How to succeed in Facebook Ads before you start running it.
It is easy to ignore setting up your Facebook Ads account if you are not planning to advertise on the platform. However, by pre-configuring your Facebook Ads account earlier, it can save you thousands or hundred of thousands of dollars!
By convention, it does not make sense to delve into configuring marketing platforms if they are not part of the marketing strategy. However, with the ever changing landscape of how advertising platforms can capture customer data, it is important to do pre-planning prior to using the platforms to maximise ROI.
Whilst this blog is focused on Facebook Ads platform, the insights provided here will be applicable to other advertising and data platforms such as TikTok, Adroll, Instagram, etc.
Without further ado, here are 5 configurations that we recommend you to implement you decide to run Facebook Ads. The earlier you implement this, the better it is!
The recommended customs audience would vary based on your specific business. Let's use one example for a e-commerce jewellery business. If you have a "Order a custom jewellery" page, the audiences that visits this page would inherently be more valuable from a revenue perspective than visitors that only visited the homepage.
So, I would build out an audience for custom audience where every time a visitor landed on the "Order a custom jewellery" page, they will be added to a list called "Request Custom Jewellery Form". Now, if we let this custom audience list populate, we are able to better leverage Facebook's machine learning when it comes using this custom audience to run ads.
Why is that? If we have more customers that are added into the customer audience list, it would mean we have more data points. These data points can be phone number, location, age, Facebook interests associated with email, phone number, CTR on Ads, purchase rate from similar Ads, Ads engagement, etc. With more data points, we are able to more accurately build more precise similar audiences using the customer audience list. The more data points you have, the more you can feed into the Facebook Machine Learning algorithm. The more precise the output, the more higher quality leads you will get. This would equate to a higher ROI.
So, the first tip is to build custom audience well before you know that you are going to run Facebook Ads.
If you do not understand the conversion window of your customers, then you will be leaving a lot of sales on the table. This is because the default conversion window for most ad platforms is either 28 days or 30 days. If your customers take more than 30 days from viewing your ad to converting, you need to know this to maximise your return on ad spend (ROAS) and ultimately ROI.
While you can use industry benchmarks, there are always discrepancies. The industry benchmark is an average of all businesses within the industry. While it is important to take into account of business heterogeneity, it is also important to realise that some businesses overlaps industries. Therefore for each of your product lines, it is important to understand what the conversion window is.
There are many ways to determine the conversion window. The easiest method would be through Google Analytics. If you setup specific goals in Google Analytics, you are able to segment your website visitors by different conversion windows.
We will not be going into how you can setup conversion tracking as that would be worthy of a separate blog by itself.
In terms of the obvious, this would be the most overlooked, obvious element when it comes to running Facebook Ads. It is important to understand that your customers go through multiple touch points everyday in their lives. For instance, they may be a subscriber to a specific newspaper that they read every morning, they may be using a specific platform to manage their daily tasks at work, they may be members of a specific online community, they may be subscribers of particular influencers.
By understanding what are the touchpoints that your customers go through in their everyday lives, you are able to serve ads at the most relevant places at the right time with the right message. This is a great way to optimise your ad placements before you even run your ads. This will save you money and time.
You make the best ads in the world but everything will fall apart if you don't have a functioning website.
Make sure your landing page is up to par with competition and, if not, better.
Once you got your audience's interest, make sure you ensure their experience to making a conversion is smooth as butter.
You do not want them to give your leads reasons to consider your competitors because there is no "sign up" or "buy now" button for them to be a customer of yours.
Facebook Ads is all about the creative. So what does an effective creative entail?
A great creative requires a strong customer insight.
A clear proposition of whatever it may be. It could be related to your product benefit, a specific promotional deal, an education piece, a company update, etc. It is essentially the key takeaway for your viewers.
A great creative requires a great idea. This idea should be able to be distilled concisely in the length of a small tweet.
Once you have the idea, you need to have the copywriting, art direction and design skills to bring your idea to life in a way that engages the audience to evoke the emotions you wish them to feel.
Now that you have configured your Facebook Ads, make sure to do the same with your other Ads platform before you start running your ads.