Next Generation Facebook Advert
Webinar
Dynamic
Creative advertising involves the direct response advertising of products to
consumers who have showed intent to buy, but not actually followed up with conversion
of the transaction.
A typical scenario would be, a consumer navigates your website, adds an item to their basket, but leaves the website without completing the transaction. Your website places an outside pixel that refers to the user and tracks fan behaviour, (this is not the same as a cookie), and logs the users activities over the internet. Your dynamic retargeting advert is then displayed when the user is on Facebook with the advert content referencing your website, the product they were about to purchase (an offer/discount if possible) and a link back to your site to complete the transaction.
Statistics show that 60% of users on Facebook will see the dynamic retargeted advert within an hour, and 15% will see it within 5 minutes. If the user sees the dynamic advert the same day as they initially browsed your website, there is 2/4x more chance of a successful conversion.
On Google Adwords, there is direct correlation between ranking and %CTR (Click Through Ratio). The lower you appear in the search ranking, the lower the CTR. FBX (Facebook Exchange) does not replicate this issue, as the right rail adverts are positioned in a floating element that remains with the user, who statistically scrolls for a lengthy period ensuring consistent exposure for all adverts therein, supported by an 18th position FBX campaign for MTV recently boasting a healthy 3% CTR. As a comparison, it is posited that a 4.2% conversion is an achievement even for a Fortune 500 company. Untargeted adverts average a CTR of just 0.04%, right rail marketing online averages 1% CTR, Newsfeed marketing online averages 2% CTR, and mobile Newsfeed marketing averages 5% CTR.
Dynamic Creative adverts expand on this by target marketing consumers who showed intent to convert. These fully dynamic adverts ran by company such as Triggit, can often present information including dates, locations, times and images coupled with relevant timing to ensure the consumer is reminded and encouraged to convert at the earliest possible opportunity. Bad retargeting annoys consumers and can generate complaints and encourage brand avoidance – nobody wants to be pestered about a product they bought 4 weeks ago from a competitor of yours. Newsfeed retargeting adverts display a 20x higher CTR.
Facebook will now even offer Optimised Marketing and provide insights and analysis to assist in target marketing your products and services to a user base likely to convert based on social metrics and habits of the demographic. Statistics don’t make mistakes, or the kind of assumptions about your clients that lead to low ROI due to oversight.
Boosting Posts is pointless – this will only send the advert to existing untargeted fans including people with no interest or desire in your products or services. Promoting Posts is proven to yield a higher viral response due to the targeted aspect by available social metrics.
Facebook can now extract data from member’s profiles for marketing; this is used in the manner whereby filters are applied to databases of users and matches are found for location/job title/interests etc. A company can therefore upload an email list and have Facebook compile a database of the users included, and filter out those unlikely to convert based on social metrics and statistical analysis.
Edgerank is the hush word of Facebook that refers to their ranking system algorithm (similarly to the Pagerank algorithm of internet giants Google). In short, indicators suggest that any engagement on a company profile is ranked in terms of “trend” and “buzz” and used to influence how frequently adverts are displayed. In short, the more impressions (likes/comments/shares) then the more times your advert will appear. It’s argued by some that Edgerank’s organic ratings were slashed to promote purchasing adverts – others believe it is merely an inevitable consequence of the range of companies now appearing on Facebook. You cannot expect to be shown as often, when the amount of competitors available has increased tenfold. Regardless of which side of the fence you sit, statistically FBX paid adverts do show direct correlation with improved organic positioning.
Statistical analysis for promoting interaction and subsequently impressions point towards photo views and post likes; indicators show that 48% of impressions are generated from photo views, and 32% are from post likes – this makes up a massive 80% of total user interactions.
The social media funnel indicates a set sequence of layers to track consumers. Primarily is the awareness aspect, this generally garners a wide range of potential consumers from everyone who sees your adverts and brand. Next comes interest which will be a lesser percentage of those aware, and naturally controlled by the impact of your advert and the accuracy of your targeting. Following on is desire which will be again a smaller percentage of those who are interested, but will be those you need to specifically profile and target. Finally comes action which consists of converting as many of those with desire as possible into buyers.
Your ROI is directly proportionate to your ability at controlling the funnel – if the taper is extreme, you will be paying extensively to promote awareness but failing to convert peoples interest into desire, and then encouraging them to take action. Monitoring these statistics is paramount to understanding where you are not performing well, and enabling yourself to adapt your strategy to be more successful and provide higher ROI. A recent advertising campaign cost $6833.33 for one month, and generated 3782 leads for a B2B company. This is equivalent of £1.19 per targeted lead.
When actively pursuing higher impressions, be sure to write short concise posts, ask questions instead of just posting statements to encourage comments and interaction, and post interesting photographs relevant to your industry to generate attention.
Try running competitions, posting polls, and creating rich and engaging content that will help consumers develop an interest for your company. Segment your audience – directly market content towards the consumers and demographics that convert. This is social engineering, this is manipulating consumers into a position of trust whereby they will like you, and want to buy from you, to be associated with your company.
