Most people are aware of how big Facebookhas gotten and continues to grow.
So, it's becoming increasingly important tolook at these strategies and find one that works for you.
Facebook of course is massive on mobile thereare over 1,5 billion monthly mobile users I think its actually grown beyond that now.
Only half only log in on mobile device.
So, it’s really important that you finda strategy on mobile to reach these people that you otherwise won’t reach if you’renot targeting them.
there are opportunities on the organic sideof Facebook like instant articles that are much more easily consumed.
Fast loading so great user experience theyhave some limitations but they are worth considering.
For the purpose of this article I want tofocus on Facebook advertising.
On advertising side, there is a lot more controlover targeting and budgets to really scale quickly also measuring and optimizing importantlyfor conversions.
And you know mobile is relatively new in theadvertising space for Facebook.
When they launched Zuckerberg in particularwas quite vocal about claims that mobile would be off limits to advertisers.
I guess going public and needing to answerto shareholders changed that point of view.
They released the promotional post that allowedmarkers to also reach people on the Facebook app on mobile devices.
That really was a game changer and the floodgates opened.
They have continued to innovate since thenwith a lot of different advertising options different ad unit’s objectives and devicetargeting.
So, this form of Native advertising reallyan original form of Native advertising, has become much more important.
Especially in the world with ad blockers thatcan block ads outside of apps like as Facebook.
To break this down a little bit I wanted totalk about two areas.
One being non-traditional list building andthe other one being more traditional list building both will use similar device targetingtactics but the campaign set up can be quite different.
So firstly, the non-traditional social listbuilding if you will if makes some DR marketers a little uncomfortable.
Concerns that it’s not a real form of listbuilding in terms of email list building for instance but this can be a valid strategyon its own or in combination with trying to grow you email lists of paid subscribers forinstance.
So, really, we try to look to be one stepremoved to do this.
It doesn’t have to be one or other propositionthere are some methods for doing both.
The most important strategy is remarketingthis is becoming more popular and more sophisticated.
Remarketing to people who visited you siteyour r promotions your regular landing pages outside of your traditional website.
So, you can drive people to that content ona mobile device.
They've been warmed up and primped to yourideas to your editors to your offers.
And then later you can run ads to those peopleon a desktop potentially for lead generation or direct sale.
So there kind of like building a pre-qualifiedlist.
Like most people do with email marketing.
Send editorial messages then follow throughwith dedicated just thinking about it on a device level.
These lists of video views have been mentionedas well where you can get someone to watch part or all of your video and then run furtherads to those people.
Another strategy on mobile devices outsideof the traditional list building is your Facebook fan acquisition which has kind of lost favourover the last year or so.
Understandably so as the organic reach hasdeclined but it's still a valid strategy on mobile because it's such a simple Call toaction.
They can literally with the tap of a fingerlike your page.
Rather than have to type an email addressit's much less of a commitment.
Building that fan base does give you the abilityto reach them organically but you can also retarget those fans later through your ads.
Event awareness can be another type of optionto consider as your call to action it's quite easy to mark with the tap of a finger thatyour attending an even which you can then reach those people through organic updatesand again through your advertising.
I you have an app there are obviously somegreat options there to consider which are simpler to have as a call to action on a mobiledevice.
and you can target the correct mobile devices if you've only got an android app,only target android devices.
So, these are all longer game tactics I guesslonger term tactics they sometimes require often time paying at least twice to get yourfinal objective.
But in the meantime, you are building thattop of funnel awareness.
Sometimes the top of funnel acquisition interms of getting a fan to a page for instance and then your still able to reach them bothorganically and through advertising later.
The overall higher CPA because of often havingto pay twice or more may yet to have a better ROI because you might find that there muchbetter pre-qualified lists.
The social lists can be a valid form of communicationtoo maybe when you find that your emails land in someone’s spam box it’s an alternativeor complimentary way to reach those customers or potential customers.
But I get it maybe you don’t have the patienceor maybe the budget to play that long game and even if you do you should also be lookingat building the traditional lists through social media and again looking at the mobileside of things.
So, your traditional lists Facebook offersome great options for acquiring leads or even paying customers.
The 4 techniques we will look at here convertingon mobile devices are traditional campaigns, canvas ads, lead ads and offers.
The traditional campaigns are probably theones your most familiar with that might be an objective of conversions where your sendingsomebody from an ad straight to a traditional landing page on a website trying to get anemail or perhaps a sale.
When you’re thinking, mobile make sure thoselanding pages are mobile friendly.
You want them to be fast loading easy to read.
For lead gen, you may find all devices canbe successful on these campaigns.
