How to Optimize Facebook Sequential Advertising

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.west@etchuk.com

You probably wanted them to leave you
alone, and ignored what they had said…

Advertising is no different!

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
Stage 2:
Carousel
of key
products
to explore

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
#BrightonSEO

Sequential Advertising
is 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 about
Sequential Advertising on Facebook

Why Use
Sequential
Advertising?

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…

Sequential Ads allow you to gradually
move users down the conversion funnel

“If consumers see the entire ad
sequence, your ability to lead
them to purchase is
significantly stronger.”
#BrightonSEO
Source: http://bit.ly/1EbPZnI

Sequential Advertising can
increase conversions

Subscriptions for
Refinery29 increased
by 56% when they
used Sequential
Advertising on
Facebook

Sequential Advertising allows you to
tell 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”

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

Types of
Sequential
Advertising

These two types of Sequential
Advertising 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
#BrightonSEO

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 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.

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 Oatober
campaign 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 Mix Sequential Advertising!
(I made this one up!)

Considerations
for Sequential
Ad Campaigns

Targeting is as important as ever

Create sequences which are relevant to each
audience you are targeting in each ad set

Adjust the length of the sequence depending
on how well the audience knows your brand

Adjust the tone of the messaging depending
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.
Avoid sales when people are price-driven.

Consider any other advertising you’re
running, to avoid conflicting messaging

How to Set-up
Sequential
Advertising

There are two ways to build Sequential
Advertising campaigns on Facebook

title
Subtitle
Body text
True Sequencing is where you run all
the 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:

title
Subtitle
Body text
Manual Phased Delivery Sequential
Ad 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 Audiences
to create seamless sequences

Facebook
Engagement
Audiences

“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?

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..”
#BrightonSEO

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:

title
Subtitle
Body text

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.

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.

Stage 3:
Target those who engaged
with the Canvas with a
Carousel containing a
product focussed message
and clear ‘Shop Now’ call-
to-action.

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.

Stage 2:
Target people who
engaged with the
Canvas Ad with
Website Click Carousel
ads which lead the user
to their website for
recipes.

Stage 3:
Remarket to the
audience who clicked
through to the site
from the ad in stage 2,
using a website click
ad.

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 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”
#BrightonSEO

Now go and test it out!

Etch are a full service digital marketing
agency based in London & Southampton.
We help some brilliant companies with their
biddable media:

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!

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

Thank you!

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How to Optimize Facebook Sequential Advertising

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