2017 in Review: Tuff’s Top 5 Facebook Campaigns
Before you launch a Facebook campaign, you need to explicitly define what action you want your audience to take.
Maybe your goal is to get likes on your page or drive traffic to your website. Maybe you’re running a retargeting campaign promoting a specific sale to drive purchases. We often do this for our ecommerce partners during holiday and seasonal events. In this case, we monitor purchases closely.
No matter what your objective is, if you don’t know the desired action you won’t be able to evaluate performance. And if you can’t evaluate performance, you can’t measure success and you’ll end up focusing on metrics that don’t tell the entire story.
That’s why, at Tuff, we focus on getting as many quality actions as possible for the least amount of money.
An action could be any of the following:
Landing Page View
Email Sign Up
When you measure success of your Facebook campaigns by getting as many quality actions as possible for the least amount of money, it makes it easier to select the right metric to evaluate performance.
One of the most common objectives we optimize for on Facebook is to drive traffic to your website without the intent of a specific conversion. When we do this, these are five metrics we track to evaluate the effectiveness of those campaigns:
Link Clicks: The number of ad link clicks to select destinations or experiences, on or off Facebook-owned properties.
Cost Per Click: CPC shows how much, on average, each link click costs you.
Relevance Score: Relevance score is calculated based on the positive and negative feedback Facebook expects an ad to receive from its target audience.
Spend: How much budget you spent on a particular campaign.
Frequency: The average number of times your ad was served to each person.
Based on the metrics above, we analyzed 553 Facebook campaigns run by Tuff to find the top 5 performers from 2017.
Here’s what we learned:
Campaign #1 - Divine Spaces
Divine Spaces is an online marketplace that connects event organizers with venue owners so they can find, book, and create truly memorable events in Montreal, Vancouver, or Toronto.
While Facebook offers many advertising objectives to help companies reach their business goals, in their first year, Divine Spaces wanted to focus on driving as many quality clicks to their website as possible.
Over the course of a few months, we ran 12 campaigns for Divine Spaces, all designed to drive clicks to the website. With these campaigns we reached 57,866 people, resulting in 2,032 link clicks 一 a 3.5% Click Through Rate.
Out of those 12 campaigns, here is the the ad that performed the best based on the criteria above:
Dates: Oct 12, 2017 – Oct 23, 2017
Spend: $60 Lifetime Budget
Format: Single Image, 1,200 x 628 pixels, Image ratio: 1.9:1, 20% or less text on image
Copy: We partnered with Divine Spaces to explicitly define their target markets. Knowing who we were targeting here (below) allowed us to be very strategic with our copy and use words we knew would resonate, like ‘Serve’, ‘grow’ and ‘community’.
Targeting: The key to Facebook’s advertising is targeting. For this campaign, we built a core audience of Facebook users with the following characteristics:
Location: Canada: Toronto (+25 mi) Ontario
Demographic: Age, 28 - 65
Interests: Church Community Builder, Pastors.com, Church Growth, Church (building), Church Leaders or Pastor, Job title: Senior Minister, Assistant pastor, Preacher, Co-Pastor or Executive Pastor
Creative: This image is taken directly from one of the listings on Divine Spaces. It’s a church in Toronto, where the people we were targeting live. It’s a simple image, not much creative went into this, but it’s local and something people might recognize. The person you target is the one you need to design for.
Campaign #2 - WatchUWant
WatchBox, formerly WatchUWant, is the global destination for luxury pre-owned timepieces, offering an expertly curated inventory of watches for sale, personalized client services, educational opportunities, and astute editorial content.
Last year, we worked with the WatchBox marketing team to run 126 campaigns focused on a variety of objectives including: Email Signups, App Downloads, Clicks, Purchases, Shares, etc.
When evaluating performance based on traffic, here’s one of their top campaigns:
Dates: Apr 18, 2017 – Apr 28, 2017
Spend: $400 Lifetime Budget
Format: Carousel, 600 x 600 pixels, Image ratio: 1.9:1
Targeting: For this campaign we leveraged a Facebook Lookalike Audience. Brands with heavy website traffic can leverage this feature to find like-minded users on Facebook, opening up the marketing funnel to as many potential people as possible. When we use lookalike audiences, we often layer on additional demographic and interest targeting to narrow the audience and make it even more targeted.
Creative: Facebook carousel ads are extremely engaging and a fun way to promote your business. According to data from Kinetic Social, these ads can also drive up to 10 times more traffic to advertisers’ websites than static sponsored posts on Facebook. For this particular campaign, we used a carousel ads to highlight one of WatchBox’s product. Each card of the ad zoomed in on one aspect of the watch, and then we used the headline copy to provide more context for the image.
