Unknown Speaker 0:10
So now I would like to introduce your friend and mine at view, just Fazio who’s going to help us understand some of the mysteries of Facebook targeting? So clearly you’re on.
Unknown Speaker 0:37
Alright, right. Let me share my screen and Can everyone hear me? Okay?
Unknown Speaker 0:42
Unknown Speaker 0:44
Oh, could you please enable the screen sharing? Yeah. That’s me on conference calls all the time.
Unknown Speaker 0:55
Yeah, I wish they could change that default. Can you see it yet?
Unknown Speaker 1:04
No, no. Yeah.
Unknown Speaker 1:05
Okay, try it now. Okay, great.
Unknown Speaker 1:11
Let me just pull it.
Unknown Speaker 1:19
Can you see my presentation? Yes.
Unknown Speaker 1:29
It’s coming in. Various. Got it
Unknown Speaker 1:33
again. Okay. So just the presentation, nothing else?
Unknown Speaker 1:36
Unknown Speaker 1:37
Okay, perfect. All right. So Hello, everyone. And thank you for joining us today for the second annual paid service Association Conference. As David affer mentioned, I’m very excited and honored to kick off our sursock. So the first session so let’s dive in to learn some creative and innovative targeting tactics using Facebook and Instagram ads that can help you drive more traffic engagement conversions and other goals that are important to your business. So for those of you that are tuning in, that have not previously had the pleasure of meeting yet, my name is Viola de Fazio. I’m the president of advertise and we are a social media advertising agency based in Central California. We work primarily with e commerce brands, mobile apps, events on demand services and entertainment industry clients. While we’ve been in business for six years, I’ve worked in the digital marketing and advertising space for 13. While getting my start in paid search, meeting, David and the rest of the crew hear back then and then later being captivated and specializing in social media advertising. If you’d like to connect with me after the show, say hi via Twitter, at Vila de Fazio or contact [email protected] Alright, so enough about me and let’s discuss why we’re here today and what we’ll cover over the course of this session and how it can help you with your campaigns. The targeting tactics we will discuss work on both Facebook and Instagram for the most part, and we will discuss some funnel specific native and custom audiences you can test if you haven’t done so yet. also talk about an iOS 14 update workaround for retargeting that might work and will work. We’ll move on to using UTM parameters to create custom audiences, followed by the ways that you can target based on the forecast and then we’ll discuss how you can create custom audiences using Instagram stories, ads polls. That’s a mouthful, huh? Well then finally we’ll wrap up with q&a. Sound good.
Unknown Speaker 3:16
Unknown Speaker 3:19
Trying to incorporate that in person conference feel to it. So let’s begin with funnels specific native and custom audiences. If your brand or Facebook ads account is relatively new, and you don’t have enough email list of leads, customers subscribers enough app users tagged with your SDK, or enough website visitors tagged with your pixel you will want to begin with what Facebook has available for targeting within its own platform. We call these native audiences if you’re new to paid social. Once you accumulate enough website, visitors emails or other actions you will then be able to set up custom audiences. As we can see here by the breakdown Facebook has an impressive vault of demographic targeting ranging from age gender location to interest behaviors, job titles and other demographics. You can get quite granular here by finding audiences that people are shopping before New Year’s vehicle, parents of different age range children and much more. Even if your brand isn’t new, and you’re looking for other relevant and broad new audiences to expand into test some of these out play around with it. In addition, you can then set up custom audience look alikes, which we’ll cover shortly. If you have more budget to play with and want another way to reach new broader upper funnel audiences duplicate your pre existing interest based ad sets and then the new ad set test out trying by selecting the detailed targeting expansion checkbox. With this option, Facebook will show your ads to more relevant people in an effort to help you reach your optimization goal. As a heads up detailed targeting expansion only works with native audiences and not custom audiences. Depending on your business, you may your goals or your relevant audiences that you want to reach here are some to get you started when it comes to your sources to create custom audiences. Legs for your prospecting campaigns. If you’re new to this prospecting or upper funnel colder audiences that you want to get introduced to. And while these are there are countless look alike audiences you can create using your sources. This is just a small list of some more commonly used ones. And using these are ones like them to create look alikes will give you an effective broad your targeted audience to reach. I encourage you to start using 1% and 2% look alikes, because those ones will be most like your original audience in terms of interests and behaviors. As you scale exhaust smaller percentage look alike audiences and have more budget, you can test up to 10% look alikes which are the most broad and least like your original audience. And if this is new for you look alike audiences are audiences that are like your existing audience of so you import an email list of your existing customers. And you want to find new people that are like your customers. Facebook does a really great job of finding people based on interests, behaviors and other datasets to find people like them that are brand new. For your warmer retargeting audiences. Here is a sample list of some custom audiences you may want to test if relevant for your business. From the usual suspects of website visitors that have not yet converted to your list of unconverted leads, maybe email newsletter subscribers, cart abandoners, we often see accounts that don’t test out some additional warmer audiences mid and lower funnel, such as those that have previously engaged with your Facebook or Instagram accounts, posts or ads, people that viewed a higher percentage of your video ads or the top 5% or maybe even top 10% of your website visitors by the time they spent on your site. These indicate that they’re warmer and that they’re interested in what you have to offer, but they haven’t taken that action yet. So build these out, give them a try and use them to strengthen your retargeting