MnSearch Summit 2018 - Susan Wenogard – Meat and Potatoes to Replace Pies In the Sky (Lessons in Facebook Advertising)
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In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
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MnSearch Summit 2018 - Susan Wenogard – Meat and Potatoes to Replace Pies In the Sky (Lessons in Facebook Advertising)
- 1. Meat & Potatoes to Replace Pie In the Sky Lessons in FB Advertising
- 2. 2 The problem: Gurus. Gurus everywhere.
- 3. 3 Facebook Ads feel like a hurricane.
- 4. 4 Let’s talk, folks. About real strategies.
- 5. 5 The most common issue I see Did you know: “Our results have tanked” is usually related to “We can’t spend anymore”?
- 6. 6 “Where did our results go?”
- 8. 8 The reality of the auction Your targeted population is more than you’re actually reaching. It says this:
- 9. 9 But it’s really this… Conversion campaigns generally have the highest CPMs Facebook recommends 50 conversions/week/ad set for Conversion campaigns. Advertisers frequently try and optimize towards a high-value action. …and then campaigns do cruddy. Likely to convert Likely to watch video Likely to engage with post
- 10. 10 Meat & Potatoes Tip: #1 Use Other Campaign Types to Create Buying Funnels Aka “Funnels & Facts”
- 11. 11 You gotta branch out
- 12. 12 You need to try the opposite of what you’re doing! Acquire CHEAPER Pay MORE for consideration Pay MOST for action
- 13. 13 Funnels = Friends Use cheaper campaign types to cast a wide, cheap net and identify interested users. Lower Stakes = Lower Cost • Users who watched 10sec of video • Users who interacted with posts • Submitted lead ad Warm Audience Hot, Hot, Hot! • Video Views • Reach • Website Clicks • Post Engagement • Website Clicks • Reach • Conversion Site visitor retargeting Site visit retargeting
- 14. 14 My current favorite funnels Optimize for Add to Cart RT to Cart Abandon Optimize for Engagement RT to Engagers Optimize for Video Views RT to Viewers
- 15. 15 Facts. Video view funnel: 301% ROAS aggregate
- 16. 16 Facts. Engagement funnel: $44.67 CPA aggregate
- 17. 17 What do you actually have? Make a list of things that could be used as creative and/or creative messaging. (You might be surprised how much content you can repurpose that you never thought about.)
- 18. 18 Assign user commitment levels Low: Little to no effort on the part of the user; passive in nature Medium: Low time commitment. • User in control of consumption. • Trading value for a chance to reconnect with them (i.e., email capture) High: Time/effort commitment for user
- 20. 20 Use assets to determine campaign types & new audience builds… • Got videos? Video view campaigns • Downloadable content Lead ad campaigns • Healthy conversion data Conversion campaigns
- 22. 22 Audiences • Email lists • Website traffic • Engagement audiences based on campaign types
- 23. 23 Meat & Potatoes #2 What You Might Be Doing Wrong With Creative
- 24. 24 Why creative matters to your media cost Higher relevance score Lower CPM, more reach
- 25. 25 Stack that social proof Ad Set A Ad Set B
- 26. 26 Stack that social proof Ad ID Social Proof from Ad Set 1 Social Proof from Ad Set 2 Social Proof from Ad Set 3
- 27. 27 Stack that social proof
- 28. 28 Stack that social proof
- 29. 29 Reuse, reuse, REUSE! Remember how I told you to run PPE campaigns as a funnel? Make sure you use that creative ID in your conversion campaigns.
- 30. 30 Meat & Potatoes #3 What Do You REALLY Know About Your Facebook Ad Audience?
- 31. 31 Facebook wants (and needs) to be more than a Feed
- 32. 32 It’s amazing when you use the right things
- 33. 33 Understanding users actions on a deeper level Users did this, and then how many then did that?
- 34. 34 Example: Does social interaction mean anything?
- 35. 35 Yep! Use insights like these to drive funnel creation
- 36. 36 Don’t miss out on non-obvious user actions that mean $
- 37. 37 Retention over time date ranges
- 38. 38 Weeks away from the dates listed
- 39. 39 Voila! Retention over time
- 40. 40 Retention over time by cohort
- 41. 41 Another area to mine: Messenger
- 42. 42 Hmm. Conversations seem to convert…
- 43. 43 “Chatbots are a waste. Total shiny object.”
- 44. 44 P.S. This is not a small opportunity
- 45. 45 Meat & Potatoes Tip #4: Chatbots? Whuuuuuut are those? Automated conversations via a flow of triggers, questions, answers, and options for the user. • MobileMonkey • ManyChat • ChatFuel
- 47. 47 Exhibit A: Give me recipes!
- 48. 48 Exhibit B: Let’s spend money!
- 49. 49 Exhibit C: Help me choose something
- 50. 50 I decided to test remarketing ads using a bot
- 51. 51 And I tested it against ads for email list sign-ups… $8.01 per email sign up 23% open rate 5-10% clickthrough
- 52. 52 The results were pretty neat… $2.17 per sign up 100% opened 100% clicked/interacted
- 53. 53 Clients are embracing the scale & automation… • Product: education curve. Inexpensive, but intimidating • The strategy: remarket to those who didn’t sign up, offering to answer questions. • The results: 18% CTR, 8 out of 10 contacts wound up purchasing
- 54. 54 You are now impervious to BS!
- 55. 55 And can take control over smart testing!
- 56. 56 “Btw, who are you, again?”
- 57. susan@susanwenograd.com Give me a shout! www.susanwenograd.com @SusanEDub
Editor's Notes
- Relevance score influenced heavily by social interaction and CTR
- If you want to build the social proof while the creative runs in other campaign types, you can simultaneously run it in an Engagement campaign to accrue faster