facebook advertising Archives - socialwize

Corona Virus Lock-down Update

We are now just over a week into isolation in the UK and I finally have a moment to post on here between juggling client work, home-schooling and settling the family into our new way of life.

No one could ever have imagined the impact this virus would have and we find ourselves in a totally unplanned situation. Some businesses have been hugely affected with a shutdown and others are thriving, with a third group trying to find a new outlet for their services or products.

👩🏻‍💻We have all had to embrace technology like never before. People are getting their grandparents iPads and setting them up on Zoom over the phone – unheard of a month ago – they wouldn’t have even really tried it!

I want to be able to help my clients get through this period but also I want to add value to other businesses who I have come to know through social or helped in workshops.

If you need help setting yourselves up to deliver your services online or are going to use the time to get yourself up and running on a new social channel, then let me know how I can help.

Whilst I can and have the time, I am offering you some free advice so get in touch with me on email and we can set up a call. I also offer free social media tips and you can sign up here.

✨If you sell a product you can still dispatch or sell a service that you can do online, then Facebook Ads is a perfect way of reaching your ideal customer.

There are fewer people advertising currently and CPMs are lower with a good return on investment being seen in both e-comm and lead gen. I can either offer one-to-one sessions to help get you set up or I can manage your ads for you. It may be the difference between your business existing during this crisis or really thriving.

😓Sadly, I can’t hold my workshops in the Hive in Cranbrook at the moment and I am missing running them. But I am looking for interest in online workshops.

I don’t feel comfortable telling you that now is the perfect time to upskill as everyone has different circumstances, but I am looking at moving my workshops online as a natural progression for my business. I have done all of my social media retraining and Facebook Ads learnings online and it can be a great and supportive way to learn with the right course.

I would love to hear from you about online workshops and whether you would prefer ‘learn at your own pace’ or ‘online, live’ teaching if you were to embark on a course.

👯‍♀️Being at home with the kids has turned me into a TikTok addict – I am currently using it for my business and learning how it all works. It has 500m active monthly users and 41% of users are 16-24. But I am seeing tonnes of mums, dads and over 30’s on there – it really is fun.

If you are interested in learning more about how a business can use this platform, then shout (just don’t judge the dancing!!)

As we know ‘business as usual’ doesn’t really exist in these exceptional circumstances but rest assured, I am here, at home, ready to help if you need it.

Stay safe,

Susie

e. susie@socialwize.co.uk

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What should a business do on social media during COVID-19?

When we all started our business we thought it would be plain sailing, right? 😀

We had something we loved, we had a plan, an amazing product, a fantastic USP and we went for it. 

But along the way there have been hurdles and now we are all facing another one that is possibly quite unexpected. 🥺

I have been asked by a few people whether businesses should still be on social media during this time as it seems all a bit, well, insensitive at the moment. 🤷🏻‍♀️

I wanted to talk to you about how your business can still use social media during COVID-19, how to adjust your messaging and things you can do to help your business during this difficult period.

➡️I have prepared a little video – you will need the sound on as I didn’t have time for subtitles today but hope it gives you some pointers for your business. 🔽🔽🔽

[The video starts off quietly for some reason but does increase after about 4 seconds]

I would love to hear about how you are coping and if you are adjusting your business – feel free to message me if you want a virtual cuppa!

6-question Facebook Ads Quiz Results

Let’s see how you got on in our Facebook Advertising Quiz

What ad objective would you choose to drive people to a website?
A
Reach
B
Conversions
C
Traffic
D
Page Likes
The correct answer was Traffic. The Traffic objective is designed to drive people to your website or app.

 

What is CBO (launching in September)?
A
Commercial Budget Objective
B
Campaign Budget Optimisation
C
Customer Business Audience
D
Custom Budget Awareness
The correct answer was Campaign Budget Optimisation. CBO is where budget is set at campaign level rather than at ad-set. This will be enforced by September but is available now to test.

