If you are doing paid media marketing, chances are you must be heavily relying on Facebook to fuel your marketing ROI. While ads and landing pages are a good place to start optimising your Return On Ad Spends (ROAS), nothing is more important than targeting the right audience.
You can’t expect to sell dog food to someone who doesn’t even have a pet no matter how compelling your proposition is.
Over the 5 years of my career, I have spent countless money on Facebook marketing precisely because of the ROI it brings me every time. While the ad dashboard might seem to be very easy to get the hang of, there are some mostly unknown techniques that I have learnt working on 100+ projects that I want to share with all of you.
With over 6 million advertisers on Facebook, you can have a competitive edge over others, if you implement these simple tricks and guarantee a lower CPC.
Techniques that will go beyond the normal use cases that facebook wants every advertiser to use.
Unlock hidden targeting
Understanding your target audience is a crucial step in any targeting. Once you have identified their interests and affinities, you can go beyond the suggested ad targeting (25 categories) that Facebook provides you with.
We will be using the Facebook Marketing API for the same.
This might seem a little fishy but it's not. We are using Facebook’s own API and utilising it to get the other available targeting. Try searching for affinities on google and Facebook to get a holistic list of suggested interests to target.
Retargeting after 45 sec:
Retargeting is one of the cheapest sources for conversions for a lot of businesses but you could take a step further to refine the audience that have spent at least 45 seconds on your website. This way you will get rid of people who might have accidentally clicked on your ad or casual surfers.
You can simply append your Facebook or Adwords script in the following script and this will make sure that the pixel fires after 45 seconds. This simple trick can result in a ~10% increase in conversion rates for retargeting campaigns.
Negative location for precise targeting
In the ads manager, you can only target locations within 10 miles radius but if you wish to make your targeting more precise, you can use negative locations. The screenshot below shows how you could place excluded locations to make your targeting more precise.
This could be particularly helpful in case you need to target people who come to a particular market or even your office. Applying the tricks above can be helpful to maximize your ROI on Facebook campaigns and would give you a competitive edge over your competitors. If you need help designing your sales funnel, make sure to check out my post on the sales funnelto take your advertisements to the next level.
Covid has forced most of us to work remotely, and managers peeking over the desk have been replaced by a so-called employee monitoring tool. While essentially this is a piece of software that sits in the background and shares details on the number of clicks, mouse scrolls, URLs opened, applications used, and periodically screenshots with […]
Marketing is science, an iterative process that involves testing and one of the common practices in testing is the A/B test. But unfortunately, over 90% of AB tests that are conducted, are done with the right intention but the wrong method. Typically this has got to do with Type1 and Type 2 errors with Type1 […]
Be it your assignment in your job application or a client pitch for your agency, if there is one thing people ask for is a Digital Marketing Plan. I am not going to bother you with free templates to design your plan, instead what I am going to focus on is the way to think […]
Since the dawn of the internet age and the invention of the popular mailing service HotMail, one of the most profitable and of course misused marketing channels is email. If you are a marketer living in India you are fortunate enough to have the most relaxed rules when it comes to email marketing. Refer to […]
The World Wide Web has evolved multi folds over the last decade and to sell online is no longer just about having a website. With over 1.5 billion websites, businesses have little evolved to capture that attention and sell their products the way it works. Everything starts with a sales funnel. I am not going […]
Marketers today are supposed to be good with data, creative with their ideas, and refined with their words but when it comes to marketing themselves, they somehow don’t seem to use any of this. Landing a job after all is a marketing exercise. This is the only underlying thought of this entire piece. This will […]
If you are working in a niche market, search networks on AdWords and bing are bound to give you the most relevant traffic on your website. Here you have control over what search terms to target and optimize for long-tail keywords that have higher conversion rates. This scenario might sound like an SEO problem but […]
It was the morning after I posted a giveaway on Linkedin for marketing spreadsheet utilities I had developed while I was running my own agency. What I saw the next day was something I hadn’t expected at all. 2500+ comments 700+ Likes and 300+ connection requests The technique was simple, get people to comment in […]
In 2019, global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023. That’s half of the world’s population. With such a ubiquitous channel for communication, companies rely heavily on email marketing to grow sales in the pursuit of cheaper conversions. But off late email marketing […]
Say that you are on a job hunt, or have a great idea to pitch to some investor, and if there is one marketing channel that can be as hyper-focused (but less intrusive) as cold calling, it is email. But how do you even get started with emails? How do you make sure that your […]