This is modern marketing.
A typical scenario would be, a consumer navigates your website, adds an item to their basket, but leaves the website without completing the transaction. Your website places an outside pixel that refers to the user and tracks fan behaviour, (this is not the same as a cookie), and logs the users activities over the internet. Your dynamic retargeting advert is then displayed when the user is on Facebook with the advert content referencing your website, the product they were about to purchase (an offer/discount if possible) and a link back to your site to complete the transaction.
Statistics show that 60% of users on Facebook will see the dynamic retargeted advert within an hour, and 15% will see it within 5 minutes. If the user sees the dynamic advert the same day as they initially browsed your website, there is 2/4x more chance of a successful conversion.
On Google Adwords, there is direct correlation between ranking and %CTR (Click Through Ratio). The lower you appear in the search ranking, the lower the CTR. FBX (Facebook Exchange) does not replicate this issue, as the right rail adverts are positioned in a floating element that remains with the user, who statistically scrolls for a lengthy period ensuring consistent exposure for all adverts therein, supported by an 18th position FBX campaign for MTV recently boasting a healthy 3% CTR. As a comparison, it is posited that a 4.2% conversion is an achievement even for a Fortune 500 company. Untargeted adverts average a CTR of just 0.04%, right rail marketing online averages 1% CTR, Newsfeed marketing online averages 2% CTR, and mobile Newsfeed marketing averages 5% CTR.
Dynamic Creative adverts expand on this by target marketing consumers who showed intent to convert. These fully dynamic adverts ran by company such as Triggit, can often present information including dates, locations, times and images coupled with relevant timing to ensure the consumer is reminded and encouraged to convert at the earliest possible opportunity. Bad retargeting annoys consumers and can generate complaints and encourage brand avoidance – nobody wants to be pestered about a product they bought 4 weeks ago from a competitor of yours. Newsfeed retargeting adverts display a 20x higher CTR.
Facebook will now even offer Optimised Marketing and provide insights and analysis to assist in target marketing your products and services to a user base likely to convert based on social metrics and habits of the demographic. Statistics don’t make mistakes, or the kind of assumptions about your clients that lead to low ROI due to oversight.
Boosting Posts is pointless – this will only send the advert to existing untargeted fans including people with no interest or desire in your products or services. Promoting Posts is proven to yield a higher viral response due to the targeted aspect by available social metrics.
Facebook can now extract data from member’s profiles for marketing; this is used in the manner whereby filters are applied to databases of users and matches are found for location/job title/interests etc. A company can therefore upload an email list and have Facebook compile a database of the users included, and filter out those unlikely to convert based on social metrics and statistical analysis.
Edgerank is the hush word of Facebook that refers to their ranking system algorithm (similarly to the Pagerank algorithm of internet giants Google). In short, indicators suggest that any engagement on a company profile is ranked in terms of “trend” and “buzz” and used to influence how frequently adverts are displayed. In short, the more impressions (likes/comments/shares) then the more times your advert will appear. It’s argued by some that Edgerank’s organic ratings were slashed to promote purchasing adverts – others believe it is merely an inevitable consequence of the range of companies now appearing on Facebook. You cannot expect to be shown as often, when the amount of competitors available has increased tenfold. Regardless of which side of the fence you sit, statistically FBX paid adverts do show direct correlation with improved organic positioning.
Statistical analysis for promoting interaction and subsequently impressions point towards photo views and post likes; indicators show that 48% of impressions are generated from photo views, and 32% are from post likes – this makes up a massive 80% of total user interactions.
The social media funnel indicates a set sequence of layers to track consumers. Primarily is the awareness aspect, this generally garners a wide range of potential consumers from everyone who sees your adverts and brand. Next comes interest which will be a lesser percentage of those aware, and naturally controlled by the impact of your advert and the accuracy of your targeting. Following on is desire which will be again a smaller percentage of those who are interested, but will be those you need to specifically profile and target. Finally comes action which consists of converting as many of those with desire as possible into buyers.
Your ROI is directly proportionate to your ability at controlling the funnel – if the taper is extreme, you will be paying extensively to promote awareness but failing to convert peoples interest into desire, and then encouraging them to take action. Monitoring these statistics is paramount to understanding where you are not performing well, and enabling yourself to adapt your strategy to be more successful and provide higher ROI. A recent advertising campaign cost $6833.33 for one month, and generated 3782 leads for a B2B company. This is equivalent of £1.19 per targeted lead.
When actively pursuing higher impressions, be sure to write short concise posts, ask questions instead of just posting statements to encourage comments and interaction, and post interesting photographs relevant to your industry to generate attention.
Try running competitions, posting polls, and creating rich and engaging content that will help consumers develop an interest for your company. Segment your audience – directly market content towards the consumers and demographics that convert. This is social engineering, this is manipulating consumers into a position of trust whereby they will like you, and want to buy from you, to be associated with your company.
This is modern marketing.
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