We ask businesses this question a lot, and as advertisers our process and approach should directly relate to what the customer is trying to accomplish. So as a customer I wanted to let you in on a little bit of knowledge in regards to how we might go about obtaining your goals. I will take Facebook as an example, but each social media channel and online advertising platform should have its own unique ways to obtain your goals on that platform.
There are many different goals that Facebook allows you to pick (as shown below) but lets focus on 3 of them:
If your goal is Conversions:
If you have an eCommerce business and are selling products online, the conversions goal will be your friend. You can track sales from ads through your Facebook pixel and re market people who went to your website but didn’t follow through with the purchase. Some good examples of ads for conversions are short videos or carousel format images showcasing a selection of your best selling products. Make sure to keep your targeting focused on what type of customers you have after doing a detailed customer profile analysis. Also keep in mind that like I always say, no one likes being marketed to, so keep your ad looking as “un ad-ish” as possible. Here are some good examples of that:
If your goal is Video Views:
Just like 2018, 2019’s biggest content on social media will be video.
Your videos should be formatted differently whether you are posting to Facebook, Instagram, snapchat or any other platform. See our previous blog on what types of content is best for each social media platform. For this post we are talking about facebook, so for facebook the best type of videos that will get you’re the most views include videos that are active, short and captures the viewers attention in the first 3 seconds. That’s right, you have about 3 seconds to convince the audience to keep watching, because lets face it: theres a LOT of video on facebook and it takes a special one to keep people from just continuing to scroll. In facebook ads you can choose the video views goal and pick an audience based on location, age, gender, and interests. It is best to make your video dimensions horizontal, except if you are in facebook stories, there you want to make the video vertical for best results. Having a short description in the post with your video has also shown to be best, and using emoji’s to grab attention can also be a plus. Some examples of good eye catching video ads are:
If your goal is Messages:
Messages are a great way to interact with your potential customers. Everyone likes quick answers and businesses that are able to respond quickly whereas some of their competitors might make people wait hours, will get the sale 90% of the time. So if this is your goal here are a few suggestions of what your ad should look like. First, make sure that however long you have the ad running that you have someone on staff (or your marketing agency has someone on staff) to answer these questions when they come in. Nothing will hinder your campaign more than not being responsive to an ad that is dedicated to showing it to people who are likely to respond via messenger. And yes, you can set up your “automatic replies” in messenger but this isn’t the real conversation and quick answers that your customers are looking for. If you want to invest in a chat bot that can interpret questions and respond, then look into Mobile Monkey- for everyone else, just be prepared. Depending on what you are selling, a short, attention grabbing image or gif might be just what it takes to get customers to respond and ask you questions via messenger. Here are some good examples of ads that had the goal of messages:
To learn more about how Facebook’s algorithm does this, read: