We met with a startup yesterday and one of their very first questions was what their Facebook Campaigns should be.
They launched a new product to market a week ago, and they’d been dabbling with a number of different campaigns, had tried a few things but nothing had really worked.
They had numerous campaigns they were trying to run, with a few different objectives, but really broad audiences, and even though they were driving a hell of a lot of traffic to their site, they weren’t seeing the results or conversions come through at the end.
Starting out on Facebook is hard, it takes time to grow your audience base, and to understand which customers you should be targeting.
Set the correct objective
The first thing we spoke about, was choosing the right campaign topic.
We started to outline and workshop a few questions such as what their objectives were, what were they trying to achieve.
Once you’ve figured out your primary & secondary objectives, you’ll be in the best position to start thinking about budget.
Facebook gives you up to 15 objectives for you to choose from, there’s a healthy array of choice, and allows you to focus on a specific objective.
Which objective is right for you?
Determining where you want to focus your campaign and where your customers are in your purchase funnel, will help determine which objectives are right for you.
A large percentage of our clients choose to ‘Increase conversion on your website’ which is completely understandable – it’s at the bottom of the funnel, and means that there’s going to be revenue associated with it.
However, in order for the ‘Conversion’ campaign type to work best – you need to ensure that not only is your Facebook Pixel loaded and installed correctly (read Blog Post here), but that you have standard or custom events set up on the pages you want your customers to convert.
You also need to remember, that once you grab all the ‘low hanging fruit’, and easy to reach customers, i.e. your Fans, website visitors, then you need to find more of those people to fill the top of your funnel.
What is the funnel?
The customer purchase funnel is the journey that every consumer goes on prior to purchasing a product or service.
The customer purchase funnel is made up of 5 x key steps:
You’ve no doubt gone through this yourself when you’re making any purchase, big or small, but the example we often use is choosing a car.
Let’s take the example if you’re looking at upgrading your car because you have a growing family.
If I asked you how many car brands you could name, how many could you? Our rough guess, off the top of your head, is that you could name anywhere between 20-30, depending on how big a car enthusiast you are.
Through your life, you’ve been exposed to numerous brands, whether you will ever purchase them or not, and you’re aware that they exist.
During our lifetime though, we’ve come to associate car brands with certain things that they do well.
We’ve been educated by these brands on their products, so we know that we associate ‘Ferrari’ with high end sports cars, Jeep, as a car for the outdoors, or four wheel driving, and Peugeot as smaller European style cars.
Each brand will have cars that cross over into different categories, but as a general rule, you will have been educated on their products and offerings by these brands.
Of these 20-30 car brands, you’re educated enough to know that there’s probably half of them you can immediately rule out, and you’re left with 10-15 cars that you believe would ever suit your needs.
There comes a stage though, when your current car breaks down one time too many, or you need to upgrade your car, and you’re now considering what kind of car you need to purchase.
You will only ever consider brands, that you’re aware of, and of those brands that you’re aware of, you will consider an even smaller number based on what you know about those brands, and what you’ve been educated on.
For your growing family you’ll automatically discount cars like a Lamborghini or Mini, and instead may focus on cars like a Toyota or Mazda.
Out of the 20-30 cars that you were initially aware of, now you’re in consideration stage, you’ve whittled that number down to 5 cars or so.
The final stage, is taking action.
What is it going to take, to make you purchase.
Of these 5 cars that you’re now considering, the brands will be offering different incentives or offers for you to buy their car, it could be an extended warranty, free air conditioning, or even road side assistance.
Eventually though, after you’ve gone through the brands you’re aware of, and you’ve educated yourself on their merits and benefits, you’ve shortlisted a few that you’re considering, there will be one left that you will purchase.
The 5th and final stage though – is one that you should not forget.
How can you turn your customers into advocates?
Advocates are powerful, because they’ll fill the top of your funnel again, or they may even influence their friends and push them down the funnel very quickly and you’ll end up with prospects in the consideration phase, bypassing and skipping awareness and education due to your advocates favourability and recommendation.
If you have multiple objectives – run multiple Facebook Campaigns.
So, based on what you’re trying to achieve, and which pool of customers you’re trying to grow – you may have a number of different campaigns that you should be running.
It’s important to note with Facebook advertising – that you NEVER try and run a campaign to do multiple things.
You will only dilute your audience, Facebook will optimise your Ad serving incorrectly, and you’ll be left with very mediocre results and zero learnings.
What do you think?
Have you been running Facebook Advertising? Have you had any experience good or bad running multiple campaigns at the same time? How have your campaigns performed?
Be sure to let us know in the comments below.