Pay Per Click marketing can be expensive if managed incorrectly. Should we be trying to get that person to click on our ad, are they interested, do they have BANT? These are all questions we ask ourselves as PPC account managers. Then there is the client, perhaps in this scenario, you are the client. You want to improve your marketing but you have no additional budget. Your in the B2B lead generation space where you company grows based on how many inbound leads convert to sales. Paid search works for you but you need MORE leads, with the same budget.
If the above scenario does apply to you, then stay tuned. We’re going to reveal how you can use Facebook Ads with super low budgets, that convert.
Facebook allows you to target people based on who they are or what they are interested in, You can target customers who look like your customers too.
The REAL power of Facebook ads comes when you start using the Facebook Pixel.
First of all its important to think back to some marketing 101 principles. Right Message, Right Audience, Right Time. Here, Facebook lets us choose the audience, we also control the message and time. The majority of Facebook advertisers set a super low budget with a blanket one size fits all creative. This simply DOES NOT work for them, and they instantly think it’s because the budget is too small. Thus they rule you cant use facebook with small budgets. HOW WRONG COULD THEY BE! What’s happening here is that the budget isn’t the problem, it’s the one size fits all approach this is the problem. Why have they used a one size fits all approach? Well, a £50 budget is already too small, making several £10 budgets would be just ludacris. Or would it?
To be able to use Facebook Ads with super low budgets and get success, you must have a super targetted message.
To understand what your message should be, and how it can add value as part of the ad, driving the user to conversion, we need to look at the funnel. Now, with the pixel installed we can build our funnel. The pixel tracks data from all your websites visitors, not just the ones who visit from Facebook. Think of it as a supplementary Google Analytics.
An example funnel is below. We can also see how many people enter that funnel, add to the cart and purchase.
When we break it down by the device, we can see where the funnel is most impactful. In this example, the conversion rate for a PC is 4.4% and just over 2% for tablet/mobile. This is a great budget saving information. If we have a limited budget, let’s only spend it on the devices most likely to convert (right audience)
So, how do we make Facebook Ads perform with super low budgets? We work backward from the sale and create small campaigns to convert existing visitors at each stage before driving NEW traffic. This means that each gap in the funnel becomes an opportunity for a unique and special message to an audience that has already interacted with your brand.
In this example, working backward we have a campaign for purhcasers to get them to sign up to a mailing list. We can make a campaign to take the users who initiated the checkout to finish the checkout. Retargeting with a “there are items in your basket” message. We could go really granular and actually, serve ad copy with the exact items in their basket. The next is to serve an ad to users who added an item butdidn’tt start the checkout process. Prior to thi,s we target users who viewed products but didnt add them to the cart, here we could go further by segmenting the campaign to users who spent more than 30 seconds viewing an item.
Working backwards meands audienced are really defined, we know far more about them and about what message will appeal to them, making them more likely to convert.