What Facebook Campaign Objective is Best for Video Ads?

  • Posted by: team
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Before Facebook had a video views campaign objectives, a lot of advertisers have already been using video ads for their campaigns. Their campaign objectives were either website conversions, website traffic or post engagement.

 

But once video view campaigns were made available, advertisers started using this campaign objective more than the others.

 

So the question is, are video view campaigns the best way to run video ads?

 

Actually, it’s neither yes or no.

 

The main answer is that it depends on your actual business objective.

 

In this article, we’ll share with you when it is best to use the different campaign objectives for any of your video ads.

 

Let’s start off with discussing when it is best to use a video views campaign.

 

Video Views Campaign

 

As mentioned, just because you will be running video ads doesn’t automatically mean that you should run with a video views campaign. So when should you run video views campaign?

 

First of all, if you’ll be running your video ads for branding and awareness, you should set up a video views campaign.

 

This is great for videos with no particular call to action and videos made to entertain because a video views campaign will optimize your reach for people who are more likely to watch and even completely view the whole video.

 

Using a video views campaign is also the best option for an awareness campaign to cold audience to warm them up to your business. This is because of Facebook’s ability to create custom audiences based on people who have viewed your videos.

 

You have the option to create custom audiences based on people who have:

  • Viewed 3 seconds of your video
  • Viewed 10 seconds of your video
  • Viewed 25% of your video
  • Viewed 50% of your video
  • Viewed 75% of your video
  • Viewed 95% of your video

 

You can then run remarketing ads which specific messaging to the people who have viewed your people.

 

If you have the opportunity to test each audience, then that’s a good idea to try. Whenever possible, we even try to exclude some of those custom audiences. For example, we run ads to the following custom audiences:

  • Viewed 50% of the video
  • Viewed 75% of the video & exclude those who viewed 50%
  • Viewed 95% of the video & exclude those who viewed 25%

 

This feature is very powerful and is very effective especially with the help of the video views objective.

 

Website Conversions

 

Personally, most of the campaigns I prefer to run, regardless of whether it’s an image ad or a video ad, are website conversions campaign. This is because Facebook is able to effectively optimize your ads to reach people depending on your objective. And since most of the campaigns we run have a specific call to action we want to achieve, we usually go with the website conversion objective.

 

Having said that, if your ultimate goal for running your video ads is to get users to perform a specific action such as sign up as a lead or purchase from your site, we recommend running your ads with a website conversions campaign.

 

Clicks to Website

 

Sometimes, we run campaigns just to get users to visit websites and interact with the business on the website. If your main intention is to help generate traffic with the help of your video ad, this is the most recommended campaign objective.

 

One difference though with this type of campaign objective is that unlike all the other objectives, optimizing for link clicks will require you to have a button on your ad. Sometimes, this will mean that your video will have a smaller space on the news feed to make room for the button along with a headline, a description and your display URL. If you try to optimize for link clicks but your ad has no button, you will receive an error prompt asking you to select an ad with a button.

 

Latest Facebook Ads Training here

Post Engagement

 

Optimizing for post engagement is best for videos which are entertaining and/or captivating which can have a viral effect. This is because optimizing for post engagement will prioritize your reach to people who are more likely to like, comment and share your video ad.

 

Having a lot of engagement for your post can help your reach because it also improves the organic reach of your video ad.

 

If your video is mostly content, you can also have discussions on your post’s comment section.

 

Earlier, I mentioned how using video views campaign can help warm up audiences because of the video views campaigns. Recently, Facebook released a new feature where advertisers are now able to create custom audiences based off people who engage with their posts and ads. This means that this campaign objective is also great for creating custom audiences of people who have shown interest in your business and your product.

 

So to end, we would like to reiterate that there is no one best campaign to run video ads. It all depends on your main objective for running the ad. When you are not sure, it’s best to do your own test and see which one gets you better results depending on what you are trying to do. Because it is still very much possible that you get more conversions with a video views campaign as compared to a conversions campaign. It’s best to test or your own and make decisions based on your results.

 

Let us know how your tests work for you in the comments below!

