literally throwing people off of Facebook to your site. It doesn’t care if they even get there or not. And, that’s probably not an ideal outcome for you. Whereas with website conversion, Facebook is handholding them from Facebook to your site and making sure they land on your page and, that is far more efficient for your growth as well.
Then I’m going to go into the hot audiences. Typically, I would set up a website conversion campaign and maybe test against the traffic, as well. Now, the reason why I might consider a traffic campaign for my hot retargeting campaign is because at this stage if they’ve hit your cold ads potentially being warmed up to engagement ads and visited your site. And, let’s say they are [inaudible 00:05:08] abandonment, potential cus
tomers as well because, they are so super hot. I just want them back on the site. So, with a traffic campaign, you saying to Facebook I don’t care just send them all back to me, I want them back. And, you’re making the algorithm work less harder to find those people as well.
So, especially for cold audiences it can work, however, the alternative is to again use website conversion and, maybe test running impressions, daily unique ridge, or landing page reviews. But, really if you’re running whether it’s an info product, digital, or eCommerce, when you’re running a ebsite conversion objective on an audience that’s really where you’re bringing back a lot of people through your funnel and converting a lot more people as well. So, you should be hitting Facebook’s ideal number of 50 conversions a week, if you’re not then you’re going to have to play around with your objectives and try to ge t more people to come through your funnel as well.
And then finally, into the bottom part of our funnel, existing customers. Again, it’s the same situation, you’re probably going to be limited by numbers. Again, it depends on how much volume you’re pushing into your spend. Again, the preference would be website conversion to find people who are likely to buy again. Begin playing around with the objectives here as well. You could even do a video views campaign just to try and increase the reach especially knowing that this is a prime audience.
The final part, I just wanted to take you through is just to give you an example of a live view of how I use this setup. This is an eComm client where we’d been spending on testing, we’ve been developing video view campaigns, we’ve got our money maker doing website conversion, we’ve tested traffic campaign. We’re running predominately … Sorry, for our warm campaign we do the traffic test. But predominately, we’re running our retargeting and you can see here we’ve done kind of a fairly even split of spend on the traffic and website conversion objectives for this client and, there’s been fluctuations but, on average the website conversion has performed slightly better. But, you know I get a lot of questions about how much should I put into testing and, to retargeting and, to cold, et cetera. When this account started the majority of spend was in the testing. And actually, the test spend has gone up over time, it’s remained fairly static once we’re here at the point of growth. So, that 1,400, this is a 30 day period so, that 1,400 has remained about there or, thereabouts. Whereas the kind of spend on cold and targeting has really kind of picked up in that time frame so, as you start to increase your perspective budget and increase your retargeting naturally the percentage going into testing will drop. But, really it’s about making sure you’ve got enough testing going on, you’re running the graduation strategy, you’re running your creative test what to push into your main campaigns and, just making sure you’re always testing. And, you know I played with budgets of $5.00, $10.00 a day just
to give me some data to play with, whilst I’m working most of my time on my main campaign.
So, I wouldn’t be thinking about this as a target. You know, I must have three percent of my budget for testing because, you know if you’ve got $100.00 you’re spending a day, do you really want to spend $3.00 only on testing? That’s entirely your call but, I’d certainly say when you starting off your test budget is far higher as a percentage but, then it will start to dwindle. It’ll be minuscule as you start to hit 50k a month, 100k a month, 250k a month, that testing budget will be so, so tiny. So, don’t focus heavily on the percentages but, just kind of keep an eye out and make sure you are putting money to testing.
The retargeting is a budget which I base on frequency. What I want to make sure is, I’m hitting people as much as possible and retargeting but, not to much. It’s the kind of Goldilocks idea of getting the kind of middle ground between keeping the customers happy with not over hitting them with creative but, also making sure you’re maximizing your opportunity for the sale as well. So, this I would be fluctuating the spend based on the
feedback from increasing that frequency with more ads, maybe refreshing my creative, keeping in mind relevant score and, just making sure all my CPA comes in.
So for example, the goal here has been $25.00 for this particular client. We’re just slightly off by a dollar and, really you can see here there’s opportunity to maybe shift spend away from our traffic campaign to website conversion. Here prospecting work isn’t too far off our main target we can do some optimizations here and because, these spends are so small they have a minimal impact on CPA as well. So, really what I would be doing is to try and balance my CPA as best as possible between getting as much budget into retargeting as possible but, not overreaching that as well.
Get Depesh Mandalia – Facebook Ads BPM Method Coaching course immediately at the fexmall