Facebook Advertising

Want your brand to get noticed on the world’s largest social network? Understanding how Facebook Ads work, and how to get the best out of them, is paramount for any marketer or business owner.

First, a little background. The Facebook Ads system was created to deliver ads that will grab your attention as effectively as organic content – posts from your connections, friends and family. Sometimes ads are exactly the same as organic content, just with money behind them to put them in the right place so the right people will see them. In other words, a Facebook ad isn't strictly an ad as we know it – it's content.

To create a Facebook ad campaign, you need to use the Facebook Ads Manager tool. Once in the Ads Manager, it’s easy to start creating ad campaigns. Facebook asks you to go to a page where you choose a marketing objective for your campaign, based on awareness, consideration or conversion. Do you want to promote your page (awareness)? Collect leads for your business (consideration)? Get people to claim your offer (conversion)? There are heaps of options to choose from based on your goals.

Next, you set a budget and bid for each click or thousand impressions that your ad will receive, just like regular Pay-Per-Click (PPC) advertising. This is where Facebook does things differently. It does not only consider how relevant your ad is next to other available ads; Facebook looks at how relevant your ad is next to all other content. It picks ads based on how well they compete for attention with organic posts. Because at the end of the day, Facebook knows that's what's really going on social media – all the content is vying for attention all the time.

Now for the fun part – creating your ad. You can use an existing post or create an ad from scratch. It's pretty easy to do using the tools, but, like Google Ads, it's all about getting your messaging and call to action right. This is where you can get creative. Why create a generic ad when you can use a fascinating post that Facebook users will engage with?

Finally, tell Facebook where you want your ad to display. Will it be in Facebook’s mobile News Feed? On the desktop News Feed? Or in the right column? Maybe you want your ads to appear on Instagram. Don’t underestimate the importance of location, location, location.

The real power of Facebook ads is in the targeting. You can target your ads to users based on the usual factors like location and demographic. But where it gets really good is using the profile information. You can target ads based on whether someone has listed “camping” in their interests, whether they’re married or single, where they work, and their connections. We’re talking unparalleled targeting here.

But that’s not all. Facebook has an incredible feature called Lookalike Audiences. This lets you define a target audience based on your existing customer profile. In other words, you can target people who match the profile of those who have previously bought your product.

It’s one thing knowing how Facebook Ads work and another putting them into action to get results. Our advice? Work with the Facebook Ads experts at OMG.

That’s a tricky question. The short answer is, you’ll never have to spend more than you have in your budget. If you have a budget of $10 per day, Facebook Ads won’t cost you more than $10 per day. That’s the brilliance of Facebook advertising (like PPC advertising): You set a budget and stick to it.

So how much do you need to spend to see actual results? First, it depends what success looks like to you.

To get Facebook to drive actual sales, you need a meticulously crafted Facebook Ads campaign that makes use of its in-depth targeting tools. Get this right and you can unlock an ROI over four times greater and massively lower your cost-per-click. But this requires an investment in time, energy and expertise. You can’t expect results if Facebook Ads is an afterthought to your digital advertising strategy. It takes a dedicated Facebook Ads budget.

But we're not saying you need to throw a ton of dollars at Facebook Ads. Let's get some context around what's achievable. An experiment by Buffer found that $5 per day bought them nine page likes per day, one click to their homepage per day, and a boosted post that reached 787 new people. Not bad for the price of a coffee.

But if you want to drive sales, real conversions, you can't look at your Facebook Ad campaign on a day-by-day basis. You need a killer strategy with clear objectives, prepared and executed by people who know how to leverage the peculiarities of Facebook to drive success.

Speaking of peculiarities, let's take a look at the bidding process. Facebook advertising is basically one giant global auction, where advertisers are competing for ad space on the platform. You're in control of how much you spend – but you have to weigh up what it's worth.