strategy. With the iOS 14 update that we’ve following for potentially going to impact Facebook advertising and our retargeting campaigns to an extent. So we will, but we will still be able to retarget users who visited visited our websites. Well, we don’t have all the details yet. One similar thing that we saw last year when the California consumer Privacy Act or ccpa passed and its slash pixel based retargeting audience reach and spend. One solution we found was that we ramped up our post and add engagement retargeting audiences and we’re still able to capture users that previously visited our sites from ads. By definition, according to Facebook clicks are a form clicks on ads are a form of engagement. So you try this out, use it as a backup to your website visitors retargeting campaigns going forward to recapture users that you may lose otherwise and drive them to convert. We did this when the ccpa rolled out, and we lost a lot of traction in California with retargeting audiences, but we saw that doing this strategy helped get some of those people back.
Unknown Speaker 7:43
Wanting to be mindful of when running retargeting campaigns is to use exclusions. Sure, there are instances where we’re not, we don’t want to exclude a pre existing customers. But if your products or services can be repurchased, add them back into your retargeting bucket, but perhaps exclude customers that purchase in the last 714 30 days depending on purchase frequencies that you see. Other times brands see success by not excluding customers altogether, as they may leave a comment on ads that they love the product or the service. And this can only serve to strengthen the trust in your brand, give your ad more social proof help lower your costs, and then directly drive more conversions as people want what others already have or what they’re talking about. If you’re trying to convert your leads into paying customers you may want to exclude submitted leads in your sales campaigns and unresponsive leads so that your list is clean, and you weren’t wasting impressions and budget. And if you have an email list of disgruntled contacts keep that updated to prevent any unwanted negative comments on your ads going forward and adversely affecting prospective customers taking an action and possibly converting. We do this for a few of our clients. We’ve had some people expressed that they’re not happy with certain things or you know, they’re leaving negative comments. And if we have them already in there on our email database, we use them to keep our ads a little more positive and our results not impacted adversely. One thing we’ve seen great success in from our some of our clients is to run occasional reengagement campaigns to drive repeat conversions or sell upsell to existing customers. A tactic that helps our conversion rates increase and CPAs decrease our engagement campaigns are retarget all customers in one ad set and email subscribers in another with ads that resemble our most recent email blasts that we have more bases covered and we can repurpose our content across channels and mediums. Who doesn’t want to save time, right? So for example, for one of our clients, anytime they run an email to promote a new shoe style or promotion, we simultaneously launch ads with that shoe or similar messaging on Facebook and Instagram and run them for a few days. If the user isn’t able to interact with the email when they see it or if they open it and they don’t convert maybe they will see our ads later and be reminding reminded of it, thus improving our conversion rates. And while we do this for campaigns, we always include recent purchasers so we don’t bombard or receive customers too often as it can be a little off putting if a brand is too aggressive. So just to take into account what your business’s who your audiences are and how they might engage with So try this out, use the user conversion historical data and use your best judgment of who to exclude over what period of time. Let’s now discuss some unique custom audiences by using UTM parameters if you haven’t done so before. If you want more relevant and targeted upper funnel audiences to reach create a fake UTM parameter in the ad level, such as UTM underscore odd, we use this for the respective audiences and tag them with something that we will understand. We typically create a key with abbreviations in a spreadsheet so that it doesn’t make any prospects uncomfortable if it shows up in the URL string, and it doesn’t give our competitors insight into targeting. In this example, we set up a custom audience for landing page visitors with this fake UTM parameter for a particular audience. In this case, homeowners and we targeted only homeowners in the ad set, so we knew exactly who they were rather than grouping them with another, you know other targeting options. And since we don’t know what targeting options will be available in the future as Facebook often removes and adds native audiences. building these out can help give you some leeway to strategize other targeting tactics if a fruitful native audience goes away for you. So give this a try. See how they do take take advantage of Facebook’s targeting data with new ad sets use look alikes for using UTM s for prospecting and use custom audiences for retargeting. Next, let’s cover how you can leverage the forecast into helping boost conversions using weather based targeting automation tools. What is it? Well, weather based or weather based targeting is a way to create and set up automated rules, which include activating and deactivating your ad sets if and when certain temperature or weather system criteria is met. You can also set up whether automated rules use the commodify your bids. It also works on Google if you’re running ads there, and you can change creative assets to best resonate with weather in your target location. With some of the third party services that are available to set up for these automated rules, you will typically set up your Facebook campaigns, ad sets and ads as you typically would in ads manager. Though keep in mind when you’re setting everything up that you’re speaking to the weather in a particular audience that is seamless across the ad copy for your creatives and to your landing pages. So you can quickly drive those conversions while the weather is really impacting somebody. We are affiliated with weather ads.io but we use them for some of our client accounts to set up weather automated rules. And when we set them up, we publish the campaign sets as are the campaigns as active but how the ad sets within are usually paused. So that way when the criteria is met, it triggers them to turn them on.
