Articles Tagged with: Facebook

5 Facebook Advertising Trends To Watch In 2017

As 2016 draws to a close and we look forward to what 2017 can bring, the pace of change amongst one of the worlds largest media publishers continues to amaze us.

The challenge for marketers, is to know which new innovations and features that Facebook release are worth investing time and energy into.

To help you stay ahead and keep an eye on what to look out for, we’ve put together our Top 5 Trends to watch our for with Facebook Advertising in 2017.

1. Video Live Streaming

Meerkat was one of the first platforms to really bring live streaming video to the masses, and with Facebook Live, marketers have a readily accessible vehicle to give behind the scenes, educational, or even event updates to their audience.

We’ve already seen higher organic reach and results through Facebook Live, and with Facebook placing more and more emphasis on ‘video’ as a preferred content medium, expect this space to amplify next year.

Facebook Live

Image Source: Facebook Live

2. Immersive Storytelling For Publishers & Brands

The introduction of Instant Articles, has allowed Facebook to become another distribution channel for many news-based organisations, as they can reap the benefits of reduced load time, completely optimised delivery, and an almost completely native home.

As Facebook’s News Feed, becomes increasingly more and more ‘news’ focused rather than ‘friends status’ based – many publishers are tapping into this by providing rich and insightful articles that are shared up to 30% more than their web based news pages.

As a marketer, if your brand isn’t using Canvas ads, you are losing out on engagement, clicks, and conversions.  We’ve seen a large increase in overall engagement from Canvas Ads, as audiences become familiar with brands’ ability to tell their narrative, and control the messages and images or video they see.

Facebook Canvas

Image Source: facebook.com

3. Facebook Marketplace

So, Facebook has noticed the amount of Groups dedicated to buying, selling and trading goods, and earlier this year delivered ‘Marketplace’ to their apps, which allow users to buy and sell goods.

They’re taking on eBay.

Facebook has seen more than 450 million people visit buy and sell groups each month and with the release of Marketplace, you too, can now trade with people in your local community.
Facebook Marketplace

Image Source: facebook.com

4. Custom Audiences Are The New Norm

Having just one Facebook conversion pixel has made making Custom Audiences easier, and with targeting audiences and customers even more a priority for Facebook Advertisers – it comes as no surprise, that the ability to create niche Custom Audiences are becoming more a focus for brands and marketers.

No longer are you simply relying on website visitors, or fans of your Page.

Now, you can create Custom Audiences, based on Video Engagement, who’s opened your Lead Form, who’s opened your Lead Form but didn’t complete it!

The opportunities this presents marketers keen to target specific audiences is huge, it means that the messaging and Ads you create become more tailored and bespoke, not only for your audiences, but for your audiences engagement history.

Custom Audience

5. Virtual Reality / Augmented Reality

Finally, Facebook 360 has really brought the immersive world to your screen.

This point needs it’s own point, because you’re going to be seeing a lot of this next year – much more than Instant Articles and Canvas, as Virtual Reality and Augmented Reality hit the mainstream.

One only needed to be a bystander to Pokemon Go earlier this year, to see the huge impact that Augmented Reality is going to have – and how it’s going to be a mobile first experience – exactly what Facebook has been moving towards the last few years.

Did we mention that Facebook bought Oculus Rift for $2 billion?

You don’t make that kind of investment without some serious thoughts around how to bring VR to the masses.

Facebook 360

Image Source: https://facebook360.fb.com/

Your Views

That’s where we think Facebook is headed in 2017 – what are your thoughts?

Do you sense something big on the horizon that we’ve missed?

Let us know below.

Audience Overlap: How You Can Use It To Improve Your Facebook Targeting

A common area of confusion many Facebook marketers come across is understanding how much of their marketing is targeting the same people in different AdSets.

What is Audience Overlap

Audience overlap refers to the commonalities that exist between two different audiences.

It is the estimated percentage of people that lie between Audience A, and Audience B.

audience overlap

Why is this a problem?

Well, when Facebook serves Ads to your audience, it does so based on the type of AdSet that you choose when planning your campaign.

Audience Overlap can become a problem if your audiences have similarities, and in many cases, this will be the case.

