using facebook to your profitable advantage …...with the ―post engagement‖ objective, facebook...

Using Facebook To Your Profitable Advantage

Module 3

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MODULE THREE

FUNDAMENTALS OF RUNNING SUCCESSFUL

FACEBOOK AD CAMPAIGN

THE FUNDAMENTALS OF A FACEBOOK AD

1. Facebook Pixel

2. Objective

3. Audience (now broad audiences work great)

4. Split testing

5. Content (includes images, video, copy)

6. Store structure

7. Analysis of Facebook ad report

8. Scaling (adding upsells/downsells, increase the budget, re-target,

create lookalike audiences).

What is a Facebook pixel?

It is an analytics tool that helps you measure the effectiveness of your

advertising.

Why do you need Facebook pixel?

You will want to track users who took action because of your Facebook Ad,

and tracking their activity on your e-commerce store for retargeting

purposes. Anyone running Facebook Ads should absolutely, without a doubt,

have the Facebook pixel installed.

Before running any ad, make sure you have installed the Facebook pixel. For

example, to track conversions, you need to have the pixel installed. The

pixel will measure every action people take to your e-commerce store, plus

you will also be able to see how many people actually complete the desired

action.

And also you will the ability to retarget users based on their specific actions

on your site (like visiting certain pages, or not quite completing their

purchase).

AD CAMPAIGN STRUCTURE

Your Facebook ad needs three parts to run:

A campaign, ad set and ad.

All these parts make up what's called the campaign structure and knowing

how they work together will help your ads run the way you want them to

while reaching the audience you want.

What's an ad?

An ad is what your audience will see on their devices (laptop, mobile, tablets

and etc.). At the ad level, you'll choose your ads creative, which includes

things like images, videos, text and a call-to-action button.

What's an ad set?

At the ad set level, you create an audience for your ad using Facebook's

targeting options and by choosing things like location, gender, age and

more. Also this is where you add your budget, schedule your ad, choose

bidding options and ad placements

What's a campaign?

A campaign is where you choose the objective of running the ad.

HOW TO CHOOSE AN OBJECTIVE

Choosing the right objective from the beginning is crucial to your success. It

will also affect your ad delivery, the bidding and ad placement options you

choose.

Remember for every event you choose, Facebook will find people who are

most likely to take action based on the objective you choose.

So how can you know which one to choose, especially if you’re just starting

out with Facebook advertising?

Inside Facebook ad manager there are three options to choose from:

Awareness Objectives: Generate interest in your product or service.

Consideration Objectives: Aim to get people to start thinking about your

business and your brand – those wanting more information about it.

Conversions Objectives: Encourage people interested in your business to

purchase, become subscribers, attend your event or use the product or

service you are offering.

Meaning of each objective

1) Brand Awareness Objective

Optimization Options at the ad set level:

Brand Awareness

Reach

Supported ad formats:

Single Image

Single Video

Carousel

Slideshow

Canvas

When to choose the “Brand awareness” objective?

The ―Brand awareness‖ campaign objective is a good option if you’d like

more people to find out about your brand. In e-commerce you may want to

brand the product you are selling.

My recommendations: This objective is not best if you have small budget

and if the product is not yours.

Use this objective if you want to build your brand and don’t expect many

sales or clicks.

2) Reach Objective


Impressions

Reach


Single Image

Single Video

Carousel

Slideshow

When to choose the “Reach” objective?

Use the ―Reach‖ objective if your goal is to reach the maximum number of

audience members, repeatedly and over a shorter period of time. This could

be a good option when promoting limited-time offers or when creating

remarketing campaigns.

With the ―Reach‖ campaign objective, Facebook will optimize for the highest

number of possible impressions, with no consideration of clicks or the

actions taken by people who see your ads.

My recommendation:

Use this objective to test how people respond to your product. As well, if

your conversion objective is not working, you can try to use this and track

who is taking action.

Remember, with this objective the reach is higher than conversions, so we

use it for testing before or after testing with the conversion objective in

mind.

3) Traffic Objective

Optimization Options on ad set level:

Link Clicks

Impressions

Daily Unique Reach


Single Image

Single Video

Carousel

Slideshow

Canvas

Collection

When to choose the “Traffic” objective?

