Facebook Advertising

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Facebook Advertising

Navigating the world (it really is that big!) of Facebook advertising can be a daunting and challenging task, even for senior marketing people, let alone someone in a small business without any prior marketing knowledge or experience.

Not only that, Facebook advertising can become very frustrating and expensive if you’re not quite sure what the best approach is for your business. For example how do you know the best audiences to target? Do you have experience writing compelling ad copy which sits perfectly alongside ad creative to get peoples attention? Do you know which bidding technique to use or how to optimise you ads quality ranking score?

These are all things that most small marketing teams have not mastered so it’s very unlikely that it’s something that a small business who wants to grow, wants to spend all of their time and money on.

Here are all of the things that we can help you with to get the most out of Facebook advertising;

Setting up business manager and assets

The first step to advertising on Facebook is creating a Facebook Business Manager account. This will become your hub of activity on Facebook, with Business Manager you can add assets such as Ad Accounts and Data Sources and you can easily assign roles to individual Facebook users or other Business Manager accounts, such as a marketing agency for example.

Once you have this set up, the next thing you need to do is create an Ad Account and link this to your business via the Business Manager. This will be where you create, manage, and report on all of your Ads. It’s also where you can add payment details, Facebook actually likes to have two payment options in case one of them fails for whatever reason.

Setting up pixels

Pixels are one of the most important steps in Facebook advertising success. The Facebook pixel allows you to track people and their actions on your website. One business or website can have multiple pixels assigned to it at any one time.

Pixels allow you to set up conversions or events on your website which you can then track, you can create audiences based on custom conversions and you can optimise your adverts for certain events using the pixel, such as generating a lead or making a purchase on your site.

Setting up audiences

Another crucial step in the process is setting up and targeting the right audiences with your message. This is vitally important to the success of your ad campaigns, sending amazing creative images/videos and text to the wrong audience just isn’t going to work.

There are a myriad number of different audience types, sizes, targeting that you can create, it’s important to know how different audiences work with certain campaign types and how to maximise the audience that you are targeting.

Facebook allows you to create the following types of audiences;

  • Custom - this could be built from your Pixel data or from existing customer data that you have. You can also add in customer value to enhance the matching that Facebook generates
  • Saved - this can be a combination of your custom audiences and detailed targeting via the Facebook global audience. You can filter by geography, demographics, interests, etc
  • Look-a-like - these are audiences you can create based on your custom audiences. For example you could create a look-a-like audience of your highest grossing customers.

Events tracking

If you have a working Pixel code on your website then you can use Facebook’s standard events or you can create your own custom events to track people's activities or actions on your website.

If you have an e-commerce website then you will be able to track purchases, or add to cart events. If you are a B2B organisation you will be able to track leads of people downloading or accessing gated content or requesting a brochure/whitepaper.

Facebook standard events include;

  • PageView
  • ViewContent
  • Lead
  • AddToCart
  • Search
  • InitiateCheckout
  • Purchase

Using URL parameters you can set up a number of Custom Conversions that matter more to you or relate more to your business. For example, when someone completes a contact form on your website they are taken to a dedicated “thank-you” page - using this URL you could set up a Custom Conversion so that everytime that page is loaded it is registered as an Event in Facebook.

Once you have Events or Custom Conversions set up, you can test them and then you can optimise your Ad campaigns for certain Events to happen on your site.

Setting up ads

This can be a lengthy process and we would always recommend planning your ad campaigns out first in a spreadsheet so you can easily see them side-by-side. Here are the main things you need to consider and plan when setting up the ads;

  • Ad objective (i.e. Traffic, Awareness, Conversions)
  • Audience (who is going to see your ads)
  • Placements (Facebook feed, Marketplace, Network, Instagram, Stories)
  • Budget & Schedule (how much and how long for, which bidding type are you optimising for)
  • Creative (Format, Media, Copy, Links/URL parameters)

Optimising and managing ads

This stage of managing Facebook Advertising is most definitely an iterative process, and something that will improve with time and practice.

One thing to remember is that it's always worth letting ads run for a few days before making any final judgments on performance or what aspects you might look to amend, it often takes a least 48-hours for Facebook’s system to register the ads and optimise their performance.

Let ads run and trial and error - don’t be afraid to try things and test them, keep trying and testing until you find the right formula of ad creative/copy, audience targeting and optimisation goal for your business.

Still none the wiser? No problem, that's what we're here for. Just drop us an email with your ideas and we'll try and help out.

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