Right-hand Side Advertising on Facebook

Right-hand Side Advertising on Facebook

Right-hand Side Advertising on Facebook

Facebook desktop right columns

Did you know that Facebook’s desktop right column placement can be very effective, as you can use it to run adverts? On average, right column ads get a much lower click-through rate than news feed adverts as they have a much cheaper click per impression.

Right column ads are letterbox shaped. The advert images should be made especially for this placement and the recommended size is 1200 x 628 pixels. You will need to try and draw people’s attention over to the advert as they will be mostly concentrated on the desktop news feed, which appears next to it. So use images that are likely to catch people’s eye like bright colours, high contrasts… You should also consider testing bright borders.

Testing your adsets

Start with small budgets and test multiple advert creatives (images), at least three per ad set. After spending a few dollars check the results – you can turn off the adverts that are performing more poorly and create more images similar to the ones that are doing well. If an ad set is making sales and is in profit you can duplicate the ad set and double the budget – keep doing this with winning ad sets.

So what are you waiting for? Test out this new type of Facebook advertising to get a greater reach!

Moteefe – Let’s do business, together

Don’t Forget to Reply to Facebook Ad Comments

Don’t Forget to Reply to Facebook Ad Comments

Don’t Forget to Reply to Facebook Ad Comments

When running Facebook ads it is important to guarantee that the most relevant comments are shown first – this can be done in the ‘Settings’ tab on your Facebook Fan Page. This is important because you can post a link to your product in the comments! When the most relevant comments are shown first, this link will appear at the top of the comments’ section and therefore is more visible to everyone.

When somebody comments on the post, we recommend that you engage with them as soon as you can, but don’t just drop a link to your product (although this can be done sparingly). The more engagement a post has, the better it is likely to do. Replying to comments is a great way to increase this engagement and keep in touch with your buyers.

Message the people that comment on your ads

You can directly message each person that comments on a post, through a ‘message button’ which appears below the comments. It’s important however not to spam commenters so don’t just send the same message to everyone. You can personalise the message by having a few draft replies written out and change a few words each time you use them, for instance, by just adding the name of the person you are talking to.

You also don’t have to send them a link to the product in the very first message! It’s much better to try and strike up an organic conversation with them first and build a relationship. This is a very powerful technique (it gets easier the more you try it) and with great power comes great responsibility, so don’t overdo it, use your messaging channels wisely!

The first 20 minutes 

The first 20 minutes after somebody has commented are the most critical and you should try to get your replies in within this timeframe. If you are managing multiple pages or running a substantial amount of traffic or running traffic to a location where they are most likely to be commenting while you are going to be away from the computer or even asleep, then we recommend hiring a virtual assistant to perform these duties for you.

It is critical to properly train these virtual assistants and keep an eye on what they are doing until you are confident that they are the correct fit for your page and your objectives.

So what are you waiting for? Head down to Facebook, make sure that the most relevant comments are shown first on your ads, post the link to your moteefe.com campaign and start having a more personal relationship with your buyers!

Moteefe – Let’s do business together

Moteefe’s Retargeting Guide

Moteefe’s Retargeting Guide

Moteefe’s Retargeting Guide

This post will be focused on retargeting – if you are running Facebook ads, this is an absolutely essential part of your winning strategy! There are several ways it can be done and today we will present one of them. If you’re not doing it yet you must start ASAP, as retargeting adverts gives the highest return on ad spend!

“Previously purchased” custom audience:

To retarget people you will need to create custom audiences within Facebook. The first audience to create should include everybody that has purchased your product in the last 180 days (you can also use 60 days). To do this you will need to go to the ‘Audiences‘ tab, which is under ‘Assets’ in Facebook Business Manager (they are all in the top drop-down menu).

You must have your product’s URL, which will look like this:

https://moteefe.com/test?color=white&product=men-s-t-shirt

You will only need to use this part to create the audience:

https://moteefe.com/test

Make sure you have the right Facebook ad account selected in the drop-down, underneath where it says ‘Audiences‘ on the left-hand side. You can share your custom audiences between ad accounts, but each set of audiences is associated with a single account to start with. In the ‘Audiences’ tab, click on the blue button which says ‘Create a Custom Audience‘.

A pop-up will appear called ‘Create a Custom Audience‘. On this pop-up select ‘Website‘, the top option on the left-hand side. From the drop-down select which pixel you would like to use (if you have multiple pixels within the ad account). Then if you click on ‘All website visitors‘ you will be able to select ‘Purchase‘, and then set the number of days you wish to include in this audience.

Now click ‘Refine by‘, the blue link under ‘View content‘, and select the top option ‘URL/parameter‘ – you can now paste your URL into the box. In this example I would use “https://moteefe.com/test”. Now name your audience – it’s important to use a good naming convention so that you can easily find these later. For purchases I normally use purchase, then product name, then the amount of days, so for this it would be: Purchase Test 180“.

Now click ‘Create audience‘. Well done! You have just created a custom audience of everybody that has purchased this product in the last 180 days. Important: You can use this audience as an exclusion audience within an ad set, so that previous purchases will not view your retargeting advert.

“Previously viewed” custom audience:

Now we will make a custom audience of everybody that has viewed the product. You can create a custom audience of viewers for 1, 3, 7, 14, 21 and 28 days for retargeting. Remember that even though these audiences will be quite small, they can be highly profitable! So if you are making one day audiences, your ad spend is likely to be extremely low. However you may well still make a few sales!

The process is similar to the previous one. To create this audience click on ‘Create Audience‘, then in the ‘Create a Custom Audience‘ pop-up select ‘Website‘ and insert the pixel that you are using for your campaign. Click on ‘All website visitors‘ and in the drop-down menu select ‘View content‘, then enter the amount of days you wish to use. I suggest starting with 28 days.

Now click on ‘Refine by‘, in the drop-down select ‘URL/parameter‘, and paste your URL into the box – in this example the URL is “https://moteefe.com/test”. Now, using your naming convention, name the audience! I use VC + product name + amount of days – so it will be “VC Test 28 days“.

Note: Facebook will say that it is populating these audiences and that it will take 2 to 3 days to do so. However you can start using them straight away!

Now, if you go back to Facebook Ads Manager and create a new campaign, in the ad set menu ‘Custom Audiences‘, select your ‘View content 28 day audience‘. If you then click the blue exclude link underneath, then another box will appear and you can select your ‘Purchased (product name) 180 day audience‘. Facebook continuously updates these audiences.

Do not select any detailed targeting and it is best to run these adverts on all placements to begin with. You can run retargeting ads per placement for each campaign, so that would be one ad for your Instagram feed, one for the Facebook News Feed on mobile, one for the Facebook News Feed on desktop only and another for the Stories feed etc. Placements work best if you’re receiving a substantial amount of traffic and remember, you can set your budget as low as one dollar with these adverts so feel free to mix it up!

Retargeting ads that are using automatic placement should use a square image of around 1000 pixels by 1000 pixels, as Facebook now displays website conversion adverts in the News Feed with square images. Some advert accounts will allow you to select a separate image for each placement which can be helpful – if your account allows it, make a different image for each placement. Select them under the ‘Ad‘ tab.

TIP: If you create multiple custom audiences for the people that have viewed the product, you can tailor your advertising the following way:

1) Show people that have viewed it in the last day a similar or the same image used in your original advertising campaign without a discount

2) People who have viewed the product in the last three days can see a variation of the image with a 5% discount and so on…

You can try different offers with different audiences. The people who have viewed the product the longest time ago will get the biggest discount.

You can also exclude people that viewed it one day ago from the three day audience, so that they will not see the deeper discount. You do this by adding the one day into the ‘Exclude‘ section of the ad set. This is in the same place where you are excluding purchases.

Add to cart audiences:

You should also create audiences for everyone that has added the product to the cart for the last 28 days and run a separate ad set to them. This audience will be smaller than the audience of people who viewed the campaign, so adjust your budgets accordingly, especially if you break this audience down by 1 day, 7 days, 14 days, and 28 days. This is only recommended if you are getting a large amount of traffic. If not, just run it to everyone that added to cart in the last 28 days.

Other custom audiences:

With some custom audiences, Facebook allows you to target people over the last 365 days. Here’s a list of other custom audiences that you should create and run ads to now:

  • Everyone that has engaged with your Facebook page – make a separate audience for 1, 3, 7, 14, 28, 60, 90, 180 and 365 days.
  • Everyone that has engaged with your Instagram profile – make a separate audience for 1 ,3, 7, 14, 28, 60, 90, 180 and 365 days.
  • That have liked your Facebook page

Congrats, you’ve successfully set up your custom audiences for retargeting! This is a big step, as retargeting is the most effective form of advertising! If you’re running Facebook ads, it’s critical to test and to get this right.

