Advanced Facebook Marketing
As promised we’re back with the advanced version of Facebook Marketing “A Definitive Guide to Social Media Marketing – Advanced Facebook SMM” a tutorial cum guide.
Facebook advertising is just as powerful in 2017 as it’s ever been. Perhaps even more so. The sheer volume of users alone (1.71 billion as of July 2016) makes it a digital marketer’s playground.
When it comes to Facebook advertising, one could spout off a laundry list of done-to-death conventional techniques.
And most are still quite effective.
But what I want to do here is delve a little deeper and truly dissect Facebook.
What you need is to understand its full potential.
In this endeavor we are going to discuss some of the newly introduced Facebook features that can add some boost to our marketing especially for e-commerce business.
Features like Facebook messenger ,Canvas , Product based ads are newly added member in the family that can be used for more précised targeting to get anyway better conversion and Analysis.
Starting with the different resources which can be added to our Facebook marketing strategy for any ecommerce website.
Here is the Table of Content (TOC) for the: A Definitive Guide to Social Media Marketing – Advanced Facebook Marketing SMM
Advanced E-commerce Advertising
How to create a Dynamic ads on Facebook?
-How to set up a data feed by using the Facebook Feed plugin on woo-commerce?
– Dynamic Ad Text and Imagery
-Why Facebook Canvas?
-Step to create canvas ads
-Why to use Facebook Messenger
Messenger Marketing Using Chatbots
-What Can You Do With Messenger Marketing?
-How to create your own chatbot
Watch the Complete Manychat features tutorial video
Advanced E-commerce Advertising
The reason so many marketers love Facebook is because of how highly specific you can get with your ad targeting. Because Facebook collects so much detailed and unique information from its users.
To provide the advertiser to target the website visitors on the basis of the interest or product they have shown interest or visited, Facebook came up with dynamic ad system which can provide powerful ad environment like Adverts.
Why dynamic ads are important?
Marketing automation has become one of the prominent marketing trends over the past few years because of its versatility..
The rendering of the right marketing message and communicating, to the right person, at the right time at a given point of time pays a huge dividends. Specially, more number of click-through rates (CTR) and conversions.
Primarily according to the research by Aberdeen Group founded that personalized emails ramps up the click-through rates by 14%, and conversion rates by 10%. While according to the Jupiter Research report which states that relevant emails to your targeted audiences drives 18 times more profit than broadcast emails. 18 times!
Banner blindness is affecting 86% of the consumers today.
Ad blocking software usage has dramatically quadrupled in this past three years and increasing further, according to MIT Technology Review.
According to a study from Havas Media, just 20% of Facebook posts are capable to generate an emotional response, whereas, ZERO ads did. Which, for an intrinsically emotional audience, is not good.
In a world that is overrun by advertisements, consumers are turning immune to it. In other words they’re incessantly taking active measures to replace ads altogether. That’s the main reason as to why the average banner ad click-through rate is 0.1%.
You can’t beat this wretched numbers with more number of ads. You out do it through better ones. Specifically, with the help of those ads. that can be more targeted and are more relevant.
And Facebook’s Dynamic Product Ads serves as one of the best ways to tackle the shortcomings.
How to create Dynamic ads on Facebook?
Apart from all the given objectives that we have already covered under Facebook ads on our previous guide A Definitive Guide to Social Media Marketing – Facebook SMM ,Facebook also offers one campaign which has been specially designed for e-commerce business. The campaign name is Product catalogue ads.
Product catalogue ads on Facebook
Ad Requirements for creating dynamic ads:
For creating dynamic ads, you must have the essential items, listed below:
- A Facebook Page
- A Business Manager account
- An ad account or access to an ad account.
- An online product catalogue. You can use the existing catalogue you use with other online shopping portals. Note: the product catalogue you create on Facebook must have a product ID, name, description, landing page URL, image URL, and availability, among many others.
1.Upload Your Product Catalogue to Facebook
To set up your first Dynamic Ad, you’ll need to upload your online store’s product catalogue to Facebook. A product catalogue is a data file that lists all of the items from your store that you would like to display in your Facebook ads.
