Leveraging Facebook’s Advertising Objectives to Increase Your Conversions [Video]

36 min read

Understanding Facebook’s advertising objectives is confusing (to say the least), but it’s incredibly important to understand how to use and get the most out of your advertising. In this inaugural training event, we’ll go over the different objective types, the best ones for your business or industry, how to determine what type of marketer you are, and more!

 

 

Transcription:

Hello. Hi, everyone. Thanks so much for joining us today. Does everyone just wanna say a quick hello and tell me where you’re from? Hi, howdy. Oh, wow, we have people all over from Charlotte, Oklahoma, London, Ontario, the Bay Area, Indiana. What kind of businesses are you guys in? We have a lot of professional services, quite a few e-commerces, that’s great. Awesome, hello. Hi to you too. Oh, we have a social media manager here, marketing consultant. It’s always great to know a little bit more about your industry, so that’s pretty awesome.

Now, can everyone just type in a big yes if you can hear me clearly? Perfect. Thanks so much. So just make sure that if you have any questions, feel free to write them into your chat box, and we’ll curate them and answer them accordingly. Some will be answered at the end, and if some of them are relevant to the content that we’re discussing at the moment, we’ll discuss it in real time. Yes, that is where you type to respond. Hello, how are you? Wow, we have people from all over the world. It’s pretty crazy. It’s pretty awesome. I’m very happy to see that. Tons of people in attendance, I love it.

Okay so, I think that we’re ready to get started. So, welcome to our online training event, Leveraging Facebook’s Advertising Objectives to Increase Your Conversions. Now, before we get started, I just wanna go over a little bit of housekeeping. Everyone, just to make sure that you put your phones and computers on Do Not Disturb so you stay super attentive. Please grab a pad and pen. You’ll be sent a recording of this webinar as soon as it’s available, but still it’s always great to take notes, I find. That said, stay tuned for the Q&A at the end. And as I mentioned before, ask any questions you have right through your chat box and we’ll answer them accordingly, either at the end of the Q&A or at the end…near the Q&A, sorry, or during the actual webinar.

Okay, awesome. So this is the first out of the webinar series that we’re gonna be doing in the next year, over the next year. Our goal is to educate and train small business owners to become marketing professionals. So I hope you guys stay tuned, and you like the first installment of our series, and you build and learn with us. So here’s a little bit of an itinerary for today. We’re going to be starting off with a little bit of an introduction. But then, going over why social media is the best advertising platform, go through the three main overarching Facebook objectives: awareness, consideration, and conversions. How to use these objectives accordingly? Then we’ll do a quick Needls demo so you guys can understand what our platform does, go over a summary, and then, we have a very special gift, and a Q&A at the end of the webinar for you guys.

So a little bit about me, my name’s Jennifer Sintime, and I’m the Director of Communications for Needls. So I have a background in strategic content development, digital marketing, and content marketing. I created the course curriculum for an online business development course for small business owners like yourself. I wrote a textbook on digital entrepreneurship and when I started off with Needls, I was a User Success team member. So I spent my days helping small business owners understand digital marketing, so all the different pieces, explaining what click-through rate was, click to open rate, CPC, so on and so forth. And what I realized was that many small business owners shared the exact same concerns, so they just wanna understand everything and they wanna be able to fully comprehend all facets of digital marketing. And I totally understand because it’s very, very confusing. I mean, there are metrics, data analytics, targeting customer personas, funnels, blah blah blah blah blah. There’s just so much out there, and a lot of small business owners want to understand. And that’s what I’m here for.

Now, some fun facts about me. I love fish tacos, I actually just had some for lunch today. I love karaoke. I have two cats that I’m completely obsessed with, and I am always searching for the next best bottle of wine.

So let’s talk a little bit about Needls before we get started. If you didn’t know already, we’re a RoboAgency. And that doesn’t mean that we’re a bunch of robots, obviously, I’m a real person. But we automate advertising on social media, so we roboticize the entire process. That means that we do the creation, targeting, testing, optimization, everything that needs to be done. Needless to say, pun intended I guess, we’re not a traditional agency. We’re actually the fastest growing agency in the world. So, I mean, you’re in good hands with us.

Why Not Traditional Media?

So as we get started, how many of you guys have tried traditional media advertising? That would include radio advertising, magazine ads, newspaper ads, direct mail, all that good stuff. Quite a few of you, yes. So how have you found the return on your investment with that? Yeah, I mean, like, sometimes it works, but a lot of the time, it doesn’t. So I’m gonna tell you a little story. When I was in university, years and years ago, in my communications and media class, we actually had this week-long assignment to track and record the amount of ads we were exposed to. So I was overwhelmed when I realized how many ads were actually out there on bus stops, and pamphlets, everywhere you turned. But what I realized is these ads aren’t exactly highly targeted. I mean, contextually, yes. If I’m watching the Food Network, I’m gonna see an ad for Kitchen Aid, but that’s fine but I’m not able to provide a direct response.

So since Facebook and other social media platforms have released the ability for small businesses to advertise, you actually have the ability to directly access billions of people and actually get a direct response. So you can reach your target audience with precision. And I don’t know if you guys are paying attention to the numbers on these charts, but it’s pretty clear to see that traditional advertising is dying. I mean, the only advertising method that is traditional that holds a light to internet advertising is TV advertising, which will be eclipsed by internet advertising by 2020. Now, if you take a look at the current advertising spent on internet advertising at $68 billion for 2016, social media advertising has about $35 billion in that. So there’s a ton of people who are using social media to advertise their small business or their large business, regardless, people are using social media to advertise.

