• Background Image

    News & Updates

May 31, 2017

How to Fully Install your Facebook Pixel

Here’s How to Properly Install the Facebook Pixel on Your Website [Video]

Why do I need to install the Facebook pixel on my site?

Installing the Facebook pixel on your website is important for you if you ever use Facebook adverts. What a lot of people don’t realise is that the Facebook pixel tracks anyone who visits your website if they’re logged in on Facebook on the device they’re using. So if you told a friend to visit your website on their mobile, and their mobile has the Facebook app on it and they regularly use it (like most people do!) then Facebook will track your friend. Facebook learn about the type of people who visit your website and keep that data to help you with your advertising. So it’s worth having the pixel installed even if you haven’t done any advertising yet, but plan to in the future.

How do I install it?

Depending on what type of website you have, installing the Facebook pixel can either be really easy or quite complicated. The Facebook Marketing Developers group on Facebook released this video to fully explain how to install the Facebook pixel properly on any website:

Video Source: https://www.facebook.com/marketingdevelopers/videos/1317592648355131/

May 26, 2017

Where Have We Been?

Wow, what an amazing month May has been for us!

May has seen us finish some fantastic projects, like raising awareness about child health concerns in the parents of Liverpool to launching an incredibly luxurious fashion brand. As well as finishing these projects we’ve started some more exciting projects too, such as helping people living in social housing to get problems with their houses fixed and a new social enterprise helping children through cooking. All of these projects are using Facebook ads to grow, and it’s brilliant.

So what happened to your daily blog?

Well you guessed it. We’ve just been so busy with our work for clients that the blog had to take a back seat. There just haven’t been enough hours in the day for us to jump on here and give you the latest news and updates around social media marketing. For SMR Social the client comes first, so if we need to spend more time on the work we’re doing for our clients then that takes priority.

When will you be back?

Don’t worry! We won’t be gone for much longer! The bank holiday weekend starts tomorrow and we’ve got a really exciting wedding to go to on Monday. But after that we’re hoping to be all caught up and able to find time to get back to daily blogging. So see you soon!

May 9, 2017

How to Spend Your First £200 on Facebook Ads

Budgets are tight, what should I do?

We get approached a lot by businesses that either don’t have a big budget for Facebook ads, or aren’t prepared to spend much until they start seeing results. It’s sort of a catch 22 situation. It can take a lot of time and budget to start seeing real results with Facebook ads, so a lot of businesses don’t buy into it. What’s really annoying is that most marketers refuse to take on projects with small budgets because they don’t know how to make the most of every penny. It’s simply not true that you can’t get any benefit from a small budget, you just have to understand what’s achievable and remember that every last bit of data is important to you in the beginning.

Run ads that you can learn from

The most important thing to remember if you are just starting out and have a small budget is not to focus on sales. We say that to every client we take on that has a budget of less than £1000 per month for Facebook ads. The important thing to do is learn from the ads you run, whether they lead to sales or not. If you run just one ad set with an audience of 10,000,000 people how are you going to know how to narrow that audience down enough to bring your costs down? Take your time with your targeting and find some small audiences that you believe are highly likely to be interested in your brand. The key is to look at your whole strategy with making assumptions.

Look at your ad creatives and targeting

The problem that most businesses have when they start out is that they make 1 advert and test it to various audiences. This makes the assumption that you got your ad creative spot on. There’s a few things wrong with this.
  1. You’re assuming you know which ad type and creative your audience will respond to the most
  2. You’re assuming you know which ad type and creative Facebook will like you using the most
  3. You’re assuming your ad type and creative will convert

Create small ad sets

When you make your ad sets try to keep the audiences small. Instead of thinking of every single interest that may be related to your niche, try to separate them out so you can see which ones perform the best. Here’s a good order to prioritise for your ad sets, which depend on how new your business is:
  1. Website Visitors
  2. Email Subscribers from your list
  3. Page Fans
  4. Video Viewers over 50%
  5. People who have engaged with your page
  6. Purchasers
  7. Lookalike audiences of all of the first 6 audiences
  8. Interest/demographic targeting based on your research (cold audience)

Notice that only the last audience is a cold audience. You need to work with everything you have so far and make the most out of it.

Create as many ads as you can

It’s important not to just assume you know what your target audience will respond to. Make as many different creates in as many different styles as you can.

Set up all the ads and run them for 2 days

2 days isn’t very long, but when you’re on a tight budget you don’t have much room to spend on failing ad sets. Run your ads for 2 days so that Facebook can have some time to optimise, and then look out for winners and losers. If any of your ads and ad sets are very clearly not performing then turn them off. If any are doing well then consider allocating more budget to them.

Analyse and learn

Now you need to dig through the data you have gained and work out what is worth learning for your business. Did you find that more people in the cold audience clicked through to your website? Great, you’ve hit the nail on the head with your cold audience then. Did you find that a video ad performed better across all ads sets compared to a carousel ad? Looks like video ads should be made priority. Even if you didn’t get any sales, you learned about your audience, your ads and what works better for your business.

Keep on testing

Hopefully by doing this test over 2 days you learned enough to give you a reason to prioritise certain audiences and ad types. But one thing to remember is that even if you find a winner that’s getting you sales for next to nothing, you should always be testing different ads to make sure there’s nothing that will convert even better for you.
May 5, 2017

How Instagram can put you out of Business – For the Right Reasons

Have you heard about Sunny Co?

