This article is about a strategy that you can use for your top of funnel.
In terms of Facebook ad strategy, you may be in a situation where you don’t already have enough paid or unpaid traffic to your website in order to use Facebook’s powerful Lookalike Audiences feature. Your aim is to capture people at certain aspects of the funnel:
- TOFU -> MOFU -> BOFU …i.e. top of funnel (cold audience) to middle of funnel to bottom of funnel (hot audience)
To better define a TOFU to target – and therefore find a group of customers who might be profitable – you use the Page Post Engagement (PPE) – which Facebook itself very broadly defines as “[including] actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link”. You can see how this fits as part of an overall strategy by clicking this link, but this article will just be teaching you about how to actually do it and some things that improve conversion rate, based off my own tests.
What do I achieve by using PPE? How does it make me money?
The end result will be that you get to create a 95% Video Views lookalike audience (LLA) or an engagement LLA, both of which are going to help you move the audience from TOFU -> MOFU. The ultimate aim of this step is NOT to expect any purchases from it (which will be rare), BUT to collect data about people who will help you define profitable audiences.
The other reason is that you can carry over the likes, comments, and shares from a post that has undergone PPE, and then use it in a new post! This gives it great social proof, and makes it more likely for people to buy your product when they see that you’ve got thousands of likes on a post – theoretically.
The last reason is that by testing out PPE metrics like CTR and cost per engagement, you can see which of your ad copy or videos resonate with your audience. The best-performing ad sets are the ones that you should probably use to scale your advertising, since they will have already proven themselves to be winners.
How much do I need to spend?
From expert recommendation from the marketers I’ve talked to, $60 AUD (equivalent to roughly $45 USD) is enough money to create good data from your PPE ads. Again, don’t expect to make your money back on purchases just yet.
Step 1: Create a post on your page
You have to have an existing post in order to promote it. I’d recommend uploading a video.
For the actual text, just create something broadly appealing that very quickly articulates what your product is. This is what I did for two of my posts:
Note that if you don’t have a video already made, then you can make one quickly with a few options:
- If dropshipping, often the supplier will have a video of their products, so just contact them and ask them for one.
- Once you have footage, you can use Animoto to create a decent video (really simple to use web app that basically lets you add text to videos and chop and change them), or – if you don’t want to spend the time – I’d just look for services on Fiverr.com instead.
- If you just ceebs, just use a static photo. But, universally, video tends to convert higher and be better for any metric you can imagine, from what I’ve seen.
Step 2: Creating the PPE campaign
- Create an ad in Facebook, making sure to set the Engagement conversion objective at the campaign level.
- Generally, you’ll want to create 3 ad sets with 3 different creatives each, so you can test out all of them and see which one is the winner. For the sake of time I just tested out two ad sets.
- Audiences: I’ve set the audiences of both the adsets to include Australia, Canada, United States, New Zealand, and United Kingdom. I did this because I wanted to target rich English-speaking countries, though you could technically experiment with worldwide if you want. It’d be a good idea to set language to English.
- Interests? I didn’t layer my campaign with any interests whatsoever.
- Budget: I personally set a lifetime budget of $50 to run over a single day for each ad set (in my case, $50 + $50). Other experts say $10/day is enough.
Step 3: Which ones the winner?
From what I’ve discussed with other experts, usually the CTR metric is the one you should look out for.
However, by chance, I had my columns set up so that I could see Add To Carts. Looking at that, it seems pretty obvious which one is the winner. The ‘Video, No Text’ ad got five add to carts, whereas the other one got none. So given that they’ve spent roughly the same amount of money, that already seems like a pretty big difference.
So I’ll likely be using the creative found in the second ad, when I create ads further down in the funnel (i.e. retargeting ads).
Note that a confounding factor is that Facebook actually states they heavily prefer videos with no text. So Facebook itself may be skewing the results with their own algorithm, reducing the reach of the texted video. I guess it’s pretty clear we should listen to them, then.
Step 4: Create 95% VV lookalike audiences for each country
Here’s how: first, Go to Audiences, then Create Audience, and then select e.g. Video Views. You want to create a custom audience first.
From there, you can use the website custom audience to create lookalike audiences. Click on Create Audience >> Lookalike Audiences, and you’ll get the below screen.
The way I did it was to follow a similar strategy to Chris Wane and create LLAs of 1%, 1-2%, and 2-5%.
Below is what it might look like. I renamed all of my audiences, which took a lot of time! You don’t have to, but I definitely recommend having some sort of system as – if you work with FB ads for a while – you’re going to want have thought about it systematically, instead of having a mess of audiences.
So that’s how you make use of the data you’ve gotten from PPE! With these new lookalike audiences, you now have some people who look similar to people who have watched a lot of your video to target with advertising.
In the next article, I’ll write about how we can now use these audiences to try to get some purchases. We’ll set up a completely different campaign objective and – instead of simply using CTR and those sorts of metrics – we will now use ROAS, Purchase Conversion Value, and Cost Per Purchase.
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