Facebook is a massive platform with 2.41 billion monthly active users.
In order to hack your Kickstarter Facebook ads, you need to know your market, your pain points, and create advertising angles that will grab their attention and convert them to backers.
You can do all this by looking at your competition, researching their messaging and targeting, finding interests that are relevant to your product, and testing them. This is how you can get the most from your campaigns and your marketing dollars!
Know Your Market
A key part of launching a successful Kickstarter campaign is gaining an understanding of your market. This includes researching your competitors, both new and existing, to determine how they position themselves and what they offer customers. This information will help you create a strong, unique position in your niche.
This will also tell you what kind of messaging will be most effective for your campaign. For example, Crimibox, a company that makes jeans, found success with a brief, engaging story about their project and the impact it would have on their target audience. By creating a narrative that was relevant to the reader, Crimibox was able to get their product featured on a major news outlet and over 9000 pairs of jeans were sold. This approach is a great way to start thinking about the narrative for your own project. Make a list of publications, blogs and journalists that you can contact for feedback and advice about your project.
Create Advertising Angles
The right ad creative combined with the right target audience will yield top notch results. A bespoke ad campaign will not only boost your ROI but help you stay on budget. A well executed Kickstarter ad campaign will be a welcome addition to your marketing toolkit. The key is to keep a close watch on your data, make smart decisions and stay on task with the right marketing etiquette. The best way to do this is to stick with a proven winning formula. A seasoned pro will have your back and save you the headaches of the marketing disasters that can plague newbies.
Squeeze Most From Custom and Lookalike Audiences
Custom audiences are a great way to target customers who have already interacted with your business. This can include people who have followed your business, liked your Facebook page or visited your website.
Lookalike audiences are another targeting option. These are groups of Facebook users that are similar to your current audience, based on demographics and interests.
Rick uses both types of audiences in his business to help him boost sales and reach new users. He uses a custom audience based on people who have engaged with his Facebook page, and a lookalike audience that includes people who visit his website.
When creating a lookalike audience, Facebook gives you the option to choose between 1% and 10% similarity. The higher the percentage, the more reach your ads will have.
Test Ad Visuals and Copy
Copy testing is a great way to see how well your campaign’s ad visuals and copy are working. This can include things like the images in your ad, how well your headlines, copy and descriptions stand out from your competition, and what kind of calls to action (CTA) buttons your audience is most likely to click on.
Before you even get started with copy testing, be sure to narrow down your target audience by demographics. Using surveys, Google Analytics, Facebook insights, website stats and your social media followers, identify which segments are most interested in the type of product or service you’re selling.
Once you know who your ideal audience is, it’s time to start testing the copy you use for your ads and landing pages. You can do this with A/B tests, which compare two or more variations of your ad copy against each other to see which one performs better.
Verify Your Domain and Track Events
Domain verification is a crucial step to ensure your brand’s integrity on Facebook. It limits ad link editing to trusted partners and employees only, giving you more control over how your domain is used.
This process is especially important for tracking events related to the Facebook Pixel, Conversions API and Event Measurement. It also enables you to track iOS users in light of Apple’s iOS 14.4 privacy update.
Getting your domain verified is easy and can be done with a simple TXT record. First, log into your Business Manager account and navigate to Brand safety > Domains. Then, paste your TXT record and click “Verify.” You’ll need to wait about 72 hours for it to be processed by Facebook.
Spend Ad Dollars Wisely
Whether you’re a startup or an established business, you can boost your small business growth by investing in marketing strategies. However, finding the right budget and ensuring that your spending aligns with your goals is essential to achieving success.
To allocate your ad dollars wisely, start by setting measurable advertising objectives and developing a strategy that aims to deliver on those goals within a given time frame. Once you know your ad spending goals, use past industry data to identify how much you can afford to spend and how long it will take for that money to produce results.
Next, set a daily and total budget for each ad. Once you have this, your ads will be distributed in a way that maximizes their impact on your business and your overall ad performance. Finally, make sure to monitor campaign performance and optimize your campaigns as needed to maximize your ad results and ROI.
Separate US audience from RoW
The crowdfunding website Kickstarter enables creators to post projects they want to turn into reality, and Backers to browse those projects and choose to pledge towards them. In exchange for the services, Kickstarter charges campaigners a small percentage of what they raise.
The website is a great place to browse for cool projects and learn about the latest in creativity, innovation, design, technology, and film. You can also search for a specific category by name or keyword. The site’s home page shows featured projects, what’s recommended, fresh favorites, and more. You can use it to find the project that catches your eye, as well as back it if you want to make a difference in the world.
For best results, you should create custom ad sets that are targeted to your most relevant audiences. This can be achieved by using a Facebook look-alike audience or by setting up Google Analytics to track your conversions from ad clicks.
Get Facebook Attribution
Facebook ads are a vital part of any crowdfunding campaign. They’re a proven way to increase campaign revenue, drive leads and fans, and build a community around your project.
But they also come with their own set of challenges. One of the biggest is that Facebook rolled out a new attribution model this spring, which can account for up to 150% of a campaign’s revenue (which is quite a bit).
For this reason, our team at Aphrodite decided to sweat out the problem and pull both models for businesses in an effort to be more transparent. Using an “iOS 14” toggle on Aphrodite, you can see data before and after the new attribution model is in place.
To get attribution on your Kickstarter campaigns, you’ll need to use a workaround that allows for tracking from the user level and not just the site domain. This requires creating a unique (sub)domain for every Facebook ad you run.