Turn heads on one of the world’s largest advertising platforms
Get the most out of your advertising spend by letting us manage your Facebook advertising campaigns and turn scrolling eyeballs into long term customers.
In 2020, we achieved a 15x ROAS for Dartmoor Whisky Distillery across all campaigns.
Get in touch today to discuss your Facebook advertising requirements.
Establish your Facebook advertising goals
First, we will take the time to understand what you are aiming to achieve through Facebook advertising. This might be boosting sales, generating leads, growing your business page following or encouraging app downloads. This will lay the foundation for building a Facebook advertising strategy that makes the most of your advertising spend.
Get set up for Facebook advertising
The first step to advertising on Facebook is to create your Facebook Business Manager account. We will take the hassle out of setting up your account and add all the associated assets for you, such as Ad Accounts and Data Sources.
Creating and connecting a Pixel code to your website is the next crucial step in the setup process - pixels allow you to track activity, optimise adverts and segment audiences based on custom conversions that matter to you and your business.
Setting up Facebook audiences
Once your Business Manager account is set up, we will focus on building relevant audiences to target the people that matter to you and are most likely to converton your objectives. Optimising Facebook’s audience tools, we will identify and target your core audience using demographic information and look-a-like audiences based on your existing customer and follower data.
Creating Facebook ads that convert
We take a range of factors into consideration when planning and executing effective Facebook advertising campaigns, including:
- What is your main objective? (i.e. getting more traffic to your website, building awareness of your brand or an event and generating conversions for more sales or more leads)
- What does your perfect audience look like?
- Placements (Facebook feed, Marketplace, Network, Instagram, Stories)
- Budget and schedule (including which bidding type are you optimising for)
- Creative (format, media, copy, links/URL parameters)
Facebook advertising management and reporting
We will manage your Facebook advertising and monitor the analytics regularly to optimise your ads for the best results. This includes:
- Regular ad monitoring
- Optimisation of ads and audience targeting
- Detailed reporting - understand your conversions against your objectives, for example, how many people you are reaching and your return on ad spend (ROAS)
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.
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;
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.
Let's talk about growing your business
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