Select the ―Traffic‖ objective when your goal is to lead people to your

website, landing page, squeeze page, store or blog and there are no specific

actions you want them to take.

For example, if you’d like more people to visit your e-commerce store you

can use the ―Traffic‖ campaign objective.

My recommendation:

Use this objective if you want to send people to your store but you need to

install the tracking app like luckyorange.com to track where they click and

all the activity theytake while on your store site.

4) Post Engagement Objective

With this objective you can choose the option you want, choosing post per

engagement, page likes or event response.

Optimization Options on ad set level of Post per engagement:

Impressions

Post Engagement

Daily Unique Reach


Single Image

Single Video

Canvas

Slideshow

When to choose the “Post Engagement” objective?

This objective is automatic when using Facebook Boosted Posts to amplify

the reach of your Facebook posts.

With the ―Post Engagement‖ objective, Facebook will show your ads to

people who are the most likely to like, share, and comment on your post and

at the lowest cost possible.

By using this objective you can get page likes and build social proof for your

products or brand.

When to choose the “Page Likes” objective?

This one is easy – select the ―Page likes‖ objective if you wish to get more

Facebook page likes and new fans.

However, we do recommend that you use other objectives because page

likes, on their own, hold little value. The goal of your ad campaign should be

to increase revenue and raise brand awareness.

When to choose the “Event Responses” objective?

Use this objective when you have published a Facebook event but it is not

getting the organic response rate you expected.

Moreover, this campaign objective can help promote large events where

there are thousands of attendees.

5) Video Views Objective:


Daily Unique Reach

Video Views


Single Video

Carousel

Slideshow

When to choose the “Video Views” objective?

Video views ads are great for targeting cold audiences as they are engaging

and help to increase brand awareness.

Use this objective to measure how people respond to your product and

retarget them back based on the percentage or seconds that watched your

video.

6) Lead Generation Objective

Optimization Options at ad set level:

Leads

Link Clicks


Single Image

Single Video

Carousel

Slideshow

When to choose the “Lead Generation” objective?

Select this option if you’re interested in creating Facebook Lead Ads and

want people to give you their contact details in exchange for either

downloadable content or a free service.

7) Conversions Objective:

Optimization Options at ad set level:

Conversions

Impressions

Link Clicks

Daily Unique Reach


Single Image

Single Video

Carousel

Canvas

Collection

When to choose the “Conversions” objective?

―Conversions‖ is Facebook’s most popular campaign objective because it is

optimized to result in purchases or deliver new leads.

Conversion ads are aimed at increasing sales, sign-ups, purchases or other

desired actions on your website, plus Facebook’s auto-optimization works

really well!

8) Product catalog sales Objective:

Optimization Options:

Conversions

Impressions

Link Clicks

Daily Unique Reach


Single Image

Single Video

Carousel

When to choose the “Product catalog sales” objective?

Product catalog sales are designed for e-commerce advertisers that sell a

variety of products.

You can also use this objective when creating remarketing campaigns and

targeting your online store visitors to find the bestseller product.

9) Store visits Objective:

Optimization Options on ad set level:

Store visits

Impressions

Link Clicks

Daily Unique Reach


Photo

Video

Carousel

Slideshow

When to choose the “Store visits” objective?

If you have a physical store that you’d like more people to visit, try the

―Store visits‖ campaign objective.

10) Messages objective


Replies


Photo

Video

Carousel

Slideshow

When to choose the “Messages” objective?

Use the ―Messages‖ objective when you want people to send you a message

about your offer.

Which objective to use the most and why?

In e-commerce, we are focusing on getting sales more than anything else.

The only objective to help us achieve our goal is conversions. With this

objective you can optimize for view content, search, add to cart, add to wish

list, initiate checkout, add payment info, purchase, leads or complete

registration.

All the events listed above are very important to the e-commerce business

except leads and complete registration.

The first event to optimize for is a purchase event. Once you optimize for

this event, you may find that you are getting more purchases, content

views, add to cart, add to wish list and add payment information.

