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Tara West
ETCH
How To Use Sequential Advertising on Facebook
@Tara_Dee_West
https://www.slideshare.net/TaraWest4
Think back to the last time you were
bombarded by a pushy sales person…
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.wes...
You probably wanted them to leave you
alone, and ignored what they had said…
Advertising is no different!
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Fashercise asked me to ‘shop now’ before
I knew anything about their brand
They should have primed me first so I knew
the brand before they asked me to ‘shop now’
Stage 1:
video
about
the
concept
S...
If they had created an ad sequence like
this, I would have been more likely to click
“You need to nurture your
audience and move them
gradually from awareness to
purchase.”
@Tara_Dee_West / @EtchUK
#Brighton...
Sequential Advertising
is a great way to do this!
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
What is Sequential Advertising?
Sequential Advertising is when
a series of ads are shown to the
audience in a specific ord...
This presentation is only about
Sequential Advertising on Facebook
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etc...
Why Use
Sequential
Advertising?
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Facebook and Adaptly performed a study into
the effectiveness of Sequential Advertising
with lifestyle brand
Refinery29:
T...
Sequential Ads allow you to gradually
move users down the conversion funnel
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara...
“If consumers see the entire ad
sequence, your ability to lead
them to purchase is
significantly stronger.”
@Tara_Dee_West...
Sequential Advertising can
increase conversions
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Subscriptions for
Refinery29 increased
by 56% when they
used Sequential
Advertising on
Facebook
Source: http://bit.ly/1EbP...
Sequential Advertising allows you to
tell your brand’s story
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
“Campaigns that tell a brand story before
asking people to buy something are
significantly more effective than ones that
f...
Sequential Advertising can reduce ad fatigue
Sequential Ads ensure your traffic is more
qualified, because it has been primed first
Sequential Advertising can reduce your
Cost Per Conversion
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Types of
Sequential
Advertising
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
These two types of Sequential
Advertising were ‘coined’ by Facebook
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@et...
Funnel based Sequential Advertising
with three stages
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
“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 t...
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Stage 1: meet the brand
Stage one could be a Video
Ad educating the audience
about the importance of
helping their childre...
Stage 2: the teaser
Stage two could be a Canvas Ad
which builds on the message about
healthy eating, and also includes
exa...
Stage 3: the hook
Stage three could be a
Carousel ad featuring the
most popular products. It is
the time to present a fina...
Priming and Reminding Sequential
Advertising with two stages
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Priming and Reminding
sequenced ads by Quaker
Oats showed an uplift in
message association of up
to 3.3% compared to the
c...
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Stage 1: set the stage
Stage one could set the stage
with a Video Ad which promotes
the nutritional benefits of oats
and i...
Stage 2: the synopsis
Stage two could be a Carousel Ad
which is a reminder of the
nutritional message in the first
ad, cou...
Pick and Mix Sequential Advertising!
(I made this one up!)
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Considerations
for Sequential
Ad Campaigns
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Targeting is as important as ever
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Create sequences which are relevant to each
audience you are targeting in each ad set
@Tara_Dee_West | @EtchUK | #Brighton...
Adjust the length of the sequence depending
on how well the audience knows your brand
@Tara_Dee_West | @EtchUK | #Brighton...
Adjust the tone of the messaging depending
on how well the audience knows your brand
@Tara_Dee_West | @EtchUK | #BrightonS...
The images you choose are a key
part of the sequence
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Test different ad format combinations
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
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://...
Pick your moment to run sequencing.
Avoid sales when people are price-driven.
@Tara_Dee_West | @EtchUK | #BrightonSEO | ta...
Consider any other advertising you’re
running, to avoid conflicting messaging
@Tara_Dee_West | @EtchUK | #BrightonSEO | ta...
How to Set-up
Sequential
Advertising
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
There are two ways to build Sequential
Advertising campaigns on Facebook
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.we...
title
Subtitle
Body text
True Sequencing is where you run all
the ads in the same ad set
@Tara_Dee_West | @EtchUK | #Brigh...