But why would you use social media? There’s a lot of people out there who just don’t fully understand why, and I completely understand why they might feel that way. They can be confused. There’s a lot of moving parts, and a lot of them have seen a very low ROI, that’s just because they haven’t used the platforms correctly. It’s a fair concern, especially if you’ve tried and you failed. Like, I mean, you’re probably going to be a little bit deterred. The fact is, is that social media is booming. There’s billions of people on social media platforms just waiting to see your product, and a lot of other business owners are seeing that. “Eighty percent of marketers have, or will have, invested in social advertising in 2017.” That’s a very, very large number considering how many businesses and marketers there are out there.

“Seventy-one percent of consumers who have had a good social media service experience with a brand are likely to recommend it to others.” Now that means consumers are highly influenced by their experience and exposure to brands on social media, whether it be customer support on Twitter or Instagram giveaways it doesn’t really matter. People are influenced by what happens on social media, which means, it’s incredibly vital for you to be on social media.

Now, let’s take a look at how big these audiences are and what some typical social media advertising platforms are as well. First and foremost, let’s take a look at Twitter. Now there are 317 million active users on Twitter per month, 100 million daily Twitter users, and 500 million tweets sent per day. That’s a lot of tweets. Now, Twitter is typically used for moments in time. You just sent off a quick little tweet about what you’re doing, what you had for lunch, whatever it may be. But from a business perspective, it’s used to inform masses with news, articles, blog posts, so on and so forth. But also, it can enhance the customer experience via brand personality and customer service. So I don’t know if you guys have encountered this quite often, but Twitter is often used as a customer support system. I mean, if you have a problem, you just, like, send a tweet to your internet service provider and they have someone who helps you out right away.

Pinterest. Now I, myself, am not a huge Pinterest person, but there are a lot of people who are. There are 150 million active users per month. There’s over 50 billion Pinterest pins and over 1 billion Pinterest boards. Two-thirds of Pinterest users have tried a new recipe from Pinterest and 59% have tried a new project. So that’s 88 million people of the active monthly users who are trying new projects, which means people are actually going to Pinterest to get information and would probably be more likely to convert if they see a product that relates to them.

Now, LinkedIn. There are just an overwhelming amount of people who are signing onto LinkedIn or registering for LinkedIn every second. There’s 2 new LinkedIn members for every second, 467 million LinkedIn users in total, and 106 million active monthly users. But what is LinkedIn for? Generally, it’s a professional content platform. So that means that it’s kind of like an influencer site for peer to peer. People wanna spread content, to get insight, so on and so forth. So it’s a great way to network yourself and also to provide value to your target audience.

Now, Instagram. Instagram is probably just the favorite platform for all millennials and generation setters, and it totally makes sense. There’s 700 million monthly active users, 400 million active daily users, and 4.2 billion Instagram likes per day. So what would you use Instagram for aside from scrolling when you’re bored? It’s really great to establish and to increase brand awareness, build a community, and actually facilitate product discovery. So people spend an average of 25 minutes a day on Instagram. And because of that, it’s just a great way to get to them because it’s a very passive experience but it’s a very obsessive experience. So you can really get to your audience and display your personality, and build that community.

So, Facebook, the king of all social media platforms. Facebook has 2 billion monthly active users. That’s a lot of people who were on Facebook every month. And 1.57 billion mobile daily users, 1.18 billion desktop daily users. That is a lot of people who were scrolling through their feeds, messaging people, just searching for just content, people just want content. The great thing about Facebook is that people spend an average of 35 minutes a day on the platform, and it is known for, and the best performing platform to drive conversions and for social media marketing. Needless to say, Facebook is the social media advertising platform to advertise on. It comes with the lowest cost and the highest ROI when you do it right, and there’s clearly a reason why social media advertising spending has doubled in the last 24 months.

So, from 2015 to 2016, Facebook’s advertising revenue grew by 53%. So it’s pretty clear that people are realizing how beneficial and effective social media marketing is, and it’s just something that you, kind of, need to jump on and fully understand as the revenue continues to grow. There’s gonna be a lot of competition out there. So you, kind of, need to get ahead of the curve. That said, on Facebook, 52% of consumers’ online and offline purchases are influenced by Facebook. That’s absolutely insane. So when someone wants to make a purchase, they’re usually influenced by Facebook. And that’s gone up from the 36% in 2014. So by the end of 2018, you can only imagine what that number will be like.

Also, eMarketer surveyed 551 social media marketers last year, and they asked them which platform got them the best ROI, and 95.8% of them said Facebook. So, I mean, it’s pretty clear that a lot of advertisers and marketers love Facebook to advertise on. But the question is, what’s the point of paying for an ad, why can’t you just point…sorry, just post on your Facebook business page? Because only 2% of a brand’s audience sees their organic post on Facebook. That’s why. There are 65 million small businesses that are trying to get to your audience on Facebook. News feeds are flooded with status updates, what I ate for breakfast, what my friend ate for breakfast, pictures of babies, and dogs, and everything. So out of all of that, just keep in mind, your posts, they’re just probably not going to be seen. So if you spent like the past 6 months racking up a bunch of likes and fans on your Facebook page and say, you have 100…well, say, you have 10,000, only 200 of them will even catch a glimpse of your organic post. So that means that they might not even click on it, they might not actually go through and see what it is you’re posting. It’s just gonna show up on their news feed.

So, yes, there are 65 million small businesses on Facebook. But the thing is there’s only 4 million of them using the ad platform. So, why? Well, because it’s hard. I mean, assumably that’s why you guys are here. So how many of you guys have actually tried Facebook advertising or are Facebook advertising and just need to learn a little bit more? Exactly, it’s very hard. We actually surveyed users on our platform and 88% of them have tried social media advertising and failed or just, like, really didn’t know where to start. And that is why we are here. I wanna help you through the learning curve, and I wanna teach you everything you need to know about objectives and setting up a funnel, ad creative, everything that you need to know about social media advertising, and advertising as a whole.

