Facebook Sequential Advertising

Tara WestHead of PPC | Etch | @tara_dee_west / @EtchUK

Think back to the last time you walkedinto a shop and were bombarded by

a pushy sales person…

Advertising is no different!

Amazon asked me to ‘shop now’ beforeI knew anything about what

Amazon Fashion was

They should have primed me first so Ihad been introduced to the conceptbefore they asked me to ‘shop now’

Stage 1:video about theconcept

Stage 2:Carouselof keyproductsto explore

If they had created an ad sequence likethis, I would have been more likely

to click and eventually purchase

“You need to nurture your audience and move them

gradually from awareness to purchase.”

@Tara_Dee_West / @EtchUK#HeroConf

Sequential Advertising

is a great way to do this!

What is Sequential Advertising?

Sequential Advertising is when a series of ads are

shown to the audience in a specific order, and each

message informs the next.

This presentation is only aboutSequential Advertising on Facebook

Facebook

doesn’t rely on

cookies as

users are

logged in, so

you can run

sequences

across d

evices

Facebook has a few built-in

functionalities that lend themselves

well to running sequential ads

Why use Sequential Advertising

?

Facebook and Adaptly performed a study into the effectiveness of

Sequential Advertising with lifestyle brand

Refinery29:

They targeted a lookalike audience of their most engaged

email subscribers.

They used a sequence of three ads with messaging designed to

achieve:1. Branding

2. Consideration3. Action (email sign-ups)

Here’s whey found out…

Sequential Ads allow you to gradually move users down the conversion funnel

“If consumers see the entire ad sequence, your ability to lead

them to purchase is significantly stronger.”

@Tara_Dee_West / @EtchUK#HeroConf

Source: http://bit.ly/1EbPZnI

Sequential Advertising can increase conversions

Subscriptions for Refinery29

increase by 56% when they used Sequential Advertising on

FacebookSource: http://bit.ly/1EbPZnI

Sequential Advertising allow you totell your brand’s story

“Campaigns that tell a brand story before asking people to

buy something are significantly more effective than ones that

focus immediately on encouraging people to take an

action”Source: http://bit.ly/1EbPZnI

Sequential Advertising can reduce ad fatigue

Sequential Ads ensure your traffic ismore qualified and higher qualitybecause it has been primed first

Sequential Advertising can reduce your Cost Per Conversion

Types of Sequential Advertising

These two types of SequentialAdvertising were ‘coined’ by Facebook

Funnel

approachPriming and Reminding approach

Funnel based Sequential Advertising with three stages

“People who are exposed to all

three of the ads in the sequence

convert at a higher rate than those who have

seen one or two”

Source: http://bit.ly/ZErT4b

The F

unne

l

base

d

appro

ach i

s

best

for

gene

ratin

g

conv

ersio

ns

@Tara_Dee_West / @EtchUK#HeroConf

Stage

1:

Intro

ductio

n

to th

e bra

nd

or co

ncep

t

Video Ads

Slideshow Ads

Canvas Ads

Stage 2

:

Teas

er of

what t

he

bran

d has

to

offer

and

entic

e the

m

to ex

plore

Canvas Ads

Carousel Ads

Stage

3:

The h

ook

where

you

can i

nclud

e a

stron

ger s

ales

call-t

o-acti

on

Carousel

Ads of

products

and prices

Single Image Website Click Ads

Stage 1: meet the brandStage one could be

a Video Ad educating the

audience about the importance of

helping their children develop healthy eating habits from a

young age

Stage 2: the teaserStage two could be a

Canvas Ad which builds on the message about healthy eating, and also includes examples of products and their benefits like being easy for busy parents to

use.

Stage 3: the hookStage three could be

a Carousel ad featuring the most popular products. It

is the time to present a final call-to-action of ‘Shop

Now’.