After all, your bid represents how interested you are in getting your ad in front of a specific audience. Bid too low and your campaign may not get the reach and exposure it deserves. Less exposure means fewer conversions. Bidding high isn't as risky as you might think – you still only pay the lowest amount possible in the auction.

Sounds simple so far, right? Well, it's about to get a bit more complicated. Facebook looks at the quality and relevance of your ad. It weighs up the good stuff (numbers of clicks, views, shares, etc.) against the negative (e.g. the number of people who clicked "I don't want to see this"). You receive a Relevance Score metric for your ad. Got a high score? This is where it gets really good – Facebook will show your ad more than those with lower scores AND you will also pay less to reach more people in your target audience.

Wait, there’s more. How much you need to spend to get results depends on who you target and how many people you target. It all comes down to the level of competition. When more brands are targeting a specific audience, the cost to reach them goes up. The level of competition also affects how much you need to spend at different times of years. Trying to reach Christmas shoppers? Expect to pay more for your campaign than other times of the year.

There are ways to bring down costs too. For example, by letting Facebook place your ad on Instagram and Audience Network, you can reduce the average cost per result.

Bottom line? Don’t focus purely on the cost of Facebook Ads. Use your return on investment as the key metric for your campaign.

Have you ever tried to get maximum performance from your Facebook Ad campaign? If so, you can stop reading because you already know the benefits of hiring an agency to manage your ads. If this is your first foray into the Facebook advertising, keep reading. Trust us, you’re going to want to understand the benefits of hiring a Facebook advertising agency, so you can convince your boss to find a few extra dollars. Hint: it’s worth it.

The short answer is this: a Facebook advertising agency has the know-how, resources and experience to smash your targets. No matter what your goals, working with a Facebook Ads agency puts you at a massive advantage. Let’s be more specific.

First, when you work with an agency, you get the benefit of all their learnings from other clients and industries. Think of every client before you as a testing ground. Whatever has worked or failed in the past, they can bring those lessons to your campaign to make it soar.

Keep your Facebook advertising in-house and you're testing everything for the first time. So you have to learn all those lessons and waste all that energy and budget before you start getting the results that an agency can deliver from day one.

If you have already been working on Facebook Ads, an agency can show you the mistakes that have been holding you back. They could end up actually saving you money, because they make sure you’re spending your Facebook Ads budget in a way that gets a measurable return. You stop throwing dollars at ads that may or may not work, and start targeting the right audiences with the right ads in the right places.

How many times have your marketers undergone Facebook training? At OMG, our Gurus not only have skills gained from working on different clients, they have also completed dedicated Facebook training. At OMG, we do ongoing training to make sure we’re up to speed with any changes and new tools. Can you say the same of your in-house team?

These skill sets mean an agency can have your campaign up and running, fast. But more importantly, it means they know how to expertly analyse your campaign results to tweak and fine-tune as you go along. If something changes at your end, they can use the data to estimate how your Facebook Ad results will be affected.

Saving time and resources is another compelling reason to hire a Facebook advertising agency. This one’s pretty straightforward. If you’re a business owner trying to do everything yourself, Facebook advertising can suck up hours from your day.

Even with its brilliant automation tools, you need to spend time learning the ins and outs if you want to see results. We have a hunch that’s time you probably don’t have. If you have an in-house team, you need to ask yourself whether they have the capacity and knowledge to achieve a return on investment. You can still go for a combined approach: imagine what's possible when you bring together your in-house team, with their in-depth knowledge of your customers, products and industry, with the vast experience and talents of a Facebook Advertising agency. That's where the magic happens.

Do you feel like your brand can benefit from a Facebook Advertising agency? Claim your $2,000 Audit for free and see what we can do for you. No obligations, no catches – just revenue-busting results.

Let’s face the facts: Posting on Facebook just doesn’t cut it for brands these days. Marketers are reaching fewer people than ever with organic posts alone. But Facebook still offers marketers incredible potential that can translate into enormous business impact.