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
1. In power editor go to create a campaign as normal, but
choose Reach and Frequency instead of Auction:
@Tara_Dee_West | ...
2. Choose the date range you want the campaign to run for,
the frequency you want to achieve and the reach you want to
ach...
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
@T...
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:
@Tara_Dee_West | @EtchUK | #Brig...
title
Subtitle
Body text
Manual Phased Delivery Sequential
Ad campaigns on Facebook
@Tara_Dee_West | @EtchUK | #BrightonSE...
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
For manual phased delivery, simply set your ad sets up
as normal and schedule them to run one, after the other
by selectin...
Facebook
Engagement
Audiences
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
“An Engagement Audience is a
Custom Audience made up of
people who have engaged with
your content on Facebook.”Source: Fac...
Types of engagement audience
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
“Use Facebook Engagement Audiences to
target your ad sequences manually. Target
people who engaged with your first ad
with...
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:
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
title
Subtitle
Body text
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Stage 1:
A Video Ad including
Flossie the Flamingo (their
logo) which communicates
how the candles are
organic and hand ma...
Stage 2:
Target those who engaged
with the video with a
Canvas Ad which
encourages them to take a
peek at the latest
colle...
Stage 3:
Target those who engaged
with the Canvas with a
Carousel containing a
product focussed message
and clear ‘Shop No...
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Stage 1:
Run a Canvas ad with
videos and content about
cooking using a Big Green
Egg BBQ.
Created an audience of
everyone ...
Stage 2:
Target people who
engaged with the
Canvas Ad with
Website Click Carousel
ads which lead the user
to their website...
Stage 3:
Remarket to the
audience who clicked
through to the site
from the ad in stage 2,
using a website click
ad.
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Stage 1:
Run a Website Click Ad and
land the audience on a
bespoke landing page,
which is used as a FB
remarketing list
Stage 2:
Run Lead Generation Ads
to everyone who landed on
the bespoke landing page
and offer them a free trial.
Create a ...
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...
“There is no one-size-fits-all
approach to Sequential Ads
on Facebook. Create your
own based on your
objectives and budget...
Now go and test it out!
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
Etch are a full service digital marketing
agency based in London & Southampton.
We help some brilliant companies with thei...
We’re currently looking for experienced Biddable Media Managers.
Chat to me, or email: tara.west@etchuk.com / call: 023 80...
With eight years’ agency experience in paid search (PPC), paid
social and display advertising, some of the brands I have h...
Thank you!
@Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
• Times Square Image: Luciano Mortula / Shutterstock.com <a href="http://www.shutterstock.com/gallery-178732p1.html?cr=00&...
• http://www.shutterstock.com/pic-255832126/stock-photo-stainless-steel-funnel.html?src=WW5w6idHrZJ9QNuzWzr3iw-2-10
http:/...
BrightonSEO -Tara West - How to Use Sequential Advertising on Facebook - April 2017
BrightonSEO -Tara West - How to Use Sequential Advertising on Facebook - April 2017
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BrightonSEO -Tara West - How to Use Sequential Advertising on Facebook - April 2017

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Want to drive more qualified traffic from Facebook, increase your conversion rate and reduce ad fatigue? Then you need to use Sequential Advertising. This presentation will explain the different approaches and considerations, and get you started with some handy hints and tips for setting these ads up.

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BrightonSEO -Tara West - How to Use Sequential Advertising on Facebook - April 2017

  1. 1. Tara West ETCH How To Use Sequential Advertising on Facebook @Tara_Dee_West https://www.slideshare.net/TaraWest4
  2. 2. Think back to the last time you were bombarded by a pushy sales person… @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  3. 3. You probably wanted them to leave you alone, and ignored what they had said…
  4. 4. Advertising is no different! @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  5. 5. Fashercise asked me to ‘shop now’ before I knew anything about their brand
  6. 6. They should have primed me first so I knew the brand before they asked me to ‘shop now’ Stage 1: video about the concept Stage 2: Carousel of key products to explore
  7. 7. If they had created an ad sequence like this, I would have been more likely to click
  8. 8. “You need to nurture your audience and move them gradually from awareness to purchase.” @Tara_Dee_West / @EtchUK #BrightonSEO
  9. 9. Sequential Advertising is a great way to do this! @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  10. 10. 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.
