Hey! Rob J. Temple here, today we’re going to dive “head first” into the world of Facebook advertising and how to scale it!
It’s no secret that Facebook offers the most in-depth and versatile advertising platform on the internet. It’s the second most popular website on the web, and since it’s “member” based, that makes it even more effective.
Each member of Facebook will fill out their profile, create statuses, like pages, posts, join groups and more. These actions tell Facebook what they like and how engaged they are with their interests. Which is what makes advertising with Facebook a lot easier than other platforms.
Before you think about advertising with Facebook, it’s vital that you set things up properly before hand. Without setting these crucial elements up, you will seriously reduce your chances of success!
In order to scale and have everything “tracked” properly, you’ll need to set up the following:
- Your Facebook pixel on your website
- Conversion pixel events where necessary on your website
- Custom audience creation
Without setting up the three points above correctly, you’ll be making life a lot harder for yourself.
Let’s walk through the three points above.
1) Your Facebook pixel –
In order to really take advantage of Facebook advertising, you’ll want to install the “Facebook pixel” on your website.
The new Facebook pixel is very easy to install, as it’s the same code which has to be inserted into every single one of your webpages. If you use something such as optimise press there is a field within the settings where you can insert the code, and then it will add the pixel to your website “site-wide”.
If not, you’ll need to manually place the code inside your “<head></head>” tags on your website (on all pages!).
To create your Facebook pixel head over to Facebook’s “adverts manager”. Then click on the menu button next to “ads manager”. Next click all tools, then find the “assets” section to the right, inside that menu you’ll see “pixels”.
Click on pixels, then you should be taken to a page where you can create your pixel. Follow the necessary steps, and then grab your pixel code and install it site-wide.
2) Conversion Pixel Events –
These “events” are what will allow you to “track” your conversions from your advertising. The best type of advert to run for most marketers is a “website conversions” advert. Why? Because most of us are looking to generate “leads” or “sales” (why bother with anything else?)!
The most common conversion pixel events are “view content”, “lead”, “add to cart” and “purchase”. They’re all fairly self-explanatory.
- View content = a visitor who visits the page you’re advertising (i.e. squeeze page or blog post etc)
- Lead = a visitor who’s turned into an email subscriber
- Add to cart = a visitor who’s added your offer to a cart, but hasn’t purchased yet
- Purchase = a visitor who’s bought your offer
You can get creative with the above events and individually track your products throughout a sales funnel process. For example if you had 5 products in a sales funnel, you should track the “add to cart” and “purchase” events for each product, naming the events to help you organise what a specific visitor has done in your funnel.
To create these conversion events, you’ll need to head back to the “pixels” area within your adverts manager. Then click on “create conversion” and then “track conversions with standard events”.
You can then choose the relevant “short-code” from the list of events that I mentioned above, and insert the code where shown within your Facebook pixel code on your website. Ensure that you insert the short codes in the right place, and on the correct webpages!
3) Custom Audience Creation –
Custom audiences are VERY powerful when it comes to Facebook advertising. In a nut shell, a custom audience is where people visit your website or specific web pages of yours, and are then tracked and added to an audience within your Facebook adverts manager. You can then use this “custom audience” to target with Facebook ads, allowing you to retarget visitors who’ve visited your website and pages.
You MUST have your Facebook pixel installed on the webpages where you wish to build custom audiences from, otherwise it won’t work…
To build a create a custom audience, head over to the “ads manager” within Facebook and then click on “audiences”. Then you should see a tab which says “create audience”. Click that tab and then a drop-down menu will appear, you should see “custom audience” there.
Click custom audience and then create some relevant audiences for your marketing plans. For example, a good idea would be to create the following custom audiences:
- Website visitors overall
- Squeeze page visitors
- Lead visitors (visitors who turn into email leads)
- Add to cart visitors (people who visit your site and nearly purchase an offer)
- Buyers (people who buy something on your website)
If you have multiple products and offers on your website or within your sales funnel, it can be a good idea to create multiple custom audiences so that you can target each specific group based on their behaviour (VERY powerful marketing strategy!)…
Name your audiences so that they’re organised and easy to locate. You can use the parameters to create the audience types as we discussed above.
