In case you hadn’t noticed, Facebook is kind of a big thing.
How big? Well, for most businesses, Facebook can produce more traffic and sales than paid and organic search put together, even when the business is doing extremely well with both SEO and PPC search.
In the webinar video above, I show a real life example of a client who sells over $600,000 in products via their Shopify store in a single month, and nearly half of that is from Facebook (both organic and paid traffic). Their SEO results are stellar, as are their PCC sales, but they built their business on Facebook.
The fastest and easiest way to grow and scale up is to drive traffic from Facebook, especially for a brand new business, but it can costly and ineffective if you don’t run campaigns that follow users all the way through to the sale.
Our clients who are doing the best with Facebook, and in many cases driving most of their sales from there, all run these four essential campaigns.
Campaign #1: Feed your Funnel with Targeted Audiences
The first campaign that everyone needs to run is a “top of funnel” campaign, targeting people who have had no prior contact with your business. Once you get them to engage with your ads, you’ll add them to one of the other three campaigns.
Every campaign on Facebook is defined by the Audience (who you’re targeting) and the Ads that you’re delivering to them.
The “magic” of Facebook advertising is the ability to target users based on Demographics (age, gender, income, family status), Psychographics (interest and identity), and Behaviors (things they do, have done, or are likely to do).
Some of the best demographic and behavior targeting options (known as Partner Categories) are going to be disabled very soon, but as I explained in Monday’s post, you can still take action before August 15 to preserve those targeting options.
A lot of advertisers ONLY run this type of campaign, but that’s a huge mistake, even if they turn a profit.
In fact, as I’ll explain tomorrow, most advertisers are running the wrong kind of ads to their targeted audiences.
Campaign #2: Top of Funnel – Page Engagement Audiences
The second campaign everyone should be running – and most advertisers are not doing this – targets users who have engaged with your Facebook posts.
So if someone liked or clicked your ad in the first campaign, or any other post or video on your Facebook Page, Facebook automatically adds them to your Page Engagement Audience. All you have to do is start targeting them.
The advantage of targeting people who have already engaged is threefold.
First off, you already know that they’re interested, so they’re more likely to become a customer. This means that your conversion rate down the funnel should be higher.
Second, because they’ve already engaged with your posts, it’s actually easier and cheaper to reach them, due to the influence of Engagement in Facebook’s newsfeed algorithm.
Third, as I’ll explain tomorrow night, any Partner Category targeting that you used to reach them in the first campaign are now “baked into” your Page Engagement audiences, so you can keep talking to them even after Facebook “kills” third party targeting.
And of course, you can do so without paying the 15% premium that advertisers who only run “target audience campaigns are forced to pay.
Campaign #3 – Middle of Funnel – Website Custom Audiences
The third campaign everyone should be running is “remarketing” campaigns, targeting people who have visited and taken action on your website.
A lot of this can be automated these days, but even if it’s not fully automated, it’s usually easy enough to set it up once, and let it do its work.
Many e-commerce platforms (like Shopify) have built-in capabilities to send ads to Facebook users based on the products they viewed, but the same kind of “in case you forgot” ads can be set up for every kind of business.
This one is a real no-brainer, but at most a third of Facebook advertisers are actually using it.
Campaign #4 – Bottom of Funnel – Email Custom Audiences
Finally, if you send email to customers and prospects, you’re losing out on a lot of sales if you don’t also advertise the same promotions to your email subscribers on Facebook.
This is easy to set up – just upload your mailing list and create a custom audience – and just as easy to automate with ResultFlow and Adespresso.
Our clients who run these “email amplification” campaigns routinely see a 20-30% boost in sales from the subscribers who receive both an email and a Facebook ad campaign.
This one is an easy slam-dunk win, but only a tiny percentage of email marketers takes advantage of it.
It all adds up…
Running ads on Facebook can be very difficult, or very easy, depending on how you set up and run your campaigns.
Watch that webinar – then do something about it!
You really have 3 choices here:
1) You can try to do this yourself, by August 14, but you’re running out of time.
2) You can sign up for ResultFlow Solo and do it the easy easy way for $97 per month. It takes 2-3 hours of your time to set up your campaigns on Facebook, automate everything with ResultFlow, and get your campaigns up and running.
3) You can hire us to do the whole thing, but we need you signed up before close of business on Wednesday August 8 to guarantee that we’ll be able to complete our work on time.