Dave Sharp advises architecture firms on social media, communication and marketing strategy. More.
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Watch this six part course to understand the typical Brand Awareness, Authority and Nudge campaigns we setup for architecture firms who are looking to improve their lead generation and attract new clients from Facebook and Instagram.
This video course takes you through the process step-by-step, and discusses the thinking behind social media advertising as a marketing strategy for your firm.
I've included a transcript of each video below the relevant section for you to reference later.
Introduction to Facebook Ads
Transcript: Introduction to Facebook Ads (Click to expand)Hey, it's Dave Sharp from Vanity Projects and I just wanted to make this six or seven part video series for my blog to walk you through the typical Facebook ad campaign that we will set up for an architecture firm. I'm going to go through all of the different steps, try my best to explain why we're doing everything that we're doing. But I'll just take this first introduction part to go through the purpose of this and what we're going to be going through.
One of the biggest issues that architecture firms have, like a lot of businesses, is that you just have waves of kind of awareness. You don't convert those first time visitors to clients. They also don't really understand much about you. They might be coming from Google, they might have seen one of your projects on Dezeen or ArchitectureAU or something like that.
But they come to your website, they poke around, they don't really do anything, and then they leave. Typically we'll see sessions lasting about 90 seconds for our clients' websites from new traffic, and we don't see a high rate of return. So the downside of that is that you've got a timing problem because those people are unlikely to be looking for an architect at the exact moment that your coming across their radar. It could happen in a month, it could happen in six months or it could happen in five years. I mean they could be five years away from building their architect designed home or doing whatever project they're doing. So you need to be able to retain them over the long-term, stay top of mind and get repeated sort of impressions with them.
The second big problem is understanding. A lot of architects worry about what do we write on our homepage? What do we write on our about page? But frankly it's really difficult to really communicate what you're about and what you do with just a 60 second dose of copywriting. It just doesn't happen that way and people need to ... You really need to build a brand over time, across a lot of different topics, a variety of issues and really establish yourself as a trustworthy expert and the right person for them. So that's on your practical knowledge but also on your just likability and personality and helpfulness and those kinds of things.
And then finally, action. People don't take action the first time they come around. We need to actually push them towards that at the right point in time with the right message and the right offer. And we need to be able to control that process because timing is everything.
What we're going to do with this campaign that's going to have three parts and I'll get to those in a second, is we are going to build an imaginary Facebook marketing campaign for Nightingale Housing. If you're not familiar with Nightingale Housing, it's an architect driven apartment development project that involves lots of different architects in Melbourne, Australia and they really have no problem marketing their product, which is their projects because they have so much publicity and stuff like that.
But the reason I'm choosing Nightingale for this example is that they have a few key elements. They have a cool video about them, they have articles about them, and they have a clear conversion goal. So you're going to see why these are so important. But basically what this firm, and to get to the what you need part, the first two are kind of obvious. A Facebook page. We're going to be looking at Instagram and Facebook ads, but this is what you need. A Facebook page so that you can set up your advertising account and you'll need at least $3 per day of ad budget. And you can always go up from there. But that's the minimum because we are going to be building three campaigns and each of them is going to have a budget of $1 per day because that's the minimum.
Now a cool video about your firm is key because when we get to our brand awareness campaign, that's going to be about showing your firm off to people that have never come across it before and the only type of content they're interested in is video. Video is really engaging. It's just such an engaging form of communication and it's what people look for and I generally find with architecture that nothing could show you, your firm or your projects better than video. So that's really important. That could be something that you make or something that's been made about you. But always be looking for opportunities to make video, short video, one to two minutes kind of video.
The next one is articles by you or about you. So this is going to be whether you've got blog posts or case studies or you've got press basically journalism that you can link to. So Dezeen the local project, Architecture Australia, wherever somebody who's been writing interesting stories where we can really focus on storytelling. This is what we're going to need. If you don't have a whole lot of press mentions, you're going to need to focus on writing your own blog posts that can explore some of your ideas, what matters to you and what you're good at. So you can visit my blog to read a few posts on how to do that.
And the final one is a conversion goal. So a contact page with your email address is not a conversion goal. A conversion goal is worth actually structuring and thinking about what is it? It isn't just an inquiry or an email. It's a meeting, a meeting with a purpose and a structure. A first meeting or it could be a phone call or it could be an information session or it could be somebody joining a wait list. In the case of Nightingale Housing, they have a wait list.
But for your firm it could be just something like what I have, which is a calendar where people can pick a time for a consultation call. I measure all of my marketing around its ability to generate calls on my calendar. So you could have something very similar. So this Nightingale Housing is not literally the best example of an architecture firm, but I'm pretty confident that by building a campaign for this brand an architectural brand, you'll have a fairly good idea of what you need to do for your firm.
We're going to be covering ... This is the introduction. We're going to be starting off with pixels and plumbing, basically setting up things like audiences, setting up your pixels, setting up your conversion tracking, all of that stuff. Then we're going to jump into audiences. Then we're going to jump into the first campaign that you'll be running, which is the brand awareness campaign for your video, the authority building campaign, which is your storytelling stuff, your conversion nudge, which is your final conversion retargeting campaign. And then just some final thoughts on reporting and optimization so that you can understand what you need to do to freshen up your campaigns, to judge whether or not they're working to understand whether or not you need to increase your budget.
That's what we're going to go through. Stick with me and we'll jump straight into pixels and plumbing.
Audiences and plumbing
Transcript: Audiences and Plumbing (Click to expand)Okay, so let's start things off. Pixels and plumbing. What are pixels, what is plumbing? All of this stuff we need to know. The first thing that you're gonna need to do once you've got your Facebook page is to create a Facebook ad manager account. Now, I'm not gonna be able to go through the setup steps for that, but if you Google Facebook ad manager and you go past the ads and go to the first Google Help Center article, and then you're able to open up your ad manager and you can go through the setup steps, connect your payment method and do all of that stuff so that what you're basically looking at is a blank kind of dashboard just like mine. So you'll see this button here, manage your ads. You can also go to Facebook.com/ads/manager. And that takes you through to the ad manager. This is where you run Facebook ads. You'll see something like an ad account, you'll click your name after you've created it. We go to your business manager. And the first thing that we're gonna be doing is putting a pixel on your website.
So you'll start by going to the top menu and looking for pixels. Easy. So we click on pixels. And you'll be, you'll have this menu create a pixel. Just go through those steps to create your pixel, I'm just gonna jump over to my ad manager account so that we can just look at what happens once you've built it.
Facebook's obviously being a little bit slow today for me. Okay. So you've got this example here, vanity projects pixel. And it won't be tracking any data yet, but either at the end of the creation process or when you have it open from your pixel menu, you'll see a button that's set up. Manually install the code yourself. You go past this, and this is your pixel code. So that's your pixel code. What is all this stuff? Why do we need it?
What this is going to do is sit on every page of your website and it's going to allow you to track people that come to your website using Facebook. So you'll be able to use this information on your visitors so you can see here for the past, I think it's the past, let's have a look at 30 days, or 28 days. You can see 40,000 page views. So every time somebody visits one of these pages that has our pixel, it tracks page views, it tracks content, and all of that. And Facebook won't necessarily tell you who these people are, but it's keeping track of everybody that visits your website, what pages they look at, what they click on. And you can use that to build audiences, which is what we're gonna look at next.
So installing this on your website is fairly straightforward if you've ever put HTML code in different spots on your website before. If you're using Squarespace, you'll just go into your settings, WordPress is a little bit similar, or you might just want to email it to your website developer if you haven't gone through that process before. But you just want to put it on your site and then double check that it's showing on your website.
If you actually download a Chrome plugin called Facebook Pixel Helper, you can load your website, click on the pixel helper, and it will tell you that your Facebook pixel is enabled on your site. One pixel found. And that's really what we want to do. So we want that absolutely everywhere around your site.
The next thing that we're going to need to do is create audiences. So audiences are what you're going to use to actually build your advertising audience. So the first audience that we want to create is a traffic audience, and we'll just go quickly outline these for you. So we're going to want one, an all-traffic audience. The next thing we need is a social audience. And that should be pretty good for now. Then we'll get into lookalikes.
