Earlier today, 31st January, MailChimp announced their newest feature.
The announcement was not an email feature, oh no. MailChimp has integrated Facebook Advertising into their tool set. Wow. An ESP using Facebook Ads. The shock and horror of it all. Let us see how this work… Yes, very interesting. Here is my grand tour and views as I dug deep and explored
Start in the ‘campaigns’ section as normal. Click the Create Campaign to create a new campaign.
Choose the Facebook ad to as stated ‘Crate and post a Facebook Ad to engage new audiences’. When clicked the main ad creation window opens.
The look and feel are MailChimp, naturally.
Note the simple interface with 4 sections. Choose the Facebook page selection, Audience, Budget, and Content section.
On the right hand side is the estimated reach window.
Facebook Audience Selection
Let us choose an audience for our campaign.
Contacts on a list; People similar to your list, aka Lookalike audiences; and audience based upon interests.
Limiting is the building audience interests. Targeting with deep demographics, behaviors, or the more categories is missing. Also the option to narrow down or exclude interests is missing. Access to any saved, WCA, or LALs audiences is not possible.
When choosing an email list as the audience, Facebook ‘hashes’ the list. Meaning Facebook finds people on Facebook that match the email address from your chosen list.
Normally expect 50-85% match. For my test I got a 50% match for my test. Your mileage may vary.
This hashing process is the same when uploading an email list into as custom audience via the ads manager or power editor.
Facebook Ads Budgeting
Choose an end date either one week’s time, two weeks time, one month, or end on an exact date.
Not able to think clearly as the morning coffee has worn away. But, not sure the use case of running a very basic ad campaign for 30 days. At the 5er a day… hum the math are 5 x 30 is 150. Hum…not sure about that or the expected results from a €150 spend.
Note the minimum budget of €4.76 per day.
The campaign objectives for the MailAds is a ‘Clicks to Website’ as per MailChimp “the ad will be optimized to spend your budget towards clicks”. Whereas a Boosted post from a Facebook page is a PPE, a post page engagement objective.
Interesting MailChimp choose ‘Clicks to Website’ as the objective. A positive move sending people to your website, instead spending money to get ‘engagement’ which a Boosted Post achieves. The good news stops there. Without the Facebook Pixel installed on your website, to track people from this MailAd campaign and all campaigns you are only wasting money. More enjoyable burning a pile of 20’s in the BBQ pit.
In his post I discuss the differences between the 15 Facebook campaign objectives if PPE and Click to website is not clear.
We are not given any optimization or bidding choices.
Facebook Content – The Ad
Creative interface, very MailChimpish, naturally. We get to choose CTA buttons for the ad. However, the ad is a link ads, no carousel, video options.
Eight different CTA buttons on offer. I’m being lazy and will not type them out for you.
Press Save And Close and presto and an
Do you like my ‘bestest ultimate stuff’ description?
Facebook Submit Ad Button
How Good is MailAd?
The best use case I see is sending a ‘newsletter’ Ads to your email list. Wait. What. Spend money on a Facebook ad so your subscribers will see it?!?!? Or maybe not see it? Hum…
Well, we can choose which segment of our list we want to send to. A few segments anyway.
However, I don’t think a list of ‘those who did not open’ is a targeting option – nope I checked.
MailAd Facebook Ads Assessment
I was hoping the interface would have more capabilities, but, seams like the ads are geared towards rank beginners who want to dip their toes into paid advertising.
The interface has fewer features than the ‘Boosting’ a post interface on Facebook Pages. I did not think it was possible to have fewer features than the boost. But, there we go.
As was pointed out to me:
“I’m actually happy the (MailAd) capabilities aren’t advanced! One less tool I need to learn”
The natural question which begs an answer is does MailChimp get financial kickbacks from Facebook for each advertiser or new advertiser who place ads via MailChimp (my tongue in squarely in my cheek and I believe the answer is no).
MailAds are full circle in many respects. Think about what MailChimp, an email service provider, has done. They have integrated social advertising as a service.
Not the first EPS to do this and I heard a rumor Infusionsoft was pushing user to set up and use Google Ads words accounts from their tool set.
Strategically, why would MailChimp develop the feature sets? To attract more customers? Engage with their existing customers? Is their customer acquisition slowing and need more features? Are they loosing customer to competitors? Or is this a brilliant strategic business move leading competition?
Whilst on the surface ‘brilliant we can make ads directly from our MailChimp account’ the features available don’t rate highly and not much to get excited about.
Maybe MailChimp is following the MVP process and will improve the interface over time.
My suggestion is don’t use MailAds. Boosting a post is better (my goodness I never though I would say that!)
I am off my rocker? Naturally. Did I miss a rich feature? Let me know in the comments.