International speaker Steve Weiss' (CEO, MuteSix) presentation at Mumbrella360
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Steve Weiss, CEO of MuteSix, shares strategies for scaling Facebook ads while maintaining consistent ROI, emphasizing the importance of testing creatives, segmenting campaigns, and using social proof. He advises leveraging mobile video and Instagram ads, optimizing for various stages of the buying cycle, and connecting email marketing to Facebook for targeted advertising. Key tactics include utilizing automated rules for ad performance, creating native-looking Instagram ads, and employing dynamic product ads to increase engagement and conversions.
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International speaker Steve Weiss' (CEO, MuteSix) presentation at Mumbrella360
- 1. Mumbrella- June 7th, 2017 Rapidly Scale Your Facebook Ads While Keeping ROI Consistent
- 2. I am Steve Weiss, CEO of MuteSix ● Have personally managed over $100 million dollars in performance marketing ad spend ● Early Google AdWords Beta Tester ● Started running Facebook ads in 2006 when I was in college to drive people to my stand up comedy shows ● Facebook ad buying could be one of the most fun activities of your day or the worst. ● Stay on top by staying current
- 3. The Facebook campaign structure that wins on the auction ● 3 - 5 creatives per ad set ● Always test out NEW creatives in an ad set targeting your NEW audiences aka the bullpen ● Rotate in your best creatives from testing to your best audiences ● Segment Campaigns based on re-marketing, new user prospecting ● Segment your re-marketing off people who come in from organic and people who come from Facebook
- 4. Tactics and Scaling (Social Proof) ● Use Automated Rules to turn on/off ad sets based on specific CPA goals. MAKE sure you have a rule to turn ads back on if they become profitable ● Early indicator of PROFITABLE ads/ad sets is initial social proof, scale ads based specific social proof ● Send your best performing ADS to your whole team (to Comment, Like and Share)
- 5. Segmenting your audience → higher ROAS ● Target users based on where they are in your buying cycle: ○ Top-of-funnel: LESS focused on sales and more focused on going viral; if ads go viral lower cost of driving traffic ○ Mid-funnel: Here is where you want to explain the product and benefit. Important to have ads focus on friction points. ■ Friction Points= Price, Social Proof, Trust etc.. ○ Bottom-funnel
- 6. Using your highest-converting audiences for NEW user acquisition ● Historically best performing audiences ● Lookalike audiences based off of: ○ Adds-to-cart ○ Prior purchasers within 30 days ○ Email subscribers ○ Website traffic ○ People who have engaged with your Facebook Page
- 7. Leverage mobile video to drive conversions ● Add captions to each video that describe your product (most video plays will not use sound) ● Leverage video top-of-funnel to start and optimize for conversions ● Square videos work best on mobile ● Make videos 15 seconds or less and hire an editor to cut up longform videos into multiple segments
- 8. Scaling on Instagram ● Make your ads look native to your Instagram feed ○ In other words, make the images look like your Instagram images ● Leverage placement optimization on Instagram to optimize the placements for best-performing creative ● Create video ads specifically for Instagram, targeting the younger demographic ○ Shortform, simple calls-to-action...don’t make it look like an ad!
- 9. Always test new ad types from Facebook as they come out ● Facebook Collection Ads: ● Facebook Messenger Ads ● Mobile Video Ads
- 10. Winning with Facebook Collection Ads ● Only available on mobile ● Great for releasing new fashion lines for the (fall, winter, spring) ● Upload video + product feed turns it into interactive ad ● 3x CTR boost currently when split tested against carousels on mobile
- 11. Crushing Facebook Messenger Ads ● Drive people directly to open up a chat window, have customer service ready to make a close ● Have a sponsored message inside of a messenger, asking people to call a certain number ● Automate message responses to give people discounts or a link to latest collections
- 12. Scaling Dynamic Ads ● Edit the product descriptions in the product feed for marketing sales copy and re-upload ● Edit the images in the product feed to make them look less like merchandise shots (focus on lifestyle) ● For audiences that work for Dynamic Product Ads, change your bidding strategy to bid for impressions
- 13. Connect your email marketing to Facebook ● Leveraging ESPs like Klaviyo, Marketo or Bronto, you can build audiences on the fly from users who open, click or engage with your email ● Set up specific ads to people who engaged on your email list, with specific CTAs that match the emails that you are sending out
- 17. Thank You Steve Weiss Chief Executive Officer [email protected]