TwoSix Moments: 3 Big Things We’ve Learned about Successful Facebook Campaigns

We’ve run quite a few Facebook ad campaigns over the last few years.  During that time, we’ve learned what works best in terms of maximizing results to achieve client campaign objectives.  Here are three noteworthy items we’ve learned about audiences and ad targeting that can help enhance the performance of your next Facebook ad campaign.

#1 – Leveraging user data that you own to build better audiences

 

We’ve been working on building email lists for years and most recently we have leveraged that data to build custom and lookalike audiences within the Facebook Ads manager.  In most cases, we use our general email list to build these audiences.  How about taking that process to another level by using only those who engaged in the specific themed content?

For example, you send out an e-newsletter each month.  That e-newsletter contains multiple pieces of destination content like golf, biking, kayaking etc.  When the consumer receives the email, they may click on the content that most interests them. Many of the email marketing platforms in use today can identify users who engaged or clicked through on a specific topic or article link within the email.  So, for example, you can possibly identify all of the users that engaged in golf content in one specific newsletter or in multiple newsletters over a period of time.  After identifying your data set, you can complete an export and then use that segmentation to build out a much more targeted custom or lookalike audience for your next golf promotional ad campaign.  This type of data profiling can garner much healthier ad results based on the previous known actions of the consumer.

#2 – Ad type selections are becoming more important for campaign success

Facebook ads are quickly moving in the direction of machine learning and we have to take advantage of that as much as possible.  During the deployment of a campaign, each consumer action is recorded and analyzed within their system to help maximize every ad set you run.  It is done in real time and the results are immediately leveraged to optimize the campaign.

For example, we are frequently working on website traffic as an objective in our ad campaign strategy.  In the past, we may have selected the ad type objective as “Website Clicks” with the intent to drive website traffic.  This sounds like the logical ad choice objective, but one of their new objectives, “Landing Page Views” is just like “Website Clicks” but better.

Facebook tells us that when you optimize for “Landing Page Views”, you are optimizing for one step further down the funnel than link clicks. Link click optimization finds people who are most likely to click on your ad. Landing page views optimization finds people who are likely to click on your ad and then wait for the landing page to load.  This provides us with a better opportunity for the consumer to engage with our website content.

So, each time someone clicks from the ad to the website landing page and then engages within the landing page, their persona and online characteristics are noted.  Facebook then attempts to serve that ad to more people with a similar persona that drive a higher quality of audience that will have a propensity to engage with your content.   They are even able to differentiate between the actions of mobile and desktop users. This is done through the technology driven by the Facebook pixel implementation.

Learn more about Facebook Pixel technology. 

#3 – The power of an engaged audience to discover a better audience

Video and slideshows ads work very well in terms of “thumb stopping”.  This means consumers gravitate to them in the feed, stop and engage with the content for a specific period of time and/or click through to additional content if it is available.

Another audience building tactic is centered around that video or slideshow engagement.   We have the ability to build a “re-targeting” audience that a future message can be sent to featuring all of those who engaged with previous content at any level.  Or we can take it to another level.  We can also build a future audience based on the level of engagement – ie, “those who engaged with 25%, 50%, 75% or 100%” of that content.   This gives us levels of engagement and more engaged user means a higher quality prospect for a future ad set.

But we’re not done there, some of our most successful campaigns are built around “lookalike audiences” that are developed through previous ad engagement.  For example, a “1% lookalike audience of those who viewed 50% of the video”.   And, we would serve up an ad with a similar context to the video, but with a different objective – like “landing page views” to maximize results.

These are just a few of the tactics and ideas that are generated around some of our ad strategies.  We hope this was insightful and helpful for you and we are looking forward to hearing how you implemented these tactics into your next campaign.

For more tips and tricks on how to build a successful ad campaign for your tourism organization be sure to follow us on Facebook, Instagram, and Twitter.