Unknown Speaker 12:33
What’s great about weather targeting services is that you can target for different types of weather, you can target by temperature and Celsius or Fahrenheit. You can also target ads if the weather event or type took place in the last seven days is what is taking place currently, or will be on the forecast in the upcoming seven days. Like most platforms they have automated rule setup and the service is always also have qualifier options where you can select equal or less than two for temperature equal to equal or greater than. So depending on what makes most sense for you, you can set these conditions up to show that when they’re met, your ads will show or not show. In addition to temperature based targeting just about every weather type is available within these service providers. Typical options for weather targeting you may see our rain snow cloudy, hailing Blizzard tornado, as you can see on the list, I think they have everything covered. Set up a simple However, there are some caveats if you do try this out for any clients or you know, businesses that you work for that might benefit from weather targeting. But weather attorney will restart the Facebook learning phase every time they activate. So I’ll typically we don’t want that to happen as it can disrupt optimization and performance. We haven’t noticed a significant enough impact to discontinue using these automated rules for some of our accounts, if not most of them. When it comes to custom location targeting Facebook only allows up to 200 Custom locations per ad set which can make the setup process a bit more time consuming. What this means for you is that if you want to target the US as a whole, you will need to set up 17 ad sets that will not exceed 200 locations each. If you try weather as they do have a very helpful resource on their site that shows how many locations are in each state. And that if you want to target the USA as a whole, they list a grouping so that you don’t exceed the maximum locations per ad set. Using the combination of weather based automation rules paired with your audience targeting geolocation, ad copy creative and relevant landing pages should give you boost and conversions, regardless of what they might be. So if that’s something that might be useful for you check that out. Next, let’s discuss one of my favorite and incredibly well performing Instagram Stories ads targeting tactics. Instagram stories, ads, polling stickers, another mouthful of a phrase, but this feature is heavily underutilized and is incredibly effective, effective as an upper funnel targeting tactic for a variety of reasons. They give you a better understanding of product or service preferences. They gather insights for future product development and campaigns. You can use them as Intel in understanding pain points that you can resolve for your customers. You can use them to start conversations about your brand and your campaigns. And they will increase your ad engagement rates. And ultimately they will increase your ad engagement audience size for retargeting campaigns where you can target users based off of their past ad engagement or their organic post engagement but here we’re using for ads. So it’s a quick inexpensive fruitful way to feed your funnel and your bottom line. If you haven’t done so yet and retargeting campaigns test retargeting to people that have previously engaged with your ads on Instagram over the last X number of days. Then serve them some retargeting ads across Facebook and Instagram to maximize your reach and results. And here are a few fun examples. They don’t have to be anything complex, as we can see here, something simple yet on brand, so users can click one of the two poll options will do the trick. Whether there’s a poll option, like the staples add to the left, where they asked what is the right way to hang toilet paper, which is also very timely given how people were hoarding it at the beginning of COVID to asking people about their preferences about an upcoming event like CMA fest or maybe a conference that they’re going to or maybe a podcast or webinar and which product or color, they might like better looking at this West Elm ad on the right, whether you want yellow, or blue, or maybe other products that you have. Alright, so now let’s review one of our client examples from the top of the funnel and see how we use them for Instagram pull ads to the bottom of the funnel. So here’s our custom window insert client into Windows. A goal for this particular client is to acquire leads and we do this by enticing our target audiences to complete a lead generation form on their website so that they can receive a free estimate for their window products. Once lead comes in, and they’re dedicated in house sales team reaches out to prospects and then a sale is made. In our Instagram Stories pull add, we ask what type of outside noise bothers you most inside your home with pull options for traffic or people? We created a background video so you can do images and videos on the background of these to showcase people in cars to visually compliment the copy and the poll question. This gives us until about heightened awareness of toys problems as more people are home these days and it gives us geographic insights as well as to what noise issues people deal with in the various places that they live.