So, the first thing we're gonna do once we've navigated to audiences is click create an audience, and custom audience. And we get presented with a bunch of different options. You can see customer file, which is where you could upload a list of emails of your customers, or you could upload your mailing list from MailChimp or something like that to build an audience. But what we're gonna want to look at is website traffic. So, make sure you've got your pixel selected. Any of the following criteria. And then we can have all website visitors in the last 180 days, which is the maximum that it will go back.
You'll just name this audience something like, website visitors. And that will become basically your most useful audience, because it includes a tracked identity of everybody that visits your site. And as you get more traffic, whether it comes from Google or Instagram or anywhere else, it's going to all fall into this and allow you to retarget people to this group. So if you've got that, then you're ready to move on to your social audience.
Your social audience is going to be engagement, and then you could either do your Facebook page or your Instagram business profile. If your Instagram business profile is linked to your Facebook account you're good to go. You'll want to select this option. And then do the same thing. Everybody who engaged with your business in the last 365 days. So you'll pick your Instagram account from the list, once it's connected, and then you would call this your social audience. And so that's just like your website traffic audience, except it is 365 days and it's people that have liked your Instagram photos, commented or viewed your images. So now you've got those two audiences. That's awesome. That's gonna be really, really good for you.
But the problem is that we actually want to find people who have never been on our website before, and have never looked at our Instagram. So the way to do that is to build a lookalike audience. A lookalike audience is where Facebook examines the audience that you've given it, so let's say we've got all the visitors to my website in the last 180 days, and Facebook is tracking every single one of them. It is going to figure out what all of those people have in common. What are they interested in, where do they live, what's their age, what's their shopping habits, what's their browsing habits? And it doesn't provide you any of this information, but it will just look at 1% of the population in the country that you select and build an audience that most closely resembles that audience.
So the way to do that is to go create a new audience and then you choose lookalike audience instead of custom audience. The source will be your website traffic, so we could say this one, this is mine, vanity 180, which is everyone who's been on my website in 180 days. You'll pick your country. For me it's Australia. You can't go any more narrow than that, but that's okay. And then this is your audience size. 166,000. And this will always be the same for Australia. It'll be 3 million for America, if it's 1%, but that's what this number here indicates. It's 1% of the country that most closely resembles your chosen audience. You can expand this out if you want to, but there's no harm in just keeping this down at one. So you go and create this audience and now you've got a lookalike audience.
You can also do the same thing for your social audience, because what you may want to do when we create our campaigns is to actually test the two and see which one does better. Because sometimes, your Instagram audience might actually be a better indicator of potential clients than your website traffic. But usually, it's gonna be your website visitors. Because they're primarily coming from Google, and they have a lot more intent behind their searches.
If you had a list of customers or an email list of existing clients or contacts that was maybe a couple of hundred addresses long, then you would probably want to create a custom audience for that as well, from a customer file. Where you can import from MailChimp or you can add customers using your own Excel spreadsheet. And then build another lookalike audience from that so that you've got a lot of options to work with. So now you have your all traffic audience, your social audience, maybe your customer file audience, and then you'll have a lookalike for each of those. And that's all you need there.
The final step in the audiences and plumbing. So we've got our pixel, it's on our site, it's working, it'll start generating our audience. We've got our lookalike audiences. The last thing that we need to do is custom conversions. So the best way to do that is actually in the audiences panel. So what we're gonna be doing is looking at who has basically done the thing that we want them to do?
So here's the thing that I want people to do on my website. I'll just open Nightingale as well so I can demonstrate what the equivalent would be there. If you're on my website and you click on get a free consultation, it takes you to a calendar page where you can book a time to speak to me about your marketing. And that's what I want. That's what I want people to do. That would be the greatest thing ever, if people did that. Once they're finished doing that, it takes them to a page where I can find out more about them so that I'm a little bit more prepared going into that initial call. And I can get a better sense of if they're a good fit for me.
It takes them to a page with the end line complete survey.html. So as far as I'm concerned, even if they don't fill out this form, they've already converted because I have a time with them. So what we'll do, what's important to do for your website is to create a thank you page, and to make sure that whatever you're getting people to do, it redirects from there. So let's have a look at Nightingale. You've got join, and you've got purchases. This is gonna be our primary goal for our campaign. Are you interested in becoming a future Nightingale resident? That's great. So they click agree, they fill out the form, and then they're ready to go at that point. Once they've completed the form, which will load eventually, just like my form, they're converted at that point but with Nightingale housing they're only converted once they finish this form.
So what I would like to see here would be that once they click join the community and they've filled in all their information, it takes them to a page that ends in the word thanks. Just a thank you page. You'll see that a lot. It might be thanks, or it might be confirmation, or whatever it is. Most websites will have this for the reason that they want to track conversions. If your website isn't set up to track conversions, you're not ready to start spending money on marketing or advertising. Because you're never gonna be able to tell what is working, what isn't, whether you're allocating your budget properly, whether your marketing strategy is working or not. So it's absolutely key that you have a page that people can go to.
If you just have a contact page with an email address, you can't track anything. So you'll definitely want to structure your goal around something like this. In the case of Nightingale it's a waiting list, which is the best possible structure you could go with. I'm a little bit more short term than that on my website. But that's fine.
So now that we know that this is where people get sent once they have finished their survey signup, we want to go to custom conversions. And we want to create a custom conversion. And make sure that your pixel is selected, and then you'll want to go to all URL traffic and then we create a rule. URL contains, we put in the key word. So it would be thanks for Nightingale, for me it's complete survey, whatever it is, and then you name it, in my case, booked a call.
Select a category, it's a lead. Value, you don't need to worry about that. So once that's set up you've got a pixel on your thank you page or your confirmation page. You're ready to start tracking this conversion and start measuring the return on investment, basically, or how effectively is your campaign generating these leads. So you've got that, that's absolutely beautiful.
What we also want to do is go back to audiences and create an audience of those people. So that's gonna be the same process that you used to set up your traffic audience, it's just gonna be anybody that visited that particular URL. The only difference is that you need to change one option. So when you go to custom audience, you'll go website traffic, and then rather than saying all website visitors, let's have a look. We don't want that, we want people who visited specific websites. Webpages. So we can make this one 180, and URL contains that. And we call this, again, booked a call. And maybe 180 days, so we know what the duration is.
So, we've got it, we know our conversion, it's book a call on my website, for Nightingale it's join the wait list. Join purchaser form. So we've got now a custom conversion, join the purchaser form. And we've got a custom audience of people who joined the purchaser form. The reason that we do the two different types of audience and conversion is that the conversion is about us measuring how many conversions we got from our campaign and the audience is so that we can target people like that, and we can actually exclude them from ads.
We don't want people who have completed our goal to keep on seeing the ad. So we want to make sure that we can exclude them later. But that's basically it. Those are the steps. So that's pixels and plumbing and audiences. We covered it in two videos. In one video. Two birds, one stone. Love it. So that's what you need to do. This is a very very technical section. It actually is more technical than you're typically used to. I would recommend, and there's a lot of great resources for ad manager on Facebook, just on their own help and support sites. If you just Google ad manager, you can see that Facebook has loads of different help pages and if you're confused about anything like custom conversions, you can just look at that stuff and get a sense of those documents. What are custom conversions and how do I use them. But luckily with this video you can go back, you can copy the steps as I've followed them, and you can also send me a question if you've got any problems with this section.
Brand awareness campaign
Transcript: Brand Awareness Campaign (Click to expand)Okay, now we're up to the fun part. We will actually get to build our first Facebook campaign. This is actually the most fun campaign because it's the one where we get to really show our firm off to a new audience of people and it's going to be very, very, very exciting. We're going to go through getting a video uploading it, putting the campaign together, and all of that stuff. I touched on this in the introduction, but here, video is the key. We've got a goal with this campaign, so this is the brand awareness campaign. We're going to be basically using video to reach a new audience that's similar to our existing traffic. Our goal for this campaign isn't to necessarily get them to our website, it's just to basically ... Goal is watch our damn video. That's all we want them to do. We want them to watch our video and like it and share it. Bonus likes, bonus shares, if we get those.