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Ten of the Most Powerful People in the Art World: Who They Are and Why You Should Care

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Read about art sponsorship here

In every field, there are people who are simply, unquestionably, at the top of the game. In the arts this is no different. There are those who move in the top echelon of power and influence and whose opinion can truly make or break a career. While these are not individuals you are likely to encounter on a day to day basis, as someone working in the field it is important for you to know the key players. This not only gives you a sense of what direction art is taking, it allows you to converse knowledgebly about every aspect of the art scene. We have broken down the top ten most powerful people in the art world. Keep an eye on the blog in future as we work our way through a list of the top 100.

10. Ai Weiwei: A Chinese political activist and artist, Ai Weiwei is quite possibly one of the best known names in the entire art world. His career has spanned over four decades and he has taken on the Chinese government as well as worked in the capacity of artist, documentarian, musician of sorts, and architect, acting as artistic consultant during the construction of the 2008 Olympic Stadium. He is a force in the art world, the world of politics, and the world at large.

9. Wolfgang Tillman: This German fine art photographer has served on the board of the Tate in Great Britain, been commissioned to create the official portrait for Neil MacGregor in 2015 when MacGregor retired as director of the British Museum, and has countless exhibitions, books, and other works under his belt. He has been the recipient of the Turner Prize, Centenary Medal and Honorary Fellowship from the Royal Photographic Society, The Culture Prize of the German Society for Photography, and a number of other honors. Just a few museums where his work is currently held are MoMA, The Met, and Tate London.

8. Adam D. Weinberg: A curator and currently the Alice Pratt Brown Director of the Whitney Museum of American Art, Weinberg is a key player in the contemporary art world. Weinberg has worked as artistic and program director at American Center France as well as holding positions at other venerable art institutions around the nation and the world.

7. Hito Steryerl: Presently a professor of New Media Art at Berlin University of the Arts, Hito Steryerl is also a writer, visual artist, and filmmaker credited with the innovation of a documentary style known as Essay Documentary. She has exhibited at major galleries all over the world and received multiple awards for her art and filmmaking. Steyerl holds a Ph.D. in Philosophy.

Selling art online? Read this blog here.

6. Larry Gagosian: In our post about the art world being about who you know (hyperlink) we mentioned the big five influencers in art today. Gagosian Gallery is very much one of them. Larry Gagosian is an Armenian-American art dealer and is the Gagosian behind Gagosian Gallery. He has had a hand in the careers of some of the biggest names in art from Jean-Michel Basquiat to Bruce Nauman. To be represented by Gagosian Gallery is to have arrived, as the saying goes.

5. Frances Morris: Morris began her career with Tate in 1987 as a curator. Since then she has worked her way through the ranks and was head of displays at Tate Modern during its 2000 opening. In 2016 she became the director of Tate Modern, that wonderful behemoth of contemporary art situated on Bankside in Southwark, London.

4. David Zwirner: Yet another of the big five from our post on the importance of connections in the art world (hyperlink again?), David Zwirner is an influential gallery owner who has been named by Forbes Magazine as the second most powerful person in the art world. Zwirner is also a known philanthropist, supporting many international causes.

3. Iwan & Manuela Wirth: Yet again a familiar name for anyone who read our connections blog post (and if you haven’t read it yet, maybe you should…) this husband wife team are the co-founders of Hauser and Wirth, an international art gallery with spaces in London, Zurich, New York, Los Angeles, and Somerset. The couple are also strong supporters of museums and art projects around the globe.

2. Adam Szymczyck:  The art critic and curator held the position of director of Kunsthalle Basel until 2014 when he left to take on the position of artistic director for the upcoming Documenta 14 in Kassel, Germany. Documenta takes place every five years and is a major event in the global art scene.

1. Hans Ulrich Obrist: In our post about the top curators (hyperlink) Hans Ulrich Obrist was king of the lot. Ulrich is artistic director at the Serpentine Gallery in London, co-editor of Cahiers d’art, and an artist in his own right. His career spans three decades thus far and his is truly one of the key players in the international art scene today.

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5 Questions to Ask When you Aren’t Getting the Conversions On Facebook

  • Posted by: team
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TROUBLE SHOOTING YOUR FACEBOOK AD CAMPAIGN: 5 Questions to Ask When you Aren’t Getting the Conversions you Want

Have you ever set up a Facebook ad campaign and you were so sure that you’re setting up a winning campaign?

Your targeting was on point, your ad image was great and your ad copy is very compelling.

