Social Media Management Advanced Class Lesson 3 PDF

SOCIAL MEDIA MANAGEMENT Advanced Class Lesson n. 3 Prof. Federica Barbella  THE STRUCTURE OF META ADS, THE FUNNEL, CHOOSING GOALS EFFECTIVELY The structure of Meta Ads:...

SOCIAL MEDIA MANAGEMENT Advanced Class Lesson n. 3 Prof. Federica Barbella  THE STRUCTURE OF META ADS, THE FUNNEL, CHOOSING GOALS EFFECTIVELY The structure of Meta Ads: becoming professionals in navigating Campaigns, Ad Groups, and Ads Account Quality: understanding and preventing account blocks and suspensions Meta Advantage: Harnessing Machine Learning and AI to Our Bene t The Funnel: How to Avoid Wasting Money on Failing Campaigns and Acquire REAL CUSTOMERS Choosing Objectives and Placements: Mistakes to Avoid and Best Practices LESSON PLAN fi  THE STRUCTURE OF META ADS: HOW TO NAVIGATE LIKE A PRO AMONG CAMPAIGNS, AD SETS, AND ADS THE STRUCTURE At the CAMPAIGN level we set up GOAL + BUDGET (only if Advantage+) CAMPAIGN At the AD SETS level we set up CONVERSION PLACE, OPTIMIZATION, BUDGET, AD SETS AD SETS SCHEDULE, TARGET, PLACEMENTS At the AD level we set up CREATIVITY + MONITORING AD AD AD AD AD AD CAMPAIGN: CHOOSE THE GOAL All ad sets and ads within it will follow that speci c objective It's the rst question to ask yourself: what is the purpose of the campaign I'm about to launch? What do I want people to do? You always need to think in terms of the Customer Journey: where is the audience I want to reach at, and where do I want to take them? fi fi AD SETS: PICK WHO, WHERE & WHEN YOU WANT TO REACH There are typically multiple ad sets within a campaign Each can have a di erent audience, placements, duration, and ads An ad set does not compete with other ad sets unless they are targeting the same audience (overlapping) ff AD: ENGAGE & CONVERT You can choose various formats based on the objective and selected placement An ad competes with other ads within the same ad set, and Meta advances the one with the best performance You can create a new ad, use one designed in the Creative Hub, or promote a post already published Meta created a new feature called Dynamic Creativity that allows to optimize the single ad creativity based on each person, so we can put more versions of the same ad inside it and Meta will mix different text, pictures etc. and it will show the one it thinks will perform best to users Before starting off read carefully this about Make sure to: A. Not sell products/services that are prohibited privacy > https://www.facebook.com/ from paid promotion on FB. policies/ads B. avoid prohibited texts, images, and technologies. C. Direct users to well-functioning landing pages that do not contain prohibited tools/objects. IF YOU BELONG TO A SPECIAL CATEGORY If you need to advertise for credit, employment, or real estate, refer to > https://www.facebook.com/ business/help/399587795372584 If you need to advertise for politicians, elections, or social issues, refer to > https:// www.facebook.com/business/help/ 167836590566506 All about Special Categories > https:// www.facebook.com/business/help/ 298000447747885  ACCOUNT QUALITY: UNDERSTANDING AND PREVENTING ACCOUNT BLOCKS AND SUSPENSIONS THE DASHBOARD META BUSINESS SUITE > ADS MANAGER > ACCOUNT OVERVIEW: Here we can nd a recap of all the active campaigns + all the noti cations concerning tasks you have to complete, alerts and all the steps for the account veri cation fi fi fi HOME (QUALITA’ DELL’ACCOUNT) Overview + alerts + noti cations for the sales accounts (Shops and catalogues) If you set it up correctly, here you will conveniently nd all the noti cations/problems about ALL your accounts The newest feature is the account feedback score: a vote that Meta gives your account based on the feedback that users gave to your ads and products: under a certain grade, Meta reserves the right to block the account (see the importance of users experience to Meta) fi fi fi MY TIPS FOR YOU AS OF NOW Open up an advertising account; If you already have advertising accounts open: review all the settings in light of what you have learned today; Add a payment method and a backup one; Set all parameters professionally; Start getting familiar with the interface, lters, and tools; Write down the characteristics, interests, needs, and desires of your potential customers; they will be very useful in the next lesson. fi  MAKE THE SYSTEM WORK FOR US LIKE A PRO: LIQUIDITY, BREAK- DOWN EFFECT, DYNAMIC CREATIVITY & AUTOMATIC PLACEMENTS THE FB ADV SYSTEM IS BASED ON MACHINE LEARNING. THAT’S WHY.. A premise: The system evolved a lot throughout the latest years because of the stricter privacy policies, cookies, and stronger and more sophisticated ai & machine learning systems. While it's important to provide Meta with precise information about how to spend the budget, objectives, etc., on the other hand, to ensure that the system works best for us, we need to give it room to operate and avoid imposing too many restrictions. Hence today to have REAL RESULTS it’s necessary to: Balance liquidity and control: it is essential. Liquidity measures the constraints we place on campaigns; the fewer constraints, the more liquid it becomes. Removing limitations (such as interests, placements, etc.) allows