Chances are that you have a few Google Adwords campaigns up and running as you read this. Or maybe you never tried it at all because Paid advertising requires you to invest upfront for relevant traffic.
Even worse, you tried to do some paid advertising with Google Adwords but gave up after you realized that your budget ends up getting spent faster than the time it takes for you to create a Google Adwords Ad.
While it’s incredibly easy to setup a Google Adwords campaign, it’d be just as hard to deploy campaigns when you have to do it the right way. Most shady PPC agencies don’t bother with it.
Businesses don’t know any better (no matter what they think they do).
It’s been more than a decade since Google Adwords has been around and it’s remarkably stupid if you don’t take the time to setup your Google Adwords campaigns the right way. Here are a few things you should absolutely do to help squeeze more out of your Google Adwords Ads.
Setup Your Google Campaigns Right
I know you’ve read this before, but since absolutely no one seems to have paid any attention, this bears repetition: set up your Google Adwords Campaigns right.
Don’t start with Google Adwords’ default settings (unless it makes sense, as it happens in some cases). For instance, don’t set the default for “ad rotation” as “let Google show the best performing ads”. You need to rotate ads Indefinitely and start with 2 ads (and not three) so that you can test two ads at a time.
Group your ad groups and keywords tight.
Run one campaign for one geographic location (unless those countries are close to each other or if the target audiences share similar characteristics — like the United States and Canada, for instance).
Before launching campaigns, there are certain housekeeping tasks that you’d need to do. You can’t skip this.
Make sure you have specified your audience sources and that you are building your audiences on Google Adwords. You might want to specify your landing page URL as one audience source. You’d have your website URLs as another standard audience source. When you specify URLs and tell Google AdWords to track your audiences, you’d also be already for Google Remarketing campaigns when you want to go at it.
Since you are dealing with Google Adwords, you’d need to track your conversions. To do that, you’d have to install the Google Adwords Conversion Tag the right way.
Watch this video below and learn how to do just that:
It’s remarkable just how many businesses don’t use extensions at all. It befuddles me to even think of the lost opportunity with extensions. Google Adwords provides with the following extensions that you can use at campaign level or at adgroup level.
Sitelink extensions (link along with descriptions to various pages of your website such as your blog, gallery, reviews, testimonials, product pages, etc).
Callout extensions ( little calls to action like “Grab your offer now”)
Structured Snippet Extensions ( possible for few cases like Featured hotels, courses, degree programs, brands available, or your service catalog etc).
App extensions (Have an app?)
Review Extensions (links with your Google+ or Google Business Manager)
Using extensions ensures that you are adding more relevant information to your Google adwords campaigns or ads. Automatically, you also enjoy more real estate on the search engine page than a normal ad would.
See examples here:
Get the match right
Setup your keywords with “broad match” and you’ll run out of your modest budget even before your campaign starts (rhetorical).
In some cases (low volume keywords or for generating traffic — and not conversions), broad match keywords do make sense. For all other cases, use Phrase match (add “” quotes around your keywords) and exact match (Put [square brackets] around your keywords).
No Funnels? No Campaigns
If you are planning to create an ad to send traffic to a website or an ecommerce store, you are doing it wrong.
Don’t. Ever. Launch. A. Campaign without a funnel in place.
I’ve written about funnels before, so do check out the links below:
Paid ad campaigns have the following components (varies with businesses, campaigns, and offers) :
1. An offer you are making (free consultation, free eBook, free whitepaper, free trial, free samples, free whatever). The offer is made with an ad which is also delivered in pairs (A & B) for testing.
When you start with ads, you’d start designing or writing ads (for Google Adwords) in pairs. Why pairs? You’ll be able to test between two versions ads as you run your campaigns.
Here’s an example:
2. A landing page (example below) that presents the offer (the landing page also has two versions A & B for testing)
3. An autoresponder system (like Drip) that ensures lead quality with a “double opt-in — where leads have to confirm their registration by clicking on a link that goes out immediately after someone signs up for your offer.