Then you run it and to your surprise, the conversions aren’t there?

I think most of us have been there and it can get frustrating.

 

In this article, we want to share with you 5 questions we ask ourselves when faced with this situation and what we do to improve our ad campaigns.

 

  • Are there any technical issues?

The first thing we check when Facebook isn’t recording any conversions is if there is any issue with regards to the website, the funnel and the Facebook Pixel.

To ensure that your funnel is working correctly, make sure to go through the whole process from landing page until the page where conversions will be tracked.

As you go through each of the pages, make sure to check Facebook Pixel Helper to see whether your pixels are firing and whether the correct conversion events are being triggered.

You can download Facebook Pixel Helper here: https://chrome.google.com/webstore/detail/facebook-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc

 

  • Are we getting impressions?

It may seem like a useless question but there may actually be times when the ads are not showing at all or they are shown to very few people. This tends to happen when we are targeting very narrow audiences or if manual bids are too low.

If the concern is that our audience is too narrow, we usually add in more interests to target to expand our audience. For situations where in this is not possible, like when we do retargeting to custom audiences, what we do instead is to change the optimization to Daily Unique Reach. You can do this ad the ad set level.

If the audience size is not the problem, then what we do is to increase the manual bids and/or increase the ad set budget if it’s set at automatic bidding.

 

  • Are we getting clicks?

If impressions aren’t the problem, then we check whether the ads are getting clicks. Link clicks specifically.

If our campaigns are not getting clicks, we can’t expect conversions.

If we find that we have low link clicks, we first check the CTR of the campaigns.

If CTR is good, then it’s usually more of an issue on audience reach. For these instances, we just increase budget.

However, if CTR is low, it could be because we are targeting the wrong audience or our ad copy is not compelling enough.

Though it is possible that both could be the issue, we tend to test changing one element first whether it’s the targeting or the copy.

 

Usually, we first work with the same set of ads and show it to a different audience. If results are the same, we try changing the image. Then we try changing the copy.

 

  • Are the ads representing the landing page and the offer correctly?

 

Sometimes, what happens is that the campaign shows good results in Ads Manager but still, there are no conversions. When this happens, we find that it may be an issue with regards to what the ads are promising to what the landing page is offering.

One way we test this is to ensure that the ad image and ad copy is as very close as possible to the image and copy seen on the landing page.

If we’re driving traffic to a landing page where users will be asked to opt in for a free webinar or a free e-book, we make sure to include it in the ad copy.

Having a clear match between the ad and the landing page provides a smooth transition for the users who leave Facebook and arrive to your landing page.

 

Without this smooth transition, users will become aware that they left Facebook (which was why they opened their mobile phones or laptops in the first place) and will hit the “back” button away from your page.

 

  • Are we asking for too much?

If our ads very clearly describes what users are to expect in our landing page and they still click but they do not convert, we usually start re-evaluating what we are offering.

If users are already expressing interest in our offer but they do not go on to convert, we usually try to look for friction points from within the landing page.

At this point, we evaluate whether we are asking for too much from the user.

What does this mean?

Some people think that just because they are offering something for free that people will pounce on the offer. But we found, as you probably have too, that this is not always the case.

When we give out our offers with no charge, we still do ask for something else in return.

The 3 things we usually ask for in opt-ins is the user’s name, their e-mail address and their time.

With regards to the fields users have to fill out, we make sure to only ask for the information we need.

The most important element we consider at this stage is how much time we are asking from the user.

Whether we are offering an e-book which takes 10 minutes to read, a 1-hour webinar or a 2 week e-mail course, we always check whether we are in the position to be asking for that time.

For example, would you spend a whole hour from your busy schedule to listen to a person who you do not even know and who has not proven his/her expertise to you? Probably not.

So what we tend to do is to show the users that we are worthy of the time we are asking for. You can do this by:

 

  • Promoting a piece of content related to the offer first then presenting the offer at the end of the content by asking “Want to learn more about this?”
  • Using retargeting to promote the offer to the users who consumed the content
  • Trying to use long form sales copy on the landing page covering as much as you can about the offer and about what you can bring to the table
  • Including testimonials

We believe that a good offer can thrive despite a poor traffic campaign but a well set-up traffic campaign cannot salvage a poor offer.

So if after any of these, the campaign is still not working, it’s best to go back to the drawing board and craft a new offer.

