Overview
Using Facebook Ads for web conversions
- Web Conversion campaigns can direct Facebook users to a customer's website, including pages with interest forms or landing pages with event details and a form for submitting customer information.
Targeting audiences with Facebook advertising
- Facebook advertising uses proactive marketing to target selected audience groups that may be interested in the advertised product.
- It can increase awareness and engagement, but the resulting number of customers may be difficult to predict.
Creating advertising content
- Customers can provide images or videos, and the team can create or edit advertising creative from those materials using AI.
- If a customer has no suitable post to boost, the team may create one post or one video for use in advertising.
Viewing Facebook page engagement
- Facebook page statistics show how much engagement the page's posts receive.
How to
Preparing a Facebook Ads campaign
- Provide the advertising budget and campaign details to the agent.
- The agent may prepare the campaign before advertising starts.
- The agent consults the traffic team about the campaign requirements and expected results.
- The agent prepares an advertising plan and pricing information for review.
Identifying the best audience and post style
- The team identifies which audience group and post style produce the best engagement for the advertising objective.
- The team performs A/B testing to compare advertising creative and engagement results against the customer’s KPI.
Troubleshooting
Identifying better-performing content
- Test different post formats and review page statistics to determine which content performs better. There is no guaranteed formula that works for every audience.
Policies and rules
Invoicing and payment terms
- The Facebook Ads management fee and media spending may appear on one invoice under separate product codes.
- The management service period begins when advertising starts.
- With a 30-day credit term, payment is due 30 days after advertising starts.
Unused budget
- Unused Facebook Ads budget may roll over to the following month.
Limits and quotas
Daily spending limits
- Facebook Ads spending limits are set on a daily basis.
Pricing
Facebook Ads payment schedule
- The Facebook Ads management fee is generally paid upfront for six months.
- Facebook Ads media spending is generally paid monthly.
- Customers may instead pay their planned Facebook Ads media budget as one lump sum covering six months.
Compiled from 23 facts observed across 2 customer calls.