So what are you waiting for? Pick a campaign that you’ve launched at http://www.moteefe.com and get your retargeting adverts going right now! Good luck and as always, let us know how it goes!

Moteefe – Let’s do business together

Winning Ads: Calculating Return On Ad Spent (ROAS)

Winning Ads: Calculating Return On Ad Spent (ROAS)

Winning Ads: Calculating Return On Ad Spent (ROAS)

Moteefe comes bearing gifts: more tips on Facebook ads, and this time focusing on return on ad spend (ROAS)!

You should stop turning off your winning Facebook adverts! Facebook reporting is a blunt tool and does not show you the full picture. If an ad set is break even and if you are correctly re-targeting, you should definitely leave it running as you will be picking up extra people to re-target to. 

But if you are only using the cost per purchase as displayed in Facebook ads manager to work out your break even point, you may be turning off ad sets that are making you money…

Facebook has a metric called return on ad spend (ROAS). The way this metric is calculated is: purchase conversion value divided by amount spent. Facebook can see the amount that each purchaser is spending – they will then display this information in the ROAS column in Facebook ads manager. You can add this metric in by clicking on the column’s tab on the right hand side of Facebook’s ads manager, and then clicking ‘customize columns’.

Facebook displays ROAS as a number with two decimal places, like this: ‘2.00’. Having a ROAS of 2.00 means that you have spent $100 on advertising and your buyers have bought $200 worth of products from that ad set.

Here is how to calculate your ROAS’ break even point: selling price divided by product price minus base cost:

So for our classic men’s T-shirt selling in the United States at $23.99:                                 

The base cost without a Moteefe sellers tiered discount is $5.49
23.99 ÷ (23.99-5.49) =  23.99 ÷ 18.5 = 1.296
So if your ads for a Classic men’s T-shirt have a ROAS above 1.3, you are making money plus all of the people that view the campaign can be re-targeted.

If you are selling a unisex sweatshirt in the United States at $29.99:                                 

The base cost without a Moteefe sellers tiered discount is $12.00
29.99÷(29.99-12.00)=29.99÷17.99= 1.667
So if your ads for a unisex sweatshirt have a ROAS above 1.67 you are making money – don’t turn these ads off!

European prices will be different as they include VAT, so you should calculate them separately.

You should look back through your advertising history with this new metric, see all of your ads that were making money and you should duplicate them (as turning on old ads tends to give worse performances than duplicating them and running new ones). See if you can make some extra sales!

So what are you waiting for? Launch your new campaign at http://www.moteefe.com and run your advertisements taking into consideration your ROAS, you’ll see much better progress!

Moteefe – Let’s do business, together

Moteefe’s Guide to Facebook Ad Scaling

Moteefe’s Guide to Facebook Ad Scaling

Moteefe’s Guide to Facebook Ad Scaling

There’s a lot of debate around the topic of ad scaling, as everyone has their own way of doing it. One of our top sellers has shared their scaling technique with us! Here is what they do:

They run Facebook conversion ads sets optimized for purchase at $5.35. They only run the advert in Facebook’s News Feed, all other placements are turned off at this stage. After the ad has spent four dollars they check the performance in Facebook ads manager.

The first metric to look at is whether or not the ad set has made a sale, if it has leave it running! The second metric is the cost of the link clicks. If the ad has link clicks over two dollars without any purchases, our top seller recommends turning them off.

Each niche and country will perform differently! Some broad niche can generate very cheap link clicks yet few purchases. Another niche can have fairly expensive link clicks but a much higher ratio of purchases to link clicks. It is important to learn how each of your niches perform and to know your numbers. The same is true for each country, so when looking at the data you need to look per niche and per country, to work out your target cost per click.

If you look back at your advertising history on Facebook and find your best performing ads sets (the ones with the cheapest cost of purchase that are not retargeting ad sets), have a look to see how much each link click was costing you on average – write it down and remember this number. Now, look for your break even ad sets, work out the average cost per link click across it, and write this down to remember it.

