15 strategies to make fb algorithm work for you. marin istvanic.pdf · 4-sec video high 100% view...
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Brooklyn, NYCOctober 4-7
GiddyUp & Geekout & 41 of the worlds finest E-com marketers.
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15 Strategies to Make FB Algorithm
Work For You
Marin Ištvanić BackgroundFacebook Media Buyer
● Faculty of Computer Science
● Pursuing a Soccer Career
● Freelancing
● Inspire
● Facebook Ads
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Marin Ištvanić
● Spent over $10.000.000 USD in Facebook Ads
● Handful brands - no more than 5
● Specialized in ecommerce
● Multiple niches
● Lot of testing and learnings
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01Structure
02Creatives
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03Additional tricks
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Structure
1. Setup of the ad account
Segmentation of the funnel
1. Cold traffic - Prospecting
2. Warm traffic - Reengagement
3. Warm traffic - Retargeting
4. Existing buyers - Retention
● Proper excluding
● 70-30%
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2. Cold audiences
● Lookalike
○ Different seed audiences
○ 2x buyers
○ Over average AOV buyers
○ Category/product buyers
○ Excluding LAL 1x buyers
○ Predictive value
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2. Cold audiences
● Interests
○ Over 1M audiences
○ Horizontal scaling
○ Audience Insights plugin
○ Activity - ads clicked
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3. Warm audiences
● Biggest mistake
○ No segmentation
● Engagers
○ Narrowed engagers
○ Customized message
● Video watchers
○ Split by percentage
● More control → Better ROAS
● FB returned custom audience size
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3. Warm audiences
● Website visitors
○ Micro funnels
■ Specific product or a category
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● Website visitors
○ Top website visitors by time spent or scroll percentage
○ Search audience
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○ Delayed pixel
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Creatives
4. Creatives
● Video
○ Main advertising format
○ Allows retargeting
○ Cold - educational, product in use
○ Warm - testimonial, UGC, unboxing
○ Retention - cross-sell
○ Thumbnails
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● Other formats
○ 4-sec video
○ High 100% view → Low CPM
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○ Stop video
○ Engaging content → high CTR
● Carousel
○ Promoting different products or highlighting the benefits
○ Long carousel
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○ Before and after
Connect to the catalog
○ Pick products by yourself so you
can use the ad ID
○ FB favorize the format
■ More time on the platform
○ Products in contrast
○ Outbound CTR
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● Collection
○ Low CPM - playing on the volume
○ Clearance Sale example
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○ IG story carousel
■ 3 impressions for the price of a one
■ 1 long video or 3 separated
● IG story
● IG story poll
○ Only on an image ad
○ Results in the “chart”
on the ad set level
○ Good to use like
a survey
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5. DPA● Time-lag
○ GA - conversions
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○ Separate by days
■ Objection-handling
■ Returns/shipping
■ Discounts
● Other options
○ Slideshow not image
○ Category
○ 1st fixed image
○ Different properties
○ Custom catalog
■ Top selling products
■ Just one category
● 1d conversion window
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6. Post-purchase ads● UGC ad
○ Native converts
○ Messenger ad
○ Lot of comments
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○ Switched to Cold
■ Leveraging
Social proof
Owner thanking for the purchase
○ Building customer relationship
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● Thank you video
○ Setup
➡ Video + Reach campaign
➡ Audience: Buyers 3d
➡ Small budget
7. Giveaway with the messenger bot
1. Create an organic post
2. Connect the page to the Manychat
3. Create a Growth tool
4. Trigger on a comments
5. Ask for a confirmation (required)
6. Additional sequence after 5 min
7. Run a PPE campaign
8. Broadcast with the discount code
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8. Delayed attribution (lagged conversions)
● Different results in the
Ads Manager after a few
days
● Divide 28d and 1d ROAS =
Conversion Multiplier
● Understand your
numbers
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9. Decision making calculator● An early indicator - cost per unique ATC
● Enter # of unique carts, AOV and ROAS
● How likely purchase is going to happen
● Increasing ROAS by 10-20%
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10. Split-test feature● Usually for testing creatives - always getting better results
● Started using it as a prospecting
○ Same audience - different ad (1 ad per ad set)
○ Different audiences - same ad
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11. Dynamic creative feature
● Faster testing of a multiple combinations
● Preview all the combinations
● Click on the date stamp of a wanted combo
● Take the ID with all the social proof and use
it like a regular ad
● Disadvantage:
○ Not showing results by combinations
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12. $1 ad sets● Using it for a prospecting
a. Duplicate 1 ad set (1 audience) 50-100x with same ads
b. Different audiences - winning ad
● Eventually active 20% of the launched ones
● Not scalable
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13. Best converting LP● GA → Conversion → Ecomm → Product
performance
● Store with a different variations of similar
products (jewelry or apparel)
● Carousel with the best landing pages
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14. Custom conversion ● Product from different category
○ (fat burner and protein) or
○ products with large price point difference
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1. Find the product ID
2. Create a custom conversion
3. Use CC as an objective
● Better product performance
understanding
15. Tagging products in organic posts
● Each organic posts has tagged products from the catalog
● Pick ones with most engagement and organic reach
● Run it with 14d engagers
● Conversion and Reach campaign
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16. BONUS Customer feedback
● No more “relevance score” metric
● Engagement rate rating, Quality rating and Conversion rate rating
● Answering to every comment and initiating conversation
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