Facebook marketers have a universal sentiment – no matter how effective their campaigns are, they have a short shelf life. Why is this so? Basically it boils down to showing the same advertisement to the same audience until they’re no longer effective. The fans in a Facebook page may seem dynamic. There are new fans who join the page while others opt to leave; however, the majority of the audience stay the same. When you run a new ad, everybody sees them for the first time and acts on it. Run the same ad for a few weeks and everybody has seen them many times over to no positive effect. Is the campaign effective? Yes, to the new fans who enter your audience but not so much to those who have seen them multiple times without doing any action.
The key then is focusing on the fresh audience. This way, you can create a campaign that will remain effective over a long period of time. How do you do this?
By doing this, your subscribers are sent on a nurture sequence that will hopefully yield a sale. The ads are fresh because you change them every four days. If they don’t convert after 28 days, you may send them on their way. This method ensures that you have fresh audience for your campaign.
The funnel is the path through which your leads enter. Before formulating a plan, it’s imperative that you have people to target. Do not forget that you are targeting people who have already signed up for something and that you are promoting a product that is somehow related. If what you’re generating is an insignificant number from which you target your leads, it’s a wasted effort. Make sure you have a significant number of entrants in your funnel.
When targeting subscribers, do not limit yourself to targeting email custom audiences because doing so is not reliable. The email address users provide when they opt-in matches with a Facebook profile to target about 50% of the time and this leaves out the other 50% of possible customers. Furthermore, an email custom audience becomes static when you don’t have a third party tool. You will end up manually updating the list.
Actually, you don’t need an email custom audience list. What you need instead is website custom audience. Based on this plan, you want to target people who have already subscribed to a particular list. If a visitor ventures into the thank you page that shows up after subscribing, you can deduce that he is a registered. By creating a website custom audience of those who have visited the thank you page, you then create an audience among those who have registered.
You can create several variations of the website custom audience. Aside from those who have opted in, you can also create a WCA for those who have already bought the product. Those who have already bought your product are then excluded from your nurture sequence and are instead given content more apt for their needs.
Create your campaign before you create your ad sets.
Look back on your goals and remember that you want to show different ads every four days. You will then create seven different ads and assign each one to a different ad set. An ideal scenario is having the first two ads are blog posts related to the opt-in and product you’re hoping to sell. Doing this will engage your audience a bit more before you move in for the sale. Then, run an ad that provides a general overview of the product. Finally, run a series of ads that highlights the benefits of buying the product. This is just a suggestion as there are many approaches you can make.
When you already have the campaign up and running, you can’t just sit back and relax. You have to monitor the performance of each advertisement. In doing so, remember the following: