Facebook is a great platform to boost your business since you can easily get conversions, track them, and simultaneously spread brand awareness. A major part of your target market could be active on Facebook, which is why it is necessary to fully optimize the platform.
The next phase is all about Facebook ads strategy and creating leads for your agency. In the previous module, we went over strategies to help you create the best SEO campaign. Thus, you best believe that this module will help you generate effective Facebook ads and leads.
(Source : https://www.facebook.com/business/success/real-madrid)
The best example to get you started on understanding Facebook lead ads is how Real Madrid optimized their advertising campaign. While Real Madrid already has a large and loyal customer base, they still advertised themselves in countries with low engagement. Through a three-month-long campaign, they successfully generated over 2 million leads while decreasing their cost per lead massively.
The following module consists of ways to help you do the same. You can learn how to set up ads, change them, and conduct tests to create a steady stream of leads. While you may be an expert on using Facebook, the business manager version can be a bit tricky.
As an agency, we hope that you already have a personal Facebook account. However, if not, then you can make one instantly. Once you have created a personal Facebook account, we can move onto the business aspect of it. Since you are a business, we have to set up ads through your personal account.
(Source : https://business.facebook.com)
Stay logged in and visit the webpage ‘business.facebook.com’ to create a Facebook Business Manager account. You will be asked for your name, business name, and business email address. Next, you will be asked to input your website URL and address, including country, region, street address, pin code, etc.
The box will also have two options that ask for the purpose of having a Business Manager account on Facebook. One states that you promote your own goods and services. While the other states that you provide services to other businesses. Select either one of which seems appropriate and simply submit.
Once you submit, the pop-up box mentions that you need to confirm your email to continue. All you have to do is confirm the necessary to receive full access to your new Facebook Business Manager account. Finally, on confirming, you will be redirected to the homepage of your Facebook Business Manager account!
Now that your Facebook Business Manager account has been created, you can log in to your dashboard that can be accessed on the website ‘business.facebook.com.’ The dashboard will show you an overview of various assets within it.
Since this is your business manager account, you will need it to be as personalized as possible. To do so, you can find ‘Business Settings’ anywhere on the screen. It could be either on the top left or top right of the screen, depending on the Facebook version you are currently using.
In these settings, you can decide on which assets will connect to which business manager. Surely, you can keep multiple business managers on the account. For now, this module will focus on the basic settings of the Facebook Business Managers to help you understand how to generate and run ads.
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Let us shift this focus onto two concerning aspects of Business Settings quickly. There are two tabs called ‘People’ and ‘Accounts.’ The accounts tab has two important subsections, ‘Pages’ and ‘Ad Accounts,’ that will play a major role in optimizing your business ads. As for the people tab, you can add members of your company that need access to the Facebook Business Manager Account.
In case you do not have members that you need to add, then make sure that you add at least one backup account. You can input any one of your personal email addresses for backup, for when an issue arises. For instance, this could include Facebook glitches or forgetting your login details.
Within the accessibility settings, you have complete control over how much access your members receive. You can assign them different pages and allow them to manage the page, create ads, view page performance, publish content, etc. Once that is done, your invite is sent to the member.
In most cases, a business must have created an independent Facebook page linked to a personal account. But that does not offer enough ownership unless connected to a Business Manager account.
There are three options to connect your Facebook Business Manager account to a business page. You can edit the settings for the page and allow people to be managers.
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Moving on, let’s head to Ad Accounts. On most Facebook Business Manager Accounts, you have the same settings as that of ‘Pages.’ You can add an ad account, request access to one, or create a new ad account. All these options will be visible only if you have started your Facebook Business Manager account from scratch.
In case you already have an existing ad account, then you can simply connect it and add people. You can edit their accessibility and provide administration, or remove them at any given point as well.
As for now, you do not need to worry about the ‘Instagram Account’ tab since your Facebook account might already be connected to Instagram. As long as there is at least one link to the platform, your ads will run effectively.
