behind the scenes to talk about secret ad manager business. So if you go into ads manager and you're going to launch a campaign, you're going to see that there are a number of different campaign objectives that you can select from.

And Facebook has them all neatly bundled for us into awareness, consideration, and conversion. But sometimes you may be wondering which objective you should use because your goals may be a bit different or varied or your retargeting. So what campaigns should you use now out of all those campaigns there? I've probably only used about five. There are some campaign objectives that I have never used.

So first of all, we need to consider what the objective is of our ads. Are we wanting someone to come in and opt in or come in and purchase? If that's the case, then you want to be selecting a conversion campaign that is so Facebook is going to go out and it's going to find those people who are likely to convert. And then for our conversion campaigns,that's where we'll select a standard event at the ad set level for the objective that we're wanting to achieve.

So say if it's opt-ins, you may have the lead standard event installed on that thank you page. So the lead standard event fires when someone opts in, so you'll have a conversion campaign that's optimized for leads. That standard event, if you are getting people to purchase something, then you'll likely have that purchase event firing on that confirmation page.

So at the ad set level, you'll change that optimization to be purchases because that's the standard event that would be firing on that confirmation page. So again, it's a conversion campaign that's optimized for purchases. Now, conversion campaigns are great and then that's what so many advertisers go out and do. They are wanting people to take action to opt in and build their lists.

How to Run Facebook Ads for clients
They're wanting people to purchase. They're wanting people to apply to book a call. So conversion campaigns are super popular and therefore super competitive. They can be some of our most costly campaigns and not some, but they usually are. So you've got a higher CPM. A lot of people are in there because that's targeting that section of the audience that is just hot and ready to take action.

So conversion campaigns, very, very competitive, but it's the campaign that you want to select. If you're wanting people to opt in, wanting people to purchase, you want them to convert and take action.

Now, the other campaign objectives we have, one is traffic. Now this is one that a lot of people will get confused with because they'll want to be sending traffic from Facebook over to their website, but to opt in. So they may think, well, I'm sending traffic, I'm sending them over to my website. So I'll just select a traffic campaign. If you're wanting people to opt in your best bet is to still use a conversion campaign that's optimized for that event that you want to fire, lead purchase, whatever it may be. So a traffic campaign will do just that.

Facebook will send that ad to people who are more likely to click a link and just go to your website, not necessarily to take any action or convert or anything like that. And quite often I see traffic campaigns do exactly that, they get people to a website, but they don't convert. They don't opt in.

So use a conversion campaign. Whenever you're wanting people to opt in or a traffic campaign. When you're wanting to get people to your site. Now, a note on traffic campaigns, you need to optimize them for landing page views. A traffic campaign will normally default to link clicks, which is Facebook's going to send it to people who are likely to just click on your link. But you will have a huge drop-off rate between people who click the link and people who actually land on the page.

So at the bottom of your ad set level, you'll need to change it from link clicks, to landing page views so that you actually get people who are more likely to click the link and wait for the landing page to load and at least see what's on the page. So a traffic campaign is good. If you just want to get people over to a blog post to read, or it's part of maybe a retargeting strategy where you're getting them over to learn a bit more, and then you've got ads that are following up to get them to convert or purchase or whatever it may be.

So traffic campaigns are also handy for a bottom of funnel re-targeting ad. So if you've been getting people over to a sales page and they haven't purchased, you want to get your ads out in front of them again. And depending on the audience size, a conversion campaign, even though you want them to come over and convert may not feed out so well. So using a traffic campaign, because if you've already filtered your audience to start with, with a conversion campaign to get people over to purchase, but then they haven't, you've done that filtering already.

So now we just want your ads to get in front of as many people as possible. So a traffic campaign that's targeting that audience may be more effective to get people back over to the site, because like I said, we filtered them in the first place. They're more likely to convert, but let's just get them back.

So a traffic campaign gets people to a blog post or over to read something or as part of a bottom of funnel strategy. I do actually love to combine a number of campaigns for my bottom of funnel. So I may have a conversion campaign and a traffic campaign and another campaign, all targeting bottom of funnel audiences so that I keep the bottom of the funnel nice and wide.

