Today's author:Kisson Lin

Since 2014, he has been based in Singapore, Facebook's Asia-Pacific headquarters, and is responsible for the advertising channel cooperation of small and medium-sized enterprises in Greater China, hoping to bring more information to cross-border e-commerce in China through the experience gained in recent years, so as to help more enterprises go global.

This day's sound excellent:Baby Bear

The first step was explained last week Facebook Ad Trilogy (I)How to grab the user's eyeball, this week said how to hit the iron while hot, the attention into desire.

Men with a certain common sense should know that if you have called your sister at a reception, you have to go to the next step, you have to find an excuse to offer someone else in the next few days, and then try to show your every aspect of the date, so that your sister can learn more about you. So what's the key to the next step when users know about your brand? Of course it's time, selling points, and call-to-action.

What is the best time to hit the iron while it's hot? According to the Abinghouse Memory Forgetting Curve, people forget half after 20 minutes, 3/4 after 6 days, and the difference after a week is not so big, that is, a week or so is the time of memory molding, if you are the 20% printed in the user's brain brand, then he forgets your probability is smaller, but how to do 20%?

Two methods: 1) Your content is very prominent and memorable  2) Re-appear in front of the user the next day, so that you see your ads two or three times a week, the probability of forgetting the next month is much smaller. For example, design 3 videos, one day to show users, or you don't have that much budget, you can also design a video, the first day let the video reach as many people as possible, the next day to expose the site click on the picture ads to see the video users.

Of course, these two methods can only increase the probability, but there is no guarantee, because everyone will remember the content is not the same, this and the human brain structure and experience have a relationship, and if you have nothing to do with a round of advertising every day, the material is the same, the user will appear aesthetic fatigue, began to weary. OverallBig promotions (anniversaries or something) can follow up on a website click ad the day after a video, and in normal terms, new users are exposed once a week to click on ads, fine water flow,The effect is still good.Old user's words, we in the next issue, the desire into a transfer order, will be explained in detail for you.

Well, now suppose you're going to send a message the next day about your sister coming out. What's your message going to say?

A. 
B. 

C. 

D. 

E. 

F. 

The above six options tell us that the product is the bottom line.

On this basis, let's analyze the A, B, and C options. A is directly to the call to action, such as to show the user product map, with the words 'buy now' - and bullying president is different, if the sister does not come, the overbearing president will go, but if the user does not come, you will still chase him, so this overbearing president's trick, the success rate is not great (simply said is the seller's market vs. buyer's market);Tell the user the benefits of the product (foie gras cooking is great) and the value it brings to the user (you like foie gras) and then add a call to action (do you want to try it), first let the user do not want to feel that you are in good for him, the second need for action is very simple very direct, easy to carry out;Deliberately selling customs, playing mysterious, easy to arouse user interest(For example, guess how much these products add up?) ), but the call to action on the paper is not clear enough, so it is more necessary to have a call to action button, such as 'learn more'. Just as there are markets for warm men and bad boys in society, and warm men occasionally play bad or bad boys occasionally get better can bring unique surprises, both strategies are availableFrom time to time sincerely indicate the advantages and value of the product, and from time to time tease the user, it is more sustainable to arouse user interest.

As mentioned at the beginning, if you are not to do a large time-based marketing campaign, the usual advertising once a week or even once a month can be, but don't be lazy not to change material, if you eat about sisters are going to the same restaurant, wear the same clothes, order the same package, is people will be annoying? But the premise of changing material is that no matter what material, there must be one thing in common, this commonality can be your model, brand design style, background pattern /color, display style and so on, common is the key to needle lead, it can let you keep the flow of fine water at the same time, let you continue to bring freshness while maintaining a consistent brand image, which can help to enhance your brand recognition (e.g., Johnny Depp, Scarlett Johan, Lady Gaga's brand recognition is high). In particular, when you've just let new users know about your brand, the ads you've added are more consistent with previous videos. For example, a soft video that shows the style of the brand is followed by several pictures of the product in the picture appearing in the video. For example: 

Video x Carousel

There's not much to sell in the video, but the product that appears in the video then appears in a multi-figure ad and tells the user to click in and buy it. This back-and-forth is smooth, easy to evoke user memories, but also convenient for them to take action. And you may also notice that both examples are multi-figure ads. Multi-figure ads give customers more choice, so that the probability of clicking into any one graph is much greater than just one chart.Multi-chart ads usually do better than single-figure ads, whether they're clicks or conversions.Just like, instead of you asked your sister, 'The foie gras at the arc de Triomphe restaurant is great. ', people may refuse on the pretext that it's too far away, but if you ask my sister, 'I know the top floor of the Arc de Triomphe, the second floor of the West Bank, and the foie gras on the top floor of the Napoleonic Building are all great, the Arc de Triomphe is more classic, the West Bank should be more convenient, Napoleon Tower that taste is more unique, which one do you prefer?' 'If you think about it, the chances of rejection are much smaller.