So as we get started, I just want you guys to take a look at this little chart here, and take a look at your industry. And what you’ll see is that there’s two different categories. There’s a direct response advertiser and there’s a brand advertiser. So based on where you are within these two different categories, your campaign strategy might differ. But, just so you know, this chart is based on Facebook’s own research. They actually went through a ton of different campaigns and advertiser accounts on their platform to determine what this is. So I just want you guys to keep in mind that this is quite factual and it’s very data-driven, but as we go through, ask yourself what side of the spectrum you’re on, but keep in mind that these lines can blur. So as we go through it again, you’ll be able to understand what I’m talking about when I say that.

Now, we’re going to start at the very, very first step in creating an ad. Now, if you have a mobile app that you want to have more installs, or if you wanna drive people to your blog, or if you’re selling shoes online and just want conversions, it’s all based on what it is that you’re trying to do. And you can kind of, I like to say, choose-your-own-adventure to get to that final dollar sign. So whether it be add to cart, or get more traffic, or app installs, you can get a lot of conversions depending on whichever your business is.

Why Do Objectives Matter?

So why do objectives matter? Well, for one thing, Facebook has a ton of data on its users. Don’t know if you know that but it’s very, very true. Facebook just records everything that happens. So because of this, it’s very critical to your campaign success to have an objective that aligns with your actual goals. So I’m gonna use video optimization as an example. So, like, let’s say that you have a video that you just created that’s a video ad or just some sort of content that you think is really great. It’s super informative, it’s super awesome, but you just want to make sure that everyone can see it, because as soon as everyone sees it, they’re bound to convert. So you choose to optimize or your objective would be video views. That is the wrong way to go about things, for the simple fact that Facebook will show your video to people who are more likely to view it, you will get an increase of video views, but you’re not gonna be showing your video to people who actually will convert or click through. So you need to make sure that your objective aligns with what it is you want people to do. Basically said, Facebook is a very well-oiled machine and you just need to make sure you’re using the right part of that machine.

The Customer Journey

Okay, so we’re just gonna take a look at the customer journey: awareness, consideration, conversion. It’s like a funnel. Basically, it’s a sales funnel but it’s a very basic part of the funnel. Now, in this, I want you to realize how important it is. And it’s based on your business so every business will have a different focus, but all three points are very, very important. Now we’re gonna go into more details about this in the future, but again, I just wanted to outline the main three points: awareness, consideration, and conversion.

Now I’m gonna tell you another little story about the Litter-Robot. So I have two cats, as you know, and I love them very much, but they’re a handful. So one day, I was on Facebook and I saw an ad for the Litter-Robot, which is a self-cleaning litter box, just like every cat owners’ dream. So I saw this ad once, I was like, “Okay, it’s pretty cool.” Saw this ad twice, and I was like, “Okay, that’s pretty awesome.” Then I started thinking about it. Now I’m like, “You know what? Maybe I’m into this.” So I clicked through, went on the website, did some research, looked at other options, the competitors, and I narrowed it down to the point where this is the litter box that I’m gonna get and I decided that this is what I’m gonna buy.

So, my entire story about the litter box, it follows through with the consumer journey. I am exactly like 99.9% of the audiences out there or the consumers out there. They want to make informed decisions, they need to be aware of your product, they need to learn about it, they need to determine that it’s the right product for them before they’re able to convert. So, the internet makes it incredibly easy for people to find whatever they want whenever they want it, and because of that, it’s very easy for someone to see your ad, and then think about it, and then go away for a bit and do their research before they finally convert. So just keep in mind that every consumer has a journey and it’s not always an instant conversion.

I’m pretty sure you guys can notice that the three overarching Facebook objectives are the exact same as the three main components of the marketing funnel. So, awareness, consideration, and conversion. So awareness, again, is generating interest in your product or service. You wanna get your brand out there. You want people to know what your brand is, or your product, or service. Consideration is when you want to get people to start thinking about your business and you want them to want more information. And lastly, conversions, we all know what a conversion is, encouraging people to get interested in your business and buy your actual product so you wanna give them that final push.

Awareness

So we’re gonna start off, obviously, with awareness because it’s the first one and the top of your funnel. So the main purpose of this objective is to get your brand out there and let people know who you are. Under the main overarching objective of awareness, there are two sub-objectives, as I like to call them. There’s brand awareness and reach. Now, they may sound very similar but they’re actually very different, and Facebook optimizes for them very differently.

So, brand awareness, this is when you reach people who are more likely to pay attention to your ads and actually increase awareness of your brand. So it’s good for spreading the word and getting some exposure, and it’s good if you don’t need more traffic or conversions on your website. So you’re basically buying and optimizing for impressions. So just to reiterate, your ads are gonna be shown to people who are more likely to pay attention. So they might stop on their news feed when they see your ad, but that doesn’t mean they’re going to interact with it.

Now, because of this, it’s crucial to have engaging ad creative. So the ad image that you see right on the screen, The Pritikin Longevity Center and Spa, I really like this ad for brand awareness campaign simply because it is very engaging. It makes you think. I mean, you may not think for more than a minute about it, but, I mean, I know a lot more about fruits and vegetables than I did before so I got some sort of an educational and informational reward and I’m more likely developing some sort of brand trust with Pritikin Longevity Center and Spa.

So reach, on the other hand, is when you show your ad to the maximum number of people in your audience and you gauge how frequently your ad will be seen by them. So whether or not people pay attention to your ad is completely irrelevant. The sole goal is exposure. So bottom line, you’re gonna show your ad to as many people as possible within your budget, and Facebook is gonna optimize those ads for the highest amount of possible impression. Again, there’s no consideration whatsoever for clicks or any action to be taken by people seeing your ads.