If you are getting purchases, it is time to keep on optimizing for purchases.

Sometimes you can optimize for the purchase and get purchases plus more

add-to-cart, more people adding payment information and more people

adding to wish lists.

What to do when you get purchases but also more of the other

events listed above?

Cool, now you can do things to force them to come to the store to purchase;

Send them a discount code (make sure you set up an abandoned cart

email before creating your ad. It will be sent automatically when a

person leaves the cart without purchasing)

Create retargeting ads to them by offering a discount code.

What to do when you get few purchases or more of the events listed

above?

First of all, you need to look at your store structure. Check pricing,

shipping information and etc. before doing anything. Use the app that

can track visitor behavior on your store (www.luckyorange.com).

Second, consider changing your ad set, product pages and ad

structure (including ad copy, image or video).

What to do when you don’t get purchases but have more of the

events listed above?

Try to look at your targeting (ad set) and ad structure

Try to restructure your targeting and ad structure

Try to use new campaigns like post pre engagement, reach, store

visits and video views.

Note: Nowadays, Facebook runs surveys to people who visit or have bought

something from your store. The feedback from customers can boost or kill

your business. If visitors provide bad feedback, Facebook will penalize your

ad account by possibly raising the CPM, CPA and etc.

Make sure you provide the good customer support and you drop ship

product from trusted manufacture to avoid penalties from Facebook.

HOW TO SET UP YOUR AD SET

The following things are available in the ad set section;

Website/app/ messenger event

Targeting

Placement

Bidding

Optimization

Schedule

http://www.luckyorange.com/

Website/app/ messenger event

Currently, with the conversion objective, you can track nine different event

actions at the ad set level.

The events you want to track depend on what you want to achieve and your

overall goal, plus your ad campaign objective.

Search

View Content

Add to Cart

Add to Wishlist

Initiate Checkout

Add Payment info

Purchase

Lead

Complete Registration

Besides each event there is status and color, each color has a different

meaning.

Green color dot- represents there is recent activity based on a particular

event

Gray color dot- represents there is no recent activity but there was activity

a long time ago

Red color dot- represents there is no activity yet.

TARGETING

First, you can create an audience on ad set or audience section inside the ad

manger. Once you create the audiences, make sure you save them by giving

them a name you can easily remember.

Also, you can access from your previous created audience by clicking ―use a

saved audience‖ beside the ―create new audience‖ area below.

Creating audience inside an ad set section

After entering all of your detailed targeting, you can click the ―save

audience‖ button and name your audience.

Creating audiences inside the audience section

Creating audiences on audiences section is simple and easy if you want to

create different audiences based on different targeting details.

Once you create an audience, you need to save it. Then, if you want to use a

saved audience, from here you will find and use save audiences inside the ad

set section.

To create audiences here, follow theseinstructions;

Click on the three lines (as shown) and under assets, you will find audiences

Click ―Audiences,‖ then ―Create Audience‖ and select any type of Audience

you want to create from the drop down menu.

Three types of audience

1. Customer

2. Lookalike

3. New audience

When to use customer audience?

Customer audience refers to the customer list you have (Email list, store

visitors, people engaged with your page, Instagram profile, people that

installed your application, people that watched your videos and etc.).

Why you need to use customer audience?

• Because it is easy to gets results using customer audience (builds

brand and trust)

• It is easy for Facebook to reach them at a lower cost.

• You get better return on investment.

• It is easy way to find ―lookalike‖ audiences

How to create a customer audience?

You can create on ad set section or in the audience section inside your ad

manager, by selecting any of the options inside the ad manager.

When to use lookalike audience?

Lookalike audience refers to the audience with similar properties to the

customer audience.

To create a lookalike audience, click on the lookalike audience section.

Before creating the lookalike audience you first need to create a customer

audience first

Why you need to use a lookalike audience?

• To find more customers

• Increase ROI (return on investment)

When to use new audience or saved audience?

