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· Issue 40 · October 2017

3 Steps to Boost

Facebook Ads ROI by Dmitriy Kruglyak

F

Dmitriy Kruglyak

acebook Ads are all the rage these days. Advertisers

with massive ROI, pause your campaigns and rethink the flow.

and affiliates alike are finding it to be a must-have

Document your current state in detail.

marketing channel. However, few people use the Face-

book Ad platform to the fullest potential, and many are not finding the kind of success they expect.

Step 2: Analyze and Redesign the Journey Steps Once you have basic tracking and analytics in place, look at every step of the Customer Journey, and think where your

What Top Pitfall is Being Overlooked?

prospects are dropping off and why.

First, let’s assume you’ve done the Advertising 101 ba-

Does the flow of steps make sense for your target audi-

sics. Yes, you’ve researched your target market and built a

ence? Are there redundant steps that may confuse them? Do

customer persona. Yes, you’ve designed the highly engaging

you have some specific poorly converting pages? Are the spe-

ad creatives. Yes, you’ve identified Facebook targeting ele-

cific offers and messages aligned with your audience mindset

ments that represent your market. Yet, you may be missing

at each step?

the bigger picture.

After answering these questions, you should have a good

The #1 thing most Facebook advertisers get wrong is

idea of how the new Customer Journey should look, and which

missing out on the power of Facebook audiences. Many have

pages and offers need to change. Then, be sure to implement

a basic understanding that custom audiences are important.

necessary technical tracking for each of those new steps.

But most lack the processes and systems to use them correctly. You can transform your Facebook advertising with an easy, three step process.

Step 3: Tailor Marketing Campaigns for Each Step Now that you have your new roadmap, start driving. Every step in your Customer Journey is now represented by a custom audience. You’ll know exactly how and why your

Step 1: Map Your Existing Customer Journey

prospects got to that step, and what goes through their head.

Have you defined and documented the steps your pros-

You’ll be able to design just the right message to move

pects and customers go through? How many touchpoints

them from point a to point b. For example, a marketing mes-

and channels are involved? What are the likely thoughts and

sage to an acquisition audience could be informational. Then,

concerns going through customer’s head at the specific steps

the audiences built from the people who engaged would be

in the journey? Are you tracking every step properly with Face-

targeted by specific flash sale deals.

book pixel? Do you have the audiences and custom conversions built for each key step? Do you run retargeting ads for all those steps? If you answer no to any of these questions, your Facebook advertising is flying blind. Unless you are already running

Key Takeaway The best Facebook Ad programs are built around retargeting your prospects at every step. Learn how to do this, or find a solution provider who can help you.

Dmitriy Kruglyak runs TargetChoice LLC, offering processes, software and services for Facebook Ad management. dk@targetchoice.com

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Feedfront Magazine Issue 40  

This issue of FeedFront Magazine includes Broken Links - Broken Promises by Chris Tradgett, How Much Can I Make by Rachel Honoway, What Supe...

Feedfront Magazine Issue 40  

This issue of FeedFront Magazine includes Broken Links - Broken Promises by Chris Tradgett, How Much Can I Make by Rachel Honoway, What Supe...