4. Once people start visiting your landing page, Unbounce has A/B testing included for the landing pages to determine which version of the landing page works better (traffic will be sent to each version at random — 50% of traffic goes to page version A and 50% goes to page version B)
5. What follows after this depends on your business. Completely online businesses like mine will continue a lead nurturing sequence to make sales happen. Other businesses might have to place phone calls, etc. In your case, I can see it’s going to be some sort of a consultation call.
Budget Allocation for PPC
While there’s no minimum spend for both FB and Adwords, always start with the lowest possible budget (the market determines how much you pay — and this depends on your competition in the geographic area you are targeting). Usually, $5 to $20 is the range I see (depending on targeted areas).
Split your budget 80: 20 — 80% for actual campaigns and 20% for retargeting, each month.
A few Suggestions to Boost Conversions
Don’t use the navigation on top of a landing page (or below, in the footer).
You can’t have any extra links on the landing page (this isn’t your website). Never add any other links except for the main call to action (CTA)
If you are using a video, that’s awesome. You should make a second version of the page without a video for A/B testing.
Ideally, you should be making a single offer (like sign up to receive a coupon code). When they signup, they have to confirm (double opt-in) and then they receive a coupon code.
If you have to provide more information (like How it Works), you should use a lightbox option and let a pop-up reveal more information (right there, on the page) so that users don’t leave the page at all. This also applies to any other buttons on the page.
Forms work best at the top of the page. Visitors click on a button, the form appears, and they fill out information. We can follow the same principle of “Intent-based reveal” — the form isn’t going to be exposed; it only shows up when visitors click on a button (click trigger style)
It’s best to ask for the absolute minimum information on the forms. In your case, do you need the telephone field? It’s alright if you do. If you don’t, we can remove it.
Facebook is growing bigger. As you read this, Facebook just touched the 2 billion mark and is continuing to grow. Before you know it, the social platform will be a juggernaut that’ll be ard for businesses to resist.
Facebook is also consolidating its assets, introducing a ton of new features such as Value-added Audiences (in addition to the already existing Lookalike audiences, custom audiences, and retargeting audiences that you could build) aimed to make advertising easier.
Chances are that you are looking to boost your presence on Facebook or even launch Facebook ad campaigns.
Unless your objective is business branding, reach, engagement, and video views, the best kind of ads that perform are direct lead generation focused ads such as “lead ads” and ads that try to generate leads with free giveaways, invites, eBooks, tip sheets, cheat sheets, and free webinars.
If you are looking to launch your Facebook ad campaigns, check out these fantastic Facebook ad exmaples built for generating leads that hit the ball out of the park and bring in the cash:
Adespresso is a super-tool built to help businesses and marketers use the power of A/B testing while doing Facebook ad campaigns. On top of that, Facebook ad management is also made easy thanks to Adespresso, recently acquired by HootSuite.
The folks at AdEspresso know Facebook advertising like none other. Plus, they spend thousands of dollars just trying to experiment and see what works and what doesn’t. If you are remotely interested in Facebook advertising, you should consider using Adespresso, reading their blog, or signing up for their University.
The ad in question here is in line with their fantastic sales funnel which works on giving a free eBook away (full of value) to bring in email subscribers who later nurtured to help Adespresso upsell their product or the university or both.
Did you notice how specific they get with their ads?
AppSumo knows a thing or two about marketing online. The popular “Groupon for geeks” is of unmistakable appeal and every geek who’s on their email list knows that. Or maybe self-proclaimed marketing geeks like us who use Sumo to build marketing lists also know that.
AppSumo’s Facebook ads are targeted and they usually pick their best performing products for their ads, and all them make for some of the best Facebook ad examples.
This example is for their offer on BrandYourself Premium plan, of course. One other thing you should note while we are talking about AppSumo is that you should signup for their list regardless of whether or not you’d ever buy off any of their offers.
Why, you ask?
Their email copy happens to generate millions each year. If you want to learn how to write emails that get you results, nothing teaches you better than AppSumo’s emails.
The marketing teams at Amazon spend day-in and day-out trying to optimize the heck out of their Facebook ad campaigns. In fact, there are location-specific teams working on their ad campaigns.
