Introduction (include focus keyword)
Here’s my claim: Nobody cares for traditional advertising anymore.
Bold claim? I think not, give me 5 minutes of your time to explain…
Part of it has to do with bad advertising.
Part of it has to do with an oversaturated market.
Everyone knows that as soon as they open their mail they need to sift through the spam to find what actually matters, most of the time, not even taking a second look at the spam to read the offer.
And the truth is, most people sift through that mail right above the trash 🗑️ can, ready to drop each failed advertising attempt in, one by one.
Do we see it? Sure, do we give it any real attention? No.
The same is true for billboard advertising. When’s the last time you saw a billboard ad? My guess is probably very recently. But when is the last time you really saw one and gave it enough attention to not only consider the offer but to also memorize the contact point or put it on your phone while driving? My guess is… it’s been quite some time.
So what’s the alternative?
Well, as of July 2018, there are 2,200,000,000 active users on Facebook every month. Yes, that number is 2.2 billion.
If that’s not convincing enough – 1.15 billion users log into Facebook on a daily basis.
It’s just simply too big to ignore.
If you’re new to Facebook Ads, you’re probably thinking “Sure, but there’s also a lot of mailboxes and drivers sitting in traffic looking at billboards, what makes Facebook’s Advertising Platform so great?”
Let’s dive right into that…
Conversion Tracking Accuracy
Without a doubt, this is one of the best elements of digital marketing as a whole.
Everything can be tracked, perfectly.
The keyword is ‘can’, as many marketers fail to do this properly, but let’s just assume you’re hiring a good marketer.
Obviously, we can track e-commerce website sales and that they originated from Facebook or Google Ads or any other platform.
But there are more clever tactics in more challenging niches we can do.
So let’s assume you’re a restaurant owner trying to drive foot-traffic and we (Planet Convert) just took you on as a client.
One of the many campaigns we would run would be driving cold traffic to your location with a tempting offer, maybe a buy one get one free type deal for couples.
So first, we target people on Facebook that are in a relationship, in your customer bases most prominent age range and we present them with the offer.
Once they click the ad, they’re then sent a message inside Facebook Messenger using what’s called a ‘Messenger Bot’, essentially a chatbot, as I’m sure you’ve seen on websites, but inside Facebook Messenger itself.
So obviously we tag that user to be able to segment which ad they came from and specifically which offer it was.
Then the message they receive would provide them with a unique graphic or discount code that they need to present to their waiter or waitress when it’s time to pay.
But how do you, as the business owner know without a doubt that the traffic came from our Facebook Ad?
Because we ask the customer via Messenger to verify the price of the bill in order to redeem the coupon.
So if the bill was $14.41, they would simply message our bot back on messenger that number, and be able to redeem successfully with the waitress to get the discount.
Then from there, the bot would take the data on the price of the bill and send that to a Google Doc with a simple addition equation each time a new entry happens.
Then, we have it clear and organized exactly how many coupons were redeemed, used and what the price of those bills was. This way we have perfect flow on conversion tracking with no room for error, and we know exactly how much return on investment our ads generate for you.
Let’s take a step back and get into targeting within Facebook Ads. Here’s a small taste of how extremely detailed (and creepy) Facebook Ads can get…
I can target people who are specifically:
- Males aged from 34 – 57
- The job title is set as Self-Employed
- Accesses Facebook on an iPhone
- Interested in health and wellness
- Recently got engaged
- Travels internationally on a regular basis
- Commonly makes online purchases
That’s just a small taste of the interest, demographic and behavioral targeting capabilities that Facebook’s Advertising Platform offers.
You can also create audiences from outside source such as email, and Facebook will match it up with the accounts that have that email. Clearly, it’s more accurate if you include more information such as first name, last name, zip code, etc.
Do you have any website traffic? You can also track those visitors and create a custom audience to run ads specifically to individuals that visited either your whole website or even specific pages.
For example, I can run ads to people who visited any of my product pages and/or cart pages but did not make it to the checkout or confirmation page, with the same type of offer you’d email for abandon carts.
The reality is that digital marketing wins on almost all fronts.
✅Better Conversion Tracking
✅Easy To Split Test
You should in some cases, be using traditional advertising as well.
Let’s say, for example, if your business is in a small town, or an unusual location that isn’t easily seen by the road… a few banners, flags, etc. can go a long way in building local awareness to your brand.
If you’re going to use traditional advertising, do your best to think it through. Use your online analytics to process and analyze the best course of action.
Perhaps look into what age range your audience is, where that age range lives – apartments, condos, houses, etc. and then only send mailers that direction.
Consider what area you’re placing your billboard, what demographic you’re targeting and use an offer specifically to them.
Most people that attempt traditional advertising just use simply general targeting.
You want to consider your offer, presentation, call to action, etc.
If you’re going after an audience that’s 18-24, be sure to use a non-stock image of a young individual, targeting a pain point and giving a specific offer tailored to those individuals, this will quickly weed out the people you’re not looking for.
It never hurts to use the old “mention this billboard for X”. As long as you accurately track how many people mention that billboard, you’ll have a decent understanding of the return on investment from it.