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Sandra Rand

5 Ways to Revive Your Tired Facebook Advertising Strategy

Sandra Rand

A few of us in the OrionCKB office have been working with an online fitness coach to get ourselves in shape for the summer. The regimen is broken down into four phases, each with a wildly different approach from one phase to the next. One workout might focus on high intensity interval training; the next might include strength training with heavy weights.

With each phase, we’re testing new exercises, heavier weights, deeper range of motion, adding more sets, fewer (or more) reps, fewer sets and adjusting calorie intake.

The goal behind all of this variety? Avoid the dreaded plateau. Keep our bodies from adapting to the workouts so that we can continue to see progress that gets us closer to hitting our goals.

If we stuck with doing the same thing over and over again, at some point we’re going to get to a level where our workouts are no longer effective.

Given the title of my post, can you see where I’m going with this?

When your job is to manage advertising programs and you get to a point where you stop seeing progress and improvements in your campaigns, you might start to lose the momentum you had at the onset. You hit a plateau, and without injecting some different tests and approaches, the performance of your campaigns is eventually going to max out.

See if any of the following five tests can help you reach — or beat — your goals.

5 Ways to Revive Your Facebook Advertising Strategy

  1. Iterate on Creative Concepts

Your success hinges on your creative strategy, so if you've been using the same concept for campaign after campaign, there's a good chance the audiences you're going after might feel a little tired of the messages they see from your brand as well.

Using stock imagery? Try something less polished and more personal. Borders, buttons, text overlays, filters — they are all are fair game and can often be small and simple tweaks that make an impact on your important KPIs.

For e-commerce companies using product ads, test the power of showcasing one product vs. collections of products. Use text within the image to convey your urgency or offer. Entire store 50% off? Sign me up.

Once you begin testing this new creative, iterate on the winning concepts. Building multiple variations of your best performing ads will help overcome ad fatigue with your audiences.

  1. Test out New Targeting Strategies

Segmenting, lookalikes, precise interest sets, Facebook partner categories, custom audience lists, retargeting. Break out the white board, you've got a lot of options to play with here.

Retargeting prospects and existing customers is one of the biggest opportunities for a lot of our clients. In addition to retargeting people via a website pixel or email addresses, you can build a custom audience off of a list of phone numbers. If acquiring phone numbers is a significant part of your funnel, see what sort of performance your Facebook ad campaigns result in when targeting those folks who have given you that information.

Play with your messaging and offers to find the sweet spot for activating people who already are familiar with your brand. If you haven't started really diving into retargeting as a way to reach people who have started doing business with you in some way, this is definitely an area that you want to explore.

  1. Explore Different Ad Types

If you’re running Facebook ads, there’s a good chance you’re focusing most of your budget in the news feed. Don't forget about the other options you have, like older ad types (right hand rail, which afford you higher frequency) and new ad units (multi-product ads or dynamic product ads) as potential opportunities to refresh your campaigns.

New ad units in particular are an opportunity: they cut through the clutter in ways that older ad types can't really do anymore as audiences start to become familiar with them and tune them out. By being an early adopter of new ad formats, you can reap the rewards of cost effectiveness and better performance that usually happens right out of the gate.

  1. Play Around with Bidding Options

Test out a new bidding approach. If you're running everything on CPC and you have a huge audience to work with, try testing oCPM and see what impact it has on your conversions. oCPM relies on Facebook to optimize your bidding in a way that helps you reach people that are most likely to help you reach your ad objective.

If you're already running most of your direct response ads with oCPM and you know your audience really well, reverse it and try CPC. You may find you have more control over your budget with CPC while still reaching high quality customers.

  1. Consider New Channels

If you truly feel you're maxing out your strategy on Facebook, what other complementary advertising channels can you use to identify new audiences and test new messaging? Twitter and PPC are the most obvious options where you can apply what you've learned from Facebook to these channels immediately in terms the kind of creative and copy that works, targeting segments, day parting, etc.

Twitter in particular is really focusing on direct response right now. Some of our clients are seeing better CPAs on Twitter than on Facebook, though Twitter has some work to do to compete in terms of volume. Regardless, remember what I said about early adopters reaping the rewards — it applies to these new channels too.

What Next?

Refreshing ad campaigns is tough work. There’s a lot that can be tweaked and tested when it comes to managing a large-scale Facebook advertising effort, but the result is precisely why it’s worth the effort.

If you’re dedicated to experimenting with different ways to refresh your strategy on an ongoing basis, it could help you unlock some small incremental wins that add up or you could hit the jackpot and stumble upon a huge opportunity to improve your performance by leaps and bounds.

Sandra Rand is Director of Marketing for OrionCKB, a direct response Facebook agency serving companies in e-commerce, mobile, lead generation and education, among others. Connect with her on Twitter.

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