If you run an ecommerce business, you’ll learn a ton from just seeing what Amazon does with its Facebook Ad campaigns. There’s no usual fretting and fussing on images – simple, specific, and highly-relevant images do the trick.
No fancy verbiage either. I mean, you don’t need to hire an expensive copywriter to write “Join Amazon and Get Free two-day Shipping. 20% off Diapers and More!”
Of course, the power of Amazon’s brand helps.
With a brand name like Advertise.com, they better “advertise” right. They do a good job, of course, and they live up to their name.
It’s very appealing when things are given away for free – and anything goes. In this example, Advertise.com gives away a smashing $1000 bonus to help start your online ad campaigns for high-quality traffic at low cost.
Apart from the huge appeal of the $$$ bonus, see how they play out on the FOLM (Fear of Losing Money) here?
Nikki Elledge Brown
Nothing beats the power of free and the high appeal of education. Absolutely nothing. That explains why “free mini courses” or even “complete free courses” are so popular and they work like a charm.
Nikki’s free mini course to help you write better (and have fun doing it) is dripped each week day. In a single ad, Nikki manages to provoke you, appeal to copywriters and business owners, lays out the strength (and size) of her community and more.
You have to love the detailed (yet simple) design of the image for the Sherman Carter ad. Picking on a single product line (Assassin’s Creed) and appealing to a single target audience (choosing only men as target audience) and using power phrases such as “Absolute Must have…”, the ad is a winner alright.
As if all of that wasn’t enough, there’s also a discount to sweeten the deal. The darned thing just works.
Great products with equally awesome images always do well on facebook. InstaViral just happened to do it right. In Facebook ad example, the TeeShirt’s proposition as Limited edition says “products are getting sold faster than you can click on the ad”, price makes it clear, and the $10 off today adds more appeal. Plus, it’s targeted to women.
Women don’t resist shopping, do they?
As we determined earlier, “free” works better than great when it comes to Facebook ads. Combine that with an alreasy established and useful tool like SimilarWeb and it’s only evident that the ad would just work.
I mean, who’d resist a “free” trial for a tool that accomplishes so much.
Thanks to Sophia from HubsSpot for this heads up, NatureBox’s Facebook ad packs everything it needs to bring in its customers with a singular ad – showing exactly what comes with NatureBox. The ad tells you that you get a “free trial” and that you’d still pay $7.90 for shipping.
It’s relevant, fun, and has a clear call-to-action. No wonder the folks at HubSpot found it.
Talk elegance, utility, and again the wretched power of “free” in advertising, and you’ll appreciate what Slack does with its Facebook Advertising. Thanks to Dan Shewan of WordStream for pointing this one out.
Dan Kennedy calls it the PAS formula:
Problem – Present the problem your prospect feels (Meetings Suck) Agitation – Poke at that problem until it’s visceral problem (How it feels like when you sit in those meetings?) Solution – Present your solution to the agitated (Use slack to cut down on meetings and sit only in 25% of them)
Slack ticks off some of those boxes:
Great going there. By the way, using dark colors in Facebook ads does make ads stand out. Eh?
Which of these Facebook ad examples do you like? Tell me about it.
According to Craig Smith of Expanded Ramblings, there are more than 4 million businesses and individuals using the platform to promote campaigns. 70% of these advertisers are outside of the us and the total number of advertisers have grown by 50% between 2015 to 2016.
With an average (CTR) click through rate of 0.9%, the average cost per click being $0.64, and an average cost per thousand impressions at just about $7.29, Facebook advertising makes for a compelling case for businesses to promote their businesses, get leads, and finally make sales.
Here’s how to do your Facebook advertising right:
Setting Up The Facebook Manager
Your personal Facebook account isn’t what you should be using for your business (no matter what business you have). Keeping your personal account and business account just makes sense.
At this point, I am assuming you already have a Facebook business page. If you don’t have one, you’d have to create on (and you can create your Facebook business page from inside). Since you’d want to use Facebook for advertising, you’d also need an advertising account.
Facebook would have already have had a tab enabled with your personal account, and that doesn’t count (unless you are using Facebook to promote something personal).
