Very often we see how excitement to launch FB ads to try something out becomes a shot in complete darkness. Lack of social media strategy that ties back to your business objectives is a sure path to failure. Facebook tools advanced a lot recently to help advertisers obtain specific business goals such as Leads, Downloads, Installs, Bookings, Online, and even Offline Sales.
The power of the Facebook pixel is undeniable. Use all the visual tools (think of mind mapping tools or good old whiteboards) to sketch the journey of your potential clients as a series of touchpoints on FB. Ask yourself if it makes sense to first expose users to a video ad that introduces the brand, or drive to a new blog article first to demonstrate value from the first touch point. Without proper planning and mapping out your objectives and user journey, Facebook may quickly turn into a trial-and-error chaotic experience.
The word “pixel” might have been interpreted as some scary monster that is responsible for all the data scandals of the past year, but it is nothing more than a line of code that allows you to trace the activities that users take on your page. You will need to have enough pixels to support your media strategy as you will be deriving different value and paying a different price for having more people trigger those pixels (think of a commonly firing page view pixel vs. deep purchase pixel).
Choose between 3-5 key events that support your overall business objectives and which can create a natural path of touchpoints to an ultimate conversion. In other words, drop the anchors to slow down the user who is browsing your site or app.
Valuable tip: consider 1-2 Awareness actions that could have shallow, frequently firing events at the highest conversion rate, 1 Consideration event that is sort of the middle checkpoint on the path to conversion, and 1 Conversion event that marks the completion of the customer journey.
eCommerce events by stage may include the following Standard Pixel Events:
Stage: Pixel Event:
Awareness – Content View, Download, Lead
Consideration – Add to Cart, Initiate Payment
Conversion – Purchase
Social media marketing is a bit of an assault if you disturb social conversations without playing by the rules of the channel. Aggressive and salesy approach will not fly on social media and users will put your brand to shame thanks to a million of emojis to express the disliking. Therefore, social creative strategy is a must if you want to get any results from Facebook or Instagram (where a price for showing crappy visuals is probably even higher).
Once you planned out the user journey and thought the actions that you’d like users to take to ease up their transition into paying customers, subscribers or downloaders, you have to wrap these up into mobile-first, social by design assets that translate broad messages in a compelling way.
The way that Facebook determines compelling is a variable that constantly evolves, but here are a few fundamental principles that you can adopt in 2019:
If we could make any one tip large enough to be printed and posted on a billboard next to your office, this would be the one. We’ve seen upwards of 40% reduction in media waste and increase in conversion numbers simply by launching more Split Test campaigns.
In our LAS (Learn Accelerate Scale) framework, split testing is a focal point at the first Learn stage. They may take up to 100% of the entire media budget in the first few weeks to a month, but the end result is a maximum amount of insights and winning variables (creative format, audiences, bidding types, placement, messaging) per dollar invested.
From over 40 in-depth account audits that our Performance Team has performed in 2018, less than 10% of advertisers actually use Split Testing consistently to support their business objectives on Facebook. Without disclosing the full approach to Testing Framework, we strongly suggest that a minimum of 20-30% of your monthly budget should go into Split Test campaigns that are designed to validate some of your hypothesis. Sorry, but gut feelings do not score points anymore.