  11. 11. This presentation is only about Sequential Advertising on Facebook @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  12. 12. Why Use Sequential Advertising? @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  13. 13. Facebook and Adaptly performed a study into the effectiveness of Sequential Advertising with lifestyle brand Refinery29: They targeted a lookalike audience of their most engaged email subscribers. They used a sequence of three ads with messaging designed to achieve: 1. Branding 2. Consideration 3. Action (email sign-ups) Here’s whey found out…
  14. 14. Sequential Ads allow you to gradually move users down the conversion funnel @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  15. 15. “If consumers see the entire ad sequence, your ability to lead them to purchase is significantly stronger.” @Tara_Dee_West / @EtchUK #BrightonSEO Source: http://bit.ly/1EbPZnI
  16. 16. Sequential Advertising can increase conversions @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  17. 17. Subscriptions for Refinery29 increased by 56% when they used Sequential Advertising on Facebook Source: http://bit.ly/1EbPZnI @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  18. 18. Sequential Advertising allows you to tell your brand’s story @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  19. 19. “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 @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  20. 20. Sequential Advertising can reduce ad fatigue
  21. 21. Sequential Ads ensure your traffic is more qualified, because it has been primed first
  22. 22. Sequential Advertising can reduce your Cost Per Conversion @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  23. 23. Types of Sequential Advertising @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  24. 24. These two types of Sequential Advertising were ‘coined’ by Facebook @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  25. 25. Funnel based Sequential Advertising with three stages @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  26. 26. “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 #BrightonSEO
  27. 27. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  28. 28. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  29. 29. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  30. 30. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  31. 31. 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
  32. 32. Stage 2: the teaser Stage two could be a Canvas Ad which builds on the message about healthy eating, and also includes examples of products and their benefits like being easy for busy parents to use.
  33. 33. 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’.
  34. 34. Priming and Reminding Sequential Advertising with two stages @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  35. 35. 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
  36. 36. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  37. 37. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  38. 38. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  39. 39. 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 Oatober campaign which encourages people to try a different oat recipe each day in October.
  40. 40. 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.
  41. 41. Pick and Mix Sequential Advertising! (I made this one up!) @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  42. 42. Considerations for Sequential Ad Campaigns @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  43. 43. Targeting is as important as ever @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  44. 44. Create sequences which are relevant to each audience you are targeting in each ad set @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  45. 45. Adjust the length of the sequence depending on how well the audience knows your brand @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  46. 46. Adjust the tone of the messaging depending on how well the audience knows your brand @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  47. 47. The images you choose are a key part of the sequence @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  48. 48. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  49. 49. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  50. 50. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  51. 51. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  52. 52. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  53. 53. Test different ad format combinations @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  54. 54. If your KPI is traffic, Facebook recommend testing two phases of static Website Click Ads: Source :http://bit.ly/1ABKwp6
  55. 55. If your KPI is conversions, Facebook recommend testing Video Ads then a phase of static Website Click Ads: Source :http://bit.ly/1ABKwp6
  56. 56. Pick your moment to run sequencing. Avoid sales when people are price-driven. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  57. 57. Consider any other advertising you’re running, to avoid conflicting messaging @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  58. 58. How to Set-up Sequential Advertising @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  59. 59. There are two ways to build Sequential Advertising campaigns on Facebook @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  60. 60. title Subtitle Body text True Sequencing is where you run all the ads in the same ad set @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  61. 61. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  62. 62. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  63. 63. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  64. 64. 1. In power editor go to create a campaign as normal, but choose Reach and Frequency instead of Auction: @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  65. 65. 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:
  66. 66. 3. Check the average frequency is actually high enough for your sequence to be achieved:
  67. 67. 4. Create your ads in the Ads tab as normal, including all ads which will run in the sequence in the same ad set:
  68. 68. 5. You must upload your ad set and complete your order before Facebook will let you set a sequential order for your ads @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  69. 69. 6. Once uploaded, go to the Ad Set Edit pane where you’ll see an option to choose Sequenced under the delivery section:
  70. 70. 7. Once you’ve added all your ads to the sequence you can drag and drop to re-order them: @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  71. 71. title Subtitle Body text Manual Phased Delivery Sequential Ad campaigns on Facebook @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  72. 72. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  73. 73. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  74. 74. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  75. 75. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  76. 76. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  77. 77. 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 Audiences to create seamless sequences @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  78. 78. Facebook Engagement Audiences @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  79. 79. “An Engagement Audience is a Custom Audience made up of people who have engaged with your content on Facebook.”Source: Facebook What is Sequential Advertising?