Here is a wonderful example of an awareness ad. Now it’s with Wojooh Bootie…Beauty. Sorry. Wojooh Beauty, and what they’re doing is actually just showcasing one of the products that they hold. So they’re not trying to sell, but your eye is automatically led to this ad because of the product that’s heavy, heavy, heavy in product placement. So here’s a tip. Choose a striking image with a strong focal point if you want to increase your awareness and for an awareness campaign, something that’s really easily recognizable and very, very memorable.

Another example, Adidas. So Adidas is a little bit different because it’s such a large known brand. I mean, everyone knows who Adidas is, right? So what they do is actually brand personality through awareness. So you look at this ad and you see this really cool shoe and this really cool backdrop, and it’s kind of urban, it’s kind of rugged, and the caption’s very simple. “Simple design, limitless imagination.” So it’s more than a shoe. It’s providing characteristic and personality attributes to the product and to the brand itself. So there’s no need for a strong CTA because you’re not trying to get that direct response. It’s not trying to get anyone to actually do anything, just to remember. So maintaining a brand is absolutely crucial when you’re trying to make a customer make a purchase decision.

Now, you’re probably thinking, why would you care about exposure, and why would you care how many people see your ad, and you just want sales? And I completely understand. But one of the most important things with brand awareness and reach is recall and recognition. So what is recall and recognition? It’s when people remember your ad after they’ve seen it. They remember your brand or they remember your product, like, “Oh, yeah, I’ve seen that before. Oh, yeah, I think I’ve heard of this before.” So conversions don’t happen on first sight. And, I mean, it’s a pretty common thing. So with brand awareness and reach, you actually open up the top of your funnel in your customer journey, and by increasing that awareness and recognition, you, in turn, increase conversions, because people know about who you are and they’re gonna follow through the rest of your funnel, or the customer journey.

Now objectives can have dual purposes. You can use them to retarget. Now for brand awareness and reach, you can actually remarket and transform window shoppers to buyers. Now, “2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%.” I absolutely love this quote because it’s very, very, very true. Now, with the reach ad and with the brand awareness ad, you can actually remarket on Facebook very, very easily. Now you no longer need to convince people or get them to convert. You just need to remind them that you’re there because they’re already very well-educated or maybe have possibly already converted in the past. So I find that reach ads are very, very useful to retarget because people already know about your brand and don’t need to be convinced, but you’re gonna get your ad just in front of them, which is very important.

So, who benefits from the awareness objective? Pretty much everybody. Everybody and anyone. It works best for brick-and-mortar because through that ad recall and recognition, people are more likely to stop by your store, or if they see your product at a big-box store, they’re more likely to pick it up. So, for an example, here’s the Cadbury Dairy Milk ad. There’s no call to action here on this ad, as you can see. But if I was to see this ad a few times and then I go to Walmart to buy some Halloween candy or something, I’m gonna think about this. And then I’m gonna remember Cadbury had this ad, remember Cadbury in general, and I’m more likely to actually make a purchase when I’m ready to make that purchase decision. But, again, you can always use the reach and the brand awareness objectives just to remarket. Any business can use this and it’ll help increase your conversions by quite a bit.

Consideration

Okay so, I just wanna refer back to that marketing funnel of awareness, consideration, and conversion. So, consideration is incredibly important. After people have gained awareness about your brand and they know that your product exists, they need to think about it. They need to interact with it. They need to learn and they need to be convinced. So this is when you do that. It’s kind of like dating. You need to draw in your prospective consumer and then, wine and dine them until you get the close.

So there are five different objectives within this main objective: traffic, engagement, app installs, video views, and lead generation. So, with traffic, it’s very simple. You wanna increase the number of visits to your website and get more people to use your app…sorry, or get more people to use your app. Basically, you’re optimizing for clicks. You want people to click through. So who would benefit from just clicking through? Typically, anyone. But to get the most use out of this, if you wanna lead someone to something that doesn’t have a strong action at the end. So if you just want someone to read an article, or a blog post, or just like see your content, then you want to optimize for clicks. I mean, some direct marketers or people who need leads, they’ll use this objective and it will lead to a landing page with a very strong lead magnet in order to get their leads. But generally speaking, you wanna use this just if you have some sort of content with no end call to action on the landing page. Just because Facebook is not going to be optimizing them for that, they just wanna get people to click through. Basically, the goal is to get more people to your website.

And here is a little bit of a Needls’s hack, folks. So the traffic objective, actually, also doubles as the awareness objective. So because there’s not much involved in terms of getting someone to click, not that there’s not much involved, but it’s a very simple optimization or it’s a very simple objective, your ad will be shown to a lot of people. And those people are going to see your ad, and by default, you’re gonna get a lot of brand awareness.

Next up, app installs. So, basically, if you want people to download your app, this is the objective you want because it’s gonna send people directly to an app store where they can download your app. There’s not gonna be any consideration time aside from that click and download. Now, plainly put, if you have an app that you want to promote and you want people to install, this is pretty much the only or the best objective for you to use because it leads your audience directly to the app store. I mean, it’s not the only option for you, but it’s the strongest option for you in terms of getting a conversion.

Okay, so engagement. Now there are a lot of different options and routes with engagement, which is good because no two businesses are alike, and no two strategies are alike, and no two audiences are the same. So it’s imperative that you choose what works best for you, and your business, and your audience, and your strategy.