The better your video is the less you will have to pay for people to watch it because people will share it, people will comment on it and lots of good stuff like that. But that's what we want them to do. We want them to watch that video. We'll go back to ... It's debatable whether or not we'll want to build an audience around people that watch it, but basically this is all good to go. This is what we want people to do. The first thing that we need is a really, really cool video. Now, a lot of firms have cool videos, they just don't realize it.
We're going to be using this one from Nightingale.
Sustainable and it builds community.
Look at this, beautiful. Community, Bonnie, beautiful images, beautiful thoughts, beautiful voiceovers, it's really, really strong. This video is also the appropriate length, it's four minutes, but here's the typical problem. It has zero views, basically. A lot of people make video, but they don't really promote it very well, so that's what we're dealing with here. You can also see examples of firms that have good videos. If you're looking for examples, WOWOWA, we've run a really good Facebook campaign for Monique at WOWOWA before. Here she is standing in front of some cute Melbourne houses, chatting about what are the architectural possibilities of these old classics. You've got Maynard Architects over here dealing with giving tours of his projects just by basically doing a slideshow, and then giving a voiceover. These actually express a lot about the personality of the architect and that sort of stuff.
I actually prefer these kind of house tours. Again, really, really simple videos. Him walking around, showing off the architecture. That's super, super cool. Let's think about ... I'm trying to think of some more examples.
We've also got examples where it's a little bit less clear cut. So if I go to one of our clients' you can see ... so those are examples of videos where they have either been made about them, or they've made them themselves. But there's an example here, Phil [Stetcko 00:03:17] Architecture on channel 10, Australia by Design, where what you've got a link to is a 30 minute episode, but what you would do is cut out the section about your project, and that's a really, really good example of a video you can use that's just a couple minutes long. It shows your work, it shows you, the video's unavailable apparently. That's not a good thing, but it shows what you wanna do. It conveys what you are, what you're about, and your projects, and does it in a really engaging way that basically belongs on Facebook.
We've downloaded this Nightingale video. It's really cool, and if you watch this, you basically fall in love with Nightingale, and that's what we're looking for. We want an emotional response.
So, we go into out ad manager campaign and we go to our main ad manager section. You can see it here under Create and Manage, and we start by creating our very first campaign by clicking the Create button. Now, this one is an interesting one. Already you're like "Ugh, I've got a lot of options here." What you generally wanna do is pick what your actual goal is. We basically want video views. That's what we're about, so we're gonna click video views, and call this our video views campaign. We don't need to play with any of these options. There's a lot of stuff that you can ignore in the Facebook manager.
So going through this video is so you can understand what you actually need to manipulate, and what you can actually leave as is. So, the first section we're gonna be looking at is our customer audiences that we built from before. For this campaign we're gonna be looking at our look alike audience of website visitors. We've got our look alike audience section, and we've got ... let's have a look at my example ... vanity visitors, vanity blog, let's go with that one. Look alike 1%, United States vanity blog. In fact, I don't wanna go with that example 'cause I don't want United States. We'll just go vanity visitors Australia. But you'll have your example of website visitors, but you can also do Instagram. You can layer up multiple options here. It doesn't really matter. We built a few look alike audiences in the last video, and that's okay.
Now, edit locations. We want to narrow down. Now remember, you're look alike audience is for the whole of Australia. In this example I've got Great Britain, the US, etc. not so handy. We don't really want that. If you're a local architecture firm and you basically wanna narrow in on Fitzroy, you can select either a radius of 10 miles around you, or around your business, which will basically cover this whole area here, or you can select current city only, which will basically mean people in Fitzroy.
Live in location is a helpful setting. Facebook basically spies on where people are using their phone most often, and it will determine where they live, but if you're doing Fitzroy that's going to be a pretty small audience, so you'll also wanna do also maybe Carlton North, and some other suburbs. I would resist the urge to be too specific about neighborhoods, because you're going to get the maximum amount of range possible if you just do something like this, which is go Fitzroy, Victoria, and leave it at let's say 10 miles. That's enough people and you don't have to worry about efficiency when it comes to that stuff.
Now, that's gonna start narrowing down your audience, so you can see this is now at 66,000 people, and you remember from the last video that it was at about 160,000. Of that look alike audience that was build earlier, in this case 66,000 of them live within 10 miles of Fitzroy, and that is probably pretty likely considering my audience is mostly architects in Melbourne. For yours it will be similar. Your look alike audience will mostly narrow down to ... will be mostly made up of people that are pretty close to your firm. So, that's all good for those settings.
Now for age, you're not going to be working with 18 year olds necessarily, so I would probably adjust this to 30 and then just go from there. Men and women, don't worry about it. Languages, doesn't really matter, but it doesn't hurt to go English all. You can see that it only made ... it didn't make a different at all to change that. Bringing the age up to 30 did bring this audience down, and already to me this is starting to look a little bit low. I'm generally looking for about 80,000-100,000 people, in that range, so that is a very, very small audience. But that's okay. That's what we wanna go with. I wouldn't go any lower than that. If you find that this number is getting below 40,000 you may want to change your condition, spread out your city a little bit, and ... I wouldn't mess with the age too much, but yeah, just you want it in the sort of mid-50,000 kind of range.
There isn't really anything else that you need to do. You always could do an interest-based overlay. So you've got detail targeting. Interests architecture. That took it down to 33,000 of people. Interest - architecture means that people are visiting architecture websites, they're actively engaging with architecture content on social media and anywhere else that they're being tracked across the internet. That can be a useful filter to use on top of look alike audience, but considering that the audience was already pretty small, you don't really need to mess with that. It's better to be safe than sorry, and leave a little bit more room. It doesn't matter if you're running your ads to individuals who may not be a perfect fit because they're very cheap. It's very, very cheap to show your ad to people, so that's going to go.
Now, you can skip past connections, you don't need to worry about that. You don't need to click save this audience, you can just keep on moving down. So we're going to want to choose our own placements, and you can see the reason we don't go with automatic, is because when we go with automatic, Facebook just picks everything. We don't want that. I'm not going to go through each of these individually, but you can basically turn off everything except Facebook feeds, Instagram feeds, and that's it. You don't need anything else. So we're gonna turn off all of these other ones because they're just basically not that useful, and we don't need audience network. And that's it. You're gonna have Facebook feeds and Instagram feeds.
Devices, you don't really need to change this. Mobile, desktop, it doesn't really matter. Your website or whatever. People are going to be watching video primarily on mobile. You will generally find mobile is a lot cheaper and more effective than desktop, but it's good to leave it for the time being. You can ignore both options, and you wanna set your daily budget at $1.00, and leave this at Run my ad continuously throughout the dat.
Now, optimization for ad delivery. 10 second video views, or 2 second continuous video views, these are very, very confusing options. Just generally, leave it at 10 second. You don't need to set a bit strategy. To change this, you need to change when you get charged. You don't need to change this option, or this option. You can just move right on to the next section.
This is that part where we actually create the ads. So, you'll want to go your dropdown menu and pick your Facebook page. In this case I'm just going to do vanity for the sake of it, and then that also selects the Instagram account that's leaked. We just stick with single video, and then it's time to actually upload our video. So we've got out Nightingale housing video, which is gonna be very, very exciting.
If you have a video that has a lot of dialogue, like this one does when it's constantly talking. What you want to actually get is a transcription, basically, of sub titles. So the first step when you're preparing your video will be going to rev.com and getting captions, and get started, create an account. It cost $1 per minutes so this should cost you about $5.00 to get a caption for your vide, and they will give you the exact file you need to upload it to Facebook to get your video ready.
So while that video's uploading, we can start looking at some of these sections. Now this is your ad text, which is basically what is mentioned in the video, what is mentioned above the video, and you'll see an example of what it looks like pretty soon, this video's done uploading. But, there is not a whole bunch that you really need to change here. Again, you don't have to go over the top with this stuff. It's just check out our recent video ...
