g into the small audiences, you’ve got a couple of choices. If you’ve got small audiences you’re
not going to optimize so well for, purchases for example. So, there’s two ways of running this. If your
audience size is small into hundreds or the thousands a
traffic campaign can be a good way of just
bringing people back into your site, especially if they’ve already engaged. So, I would never run a traffic
campaign on a cold audience because it would just bring back really bad quality traffic. If they’re
ed up I might consider it, however, more than likely I would run a website conversion campaign
optimized for landing page views. That is far more efficient for your spend than using the traffic
With traffic objective, what Facebook is doing is
literally throwing people off of Facebook to your site. It
doesn’t care if they even get there or not. And, that’s probably not an ideal outcome for you. Whereas
with website conversion, Facebook is handholding them from Facebook to your site and making su
they land on your page and, that is far more efficient for your growth as well.
Then I’m going to go into the hot audiences. Typically, I would set up a website conversion campaign
and maybe test against the traffic, as well. Now, the reason why I migh
t consider a traffic campaign for
my hot retargeting campaign is because at this stage if they’ve hit your cold ads potentially being
warmed up to engagement ads and visited your site. And, let’s say they are [inaudible 00:05:08]
abandonment, potential cus
tomers as well because, they are so super hot. I just want them back on the
site. So, with a traffic campaign, you saying to Facebook I don’t care just send them all back to me, I
want them back. And, you’re making the algorithm work less harder to find th
ose people as well.
So, especially for cold audiences it can work, however, the alternative is to again use website conversion
and, maybe test running impressions, daily unique ridge, or landing page reviews. But, really if you’re
running whether it’s an i
nfo product, digital, or eCommerce, when you’re running a website conversion
objective on an audience that’s really where you’re bringing back a lot of people through your funnel
and converting a lot more people as well. So, you should be hitting Facebook’
s ideal number of 50
conversions a week, if you’re not then you’re going to have to play around with your objectives and try
to get more people to come through your funnel as well.
And then finally, into the bottom part of our funnel, existing customers.
Again, it’s the same situation,
you’re probably going to be limited by numbers. Again, it depends on how much volume you’re pushing
into your spend. Again, the preference would be website conversion to find people who are likely to buy
again. Begin playin
g around with the objectives here as well. You could even do a video views campaign
just to try and increase the reach especially knowing that this is a prime audience.
The final part, I just wanted to take you through is just to give you an example of a
live view of how I use
this setup. This is an eComm client where we’d been spending on testing, we’ve been developing video
view campaigns, we’ve got our money maker doing website conversion, we’ve tested traffic campaign.
We’re running predominately … S
orry, for our warm campaign we do the traffic test. But predominately,
we’re running our retargeting and you can see here we’ve done kind of a fairly even split of spend on
the traffic and website conversion objectives for this client and, there’s been flu
ctuations but, on
average the website conversion has performed slightly better. But, you know I get a lot of questions
about how much should I put into testing and, to retargeting and, to cold, et cetera. When this account
started the majority of spend was
in the testing. And actually, the test spend has gone up over time, it’s
remained fairly static once we’re here at the point of growth.
So, that 1,400, this is a 30
day period so, that 1,400 has remained about there or, thereabouts. Whereas
the kind of s
pend on cold and targeting has really kind of picked up in that time frame so, as you start to
increase your perspective budget and increase your retargeting naturally the percentage going into
testing will drop. But, really it’s about making sure you’ve g
ot enough testing going on, you’re running
the graduation strategy, you’re running your creative test what to push into your main campaigns and,
just making sure you’re always testing. And, you know I played with budgets of $5.00, $10.00 a day just
me some data to play with, whilst I’m working most of my time on my main campaign.
So, I wouldn’t be thinking about this as a target. You know, I must have three percent of my budget for
testing because, you know if you’ve got $100.00 you’re spending a d
ay, do you really want to spend
$3.00 only on testing? That’s entirely your call but, I’d certainly say when you starting off your test
budget is far higher as a percentage but, then it will start to dwindle. It’ll be minuscule as you start to hit
50k a mo
nth, 100k a month, 250k a month, that testing budget will be so, so tiny. So, don’t focus heavily
on the percentages but, just kind of keep an eye out and make sure you are putting money to testing.
The retargeting is a budget which I base on frequency. W
hat I want to make sure is, I’m hitting people as
much as possible and retargeting but, not to much. It’s the kind of Goldilocks idea of getting the kind of
middle ground between keeping the customers happy with not over hitting them with creative but, als
making sure you’re maximizing your opportunity for the sale as well. So, this I would be fluctuating the
spend based on the feedback from increasing that frequency with more ads, maybe refreshing my
creative, keeping in mind relevant score and, just maki
ng sure all my CPA comes in.
So for example, the goal here has been $25.00 for this particular client. We’re just slightly off by a dollar
and, really you can see here there’s opportunity to maybe shift spend away from our traffic campaign to
ersion. Here prospecting work isn’t t
o far off our main target we can do some
optimizations here and because, these spends are so small they have a minimal impact on CPA as well.
So, really what I would be doing is to try and balance my CPA as best as pos
sible between getting as
much budget into retargeting as possible but, not overreaching that as well.