Facebook advertising is the most powerful online advertising platform ever. Here are three ad campaigns you need to run to make Facebook the core driver of growth for your business.
When you implement the correct advertising campaigns on Facebook, it can become your most successful marketing channel.
With Facebook advertising, you can target people who have had different levels of engagement with your business both on and off the platform. These are called audience temperatures and consist of Cold, Warm and Hot audiences.
The three advertising campaigns you need to run target each of these audience temperatures and move people from one stage to the next.
The campaigns are …
- Awareness, targeting Cold audiences
- Level 1 remarketing targeting Warm audiences
- Level 2 remarketing, targeting Hot audiences
We call it the ALL Framework.
Let’s look at each one in turn.
1. Awareness Campaigns Targeting Cold Audiences
The starting point for new customer acquisition on Facebook, Awareness campaigns involve positioning video content to your cold target audiences.
The goal of your Awareness campaign is to build awareness for your business. In doing so, you build recognition for your business in the Newsfeed and establish your credibility and authority.
There is no search intent on Facebook. So, you can’t just position a campaign selling your products or services and expect it to generate highly profitable and consistent sales.
Your cold audiences don’t know, like, or trust you enough to buy your products or services. So, you need to position your content.
Facebook is a content network first, and users are busy consuming content from friends, family, and, of course, businesses.
By using video content (with the video views objective) as opposed to blog posts or other content types, you can quickly and cheaply build warm audiences of engaged video viewers, thanks to the Video Custom Audiences feature.
These audiences become your targeting in your Level 1 remarketing campaigns, but more on that later.
When creating video content for your business, the possibilities are endless. You just need to get creative.
Here’s one of the most effective content videos that every business can create.
The Brand Story Ad
People love a story, a narrative that they can get behind that goes beyond what you sell and gets to the heart of your business (i.e., why you created it in the first place).
Every business can create a brand story; it could be a to-camera video with the founders or an animation explainer for your brand.
Here’s an example from e-commerce company Kit & Kin about why the business was started and the problem they are trying to solve.
The second of the three advertising campaigns you should be running on Facebook is the Level 1 remarketing campaign. This is where you remarket warm audiences who have watched your video content at the Awareness stage.
You could use other types of engagement custom audiences, such as page engagement. However, video views are cheaper to build and have deeper engagement segmentation.
The ads within your Level 1 remarketing campaign are like the ads you see in Google search results. These are known as direct response ads, where you position a product or service offering to your warm audience of video viewers.
You see much better results compared with just running this type of campaign to cold audiences because the people in your warm target audience already know who you are, they have consumed your content, and are no longer strangers to your business.
As I mentioned earlier, you use the video custom audience feature to build different warm audiences based on which of your videos someone has watched, as well as how much of your videos they have watched (their level of engagement).
Currently, you can group people into six different levels of video engagement:
- 3 seconds
- 10 seconds
The higher the level of engagement you select, the smaller your audience due to drop off when watching your video content.
The direct response ad
The direct response ad drives people to your website and generates new sales and leads for your business.
By positioning your product or service with some type of offers, such as a discount or free trial, you reduce the level of risk associated with buying from you for the very first time.
If you have a website (which I’m sure you do!) then this campaign is a must. I call them “easy win” advertising campaigns because you are targeting hot audiences of people that have already visited your website.
This is the highest level of intent you can target on Facebook and, as such, this campaign is often the most profitable.
If you have Facebook Pixel and conversion tracking set up, you can track the results of your campaigns and use the Facebook Pixel to create website custom audiences.
Website custom audiences group people who have visited your website (in the same way that video custom audiences that you use for your direct response ads at Level 1 groups people who have watched your video content).
You can create highly relevant ads related to the pages of your website and show your ad to the exact people who have visited those pages.
The Testimonial Ad
When someone visits your website but doesn’t buy from you or enquire about your business, the main reason is that they don’t trust you. (This is assuming your pricing is optimal.)
The best way to build that trust is to show that other people love your products or services and have had a great experience with your business.
You do this by using testimonials to build social proof.
When creating your Level 2 website remarketing ads, include a testimonial at the start of your ad copy and then close with the product or service offering you presented in your Level 1 remarketing campaign.
In this example, you can see a customer testimonial and a reminder of the offer for the product. This is super-relevant as it would be targeting people that have viewed that product on the website but not purchased it yet.
Wrapping Things Up
With the three types of advertising campaigns outlined above, you can successfully take someone from a stranger to a paying customer by showing the right ads, to the right people, at the right time.
As your target audiences move through each of the advertising campaigns automatically (based on their interaction with your business either on or off Facebook) you can generate consistent results and turn Facebook into your most profitable marketing channel.
And to make things even easier and streamline your campaigns, you can manage your Facebook ad comments through the Agorapulse dashboard.
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