Facebook rolls out new ad types all the time that allow advertisers to target users in unique ways or to reach different goals. Combining these various strategies into a few campaigns going through the longer sales funnel is one of the best ways to take advantage of all these ad types. This is what I like to call Attacking the Top of the Sales Funnel.
Figure out who your key demo is for this campaign; who are you trying to hit? Is it men of a certain age in a certain radius? Moms with an interest in soccer? Whatever it is, set your targeting and run a Facebook video campaign.
The beauty of Facebook video is you can sort out the users that are actually interested in your product based on who actually watched certain percentages of the video. Make sure to check off “Create audiences from people who view this video” under the designated Call To Action Button.
Doing this will allow Facebook to build a Custom Audience of users who have viewed your video. If your video gets 10,000 impressions, but only 5,000 users actually watch the video, then why would you want to waste ad spend on the 5,000 people that scrolled right past your content? Exactly, follow up with users who have already expressed an interest and given you their attention.
Now it’s time to attack the top of the sales funnel. Using this Custom Audience you have created a perfect retargeting list to hit Facebook users with a follow up message or offer. This is particularly effective if the video is more of a brand awareness play and then retargeting users in the Custom Audience with a Carousel Ad with specific products/features.
Finally, based on the results of your Carousel Ad determine which product or feature is getting the best engagement and most clicks from users? Then jump one level further down the funnel and closer to a conversion by serving up a specific offer or special to those users – based directly off which Carousel slide performed the best.
This is a great tactic to increase efficiency of your ad spend. Rather than throwing videos, promo posts, website clicks ads etc. all out randomly and seeing what sticks, this allows you to methodically whittle down your audience size while also increasing the user attention, interest and the likelihood of ultimately making a purchase.