So boosted posts. How many of you guys have boosted a post before? Quite a few of you, yes. Yeah, it’s a pretty common thing. And how many of you guys have actually seen an ROI on that or have seen some sales come in? Exactly. It’s not a sales-driven objective. So, basically, what a boosted post is is when your post gets increased reach. So Facebook shows your post to fans who like your Facebook page at a higher rate. So that 2% increases tenfold. Now, when you boost a post, you can choose to optimize for people to click or to engage. Now based on your target audience bid, budget, and ad relevancy, Facebook will optimize for either or unless you choose either or, but boosted posts do have…they do get mixed opinions, I should say. Some people say they’re a waste but I don’t find that to be the case. It’s really great for getting engagement, and engagement can widen your funnel and get you more leads, especially if you’re trying to promote something for people to sign up with. They’re more likely to see that, click-through, and then be a part of your funnel. It also enhances your community. It also helps you reach fans that you may have lost. And I think one of the most important things, it allows you to provide a relevant and valuable content to your audience. Now that’s really important, again, to establish that credibility and that trust in the consideration set, you want people to trust you and you want them to learn about you.

So, page likes. Now, as a very quick disclaimer, there are rumors that Facebook might be phasing out this objective. Nothing’s been decided and nothing’s been announced yet, but I just thought you guys should know. Now, the whole point of a page like or to promote your page is to get people to be a part of, like, your fan base. Now why would you want to do this? Because you don’t have a website, for one. It’s a great way just to gather information, to gather people to start your community, and also, to increase your credibility yet again. So sometimes if I’m trying to make a purchase, what I’ll do is I’ll Google the business first. And then I’ll see their Facebook page. And if you have three likes, I may not trust you or feel like you have as much as a strong community and product as if you had 10,000 likes. So it’s just really great to focus on that community aspect. But, that said, you can actually use page likes in conjunction with boosted posts. And this is great, again, to just really drive home, that whole community and value aspect.

So, offer claims. How many people have actually used an offer claim? Some people do, some people don’t, but yes, quite a few of you had. Now, depending on what you have done or what you have chosen to promote, it can differ. So there’s tons of different offers you can use with the offer claim. There’s discounts, promo codes, free trials, basically whatever you want. But the point is, is that these ads are optimized to promote offers at the lowest and best price to your Facebook fan page. So it’s great for a sales boost, but it’s also really great to get some leads if your offer claim is a free sign up or a free trial. It’s also really, really great if you have a large number of fans. If you don’t, I mean, it’s maybe not the best thing to use, but it’s still a good option if you just wanna get a boost.

Okay, so, as I’ve mentioned at least like 500 times before, only 2% of your organic posts are actually viewed by your audience. So, if you have an event, only 2% of your audience are actually going to see it. So you can create an event via your page but it’s kind of not enough. You need reach. And you need to reach people who are gonna RSVP. So common campaign goals, if you have an event, is to drive awareness, drive consideration, and get people to think and plan, and also to retarget to people who are interested in your past events. So it’s just a really great way to kind of gauge who’s out there, who’s interested, who wants to go, and see what you can do with those people.

Now, I think it’s very, very important to note that if you see on this ad here for Yoga Works, this is an event response ad. So people will say they’re interested, they’re going, they’re not going, so it’s great for that. But if you actually are selling tickets for an event or something, you want to use a different objective, either traffic or conversion typically, because those allow for the call to action of buy tickets. So it’ll be a stronger call to action than just someone saying they’re interested in going in to your event. Now, Facebook, again, isn’t going to RSVP for…sorry, they’re not gonna RSVP. Facebook isn’t optimizing for people who are actually going to go to your event. They’re optimizing for people who are likely to respond to your event. So just make sure that you’re aware of the differences between those two things.

Video views. Okay, video views are probably one of my favorite things, just videos in general. Because videos are probably one of the highest performing and engaging types of media and they’re a great way to get your brand out there. They’re very similar to brand awareness, except it’s a great way to educate your users, not just show them what you have. So a good idea is to target people who have no idea about your business. And regardless of your objective, I should note, your video will outperform any other ads in any objective. So if your objective is traffic…well, on the most part, if your objective is traffic and you have a static ad and you have a video ad, your video ad will do better. So if you’re gonna optimize for video views, your ad’s gonna be shown to people who are gonna watch. So, as I mentioned before, you need to use this objective accordingly and correctly. So don’t ask yourself if you want people to watch your video because you obviously do. Ask yourself what action you want them to take. If you want them to have click throughs, if you want them to click through, then maybe traffic is better for you with the video as a form of media. If you want conversions, maybe the conversion objective with a video. If you want your video to go viral, then a video view. I mean, then you would have optimized for video views.

Regardless of whatever you choose, videos are also really great to retarget with. Now, as I say that, here’s a little stat for you. “Four times as many consumers would rather watch a video about a product than read about it.” So people are engaged by videos and they want to learn about your product, or your business, or your service, or whatever via video. So this is a great way to teach people and then actually follow up with a strong ad that has a really, really direct and strong call to action and a strong objective like conversions or traffic.

So, as an example, say you’re like a shampoo company or a beauty supply company, and you’re showing this video about how unique this shampoo is. It’s made from completely organic materials, leaves your hair super clean, and that’s really great. So I’ve learned about this product. I know about this product, which is awesome. But then you’re gonna follow that up with another ad that is just conversions or just traffic with a very, very strong call to action. So I’ll actually click through because I already know a little bit more about your business and your product.

Okay, lead generation. Now, most direct response advertisers, and if you just wanna think about where you were on that chart, most direct response advertisers use lead generation. So how many people have tried lead ads? They’re super popular and everyone loves them. Okay, so quite a few of you, yes. And there’s a good reason for that. I mean, I’m assuming your results were good. Okay, that’s exactly what I thought. So, typically, or in the past, direct response advertisers would have an ad optimized for traffic or with the objective of traffic, and then it would point to a landing page with a strong call to action or lead magnet. So, as I mentioned before with the traffic objective.