  80. 80. Types of engagement audience @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  81. 81. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  82. 82. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  83. 83. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  84. 84. “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 #BrightonSEO
  85. 85. 1. In Power Editor go to create a Custom Audience as normal, but choose Engagement Audience as the type:
  86. 86. 2. Next choose the source of engagement: @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  87. 87. title Subtitle Body text @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  88. 88. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  89. 89. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  90. 90. Stage 1: A Video Ad including Flossie the Flamingo (their logo) which communicates how the candles are organic and hand made. They could then create a Video Engagement Audience of people who watched 10 seconds.
  91. 91. Stage 2: Target those who engaged with the video with a Canvas Ad which encourages them to take a peek at the latest collection. Create a Canvas Engagement Audience to target in stage three.
  92. 92. Stage 3: Target those who engaged with the Canvas with a Carousel containing a product focussed message and clear ‘Shop Now’ call- to-action.
  93. 93. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  94. 94. Stage 1: Run a Canvas ad with videos and content about cooking using a Big Green Egg BBQ. Created an audience of everyone who engaged with this Canvas to use in the next stage.
  95. 95. Stage 2: Target people who engaged with the Canvas Ad with Website Click Carousel ads which lead the user to their website for recipes.
  96. 96. Stage 3: Remarket to the audience who clicked through to the site from the ad in stage 2, using a website click ad.
  97. 97. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  98. 98. Stage 1: Run a Website Click Ad and land the audience on a bespoke landing page, which is used as a FB remarketing list
  99. 99. 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.
  100. 100. 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.
  101. 101. “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 #BrightonSEO
  102. 102. Now go and test it out! @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  103. 103. @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  104. 104. Etch are a full service digital marketing agency based in London & Southampton. We help some brilliant companies with their biddable media:
  105. 105. We’re currently looking for experienced Biddable Media Managers. Chat to me, or email: tara.west@etchuk.com / call: 023 8000 1466 Do you love biddable media? Want to finish work at 3pm every Friday? Join the Etch Digital Marketing team!
  106. 106. With eight years’ agency experience in paid search (PPC), paid social and display advertising, some of the brands I have had the pleasure of working with include TUI, FatFace, Maxi Nutrition and Tesco. I also enjoy sharing my knowledge by writing for industry blogs such as State of Digital and Wordstream, as well as presenting at conferences such as SMX, Friends of Search, and PPC Hero's Hero Conf. About Me
  107. 107. Thank you! @Tara_Dee_West | @EtchUK | #BrightonSEO | tara.west@etchuk.com
