In this stage, we learn about your brand and any past advertising campaigns to understand what your business needs and where your past advertising efforts failed to deliver. The data your business has gathered during your lifespan is incredibly important in this step. By studying the data left behind by website visitors, for instance, and pairing that information with Facebook’s pixel, which keeps detailed records on any Facebook user to land on your site, we can create custom and lookalike audiences, thus allowing us to target consumers who are at various stages of the buying process and who are most similar to your existing audience.
Understanding how your targeted demographic interacts with your business and the people most like them in terms of gender, age, location, interests, and behavior will teach us exactly what types of ads you need to run and to whom. The most common advertising objectives we will run for your business will likely fall within Engagement, Traffic, and Conversion goals but this depends on whether your targeted demographic is in the prospecting, consideration, or conversion phase of your marketing funnel.
Your advertising budget will undoubtedly be determined by what your business can afford. That’s for you to decide. Naturally, we will give you our recommendations, using best practices and past experiences to make your dollar go further. But what we are more focused on is segmenting your overall budget and allocating portions to specific ad sets and objectives to generate the best results.
For instance, say you have $1,000 to advertise a brand new product that no one has purchased. You have just added this product to your e-commerce site and therefore have limited data to work with. You cannot simply push out an ad aimed at converting leads because you have none. Your advertising will fall short. Instead, we will take a small portion of your budget, say $100, and place an ad with the objective of increasing engagement and target this to foreign audiences who are most likely to like, share, react, and comment on your ad. This is important because increased engagement will lend your ad “social proof” which will be needed when we move into the next ad object, traffic, and again when we move to convert leads who visited your website via the ad placement.
Now that we know what types of ads we need to create to deliver on your business goals, which types of consumers we are marketing to, and what your advertising budget is, we can get to work financing and developing original content for your advertising campaign. We find that video content performs the strongest. The videos we produce are instantly captivating and thus quickly grab the consumer’s attention. They articulate multiple value props in a short timeframe, enabling the consumer to make an immediate decision simply by watching your ad. Additionally, this reduces the amount of copywriting that goes into your ads, ultimately make them look more intentionally and significantly less robust. The faster we can convince a consumer to act — whether that is clicking through to a product page, subscribing to an email database, or leaving a comment — the stronger your ad will perform overall.
The name of the game is optimization. Therefore, once we create original content for your ads and decide what types of ad objectives we are going to pursue, we will focus on targeting consumer groups as they navigate various phases of your marketing funnel. In this stage, we will create custom and lookalike audiences based on the information we gathered and your advertising intent.
Within each of your advertising campaigns will exist 3 to 4 ad sets, and within each ad set will exist 3 to 4 ads. We segment ad placement and targeting for a number of reasons. The most important being data gathering and machine learning, which we will interpret to strengthen your overall campaign. Each ad set will target one audience based on gender, age, location, and interest. The next ad will target a similar group and so on. This allows you to target specific audiences while ensuring your ads are broadened to reach the greatest number of qualified leads.
This is perhaps the most important part of advertising. Understanding your data is the only way you will be able to improve your advertising efforts. There are many ways of reading your ads performance, which is why it’s increasingly important that you have a professional who is familiar with your business objectives, as well as your present and past advertising efforts.
About ten days into your ads’ lifespan, we will dig into the data to learn what is working best and what is struggling to produce results. This will allow us to adjust your ad placement, content, and targeting to increase results. Without this step, you will simply be wasting your money, as you will eventually hit a wall where engagement plateaus.
This is where the magic happens! Retargeting efforts are like digging for gold in a mine that is already exposed and shimmering. By now, we understand everyone who has interacted with your ads and the people most like them. We know how far they’ve progressed in your marketing funnel, where they fell out, and how much time they spent on your website. We have been tracking them from the beginning, and now it is finally time to convert their interest in dollars.
At this stage of your advertising campaign, you will see a spike in profitable results, reduced cost per acquisition, and a significantly higher return on ad spend.
Here is an example of what we can do for your brand. To advertise a new Remote Client Preview service, we first created a motion graphic animation depicting the service benefits. This media was simplified so users could quickly understand the intention in as few as 2 seconds. Following media creation, we got to work on ad placement and language. To create a sense of urgency and properly frame added advantages of the services, we linked this new offering with current events. This presented the challenges that business owners are facing while presenting a solution, ultimately leading to an increase in engagement. For conversion purposes and once social proof was established, we aimed this ad at e-commerce business owners/managers in the U.S. — the demographic most in need of this service, and therefore, more likely to follow through on the next step: clicking through to a dedicated landing page where more information is presented and placed alongside intake forms for highly-targeted lead generation.
The power of advertising lies in the media first and the message second. You need to appeal to the senses to earn the viewer’s attention, then you have an opportunity to drive the message home.
With media in tow, we can now curate an urgent message, situating our offerings in the here and now to move consumers to the next phase of the funnel.
Once consumers reach your landing page, we have the opportunity to convert interest into action. And even if we don’t close the deal today, we have can tomorrow.
Interpreting your data is super important. We repeated, “INTERPRETING YOUR DATA IS SUPER IMPORTANT!” This is how we make your ads more effective. As we stated earlier, advertising is a numbers game. And there are powerful ways in which we can spin the numbers to your advantage. Accurate reporting combined with actionable reporting are two of the most essential ingredients to successful advertising. As your ad campaigns evolve it’s important to keep a detailed list of your conversion events. Not only will we use the data we gather from conversions to improve your audience targeting, but it also enables us to see which steps consumers converted or opted out of your marketing funnel. Understanding these details enables us to optimize your ad content so you see more profits coming in with each dollar you invest. Here’s a look at some of the data we will gather from Facebook Ad Manager and Google Analytics, which communicate with each other through Facebook Pixel and allow us to make more informed decisions for your business.