The one problem with that is that traffic can land on a page but they might not fill out the form so you have a lost lead. Someone will click through, and then, like, I don’t know, they just decided that they didn’t wanna give you their information. So the solution to that is actually having them provide their information right through the ad. So that’s why Facebook created the lead ad. So they look exactly like regular ads, and when your audience clicks on your ad, a form will pop up, as you can see here. And the lead ad actually has the highest of conversion rates versus landing pages because it’s such a direct response. And they’re incredibly high-performing on mobile, for good reason, obviously, because no one wants to click through on mobile, be taken to a third-party website, fill in all the information with their thumbs. It’s a little bit…it’s a lot. So they’re great for mobile. And if you wanna generate simple leads…and they’re also really great if you have a very complex onboarding process.

So, is lead generation for you? Well, it’s completely based, again, on your business. But people who are direct response marketers and who are also in professional services. So lawyers, real estate agents, financial service providers, etc., these are the type of people who would generally benefit from a lead ad, or just insurance providers as well, obviously, as you can see with this Beepi ad up here. Now, basically, if you can’t get someone to make a purchase directly online or in-store, this is the objective you need to use because you wanna capture their information so you can nurture your lead and get them to convert on your ad.

Now, who benefits from the consideration objective as a whole? Everyone, absolutely everyone. Whether or not you have an Etsy page or a veterinary clinic or you’re selling shampoo, it doesn’t matter, anyone can benefit from this objective. It’s a great way to reel in your audience and teach them about your business, which is really important. So you wanna establish trust, credibility, and how you use this objective, it’s completely based on your business. So, as you see here with HubSpot, what they did was they kinda seduced their audience or their target demographic with a free offer. So, with this free offer, you’re gonna click through, you have free features and tools for 12 days, and then you’re just gonna get to know their product and get to know their business. And by the end of that, you’re more likely to convert.

So “81% of consumers conduct online research before they actually make a purchase.” This means to say that the consideration step is absolutely integral in the customer journey. So I really just wanna reiterate this. App installs, traffic, lead generation, video views, it doesn’t matter, all objectives allow your target demographic to take a closer look into your business. So people need to learn about your product before they convert. And a lot of consumers, like myself, probably like you, are educated purchasers because the internet allows us to be that way. So people need to learn about your business. They need to trust you before they convert, and not every conversion will be instant. Because of that, you want to negate any research that people need to do, and you will wanna avoid any exposure to your competition. So inform people through your ads, make researching for you and finding out more about you as easy as possible. You wanna give your target demographic exactly what they want.

Conversions

And finally, conversions. So, I know everyone, like, they care about a conversion and it completely makes sense because we all care about conversions because that’s what we want. Now, this objective is the most effective out of all objectives. So this gets you more people to your website, Facebook app, or mobile app, and it tracks and measures conversions using the Facebook pixel or App Events. So this objective is great but you need to have a pixel installed. And if you don’t know what a pixel is, I mean, it’s a little bit of a learning curve but it’s fine. So a pixel is a small piece of code that allows Facebook to track numerous events, like Add to Cart purchase, complete registration, view content, whatever it may be, and it actually tracks actions that a visitor takes on your website. So it kind of monitors your customer journey.

So conversions are aimed at increasing your sales, signups, or other desired actions. So you wanna choose which conversion to optimize for and then the Facebook algorithm is gonna optimize to get the most conversions possible at the best price. So based on your bid and your budget and your target audience, Facebook will choose the best way to get those conversions for you. So a little tip for you, the best way to get conversions or to use this objective is to make sure your ads have a strong call to action, they have a very clear directive, and your creative is very engaging.

So take a look at this ad from Artifact Uprising. I love this ad because it’s very clear, high product placement, good focal point, and it’s actually giving me something to click for. I know there’s a sale, I know there’s 10% off, there’s probably a ton of stuff I wanna buy. So, I mean, you wanna give people something worth clicking for. On that note, strong product placement helps. It always, always helps.

So with this M.Gemi ad, it’s simple. There’s strong focal point. It’s clear what you’re purchasing, which is men’s shoes. Now, I’m gonna use this example or through this business to further explain the conversion objective, so you’re gonna choose one conversion to optimize for. Facebook’s gonna show you all the other conversions in your stats, but let’s say you’re M.Gemi and you want to track or optimize for checkouts. So if you’re only checking…or if you’re only optimizing for that, you’ll still be able to see how many people are adding to cart, or viewing content, or what have you. So you’ll be able to see all that stuff and you’ll be able to track your customer journey and use that. But, very, very crucial for you to know, you need to choose your conversions very, very wisely. The Facebook algorithm requires about like, 20 to 30 conversions a day to perform its magic. So you need to choose to optimize the conversion that’s the most valuable to you, like checkout, but only if it has 20 to 30 conversions a day. So, if checkout doesn’t have 20 to 30 conversions a day, then go a level lower. So go to add to cart if that one has 20 to 30 conversions a day. You need to have enough quantityin order for Facebook to do what it needs to do.

So, product catalog sales. This is a really great objective for e-commerce businesses mainly because you can feature a variety of products for the BM…sorry, to the business manager. So you’ll dynamically advertise different items and you won’t have to keep on creating different ads manually, which is quite tedious. So, as I said, this is great for e-commerce advertisers that sell a variety of products. So let’s take a look at Minted here. They sell art. There’s a lot of different arts. So instead of having to manually create a different ad based on a new piece that comes in, your catalog will automatically be on Facebook and they’ll rotate your ads, and they’ll show them dynamically based on the target audience accordingly. So, whether or not you’re selling art, if you’re selling food, whatever it is, it’s just a really great way to make sure that your audience is seeing all the different products that you have. And the simplicity of it all, I think, I love the most.