Now that we have created a Facebook Business Manager account and connected all the assets, we return to the homepage. The homepage displays the ad accounts that your Business Manager account handles.
To be able to effectively carry out your next campaigns, you need to be able to reflect on the previous ones. You can do so through regular tracking and further ensure to improve in places where your campaign lacks.
For this step, go ahead and select any one of the Ad Accounts to look at the Facebook Asset Manager Dashboard. There will be three key tabs on the dashboard, namely Campaigns, Ad Sets, and Ads. If you can interlink the three, you can optimize them to understand your campaign results better.
Under Campaigns, you can decide on your objectives and ensure how Facebook executes your plan. The campaign tab can have multiple campaigns and objectives that need to be executed. In one place, you can see an overview of the results, reach, impressions, costs, ranking, duration, and more.
This displays what kind of audience which ad is capturing and where it is being run. Ad Sets will completely specify the positioning of your ad.
This subsection will display a specific campaign and give you a visual representation of how it is doing. You can go over the delivery, bidding strategy, budget, results, reach, impressions, conversion rankings, quality ranking, etc. You will understand whether your call-to-action is effective in this tab.
The basic purpose of Facebook Ads Manager is to provide you with an overview of your Facebook advertising campaign. To make this process of analyzing easier, Facebook provides a default Performance tab for you to get a simpler overview. Your default system includes reach, results, impressions, etc.
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But more elements fall under the performance tab. These elements are different columns that dive deeper into a particular topic. For instance, when you select engagement, you receive insights into the post reactions, comments, saves, shares, link clicks, page likes, etc.
Looking at one particular topic is not enough to analyze a particular campaign. You can analyze other options given in the drop-down like Performance and Clicks to receive results on reach, frequency, budget, etc. You can also access metrics such as CTR, click rates, unique link clicks, conversion rates, and more.
Facebook gives you a wide range of options for your advertising campaign analysis within the performance tab.
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If this is not enough to conduct a full-fledged Facebook advertising campaign analysis, then you can get the option to customize as well. Once you select the option of ‘Custom Columns,’ there will be a display of settings wherein you can choose which columns to keep. Additionally, if you want a particular order of columns for a while, you can add them to your presets.
Make sure to be as strategic as possible. You do not have to select all of the options, just the ones that are relevant to your Facebook advertising campaign. Since you need to generate leads, you can search for the leads column in settings.
Now that you have the columns of your choice, you can order it in a way you wish to see it in an overview. This makes it easier for you to conduct the analysis because it is personalized to fit your preference.
As a sidenote while we’re speaking about optimization, don’t forget about page speed optimization, it’s very important for paid traffic too – not just organic SEO!
Facebook Business Manager offers a lot of features, and one of them is specific demographics. This allows you to analyze the demographics of a certain Facebook advertising campaign better. Keep in mind that analyzing regularly will lead to better optimization over time. The Breakdown tab for these demographics is present on your campaign overview page.
Under the time subsection, you can access certain days, weeks, two weeks, months, and so on. You can find out on which day your Facebook advertising campaign has been doing its best. Based on this, you can easily strategize on what day to optimize.
Within this subsection, you can analyze several specific demographics such as age, gender, business locations, country, region, platform, placement, product ID, and more. Sometimes, your Ad Sets might have a specific gender assigned, but you later find out that it has been viewed by another gender. This happens when your ad gets shared around.
Another essential subsection is ‘Placement.’ Placement includes other platforms such as Instagram, where the advertisement could have landed. Further, it includes specific positioning like stories, news feeds, instant articles, in-stream videos, etc. You can always use more than one platform since Facebook focuses mainly on audience reach and engagement. While that is a good thing, you also need leads and conversions.
Moving on, ‘Time of Day’ refers to the time-zone of a particular country, and you can instantly analyze how it impacts your metric goals.