To keep it really simple, check out this awesome video about Nightingale 1. That's it. That will work just fine. It doesn't need to try and be any smarter than that. That's fine. Just check out this awesome vide. That's really cool. The next thing that we wanna do is go to out Facebook pixel conversion tracking and we can do this if we want to, but you don't need to at this point, necessarily. The video's almost done.
So one thing that you can actually do is add a website URL if you want to. You can do this by pasting your URL, so what we may wanna do is drive traffic to just the Nightingale page homepage, so you paste that there, display link, don't need to adjust that. Your headline becomes the main kind of tag line of your video. So with this one you can use something like this, that's kind of the title of the video, and here we go. This will work just fine as well. You'll just basically want to do something that works for you. Do something that works for your video, and learn more is a good call to action option.
So here we have our video. Check out this awesome video about Nightingale 1. Never hurts to use an emoji.
With our director, Jeremy. There you go. Let's change that to founder, 'cause founder makes more sense.
So, we've got our video, but we want to customize it because we want to pick a different thumbnail. These thumbnails are boring, boring, boring. In this case I would probably go with this image of Jeremy, because it is actually a little bit more captivating than this image. You could also upload a custom thumbnail, but I actually think that for the title, and for what people might wanna see, this actually makes a lot of sense, because it's kind of like I could actually predict this getting a bit of a higher click through rate. So there we've got this video now ready to kind of go in the news feed, and have people watching it, which is really, really cool.
Let's see if we can then we upload out SRT file from rev.com, and that gives you your video captions, and there you go. This ad is absolutely ready to go, and that's going to be really, really cool. We just can check it out and see what it looks like in the different types of feeds. Got this option here, and then you can see what it looks like. It can't be on Instagram because it's less than 60 seconds, but that's the way to go. That's something to be kind of cautious of. You can see customize for Instagram as an option here. Basically that puts a 60 second limit on the video. What you might wanna do is edit a shorter version of your video that's just kind of the highlight, and you can upload that as your Instagram video. But this is ready to go.
We go to confirm. So there we go. Now it's in draft, and it's sitting there working.
Now I'm just gonna quickly turn this campaign off because I don't wanna be running an ad for Nightingale on my feed. Let's turn that off. We've got our video views campaign turned off, but you don't wanna do that. You just wanna basically start running it. So now people are gonna be watching that video. People that are similar to your website visitors, and your Instagram fans in your city, in your area. They're gonna be able to go through to your website if they want to, but they primarily just gonna be watching the video with your daily budget.
The last thing that we wanna do here is create an audience of people that have watched that vide. So, the reason that we do this is so we can re-target them a little bit easier, and show the next series of ads to them if they happen to not visit our website. So we'll create a custom audience. We'll do an engagement. We'll go video, choose a content type, people who viewed at least 10 seconds of your video, I would leave it at three in the past 365 days, and name this video viewers 365. You can choose videos from your page, and there we go. There's the video that we just uploaded. Confirm. And then there we go, and that's it. Credit the audience, and that's good to go, and that's all you need for this step.
So that's campaign 1, done and dusted. The brand awareness campaign. So, that's gonna be building an absolutely ton of brand awareness, and engagement and recall for the brand, and you run a campaign like that, and with a dollar a day it'll increase your budget over time, but within a couple of months' time you'll be walking into any room and people ... In this case, Jeremy walks into the room and they'll be going "I already know this guy, I saw this guy on Facebook." It really does have an impact straight away.
Next we're going to be talking about retention and authority building using storytelling content, and we're gonna be looking at conversions and nudges in the final part, followed by reporting and optimization. But that is your most important campaign. Brand awareness using video to drive people to being them into contact with your firm for the very first time.
Transcript: Authority Campaign (Click to expand)Okay. So, now that we've got our brand awareness campaign up and running, we've got our audiences, and all that stuff, what we wanna do is start retaining people and putting together a collection of content to just keep our brand top-of-mind, keep on ... just keep in people's feed, maintain our position in people's feeds to make sure that we're always coming up. So, what we're gonna be doing is a storytelling authority campaign.
So, go back to your ad manager to get things started. What we're gonna need is a collection of articles. So, as I mentioned earlier, this could be stuff from your own blog if you don't have a lot of press mentions, but in this case, we've got things like ... In this example, we've got interviews. So, we've got ... Let's look at Jeremy McLeod interview. Past year. So, you can see Nightingale Housing Wants You to Own a Great Apartments. That's a cool headline. The Fifth Estate. Beautiful. So, we've just got this content. We've got Designing for People Not Profit. Awesome. Australian firm Breathe Architecture is Changing the Way, et cetera. Lots of really, really good articles.
So, let's look at these four examples and just imagine that we've got four stories about your firm that you want to cultivate, plus maybe you've got your blog as well. So, let's go to My Blog and go ... Okay, Instagram for Architects, cool, People Don't Follow Brands, awesome, Luxury Marketing, great. So, now, we've got maybe a collection of articles. So, let's say we've got 5 to 10, and that's gonna be what we start with initially when we start building a campaign from. So, the goal of this campaign is going to be top-of-mind essentially. Top-of-mind and depth of understanding. What we want to do is a reach campaign capped at one article in their feed every seven days, and it's gonna be targeting video viewers, website visitors, Insta-engagers. Yeah. That's it. What we're going to build from it is a new custom audience of post engagement so that what we have in the end is when we go to our conversion nudge campaign, we've got all of those audiences plus that audience to start nudging. So, let's get into it.
So, it's a little bit of a different strategy for building a campaign like this. We're gonna go and create a campaign, and this one is going to be a reach campaign because what we're just looking to do is turn up in their feed. We don't necessarily need those clicks. It would be good to do a traffic campaign, which is basically trying to optimize and getting people to click on the links. That is good. We do want that, but in this case, we want control over how often they see the ads because we don't want it to be in their face every single day. We wanna rotate our ads gradually over a course of time. So, we're gonna optimize around reach and just allow this to be our reach campaign, or you could call this our authority campaign.
So, again, continue. Now, we pick our Facebook page and we create a new audience. So, just quickly reviewing our notes, it's gonna be our video viewers audience, website visitors, Insta engagers. So, we've got our video audience we kind of built last time, but let's call this video engagement. Awesome. 10 second views. We're gonna have website visitors. Let's just pick this one. That's a Mailchimp audience. That's not right. This is basically vanity 30, let's say, so that'll be your website one, whatever you called that. Let's check the final one, Insta engagers. So, this one is gonna be vanity Instagram.
So, what you'll notice about these three audiences is that none of them are lookalike audiences because we don't want Facebook to give us strangers. We're looking for people that have already had their first engagement with your brand. So, they've watched a video, they've been on your website, or they've been on your Instagram account, and that's what we really wanna see. So, with this one, we wanna boil it down to the same location targeting we had last time. So, if you're targeting Fitzroy, Fitzroy plus 25 miles is great.
Again, you can change the age. But when it comes to what is, essentially, a retargeting campaign, and the word "Retargeting," basically means this, it's targeting people that have already come ... they've come in the past. They've already seen your stuff. They already know you. So, you don't need to worry about the conditions here because ... Whatever. It's gonna be such a small audience, relatively speaking, that you don't have to be that exclusive. In fact, I probably wouldn't even worry too much about location targeting, except for country or maybe state, because what you wanna do is consider ... There's a margin of error in the way Facebook establishes location targeting, and we just want to hedge our bets and go for the state.
I don't care if they're in New South Wales or whatever, but just ... This is ... Just go state targeting for retargeting. I think it's the way to go. Some people might disagree, but whatever. Age, don't care. Keep it open. Language, don't care. Keep it open. Interest, keep it open. Don't care. We just wanna retarget this entire audience and show them this content.
So, for edit placements, it's really important here that we turn off Instagram, Audience Network, Messenger. We turn off these, we turn off these feeds, we turn off articles, stories. We basically just want feeds, just Facebook feed. You wouldn't run this kind of campaign on Instagram because this isn't the best content for Instagram. This is Facebook feed stuff because it just suits ... It suits what this feed is about.