Once you’ve clicked on “custom audience” you can then create an audience in a few different ways. If you have an existing email list it can be a good idea to use those emails to create a custom audience to target for Facebook advertising.
Most commonly, you’ll use the “website traffic” option. You can then select your pixel (if not automatically selected for you), and then use the options to create the audience type that you want.
It’s advised that you use the 180 days traffic option for custom audiences, so that you can maintain a large audience to target! Only change this if it’s necessary to your marketing campaign…
Once you’ve completed the three points above, you’ll have everything you need to really kick your Facebook advertising off with a bang. You’ll be surprised as to how many marketers miss out some of these fundamental steps, and then they wonder why things aren’t working out for them…
Ad Targeting, Creatives + Settings
From here you can then begin to create your Facebook adverts themselves. We’ve mostly talked about “website conversion” adverts within this blog post, so we’ll stick with them! (Website conversion adverts focus on leads and sales, which is what most of us marketers are looking out for right?!).
Depending on your campaign and desires with your marketing, you may wish to do things your own way when it comes to your advert creatives (i.e. image post, video, slide-show etc).
However your targeting options will need to be solid! You can use the Facebook “audience insights tool” which is located within the ads manager to dive deep into some “interests” for niche/demographic research.
Search for interests, brands, products, B-list celebrities, magazines, organisations, charities, and anything else you can think of within your niche. Then take a look at what Facebook tells you. What’s the common age group for your interests? What gender is dominant? Use this information in your targeting.
There are two options available for narrowing down your targeting options:
- You dig deep into an interest yourself
- You let Facebook do it for you
All Facebook adverts take at least 3-5 days to optimise, as Facebook needs 50 conversion events to pass through before they can start to show your ads to people who take more action within your interests and targeting.
It all comes down to testing to see which performs best for you. However, a lot of marketers have been stating recently that its best to target a little broader to “open up an audience”, and then let Facebook optimise your advert for you after 50 conversion events have gone through.
This could mean 50 “view content” pixel fires or 50 “leads”, and so on, depending on the “conversion event” you picked for your advert.
I suggest that you use both methods 1 and 2 with separate campaigns in your adverts manager, so that you can run with what works best for you.
For the advert creatives themselves, you MUST make sure that your webpage you’re advertising AND your ad text/image/video complies with Facebook’s advertising guidelines. Read up on them before advertising!
Ensure that your ad text is informative and enticing, and that your image or video is of high a quality. Your visuals (image/video) are what will grab people’s attention, so spend time on testing and getting that area right!
Scaling is an area many people have had difficult with when it comes to Facebook advertising. Its been seen time and time again where people have “altered” their targeting options or settings and then their Facebook advert which WAS a winner becomes a loser.
Once you set your Facebook advert up and run it for a while, Facebook cements in its optimisation, and continues along one path. When that is altered it upsets the algorithm, and the balance goes out.
In order to scale properly with Facebook adverts you should either:
- Duplicate your ads, ad sets or campaigns entirely
- Increase your budget spend in $5 increments over a period of time
Do NOT make any sharpish moves, as that will screw up your adverts optimisation…
Option number one seems to be working the best for most marketers, as you can leave the successful advert running as is, and then create an entirely new campaign with the same settings. You can duplicate the “winner” as many times as you like leaving all ads running simultaneously, thus bringing in more traffic! This is the most effective way to scale 🙂
Lookalike Audiences –
When you begin to “tire out” your audience, scaling can tend to hit a stop. This is where lookalike audiences come in VERY handy!
You should have been building custom audiences from day one of your Facebook advertising journey. Once you’ve built a good sized custom audience, you can create a “lookalike audience”. This is where Facebook will go out and find people who match your custom audience closely in terms of interest and demographics. Then they will add them into a new audience (usually around 2 million in size!), and you can use them to target with adverts. You’ll most likely never run out of traffic using this strategy!
Well this has been a pretty in-depth and intense blog post, I congratulate you on getting through it with me 😉
Please like, share and comment on the post as I always love reading and interacting with your feedback!
Take your time with this stuff and believe me it WILL pay off…
To YOUR Success,
Rob J. Temple