A-Z (ish) of Facebook marketing

Annotated Video – Incredibly important that all video content is annotated – 85% of video on Facebook is played without sound.

A/B Split Test – Track which content/image/copy performs better in your ads, so that you can apply that understanding to future campaigns.

Attribution Modelling – Building a system that outlines what success really looks like for your brand to manage expectations/goals for the platform.

Analytics – Review information pulled in by the Facebook Pixel (see below) through Facebook Analytics to identify new audiences to target.

Business Manager – Making it easier for various people to create and manage your Facebook ad campaigns. Many hands make light work.

Custom Audiences – Custom audiences can be created from existing customer lists – your email database, for ex. – who you can then target with Facebook ads.

Custom Conversions – Add custom conversions so that you can create ads specifically for your personal website conversions website.

Diversify – It’s simple: Balance. Mix directly-sales based ads with different types of content-based ads.

Dynamic Remarketing – Uploading an Excel sheet of your most popular products will allow you to retarget customers/potential customers/clients with Facebook ads.

Event Manager – Tracking events across your site = More information for Facebook about customer behaviour.

Frequency Cap – Keep ads/communications under a frequency of 3 to keep users engaged and costs down.

Funnel – Understanding which stage your targeted audience are at the purchase funnel model. Then you can target them with appropriate content.

Information – Make sure that your page has as much information about your brand as possible. Keep it short and confident – clearly state what your company or brand is about.

Landing Page Views – Depending on your goal, a guaranteed user seeing the page is often far more useful than a click.

Lookalike Audiences  – Always run them with additional targeting in place for maximum results.

Lead Generation – Using Lead Generation to capture users’ information(s) to use in future communications. Think: email addresses for future email marketing.

On-page Engagement – Increasing engagement on your brand Facebook page can increase organic reach, through Facebook’s algorithm.

Planning – Planning out your ads ahead of time allows you to dedicate more time in the ‘here and now’ to monitoring performance, building new audiences, using the data generated on other platforms/projects. Stay ahead of the curve.

Pixel – Putting Facebook’s remarketing pixel on your site is essential. It allows you to retarget users who visit your site.

Question Everything – Would you click on this ad? Would you read this piece of content? Would that copy resonate with you? Question everything.

Radius Targeting – Putting radiuses around relevant locations – a pub where your beer is on sale, for ex. – allows you to run specific campaigns targeting customers/users that are highly relevant to your brand/project.

Reporting – Regularly updating people on the success of the campaigns so that key learnings and insights are understood and shared.

Sweepstake App – Data is power. Sweepstake apps are a great way of gathering it.

Willingness to Fail – It’s key that (at least) 20% of your budget goes to testing campaigns with new audiences, new functionality, new content – even if it fails.