So this is an actual ad sample from Facebook for Jasper’s Market, their like demo that they use quite often. The reason why I love this one so much is because it eliminates any doubt or any, like, apprehension. So you see the ad, it’s very clear. It’s almost like a transparent or a seamless transition to shopping. So you’re on your news feed, you’re scrolling through, you see this catalog, and you actually see prices of how much everything costs. So it’s very easy for someone to make a purchase directly as opposed to clicking through, getting lost on your website, trying to figure out how much everything costs. It’s just a lot easier to do it this way.

Now, store visits. This is when you promote multiple business locations to people who are nearby. So these ads let you reach people near and around your business and helps them contact you, but the main goal is to get them to walk into your business. Now, Facebook can’t actually track who’s making a purchase at your store and they can’t optimize for it. So it’s never gonna happen. But they can optimize for people who are in your area, who have visited your store, and who have seen your ad in the last 28 days. So you may not be able to optimize for sales or conversions but you can optimize for people who are showing up at your store. So if use this in conjunction with a brand awareness ad to get your brand recall up, it works quite well to get you more conversions for your brick-and-mortar.

So who benefits from the conversion objective? Pretty much everyone but some do more than others. I mean, if you’re an e-commerce business, then the catalog objective or the conversion objective will do you more good than if you’re a brick-and-mortar. So it really does depend on who you are and what your business is, but you just wanna make sure that you choose the sub-objective that works the best for you. So I’m gonna use store visits as an example, again. It’s great to optimize for people who actually will be in your area, but what works really well is, as opposed to that, is actually just having a really strong brand awareness campaign.

So choosing the right objective. So we’ve gone through 10 different Facebook objectives: brand awareness, reach, traffic, engagement, app installs, video views, lead generation, conversions, product catalog sales, and store visits. So there’s been a ton. And after you’ve reviewed them, you probably think some are relevant to you, which is fair. And you may have, like, just realized that maybe some don’t make any sense for your business according to your funnel or your customer journey, and that’s totally fair as well. So I just want to look at this list one more time. And I want you guys to remember where you are. Are you a direct response advertiser or are you a brand advertiser? Are you both? I mean, you definitely could be. As I mentioned before, just because you’re an e-commerce store, it doesn’t mean you can’t benefit for a little bit of brand awareness, or you can’t benefit from some remarketing.

So what we typically find, or what I’ve typically found, is that small business owners want instant gratification. So you’re usually a direct response advertiser, but you can use both of these. But again, you wanna use them according to your consumer journey. If you’re an app and you want to get more people aware of your app, then you use awareness. You know what I mean? If you’re an app install, then you wanna make sure that you’re using the right part of the journey in accordance to the objective. It’s very, very crucial to do that. You basically need to strategize your advertising and you need to set up your campaign for each stage of the journey. There should be a campaign for an awareness. There should be a campaign for consideration. There’d be a campaign for conversion. But only really focus on the ones that are very, very important to you or the ones that you need work on. Either way, you need to make sure that the objective you choose aligns with the appropriate course of action that you want your customers to take. So, again, you can’t optimize for video views if you don’t want people to just watch a video and you want them to actually click through or convert. You need to make sure you choose the right thing.

So think about it and ask yourself what you’re lacking. Maybe you need to educate and romance your people more or your users more. Maybe they just don’t know enough about your product and they don’t understand how it works. So you need to focus on the considerations, or maybe you just don’t have enough exposure and you need to get people to know who you are so you need to focus on the awareness set, or maybe it’s all three. Maybe you just need to focus on conversions. I mean, it’s really, really based on your business. There’s not one that suits all, but you need to ask yourself, take a microscope to your business and try to figure out where you’re lacking, how the Facebook objective for each set would work with your business, and then you’ll see an influx of conversions.

I think it’s pretty safe to say that this is pretty hard and it’s pretty complicated. I mean, we pretty much just kind of touched the surface and there’s a lot more. This is the very first step in creating a campaign and you haven’t even…I’ve left you with so many other questions. What part of the customer journey do you need to focus on? So on and so forth. So over the course of the series, I’m gonna help you understand, and then you’re gonna be able to become a pro just like me and just like everyone here at Needls. So these are our three wonderful founders. And I’m going to tell you a little story.

The fact that social media advertising is hard and the fact that there’s so many pieces is exactly why they built Needls, because it’s hard. It all started long ago with Justin, our CEO and co-founder, and his dad. So this is Justin’s dad over here. So Justin’s dad’s a real estate agent, as you can see, in a small city in Ontario, so where we are. Now, he needed to advertise but he didn’t know how. So he asked Justin, Justin told him to advertise on Facebook. He didn’t know how to do it. Justin’s like, “Here’s the URL to the Facebook ad creator.” Sends it to his dad. Not even five seconds later, his dad calls him and he’s like, “What did you just send me to? There’s like 1 question and that 1 question has 10 answers. I don’t have any single one of those answers.” So, I mean, it’s just super confusing. So Justin was like, “Okay, cool. Let’s go to a traditional agency.”

So he took him to a traditional agency and he had a consultation. So he got, like, an estimate of what it would cost for everything that he needed in terms of his digital advertising, and the bill was quite hefty. It was $5,000 to set up, 25% of his ad spend, and $1,500 for every single piece of creative. That’s like tens of thousands of dollars. So this is when the light bulb kind of went off. Justin realized that like, “You know what? There’s a need here.” And it’s small business owners like his dad, they need to advertise on social media, but they can’t because it’s too complicated to navigate and ad agencies are too expensive because who has $10,000 just to start? And this is the birth of Needls.

Platform Demo

So, as I mentioned before, we’re a RoboAgency. So we take every single part of the social media advertising aspect and we automate it for you. So we create your ads, we target your ads, we test your ads, we optimize your ads. And we make it really, really easy so you don’t need to think about what objective you need to use because we use data science and machine learning to determine who your true demographic is and how to market them correctly. So there’s just so many steps that we try to simplify it.

