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SMX London - May 2017 - Tara Dee West - Sequential Advertising on Facebook


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My presentation from SMX London in May 2017 will arm you with everything you need to get started with Sequential Advertising on Facebook.

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SMX London - May 2017 - Tara Dee West - Sequential Advertising on Facebook

  1. 1. Harnessing The Power Of Facebook Sequential Ads Tara Dee West Head of Biddable Media | Etch UK SMX London | May 2017
  2. 2. Think back to the last time you were bombarded by a pushy sales person…
  3. 3. You probably wanted them to leave you alone, and ignored what they had said…
  4. 4. Advertising is no different!
  5. 5. Fashercise asked me to ‘shop now’ before I knew anything about the brand
  6. 6. They should have primed me first before they asked me to ‘shop now’ Stage 1: video about the concept Stage 2: Carousel of key products to explore
  7. 7. “You need to nurture your audience and move them gradually from awareness to purchase.” @Tara_Dee_West / @EtchUK #SMX
  8. 8. Sequential Advertising is a great way to do this!
  9. 9. 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.
  10. 10. This presentation is only about Sequential Advertising on Facebook
  11. 11. Why Use Sequential Advertising?
  12. 12. 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…
  13. 13. Sequential Ads allow you to gradually move users down the conversion funnel
  14. 14. “If consumers see the entire ad sequence, your ability to lead them to purchase is significantly stronger.” @Tara_Dee_West / @EtchUK #SMX Source:
  15. 15. Sequential Advertising can increase conversions
  16. 16. Subscriptions for Refinery29 increased by 56% when they used Sequential Advertising on Facebook Source: Source:
  17. 17. Sequential Advertising allows you to tell your brand’s story
  18. 18. “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:
  19. 19. Sequential Advertising can reduce ad fatigue
  20. 20. Sequential Ads ensure your traffic is more qualified, because it has been primed first
  21. 21. Types of Sequential Advertising
  22. 22. These two types of Sequential Advertising were ‘coined’ by Facebook
  23. 23. Funnel based Sequential Advertising with three stages
  24. 24. “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” @Tara_Dee_West / @EtchUK #SMX Source:
  25. 25. 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
  26. 26. 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.
  27. 27. 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’.
  28. 28. Priming and Reminding Sequential Advertising with two stages
  29. 29. 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 approachSource:
  30. 30. 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.
  31. 31. 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.
  32. 32. Pick and Mix Sequential Advertising! (I made this one up!)
  33. 33. Considerations for Sequential Ad Campaigns
  34. 34. Targeting is as important as ever
  35. 35. Create sequences which are relevant to each audience you are targeting in each ad set
  36. 36. Adjust the length of the sequence depending on how well the audience knows your brand
  37. 37. The images you choose are a key part of the sequence
  38. 38. Test different ad format combinations
  39. 39. If your KPI is traffic, Facebook recommend testing two phases of static Website Click Ads: Source:
  40. 40. If your KPI is conversions, Facebook recommend testing Video Ads then a phase of static Website Click Ads: Source:
  41. 41. Pick your moment to run sequencing. Avoid sales when people are price-driven.
  42. 42. Consider any other advertising you’re running, to avoid conflicting messaging
  43. 43. How to Set- up Sequential Advertising
  44. 44. There are two ways to build Sequential Advertising campaigns on Facebook
  45. 45. title Subtitle Body text True Sequencing is where you run all the ads in the same ad set
  46. 46. 1. In power editor go to create a campaign as normal, but choose Reach and Frequency instead of Auction:
  47. 47. 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:
  48. 48. 3. Check the average frequency is actually high enough for your sequence to be achieved:
  49. 49. 4. Create your ads in the Ads tab as normal, including all ads which will run in the sequence in the same ad set:
  50. 50. 5. You must upload your ad set and complete your order before Facebook will let you set a sequential order for your ads
  51. 51. 6. Once uploaded, go to the Ad Set Edit pane where you’ll see an option to choose Sequenced under the delivery section:
  52. 52. 7. Once you’ve added all your ads to the sequence you can drag and drop to re-order them:
  53. 53. title Subtitle Body text Manual Phased Delivery Sequential Ad campaigns on Facebook
  54. 54. 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
  55. 55. Facebook Engagement Audiences
  56. 56. “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?
  57. 57. Types of engagement audience
  58. 58. “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 #SMX
  59. 59. 1. In Power Editor go to create a Custom Audience as normal, but choose Engagement Audience as the type:
  60. 60. 2. Next choose the source of engagement:
  61. 61. title Subtitle Body text
  62. 62. Stage 1: A Video Ad including Flossie the Flamingo (their logo) which communicates how the candles are organic and hand made. Create a Video Engagement Audience of people who watched 10 seconds.
  63. 63. 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.
  64. 64. Stage 3: Target those who engaged with the Canvas with a Carousel containing a product focussed message and clear ‘Shop Now’ call- to-action.
  65. 65. 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.
  66. 66. Stage 2: Target people who engaged with the Canvas Ad with Website Click Carousel ads which lead the user to their website for recipes.
  67. 67. Stage 3: Remarket to the audience who clicked through to the site from the ad in stage 2, using a website click ad.
  68. 68. Stage 1: Run a Website Click Ad and land the audience on a bespoke landing page, which is used as a FB remarketing list
  69. 69. 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.
  70. 70. 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.
  71. 71. “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 #SMX
  72. 72. Now go and test it out!
  73. 73. Etch are a full service digital marketing agency based in London & Southampton. We help some brilliant companies with their biddable media:
  74. 74. 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
  75. 75. Thank you! Tara Dee West Head of Biddable Media | Etch UK 023 8000 1466
  76. 76. • Times Square Image: Luciano Mortula / <a href="">Luciano Mortula</a> / <a href=""></a> • white.html?src=cF_kWoRlbhusAAetnzNUWQ-1-1 • siam sompunya / <a href="">siam sompunya</a> / <a href=""></a> • yGl5pWf1ZzzaeZw-1-5 • • • • • • • • • • • in-front-of-a-big-elegant-mirror-in-a-white-bedroom.html?src=gbzrIs3FVCCxbCJwIBWyVA-1-0 • • • • • white.html?src=LdenUbrHoimS7M8qWNZx_Q-1-10 • 23 • • message-vector-illustration-isolated-on-white-background-front-view-close-up.html?src=qWtTqqZ5Zq-Wis8WkIWaBQ-1-50 • sketch.html?src=ZXNnBGRG1lrziLztr88VAw-1-2 • Image Credits
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