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Facebook Conversion Techniques ForAdvanced Facebook Marketers

Tangy Lab Group

What You Will Learn..

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5 Elements That Define Your Campaign Information that every marketer should get hold of

before initiating your project

Ads Targeting That Snipes Your Market Showing your ads to the right crowd for with the layered

targeting method

Eye-Catching Copy Writing Styles Types of writing styles that drives click through like crazy

Lasting Impressions Guides on creating visuals that immediately captures

attention

3-Minute Optimization Technique Easy techniques to identify your winner ads that maximizes

your ROI

01.5 Elements That Define Your Campaign Information that every marketer should get hold of before initiating your project.

01. 5 Elements That Define Your Campaign It is essential to set expectations and the foundations right before starting any Conversion Ads Campaign, here are 5 elements that ensures you a smooth ride!

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Budget

Audience

ObjectiveOffer

KPI

How much is the client going to spend?With bigger budgets, you are able to test out more Ad types and different targeting groups.

Who is the ideal buyer?This determines how the writing tone should be like and the interests you should be targeting at.

Is the campaign out to get registration? Leads? Or Sales Conversions?Different objectives requires different style of writings.

What is the magic bullet to entice clicks?Determine the hook that will capture your audience’s attention. Is it an e-book? Checklist? Or Freebies?

How do you define success?Set up your intermittent target and final goals. Align them with your client. Not only you can manage your clients’ expectations, but this also serves as a guide for your optimizations.

02.Ads Targeting That Snipes Your MarketShowing your ads to the right crowd for with the layered targeting method.

02. Ads Targeting That Snipes Your Market

One Tier Targeting

The power of Facebook targeting comes from their large and up-to--date people behaviour database. This allow marketers to target more than the demographic (age, gender, etc) or audiences outside your Facebook Fan Pages who are active on Facebook.

Interest Categories

Gathering Associations Foundations Societies Clubs

Publications Bestsellers Magazines Forums Websites

Occasion Festivals Conferences Competitors Seminars

Competitors Direct Indirect Alternatives Complimenting

Celebrities Opinion Leaders/ Influencers

Actor/Actress Authors Thought Leaders

Media TV series Movies Educational Shows News Network

Demographic Marital Status Household Size Employers Working Titles

On a basic level, we can target our ads to interests that is within Facebook while setting up the ads. Here are some of our best interest targeting categories which has given us great ROIs!

02. Leverage On The Power Of Facebook TargetingLayered TargetingFor Advanced Marketers, you can leverage on the “Exclude/Narrow Interests” option in the Facebook Power Editor Tool. From here you are able to further segment your audience to niched interest groups. This allow you to reduce your cost per acquisition when your product fits perfectly into your audience interests.

Here is how it functions:

NarrowingParents with children over 5 years old + Interested in Water Filters

Surface Level:Parents with children over 5 years old

ExclusionFridge, Kettles, etc

Surface

Narrow

Exclude

02. Leverage On The Power Of Facebook TargetingLayered Targeting You can also further zoom down into location targeting, aiming your ads at those who are staying near by your brick and mortar store!

Extra tips for Setting Effective Target Interest Groups#Tip No.1 - Differentiate “Aspiring Interests” and “Real Interests”This is especially important when it comes to Luxury Brands. It is easy to find a person who shows interest in Rolex, but it is hard to determine whether the person is a avid fan who really purchases their products. To overcome this, you should target a level deeper by listing down detail product names, rather than just the brand. E.g. Rolex Seamaster, Rolex GMT II, instead of “Rolex”.

#Tip No. 2 – Use “Daily Unique Reach” for your Optimization & Pricing when you have a very small group or small budget! #Tip No. 3 – Do not forget your Web Custom Audience, Remarketing and Conversion Pixels!

03. Eye-Catching Copy Writing StylesTypes of writing styles that drives insane click through rate.

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03. Eye-Catching Copy Writing Styles

Pain-solvers

Factual Writings

Empathy

There is always this saying that Facebook Ads copies should be short, best before the “see more” section. From our experience after implementing multiple campaigns and realized that the length of copies does not matter, in fact, well written long copies gets us the most conversions!

Here we show you 6 of our successful writing styles that you can test out for yourself:

Catch the attention of the readers by stating a shocking fact/study that creates awareness to their problem.

List out the pain points that the target audience is facing.

Shouting out features of the service and product and how it benefits the target group.

Tongue-in-cheek

Straight-to-the-pointsDirectly communicating the offers and discounts to the target group, best for established brands.

Feature-BenefitShouting out features of your product/service and how it benefits the target group.

Use of humor appeal to increase positive sentiments in users,

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03. Eye-Catching Copy Writing StylesFactual WritingsCatch the attention of the readers by stating a shocking fact/study that creates awareness to their problem.