Now, I’m gonna show you a very quick demo of our platform. So I pre-loaded some information here and I decided to go with professional service. I’m obviously not a photographer but let’s just pretend that I was. So I’ve made this campaign, Wedding Photographer Promo. Now, this is the very first step in our campaign creation process. It’s very easy. I’m gonna show you right now. It’s 4 steps, like 10 minutes. So Wedding Photography Promo, I’m selling a service and I’m a photographer. So five keywords.

Now, we’re gonna take these keywords and we’re gonna create hundreds of other keywords and we’re gonna test them against your demographic. We’re gonna see how people are talking about your business and we’re gonna use these words to do social listening. So if someone mentions the fact that they’re having a wedding, or they need a photographer, or they’re just starting to plan, then they’ll see your ad. And we’ll gather that demographical data and we’ll compile who your true demographic is. So, five keywords, I put in wedding, wedding photographer, wedding planning, special event photography, and photography. I’m gonna add in videography and I’m gonna add in wedding video. Now, when do you wanna start your campaign? You can do it right away, you can do it later, you can choose a specific date range. But I’m eager so I’m gonna do it right away.

Step two, you choose your weekly budget, you choose what URL you wanna send your traffic to, and you choose the location you want your ads to be shown in. So if you’re a local business based in New Orleans, you want to show your ads in New Orleans. It’s pretty clear. Here as well, you’ll be able to choose which network you want to advertise on. Facebook is always selected but based on your budget, you’ll be able to advertise on Instagram.

Then this is where we create the ads. So ad creative. Very, very tricky for some, very, very easy for some others. Either way, if you actually go on live chat when you’re building your campaign, we have copywriting professionals who are here to help you every step of the way. So I already put these in because why not? I’m not gonna make you guys wait for me to come up with creative. So here are three headlines. Our system requires three. Here are three descriptions. Our system, again, requires three. And then I chose to leave a little above ad text message up here. It would be here. So you select a call to action that you want based on your business and based on your offering. I chose Contact Us. It could be Learn More, it could be none, it could be Watch More. It just completely depends.

So this is the last step of the campaign creation process, images. So this is a little mini-preview of what my ad would look like. This is my above text ad “No love is alike. No story is the same.” I’m pretty proud of it, to be completely honest. And here are some stock photos that I decided to use. I mean, if I was an actual wedding photographer, I would use images from my own portfolio. I have two images here and I have a video here. Again, I always recommend having a video in your campaign because they drive high engagement and you’ll be able to see what works best for you. So, aside from that, you hit finish, and then you go to the checkout page. And then you see how many ads are gonna be created, what location, when it’s gonna start, what devices, what keywords. Very, very simple, very, very easy.

But after you checkout and you maybe wanna see how your campaign is doing, we have the dashboard. So this is the main dashboard for your account. You’ll be able to see the total clicks, add views, CPC, people taking action, just have a general overview. Your CPM, how many comments, so on and so forth. You’ll also be able to see your top performing ads, and your demographic data. You’ll also be able to see detailed breakdowns of each ad you have running, which is pretty awesome. So you’re always in the know. You always know what’s happening with your campaign. We simplify everything for you and we just make it a very, very easy process.

So, now that we’re close to the end, do we have any questions? Feel free to type them in the box and let us know. I have a couple here that people have asked me earlier today. Okay, perfect. So “How do I know if I’m getting an ROI from doing Facebook ads?” That’s a very, very good question. So there’s several different ways you can do this based on what type of business you have. If you’re an e-commerce and you have a pixel set up, the Facebook pixel will be able to show you how many conversions you have in your events as well. You can also use coupon codes, which I like, to track which specific ad is getting you what customer. You can have a coupon code loaded onto an ad set or a campaign, and then from there, you can track to see how many converted. You can also use Google Analytics to determine the actual path, so how many people visited your landing page, your website from that ad, how many converted because it’s gonna be a unique UTM code. So there’s different things you can do with that.

Okay. So another question here from Michael. Hi, Michael. So will our platform work on Snapchat? Snapchat, soon. Absolutely. So we’re actually currently planning on adding new networks in the next coming year, so stay tuned. We do a lot of testing before we actually launch anything, but we’re working on Snapchat, oh my goodness, so it should be on the platform very soon.

Okay, “How much do you think is reasonable to spend on a first campaign?” Okay, perfect. So that completely depends on your situation, your business, how much money you have for marketing. Our average client generally spends around 50…sorry, $150 a week, but we have people who spend as little as $50 a week, and we have some people who spend $1,000 a week or $5,000 a week. It’s completely based on you and your business. I mean, there’s no right answer, to be completely honest. But if you want, feel free to send me an email or just speak with one of our User Success team members on live chat on our website and they can help you out and give you more details based on your specific business.

Okay, so does our platform work globally? It most definitely does. We work in all countries, English speaking or not, and we actually have clients from all over the world. And a lot of you are from all over the world so that works out quite nicely, Australia, UK, Canada, U.S., Europe, just basically everywhere, a lot of people in Asia as well. So there is no limitations to where our platform can work.

And, okay, so what is our next webinar topic going to be? Well, I mean, we have some ideas in mind. I believe the next one would be Facebook metrics and Facebook terminology. But, I mean, it’s up to you guys. If you guys, just let me know what it is that you want to learn next, I can alter that, and I can figure out what would add the most benefit for you guys.

So, again, I want to thank everyone so much for being here and spending your time with me today for the past hour or so. And I hope that I see you again soon.

 

Jennifer Sintime
Follow me!

Jennifer Sintime

Jennifer is a digital marketing maven, content writer, and lover of all things tech. When not writing for the needls blog, she can be found researching the latest digital marketing trends, developing killer content strategy, or catching up on her favorite Netflix shows with her two cats.
Jennifer Sintime
Follow me!

What should we write about next?