Tactical Facebook Paid Advertising Tips for SMEs with Erwin Linder | Ep #08

By June 29, 2020 No Comments

Summary Notes:


Power to the Pixel


If you are currently struggling to run profitable Facebook ad campaigns, then the chances are you are not looking at Facebook as a sophisticated piece of artificial intelligence!

You see, Facebook’s superpower is not the ability to target audiences based on their age, gender, or interests, but more so, the information that lies in its pixel. 

The Facebook pixel collects thousands of pieces of information which allows advertisers to improve their digital marketing campaigns. 

However, first, you need the pixel on your website, and then you need to give it time to collect this “information.”

A seasoned Facebook pixel can be the difference between mediocre and profitable ad campaigns!

You see, with the pixel, you can ask Facebook to find customers that look, or behave like your existing customers, and if the Facebook pixel is seasoned, this tasks should be relatively easy to execute.

Not to mention, that with a pixel, you will be able to retarget everyone that visited your website.

This means you can show a custom and personalised message to people who’ve visited any particular page on your website.

For example, if someone visited your pricing page, you can show them an ad articulating how competitive your prices are in the market, etc.

At the end of the day, the Facebook pixel is powerful, and if you aren’t using it, the chances are you won’t be able to improve your digital marketing ROI.

Ad Sequencing


Your funnel is typically ordered as top (people who are completely new to your business), middle (people who have had some kind of engagement in some shape, way or form with the product or service in the past, but have not made any actions to suggest they are a potential customer) and bottom (people who made some form of action to suggest they may have been interested in your product at some point- e.g. adding something to their cart but not checking out). 

You always want your focus to be on conversions, meaning you want to move people down the funnel, and you need to adjust your strategy in order to do so. 

Ad sequencing resembles the way you structure and time your adverts.

Most companies either don’t know what it is or don’t follow basic ad sequencing guidelines. 

For example, if a person has no idea who you are, the chances are they might not be that convinced to buy from you, and this is where ad sequencing comes in. 

Ad sequencing allows you to run an ad to a new prospect first introducing the brand, and once that person has engaged for the first time, you can then follow that engagement up with a second ad that further strengthens the relationship with the prospect. 

For example, if you are a health brand, you first might want to target a customer by showing them a video ad explaining what your brand is all about. 

Once the customer has made the connecting, your ad sequence can include a second ad that shows some success stories of other customers who’ve used the brand before. 

And then lastly, once credibility has been established, that’s when you run an ad pushing an offer or a specific promotion. 

The chances are, the prospect is now more likely to convert into a first time customer. 

Personalise Your Messaging


Consider using a more personalised form of communication, because you want your interactions to be as “human” as possible.

You also want your consumers to feel as though you resonate with them.

So, personalised messages are a much more effective method compared to automated messages for the masses.

Pricing is Crucial


Now we move on to acknowledging the ROAS metric. 

This stands for Return OAdvertising Spend. 

Whatever you spend on advertising, you want to be able to see come back into your business as profit, but this isn’t always the case. 

Your goal should ultimately be to maintain an equal or positive balance between what you spend and what you see coming in, so make sure to do the math and understand your product. 

Don’t poverty price yourself. 

For example, acknowledge what it costs to make your product, agency fees, cost of clicks and the actual cost of making one sale, etc. 

Some Basic Tips On Setting Up A Campaign 


Remember that Facebook is not your only option when it comes to advertising, find what works best for your business and lead with that. 

Then, if you have a set budget for your advertising, consider doing layered campaigns in terms of how people have interacted with you. 

Start with a top tier campaign, where you can use something to entice your audience to click to your websites- like a discount or appealing offer. 

Then, you’ll move on to 2 remarking campaigns. 

The first one you would allocate 10%-20% of your budget to, where you will have people who have already engaged with the product in some way. 

Whereas the second one will be targeted towards people who have directly engaged with your post/ad/page.

Tips to Stop the Scroll


Lastly, we want to look at how you can stop people from scrolling past your ad. 


You can do this by: 


  • Knowing what’s popular (research memes and think of ways to incorporate that into your ad). 
  • Showing your customers that you care about them (personalised messages). 
  • Communicating USPs (unique selling proposition). 
  • Moving people towards pleasure or away from pain. 


To round it all up, be present in acknowledging your data and using it to your advantage, be personal and build relationships with your clients or consumers, know your costs and how to make your product or service profitable, invest in remarking campaigns and allocating the right type of campaign to the funnel level you’re targeting and lastly, think about the ways in which you can make your ad stand out above the rest.

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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