for more possibilities and potentially more ef cient use of your money. IN PRACTICE, avoid: Using too many pro ling criteria and placements unless absolutely necessary - they make the target too narrow Using a much too low budget fi fi DYNAMIC CREATIVES A way to work around these obstacles providing Meta the most info it could get from you - as we said before - could be to give the system more creative sets through the dynamic creatives for Meta to test on its on. Dynamic creatives incorporate various elements of ads, such as images, videos, texts and CTAs and combine them to improve performance. IN PRACTICE: It's a great tool to leverage the machine learning system, but it doesn't provide certainty about what works best. If you want to conduct tests, it may not be the best tool. FOR MORE INFO > https:// business.facebook.com/business/ help/257326614846024 THE LEARNING PHASE The learning phase is the testing period during which the adv delivery system still has much to learn about a group of ads. During the learning phase, the adv delivery system seeks the best way to deliver your ad group, which is why performance is less stable, and the cost per result is typically reduced. The learning phase begins when you create a new ad or ad group or when you make a signi cant edit to an existing ad or ad group. Ad groups exit the learning phase as soon as performance stabilizes, typically after about 50 optimization events since the last signi cant edit. fi fi THE LEARNING PHASE Beware that every time you edit your ads or ad groups (in terms of budget or creativity) it resets back into the beginning of the learning phase. If you are working on a conversion, to get out of the learning phase you have to score at least 50 conversions per week. If you notice that your ad struggles to get out of this phase, edit it by optimizing for a more recurrent objective, such as Page destination view As a matter of fact, it’s best to have enough budget to get past this phase THE LEARNING PHASE Facebook uses the attribution window both to optimize the campaign and to show you the results. By default, Facebook reports conversions that occurred within 7 days after clicking and 1 day after viewing. The model used is last-click attribution. THIS IF I USE THE PIXEL/CONVERSION API. Meta attributes to itself all conversions and actions that occur within 7 days after the click on an ad. E.G.: if someone clicks on your ad but doesn't make a purchase, but then makes a purchase IN PRACTICE: In many cases, the through a Google ad two days later, FB will still conversions reported by Facebook may attribute (and count) that sale/conversion to not match those of other tracking the initial click on your ad. This is how the systems you use. Especially in longer attribution window works in the Facebook purchase paths, it is crucial to optimize advertising system, and it can lead to cross- for actions that occur within the platform attribution discrepancies. attribution window. AUTOMATIC PLACEMENTS We recommend running your ads across Meta technologies. This gives our delivery system more exibility to get you more and better results. We call the different places we can show your ads "placements". You make your placements selection in the "Placements" section of ad set creation. Note: Depending on your ad type, content and the To maximize our ads, Meta gives us multiple placements design of its creative, every placement may not be available. Learn more about which objectives work to show them based on the best opportunity it has in with which placements. that very moment (real time). There are two approaches to using placements, automatic and manual. You can choose to edit placements, but to ensure more liquidity in the system, the advice is to leave them automatic or at least activate four. The best thing we can do when talking about placements, is to leave the maximum number of them so Meta can check in real time our best deal combination overall. IN PRACTICE: You can customize the creativity for various placements without creating additional ads under the 'Select a placement to customize' section once you've added the preview video/image. fl TO LEARN MORE Meta Advantage+ placements Advantage+ placements (formerly automatic placements) enable us to get the best results available from across all default placements. Because we can choose results from the widest range possible, Advantage+ placements are typically the most ef cient use of your budget and helps control costs. However, you may be confused about why we recommend this if you use the highest volume bid strategy and check the average cost per optimization event for each placement in your reports. For example, if the average cost per optimization event on Facebook Feeds is signi cantly cheaper than it is on Instagram Stories, you might want to stop placing your ads in Instagram Stories and place more of them in Facebook Feeds. We can see why you'd consider that, but keep in mind that our delivery system is designed to get you the most optimization events at the lowest average cost overall - not the lowest average cost for each placement. This means we look at all available opportunities across all placements and select the least-expensive ones without regard for what the average cost per optimization event will be for each placement. Another bene t of Advantage+ placements is that if you decide to duplicate a campaign, any new placements will automatically become available for your duplicated ad. Example Here's a simpli ed example showing how this works, and why it's easy to misinterpret: Say there are 11 opportunities to show your ad: 3 on Facebook, 3 on Instagram and 5 on Meta Audience Network. The Facebook opportunities cost $3 per optimization event. The Instagram opportunities cost $5 per optimization event. 