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Facebook Sequential Advertising
Tara West
Head of PPC | Etch | @tara_dee_west / @EtchUK
Think back to the last time you walkedinto a shop and were bombarded by
a pushy sales person…
Advertising is no different!
Amazon asked me to ‘shop now’ beforeI knew anything about what
Amazon Fashion was
They should have primed me first so Ihad been introduced to the conceptbefore they asked me to ‘shop now’
Stage 1:video about theconcept
Stage 2:Carouselof keyproductsto explore
If they had created an ad sequence likethis, I would have been more likely
to click and eventually purchase
“You need to nurture your audience and move them gradually from awareness to
purchase.”
@Tara_Dee_West / @EtchUK#HeroConf
Sequential Advertisingis a great way to do this!
What is Sequential Advertising?
Sequential Advertising is when a series of ads are shown to the audience in a
specific order, and each message informs the next.
This presentation is only aboutSequential Advertising on Facebook
Why use Sequential
Advertising?
Facebook and Adaptly performed a study into the effectiveness of Sequential Advertising
with lifestyle brandRefinery29:
They targeted a lookalike audience of their most engaged email subscribers.
They used a sequence of three ads with messaging designed to achieve:
1. Branding2. Consideration
3. Action (email sign-ups)
Here’s whey found out…
Sequential Ads allow you to graduallymove users down the conversion funnel
“If consumers see the entire ad sequence, your ability to lead them to purchase is
significantly stronger.”
@Tara_Dee_West / @EtchUK#HeroConf
Source: http://bit.ly/1EbPZnI
Sequential Advertising can increase conversions
Subscriptions for Refinery29 increase by 56% when they
used Sequential Advertising on
Source: http://bit.ly/1EbPZnI
Sequential Advertising allow you totell your brand’s story
“Campaigns that tell a brand story before asking people to buy something are
significantly more effective than ones that focus immediately on encouraging people
to take an action”
Source: http://bit.ly/1EbPZnI
Sequential Advertising can reduce ad fatigue
Sequential Ads ensure your traffic ismore qualified and higher qualitybecause it has been primed first
Sequential Advertising can reduce your Cost Per Conversion
Types of Sequential Advertising
These two types of SequentialAdvertising were ‘coined’ by Facebook
Funnel based Sequential Advertising with three stages
“People who are exposed to all three of the ads in the sequence convert at a higher rate
than those who have seen one or two”
Source: http://bit.ly/ZErT4b
@Tara_Dee_West / @EtchUK#HeroConf
Stage 1: meet the brand
Stage one could be a Video Ad educating the
audience about the importance of helping their children develop healthy eating habits
from a young age
Stage 2: the teaser
Stage two could be a Canvas Adwhich builds on the message about
healthy eating, and also includes examples of products and their benefits like being easy for busy
parents to use.
Stage 3: the hook
Stage three could be a Carousel ad featuring the
most popular products. It is the time to present a final
call-to-action of ‘Shop Now’.
Priming and Reminding Sequential Advertising with two stages
Priming and Reminding sequenced ads by Quaker Oats showed an uplift in
message association of up to 3.3% compared to the
control ad set which didn’t use this approach
Source: http://bit.ly/1IYbrvc
Stage 1: set the stage
Stage one could set the stage with a Video Ad which promotes the nutritional benefits of oats
and introduces the Oatobercampaign which encourages people to try a different oat recipe each day in October.
Stage 2: the synopsis
Stage two could be a Carousel Ad which is a reminder of the
nutritional message in the first ad, coupled with a call-to-action
to view the Oatober recipes.
Pick and MixSequential Advertising!
(I made this one up!)