For direct sale getting someone to order andtake out their credit card when they are on a mobile device they maybe out working ornot working and then having to type in those credit cards maybe more challenging or absolutelystill possible.
Canvas ads these are relatively new to Facebookthey have been around for a while now but they are the advertising equivalent to thosefast loading instant articles I mentioned earlier.
Basically, they are a landing page withinFacebook, loads super-fast probably a better user experience.
They do still require someone to direct themto a landing page for a call to action.
These are starting to be developed a lot latelyso it’s worth taking a look at and testing this out.
Lead ads these have been around for a while.
They are effectively Facebooks direct responseto help advertisers acquire leads better on mobile.
They don’t require somebody to go to yourown landing page.
They stay within the Facebook environmentwhich Facebook likes and a lot of users like.
They have been rolled out to desktop but reallytheir best use is for mobile.
Particularly phones where is doesn’t requiresomebody to enter an email address the forms are prefilled with the email somebody usesto log into Facebook.
Can also be prefilled in for other form fieldslike their name, phone number all sorts of different fields.
Easier user experience.
The conversion rate tends to be much higher.
Often time twice tends to result in half thecost per acquisitions.
Really valid strategy to get a lot of scaleof really good volume at low CPA's.
Word of warning they can be and tend to belower quality possibly because of the less friction for somebody.
it's easier for somebody to sign up especiallyearlier on maybe they were not sure what they were signing up for.
Facebook have done something to address this.
Like the context page so you can make sureyou have more opportunities to explain exactly what they are signing up for.
Even automating those leads has become possiblebecause that was a big challenger having to manually download them so it's improved.
I definitely wouldn’t put all your budgetinto lead ads Ii think it’s something to test and make sure your getting the downstreamresults as well as that initial up front conversion.
But they are a really valid strategy for mobile.
It's really important to try this strategyout if nothing else.
The fourth one – offers.
This is something I don’t see a lot it’salmost forgotten.
They’re not specific for mobile but againit’s a simple tap to say Get Offer rather than have to enter any details yourself.
The advantage is you get the offer right thereand then.
So, the offer could be a free report for anemail lead but it could also be for a paid offer.
That offer when you get it immediately takesyou to that landing page where you can look at the offer.
Also, you get a follow up email from Facebookreminding you about that offer so they may have claimed it on a mobile device but beable later to look at it on a desktop.
So that can be really important.
So, I guess these are 4 optimisations thatcan also be broken down further because you can still use different ad types like yourregular image ads or video ads.
Regardless of the strategy used you’re haveto think about your campaigns and your ad sets and that is explained further in thearticle.
Looking at the placements the device targetingand the strategies.
The recommended placement is often just forFacebook to lump everything in together.
That’s actually working better these daysthan it used to but many times Facebook does find a winner quickly it loves to do thatwhen its comparing ads it will find a winner and give all the juice to that.
Simarily if it starts finding a placementtypically it's working for your desired objective so it might be for the lowest cost per acquisitionit might throw of all the juice towards that device.
Which means you may be missing some opportunitieson other devices.
Maybe android starts getting most of you budgetand impressions and don’t get much of a chance on other devices.
So, for that reason it could be quite a goodstrategy though definitely more time consuming to manage but a really good way to do it isto break up your ad sets.
So, you have specific ad sets targeting specificmobile devices.
have a look at the article for more step bystep instructions.
You’ll see that under the placement sectionwhere you have the different mobile devices and Instagram and audience networks etc.
I think this is really important.
The audience network itself is historicallybeing only shown on apps that’s expanded out to include instant articles and otherplacements as they try to compete with googles GDN.
It is a valid way to run on apps if you wantto.
If you have an app that’s a really goodplacement.
But keep an eye on the conversion rates maybeeven lower than other forms of mobile on those audience networks.
Facebook gives you the option on mobile devicebreak down to target apple devices only and you can further refine it down to iPads iPodsiPhones.
You can go the different versions of the operatingsystem and likewise with android you can break it down to different phone types.
So, lots of really granular ways to breakit down again requires more set up more management which can be cumbersome so you have to weighup the pros and cons of that.
It allows you to control your budgets yourbidding and even you’re tracking if you get that granular with the tracking of thedownstream effects.
So, if sounds like hard work and it’s hardwork.
It can result in dozens of different ads butit gives you the control you are looking for.
In particular, if you are running towardslook a like audiences or really large audiences I think it's worth doing.
If the audiences are quite small it’s probablynot worth your while breaking them up into some many ad sets.
If you like the sound of this give it a try.
Reach out if you need any further advice.
There’s more detail in the article itselfon readyfireaim.
Eu on social media or otherwise drop me a line and we can help.
I hope this was helpful.