So that's a conversion campaign and a traffic campaign. Then we've also got an engagement campaign. Now these are great to get out in front of your audience and to find those people who are likely to engage with your posts, this puts some social proof on your ads and Facebook. I love social proof and it also looks good for your ads as well, but it also creates an audience for you, a custom audience of people who have engaged with any post or ad. And they're great audiences. I find them to work really well again in retargeting strategies.

Now, engagement campaigns, like the word implies engagement. Facebook's finding that audience of people who are likely to engage with your ads. So they're great again at the top of funnel.

So you can get some content out in front of your desired audience that may be cheaper than a conversion campaign. So you'd go out and build an audience up first, who you then retarget to come over and convert. And those engagement campaigns, like I said, you can then build up your audiences of people who have engaged with any post or ad so that you can retarget them.

Then engagement campaigns are also great bottom of funnel. Like I said, keep it nice and wide. So you may have a conversion campaign, a traffic campaign and an engagement campaign. You'll find with your engagement campaigns, you'll get a low click through rate because they're not designed to go to people who are likely to click, but you will still get people clicking on them as long as your ad copy is good.

And you got a great creative and a great hook. So that's engagement campaigns, video campaigns and video view campaigns. Facebook will send them off to people who are more likely to watch a video. So if you've got a great little content piece and people often ask how long should a video be? Well, as long as it needs to be to engage with your audience, give them value and entertain them.

So video view campaigns are great to build an audience of people who have watched your video. And that can be from three seconds, 25%, 50%, 75%, a hundred percent of your videos. So there's lots of different points in there. And obviously people who have watched more of your video are going to be more interested in what it is that you have to offer.

So again, retargeting different sections of the video of your audience. Now, when it comes to videos, just because you may have the video in your ad does not mean that you select a video view campaign. Again, if you're wanting people to convert, Opt in for a webinar, and you've got a video in the ad, don't use a video view campaign.

I mean, try it and test it for sure. You'll get a low click through and you might actually get a good cost per conversion. So test and see. But ultimately if there's video in your ad, but you want people to convert, you're still using a conversion campaign. If you get conversions from your video views, then that's great. That's a bonus! So video views, video view campaigns are for people who you want to watch the videos, but if you want them to convert, still use a conversion campaign.
Now, a note on our videos when you're using it to build an audience and retarget them, make sure you keep the placements to Facebook and Instagram, because then Facebook will build those audiences, those custom audiences that you choose of people who've watched, whatever that percentage is, or 15 seconds, the thru plays of your videos. If you select all placements, Facebook, can't retarget those video views. So a very important thing to note there. If you're using your videos to build an audience, keep them on Facebook and Instagram.

And then finally the reach campaigns. I love reach campaigns. Even though Facebook has them up at a brand awareness objective, it’s good to get out there and reach as many people as possible. I actually love to use them. Re-targeting in what I call a nurture sequence, where people who are in your world, in your sphere, you are continuing to retarget this audience like for the next 30, 60, 90, 180 365 days, depending on what placement you're retargeting. So reach campaigns are great because of their frequency. You can create an ad and it will get delivered to your audience.

Like maybe once every five days or once every seven days, or once every three days,
whatever you choose. You can choose the frequency, which is beautiful. So you can just pop up in their newsfeed with different content pieces rather than hammering them day after day with the same ad. So that's where I really love reach campaigns, more for nurturing, for retargeting, putting different content pieces there in front of your audience, putting a testimonial in there, putting a behind the scenes, living life kind of content piece, a philosophical content piece, something that portrays your values so that you are nurturing your audience.

Then as you're using those reach campaigns, and you're getting back out in front of your audience, you also pepper in some conversion campaigns that, you know, 60 days down the track after they've registered for your webinar and they are seeing all your content pieces in your reach campaigns, invite them back to book a call or invite back to purchase something else because they're seeing it every day in the newsfeed with all these relevant bits of information that is continuing to build your affinity authority and trust with your ideal clients.

So that's it, that's the five sorta campaigns that I've used typically every day with all clients and with my own funnels, conversion campaigns,traffic campaigns, engagement, video view, and reach campaigns.