This subsection consists of conversion devices, post-reaction type, destination, video view type, video sound, and carousel card. This is extremely specific for running dynamic ads. You can easily assess how each of these dynamic creative ads is doing.
Dynamic ads help us to understand how the audience consumes organic advertisements. With the help of the by-action tab, you can find out which images have been capturing the audience’s attention. In fact, you can eliminate the headlines or images that aren’t doing well during the campaign run.
To successfully conduct a Facebook advertising campaign, make sure you are aware of the different kinds of traffic, namely warm and cold traffic. You need to know how to work with it, what it involves, and reach the results you estimated.
But before we get into that, you should know that a certain type of traffic is generated based on the audience demographics. To optimize your audience demographics, you can create customer lists. This option is present in the navigation bar as ‘Audience.’
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Here you can create a custom audience to suit your campaign and help build your reach. You create an audience with the help of ‘identifiers’ collected about your customers that includes email addresses, phone numbers, and location. Facebook then takes this information, carries out a process to match similar profiles, and effectively helps to advertise your business.
Custom audiences are the first step to advertising on Facebook, especially for startups. For every Ad Account, Facebook Business Manager allows you to create up to 500 customer audiences.
In Audiences, you can select the option of creating an audience. Once you choose custom audiences, the screen will display a box with several options.
Includes Website, App Activity, Customer List, Offline Activity
This allows you to select an audience that already exists through app activity, website, or offline activity. You can even upload email CSV files into the customer list and select a few identifiers like previously mentioned.
Includes Video, Instagram Business Profile, Lead form, Events, Instant Experience, Facebook Page
Facebook maps out a suitable audience for your advertising campaign based on the subsections you selected. They pull out an audience from those spaces and display your advertisement to them.
Video from Facebook sources is one of the most effective ways to reach an audience. In this method, Facebook targets an audience that has previously watched your videos and is aware of your business.
Once your custom audience is created, you can take the audience and place them inside any one of your Ad Sets. Simply click on the edit, which will then open a settings box. The settings will include a subsection called ‘Audience,’ wherein you can select your newly created custom audience.
While we learned how to build custom audiences, let us quickly go through creating lookalike audiences. If you are not aware, lookalike audiences refer to the process of reaching more and more people who could be interested in your business. They are quite similar to your existing customer base and serve an opportunity for expanding your target market.
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On the audience page, you can select the lookalike audiences within the option to create an audience. Once you click that, you have three subsections to select from and select your lookalike audience.
A lookalike audience is primarily based on sources. You can select from any pixel or website. Facebook pixel is simply an analytics tool used by businesses that helps you in measuring the efficiency of an advertisement by understanding people’s reactions to it.
In case you select a pixel, then you get another option to select an event with value. This basically helps the tool to assess the frequency of the select event as well as value.
After selecting a source, you select your audience location. The location has to be a country. This way, the tool will instantly understand that you wish to reach people within a certain country and those who have visited that particular source.
The audience size has a range of 1% to 10%. The range refers to the percentage of the population in your selected country. For instance, you select the United Kingdom and choose 10%, then your estimated reach becomes 4,500,000 people. The tool instantly calculates the approximate amount of people.
To reach a broad audience, you can increase the percentage. But it is suggested that you be as specific depending on the source you chose. In case your source is small-scale, then you might not reach your estimated 10% goal.
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Once you submit, you can see your lookalike audience applied to your dashboard. You can see the name of the source and type of audience.
To generate and run effective ads, you need to track properly. Tracking and monitoring is an essential part of your process because you should understand what works and what does not in your campaign. To do so, ensure that your pixel is set up within your website so that you can further optimize it using your Facebook Business Manager account.
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You might have a pixel already, however, you can always create a new one. To install your pre-configured pixel, you visit your Events Manager. If you see an interface with an overview of events, there will be a Set-Up tab. You simply select the option and further install the pixel.
