Advice on Performance Marketing: Start with awareness ads or go direct for conversions on FB/IG ads?
Problem(?)
Awareness seems so “fluffy” and hard to measure. Do you B2C/DTC/E-commerce brands like to move targets through a paid advertising funnel or go direct for the conversion?
Context
Brand new Low / No Alcohol 
UK Brewery
We just launched our first paid marketing campaign
We’re currently running an awareness campaign with the idea to “introduce” ourselves to our target audience. We’ve directly targeted these ads at people with an interest in Low/No Alcohol beers, so they shouldn’t need too much “education” of their problem
The plan is to retarget these “reached/aware” individuals later with conversion/sales intent ads (Buy now, Landing Pages, focus on individual product…)
Key variable is imaginative , glad to give 2c in the event that you post
Mission objective choice in fb is a certain something, regardless of whether your promotion really does that thing is the other.
Thank You,
Any input is abundantly valued! By the way we love the idea of Marketerhire. We applied half a month prior yet I believe we’re somewhat untimely on our spending assumptions. Most certainly plan to resubmit when we grow a touch more.
My 2cents: FB is the most stunning DR advertising machine throughout the entire existence of time. I wouldn’t sit around and cash heating up a crowd of people with mindfulness crusades – put DR innovative in there and check whether the calculation can discover you purchasers. Can return to crowd working with mindfulness promotions later on whenever you’ve hit a development roof.
Invest heavily in creative. There are many resources online about the best way to do this, but one often overlooked one is the fb ad library, which lets you see what your competitors are running. Creating a process and budget for rapid creative iteration will be your single biggest lever for growth on FB/IG.
Thank you
Very good points. When you say “see if the algorithm” can find buyers are you referring to:
- let fb pick the audience
- if I tell fb my goal (event=purchase) and my audience, then fb will optimize within this audience
Thank you and looking forward to any additional insight
I’m also going to start immediately with Michael’s advice and test out just being more direct.
you should test everything, but i would definitely have some sort of broad audience in your testing plan
If you are trying to drive active users/customers, then I would go for more of a direct sale. I assume there is limited risk for your customers to simply try your product and experience it, so I am not sure what you would be accomplishing with building awareness just to retarget them with individual products later.
I would retarget them with discounts, seasonal products, and events to get them to buy again, but my first campaigns would test selling as much tasty NA Beer as possible on the first impression. Good Luck!
Thanks Ross. We ended up going the direct sale route and saw some promising results. Having said that, we are still trying figure out our retargeting strategy as we have seen mixed results with our campaigns.
People are just busy and it seems to us that most businesses get only one shot to impress the user. If they fail, people will only come back if they decide to try the product again, not when we try to follow them with retargeting.
What has been your experience with retargeting?
Hi @KaranTrivedi,
If you have a pixel, then doing a retargeting campaign is fairly straightforward. Another option is to load a list of people that have engaged with you (subscribed to a newsletter, previously made a purchase) into an audience and target them that way. The trick is to remind them how they know you (it is strange how many people sign up for things and do no remember doing so) so that they respond to your retargeting campaign.
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