If you’re looking for an agency to run your Facebook ads, chances are you want to know how they will approach your campaigns?

At Yatter, we manage over £3m in client advertising spend each year – so it’s fair to say we know a thing or two about how to get the best results on Facebook.

We have a team of experienced experts who create and manage fantastic Facebook campaigns- and not to flex too hard, but we’re pretty good at Facebook ads.

In this article, I’m going to walk you through our approach to Facebook ad campaigns and give you a real-life example of how our approach generated over $3m in sales for one of our clients.

First Things First, What is the Offer?

It’s the first thing we look for when we approach a Facebook ad campaign.

We want to know what we are offering to the customer. Is it smaller, cheaper products like supplements or is it on the more expensive side, perhaps a service like installing solar panels?

Whatever it is, we want to know if it’s a good, proven offer and if it’s something people actually want.

We don’t want to run ads that have no track record and aren’t proven to work, we want to know if people want that offer. This helps us to dictate what the strategy will look like.

Who is the Audience?

Next, we want to know who we are targeting. Whether that’s business owners, busy mums, self-employed people, or whoever- we want to make sure we’ve got a clearly defined target audience.

Now we know the target audience, we can decide if Facebook is the right place for this campaign.

Is Facebook the Appropriate Channel?

Facebook can work for any business, but does that make it the best channel for everyone? Not necessarily.

If your pipes burst in the middle of the night, you wouldn’t scroll on Facebook hoping to find an ad for an emergency plumber. You’d Google it. So in that case, Google would be a better channel.

So we’ll work out whether Facebook is the best channel for you – or whether you’d be better suited to another.

What is the Best Way to Position the Offer?

Once we figure out that Facebook is the best platform, we need to think about how we want to position the offer.

There are lots of factors that determine how we pitch the offer- high ticket offer, hard sale, business to business etc.

If we have a product, for example, a gift product, we can go straight for the sale. If we have a service, our ad may then be for a phone call to book a consultation.

We will then decide if a funnel is required; if we need to build one, is there already one in and does it work. Can we go straight for a sale instead? Do we need to put content in front of people first?

We consider all these things to find the best way to position the offer.

Determine Key Metrics and KPIs

It’s really important that we dive deep into key metrics and KPIs to understand what the margins of the business are and what ROAS we need to hit.

We’ll look at things like target cost per lead, cost per sale and return on ad spend, all of which are determined by your business metrics – website conversion rate, profit margin etc.

If it’s a lead generation campaign, we need to look at things like your lead-to-sale conversion rate and lifetime value of the customer (LTV).

We want to be absolutely crystal clear with the metrics when ads go live.

The Foundations Stage

The foundations stage is where we set up some “plumbing” to ensure everything is ready before we start creating. We’re basically setting the foundations (not just a clever title).

We get everything put in place, which includes things like Facebook Pixel, Google tracking codes or Linkedin’s Insight Tag.

• On Facebook, this means:
• Verify Domain & connect to the Facebook page (using connected assets)
• Add Facebook pixel code to funnel & website using Conversion API
• Check the pixel is working properly across the website and funnel pages
• Ensure advanced matching is turned on (view all options and turn all on)
• Ensure first-party cookies are turned on
• Set up the Aggregated Event Measurements, maximising the number of events
• Create conversion tracking inside the Facebook Events Manager
• Ensure the client funnel is hooked up to their CRM/Email-marketing software
• Set up custom metrics tracking in FB Ads Manager (everyone with access to the account to do this)

We make sure all your tracking is set up and working effectively- you know where every penny is being spent and what it’s generating.

If you already have tracking set up, we will still take time to ensure everything is set up properly. This often includes having to liaise with your web developer or tech team.

Draft Up Copy Variants

Next, we’ll draft up some copy variants. We aim to have 3-4 variants, taking into consideration the different hooks and angles we think will work, testing which ones perform best.

We can come up with a hypothesis in terms of the best way to position an offer and what copies will work, but we need to test what actually performs best, that’s why we have 3-4 variants.

Creative Assets

Then we get into the creative zone!

This is where we create images and videos. We typically get clients to send us any content they have so that we can start editing things together. We also get our expert designers to do any other imagery work.

The Launch!

And then we launch the campaign!

We continue to do lots of different testing on audiences, different copies and different creatives to see what works once we’ve put it out there.

Typically we’ll launch multiple campaigns at the same time. We’ll have a campaign driving traffic to video or blog content, tell them who we are and educate people on our business/ service. We then have a Retargeting campaign that drives the people that have viewed our content into our offer. Finally, we have a Prospecting campaign to introduce viewers who don’t know who we are to our offer.

Optimise

Once the campaign is live, we can begin the Optimise phase. Essentially, we are taking the initial results of the campaign and bringing them down to a point where we are within our target metrics. This phase has no set time, we are constantly optimising.

After a campaign goes live, our goal is to gain some form of consistency in results. We don’t want big spikes in sales some days and none on others because we can’t learn from that. We need consistency that gives us data to work with.

Once we achieve this steadiness, we can work on the campaign to try and drive down the cost per acquisition and cost per lead to the target that was originally set. We will continue optimising until we get to that target.

We are constantly optimising campaigns by rolling out new copies, new images, new audiences, new hooks, new angles and campaign types.

When you work with us, you’re in the best hands. We know what works and what doesn’t.

Now that we’ve told you all about our approach to Facebook Ads, it’s time to see how we put that into practice. Let’s look at our work with Brain and Body Health Care.

Case Study- Brain and Body Health Care

Based in Winchester, Virginia, Brain and Body Health Care (B&BHC) focuses on the life-changing benefits of regenerative medicine with a holistic approach to care that considers overall wellness. B&BHC came to us initially to generate leads for their high-end Stem Cell Therapy services. In the past, they had worked with ad agencies/consultants but they always found the leads they received were either low-quality or too expensive. This meant they weren’t able to scale and grow the business as fast as they wanted to.

Our Approach

Because we’ve worked with clients like them before we knew the best strategy to use. Stem Cell Therapy is a high-end service, averaging around $7,500. Based on that, it’s very hard to get cold traffic to sign up and pay for it without truly understanding the benefits AND trusting the centre.

So we opted for an in-person seminar funnel. The client hosted in-person seminars in and around Winchester where people could register, turn up and learn about Stem Cell Therapy. After the seminar, if they wanted to proceed, they could book a consultation.

We executed regular campaigns, directing people to sign up for each seminar. We used a mixture of educational content, testimonials and ad creative that showed previous seminars to drive the results.

Results

We had huge success with this, generating $3m from $300,000 in ad spend. We had over 6,000 people register for the seminars.
And got over 17m ad impressions for the client in their local area – cementing their position as the number 1 expert in the area.

That’s a Wrap

At Yatter, we have a lot of experience with a lot of different clients in different industries and our team of experts who help manage your Facebook Ads and always get great results.

Simply put, we know what works when it comes to Facebook, and our extensive list of Case Studies can attest to that. Click here to book a complimentary consultation.