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Oct

26

2017

How to Tell if Your Facebook Campaign Was Actually Worth It

Published by in category Daily, Facebook Ads | Leave a Comment

As of March 2017, Facebook had 1.28 billion active users each day, and over 85% of those users were outside of the U.S. and Canada.

With such a large portion of the world using Facebook, marketers everywhere know Facebook is an ideal place to reach and engage new audiences.

You’ve probably heard these stats before. After all, Facebook is a no-brainer for marketers. And if you’re trying to reach new audiences, you probably know paying for Facebook Ads is a great way to do that.

That said, knowing a channel is effective is far different from creating an effective ads strategy for your unique brand. With more and more marketers advertising on Facebook each quarter, its harder than ever to build a strategy that will stand out from your competitors and generate the return on investment (ROI) your brand needs.

But if you’re ready to start putting budget behind your Facebook advertising strategy, it’s important to fully understand how your ads efforts affect your business’ bottom line. Otherwise, how else do you justify your ad spend?

Fortunately, with help from Socialbakers, a global leader in social media marketing analytics, we put together a data-packed report and how-to guide to help you build a better Facebook Ads strategy, benchmark your success, and improve the ROI of your ad spend.

First, we’ll teach you how to calculate your paid social ROI so you can benchmark your ad spend against your industry and region. Then, use your calculations and compare them to the benchmarks in the full ebook. We’ll also help you create a strategy for your Facebook ad campaigns along the way.

Ready to set a killer Facebook ads strategy and get the latest industry data on social ROI? Get the full-length guide now.

How do you begin measuring social media ROI?

Why measure your ad spend ROI? It’s pretty simple. If you want your ads to make an impact on the rest of your marketing funnel, you have to measure what it’s driving and how much of a return you’re getting, which will ultimately frame where marketing dollars are best spent for future campaigns that drive the best results, leads, conversions, customers, etc.

Let’s look at an example. Say your cost of customer acquisition (CAC) is typically $100 per customer. Your boss wants you to run a Facebook ad campaign to generate new customers and gives you a budget of $1000. You run your first campaign and generate eight new customers from it. Was it worth it or not?

How to Measure ROI:

Measuring return on investment is pretty simple. You simply take the amount you spent (cost) and divide it by your returns*.

*The “returns” you’re measuring will vary based on your ad objective type. If your goal is to generate more leads, you divide your costs by the number of leads you generate. The same is true for customer acquisition ads, app install ads, website clicks, etc.

Screenshot 2017-10-16 18.01.48.png

 

In the above example, you’d take the amount you spent ($1000) and divide it by the number of new customers your generated (8). That would mean you acquired eight new customers at a cost of $125 per new customer. If your boss tells you your typical CAC is $100 per customer, you know that the return you got from that ad campaign is higher than your typical CAC.

ROI = Total amount of the investment / total return

If your ad campaigns are generating a lower return on investment than other strategies, it likely means you need to optimize your strategy to lower your costs. You can do this in a number of ways, like optimizing your ad copy or focusing your targeting strategy. Get more tips in this full-length ebook.

The example we just used assumed that you already know a benchmark to compare your campaign results to. But what happens if you don’t already have that information?

In this Facebook Ads Optimization ebook, we have brand new data that details typical ad spend by campaign type and region to give you a starting point for benchmarking the success of your ad campaigns.

Ready to get started? Download the ebook, “How to Use Data to Optimize Your Facebook Strategy” now.

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Apr

8

2017

The Facebook Ad Types: How to Choose the Best Ad Type for Your Goals

Published by in category Daily, Facebook, Facebook Ads | Comments are closed

HSCM - Lead Ad Types - featured image - blog post.png

Did you know that people in the U.S. spend 20% of their mobile time on Facebook or Instagram? And there are over 1.8 billion people using Facebook every month?

With so many active users, Facebook Ads are a no-brainer for any marketer looking to reach new audiences in a place where people are already spending a significant amount of time.

Facebook’s business platform has grown to be more and more sophisticated, giving advertisers more options to reach new audiences and retarget previous site visitors back to their brand. However, with so many different options, it can be difficult for advertisers to figure out which Facebook Ad type is best for any given campaign objective.

