Facebook Advertising explained in 2 minutes:
Our digital growth guide to scaling your business fast.
We start by developing your Customer Personas (know who to target), creating your Market Map assessing your competition (know how to target them) and writing an Empathy Map (know what to say to them) - before we create a single ad.
Your campaigns are built using best practice approach and aligned to your sales funnel. From REACH campaigns, to LEAD campaigns to SALES campaign. We then roll out a testing period to iterate through creative ideas and targeting approaches.
Once we’ve got a campaign driving positive ROI (return on investment), we switch gear to optimising early winners with continual refinement. As we improve, we safely and systematically scale up spend to drive more revenue.
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We understand your business growth drivers using our Growth Model and set and measure the KPIs that really matter.
We have a cross discipline team of digital strategists, Facebook advertising experts, copywriters and designers who will all be working on your account.
We value transparency. Our campaign managers and strategists regularly report to you on the actions being taken on your account. You will never be left guessing what’s being done on your account.
We agree and confirm your Ad budgets then strictly mange to these. If your Ad budget has scope to improve then we’ll discuss this with you and request approval prior to making changes.
We implement a tracking and analytics system to understand the performance of the ads at each stage of your funnel (from cold audience REACH campaigns, to warm audience LEAD campaigns, to hot audience SALES campaigns).
We map out the remarketing campaigns required for each stage of your Customer Journey. These are designed to nurture and drive your audience down your sales funnel.
We are a best practice agency. We are a Digital Marketer Partner agency and we are Google Analytics certified. We have access to our Facebook Rep to gain strategic advice and notification of new Facebook ad products. We draw on industry and enterprise best practices and implement them into your business.
“We were immediately impressed with the accessibility and transparency provided to us by Adam, Paul and the team. We have seen exceptional growth in lead generation from our online sources due to Content First's knowledge and expertise and the traffic being driven to our site has never been better.”
Our client (who was previously reliant on Google Adwords for the bulk of their sales) wanted to scale up their business, we recommended Facebook Advertising.
First they were hesitant, but we convinced them to run a test. We quickly proved how effective Facebook Advertising can be (for almost ANY industry), and it has become a major advertising channel for their marketing mix.
Within months, we had developed and scaled up profitable Facebook campaigns:
Within 4 months we scaled up spend on Facebook and added 130% in loan applications (on top of existing Adwords traffic)
Achieved this scale while hitting CPA targets.
“Sometimes have to remind myself that these guys are not our own internal marketing team, it's that seamless.”
Less than a $5k investment in ad spend yielded over 500 leads of products priced over $2000
Cost per Lead just 8.94
Conservative estimate of 7,545% Return on Ad Spend
975 leads at a Cost per Lead of $9.80
Ads achieved Relevance Score of 8 out of 10 - to a cold audience!
Client’s business expanded to other States based on the success of this Facebook Ad campaign
Set goals for your business growth
We start by understanding your business objectives and setting relevant goals and KPIs for your business. Before we begin, you’ll know how many leads and conversions we are going after, and the target Cost per Lead or Acquisition we’re aiming to deliver to.
Zero in on the right target audience
What separates amatuer advertisers to the pros is often simply the research and planning phase. Here we create your Customer Avatar so that we agree who we are targeting.
Steal strategies already working
We then build your Market Map to give us an idea of what’s already working in your market. It’s far less risky to start by improving what’s already in play in the market, than throwing stuff against the wall and seeing what works. Like everything we do, we’re looking for the fastest, easiest way to build your business.
Campaign aligned to your funnel
You Facebook campaign will be aligned to your sales funnel needs. We’ll do the math using our Growth Planning model to identify which area is most profitable to spend resources on: REACH, LEADS, SALES. We will develop awareness campaigns to generate reach, and remarketing campaigns to maximise Leads and Sales.
Campaigns built using best practices
Drawing on industry best practices, we will create your campaign structure, targeting and creatives. A copywriter will be assigned to work on the messaging, our design team will deliver the images, and your Facebook Ads manager will setup the campaign in the Facebook Ads platform. We also ensure tracking is in place using the Facebook Pixel to track conversions on-site or landing pages, and build customer audiences for remarketing.
