May 19, 2019 - TDHSEO.COM

May 19, 2019
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Everything about Facebook Ads Strategy

Tags : Facebok Ads Tips Facebook Ads Strategy How to target facebook ads

The following six tips help clear that up for any beginner to Facebook dynamic ads – or any store owner not yet getting the results they’d hoped for.

Tip 1: Before You Start, Focus On The All-Important Metrics

Metrics is often where we end up; but in the case of Facebook ads, we’ll start here because it’s so key to the strategy: to generate a good ROI, we must know what we’re measuring from the start.

Any marketing campaign that doesn’t measure leads and any sales campaign that doesn’t measure conversions is destined to leave you with plenty of unanswered questions.

Get clear on your metrics from the start so you can measure and adjust campaigns quickly before wasting ad dollars.

Advertising campaigns combine marketing and sales aspects; so you should be looking to track the following:

CONVERSION RATE: This is the ultimate metric as it means dollars in the bank. Facebook dynamic ads can generate LOTS of dollars in the bank if you get them right. Each advertising campaign will be different in terms of how it converts but learn from what worked best and what didn’t work – and adjust ad copy or landing pages accordingly.
IMPRESSIONS: low impression numbers mean that not enough people are seeing your ads and you might need to widen your target market.
CLICK-THROUGH RATE (CTR): If you have plenty of impressions but low CTR, it means either your ad is not working in terms of copy/design or its targeting the wrong people.
COST PER CLICK (CPC): How much is each click costing you? This will depend on your target audience but it’s important to know because it will affect your customer acquisition cost.
BOUNCE RATE: If people are seeing your ad but ‘bouncing’ quickly away from your landing page, work on aligning the ad copy with your landing page copy.

Do you see how each of these metrics are key to success with Facebook ads? Track, measure, and adjust until you start getting the results you want.

Tip 2: Set Up Exactly What You Need For Creating Dynamic Ad Campaigns

Before you can start creating dynamic ads from your Shopify store, Facebook requires the following from you:

Create your own brand’s Facebook page set up
Open a Facebook Business Manager account
Create a Facebook Ad account with your credit card connected
Create a Facebook pixel – a piece of code that you place on your website, helping you track conversions, optimize your campaigns, and remarket to leads.

You then need to create a product catalog. For this, you’ll first need a product feed. You can use the simple-to-follow Product Feed App from Flexify. It’s free and works well, especially for smaller Shopify stores.

To create your product catalog, go to Facebook Business Manager, open the menu, and select Catalogs under Assets. Then follow the instructions.

You’re then ready to start setting up dynamic ads that retarget your customers in the Ads Manager section.

Tip 3: Set Up Ads Based On Specific Event Triggers

Here’s where we start to see the real beauty of Facebook ads in action.

Remember, the aim is to target people who are already familiar to some degree with your brand and who have a need or desire for what you offer.

We’re not going to frighten them away with overly pushy ads that aren’t relevant to them; aim to get the right buying messages in front of people who are looking for exactly what you provide.

How do you do that?

You base your ads on specific actions that shoppers take on the site. So when a customer or potential customer:

Views content
Adds an item or items to their shopping cart; or
Makes a purchase

…you then present an ad that is triggered by the action.

To do this, you’ll need to track when people take these actions by pasting the appropriate DPA tracking code in the appropriate Shopify website code files, and then trigger the right ads in response.

That gets a little technical – get your web developer to handle it, if you’re not sure.

By doing this, ads are uniquely shaped to shopper behavior: highly targeted and more likely to result in conversions.

Tip 4: Run Retargeting Campaigns For ‘Lost’ Customers

Facebook ads come into their own with remarketing to customers who have previously shown interest in buying – but who haven’t yet translated that interest into a sale.

Your customer’s journey may not be as simple as going from A (their keyboard) to B (purchasing from your store). It may be from A to B, then to C, D, E and Z…before returning to B.

Your retargeting can help customers make that return journey to B and make sure they don’t buy from Z instead!