  108. 108. • 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 href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> • http://www.shutterstock.com/pic-79797529/stock-photo-pushy-salesman-with-an-oversized-grin-coming-in-for-a-handshake-isolated-on-white.html?src=cF_kWoRlbhusAAetnzNUWQ-1-1 • siam sompunya / Shutterstock.com: <a href="http://www.shutterstock.com/gallery-2305706p1.html?cr=00&pl=edit-00">siam sompunya</a> / <a href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> • http://www.shutterstock.com/pic-270619055/stock-photo-the-word-why-printed-on-clothespin-clipped-cards-in-front-of-defocused-glowing-lights.html?src=OaAp9s-yGl5pWf1ZzzaeZw-1-5 • http://www.shutterstock.com/pic-415318672/stock-vector-vector-illustration-of-a-businessman-and-sales-funnel.html?src=undefined-1-0 • https://giphy.com/gifs/cartoon-90s-nickelodeon-WbfcrrqkbScCs • http://www.shutterstock.com/pic-431585749/stock-photo-female-driver-hand-shifting-gear-manually-selective-focus.html?src=-9rBSSkw2aoFh-7if64reQ-1-35 • https://giphy.com/gifs/lottery-powerball-horror-stories-rsWZsq0VqCiTm • https://www.facebook.com/business/news/value-of-storytelling-on-facebook • https://giphy.com/gifs/oh-edition-maIEBUU5OmrMA • http://www.shutterstock.com/pic-307475744/stock-photo-funny-cat-is-studying-chemistry-cat-holding-bulb-with-liquid.html?src=Iw0D24ZcEq1PbmP2Qw_shQ-1-27 • http://www.shutterstock.com/pic-247845670/stock-photo-picture-of-man-and-woman-with-wedding-ring.html?src=Lon0nwJbwfnV3NqQ85TuUg-1-1 • http://www.shutterstock.com/pic-187685681/stock-photo-vintage-photo-of-movie-clapper-on-wood.html?src=BbyNpdRGP8jU5Q-AV2u7ow-1-20 • http://www.shutterstock.com/pic-173198834/stock-photo-a-little-girl-wearing-womens-black-high-heel-shoes.html?src=2dtStsIDzGmrYj7-xxyazA-1-18 • http://www.shutterstock.com/pic-164854316/stock-photo-funny-toddler-girl-with-beautiful-curly-hair-wearing-a-blue-dress-is-trying-on-her-mothers-high-heels-shoes-in-front-of-a-big-elegant- mirror-in-a-white-bedroom.html?src=gbzrIs3FVCCxbCJwIBWyVA-1-0 • http://www.shutterstock.com/pic-415964203/stock-photo-examples-word-written-on-wood-block.html?src=EghlQn5c6zRo0s7vUfIBcQ-1-1 • http://www.shutterstock.com/pic-299381816/stock-photo-ranking.html?src=MWAepgv-ukqzsMtBISH8CQ-1-69 • http://www.shutterstock.com/pic-274620704/stock-photo-handyman-equipment.html?src=9NizbcTTTJjercoMObuYgA-1-13 • http://www.shutterstock.com/pic-165334646/stock-photo-sweet-display-on-a-market-in-barcelona.html?src=kxA1mGj2HaUX0yEKvKIZWQ-1-0 • http://www.shutterstock.com/pic-144012865/stock-photo-chocolate-cream-and-original-croissant-and-doughnut-mixture-isolated-on-white.html?src=LdenUbrHoimS7M8qWNZx_Q-1-10 • http://www.shutterstock.com/pic-365284043/stock-photo-plant-growing-in-savings-coins-investment-and-interest-concept.html?src=mTpr2zfbzo6mBQ2q97O_Yw-1-23 • https://giphy.com/gifs/true-how-i-met-your-mother-13uDde6AxxDW5G • http://www.shutterstock.com/pic-422724763/stock-vector-collection-of-different-colored-sheets-of-note-papers-with-curled-corner-and-push-pin-ready-for-your-message-vector-illustration- isolated-on-white-background-front-view-close-up.html?src=qWtTqqZ5Zq-Wis8WkIWaBQ-1-50 • http://www.shutterstock.com/pic-420441688/stock-photo-different-direction-concept-with-businessman-looking-at-chalkboard-with-arrow-sketch.html?src=ZXNnBGRG1lrziLztr88VAw-1-2 • http://www.shutterstock.com/pic-159814466/stock-photo-office-worker-with-post-its-all-over-his-face.html?src=8M8TN1iNBhpHqULvcW0KZA-1-5 • http://www.shutterstock.com/pic-339766613/stock-photo-rubber-stamp-over-paper-background-with-five-stars-printed-on-it-concept-image-for-illustration-of-high-customer-experience-and- quality-level.html?src=PksRUuazQgMFteogvm3HCw-1-26 Image Credits
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