SMX London - May 2017 - Tara Dee West - Sequential Advertising on Facebook
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Harnessing The Power Of Facebook Sequential Ads Tara Dee West Head of Biddable Media | Etch UK SMX London | May 2017
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Transcript of SMX London - May 2017 - Tara Dee West - Sequential Advertising on Facebook
Harnessing The
Power Of Facebook
Sequential Ads
Tara Dee West
Head of Biddable Media | Etch UK
SMX London | May 2017
Think back to the last time you were
bombarded by a pushy sales person…
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 the brand
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
“You need to nurture your
audience and move them
gradually from awareness to purchase.”
@Tara_Dee_West / @EtchUK
#SMX
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.”
@Tara_Dee_West / @EtchUK
#SMX
Source: https://etchuk.co/2nIi7ei
Sequential Advertising can
increase conversions
Subscriptions for
Refinery29 increased
by 56% when they
used Sequential
Advertising on
Source: http://bit.ly/1EbPZnI
Source: https://etchuk.co/2nIi7ei
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”Source: etchuk.co/2nIiTYK
Sequential Advertising
can reduce ad fatigue
Sequential Ads ensure your traffic
is more qualified, because it has
been primed first
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”@Tara_Dee_West / @EtchUK #SMX
Source: https://etchuk.co/2nIi7ei
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 approachSource: etchuk.co/2mvUHYr
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
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:
etchuk.co/2ndxcaX
If your KPI is conversions, Facebook
recommend testing Video Ads then
a phase of static Website Click Ads:
Source:
etchuk.co/2ndxcaX
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
titleSubtitle
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:
titleSubtitle
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
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..”
@Tara_Dee_West / @EtchUK
#SMX
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:
titleSubtitle
Body text
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.
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”@Tara_Dee_West / @EtchUK
#SMX
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:
With eight years’ agency experience in paid search (PPC),
paid social and display advert is ing, some of the brands I
have had the pleasure of working with include TUI, FatFace,
Maxi Nutr i t ion and Tesco. I also enjoy sharing my
knowledge by wri t ing for industry blogs such as State of
Digital and Wordstream, as well as presenting at
conferences such as SMX, Fr iends of Search, and PPC Hero's
Hero Conf.
About Me
• 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
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• 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-
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sketch.html?src=ZXNnBGRG1lrziLztr88VAw-1-2
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Image Credits
• http://www.shutterstock.com/pic-255832126/stock-photo-stainless-steel-funnel.html?src=WW5w6idHrZJ9QNuzWzr3iw-2-10http://www.shutterstock.com/pic-327334616/stock-photo-coins-graph-going-down.html?src=-5LvZZFSokdZfqk_mxzwxg-1-2
• http://www.shutterstock.com/pic-317390282/stock-photo-targets-hit-in-the-center-by-arrows.html?src=r9DXjrn8qA80JRKi0SEK-g-1-8• http://www.shutterstock.com/pic-328664324/stock-photo-empty-paper-sheet-on-refrigerator-door.html?src=ZPrVSHdqgjqaHj4nLMvGJA-1-82• http://www.shutterstock.com/pic-272057600/stock-photo-theater-curtain-and-stage-with-dramatic-lighting.html?src=F0t2s__dzkOUG8E_emIneQ-1-0• http://www.motherandbaby.co.uk/reviews-and-shop/feeding/baby-food/ella-s-kitchen-first-tastes-veg-range• http://www.shutterstock.com/pic-285607226/stock-photo-marketing-segmentation-target-audience-customers-care-customer-relationship-management-crm-
customer-analysis-and-focus-group-concepts.html?src=cXK-3f1ND4rIujOJAIaHsA-1-1• http://www.shutterstock.com/pic-248155564/stock-photo-cropped-image-of-construction-workers-shaking-hands-in-cabin-at-
site.html?src=pXcCNwxFaSWUBKzt17S_4A-1-39• http://www.shutterstock.com/pic-188726156/stock-photo-find-out-more-appearing-behind-torn-brown-paper.html?src=sU6EtEKCuIUSdFJUYTauvA-1-4• http://www.shutterstock.com/pic-173828771/stock-photo-lot-of-colorful-lures-with-the-fishing-rod-on-the-wooden-pier.html?src=eDgBjI_FgTieIfwRpoJbqA-1-62• http://www.shutterstock.com/pic-200509871/stock-photo-architect-desk.html?src=EzMc2PbM-6mQFcfJR3fAPQ-1-11• http://www.shutterstock.com/pic-162030899/stock-photo-old-chronometer.html?src=UiNU4eZB8tvOy91EMkFTgw-1-10• http://www.shutterstock.com/pic-199029341/stock-photo-businessman-thinking-about-the-route.html?src=2k5NMY9z3Cx_S-rKAFRaCw-1-8• http://www.shutterstock.com/pic-270785567/stock-photo-calculator-with-how-much-calculator-with-how-much-and-notepad-pen-on-background.html?src=r5Y--
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illustration.html?src=Iq6hNyXSZqOkm-cidF-FyQ-1-17• http://www.shutterstock.com/pic-121961872/stock-photo-thinking-women-with-question-mark-on-white-background.html?src=enppfL8kBvDmAX2Zq9kJ5w-1-2• http://www.shutterstock.com/pic-350713817/stock-photo-measuring-and-precision-concept.html?src=LvSAq3Y3tOMwA-AIHKJwQg-1-3• http://www.shutterstock.com/pic-110370773/stock-photo-colourful-paper-shopping-bags-isolated-on-white.html?src=nC-pnanXbfFPXwiUvBLl8w-1-0• http://www.shutterstock.com/pic-255266638/stock-photo-large-group-of-people-seen-from-above-gathered-together-in-the-shape-of-two-hands-reaching-out-
each-other.html?src=VZGEQ1ZAGJGP5po8JHH5sQ-1-2• http://www.shutterstock.com/pic-246798679/stock-photo-mock-up-poster-with-ceiling-lamps-3d-illustraton.html?src=HH-BxtQIciiAPmH5vf21FA-1-7
• http://www.shutterstock.com/pic-289952918/stock-photo-lead-generation-concept.html?src=twttuhe3N5lOX7S0b8Z4Mg-1-2• http://www.shutterstock.com/pic-305148257/stock-photo-person-is-taking-photo-with-a-smartphone.html?src=pAxSHh6fyYUT_WhsUIWbXg-1-33
• http://www.shutterstock.com/pic-111103529/stock-photo-whats-your-story-question-printed-on-an-old-typewriter.html?src=mzrNxh5FHcTUW-hJT7iXlw-1-8• http://www.shutterstock.com/pic-224141776/stock-photo-close-up-book-on-table-in-sunset-time.html?src=mzrNxh5FHcTUW-hJT7iXlw-1-7• http://www.shutterstock.com/pic-305589053/stock-photo-business-people-and-money-concept-happy-smiling-businesswoman-with-dollar-cash-money-on-blue-
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Image Credits
