As a small business owner or start up entrpreneur, you have probably heard of Facebook ads. If you’re just beginning with Faebook ads it can be difficult to determine the different levels of interest among leads and the best way to achieve the highest ROI on your advertising budget. Whatever the case, wherever your customers are on the scale of temperature it is important to keep them in the forefront of your mind. It is recommended to tailor your ads according to the level of interest of your audience to get better results.
We can track the funnel stages that the audience is in and their degree of awareness. To increase awareness, we could apply the five phases Eugene Schwartz breaks down in his book groundbreaking advertising:
This is the case for all types of viewers, the ones who haven’t engaged in your content. These are typically your primary target audience. From an awareness perspective, they’re usually in the unaware and problem Aware stage. To connect with those who are your Cold Audience, you can target according to the demographics of your audience, their interests and other internet-related behaviors. What you should accomplish when attempting to reach those who are Cold Audience is giving before asking. This can be accomplished through carefully planned Content Marketing. Think about the challenges your prospective customers face and think about what you can do to provide them with valuable and free information that will inform them, increase the confidence in your brand and eventually build loyalty between you and your client. In this way you can be sure that when they are an “Affinity” customer they’ve already earned their trust and earned some credibility.
The Warm Audience comprises those who have participated in your website in some way or have liked your page. They typically fall in the solution Aware or Product Aware stage. This is the case for those who have interacted with your content or visited your site or watched at least 3 minutes of your film. In this instance it is possible that they have seen more than 3 minutes of a video (which isn’t a typical thing to do) or liked your page or left comments and even engaged on a blog post or an advertising. What you should be doing with this particular group is to educate them about the product or service you provide. When they have visited your website or provide you with the contact information You can then concentrate on them and build the Hot Audience. The goals of the campaign we employ in the middle of the funnel are:
The audience you will consider targeting will be all Custom Audiences. We make use of specific combinations and time periods according to the size of the audience and the amount of time it takes for a buyer to complete their purchase. The Custom Audiences we present include:
The Hot Audience is typically composed of a custom audience of customers that have visited your website or provided their contact information. For the sake of your Hot Audience, you’ll want to address any common issues or concerns they may encounter before they use products or services. They’re usually in the stage of being most aware. It is the case, for instance you’ve had them visit your website or you identified them on your list as a possible customer (you already have contact information but they’re not yet customers). It’s time to make sure you seal the deal on your ads by dispelling objections to why they’ve not taken the next step in becoming your new customer. Find out the reason they’re not changing from a lead into becoming a client. If it’s a cost it’s possible to provide a discount or value-added service. It is also possible to present your case study before them to demonstrate the ways you can improve what they’re looking for and overcome their doubts. The groups you might think about making include:
This strategy is appropriate for cold audience. I have provided the middle and the bottom of the funnel testing strategies you can use to test your hot and warm audience.
Before you start launching your first Facebook advertising campaign, you need to first determine the market your product can be found in. Perhaps, you’ve already identified this, and are able to move onto the next stage. If you’re unsure one of the best ways to identify the market for your product is to consider asking yourself what is the problem your product attempt to address? In this post, we’ll presume that the product we are promoting is gender-neutral baby clothes. We attempt to address the issue of parents finding it difficult to find clothing for their child that does not place a predetermined gender to the child. After we have established our market, we are able to begin to determine the type of audience we will as when creating our campaign using Facebook Ad Manager.
You may already have an idea of the people your target people are however, you’re limited by the limits Facebook Ad Manager can provide. Check out the different types of cold audiences you could create in Facebook Ad Manager. You can try to create three audiences that closely match the type of people you want to target. You can adjust for factors like gender, age locations, marital status and income as well as education level. Our baby clothing company we will definitely want to target those who are looking to purchase our products. Our three potential customers could be expectant mothers, grandparents or parents of kids who are between the ages of 0 and 2. Luckily, Facebook provides enough information to allow us to target at this level of precision. Your target group might have a harder time being narrowed by Facebook’s audience-building tools , so you may need to use the information to work with to create the closest possible connection.
If you aren’t able to build an accurate fan base using Facebook’s rules, you can try targeting those who are following your competitors. For our business we may target people who are following companies like ‘Babies R-Us’ and Milkbarn
Once we have our audience covered and we are able to move on to focus on how to create the content of the advertisements. You should be testing at least three different versions of your advertisement to assess the efficacy of each. Since you’re dealing with a large audience, you need to come up with a creative or copy that can draw people into your content. Consider a demo of your product that is in the form of an image, video that highlights the pain points your customers face and showcases your product as the solution, or perhaps an easy meme that’s related the product (e.g. a cute compilation of baby videos).