Once you do that, you will be shown three options. The recommended one is ‘Manually add pixel code to websites.’
All you have to do is copy the code to the clipboard and head to your website to paste it. You need to set this code up between the header section of your website and the tag. This needs to be done for every webpage on your website.
In case you do not understand the process, you can email the instructions to your website developer with the option of the ‘Email Pixel Code.’ Most agencies hire a website developer, however, if you do not have one, then the process is quite simple to carry out on your own.
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Now that the set-up is completed, you need to install Facebook Pixel Helper from Chrome Web Store. Keep the icon visibility on your chrome panel, so that whenever you visit your website, you can check whether the icon is highlighted. This will tell you whether a pixel is present on your website or not.
Before generating ads and leads, we need to understand the philosophy of campaign building. The principle philosophy behind campaign building for Facebook marketing is the customer experience timeline.
An unaware customer base may have seen some content relating to your business in the form of a blog, video, ad, etc. The aware one has some insight into your business, what you do and provide. You cannot use the same advertisement for each one of them. If you do, you could end up losing a potential customer.
You cannot offer the same products over and over again to your loyal customer. But can do so for other types of potential customers. To keep your loyal customer satisfied, you offer them new options to select from.
An ideal customer experience timeline would be to provide more context and less trust to the unaware potential customer. While the loyal customer should be given less context and more trust. This is how you strategize an effective method for your Facebook advertising campaign.
A campaign structure helps to figure out how your Facebook Advertising campaign works and how it can be effective. Our first step to campaign structure definitely starts with the ideation of a campaign.
At this step, you need to list down your campaign’s objective. This includes asking questions like how many video views you want, the number of lead ads, the conversion rates, etc.
Further, you negotiate on a budget and work towards campaign budget optimization (CBO). CBO involves making effective use of your expenditure to achieve the best campaign results. You need to decide on different kinds of budget, including daily and lifetime budget.
Next comes the customer experience timeline, wherein you allow a certain number of customer layers. Each one of these layers will have distinct purposes and characteristics to set itself apart.
The last one is the focus of your campaign. Every advertising campaign requires a focus of its own. It could be a problem or an innovative angle, you need to decide what purpose your campaign serves.
For instance, Kentucky Fried Chicken could market healthy fried chicken in an attempt to spread awareness about healthy eating. As a fast-food chain, cooking healthy meals becomes an innovative angle for them to market.
Ad Sets describe different types of people you are targeting for your Facebook advertising campaign. This includes mentioning age, location, interests, etc. The Ad Sets will outline completely different advertisements shown to those people.
Your advertisements are visual creatives that will capture your target audience to form the Ad Sets. Through the advertisement, people will be drawn to visiting your website and learn more about the business. This could eventually even turn potential customers into buyers.
Marketing is all about trial and error because one can never expect a certain result from it. You might never know whether the campaign will go viral or completely backfire. All you can do is go with your instincts. This is when testing comes into the picture.
To put it into better words, your campaign is nothing less of a test!
You need to establish two things about your testing philosophy. The first one is why do you need to test. You need to test to know whether you can achieve your metric goals, such as leads, conversions, reach, etc.
Two, you should test to avoid exhausting your audience. Marketing an entirely different purpose to another audience group will only make them disinterested. Further, this will risk your chance of gaining potential customers.
Similar to your campaign structure, you will start by testing the campaign level. This includes testing the customer layer, problem, or angle. Try to question yourself by digging deeper into your campaign idea.
Further, you describe your audience demographic in Ad Set Level. This includes their location, age, and retargeting type. Re-targeting can include targeting those who stumbled upon your website or ad previously and capture their attention again.
Then comes the Ad level. This requires you to be creative and create visually appealing content. In case you end up creating the best ad, you can use it again for other ad sets. Within your ad, you should use the basic structure that includes headline, images, text, and call to action.
