3 Facebook Ad Strategies That Aren’t as Popular that can give you an edge over your competition
Facebook is the most-loved social media platform around the check now globe. It not only has the most users of any other social media platform and also boasts the most equitable age distribution and is also the most used of social media applications.
This is why it’s a top-rated platform for advertising. We have a great alternative strategy to take advantage of the challenges we face because of privacy concerns: targeting ads based upon on-platform Engagement. These types of campaigns weren’t as effective as conversion or website traffic campaigns in the past. They’re now the hottest new kids on the block. Find out what they are and how to utilize them to gain an edge over your competition.
Why on-platform Facebook Engagement?
It’s no secret that the online advertising industry has changed over the past couple of years, mainly to privacy concerns for users and tracking by third parties. It doesn’t matter if it’s GDPR or recent iOS changes; it’s becoming harder to monitor the behavior of users and Facebook Campaign performance.
One method to lessen the pain that you’re experiencing due to the limitations you face is to harness the potential of Facebook as a platform and the user engagement that it offers (it’s included in our post-iOS List of Facebook methods).
If the user has signed any of the terms and conditions to use Facebook and there is no third-party tracking involved, all activity and engagement data are 100% complete and precise.
It’s not the only option for bringing visitors to your website. However, I’d argue that the on-platform Facebook engagement still has an important place in your marketing plan for online.
With that in mind, this is how you can make use of Facebook engagement to boost your marketing.
Strategy #1: Focus on engagement campaign goals
A key thing Facebook does well (in my view) is helping you improve your goals by defining its campaign objectives. Every time you start your brand new campaign, it is essential to inform Facebook about what you want to achieve, and they set out to accomplish it.
Here’s the complete set of campaign goals at the moment:
- Awareness Brand Awareness as well as Reach
- Conversion: Conversions Catalog sales, store traffic
- Facebook ads campaign goals
1. Engagement campaigns
The primary objective the most focused on Engagement is”you guessed it,” Engagement. It is part of the “Consideration” category of campaign goals.
Facebook ads – post engagement
With this type of campaign, you can choose to focus on posts that are liked by a user, page engagements, or even event responses.
The objective is for users to be prompted to perform specific actions on the website through actions hosted entirely on Facebook and draw on Facebook’s interaction metrics like shares and likes, likes, reactions, comments, etc.
2. Campaigns for video views
With the Video View campaign, you can optimize them to either ThruPlay or for 2-second per second views on your video advertisements.
While it might not sound like a lot, consider how long you’ll be watching the advertisement’s video posted on Facebook and Instagram. Do you see the average of less than or more than 15 seconds? I guess that it’s under by quite a bit.
However, those you spend more than 15 seconds on can be quite intriguing to you. Make the most of this behavior among those who belong to your market, and make sure you maximize the value of your investment by including the most important details at the start of your video. This way, even if people don’t take 15 seconds to watch the video, you’ve made an impression.
3. The messages and campaigns
Beyond posts and page engagements, You can also use Facebook messages to start or rekindle conversations with other users on Facebook.
Facebook ads – Messenger ad set up
Consider this a chatbot that can directly communicate for your business without adding hassle by directing someone to your site.
You can also select which platform you’d like to talk on Messenger, WhatsApp, or Instagram Direct.
If your clients want to connect with them, make it easy to do so. PPC Expert Brett McHale tells us how to make Messenger ads in this article.
4. Lead generation campaigns
Similar to message ads, you can use Lead Gen forms to gather the details of users directly from Facebook without the need to visit your website before taking the form.
Facebook ads – Lead Form custom audience configuration
Lead generation firms offer various options to customize they can be customized. They are so customizable that it’s not logical to list every one of them in this article. You can find out how to tailor how you use your Facebook leads ads by clicking here or viewing this video. However, for the present, it’s crucial to be aware of this: Facebook lead ads offer the following advantages:
Users can complete forms without having to quit Facebook.
The lead data can be integrated directly into the CRM system or your marketing automation system for connection to workflows.
In general, Facebook lead generation campaigns are among my top ways to reach out to the users of Facebook and offer many benefits for almost all companies. In addition that they can help create first-party data at a time, which makes third-party data less accessible.
