What a Facebook Ads Digital Marketing Agency Taught Me
Not too long ago I was offered an interesting opportunity, a 30-minute call with a Facebook ads guru from another digital marketing agency. We would look at ads I’ve created and I would get feedback and suggestions for future campaigns. Well here is what I learned…
Our Targeting is Spot On
There are endless options when it comes to targeting on Facebook. You can target certain behaviors or interests, all age ranges, people that have visited your website or engaged with your page…
We try to focus a majority of our ad spend money to 3 – 4 target audiences.
Members and Website Custom Audience (WCA) – This audience is simply confirmed members (matched from uploading a member email list) and anyone that has visited your CU’s website in the past 60-90 days. We combine these two custom audiences because you have to assume that a vast majority of your WCA is your members accessing their online banking or looking up branch hours or locations.
Member Lookalike Audience – This is created when you choose your member list as a source audience and Facebook identifies a group of people with common qualities. This is a great way to reach new people that may be interested in your Credit Union because they are similar to your current members. This list will be millions of people, so you will need to narrow it. I narrow it by limiting it to people that live in areas you service and (if your fanbase on Facebook is large enough) friends of people that like your credit union’s Facebook page.
Fans – Your fans are a great lead for your marketing efforts because they have already expressed interest in your credit union by liking your page. This audience will be small compared to the other audiences mentioned above but just as important.
Specific persona/target audience based off of bigger picture/campaign goal
It Wouldn’t hurt to Focus a Little Less on Engagement
Don’t get me wrong, engagement is a great way to get in front of new potential members but once you build your fans and brand awareness up you can tone back a bit and move ad dollars elsewhere. It is important to continually run some sort of engagement ads because they will boost organic engagement and reach.
By running engagement ads, you gain more “top of the funnel” leads. Nurture those leads by showing them fun, interesting or useful content. Grabbing someone’s attention with a funny meme or an interesting blog is a lot easier than with an ad for a mortgage or a free checking account.
When these people start engaging with your credit union they will be added to a page engaged custom audience. This ever-changing audience of people that have engaged with your Facebook page within a certain time frame. Because these people have a known connection with your credit union (they engaged with a piece of content) you can move them further down the funnel.
Email us today at email@example.com for more information on how we can help your Credit Union achieve amazing results with online marketing!