Finding the right audience that is specific enough to limit wasted impressions which increases the cost per result. By using audience creation strategies on Facebook (and HubSpot), we can create a funnel using inexpensive engagement ads to create a specific audience to which to target our more costly conversion-based ads.
This is essentially using awareness, consideration, decision stages on the platform to create qualified audiences.
Example: Rock N Rescue
Step 1
The ad campaign featuring videos that the potential customer would be interested in targeting interests optimized for video views (1¢ per view)
Video ad demonstrating the proper way to connect a carabiner shown to arborist/climbing enthusiasts in the US
Create an audience of people who viewed 50% of the video
Step 2
Campaign targeting audience from step one optimized for engagement. This can be an ad carousel or canvas ad educating on the products. (20¢ to $1 per engagement)
Instant experience ads demonstrating the parts/features of carabiners
Create a remarketing audience of these engagers.
Step 3
Campaign optimized for your ultimate goal targeting this audience in step 3.
Product/catalog ad for the inventory of carabiners optimized for purchase conversions offering $20 discount
Depending on budget and assets, this can be a 2 or 3 step funnel.
Posting and ads for engagement remarketing
- Carousel ads https://fb.me/1KRTSH9c2Kt0SPD
- Canvas/instant experience ads
- Videos https://fb.me/bMTohaNDuk1Q4w
- Posts that encourage a like or comment (be careful of engagement bait.)
- Ads with text of more than 3 lines – prompts see more. Clicking that is engagement https://fb.me/1ER3cwKluDyEGTe
- Posting images that people will want to click on to see bigger/better.
- 360° images people will drag to view https://fb.me/2BRHR5zFMrrgRqE