Facebook Marketing Part 1: Ad Objectives and Strategies

Well hello and welcome to Episode 47 of Aftershock Weekly. This week, we’re going to start a part of a two-piece series on Facebook advertising. First, we’re going to talk about this week the different types of Facebook advertising. You have Awareness, Consideration, and Conversion.

Awareness is all about branding, right? So you’re just trying to create awareness about your brand, get yourself out there in front of people that could potentially use you at some point, but there’s not a specific message to try and get them to take an action. So you’re trying to get more page likes, you’re trying to get your brand value up and in front of people with a high frequency.

Next is consideration. With consideration, your options are lead generation, and you’re trying to drive traffic to your site and get them to turn into a lead that hopefully will eventually turn into a sale. So the consideration phase are people that you’re trying to identify that are looking for your product or service now, and that you can now take them down the sales funnel to turn into a lead.

And lastly are the people further down in the funnel that you’ve identified that you want to turn into conversions. So you want to track sales, you want to track not only leads that convert on your website by putting a pixel on the site, but show the sales that came from it so that you can say I spent X amount of dollars on my advertising, and it turned into X amount of dollars.

Now there’s different tactics with each one of those that you can run. There are what’s called Carousel Ads. Carousel Ads have multiple different pictures and you can have a different message, you can also take people to different destinations on your site. Let’s say you own an online jewelry store and you wanted to advertise rings, you wanted to advertise watches-both male and female. You could create an ad for each one of those, and as people are scrolling down they can thumb through and see those different products that will take them to that different page on your site.

Then there are static image ads. We found for lead generation that static image ads typically work the best, meaning that we say hey, here’s specifically what we’re trying to get you to do-maybe it’s a seven-day pass, maybe it’s 20% off an order-and click here for that. Static images typically outperform the next one, which is video.

Now, video is great for engagement. People do tend to watch the video longer than looking at a static image ad, because there’s more going on, there’s more to engage with. But as far as taking them to an action, video is not as good as a static image ad. Where video really shines, though, is let’s say that you have a unique product that you’re trying to show off, and video allows you to do that. Let’s say that you’re a health club with a unique take on things. Let’s say you have a jewelry store and you want to walk people through your entire inventory, rather than them scroll through a thousand pictures, you can use video to showcase all the inventory that you’re looking to sell. There’s a lot of cool things that you can do with video, and you can also get very specific with your targeted audience on video.

You can show them specific videos based on their interests, based on their demographics, and these are some of the things that we’re going to talk about in next week’s episode, when we go on to best practices and targeting. So with that, thanks for tuning in, and we’ll leave you with a quote.