Priming and Reminding Sequential Advertising with two stages

The P

riming

and

Remind

ing

appr

oach

is

best

for

gene

ratin

g

awar

enes

s

Priming and Reminding

sequenced ads by Quaker Oats showed an uplift in message association of up to 3.3% compared to the control ad set

which didn’t use this approach

Source: http://bit.ly/1IYbrvc

Stage

1:

Set th

e stag

e

Video Ads

Slideshow Ads

Canvas Ads

Stage

2:

The s

ynop

sis is

a rem

inder

of

the k

ey

messa

ges a

nd a

call-t

o-acti

on

Carousel

Ads

Single Image Ads

Stage 1: set the stageStage one could set the stage with a Video Ad which promotes the

nutritional benefits of oats and introduces the

Oatober campaign which encourages

people to try a different oat recipe each day in

October.

Stage 2: the synopsisStage two could be a

Carousel Ad which is a reminder of the

nutritional message in the first ad, coupled

with a call-to-action to view the Oatober

recipes.

Pick and MixSequential Advertising!

(I made this one up!)

Considerations

for Sequential Ad campaigns

Targeting is as important as ever

Create ad sequences which are relevantto each of the audiences you are

targeting in each ad set

Adjust the length of the ad sequence depending on how well

the audience knows your brand

Adjust the tone of the messagingdepending on how well

the audience knows your brand

The images you choose are a key part of the sequence

Test different ad format combinations

If your KPI is traffic, Facebook recommend testing two phases of static website click ads:

Source :http://bit.ly/1ABKwp6

If your KPI is conversions, Facebook recommend testing video ads then a phase of static website click ads:

Source :http://bit.ly/1ABKwp6

Pick your moment to run sequencing,for example during a sale isn’t a greattime because people are price driven

Consider any other advertising you’rerunning so you don’t bombard youraudience with conflicting messaging

How to set-up

Sequential Advertising

Method 2:

Manual

Phased

Delivery

Method 1:True Sequencing

There are two ways to build SequentialAdvertising campaigns on Facebook

titleSubtitle

Body text

True Sequencing is where you run allthe ads in the same ad set

Bought

up-fr

ont v

ia a

fixed-pr

ice

Face

book

Reach

& Freq

uenc

y buy

Can be

high c

ost a

s

the c

ampa

ign

must r

un fo

r a

while t

o allo

w

enou

gh

impr

essio

ns

Campa

igns

optim

ise fo

r rea

ch

and fr

eque

ncy

only,

not

conv

ersio

ns, s

o

CPC and C

PA ar

e

highe

r

How to

set u

p a

Reach

and

Frequ

ency

campaig

n with

Seque

ntial

Ads

1. In power editor go to create a campaign as normal, but choose Reach and Frequency instead of Auction:

2. Choose the date range you want the campaign to run for, the frequency you want to achieve and the reach you want to achieve:

Set the rest

of the

targeting in

your ad set

as normal

3. Check the average frequency is actually high enough for your sequence to be achieved:

4. Create your ads in the Ads tab as normal, including all ads which will run in the sequence in the same ad set:

5. You must upload your ad set and complete your order before Facebook will let you set a sequential order for your ads

6. Once uploaded, go to the Ad Set Edit pane where you’ll see an option to choose Sequenced under the delivery section:

7. Once you’ve added all your ads to the sequence you can drag and drop to re-order them:

titleSubtitle

Body text

Manual Phased Delivery Sequential Ad campaigns on Facebook

Manua

l

Phase

d Deli

very

is so

metim

es

less p

recis

e

than

true

sequ

encin

g

You c

an op

timise

for co

nver

sions

,

click

s, an

d othe

r

KPIs

You h

ave

more c

ontro

l ove

r

your

cost

per c

lick

beca

use y

ou ca

n

manua

lly se

t it

and ed

it dur

ing

campaig

ns

You w

on’t

‘reac

h’ ev

eryo

ne

in th

e targ

et

audien

ce as

Face

book w

ill

optim

ise fo

r you

r

KPI eg co

nver

sions

Use th

e ave

rage

frequ

ency

of yo

ur

ad se

t as a

n

indica

tion o

f whe

n

to mov

e to t

he

next

stage

For manual phased delivery, simply set your ad sets up as normal and schedule them to run one, after the other by selecting dates that follow on from the last set.

