With more people than ever turning to social media to research and even purchase, mastering the art of Facebook marketing is becoming crucial.
To help, Fifty-Three Six, a Dublin and London-based digital marketing agency which specialises in the sport, fitness, health & wellness sectors, has launched a white-paper featuring five data-driven Facebook marketing campaign tactics to drive sales.
Here, Tom Fox, Head of Digital at Fifty-Three Six, outlines some of the key things you need to know to get ahead with Facebook Marketing.
Through an in-depth analysis of data from Facebook campaigns running from 2017-2020, Fifty-Three Six found consumers are four-times more likely to make a purchase on a brand offer running during BFCM than when that identical offer runs at any other point during the year. In addition, the agency found that conversion rates increased by as much as 7% and CPA fell by 70% for offers running during BFCM.
Fifty-Three Six’s data analysis revealed a year-on-year sales uplift of +288% when their client’s brand awareness campaigns began two months ahead of BFCM, before switching to a sales focus closer to BFCM. Connecting with shoppers at the end of Q3 lays a strong foundation to convert sales during BFCM at a significantly lower CPA.
A deep-dive analysis of over 100 conversion campaigns across six of Fifty-Three Six’s clients found that for best conversion campaign results, Facebook users saw an ad between eleven and thirteen times. Consumers purchasing during BFCM are unlikely to be cold, thus, launching campaigns earlier and guaranteeing a higher ad frequency will yield positive results.
Fifty-Three Six is a strong advocate of incorporating a mix of media assets in campaigns. A comparison of data from the agency’s client campaigns found 45% of all Facebook conversions were from video adverts. Findings also revealed that dynamic placements that included video drove three times as many sales conversions as those without video. Video content lasting under 15 seconds, with high impact graphics, and in 1:1 or 4:5 aspect ratio, were often the top performers.
Previous campaigns run by Fifty-Three Six showed a dynamic product catalogue could deliver a 50% lower CPA compared to a classic conversion campaign and produce a ROAS that is two times higher than a regular conversion campaign. The Dynamic Product Catalogue, crucial for eCommerce businesses, is incredibly efficient for both converting interested users and new prospects.
Retargeting: the Facebook algorithm will automatically choose to serve specific products ads to users based on the products they viewed on your website.
Attracting new users: targeting users with an interest in similar products to serve the most relevant product from the catalogue.