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7 Strategies You Won't Hear from Your Facebook Rep - Tommy Swanson

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State of Search Conference
State of Search Conference

7 strategies for improving Facebook advertising performance that aren't typically recommended by Facebook representatives are outlined. The strategies include: 1) running ads on existing creative as page post engagements to test performance before broader campaigns; 2) expanding target audiences and offers rather than increasing budgets for underperforming ads; 3) mirroring email automation workflows with Facebook ad campaigns; 4) advertising other websites to still track downstream effects; 5) using influencer content and comparing performance to branded content; 6) conducting brand lift studies to measure non-direct campaign impact; and 7) building Facebook page followers through targeted page content and limited invitations.

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7 Strategies You Won't Hear from Your Facebook Rep What I Learned Spending $10,000,000+ on Facebook
7 Strategies You Won't Hear from Your Facebook Rep - Tommy Swanson
3Slide Social proof your creative ● Run your ad creative in a PPE (page post engagement) campaign targeting high value customers, loyalty program, etc. ● Take the post ID from your proofed ad creative to use in prospecting campaigns.
4Slide Scale horizontally, not vertically New objectives. Although it might not be the actual objective, CPMs might be less competitive. New audiences. Create broader LALs or use different seed audiences (ATC, 2+ purchasers, top 10% of web traffic, etc) New offers. What can you put in front of them that’s different than they’ve seen before?
5Slide Mirror your email automation with your Facebook ad strategy ● Facebook advertising has the ability to impact every part of the customer lifecycle. ● Leverage a tool like LeadsBridge to automate the sync of your CRM to FB custom audiences. ● Some examples series: ○ Welcome ○ Cart Abandonment ○ 2nd Purchase ○ Review Solicitation ○ Win-back ○ Churn Mitigation
6Slide Don’t be afraid of advertising someone else’s website. ● With the Facebook pixel, you’ll still be able to see the downstream effects of those advertising efforts. ● Leverage a service like Pixel.Me to pixel traffic to third-party sites for retargeting purposes. ● Test as both a top and mid funnel strategy.
7Slide ● The Branded Content feature on Facebook enables brands to boost influencer’s content ● Run an A/B split test to determine if the influencer or the brand returns a better response rate ● If the influencer provides a better response rate, work a contract to get advertiser access to their page Figure out who should be marketing your brand
8Slide Quantify brand marketing impact by running your own BrandLift study. ● Facebook has audience segments that allow you to split the Facebook audience into different percentiles. Ask your FB rep for access to these. ● Holdout a percentage segment from your campaigns—let’s say 10%. ● Run surveys to both the exposed an holdout groups post-campaign to measure impact.
● If you have under 100,000 likes on your page, you can send page invitations to people who have reacted to your page content. ● Run PPE campaigns on your page content targeting your ideal demographic. Invest in the content with the lowest cost per reaction. ● You are limited to a few hundred invites per day per person. Leverage several page admins to scale. 9Slide Build your FB pages through an invitation-based model
thank you. we’re always hiring talented and ambitious people. email me. tommy@stripesagency.com 10Slide

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7 Strategies You Won't Hear from Your Facebook Rep - Tommy Swanson

  • 1. 7 Strategies You Won't Hear from Your Facebook Rep What I Learned Spending $10,000,000+ on Facebook
  • 3. 3Slide Social proof your creative ● Run your ad creative in a PPE (page post engagement) campaign targeting high value customers, loyalty program, etc. ● Take the post ID from your proofed ad creative to use in prospecting campaigns.
  • 4. 4Slide Scale horizontally, not vertically New objectives. Although it might not be the actual objective, CPMs might be less competitive. New audiences. Create broader LALs or use different seed audiences (ATC, 2+ purchasers, top 10% of web traffic, etc) New offers. What can you put in front of them that’s different than they’ve seen before?
  • 5. 5Slide Mirror your email automation with your Facebook ad strategy ● Facebook advertising has the ability to impact every part of the customer lifecycle. ● Leverage a tool like LeadsBridge to automate the sync of your CRM to FB custom audiences. ● Some examples series: ○ Welcome ○ Cart Abandonment ○ 2nd Purchase ○ Review Solicitation ○ Win-back ○ Churn Mitigation
  • 6. 6Slide Don’t be afraid of advertising someone else’s website. ● With the Facebook pixel, you’ll still be able to see the downstream effects of those advertising efforts. ● Leverage a service like Pixel.Me to pixel traffic to third-party sites for retargeting purposes. ● Test as both a top and mid funnel strategy.
  • 7. 7Slide ● The Branded Content feature on Facebook enables brands to boost influencer’s content ● Run an A/B split test to determine if the influencer or the brand returns a better response rate ● If the influencer provides a better response rate, work a contract to get advertiser access to their page Figure out who should be marketing your brand
  • 8. 8Slide Quantify brand marketing impact by running your own BrandLift study. ● Facebook has audience segments that allow you to split the Facebook audience into different percentiles. Ask your FB rep for access to these. ● Holdout a percentage segment from your campaigns—let’s say 10%. ● Run surveys to both the exposed an holdout groups post-campaign to measure impact.
  • 9. ● If you have under 100,000 likes on your page, you can send page invitations to people who have reacted to your page content. ● Run PPE campaigns on your page content targeting your ideal demographic. Invest in the content with the lowest cost per reaction. ● You are limited to a few hundred invites per day per person. Leverage several page admins to scale. 9Slide Build your FB pages through an invitation-based model
  • 10. thank you. we’re always hiring talented and ambitious people. email me. tommy@stripesagency.com 10Slide