It wouldn't be hyperbole at all to suggest that social media in general, and facebook in particular, has well and truly taken over a large chunk of our active lives. Whether it's for news or bits of information, or staying in touch with friends and family, facebook plays a huge part and the numbers back it up.
Right now, there are 1.79 billion monthly active users on Facebook, a 16% increase from the previous year, and the numbers are only going to go up. With such a dense population, it was only going to be a matter of time before companies and brands started using facebook, and by extension social media, as a popular medium of advertising and information exchange.
E-commerce companies are gradually catching onto the idea of using viral facebook campaigns, that align with their overall marketing strategy, as an effective method of reaching out to users and selling their products.
Take a user who's dropped off the purchase cycle, for example. All it takes is a couple of well placed, relevant ads to get him to complete his purchase, so why not make that part of his daily news-feed browsing instead of bombarding him with mails or isolated push notifications? This not only makes the user experience pleasant, but also increases the chances of the served ad resulting in the desired outcome i.e getting the user back to your website/app and buying from you.
The sheer reach on offer though advertising on social media simply cannot be understated. No wonder most eCommerce brands are jumping on the facebook bandwagon.
The like and share button, the most common form of acknowledgment and approval on facebook, are viewed across almost 10 million websites/apps daily. and a total of 4.5 billion likes are generated everyday. This highlights the constant presence and activity of a huge population of facebook, potential audience for advertising and marketing campaigns.
Facebook re-targeting definitely works, but what marketers need before venturing into these relatively untested shores is a strategy. Numerous options need to be explored and experimented with before landing on a clear, well defined strategy.
When thought out and executed right, Facebook ads should result in 30% increased CTR for eCommerce companies at a 40% lower CPC. Here are three things that will guarantee that you do it right
Segment your users
Facebook data is like this huge bucket of mess that you're diving into, and there's no way it will make sense without proper segmentation that will divide the data into separate piles based on clear parameters. This instantly makes the whole thing much simpler, and helps you find parallels and patterns that make predictive advertising really easy.
But what are these parameters? Well, users on any website or app display various traits that can be documented, such as repeat visits, number of products visited, time spent browsing etc. These can be used to neatly divide these users into various piles of similar characteristics, who will be served ads of a similar nature reflecting their shared traits or tastes. Not only does this eliminate the sense of randomness, it also increases the chances of retargeting your users since it results in more personalized and relevant ads.
Complement your database with Facebook's
Facebook's powerful algorithms generate intricate data about their users. Although this is primarily done to make sure they gather the chief interests and likes of the enormous user base to make sure they're shown relevant content on their news feed, brands can make use of this data and use it in combination with their own intelligence to hone their marketing campaigns.
The two sets of data can offer a greater layer of distinction to the traditional segmentation criteria discussed above, further increasing the chances of the served ads having a successful impact on the users being targeted.
Personalize in real time
Segmenting users and mapping out accurate user persona is all well and good, but ultimately meaningless, if the actual personalization is not on point. Each notification should be customized in real time, with a crisp and concise message, and flamboyant images wherever necessary. Each ad that is served to your users' new feeds needs to include a specific call to action button, and needs to be monitored and updated frequently.
Standard A/B testing can help you determine which ads are performing well and need to be persisted with, while the others are discarded or reiterated upon. The reach and virality of the ad is greatly dependent on the actual content and aesthetics more than anything else, so it is important to make sure it is designed and curated well.
Each ad needs to come complete with a customized landing page for the users who click on the ad. There is no universal consensus on its type, and it is upto the marketer to decide that kind of landing page would work best for a specific scenario. The final performance should not be measured in isolation, but rather by taking all the channels and their performances into account to add objectivity to the analysis.
So there you have it. A perfectly executed Facebook campaign is well timed, takes into account every single metric and ensures the final output merges seamlessly with the users' social media experience without being intrusive. Of course, it goes without saying that constant analysis and tweaks are imperative to the prolonged success of the campaign.
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