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03. Eye-Catching Copy Writing StylesFactual WritingsCatch the attention of the readers by stating a shocking fact/study that creates awareness to their problem.

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03. Eye-Catching Copy Writing StylesPain-solvers

List out the pain points that the target audience is facing.

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03. Eye-Catching Copy Writing Styles

Feature-BenefitShouting out features of the service and product and how it benefits the target group.

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03. Eye-Catching Copy Writing Styles

Tongue-in-cheekUse of humor appeal to increase positive sentiments in users

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03. Eye-Catching Copy Writing StylesStraight-to-the-points

Directly communicating the offers and discounts to the target group, best for established brands.

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03. Eye-Catching Copy Writing StylesEmpathyMake your target users feel good by praising them or putting yourself in their shoes.

04.Lasting ImpressionsGuides on creating visuals that captures attention immediately

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03. Lasting ImpressionsFor Facebook Advertisers, the part that your should pay the most attention to is your Ad visual and the tagline in the visual.

Think of how people behave when scrolling social media on their devices. Users will just keep scrolling until they hit something eye-catching that stops them in their track. And that is why your visual plays a crucial role to get that initial traction.

“Hey, I have been finding colourful ones for quite some time!”

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03. Lasting ImpressionsEye-catching, successful Ad Visual should have display these 4 key elements…

#1. The USP/Offer of your products/services stated clearly in your taglineDon’t be shy about the discounts that you are offering! State them clearly in your visuals, but remember to adhere to the 20% text rule.

#2. Exaggerated GraphicsBest if you can use exaggerated facial expressions or interpretations of the effect your product is offering.

#3. Clear Product or Service ImagesProducts that are featured in the visuals must be sharp, clear and bright. Dull or blurred images shows unreliability.

#4. PeopleHaving humans in ads makes the visual more relatable to the people you are reaching gout. If you have the rights to feature an influencer, it might work even better!

05. 3 Minute Optimization TechniqueEasy techniques that will keep your winner ads that will maximize your ROI.

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05. 3 Minute Optimization TechniqueAfter running your Ads for a while, you would need to know how to optimize them. With the right key metrics, you will learn how to identify your winning Ad in just a snap of your fingers.

Check on your Winner Metrics

Check on your Ad Attractiveness

Metrics

Minute 1:Minute 2: Minute 3:

Check on your Technical Issue

Metrics

Not Performing? Not Performing?

GOOD JOB!Your Landing Page

needs reworks

Your Ads Copy or Visual needs a

revamp

Performing! Performing…But no conversions.

Performing…But low Clicks.

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05. 3 Minute Optimization Technique

This set of Metrics allows you to check if your sales funnel is Effective and driving sales, you should be investing most of your budget to those ads who have the highest performance in the below metrics.

Conversions Look out for the highest value for best performance

Cost Per Conversion• Look out for the lowest value for best performance

If there are no conversions or sales are coming in too slow compared to your previous campaigns, don’t dwell any longer and move to the second step to identify the problems!

Minute 1 – Identify your Winner Metrics

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05. 3 Minute Optimization Technique

This set of Metrics allows you to determine whether your ads are effective in driving traffic to your landing page.

CTR (LINK) Look out for the highest value for good performance, any item that is below 1% is weak

performance and thus need to looked into.

CPC (LINK) Look out for the lowest value for best performance

Relevancy Look out for the highest value, anything that is below a rating of 4 is weak performance and thus

need to looked into.

Frequency A low frequency is good, not more than 5x. High Frequency but low click-through shows that your

ads are not generating actions although it has been shown to the audience multiple times.

If these metrics are performing, these means that they are driving people to your landing page, but not converting. You might want to look into the consistency of your messaging between your ads ad landing page, or maybe it is the copy of your landing page that is not working for you.

Minute 2 – Identify Your Ad Attractiveness Metrics

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05. 3 Minute Optimization TechniqueThis set of metrics allows you to determine whether it is a technical fault that your ads are not performing.

This set of Metrics gives you an idea whether is there any issue with your Facebook Ads Account Settings. Sometimes you might encounter situations where Facebook is not spending a single cent of your budget.

Reach & Spend Change your optimization metric to “Daily Unique Reach” to trigger spending if your reach is 6x-

10x lower than your other ads, or Facebook is not exhausting your daily budget

If the ads are gaining reach and spending as normal, but there is no click-through on your ads, you need to look into reworking your ads copy and visuals, as well as targeting groups.

Minute 3 – Identify Your Technical Issue Metrics

Find us at http://www.tangylab.com/ now!

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That’s All Folks!

Thank YouHappy Facebook Marketing!

Travis Lim - Account Manager

Well versed in Facebook Marketing Tools, he has helped clients like 3M, NTUC, Thrifty to achieve their Facebook Marketing Objectives.

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