Notes from Pubcon Las Vegas
If your paid social media strategies for Facebook are no longer performing as they used to, don’t worry, it’s not just you. No longer can you create a conversion campaign on Facebook, target user interests or lookalike audiences, and achieve a high return on ad spend (ROAS). According to Statista, the number of monthly active advertisers on Facebook has risen from 3 million to 7 million since 2016. While sitting in on sessions with Susan Wenograd (CMO of Aimclear), she assured us that we social media marketers are not, in fact, crazy and that it’s time to shift our strategies on Facebook.
Be Realistic About the User Journey
Now more than ever, users are being hit with multiple ads at a more frequent rate than ever before on the platform. With such ad saturation, it’s crucial to narrow your targeting and create ads that connect with users. Because let’s face it, the average user won’t see your ad one time and buy your product. You have to hit them at every stage of the sales funnel with ads that are tailored to each objective and ad set.
“In a flooded social landscape, the most successful brands will be the ones that integrate robust paid strategies and prioritize high-quality creative.” – Susan Wenograd
Choose the Right Facebook Advertising Objective
When selecting your campaign objective in Facebook Ads Manager, it’s important to ask yourself – how passive is the objective? Do users have to leave the platform? Funny enough, Facebook is not a fan of users leaving the site. So traffic objective campaigns may not be as effective as they used to be.
Run engagement first and then retarget those users. – Susan Wenograd
Susan discovered through her own work at Aimclear that engagement campaigns have been the most effective in terms of dollars spent and the ability to create retargeting pools from the users who engaged with said ads. You can even apply this logic to video view campaigns. With video view campaigns, you can hit the users who have watched and engaged with your videos in a new campaign. This strategy is not only cost-effective but it also helps filter out who your quality leads are, how you can warm them up to convert, and how can you start building brand loyalty and stronger customer relationships by providing content and ads that users want.
Facebook Marketing Experts
Ready to make the most of your social media marketing? Whether it’s Facebook, Instagram, or LinkedIn, it’s time to upgrade your paid and organic social media marketing strategy for the new year. Our experts at Tandem Interactive can help. Contact us today!