In this post, we’ll walk through each of the different Facebook Ad types and help you figure out which ads you should run for different campaign goals.

Special note: One ad type, Facebook Lead Ads, is increasingly useful for inbound marketers because it allows Facebook users to fill out lead generation forms directly within the Facebook app. 

Want to dive deeper into Facebook lead generation ads? We’ve put together a comprehensive guide on the Facebook lead ads type and how to use them. 

The Facebook Ad Types: What Are You Options?

App Engagement

App engagement ads are meant to generate activity within an app among your current users, or highlight app features before asking a new user to download. Here’s an example of an engagement ad below:

App Engagement Ads

While this ad example could be targeted towards new and existing users, the ad’s copy and call-to-action focus on specific features, which encourages activity within the app — rather than just a download or install.

App Installs

While app engagement ads are intended to highlight specific features to drive in-app engagements, app install ads are focused on generating new users. Instead of calling out specific features, app install ads are more likely to showcase the app’s core purpose and main functionality. 

App Install Ads

Brand Awareness

At some point, you may want to use Facebook ads to expose as many people as possible to your brand’s name and products. If that’s the case, use the brand awareness Facebook ad objective.

Facebook’s brand awareness ad type could technically be used for any campaign. But it’s meant to be used for remarkable content that drives brand awareness by enticing Facebook users who are scrolling on their news feed. For brand awareness campaigns, don’t just think about what you want to get out of it. Instead, focus on creating remarkable content that makes users who view it want to know more about your brand.

Brand Awareness

In the example above, Spotify’s ad uses a creative, colorful video that focuses on finding new music and playlists for users to enjoy. While a user might see the add and decide to sign up for Spotify immediately, Spotify used the brand awareness approach to create compelling content to draw the user’s attention.

Store Visits

While some brand awareness campaigns are meant for wide-ranging audiences, other businesses might be focused on acquiring customers in a specific location.

Store visit ads allow you to create campaigns that target users in a specific geographic location. If you have multiple locations, you can use the same creative template and target Facebook users who are spending time in each of your localities, too.

Local Visit

To use the store visits ad type most effectively, Facebook requires you to set up a locations structure on your business’s Facebook page. 

Local Awareness

Whether you have a new store opening or just want to boost awareness for one of your store’s exisiting locations, use the local awareness ad type to drive brand awareness in specific geographic regions. This ad type is largely the same as brand awareness ads, but will be more oriented and targeted via location than larger overarching audiences. 

Local Awareness

For example, Cold Stone Creamery used a local awareness ad to target people in a geographic area when their store in Bangladesh opened. Notice how in this ad Cold Stone chose to use a video as the creative asset featured in the ad. This is a great way to engage users and entice them to stop scrolling down their newsfeed. 

Website Conversions

While brand awareness campaigns might be more high-level and goaled with long-term attribution, website conversion campaigns are meant to encourage users to click on ads and convert on your website immediately. 

Website Conversion

Website conversion ads are meant to drive specific actions on a specific page on your website, so make sure to use them correctly. Instead of simply encouraging the user to click on your website to “learn more,” use website conversion ads to drive sign ups to a newsletter, start a free trial, or download an offer. 

For example, Lyft used a website conversion ad to encourage users to become a Lyft driver with a special offer. The add encourages conversions by using a specific “Apply Now” call-to-action and creates a sense of urgency by showcasing the offer as being for a “Limited Time” only.

Clicks to Website

Many of your campaigns will be goaled on getting users to take specific actions, like filling out a lead generation form, while other ad campaigns might be goaled on generating traffic to your website.

For traffic-oriented campaigns, use the clicks to website ad type. This ad type allows you to send users to specific blog posts, site pages, or product offers in a variety of creative formats. For example, Wikibuy used a website clicks ad to drive traffic to one of their blog posts hosted on Medium:

Clicks to Website

With the click to website ad type, you also have a variety of creative options. You can include a carousel of images to send users to different links, or canvas mobile ad feature to tell a story with your ad.

Event Ads

Have an important event coming up that you want to generate some buzz and attendance for? Use the event ads type to promote a Facebook event and get more responses.

