Facebook Advertising Archives - socialwize

How to effectively communicate in the ‘new normal’ phase

We are now entering a new phase called the ‘new normal’ according to the press and our government, and it is important to address how we could be adapting the way we communicate on social media.

 

Negative language on social media

I see many social media posts still talking very negatively about the ‘crisis’ and these posts can add to the anxiety people may be feeling.

Businesses are using words like ‘crisis’, ‘surviving’, pandemic’, ‘killer, ‘outbreak’, ‘disaster’, ‘survival’, ‘disruptions’, ‘contagious’, ‘impacted’ to list a few I saw today and these words conjure up negative feelings which can reflect on the brand.

 

Be more human

Now is not the time for scare-mongering but for inspiring our customers and building a positive connection with them on social media.

It is important to put yourself into the mind of your customer and be calm and sensitive, showing kindness but also giving direction. Mari Smith, the ‘Queen of Facebook’ said last week at Atomicon 2020 that people are looking for ‘emotionally intelligent leaders’  – calm, a voice of reason and a good listener.

A brand should, therefore, be showing up on social media, being ‘more human’ and showing empathy.

 

Inspiring communications

So, let’s go back to the language we could use in social media during the ‘new normal’, phase.  It would be beneficial for brands to adopt a positive, inspirational, helpful tone during this time.

Posts can be conversational but it’s important to be careful with wit and humour as this can come across as dismissive of the situation we are all in.

Ideas of words and phrases that I feel reflect how we should communicate include as an example: ‘adapt’, ‘support’, ‘cope’, ‘stay connected’, ‘stand together’, ‘contribute’, ‘connect’, ‘play a role’, ‘navigate’, ‘respond’…

If you are offering an online service or your business is soon to open to the public having been closed, then you will want to reassure your customers using language like ‘virtual’, ‘contact-free’, ‘remote’, ‘downloadable’, ‘social distancing’.

Using these phrases shows you understand their concerns and as a brand, you are taking the situation seriously and respectfully.

 

Navigating the challenges

Whilst it is fine to still sell to our customers as people are still buying products, this is an area where we continue to need to be sensitive. Brands don’t want to be seen to be profiteering from the situation so care is needed with the language.

Brands also need to ease up on the urgency around offers – time-limited offers like ‘don’t miss out’ or ‘offer only for 24 hours’ add pressure on the consumer and their priorities may have changed during the lockdown and this may fall flat with them or cause anxiety.

If you find it a challenge to get the language and tone right on social media then why don’t you try to move your communication onto video posts or Lives? Your message is less likely to be misinterpreted if your customers can see your expression, hear your tone and feel your emotion.

 

Moving forward

I always say to my clients that a social media post should either ‘entertain, inspire or educate’  – I still stick by this, with the priority at the moment being, inspiring and educating your audience.

6-question Facebook Ads Quiz Results

Let’s see how you got on in our Facebook Advertising Quiz

What ad objective would you choose to drive people to a website?
A
Reach
B
Conversions
C
Traffic
D
Page Likes
The correct answer was Traffic. The Traffic objective is designed to drive people to your website or app.

 

What is CBO (launching in September)?
A
Commercial Budget Objective
B
Campaign Budget Optimisation
C
Customer Business Audience
D
Custom Budget Awareness
The correct answer was Campaign Budget Optimisation. CBO is where budget is set at campaign level rather than at ad-set. This will be enforced by September but is available now to test.

 

What length video ad can you run on Instagram?
A
up to 120 secs
B
up to 240 secs
C
up to 10 mins
D
less than 15 secs
The correct answer is up to 120 seconds

 

Traffic objective optimises your ad for..? (as default)
A
Link Clicks
B
Conversions
C
Landing Page Views
D
Reach
The correct answer is Link Clicks

 

What type of custom audiences can you not target?
A
Facebook fans
B
People who have filled in your lead form
C
Existing customer data
D
People who have engaged with your ad
The correct answer is People who have engaged with your ad. You cannot build an audience from this group

 

What can’t the Facebook Pixel do?
A
Measure the results of your ads
B
Drive more sales
C
Find people who have visited your website
D
Split test your ads
The correct answer is split test your ads. The Facebook pixel can help you track your return on ad spend, retarget customers who have shown an interest in your products and visited your website.

 

ARE YOU STUCK ON YOUR FACEBOOK ADVERTISING AND GOT SOME OF THESE QUESTIONS WRONG?

