REPORT: Facebook Advertising, from Awareness All the Way Through to Sales

By David Cohen 

SocialCodeAwarenessToSalesGraphic650SocialCode, a Facebook Strategic Preferred Marketing Developer, released a new report aimed at helping brands use Facebook advertising to promote awareness and continue the process all the way through to driving sales.

The full report from SocialCode is available for download here, and highlights follow:

How to run an effective awareness campaign: For awareness campaigns, we recommend targeting a broad range of audiences to determine which are most valuable for subsequent actions.

Target existing customers with custom audiences: Target existing customers by matching email addresses and phone numbers from a CRM (customer-relationship management) database with Facebook user information.

Segment deeply. Lapsed customers (those who haven’t purchased in six to 12 months) may perform differently than recent customers.

Retarget Web visitors with custom audiences from your website: Target people who indicated interest in a brand by visiting its website.

Segment deeply. Users browsing a homepage or blog may perform differently than those on product details or local inventory pages.

Targeting based on offline behavior with partner categories: Third-party data providers including Datalogix, Acxiom, Polk and Epsilon provide targeting lists using data from sources like loyalty cards, DMV (department of motor vehicle) information and real-estate purchases.

Note: There are hundreds of partner categories that suit needs for advertisers in any vertical.

Native targeting: Facebook has 1,800 points of self-reported and observable user data that advertisers can use for better targeting.

Based on preferences and lifestyle:

  • Fans of competitors
  • Interests
  • Age
  • Gender
  • Location
  • Life events (i.e. recently married, recently engaged)
  • Education level
  • Connectedness to your page (fan versus friend of fan versus no connectedness at all)

Based on usage:

  • Type of operating system (i.e., iOS versus Android)
  • Desktop versus mobile
  • Type of Internet connection

Lookalikes: Scale demand for products and services with lookalike modeling, a native Facebook capability allowing advertisers to find users who behave similarly to their most valuable audiences.

For creative, think “quality content” before “ad”: Whether introducing a new product, reinforcing brand identity or breathing life into a product that’s losing market share, awareness campaigns should focus on quality creative that builds positive attitudes, rather than calling directly for purchases. Invest in engaging ad types that:

  • Tell stories about those affected by your brand.
  • Reward those who pay attention with witty, useful, clever or funny content.
  • Naturally integrate branded logos, colors and tone into visuals and copy to drive recall.

Buy for reach: Maximize unique reach to surface the most relevant audiences and achieve as many learnings as possible. To do so, either:

Deploy Facebook’s reach and frequency tool: Input the number of people in your target audiences and the number of times they should see a message. Guarantees delivery to the right people.

Deploy CPM (cost per thousand impressions) bidding in the Facebook News Feed auction.

Since the reach and frequency tool locks in campaign specifics upfront, advertisers who want real-time flexibility without sacrificing reach can do so by bidding on the cost for reaching 1,000 people (CPM) in Facebook’s ad auction.

Measure success correctly: Focus on the right success metrics, prioritizing reach over engagement.

Awareness campaign success means reaching the largest population of qualified audiences at desired frequency for the lowest cost (indicated by low CPMs).

A secondary success measure success that indicates high ad quality is achieving engagements at scale (indicated by a low cost per engagement, or CPE).

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