Näin digimarkkinointitoimisto tekee Facebook-mainontaa itselleen vuonna 2020 

We did a series of five articles on Facebook advertising. We hope these will help you think about how to use social advertising to market your business. This article shows how a digital marketing agency does Facebook advertising for themselves.

1. Facebook, your marketing buddy - understanding digital marketing terms
2. Are the golden days of Facebook over?
3. The five Facebook targeting tips you didn’t know!
4. Among the first to have AI Facebook Messenger on your page?
5. This is how a digital marketing agency does Facebook advertising for themselves!

While telecommuting in Auckland, I went to a local bar to enjoy a drink. I asked a professional bartender for recommendations for lunch and dinner restaurants in Queenstown, where I was heading next.

I received quite a list of recommendations, many of which I might not have tasted.

If you ask us Kublans for recommendations of the best places in Miami, Florida, you might get an almost as comprehensive list of places to eat. But, you’ll get an even more extensive overview of digital marketing tools, advertising formats, and messaging angles from us as we do all these for ourselves too!

How does a digital marketing company do Facebook advertising itself?

First of all, a small disclaimer: we don’t have a secret agreement with Facebook, which means we don’t get to advertise at discount prices.

However, over the years, we have learned tactics that bring advertising costs down without sacrificing results.

Let’s jump to the first step of effective advertising: targeting.

How does Kubla, as a digital marketing company, target its own Facebook advertising?

One of the most important audience segments to target is the visitors who visited our site. We don’t want to lose a visitor who has been attracted to our site after the first contact; instead, we try to keep a potential customer on our site for months after the first visit.

We also seek information from external sources and use this for targeting. Of course, Facebook’s own targeting tools are also good, even on the B2B side. For example, based on interests, we get a pretty good audience base to tell about our services.

For example, there are 170,000 people aged 35-50 in Finland who are interested in advertising. This is a good size audience, but what if we want to narrow it down even further and make sure that our advertising is targeted to the audience we want?

Facebook offers the broadest range of targeting options of any advertising platform.

By selecting only small businesses interested in advertising, the number is narrowed down to 54,000. This has allowed us to create an audience that is a third of the size of the previous one.

And this plays an integral part in the equation for calculating the media budget for advertising.

How much does Facebook advertising cost?

How much money do you need to get started with Facebook advertising?

We are often asked how much to set aside as the Facebook advertising campaign budget and how to calculate it.

To answer this, I’ll give you a rule of thumb to create a rough estimate of the Facebook media budget you need:

• How many thousands of people does your audience include? So in our example, the audience is 54,000 people -> 54
• We aim to run the ad on average 2 times per month -> multiply this number by 2 -> you get a result of 108.
• And a rough average (for ease of calculation) is $7.19/1000 impressions -> multiply the previous figure by 7.19

So you get a media budget of $776.52 per month for this audience.

It is worth noting that prices vary widely depending on the type of advertising. In addition, peak seasons, such as the Christmas period, which is a favorite season for advertisers, increase prices. Here is a link to Smartly’s Black Friday CPM study for a more comprehensive report.

Read more about the price of Facebook advertising in our other article. 

How do we measure the effectiveness of Facebook advertising?

By measuring the statistics of Facebook advertising, you know when you’re doing well.

Because we’re a specialist company, we don’t have dozens of weekly ‘hard conversions’ (connections) to build our advertising on. That’s why we use quite a few of the advertising platform’s own metrics as advertising metrics.

In many cases, the most important thing for us is to reach the target audience we have defined as comprehensively as possible. In this case, it is not even the click-through rate that is decisive, but the coverage of the advertising or reach.

Another important advertising metric for Facebook advertising is the ad recall lift rate, which measures how well an ad has succeeded in leaving a lasting impression.

Thirdly, of course, we monitor the number of contacts acquired through the ads. Often, the path between new customers starting from the first contact of advertising is so long that the Facebook advertising platform can no longer measure this.

We, therefore, have to use the good old gut feeling method. 

I know, as a digital company, this may be “a bit” startling!

(That’s why we are secretly jealous of our clients who have a clear, marketable product because measuring the difference between advertising and results is so much easier).

What type of business is Facebook advertising suitable for?

Despite the difficulties of measurement, we do a lot of Facebook advertising. In fact, it’s the largest of the digital channels we use precisely because of its reach and targetability.

I think the vast majority of businesses and organizations would benefit from Facebook advertising.

Usually, the constraints to starting Facebook advertising are not the company’s particular industry or its very niche products and services. In my experience, the most significant barrier to starting Facebook advertising is a lack of materials. 

Fortunately, content is easy to produce, as long as the company first knows what they are offering and to whom.

In other words, once you have the marketing basics in place, you can start Facebook advertising!

What kind of Facebook ads work in the USA?

We use video a lot because our CEO is good at performing in front of the camera. Facebook favors moving images on its platform, so we use this feature a lot.

If your organization doesn’t have anyone willing to go on camera, this is not the end of the advertising road. After all, the ad format doesn’t really matter as long as the content is attractive to your customers!

Another tactic we use a lot is to produce content for our websites, which we then upload to Facebook and other social media channels as page releases. We can then further boost these for advertising and increase the reach of our message.

Advertisers should utilize content in as many channels as possible - recycling is the key!

This will help us avoid overly promotional content and better meet our main objective: to help SMEs understand how digital marketing can help their sales and marketing.

I recommend using storytelling in your content. Customer testimonials, staff testimonials, and even tips on how to use your products/services are all good content to highlight in your advertising. For more on content marketing on social media platforms, read our other blog.

We hope the article gave you a better idea of the potentials of Facebook advertising. Feel free to drop us a line if you’d like to hear more about how we can help!

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