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Friday Facebook Ads Tip #15: The Reach Objective
The Reach Objective an often overlooked and perhaps misunderstood objective.
The intelligence of the Facebook algorithm and its ability to find the people most likely to take your desired action is incredible, but it can mean that your ads are shown to some people multiple times while never being shown to others in your audience.
The algorithm has good reason to choose these people and as more people take your desired action, it becomes even better at identifying the best people.
But what if you are certain you want everyone in your audience to see your ad? As I mentioned in my video, if for example you have an ecommerce website you might want to retarget everyone who recently added a product to your cart but didn’t purchase. Perhaps you would like to offer them a discount to entice them to come back.
You might be tempted to create an ad with a conversion objective, but there’s a good chance it was an ad with a conversion objective that brought them to your site in the first place. If that was the case then you already know that Facebook considers these people to have a high chance of converting so you don’t need to optimise for it again.
By using the reach objective, you will ensure that as many people in your audience as possible will see your ad, and unlike other objectives, you have the added benefit of being able to set a frequency cap to ensure your ad isn’t shown repeatedly to the same people.
I recommend starting with a frequency cap of once in every 3 or 4 days so people will only see your ad about twice a week.
The reach objective can also work well for local businesses where you know your product or offer is highly relevant to your target audience but doesn’t require an online action.
Hi there! This week I want to continue talking about the objectives for your Facebook and Instagram ad campaigns. and I want to focus on the reach objective.
Unlike other objectives, where the algorithm is trying to show your ads to the people most likely to take your desired action, with the reach objective, the algorithm is trying to show your ads to as many people as possible within your target audience.
So where this works very well is if you have a very defined target audience. For example, if you have an audience made of people that have added products to the cart on your website but haven’t made a purchase then you might want to show them an ad to remind them to come back.
But rather than let the algorithm decide who the best people are to show your ad to, you want to just make sure that that ad is being shown to as many people as possible. So to do that use the reach objective. All of the best, and see you again next week.
Friday Facebook Ads Tip #14: Choosing the Right Objective for Your Ads
Currently, Facebook gives you a choice of 11 different objectives when setting up a new campaign.
They are Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages, Conversions, Catalogue Sales and Store Traffic.
Most of them are easy to understand but there’s a few where the use cases are a little less obvious.
Just because you understand what an objective will achieve doesn’t always mean it is the right one for your ad campaign.
And even if you have become accustomed to using particular objectives, you always need to ensure they are aligning with your business goals.
For instance, if you use Engagement as your objective you might be very happy with all the likes, comments and shares you receive, but if your ultimate goal is to make sales then maybe the campaign’s performance will not have been so successful.
Remember when you choose your objective, Facebook shows your ad to people who are most likely to fulfil that objective. Certain people are very likely to engage, while others are much more likely to buy.
As well as understanding the goals for your business when setting up your ads, you also need to take time to develop a strategy for a sequence of ads.
Facebook groups the objectives into three categories – Awareness, Consideration and Conversion and it is quite likely that your strategy will need to include ads with objectives from each one, or at least two of the three.
I would encourage you to take some time to understand each objective and test some of the objectives you haven’t been using.
Hi there! This week I want to continue talking about the objectives for your Facebook and Instagram ad campaigns. But what I want to do is I want to step back a little bit and I want to help you to be able to decide on the right objectivefor your ad campaigns.
It can be a little bit confusing because there’s quite a few objectives to choose from and often people just continue to use the ones that they’ve always used.
But what you really need to do is understand what the goal for your business is when you’re setting up your ads. Once you understand that, it can become a a little bit more obvious which the right objective is.
And secondly, if you understand where within a sequence or within your strategy that the ad fits, so like are you going out to a cold audience or are you retargeting an engaged audience? Then it also helps you to understand the right objective.
So, take some time to think about the various different objectives and where they can fit in for your business. That’s my tip for this week, all the best and talk to you again next week!
Friday Facebook Ads Tip #13: Optimise for Landing Page Views with the Traffic Objective
If you want to get people to your website or landing page and you don’t want to (or can’t) optimise for conversions, then optimise for traffic.
But if you’re optimising for traffic, then you actually want the people to get to your page.