Use Facebook Engagement Audiencesto create seamless sequences

FacebookEngagement Audiences

“An Engagement Custom Audience is a Custom

Audience made up of people who have engaged with your

content on Facebook. "Engagement" refers to

actions like spending time viewing your videos, or

opening your Lead Form or Canvas.”

Source: Facebook

Types of engagement audience

Create an

audience of

people who

opened your

lead form but

didn’t submit it

Create an audience of people who opened and did submit it

Lead

Gen

Ad

Enga

gemen

t

Audien

ces

Create an

audience of

people who

opened it

Create an

audience of

people who

opened and

clicked through

from a link in a

canvas

Create an audience of people who opened a canvas Can

vas A

d

Enga

gemen

t

Audien

ces

Create an

audience of

people who

viewed 25%,

50%, 75% or

95% of your

video

Create an audience of people who viewed 3 or 10 seconds of your videoVideo

Ad

Enga

gemen

t

Audien

ces

“Use Facebook Engagement Audiences to target your ad sequences manually. Target

people who engaged with your first ad with the second ad, and

so on..”@Tara_Dee_West / @EtchUK#HeroConf

How to

set u

p a

Face

book

Enga

gemen

t

Audien

ce

1. In Power Editor go to create a Custom Audience as normal, but choose Engagement Audience as the type:

2. Next choose the source of engagement:

For Video choose the engagement type from the list below and a membership duration up to 180 days:

“Consider the total length of your video when choosing the

percent viewed or seconds viewed required of your Video

Engagement Audience”@Tara_Dee_West / @EtchUK#HeroConf

For Canvas choose the engagement type from the list below and a membership duration up to 365 days:

For Lead Ads choose the engagement type from the list below and a membership duration up to 90 days:

titleSubtitle

Body text Link click

Engagemen

t

Audiences?

Carousel Engagement Audiences?

Offer claim Engagement Audiences?

Stage 1: A Video Ad including Flossie the Flamingo

(their logo) which talks about how the candles are organic and hand

made.

They could then create a Video Engagement

Audience of people who watched 10 seconds.

Stage 2: Target those who

engaged with the video with a Canvas Ad which

encourages them to take a peek at the

latest collection. The canvas could use a mix of Carousels, Video, and

Images with reviews from bloggers.

Create a Canvas Engagement Audience

to target in stage three.

Stage 3: Target those who engaged with the

Canvas with a Carousel containing a product

focussed message and clear ‘Shop Now’ call-to-

action.

Stage 1: Run a Canvas ad with Videos about making

cocktails using Bombay.

Created an audience of everyone who engaged with this Canvas to use

in the next stage.

Stage 2: Target people who engaged with the

Canvas Ad with Website Click Carousel ads

which lead the user to their website for the

recipe.

Stage 1: Run a Website Click Ad

encouraging the audience to learn more

about Snagit.

Land the audience on bespoke landing pages

and create a remarketing list of that audience to use in the

next stage.

Stage 2: Run Lead Generation Ads to everyone who

landed on the bespoke landing page and offer

them a free trial.

Create a Lead Engagement Audience

of people who submitted the form to

use in stage three.

Stage 3: Run Website Click Ads again to encourage the audience who filled in a Lead Form and took a

free trial to now sign-up to the full version.

“There is no one-size-fits-all approach to

Sequential Ads on Facebook. Create

your own based on your objectives and

budget”@Tara_Dee_West / @EtchUK#HeroConf

Now go and test it out!

Thank you!

Tara WestHead of PPC | Etch

@Tara_Dee_West / @EtchUK#HeroConf

tara.west@etchuk.com

Image Credits• Times Square Image: Luciano Mortula / Shutterstock.com <a href="http://www.shutterstock.com/gallery-178732p1.html?cr=00&pl=edit-00">Luciano Mortula</a> / <a

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