Are you ready to see better results from your Facebook ads?
Have you been using the Reach objective?
In this article, you’ll discover how using the Reach objective with omnipresent ads can work to consistently put your business in front of your target audience.
The Reach objective is massively underutilized
It’s probably not new to hear that Facebook advertising is more complicated than ever right now. Currently, there are 14 objectives online marketers are able to use when you first create a new campaign, with the most common being Post Engagement (Boost Posts), Traffic or Conversions.
However, in the Awareness column when you create a campaign in the guided creation flow, or in the dropdown list in the quick creation flow you’ll find the Reach objective.
You may be wondering what is the purpose of choosing the Reach objective when conversions will target people who are likely to take a specific action that I set, such as a purchase or lead event?
The answer lies in strategy: how you use the Reach objective and at what stage of your sales funnel. If you were to go about using it in the same way as you use Traffic or Conversions, by targeting large audiences, you won’t see the same results and you’ll be wasting your ad budget.
Instead, it’s a good idea to target a smaller, highly targeted audience that is hyper responsive and are already in your sales funnel, an example being low duration website custom audiences.
What is an omnipresence campaign?
The end goal with an omnipresence campaign is to build up recognition and authority by consistently showing a variety of omnipresent ads that aim to establish your business and brand firmly in your target audience’s mind, nurture them into a trusting relationship and eventually moves them further along your sales funnel.
The difference between an omnipresence campaign and a Facebook campaign is that it only uses the Reach objective and you are not looking for winning ads. Instead, you want multiple ads which will each have a different messaging angle and be shown to your target audience in a short duration of time.
The structure of the campaign itself is different from other types of the campaign as well. Rather than choosing a campaign objective, ad set and multiple ads, like you would find in a traditional Facebook ad campaign, an omnipresence campaign is made of multiple single ads (omnipresent ads) and ad sets that are targeting the same audience.
When to use the omnipresence campaign?
This type of campaign is best used for high-end product or service providers where the path leading up to a purchase is long and requires the consumption of a lot of information in order to educate your target audience before they are ready to buy.
TIP: If you sell a physical product you are better off using the Reach objective for short duration website remarketing and then the Conversion objective for warm and cold audiences.
As a service provider, one of the best places to use it in your sales funnel is after an event trigger such as an opt-in.
For example, it would be an effective strategy to use omnipresent ads along with the Conversion objective for an opt-in campaign which aims to drive leads through lead magnet sign-ups and then create an omnipresence campaign using the Reach objective to serve ads to people who have opted into your lead magnet.
You can also use this type of campaign further towards the top of your sales funnel, pre-opt-in. Here, omnipresent ads can be used to target very specific localised markets or visitors of specific pages on your website, such as the contact page or services page.
#1 Create your omnipresence audience
The first step to creating your omnipresence campaign is the creation of the audience you want to target. Again, as mentioned earlier, the audience you create will depend on where in the funnel you are using the campaign.
In this example, we are going to be using it after an opt-in trigger for a lead magnet. This means we want to create an audience that isolates just the people who have opted in. For this, we are going to use a website custom audience and event action in our omnipresent ads.
To do this navigate to your Audiences dashboard.
To do this, you’ll need to click on create audience and from the dropdown select, Custom audience. From the custom audience creation menu select website traffic, this will open the website custom audience creation window.
Next, in the condition section, select Lead from the event type. The reason for using Lead as the event type is because we have already installed the lead event action to trigger on the thank you page of the opt-in.
NOTE: If you haven’t installed event tracking for leads, you can use the website URL instead. To create this audience, you’ll need to change the condition variable to “People who visited specific web pages” and then set an exact URL of the page excluding the https and www part of the URL.
Finally, change the audience duration from 30 days to 180 days will allow you to include as many people as possible since this will already be a small audience. Name your new audience, personally I use the naming best practices of WCA – Lead Opt-Ins – Last 180 Days. That way I can see the type of audience, the condition and time duration all at a glance which saves a lot of time when things are busy.
Your audience will take a few hours to populate and you’ll see an actual size in 2-3 days after your audience creation.
#2 Create a new Reach campaign and set up your first ad set.
The next step to creating an omnipresence campaign is to select the Reach objective and configure your ad set.
To do this, navigate back to your Ads Manager dashboard and click on Create. Select ‘quick creation’, name your campaign and in the campaign objective field, this is where you can select the Reach objective. Ensure campaign budget optimisation is turned OFF. We don’t want Facebook optimising reach to just one ad set, as that defeats the whole purpose of this type of campaign.
Next, name your Ad set and select your Facebook page. Finally, name your ad and click on Save to Draft.
Navigate to the Ad Set level and set your budget and schedule. Start with $1 per day. This, of course, isn’t a high budget ad set but remember that you’ll have 5-10 omnipresent ad sets each with their own budget so your total campaign budget will be your daily budget per ad set multiplied by the number of ad sets.
For example, $1 per day ad sets and 10 ad sets give a total daily budget on the campaign of $10 per day.
Next, in the audience section, select your website custom audience and leave the rest of the demographic information open; all of the segmenting has been done in the website custom audience, so to narrow the audience any farther would be unnecessary.