Strategy #2: Retarget page-engagers
Retargeting on Facebook doesn’t only apply to visitors to websites. It is possible to retarget people who have visited and stayed engaged with your Page. If your site has engaged someone, that individual is more valuable than those who haven’t. Theoretically, you don’t be required to introduce them to your brand anymore. You can now concentrate on creating a bond with them, the same way you would a person who visits your site.
For visitors to websites, We create audiences for websites and target individuals who have been tagged by the Facebook pixels (which, as we all know, has diminished in its effectiveness).
With the Engagement audience, We can retarget users not just if they’ve engaged in your business on Facebook (or Instagram) but also how they were engaged.
Facebook ads – choose a custom audience source.
The following List outlines the various types of audiences you can build on Facebook. The first group is likely to be based on your sources. There are four lists total comprising Uploads by customers, Website visitors, app activity, and offline activity.
The section at the bottom (“Facebook sources”) The top section (“Facebook Sources”), which is more extensive, contains the complete List of sources of audiences that are only engaged. There’s plenty! I also address the use of the sources I mentioned in my blog post on Facebook ads in a data-driven world.
- Lead form
- Instant experience
- Instagram account
- Facebook page
- Facebook listings
Depending on the types of campaigns you’re using from the preceding two sections or how you’re engaging with your audience organically through Facebook, You’ll need to consider various sources. To create lead generation ads, it’s possible to make lists based on the number of those who have viewed the form, viewed and completed the form, or clicked on the form and didn’t submit it.
Facebook ads – Page behavior with a focus on
Then you can create groups that are populated by users who meet specific criteria such as:
- People who like (or follow) your Page
- Everybody who viewed your Page
- Anyone who has visited your Page
- Anyone who has engaged in any way with a post or advertisement
- Anyone who clicked on any call-to-action button
- People who have sent an email to your Page
- People who save their Page or any other post.
- You can either target them to nurture or block the recipients to ensure that your content is specific to your target group of people.
Treat these audiences the same way you would your site users. If they’ve visited your website but haven’t bought items from your store or website, perhaps you can send the Catalog campaigns to get customers to buy. If they’ve liked several of your content or watched some videos, send them a lead generation form to sign-up for your newsletter. It doesn’t matter that it’s on Facebook and not on your site does not mean that it’s not an action that can be used to gain an advantage.
Strategy #3: Extend your Reach by using similarity
We’ve talked about how to create Engagement with campaign objectives and then retarget those who took the actions.
How can we use these same lists of users to find new clients to target?
Facebook’s bread-and-butter targeting option, called lookalike audiences, lets you use almost any List of audiences you want to create and identify new users like those on those lists.
If you’re getting good results from users who like your Page, you can create an identical user and then target the same way in a brand new campaign or ad set. This means that you’ll target people similar to those on your Page, Like the audience, but you’ll see the difference in their performance from the original List that included Page Likes.
One cautionary note about this strategy is funnel construction and patience.
If you’ve worked for a long time to create an extensive list of people who are a fan of your Facebook page by providing relevant content and Engagement with the community (Facebook marketing in the simplest terms), Retarget customers with a purchase from a website and if the ROI is substantial. You consider making a Lookalike of the Page Likes, and doing precisely the same is a good idea to follow.
No, and yes.
While we’d like to use our Page Likes Lookalike to help increase our followers, don’t forget the brand connections you had with your users before pushing them to buy.
Facebook ads – engagement types
Instead of creating a Page Likes Lookalike and sending them directly to a bottom-funnel call to take action, it is better to use the Lookalike to create real Page Likes from that audience initially and then retarget them according to the second Engagement.
This method is more time-consuming than just jumping straight to the end of the funnel. However, online marketing isn’t easy to bypass an effective branding strategy and a strong connection with customers. It’s a good idea to use it to fuel it.
On-platform interactions are returning — make use of them!
For a considerable period, when it came to interactions on platforms, the ones that brands enjoyed with their customers were not considered in favor of an easier, more valuable way to earn money with web marketing and conversion campaigns. While they still have a role to play in almost all customer journeys, they shouldn’t be the sole thing you’re focused on. Make use of the online platform for your benefit. Learn how it influences your customers’ buying habits and how you can leverage it. I’m sure should you take this approach in the next few years, you’ll be able to get an edge over your competitors and, most likely, stronger ties with your customers.
Use engagement-focused campaign objectives
Retarget page engagers
Increase your Reach with like-minded people