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Facebook Advertising Tips (newbie)
Hey, all you cool cats and kittens!
I recently got a job as a traffic manager at a company that sells experiences and gift cards and feel a bit lost with advertising on SoMe advertising, primarily FB and IG.
So, wanted to hear if you have any tips and tricks for where it might be the best area to start out optimizing and just general guidance. I have plenty of experience with Google Ads and that acc is already improving with a solid ROAS, but my advertising skills with social media is lacking.
Hope you guys can give me some tips, tricks, guides.
Thank you.
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3 Replies
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Hey mate,
I would start by segmenting the categories of experiences and gift cards that your company sells and start to build customer profiles. For example if some of the experiences that your company sells is kids outdoor activities, one customer profile could be parents that want to spend time with their kids. Categorizing the experiences and gift cards will help when you’re building out the campaigns as you will be more aware of the the messaging required to sell to specific audiences
Once you’ve done that you should decide on how your customers will claim these gift cards and experiences; will it be through a website, through the phone or maybe an email submission form?
After that you would need to figure out how you can get those customer profiles that you made purchase the products that you’re offering. One experience that your company offers could have multiple different customer profiles. For example a couples cooking class could be for married couples, engaged couples, or people just in a relationship. This creates multiple combinations of audiences and products that you can sell to them. I would personally start of with something broad like parents with outdoor activities for kids.
Now with the example above you can cater you messaging within the campaign to appeal to parents using messaging like
‘Our kids grow up so fast, spend time with them while you can…’ or
‘Be the father you always wanted to be (bit emotional but it works)Once you get your messaging right you can select a campaign that will get your customer to purchase with as little friction as possible. I’m assuming that the experiences and gift cards are sold on a website. A simple 30-50 second video linking viewers to the specific product / product range is a good start. Retargeting people at different stages once they land on the website will reduce your cost per acquisition.
As for targeting on Facebook, I would start of with single interests / demographics within each adset and see what audiences are working before you get all analytical and creating complicated audiences. From my experience as a media buyer creative testing is key for Facebook ads.
[Make sure you have the pixel installed on your site so you can collect data]
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The first step after ensuring the pixel is properly set up, should be setting up your BOF retargeting.
After that, go and create all of your retargeting audiences, lookalike audiences and start doing interest based audience research to see what is available.
You will want to test based on the experience segment or the market that a particular gift card would appeal to. Its why its super important you set up proper custom events in the pixel so you can segment properly. It needs to be your first step.
After that you can start to put together your copy and creative for each segment you are going to target and begin to setup campaigns. Depending on how much existing traffic you have, you will want to test MOF before identifying what works and running it to cold audiences.
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This video series has some good tips: [https://www.facebook.com/business/m/sessionsforsuccess](https://www.facebook.com/business/m/sessionsforsuccess)
It sounds like your product/service is not very niche and could appeal to a broad audience. In that case, I recommend testing the Power 5 methodology: [https://www.facebook.com/business/m/power-five](https://www.facebook.com/business/m/power-five)
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