What do you think?
What other troubleshooting questions do you tend to ask yourself?

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Why Your Website Isn’t Generating Leads

  • Posted by: team
  • Date:

So you think just by hiring a highly experienced SEO geek will guarantee you lots of leads? Sadly to say that’s not going to be any helpful if your website was never designed to be a lead generating machine. This painful truth will make you understand that SEO alone is not enough.

Before getting a website for your business, think of the long run. Your website shouldn’t just be a web brochure that current and potential clients can come by to learn more about your company and your latest products and services. It’s got to do better than that! Keep your hands off your pocket for the time being and stop throwing out money unnecessarily. Don’t spend it all on your SEO guy or PPC ads for crying out loud! If a revamped website is needed, get it done right away. Be sure to have one that clearly defines who you are without the need of having too many texts. To do so, you’ll need effective designs that can speak for themselves. Branding is the first thing you should focus on because once it is finalised, other essentials may follow. Once your identity is shaped, you can then focus on your target market and identify the things that will attract customers, make them stick around, and come back for more. Below are 5 important things that you need in order to generate more leads:

#1 Calls-To-Action

Just like at the night market, as a seller, you’ve got to call out to people to visit your business today to check out whatever that you can offer them. Your voice has got to be loud and clear – your calls-to-action are your voice. Be unique and show how valuable you are to your customers. Make them feel like they need you. Be sure not to scare your customers away with calls-to-action that are ‘too salesy’. Avoid using too many calls-to-action on a single page. Clickable, flashy animated banners can be annoying too when overused. The less cluttered your page looks like, the better conversions you’ll get.

#2 Unique Selling Propositions

Likewise, you have to make others want you. The only thing that customers are interested in is the benefit that they receive for doing business with you. Give them what they want in exchange for their supports. Use eye-catching rotating images and banners to display your latest offers or “pain points”.

#3 Latest Updates

Nobody likes anything that is dated. You need to constantly update your contents – be it your blog articles, webinars, events and so on. Excite your customers with fresh contents, offers or anything that entertain them or solve their problems. One of the ways how customers can contact you easily is through social media. Have your social buttons to direct them to your social pages to give them better user experience.

#4 Strong Contents

Content is king – something any copywriters will have to agree on. Nobody likes contents that are too long, too boring, outdated or confusing. Make them short and sweet. If your contents don’t deliver the information that customers are looking for, they’ll leave. Using professional, high quality videos to help you deliver your product & services information is also one of the ways to minimise space in your website.

#5 A Mobile-Friendly Web Design

Take Google seriously when they announced that all websites need to be designed in a mobile-friendly manner. Failure to do so will cause your organic search results to decline. People are getting more tech-savvy these days – and they spend a lot of time reading through their gadgets. Therefore, your website has to go mobile too.

Source:

http://www.imrcorp.com/innovative-marketing-blog/bid/51555/Why-Your-Website-Isn-t-A-Lead-Generating-Machine

http://www.more-business-online.com.au/blog/why-isnt-website-producing-leads

http://www.theimaginaire.com/8-reasons-your-website-isnt-generating-leads/

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How Running A Self-Employed Business Destroyed My life (And How to Overcome it)

  • Posted by: team
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How I Started Freelance 
It all begun in early 2009 when I was working in my first job and as my responsibility is to ensure web projects are done timely, I was exposed to managing freelancers from all over the world.

There is this particular guy (whom is my best friend now) caught my attention. He’s not like any ordinary freelancers that prioritize high pay, but he builds relationships with every client and ensure client is happy in every end of assignment. And among all the freelancers that I dealt with, he’s the only freelancer with 5 stars feedback.

After knowing him personally as a friend, I got inspired to try out freelancing because I see something in him. It’s not about the short term money gained, but how to build strong relationships with clients and turning freelance career into something very solid.

Balance between climbing corporate ladder and freelance career
It kinda satisfy my crave in digital marketing industry when I got the chance to deal with different verticals. From 9-5 I’m a Digital Marketing Consultant for an international gaming startup, and in the evening I’m actually consulting some mobile apps company from the US. It was a fulfilling career as I got the chance to gain more experiences and amplify my learning curve within a very short time.

It was an interesting journey but tough! I basically worked for 14-15 hours a day but I never complaint about it. Or probably not yet!