I can offer you a Power Hour at short notice and resolve your problems with Ads

I will request details in advance so I can prepare for our session to make the time together as efficient and useful for you. The great thing about a Power Hour is the potential to squeeze them in at short notice so we get you back up and running quickly.

We can cover:

  • Looking at Ad Manager to review your ads
  • Setting up your funnels
  • Troubleshooting ad copy and images
  • Or just helping you answer a list of smaller questions you have but have no one to answer them for you!

 

SPECIAL RATE FOR QUIZ DURATION  – Cost: £97 per hour / normally £120ph (minimum 1 hour and after that 30-minute increments are bookable in one session)

Best ways to retarget your customers

R E T A R G E T I N G

So, you have the Facebook pixel installed now right? Pixel set, ready to hit retargeting – totally genius Facebook. Most people who come to your website aren’t yet ready to purchase or take action. Retargeting is a way of reaching out to these website visitors once they have left, and potentially forgotten about, your website. Once a visitor on your site has triggered a cookie, Facebook can use this to target them with advertising when they return to Facebook.

This all seems a little creepy but I am sure we have all seem it pretty frequently as big brands are using retargeting a lot. ‘Did you leave something in your basket?’, ‘Would you like a second look?’ – torturous around Christmas when we are trying to shop on the sly!

But joking aside, retargeting needs to be part of your Facebook Ads sales funnel if you want to ensure your product isn’t forgotten about. You can retarget visitors to your website, who watched a video or even added to cart. What is the value of your current cart-abandons? Don’t let them slip away.

But what is the best way to get their attention I hear you ask? If you are an e-comm client with a product catalogue then give DPA’s a try (Dynamic Product Ads) – they show the right product to the right person! Or maybe your audience is a little nervous about trying you for the first time – hit them with a 5***** recommendation or testimonial. Or if they need one last incentive, a discount code or free P&P.

However you use it, you are bound to see some great results at the bottom of your sales funnel!

All about Carousel Ads

C A R O U S E L  A D  C R E A T I V E

Time to move on from Facebook Ad targeting options to creative options. One of the most creative options is the carousel. With this you can showcase up to 10 images or videos within a single ad, each with its own link on ‘cards’.

 

It is perfect for showing off multiple images of products within your company or using the cards to create one creative by designing the cards so they flow into a big image. You can use it to tell a story or highlight your best features or products. Facebook enables you to easily add a brand card at the end.

 

Carousel ads are designed so you can tell a story so ensure you are using them creatively and think about this when planning the content. Include a strong CTA on each card and make the most of being about to have a different headline on each one. The benefit of carousel over collection ads is that they can be viewed on the desktop too.

 

Take a look at the Facebook page @carouselformat for some great examples – you can use it in most objectives except Engagement. I hope you have fun trying these out!

The best Facebook audience!

L O O K A L I K E  A U D I E N C E S

 

Have you built lookalike audiences yet?

 

You need to have the Facebook Pixel installed and then you are good to go. The pixel will need to have collected come data before it can realistically build out a seed audience to build a lookalike audience from. Best way to do this is run a Traffic campaign driving traffic to your website, maybe with an incentive in order to ‘season’ the pixel. Once this has happened, you can build audiences in Ad Manager under Audiences.

 

First you build a seed Custom audience and this can be done from:

 

✚Website visitors

✚Facebook or Instagram page fans

✚People who have viewed videos or engaged with posts or ads

✚Uploaded customer files like mailing lists

✚App activity

✚Event interest

 

Then you use this seed audience to build a new LAL audience – to do this you choose the country you want the audience from and the % of the countries audience – 1% being an audience that matches closest to your seed audience and this goes up to a very loose match of 10% (I wouldn’t recommend going over 4% or the LAL gets quite diluted)

 

This is a great way of finding a new COLD audience who look like your existing customer and should be tested alongside Interest-based ad sets to see what works best for your business.

How to build a targeted Interest-Based Audience

I N T E R E S T – B A S E D  A U D I E N C E S

So your business is looking to attract new customers? One way of finding a new COLD audience is by targeting them by interest and setting up a Saved Audience. It is possible to target customers by how old they are, where they live, what pages they follow, whether they have a family and so many more ways.

 

Facebook tracks 256 data points on each user and these are used together to form a profile of you. When elements of these profiles match interest based targeting from a sponsored placement, they are shown an ad in their newsfeed.

 

The key to interest-based targeting is to test what works. You can set the interests quite wide and leave the audience size large and let Facebook find the right customers for you – this seems to be working well at the moment. Or you can really niche down and find the specific person in a much smaller pool of people. Really only testing will help you know what works for your business.