We create a new audience to find new customers based on:

• Demographic

• Interest

• Behavior

Questions you need to ask before creating ads

1. Who is my best customer? (Gender and age range)

2. Where does he/she live?

3. What things does this person like?

4. Financial (when you sell high price items like property)

5. Where he/she likes to hangout (website, social media, Facebook

pages, magazines, or public figure fans)

6. What is my Budget?

Approaches to create saved audiences

Direct approach and

Indirect approach

The direct approach method of targeting means targeting people direct

based interest and behavior, while an indirect approach means targeting

people based on things related to the direct approach targeting.

For example: Assume you want to sell this watch.

The direct targeting can be people who are interested in a watch specifically

for this brand or a brand similar to this one.

The indirect targeting means targeting people interested in fashion and the jewelry niche.

With the indirect approach, we think these people might be interested in

products because people who have an interest in fashion and jewelry also

have interest in watches.

In your own business, try to use both approaches when it comes to audience

creation.

HOW TO CREATE SAVED AUDIENCE ON AD MANAGER

When you click on audiences and then saved audience inside ad manager,

you will need to define/fill in some information like ad set name, location,

gender, language, interest and etc.

Note: we create saved audience to find a new customer.

Location-based targeting

Facebook allows you to target people in specific locations, including:

Country

State/Region

Counties

DMA (Designated Market Area)

City

Postal Code

Specific Address Radius

Simply type in the location you wish to target in the location section.

You also have another layer of location targeting, allowing it to be even

more specific:

Everyone in this location – Everyone in the particular location based on the last updated location of an actual Facebook user.

People who live in this location – Confirmed by the IP address of the user that lives there.

People recently in this location – Facebook users that where available in

a particular location.

People traveling to this location – Users who seems to travel or move

within an area (Facebook always detect user IP address to detect if the person is moving or is not moving)

Age – If you’re targeting an audience with a specified age range, you can easily reach them by telling Facebook who your ideal customers are.

Gender – You can also select to target a particular gender.

Language – If you are advertising in a particular language, you might want

to only target the people who can better understand your ads.

But you can get way more detailed by targeting people by their political

views, life events, job titles, ethnicity, and so on.

Interest-based targeting

Interests are one of the best (and easiest) Facebook ad targeting options as they allow you to target people specifically interested in a subject related to

your product.

For example, you could target people interested in your competitors or your broader market segment, even magazines and blogs covering your market.

To target based on interests, you can either browse the menu with hundreds

of interests or simply type in one interest, so that Facebook will suggest to you other related topics.

The interests are based on Facebook users’ likes and interests, apps they use, pages they have liked and more.

Behavior-based targeting

Unlike precise Interests, Behaviors allow you to target people by purchase history, events they like, personal anniversaries and etc. This data is

gathered by Facebook and analyzes many factors along with using external

data sets.

FACEBOOK LASER TARGETING

In detailed targeting section, Facebook gives you opportunity to narrow or

exclude some of your audience.

Why?

As a business person, sometimes we don't always need to target some

people for a multitude of reasons. Also, we sometimes want to target people with mutual interests.

How To Narrow Down Your Audiences

When creating Saved Audiences, you can narrow or exclude your audience with the targeting options.

Sometimes, you may find millions in audience after adding interest on detailed targeting inside ad manager. Maybe you have lower budget or you

want to be more specific to the targeting audience. This means you will need

to narrow the audience to suit your budget or to be more precise in order to increase profits.

As you may have noticed from the image above, you can also EXCLUDE

people who match specific interests or demographics and you can also EXCLUDE specific Custom Audiences from the general target audience.

For example, you could exclude past converters to prevent your ads from reaching people who are already your customers.

Finally, you have the option to expand your audience if you want Facebook to find other people who match the interest or behavior and the

demographic you select.

CUSTOMER AUDIENCE

We create customer audiences for the main purpose of targeting and retargeting. We use for targeting if we want our previous customers to

purchase a new offer we have inside our store and we use retargeting if people didn't completed the purchase or didn't purchased at all, but visited

our store, engaged with our ad or watched videos.

Facebook gives the option to retarget people who watched the video, who engaged with our page, our ads or visited our store, regardless of the action

they took.

Why you need to retarget video viewers and Facebook page visitors?

