Amanda Bond gave a highly informative presentation on how to put together ad sequences. In this Social Media Marketing World presentation, she presented a strategy for automating ad sequences that leads from awareness to customer acquisition.
Rather than put out one ad straight to a sales page, she recommends warming up the audience by introducing you and your product.
Use ads to build relationships. Ads should just be used to push a sale but also to increase awareness. Deliver Facebook ads to your feeds on a regular basis. Here is an example that starts with establishing a connection:
Connection Ads
Bond recommends creating a series of ads for your cold audiences describing who you are. This is all about branding. These can be introductions to blog posts or Facebook posts. Start every Facebook ad sequence with a video. These are designed to warm-up your audience. By using a video, you can then retarget viewers with additional Facebook ads.
Audiences you are targeting are cold audiences such as lookalike audiences or audiences that have a special interest (saved audiences).
At this time, you are pushing them to pages and blog posts. You are building your custom audiences. You can retarget based on engagement and viewership. You are building for the Commit phase.
Commit Ads
According to Bond, this is where you do lead generation. These are built around custom audiences. At this time, you are trying to get them on your email list. The costs are reduced because they relate to you. Custom audiences you are targeting include:
- Video viewers
- Pixel events
- Webpage engagement
- Email lists
- Facebook/Instagram page engagement
This is to prime the close phase pump. You getting them into the sales funnels.
Close Ads
Build this phase first. This where you do the sales retargeting. You are targeting people with purchase intent. This audience is going to specific pages such as purchase pages. The primary goal of this phase is to generate revenue.
Building the Sequence
Build your sequence from Close -> Commit -> Connect
In her example, she uses 12 ads. Four ads are being used in phase. Each phase starts with a video. Because it is a customer journey, the cost of ads is low.
The dynamic ad sequence needs three things:
- A trigger to start the automation
- A sequence of ad creatives
- New audience members
A video starts the sequence which is followed by three or four ads to people who have watched the video in the connection phase.
The close phase may be started by someone hitting the purchase page. Naturally, exclude those who have purchased. If someone does not buy, they will be presented with three additional ads. Talk to the objections that potential buyers may have.
Plan your sequences around the phases. Each phase will help inform you what you need to do.
