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Why list building is still the most popular type of ad objective

While I’ve been on maternity leave, and technically still am, I’ve kept a close eye on what’s happening with Facebook ads and my small and mighty team as well as my peers are keeping me in the loop.

So in this episode I want to dive into what’s working right now and share Facebook ads tips from the front line.

Firstly I want to mention that the Facebook ads landscape has changed a lot in the past year. What used to work doesn’t anymore and advertisers have had to change and adapt new strategies. 

In a way it’s like we’ve gone back to basics. 

The marketing foundations of your business need to be solid and working or else the rest of it topples over.

So what’s working right now?

Tune in to learn more 🎧
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Client attraction workshop tickets > http://biancamckenzie.com/attract
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Instagram: @bianca_mckenzie

 

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Transcript

Hello, and welcome to the new school of marketing podcast. Wow, time goes so fast. It’s May and I seriously don’t know where the past few months have gone. Jacob is growing lots every day and we’re getting lots of smiles and happy days with him. He’s such a chill little baby. 

While I’ve been on maternity leave, and technically still am, I’ve kept a close eye on what’s happening with Facebook ads and my small and mighty team as well as my peers are keeping me in the loop.

So in this episode I want to dive into what’s working right now and share Facebook ads tips from the front line.

Firstly I want to mention that the Facebook ads landscape has changed a lot in the past year. What used to work doesn’t anymore and advertisers have had to change and adapt new strategies. 

In a way it’s like we’ve gone back to basics. 

The marketing foundations of your business need to be solid and working or else the rest of it topples over.

So what’s working right now?

Client attraction campaigns

This is something we now run for all of our clients and I have my mentor, Jody Milward, to thank for it. 

The days of paid traffic strategies focusing solely on leads and sales are failing. There are so many changes in privacy laws, iOS roll-out and a more saturated market, the game has changed. People buy from people, so building relationships and authority first is vital. 

Running reach, engagement and video view campaigns focused on building authority and affinity are what’s working right now. It’s an excellent pre-targeting and retargeting strategy. 

If you’re interested in learning more about running client attraction campaigns, I’d like to invite you to check out my client attraction workshop. I’ll put a link for you in the show notes. 

List building with lead ads

Lead ads are where people can opt-in to something on the Facebook platform itself and are not taken to an external landing page. It’s really easy for people to opt-in to something this way as the form will pre-populate with their name and email address and it’s super easy for people to opt-in.

In the past lead forms have had a bad rap because it is so easy for people to opt-in they often forget what they opted in for and the quality of the lead is often not as good. 

Facebook has since made some improvements to their lead forms and advertisers can now select to get ‘higher intent’ leads, which means that there is one extra page and step on the lead form rather than a quick tap tap. 

This is helping a little bit but you still need to make sure that you track these leads to see if they convert and what their actions are. Always look at how many people are opening your emails, especially that first email where you deliver the free thing they have opted in for. 

So list building with lead ads works right now, we’re seeing a lower lead cost for a number of clients, but they can sometimes be a lower quality lead so you want to be testing this against running a lead generation campaign with a landing page. 

Afterall, there is no point in getting a low cost per lead if the lead isn’t actually going to convert. 

Retargeting

I have to mention retargeting. This is something that has worked for a long time and it still works. In fact, it’s my favourite type of campaign to run because it’s so effective. If you’re not running retargeting campaigns you’re missing out on potential leads and sales. 

Statistics show that retargeting reduces cart abandonment by 6.5% and retargeting beats all other ad placement strategies with a 1046% efficiency rate. 

Around 97% of visitors that leave, never return to a website. 

That’s why retargeting is so important and powerful. Web traffic increases by a staggering 700% with retargeting and conversion rates can improve by up to 20% in some cases. 

These statistics are from truelist.co and I’ll add the link to it in the show notes. 

If you’re not using retargeting strategies in your business you’re really missing out on potential sales. Especially in an ecommerce business but course creators and service providers too. 

People need to see your product or business multiple times before they decide to purchase from you. Retargeting is like the icing on the cake of all your other strategies.

If you haven’t already downloaded my free guide for ecommerce owners, get it today. Inside you’ll find step by step instructions on setting up your most powerful ad yet. You can find the link in the show notes. 

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