Succeed with Facebook Ads In June, we had the pleasure of welcoming Julien Castel, digital media strategist at the JVWEB agency and a digital specialist since 2010, for a webinar dedicated to Facebook Ads. During this conference, Julien explained how to combine branding and conversions to improve performance on Facebook.
If you didn’t have the opportunity to attend this webinar, here are the key points of his presentation.
How is Facebook Succeed with Facebook Ads different?
Facebook has more than 2.2 billion users worldwide , but to this we must add:
- Whatsapp and Messenger (1.3 billion each);
- Instagram (which just surpassed one billion users);
- Audience Network: equivalent to Google Display Network, i.e. a set of websites and mobile apps on which ads can be displayed via the Facebook management interface.
In France , this social network is very popular:
- 34 million people are on Facebook;
- 88% of smartphone owners are on Facebook;
- 26 million French people connect to Facebook every day;
- 31 million people use Facebook via mobile every month.
Conclusion: you have to think mobile first when you do Facebook Ads, no matter what.
Julien then gives us an interesting fact: today, on average, a user scrolls through their news feed by a length equivalent to the whatsapp number list height of the Statue of Liberty.
This clearly shows the attention paid to this social network.
On Facebook, marketing is person-centric and multi-device
Facebook is a lever to create purchasing intent.
In fact, Facebook is the leading social network for discovery, inspiration and influence on purchases, ahead of YouTube and Pinterest.
Visual communication is another key element of this social network. The difference is undeniable compared to Google Ads. Visuals how to utilize a customer insights database to understand consumer behavior help stop the thumb scrolling through the news feed.
Additionally, it is estimated that by 2020, 75% of mobile data will be video-related . And today, we have more than 200 million hours of video viewed every day on mobile on Facebook.
Julien therefore insists on the importance of video focus.
On the road to “Brandformance”
Julien starts with the winning formula on Facebook, the famous Funnel:
Fame
For notoriety, the objectives are classic:
- Reach your future customers;
- Maximize your visibility;
- Maintain share of voice relative to competitors;
- Building your brand image.
The targeting that Julien recommends for building awareness is first the broadest possible criteria (demographic & geographic), then generic interests (rather broad, so as not to block the algorithm). Finally, why not test friends of fans, if you are gambler data lucky enough to have a well-established fan community? Indeed, the prescriber aspect is a fairly powerful weapon on social networks today.
For KPIs, Julien mainly uses:
- Video views;
- Scope ;
- Brand Lift Survey (which allows advertising impact studies to be carried out).