All devices is fine. We go down to budget, a dollar a day, run it continuously. Now, here's what we're doing. You'll notice that the optimization, even though everything else looks very similar to the last campaign, what is different is down here in the optimization section because what we get to do, which is really cool is a frequency cap. So, we say one impression every seven days, and that means that they are going to see one of these articles appear in their feed every seven days, and they can just keep on doing that. The more articles that you have, the more room you have to move here, but you can keep this campaign running for a really long time before people see ads repeated. But that's the way to do it. As far as just quickly going back to excluding audiences, as we go down the funnel, we need to think about, "Do we actually need to start excluding some people?" and at this point, the answer's, "No." Happy with all of that. So, this is all good to go. We're ready to move ahead. Every seven days is fine. Reach is fine. Delivery's fine. Continue.
Now, at this point, what you'll find is that we wanna create all of these different ads, but this only lets us create one ad. We need to make sure that we go to switch to quick creation. This may actually lose our progress, which could suck, but if it does, we might just have to go back through it. Yep. Okay. So, I'll just really quickly go through it. So, this is gonna be our authority campaign, so just as a general, going back to the previous advice, start off in quick creation for this mode. So, we want this to be a reach campaign. That's fine.
Now, we want to create a new ad set and call it "Articles." We want to select our page, and then we want to create our first ad. Now, this is kind of confusing concept, ad sets and ads. So, an ad will be ... Each of these articles will be an ad. An ad set just represents the group. It's just like a folder on your computer. It's just a folder that holds all of these. Some options are set at the ad set level and some are set at the ad level. You don't really need to stress about it too much. So, this first one, let's just grab the title. This will be our first ad. Save to draft.
So, we're just waiting for that to come through. Cool. We can see these options. So, here's what you'll be shown. That's cool. This is the campaign. You can see the navigation up here. This is the campaign. So, reach campaign, that's great. Now, we need to go to the ad set. The ad set is where we set the budget. So, one dollar a day. We need the custom audiences, which will be ... Again, just quickly, this is a good refresher. We've got our website, we've got our Instagram, and we've got our video engagers. So, these are our audiences. Everyone in this location, we set this to Victoria. We didn't mess with any of these, didn't mess with these. Edit placements. Turn off everything, except Facebook feeds. So, just there. Facebook feeds is the only one that's left. Once every seven days. Cool. Now, we can click on one ad and create our first ad.
So, this is the first one. So, you can see that we've just got default stuff at the moment. If you remove the image ... So, vanity projects are selected. Your page will be selected. We add a website URL. So, there's a button here for that. We click that, we go back, we grab the URL, put it in, and then it will just drop it like it's sharing a normal article. So, you'll want to sort of customize your text for each of these, but what you can do ... A really simple way to do it is to just pull a quote from the article. There's a lot of content to do here. Let's say this, for example.
So, here we go. So, that will be one ad, and this will rotate, as we described, on a seven-day rotation. You can adjust the headline and you can adjust the newsfeed description. If you don't change these, it'll just pull it from the original article, which can be fine in this case. You can, generally ... This is the part, the Call to Action, where you can actually set a button. I think Learn More is not bad. You don't have to have a button, but it does improve click-through rate. So, there we go. Now, we can effectively publish this example. So, that is one there.
Now, what you'll want to do is create multiple ads, one ad for each of your articles. So, now that you're here ... Remember, this is our campaign's tab. So, we got authority campaign, we've got ad sets, which is your groups, articles, where your budget's set. At any point, if you want to change the settings, you can just click on it, and click edit, and then you're back to this menu, and you can navigate to the ads and back to the campaign and stuff like that. But here we go. What we wanna be doing is sitting in the ad campaign, the ad section. Then, here, you can create a new ad. So, use existing campaign, use existing ad set, but we create a new ad. Then, on this time, we've got this article, Nightingale Reaches the Village Scale- Now Anything is Possible. So, we'll just put that in the title so we can remember it, grab the URL, and go through the same process again.
So, we start by removing the image so that we can replace it with the default image, we add a website URL, we drop that here, we grab text, we can ... One way to be particularly lazy about this is to just get a quote. That looks pretty bad. So, put some thought into this. Just introduce it the way that you would a post. We just want people to read it and be interested in it. Again, Learn More. We can publish it, the exact same process. So, share the link. If you want to, you can just experiment with not even having text here 'cause we just want it to be, like, "Share the link. Sponsored." That's all we really want. We just want people to see the article, read it, be interested in it, and that sort of stuff.
So, you'll end up by clicking publish on that, and you just keep on going through this process of filling in these multiple ads. Then, what you've got is, basically, your campaign will just be running with your ad set where it will show one of these ads once every seven days. So, once every seven days, which is a rule that's applied to your ad set, it will pick an ad from your big folder of ads and it will show it to that audience. So, you can get creative with what you put in here. You can put articles about yourself, you can put your blog post, you can put podcasts that you've been on. You can even put project case studies from your website and all of that sort of stuff, but you just continue to add to this folder and do that by creating and creating a new ad for it.
Think of it as like a Facebook post. That's basically what you're doing. You're just sponsoring a Facebook post. As you get more website visitors and more people watching your video and more people visiting your Instagram account, more people will be added into this campaign. They will stay in there for 180 days. You will just be able to continue to show them content from your firm over a long period of time. Again, I'm just gonna turn this campaign off because I don't wanna be advertising Nightingale. So, that is how you do it, and that is basically your retention interest-building, brand-building campaign, and it's a really good way to go.
Just like before, just like the first campaign, we want to build a custom audience, again, a brand new custom audience, based on people that engage with this post. So, we go to the audiences tab and we go to create a new audience, and you're starting to have a lot of these by this point, but that's okay. We create an audience, and it's gonna be a custom audience, and it will be engagement and it will be Facebook page, and everyone who engaged with your page, with any posts or ad in the past 365 days. That's the way to do it.
You would call this, like ... So, you'd pick your brand, Facebook ... Yeah ... Ad Engagers. So, that'll be people that click on it, that comment on it, that like it, that share it, that see it, and they will be going into your final campaign, which is your conversion nudge because we just want that to appear as well. So, that's good to go. You'll create that audience and it will start collecting all of that information on people, and you can move on to the next step.
Transcript: Nudge Campaign (Click to expand)Okay. Now here comes the fun part. We're actually gonna try and get work and try and get things to happen from our Facebook ad campaign. This is the only ad we're actually trying to nudge for some business, the rest of it is just watching a cool video and reading some cool articles. This one is the one where we get down and dirty and say, "Do something for us. Make our money work for us," kind of thing. We're gonna be prioritizing on this one, the purchaser form, 'cause this is what we want people to do for Nightingale.
We've created our awesome Nightingale video, and we've introduced a lot of people to the brand. We've basically inculcated them into the cult, via a bunch of really authority building content. Now, finally we need them to fill out the purchaser forms. This is gonna be our goal. We want them to feel this out, join the wait list. This is something that architects struggle with a lot. Nightingale obviously has been pretty clear cut about it's goal. If you would like to register as an interested purchaser, be placed on the purchaser list, so that's just then building up their demand. When a building is available in your area, we will notify you, provide you with the information and invite you to attend a relevant session.
This is our ad. Everything that we have here, is basically really good to go. Now, you need to structure your conversion as if you can actually push people to it. Now, for a lot of firms, just saying talk to me, it's not really good enough. We need to create some interest here and do something a little bit different. I think Sisällä sessions is a really good example. If you Google Sisällä sessions, you can see how she's taking an innovative approach to actually getting people, showing their intent, coming into the studio. It's through these really, really good events. Melbourne designed day out. You've got a price, you've got what's included, you got the details.
Now, Sisällä is an interior design firm. This is a fairly evolved approach of how to do this. You can do something very similar to me, which is get a free consultation or you can do something, sort of in between and create a structure and say that we're gonna have a workshop, or to book a meeting or whatever it is. You need to create a page for your goal, that isn't your contact page. It needs to be your get started basically. I mean, that's essentially what it is.
