We. Love. New.
Everyone obsesses over the bleeding edge. The growth hacks. The fancy, shiny new stuff.
New ways to target on Facebook. New audience types. New retargeting options.
Why change up the strategy when you’ve got multiple Facebook ad campaigns already driving more leads than you can handle?
Sure, ad fatigue is a thing. But all you have to do is change the ad. Not deviate from a script that’s already working fine.
Otherwise, you can create some evergreen Facebook campaigns that will work no matter what day of the week or time of the year.
If it’s still working, don’t change it up. Double down.
New features might sound compelling, and they’re worth a shot, but they shouldn’t replace your biggest producers.
And on Facebook, you should have at least a few campaigns that largely remain the same.
You want consistency in order to grow. Not spikes and ebbs and flows.
3 Types of Evergreen Facebook Ad Campaigns
Here are the three basic types of evergreen Facebook ad campaigns:
- Awareness Campaigns
- Lead Generation Campaigns
- Conversion Campaign
These are campaigns that you should be running without ever having to hit the pause button. To help you navigate between the different types, we’ve come up with 15 useful tips on how to use evergreen campaigns to your advantage.
They’re discovering brands, products, news sources, and reading new content. Daily. Just like you and me.
And the fact of the matter is:
People buy from companies they feel a connection to.
That’s where awareness campaigns come into play! Facebook awareness campaigns give you the opportunity to tell your brand story to the people most likely to engage.
But, don’t take my word for it:
Funny or Die used multiple awareness campaigns to increase their engagement by 4x.
The success stories are endless with brand awareness Facebook campaigns. And for good reason.
They work! Top of the funnel campaigns pave the way for everything else.
Want to start increasing brand awareness, engagement, and ultimately sales?
Run ongoing awareness campaigns to optimize for site visits, video views, clicks, and engagement.
1. New Content Campaigns
Start by promoting content on an ongoing basis.
For example, you can run the same exact campaign but just update the ad creative with the latest weekly content.
You can also run carousel ads to test a variety of messaging and products to see which work and which don’t.
Make a lasting impact and bring your brand to life with beautifully creative canvas style ads:
If you’ve got these campaigns running, but they aren’t performing, double check your audience targeting.
Awareness campaigns should be designed to build super cheap audiences for future retargeting. And that’s it!
The problem is that most people don’t know you yet. They don’t really care about you or what you have to say.
That means you can’t simply tout your company info and stroke the company ego. You’ve gotta pique their interests.
You’ve gotta tap into their pain points and desires. Then, match that with relatable content that gets them to feel connected to your brand.
But, again, you can’t just throw down your basic blog content. That won’t work. You need to get creative!
There are millions of content pieces created every single day.
You can’t afford (literally) to get left behind.
2. Write Killer Headlines
The first tool in your arsenal should be a compelling, click-inducing headline that taps into the deeply rooted desires of your potential customers:
Improve your efficiency at work, not your hours. That’s exceptionally compelling.
Why? It hinges on the all too common desire of wanting to work fewer hours yet still make the same amount of income.
Honing in on what users will gain through your brand and product is extremely effective.
But, there’s something that’s even more effective:
Threat avoidance. Loss aversion.
Telling people what’s gonna happen if they don’t do something. The consequences of missing out.
Here’s an example:
If you don’t avoid these six errors, you can kiss that ROI goodbye!
Threat avoidance is compelling, to say the least. Nobody wants to lose something they already have. It’s even more powerful than gaining something new.
3. Maintain Consistent Brand Design
Once you’ve perfected your headline to hook non-brand-aware users, you’ve gotta master your brand design.
Otherwise, there’s no point of an awareness campaign, is there?
The key here is repetition to build recognition.
Nike perfectly matches their company branding with their shoes and the consistent color scheme that can also be found on their site and product pages.
Now that you’ve got your feet wet in design and copy, you’ve gotta get your evergreen audience targeting on.
4. Focus On Interest-Based Audiences
Brand awareness campaigns usually start with the demographics.
Audience match in these campaigns is critical. There’s no point in trying to build brand awareness to people who don’t care about your product, or would have no use for it.
At first, you can test basic demographics: age, gender, languages, locations, etc.
Then, you can outline interests and behaviors like in the example above.
After that, you can really start to narrow the playing field by excluding interests:
For example, you know that your average customer has an income level at $xx-$xx per year, then exclude people at higher and lower income levels to keep that current customer base growing, and eliminate those that won’t convert.
Ideally, these top of the funnel audiences could be anywhere from 500,000 to one or two million depending on your budget.
5. Target Awareness Placements
Ad placement should be generally broad since it’s an awareness campaign.
You can also switch objectives to drive traffic and engagements as well as reach and brand awareness.
The goal is to have a steady stream of new people interacting with your brand for the first time.
They’re reading your posts, clicking your content, and visiting your site.
You’re seeding an audience that you’ll now use to retarget for lead generation.
Lead Generation Campaigns
The second type of evergreen Facebook ad campaign to never stop running are lead generation campaigns.
You just spent some great money building up brand awareness. People actually know who you are, and they know what value you provide for them. Gone are the days of being just another lousy advertiser on their feed.
The next logical progression is to convert these brand-aware users into leads.
How do you do that?
By offering a valuable piece of content, or item, in exchange for information.