 Event Ad

The event ads type is relatively straight forward. If you are already using Facebook’s event feature to generate attendance, this ad type is a great addition to your campaign strategy.

However, if you want to drive event sign-ups on solely on your website’s sign-up page, it might be better to use a different ad type, like website conversion ads, to meet your on-page goal. 

Offer Claim Ads

During the website conversion ads section, we touched on the fact that you could use conversion-focused offers as a landing point for your Facebook ad. That said, Facebook also allows you to set off-site offer downloads as a campaign objective. 

Whether you have discounts, holiday deals, or content-specific offers to promote via Facebook ads, the offer claim objective allows you to customize your ads with calls-to-action specific to the offer. For example, you might use a “Learn More” call-to-action if you’re offering something that’s good only for the first 500 sign-ups, like in the ad example below:

Offer Claim Ad

Offer Claim Ad

As you can see, the offer claim Facebook Ad type should lead your users directly to a sign-up page on your website where they can claim the offer you promoted.

Lead Generation (Full Form) Ads

In a traditional lead generation conversion path, users are driven to a landing page where they fill out a form. For example, you might use a Facebook offer claim ad (like we discussed in the previous section) to drive users to your website and have them fill out a form there.

The downside to this conversion path is that users are required to leave Facebook altogether once they’ve clicked on the ad to actually claim what you’re promoting. Luckily, Facebook offers the lead generation objective, which allows you to collect lead information without forcing your audience to ever leave the Facebook app. 

Here’s an example that shows the conversion path the user goes through on a Facebook lead ad: 

First, the user see a traditional conversion-focused ad:

Facebook Lead Ads

Once the user clicks on the add and/or call-to-action (in this case, Sign-Up), they see this pop up within the Facebook app:

Facebook Lead Ads

Next, the user can click the register button and see an form (of your choosing) with their information auto-filled.

Facebook Lead Ads

Once the user submits the form on the lead ad, they can click out of the ad and go back to browsing on Facebook. It’s a great user experience and Facebook will sync with your CRM so your leads are right where you want them. 

Want more information on how to set up and successful target Facebook lead ads to the right users? Check out this comprehensive guide. 

Page Likes

In some cases, you may want to use Facebook Ads to expand your organic reach. When this is your campaign goal, you should use the page like ad type to encourage new users to “like” your page. Once they do, they’ll be able to see your organic content when you post it.

Page Like Ads

Page like campaigns are best for advertisers who put lots of effort into their social media presence and produce content specifically for their Facebook users to drive engagement.

Keep in mind, you can also ad a “like page” call-to-action option to other ad types if you want to accomplish two goals with one ad. 

Post Engagements

If you regularly post content on your Facebook page, you probably know that some content performs better than others. With Facebook post engagement ads, you can drive more engagement on individual posts and expand its original reach. This helps you generate more activity on your posts and helps you get more organic followers quickly by offering them the kinds of posts they’ll see more of if they follow you.

In the example below, the ad is promotes an update this company made to their Facebook photos. Notice that the add displays the post engagement (likes, comments, shares) along with the post to encourage viewers to also engage with it.

The ad also features a “like page” button which allows the advertiser to generate both page likes and post engagements all in one post. 

Facebook Post Engagement 

How to Choose which Facebook Ad Type to Use

We’ve covered all of the different Facebook Ad types campaign objectives you can use to meet your specific ads goals. But is that all encompassing? Not really. 

In reality, many of the Facebook Ad type campaign objectives overlap, and you could use multiple ad types to accomplish the same objective. Additionally, Facebook has many different options for you to choose from once you pick a campaign objective, which means choosing an ad type isn’t even half of the battle. 

So how do you decide which ad type to use?

1) Define your campaign goal.

Before you begin any ad campaign, you first need to determine what the goal of your campaign is. Are you trying to drive conversions on your website? Drive attendance for an upcoming event? Simply get more customers to your local store?

Don’t just come up with a campaign around which ad type you want to use. Instead, start with your own marketing needs and build your ad around it. 

2) Choose relevant types you could use.

