Facebook is a platform best known for its organic reach through posting content and branded material in order to build a community following. Facebook Advertising is a paid alternative businesses can employ to reach more people within their target audience. Campaigns and associated branded advertisements are created with specific objectives in mind, with budgets placed behind them to be pushed in front of qualified leads using the customer data collected and refined by the Facebook platform.

Facebook’s greatest benefit and asset is the amount of data it collects about users and their behaviours. The key for marketing to receive the greatest return on investment is to place highly relevant advertisements in front of highly engaged target audiences, and Facebook Advertising makes this possible like never before possible.

Using the advertising features and specifications available, businesses can delve into selecting who will see their ads based on users’ interests, demographics, behaviours, connections, language, age, and so much more. It’s important to remember, however, even though Australia has millions of average monthly users, they are likely using their Facebook account to communicate and check in with friends and family. Audience targeting needs to be not only highly refined but paired with ads that have clear image design and copy, a driven objective, and an engagement piece or offer that stops them from scrolling right past, otherwise your campaign will be at risk of losing your monthly ad budget without conversions. Always consider working with a professional Facebook Advertising agency who knows how to build and refine high performing campaigns in order to ensure the best return on investment possible.

Organic posting is all of the activity on Facebook without any paid promotion behind it. This could be highly engaged imagery, links to articles and resources, or status updates and engagement with your audience. Advertising on the Facebook platform can also be ‘paid’, which refers to all of your activities pushed and refined by using a dollar amount. These are often seen as sponsored posts shown to audiences beyond your account’s followers.

Technically, you can spend as long as you need building your Facebook Advertising campaigns, but with some skill and experience it is a fairly swift process once the design and research stages are complete. Facebook also typically spends an average of 24 hours reviewing ads to ensure that they meet policy guidelines before going live.

As mentioned above, Facebook pixel is a crucial element in measuring the performance of a Facebook Advertising campaign. But it is also important to be mindful of a set of metrics.

If you are engaging with the Facebook Advertising specialists at Clearwater, then this is something you don’t have to be concerned with. We offer frequent, clear, and completely transparent reporting that outlines the return on investment generated by your campaigns against your goals.

If you are tackling campaign creation and management yourself, be sure to review:

• Frequency Rates (the average amount of times your ad is seen by each user).
• Relevancy Score (how much engagement is being generated by your ad)
• Acquisition costs (how much it has cost in total ad spend to acquire each customer)

Organic social posts can only garner so much reach, and it takes a long time to see an impressive return on investment. Facebook Advertising accelerates this process by placing your brand and offerings directly in front of the people who would be most inclined to appreciate it, aiding with brand awareness and promoting consideration.

Users create ads based on their specific objectives, and then bid within an auction system to get ahead of the competition. The ad seen as having the highest relevance to an audience, greatest quality, action rates, and with the most appropriate bid, will then be shown to the specified demographics selected.

Facebook has no minimum spend threshold with their advertising products, meaning you can choose to invest as much or as little as you like. Every business is different, as will be the competition present within the industries they operate in, so it is always difficult to estimate a required budget. Instead, the resources you allocate behind your campaigns should be driven by your goals and the timeframes upon which you want to achieve them. The cost per thousand impressions (CPM) often ranges between $5-$10, meaning for that price, you can push your ad to be seen by over one thousand engaged users. Once you have built campaigns that generate some key insights in what works and what doesn’t, the budget you place behind campaigns will soon start to generate a higher return on investment, lowering the costs versus rewards as you progress.

This is a common question with a constantly evolving answer. Developing a high performing Facebook Advertising campaign means selecting a format aligned to current trends, your offerings, your target audience, and your end objectives. There is no cookie-cutter approach that will deliver the results your craving – instead you need to find the right voice and representation of your brand that resonates with your potential customers. Whether that means appreciating a healthy mix of carousels, videos, lead generation material, or standard ads, it will be a unique strategy developed for your particular situation.

If you are new to Facebook Advertising, developing the appropriate advertising material can take a lot of trial and error (not to mention marketing budgets). Why not skip this hassle and work with an agency that spends all day, every day, analysing the Facebook platform for what works best across every industry?

Facebook Advertising is only as good as the metrics and insights accumulated off the back of it. Facebook pixel is a small piece of code added to your website that enables the Facebook platform to track user behaviour and tag them as website visitors for future remarketing purposes. This allows you to review the performance of your campaigns, ad sets and creatives, promoting greater strategies for optimisation and audience targeting.

Clearwater are Facebook Advertising specialists trusted by countless businesses across Australia. We build our campaigns with a results-orientated focus, taking the time to understand your brand and the goals you are looking to achieve. And we strive until we deliver, applying not only an unparalleled technical expertise on the Facebook platform, but the processes to move through ideation, creation, development, testing and refinement at speed to offer you the ultimate creatives, ad copy, landing pages and audience targeting.