Marketing Scoop Episode 2.28 [Advertising]: Facebook Advertising in 2019

TL;DR

Explore effective strategies for Facebook advertising success.

Transcript

well hi there and welcome to another SEM rush marketing scoop shows so this particular one is episode 28 of season two we're going to get going with a proper introduction very soon but we will allow live viewers just a few minutes to start to join us and tell us things like where in the world would they happen to be joining us from in the chat that... Read More

Key Insights

• Successful Facebook advertising focuses on creating engaging one-minute videos that attract attention and drive engagement.
• Targeting options on Facebook have changed post-Cambridge Analytica, but broad targeting can still yield great results.
• Retargeting is crucial for converting engaged audiences into customers through strategic ad placement.
• The 3x3 video strategy involves creating multiple 'why', 'how', and 'what' videos to effectively engage and convert audiences.
• Focus on video metrics like average watch time to determine the effectiveness of video content.
• Personal videos that tell a story or showcase expertise can significantly enhance engagement and trust.
• Dark posts allow for targeted advertising without cluttering the main feed, focusing on specific audience segments.
• Testing multiple video contents is crucial as not all will perform well; aim for a 10% success rate.

Questions & Answers

Q: What tends to be the difference between success and failure with Facebook Advertising for Gavin?

Gavin Bell explains that the primary difference between success and failure in Facebook advertising is the approach to content. Successful advertisers focus on providing valuable content rather than direct selling. By solving specific problems and providing helpful information, they build trust and encourage potential customers to engage further.

Q: How difficult is it to measure the ROI of Facebook Advertising?

Measuring the ROI of Facebook advertising can be challenging, but Gavin Bell suggests using retargeting and tracking tools like the Facebook pixel. By creating valuable content and then retargeting those who engage with specific ads, advertisers can track conversions and determine the direct return on ad spend effectively.

Q: What tends to be the difference between success and failure with Facebook Advertising for Dennis?

Dennis Yu emphasizes the importance of video content, particularly one-minute videos, in Facebook advertising. Success hinges on creating engaging videos that capture attention and resonate with the audience. He advises against focusing too much on technical details like targeting options and instead prioritizing compelling video content.

Q: Should you be including personal videos as part of your advertising funnel on Facebook?

Yes, personal videos are crucial in the advertising funnel on Facebook. Dennis Yu suggests that personal videos help in building a connection with the audience, making the brand more relatable and trustworthy. These videos should tell a story or showcase expertise, allowing potential customers to engage on a personal level.

Q: What is Dennis’ 3x3 Facebook Advertising concept?

Dennis Yu's 3x3 concept involves creating three categories of videos: 'why', 'how', and 'what'. Each category should have three videos, making a total of nine videos. This strategy ensures comprehensive coverage of storytelling, expertise sharing, and direct selling, effectively guiding audiences through the advertising funnel.

Q: What do you do for clients who aren’t willing to appear in front of the camera?

For clients unwilling to appear on camera, Dennis Yu suggests interviewing their customers or having someone else represent the brand. This approach still allows for the creation of engaging video content that can be used effectively in advertising while maintaining the personal touch necessary for building trust.

Q: How many Facebook targeting options have disappeared since the Cambridge Analytics scandal and what does this mean regarding advertising on Facebook now?

Since the Cambridge Analytica scandal, some Facebook targeting options, such as income targeting in certain regions, have been removed. However, Gavin Bell notes that this has not significantly impacted ROI as Facebook's algorithm is still effective in finding the right audiences through broad targeting strategies.

Q: Why don’t longer videos work as well?

Longer videos tend to perform poorly because the average watch time for Facebook videos is relatively short, around 60 seconds. Dennis Yu explains that one-minute videos force advertisers to be concise and engaging, capturing attention quickly, which is crucial for success in the fast-paced Facebook environment.

Summary & Key Takeaways

• In this episode, experts Dennis Yu and Gavin Bell discuss effective Facebook advertising strategies, emphasizing the importance of engaging video content. They highlight the significance of one-minute videos in capturing audience attention and driving engagement.

• The conversation covers changes in Facebook's targeting options, suggesting that broad targeting can still be effective. They stress the importance of retargeting to convert engaged audiences into customers.

• The experts introduce the 3x3 video strategy, which involves creating various 'why', 'how', and 'what' videos. They discuss the importance of focusing on video metrics like average watch time and leveraging personal stories to build trust.