10 takeaways from running Facebook ads for 18 months

The net value of campaigns we have managed crossed $1,000,000 last quarter.

This is Facebook. So how do you target your relevant customers?
  1. You ask your average digital marketer and you will realise how expensive acquiring customers via Facebook is. Even when you optimise your targeting. As a matter of fact, you will find that the more you optimise your targeting, the more you would be spending on every customer/user acquired. (Which makes sense. If you are getting a filtered list of consumers who are more relevant to your business, you ought to be paying more for them.)
  2. Paid digital marketing is considered a standalone activity most of the time, and not hand-in-hand with organic social media growth and organic growth of other digital channels.
  3. Paid digital marketing is measured on its own, and not alongside organic channels. What I want to know is how much consumers are being acquired via each channel, and what is my roadmap to increase the % contribution of organic acquisitions as compared to paid acquisitions while maintaining the momentum on net number of consumers acquired.

FIRST OF ALL, FACEBOOK ADS WORK. AND THEY DO YIELD QUALITY RESULTS.

Facebook ads bring in amazing results — in terms of numbers as well as RoI

Let’s begin?

#1. BE CONSISTENT, ROCKSTARS! CONSISTENCY IS YOUR FRIEND.

If you are using a product image in the banner, then the landing page (product list page) needs to have that product in the first row itself — preferably in the first 3 products.

#2. YOU NEED TO DATE FACEBOOK’S AD PLATFORM.

The friends you introduced me to today know more about me than you.

  1. Do you know what your right ad placement is supposed to be like?
  2. What exactly is a bid strategy? What are the different kinds of bid strategy you could be opting for? Which bid strategy should you use for your campaign, and on what basis should you be making that decision?
  3. How do you define your target audience? What are the questions you need to ask yourself before you start defining your target audience?
  4. What kind of optimisation methods should you be exploring for an effective ad campaign?
  5. What different kinds of targeting approaches are available to you?
  6. How are the different kinds of ad placement options available to you? How are these different ad placements aligned to different objectives your business may have?
  7. What is the difference between reach and efficient reach?

#3. ALL THAT GLITTERS IS NOT GOLD

#4. START SMALL, AND THEN SPREAD YOUR WINGS.

Always start your ads with as low a budget as possible, and keep on optimising to get to a healthy CPA before you decide to pump up your ad spend.

Yep. Ads with healthy history of good engagement are made cheaper by Facebook.

#5. DON’T SPREAD YOUR WINGS TOO FAST

#6. IT COSTED MY FRIEND’S STARTUP $5,000 TO GET THESE MANY RESULTS

There doesn’t exist a formula to calculate how much your Facebook ads should cost you.

Sidenote: This was actually one of the main reasons for starting 'growth partners'. It is easy for me to pick up any one marketing channel for your business and drive the results that could make you happy in the short-term. But, in order to facilitate real growth and long-term benefits, it is absolutely imperative that your different marketing channels work in tandem with each other, follow the same macro-strategy, and work towards that one goal - largely following the same guiding philosophies and principles.Our business does exactly that. By more or less taking over the entire marketing function of the businesses we work with, we ensure that we would do everything that needs to be done to facilitate "growth of the business"; achieving short-term goals or 'acquiring 50,000 users for your product' has never been the kind of targets we have ever set for ourselves. And it never will.

#7. BE PATIENT, CATERPILLAR

#8. DON’T BID BLINDLY, OR JUST BY THE MINIMUM NUMBER

  • You can beat other advertisers with a low bid as well, if you have engagement. I can’t underscore enough the importance engagement has in helping you achieve good performance for your campaigns. Engagement from your organic content can also have some trickle down effect on the score Facebook assigns to your fresh paid content.
  • No matter how much you are willing to pay, there will always be someone who is willing to pay more. Outbidding is a “no winners” strategy. There will always be someone with much deeper coffers than you. Obviously when such a scenario comes, you will end up paying higher than usual on your CPAs, but that doesn’t mean you should actively look at participating in that game.
  • If you are on a budget, steer clear of high traffic events on the calendar. Irrespective of your geography, there always exist some dates on the calendar when businesses (specially retailers) are looking to drive up sales — Think Black Friday in US, Diwali in India, Christmas in most of the world. If you are concerned about your average cost on conversions, I would advise completely flaking out on such time-windows.
  • Track your ad performances, and be willing to fluctuate your bids. For obvious reasons, nothing beats getting the desired results for as low a cost as possible. So start bidding low, but do keep an eye out on the performance of the ads (use Delivery Insights). Make necessary adjustments — both up and down — as and when required.

#9. THINK CAREFULLY ON WHO YOUR TARGET AUDIENCE SHOULD BE

  • We did not end up with a large number of customer personas
  • Our customers were clustered in a small geographical area — both in terms of their residences as well as workplaces. Helped us keep the logistics cost low as well as better word-of-mouth effect.
  • Why preferably of a certain body type? Well, as shallow as it may seem, it helped us in keeping the number of items in our inventory low. It was a business decision, and I took the call to start small — with just enough inventory that helped us cater to a wider percentage of the audience.

#10. EXPERIMENT, OPTIMIZE, EXPERIMENT, OPTIMIZE….


Also. In case your brand is looking for a ‘growth partner’, give us a shout. We would be happy to talk more. Drop me a mail - mail@abyshake.com

That’s it for today. See you tomorrow!

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Abhishek Anand

Helping businesses grow 10x faster, and scale efficiently. Top Writer — Quora, Medium. Drop in a line if you’d like help with yours. mail@abyshake.com