As Facebook continues to be embraced by more and more brands due to the precise targeting features ranging from users’ interests and hobbies to specific geo-targeting, at iProspect we decided to write a short guide with some of our best practices and tips that you can adopt and use in the creation and configuration of your upcoming campaigns.
Our tips and best practices are organized in increasing granularity -- from account to specific ads. We will go step by step from looking holistically at the account, down to the campaign and its objectives, budgets, moving forward through optimal ad sets configurations and right down to the actual ads you will be running. Let’s get to it.
One thing that is relevant across all campaigns inside an account are your audiences. Here are some specific tips that you need to make sure you have these right.
Past website visitors: Install the Facebook remarketing pixel all across your website including any conversion-specific pages. After this you will be able to create different audiences who have visited specific sections on your website but did not convert. This can help you create very specific targeting depending on the on-site user behaviour.
Your own existing customers: Facebook now offers an easy way to reach the customers that have already given you permission to communicate to. Using the Custom Audiences feature, you can simply upload their e-mails to Facebook. After you have done this, you will be able to create campaigns specifically for people inside your CRM. One way to think about this is to isolate specific segments in your database that you want to show a unique message. Upsell to a specific audience? Remind a specific audience that it is time to renew? Any existing segmentation that you have will be incredibly useful here so you will be able to show your message in the Facebook Newsfeed or on Instagram in no time.
Similar Audiences: One of the most advanced features that the platform offers is the ability to allow Facebook to use its algorithms to find people who share similar characteristics to your existing audiences (people who like your page, people who have visited your website, past audiences who have bought from you, etc.) These are called Lookalike audiences and we recommend that you create them and use them in your campaigns.
There are four specific things that we want to emphasize when creating your campaign.
Reach & Frequency: We recommend that if you have an audience that is larger than 300,000 people you reach them via an R&F campaign (and you need to reach a minimum of 200,000). In this campaign type you are able to set the frequency cap during the campaign duration. With a frequency cap you have a much better control over how many times a person can be exposed to your ads. What we find even more interesting with R&F campaigns is that you can deliver creative content in a specific order to the same people during the duration of the campaign. This allows for some powerful brand storytelling.
The Right Objective: This is a straightforward point but make sure you know why you are running a Facebook campaign. Is it to drive traffic? To increase local awareness about a specific offline store? To drive sales? To promote a video? This is crucial when selecting a campaign objective that you pick the right one.
Set The Campaign Budget: Due to the complications that can arise from the ad-set level budget settings--whether it is lifetime or daily--we recommend that you have one, all-encompassing budget that makes sure you do not exceed your campaign budget. It is absolutely crucial that you set this number inside Power Editor.
Naming Convention: Keep all your campaigns using the same naming convention. We recommend keeping the language, geography, campaign objective and quarter of the year in the name. Accounts become really messy when there is not a clear structure to the campaigns and reports get difficult to read.
Exclusive audiences: The first point to keep in mind when creating your ad sets is to focus as much as possible on keeping audiences apart and making sure they do not overlap. For example, make sure that you have one ad set just for people who like your page already and make sure you exclude them in all the rest. Similar for a lookalike audience: Create one ad set to target that specific audience and make sure you exclude them in the rest. This will help you optimize your ad sets once they are up and running as you will be looking at separate audiences. A lot of times people in different ad sets will overlap of course but we are doing our best to keep audiences in different buckets.
Always Add A Test Ad Set: We recommend including a test ad-set with approximately 10% of the budget to tap into audiences that potentially will be interested in your product. These are not your core audiences and target market. If you think of your audiences in concentric circles, who are the ones who are outside the core but yet can still find your messaging relevant?
Automate naming: Use the Facebook naming tool that will help you automatically add targeting criteria like the gender and age range that you have selected so you are able to have a clear naming structure and get an easy understanding of your performance.
Keep granularity in mind: Depending on your time constraints try to keep things as granular as possible. For instance, for a lot of the campaigns that we are running we make sure to have different ad sets for different age groups as well as dividing those by gender. We also recommend that you separate Instagram, Facebook and Audience Network from each other as they are different networks and your performance will vary.
Use the suggested interests tool: Based on the interests that you input Facebook will recommend similar ones. People seem to dismiss this option but it allows you for one thing a) understand your audience better and what are the similar interests b) expand your audience pool while still reaching the right people.
Use a variety of content: We strongly recommend that for each campaign you have at least two images and several ad copy variations to let Facebook optimize and show the best performing one.
Tag all your URLs: Make sure all your ads that point to your website are tagged with UTM parameters if you are using Google Analytics or other analytics tools so you can assess performance and behaviour on your website.
Create a video remarketing list: This only applies if you are running a video campaign but make sure you tick the box that you wish to remarket to audiences who view the video you are promoting. In this way you can always show your future campaigns either to people who have viewed the video or have watched it completely. In this way you will be able to reach the same people who already know your brand and/or the ones that are really engaged.
We hope these will be helpful in your future campaigns. Feel free to share with us your tips in the comment section below!
Thanks to Maria Angoso for the contributions to this article.