Testing will help you reach your overall metric goal. Moreover, keeping a couple of Ad Sets can benefit you later in case one of them backfires.
Now that we have brushed over the concepts and terminology of Facebook Business Manager let us go through a quick run-through on how to set up a campaign. As we start this section, make sure that you went through the module thoroughly because only then will you understand the directions and philosophies.
(Source : Google Images)
(Source : Google Images)
(Source : https://unsplash.com)
You have now successfully created a Campaign, an Ad Set, and an Ad. Since you have set up a Facebook advertising campaign that is clear about who to target, do not forget to publish it!
After you have set up your Facebook advertising campaign, all you have to do is wait for the results to show up. While the campaign set up was important, the next steps are comparatively vital. You will be analyzing your on-going campaigns to wherein you work towards improving less impressive sections of your Facebook advertising campaigns.
Our focus for analyzing the Facebook advertising campaign results, for now, is lead generation, which generally is quite difficult. But once you get the hang of it, you can analyze your results faster over time.
(Source : Google Images)
Head over to the performance tab and start by customizing your columns. Like we mentioned in the module earlier, you can remove unnecessary columns that are not relevant to your analysis. For lead generation, you may want to remove delivery, cost per result, quality ranking, last significant edit, bid strategy, schedule, and such.
If you want a reference, you can customize your dashboard to fit the ideal lead generation analysis dashboard. This includes campaign name, ad set name, reach, impressions, the amount spent, on-Facebook leads, and click through rates. The following one consists of the most basic columns, however, once you start analyzing, you can keep adding.
You can select your order of preference for the columns and save the preset for future purposes.
To understand how lead generation is analyzed, you focus on CPM, CTR, and Link CTR.
Your click-through rate should be high because that means that a large number of people have clicked. When a customer clicks on your ad or link, a signal is sent to Facebook that further helps in calculating the engagement of the ad and campaign.
Once you are done analyzing the existing columns, you can also add cost per lead. The cost per lead is simply to keep a check on the amount spent to achieve the given results.
Make sure that you have an engaging ad campaign and creative. Not only will Facebook reach your audience, but it will also keep sharing it as long as your ad campaign stays relevant. With more engagement, Facebook can help you get additional engagement. If you have to, then do not hesitate to change your creatives, replace them, or create new ad sets.
Lastly, to achieve the best results, focus on the click-through rate. If your click-through rate is high and impressions are low, it implies that you need to improve the ad set or ad. Adding to it, if your cost per lead is high, that also implies improvement.
Make sure you monitor properly and look through every type of date preset. The lifetime date preset will show the total number of results to date for the selected Facebook advertising campaign.
Creating campaign angles is something that a lot of business managers fail to address. This entire process of creating angles deserves to be talked more in marketing, especially when you start considering its importance.
As manageable as it sounds, but you won’t make any money if you are not framing and channelizing your campaign in a way that connects with the audience. One skill every marketer should develop is being able to come up with new, creative, and effective angles for new campaigns consistently.
It is time to awaken the creativity within you while you are keeping in mind what drives your audience to purchase the goods or services you are selling.
You need to get clarity about various angles and problems that you are trying to identify. So, to not let this slip of your mind, you could initially get a clear understanding of the problems inside the ad campaign and a solution best suited for the same.
You can perform a small logical belief exercise wherein you analyze the central thing that you’re selling and identify what are the connective points to that or the journey of making your customers believe in whatever your product is.
Let us consider this, if you are starting with digital marketing, identify what sort of things are associated with digital marketing so that someone would want to connect with you. So here comes SEO, Facebook ads, email marketing, PPC, and automation.
Now when you look at these things individually, try to analyze what problems people might have faced while doing this or with someone else. For email marketing, you can say poor deliverability, poor per rates, bad copywriting, uncreative emails, and, most importantly, spamming.
In the digital marketing industry, there is one particular area that you will exploit by devising a solution for it. If you decide to work on a complex ad campaign, your Facebook ad should revolve around providing all the services and information to your customer such that they don’t face any difficulties.