Unfortunately, by default the traffic objective is only optimising for link clicks which means the algorithm is finding people who regularly click on links – but it doesn’t mean they will wait for the site to load!
However, there is another option within the traffic objective to optimise for “landing page views” which is what you really want.
It might sound like pretty much the same thing, but look at any campaign with this objective, and you will always see a higher number of link clicks compared to landing page views.
Then you might be wondering why you would ever optimise for just link clicks…
…and the answer is because you might be linking to a page you don’t control where you can’t place your Facebook Pixel, such as an event booking page on another website.
If you need any help with getting this set up or have any other questions about it, then feel free to drop me a line 👍
Hey! This week I want to talk about the Traffic objective. When you are using the Traffic objective for your Facebook and Instagram Ads what you are essentially asking Facebook to do is find the people that are most likely to click through to your website.
But there is one important thing you need to remember when you are setting up your campaign and that is that by default it’s set up to optimise for link clicks which means Facebook is just looking for people that will actually click on your link. but that’s not saying that they’ll wait for your website to load so you want to make a change so it’s optimised for landing page views.
But just remember, for that to work you need to have the Facebook pixel installed on your website. So you might want to look back at the first video in my series to learn more about putting the Facebook pixel on your website. That’s my tip for this week use landing page views instead of link clicks when you’re optimising for traffic. All the best and see you again next week.
Friday Facebook Ads Tip #12: Choosing Your Video Campaign Objective
Choosing the right objective for your Facebook and Instagram Ad campaigns is not always as easy as it seems.
You need to remember that when you choose an objective, Facebook is going to show your ad to people most likely to take the action required of your objective.
But that doesn’t always mean they are the best people to show your ad to from your perspective.
In the case of video ads, by choosing Video Views as your objective, the Facebook algorithm is going to prioritise showing your video to the people in your audience who have a history of watching videos.
However, if you choose Conversions as your objective your ad will be shown more to people who have a history of taking action and converting.
Getting a lot of video views can feel great but just remember it might not be the best objective to help you achieve your overall goal.
Even if only trying to generate awareness and create an audience to retarget (based on how much of your video people watch), it is often worth testing Engagement as your objective instead of Video Views.
Hey! This week I want to continue talking about video ads. What I want to talk about is the objective to use when you set up your video ads. Now it might seem obvious that you use video views as your objective but actually what you have to remember is that when you are using that objective what you are asking Facebook to do is find the people that are most likely to watch videos
There’s a lot of people that will watch videos but take no action. So you’ve got to think carefully. In some cases actually going after engagement as an objective can work out better so I would recommend that you test that
But, in particular, if you are looking for people to take an action like especially if you are retargeting an audience then you’re going to be much better off using conversions as an objective.
You might get far less video views but you will get far more conversions. So just think carefully when you are setting up your video ads. All the best, and talk to you again next week!
Friday Facebook Ads Tip #11: Use Videos to Create Custom Audiences
A video ad is the perfect way to showcase a product or explain what you offer.
Of course, as with any ad, not everyone that sees your ad will be interested, but that’s where video has a huge advantage.
With your Facebook and Instagram video ads, you can see how much of each video people are watching.
You can then use these stats to create multiple custom audiences to use for future ads and for building lookalike audiences.
Although it can depend on the length of the video, I usually recommend creating audiences with the people who viewed more than 50% of your video.
If your video is reaching a large audience then it is also worth creating audiences of over 75% and over 95% and testing the results when you retarget these groups separately.
However, when doing this just remember to also exclude audiences from your ad sets.
For example, if you want to show your next ad to everyone who watched between 50% and 75% of your video then you will need to create an ad set targeting your 50%+ audience and excluding your 75%+ audience.
As always, if you have any questions or if you would like to know more about how to set this up then feel free to send me a message or book a free strategy call through my website.
Following on my last tip which was about video ads, I now want to talk to you about creating custom audiences based on the amount of (or the length) of your video that people have viewed.
So for example you can go and create a custom audience of all the people that viewed 50% or more of your video. And you can then use that to show them follow on ads. Or you could also use it to create a lookalike audience to find similar people to show that same ad to.
