Fan Economics: A brief discussion on the setting method and practical application of audience conversion funnel in Facebook advertising
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The author of this article まろ is the author of the light novel “Southern Cross”. In the spirit of “taking from the Internet and giving back to the Internet”, we share personal experiences, covering entrepreneurship, business strategy, business management, marketing planning, psychology, etc. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
Hello everyone, last time we talked about one of the ways to deal with the significant reduction in Facebook’s natural reach in [[A brief discussion on interactive tips for Facebook fan pages: flexible use of voting activities]] (https://www.contenthacker.today/2018/09/facebook-questionnaire.html). Today we will talk about another issue: the inefficiency of advertising, especially web link traffic ads that focus on click conversion rates.
The content of this discussion is mainly for fan groups that have a certain number of fans (perhaps more than four or five thousand) and are beginning to hope to interact deeply with fans. Of course, even if your fan base currently doesn’t have that many fans, some methods are still available. But be aware that when placing ads, if the audience is less than a thousand people, it may not be possible to place ads because the number of people is too small.
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I started running a fan club at the end of 2015. At the beginning, because I didn’t have basic fans and didn’t understand the advertising techniques, I also experienced a period of very high advertising costs. I later discovered that as long as the content (usually illustrations) is interesting and the audience’s interests are chosen a little bit broadly, the cost of a post or a fanbase’s likes can be pretty good. For example, my main content is light novels. Fans of light novels are usually anime fans, and anime fans are usually also interested in comics and illustrations.
However, this strategy has led to a deep and long struggle in traffic advertising (hoping fans to click on the link), and I didn’t understand why until recently?
Let’s first see the initial and improved delivery results:
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Big change, right? Reduced from 44 yuan per trip to 10 to 15 yuan. These six advertising combinations all contain the same advertisement!
The biggest change is that from the original about 25 keywords, it has been reduced to only the most important keywords: novels, light novels, online novels, and serial novels. As for the main audience of my fan club being women aged 22 to 34, this has not changed.
In fact, this principle is easy to understand, but at first glance it seems a bit strange: “Fewer people are being served ads, but the number of clicks has increased?”
Imagine that in order for an audience to respond to an ad, two big problems must be faced: noise (generally speaking, things that compete for the audience’s attention) and static friction (the audience’s resistance to taking action). Imagine again, which one is more troublesome, likes or leaving Facebook to browse other websites?
Therefore, for the audience of non-fiction lovers, it is no problem to like the beautiful pictures when they see them, but because they are not very interested in novels, they are too lazy to click on the links to read them. It’s that simple.
So the next question is, how “puffy” is my fan base?
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If you use the four keywords I just mentioned and set the relationship chain to fans, you will find that there are only 3,300 people, which is probably less than half of the total number of fans. But for me, if half of my fans can become loyal readers, that’s enough! Therefore, at this stage, I do not plan to spend resources on adding more fans, but on how to communicate deeply with these 3,000 fans.
The reserve advertising audience of “novel fans_fans” has become very important, because this group of people are people who really like novels, not because of other added values (such as beautiful illustrations).
There are also three reserve advertising audiences that are also very important. Let’s start with “Novel Hobbies_Fans Friends_Women_22-34”. Under normal circumstances, when promoting to friends of fans, Facebook will display “○○○Like this”, so the success rate will be higher. In order to be more precise, I also set the interest limit of “Novel Hobby”.
Next, talk about “Maple Town Interactive Within 90 Days”. You can think of this as remarketing to visitors. If there are a large number of people, I would suggest adding the condition of “exclude fans” to avoid self-bidding. (Although on Facebook, you rarely see self-bidding, because Facebook already oversells ads!)
Finally, there is “Similar Advertising Audience 1%_Female_22-34_Excluded Fans”, which is compared by FB itself to the top 1% of users who are closest to existing fans. Theoretically, fans should not be included, but to be safe, I will still add the condition of “excluding fans”.
When I currently run ads, I will create at least four ad combinations of reserve ad audiences, and set up ads with the same content. After running it for a period of time, turn it off if it is not effective. I think different ads respond differently to these four audiences, so you can experiment a little with a small advertising budget.
Let me say one more important thing. That is, why do we do this?
Facebook’s organic reach is already very low, and advertising cannot guarantee that it will reach its core fans. Furthermore, the browsing behavior when using FB is more like turning channels to see where there are interesting things, rather than having a good dialogue with brands.
I think you should know what I want to say.
Now, Facebook is just a media used to attract fans because its community mechanism and advertising are mature. But you have to take fans elsewhere to develop higher value.
Let me show you an interesting questionnaire result.
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Well, there are 46 votes in total, what do you think the distribution ratio is? The answer is that LINE@ came to 45 votes and E-Mail only got 1 vote.
Of course, as far as I am concerned, it does not mean that I do not collect email lists. We just prioritize preparing LINE@ so that fans can join and have a more stable publicity effect.
Before building fans, of course, you must first ensure the click conversion rate and cost, otherwise it will be a staggering advertising expenditure, don’t you think?
I hope this article can help you. I assume that readers of this article have a basic understanding of Facebook advertising, so the details of the operation are not mentioned. If you have any questions about the operation details, you can check it on Google first, or leave a message in this article!
See you next time!
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Further reading
- A brief discussion on interactive tips for Facebook fan pages: flexible use of voting activities
- Content is power: let us find great content channels in the vast ocean of marketing
- Interesting and good-looking is king──Hand-drawn style content marketing is the rule