How to create a catalogue :-
To create a catalogue for your e-commerce business , you need to create a product feed list of all the product from your inventory with given attribute. A product feed can be defined as, a spreadsheet containing all the products and details, usually in the form of CSV, TSV, RSS XML, or ATOM XML files. Feeds can be created manually by creating an .Xls or .csv file with following attributes or can be directly exported from your WordPress website with an extension provided by Facebook.
Click on “All Tools” and than you’ll find a “Product Catalogues” underneath the “Assets” header.
Select “Add New Product Catalog” and than click on “Create New Product Catalog” in the drop-down menu option.
Give a name to your product catalog – the name of your store would be best.
After clicking on ‘Create Product Catalog’ you need to add the product feed in order to create the listing automatically.
A recurring upload will be updating your product feed based on your any of the changes made. A single upload means that your information will be remaining static and must be changed in the future, manually.
Now you have to upload the product feed in here which you created from your inventory.
When the upload is successful then create product set.
A product set can be described as a group of items from your inventory in a catalog. Product sets facilitates you in controlling the items that appear in your ad. When you’re creating a product set, you will be using filters (such as availability, brand, category, product type or price) in order to define what goes into the product set
How to set up a data feed by using the Facebook Feed plugin on woo-commerce?
Navigate to your pixel and click on setup and then select integration or tag manager.
Download “Facebook for woo-commerce” plugin and upload it on your WordPress website and then activate it and click on setup.
Complete the following setup and click on next after completion of one by one process
Select your pixel to complete the setup
The process is complete !!
2.Setting Up Your First Dynamic Product Ad
In order to create your first Dynamic Product Ad, hover over to Ads Manager or Power Editor and then choose “Promote a Product Catalog” as the objective of your campaign.
Ensure that you have selected the right product catalog.
Click on “Create Campaign” and get going.
After clicking on “Create”, start editing your ad set to ensure that it’s promoting the right product catalog. In your ad set, you have an option to decide which product set you’d like to choose. A product set can be defined as a filter for which products in your catalog you would want your ads to get featured.
If you want to create a product set, then just hit the “+” button.
Create a highly targeted ads with product filters that includes Availability, Brand, Category, Product Type, and Pricings.
If you’ve named your product and clicked on “Create,” look for the “Audience” section.
You also have an option of “Upsell” or “Cross-Sell” audience, which allows you to specify which product sets you wish to promote to your customers who have already viewed other product sets. This is a great way to convert those one-time customers into repeat one by displaying products that they could likewise be interested in or go hand-in-hand with products they’ve already procured.
Dynamic Ad Text and Imagery
Unlike other Facebook Ad Types, Dynamic Ads needs special keywords. These keywords are same which you have utilized for your product feed spreadsheet. They are also automatically tagged for your products if you are using the Facebook Product Feed Shopify app.
- Current Price
Keywords like “product.name”, “product.brand”, and “product.description” along with the product image will be automatically extracted from your product feed when your ad is delivered to a potential or relevant customer.
Once you have set up everything in a way that looks natural and customized to the end user, then hit publish.
Congratulations, you have just successfully created your first set of dynamic ads!
Do you wish to reach larger mobile Facebook users?
Confused, how Canvas ads might help you? Don’t worry we’re here to help you.
Facebook Canvas allows you to create a full-page and interactive mobile ads that will work like a landing pages for tablet and smartphone users.
Why Facebook Canvas?
Facebook Canvas is an advanced and new tool for advertisers, which is specifically designed for the mobile platform. It facilitates Facebook users to scroll through Canvas ads to view photos, watch videos, and discover company’s stories.
Canvas is free of cost to use except the standard Facebook advertising costs, and its drag-and-drop interface make it even more hassle free from coding knowledge. The ads are fully immersive, hence, there isn’t anything else on the page vying for users attention while they’re scrolling through or clicking on the content of your ads.
