What makes a successful Facebook campaign? The answer might surprise you. Tap into the insights of one of digital media's leading experts in my recent podcast. I sat down with Molly Pittman, VP of Marketing and Traffic Manager at Digital Marketer. Molly helps listeners gain an understanding about how paid traffic works and what they must do to optimize their paid Facebook campaigns. Listen to this episode to get answers to these questions.
Pittman firmly believes people can change their lives with skill sets that we all have the opportunity to develop. Digital marketing strategies are skills that can apply to anything and any business, and they are available to anyone. There's never been an easier time to start a business. Molly wants to remove the fear and help people change their lives. She's on a mission to help people who are tired of their nine to five job, and ready to build their dream business. Digital marketing is making that happen.
Advertisers must change their mindset about how paid traffic works. Paid advertising, including Facebook, is not a magic wand. There's no guarantee you are going to get money back from your investment. If you are thinking, "Facebook ads don't work," focus on your business. Facebook provides the best targeting opportunities, but your product/service has to be something the market wants. Paid traffic can't fix your business problem. If your ads aren't working, it's not a function of the ad platform. If no one wants your product, it's on you.
Consider this. Ten years ago, it took seven interactions with a brand before people bought your product. According to Google, it now takes 20 to 100 interactions. Why a change? Consumers are changing every day, and so is the digital landscape. It is extremely noisy, and consumers are easily distracted. Old banner ads provided a way to purchase something you might not have access to again. Today, consumers can research anything. They are informed and crave authenticity.
People say Facebook doesn't care. They just want your money. That's really not true. Facebook is focused on the user experience. Their values are built on knowing the needs of their users. They've designed an ad platform that is completely controlled by the user. Facebook is like a mirror for users. The content they see is a reflection of actions they've taken. That makes it easy for advertisers to collect data. However, they must change their mindset. Consider Molly's five tips for creating the perfect Facebook ad.
Molly starts with context. She wants to know what advertisers are selling. Then, she determines what mode they are in. The three mode are:
You must identify which mode you are in first. Then, get a basic overview of the numbers. How much did you want to spend compared to how much you actually spent on paid ads last year? For example, not spending what you intended indicates you had trouble scaling. Next, move on to your metrics. Molly looks at CPA numbers compared to volume.
Media buyers must be researchers and troubleshooters. Dive into the numbers and data, and find out why your campaign didn't work. Even if a campaign is not successful, don't consider it a failure. You just purchased a ton of data about your business and your market.
Media buyers must be empathetic. Be in touch with humans, and understand the customer journey. The more of a connection you have to other people, the better media buyer you will be. Even though it's digital, users can feel when something really speaks to them. If you don't have a connection, develop it. Read forums. Talk to people in the market. Even though buying ads includes a lot of technical work, you must connect and understand people.
Larger audience sizes for cold traffic and native ads are winning. Facebook doesn't need to be told who to show an ad to, so super small audience sizes are no longer needed. Facebook has more data than ever before, and they are using it to make the platform easier for users and advertisers. Especially after the Cambridge Analytica scandal last year, Facebook is focused on providing a great experience for end users. That's why they are weighing social proof so heavy.
Native ads allow you to generate social proof, and social proof is more important than ever. It's the most important metric. Ad copy that is backed by social proof will beat out a new ad no matter how much money the advertiser spent or how great the ad copy is. Focus on creating native content.
Launching a paid Facebook campaign is daunting. Start by looking at your business to figure out where you need optimization the most. What point in the journey does your business need the most help? Figure out where you need the most help, and build a campaign to address that problem.