“This should keep in mind when it comes to Facebook ads, Business Manager Account & Facebook Pixels
Facebook is a better advertising tool than ever before. It is necessary to understand their target audience, the advertising platform and the customer journey to achieve consistent long-term results with their campaigns, says Rikard Lindholm at Semantiko.
In January this year, Mark Zuckerberg went out with the news that a new algorithm change would make it significantly harder for companies pages, brands and media posts to end up in Facebook. The scope will be affected. The change was very much in the routines that many companies acquired.
Rikard Lindholm, who has been active in optimised Facebook advertising since 2012, and partner in the Semantiko marketing company since 2015, has not noticed any reduced interest. On the contrary, the trend does not matter at all, he believes.
“Your target group remains, and the ability to reach them is still there. But more is needed to arrive today than before. It’s not enough to have followers on one page. It is also required that you are relevant that your posts create engagement, that is, be liked, shared and commented and that you promote alternatively announce your message to your audience. Otherwise, you risk losing the noise of messages that your customers are exposed to daily. “
Post on a Facebook page
A post on the company’s Facebook page that does not create any engagement is exposed on average to 9% of a page’s followers. However, if the post is clicked, liked, shared or commented, the algorithm notes the engagement and immediately exposed the post for more relevant individuals.
One could easily say that if you post something that’s interesting to your followers, Facebook will notice it and expose the post for similar, as shown by the engagement. Increases involvement, increasing the reach and thus something can be viral. The rule you should follow is not posting for posting purposes, but make sure to post relevant posts for your target audience. The space for exposure in the flow has become narrower, “says Rikard Lindholm, adding:
“Facebook is a better forum than anything before, to market a business. However, if you do not have relevant messages that engage your audience, you need to market the message to your audience. Do not know your audience about your presence (not following you on Facebook), so you need to advertise your message via Facebook’s advertising tool, located at Business.Facebook.com. “
Those who, on the other hand, are having trouble competing with Facebook are the traditional media agencies who sold ads in range and impressions. Internationally, the criticisms of media agencies’ measurability have been critically criticised. A clear example of this is Mark Pritchard at Proctor and Gamble, slashing P & G’s advertising budget in half.
Facebook offers transparency
Facebook has a transparency and clarity that not many advertisers are used to. On Facebook, you can optimize against conversions like e-commerce buyers, visitors to stores, downloads, and pay-per-conversion. According to Facebook, the advertising cost itself should also be paid from the advertising company’s advertising account. Instead of a media agency handling the full cost, an agency will instead have access to an ad account, giving the media buyer full transparency.
All digital marketing campaigns are that there are only three target images:
- Online sales (e-commerce)
- Make visitors on the website an ‘interest request’. (Lead generation)
- Create awareness (brand, product or service awareness)
The foundation of all three is the understanding of who is buying the company’s product or service, who is the target audience, says Richard Lindholm.
“Funnels – Sets customer journey at the centre.”
Many say that the generation of leads through Facebook is impossible and non-qualitative. It does not agree with Rikard.
Here he explains how his company delivers high quality leads for their clients:
- In the first step, you should advertise relevant articles in no small part of your audience. Many marketers talk about content being the key to a digital presence, with content, we mean pertinent articles that you publish on your website as blog posts.
- Example: If you then advertise five different articles to a more significant part of your audience, you can easily sort out anonymous individuals, such as 3 of these 5 articles, through Facebook’s advertising tools.
- By setting up a rule saying that the individuals who read 3 of 5 articles relevant to my business, service or product that I provide, will be exposed with three new items that are more specific around the company, the service or the product
- For example, those who read this article will be disclosed with an invitation to a product demonstration, breakfast seminar or to receive a free information package sent to them
Facebook’s DPA campaigns – E-commerce’s unbeatable tool.
For e-commerce, Facebook has a fantastic efficient solution available, says Rikard Lindholm.
Facebook’s dynamic advertising is a fully automated system combining the strength of Facebook pixel with entire e-commerce or part of the product catalogue. It is used by many significant e-retailers and simply advertises the product or product range that e-commerce visitors have viewed, or just towards those visitors who added one or more products to the cart but did not complete a purchase. In this way, you can attract back visitors who have not decided, or been disturbed in their customer travel or purchase process. For the most part, it is extremely relevant advertising when you choose to expose products that the individual currently needs for.
A pixel is a small script code that is embedded on the website that is directly linked to the entrepreneur’s corporate account on Facebook. It identifies which of the entrepreneur’s anonymous site visitors who have a Facebook profile and enables the business owner to advertise with them. This is called re-advertising or retargeting. From this group of all visitors, you can choose to create audiences to advertise against.
You can choose to create a target audience to advertise to all visitors on the company’s website that has Facebook, or only to visitors of specific URLs on the website. NOTE! Facebook never gives out information about who or how many the target group consists of, but just a target group of x number of individuals.
The pixel enables an entrepreneur, for example, to have a larger campaign with banner advertising, traditional newspaper ads, etc., to advertise to those individuals who are interested in being influenced in a so-called decision-making process. Instead of continuing to communicate different messages in the megaphone, without knowing if they are relevant to the target audience, and instead concentrating on individuals that may be affected by highly relevant articles in a decision-making process.
According to IIS annual summary of Swedes and Internet, 74 per cent of Sweden’s population had Facebook 2017.
Facebook advertiser platform
“In the wake of Cambridge Analytica, reports show that Facebook’s advertising revenues increased during the media period as the toughest and that there was now no major loss of users. Despite Expressions & DN’s campaign against Google and Facebook, we do not notice any difference in Sweden. ”
Why do not we do it?
“It will be a bit like the meat scandal on ICA. Buyers think it’s wrong, but the need for the product and the inward behaviour excludes all bad will. We are quickly back on ICA in our usual patterns. “
Five tips when it comes to advertising on Facebook
- Create a business account on Facebook – https://business.facebook.com.
“Many think they have a corporate account, but they ha,ve just posted a Facebook page. From here you can collect your various pages under an account, advertise from a business account that gives you a good overview of invoice documents, set up pixels and if you want to work with a marketing partner, give this access to your resources while providing complete transparency on advertising costs, etc.
- Implement a Facebook pixel on the website.
Create a pixel in your business account and submit it immediately. Even if you do not plan to start advertising yet, it does not hurt you to let the pixel work with your computer, enabling you to create audiences to advertise when you advertise in the future.
- Analyse is your target audience.
To understand their need for your service/product and how their decision-making/customer trip looks and try to control is communication to build security and credibility as the best option.
- Test fresh but measure all your efforts.
Dare to test a post in several different ways. Change heading, change the image, prove different texts on buttons, and dare to change how your landing pages look. If you want significant changes in your results, significant changes are needed in communicating.
- Scale your campaigns that work.
Once you’ve found a campaign that works in such a way that you think ROI of return of ad spend is good, and you have space to get more customers or sell more products, I think you should scale up the campaigns. Duplicate the optimised model and use it on new geographic regions or increase daily spend to the level that ROI or ROAS can be accepted.