6. Offer and Test Lead Magnets
The best examples are the most common lead magnets: e-books, checklists, whitepapers, etc. The key is providing incredible data coupled with actionable steps.
The best lead magnets solve a problem. Address a pain point that’s been existing for too long.
But, always remember:
The exchange should be equal. If you’re sending them to a long-form blog post, you can’t ask for information.
Conversely, if you’re sending them to your lead magnet, you can’t ask for their credit card. That just wouldn’t make sense.
More importantly, though, is that these people aren’t at that stage, yet. Instead, your goal is to get entry level leads in the door.
They should also be specific:
Notice the title? On a budget. It’s not a guide for fortune 500 companies spending millions on content marketing.
It’s for small businesses or budget conscious organizations.
7. Craft a Compelling Value Prop
Next, have a compelling value proposition.
Compelling lead gen campaigns can also take advantage of webinars.
Users love webinars because it gives them live, real-world data and the chance to have a ‘walk-through’ of how to do it on their own.
On top of that, giveaways are always an easy, compelling campaign tactic:
Ain’t nobody gonna turn down $100,000, mentorship, and free HubSpot memberships!
So, what about audience targeting?
8. Target Your Awareness Audiences
You remember that audience you set up for your evergreen awareness campaigns?
You’re gonna capitalize on that hard work with simple remarketing efforts and target website visitors over the last 30-60 days of traffic.
Why? They know you. They know your brand, and they actually like you. Plus, they engage with your content.
It’s the perfect opportunity to qualify them as leads and hopefully, send them down the path to convert at a cheaper cost than creating new audiences that aren’t already brand aware.
And the beauty of it all? You know exactly who to target. You don’t need to scramble to test audiences anymore.
9. Test Individual Ad Creatives
On the other hand, you should be testing your design and copy. That’s critical.
Create multiple ad variants with different graphics, designs, descriptions and value propositions to see which ones secure the majority of leads.
You should start with broad offers and continually refine the copy based on the engagement.
10. Determine Placements by Conversion Goals
Offering a simple PDF lead magnet through a lead ad makes sense. It’s easy for someone to submit their info and you can automatically send the file over to them.
That’s not so true if you were offering a webinar. In this case, you obviously wouldn’t want to waste time placing these campaigns on mobile.
Conversions are the next step in your evergreen campaign checklist.
The reason these three campaign types are considered ‘evergreen’ ad campaigns is because they work.
The logical funnel progression is powerful. It’s proven.
Why? Because you don’t overwhelm ice-cold traffic with product ads before they even know your brand.
You don’t offer them a lead magnet when they haven’t yet realized a need for it.
You’ve already completed the tough part: Audience targeting and qualifying leads.
Now you gotta move in for the ki….sale.
Continue building trust with high-quality content and intent-matched offers.
Once you’ve built awareness of your brand and established a mutual, trustworthy relationship (content for info), pitching the sale is easy.
11. Use Persona-Based Copy
For example, that ad is a great depiction of targeting a specific persona, a tightly-defined niche.
It gives a valuable resolution for a pain point and describes the exact company type that would benefit from it.
Here’s the truth:
You don’t need to sell that hard. Forget the bells and whistles. You just have to deliver a compelling value proposition that matches the intended audience.
Next, keep it simple! Cue: Dwight Schrute.
What will they gain or lose?
And please, don’t talk about how awesome your company is or how great your product is.
Benefits > features.
12. Bolster Your Claims with Social Proof
88% of consumers trust online reviews as much as a personal recommendation.
Take advantage of that:
Don’t have testimonials on hand?
No worries! Do you have any compelling company stats for social proof?
13. Get Your Foot in the Door with a Tripwire
Is your product expensive? Make an offer that they can’t turn down:
If your product is $500 a month (like some CRMs), and you have trouble converting that service with a simple ad, offer a free trial or a lower-tier plan to blow through conversion roadblocks:
14. Target Lead Magnet Download Audience
Conversion campaigns need a specific audience, like the one we just generated through awareness and lead gen.
So those users are already prime to convert!
Since you’re optimizing for conversions, make sure to keep track of the average cost per conversion to maintain a positive ROI.
15. Optimize Conversion Placements
If your product or service is easy to buy, mobile is fine.
These also work well when you can overlay some geotargeting component to reach people who might be driving around or already in the area.
They have a high intent and can even purchase over the phone.
Otherwise, if it’s not a simple click-to-buy conversion, stick to desktop-based placements.
For example, you can split this traffic between newsfeeds and the right-column.
New features are awesome. There’s no doubt about that.
But spending too much time obsessing over new ‘hacks’ is pointless if your current campaigns are making it rain!
Or, should be making it rain.
There’s always gonna be a new growth hack. A new tool that promises to “skyrocket” conversions.
But, the truth is, there are a few evergreen campaigns on Facebook that will always work.
The individual variables might change. You’d obviously want to continue updating ad creative or testing new offers.
But otherwise, the simple funnel-based campaigns can largely stay the same.
First, build your brand awareness to a targeted audience with similar interests.
Once they’ve warmed up to your content, hook ‘em in with those value driven lead magnets.
Then, once they think you’re the cool kid on the block, close the deal.
Wanna keep those conversions rolling in? Keep the cash flowing?
Don’t stop running those evergreen Facebook campaigns.