His Email and Facebook Marketing Moves, That Is!
Directive Consulting’s Andrew Choco flew into town last week from the OC to teach us all how to combine Email Marketing and Facebook Ads to create dynamite marketing campaigns – and boy did he deliver the goods! From creating custom and lookalike audiences in Facebook, to best practices for launching email and social campaigns simultaneously, Andrew gave the audience actionable intel they could take back to the office.
But before we get to the main event
We’ve got news!
Before Andrew Choco stepped up to speak there was some very exciting DFWSEM news, and State of Search announcements to be made!
First, we’re absolutely, over-the-moon excited to announce that Amal Haddad from Dallas SEO Dogs has been appointed to fill a vacancy on the DFWSEM Board. Amal was introduced to the crowd, and welcomed by other members of the Board.
And then the State of Search announcements started coming.
The crowd went wild when we heard Yext will be our Title Sponsor for this year’s conference (in addition to Duane Forrester’s Keynote)! We couldn’t be more thrilled to have their support and to share this news, but that’s not all!
— Aisha Willis (@AishaAdventures) August 10, 2017
We’ve also got not one, but two brand new keynote sessions at State of Search this year called our State of Research Keynotes. These keynote sessions will be full of original research that will debut exclusively at State of Search, and we’ve got the scoop for you right here.
— John Peterson (@johnpetersontx) August 10, 2017
First up, Eric Enge of Stone Temple Consulting will be talking all about AMP. Secondly, DealerOn’s Greg Gifford will take the stage to cover the ins and outs of Local Search Ranking Factors. And you can see when both of these sessions will take place by checking out our 2017 Agenda, which is live right now!
There! Now that’s all out of the way, let’s dive into some Andrew Choco marketing brilliance, shall we?
Customizing Your Audience
One of the best ways to get detailed targeting on Facebook is to upload an email list. Doing so will allow you to create a custom audience to deliver ads to – but there are ways around this if you don’t have an email list! You can also create custom audiences from phone numbers, cities, gender, name, age, ZIP code, even date of birth! Facebook will let you mold your custom audience however you’d like to deliver the most targeted ads. And you don’t have to stop there.
Monkey See, Monkey Do
Once you’ve created your custom audience on Facebook, you can create a Lookalike Audience to broaden its scope, and thus the reach of your ads. Your source audience must have at least 100 people, but a good rule of thumb is for the source audience to have 1,000 to 50,000 people. Even cooler, you can create multiple lookalike audiences within each ad-set in Facebook, and then use additional targeting (such as job title) to make your Lookalike Audience even more specific. Remember: the more granular you can be, the better your campaign will be.
3, 2, 1… Launch!
After he covered creating Facebook audiences, Andrew went over some best practices for launching a simultaneous campaign via email and social media. Rule number one: make sure your timing is aligned. You should email blast first thing in the morning and you should start your Facebook campaign in the early morning as well – and when you’re running an ad campaign on Facebook, you want people to see your ads at least 2-3 times a day. Remember: most sales come after 6-8 touches, so it’s important to serve ads and send multiple emails throughout your campaign.
But before you get started, you should make sure to take all time zones into account (you might want to have separate ad sets or campaigns for each area you’re targeting), and you need to make sure you really understand your audience so you can make your ads pop! Also, be sure to budget accordingly so you can deliver those multiple ads per day.
Andrew gave us a ton of great information in his slides – check them out below.
Building Better Ads
Andrew also talked about the different kinds of ads available on Facebook, and gave some pointers on building better ads. For instance, with carousel ads you have the ability to show off more than one product in a certain category, or show off broader categories as a whole.
No matter what, though, you should design your ads to have a sense of either exclusivity or urgency (i.e. “A special offer for our customers!”). Furthermore, you should use directional cues and user reviews in your ads to help them stand out by creating a connection with people.
Andrew also had some extra special strategies for people in the ecommerce space. For instance, you can use Google UTMs and Pixels for more exact tracking and data compilation, and you can segment your audiences using your Pixel for even more targeted ads. You can also retarget audiences based on Facebook engagement, like how long they watched a video or interacted with your page. Oh, and if you’re looking to build more custom audiences, you should create lists for your current buyers so you can target them for future sales.
Of course, these aren’t all the tips and tricks Andrew covered, which is why we’ve included the slides from his presentation below. But by and large, it was another incredible DFWSEM event, and we thank Andrew for coming all the way from Orange County to show us his heckin’ awesome moves. We learned a lot, and we hope you did too!