When it comes to paid search, Facebook is one of the most misunderstood platforms. Most marketing managers are able to understand the basics of bidding for keywords on a Google Adword or Paid Bing campaign but Facebook is kind of that nebulous area where maybe you’ve seen ads and wondered if your Seattle business could take advantage of a paid search marketing campaign.
Paid search marketing is all about “reverse funneling” your sales process. Most marketing managers fail at paid search because they organize the wrong series of messages to the incorrect demographic. Let me explain:
Imagine a local business wants to run a paid campaign to people who are interested in buying their 12th man Seahawk t-shirts. To make a campaign successful that business owner would want to first get really granular in bidding for key-terms or targeting a demographic that is really interested in 12th man shirts. So, the first stage of successful Facebook ad targeting is to:
collect data on one’s target demographic – We are trying to find people who have “big intent” and probably a little bit of money to spend on going to games, watching games, etc… So, the question is, “what type of person is not just a “fan” of the Seahawks but who’s the person that is a raving fan of the Seahawks.” The raving fans have the biggest intent to buy a shirt (they’ll probably buy one for a few friends too). It’s imperative that the t-shirt business owner takes demographic cues from Google Analytics.
Here’s an image that shows information on users in Google Analytics:
We take about 2 weeks to gather the information we need (depending upon the traffic of a website) so we can successfully target a Facebook ads campaign to people who are most likely to convert (bottom of the funnel targeting).
Use demographic data to setup a basic landing page – The landing page is key (it’s probably not your home page). Our business owner would want to target people who are on Facebook. Address them as Facebook people with a very compelling offer and he’d have a much higher conversion rate then sending Facebook traffic to a general landing page. Landing page testing is the next critical step after demographic targeting because our t-shirt guy still needs to align the right message with the people he’s targeting to get that group to convert at a higher rate (conversion rate optimization).
Use your demographic data to target bottom of the funnel converters – Basically, our business owner would want to back up their data and assumptions fast with real conversions from the work you’re doing. The goal here is to just get some fast wins so that he would be able to iterate and improve his message to a broader base of people over time.
Remember: Unless you’re getting zero conversions only make small adjustments (split A/B test) every 100 leads or clicks.
Any paid search campaign needs to start from the biggest wins possible and then slowly work it’s way backwards to broader targeting. Most campaigns fail because they start broad and never iterate on improving conversion.
If you’re looking to improve your Facebook campaigns then let’s have a conversation.