So you’ve decided you need to be running ads for your business online, but have you set a roadmap for your strategy? It’s not as complicate as it may sound, but it’s essential to avoid a ‘stab in the dark’ approach that is guaranteed to fail.
Step One – Awareness Building
As tempting as it is to dive in with ads designed to convert, it’s important not to skip over this stage. Would you walk into a shop with a blindfold on waving your credit card around? No, you would take time to browse, build your awareness of the business and gain trust first.
If you’re running Facebook ads, there are 2 key objectives you can choose from at this stage, and similar options on Google ads:
– Brand Awareness
Get your business seen by your target audience with brand awareness ads. These showcase what you have to offer and spark interest in your potential customers.
- Reach
If you want maximum reach for the lowest cost, Facebook and Instagram are the perfect channels for this. Reach campaigns will get you seen by a mass audience that match your target customer profile….and fast!
Step Two – Consideration
Now you’ve warmed up the audience and started to spread the word, it’s time to move on to the consideration phase. Increase website traffic, enquiries, message and more with these Facebook ad objective options:
– Traffic
Traffic basically means clicks, so this objective is focused around getting the maximum amount of clicks to your website from your target audience. Before rushing into a traffic campaign (or any campaign for that matter), install your pixels or you’re missing out on key customer data you’ll need down the line.
- Lead Generation
If enquiries are your top priority, lead generation campaigns are definitely worth a shot. When the ad call to action button is clicked, the customer will see a pop up box asking them to complete some basic details and answer up to 3 questions. This makes it easier for them to enquire, and means you’re less likely to lose them by linking them to your website and delaying the process.
– Post Engagement
If you want page likes, event responses, offer claims and other engagement on your post, this is the best objective for you. It allows you to warm up posts too and get lots of likes and comments, which adds further to your business credibility.
– Page Likes
This objective will place a ‘Like Page’ button directly on the ad, so with a quick click, you gain likes fast and for a low cost. This works well teamed with competitions, and builds your following quickly.
– Event Responses
Increase the interest in your even with this objective. You can’t currently combine this objective with a carousel which is a shame, but updates are constantly happening so it hopefully won’t be long before you can do this. The audience can mark themselves as ‘Interested’ directly on your ad with this objective.
– Messages
Add a ‘Send Message’ button to your ads with this objective, and direct your customers directly to messenger. Use the built-in chatbot or a tool like ManyChat to build complex automate funnels in a breeze, allowing you to respond to customers whilst you sleep.
– App Installs
Increase your app downloads with this objective, which will place a button linking directly to install the app from the relevant App Store online.
– Video Views
Increase video engagement with this objective – video content is still king and is the best way to capture the attention of your audience as they scroll their feeds. You can also use the data gathered on video watch times for future campaign retargeting.
Step Three – Conversion
So now you’ve laid the groundwork, it’s time to reap the rewards! You’ve built up engagement data, there’s traffic sent to your website pixel and customers are aware that you exist – lets get some sales and leads with these ad objectives….
– Conversions
You can retarget people who have been browsing your website with conversion ads and encourage them back to purchase. Use the event pixels to track those who have been active on certain category, service and product pages, or even retarget offers to cart abandoners and those leaving during the payment process.
– Catalogue Sales
Go one step further and retarget your audience with dynamic ads showing the exact products they had been browsing – creepy right! Yes a bit, but also a winner on any conversion strategy.
– Store Traffic
Online marketing doesn’t just help your online sales, use this objective to drive footfall to store. You can even track offline conversions and import customer data back into Facebook to use on your Facebook and Instagram advertising campaigns.
Feeling lost? If you weren’t a little, we’d be out of a job! Let us help you to set up the perfect roadmap to success for your business. Contact us today to discuss how we can help with your campaigns.
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