Remember the meaning of each campaign in the previous chapter. We retarget them based on how long they watch a video or percentage to

remind them to take the desired action (retargeting can be in the form of images or videos). During retargeting you can decide to use different ad

copy and images or videos as well.

HOW TO CREATE A CUSTOMER AUDIENCE IN AD MANAGER

Custom audiences allow you to target Facebook users based on:

Customer file (email addresses you upload and etc.)

Website traffic (provided the Facebook Pixel is on your website)

App activity (pretend this doesn’t exist)

Engagement (explicit action taken on either Facebook or Instagram)

Note: Custom audiences are often the smallest audiences you can create on

Facebook unless you have large number of list, fans, video viewer or app users.

You can create customer audience for retargeting people for a new product

you have or remind them to purchase after abandoning the cart inside the store.

Customer file

Use the customer file option if you already have a customer email list.

To start, click on the first option in the custom audience menu.

Before choosing the option to import a list make sure you convert your email list into .csv format, then choose import contact directly.

If you are using MailChimp no need to convert contacts into .csv, click on

MailChimp then wait for Facebook to do the work for you.

Next, drag the .CSV file into the uploader. Facebook will match the contact

information you provide with registered accounts, which you can then target.

Facebook gives you different options to upload the .csv file. This means you

have the option to tell Facebook the customer audience you want to create. You can choose names, email, phone numbers and etc.

Now you can tell Facebook what to upload to create customer audience.

Once everything is correct, hit Upload and Create.

Website traffic

You can create a customer audience to target people who currently visited your website. Just click on the Website Traffic option.

Before choosing this option, make sure you have installed the Facebook pixel

and it has been tracking visitors. Select the installed pixel you’d like to target and name the audience.

With this option you can create audience who visited your website for the

past many days (30, 60, 90, 180 and etc.), people who visited specific pages

(you must list the URL of the pages) and et

Engagement

With engagement you have several options.

Select the engagement you want to track.

In e-commerce, we focus mostly on video, Facebook pages and Instagram business profiles.

With video you can create customer video viewers based on percentages or

second they watched video.

With Facebook page you can target

You can target everyone who visits your Page or engages with your Page

content or ads on Facebook and/or on Messenger. Or anyone who visited your page, regardless of the actions they took.

You can target people who have engaged with your post or ad. Engagement

includes reactions (Likes, Love, Haha, Wow, Sad, and Angry), shares, comments, link clicks and carousel swipes.

Also, people who clicked any available call-to-action button on your Page.

For example, ―Shop Now.‖

Target people who sent a message to your Page as well as people who saved your Page or any post.

Keep in mind, the audience of page engagement needs to be at least 20

people!

HOW TO CREATE A LOOKALIKE AUDIENCE

Creating a Facebook lookalike audience just takes a few seconds and you

can create them while actively working on an ad campaign or you can create in the audiences section.

When you are setting your targeting criteria for your campaign at the ad set

level, you will see the option to ―Create New‖ under the custom audiences tab. When you click on it, it will open up and you then have the ability to

create a new custom audience, or a lookalike audience,

You will first need to choose the custom audience that you want to use as

the basis for your lookalike audience. Once you do this, choose what locations you want to target for your lookalike audience.

Next, you have the option to control your audience’s size. As your audience

gets larger, the audience overall may start to match your custom audience a little less, so do keep that in mind.

First of all you will need to choose the source of the audiences

Because lookalike audiences only allow you to set locations for regions or

countries, you still may want to use location targeting outside of the lookalike audience to make sure your ad is being shown to the right people.

Lookalike Audience Strategies You Should Be Using

1. Create Lookalike Audiences Based on Intent

A relatively new custom audience feature allows you to create custom audiences based off users who have clicked any call to action button your

site—including ads or the CTA buttons found on your home page underneath your cover photo.

A clicked CTA button signals relatively high intent (or, at the very least, high

interest), so this is a great lookalike audience to create.

To do this, you will want to go to ―Engagement‖ and then ―Facebook Page‖ when creating your custom audience. From there, you can choose ―People

who clicked any call to action button.‖ Then, create a lookalike audience from there and run a hyper-targeted campaign that really focuses in on

those clicks.

2. Create Lookalike Audiences from Video Views

Videos are popular everywhere, but they’re particularly big on Facebook

right now. Video ads have great engagement rates and they jump out at users when they show up in their feeds.

Use this to your advantage, and create lookalike audiences off custom

audiences created from users who have watched your videos on-platform.

You can do this by choosing ―Create Custom Audience‖ then ―Video‖

3. Create Lookalike Audiences from High Value Customers

All businesses have high value customers. Maybe these customers purchase

most frequently or maybe they buy your premium products at premium rates. Either way, we’ve all had those customers who have a high lifetime

value (LTV) and we always want to know how to find more of them.

You can create a lookalike audience based on your highest value customers

by uploading their email addresses directly into the custom audience data base. When you create a lookalike audience off of this group, you’ll want to

start by showing them a strong introductory ad that you believe would appeal to the pain points of the original custom audience and watch the

leads start rolling in.

FACEBOOK AD PLACEMENT

Automatic placement

Manual placement

Facebook offers automatic ad placement, where Facebook automatically

optimizes the placement for best results and with the lowest total average

cost.

They also offer manual placement as well, where you can choose where your

ad will be shown.

When editing platforms, Facebook offers advanced options where you can

set what mobile device the ad will be shown on (All Mobile devices, Android

Devices Only, iOS Devices Only), or you can exclude the targeting for In-

Stream videos and more.

Facebook

Feeds

Instant Articles

In-stream videos

Right column

Instagram

Feed

Stories

Audience Network

Messenger

Home

Sponsored messages

News Feed – desktop News Feed (for users logging in via their computers)

or mobile News Feed, Instant articles, in stream videos, instant articles in

the right column.

Benefits of Placing Ads on Desktop News Feed

Many favor the desktop news feed ads because they resemble regular posts,

making them more appealing to Facebook users.

According to consumer surveys, people hate intrusive ads, including pop-up

ads, as well as video ads that play automatically with sound on.

Desktop news feed ads, on the contrary, blend with its environment and

does not interrupt the user experience as much.

Benefits of Placing Ads on Mobile News Feed

Some advertisers prefer placing their ads on mobile news feed because

There is a higher likelihood that people will see your ad

Most of the purchases come from mobile devices

Because news feeds fill up a phone screen and posts appear on phone

screens one at a time, people have no choice but to look at your ad

when it appears. Unlike the desktop news feed, there is no left sidebar

or right column to distract them.

Benefits of Placing Ads on Instant Articles

Placing ads on Instant Articles allows you to make your product omnipresent

in your customer’s Facebook experience.

Not only will your ads appear on Facebook’s desktop and mobile news feed

(if you choose to do so), but your ads will also appear on the articles your

customers read from the app.

Right Column – everything in the right column is always an ad. This

placement is available only for desktops.

Benefits of Placing Ads on the Right Column

Because right column ads are smaller and appear off to the side rather than

front and center on the screen, right column ads are less invasive.

If you don’t want to annoy people with your ads or want a subtle approach

to advertising, then you should choose right column as for placement.

Audience Network – brings your ad outside of Facebook and onto another

mobile apps.

Benefits of Placing Ads on Audience Network

Serving your ads to Audience Network increases your reach.

Not only will you be able to potentially reach Facebook’s 1 billion+ daily

users, but you can also reach Audience Network’s 1 billion users too.

Audience Network allows you to advertise beyond Facebook, on websites

and apps that people frequent.

Instagram – works not like a regular Instagram post but a Facebook ad

displayed on Instagram.

Benefits of Placing Ads on Instagram

If you want to tell your brand’s story with a more visual representation, then

Instagram placement is recommended for you.

Instagram is filled with visually driven content.

Messenger- Show your ad on messenger

My recommendation when it comes to ad placement

Actually I can’t give a straight answer about what ad placement works best

over another because one placement can work well for one person but not

so much for another.

So what do you need to do?

Test different ad placements before you come up with the final approach.

This concludes Module 3… Please continue to Module 4…

using facebook to your profitable advantage …...with the ―post engagement‖ objective, facebook...

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