 

What length video ad can you run on Instagram?
A
up to 120 secs
B
up to 240 secs
C
up to 10 mins
D
less than 15 secs
The correct answer is up to 120 seconds

 

Traffic objective optimises your ad for..? (as default)
A
Link Clicks
B
Conversions
C
Landing Page Views
D
Reach
The correct answer is Link Clicks

 

What type of custom audiences can you not target?
A
Facebook fans
B
People who have filled in your lead form
C
Existing customer data
D
People who have engaged with your ad
The correct answer is People who have engaged with your ad. You cannot build an audience from this group

 

What can’t the Facebook Pixel do?
A
Measure the results of your ads
B
Drive more sales
C
Find people who have visited your website
D
Split test your ads
The correct answer is split test your ads. The Facebook pixel can help you track your return on ad spend, retarget customers who have shown an interest in your products and visited your website.

 

ARE YOU STUCK ON YOUR FACEBOOK ADVERTISING AND GOT SOME OF THESE QUESTIONS WRONG?

I can offer you a Power Hour at short notice and resolve your problems with Ads

I will request details in advance so I can prepare for our session to make the time together as efficient and useful for you. The great thing about a Power Hour is the potential to squeeze them in at short notice so we get you back up and running quickly.

We can cover:

  • Looking at Ad Manager to review your ads
  • Setting up your funnels
  • Troubleshooting ad copy and images
  • Or just helping you answer a list of smaller questions you have but have no one to answer them for you!

 

SPECIAL RATE FOR QUIZ DURATION  – Cost: £97 per hour / normally £120ph (minimum 1 hour and after that 30-minute increments are bookable in one session)

Best ways to retarget your customers

R E T A R G E T I N G

So, you have the Facebook pixel installed now right? Pixel set, ready to hit retargeting – totally genius Facebook. Most people who come to your website aren’t yet ready to purchase or take action. Retargeting is a way of reaching out to these website visitors once they have left, and potentially forgotten about, your website. Once a visitor on your site has triggered a cookie, Facebook can use this to target them with advertising when they return to Facebook.

This all seems a little creepy but I am sure we have all seem it pretty frequently as big brands are using retargeting a lot. ‘Did you leave something in your basket?’, ‘Would you like a second look?’ – torturous around Christmas when we are trying to shop on the sly!

But joking aside, retargeting needs to be part of your Facebook Ads sales funnel if you want to ensure your product isn’t forgotten about. You can retarget visitors to your website, who watched a video or even added to cart. What is the value of your current cart-abandons? Don’t let them slip away.

But what is the best way to get their attention I hear you ask? If you are an e-comm client with a product catalogue then give DPA’s a try (Dynamic Product Ads) – they show the right product to the right person! Or maybe your audience is a little nervous about trying you for the first time – hit them with a 5***** recommendation or testimonial. Or if they need one last incentive, a discount code or free P&P.

However you use it, you are bound to see some great results at the bottom of your sales funnel!

All about Carousel Ads

C A R O U S E L  A D  C R E A T I V E

Time to move on from Facebook Ad targeting options to creative options. One of the most creative options is the carousel. With this you can showcase up to 10 images or videos within a single ad, each with its own link on ‘cards’.

 

It is perfect for showing off multiple images of products within your company or using the cards to create one creative by designing the cards so they flow into a big image. You can use it to tell a story or highlight your best features or products. Facebook enables you to easily add a brand card at the end.

 

Carousel ads are designed so you can tell a story so ensure you are using them creatively and think about this when planning the content. Include a strong CTA on each card and make the most of being about to have a different headline on each one. The benefit of carousel over collection ads is that they can be viewed on the desktop too.

 

Take a look at the Facebook page @carouselformat for some great examples – you can use it in most objectives except Engagement. I hope you have fun trying these out!

The best Facebook audience!

L O O K A L I K E  A U D I E N C E S

 

Have you built lookalike audiences yet?

 

You need to have the Facebook Pixel installed and then you are good to go. The pixel will need to have collected come data before it can realistically build out a seed audience to build a lookalike audience from. Best way to do this is run a Traffic campaign driving traffic to your website, maybe with an incentive in order to ‘season’ the pixel. Once this has happened, you can build audiences in Ad Manager under Audiences.