This is made easy using Facebook pixel tracking data. The beauty of it is that it allows you to get really specific with your targeting.

So if someone abandoned their shopping cart containing a blue t-shirt with red polka dots, that’s exactly what you can show on your ad – with some appropriate copy to entice them to click back through to buy; if another shopper included a pair of pink pajamas in their wish list, then how about showing them this in a Facebook ad?

These are hot customers who are ready to buy. You definitely don’t want them slipping off quietly into the night unless they’re wearing their new pink pajamas.

Retargeting with personalized and dynamic ads in this way is an opportunity not to be missed by Shopify store owners.

Tip 5: Optimize Your Ads For Success

To start enjoying the magical results that dynamic Facebook ads can deliver, optimize your ads – like with all good ecommerce marketing strategies.

There are a few tips here that can get your ads working best for you:

Make sure you separate Add to Cart and View behavior segments – create unique ads for both groups: don’t try to catch-all with a single retargeting ad type for these visitors; people who view a product usually need more info on it and have lower buyer intent than those who have added it to their cart within the last 14-28 days.
Don’t bug people with your ads – you’ll lose them completely. This means taking measures to control ad frequency. Anything over one impression a day is probably too much.
Spend time on refreshing your ad copy – while there are several things that need to come together in a successful ad campaign, your ad copy is the single biggest factor. Adding fresh content based on the time of year, significant events, or simply by adding a few emojis can work wonders for engagement levels.

Tip 6: Use Video To Bring Your Ads To Life

Since mid-2017, the Facebook dynamic ad platform has supported video as well as static ads.

Why is this important – and why should you be using video? Well, primarily because it works – especially with younger target markets. Their preferred media format is video.

Video stands out with its motion and, in many cases, is a more effective way to demonstrate the full range of features and possibilities with products than static images.

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May 19, 2019
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Tips to target Facebook ads

Tags : Facebok Ads Tips How to target facebook ads

Category : Facebook Ads

Since I am not able to get in the back end of each reader’s analytics account or CRM data, I will only be providing core audience recommendations throughout this post. However, I highly recommend that all Facebook advertisers leverage custom audiences and lookalike audiences for targeting in their campaigns.

In this article, you’ll learn how to build a website custom audience. This works for any number of website visitors. I’ll also show you how to create a full ad campaign that targets this audience.

1. Getting Started: Create a Website Custom Audience for the Last 180 Days

In order to create any website custom audience, you first need to have the Facebook pixel and any relevant conversion tracking installed on your website. For a step by step walkthrough of how to set up the pixel

Website custom audiences group people based on them being pixeled when visiting your website. You then set conditions such as what pages someone needs to visit or conversion actions they need to take, as well as in what timeframe, to be included in your audience.

The website custom audience you want to start with is one that groups all of your website visitors in the last 180 days.

To create this audience, navigate to your Audiences dashboard using the Ads Manager main menu. Once loaded, click on Create Audience and from the dropdown select Custom Audience.

You’ll then be presented with a menu listing the different custom audiences all the way from customer file which uses your own database — to app activity, engagement, offline and of course website traffic.

Click on Website Traffic to open the website custom audience creation window. At the top, make sure that the ‘include’ condition is set to ANY and not ALL.

Next select your Facebook pixel. If it’s all working correctly, you should see a green dot next to your pixel name showing it’s active.

In the website traffic condition leave it as the Default — All website visitors — and in the day duration field change it to 180 days. This is the maximum number of days you can have for a website custom audience. This is the best starting website custom audience to test as it will create the largest of audiences, which is why it works for websites with a small number of monthly visitors.

Finally, name your website custom audience: “WCA – All traffic – last 180 days”.

WCA is the acronym of website custom audience, then All traffic for the condition and 180 days for the time duration.

Using a specific naming condition will help you keep track and easily identify your audience when you start creating other website custom audiences or any other audience.

Website custom audiences will take up to an hour to populate and even longer if you have a large number of website visitors.

