Facebook Advertising has come a long way over just the past few months. With Custom Website Audiences, improved metrics and greater targeting options, the possibilities are endless. At Quaintise, Facebook Advertising plays a large role in our full-scale healthcare marketing campaigns. I wanted to share with you three of the strategies that work wonderfully in advanced Facebook Advertising.
1. Custom Website Audiences: If you’re not using this amazing option that Facebook has rolled out just in the past few weeks, you are not taking full advantage of advanced Facebook Advertising. With a simple pixel that you or your web developer inserts into your website, you can literally track the users that visit your website. Why would you want to do this? Because then Facebook allows you to retarget those individuals with Advertising!
We’ve all heard everything there is to know about retargeting, and we’ve all seen it in action, but now your brand has the ability to take full advantage of this advertising technique! Facebook Custom Website Audiences literally gives you the ability to remind someone why they visited your site and give them incentive to visit again.
Previously, only big box companies were able to utilize this retargeting technique through Facebook Exchange. Or, if you had the money, you could try to figure out the complicated system through Perfect Audience, a third party website.
With Facebook opening this retargeting option up to absolutely everyone, including the physician down the street, there is no excuse – no reason – why every brand on Facebook does not have the retargeting pixel integrated into their website. It’s a no brainer.
2. MailChimp Custom Audience: Let’s say you have 3,000 newsletter subscribers, as many of our clients do. These newsletter subscribers have double opted in through email marketing guidelines, and truly want information from your brand. This audience is loyal and hungry for information, if you obtained them the ethical way.
MailChimp Custom Audiences allows you to import that list of subscribers directly from your MailChimp account and easily create advertising to target those individuals. How many of your 3,000 subscribers are on Facebook? How many of those 3,000 are Fans of your Facebook Page? There is unlimited potential here to grab those subscribers and turn them into Facebook Fans, and potentially brand advocates.
3. Conversion Tracking: Another tool that many Facebook Advertising beginners fail to utilize effectively is Conversion Tracking. With Conversion Tracking you simply tell Facebook the ultimate goal of your campaign – whether it’s to increase subscriptions, or increase downloads or purchases, or simply increase traffic to a specific page. Facebook creates a pixel that you insert into your website and you’re off to the races. Create an advertisement just as you would with any other form of Facebook advertising, and Facebook will track the behavior of visitors to your website – namely how many people ‘converted’ and took the action you wanted them to take.
Why is Conversion Tracking so important? Because you might drive 1,000 Facebook users to your website with targeted advertising. And your target audience might be segmented perfectly. But, there is always a deeper connection and deeper segment of your audience which generates the greatest conversions. Conversion Tracking allows you to understand exactly which segment of your audience is buying your product or utilizing your services. It’s genius!
If this all sounds a bit over your head, no worries! That’s why the team at Quaintise is here to help. Give us a call today.