Test to find winning approaches
Once you’ve given the green light on the first round of creatives, we will begin split testing Ads and targeting approaches. It’s dependent on budget, however we will generally test 4-5 targeting approaches, with 3-4 Ad creative variations within each Ad Set. The test period is looking to get rapid feedback from the market as to which creative and targeting approach is most effective.
Track the results of tests to learn
Our goal is to learn fast. Each test tells us of a better way to reach our objectives and improve results over time. Your Facebook Ad Manager will keep a depository of tests and results so that we are all learning together.
Weekly and monthly reporting
You get 100% transparency over delivery and results with a weekly check-in on performance, and monthly in-depth reports.
Continual improvement on campaigns
We are committed to continually improving our clients’ campaigns. We conduct daily checks on all campaigns. Weekly targeting optimisations, budget optimisations and creative optimisations. Monthly we are rolling out new ads and testing their performance. Over time we are working hard to improve your performance.
Grow your results safely
Some clients want to grow quickly. Once we prove positive ROI on a campaign, we can then scale up the results (budget permitting). This phase comes with its own set of challenges, which we employ best practices to overcome.
Facebook can be a minefield for amateur advertisers. Maybe you've already tried your luck? Without regular training and staying abreast of constant changes, advertising on Facebook can quickly drain your budget, with little to show for it.
Facebook requires both expertise and constant attention to get the best results. Ad’s can perform well one month then dramatically drop in performance the next. So why not hand over the reigns so that our experts can squeeze every last conversion out of your budget?
We’ll design you an effective Facebook Advertising campaign which can be applied across your entire funnel:
Attract the Right Audience
We use cold traffic to introduce your brand to your target market, give them value, build trust, and to establish yourself as an authority.
Quizzes / Surveys
Turn Prospects Into Leads
Now the customer knows you and is in their evaluation phase. We’re looking to generate leads and make low dollar into offers.
Pixelled website visitors
People who liked you FB Page
Email list matches
Free or paid webinar
Flash sales (low dollar offer)
Book (Free or Paid)
Strategy call / consultation
Convert to a Customer
Now the traffic is hot and we’re getting someone to buy, or getting them to buy something else (core offer or higher dollar offer).
Pixelled website visitors
Email list matches
High Dollar Offers
Done For You Services
Q. Can you audit my Facebook account to see if it needs fixing?
A. Yes, we can provide you with a high-level audit of your Facebook account which will identify issues that need to be fixed, and opportunities to improve your performance.
Q. Are there monthly KPIs aligned with performance metrics?
A. Yes, we set performance KPIs for each stage of your funnel (REACH, LEADS and SALES) quarterly. These are tracked and reported on to ensure we are delivering to our goals.
Q. How do I measure ROI?
A. We measure ROI as Profit / (Ad Spend Cost + Marketing Services Cost).
Q. Do you manage the comments placed on my Ads?
A. We can manage your comments in which case we’d let you know if there was a specific comment that is best if you address directly.
Q. What are Facebook’s most effective advertising tools?
A. While there are many effective Ad tools in Facebook's arsenal, Facebook Custom Audiences are definitely one to test. This feature allows you to upload a list of your own customers to target (there are other options also). You can then create lookalike audiences based on this list. You can choose the size of a Lookalike Audience during the creation process. Smaller audiences more closely match your source audience.
Q. How long does it take to setup and implement a Facebook advertising campaign?
A. Believe it or not, the success of your Facebook advertising campaign can most easily be won or lost in the planning phase. It’s what separates the PROS from the amateurs. We spend the time necessary to build your Customer Personas, Market Map and Empathy Map to ensure we are talking to the right people, targeting the right people, and saying the right things to them. Then we build your campaigns and creatives. We allocate 2-4 weeks for the setup, depending on the complexity of the strategy.
Q. What is a typical Ad spend I will need to start seeing results?
A. You need a minimum of $5 per day per AdSet so based on this we can recommend what your starting budget should be.
Q. Can I target people who like my competitor on Facebook?
A. No you can’t target people who like your competitor but you can target people that likes a particular brand if they cross over with your target market. Also if a competitor's page show up as a targeted interested you can also target it as described on Facebook here.
Q. Does Facebook bill me directly for my Ad spend?
A. Correct, you’ll need to add your credit card to facebook before we can start your campaign.