A common problem of Facebook advertising campaigns is that they are a great success, the first few days, but then they gradually start to die. You do not have to look too far to find the reason. After several weeks the majority of your audience has already seen the ad several times and they have already decided whether or not to take action. Waste of time and money!
To truly understand why your ads are not performing well, you have to keep a close eye on some specific metrics: click-through rate, conversion rate and frequency. According to Comscore, the average Internet user is exposed to 1,707 banners per month. That's a lot, really a lot. After a while our brains develop some sort of self-defense mechanism that enables us to "turn off" all banners (= banner blindness). Result? Your frequency goes up so your audience is increasingly exposed to your visual, while the CTR decreases and the CPC increases.
At a frequency of 4 (up to 4 times a day), we always recommend that you monitor your campaign very well. When the performance is too low, it is time to update the visuals or to put another product feature in the spotlight to avoid banner blindness as much as possible.
Note: in the Facebook Power Editor, you can optimize your ad delivery via Daily Unique Reach. This allows you to show your ads only 1 time per day to your audience. Disadvantage: the ad is shown to as many people as possible, within your target audience, and no longer based on the probability that they take action.
So what have we learned so far? Even though your campaigns may be very creative, if you keep showing the same ad to the same targeting group, the campaign will lose its effectiveness.
Segmentatie and variation as drivers for succes
It is necessary to figure out how we can use Facebook to show the right message at the right time to our audience. One of the strategies we use for this is the customer journey, this is a map of the journey a consumer makes before purchasing a product or service. The goal is to really know our audience and to precisely delineate this process.
We start our Facebook campaign with a broad targeting group to reach as many people from our target group as possible.
- Interest targeting: interests are based on the pages that people have liked and the degree of interaction with posts about this topic. The more specific, the better the results. Tip: through ‘interests’ you can target large national or international competitors.
- Demographic targeting: Target people based on demographics such as age, gender, relationship status, education, work…
- Behavioral targeting: Reach people based on their purchasing behavior, device usage and other activities.
- Fans: Simple, but relevant. Fans have already liked your page and are genuinely interested and will be more likely to interact (again) with your brand. It is the ideal way to remain permanently top of mind with an interesting storyline.
- Friends of Fans: People are more likely to perform an action - such as a page like, click the link, comment, purchase, etc.- if a friend did this too. This is the power of social proof. To avoid 'fluffy' commitment and fans, the best thing to do is add another targeting option.
- Custom audience: Custom audiences are often used for e-mail lists. Please note that only 50 to 70% of your database will match Facebook users. The address that they have used for your purchase must of course match the address of their Facebook account.
- Lookalike audience: Lookalike audiences help you to 'optimize' smaller audiences you've already reached by allowing Facebook to find people that are similar to your fans or custom audiences.
Consideration & Orientation
Our data show that only 20% of those who have seen the ad may have generated a micro-conversion. These are the actions that visitors take so that they come closer to the macro conversion, which is your primary business goal. With this group we will continue and we will show a new message to encourage a macro conversion.
- All website visitors (remarketing): Target all persons that have, within (eg) 30 days, visited your website to be or remain top-of-mind. This can be monitored very well if the Facebook pixel is implemented.
- Specific web pages (remarketing): Specific web pages (remarketing): With this option we can zoom in on those who have visited a specific page of your website or who have converted. This is probably the smallest audience, but certainly the most relevant. Tip: create as many different custom website audiences as you can to enable a well segmented message.
- Email list segments: It can be useful to exclude certain segments of your email database in your targeting. When they have already purchased product A, they do not need to see an ad for this product anymore. On the other hand they are relevant to target in the case of an additional offer (upsell).
Tip: Save a,ll of the above target groups as ‘saved audiences’. This way you will save a lot of time when the next campaigns are launched.
Action & Loyalty
Last but not least, reward your fans with exclusive content including quotes, photographs, questions and so on! Once they have liked your facebook page, it is a matter of "engagement or death." The Edge Rank (the algorithm that determines which posts will appear in the news feed of your fans) is largely determined by how deeply they are involved. Engage them in time and this will increase the likelihood that they received your page updates.
Segmentation is everything
A Facebook campaign needs no impossible media budget if you know your target audience and have clear goals in mind. The segmentation possibilities are endless, so you can exactly reach the most relevant prospects and fans. So be sure to draw a clearly targeted plan before you start the setup and put an important step into the right direction towards more successful Facebook campaigns.
Can we help?
If you have questions about writing a good plan for targeting your Facebook campaigns? Would you like to talk to us about your Facebook strategy? We would love to! Give us a call and we will be glad to help. Contact us.