So if you would like to know more about ad strategies and what strategies to use, I've got nine different strategies that I talk about in the elite ad manager certification. So if you want to know more about that head over to eliteadmanager.com and grab your seat and find out how the elite ad manager can help you to consistently hit five figure months.

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How To Leverage Facebook’s New Page Engagement Audience To Rapidly Grow And Scale Your Business – Part 1

Excellent news!

Drum roll!

Facebook has just launched the new Page Engagement Audience, and this is a game changer, and today I can’t wait to share with you how you can take advantage of this new feature to grow and scale your business.

On the other hand, we're also going to be talking about whether or not you're ready to do Facebook Ads. Watch the video or read more about Page Engagement Audience below:

I love helping business owners get their online marketing just right. So, today, like I said, amazing news that has come out from Facebook. If you are an online marketer, or if you know someone who has an online business that they're wanting to get up and running, share this with them.

Feel free to share this out there.

You are going to love this information, particularly about the new custom audiences of Page Engagement. It is huge. It is a huge opportunity for businesses. That's what Facebook does, really well, is that they are always refining, they're always tweaking.

There is no greater place that you can get a more targeted audience than on Facebook.

They are doing great things for us as business owners. It is in their best favor to provide such a great platform to advertisers and businesses who will spend money with them to make money.

That's what we're all about here. We're not just wanting to gamble on our Facebook ads, we're wanting to have a strategy, which leads to the 2nd part of today's topic.
We're going to be talking about are you even ready to do Facebook ads. Feel free to share.

First topic is the new Facebook.

You would go into your Ads Manager to audience, custom audience, then it will be the bottom one that says Page Engagement. It will be a blue box around it that says “New”. Not everybody has this yet but it's exciting for those who do. Because, this is a great, great way to re-target a warm audience.

Now, we're going to be creating warm audiences that we can re-target to.
Re-targeting is huge, okay? Re-targeting is a game changer for businesses and it gets your prices right down when you're targeting to warm audiences.

Warm audiences are people that already know you and are a step closer to you than those opting in or to purchasing your product.

These are people who have visited your page, so that's awesome, because a lot of people … They'll come check you out, visit your page and then never come back in. This is an opportunity to get back in front of them.

It will also include people who have engaged with any of your posts or ads. If you've done ads before and you've done maybe conversion ads or like ads, or even post-engagement ads, where people have maybe just clicked, shared and moved on. This is a great way that you can get back in front of them.

Previously, they were just gone and lost. Now you can get back in front of them.

You can also include audiences that have clicked on any call of actions on your site, so you know on your page. So, if you've got a button that says, sign up, join, whatever, learn more. These people that have already expressed an interest in your ad, will be able to get re-targeted with your ads.

Also, people who have messaged your page. That can be huge because a lot of pages are getting a lot of messages. People are clicking and just sending request because it's quicker than emails, isn't it?

If they send off an instant message to your page, they are expecting a reply. A lot of pages get a lot of messages. You're able to target this audience in your ads as well. It's phenomenal.

People who have saved any of your page posts. So, if you've got content that you're putting over on your page from other pages and people have saved that for later, that's also going to be in your audience.

The new Page Engagement Custom Audience is a fantastic feature for marketers. That's something that you really want to get onboard with.

So, before we even go there, we need to ask, are you actually ready to do ads?

While this is all great and exciting and everyone in business knows that Facebook is where you need to be because that is where the people are, more than any other platform.

When they're standing in line at the bank.

When they're traveling at home from work on the bus.

They're on their phone and most likely they're on Facebook checking in to see what their friends are doing. That's when you've got an opportunity to get in front of them.

Now, I've got a little story with regards with that and the re-targeting. So, it does all tie in with our Page Engagement Audience. My husband's parents have just come up. We live at the coast and they've come up for a couple of days.
She said, “I was looking up hotels, motels up here OF where to stay and I clicked on one and the next thing you know, I'm seeing ads for this Holiday place that I'd just clicked on.