Multi-figure advertising application is very wide, the promotion of the same series of products is OK, show the same product from different angles is OK, even you have a burst, with multi-map ads in the side to add a few similar products to complement your burst is also OK (just like the first out date with a uglier than you, the other side of your feelings about you immediately rise). Let's take a look at the following example: 

There are also more examples of playing high:

So show your selling points with multi-chart ads (note, as the example just said, selling points are the advantages of your product and the value it can bring to consumers), stimulate demand, and add a call-to-action button so that users can do what you want him to do in one step.We'll go into more detail later on how to find the product's selling point.

With the material ready and the time to go up, let's look at the land and the people and:

To get new customers interested, you can use a series of Website Guide (CPC) ads and place a Facebook tracking code (pixels) to track transfer orders. The reason is very simple: 1) tracking conversion and do not charge you money, give extra information in vain do not ah? 2) Each user to consider the purchase cycle is different, and an estimated method is to use the conversion rate, if the CPC advertising conversion rate is also quite high, it is very easy for this group of users to be interested in your products and buy, so that you can go directly to the next link: transfer orders - re-marketing (this time to do website conversion ads); Tracking transfer orders will only give you a clearer look at when you can move on to the next step. The principles and usage of tracking codes we'll talk about in the next issue (remember to pay attention!) ) 

So you might ask: Do you want to do conversion ads or CPC ads? That's a good question! But it's another big lesson. Here is a brief summary (technical level of the next special topic to say): the site guide ads (CPC) to your ads to the easiest to click on the people, the site conversion ads to the most clickable people to buy, so the same 100 yuan, the former may bring you 50 clicks, 2 purchases (hi, by-delivery), the latter may give you 30 clicks, 5 purchases. This situation, of course, buys more sites to convert ads well. But the premise is that there's enough traffic on your site so pixels can start learning and quickly grasp the rules and deliver the rest of your budget to the person most likely to make a purchase (i.e., the lowest cost of a transfer). Just like pouring water into the funnel, if the upstream water (flow) is not enough, downstream (conversion) is less, then the system may not have reached this optimal learning point, you have run out of budget, then you finally do it at a high cost. For the new e-commerce, the site has not yet a lot of traffic, then first reach a large area to reach, and turn them into large traffic, it is very important, and for the old e-commerce has been light car familiar road, has been doing conversion ads, may find a period of time after the conversion rate began to decline, this time should also do a new customer touch and traffic, to open the source.

You may have to ask again (why so many questions!) ): How many conversions will the system learn, and from this point on to achieve optimal results? Of course the more the better, but if you want to ask me the most basic bottom line, the experience value is a combination of at least 20-25 conversions. Therefore, this is to use CPC to attract traffic, but at the same time to track the benefits of conversion: CPC is relatively stable, do not need too much learning, can start immediately, so that the upfront cost is relatively low, and if you use CPC have found that the conversion of more than 20 words, it means to attract user interest in this stage of basic standards, can be advanced website conversion ads, directly take the transfer order.

Land:These 廣-type announcements can be posted on Facebook, Instagram and Audience Network at the same time, and again, if multiple locations see your 廣-notice once, much better than a version of the location to see your 廣-notices, and the first issue of 'Heaven and Earth' says that we have thousands of quality cities on the Audience Network, which greatly increases the reach of your ads, Keep your CPM (cost per thousand touches) lower, effectively reducing advertising costs. 

People and:Another benefit of the last issue when we talked about using video and canvas to catch the eye of users and get them to know your brand is that the system will intelligently store these users, you can circle them in the 'audience' tool, in this link targeted delivery. These people have seen your video for more than 3 seconds, or to 75%, or to 95%, or have opened your canvas, or even clicked on the links inside canvas, they must be more impressed with your brand than the public, for these people to run click/switch ads, the effect of course will be better, and back to our keywords, while hot iron, make sure to spend money on the cutting edge.

It's easy to create these audiences. 

To the Audience tool Create a Custom Audience You can create an audience based on video/Canvas/lists.

Create a video audience, and you can choose to watch videos for different lengths of time to distinguish between different audiences. Of course, the longer you go, the more impressed you are with your brand, but there may not be that much. Usually 3 seconds is enough to make an impression, so depending on the length and content of your video, it's best to test A/B to see which length of the user is the best balance of breadth and depth for you.

Select fan pages and videos;

In addition to videos, you can choose a Canvas audience

You can choose 'the person who has seen your canvas' or 'the person who has clicked on any link in your canvas'.

Once you've created a Custom Audience for a video or canvas, you can also create lookalike audiences directly (new audiences that are most similar to them),

You can choose to create several groups at once, based on similarity, such as 1%, 1-5%, 5-10%, and then do the A/B test to see which group is best for your depth and breadth balance.

After successfully stimulating the user's desire, the next step is to close the deal, this is the ultimate goal ah (not for the purpose of the deal marketing is playing hooligans), so especially important, can optimize the place is particularly many, please do not miss. Remember to press and hold the QR code below to pay attention to the baby's public number, next week for you to unveil the last trilogy!