 

Let me know what works for you by leaving a comment below.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19

How to reach the right audience on Facebook Ads

A U D I E N C E   B U I L D I N G

It is crucial when running ads that you understand the audience you are trying to reach as well as your existing audience. If you are running the Facebook Pixel (and I hope you are) then you have the ability to build lookalike audiences from seed audiences of your existing fans.

To understand these fans and check they are aligned with your ideal audience or customer, use Google Analytics to check your web visitors and use Facebook and Instagram Insights to understand your seed audiences there.

You may find if you have been running lots of promotions or (!) bought Likes and Followers, that you have attracted people who are not your usual and ideal person. In this case, your seed audience may not be good enough to build a lookalike audience from.

But unless you check first, you won’t know.

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How to get to know your Audience

A U D I E N C E   I N S I G H T S

 

Audience Insights is a tool within Ad Manager or Business Manager which gives you data about your audiences so you can examine them, plan interest-based campaigns and build relevant ads and campaigns.

 

You can understand:

  • your audience’s demographics
  • Page likes
  • location
  • language
  • in-depth Facebook activity information such as propensity to comment, like posts, share posts and ads they clicked on.

You can also put in an interest like ‘Frequent Travel’ and see what other pages the audience follows so you can build a reliable Interest-based audience.

Facebook Audience Insights

Try it! If you want to get into advanced Audience Building then I would highly recommend ConnectIO audience builder which I use for client campaigns.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19

.

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Understanding Ad Accounts

U N D E R S T A N D I N G    A D   A C C O U N T S

 

Ad Accounts can be a little confusing when getting set up on ads. New businesses can set up one ad account and set up a payment from a credit card. Once they are established they can add up to 5 ad accounts and this can increase with spend.

 

I am going to refer you directly to Facebook’s advice if you are struggling with ad accounts.

Facebook Support:

“If you can’t add an ad account to a Business Manager:

 

  • The ad account you’re trying to add has already been added by another business. An ad account can only be owned by one Business Manager. Instead, you can request access to the ad account.

[If you are managing someone else’s advertising you must request access and not ‘claim’ an ad account – very important!]

  • You have already added a personal ad account to Business Manager.

[If you have been just boosting ads to date you may have a personal ad account and not a business one]

  • You can only add one ad account from your personal Facebook account into Business Manager.
  • Instead, you can create a new ad account in Business Manager for use for your business page or you can request access to another ad account if you are working in an agency capacity.
  • You’ve reached the 5 ad account limit for adding new ad accounts to your business. There’s currently no available option to request more ad accounts. Your ad account limit increases based on your advertising spend.

 

***Look after your ad account, if payments don’t go through this can adversely affect how the algorithm treats your ads – be warned and put in a backup payment method. Some people have 2 ad accounts in case one gets blocked for inappropriate activity.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19

How to stop wasting money on Facebook Ads

socialwize_paidads

Stop wasting money

The start of a new month and as I have been hiding away for most of April, I thought I would run a series on Facebook Ads to help you stop wasting money on Facebook Ads.

I am very excited to be talking about Ads as they are my new love and the area of my business that is growing fastest. Oh, and for you Instagram lovers, Facebook Ad Manager is where you plan Instagram ads too.

If you aren’t convinced, I hope to give you some great reasons to run ads in the upcoming series but don’t miss the boat.

 ‘online advertising spend is expected to grow 9.8% this year, following on from an estimated 13.4% rise in 2018’ according to the Advertising Association/WARC Expenditure Report

Whatever your level of knowledge of #FacebookAds you are sure to learn something from this series so keep an eye out for the new blog posts.

B O O S T

This is normally the first step people take into Facebook ads, kindly aided by Facebook telling you your post is performing better than all others and persuading you to put some money behind it.

Boosting a post used to be pretty much a waste of money but now with some close attention to targeting, you can build a good audience.

HOWEVER, there are many limitations and you will soon understand why using Ad Manager is the way to progress your ad experience.

Using Ad Manager will enable you to set the correct objective for your campaign rather than the limited options on Boost. You also have better control over how your ad looks by adding important features like Headlines, Call-To-Action buttons, and better creative options. Not to mention the lookalike audiences and retargeting options through using the Facebook Pixel.

So before you hit BOOST, think about whether it is the right choice for you.

If this means very little to you then keep following and I will cover off all of these topics in the coming weeks!

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19