In this document, we want to walk you through some key concepts that will come into play throughout the monthly maintenance process. The strategies and campaigns we utilize will depend upon how long you’ve been running Facebook ads, as well as how well they happen to perform.
Intelligent Budget and Bid Pacing
Upon launching your new campaign, our system utilizes roughly the first two weeks to gather data and metrics in real-time. It will automatically use these data points to intelligently adjust bidding as necessary throughout a given day.
This means it will automatically discover the best time to display your ads to users, while also shifting budget to the ads that perform best on any given day or within any given time period.
This valuable data remains in your ad account and will serve to greatly improve future results. It continuously refines your campaign to deliver the best results possible while continuously lowering the cost-per-lead over time.
While this is happening, an experienced Facebook Ads expert will constantly monitor campaign performance. We will utilize our experience to take action when necessary, eliminating poor ads and capitalizing on the data points that trend in your favor.
Types of Advertising Campaigns
This section is meant to provide a brief overview of the types of advertising campaigns we typically run for our clients. Each strategy offers flexibility, and the type of campaign use will depend upon your unique business goals. If you are unsure of the best course for your client, we’re here to assist.
Once we identify your offer or promotion, we’ll walk you through our decision-making, so that you can help your client remain informed throughout the campaign.
Discovery or Awareness
This type of campaign focuses on engagement and ad recall. These types of ads focus on helping users get a better understanding of your business. You are effectively introducing yourself to a community so that they understand what to think of your brand when you start calling for them to buy.
We are looking to reach more people across the platform who aren’t aware of or uninformed about your business. This awareness can naturally cause users to connect, visit your website, or make purchases.
The conversion model is focused on getting your audience to take action. This focus will depend upon your unique business goals. If you have an eCommerce business, you may wish to drive your audience to take advantage of a promotion. Others may wish to drive traffic to their website. You can also utilize a sales funnel and start gathering leads by compiling an email list.
The remarketing campaign focuses on putting your ads in front of users that previously interacted with your past advertisements. These users may be former customers or have otherwise shown interest at some point by interacting with your ads.
You can truly focus a remarketing campaign to capitalize on different sections of your audience. For example, if a customer previously clicked on an ad promoting a sale item, you could direct an ad to that customer reminding them to make a purchase. We are focusing on converting interested visitors into customers and converting previous customers into repeat customers.
Strategies for Improving Results
A split test (also known as an A/B test) allows you to compare two marketing elements simultaneously to see what delivers the best results. We will test out various elements in real-time including:
Audiences - Test your ad performance with different demographics
Creative - Test similar ads with slight variations in copy and presentation
Products - Test similar promotions while changing the advertised product
Budget - Test how your ads perform when comparing different budget restrictions
There are also a number of custom variables we can test if the scenario calls for it. Split-testing a number of variables can drastically improve your client’s results over time.
Frequency describes the number of times a given member of your audience sees your ad. This is important as it is closely related to your ad’s relevance score. Facebook and Instagram will favor the ad with a higher relevance score when multiple ads are targeting the same audience.
The problem occurs when the ad frequency is too high. If you spam your visitors with your ads, they lose the incentive to interact with them. Low interaction lowers your relevance and ultimately can cause a good advertisement to fizzle out.
Our Facebook ads team closely analyzes performance against custom frequency limits to help get the best impressions possible. Just as with split-testing, this can help improve your client’s results substantially.
Creating Custom Audiences
Facebook provides us with the ability to create a custom audience, which allows us to use existing data from visitors who already interact with your business. Instead of sifting through a broad range of demographics and testing data, we can target your existing audience directly with lists, website data, app downloads, and more.
Similarly, we can utilize that data to create a lookalike audience. This is a group of Facebook users that are unaware of your brand but possess profiles that “look like” your current customers. Facebook’s algorithm determines this based upon factors such as age, living area, interests and hobbies, and previous interactions with other Facebook ads.
This tool effectively allows you to focus on conversions with an audience most likely to buy, while still continuing to expand your reach.
Eliminating Poor-Performing Ads
With all of the above strategies and tools at our disposal, we will be able to determine which ads are worth eliminating. Many businesses make the mistake of spending too much time and ad spend on trying to elevate an underperforming advertisement. Our experts understand the best practices for when to continue ad testing and when to refocus your advertising efforts.
You will receive regular updates throughout the month describing your campaign activity. Along with this data, your project manager will provide updates on what the next steps will be based upon performance. If you have any questions or concerns in regards to this data or our strategy, we will be happy to discuss them with you at any point.
Be aware that your dashboard also serves as a data center for your Facebook & Instagram ads performance.
How to Access Your Leads
The easiest way to access your leads is directly through Facebook:
Log in to Facebook and access the Ads Manager.
Click on your lead-generation ad and navigate to 'Results. Click the '+' symbol.
A 'Download Leads' window will appear, giving you the ability to download all leads or those within a specific range.
An alternative way to manage your leads is to purchase a funnel with your Facebook & Instagram Ads campaign. You will provide a notification email for the funnel, and you will receive future signups at that email address. If you are using your own funnel-building account, you can find those same leads within your dashboard.
Finally, you may also set up a third-party service such as Zapier to send notifications. The responsibility for integrating these additional services falls upon the customer.