Now, you can have things that are very, very brutally direct, which is start your project in the example of Mihaly Slocombe. You know, people looking to actually start their project is a bit of a rare one. I think, before that, you wanna go to, what is a preliminary goal to people starting their project. It's just talking to you. You're really, your goal is talk to me, or sign up for me to talk to you later. In this case, it's sign up and get a big, join the wait list, which is my preferred way to do it, to get a notification when we are taking new clients, or we are starting new projects in your area, or we are meeting new clients. And then, you'll do an information session.
Another way to think about it is that, we invite ... We prefer new clients to come to open houses of our completed projects, so that you get to sort of touch and feel the environments that we create. Leave your information. We'll notify you when we have an open house in your area. You can come along, meet the team, understand our creative process, and get to experience one of our buildings. Something like that.
There's another, sort of evolved kind of version of what the typical thing is. You'll always have a contact page, which there's nothing wrong with having contact information. If somebody goes, "I'm dead set on working with this architecture firm," or getting an apartment that can contact you, that's fine. That's not what's gonna work from your ad. You can't just sort of run an ad to your website and say, "Contact us." It's not the goal.
In the initial plumbing and setup video, we pointed out that we have a custom conversion, we have a custom audience for people that have completed our goal. We have now, in the case of Nightingale, a page dedicated to our goal, so everything is set up and ready to go to start building this campaign. I just wanna quickly outline what's involved in the conversion nudge campaign. We have out primary goal, our goal is conversions on our lead form. This is the, sort of the marketing technical term, for leading form on landing page. It's going to be targeting re-target, video engages, website visitors ... Actually, we probably don't wanna do video engages. We can try. I would make this experimental, maybe you'll change this over time. Let's kind of throw it in for now.
The reason that I'm having some concern about video engages, is because they've just seen the video. They haven't read articles. They don't know what you do. I'm actually prone to kind of take them out. Let's go without them. You always run the risk that this is too small of an audience for it to work, but that's okay. Website visitors and post engages. These are people that have been reading the articles. These are your kind of two core audiences. I would also probably throw in Instagram engages, just because that's gonna be a group that's seen multiple posts from you. They're more interested. This will be kind of what you do here. We just don't want first timers. We want people that have spent a little bit more time with you.
What you might do for your website visitors, is actually create an audience that's based on time on site, something like that. Generally speaking, this will be a pretty small group of people. I would just sort of stick to this for the time being. We're gonna be tracking goal completions. Let's build it.
We go back to our, create an audience campaign. No, so we go back to our ad manager. We go open the menu and go, ads manager. We create a new campaign. This time we can go back to guided creation, because we don't need to make multiple ads. Our goal is conversions. This is our first time building a conversion campaign, but that's cool. This is great intro to it. We're going to call this whatever it is. Let's say, joined the purchaser list, 'cause remember we're focused on Nightingale. We've got an image. I'm happy to roll with that. There's actually a better one on their home page.
Here we go. You wanna save that image. For your firm, you could just pick your picture of you. If, you know, they're just talking to you, like I've got a campaign where it's just a picture of me. The goal is for them to talk to me. If you wanna join the community, at Nightingale, this is a good photo to represent that. If they're coming to a sort of an event, you've got cute hips to with a laptop and a glass of wine. That's cool too. You know, you can just go ... You just sort of adapt to your creative, to whatever it is.
Now, we've got our ... We need to set a [inaudible 00:07:41] conversion event. We've got this long list of stuff that's really kind of annoying. Here we go. Vanity meetings booked, was an example from my website. That's your conversion. Your custom conversion will be whatever yours is. It will be coming from the pixel that we set up in the first video. We scroll down. Now, here, who do we wanna target?
Again, it's gonna be looking back at our list. We've got website visitors, post engages and Instagram engages. Go through like you did on your previous videos, and select your audiences. You've got Instagram engages, you've got website engages, and you've got post engages. You'll have your custom audience for your Facebook page. Just remember, we're not doing look alike audiences, we're just doing straight up audiences.
Now, the group to exclude from this is your custom audiences. What you wanna exclude is the custom ... Here we go. Vanity consulting bookings. That's everybody who actually did the thing that we're trying to get this ad to do. You made an audience earlier, which was basically in this case, people that signed up, that filled out the purchaser form. We wanna exclude them, 'cause once they've done it, we don't wanna keep showing them the ad. Don't worry about location.
Again, I mean, everything's been targeting [inaudible 00:09:10] in this case. We can just continue with that. That's our audience. We're doing, we're dealing with, we're dealing with these groups, website, post engages, Instagram engages, where just to kind of clarify, we're excluding people who performed the conversion. We're tracking goal completions at the top.
It's worth briefly discussing why does it matter what type of campaign you pick. That's because Facebook optimizes for your goal. It knows a lot about the behavior of the people that are in your ad audience. What it's always working to do is try to get you as many results as possible, with your budget. It has an understanding of the ... It learns as your campaign goes along about, of this group of maybe let's say, 5,000 people that you're targeting with this ad, what do the ones who actually do the thing have in common? That's really, really cool. It allows you to not have to worry about being very strict around your targeting.
Facebook will do it for you. You don't have to really understand who your ideal ... Well, who you think is going to take the action. You don't have to have a really deep understanding of that. You actually just kind of run your campaign to the best of your ability, make your content as good as it can be, and you just go from there and allow Facebook to take care of the actual, who it shows the ad to, decisions. You just set broad categories about where does it draw this audience from, and where are there. That's about all you need to worry about. You don't need to worry about any of these options here.
Again, automatic placements, pretty annoying, but because it's really re-targeting, I'm actually okay to just leave it actually. I would allow Facebook to kind of do what it wants to do. This is the only time that I'd recommend automatic. We're really trying to get the best possible opportunity for people to take this conversion out of this audience. Allow it to show it to them everywhere that it thinks it can get that conversion, and go from there. One dollar a day, daily budget. Again, run continuously. We wanna optimize for conversions, which is what we want people to do. We can leave this as default. We can leave this as default. We can just go past all of this.
Now, it's time to create our image. We pick our ... We go back and we ... We go back and we pick our page. Single image is fine. Now, we upload our image. We've got this one. Now the image is uploading, which is great. Now, we have to enter the website you URL we wanna promote. We're gonna be joining the purchaser form. Here are are. This is the purchaser's landing page. Are you interested in becoming a future Nightingale resident is a great headline. We want to go sign up. Sign up is fine, or we could just do, learn more.
I think, learn more is always just a pretty good catch all in general. Now, we want to go ... I actually prefer to not get too specific here. Maybe start with the intro and then we'll add this. Register to be notified. Let's do this. Register to be notified, when a Nightingale building arises in your preferred area. Cool. That's good to go. We've got our website URL, we've got our text, we've got our image. This is our conversion ad.
Just to quickly review, it's all good. We don't need to worry about any of this stuff, news link description. Newsfeed link description is fine. What I generally would do for this, is to go to like, the home page, or the about page, and grab general descriptive text for the newsfeed descriptions, so that it's an accurate meta description of what's on the website. That's cool. Now, that's ready to go. Confirm. That will be a launched campaign. You can see how it looks on different platforms. You can say that it's kind of resized and changed for desktop. You can see in the right hand column, it will just sit there, and it will always be available and people will click on that.
Instagram stories is a bit of a weird one. This is just an opportunity where Facebook can optimize around what it thinks will do well, and if it discovers that certain channels don't do well, it will stop running your ad on those. It's always trying to work to your advantage, to try and get the campaign happening. We've got that. We've got the conversion set up. We've got all of that stuff. When we publish that, it'll be good to go. And then, that's it. We go back to the campaign page. We can start talking about what the keys are for this. Now, I didn't save that campaign which is all good.
Again, I'm not actually gonna run it. Just to quickly overview the three campaigns that we've got running now, we've got the brand awareness video campaign, we've got the authority building, article campaign. This is where we do all ad, long form storytelling. We've got our conversion nudge. We've got everything that we need, to help people introduce them to the brand, help them sort of fall in love with it or understand it at least, and then finally to nudge them. We're always gonna be there, in their feed, so that when the timing is right, they're ready to take that funnel action.