Whilst an interactive media is generally a concern because of its loading times (longer loading times move people away in every corner of the web), whereas Canvas ads load faster almost as soon as they’re clicked or selected. The reason behind of its fast loading is because they’re hosted on Facebook instead of redirecting it to an outside page. In fact, they can be downloaded up to 10 times faster than that of general mobile web pages.
Here are some ways which one can use Facebook Canvas in order to maximize the impact of their video ads for businesses.
#1: Complement Videos With Text and Images
#2: Narrate a Story With a Series of Video Clips
#3: Illustrate the Viewer in With Immersive Content
#4: Clarify Calls to Action
#5: Target Delivery by Audience Interests
Step to create canvas ads :–
- Create a campaign and go to ad creation section.
- Now select Add a full screen experience
3. Select a template suiting your objective.
4. Complete the design of your canvas by providing the necessary details.
For in-house marketers and marketing agencies there are numerous benefits, which includes:
- Increased conversions. Standard Facebook ads when triggered a new browser window opens, which may take several seconds to load, which often leads to prospects exiting out of the window. With the introduction of this new format, the Canvas triggers almost immediately for prospects on clicking the ad, meaning you will be able to connect with your audience swiftly and effectively.
- Higher engagement. With the help of Canvas advanced visual features (such as video, tilt-to-view panoramic images and image carousels) you will be able to create an immersive storytelling experience and narration for your prospects. As per the early testing results, Facebook reported that 53% of its test subjects viewed at least half the ads (some of which included upwards of 70 seconds long).
- Ecommerce made easy. With the help of Canvas now you can add product catalogues and even add “Buy now” CTAs to your ads, landing your users directly to a check-out page.
There are now more than 1.3 billion people using Facebook Messenger every month. Here’s are some of the intels to know about using Facebook Messenger for your marketing.
Why to use Facebook Messenger?
We usually consider social media as simply a major social media networks like Facebook, Instagram, Twitter, and LinkedIn. But that approach misses a big picture— a bigger part, in fact — of social media. And that’s none other then messaging apps.
As per BI Intelligence, largely people are using the top four messaging apps i.e. (WhatsApp, Facebook Messenger, WeChat, and Viber) every month thanany other top four social media apps like (Facebook, Instagram, Twitter, and LinkedIn). But it seems like the bridge between the two lines is getting broader.
Inspite of being a one-to-many channel, social media is becoming a one-to-few — and often one-to-one — channel.
Facebook IQ lead a study on the utilization of mobile messaging with 12,500 prospects across the globe and found some promising trends among the people surveyed:
- 63% people said that their messaging with businesses has dramatically increased over the past two years
- 56% mentioned that rather than calling a business for customer service they would message
- 61% likes personalized messages from businesses
- About more than 50% prefer to shop with a business they can message
- Here are a few more interesting statistics about messaging:
So far every channels that we have discussed has multiple ways to use it for achieving the maximum results. Next in messenger marketing we will be discussing about messenger ads and marketing with chatbots.
Lets start with messenger ads.
There are basically two different “types” of Facebook Messenger ads.
- Facebook Messenger as a destination (I’m calling them destination ads)
- Facebook Messenger as a placement (sponsored messages)
Let’s start with…
Facebook Messenger as a Destination (Destination Ads)
Destination ads appear in the newsfeed, and when clicked on, open inside of a Facebook message (instead of sending traffic to a URL)
You can find this destination option at the ad level when creating a campaign in Ads Manager or Power Editor.
The ad views and feels like a normal ad, with the choice to include an image, video, carousel, slideshow, etc.:
Facebook Messenger as a Placement (Sponsored Messages)
Sponsored messages appear inside of the Facebook Messenger inbox.
It’s an identical experience to receiving a Facebook message from a friend, these just come from a brand.
You can find this option at the ad set level when creating a campaign in Ads Manager or Power Editor:
When creating an actual message, you can include links and images:
- You can ONLY target people who have previously messaged your page in the past. It’s available for campaigns with objectives of “send people to a destination on or off of Facebook” and “website conversions.”
Messenger marketing using chatbots
What Is Chatbot Messenger Marketing?
