How do you keep a campaign fresh? You make sure that the audience it reaches is perpetually fresh. You can do this with an evergreen Facebook campaign.
I’ve been using this approach since 2015. It still works today.
An evergreen Facebook campaign can utilize one ad or dozens of ads. It can be shown to each user for a handful of days or several weeks. It can be as simple as a single track or it can send people down different tracks depending on how they interact with it.
The possibilities are endless. But I wanted to give you an example of what I’m currently doing.
There are several variations of “clicks” found within your Facebook ad reports. Knowing — and not knowing — what they mean could vastly impact how you view results. Do you know the difference between Facebook clicks?
After reading this post, you will have a clear understanding of the meaning of the following:
Landing Page Views
Unique Clicks (all types)
Ready? Let’s roll…
Where to Find This Info
Facebook has improved significantly in this area. You may not even realize how easy it is to find this info.
If you’re ever uncertain about what a Facebook ads metric means, simply hover over the header row in your ad report.
Facebook advertisers have a deep toolbox available to help reach their ideal audience. One underutilized and underappreciated group they can target is their referral traffic.
How much of your traffic comes from Google? From Instagram? From somewhere else? Are the behaviors, needs, and expectations of these people different from your typical visitor?
Knowing the referral source could allow you to create advertising that caters specifically to their needs.
I have admittedly long taken for granted that not everyone has the ability to create referral Custom Audiences. I’ve been able to do this for years. It’s not because I have access to any Facebook features that others do not. It’s simply due to how my pixel is set up.
This is a very big change to the structure of Facebook campaigns. In short, you will no longer be able to set a daily or lifetime budget at the ad set level. Let’s dig into the details of what this means…