Unknown Speaker 17:19
Using this work around to drive inexpensive brand awareness, traffic and engagement, we ask people to answer this timely relatable question. And as we can see, this is a quick method to get users to engage with the brand. And since we’re able to add a landing page URL, we can accomplish a secondary goal here by also offering a landing page for them to get to to learn more about us to get them tagged by our pixel since we’re sending them to the site and to drive more leads either at this step or lower in the funnel. And we use brand awareness as a campaign objective since the engagement campaign objective is not currently available for this placement for Instagram stories. Plus a brand awareness campaign is typically lower in cost. And in terms of cost what you may be able to expect, we’re getting currently a seven cent cost per ad recall lift. In terms of cost per volt have provoked, we’re paying 14 cents, which you too should find much lower than other acquisition methods of getting new users into your funnel. When it comes to CPC is there is a little downside here as they are higher but that is because our goal here is not clicks. So naturally we’re going to have a lower click through rate and higher CPCs since we’re trying to get awareness here but people are act taking an action. While we’re generating clicks as a secondary goal here they are about two to three times more expensive as CPC as we’re seeing in other upper funnel website traffic campaign objectives. Another reason we see higher costs here is that Facebook recommends ad placement liquidity which means that your ads will typically perform better if they run in at least four ad placements per ad set. This will give the algorithm more options to serve your ads, this reaching more people and lowering your costs. And while that’s great this does and it doesn’t apply here as we can only use the Instagram Stories ad placement in order to use polls. If you do want to lower your costs in this type of placement tactic to feed your funnel with new audiences. test out broader and different audiences maybe questions and poll response options. The placement of your poll sticker on the creative itself, different background creatives, whether it’s video or static imagery, and play around with the ad copy and see if it performs better than add more budget and you can help that can help further lower your cost over time if it performs well. And to recapture poll engagement users we then set up retargeting campaigns across Facebook and Instagram to retarget users that engage with our Instagram post or add last x days. This is similar to what we discussed earlier when covering the iOS 14 update as it relates to AD engagement retargeting as a workaround. But we are able to specify which post or ad we want to retarget these engage users for we noticed that since running pull ads higher up in the funnel, these retargeting audiences have seen a boost in having their audiences filled with more users. Maintaining a low frequency and generating leads at a lower cost than some of our other retargeting campaigns. If you haven’t run an Instagram stories, pull ads to Yet, we’re not it’s easy. So let’s quickly cover how you can do that. So inside your selected campaigns ad set level only select the Instagram Stories ad placement. If you select any others, even if it’s Facebook or messenger stories, the poll sticker feature will not appear in the ad level at this, at this time, Facebook doesn’t have a Facebook stories one, but that’s alright as most of the views are Instagram Stories given their higher viewing rates these days. And when you’re ready to create your interactive poll ad, head over to the ad level and check the box for add an interactive poll located under the call to action button, as we can see here. And once you do that, the customization box will expand where you can add your poll option and the to your question and the two poll options. Play around with the size and the position of the poll sticker before publishing to make sure it’s not covering any important text, any part of your creative that you want seeing your logo or that doesn’t lie outside of stories margins and gets cut off. And once you run your poll for enough time, you’ll naturally want to see the responses right, but where we find the results. So while one would think that poll results have included reporting, they are not they are a little buried. So let me show you where you can find the results of your polls to save you some time digging around. So if you go to the ad name and you hover over the pole ad and the view charts link little prize will appear here. So click that. And then scroll all the way down to the bottom when the window opens and your poll interactivity results will be located here, you’ll be able to see the total reach the total number of poll responses and the totals and percentages of each of the two poll options. And that’s it. So thank you for your time and for tuning in today. I hope you found this presentation interesting and that it will be helpful for your campaigns.
