All online businesses are different and require a customised, bespoke series of marketing campaigns to maximise their potential results from an ad budget. Having started to provide services to clients in 2012, after having worked on hundreds of ad accounts, I have developed a complex, detailed strategy to take full advantage of all the benefits that advertising on Facebook (Meta) brings.
One look at the back office of Facebook’s Ads Manager reveals the countless settings and controls available when setting up a campaign or a series of campaigns, through which to spend your ad budget. Not all campaigns are created equal however, nor is the ability to analyse and understand the data.
Incorporating countless split tests, both vertically and horizontally the campaigns I create, test multiple variables at the same time, so as to create opportunities to optimise and scale results, as well as provide feedback to the business to enable further improvements and benefits.
Whilst no two campaigns are the same, the intent is often quite similar, which is not only to generate conversions (usually sales) that are profitable, but also to answer numerous questions by way of the data generated from the adverts that are run. Questions such as:
- Which demographics have the highest profit per conversion?
- Which ad platform performs best, Facebook or Instagram? Desktop or Mobile?
- Which ad placement is the best to use, for each demographic?
- Which types of content generate the most profitable website conversions?
- Do long or short posts work best as adverts?
- Does video outperform image based adverts in terms of profitability?
- and so on…
The time it takes to go live with new campaigns varies depending on a number of factors, including conducting a full audit of the existing ad account, and reviewing the data that has already been generated, as well as understanding what has been set up and how. Broadly the process is as follows:
- Initial consultation to understand your business and requirements as well as objectives
- Proposal and quotation
- Upon approval and receipt of deposit, work commences
- Review website’s pixel placement and event activation.
- Review and audit functionality of the ad account
- Full review of previous campaigns together with consultation as to media, content, ad copy, and data assets.
- Making best use of available data and assets, modify, adjust and create campaigns.
- Daily monitoring and analysis on an ongoing basis, to optimise and scale within agreed constraints.
- Generate reports and/or feedback, usually monthly, to discuss and plan strategy based on results generated.
Care is always taken to deliver results that exceed your expectations. It is important to be realistic with what can be achieved and over what timescale, though with the right elements coming together, interesting results can be achieved quickly (see case studies for more information).
Get in touch for a FREE initial consultation, to discuss your business and current situation, Essex Internet Marketing Solutions looks forward to being able to help you take your business to the next level, at the fraction of the cost of a Marketing Agency.