They're following me around, how did they know my information?” It's like, they don't really know your information, but the cookies, or whatever it is, knows your IP address and knows that you've visited their site.
So, they're re-targeting to you which is awesome. That's what our new Page Engagement Audience takes that to a whole new level.

That power of re-targeting to people who have seen your ad and then you're standing out to them again, even more. I'm sure all of us have seen these at this stage.
That used to just be available to the big boys, okay. But, anyone can do it. Anyone can do it now. You know, right?

Superbowl … Huge. 114 million viewers. It's like, that is mind boggling. For a 30 second ad for Superbowl, it cost five million dollars. That's huge money.
So, Doritos, or whoever it may be, spend five million dollars for a 30 sec ad to 114 million people which might include the 90 year olds who don't have teeth to chew the Doritos with, or something. It's just out there. It's a brand awareness that's going to a huge audience, it's not all your ideal client.

Now, Facebook … You can do video view ads to increase your brand awareness as well.
Target your ideal audience for just one cent. You can get one cent video views. How massive is that? You can just spend one cent getting to your ideal client and get a huge reach. You don't have to be spending big bucks on Facebook ads to get your brand known and to increase your leads and sales.

But, if you don't have a strategy in place, if you don't have a system in place then you are just gambling with your Facebook ads. With the money that you're putting in, you don't know what you'll get back because you don't have a system.
So, if you're just randomly sending ads out saying buy this, buy this, hoping they will come back and by, then that's really not the smart way to be doing your Facebook ads. You need to have a strategy in place.

I'll be FB Live at 9am Thursday (Qld time) / 3pm Wednesday PT where I'll be talking more about Sales Funnels and how to use them to bring in leads and sales in your business.  You'll be able to watch and ask me any question you may have about your funnel.  Here's the link to join me  https://www.facebook.com/JodyMilwardbiz/

Look forward to seeing you there 🙂

Jody

Thanks for joining me today, I hope you have a great one and I'll see you next time.

Talk soon.

Jody

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Facebook FOMO

Are you suffering from Facebook FOMO?

Have you heard that people can make money on Facebook and you want in on the action? Firstly, in case you’re not familiar FOMO it’s the “Fear Of Missing Out”.

 

The good news is you certainly can get in on the Facebook action.   Facebook Marketing is a powerful tool for someone who wants to promote their business on Facebook.

“But what if I don’t already have a business?” I hear you ask? Well, lets investigate that option for you because obviously if you want to be making money you have to have a product or service. So let’s do a bit of research (I was after all a Private Investigator!) and look at the very first steps to take before launching a business on Facebook:

 

  1. Your Product or Service.

One of the most powerful aspects of Facebook is the ability for you to build a community.   You can have hundreds, thousands, tens and hundreds of thousands of people following you, looking to you as the expert of your field. So that then begs the question – do you love it? If you don’t love your existing business, perhaps you can do something with your passion or hobby that’s been sitting on the sidelines. I’ve seen people who were promoting health and nutrition products lose the fire because this niche wasn’t their passion – they were passionate about bookkeeping (crazy I know – I’m sooo not a bookkeeper!) You want a product or service that you love and can easily rave about – that is infectious and people will come to you like bees to honey! If you don’t know what your perfect product or service is, take some time to think about 5 things that you love, are obsessed with, can easily talk about and have a great interest it. This is a great way to identify the product or service for you.

 

  1. Is there a Market for your Product or Service

Again, my P.I. background has taught me that research saves much heartache! Do some super sleuthing to see what the market is like for the product or service you are interested in selling. You can easily do this by Google search, Facebook Search (using the little search bar at the top) and using the Google Keyword tool . this is a handy tool where you can put in the words “electric foot warmer” and you will see how often the term is searched and if it’s a low, medium or high keyword (high – searched a lot and a lot of competition in the market place!)

A Google search is great value to see what else is out there – what others are doing and also to help identify what you can do different. You need a USP – a Unique Selling Proposition. What can you do differently that will set you apart from the rest. The marketplace is crowded and you need to stand out; because average is dead.

The most unique thing of all is YOU. There is only 1 you – remember that and use it to your advantage. Incorporate your qualities into your business and branding because people do business with people.

With love

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