2. Create a Website Re-marketing Campaign Targeting Your New Audience

Creating the audience itself is just the start. Next, we’re going to look at how to build a campaign around your “WCA – All traffic – last 180 days” audience.

The first step is to choose your objective. To start things off we’ll use the Traffic objective, optimizing for landing page views.

Click Create campaign and in the quick creation window name your campaign. Then set your buying type to Auction, choose the Traffic objective from the drop-down and leave the Split test and Budget optimization features turned off.

Next, name your ad set and ad and click on Save to Draft. When your campaign opens, navigate to the Ad Set level by selecting “1 ad set” at the top of the window.

Now at the ad set level, in the Traffic section, select Website as the destination to drive people to from your ads.

In the Budget and schedule section set your daily budget. As a rule of thumb for every 10k people in your website custom audience set a $5 per day budget. For example, if you have 50k people in your website custom audience your daily budget would be $25.

In the audience section, from the Custom Audience field, search for and select the “WCA – All traffic – last 180 days” audience you created earlier.

Set your target country in the location field and leave the rest of your audience sections such as age, gender and detailed targeting as Default. You don’t need to narrow down your website custom audience as it’s already hyper targeted.

Next, in the Placements section, choose Edit placements. Then in the placement list, deselect all placements apart from Facebook feeds and Instagram feeds.

Finally, in the Delivery and Optimization section, select Landing Page Views from the drop-down and make sure the Set a Bid Cap is not selected.

Now move on to the Ad Level of your campaign. Here we are going to create the ad to show to your website custom audience.

When targeting a hot audience of website traffic, you want to use the testimonial ad type in the RTM Method (Reminders, Testimonials, Messenger).

By using a testimonial ad type, you are building social proof to establish greater trust and confidence with your audience, to the point where they revisit your website and convert into a customer or client.

At the Ad Level, select your Facebook page and Instagram account from the Identity section.

Under the Create Ad tab, select ad with an image or video. This is known as the single image or video format. We are going to start this campaign with a single image ad.

Click on Select Image and then from the Image Library choose a relevant image to the offer you want to promote. For example, you could run a promotion on your most popular product and therefore choose a product image.

TIP: The optimal ad format for a single image ad is now 1:1 square ratio, like on Instagram. Minimum of 1080×1080 pixels.

Next, in the text section follow this copy structure.

Start your ad with a customer or client testimonial.
State your offer to hook your audience to come back to your website. This could include a price incentive such as a discount for first time customers or clients.
Add any additional social proof such as “join thousands of happy customers” or “5 star rated on [insert review platform].”
Add a Call to Action (CTA) such as “click the link below” to “shop now.”

In the website URL section, link back to the most relevant page based on the offer you used in the ad copy. Also reiterate your offer in the Headline field. In the Newsfeed link descriptionfield either reiterate the discount code they have to use or your CTA.

Finally, set your CTA button. For example, if it involves buying a product use “Shop Now” and for lead-based businesses use “Learn More”, “Book Now” or “Contact Us” depending on the offer you used in your ad copy.

In the tracking section ensure that your Facebook pixel is enabled then click on Publish to set your new campaign live.

3. Dating and personal services: People interested in romantic relationships

This is a tricky one because there are an estimated 36+ million users that have “single” as their relationship status on Facebook in the US.

Facebook ad targeting by relationship status "single"

But not all of these people are accurately reporting this information and, even if they are, single doesn’t necessarily mean interested in a relationship. Instead, let’s consider additional signals that could infer the user is looking for a romantic relationship:

Demographics → relationship status:

Single

Interests → family and relationships:

Dating

Interests → pages that serve content around dating:

Bumble
Hinge
Christian Mingle

Aside from the individual’s characteristics, this industry can consider the impact a user’s friends may have on their behavior. There’s nothing that makes you want to start swiping like an influx of save the dates from all of your friends.

Here’s how to target based on this demographic:

Demographics → life events → friends of:

Friends of newly engaged people
Friends of newly weds