Why exactly? It comes down to the sheer number of people using Facebook. As at mid-2018, there were 2.23 billion monthly active users on Facebook. Almost 1.5 billion people log into Facebook every day. Stop for a moment to think about those numbers, all those potential customers, and what this means for your brand.

So, how do you reach those people? That’s where Facebook advertising comes in. Facebook advertising is one of the most immediate ways to extend the reach of your brand and target the right audience. It’s easy to look at Facebook Ads in your feed and assume that nobody is clicking on them. But Facebook is on track to make over $4 billion in revenue this year from advertising. In fact, mobile ads represent around 91% of Facebook’s total advertising revenue.

The numbers don’t lie. We know people are clicking on those ads. And if they’re clicking on those ads, that means there are businesses raking in conversions from Facebook advertising.

If businesses tell you they failed with advertising on Facebook, chances are they were simply not a good fit for their business and goals.

Think of Facebook ads like display ads. They should be used to generate demand. Think about it: People are on Facebook to connect with their friends and share events in their life, not to find products to buy. If they want to find products to buy, they’ll go to Google.

On Facebook, people are typing in a search phrase to find a service. So, throwing your best offers at people doesn’t work like it might on Google Adwords. Your audience is not ready to buy. Understand user intent and you’re halfway to getting the best out of Facebook advertising.

An important thing to understand about Facebook advertising is that it’s only effective when you forget the one-size-fits-all strategy. You need to target different groups of users with different content that they’ll want to see. In fact, one of the things that makes Facebook Ads so compelling is the razor-sharp targeting tools. This unbelievably precise targeting means you can spend your ad budget wisely and drive a return on investment that'll amaze your boss.

So how do you make Facebook ads work hard for your business? Build a Facebook funnel that converts. It starts with understanding the audience segments driving the most engagement and most purchases.

Get this right, and you can create lookalike audiences based on these segments which will help you promote to cold audiences – and scale.

Another way to make Facebook ads effective is with remarketing. Use Facebook remarketing ads to move people from being interested to seriously considering your product for purchase. You might tell Facebook to show the ad to anyone who has visited your landing page but didn't get to the trial page or final checkout page.

The critical thing to know here is that it takes patience and planning, but when you get it right, Facebook advertising can be one of the most powerful tools in your digital arsenal.

If you've looked at Facebook recently, you'll see a massive variety of Facebook ads. With so many to choose from, which should you concentrate on for your business? Let's take a look at some Facebook ad examples you should know.

Link Click Ads are an effective way to drive people to your website. And let’s face it, that’s one of the main reasons brands use Facebook advertising. The goal of your Link Click Ad might be to send users to a custom landing page, increase your site’s overall reach, boost conversions, sign up for a newsletter, or some other kind of lead generation.

Video Ads are a type of Link Click Ad. The difference is that Video Ads offer more engaging and eye-catching content than a static image. Around 8 billion videos are watched on Facebook every day, so it’s a must-try tactic for marketers.

Want to showcase lots of products in one Facebook ad? Use the multi-product ad. Users can scroll through the product images and click on individual links to the product they want to see. You can create multi-product ads in Facebook Power Editor.

To grow local brand awareness, choose a Reach Ad. This is especially popular for businesses who want to drive foot traffic to a physical location. Reach Ads can be a great way to get people to your store if you have an event or promotion.

You can hyper-target the ad down to the kilometre to make sure it only appears to people within a set distance around the store.

Want to drive real conversions? Try an Offer Ad. This Facebook ad lets you promote a discount on your product or service that can be redeemed on Facebook. This drives the user straight to the offer, which they can claim directly on Facebook. No need to go to your website. This removes an extra step in the buying process.

If you’re running an event, choose an Event Ad. The call to action on the ad can send users directly to the ticket purchase page for maximum conversions.