The first step is to head over to https://business.facebook.com and login with your usual Facebook credentials..
After logging in, click on “business settings”. Click on this a little page icon on the left menu You’ll then find “Add a page” on the top right. If you click on it, you’ll see three options.
Claim a page
Create a page.
Depending on your situation, you’d choose one. If you already have a page out there in the wild, you’d need to claim “access” to it. If you are going to work on someone else’s page or if you are an agency or freelancer hired to work with a client, you’d need to use the “request access” button.
If you’ve never created a Facebook page before, you’d need to create a page.
Let’s say you already have a page and you need to claim it (note that you’d have to be the admin to get immediate access. If you are not the admin, you’d have to request whoever the admin is to grant you access).
Click on claim a page, type in the name of the page (or the URL of the page), it’ll show up here. Click on it, and you now have access to your page from within the Business manager.
Up next, is to follow a similar process for your Facebook Advertising account.
On the same panel you saw before in business settings, look for the little icon right under the icon for Facebook pages.
Repeat the same process we did for the business page. More often, for first time users, you’d have to create an ad account that’s in the name of your business. Go ahead, create the account, setup a payment method. You are done.
Then, add people in your team. Make sure you add yourself to the people associated with the account.
Please note that, you’d follow relevant steps to access others’ FB pages and ad accounts. When your team or clients give you access (the notifications show up in the right hand corner), those pages and ad accounts show up. After you add yourself or your team, the pages and ad accounts will show up when you login.
How to give access to Agencies or freelancers
Rule number 1: Never give out your personal login ID and password you use for FB to your team members, freelancers, or agencies.
Rule #2: Don’t forget rule #1
If you have to give Facebook business manager access to your team members, freelancers, or agencies. It’s a straightforward process. But by doing this, they have their own logins.
If it’s your team member, you are adding, go to people and add their email address so they get an invite to join your organisation here.
If you are adding freelancers, partners, or agencies, you’d need to ask for their Facebook business ID. This is where you can find the business ID.:
For the business page:
Click on your page, “assign partner”, and drop their ID here.
Follow the same process for Facebook ad account too.
Click on your page, “assign partner”, and drop their ID here. This is where you can find your business ID.
This lets your agencies or freelancers login through their own business manager accounts and they’ll be able to work with you to manage your business page or your ad account or both.
Setting Up Your Facebook Pixel
You’ll be able to create only one Facebook Pixel per business ad account. Assuming you have setup your business manager right, you’ll see “business manager” link on the top right corner, next to the FB logo.
Click, and there’s a dropdown menu. You’ll see a tab called “Pixels”. If you don’t see it, just hover on all tools and you’ll find it there.
Now, it’s time to setup your pixel
Click on Pixels, create new Pixel, give it a name, and that’s it. Your pixel is ready.
When it is ready, you’ll see a tab where it says setup pixel. You’d need to add this pixel to your website, landing pages, and anything else that belongs to your business.
This pixel is the heart of your Facebook Advertising.
Setting up the pixel on your website
You have an option of using Google tag manager or Facebook’s integrations with many platforms such as Shopify, Magento, Bigcommerce, etc. You can use those and the instructions are self-explanatory. You also have instructions, just in case you need them [https://www.facebook.com/business/help/1179210765468894 ]
If you want to install the code yourself, click on the other option, “Install code” and you’ll see two parts for the pixel.
One is the base code and the other is the event code. The base code loads on all pages (including thank you pages or other pages that your leads end up on, after they take an action). Actions can also be inline actions (like when they just click on a button, or add something to your shopping cart).
Copy the base code and install it on the section of your website’s code. If you are using HTML, you’d have to do this manually on all pages (please check with your developer).
Next pick the event code (out of 9 different options you have, pick one that makes sense for you), and paste it below the base code but NOT in the head section.
Be careful not to put this part of the code in the head section.
Next, after you loaded the pixel. Refresh your web page and come back here to check if your Pixel is firing. If you used Google Tag manager, the tag manager would also show you the status. There’s also a Facebook Pixel Helper chrome extension that you can use.
