If there was one thing that doesn’t change with respect to Facebook marketing, I guess that would be that things are constantly changing…
Facebook Lead Ads, which I will talk a little more about later in this article, are out and Alien Run is going back to Facebook’s Canvas platform for our next campaigns…
I love how we can tell a story with Canvas ads and offer a variety of rich text, images and video catering specifically to mobile users.
So, lets jump right in and break down all the moving parts in this campaign so you can understand the process your prospects come through before you get that lead in your inbox.
I created a Demo of our latest campaign, showing off the Classic Refinishing Service. Take the time to check it all out, click all the boxes, watch the videos and look at the photos, some react differently than others. Also click the Call To Action Buttons and submit your details… It’s a functioning demo and it won’t send your details to our NHance of Tacoma Clients.
Click this link for the full Facebook Experience ==> http://fb.me/295QvsmCMuTqDja Then Click the Blue ‘Show in Newsfeed’ button and then start scrolling through your Facebook Newsfeed on your phone.
NHance Classic Renewal Facebook Campaign
First things first, Who sees the ad, where do they see and when do they see it?
All great questions, our ads are delivered into the Newsfeeds of mobile Facebook users who have a targeted set of interests and live within the Zip codes of your territory.
If you are asking why mobile only? There are two reasons, first off 99% of people access Facebook from a mobile device, secondly because we can tailor the mobile experience to better suit the viewer.
In the Newsfeed, simply means, they see it as a sponsored story as they are scrolling through events in their feed.
This first screen shot is an example of how the Ad will appear as a Facebook user is scrolling through their feed.
We know we have about a Nano second to get peoples attention on Facebook, that’s why we love video.
We often use short, quick slideshows but we wanted to change it up to really show the NHance Classic process with this video…
One of the unique advantages of the Canvas Ad platform this awesome little built in Call to action. See that ‘Tap to Open’ text that flashes up within the video while it is playing. The arrow points to the CTA and people are driven to tap… It’s Beautiful!
So the Canvas ad really has two main parts, what I call the Front & Back ends. The video, combined with copy written into the text portion of the ad and the ‘Tap to Open’ CTA are the front end which lead intrigued users to the back end which is full of rich text, video and photos.
As soon as the ad is tapped, it opens into a full screen mobile experience.
An important note to keep in mind, when you visit the demo by clicking here ==> http://fb.me/295QvsmCMuTqDja you may start seeing this campaign on your desktop as well for the next 24 hours but the full screen experience only works on mobile. If a Facebook user somehow reaches the ad on desktop and they click it, it will default to sending them back to your Facebook page.
The mobile experience opens up to fill the screen and it would appear that you have left Facebook altogether…
The ad starts with instructions for the users to turn on their volume and scroll down following the video.
The video has been cropped to display in full screen on mobile.
It tells a great story about the NHance services, along with video of work in progress.
Users can choose to watch as much of the video as they like and as you will experience the audio turns on or off with the video as you move in or out of the story.
Inviting arrows built into the Canvas platform move Facebook browers from section to section of the ad. In this campaign we have three photo carousels included which can be swiped left to right to see examples of Classic Renewals and then Custom Color Changes.
Users can go back and forth between images for an instant visual of the differences following the service.
We understand that different people need to see different things before they reach that decision to become a lead or ultimately buy from you and that is why we have included several different types of cabinets, finishes and colors in these slides.
Red, Call To Action buttons Labelled “Request a FREE Estimate” are located throughout the Ad, go ahead an click them within the Demo to see the leadbox open up and fill it out.
Here is where one of the main differences from Lead Ads comes into play. For a browser to become a prospect they will have had to seen the first video, Tapped and Opened the Canvas and scrolled some before they have even been offered the opportunity to become a lead.
This becomes the first barrier, or qualification, in their decision to become a lead. They have displayed enough interest to have, in the very least, watched, read and clicked a couple of times.
This in itself will undoubtably lead to less leads than we had seen with Lead Ads, but should result in better quality leads in that if it takes several steps and then they have to type in their own information, we would hope only people who want to talk to you take it that far…
Without going into depth on Lead Ads (that may require another article) browsers could turn into leads right from the front end with only two clicks and letting Facebook self populate their details… Our long term testing with this proved very hit and miss.
The final step in the demo and for your prospects after clicking any one of the red CTA buttons is our opt in form which asks users to manually enter their name, phone and email address.
Go ahead and do this and click Submit to see what happens next.
If you haven’t started the Demo yet, now is the time to do so.
If you aren’t an Alien Run Client yet, Why the HECK Not? Go through the Demo and at the end we have a very Limited Time offer for you to get started today!
Click here for the full Facebook Demo Experience ==> http://fb.me/295QvsmCMuTqDja Click the Blue ‘Show in Newsfeed’ button and then start scrolling through your Facebook Newsfeed on your phone.
Questions or comments below are appreciated, and as always, Thanks for being here!