The 10-Level Model for More Powerful Facebook & Google Campaigns
Sara Nelissen, Tue Feb 16 2021, 8 min
The secret to top-notch advertising is targeting.
The more you know about your audience, the more relevant you can make your campaigns on Facebook, Google, and email marketing platforms like Mailchimp - and the more bang you’ll get for your buck.
Every interaction a visitor has on your website — every page visit, every button click — can help you to better understand that visitor and target them more effectively. These interactions are called events.
But, there’s a catch: to use events to build a powerful audience you’ll need a few hundred, if not a few thousand, users who’ve performed it. That’s a tough number to reach with your key event, whether it’s signups, purchases, or quote requests. And it’s even tougher when your business has a long sales cycle.
Like most marketers, we were completely over the headaches this issue kept causing us. So, we developed a model that has not only made things easier for ourselves, but has also enabled many other businesses to build powerful audiences and give their campaigns a lift.
The 10 Levels of Engagement
Between the first visit to your website and the final conversion, your customers take several valuable actions.
The ultimate paradox is that Lookalikes work best with a large seed, but your best audience, the ones who sign up, are usually pretty small.
What we have learned was that if we break our user activities into groups separated by their level of engagement, we gain a whole new set of audiences. Some of them have turned out to be our winning audiences which have double our campaign conversion rates while cutting acquisition costs in half.
Oribi Marketing Analytics already captures all your website events automatically, giving you access to every visitor action, so you can explore different audiences. One less thing for you to worry about.
Let’s find your winning audiences!
STEP 1: DEFINE YOUR ENGAGEMENT LEVELS
To help you define your engagement levels, we have created 10 types of users. You can choose any number of levels - 3 or 5, whatever works best for you.
Take a look at the different levels - we’re using names to make it more intuitive (no offense if you find your name in the lower levels).
Level 1: Andy
These visitors entered your website by mistake and will leave immediately without performing any events. These leads usually come through low-intent channels, like Google display ads.
Level 2: Betty Visitors with very low intent. They might scroll on the initial page or visit more than one page before leaving again.
Level 3: Chris They engage with your website, or return to it, but don’t perform any events that signal intent.
Level 4: Donna These visitors have performed at least one action that indicates intent, like registering for a webinar, subscribing to the newsletter, or joining one of your social channels.
Level 5: Ethan Visitors who performed the first step of your purchase funnel, like clicking add to cart, or starting to fill out the registration form.
Level 6: Fiona Made it further in the purchase funnel, but didn’t complete it.
Level 7: George Dropped out in the last step of the funnel, such as right before completing the purchase or sending the signup form.
Level 8: Helen These visitors completed the funnel, such as starting the trial or purchasing a product.
Level 9: Ian The top visitors who’ve completed the funnel. Those visitors have purchased an item over a certain value or are the most active trial users.
Level 10: Julia Your loyal customers, who have purchased more than once, or moved from trial to a paid account.
Identify the actions visitors can do while moving along your sales funnel and match them to the different engagement levels.
Tip: This model is your key for finding the perfect audience to every campaign. Retargeting campaigns may work best for levels who started your funnel, like 4-7. To build the best lookalikes, you’ll probably want to choose higher levels, like 7-10. And, if you’re trying to broaden your seed, you can even group several levels.
STEP 2: SEND YOUR EVENTS TO FACEBOOK
Once you’ve identified your levels, the next step is to send the events that define those levels to Facebook, Google, or your email marketing platform.
The good news first: exporting events no longer requires coding. Oribi’s Export Events feature lets you connect your Facebook, Google, and email account and send any of your website events in just a few button clicks. No need to chase your developer. And, Oribi will continuously update your exported events!
If you’re managing different domains, you can also connect each one to a different ad account.
You get your ‘mission control’ to send the events you like - page visits, button clicks, or grouped events (e.g. all videos watched on your website) - to either of your connected marketing platforms.
STEP 3: TEST YOUR AUDIENCES
Now, we can start testing your different audiences to find your winner. Because every platform is slightly different, we’ll explain how to test your audiences in Facebook Ads, Google Ads, and Mailchimp.
Facebook requires a minimum of 100 users to create a new custom audience. For better results, you’ll need at least 1,000 users, and best results start at 10,000 users. While this is hard to reach with only level 10 users, you now have a lot more users from which to find your perfect audience. When we started using more levels to build our audience, we cut our cost per signup by 30%.
Pro Tip: Use Facebook’s Audience Overlap to make sure the audiences you’re creating are not too similar. If you find correlations of 60% or higher, start with one audience and only test the other if you see good results.
Pro Tip: Exclude the lowest levels from your winning audience. For example, build an audience of lookalikes from levels 7-10, but exclude the seed audience matching levels 1 & 2. This will reduce your junk audience and lead to overall better results.
Just like in Facebook Ads, an essential component of the Google Ads algorithm is the campaign objective you define. Both Facebook Ads and Google Ads require a minimum number of conversions before the algorithm can optimize your campaigns. While Google Ads recommends 200 conversions per month, the best audiences require at least 1,000 conversions per month.
In the Settings of Google Ads, scroll to Conversions and choose conversion actions for this campaign. This will allow you to optimize a campaign to a certain conversion instead of the overall goal. If, for example, your overall business goal is for people to install your product, you can choose for specific campaigns to be optimized for signups.
Another important component is keywords. You’re already doing your homework, defining the strongest keywords and testing long-tail keywords. And you probably get a lot of clicks for your keywords, but see hardly any conversions. This is a very common issue, but one that can be solved easily.
You can add more levels to your view in order to understand what’s happening between the click on the keyword and the drop before converting. Maybe some of your keywords don’t convert, but they drive a lot of level 7 users who get as far as the final step in your sales funnel before they leave.
Testing Audiences in Mailchimp:
Your email list is one of your most valuable marketing assets and you’ve probably spent years building it. But sending a general email to all of those leads results in low engagement, low response rates, and tons of missed opportunities.
Exporting events to Mailchimp will allow you to build your perfect user segments and send relevant emails triggered by key actions on your website, exactly at the right moment.
Once you have your levels defined, you’ll also know which email content you should send to each segment. For example, level 6 users who started your purchase funnel but haven’t completed it can be reactivated by sending an email with a limited-time offer or the option to talk to a sales representative for more information.
The competition is tough on Facebook, Google, and Co., and the right targeting is what separates the champs from the has-beens. Your website contains a ton of valuable visitor actions that can help you build the perfect audiences for your campaigns and spend your ad budget where the money is.
Oribi’s Export Events feature will help you transfer those visitor actions to Facebook, Google, Mailchimp, and other platforms - easily, automatically, and without any coding involved.