Susan Wenograd of AimClear began her Facebook Ad Funnels presentation by pointing out that Facebook has run out of ad inventory. When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell.
We have to change what we have been doing in the past.
Conversion ads are expensive. She recommended spending less upfront on your cold audiences. Instead, put money on warm and hot audiences. In essence, create remarketing audiences. Build the six buckets that Amanda Bond highlighted.
You will need to build out your funnels. You will have to touch your audience multiple times. Start with video. You can retarget on video watches as well as on Facebook engagement. Wenograd retargets on 50% view or more. If you have read previous posts, you will see that each person has a different threshold for video watching.
When building your funnel, focus on the opportunity to retarget. These opportunities include watched videos, interaction with a post or ad, or other interaction (the six buckets). Wenograd suggested regularly changing out the creatives (images/videos) to keep things fresh for the audience.
Capitalize on the results from other paid ads. For example, Google Ads to a web page. You can capture the Google click id and retarget on these visitors. Use the same keywords that you used in the copy of your original ads.
When scaling your funnels, scale at the top of the funnel to increase sales at the bottom of the funnel. Due to your remarketing efforts, your costs at the lower end of the funnel will be less.
Facebook Analytics Data
Wenograd gave a brief overview of Facebook Analytics. She pointed out that the most important place to start in under the Activities menu, which can be found on the left-hand side of the screen.
This is a product that I need to spend more time learning about. But it is important to use the data to tighten up your funnels. Do not spend unnecessarily. Ensure that you test everything.
Additional Reading
- #SMMW19: Facebook Ads for Local Businesses: How to Drive Store Visits and Beyond
- #SMMW19: How to Create Your First Successful Facebook Ad Campaign
- #SMMW19: How to Use Facebook Ads and Organic Posts to Build a Sales Machine
- #SMMW19: How to Create Ads That Convert: The Anatomy of a Perfect Facebook Ad
- #SMMW18: The 3-Step Strategy to Turn Attention Into Revenue on Autopilot With Facebook Ads
- #SMMW18: Five Advanced Facebook Advertising Techniques You Can Use Right Now
- #SMMW18: Facebook Ad Strategy for Small Businesses
- #SMMW18: How to Ensure Your Facebook Ads are Profitable Every Time
- #SMMW18: How to Use Facebook Custom Audiences to Get Better Ad Results and Lower Your Costs
Photo by YIFEI CHEN on Unsplash