My guts lead me to full time freelancer and how it ruin my career
I was doing so well, that my freelance career seems very promising. I had 3 stable clients that pays me well and my freelance business had grew bigger than I could imagined and I decided its the right time to focus on my freelance career. Most people would do that and I’m trusting my guts this is the right choice.
I was doing fairly well, campaigns were successful and clients are happy. However things start to changed when I had to make an emergency trip back to Borneo due to family matter and during my few days stay there, I wasn’t able to find stable internet connection and so happen that my client needed to get an urgent updates.

He was so frustrated that he ended our contract and by the time when I got internet back, I was so demotivated and devastated to learnt my lesson the hard way. I ponder hard about this and I realized I did it all wrong.

Inspiration to start new again
I recalled this piece of advise from my older peers few years ago, that I should build my own team as consulting is a business and you need to learn how to build a solid team. I’m was a bit reluctant about this as I had bad experience partnering with wrong person. It’s either I should just let go of my past and start to trust people again, or going back to the same path and pray for no emergencies would occurred.
I think there is the power to the positive mindset and faith. I’ve been staying positive all the time and trying to connect with more people, despite that I actually just lost a big client and if I don’t do something about it, I would be in deep financial crisis.

I should say I’m a blessed person despite the downfall, I met this guy over a catch up session with my friend. He’s very passionate in digital marketing and we share a lot of similarity and experience.

Its not very often I came across such person in my circles, and I thought this might be the good chance to pitch him about my idea and see how we can form a solid team. It turns out that this guy shared the same vision as me, and I swear both of us was so excited talking about building our own team.

He’s my cofounder right now and we make extremely good progress within a month, with several big clients and even better, my previous clients got back to us and offer more jobs. We are expanding our team now to assist us on the demands.

This changed my perceptions towards working as freelance. Sometimes it takes more than your own talent and skills to succeed. You need a team to share the burden and cover each other and if this works well together, your journey would be more meaningful and not just about the profit.

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4 Things Business Owners Should Know About SEO Before Hiring Anyone

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You must have heard from your friends or came across any blogs that mention the importance of SEO for business. No doubt on that, even for me being a digital guy for almost 6 years now I would always advise my client to have strong SEO presence before diving into any other marketing channel.

However, I’m being extremely careful when giving out my SEO advice. This is because I’ve seen so many new clients that came to me to revive their website rankings due to unethical SEO done by their previous outsourced vendors.

1. Knowing how SEO works.

You don’t have to be extremely good at technical in order to understand how SEO works. Yes, there are more than few hundreds of optimization involved coding and meta writings, but you need to understand that doing a good SEO is not about spamming or link building, but it’s more about how good is your website experience to people, rather than tricking the search engine about how good your website is.

What are the example of SEO with good website experience?

It’s pretty simple, for example when writing meta descriptions for a your homepage, a good meta descriptions will appear to be very interesting to traffic rather than stuffing keywords into it. In the end, its all about whether people would want to click on it, rather than tricking the search engine.

Our team previously done some experiment to see if “Attractive” meta description will do better than “Keyword Driven” meta description, and in the end the attractive meta description wins with 5% more click through rate.

If you are hiring a SEO vendor or freelancer, you can try run a simple test on writing meta description, this would at least show how they optimise for website.

2. Know your SEO vendor well.

Before hiring any SEO vendor, you need to know how will they rank your website. It will be even better if you have them to breakdown the link building activities. As a common and ethical link buildings are as below.

Social bookmarking
RSS Feed
Article Marketing
Guest blogging

Anything else is fine but you have to ensure it’s not spamming and it abides to natural keyword anchor text rule. After years of dealing with SEO vendors for clients, I noticed that it’s really easy to tell if the vendor is spamming and hurting your website. One way to tell is to check their keyword anchor text and if it’s more than 25%, then you probably need to careful.

3. Content is King and still a King for years to come.

One thing to spot if the SEO vendor really good is if they would take content seriously. From years of optimising campaign and running multiple experiment on content, we managed to get some great ranking results for clients by relying just on content.

A well covered presentation by Rand Fishkin about good seo without link building http://moz.com/blog/is-it-possible-to-have-good-seo-simply-by-having-great-content-whiteboard-friday

It’s not easy and requires a lot of research and preparation for this approach, but if you find any SEO vendor that wants to spearhead content marketing to improve SEO, you probably found a treasure trove.