Bonus: Setting up the pixel on your Unbounce Landing pages
If you specifically use Unbounce as your landing page solution, here’s a video to show how to add a pixel to your Unbounce landing pages
Setting up Your Campaign For Facebook Advertising
You could use the default way of launching your campaign. But I generally prefer using Facebook’s power editor. The power editor has advanced features that save you time and help manage multiple clients.
You can use the normal campaign interface too. When you are ready, Facebook will automatically push you forward (like a wizard) and help you get started.
A URL to point the ads to (unless you are using Lead Ads)
Video Ads, if you are doing video ads
A series of images (if you are using Canvas)
A form that you can generate within Facebook (if you are using Lead ads)
Start with a naming convention
if you were targeting only male teens interested only in Baseball in the United States, it’ll help if you name your campaigns this way:
US | 13-19 | Baseball
Targeting working mothers between ages of 26 – 44 only in Mexico City?
US | WFHM | 26-44 | MC
Millennials in NYC?
US | Millennials | NYC
Pick a way that makes it easy for you to know what each ad, ad set, and campaign is doing. When you have a lot of campaigns running, this is a life saver.
Pre-testing Basics & Segmentation
Separating your testing elements helps you test easily and more accurately. The data you’d get is more dependable this way.
Let’s say you are targeting two countries (US and Canada): You’d then launch separate campaigns — one for US and one for Canada
Similarly, you can separate campaigns up while testing for following elements:
Countries, cities, towns, etc
Male or Female?
Aged between 30- 45 or 45-65?
Ads & landing pages
Your ads have to be in pairs (A & B)
Each landing page the ad points to exist in two variants (A & B)
The ad A should message match with a matching landing page (which itself has two variants)
The ad B should message match with landing page (which itself has two variants)
A pair of ads will look like this:
A single landing page looks like this:
Connecting it Together: AB Testing Ads & Landing pages
When it set it all up, it helps if your final ad sets are setup the following way:
Ad Set 1 (testing only ads and landing pages)
US | WFHM | 26-44 | MC — Ad A — landing page (variant A 50% traffic distribution and Variant B with 50% traffic distribution)
US | WFHM | 26-44 | MC — Ad B — landing page (variant A 50% traffic distribution and Variant B with 50% traffic distribution)
Ad Set 2 (Testing Age groups, for work at home moms)
US | WFHM | 26-44 | MC — Ad A — landing page (variant A 50% traffic distribution and Variant B with 50% traffic distribution)
US | WFHM | 45-55 | MC — Ad A — landing page (variant A 50% traffic distribution and Variant B with 50% traffic distribution)
Ad Set 3: (Testing Cities Vs All of United States)
US | WFHM | 26-44 | MC — Ad B — landing page (variant A 50% traffic distribution and Variant B with 50% traffic distribution)
US | WFHM | 26-44 | ALL —Ad B— landing page (variant A 50% traffic distribution and Variant B with 50% traffic distribution)
Run ads for long enough to get enough data to determine which of these combinations is working for you.
Getting The Sales funnels Right
Now, many clients I work with also insist on “selling” right away. Like, from ad to ecommerce product page. Then, they sit and wait for sales to happen.
It’s not going to happen.
Even if it does, it’s going to be “luck”. You don’t want luck, right? You want sustainability. You want to make sure that you put in a dollar in and get a dollar out.
So, there are only three things you need to do when you do Facebook advertising for maximum conversions:
1. Always give a high-value but zero friction offer first.
2. Start with a low budget, as low as you can (because you can see how much you’d have to test)
3. Use variants, combinations, optimisation, and testing to find out winners.
The typical approach of hungry joe: Ad — Sales Page
The funnel should have an Ad — landing page with an offer — lead signs up — use automation to nurture leads — make a sale — then sell again and again
Your sales funnel should typically look something like this, changing only according to the nature of your actual offers and the resulting sequence of events.
Remember this, and skip the sales funnel at your own peril.
Don’t tell me you haven’t been warned.
The key is Conversions; Not Traffic
Most people obsess about traffic. Really, traffic is meaningless if it doesn’t convert. For your Facebook advertising efforts, all that money you just threw on the campaign would mean nothing if your campaigns don’t bring in conversions.