Campaign #3 - Xendoo
Xendoo is an online accounting and bookkeeping service dedicated to small business owners.
We started working with Xendoo in September 2017 and have run 23 Facebook campaigns. Toward the end of 2017, we wanted to improve our Facebook ads so we ran a simple split test. From Dec 18 - 28th, we ran two different ads—each with the same image, but different copy—to see which resonated most with your audience
Which one do you think performed better?
- Variable: Creative, Even Split
- Schedule: Dec 18, 2017 – Dec 28, 2017
- Clicks: 137
- Clicks: 175
Copy: While it is tempting to cram in as much copy as possible (there’s so much to say!), 95% of the time we try to keep Facebook ad copy short and to the point. However, Xendoo has a highly competitive market and, for this campaign, we wanted to highlight their differentiators and brand voice. As we’re seeing trend with Facebook’s most recent algorithm update, it’s important to put the time in and create engaging and unique copy.
Campaign #4 - Commercial Direct
Commercial Direct is an online lender offering loans from $250,000 to $2,000,000 on commercial real estate including multifamily, warehouse, mixed-use, office, light industrial, retail, daycare center, self-storage, mobile home parks, restaurant, bar, and automotive property types.
Tuff started working with Commercial Direct in November 2017 and have launched 11 Facebook campaigns.
Here’s the top performer:
Topic: In addition to managing Commercial Direct’s Facebook campaigns, our team also manages their other PPC efforts. One of the reports we look at bi-weekly in Adwords is the Search Term report. Using this report, you can see how your ads performed when triggered by actual searches within the Search Network.
One of the popular terms we noticed on the search term report was “commercial loan calculator.” While popular, this keyword is less qualified than others and isn’t something we were willing to pay big bucks for. Instead of leveraging this term on Adwords, when users are still firmly in the consideration phase, we decided to use it for a Facebook ad. Here we could manage the Cost Per Click and get users to the site for a much more reasonable price. From there, we could then use more advanced retargeting strategies on Adwords to retarget anyone who had clicked on the Facebook ad and used the loan calculator.
Have a look at your Search Term report today - knowing which search queries triggered your ads and how people are searching for your product and service will help you optimize your campaigns and spark ideas for new ones across all your marketing channels.
Campaign #5 - Tuff
At the end of last year, our team quickly tested a single image ad as a way to drive clicks to our content, and it’d be a pleasure to share our results here.
Cost Per Click: $0.70
Relevance Score: 7
Creative: At Tuff, we often work with business executives. A common theme here is wanting straightforward and easy to understand information. We focused our creative on our target audience and wanted to make the value add as clear as possible: more conversions.
CTA: For this campaign we were clear and concise with our CTA. We let our audience know exactly what we wanted them to do, "Learn More," and got straight to the point.
Facebook ad targeting is where we spend 90% of our time when developing a campaign. It is the single area that can truly make or break your performance. You could have the most amazing creative in the world but if your audience targeting isn’t right, you’re campaign will likely fall short.
While there are millions of targeting combinations available on Facebook, here are five of the targeting methods we always consider:
Retarget Website Visitors
Retarget Top Website Visitors - Time on Site (25%)
Users Who Viewed a Video
Users Who Engaged With The Facebook Page
One of the most data driven ways you can improve your Facebook ad copy and creative is to run tests. With Facebook, you can spend a small budget to try new images, headlines, audiences, and more.
Try running two different ads—each with the same image, but different copy—to see which resonates most with your audience. Which version gets as many quality actions as possible for the least amount of money?
The customer journey is longer and starts earlier than it ever has before - it’s critical for brands to solidify their position across the path to purchase, especially the awareness and consideration phase, using paid social channels to:
Open up the funnel to as many potential people as possible
Get as many “micro”-conversions as possible at each step (subscribers, app downloads, newsletter signups)
One of the tactics we’re leveraging at Tuff to do this is sequencing. This means that we’ll maintain three campaigns at all times with the following funneling & retargeting flow:
Top of the funnel (website clicks, video views or engagement)
Email collection (subscribers, app downloads, and newsletter signups)
Lead (purchases, sign ups, form submissions, phone calls)
To our clients for letting us share this info because they, like us, are always looking for ways to improve.
What do you think of these campaigns and tips? As a digital marketer, have you found Facebook ads effective? How have you used them? Give us a shout on Facebook - I’m excited to jump into the conversation with you.