So that’s my tip for this week – use your video ads to create custom audiences so that you can then retarget the same people with further ads. All the best and see you again next week.
Friday Facebook Ads Tip #10: Make Longer Videos
Video ads are powerful but don’t believe the BS about short attention spans. If your targeting is right and you use good messaging then people will watch your video for longer than many “experts” will tell you.
Not only does a longer video give you an opportunity to get a clear message across, but a huge added benefit is that it helps differentiate between the people who watched very little of your video and the people who watched all or almost all of it.
That then makes it much easier for the Facebook algorithm to find more of the right people to show your video to.
And, as I will discuss next week, it will be a great help to you with finding who to show your future ads to.
While Instagram has a limit of 60 seconds, if you are talking about something very beneficial/appealing to your target audience, and your video is engaging, then don’t be afraid to make a much longer video for Facebook-only ads.
Remember, it’s about getting the right people to watch your video, not getting as many people as possible to watch the full length of your video!
It’s time to start talking about video ads. Video ads are arguably the best form of ad to use on Instagram or Facebook.
However there’s a little bit of confusion around the best length of video to use in your ads. Many people will say they should be short because people don’t have a long enough attention span (so keep it to 15 or 20 seconds).
But that’s not right because, unless it’s just purely for branding reasons, if you actually want people to take some action then you need to give them some more information.
So make your videos longer so that they can decide whether or not they’re interested, and also the Facebook algorithm is going to show the video to more people that are similar to those that actually watched all of or the majority of your video.
So Instagram has a limit of 60 seconds and I would encourage you there and on Facebook to use about 50 seconds, or even more if it’s only a Facebook ad. That’s the tip for this week. All the best and see you again next week.
Friday Facebook Ads Tip: Use Longer Text in Your Ads
When people are browsing Facebook or Instagram they are reluctant to leave.
So if you are going to ask them to click on the link in your ad to bring them to your website it better be worth it!!
But how will they know it’s going to be worth it?
Give them enough information in your ad to let them know, that’s how.
Believe it or not, if a first glance at your ad gets someone’s interest and the opening lines of your text make sense to them then they will actually take the time to read on.
Keep them engaged and they will read much more than you might imagine.
Then if they do click they are a much more qualified lead than someone who clicks just because your one line of text sounded like “maybe” you have something that could be of interest…
And possibly the best benefit of all… when the Facebook algorithm tries to understand the common traits of the people who are most engaged by your ad and actually click your link, it will be much more effective at finding the right people.
PLEASE NOTE: It goes without saying that your text needs to be well thought out and well written. I use storytelling formulas for Facebook Ads which I would be happy to tell you more about if you contact me.
My tip this week is about the text that you use in your ads.
I want to encourage you to use longer text.
There’s a misconception that short snappy text works better in ads because people don’t have time to read.
But that’s wrong. It has actually been proven that longer text is working better.
And there’s a few reasons for this. One of the reasons is that people don’t want to click away so then if you tell them more information within your ad, it’s easier for them to make a decision.
And the other main thing is that Facebook is learning a lot from this. Facebook knows if someone stops to spend time to read your ad and it knows that particularly if it’s long enough that they have to click to see more of that text…
Facebook also knows that and therefore knows how to find similar people to show your ads to.
When was the last time you stopped to read the text on an ad or watch a sponsored video while browsing social media?
It’s very easy to become ad blind. As you stand in line in a supermarket and decide to take a quick look at your Facebook feed, you’re already primed to scroll that little bit faster when you see something that looks like an ad.
But what is it about the ads that get your attention?
Facebook and Instagram are places people go to take a little bit of time out of their busy days.
They go there for news.. for inspiration.. for a laugh… but they don’t want to see ads interrupting their precious and limited time…
Unless….. unless it is something that gets their attention in the same way posts from good friends or favourite brands/teams/influencers do.
Be Natural with your ad content..
Write text in a conversational and natural language. Say something that people identify with instead of boasting about the “amazing” features of your product or service.
Use real photos and imperfect videos.
Show the real you or the real personality, sentiment and honesty of your business.
Engage with your audience in a positive, natural, fun way and watch the results from your Facebook and Instagram Ads grow and grow.
