Facebook Advertising

At Knog we’re obsessed with making innovative, best-in-class products. Intentional obsess about delivering best-in-class social advertising results

Clem Robin, Knog

Services

Intentional are a certified Facebook Advertising Agency – having being included in the original Australian cohort of the global Facebook Marketing Partner PRO roll out in 2018.


Facebook Advertising Services we offer (encompassing Facebook, Instagram & Audience Network) are:


Background


Since Facebook went public in 2012, Mark Zuckerberg and team have been redefining digital advertising. Facebook & Instagram combine four individual targeting ‘x factors’ for advertisers:



The combination of all of these features means Facebook has perhaps the most comprehensive digital user dataset for ad targeting in the world. Because of this, Facebook/Instagram targeting can be done throughout the entire marketing funnel from unawareness to decision-making and even beyond to building loyalty and advocacy.


According to Facebook’s own 10 year roadmap unveiled in 2016 – Facebook will remain the main platform for sharing with friends, while Instagram will become the primary platform for sharing with the world. Not to mention the extensions of products like Messenger, Audience Network & integration with WhatsApp.


Facebook continue to ‘move fast and break things’ as they experiment with several different ad units & inventory possibilities.


$36m+ Ad Spend Under Management in Ten Years

Group-27

Intentional Highlights: Our First Ten Years

ACD on Facebook – The Intentional approach

The Intentional ACD framework is a perfect alignment for clients looking to nail Performance Branding on Facebook

Monika Pietrowski, Facebook

Many marketers talk about the marketing funnel, but our solution that we call “ACD” is a literal funnel.

ACD is the name of our Full Funnel Digital Advertising solution that stands for: Awareness, Consideration, Decision (and can sometimes also include Retention).


When is a funnel not a funnel?

Not all digital funnels are equal – funnels we have seen commonly fail in one of three areas:


A true digital advertising funnel must solve for all three of the above factors simultaneously – otherwise it is leaking (ie. advertising dollars are being wasted).


The Intentional ACD method lies in investing not in impressions, CPMs or even CPAs – but in strategically building Audience lists and then cascading them to flow between campaigns. These Audience Lists can be reused over and over again by the same Brand for multiple purposes, rather than just in fleeting ad inventory for once off campaigns – thus becoming a present and future investment in Audience Assets.


The rich invest in Assets. The poor spend on doodads.

Robert Kiyosaki

Further, targeting for each Tier needs to be done purposefully so that Audiences can be built at each Tier to be cascaded down to the next Tier. For example, a little known and undocumented ‘feature’ means that Audience Network targeting cannot be used to build Audiences for Video Views, prohibiting the use of ‘Automatic Placements’ in the Awareness Tier. 90% of Advertisers are thus probably wasting hard earned Awareness advertising on audiences that they cannot progress further down the funnel.


Working with our Tier 1 Facebook representative, we implemented channel workarounds to daisy chain Audience Assets into a cascading multi-campaign Digital Funnel – making Facebook work for our clients in a way that it wasn’t originally designed to. This also necessitated inventing custom scripts, metrics and dashboards so that we could record, monitor and report Audience performance for each Tier of the Funnel.


$108m+ Direct Response Value Driven Online

Group-27

Intentional Highlights: Our First Ten Years

Intention creates power

Julia Cameron

Time to get Intentional?

We’re here to help your Brand convert its full potential online using digital advertising. Take the next step and book a complimentary discovery call with us.

Rectangle-4 3_White-1-3 (1)

No Comments

Leave a Reply