 

First you build a seed Custom audience and this can be done from:

 

✚Website visitors

✚Facebook or Instagram page fans

✚People who have viewed videos or engaged with posts or ads

✚Uploaded customer files like mailing lists

✚App activity

✚Event interest

 

Then you use this seed audience to build a new LAL audience – to do this you choose the country you want the audience from and the % of the countries audience – 1% being an audience that matches closest to your seed audience and this goes up to a very loose match of 10% (I wouldn’t recommend going over 4% or the LAL gets quite diluted)

 

This is a great way of finding a new COLD audience who look like your existing customer and should be tested alongside Interest-based ad sets to see what works best for your business.

How to build a targeted Interest-Based Audience

I N T E R E S T – B A S E D  A U D I E N C E S

So your business is looking to attract new customers? One way of finding a new COLD audience is by targeting them by interest and setting up a Saved Audience. It is possible to target customers by how old they are, where they live, what pages they follow, whether they have a family and so many more ways.

 

Facebook tracks 256 data points on each user and these are used together to form a profile of you. When elements of these profiles match interest based targeting from a sponsored placement, they are shown an ad in their newsfeed.

 

The key to interest-based targeting is to test what works. You can set the interests quite wide and leave the audience size large and let Facebook find the right customers for you – this seems to be working well at the moment. Or you can really niche down and find the specific person in a much smaller pool of people. Really only testing will help you know what works for your business.

 

Let me know what works for you by leaving a comment below.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19

How to reach the right audience on Facebook Ads

A U D I E N C E   B U I L D I N G

It is crucial when running ads that you understand the audience you are trying to reach as well as your existing audience. If you are running the Facebook Pixel (and I hope you are) then you have the ability to build lookalike audiences from seed audiences of your existing fans.

To understand these fans and check they are aligned with your ideal audience or customer, use Google Analytics to check your web visitors and use Facebook and Instagram Insights to understand your seed audiences there.

You may find if you have been running lots of promotions or (!) bought Likes and Followers, that you have attracted people who are not your usual and ideal person. In this case, your seed audience may not be good enough to build a lookalike audience from.

But unless you check first, you won’t know.

socialwize

How to get to know your Audience

A U D I E N C E   I N S I G H T S

 

Audience Insights is a tool within Ad Manager or Business Manager which gives you data about your audiences so you can examine them, plan interest-based campaigns and build relevant ads and campaigns.

 

You can understand:

  • your audience’s demographics
  • Page likes
  • location
  • language
  • in-depth Facebook activity information such as propensity to comment, like posts, share posts and ads they clicked on.

You can also put in an interest like ‘Frequent Travel’ and see what other pages the audience follows so you can build a reliable Interest-based audience.

Facebook Audience Insights

Try it! If you want to get into advanced Audience Building then I would highly recommend ConnectIO audience builder which I use for client campaigns.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19

.

socialwize

Understanding Ad Accounts

U N D E R S T A N D I N G    A D   A C C O U N T S

 

Ad Accounts can be a little confusing when getting set up on ads. New businesses can set up one ad account and set up a payment from a credit card. Once they are established they can add up to 5 ad accounts and this can increase with spend.

 

I am going to refer you directly to Facebook’s advice if you are struggling with ad accounts.

Facebook Support:

“If you can’t add an ad account to a Business Manager:

 

  • The ad account you’re trying to add has already been added by another business. An ad account can only be owned by one Business Manager. Instead, you can request access to the ad account.

[If you are managing someone else’s advertising you must request access and not ‘claim’ an ad account – very important!]

  • You have already added a personal ad account to Business Manager.

[If you have been just boosting ads to date you may have a personal ad account and not a business one]

  • You can only add one ad account from your personal Facebook account into Business Manager.
  • Instead, you can create a new ad account in Business Manager for use for your business page or you can request access to another ad account if you are working in an agency capacity.
  • You’ve reached the 5 ad account limit for adding new ad accounts to your business. There’s currently no available option to request more ad accounts. Your ad account limit increases based on your advertising spend.

 

***Look after your ad account, if payments don’t go through this can adversely affect how the algorithm treats your ads – be warned and put in a backup payment method. Some people have 2 ad accounts in case one gets blocked for inappropriate activity.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19