You will now have two numbers! This range is your target cost per click. When testing new ad sets, keep an eye on any ad that is over your target cost per link click. Some of these adverts will be profitable, especially in Q4! Don’t just turn them off, as these numbers act as a guide not a solid rule. The most important metric is the cost per purchase and the return on ad spend (ROAS).

So now I have told you what to look for, this is how one of our top sellers scales their advertising:

1. They look at their $5.35 ad sets, finding the ones that have at least more than two sales, preferably more than four and that are in profit. They then duplicate these winners and change the budget on the new ad set to $10.35 or $18.35. They never turn off the winning ad set so leave the $5.35 ad set running!

2. After the new ad set has been running for 12 hours they review its performance. If the ad set is making profit, they keep it running. If the ad set is break even, they keep it running. If the outset has not made any purchases yet, but is within the target cost per link click for the particular niche, they let it run until it has spent $15-$20 without a sale.

It is important to check that buyers are moving through the funnel if you are going to allow an ad set without purchase to spend $20 before turning it off. To make sure they are, our seller looks to see if buyers are adding the product to the cart. If they are adding it, then they let the ad set run longer. If an ad set has spent $10 and there has not been an add to cart, our seller turns off these ad sets.

The duplicated adverts that are in profit can be duplicated again increasing the budget on the new ad sets. Our seller tends to double the budget so their ads will look like this: $5.35, $10.35, $18.35, $36.35, $72.35, $142.35…

One thing to note is that the higher the budget, the more expensive link clicks and purchases will become on average. So you need to know the target costs for each ad set budget!

As I have said, link clicks over two dollars are almost always too expensive, and their ad sets should be turned off.

Calculating your return on ad spend is very important, and it is far too easy to turn off ads that are actually in profit if you do not look at the return on ad spend! You can customize the data that Facebook shows you!

So what are you waiting for? Launch your new campaign at http://www.moteefe.com and start advertising it!

Moteefe – Let’s do business together

How to Test a New Design with Facebook Ads

How to Test a New Design with Facebook Ads

How to Test a New Design with Facebook Ads

When you have a design that you think can be a winner, you should test it out with different Facebook ads, and this is how you should do it: 

  1. background that is relevant to your niche! For instance, if you are running a design for pilots put an image of an aircraft or airport in the background. If you are selling to people that like camping, a campfire makes a fantastic backdrop.The image size should be 1200 pixels wide by 1500 pixels tall. You can also use 1200 x 1200 or 1000 x 1000.

  2. After you have the image you will need to create a new engagement campaign in Facebook ads manager. This is different from the normal conversion campaign that will be used to drive sales. You can of course get sales from an engagement campaign, but that is not the purpose of this test! We want to test the design with the audience as cheaply as possible, so that we can test multiple designs without blowing away your budget.

  3. Under the ad set tab in the new campaign, you can select the targeting that you wish to use for the advert. We suggest that you use reasonably broad targets of at least 100,000 people, preferably 500,000 and above. But don’t go too broad though, as audiences of tens of millions may produce a poor test.

  4. Set the budget for your advert at five dollars per day. Set the advert to run only on mobile devices and in Facebook’s News Feed. 
  5. Now create the advert in the ad section under your new campaign. The text can be quite simple. Here are some examples:

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“Grab this for (niche name) item                                                                                                     Order here ⇒”

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  1. Use the image that you have already created for the advert and now you are ready to publish the ad! After the ad has been published it will start delivering, and when the ad has spent four dollars you can check the cost of engagement. This is a fantastic metric to know whether the design is resonating with the audience!

If your cost of engagement is over $0.10 then you may want to try a different image for the advert, or even a different design. However, if you have link clicks at under one dollar so if you’ve let it spend four dollars, you should have four link clicks or more. It’s worth testing as a conversion add optimized for purchases.

If your engagement ad has a cost per engagement of under between $0.07-$0.10 check the cost per link, click again if they are under one dollar each, it may be worth testing. If you are getting link clicks for less than $0.50 which after four dollars of spend will be eight link clicks, then definitely try running a conversion ad.

If you have a cost per engagement of less than $0.07 per engagement, then you definitely want to move over to conversion adverts, especially if your link clicks are less than $0.50.

After the test is complete you can turn off the engagement ad set!

So what are you waiting for? Create new campaigns at http://www.moteefe.com and start testing out your ads right away!

Moteefe – Let’s do business, together