Remove Automatic placements and click on Edit placements. You’ll want to choose Facebook and Instagram Feeds as the only two placement options since these are the highest quality placements and will deliver the best results for your omnipresent ads.
Finally, we’ll now be going through how to set your frequency cap and campaign optimisation. The main advantage of using the Reach objective is that you can reduce the impact of ad fatigue through the use of frequency capping, as you set a limit on how regularly your audience will see each ad.
You want to remain in your audience’s mind but without becoming annoying, which would reduce the effectiveness of your campaign. It is, therefore, a good idea to set an initial frequency cap of 1 impression every X number of days with X being the total number of ads you want to run in your campaign.
For example, if you are running 7 different ads in your omnipresence campaign, then your frequency total in each of the ad sets would be 1 impression every 7 days.
#3 Create your first Reach ad
The final step in creating the first of your ad sets is to create omnipresent ads that you want to show your target audience.
Again, the ad you create is up to you and is very subjective to your individual business and the content you are promoting. However, here are some ad types and situations they can be effectively used for inspiration.
- Create an ad that simply thanks people for opting-in and drives them to check their inbox for the lead magnet they have signed up for.
- Use an ad that previews the lead magnet in order to increase lead magnet consumption; this will send them to the landing page to consume it.
- Through the use of video as, you can deliver more content and therefore value, to your audience based on your lead magnet topic.
- Create a call to action ad that drives your target audience further down your sales funnel, towards the next step, an example being a complimentary session.
- Create an ad that uses a client testimonials, a highly effective form of content to use in ads which is great at building social proof and in driving people towards successfully completing the call to action and into the next stage of your sales funnel.
- Create an ad that features a client or customer milestone to demonstrate the potential results that are possible and will increase the social proof of your service. I got this idea from Amanda Bond in her SMMW19 session. She is an absolute boss at using these types of ads in her Facebook advertising.
To create any of the ad examples above, at the ad level, first ensure that your page and Instagram profile identities are selected.
Then, select your ad format, such as single image, video or carousel.
In this example below, we are creating a client celebration ad and are therefore using the single image format and a stock photo creative.
The aim of our text is to highlight the amazing results we saw for one of our clients, whilst featuring a call to action to move people along our sales funnel.
Once you have created the ad, ensure all stages of your campaign (the ad, ad set and campaign) are toggled off and publish it for review. Why we do this will become clear in the next section.
#4 Duplicate your ad set and create a new ad
The final step in creating an omnipresence campaign is to duplicate your ad set and change your ad.
The number of duplications you do will depend on how many ads you to have in your campaign and how many you want to serve to this audience. Duplicating is an effective method in ad creation as it saves a lot of time and allows us to quickly create new draft ad sets with the same settings we created earlier, now all you have to do is create the new ad in each ad set.
To do this, at the ad set level of your omnipresence campaign, select the first ad set that you previously created. Click on Duplicate and then rename your ad set as Ad set 2 and include the ad type you are using, this allows you to easily identify which ads are in what ad sets.
Navigate to the ad level of your new ad set and change the ad to create a new one using the examples mentioned earlier.
For example, our first ad was a client celebration ad but this second one we’re doing something different and so are doing an opt-in thank you and reminder.
Using the previous ad creation steps outlined earlier, we’ve created a new ad that simply thanks someone for opting-in and reminds them to consume the lead magnet by heading over to their inbox for it.
Finally, you want to repeat this whole step and continue to duplicate your ad sets for each new ad that you want to serve to your audience.
Duplicating the ads one at a time makes keeping track of all the ads and ad sets much easier, instead of duplicating all 7 for example at once.
In the end, you should have an ad set level that looks like this, with multiple ad sets targeting the same audience, each containing a single ad, with no two ads being the same.
Once you’ve created all of your ad sets and ads in your omnipresence campaign, toggle them on and set them live.
NOTE: This is just the start of an omnipresence campaign, over time you can create new ad sets with new ads based on new content you have created as well as having updated client results or testimonials.
There you have it! You’re now equipped with knowledge of how to create an omnipresence campaign that limits the impact of ad fatigue whilst being able to consistently appear in your target audience’s Newsfeed, allowing you to remain top-of-mind.
By implementing omnipresent ads, you can effectively build recognition and authority for your business, begin establishing a trustworthy relationship and get your target audience to take action, moving them along your sales funnel.
The key to success with this type of campaign is to ensure that you are continuously building the size of your target audience. In the example that we covered, this would mean driving new opt-ins to our lead magnet on a daily basis.
What do you think?
Are you using the Reach objective in your advertising?
Let me know by leaving a comment below.
About Charlie Lawrance
Charlie is an advertising strategist, writer, speaker, and agency owner. He’s the Founder and CEO of Gecko Squared, a Facebook and Instagram advertising agency that specialises in working with high growth clients from around the world including eCommerce, software and professional service businesses. He’s been planning and buying digital media for over 9 years since he started his first business aged just 18. Stay in touch by liking his Facebook Page (Charlie Lawrance).