Reporting and Optimisation
Transcript: Reporting and Optimisation (Click to expand)Okay, so now that we've got campaigns running, we need to talk about what you do next, like a week later and a fortnight later. How do you know your campaigns are going well? What do you need to change? What do you need to turn off and on? This is pretty much the other 50% of running campaigns. Creating them is one part, but optimizing them and improving their performance over time and monitoring saturation is the other part of the job that you need to pay attention to. We're gonna go through the main things. There's two things that can really negatively impact your ads, either one, your ads suck, which we need to find out about, or two, ads are showing too often. And you've got a couple of levers for fixing this stuff, but we're just gonna go through and quickly, how to identify, we'll start with how to identify that ads are showing too often, because that's really easy.
We'll start by drilling down to a ... start by clicking on an ad set, and then we'll go to the actual ads themselves. This is the most important part, so you can see we've got one campaign selected, and we've got one set of ads. These are all of the ads in this particular ad set that I'm gonna be checking out. Now, the column that is very important for understanding whether your ads have been shown to too many people is this column called Frequency. Frequency shows you the average number of times that people have seen the ads. For the whole ad set of all the ads in this set, you can see down the bottom that 3.5 times per person is how many impressions they've gotten of any one of these.
But as far as looking at your individual ads, that's what we need to pay attention to. Now, these start at one, because for every person who is reached by an ad, there is a resulting impression, so it'll always begin at one. They've seen one ad. But then as they see it twice, the frequency will go to two. And as they see it three times on average, it'll go to three. And as your ads get seen more and more times by the same people, your cost per result will decline, your overall reach will decline, your relevance score will decline. Everything will go down, and your ad will eventually stop performing, or if it is running, it'll just be really, really expensive, and it won't be producing ads, and it will just cause you a whole of headache. So you really don't want to be running ads where people are seeing them over and over and over again. You want them to be seeing fresh ads.
A rule of thumb is that once your frequency approaches and then exceeds two times, so people over a 30-day period have seen the ad two times or more than that on average, it starts to indicate that you've got a couple of next steps. You've got ads showing too often, at 2.0 and above frequency. So what do we do about that? There's a couple of obvious solutions, which is new ads, which is about refreshing your content, so turning off your existing ads and replacing them with new ads that you've built with new content, new text, new images. That's one way to do it. That's the most labored way.
Expand audience size is the second option. Let's say you had one custom lookalike audience that you were targeting. You might add a second and a third. Maybe you'll loosen your age restrictions. But the downside of this, downside is reduced quality. You'll be saving your frequency going up too much by expanding your audience, but you'll be reducing the quality by widening that net, so you'll be less targeted. Reduced quality, less targeted is the issue.
And the final one is decrease budget if you can. If you're at a dollar a day, you can't decrease your budget. But if you're at $10 a day, you need to decrease that budget, because it shows that your budget is too big for the size of your audience, and it's forcing Facebook to show that ad to people too many times. And Facebook doesn't want to do that. You don't want to do that. You're paying to basically create a somewhat negative experience for Facebook users. They're selling you the permission to do that, but they don't want it, so they're really gonna make you pay for it. We really don't want to be creating those negative experiences by having too much ad fatigue.
But the downside of this option, just real quickly, is fewer results. That's a problem too. So you can do both of these, and these are intermediate solutions that you can try, because these are sort of the first couple of things you'll do when you start to optimize a campaign, because who knows if you got the audience size right in the first place? And who knows if the budget was right for that audience? You'll start by playing with these, to just balance it, but then eventually you'll have to be looking at new ads.
When it comes to your ad set, let's say you've got an ad set like your brand awareness video campaign, where you've only got one ad. What you might do is create a different video campaign or create another ad in that set. You will basically do a split test. We'll have two ads running, two video ads running to this lookalike audience. Then we look at the cost per result after a week or two, and we go, "Okay, one of them is doing a lot better than the other." It brings down the overall frequency by creating more variety, but you can start to replace content with newer content if it's performing better than the older content.
You'll be going, "Okay, we need a new video, or we need the same video but with a different thumbnail, different headline text, and different ad text." You can do that, and that will allow you to control your frequency. If you've got an ad set like your conversion, which again only has one ad, again, you can go into your ad set in this Ads tab, and you can create different variations of it, so that you can reduce your frequency overall so people aren't seeing the same ad lots and lots of times. There's more diversity, so they're seeing a different range of ads. That will allow you to monitor that frequency.
Then what you do once you've got multiple ads, which I recommend if you've got the time, and over time build your campaigns so that you've got multiple varieties, is you can start turning off ones that are doing badly, and that will give more budget to the ones that are doing well. This cost per result for this campaign from my ad account is cost per thousand impressions, so that's basically for your conversion campaign, that'll be cost per leads. For your awareness campaign, that'll be cost per video views. This is sort of an amalgamation of everything, because if the frequency is right and the quality of the ad is good and the relevance is good and everything's good, Facebook will basically give you a low price of running that ad.
As your ad becomes crappier or more saturated or less engaging, it'll cost you more, because people are less likely to click on it, and Facebook is less likely to show it to people. So what you might want to do as part of a monthly or fortnightly review is look at your list of ads. In your authority campaign, this will be your list of articles. Maybe it's 10 of them. And what you might do is just order your list by cost per result and turn off the few that are doing the worst, which will just push budget to your main ones. It'll increase their frequency faster, because there's fewer ads in the rotation.
What you can do is introduce three new articles, three new ad types, and that will allow you to keep your frequency capped and under control, but it'll also give you more options to experiment with, so that when you review your data in a couple of weeks' time, you can see if those ads were maybe pushing out a couple. Maybe they're superior to a couple of the ads that you were running last time, and that will allow you to turn off some underperforming ads. They will get more of the budget, and you just have this process of pruning, like pruning a hedge, where you just cut off the dead branches, making the rest healthier. And then occasionally you reintroduce some new ads and some fresh, some fertilizer, so to speak, into the mix, and that will keep your campaign running and trucking over time.
You just have to remember what your overall goal is for the campaign. In the case of the authority campaign, it's to just give people depth of understanding around your firm, to build more authority, to build more expertise, and to kind of remain top of mind. There's a whole bunch of different types of content that can fit into that set of goals, so you can just continue to add to that content, develop it up, replace, get rid of the bad stuff, and just keep on trucking along.
Just the main thing to make sure of is that you're just not running your stuff over 2.0 times. Let's say your frequency is fine, but it's been two weeks, and you want to see how you're going. You can actually just pop open, change your date to the last seven days, for example. Then you can go compare and set it to the previous period. This will allow you to just do some more micro level comparison, by clicking on one of these columns. Clicking on this little side button here, you can see percentage changes, and that will allow you to see if your reach is increasing or decreasing. You can see if you've got campaigns that are starting to perform better or worse. And you can be more detailed, apart from just looking at cost per result, even though that is still your most important metric to pay attention to.
Now, when it comes to optimizing your conversion campaign, because this is the one where your cost per result will be the most expensive, it can be difficult to optimize that, because let's say that for an architecture lead, maybe you're cool paying $50 a lead, or maybe you're cool paying $100 a lead. I mean, if I make a few thousand dollars a year off a customer, let's say even more than that, $10,000 a year off one of my clients, and let's say a third of that is margin, and I'm prepared to give away up to, really, let's say $500 per client, if my goal is very, very closely related to that $500 milestone, so that's basically $500 to get a client, so Mihaly Slocombe that we've touched on a few times is start your project.
If the leap from Facebook ad nudge to client is only one step, which is come to our website with a brief and become a client, that's targeting a fairly small number of people, so you're gonna have to be prepared to spend quite a bit to get a conversion like that, because that conversion is almost like an off-the-shelf ready-to-go client. On the other hand, if it's join my email list, well I mean, I might have to have 500 of those before I get a client, or 100 of those, so I might only be able to pay $5 per email for that for my campaign to be profitable.
