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Businesses need to be where their clients are. The easiest way to achieve this is by using Facebook ads. As of April 2022, Facebook has over 2.936 billion users worldwide and counting! (Source)
We take businesses straight to where your clients spend most of their time—on Facebook.
Through compelling storytelling about your brand, Facebook ads generate demand by enticing users to buy your products or services. Of course, your ads, ad copy, targeting settings, and technical setup must work in perfect synergy to generate that demand.
Facebook Advertising: What You Can Expect From AdHouse
Expect in-depth research, market analysis, and full transparency when you partner with AdHouse. Here’s how your Facebook Advertising campaigns come to life:
- An initial review of your website and data analysis
- Assigning a Facebook Business Manager (or a Facebook Ad account if necessary)
- Facebook pixel set up and event tracking configuration
- Domain verification and events priority set up under the Aggregated Events Measurement
- Set up of initial audiences based on the initial analysis
- Ad copy and design creatives (static images or videos)
- Schedule and launch campaigns
- Campaign monitoring and performance optimization
- Monthly reporting
Your Initial Website Audit
The success of every advertising campaign depends on thorough analysis and preparation. And that all starts with your website and whether we set up a new landing page or optimize your existing one. That answer depends on the following factors:
Website Loading Speed
Your website needs to load quickly. You only have 1-3 seconds to capture your consumers’ attention with ads, so if your website takes forever to load, say goodbye to potential sales and marketing money.
The more data, the better. We use Google Analytics, Facebook Pixel, and Google Search Console to gain insights into who your converting audience is—diving deep into things such as demographics, device categories, age and behaviour. The more data gathered, the higher quality insights received.
Up to 80% of browsers use smartphones when making buying decisions, so your website needs to look good and load quickly across all devices. You also need a properly placed Call To Action button (CTA).
Once your initial review is complete, you’ll receive a draft copy of our marketing strategy before we start preparing for the next steps.
Adhouse Digital Advertising
Setting Up the Facebook Business Manager
This process can be very confusing if you’re unfamiliar with the Facebook advertising ecosystem. During this stage, we set up the Business Manager, add or create a Facebook Ad Account, and add or create a Facebook page.
This step is usually done over a live call and can take up to 40 minutes.
Setting Up the Facebook Pixel
Once we set up your business manager, it’s on to setting up the pixel and configuring all the necessary pixel events, including pageview, viewcontent, purchase, and whatever others are necessary.
The final step is setting up the aggregated events measurement, which aims to better track conversions on iOS14 devices.
Facebook Targeting Options
If your website has accumulated enough data, we prefer working with lookalike audiences. Building a lookalike strategy is no problem if your client list consists of 400+ users.
Targeting for brand new businesses is based on a buyer’s persona and potential interests. For example, a snack-selling company targets people interested in coffee, and tea, whereas supplement consumers are likely interested in working out, different proteins, etc.
After setting up an initial hypothesis, we build Facebook ad campaigns to test those hypotheses.
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Write Ad Copy & Design Creatives
Good ad copy contributes to approximately 30% of your campaign success (the other two components being your targeting and website optimization).
Once initial targeting is determined, we prepare your ad copy and develop creatives by testing several creative variations, including still images, video, slide shows, and carousels. Some advanced techniques include instant experience and collections testing.
After designing some winning creatives, we scale the winners and pause the lower performing creatives while continuously launching new ones. This iterative process lasts for as long as the campaign is active.
Campaign Setup & Launch
The final step of the setup process is your campaign’s actual assembly and launch. Depending on your ad account status, we may start with a simple engagement campaign (which works exceptionally well for newly created accounts) or go straight to running ads.
Campaign setup also includes confirmation that tracking is configured correctly and in good working order. We separate your audiences into three tiers:
- Targeting users with top-of-funnel ads
- Re-engaging with them through middle-of-funnel creatives
- Following up through retargeting ads.
Campaign Monitoring & Optimization
Facebook campaigns require periodic monitoring and maintenance. The higher the daily budget is, the more frequent these checks need to be. Your analysis starts within 24 hours from launch and repeats every 2-3 days.
We assess initial performance by looking at front-line metrics such as CTR, landing page views, content views, and on the Google Analytics side of things—bounce rate, time on site, and the number of pages per session.
These metrics help determine your campaign’s effectiveness and allow us to make respective adjustments to steadily improve the overall account performance.
At the end of each month, you receive a written report with the results of your campaign describing what worked well, what didn’t go as planned, and the next steps for improving your campaign performance.
Adhouse Digital Advertising
Blueprint Certified Specialists
Running Facebook ads is a continuous process that requires no boxes to be left unchecked. It involves strong analytical, technical and creative skills as running these ads can quickly get confusing.
To make the most of your ad campaign, let’s face it — you need to know what you’re doing.
Our Facebook ad specialists maintain an active certification called by Facebook. It’s a rigorous 90-minute evaluation that tests the candidate’s knowledge of the Facebook systems, media buying principles, optimization techniques, and much more.
Valid certification in Facebook Media Buying means that the person running your ads knows what they are doing and is effectively managing your ad campaign.
The answer depends on your business model and average order value (AOV). To profitably run your campaign on Facebook, your AOV should be upwards of $50; the more, the better.
We look at your average order value (AOV) and lifetime value (LTV). So, for example, if you’re selling bar soap priced at $10/each, Facebook ads would probably not be in your best interest.
But, If you’re selling door installations at $1500 a piece, we highly recommend running Facebook Ads. Contact us for a quick consultation to determine whether running Facebook Ads is right for your business.
Boosted posts help you raise awareness about your business. However, they’re unlikely to bring any tangible results as far as purchases/leads are concerned. Nevertheless, boosted posts may be a good solution if you have a small monthly budget (between $5 – $10/day).
Basic metrics related to ad cost are cost per click (CPC) and cost per mille (CPM). They vary depending on the industry you’re in and the amount of competition. Price per click ranges from $0.75\click to $10+ and even more for highly competitive industries.
Industry benchmarks are collected and published yearly to help you better understand your advertising costs.
By definition, a Facebook Ad is a means of delivering your message for a fee. However, there is a way to run ads for free using Facebook Ad credits.
You can receive a Meta ad credit in 2 ways:
- Through periodic in-product promotions or facebookmail.com.
- Through the partnerships Meta has with other sites or companies.
Currently, you can’t purchase or request ad credits directly from Facebook.
For small businesses, the recommended monthly budget is upwards of $750. This is the minimum amount required for the system to generate minimal data for analysis and further optimization. The minimum threshold may be higher depending on the competition in your niche.