4. On Page VS Off Page. Which is more important?

If you were to ask me this questions 3 years back, I would say it’s definitely off page. The context here ,off page means link buildings. But right now, Google had evolved so much that On page must not be ignored and its even more important now. These days, our team focused more on onpage than off page. I would say the ratio for on page and off page now is 70% to 30%. So in any circumstances that your SEO vendor say on page is less important, you probably have to find another vendor.

At BrewingHot, we love to discuss about SEO and giving out digital marketing tips and ROI ideas for business owners and marketers. Feel free to drop by and say hello.

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7 Secrets to Sell More Seminar Tickets in Facebook

  • Posted by: team
  • Date:

Whether you are an entrepreneur or business coach, seminar is undoubtedly the best event to introduce your services and getting the people into your end sales funnel.

With the latest technology in social media and ability to reach out to the target audiences easily, a lot of business owners are trying to promote their product or services in Facebook and in this blog entry, I’m going to expose our secrets to sell more seminar seats by taking some case study of our past client.

1. 2 for 1 strategy.
2. Landing page funnel
3. Choosing FB Ads format
4. Facebook Ads copy
5. Facebook Ads banner
6. Targeting
7. Custom Audiences.

One of our client, Streetsmart Marketing is a business consulting company based in Perth, Australia and we launched couple of seminars ads campaign for them.

1. 2 for 1 strategy.

In creating the seminar event, one of the way to get more participants is to have them to bring additional friend or business partner to join them in the seminar. The 2 for 1 strategy is basically selling 2 tickets for the price of 1, so that it will motivates them to bring their friends along. With this strategy alone, we are seeing at least 35% of them bringing their partners to the event. This would be a great strategy if you wanted more participants into your end sales funnel.

2. Landing page funnel. The double leads strategy.

One of the key to run a successful campaign is by breaking down your landing page flow into two parts. Especially if you are running campaigns in Facebook, the first part that you need to focus on is to capture as much email leads as possible. The reason for this is because you can nurture these leads through email newsletter or run some remarketing ad campaigns to remind them about the event.

The second part is usually focused on the seminar tickets. If you’re unfamiliar with landing page optimization, kindly read our landing page anatomy here http://brewinghot.com/lp/

However, if this is your first time creating an event, we would advise you to try out leadpages.net as they have some really good landing page with proven high conversion rate.

3.Choosing the right FB ads format.

In this case of promoting a seminar, you can try a few ads format such as “Clicks to website“ and “Website Conversion”

However, based on our experiment it’s best to launch “Website conversion” ads because you could easily structure your ads campaign to convert more. Take notice that when you setup the ads, do make sure it is bid for conversion rather than bid for clicks / impression.

Reason is because in Facebook ads, they have developed their algorithm to show ads to audience that are more inclined to convert. We had experienced this on our campaign and the result is astonishingly better.

4.Facebook Ad Copies Matters

Remember, you are marketing your services to people who are really online savvy and you need to have a good pitch to convince them to click on the ads.

In an experiment we did for Streetsmart campaign, we did a variation ads of long pitch and short pitch. Towards the end of the result, the long pitch gets 80% of the total conversions.

Here is how our pitch sounds like:

Reason for such a drastic results of short vs long pitch is because, it’s all about the user orientation. We noticed that people tend to attracted to imaginative keywords, clear USP, and concise benefits. You can read more on improving your copywriting on Copyblogger. http://www.copyblogger.com/good-copywriting/

5.Facebook Ads banner

When creating high performing ad banners, its really important that you include what is expected in the offer. If you are promoting the event, try to translate that into the banner design so people wouldn’t have different expectation when land on your page. A very well covered banner ad tips from Ryan Deiss can be found here. http://www.digitalmarketer.com/ad-scent/

6. Facebook Targeting

Now this is the interesting part. Either it will break your campaign or lead you to your seminar success. The mistake that most beginners did was to target general interest because to them, they seems to carry the closest relevancy. If you are promoting financial seminar, the general general interest here would be people who shows interest in “Finance”, “Economics” and etc.

