getting creative: facebook advertising success

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  • March 2014

    Predictive Lifetime Value for Performance Marketing at Scale

    GETTING CREATIVE:

    THE SECRET TO

    FACEBOOK ADVERTISING

    SUCCESS

  • Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 2

    Marketers have spent billions of dollars on Facebook advertising. They are even spending more on Facebook for display advertising than they are on Google. Mostly thats because Facebook ads work, allowing brands to successfully scale their ad spend on desktop and mobile. So why do Facebook ads work?

    There are three reasons:

    Facebooks extensive targeting options (demographics, affinities, psychographics and behaviors) coupled with optimization strategies based on customer lifetime value ensure that you can deliver your ads to the most relevant audience possible that will deliver the best returns.

    But focusing on these tactics alone will fail to bring the success that marketers are looking for. The single, most important element of a successful advertising campaign that ad tech historically forgets is great creative.

    In this eBook we explore strategies and approaches for effective ad creative on Facebook and how it impacts performance.

    WHATS INSIDE

    Overview of the creative process for understanding a brands identity and identifying interesting creative opportunities

    Creative best practices for direct response advertising campaigns on Facebook

    Multivariate creative testing and iteration strategies and approaches for identifying the best creative combinations

    The significance of creative iteration as it relates to performance and scaling campaigns

    Creative

    Targeting

    Optimization

    http://www.emarketer.com/Article/Mobile-Growth-Pushes-Facebook-Become-No-2-US-Digital-Ad-Seller/1010469http://www.adexchanger.com/online-advertising/report-facebook-pulls-ahead-of-google-in-us-digital-display-ad-revenues/

  • Who is your target audience?

    What are their interests, lifestyles, frustrations?

    What does this group of customers want/need?

    What will motivate them to click on the ad?

    Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 3

    DISCOVERY

    The success of a Facebook ad campaign originates with the creative strategy. The first step, one of the most crucial steps of any creative strategy, is to understand your target audience. Equally important is a clear understanding of the product or service you are marketing.

    KNOW YOUR TARGET AUDIENCE

    By asking the right questions and leveraging personas, you can gain a better understanding of your target audiences including interests, lifestyles and wants.

    1

    WHAT CAN ADVERTISERS DO?

    Facebook ads are proven winners when it comes to engagement and results, but too many times marketers are buying a lot of media, running ads and endlessly repeating their message. This outdated model of marketing fails to drive consumer actions and drive conversions. Worse yet, it is out of step with Facebooks infinite number of targeting and optimization options that ensure you can deliver your ads to the most relevant audience possible.

    So how are marketers achieving success with ad creative on Facebook? As with any successful ad campaign, it all starts with eye-catching creative that makes people stop in their tracks and entices them to click.

  • Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 4

    LEVERAGE PERSONAS TO DRIVE YOUR AD CREATIVE

    When you are targeting a wide range of people with diverse interests, its important to switch up your ad creative based on each personas key interests and pain points. You can use personas such as the ones outlined below to build personalized ads designed to meet your targeted segments needs. Below are some personas created for a foreign language learning software company.

    KRISTEN

    Age: 21College student, Boston UniversityBoston, MA

    Single

    Proficiency: Third year French in college; not fluent

    Key Attributes:

    Likes French; interested in French culture, movies

    Likes trying to read French literature

    Not naturally strong in language

    Has visited Paris; would like to do study abroad program in France

    ALEK

    Age: 41Corporate Sales for NokiaEspoo, Finland

    Married, with a son and daughter

    Proficiency: Native Finnish, German, English; decent Italian; nearly fluent in French

    Key Attributes:

    Travels all over Europe selling Nokia equipment to businesses

    Has built up a strong ability to acquire and learn language

    Likes to polish his fluency in the languages he uses for business (Italian, French, English)

    JOHN

    Age: 26IT ProfessionalSan Francisco, CA

    Single, lives in apartment

    Proficiency: Native English; can get along in Spanish

    Key Attributes:

    Loves to travel

    Enjoys language and culture

    Watches foreign films

    Not a master of any second language

    Likes to attempt conversation in various languages

    Likes to travel with people or meet up with people when traveling

  • KNOW THE BRAND

    Understanding the brands positioning, identity and market niche can have a big impact on how distinctly you can make an impression in the consumers mind. Key questions to ask include:

    Can you describe your brand?

    Is there a branding guidelines document?

    What should be avoided in the creative and copy?

    Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 5

    KNOW THE PRODUCT

    The product refers to all of the features, advantages and benefits customers can enjoy by buying your goods or services. When developing ad creative, you should think about the key features and benefits consumers want or need. By using the clients products and asking appropriate questions, you can get to know their products.

    What is your products unique selling point?

    Why do people use your product and which of its benefits has the largest impact on your customers?

    Who are your competitors?

    How do you position your brand differently?

  • Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 6

    DEVELOP COMPELLING CREATIVE2

    So how are advertisers achieving success with ad creative on Facebook? By focusing on the four stages of any successful consumer marketing campaign:

    1. AESTHETICS: THE INTEREST STAGE

    When scrolling through your desktop or mobile News Feed, aesthetics and images are the first things people notice. Its essential to focus on bold, beautiful imagery that will engage your audience and cause them to click. Rather than repurposing imagery that has run on TV, paid search, display, print or Twitter, invest in developing high quality creative thats unique to Facebook.

  • 2. LANGUAGE: THE CONSIDERATION STAGE

    Now that a user has paused to look at your ad, this is your chance to hook them. Choose words that highlight your products value and convey urgency; this will get consumers to seriously consider your offer. If your ad copy doesnt compel the user to stop what they are doing and pay attention to you right now, then you might as well take your ad down because its not helping your purpose.

    Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 7

    CREATE INTENT (URGENCY)

    Free shippingValue (coupons)Limited time (expiration)Sales

    Free gift card or gift with purchaseExclusiveLoyalty or membership pointsSave when you spend

  • INCLUDE A COMPELLING CTA

    A call-to-action (CTA) is very important, because it is your best chance at interaction. Effective CTAs give users a sense of what your product or service is all about and should also resonate with the people who you are targeting.

    Promotions and incentives, such as a discount off the purchase price, are effective for driving intent to purchase. Be sure to include your CTA in the first 90 characters to ensure people know how to engage with your content.

    Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 8

  • 3. RELEVANCY: THE DECISION STAGE

    Once someone has been enticed by your engaging imagery and inspired by your language, the next step to consider is what will make them click. This is where targeting comes in. You can have the best creative in the world, but if your ad is shown to the wrong people it wont matter. This stage is made easier if you efficiently leverage Facebooks endless targeting options based on demographics, interests and behaviors.

    Relevancy also carries over to the post-click experience. Specific landing pages tailored to different products and promotional offers are essential for providing a quality experience for consumers and driving conversions with a personalized targeted message. The goal is to make it as easy as possible to convert.

    Getting Creative: The Secret to Facebook Advertising Success

    Nanigans | Predictive Lifetime Value 9

    4. FREQUENCY

    Aesthetics, language and relevancy are the three elements of a successful ad campaign, but frequency is more important on Facebook than any other digital ad channel. Are you updating your creative every week? If not, you are likely missing out. It may seem obvious but its monumentally important that you stay on top of the latest trends so you can strike while the iron is hot. Fresh creative, iteration and constant testing will help keep your brand current and top of mind.

  • Getting Creative: The Secret to Facebook Advertising Suc