Considerationsfor Sequential Ad
campaigns
Targeting is as important as ever
Create ad sequences which are relevantto each of the audiences you are
targeting in each ad set
Adjust the length of the ad sequence depending on how well
the audience knows your brand
Adjust the tone of the messagingdepending on how well
the audience knows your brand
The images you choose are a key part of the sequence
Test different ad format combinations
If your KPI is traffic, Facebook recommend testing two phases of static website click ads:
Source :http://bit.ly/1ABKwp6
If your KPI is conversions, Facebook recommend testing video ads then a phase of static website click ads:
Source :http://bit.ly/1ABKwp6
Pick your moment to run sequencing,for example during a sale isn’t a greattime because people are price driven
Consider any other advertising you’rerunning so you don’t bombard youraudience with conflicting messaging
How to set-up Sequential Advertising
There are two ways to build SequentialAdvertising campaigns on Facebook
titleSubtitle
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True Sequencing is where you run allthe ads in the same ad set
1. In power editor go to create a campaign as normal, but choose Reach and Frequency instead of Auction:
2. Choose the date range you want the campaign to run for, the frequency you want to achieve and the reach you want to achieve:
3. Check the average frequency is actually high enough for your sequence to be achieved:
4. Create your ads in the Ads tab as normal, including all ads which will run in the sequence in the same ad set:
5. You must upload your ad set and complete your order before Facebook will let you set a sequential order for your ads
6. Once uploaded, go to the Ad Set Edit pane where you’ll see an option to choose Sequenced under the delivery section:
7. Once you’ve added all your ads to the sequence you can drag and drop to re-order them:
titleSubtitle
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Manual Phased Delivery SequentialAd campaigns on Facebook
For manual phased delivery, simply set your ad sets up as normal and schedule them to run one, after the other by selecting dates that follow on from the last set.
Use Facebook Engagement Audiencesto create seamless sequences
FacebookEngagement Audiences
“An Engagement Custom Audience is a Custom Audience made up of people
who have engaged with your content on Facebook. "Engagement" refers to
actions like spending time viewing your videos, or opening your Lead Form or
Canvas.”
Source: Facebook
Types of engagement audience
“Use Facebook Engagement Audiences to target your ad sequences manually. Target
people who engaged with your first ad with the second ad, and so on..”
@Tara_Dee_West / @EtchUK#HeroConf
1. In Power Editor go to create a Custom Audience as normal, but choose Engagement Audience as the type:
2. Next choose the source of engagement:
For Video choose the engagement type from the list below and a membership duration up to 180 days:
“Consider the total length of your videowhen choosing the percent viewed or
seconds viewed required of your Video Engagement Audience”
@Tara_Dee_West / @EtchUK#HeroConf
For Canvas choose the engagement type from the list below and a membership duration up to 365 days:
For Lead Ads choose the engagement type from the list below and a membership duration up to 90 days:
titleSubtitle
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Stage 1: A Video Ad including Flossie the Flamingo (their logo) which talks
about how the candles are organic and hand made.
They could then create a Video Engagement Audience of people
who watched 10 seconds.
Stage 2: Target those who engaged with
the video with a Canvas Adwhich encourages them to take a peek at the latest collection. The
canvas could use a mix of Carousels, Video, and Images with reviews from bloggers.
Create a Canvas Engagement Audience to target in stage
three.
Stage 3: Target those who engaged with
the Canvas with a Carouselcontaining a product focussed message and clear ‘Shop Now’
call-to-action.
Stage 1: Run a Canvas ad with Videosabout making cocktails using
Bombay.
Created an audience of everyone who engaged with this Canvas to
use in the next stage.
Stage 2: Target people who engaged with the Canvas Ad with Website Click Carousel ads which lead the user to their website for the recipe.
Stage 1: Run a Website Click Ad
encouraging the audience to learn more about Snagit.
Land the audience on bespoke landing pages and create a
remarketing list of that audience to use in the next stage.
Stage 2: Run Lead Generation Ads to everyone who landed on the
bespoke landing page and offer them a free trial.
Create a Lead Engagement Audience of people who
submitted the form to use in stage three.
Stage 3: Run Website Click Ads again to encourage the audience who
filled in a Lead Form and took a free trial to now sign-up to the
full version.
“There is no one-size-fits-all approach to Sequential Ads on Facebook. Create your
own based on your objectives and budget”
@Tara_Dee_West / @EtchUK#HeroConf
Now go and test it out!
Image Credits• Times Square Image: Luciano Mortula / Shutterstock.com <a href="http://www.shutterstock.com/gallery-178732p1.html?cr=00&pl=edit-00">Luciano Mortula</a> / <a
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