Campaign Logistics
Please name three reasons other than enhanced targeting that we would include paid social into a campaign
-Lower CPMs/higher reach
-CTA/drive to site
-Optimize w FB data
-Have presence on both FB + IG
-Control timing/increase campaign longevity
-Drive DR
+more!
What does “Campaign Optimization” mean?
When you build out a FB campaign, you must select one of three optimizations or “focuses” for the campaign. These should be directly tied to the campaign KPIs
What is this “Facebook Pixel” you keep talking about?
Most digital savvy brands have a FB pixel – a small piece of code – implemented on their website, which connects back to their business Facebook account. When users make an action on their site, the pixel fires and FB is able to report out on whatever action was taken on the site.
When should you tell Hannah that a campaign you are working on includes Paid social?
ASAP! Now! Please!
When should you tell Hannah that a campaign you are working on includes Paid social?
ASAP! Now! Please!
What is placement optimization? For bonus points... why do we recommend running our paid social campaigns with placement optimization?
Placement optimization means that we allow FB/IG to optimize posts between both platforms, in multiple placements. The reason that we recommend this is so that we can drive the most efficient CPM as possible. The more real estate available, the cheaper the buy. We will also be able to provide more interesting learnings upon campaign completion - ie, users were more likely to engage on IG, but more likely to purchase and/or click through to site on FB
What are the three different campaign Optimization options?
-Awareness (Brand Awareness, Reach)
-Consideration (traffic, engagement, app installs, video views, lead generation, messages)
-Conversion (conversions, catalog sales, store visits)
My client wants to drive sign ups – not purchases. Can the pixel help with that?
Yes! Even if your client isn’t trying to sell a specific product – but is trying to drive sign ups, or other specific actions on site, the FB Pixel can track it as long as the brand has implemented the pixel correctly.
When should you send out Ads Manager requests to influencers?
As soon as an influencer is contracted, send out the requests to ALL influencers.
Your client is a small car shop in West Virginia that wants West Virginia-born only influencers to promote their product. Rather than ruining your AMs life by saying “no problem, we’ll get on that search,” what could you say?
Once influencers are larger than 5,000ish followers, where they are from isn’t really dictating where their followers are from. The best way to drive awareness of a location-specific product or company is to utilize paid social to target users living within a specific geo/radius of a store location.
What type of reporting can we get from paid social campaigns?
We can report out on a LOT of metrics – from impressions ad engagement to cart size and generated leads (pending pixel implementation). We are also able to report out on whether users reacted more positively/actively on FB vs IG or on mobile vs desktop. We can also report out on whether men or women reacted more positively to ads, and look at how ads performed across different age groups and geographical locations. All data is pulled in a high volume, data heavy manner. Top level reporting/insights will be drawn from this data and included in wrap reports. TLDR; we can report out on all metrics included in FB ads manager.
My client wants to drive users to site to urge them to check out their fun new baby product, but won’t give us access to their FB pixel. What should we optimize for?
-Consideration/site traffic
Can we prove out a specific ROAS attached to each influencer we include on a campaign?
Yes and No – we can prove out results and conversions driven from the influencers paid social posts and budgets – we can be completely transparent with that info. We cannot prove out a TRUE ROAS because we can’t be completely transparent with influencer costs.
I’m only going to boost 4 posts out of the 15 posts on my campaign! Why do I need to send requests to all of the influencers?
We need to have options in case influencers can’t figure out how to accept request, refuse, disappear, act like an influencer, etc.
Name X successful DR campaigns we have run paid social for that you could reference when speaking about paid social to a potential client
-Forever 21 – fast fashion
-Armour Box – subscription based
-Gilt – luxury clothing brand driving site memberships
-Indoor Mini Golf – quirky product with high ROAS due to strong tactical targeting
How long should the average campaign last? When in the campaign process should paid social run?
There’s no one answer to this – it really depends on client preferences. We can flight campaigns as long or as short as possible. Typically, we run the paid social portion of our campaigns directly after the organic portion so that we can boost the top performing organic posts. If the client would prefer everything to go live at the same time, we can schedule accordingly. Influencers must post organically before the posts are boosted, unless previously contracted/cleared with the influencer.
My client wants to drive users to site to urge them to check out their fun new baby product, and is happy to share FB access. What should we optimize for?
-Conversions
My client won’t provide pixel access. How can we report out on conversions/ROAS?
We can’t. :(
My influencer is refusing to grant me advertising access to their page – WTF?
Did you put it in your SOW? You should have! Every single SOW (even if paid social isn’t on the plan) should include the paid social clause. Demand they accept- threaten to dock pay – threaten to blacklist – loop in Hannah
The client wants to include links in bios for all influencers on a campaign, since they want to drive users to site. What do you say?
What is this – 2013? Link in bios will drive a SUPER low click through rate. It completely disrupts the IG UX of scrolling through your IG feed to click out to a specific profile then find the link in bio. We should use paid social to drive traffic to site by including a CTA button and optimizing for clicks or conversions!
Please name 4 things that can impact the campaign CPM
-Targeting
-Timing
-Optimization
-Product
My client wants to drive awareness and conversions with their paid social campaign. Is that do-able?
We need to be careful when building out and selling FB campaigns that we aren’t promising too much or spreading ourselves too thin. Driving conversions is going to be significantly more expensive than driving impressions – so with limited budgets, it’s best to focus on one main KPI. When budgets allow, split budget between different FB objectives.
How does the Pixel relate to re-targeting?
Since the pixel is constantly firing off data pulled in directly from the brand’s website, it houses a TON of information. We can create custom audiences of people that have previously visited the site, exclude past purchasers, or create look-alike audiences of past purchasers. We can also create audiences of people that have added to cart but didn’t manage to complete purchase.
My influencer keeps checking for the notification on her iphone but isn’t seeing it come through. What do I do??
Requests MUST be accepted on a real desktop or laptop computer. It will not come through on a phone. Influencer should check on their computers, and the request will come through as a standard notification. If they don’t see if, they should manually check their notification center.
What is the minimum for a brand lift study?
$120K.