Since so many people in the world are on Facebook (did you know a billion people logged on to the world’s largest social network recently?), more and more businesses are advertising there. Creating a campaign isn’t particularly difficult – you choose your objective, target whoever you want to target, create your advert and submit your budget.
But there can be a bit more to it than that – using some of advanced Facebook marketing techniques you can really see if the ads are working or not, you can save time and you can be even more technical when it comes to trying to sell people something. Here’s how…
1. Remarketing via Custom Audiences
Have you ever been served an ad on Facebook for a website you only just looked at shortly before logging on to Facebook? This is called ‘Remarketing’. It’s when the internet follows you around the place. It’s a little bit creepy for some people, but it’s common practice how and very effective.
To create an audience log in to Adverts Manager, create the audience, get the piece of code you are given and put it on to your website. You will soon see the audience grow.
1.2 Remarketing via Custom Audiences – advanced
If your website is an ecommerce one (if it isn’t get in touch with us), then this means your website has a page where they enter credit card details to make a purchase. Not everybody who gets as far as this page in the booking process will go ahead and convert – some will think twice about it and think about whether or not they want to make the purchase. One of the places they will go while they consider is Facebook.
You can target these people using the same technique as standard retargeting, only now your ad is for people who opted out at the last minute. This way you can try and convert them using more targeted imagery and messaging. You might even want to give them a discount to get them over the line.
2. Custom Audiences using email addresses
Do you have an email database? Would you like to find out, of the people whose email addresses you’ve acquired, how many of them are on Facebook and, of those people, how many of them haven’t liked your page? Upload the list to Facebook and that’s exactly what you’ll discover.
Not only that, you’ll be able to attempt to get them to like your page with an ad. Since these people will already have an affiliation with your brand it should bring the Cost Per Like/Conversion down, giving you a better return for your investment.
3. Lookalike audiences
If you’re already active on Facebook, this means you have a certain number of page likes. It might be 1,000; it might be 10,000. Whatever it is, you can be sure that there are people on Facebook that haven’t liked your page that look like the people who have. That’s what lookalike audiences are – groups of people who haven’t liked your page but have similar interests to the people who have.
By creating lookalike audiences you are targeting people you know have an interest in your product, but without doing the targeting. They are known for bringing cost down and saving you time.
4. Saved audiences
If any of you have dabbled with Facebook marketing before, you’ll know that the first thing you have to do is create your audience. If any of you have dabbled in Facebook marketing twice, then you’ll know creating an audience the second time round is a bit of a pain. If you use ‘Saved Audiences’ you won’t have to worry about this anymore.
This really is what it says on the tin – after you’ve created your audience, if you think you’re going to be advertising to that demographic again, click on ‘Saved audience’ and give it a name you’ll recognise. The next time you’re creating an ad you won’t have to enter the age, interests and other bits of information – it will all be there saved for you.
6. Conversion tracking
It’s one thing to drive traffic to your website from Facebook. It’s another to see if the traffic is doing what you want it to do. One way of doing this is by setting up a campaign on Facebook where the objective is conversions.
This is how it works: you track the traffic to your website from your Facebook ads, then you monitor what that traffic does by adding code for an ‘event’. This could be purchase, complete registration, or generating a lead among others.
There’s a bit of tech work involved in terms of setting up the campaigns (you need to add two bits of code to your website at different places), but it’s not too complex. Once you’ve got it set up, you’ll see it’s worth the hassle.
Do you have any other tips on how to market tours and activities more effectively on Facebook?
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Written by Colm Hanratty
Colm is Founder and Managing Director of digital marketing agency Sixtwo Digital. After running Hostelworld.com’s content and social media for almost 11 years he felt it was time to branch out on his own, using all his experience to educate others in the travel space.