Once you’ve defined the goal of your ad campaign, take a look at the different Facebook Ad types available to you. Luckily, you already know what each of the ad types are. 

Choose the type most relevant to your goals. You probably noticed Facebook has multiple ad types you could use for a single objective. If your goal is to drive downloads for an ebook, for example, you could use any one of the following options: 

  1. Clicks to Website
  2. Website Conversions
  3. Lead Generation
  4. Offer Claims

3) Narrow down your options.

Once you’ve chosen which ad types are most applicable to your needs, choose the one you think will work best for you campaign. Or, use the same creative, copy, and targeting options to set up a campaign test using different ad types and see if one performs better than the other. 

4) Write copy and create assets.

One great feature of Facebook’s Ads Manager tool is the wide range of creative and layout options you have available to you. Not only can you choose between image, video, photo grid, and carousel layouts,  you can also customize your ads for mobile and desktop audiences. 

Facebook also has lots of different calls-to-action you can use on your ads, or you can choose not to use one at all! As you run different ad campaigns, make sure to test and analyze what works best for your audience. 

6) Use different ad types for different campaign goals.

Don’t just stick to one ad type for all of your campaigns. Instead, make sure you’re optimizing your ads for the right campaign objectives. Try out different Facebook Ad types and different ad campaigns to optimize your ad strategy for your audience. 

7) Target the right audience.

Creating the draft of your ad is only half the battle. The other half is figuring out how to target the right audience for your ads campaign. 

Luckily, our free guide to Facebook Lead Ads has an in-depth section on how to set up your targeting strategy for any ad campaign you run. 

8) Test, analyze, and repeat.

Once you’ve defined your campaign objective, selected your ad type, created your ad, and targeted the right audience, it’s time to analyze your results. 

Remember: digital advertising is all about testing, analyzing, and optimizing future ad campaigns over time. Make sure you follow this important final important step, and you’ll be on your way to implementing a high-ROI ads strategy in no time. 

You may be wondering, “Okay, which Facebook Ad type should I definitely try right away? 

We just put together this in-depth guide on Facebook Lead Ads. It’ll help you learn everything you need to know about optimizing lead generation ads that allow users to submit forms to you without ever leaving Facebook. Check it out here or click the banner below.

Facebook Lead Ad

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Mar

29

2017

How to Create Facebook Lead Ads: A Beginner's Guide

Published by in category Daily, Facebook, Facebook Ads, facebook lead ads | Comments are closed

How_to_create_lead_ads-2.jpg

If you’re like most marketers, you’re always on the search for ways to reach new audiences and generate leads. 

But did you know that according to BrightTALK, 80% of marketers report their current lead generation efforts are only slightly or somewhat effective?

Typically, lead generation marketers collect information through form submissions on a website. First, the marketer promotes a specific offer — like a gated ebook or coupon — and then an interested user will fill out a lead form to claim the offer. 

While this method does work and helps get exposure to your site, it has one important problem: it requires users to leave the place where the offer was promoted to click through your conversion path.  For marketers, this means bounce-rates at every point along the process. And that’s not ideal.

Ever wish you could just reach people and collect information from them without asking them leave the social network they’re already browsing? Well, you can  — with Facebook Lead Ads.

For a full guide on how to successfully create, target, and utilize Facebook lead ads in your marketing efforts, check out this guide

In this article, we’ll go over the basics of Facebook lead ads: what they are, why they matter, and how you can start using them effectively in your own marketing campaigns.

What is a Facebook Lead Ad?

A Facebook lead ad is an ad type you can purchase through the Facebook for Business platform. Instead of sending users to a landing page where they fill out a lead form on your website, Facebook lead ads allow potential customers to access your offers without ever leaving the Facebook app.

This feature means you can capture lead information from the Facebook platform and avoid the friction of a longer click-through path for the user. 

Facebook lead ads allow prospects to sign up for your offers or request other types of offers — such as pricing guides, product demos, or free trials — directly within the Facebook platform. Facebook lead ads are also designed with the user in mind; when a user clicks on a lead ad, Facebook creates an auto-fill form with information the user has already submitted to Facebook. 