Theoretically, this sounds perfect and make sense, but in actual experiment that we did, these general targeting cost more per clicks and usually ends up very expensive for each conversions. Reason is because there are too many bidders out there targeting these general terms, and also it’s targeting too broad that in actual there are only a few that would buy your service.

Instead, what we would recommend is trying targeting competitors / authors. For example in the same finance seminar, you could target people who likes famous author of financial books such as Robert Kiyosaki or Warren Buffett.

It’s even better if you have a very strong competitor who had good presence in Facebook. One of the greatest campaign I did when I was consulting a Korean gaming company in Malaysia is by targeting their competitors.

Also a key to lowering down cost-per-click is by removing all the filters or segmentation. Once you identified your competitors audience are similar to yours, just show the ads to all of their audience. With this strategy, we managed to get 1 cent per Facebook Likes and less than $2 per sign-up.

7.Custom audiences , the next level strategy.

The fact that Facebook is really good for promoting events is not just the targeting ability, but also their algorithm that enable anyone to create custom audiences and lookalike.

This was rolled out by Facebook on March, 2013. The ‘Look-a-like’ function basically allows you to upload your customers email list and create a larger group of audience with similar online behavior so that you can promote your ads to. It’s not just limited to email list, but you can create lookalike for your fans, your website visitor, emails of those who converted, and so on.

So far if you ask us what is the best audience to promote to, it would be custom audiences and lookalikes.

In most cases, we are seeing 35% to 50% cost reduction in CPA. We even have E-commerce clients that rely solely on custom audiences and lookalike and are converting well!

Hope this blog entry would give a better picture for business owners to run more profitable campaigns on Facebook.

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4 Killer Strategies If You Have High Website Traffic and a Huge Facebook Fanbase

  • Posted by: team
  • Date:

After years of consulting e-commerce and startups, I have seen many companies underutilize the power of huge website visitor and Facebook fans. In fact, you can run a Facebook campaign, sales promotion, ad retargeting, media contest and other types of campaign to acquire lower cost per lead.

“Screenshot of highly targeted email opt in campaign CPA at $USD 0.58″

In this blog post, I will share the strategies I have personally validated across different verticals toward creating an amazing campaign with early ROI.

  1. Retargeting
  2. Promote Sales
  3. Email Opt in
  4. Facebook Likes

Given a large number of website visitors and Facebook fans, the first step you should do is create custom audiences and lookalike audiences on the Facebook Ads Manager.

To create traffic audiences: Go to Audiences >> Create Audiences >> Custom Audiences >> Website Traffic.

To create traffic lookalike: Go to Audiences >> Create Audiences >> Lookalike Audiences >> Choose Source.

Now that you already have the audiences, let’s take a deeper look at the campaigns

1. Retargeting

Running retargeting campaigns, you can basically set visitors that land on certain pages in your website.

This is one of the most powerful campaigns you can have, especially when it’s related to time-sensitive sales promotion or any sort of e-commerce product.

For example, our previous campaign for LensCulture.com had about 35% to 40% increase in the total revenue acquired from retargeting.

2. Promote Sales in Facebook

Running a Facebook sales promotion campaign may be a bit tricky with an e-commerce business, where you need to create a very lean campaign structure (this will be covered in my next topic). But if you do it right, you should see great results.

Below is the screenshot of how a lean campaign structure would look like.

As you can see above, I am utilizing a lot of lookalike audiences not just visitors and fans. I also uploaded email lookalike and purchaser lookalike.

The rules for effective audiences strategy is to have an inner segmenting within the lookalike. For example, email lookalike audiences can reach about 200K to 800K, depending on the country. Due to this broad audiences, we can actually reach out to targeted people and will be more likely to convert.
Using this similar strategy in almost every verticals, most of the time we are able to cut CPA by around 50%.

3. Email Opt in

Now you have an idea on how a lean campaign structure should look like. Running email opt-in campaigns is the same, except that you need to hit higher CTR and keep CPC at a minimum.

In order to do that, you need to do a lot of tests on ads copies and banner images. I recommend that you start with two different ads copy and optimize towards at least 3% click-through rate. It’s only after you have reached 3% CTR that you can test on new image banners.

From our experience, hitting $0.50 CPA for email sign-up could be difficult, especially if you have a bad email squeeze page. In order to reach the goal, you need to do a lot of tweaking and refining of your squeeze page / landing page.