For example, if you’re marketing a beauty product, you may have the following AdSets:

Audience A: Lookalike Audience of  your website visitors from 10% of Facebook  users

Audience B: Saved Audience of Females 18-28yo.

Now, there is a fair chance that when Facebook generates your Lookalike Audience,  some of your website visitors fit the bill of an 18-28 year old female.

So you would be marketing to the same audience but serving them different AdSets.

This can result in wasted spend because your Ads are essentially playing off and competing against one another.

Who can I look at with Audience Overlap

Currently, you can only check these 3 x audience types:

  1. Custom Audience – Website Visitors, Customers, Email Subscribers etc
  2. Lookalike Audience – Similar looking groups of people that closely resemble an Audience you have information about.
  3. Saved Audience – Any targeting specific attributes of an audience, i.e. interests, behaviours.
facebook audiences

How to use Audience Overlap

Lucky for you, Facebook have made it super easy to check your audiences.

You can access the Audience Overlap tool in Ads Manager or Power Editor.

When looking at your audiences, check which audiences you want to see the overlap between.

NOTE: You can choose up to 5 x audiences, but an audience must have at least 1,000 people to be viewed.

Screen Shot 2016-12-14 at 08.49.10

Then, under Actions, choose the option that says Show Audience Overlap.

You will see a screen like the below that shows you the different overlaps between audiences.

Under Selected Audience, you will see your main audience you want to compare other audiences against.

You can change this in the drop down box in the Selected Audience box.

Underneath, in the Comparison Audiences, you can see different audiences, and how many people, and what percentage of overlap there is in the audiences.

In  my example, I’ve compared a Lookalike Audience of my Prospects & Customers, with a lookalike audience of my Website Visitors.  There’s a very small overlap which means that there will be minimal wastage of any spend if I marketed to both AdSets.

Similarly, I’ve compared my Prospects & Customers Lookalike Audience with a Lookalike Audience that completed a Lead Form, and there is no overlap, so again, good news when marketing to the AdSets.

Screen Shot 2016-12-14 at 08.51.40

You can remove Audiences, by either clicking on the ‘X’ to the right of each audience, or you can add more audiences by clicking the ‘+’ sign at the bottom of the Audience Overlap screen.

Screen Shot 2016-12-14 at 08.58.40

What if I have a large percentage?

If you have two audiences with a high percentage of overlap you need to refine your AdSet targeting and make it more specific so that you can further seperate your audiences and ensure that your AdSets aren’t marketing to the same audience.

If you have specific audiences that overlap, another thing you could do is to compile and amalgamate your audiences into fewer AdSets. 

Final thoughts

There’s a number of ways you can use Audience Overlap to fine tune your Facebook marketing, and not just through identifying overlapping audiences.

For example, you could try to understand the value of your Facebook Fans by comparing these against your website visitors (to see whether your Fans visit your page), or if they have the same interests & behaviours that you want to target.

 

Your thoughts

So there you go, why not login to your Ads Manager or Power Editor and give Audience Overlap a spin.  

Let me know your thoughts, and what you found in the comments below.

How To Get Started Advertising On Facebook

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.

Facebook Objectives

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:

Customer Purchase Funnel

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.

Awareness

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.

Education

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.

Consideration

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.

Action

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.

Advocacy

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.

[FREE GUIDE] – 5 Step Guide To Facebook Ads That Win

CLICK TO DOWNLOAD

If you’re anything like most of our clients, you’ve dabbled with Facebook advertising, or are at least exploring how you can use Facebook advertising for your business.

Like some of our clients, you may be daunted by the complexity of it, you may be experiencing dissatisfaction with your efforts or you aren’t seeing any of the results come in.  

Well, the GOOD NEWS is that we’ve developed a FREE 5-Step Guide that shows you how to create a Facebook Ad that works and delivers you amazing results.

To download your free copy of the 5-Step Guide to Facebook click here.

How To Install the Facebook Pixel Like A Pro

Of all the tools that Facebook has provided marketers in their arsenal of weaponry, the Facebook Pixel is by far the one that marketers should familiarise themselves with and learn how to use.

The Facebook Pixel allows you to retarget people who visit your website, create customised audiences, and understand how many conversions your ads are delivering so you can see which adverts are working best.