HSCM - buffer lead ads - facebook lead ads gif-1.gif

Image Source: Facebook

The auto-fill feature makes lead ads especially helpful for mobile users, who experience the most friction from the traditional conversion path. Convinced? Time to get your first lead ad setup.

How to Set Up Your Facebook Lead Ad

Start by preparing to set up your lead ad. You’ll need a few things beforehand:

  • Admin access to your Facebook Business Page
  • Your privacy policy page URL.
  • An image/creative asset to make your ad stand out on a user’s newsfeed.

Next, open up the power editor or ads manager tool for your business page

Not sure which to use? The ads manager is Facebook’s classic ad tool for basic advertisers. If you’re just starting out, the ads manager is probably the tool you should use.

On the other hand, the power editor is Facebook’s more advanced tool for advertisers who are regularly creating numerous ad campaigns in bulk. It has some more advanced features and allows you to create more ads in bulk. This tool is ideal for someone with a high budget at an enterprise level.

Step by step instructions once you’re in the Ads Manager or Power Editor tool:

1) If you’re using the Ads Manager, Click “Create Ad” in the top right. If you’re using the power editor, Click “Create Campaign” in the top left.

ads manager

2) Next, you’ll see a screen asking for your ad campaign objective. Click, “lead generation” and the page will pull down with the next option:

campaign objective

3) Name your ad campaign.

campaign name

 

4) Next, set the details of your account (Country, Timezone, Ad Unit Currency). This step is part of setting up the ads account for your business, not for the actual ad you’re setting up. We’ll get to the ad setup in a bit.

account settings

5) Choose your business page from the drop-down menu and read through and “Accept the Facebook Lead Ads Terms and Conditions”.

Lead Ads Terms and Conditions

6) Set up the targeting settings for your ad. You can customize the target audience by location, age, gender, language, and hundreds of other target settings. As you add in more targeting features, the ticker on the right will show you the total size of the audience you’re trying to reach.

Audience targeting

7) Next, tell Facebook whether to automatically place your ad where it’s most likely to perform best, or if you’d rather customize the placement based on your own preferences. In general, it’s recommended to let Facebook place your ads automatically.

ad placement settings

8) Next, customize your budget for the ad. Determine with your team how much budget you’re willing to spend for one ad. Facebook ads works on an auction system, so choose a budget that seems reasonable based on prior research. 

budget and schedule

9) Choose an ad layout format from the options on the next screen, and upload creative assets to your ad to make it stand out. Don’t forget to test different creative options and layouts to figure out what performs best over time.

ad format

10) Now it’s time to set up and customize the form for your lead ad. First, customize the headline, text, and CTA for the display page of the ad. Be as specific as possible so the user knows what they will get by clicking on the CTA of your ad.

lead form call to action

11) Next, choose which information you want to collect from from your leads on the “questions” tab. Only ask necessary questions for your funnel; the more questions you ask, the lower your click-through rate is likely to be.

  • One benefit of lead ads is that they’re completely customizable. Not only can you request common form fields such as name, phone number, and email address, you can also ask an open-ended questions such as, “what kinds of information do you find valuable?” While an open-ended question might not be best for all forms, you can use an open-ended question to qualify the submissions you do receive on your lead ad form.

lead form welcome screen

12) Next, check the setting for the privacy policy on your ad. This step is particularly important because it ensures the security of the user’s information. Add the link to your company’s privacy policy and feel free to add an optional custom disclaimer to the ad in addition to Facebook’s required disclaimer that will appear below the form.  

Lead Ads Welcome Screen

13) Finally, you’re ready to customize the Thank You Screen. Insert your website link in this option so the user can visit your site after submitting the form.

lead form thank you screen

14) Check the completed ad to make sure all of your work looks like it should. Don’t ever forget to double check and proofread your work! 

15) Click “finish” to complete your form. Optionally, you can “select a CRM” to collect submission information in the Leads Setup section. 

16) The final step is to click the “Place Order” button.

How to Make Your Lead Ad Stand Out

Now that you know how to set up your lead ad, you might be wondering how to actually drive conversions. After all, you’ll be competing not only for a spot on a user’s Facebook newsfeed but also for the attention among all the other content the targeted user is scrolling through. 