Unknown Speaker 21:49
Thank you so much. It was astounding. Thank you. You have a few questions here. First one is what is the name of the supplier for weather cast?
Unknown Speaker 22:05
So for that one, we use weather ads.io
Unknown Speaker 22:08
Okay. Weather ads dot I’m gonna type that into the chat box.
Unknown Speaker 22:18
Unknown Speaker 22:19
Oh, somebody did. Thank you. Next question is from me, is how have you found the performance of Instagram for b2c e commerce
Unknown Speaker 22:37
for b2c a really great also for b2b as well. It just depends on who your audience is, you’re really making the messaging and the creatives Connect. With Instagram being such a visually appealing platform, just make sure that you’re trying to showcase something that might be interesting, relevant or entertaining to your audience, and just complement that with your ad copy. And, you know, most most times like to save some people to your website, so you can then kind of own that person rather than keeping them on Facebook or Instagram. Sorry.
Unknown Speaker 23:13
Next question is also for me, which is quite a while ago, maybe a couple of years, Facebook kind of tightened up their targeting and eliminated some targeting options. I think could it could have been in order to adhere to one of those new policies did have long acronyms. But I think it was essentially to make sure that there was no personally identifiable information in in the targeting that could be divulged to the advertiser. So some, some experts, like yourself have devised work arounds to target some of the more obvious populations. Do you care to talk about any event? Sure, I
Unknown Speaker 24:16
think you’re possibly referring to when Audience Insights changed about two years ago with the whole privacy update. So we were previously able to import custom audiences and look at native ones and get more detailed information about who resides in those audiences based on different demographics, whether it was income, how they spend their money, where they live, their education level, their interests, we can still get that to an extent for some, some audiences but it’s definitely changed the last two years. So we’re, we’re a little blind and how we can understand as much as we can from people but I think that one thing that we do for a lot of our clients is we’ll have little quick surveys at the end of Conversion on their website just to get a little more information if the customer is able or willing to give that up, because we can’t get that from Facebook, and we can kind of try to put it together whether, you know, where did you find us from our, you know, where do you live or, you know, different types of information that may be helpful to that particular account. So they’re small workarounds, but we definitely have lost a lot of insight.
Unknown Speaker 25:22
Gotcha. Well, thank you for that. Let’s see, another question is the AU d equals UTM? parameter is for privacy preserving interest. You weren’t. He wasn’t 100%. Certain about the usage? Could you elaborate on that?
Unknown Speaker 25:41
Sure. So two years ago, this was kind of when it started, where we lost a lot of targeting options. So the example is first for homeowners. And that’s no longer available in Facebook. But we have a client that does home based services, that’s really important to us. So before that option went away, we added the UTM underscore odd parameter. So anytime we targeted people with one interest, and then people would click on that add that UTM Parameter Parameter would load. And then we can create a custom audience of people that hit that UTM parameter. So we would know that this is that audience, and then we could create look alikes off of them, which were very effective in terms of finding people that are like those native audiences. So once that went away, that that custom audience kind of held us over for the next several months.
Unknown Speaker 26:31
Gotcha. Okay, last question. Now, I want to remind the audience that you can ask questions even after the session is over, and we will try to answer answer them during the panel discussion. Last question is after after the iOS 14? update? What are the what are the recommendations again? And how do you counteract this affecting conversion reporting? And should we run separate ad sets for Android and iOS devices?
Unknown Speaker 27:11
I’m still trying to figure that out myself. When it comes to the first question for countering the effect of conversion reporting. One thing we’re doing is those post conversion surveys on customer or client websites, so asking where they came from. So then that way, we can start seeing what percentage of people came from Facebook or Instagram if we start losing that tracking ability. We’ve been doing that for a few weeks now. And we’re starting to get a general idea of how many people actually do come from Facebook and Instagram compared to other sources. So that’s one way that we could kind of take those ratios and maybe apply them when we see a change in conversions. It might be harder for a new account, because that lack of historical data when it comes to separate ad sets, that’s actually a great question. I think that that’s a smart idea. You might want to do Android and iOS, excuse me, iOS and see how that that fares. I know that typically, it’s better to keep them bundled together unless you’re doing an ad based campaign where you do need to separate those out, but test it out. See how it does, I might do that as well.
Unknown Speaker 28:15
Gotcha. Okay, well, will you be back for the panel discussion?
Unknown Speaker 28:21
Unknown Speaker 28:21
Excellent. Okay, thank you. Appreciate you so much, everyone. Just a patient.
Transcribed by https://otter.ai