Chatbot Messenger marketing is an innovative way and getting increasingly popular among prospects, leads, and customers to communicate.
As a marketing channel it upscale more engagement than any other channel out there, including…
- Direct mail
- Social media
- Push notifications
…you name it.
So what does that mean? Very simply, it means when you send your customers a message on Facebook Messenger, more people will open, read, and interact with your messages.
And those messages most probably can be either live (say, a real-time conversation between a customer service representative and a customer), or they can be either automated using a chatbot (like an email autoresponder series). But unlike email, which has come to feel like work for most people, Facebook messages are quick & easy to respond to.
As an outcome, they gets sky-high open and click-through rates.
If it sounds a little bit like SMS marketing, you’re on the right track.
Nonetheless, with Messenger Marketing, you will be able to do a lot of things which you can’t do with SMS, like sending beautiful messages that come with a complete clickable call-to-action (CTA) buttons, GIFs, galleries, and much more.
Basically, Messenger Marketing combines the instant delivery & attention of SMS with the attractiveness and automation power of email. Messenger also feels more personal than email, but less invasive than SMS—striking the perfect balance for businesses looking to communicate with customers.
What Can You Do With Messenger Marketing?
The beauty of Messenger Marketing is that you will be able to do all the stuff that you’re used to doing in your marketing efforts…
…it just looks everything simpler, easier and more effective.
When someone sends you a message they’ll be automatically added to your Chatbot subscriber list. From those lists you can add them to your email list and then continue to follow up with them via email.
You can also send them content, able to sell them products, asking for feedback, and much more—all within the native messenger app.
The option to add clickable call-to-action buttons in messenger provides you the freedom to customize messenger marketing for any business.
For example, look how easy it is to register someone for a webinar:
Depending on which link you click, Derek’s chatbot can automatically register you for the webinar, give you the details on how to attend, or offer to send you the recording.
You can also use Chatbot to segment your visitors and find out what their interests are, so that you can present them with relevant and personalized product recommendations:
Or, simply use a chatbot to deliver white papers and other lead-nurturing content:
Cutting-edge ecommerce companies are using messenger marketing to send transactional messages (either on desktop or mobile) — sending purchase confirmations, letting people know when their product has shipped, and so on.
Look how Code&Quill, a brand that creates specialty notebooks for creatives sends all the information their customers need about their orders:
How to create your own chatbot?
Well to create your personal chatbot either you have to add codes on your website obtained from Facebook developer account. Else you can use software like Manychat.
- open Manychat & Signup
- After signup setup your account and select your page to start with.(you can use use multiple pages from same account).
- Build Your Welcome Message
The initial or first step in building your Facebook Messenger bot in ManyChat is to create your welcome message.
Your welcome message is going to be the first thing that people who interact or engage with you on Facebook messenger will see.
You will be able to edit your welcome message under the “Automation” tab in the left hand menu inside of ManyChat:
The opportunities are endless for your welcome message. ManyChat has the options to add buttons, as you can see above, lists, images, videos, audio, and much more:
The key to your welcome message is to give users options.
The folks at DigitalMarketer use their welcome message to greet users and set the expectation by consoling that they’ll immediately get back to the concerned as soon as possible, whilst also directing traffic to blog and podcast for people who are more keen in learning more.
Your welcome message should act as a greeting for new users, but also as a menu for what to do next. This takes back to the purpose of your bot… if you’re a recipient site, better include a button to your recipe directory. Like if you sell insurance, ask people if they would like a quote.
To observe it more keenly, most Digital-Marketer ended the welcome message with “Looking for our free report to End the War Between Sales & Marketing? Type “guide” here in our chat and we’ll get you a copy!”
Now setup the acquisition channels for your subscribers :-
You can use various growth tools like
Watch the Complete Manychat features tutorial video.
That’s it in advance Facebook marketing. We will get back soon again with a new guide, Till then enjoy our other articles. Also, Vitsmuni would like to welcome Mr. Anupam Srivastava for his commitment towards his passion.