3 Audience Network opportunities cost $1 per optimization event, and 2 cost $7 per optimization event. You have a budget of $27. If you selected all 3 of these placements, your report would show that Facebook placements have an average cost per optimization event of $3, Instagram placements have an average cost per optimization event of $5 and Audience Network placements have an average cost per optimization event of $1. You'd get 9 optimization events for $27 at an average cost of $3 each. fi fi fi fi TO LEARN MORE Example If you saw these numbers, you might be tempted to turn off the Instagram placement to focus on the seemingly lower-cost Facebook and Audience Network placements. However, here's what would happen if you turned it off: Facebook placements would have an average cost per optimization event of $3, there'd be no Instagram placements and Audience Network placements would have an average cost per optimization events of $3.40. You'd only get 8 optimization events for $26 at $3.25 each overall. This is a less ef cient spend of your budget. We optimize delivery of your ads to get you the lowest overall cost per optimization event. We do this optimization in the context of the full range of opportunities available. In other words, what you can't see on your reports is the more expensive results you didn't have to take because of the additional placements. The most important thing to remember is that one placement's average cost per optimization event being higher than another's doesn't necessarily mean it's inef cient. Link to Available Ad Placements for Marketing Objectives > https://www.facebook.com/business/help/279271845888065? id=369787570424415 fi fi THE META ADVANTAGE SUITE These are 2 types of Meta's advertising products that combine Machine Learning and Automations: 1. Advantage+ = These allow for the automation of the entire campaign creation process (Audience, Budget, Destination…). 2. Advantage = These allow for the automation of a speci c aspect of a manual campaign or performance improvement. As time goes on, the system tends to lean more towards entrusting everything to AI and machine learning. In fact, last year saw the birth of the Meta Advantage suite, where Meta gathers products that combine the full power of these two technologies. It's trying to put everything under the same umbrella, telling us: "Give me your budget, your creatives, your goals, and I'll handle it all." The system offers signi cant potential - e.g.: dynamic catalogs for e-commerce work very well even with broad audiences. However, please note that these products aim to... fi fi THE META ADVANTAGE SUITE: BENEFITS? Optimization > Achieving better and more sustainable results over time. Personalization > Reaching the right person at the right time. Ef ciency > Reducing manual work by automating tasks. BUT, as for all the new tools Meta provides, it’s not to be taken for granted that it will work ef ciently, nor that it will perform well. fi fi BEWARE THE NEW TOOLS Customized Advantage+ audiences: when you create an ad and reach the ad set level, Meta will automatically ag this con guration and expand your audience. Since this is a 2023 feature it doesn't perform well yet and often brings low-quality users, including bots. When creating ads with traf c and conversion objectives with cold or warm audiences, pay attention to article placements (which will fortunately be removed soon) and external apps and websites placements, as they often bring very low- quality traf c. fi fi fl fi THE FUNNEL: HOW TO AVOID WASTING MONEY ON CAMPAIGNS DESTINED TO FAIL AND ACQUIRE REAL CUSTOMERS BEFORE WE START, HERE ARE THE 4 SOCIAL TRUTHS NOT ALL HIGHER COST = LESS KNOWN YOU HAVE TO SECTORS HAVE LOWER BRAND = LESS KNOW YOUR THE SAME CHANCES TO CHANCES OF TARGET TO POSSIBILITIES SELL ON SELLING ON SPEND OF SELLING ON SOCIAL MEDIA SOCIAL MEDIA EFFICIENTLY SOCIAL MEDIA REMEMBER THE TABLE IN THE ROOM Without a structured and solid mktg plan contained in a broader business plan, Social Media will not deliver the desired business goals. BEWARE… In today's mature ecosystem, running The higher the price, the an occasional longer the buying journey, the less campaign (or one impulsive the purchase, and the more work with a single you'll have to do at objective) is no various levels. longer suf cient. You’ll have to work on your awareness to get users to know you, accompaign people to the purchase and to eventually sell 1 campaign won’t do. fi IS THE FUNNEL STILL A THING? The ywheel is a model to explain the momentum you gain when you align your entire