The world of Facebook can be complicated. On this week’s episode of Test. Learn. Grow., we are meeting with Level Agency’s Tim Fitzgerald, the team lead of our eCommerce team and head of the Media Center of Excellence, to dive in and learn how to be successful on Facebook.
Rather listen than read? Check out our most recent episode of Test. Learn. Grow. to hear the full conversation with Tim.
Facebook's algorithm is always changing, and it can be frustrating. People complain about it not working and the constant IOS changes; however, Tim and other Level teams have found awesome results for our clients, despite the changes.
What is Level's approach to Facebook?
When looking at Facebook and more specifically e-commerce uses within, it’s come a long way. Back when everyone would start a dropshipping business using Facebook ads, it was very manageable to build funnels and target your consumers with the algorithm. Now, many people are handing the reins to Facebook and putting all their trust in the algorithm. People think Facebook either works for me or it does not. To continue to be successful, you must look at consolidation and data.
What are the primary areas to focus on for success?
If you are targeting millennials, Facebook would not be the best place to advertise towards them due to the lack of time spent. With older audiences, who spend more time on Facebook, you can do a lot more with your advertisements.
Building your own first-party data repository helps you to start intelligently segmenting your customers. Those segments can then be used in Facebook as lookalike audiences. Using what you know your customer audience lookalikes, you can further break it down to see the way people are interacting with your business. Moving forward, you can then use Facebook to find people like them. Campaigns that empathize with the end-user will perform better. You must think more critically about who that final person is when we build media campaigns and when we set up campaigns. The data helps you to learn, even if the initial campaign was unsuccessful.
Creative testing is still one of the best predictors of how well a campaign will perform. Any engagement is good engagement, even if some of the comments are negative. If it’s being interacted with, Facebook will boost the content. Focus on: What does the engagement look like? Is it accomplishing your goals? Intentionally design ads for what you are trying to accomplish using your first-party data.
Where’s Facebook advertising headed?
You must be prepared for changes to the algorithm and even for previous features to come back. The algorithm is like an audience that you must get through to get to your intended audience.
How were we successful in Q4?
In a world where a lot of enterprise businesses are struggling to drive above one direct return on ad spend, we were. Level is proud to be above that, with even above a three in some campaigns, and even higher metrics when running user-generated content. Being intentional with the data, creative, and overall conversion settings of the campaign has allowed us to succeed.
Curious about how the RACI matrix might help your teams get more accomplished? Set up a consultation—we’d love to chat with you about it.
What did we miss? Give us your thoughts in a comment!
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