Changes in Targeting
In 2019, custom audiences will be the most popular, but you’ll have to make a few changes. You may have yet to notice that you need to connect your Facebook Ad Account with a Business manager before you can run ads on your email list. It should be part of the ad account setup, but for some, it is not.
A second change involves partner categories or the data Facebook obtained from third-party sources. Facebook purged its partner categories after Cambridge Analytica was criticized for misusing data. These categories allowed advertisers to focus on specific areas such as purchase trends, income, home values, or behavior-centric targeting.
Customized and Lookalikes
Your mother, if she’s anything like mine, probably told you as a child to eat vegetables. As an advertiser, I want to tell you that using custom and lookalike audiences is important. Platforms such as Facebook, Instagram, and YouTube are familiar to their users. They know their users’ likes, dislikes, what they care about, and how to reach them. These advertising giants can help you reach out to your customers.
You may also want to think about your buyer personas. You probably spent some time getting to “know” them. Replicate these personas with Saved Audience Interest Targeting.
Pay More, Get Less
Online advertising is effective. Online advertising is cheaper than television or print and fully trackable.
Facebook Ads and Google Ads have been around for 12 years. This allowed large brands to shift their advertising budgets from print media to online. Online advertisers now have less reach and higher conversion costs than before.
Expect to pay more as more brands turn to online advertising. This includes everything from clicks and reaches to conversions.
Be Original and Authentic
Two thousand nineteen consumers are savvy and skeptical about online brands. Two thousand nineteen consumers are smart and naturally skeptical of online brands.
Your ads will only take you so far. Sure, they are designed to get people’s attention and encourage them to click. To convert Traffic, you need a website that is well-structured and removes objections. Include a phone number and information about our company, mission, and shipping and returns to build trust. Social proof can help overcome objections by being sprinkled on the product detail pages and website flow.
Conversion is only possible if you present the information in a strategic way.
Ad-Funnels are critical
It’s crucial to maximize your advertising dollars in order to get the best return on investment.
Cold Traffic doesn’t usually convert with the first touch of an ad. Introduce your brand with a video that tells your story or explains your mission. Customers are more likely than not to buy from companies that have a mission. You can grab their attention by customizing the video according to their concerns.
Retarget people who have watched the majority of the video by displaying a product-focused advertisement. What are the benefits of your product to your customers?
Try out different formats and platforms for your ads. You must match your message to the platform that best suits it. Test creative, copy, and benefits to determine which ads get the best response.
Hot Traffic has a lot of visitors who are ready to convert. Maybe they abandoned their shopping cart or filled out the form but did not submit it. The customer is on the verge of converting, but there’s something holding them back. You can make it stick with an ad demonstrating social proof, such as a celebrity review or photo or a testimonial from a satisfied customer.
Online advertising is no different from traditional advertising. Digital advertising must pay the same attention as traditional to the customer journey in 2019 and beyond.