The conversion pixel will soon become your new best friend as you will be able to determine which ads are delivering results to meet your campaign and business objectives.  Conversions could be as simple as a click to your website or web page, a completed lead form or sign up, to a product purchase.

How to Create the Facebook Pixel

Your first step is to create the Facebook Pixel.  You can read about how easy it is to create the pixel in our previous post.  If you haven’t had a chance to create the pixel and need to understand how to do it, head on over to the post here.  It will take 2 minutes…

How to Install the Facebook Pixel

Now that you’ve created your pixel, it’s important to understand what it exactly is.  The Facebook Pixel is essentially a piece of code that can be inserted into your website and on every page.  

The Facebook pixel code contains two key elements:

  1. Main Pixel Code
    1. The Main Code sets a benchmark for you to track how many Page Views you receive, and should be installed on every page.  
  2. Event Pixel Code
    1. The Event Code tracks ‘events’, or ‘actions’, that people take, i.e. registration form completion, product purchase, and should be installed on specific pages.
    2. You can create Standard Events (Facebook specified actions) or Custom Events (specified actions by you).
To install the Main Pixel Code:
  1. Go to the Pixels page in Facebook Business Manager
  2. Click Actions > View Pixel Code (see below)
  3. Facebook Pixel Code
  4. Hover over the code and click Copy Code to Clipboard
  5. Click Done
  6. In the back end of your website or in your website template settings section, paste the code after the <head> tags on each web page.
    1. If you use a website client like WordPress, there will likely be a plugin that you can use to ensure this is seamless.
  7. By default your Main Pixel Code will now start measuring how many Page Views you are receiving
To install the Event Pixel Code:
  1. Go to the Pixels page in Facebook Business Manager
  2. Click Create Conversion and then click Track Conversions with Standard Events
  3. Copy the Event Code that you want to add to a specific page
    1. For example, if you want to measure how many users fill out a registration form, copy the Complete Registration code
  4. Again, in the back end of your website, place the relevant code on the relevant pages.
    1. Add your Event Code separately before </script>

Here is an example of what your Facebook Pixel Code will look like with a standard event included.

Full Facebook Pixel Code

  1. Your website original code
  2. Your Facebook Main Pixel Code
  3. Your Facebook Event Pixel Code

These are the 9 x types of Standard Events (and their corresponding code) that you can add:

Website actionStandard event code
View contentfbq(‘track’, ‘ViewContent’);
Searchfbq(‘track’, ‘Search’);
Add to cartfbq(‘track’, ‘AddToCart’);
Add to wishlistfbq(‘track’, ‘AddToWishlist’);
Initiate checkoutfbq(‘track’, ‘InitiateCheckout’);
Add payment infofbq(‘track’, ‘AddPaymentInfo’);
Make purchasefbq(‘track’, ‘Purchase’, {value: ‘0.00’, currency: ‘USD’});
Leadfbq(‘track’, ‘Lead’);
Complete registrationfbq(‘track’, ‘CompleteRegistration’);
IMPORTANT TIP
Place the Standard Event Code on the page where Facebook knows the conversion has happened.

For example, if you are after registration forms completion, you would put the Lead code on the page where the user will land to fill out the form, and your Complete Registration code on the ‘thank you’ page after the Lead has been completed.

So there you go!

You’ve now created and installed the Facebook Pixel on your website – which means not only are you avoiding the 1 critical mistake many Facebook marketers make, but you’re now able to get a greater degree of insight into which adverts are doing well, which campaigns and ads are converting, and how best you can manage your budget.

If you have any questions on the Facebook Pixel, or want some help with your Facebook marketing, be sure to let us know and we’ll help you straight away!

PLUS: If you’d like to receive our FREE Facebook Advertising Planning Template, you can download it here.

Get free advice on how you can use Facebook advertising to get more customers.

Thanks for requesting our free Facebook advertising template. You can access your copy at any time by bookmarking this page and by downloading the above link.

At Murmur, we want to help our clients grow. We have plenty of advice on Facebook advertising campaigns, how you can set up or manage your account to grow your business.

That’s why we’re happy to meet with you free of charge and talk about your Facebook campaigns.

If you’d like this free assessment, please fill out the form to the right so that our team has all the information we need to review your activity prior to your call.

Murmur

We are an integrated marketing communications agency.

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