How do you make sure your lead ad is compelling enough for a user to click on it? Here are some tips:

1) Make it visually appealing

Because your competing against all the other pieces of content on a user’s newsfeed, it’s important that your ad is visually appealing. Make creative assets that are colorful, bold, and/or interesting in some way.

While there are plenty of ways you can make a visually appealing ad, don’t just find the brightest, most colorful image and plop it on your ad. Whatever creative assets you use should accurately illustrate what you’re offering through the ad.

As you experiment with Facebook Ads, test out the success of different types of creative assets, and find out what works best for your target audience. Try testing videos, GIFs, and other types of images. Overtime, track the click-through and conversion rates of different creative types to optimize your ads strategy for the future. 

2) Create compelling copy 

The copy of your ad should have a clear message to your audience. When writing copy, write it so that your target audience can easily understand what you’re offering, why it’s relevant to them, and why they should request more information now

Because your goal is to get someone to submit information right then and there, be sure to add urgency to your ad. Don’t just say “Learn More” and hope for the best. Instead, include an offer with an expiration date so the user feels compelled to download or sign up for the offer now.

If you’re retargeting users who have previously been to your site, add context to the copy to remind them why they visited your site in the first place and how your company’s offers can help them.

3) Include a clear call-to-action.

Part of writing compelling copy is making sure the call-to-action is clear and prominent. You can’t just use a Facebook Ad to tell your target audience what you company is and expect them to click a button to “Learn More” without giving them a clear value offer. What will they get from you when they fill out information?

Facebook gives your six CTA options for lead ads: 

  • Apply Now
  • Download
  • Get Quote
  • Learn More 
  • Sign Up
  • Subscribe

Offer your audience something they can’t refuse. Whether you’re offering an event, discount, content offering, subscription, etc, make sure the audience knows what they will get when they “Sign Up,” “Learn More,” “Download,” etc.

4) Target the right users with relevant offers

A key piece of creating successful Facebook Ads is targeting people that are actually going to be the most interested in what you have to offer. Don’t spray and pray, instead, spend your ad budget most effectively by learning to get the most out of Facebook’s targeting features. 

In general, your goal with Facebook Ads should be to reach new audiences. However, because you’re also trying to collect lead information on the spot, it’s also important not to ask for too much to soon.

That’s why lead ads are especially useful in retargeting campaigns. Use tracking pixels on your website to find out who is visiting your website but not converting, and use lead ads to nurture them back into you ecosystem.

This blog post didn’t cover a full picture of Facebook Ads targeting strategy, but luckily, we created a free guide to walk you through it. 

Want more information on how to target users effectively? Check out our full guide — it includes additional lead generation and social media tips as well!

Facebook Lead Ad

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Feb

24

2016

The Science Behind Successful Facebook Ads [Free Ebook]

successful-facebook-ads-hubspot-adespresso.png

Facebook has been proven time and time again to be an effective channel for driving traffic to your website, converting visitors into leads, increasing app installations, and generating more Likes for your business Page.

But using Facebook advertising to drive results like these only works if you’re smart about it. The challenge for marketers is knowing how to optimise your Facebook ads to get the most bang for your buck.

What exactly does it take to make a Facebook ad successful? To find out, HubSpot teamed up with AdEspresso and analysed 100,000 Facebook ads from businesses. We compiled the data into a free visual guide, The Science of Successful Facebook Ads.

In this brand new ebook, we go through the data we collected and the analyses we drew from it, Facebook advertising best practices to follow, and examples of companies that are doing it well to get your creative juices flowing.

The Facebook advertising data we cover in the ebook includes:

  • The most popular type of Facebook ad
  • The most popular headline length
  • The most popular text & description length
  • The most popular words used
  • The most popular numbers used
  • The most popular links
  • The most popular calls-to-action (CTAs)

Ready to start creating better Facebook ads that drive real business value?

Download your copy of The Science of Successful Facebook Ads here and start creating more effective Facebook ads.

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How to go #beyondmarketing this holiday season

“Data-backed best practices for Facebook Advertising by @HubSpot and @AdEspresso http://hubs.ly/H022wFn0”

  free guide to facebook advertising