For many businesses, Facebook ads are a powerful channel for reaching the right audience at the right time.
Businesses that are new to the game often see Facebook ads as a great way of fueling their growth without having to spend a lot on advertising.
Established brands opt for Facebook ads allowing finely-tuned access to desired demographics for maximum impact. This increases brand awareness and improves the overall social media footprint of the brand.
However, Like every other social media marketing tactic, Facebook ads require attention to the process of how the message is crafted and clever use of all available tools to ensure a great return on the efforts of the marketing team.
The good thing about Facebook marketing is that several great experts have created so many resources that anyone can use to understand and enhance their skills.
To understand the mechanics of Facebook ads and how businesses can benefit from them, we invited Veronica Gentili, Facebook ads expert to our #ChampsTalk session.
If you missed the session, here’s the rundown of what happened during the session.
https://twitter.com/SocialChampSays/status/1430909041249685514
https://twitter.com/SocialChampSays/status/1430909394519150604
https://twitter.com/VeronicaGenti/status/1430910065968439300
https://twitter.com/SocialChampSays/status/1430911463246360576
It really depends on your campaign main goal. For instance, if we run a lead ads campaign we should focus mainly on CTR, CPL, Conversion Rate, if we run a purchase campaign we should monitor ROAS, CPA, Average order value and so on.
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q3. What targeting options do Facebook Ads offer? #ChampsTalk pic.twitter.com/KN38PrejFq
— Social Champ (@SocialChampSays) August 26, 2021
A lot! You can target people by interests, demographics, connection and behaviour (Core Audience), you can target a client database, website visitors and more (Custom Audience) and you can also create an audience based on your best audiences (Lookalike audience) #Champstalk
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q4. What are some good hacks for selecting the right audience for the Ads? #ChampsTalk pic.twitter.com/SVsyAHKJWd
— Social Champ (@SocialChampSays) August 26, 2021
Think about your target persona. What about its demographics? What about its interests and behaviours? Are there any authors, magazine, brand that could fit? Keep also in mind that usually the best performing ads are targeted to Custom or Lookalike Audience, so start with them!
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q5. What are the best practices for setting up a campaign? #ChampsTalk pic.twitter.com/ZdHQ3xz9iT
— Social Champ (@SocialChampSays) August 26, 2021
You need to:
✅Have a clear object in mind, so you can pick the right format and optimization goal
✅Define budget, creative, timeframe and tests you may want to run
✅ Define the target audiences for your campaigns and split the budget accordingly #ChampsTalk— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q6. Can you differentiate between campaign budget optimization and ad set budget optimization? #ChampsTalk pic.twitter.com/WQHKGMZJKo
— Social Champ (@SocialChampSays) August 26, 2021
If you want Facebook to do the hard job of moving the budget on the best performing adset in real time, CBO is ideal. As you have high value or different audiences, you may want to have more control over your ads, so you can use the ABO in order to split the budget as you like.
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q7. What’s the role of Facebook Pixel in planning Facebook Ads campaigns? #ChampsTalk pic.twitter.com/FcDvqOJmoN
— Social Champ (@SocialChampSays) August 26, 2021
The Facebook Pixel is VERY IMPORTANT as it helps to:
✅ Track campaigns conversions (combined with Conversion API)
✅ Optimize for your main goal (ex leads, purchases…)
✅ Create retargeting campaigns (usually the best in terms of $$$)
✅ Create lookalike audiences on visitors— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q8. How can lookalike audiences help in scaling ads deliverability and performance? #ChampsTalk pic.twitter.com/etmEub0ZL2
— Social Champ (@SocialChampSays) August 26, 2021
Since they’re using the powerful Facebook Machine Learning System, they could help you creating super targeted audience without having to select interests, demo and so on. So, as you have a good performing Custom Audience, you should immediately test its Lookalike Audiences!
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Q9. Lastly, who do you think we should invite next on Champs Talk? #ChampsTalk pic.twitter.com/oeudMCtrcP
— Social Champ (@SocialChampSays) August 26, 2021
I met him few years ago in Bologna and he's a very inspiring SMM Expert. I would pick @dennisyu!
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Thank you @VeronicaGenti for the recommendation 🙏
However, just to let you know we have already done #ChampsTalk with @dennisyu😇
Here's the recap of his session: https://t.co/0vm3slAsjb
— Social Champ (@SocialChampSays) August 26, 2021
Oh, cool! So what about @jonloomer?
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Thanks for another recommendation🙏@jonloomer, we would love to have you in our #ChampsTalk. Let's discuss in DM🙂
— Social Champ (@SocialChampSays) August 26, 2021
Thanks, Veronica! And Gummy Bears are pretty great…
— Jon Loomer (@jonloomer) August 26, 2021
One of the best inventions ever (in combo with sushi of course) 🍱
— Veronica Gentili (@VeronicaGenti) August 26, 2021
What’s the ideal number of conversions that you would recommend to warm up a pixel?#ChampsTalk @VeronicaGenti @SocialChampSays
— Marium Fahim Khan (@marium_fahim) August 26, 2021
Good question Marium! I recommend at least few hundreds conversions in order to warm it. Remember that each adset needs at least 50 conversions per week in order to be properly optimized! #ChampsTalk
— Veronica Gentili (@VeronicaGenti) August 26, 2021
Many people recommend not to make changes to your ad if it's performing. Instead, they recommend duplicating it and making changes to the new ad. Do you agree with this idea?@VeronicaGenti @SocialChampSays #ChampsTalk
— Syed Hamza (@kepler31b) August 26, 2021
Of course I do. You know, #FacebookAds are pretty like an house of cards…moving just one of them can lead to a disaster 😀
Also, resetting the learning phase and restart it could lead to worse results than before. #ChampsTalk— Veronica Gentili (@VeronicaGenti) August 26, 2021
1. Can setting up events on a Pixel help with retargeting customers for an eCommerce site? @VeronicaGenti @SocialChampSays #ChampsTalk
— Tahniat Alam (@tahniatalam) August 26, 2021
Of course! Using events and optimize for conversions is usually the best strategy in order to get conversions. Also, I strongly recommend setting up the Conversion API, it could help to match more conversions and get more results! #Champstalk
— Veronica Gentili (@VeronicaGenti) August 26, 2021
If you are testing an ad set, should you go with Ad set budget optimization or Campaign budget optimization? #ChampsTalk @VeronicaGenti
— Yumna Hafeez (@hafeez_yumna) August 26, 2021
It depends. I use CBO on similar value (and size) audiences as I want Facebook to optimize the budget, but as I'm targeting different value audiences (ex core vs custom audience) or high value custom audiences (ex client database) I prefer ABO. #Champstalk
— Veronica Gentili (@VeronicaGenti) August 26, 2021
2. What's the learning phase of Facebook ads?@VeronicaGenti @SocialChampSays #ChampsTalk
— Tahniat Alam (@tahniatalam) August 26, 2021
As explained by @Facebook "The learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set." #ChampsTalk
— Veronica Gentili (@VeronicaGenti) August 26, 2021
That's a wrap for today, we would like to thank you @VeronicaGenti for your knowledgeable insights. 🙏
We loved having you and hope that the audience enjoyed today’s session of #ChampsTalk 😇 pic.twitter.com/wkAH7JgDMg
— Social Champ (@SocialChampSays) August 26, 2021
Loved it too, it's been a very interesting chat guys! 😉
— Veronica Gentili (@VeronicaGenti) August 26, 2021
We would like to thank Veronica for taking the time for the session and her great replies to some tricky questions. We hope that the audience had a great time and can now plan some high-engagement Facebook ads campaigns.