Another popular Facebook ad is the Boosted Page Post. This is simply an organic Facebook post that was originally on your company profile. You can boost it using your advertising spend. The difference with Boosted Page Posts is that you do not create them in Facebook Ads Manager. So, you have the flexibility to add more text in the description and include a link in the copy. The Boosted Page Post looks exactly like an ordinary post, just with the word “Sponsored” on top of the ad.

There are drawbacks though. You have fewer options for pricing, bidding and targeting boosted ads, and there’s no way of running A/B tests.

Last but definitely not least, retargeting ads are an extremely powerful tactic on Facebook, as in digital advertising in general. This promotes your ad to a specific list of leads or customers that you know are already interested in what you have to offer.

This is just a quick introduction to the types of Facebook ads available to you. Need help working out what’s right for your brand? Our Facebook Advertising gurus are here to help!

Small businesses, enterprises, and everyone in-between! We get all sorts of business coming to us for Facebook Ad results. From online retailers and local Sydney services to the biggest enterprises across all industries, we can help you achieve results regardless your size.

Chances are, we've already worked with a business just like yours, which makes it that much easier for us to put our powers to work and help you win.

The brilliant thing about Facebook Advertising is that it can work for small businesses and global enterprises. In Facebook’s fourth quarter, its top 100 advertisers represented less than 25% of its ad revenue. Yet, its ad revenue is on the rise.

How can this be? Because smaller businesses are getting in on the game. And when they see results, they spend more and more dollars.

Now for the bad news. A massive 62% of small businesses fail with Facebook Ads. We can’t be sure, but we reckon this is because business owners are trying to do it all themselves. Either you don’t have the skills to get the results you want, or you simply cannot dedicate the time needed.

According to Manta, most small businesses are spending one hour or less focused on Facebook Advertising every week. That just won’t cut it. Facebook is just another tool to grow your business. Just like all the other tools you use, you need to dedicate time to learning how to use it properly, or delegate the task to the experts. If you don’t do this, you may be pouring dollars down the drain.

That’s why we love helping small businesses with Facebook campaigns – there’s nothing more satisfying than watching a small business realise the power of Facebook Ads done right.

In the past, the role of an agency was to work with clients who didn’t know anything about digital advertising. Sometimes, that’s still the case. We work with lots of clients who know very little about Facebook Advertising beyond what they see in their personal feeds, and we’re only too happy to lead the way.

But we also work with big-name brands who have an in-house digital marketing team, maybe even a social media marketing professional, but they need that extra expertise and people power to lift their ad campaigns to the next level. So how does that work exactly? When you have an in-house team, you need to ask yourself some very important questions before you put more work on their desk. Do they have the specialist skills to take your Facebook Ad campaign to the max? Do they have the time and motivation to get results? Can they stay up to date with new Facebook innovations, tools and rules? That’s where we come in. Think of us as an extension to your team.

The most important thing to know is this: Whatever your size, we treat all our clients equally. Whatever your budget for Facebook Advertising, we will dedicate ourselves to get the results that your brand needs. Leave your campaign in the hands of our Gurus and see what happens when we create a customised strategy that truly reflects your unique brand.

Rejection hurts. When we’re talking about rejection of your Facebook ads, it’s your bottom line that suffers most. The best way to avoid rejection from Facebook and your target audience is to know the guidelines for Facebook advertising, and follow them.

There are the official Facebook advertising guidelines, which you can read in the Facebook Advertising Policies. Follow these to avoid your ad being rejected by Facebook. Then, there are the unofficial guidelines that come from years of experience. Follow these if you want to avoid rejection from your target audience, and actually see results.

Let’s start with the official Facebook Advertising Policies. Before they will let your ad show on Facebook or Instagram, a team of reviewers checks your ad to make sure it meets their Advertising Policies. There's undoubtedly some form of automation here that uses algorithms, but for argument's sake we'll say they have hundreds of people looking at ads.

After all, most ads are reviewed within 24 hours, but it has been known to take longer. If it does, just be patient.