When you do the same with Facebook Ads, issues like Attribution – Confusing results and Inconsistent reporting, Ad Copy- Poor CTR, high CPC, and the length.
In simpler words, you can basically create an entire web of various problem angels that you are comfortable working with. It is important that the problem you’re working with interests you. These libraries of problem angles will assist you in leveraging the production of your content.
Rather than telling people verbally about what your company does and what its goals are, let your client know that you have a solution to their problem. Here your creativity enters the picture and the creative angle solution.
A lot of business managers on Facebook face the problem of being able to run new ads when one is already going on. Some people may face the issue of the new ad not functioning properly or the old one that stops working.
The simplest way to carry out new ads during on-going ads is to create a new ad set and add new ads to it. You do not really have to worry about displaying several ads to one audience set. Moreover, the amount of creatives does not matter most times.
You could display one dynamic creative and still achieve more engagement than you could with three dynamic creatives. The metric goals depend on the purpose of your Facebook advertising campaign for the major part.
Further, if you have two dynamic creatives, and one of them is not providing the expected results, then you switch that creative off and vice versa. In case you do this, and yet the remaining creative fails to do well, then you create a new one. You create a new ad set, publish a new creative, and run the campaign further. Better optimization surely contributes to your creatives doing fairly well.
In conclusion, remember to create a new ad set and then add creatives to the new one. Do not add creatives in the existing ad set itself. Even so, you can keep your ads as it is if they are doing well and are steady.
When it comes to optimizing your campaign on Facebook, you need to be philosophically vigilant. You do not need to have a lot of technical knowledge.
You can optimize your entire budget based on just one single thing, and that is the viewers’ experimental timeline with you.
The visitors could come from different categories, namely.
Now when you create a campaign, you need to manage multiple ad sets at one go. You cannot have the same ads and the same information for someone completely unaware of your services and someone who has made multiple purchases.
You need to analyze and then set up your campaign. All your ad sets will have different messages to deliver. If you have an impressive ad that is value-packed and manages to solve the viewers’ problem, you will get a reaction, this reaction will lead to attention, and attention simply means that the viewer will be drawn to engage with your content.
But at times, to get this reaction becomes a little difficult, and you might think that you’ve invested in the wrong audience. When working with a completely unaware audience, you need to be patient, and if you do not want to experiment or I rather say if you don’t want to wait that long, you can simply cancel out of this group of audiences.
Earlier, you had to create different campaigns for different services, but now you can simply focus on one service that you are keen on providing and can form multiple ad sets for the same. This way, you leverage your own potential in the niche, and your customers will refer you.
When optimizing your budget, you need to decide which audience you want to reach out to and where do you get more reactions. Someone aware of you is more likely to take your service rather than someone who has never heard of you.
You can simply run the ad campaign with your customers and repetitive customers. Here the response will be quick, and you will be able to see results in no time.
Now that you are well-equipped to publish a campaign and conduct analysis for it, here are some tips to make your Facebook advertising campaign stand out.
If you’re always focused on SEO, hiding your PBNs, optimizing your content and the like – some time working with FB can be refreshing and can give you a better perspective on your overall marketing.
Ensure that your campaign has a clear message and that your creative ad can be comprehended easily. You have to build enough trust within your audience base so that they feel comfortable sharing their contact details with your business.
Facebook Business Manager has a wide range of interesting features to offer, but make sure you do not overdo it. Keep a simple target, campaign, and avoid overwhelming your audience. For instance, your campaign could be very complex, or your instant form has too many complex questions.
Last but not least, be sure to give your Facebook advertising campaign a personal touch. Your advertisement should completely be able to reflect your brand image and attempt to get a response. Finally, setting up a Facebook advertising campaign is pretty fun if you let it!
Don’t forget to grab some social signals for your blog posts, too.