The great thing about this type of evergreen campaign is that you schedule it once and then you don’t have to touch it anymore . Of course, you can do some testing, but you don’t have to. So how do they work? To create this type of campaign, I suggest you choose the coverage objective, although you could create one with other objectives like Messages, Conversions or Traffic. The Coverage objective is special because it allows you to reach as many people as possible in a given audience . It is therefore ideal for reaching all the people who are grouped together in your retargeting audience. Also, this objective allows you to limit the repetition of advertising which can have negative repercussions on the results of your campaigns.

This is where I was going to come. Setting up a campaign with the coverage objective is very similar to what you would with any other campaign objective, except that you can configure a repeat limit. By default, Facebook offers a repeat limit of one impression every 7 days which is very low. Rather, I recommend one print every 2-3 days. This way, the Greenland Email List people you re-target will see your ads at least 2-3 times a week. In terms of the budget, I advise you to leave by default a budget of 5 € day. If your audience is small in size, Facebook won’t spend that budget anyway. For investments, preferably select Facebook and or Instagram news feeds to avoid wasting your impressions on less profitable investments. Now we need to talk about audience and publicity.

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The Coverage objective is special because

The audience that you will target will generally be very small since we are trying to retarget people ready to convert a minority. For example, it will group together People who visited a service’s page but did not contact you People who visited a training or coaching program page, but did not order People who have visited the overview page of a beta-testing product, but have not signed up for the waitlist People who visited a particular blog post on your site, but didn’t sign up for your newsletter In practice, your audience will be configured this way. You notice that I first chose to include people who visited the page in question in the last 7 days. Next, I excluded the people who took the action the purchase in this example in the past 180 days.

The 7 day duration is a classic example, but it works in most cases. As a rule of thumb, if the person still hasn’t converted 7 days after seeing your ads, they probably won’t. Note that some advertisers choose longer or shorter durations for their retargeting audiences. It all depends on the length of the buying cycle. To finish, all you have to do is write one or more advertisements. Typically, advertisers present in their ads as reminders with video customer testimonials, case studies, content focused on customer benefits, content that addresses purchase objections, and so on. So much for the configuration of an evergreen campaign with the coverage objective. There are of course hundreds of possible evergreen campaigns depending on the scenario, objectives, etc.

Your audience is small in size Facebook

Jon Loomer has some great blog posts about building evergreen campaigns . It also offers some pretty interesting examples to put into practice. Conclusion As we have seen, Facebook advertising campaigns achieve many goals, including Branding and brand attachment through interaction campaigns and video views Conversions through conversion campaigns and evergreen campaigns . Always choose the marketing goal in Facebook that matches what you want to do. For example, if you want more interactions, don’t choose a Facebook traffic goal, but an interactions goal. If setting up these campaigns has seemed a bit complex in practice, I recommend that you read the guide to Facebook advertising that I wrote.I’ve been producing content for 2 years now! If I count, I’ve written around 150 blog posts and several hundred social media posts.

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