Between October and December, I’ve spent $19,322.31 on Facebook advertising.
That sounds like an awful pile of money, but it’s from a combined total of 27 campaigns and 282 ad sets spread over 52 days; averaging around $370/day.
Ad spends tend to absorb you in slowly.
Then, one day in early December, emails like these started to show up:
At first, I thought these were spam or a password phishing scam. But after checking the sending address, it was indeed from Facebook.com! It was the real deal! 😮
Up to this point, I had only read and heard from top FB marketers about working with their own Facebook reps to get amazing results. Always imagined it like having your own fairy godmother inside Facebook, making all your advertising wet dreams come true, haha.
Turns out though, mine was only a 15-minute “consultation” call… So the whole fairy godmother fantasy had to be on hold for now.
But better than nothing I suppose.
Scheduled the call for January 3rd and got connected with Andrew, a Facebook Marketing Expert.
I only hoped that this dude wouldn’t totally trash my ads or laugh at me, but whatever happened, I decided to go in with a mindset to absorb everything like a sponge.
Fast forward to this morning; I’m sitting in front of my computer 15 minutes early, with my ad manager opened, even cleaned up my desktop, created a new video and image ad, and anxiously counted down the minutes…
Our friend Andrew with a charming Irish accent turned up fashionably late; I was glad that I wasn’t the late one.
Without mixing words, he went straight to the point.
He focused around three topics:
- Lookalike Audience
- Video Ads
I began experimenting hard with lookalike audiences (LLA) back in November. Creating every LLA possible from custom audiences (1% to 10%) for the US and top five international countries:
- Page Engagements
- View Content
- Add to Cart
- Purchase Event
Then would always optimize straight for purchase conversions. That’s been working decently well.
So Andrew started our conversation by suggesting that I treat those lookalike audiences more as a long-term investment.
I didn’t get what that meant at first, but he said that I should warm up new lookalike audiences with a brand awareness campaign for few weeks, before going for purchase conversions.
The logic being that although LLAs are similar to my customers, they are different people who might not be familiar with the brand yet.
It made sense, especially since the product I’m promoting is a high ticket item and definitely not an impulse buy. Worth testing out to see warming them up first helps with long-term conversions.
Andrew says that 60% of businesses are still using only single image ads. However, one to three-minute video performs better. Then the next test should be carousel ads against single image ads.
I’ve been using mostly video ads and mixing in single image ads for retargeting. But worth testing out carousel ads for retargeting as well.
Wish we had more time to dive into real-life examples but had to move on quickly…
“Be more aggressive.”
That caught me off guard a bit, so jokingly I asked Andrew what he meant.
He laughed and said of course not “too aggressive,” referring to my add-to-cart retargeting efforts so far.
He said that video views retargeting with 75% and 100% watch time with a short (15 to 30-second) clip are working well. It needs to have a strong, flashing start within a 3-second window to capture attention.
Andrew mentioned several times (so it’s important) to closely monitor the relevancy score and the frequency (number of times the ads are shown) while doing this.
If no purchase after 2.5 frequency and if relevancy score drops below 5, he recommends moving onto the next LLAs or changing the ads.
The spirit of retargeting should be more of a friendly reminder like “why not complete your purchase?” rather than spamming the same ad over and over.
As Andrew summarized, when frequency goes up, the cost per results goes up too.
In a Nutshell
That summarizes the quick 15-minute call this morning.
It’s a good start, just wish I had extra time to dig up more Facebook advertising gems.
I realized that these recommendations might fall under intermediate/advanced category, but I think it’s something beginners could also benefit from.
My biggest takeaway though was with retargeting video views.
My mentor Reggie told me that before, but with so much on the plate, haven’t gotten around to it yet… (sorry, Reggie!)
So, it’s clear what I need to do this week. Really excited to see some results!
I’m curious what were some of your big takeaways (if any). Let me know in the comments section below and let’s chat!