It's about understanding what is it worth to you to get a client, as far as what are you willing to invest in marketing, and what are you willing to sacrifice to build your business this way? And then reverse engineering back down the steps from whatever your conversion is, all the way to your getting a client and getting that revenue, and kind of determining what is a fair and appropriate price to pay for this? Let's say you've got $1,000 for a new client, and one in five meetings turn into a client, so you know you're willing to pay $200 a meeting. And let's say one in two lead submissions turn into a meeting, so you've got $100 per lead submission. And then you've got 25% of people who click on the ad do that, so then you've got $25 per click is what you're willing to pay.
That was a pretty fast way of describing it, but look, there's a breakdown there, so $25 a click, one in four of those turn into a meeting, so that's $100 per meeting is the meeting value, and then half of those turn into ... Sorry, the numbers break down a little bit complicated, but you see what I mean. The further you go away from your ultimate revenue goal, the lower your cost per click. And that's why you have to be conscious of not being too direct with your conversion. This is the same for your website, because you will never be able to adapt your marketing strategy if you're spending $1 per day on ad budget, and it's gonna cost you in the end $500 per new client. Your call to action is "Be my new client."
If that's really what you insist on running with your ads, you will have to wait 500 days before a conversion, which begs the question, how do I make my campaign better? How do I make my campaign better if I have to wait two years to get a conversion? And also, why am I doing any of this? You don't really want that kind of top level zero gap conversion. You want to break things down. For me, I draw the line at a call. I'm happy to pay sort of like 20 to $30 per call, but realistically, I could spend a lot more than that, and I'd still be making profit, because I make pretty good margin on my services, and I'm pretty good at converting calls into paying customers. And this is all part of what I take into consideration when I create expectations around my cost per acquisition.
Let's say the purchaser list, the example that we're looking for, those purchaser signups are gonna be relatively low yield for Nightingale, because it's a white list. It has a certain roughness to whether or not the people are qualified and whatever, but they build up that list, and it creates data that they can use to inform their process. And it allows them to reach out, and it guarantees that they are gonna sell all those apartments. And in fact, they usually have excess demand, so they can work backwards and go ... Let's say they had 1,000 people on their waiting list, and they went to sell 10 apartments, but instead, they got 45 qualified candidates. They would know that essentially, they have a 45 out of 1,000 rate.
So again, doing that kind of mathematics, doing the math on that, you can work backwards and go, "Okay, to sell 45 apartments, we need 1,000 of these, so what is our value versus our cost per acquisition? How do we split our marketing budget down the line of qualified candidates?" Anyway, to get complicated in the numbers, I think you can tell what I'm getting at, which is that you need to make sure that you're not setting a campaign goal for your conversion that is so valuable to your business that you will need to drip your budget out over a really long period of time. It's better to pick something that's a little bit more intermediate to the final goal, whether that's a phone call, whether that's signing up for a wait list, whether that's attending an open house.
These are all different ideas. Attending an open house, coming to a workshop/meet-up, joining a waiting list, booking a call, downloading a guide. These are all examples of leads that have various levels of intent, but also value, because they all scale differently into you actually getting clients. Attending an open house, it suggests a certain amount of intent, but that could just be considered general curiosity, so you're gonna expect a fairly low number of those people to become clients, maybe one in 20.
Attending a workshop or meeting is slightly higher yield than an open house, because it's on a topic ... sorry, let me just fix this ... on a topic like defining, maybe the topic is building a brief, so it's very high intent. This audience is gonna have a much higher yield, because they're showing a lot more intent. A waiting list is a reasonable amount of intent, but it doesn't take a huge amount of investment, and it doesn't have conditions around it that mean that there's a clear-cut understanding of when this group's gonna come through. This is very, very cheap, because it's very accessible, but again, it has its own ratio.
Booking a call is extremely high intent. We expect a very, very high percentage of these to turn into clients. Downloading a guide is a lot like joining a waiting list. It's much lower intent. It doesn't make any of them any better or worse than the others, but what it means is you've got different amounts that you should be willing to pay, and that will influence finding an appropriate conversion goal for your firm, so that you can optimize your campaigns. Because what we want to do is have these occurring frequently. If we're talking about a conversion campaign, we want these to happen relatively often, maybe two to three times per week. And the why is basically so that we have data to improve our campaign.
That's why we really, really need that. You're not gonna be getting two to three clients a week. You could easily get 50 waiting list signups a week. You could get two to three calls a week. You could get 50 downloaded guides a week. You could get three come to workshops a week. So there's varying degrees of accessibility. It's really, really important when you're thinking about your campaign that you think about this stuff, because if you're just going straight for come to a project, you might be waiting a really long time, and you're just gonna be sort of watching your campaign tick and not knowing what's happening. It's gonna be difficult. You'll have to refresh your campaign many times before you even get a single conversion.
So we want to boil it down a little bit and then start thinking more about your general sales process and how you can do email follow-up, how you can be effective on your calls and seeing good proposals, how you can structure a waiting list so that you can turn that into clients, how you can sell at a workshop, how you can do in-person well. These are all just sort of skills that are important as a director, and so relying as much on them and not expecting just ready, prepared, good-to-go clients to come through your door, because they don't.
They do when they come from word of mouth and referral, which is why everyone loves word of mouth and referral, because they already trust you, they already know they want to work with you. They've already got that connection, so they're good. They're coming going, "Hey, I have a project. I want to start tomorrow. Be my guy. Where's my contract? What's your price?" Here we go. Sign on the dotted line. Fantastic.
For people who don't know you, don't know anything about you, who are not sitting there Googling "need an architect", but instead, they're just living their life, and the architect is actually coming to them. It's a really revolutionary kind of way of looking at doing this stuff. It's radically different from what we're used to doing as a profession, but it is what the profession is doing now. This is how you sort of adapt your business model to social media. It involves thinking about converting a little bit differently and selling a little bit differently.
So yeah, I mean that's just a general point around, I think, some predicting that when it comes to optimization, ad fatigue, and performance, it's very easy to think about how we can improve the videos. It's very easy to think about how we can improve the authority campaign. But I'm predicting a lot of people emailing me, going, "I don't really have any data on my conversion campaign, because my conversion nudge was start a project, and no one's done it yet, so I don't whether my campaign's doing well or not." I just want to jump ahead of that and hopefully give you a little bit more guidance on how you can think a little bit differently around this kind of stuff.
So that's it for this video. It's been an absolute pleasure going through this series. We touched on the pixels and plumbing and building audiences, the brand awareness campaign, the authority-building campaign, the nudge campaign, and reporting and optimization. Obviously, this stuff is pretty complicated. I've tried my best to make it simple by sort of walking you through it and doing a little bit of a case study, but again, this stuff does get a little bit messy.
If you'd prefer to be designing buildings and talking to your clients and doing great architecture, or whatever kind of business you're doing, and you don't want to be running this stuff yourself, or you just want to hand it over to an expert who you can basically help to work with and collaborate with to set up a process like this for your firm, then come to my website, book a consultation, get on my calendar, and we can talk though exactly how we could customize a strategy like this to your firm by reviewing what kind of content you have, what kind of clients you're looking for, and yeah, everything we need to run a great campaign and optimize it well over time and give you good constructive feedback on how you should go about the sort of sales and business development and conversion stuff for your firm.
It's been my pleasure. I'm Dave from Vanity Projects, and you can read more of my thoughts on my blog at blog.vanityprojects.com.au. You can also listen to my podcast, where I interview architects that I like and that I think are pretty inspirational from a business and marketing standpoint. You can follow me on Twitter, and yeah, those are all my plugs.
But the most important thing to me is, I would just love feedback. If you've watched this video, and it helped you or it gave you some ideas or it made your job a little bit easier or gave you some things to try, then just send me a friendly email. I really love hearing positive feedback, or negative feedback, but I'm probably not gonna ever reply to that. So there you go. Have a great day. Good luck with your campaign, and you always know that you can email me if you've got any questions.
Hope you learnt a lot from this course!