In the ad review process, the team looks at everything that makes up your ad to make sure it’s 100% compliant with their policies. They’ll check images, copy, targeting, positioning and even the landing page. In fact, Facebook won’t approve your ad if the landing page isn’t up to scratch. Your ad might tick their boxes, but if the landing page doesn’t comply with their Advertising Policies or doesn’t match the product/service in the ad, it’s a NO from Facebook.

So, what are they looking for in your ad? There are obvious rules around illegal products and services, discriminatory practices, tobacco, drugs, weapons and adult content. But there are also more subtle policies. Fact is, if you’re going to manage your own Facebook Advertising campaign, you need to get familiar with the rules, understand them and stick to them.

Otherwise, don’t be surprised when you spend hours, even days, finessing the perfect Facebook ad only for it to be rejected within 10 minutes.

Remember we mentioned some unofficial guidelines? We’ve spent years working on Facebook Advertising campaigns for clients. So, we are continuously adding to our list of what works, and what doesn’t. We use these as guidelines in everything we do with Facebook advertising to make the most of every dollar our clients spend.

Let us give you some examples. High-quality images are non-negotiable. If you want people to pay attention to your ad (which you do), don’t let them be distracted by poor image quality. On that note, always use the correct image specs. Facebook has a recommended image width (1200*628) for a reason. If your image gets resized, it probably won’t look how you intended.

Outside of the ad creative, another unofficial rule is to measure everything. Study the metrics to see exactly how people are responding to your ads. Check out the click-through rate and conversion rate. What did they do when they arrived on your landing page? Use this knowledge to try different combinations of images, ad copy and calls to action to see what works best. Continuously testing, learning and improving is the (not-so) secret to success.

OMG exists to make Facebook Advertising easy and profitable for businesses of all types and sizes. Simple as that. Whether you want to sell more, increase your brand awareness, get more people through the doors, or increase engagement with your customers, OMG has the expertise to help you create an advertising campaign that truly works.

We know that when it comes to Facebook Advertising, you’re simply looking for a cool, trustworthy team you want to work with, and who will get you results. Here’s what you need to know about us: we take the time to understand your needs. Sure, anyone can tell you that but with OMG it’s true.

Check out our client reviews if you want proof — there are 200+ reviews on Google, averaging 4.7+. We started out of a frustration with what other digital advertising agencies were offering clients. All that smooth talking and empty promises without any expertise to back them up.

We do things differently. For a start, we are completely results driven. Every Facebook Advertising campaign we create is developed to meet your goals. We know how to develop a killer advertising strategy that will get you great results.

But we don’t just set and forget. We are continually monitoring, analysing and optimising campaigns to make sure you are getting the best return on your Facebook ad spend. This is really important because Facebook updates its advertising system constantly. What worked yesterday may not work tomorrow. What does this mean for you? It means you need a team who can create and test multiple campaigns at the same time to get the best results.

We spend every day helping clients like you maximise their Facebook Advertising dollars. Want to get more leads? Grow your sales? Get more app installs? Grow your fanbase? Whatever your goals, our team has a huge breadth of experience to make your campaign work hard. We stay on top of all the latest Facebook changes so there’s no risk of wasting time and effort on ads that get rejected.

You can be confident that your ads will not only get served to the most relevant audiences, but they will hit the mark with your target audience and make them act. Our Gurus know how to design Facebook Ad creatives that drive engagement, stand out amongst the “noise”, and deliver a constant stream of results.

Apart from our strategy, creativity and expert team there is something else we believe makes us the best Facebook Advertising Agency: our ability to make your Facebook Ad campaign part of the bigger picture. We can bring together your search advertising, SEO and other digital tactics to drive the biggest revenue-busting results possible.

We believe this is what puts us right up there with the best Facebook Advertising agencies in Australia. That’s what our clients tell us, and it’s what our clients think that matters most!

If you want to know more what makes us the best, feel free to reach out to us and ask us anything! Otherwise, you can skip straight to the good stuff and claim your FREE digital audit (usually valued at $2,000).