So, your data driven Peazie promotion is getting built and you’re nearly ready to launch — fantastic. Now comes the next part, advertising the promotion to an appropriate audience to drive maximum conversions.
Have you thought about social media advertising? Reaching your audience where they hang out online is never a bad thing.
Did you know: 60% of Australians use the internet more than five times a day and we own an average of 3.5 internet-enabled devices (Yellow Social Media Report, 2018).
That’s right. It’s time to get serious about social media advertising!
We’ve put together ‘6 Top Tips’ to make sure your next social advertising campaigns for your promotion is a success.
1- Add a tracking pixel to your Peazie microsite
The Facebook Tracking Pixel – a fabulous, fabulous thing. For those of you who don’t know, it’s a piece of code generated by Facebook that you can inject into your website that tracks who comes to your website, and what they do when they are there. Then, in the back end of Facebook, you can create audiences of people you know have performed a certain action, and market to them according to where they are in the funnel. A marketers dream, right?!
It’s important that you create a brand NEW pixel for your Peazie microsite – this will mean you are tracking activity on this page ONLY and it won’t get confused with your website data. You can easily create a new pixel in the backend of Facebook. Once you’ve done this, send it over to your Peazie account manager and they will insert it into your campaign for you to keep an eye on what’s happening.
Inserting this pixel means you’ll be able to:
• Measure your advertising efforts – how many conversions have happened? How many people have clicked on your ad? Which ad is performing the best? Which audience is responding better?
• Create lookalike audiences further into the campaign (more on that beauty below)
2- Test different audiences
The number one most important part of Facebook and Instagram advertising – TESTING.
Facebook currently has 2.32 billion users per month, and Instagram another billion (Statista, 2018).
Not all of them will be (or should be!) interested or suitable for your digital promotion, and getting qualified leads is dependent on who you advertise your campaign to.
As a minimum, you should run ads to at least 3 different audiences. They may each be a slight variation of one audience, but testing to see which audience is more responsive can help dictate where you put your spend. For example, say you have a product you know resonates with young women interested in skincare. You could test the following three audiences to see which performs the strongest:
• Cold audience – woman aged between 13 and 25 – interested in skincare, healthcare, well-being etc.
• Cold audience – woman aged between 30 and 55 – with have teenage children.
• Lookalike audience – woman aged between 13 and 25 – who have visited your website in the past 60 days.
3- Test different placements, creatives and copy
What might resonate with you, may not actually convert on Facebook. Always test your assumptions and allow the audience to dictate what they prefer. Make sure you test:
• Placements and ad types – does your audience prefer Instagram Feed, Instagram Story, Facebook Mobile or Facebook Desktop? Do they like carousel, single image or video?
• Creative – which image or video converts the best? Make sure you have multiple options and analyse the data to select a couple of winning options.
• Copy – play around with your messaging to see what drives the most conversions. Try long copy, short copy, emojis and no emojis, links, no links etc, etc. Plus, you should test the headline and the CTA.
4- Use UTM’s*
*A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign. This enables Facebook Analytics and Google Analytics to tell you what campaign/ad directed them to you.
Cool, OK, so you’re testing all the above. That’s great, well done. When doing so, though, it is crucial (and I can’t stress this enough) that you know which one is driving conversions on the Peazie platform. The best way to do this? Use a UTM for each ad so you can clearly attribute each action to that particular ad.
Our platform will break down the media source according to platform, then you can click through to see which link from that source is driving the best results.
You can build UTM’s using URL Builder and then Bitly (if you like to shorten them).
5- Create a lookalike audience
So, your promotion is doing well — we knew it would! What’s the best way to get more conversions from a similar audience? Well…meet the Facebook Lookalike Audience tool. This will find more people, with similar attributes, that you can advertise to.
The best way to do this when you’re running a promotion with us? Jump into the Peazie platform half-way through, download the list of entrants and upload this into the back end of Facebook. Then, create a lookalike of this audience and start running ads to them. Watch the conversions roll in…
6- Be prepared to scale
Don’t spend all your budget at once. Spread it evenly during the testing phase (around a week), and then scale where the ads are converting at a CPL you are happy with. More spend on the ad that works? More conversions. You can try scaling slowly, over a few days, or you can try 100% scale by doubling the budget. Try it out at see what works for you!