Balancing acts are fine only when they aren't subjective and skillfully reinforced. Being a digital marketer my span extends beyond usual link building charades and last year I led a team into the murkier world of Facebook. I was looking to make up for the lost time on LinkedIn and Facebook appeared to be a territory worth invading.
Facebook does rake in a lot of worthy ad-campaigns, leveraging the business in a skillful manner. For the starters, one must always initiate these campaigns in sets of 10 or eights, lest the sphere is extremely competitive. For advertisements pertaining to this social media channel, especially Facebook, lessons need to be learnt at the earliest. Be it an ad agency or diving in solo, the ad platform is best excavated with skill sets implemented at the right nodes. Some of the pertinent aspects leading to the same include:
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Website Audiences: Adding in the Customized Make
For the ad-agencies and marketers alike, 'Website Custom Audiences' hold the key. Besides beefing up the ad-platform, this tool offers a lot of steady outreach, needed for initiating bigger campaigns. One needs to include snippets, code specific, into the web pages and the 'Website Custom Audiences' do the rest. This tool allows you to targets the Facebook user who have visited you pages in the recent past. The 'Website Custom Audiences' offers a different interface and targets the users in terms of IDs and not their face value.
The silent list of the visitors who came across your website, at least once, will be revealed with these codes in picture. This actually renders a capturing tool, making profiles easily accessible. Being the people oriented targeting schema, the 'Website Custom Audiences' allowed us to delve deep into the myriad customer needs, who have just visited the website but haven't made purchases or opt-ins. This tool, with snippets along, helps the marketers to frame messages, prompting uses to revisit.
A game changing tool and certainly an indispensible tool!
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Leveraging Look-alike Customers
Audience specific tools, once implemented, target the core-competencies of any business. Facebook algorithm is constantly keeping a track of our whereabouts and the Look-Alike tool allows one to find the users who have been visiting other websites, similar to yours. Be it the lead capture, branding or even fan-acquisition, custom audiences and the look-alikes can now be easily determined. Some of the core areas which have been researched thoroughly include:
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The Email List
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Fans
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Pixel Fires concerning Conversions
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Website Custom Audiences
The look-alike base is mostly created towards a larger flock as the search metrics are heavily loaded in favor of optimization. Paired up with those fruitful lead magnets, look-alike tool happens to be a targeted approach with a wider scope to rely upon.
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Optimized Bidding: Website Conversion made Easy
Facebook boasts of an extended trove of active users and 'Website Conversion Optimized Bidding' is certainly a feature tool for the entrepreneurs. Using optimized CPMs for adding to the traction, this feature is user-friendly and has the potential to generate higher ROIs for any business.
Be it the Cost per click or the Cost per Thousand Impressions, the bidding tool combines both of these with the highly usable metric in Cost per Action or the CPA. In this process, the Facebook algorithm allows one to convert the lead capture into something sizeable via the opt-in page. Leads are duly converted into sales with this effective strategy, on-board. The trick is to wait for atleast 25 conversions before initiating the CBC bidding.
The phase which targets the audience has been reduced to a mere 24 hours, giving a sneak peek into the stored offers and the untapped potential. With the latest acquisitions added into the picture, Facebook in certainly delving deep into the areas of mobile messaging, which follow a different bidding strategy. The efficacy of a Facebook application might be different than the usability of WhatsApp for PC and the website optimized bidding strategies for the former are extremely potent in nature.
Even with the acquisitions onboard, Facebook continues to impress by going solo.
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Specified Lead Magnet
Lead magnets are authentic, exciting and extremely fruitful. Most provided in exchange for that opt-in, magnets prefer email-IDs to come into the picture. One might even consider the free trials or the special surveys for adding in the Lead Magnets.
Myth Busters: Newsletters and subscription to the same can't be considered as Leads.
For being extremely successful over Facebook, ultra-specifics need to be resorted to, offering tempting leads in the long run. General leads are still fine but surveys suggest that with highly-targeted leads, the cost decreases to about 30 percent, for generating the same. The target however is simple for the Lead Magnet i.e. selling products on the go. With ultra-specific ones, the CPA decreases drastically with the ROI getting a boost as well.
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The Simplistic Approach Helps
Market researchers have the tendency of complicating things but with Facebook, simple is the new smart. The colors and texts behind your Dynamic Ad campaigns are insignificant in the long run and one must be inclined towards targeting the audience base and throwing Lead Magnets for them to catch. The technical approach caters to a wider flock and brings back the importance of targeting. Go for something like the Audience Insights, a tool which works on the keywords added, in the form of the business tagline or catch phrases. Facebook determines the scope and brings out the relevant pages which might sell in.
The New Audience option is also available and offers multiple categories to look into. One might look for the simplistic tools like Affinity and the Page Likes as well.
Social Media Marketing might not be the easiest assignment for a digital marketing firm and mistakes are bound to crop up. With Facebook though, the page metrics are extremely assistive and provide a lot in terms of prudent marketing tools, drafted as tabs and effective insights.