 

4. Facebook Likes

Achieving 1 cent Page Likes is possible but you may need to run multiple experiments to achieve lower CPA. The key tools for achieving low-priced page likes are:

  1. a) Creativity
  2. b) Right targeting

Creativity
Some of the Page Likes campaigns that I ran were usually below $0.05. You need to go the extra mile from a creative angle to do this.

In one of the experiment we did for our internal projects which is called FreelanceCulture.net, we achieved about $0.03 per page like with crazy click through rate. We tested a few versions of ad banners and realize we got better results with a humor oriented ad banner.

Right Targeting

You can take advantage of your high website traffic by targeting visitors to your like campaigns. Since many of these people are already aware of your brand and consume your content, showing Page Likes campaign will definitely propel them to like as well.

Nonetheless, to bring down your cost per like, you can also try lookalike with inner segmenting.

Brewinghot.com is a digital marketing powerhouse for marketing agency that wish to focus on scaling up the business. Our partners call us marketing ninja because we don’t just deliver results, we help them grow like crazy! Lets connect with us and have some ninja talk.

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3 Easy Solutions to Ad Blindness and Ad Fatigue on Facebook

  • Posted by: team
  • Date:

Two of the most frustrating issues when running campaign are ads blindness and ads fatigue. They are a big stumbling block for marketers like us when we plan to run a large-scale campaign with a huge budget. In my experience running campaigns for agencies, I have found 3 key strategies to avoid these common pitfalls.

Ads  blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, and ads fatigue phenomenon means that people who surfs the web and sees the same ads many times tend to get less receptive to the ads over time.

  1. Focus on ads that are engaging
  2. Keep testing and rotate ads
  3. Always monitor
  1. Focus on ads that are engaging.

Always kick start with an engaging ad. People already hate the feeling of being targeted with sales pitch, what more with a boring ads that are being shown repetitively on their Facebook news feed.

The banner above is being used in one of our experiments to acquire Facebook likes. It reaches close to 12% click-through rate because people like the sense of humor in the message.

Another ads copy experiment we did for selling event tickets to entrepreneurs was called “The John Lennon Copy.” It usually started the copy with the word “Imagine,” “Discover” “Picture this.” It works extremely well if you want people to imagine how the offers would benefit them, therefore making them curious and interested to see the offer. In the ad above, we gained about 8% click-through rate.

Below is a list of powerful ad copy strategies that you can try.

  1. Plain copy
  2. Storytelling copy
  3. Conversational copy
  4. John Lennon copy
  5. Long copy
  6. Killer poet copy
  7. Direct from CEO copy
  8. Frank Copy
  9. Superlative copy.
  10. Rejection Copy

For more details on these ad copy strategies, you can follow Demian’s blog about copy writing strategies. http://www.copyblogger.com/good-copywriting/

 

  1. Keep testing and rotate ads

Testing is one of the key actions to prevent ads fatigue. By adding a few lines of copy,  restructuring your words or simplifying your message, you will see slight changes to click-through rates. Always remember to kick start your ads with two different copies.

This original ads copy had 2.83% click-through rate

This simplified ads copy got 3.182% click-through rate

Over time, you should rotate your best performing ads and keep them fresh. Our approach is to launch 2-3 ads. After day 7, keep one with highest click-through rate and on the 3rd week onwards, pause the current ad and activate the other one.

 

  1. Always monitor

At brewing.com, our team is always monitoring the ads performance on a daily basis. There are few key indicator to watch out for ads fatigue.

CPA vs CTR.

When ads click-through rate is deteriorating over time, you should start to rotate the ads. For us, we usually rotate when the CTR drops by 30% from the average CTR of the first and second day of campaign launch.

We came across one specific campaign where we found out ads fatigue in a different way. It could be the neighbourhood or small city with very small targeting. The indicator of ads fatigue might present itself in a different manner, but most of the time, you can see it because of the unusual CPA statistic. When this happens, you may want to broaden your targeting to surrounding city.

 

For more of ads optimisation strategy, connect with me at email at [email protected]

Brewinghot.com is a digital marketing powerhouse for marketing agencies that wish to focus on scaling up the business. Our partners call us marketing ninja because we don’t just deliver results, we help them grow like crazy! Connect with us and let’s have some ninja talk.

read more