organization around You’ve been hearing all delivering a remarkable customer the time about the experience. It's remarkable at storing and releasing energy. Invented by funnel when it comes to James Watt, the ywheel is simply a social media or mktg, wheel that’s incredibly energy- but with regards to the ef cient. The amount of energy it rst ones this shape stores depends on how fast it spins, might not be still the amount of friction it encounters, and its size. Think of it like the wheels current - it makes sense on a train or a car. for a few single ads and This energy is especially helpful when activity - but the thinking about how customers can ywheel could best help your business grow. represent today’s Other models think of customers as a mere outcome. All the energy you approach to Social Ads. spend acquiring that customer is wasted, leaving you at square one. With the ywheel, you use the momentum of your happy customers to drive referrals and repeat sales. Basically, your business keeps spinning > The more you increase speed and decrease friction, the more you will create promoters of your business, and all those promoters become a force that spins your ywheel. fl fi fi fl fl fl fl THE FLYWHEEL When you use the inbound methodology as a foundation, the three phases of your ywheel are attract, engage, and delight. By applying force to these 3 phases, you can offer an amazing customer experience. Attract > attract visitors with useful content and remove barriers as they try to learn about you. Earn people's attention, not force it. Some forces: content mktg, SEO, social ads, social selling, targeted paid adv. Engage > you make it easier to shop and buy by enabling customers to engage with you on their preferred timeline and channels. Focus on opening relationships, not just closing deals. Some forces include website and email personalization, db segmentation, mktg automation, lead nurturing, multichannel communication (chat, phone, messaging, email), sales automation and samples. Delight > you help, support, and empower customers to reach their goals. Remember, customer success is your success. Some forces you can use are chatbot, proactive customer service, multichannel availability (chat, messaging, phone, email), ticketing systems, customer feedback surveys, and loyalty programs. fl THE FLYWHEEL Today, customer referrals and word-of-mouth have become the largest in uencers on the sales process, which means the funnel has one major aw: it views customers as an afterthought, not a driving force. Funnels produce customers but don’t consider how those customers can help you grow. People today make decisions by asking their networks for advice, they search for mentions of your company on social media, and you bet they’re reading third-party review sites. (messy middle) The traditional funnel doesn’t account for any of these factors. And because they’re linear, funnels don’t reveal the momentum you build through a great product and customer experience, nor the drag you experience when your processes start to slow down growth. fl fl THE FLYWHEEL In a social media ads perspective, we need to think about a continuous strategy that: 1.takes unknown users 2.engages their interest in us 3.and then continues to support them. They become customers, and in the meantime, we keep those customers within our ecosystem to make them buy more, increasing the value of their lifecycle through an omnichannel strategy. If we want to achieve short, medium, and long-term results, we need to implement a continuous strategy in which, on the one hand, we attract prospects (or key audiences, created based on interests and demographics+ Lookalike Audiences - LAL - to engage them and make them aware, driving traf c to the website). On the other hand, we focus on lead generation, the best investment we can ever make. fi WHICH MODEL TO APPLY GENERALLY? CONVERT INTO CUSTOMERS ATTRACT Retargeting/ Interaction/Traf c/ Remarketing Video campaigns on campaigns KEYTARGET/LAL Direct sales campaigns on KEYTARGET/LAL CONVERT INTO LEADS Contact acquisition MAINTAIN & EXPAND campaigns on CA LIFECYCLE (custom audiences) Interaction/Traf c/ Contact acquisition Video campaigns on campaigns on CA KEYTARGET/LAL Sales/Retargeting campaigns on CA Consistency and diversi cation are KEY fi fi fi WHAT STRATEGIES DO MAJOR BRANDS USE? AND THEIR COMPETITORS? STUDY! https://www.facebook.com/ads/library/ To Link a database to your campaign you can use ACTIVE CAMPAIGN https://www.activecampaign.com/apps/tag/ databases I URGE YOU TO: Understand the tools/channels your customers use to get to know you, consider you, and decide to purchase from you Establish a presence on those channels Think of Facebook Ads as a tool to stimulate latent demand Realize that FACEBOOK ALONE IS NOT ENOUGH to effectively cover your strategy.  