My tip this week is about the content that you use in your ads.
So that could be the images, videos or text.
My tip is to make that content more natural.
You want it to blend in on Facebook and Instagram.
Remember that people are there to see what other people are sharing.
They’re there in their downtime and they don’t want to be interrupted by ads.
So if they see your ad and for them to take notice you want it to actually blend in.
You want them to be able to identify with it and for them to feel that it’s something very natural.
So therefore the images don’t need to be absolutely perfect and for the videos, it’s actually better that they’re not totally professional looking.
And make the text read well and read more naturally like a post that one of their friends would be sharing.
So that’s my tip for this week – make your content more natural.
All the best and I’ll see you again next week.
What if carefully defining your Facebook Audiences is actually having a negative effect on your ads?
When comparing advertising on Facebook and Instagram to other platforms, the targeting options available is one of the major advantages.
It’s amazing how specific you can be in terms of demographics, interests and behaviours.
However, by getting so specific, it can often leave you with very small audiences.
They might work well in the beginning but you will quickly run out of people and your frequency rates will get very high.
And how certain can you be that you are choosing the best people to target?
Believe it or not, because Facebook knows so much about its users, the algorithm can do most of the hard work for you.
Based on your ad and on the people engaging with your ad, the algorithm will know who to show the ad to and over time it will learn even more.
So my advice is to use larger audiences in each of your ad sets (even combine similar audiences if necessary).
Aim to have one million people in each ad set and even if you have a niche product or local service still try to get your audience to at least 400,000.
Be patient in the first 2-3 days while the algorithm is learning and then watch it work it’s magic!
The size of your audiences matters a lot.
Even though you can choose different interest groups and demographics to refine your audiences you don’t know for sure who the people are that are going to interact with your ads and therefore, hopefully, essentially buy your product.
My tip for this week is to keep your audience sizes larger.
The reason for this is because the Facebook algorithm is so smart that even if you target your ad to a large audience the algorithm can quickly figure out from your ad, and from the first people to interact with your ad, who it should be showing the ad to.
So that’s my tip – go ahead and make larger audiences.
Aim for them to one million people.
Knowing exactly who to target with your Facebook and Instagram ads can be quite a challenge.
Yes, you know (or think you know) about the demographics and interests of your existing and potential customers but it is often easier said than done to be able to target those people with your ads and avoid wasting money on people who are not interested in your business.
Testing multiple audiences will help, but what if you could tell Facebook to find the people who are most similar to your existing customers?
That is precisely what Lookalike Audiences can do.
As I said in this video, if you create a Custom Audience of people who made a purchase on your website (or took any other positive action such as downloading an ebook, registering for your newsletter, adding a product to the cart – or even just visiting your website or engaging with your posts) you can then use that audience as the seed audience for your lookalike audience and as a result, show your ads to the people who are most similar to those people who interacted with your business in a positive way.
This is gold when you are trying to scale your ads without losing the accuracy of your targeting.
When setting up a Lookalike Audience, I recommend that the base Custom Audience you are using contains at least 1,000 people.
In terms of the size of the audience and how similar it will be, you will have a choice of between 1% and 10% of the users in your target location(s).
So, for example, if you want to target people in the United States, and you choose to create a 1% audience you will have a Lookalike Audience of 2.15 million people (1% of the 215 million Facebook/Instagram users in the U.S.)
These will be the people who are most similar to those in your base custom audience, and as you make the audience larger, you will start including people who are less similar.
This week I have one more tip about creating audiences.
This time it’s a Lookalike Audience.
So what’s a Lookalike Audience?
Well, a Lookalike Audience is an audience that you can create based on a Custom Audience that you already have.
So let’s say for example you have a Custom Audience made up of people that have purchased a product on your website.
So what you can do when you go to create your Lookalike Audience is you select that Custom Audience and essentially you’re telling Facebook to go and find the people who are most similar to the people within that Custom Audience.
There are a few options in there as well in terms of how refined that audience will be – how similar they will be and therefore how small or how large the audience will be.
So go ahead and create a Lookalike Audience based on one of the Custom Audiences you already have and I promise you it will be brilliant for your targeting for your Facebook Ads.
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