An example ads coaching conversation
30/11/2019
Learning from successful advertisers is a great way to improve your advertising. Find inspiration with these real-life success stories or read on for some tips from our example below.
Scenario: Local shop Jasper's Market wants to start selling its products online. Jasper's Market asked for help figuring out their Facebook ads strategy. Have a read of their questions and the advice that a coach on our Ads Team gave them.
Goals and expectations
| Coach's question | Jasper's Market | Coach's recommendation |
|---|---|---|
| What does advertising success look like to you? What is your goal? | Success to us is getting more return from website sales than what's spent on advertising. We want to drive sales. | Jasper's can keep track of all of this data and know how well it's doing by following its Facebook reports. |
| Besides the purchases page, would you like to track other actions on your site (e.g. registrations, product pages, add-to-basket page)? | The purchase page is the primary page that we want to track, but we also want to track key page views and the add-to-basket page. | Jasper's can place standard events on the Facebook pixel on all of the pages that it wants to track, and Facebook will be able to attribute these actions to specific ads. |
| How do you measure long-term success? | Consistently achieving good returns from advertising. | Jasper's can do this by focusing on running relevant campaigns. |
| Are you looking for new customers? | Yes, of course. | Lookalike Audiences may help Jasper's find customers similar to its existing customer base. |
| Do you have a testing budget? | Yes, but it's not much. | Even with small budgets, advertisers are able to test which ads work best before running larger campaigns. With relevance score, you can learn which ad creatives and targeting options resonate the best. |
Technical/Logistics
| Coach's question | Jasper's Market | Coach's recommendation |
|---|---|---|
| Would you be open to using Facebook's ad pixels on your site? | Yes. | Jasper's can place the Facebook pixel across its website for remarketing and tracking. |
| Do you manage your website or do you have someone else do it for you? | An external web developer does it. | Jasper's can send the developer its pixel codes to install and verify. |
| Do you have a mobile site? | Yes. | Jasper's should run Facebook ads on mobile and desktop. |
| Are there any advertising constraints to be aware of? Example: Are you unable to run ads for your products to people under 21, or are there markets you can't/don't serve? | Yes. We want to sell our wine and beer online in the US. | Ads must target the appropriate drinking age for each state. Jasper's also has to make sure that its landing page doesn't contain alcohol, or ads may be disapproved. |
Measurement
| Coach's question | Jasper's Market | Coach's recommendation |
|---|---|---|
| What window of time do you normally attribute advertising towards sales? | Not sure. | For Facebook ads, conversions (e.g. purchases) are credited to ads where a conversion happens one day after an ad was viewed or up to 28 days after an ad was clicked. |
| What's your go-to reporting system for performance? Do you use the same system for all campaigns? | We use a third-party analytics system. | Be aware that other providers aren't able to measure ad conversions across multiple devices like Facebook can, so data may not match. Attribution windows may also vary. |
| Have you run campaigns in other channels (email or direct mail) while using a holdout group to measure your advertising's lift? | Yes we send out weekly emails but don't know if they're effective. | With Facebook conversion tracking, Jasper's will know if their ads led to sales. Jasper's can also create a Custom Audience of that email list and advertise to them. |
* Nguồn: Facebook