CHOOSING OBJECTIVES AND PLACEMENTS: MISTAKES TO AVOID AND BEST PRACTICES GOAL SETTING Choose your actual objective so that Awareness aims to reach people who are more Facebook can reach the people most likely likely to remember having seen that ad if asked to help you achieve it at the best cost. about it after 2 days from viewing, and it is based on the ad recall metric, measuring how much we increase the brand's recall rate. This metric is great for big brands, but smaller brands might not nd brand recall relevant. On the other hand, Reach seeks to reach as many people as possible within a speci c area and target audience, and you can choose the frequency (default is set 2 times every 7 days). It is an objective based on reaching thousands of people. When running a Reach campaign, you might see few interactions on that post because the system's goal is to reach people, not necessarily to get them more likes or engagement. fi fi GOAL SETTING Traf c is used when we want to drive people to messaging apps or drive traf c to our website. We don't use link clicks but rather landing page view optimization, which helps the system bring more people who might actually view the content - it's essential to have at least the pixel installed. If you have a website you can monitor and want to drive traf c, for example, to your blog, optimize for this sub-objective because optimizing for link clicks can easily bring lower-quality traf c (it aims to bring volume). The sub-objective of link clicks is for when we link to an external site that we cannot monitor. If we're redirecting to WhatsApp or Amazon, this is the way to go. However, if we're redirecting to our own website, we need to add the pixel and conversion API and optimize for conversions if we want people to add to their cart and request information, or optimize for page views. You can also choose the sub-objective of calls if, for example, you want to increase bookings and have a call center or redirect to Messenger and WhatsApp (message objective campaigns). fi fi fi fi GOAL SETTING The Engagement goal is used when we want people to participate in an event, view a video uploaded natively on Facebook or Instagram, or if we want to increase followers on Facebook (not available on Instagram). This objective optimizes for more video views, more post interactions and more responses to events. In essence, it aims to generate direct engagement within the Meta platform, including through Messenger, Instagram, and WhatsApp that we nd here as well. fi GOAL SETTING With the Lead Generation objective, you encourage people to leave their contact info. Unlike the objectives we've seen earlier, where choosing Lead Generation would typically lead to an Instant Form within FB, now, when you select Lead Generation, you have more destination options. Among these we nd interactive forms, which allow you to collect contact information directly on FB or IG. You can choose which elds you want people to ll out and then connect them to an external CRM system (like Mailchimp or ActiveCampaign) or download the data from Meta within 90 days. Alternatively, you can redirect to an external website where you would need to track with Conversion API or a pixel, direct phone calls, or even to Messenger. This goal should be part of a broader strategy, which could include activities like offering lead magnets to acquire contact information, and follow-up strategies. fi fi fi GOAL SETTING The App Promotion objective is used when you have an iOS or Android app that you want to drive traf c to, and you want speci c actions to occur within the app, such as purchases, adding items to the cart, app downloads, etc. If you want to promote an app directly on FB or IG and track conversions while optimizing for app installations, you shouldn't use the pixel. Instead, you should use the Meta SDK (Software Development Kit), which allows you to track conversions and optimize campaigns for in-app events. However, implementing the Meta SDK requires the involvement of a professional web developer to set up and con gure it properly. fi fi fi GOAL SETTING The Sale objective is one of the most important goals and is used when you want users to add your products to their cart, typically towards the end of the customer journey. If you want to sell products from a catalog, you need to create and upload a product catalog, then choose whether you'd like to promote individual products or the entire catalog. You can also redirect users to Messenger, WhatsApp, or phone calls. As you can see, some destinations are recurring in the customer journey. This objective is speci cally designed to drive the nal sale. fi fi PLACEMENTS PLACEMENTS: WHAT YOU NEED TO KNOW, IN PRACTICE Leaving Automatic Placements means Facebook will display your ads where they perform best. Use this until you become a more experienced advertiser or have evidence justifying speci c placements. When choosing the Traf c or Conversion objective, it's a good idea to exclude In-Stream, Instant Articles, Audience Network, and the Apps and Sites in the Article placement options. These placements often bring lower-quality traf c. If you choose to select placements manually, it's recommended to have at least 4 active placements to provide enough room for optimization by the algorithm. In many cases, you can leave automatic placements and customize creative assets. Select devices and/or mobile/desktop only if it's relevant to your campaign. Why do I need to have more active placements: https://www.facebook.com/business/help/965529646866485 fi fi fi