Let’s do some numbers here with the assumption that you spend $5 per day on FB advertising, and we ran the campaign for a week. Also, let’s assume each lead you get is worth $2 for you.
You didn’t spend more. But you now have almost 100% more leads just because you use A/B testing, variants, and you can afford to be patient enough since you have a low budget for advertising.
When you find your champions, you can step on the throttle and spend more. To start with, this is what you should ideally do.
Using Audience Insights on Facebook
Even if you weren’t going to do Facebook Advertising, you’ll do well to visit the Audience Insights section within your Facebook business manager. You should definitely do this if you are looking to launch campaigns.
It’s amazing how much data Facebook has on ever user, and you can put that to use to plan and execute your campaigns. Slice and dice the data available to make smart decisions about how you’ll approach your campaign:
Here’s how Audience Insights in Facebook looks like:
Thanks to Facebook, never before in history was it ever possible to zoom in on the exact prospects you are looking for as customers or clients. You can get as broad as you like to as narrow as you like with Facebook’s audiences. If you think about it, the opportunities available can give you sleepless nights.
Depending on your business, you could go down your targeting like this:
Skins & Cases for Apple products, only for working millennials in Malaysia.
Beauty products for new and expecting mothers, aged between 30 – 44, with an average salary of $6000 per month or Household income of $9000 per month, living in New York.
A social Media Management tool precisely for people who hate HootSuite.
A complete, marketing automation tool for people who hate both InfusionSoft and OntraPort.
Custom-umbrellas for college going teens in India.
See how granular you can get and how deep you can go?
Targeting Audiences on Facebook
If you launch a campaign targeting your audiences, that’s only side of the story as far as Facebook is concerned. You also have advanced audiences options on Facebook such as custom audiences and lookalike audiences.
Custom Audiences: strong>
If you already have a huge list of prospects (or even if it’s a tiny list) — and not customers — you can upload this list to Facebook to target only your prospects (who also happen to be your email subscribers).
You can have Facebook profile and seek complete strangers — within the parameters of the campaign — that are very similar to your existing audiences (Maybe you’ve reached them all during your previous campaigns, your existing list of potential customers, or even your customers).
Everyday, you already have people visiting your website and/or landing pages. More than 80% of them leave without doing anything on your website (for whatever reason).
These people know you. They visited you. It’s just that they didn’t take any action that’s favourable to you.
By adding the pixel to your website and your landing pages, you can grow this audience too. When you are ready, you can launch campaigns targeting only these previous visitors.
It’s called Retargeting and it works like a charm.
Now, that I mentioned landing pages, let me say it again: don’t launch Facebook Ads (or any ads) or even ever put a link anywhere when you are asking for something without landing pages.
It’s called distraction.
If I visit your website, there’s a lot of distraction there. There’s about page, contact page, the blog, and all the fancy pop-ups we have on our websites. If you paid for the click, you want visitors to take action and become leads.
When the average attention span of your visitor is at an all-time low, why do you want to distract?
Landing pages help you put up a page that has one job to do: to help visitors take action.
The usual site wide conversion for a website is around 1.95%. Well built, conversion centric Landing pages convert at 30% or even 50%. You tell me. What kind of a conversion rate do you need?
You can use any of the following for landing pages:
It doesn’t matter which one you use. What matters is that you do.
Funnels & Automation
Most people don’t buy the day they land on your website or on your landing pages. That’s why you need landing pages to get your leads first. From that moment on, you’ll nurture leads systematically, strategically, and carefully. You don’t want to be pushy or sales.
Yet, you don’t want to continue sending them emails like you email your friends. You still have to ask for the sale.
If you did this manually, you’d never be able to run your business. Plus, there’s no fun in this drudgery, right?
That’s why you’d set up funnels and automation.
So, you are a financial consultant for men between ages 28 to 45. Your offer for the Facebook ad was to have them download an eBook on personal finance tips. They signed up. They got the eBook.
They are in the funnel.
Now, you’d send out emails with more information about personal finance — more tips, more insights, research you gathered, and more. The fourth or the 5th email will have a link to your paid membership site for them to signup to get access to video courses, a private community of like-minded people, and an entire library of tips and methods to make them pros at managing their personal finance and grow wealthy.