ToF messages tips:
Wyatt Wood once said When you are able to communicate the issue better than they could think about it, they subconsciously and automatically credit you for having the answer. The aim for high-end customers is similar. They might not be aware of the problem or they may be aware. The objective is to be a part of the discussion which is taking place in the head of the listener even though they might not even realize they have an issue (Unaware) or are aware of their issue, but have no solution-oriented (Problem Acquainted) or have a clear idea of solutions to their problem but haven’t decided on a solution yet and don’t know what you are. (Solution Alert ).
MoF Communication tips:
The messages for your advertisements in mid-point of the funnel might comprise:
Messaging tip for Bottom Of Funnel:
There are many ways to make conversions happen, including:
With your audiences established and your ads designed It’s time to begin testing. Since you’re dealing with audiences who aren’t warm it’s possible that you won’t have a high Return on Investment (RoI) as of this time. Make sure you budget at minimum $50-$100 per day at campaign level for the initial series of tests and the test will run for seven to ten days.
From September onwards, you will only be able set an amount of money at campaign-level, so If you’re reading this prior to then you can choose to set it now or spread it out evenly over the ads.
In this phase you’re merely optimizing for engagement in your blog posts. There may be some conversions based on your CTAs however don’t stress too much if you’re still not seeing sales coming in as soon as you start, we’ll improve for them when we move on to the next stage. Remember that Facebook requires about 50 times per week of the action you’re optimizing, so follow your tests until you reach that minimum.
When you test, you need to focus on:
When your test has completed its course and you’ve identified the most effective advertisements are, it’s time to proceed to the next phase and optimize to increase conversion rates.
Although we’re getting to the next step however, you’ll still be interested in knowing which ad that was most successful. The information you’ve gathered will help you complete the next stage, but it will not be reliable for a long time. It is important to understand which ads work best in the event that you decide to follow this method in the near future.
Based on the phase of your marketing funnel you wish to target customers at, the steps 5 may differ. You can go straight into running BoF ads as soon as you’ve had substantial traffic on the website or your checkout site. If not, ToF and MoF ads may be your best option. In the ideal scenario, you’ll be advertising for all three stages of your funnel However, in the event that your budget is limited, you may have to choose the lowest level of your funnel which has enough data to create a substantial number of people to be able to run ads.
There’s a reason that we had to optimize for engagements in our earlier tests. We wanted to give Facebook with enough information to allow us to construct high-quality”lookalike” audiences (LAA’s). Since Facebook already has sufficient information about the kinds of people who are likely to be engaging with our company, we can then utilize Facebook Ad Manager to create an 1% to 2% or more LAA, and begin serving them ads that are optimized to increase conversion. When we create a LAA which is more than 1%, we’ll be able to reach a larger number of people to target and will allow us to expand the reach of the ads more quickly.
In the event that you’ve got sufficient information to target MoF potential customers you can construct an audience from those who viewed your first advertising test. It will be a good idea to target those who commented, liked or watched your latest conversion-oriented ads. If the initial test you conducted included an engaging video the first place, you’ll prefer to target those who have were able to watch at least 50% of the video as they will more likely warm towards your product and more likely to purchase.
BoF users are of the best quality that you can target and, if you have sufficient customers who fit into this category, they’ll provide you with the lowest CAC. BoF customers are those that have visited your website or product page or purchased items from your shopping cart. Apart from being able to target the customers you want to reach, Facebook also gives you the possibility of offering those users with dynamic ads in response to the content they’ve been engaging with on your website. Set a budget that allows you to continuously run dynamic advertising retargeting based on products that customers have viewed as well as added to the carts but did not buy.
Rapid Fire Testing Method for Facebook ads by Cat Howell
With this method you’ll create lead ads for each possible lead magnet, and then testing it with your target group to determine what they react to the most. Spend between $50 and $100 on this test. Try different groups of ads as well as interest-based audiences or lookalike audiences to identify the best segment or persona that reacts to your message to attract leads. Making use of Facebook Messenger campaigns to quickly and easily validate a particular individual or offer, will give you the greatest potential for the most engagement to your lead generation efforts on Facebook.
Rapid Fire Messaging Test:
The majority of the success you get with Facebook advertisements comes from trial and trial and. Always test new ideas, copy, and audiences to determine what is most effective for you. The golden rule for sales says to ‘always keep closing’ then the most important rule in marketing is to always test’.
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