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Facebook Advertising

Facebook Advertising

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  • Intentional Guide: Before you Start Advertising
  • Download our Self Assessment for Facebook Advertising

Why

Since Facebook went public, Mark Zuckerberg and team have been redefining digital advertising. Facebook & Instagram combine five targeting ‘x factors’ for advertisers: People (not cookie) basis, social graph, self declared interests, 1st party data matching and 3rd party data partners. The combination of all five features means facebook data perhaps has 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.

 

Facebook & Instagram.

According to Facebook’s own 10 year roadmap – Facebook will become their main platform for sharing with friends, while Instagram will become their primary platform for sharing with the world. Not to mention the extensions of products like Messenger, Audience Network & maybe even WhatsApp. Facebook have been experimenting with several different types of ad units, while initially struggling for performance Instagram ads have seen incredible innovation and the natural style of ‘sponsored’ content in feeds and stories, has seen it catch up a legitimate channel offering for middle & upper funnel activity.

 

Who

Awareness, Interest, Consideration, Action, Retention

 

What

  • Facebook & Instagram Newsfeed Ads: Image Ads, Video Ads, Carousel, Canvas, Lead Ads, Collection ads
  • Audience Network: Image Ads, In Stream Video
  • Messenger: Click to Message, Messenger Home

 

How

  • Likers, C-D-R: [Your ads will be seen on Facebook &/or Instagram by those who already like your Facebook page but have not purchased yet. Why use? Typically highest buying Decision intention here, bottom of funnel audiences, highest ROI targeting is here. Often used to direct buyers to the most current offer. ]

 

  • Website Visitors, C-D: [Your ads will be seen on Facebook &/or Instagram by those who have recently visited your website but who have not liked your Facebook page nor purchased yet. Why use? Especially because of the Recency of their visit, these people are in Consideration to Decision mode for your product/service but may also be considering a Competitor. Targeting these people means you will need a compelling reason to either persuade a potential buyer to cross the line or divert them away from a decision they’re about to make with your competitor. Typically medium ROI here – but even if not for ROI, important to use as a branding/positioning play.]

 

  • Email Subscribers, C-D: [Your ads will be seen on Facebook &/or Instagram by those who have subscribed to your email list but who have not liked your Facebook page nor purchased yet. Why use? Typically these people are in Consideration to Decision mode for your product/service but may also be considering a Competitor. Targeting these people means you will need a compelling reason to either persuade a potential buyer to cross the line or divert them away from a decision they’re about to make with your competitor. Typically medium ROI here – but even if not for ROI, important to use as a branding/positioning play.]

 

  • Engagers, C-D: [Your ads will be seen on Facebook &/or Instagram by those who have previously engaged with any combination of your videos, Canvas Ads, Lead Ads, Instagram Page or Facebook content. Why use? While some testing is required for each brand, typically these people are in Consideration to Decision mode after already having a meaningful interaction with your brand native on the platform. It means they have viewed a Brand Video or tagged in a post from a friend, so consider a unique message to help them learn more vs show them the same purchase style add for the options above this.]

 

  • Competitor, A-I: [Your ads will be seen on Facebook &/or Instagram by those who have expressed an interest in your Competitors. Why use? Almost the opposite of your ‘Website Visitors’ audience, these people are very much in Consideration to Decision mode for your Competitor’s product/service but may or may not also be considering your Brand. Targeting these people means you will need a very compelling reason to persuade them away from a decision they’re about to make with your competitor. Typically low ROI here – but even if not for ROI, important to use as a branding/positioning play.]

 

  • Friends of Likers, A-I: [Your ads will be seen on Facebook &/or Instagram by those friends of those who like your Facebook page but who themselves are not likers, email subscribers, website visitors or current customers. Why use? If you subscribe to social theory, people tend to make friends with people who are similar to themselves. So targeting friends of your Facebook Likers, introduces your brand with a new audience who are highly likely to have an affinity with your products/services. Although these people are likely to be in a similar psychographic, they are almost certainly not of the same buying propensity as your Likers so targeting these people means you will need a higher ‘upper funnel’ micro conversion to gently warm them up to your brand. Typically low short term ROI here – although these are good candidates to convert to paying customers in the medium term.]

 

  • Lookalikes, A-I: [Your ads will be seen on Facebook &/or Instagram by those who share similar characteristics with audiences of our choosing. Why use? This is a way to ‘Feed Winners’ – if we find an existing audience that is working, we can use Lookalikes of that audience to ask Facebook to go and find more. Audiences that generally are fantastic to create Lookalikes of include: Converters/Purchasers, Website Visitors and Email Subscribers. Similar to Friends of Likers, seeing that these people likely do not have an association with your brand, you will need a higher ‘upper funnel’ micro conversion to gently warm them up to your brand. Typically low short term ROI here – although these are good candidates to convert to paying customers in the medium term.]

 

  • Affinity / Interest, A:[ Your ads will be seen on Facebook &/or Instagram by those who share an Affinity or Interest with pre-defined topics provided by Facebook. Why use? This targeting is useful for TV-like advertising to reach relatively broad market segments. Good for semi-targeted Display Awareness, low ROI, almost zero buying intent. ]

 

  • Custom, A-I-C-D-R: [Over and above the aforementioned targeting types, Facebook also allows us to create very tailored, custom audiences that don’t fit broad categories but can be created specifically for your Brand/niche/industry. These are particularly useful for Business to Business targeting that generally is harder to do using Adwords.]

 

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