Now, that’s a funnel. That’s how you move people from cold & curious visitors to lifelong buyers of your product.
Landing pages are only a part of the funnel. You’ll need email marketing automation (auto responders) to complete the funnel.
Facebook has all the reporting you’d need. If you want even better, you can use a tool like AdEspresso that not only helps you setup, launch, and manage your Facebook ads but also gives you analytics for your campaigns.
When you finally get everything right, and as your campaign is live, your campaign dashboard will look like this:
Assuming your pixel is firing, and that you’ve added the Facebook pixels right, you’ll also be able to see conversions and results that you seek.
If your business has a Facebook Business Mange (which you mostly should) and if you have anything to do with Facebook Advertising for your business, you should use your Facebook Business Manager.
It’s built for businesses so why won’t you?
Let’s address the “Why” first: Facebook launched “Business Manager” to separate your personal Facebook account from the one you might (or maybe you already are) use for your business.
My personal Facebook account has a way for me to launch adverts, ads, and to boost posts. But I’d do that only if I wanted to exchange my cat for your dog. Or maybe sell my old, rattling car.
For business, I’d use a separate advertising account (with a dedicated payment method). Since I run an agency, I’d also connect my business manager with Facebook pages and Facebook Ad accounts for every client so that I manage pages and campaigns by just logging into my business manager account.
This is how it’s done. I don’t care if you think it’s too much work or if you don’t like Facebook’s blue color.
Setup Your Business Manager Account
Most business owners are still managing their Facebook pages by logging into Facebook as they usually do. Also, they still use their personal advert account (this one comes by default with every Facebook account) for running their Facebook Ad campaigns. Just because you have a personal Facebook account, it doesn’t mean business manager is setup.
You’d have to do it (and maybe all it takes is to sign in). There are three specific things you’d need to do to ensure you setup your Facebook business manager account right.
Setup your Business Manager Account
Create a page or claim a page (You’d request access to a page – as a page admin — if you are a freelancer or an agency so that you can work for your clients).
Create or claim your ad account (You’d request access to an ad account – as an account advertiser — if you are a freelancer or an agency so that you can work for your clients).
Step 2: If you haven’t created a page for your business, you can do it. If you already created a page, you should claim your Facebook Business Page by entering your Facebook business page URL (You’ll be automatically accepted if you are the admin of the page).
If you are an agency, request your clients to give you “Facebook Page Admin” access.
Step 3: Create or claim your Facebook ad account for your business. When you create your new Facebook Ad account, give it your business name and add a payment method to your account.
If you are an agency, request your clients to give you “Facebook Advertiser” access and not “admin”
Give yourself (and others) Access
You aren’t done yet.
Once you create or claim your Facebook business pages and accounts, you’d need to assign yourself to both your Facebook business page and to your ad account (if you have to) from within your business manager account.
For each asset (like a business page and the ad account), click on the icon on the extreme left within “business settings”, find your page and/or ad account, and assign yourself.
This is how it’d look like:
When you assign yourself or your team to a business page
When you assign yourself or your team to your business ad account:
Once you are done, refresh and you’d see admin level access to your business page and your business ad account after logging in.
For agencies (like ours), we’ll be able to see an entire list of all pages and ad accounts that you manage for your clients.
Using business manager for Facebook is mandatory. Plus, it’s efficient, easy to access, and separates your business pages and accounts from those that you’d use personally.
Was this helpful for you? Please let me know how it goes for you.
As a marketer or as an entrepreneur, what you need today is full-funnel optimization. Your sales funnel will never be complete without retargeting.
Before that, there’s the work of setting up the funnel first.
Broadly, there are four phases of work with regards to sales funnels:
Setting up the sales funnel right.
A/B testing every aspect of your sales funnel
To chase visitors who didn’t take any action with retargeting campaigns.
Make it all work together with your marketing strategy along with Integration, tracking, and analytics.
Adroll is all about using retargeting to support your marketing efforts.
Adroll positions itself as a full-suite for retargeting, conversions, and to give a push to your sales funnel. It helps you bridge the gap between all these various sources of traffic, the different pages on your website, and even cross-device usage behaviour that’s common today.
They are darned good at what they allow you to do, in terms of retargeting campaigns.
Adroll has been working to build products to help add to the work it takes to turn your website visitors into customers. The way it does that is to work with an Adroll Pixel which tracks every visitor so that you can use various products that Adroll offers to help push visitors down the funnel.
Here are a few of the products Adroll has and what these offerings can do for your business:
Retargeting Across the web
The bread-and-butter feature that Adroll offers is what I believe every business needs. Adroll basically allows you to do retargeting across the web, across devices, and on the Internet.
Adroll makes it incredibly easy to do retargeting. All you have to do is to signup, upload some ads (they also provide a couple of ads created for you for free), and let the campaigns run.
These retargeting campaigns are different from your regular PPC campaigns. When you do retargeting, your goal is to target those visitors who’ve already visited your web pages, specific pages on your website, your product pages, your contact page, or even if they read your blog posts.
A good way to make your regular retargeting work is to do just three things well enough:
Make a good offer to people who’ve already visited your web properties
Make sure you have conversions setup some marketing automation (tagging, segmenting, etc.) to know when people revisit through retargeting campaigns, you’d know what’s happening.
Retargeting, when done right, is spectacularly profitable. You just need to get started and try it to believe it.
Retargeting On Facebook
Facebook — with over 1.2 billion+ users and about 600 million active users – is a phenomenal platform you can’t afford to miss out on. Adroll offers you the possibility of targeting your visitors on Facebook easily, quickly, and effectively.
All you have to do is to “opt in” and launch the campaign after you set up ads specific for Facebook (the dimensions for Facebook Ads are different from those that you’d use for the general web).
Once you have your Facebook Retargeting campaigns setup, your visitors will see your ads on Facebook after they visit your website, browse your products, read your blog posts, or watch your videos.
Sendroll By Adroll: Retargeting Emails
Adroll launched Sendroll in 2016. For clients who’ve used Sendroll, it’s been a terrific ride. The basic premise of Sendroll is to send a special email to your visitors (without you having to collect any email addresses) after they visit your web pages, shopping cart, contact page, or maybe all pages.
If someone was browsing your products and if they left, an email will follow up automatically telling them something like: “We miss you already. Here’s what you were interested in”
or if a potential customer got to the contact form but did not send you a message, an automated email will go out with something in the lines of: “You were knocking on the door. Sorry, we weren’t available. How can we help?”
You get the drift. Adroll also allows you to send emails to people who abandon your shopping cart, to launch loyalty campaigns (for lead nurturing), and practically for anything you’d like to do.
Since one email won’t do much, you have the option of sending out follow-up emails. To protect your brand, however, there’s a frequency cap so that you don’t over do this email part.
OnSite By Adroll: Capture Visitors On Your Site
A relatively new feature by Adroll is Onsite.
Basically, The Onsite product are just popups. But the smart thing about these “exit intent” pop ups (or you can use them on all pages or specific pages) is that you can immediately start pushing visitors down your sales funnels. Onsite allows you to quickly deploy popups that’ll trigger when unique visitors leave your site (or stay on your website for a while or for a particular period of time).
You’d then be able to collect emails (like any other popup) – along with any custom information you might need such as company names, phone numbers, etc. – in response to a personalized call to action (leading to conversions).
Here’s the best part: these emails you’ve collected can be pushed backed into your retargeting audiences database so that you can use them for existing or new retargeting campaigns.
You don’t need to integrate anything and Onsite then helps you convert better, collect high quality leads, step up your retargeting game, and build a comprehensive marketing mix this way.
Adroll natively supports dynamic creative, integrations with email service provides, cross-device insights, API, and more. It also integrates with Zapier which then allows you to tie in your retargeting efforts with Adroll with any other marketing tool, CRM, analytics tools you might be using already.
Adroll is simple to use and you’d be up and running with retargeting in minutes. Have you used retargeting with Adroll yet? Do you have anything to let me know about this Adroll review?