A couple of college kids in the USA ran a promotion on Instagram and went absolutely crazy. They built the brand through a network of influencers by getting shout outs on Instagram to about 7K followers.

They did a share this photo and get a free bathing suit just pay Shipping and Handling contest. They now have over 700K followers and last we heard are apparently sitting on orders for over 120,000 bathing suits!

What’s really interesting is the backlash they have now as they try to fulfill all of their orders. From what We’ve heard they didn’t prepare for this big of a turnaround and now are scrambling a little to fulfill all these orders.

At the end of the day if they can manage to get this to work, they could be looking at a nice payday but an even better email list!

P.S. Its a shopify store and they still don’t have a FB pixel on the page 😳 – Anyone can go viral with the power of social media!

May 4, 2017

How to Manage Comments on a Facebook Ad Post

Struggling to keep up with the comments on an ad only post?

We’ve been getting asked by our clients a lot recently, as well as seeing the issue being brought up in Facebook marketing groups: How can I easily see the comments on my ad only posts?

What’s an Ad Post?

In terms of Facebook posts there are a few types you can create.

  • A Page Post
  • A Draft Post
  • A Scheduled Post
  • An Ad Post

Ad posts used to be called dark posts but that term was created by Facebook marketers, not Facebook themselves. Facebook now call them ad posts, and they’re posts that you create in your ad manager that are only seen as sponsored posts, but not on your actual Facebook page.

Reasons you would use an ad post

A great example of using an ad post is retargeting a certain audience with a special offer that they can’t refuse. Say you have an audience of people who added your product to their cart, but didn’t purchase, you can hit them with an ad that offers a coupon code to use at the check out for a nice discount on the product. This usually gets them over the line, but you don’t want the whole world to see the offer publicly on your page.

How to make an ad post

The usual way an ad post is created is in the ad level of ads manager or power editor. Rather than choosing an existing post you can create a new one, which will only be published as an ad and not to your page.

How to view the comments on your ad posts

If you go to your ads manager, then click on the drop down in the top left and hover over All Tools to expand it.

Then click on Page Posts under Created & Manage.

Make sure the correct page is selected and then you can look at Published Posts, Scheduled Posts and Ad Posts. Just find the Ad Post you’re looking for and click it. From there you can look at all the comments and likes etc.

May 3, 2017

How to use Manual Bidding on your Facebook Ads

By far the most recommended way to set your ads up is to use Facebook’s auto-bidding feature and let them optimise your CPA for you. But sometimes a campaign calls for a little more control over what you’re paying. If you’ve tried manual bidding but can’t quite get the results you want try one of the following strategies.

There are 5 main methods

  1. Start mid range of suggested and increase/decrease as necessary
  2. Start low, slowly increase
  3. Start high, slowly decrease
  4. Start really high and never change it (2-3x suggested)
  5. Start really high and after a lot of spend drop it super low for cheap clicks

Our favourite has to be number 4!

This is what we call “The Best Bucket Method”

Facebook puts people into ‘buckets’ depending on how likely they are to become a ‘conversion’ for you. So say you are bidding for purchases of hair products. Facebook puts people into buckets like “Most Likely to Purchase”, “Likely to Purchase”, “Somewhat Likely to Purchase” and so on.

If you set a low bid then the people who see your ad will be the people who are in the ‘somewhat likely to purchase’ bucket, and if you bid high your ad will be served to people in the ‘likely to purchase’ bucket. However when you bid really, really high then you will hit the ‘most likely to purchase’ people and they should convert far better.

This tends to make your campaigns much more consistent on a daily basis. Once you’ve hit 100 sales and you make your lookalike audiences, they’re based on the best users rather than the ‘somewhat likely’ users. Doing this usually means that your ad will be shown at the best time for the user to actually click through and buy, rather than when it’s in-convenient to them. As well as this, it can keep competitors out because they’ll most likely be bidding much lower. Auto-bid tends to be the mid-range and that’s what most people use.

A word of warning

This strategy isn’t for everyone, or every situation. But it’s well worth giving a go. It will require higher budgets than you’re used to and what will usually happen is that the first day will cost quite a lot, but the cost comes down on day 2 and even more on day 3.

May 2, 2017

Desktop & Mobile Overtook TV Last Year

The Switch is Real!

TV has become a thing of the past, according to the latest ad revenue reports that state that Desktop & Mobile ad revenues were greater than TV ad revenues in 2016. This doesn’t come as a shock to anyone, but it’s incredibly satisfying to see.

Why is it satisfying?

The reason we’re happy that more revenue is being spent on desktop & mobile ads than on TV ads is that desktop & mobile is affordable for all businesses, not just the big players. TV ads have always been incredibly expensive, and small businesses didn’t really have much chance in competing. But since the rise of avenues on desktop & mobile, small businesses stand a chance! Granted the big players have far more budget to spend on their ads, but at least the small businesses are getting out there in-front of their audience.

How can I use this to my advantage?

Can you imagine being one of the first few thousand businesses that started digital advertising instead of TV? Can you imagine how cheap advertising costs must have been because there was practically no competition. Being the first to make the switch can be risky and it can take some time to see the benefits. But play your cards right and you’ve hit the jackpot! Well according to AdAge “47%of mobile advertising came from mobile search.” So currently the majority of advertisers are using search advertising for their campaigns. But other ad styles are catching up: “Banner ads captured the second most in mobile ad spend with 38%, followed by video (11%).”

Spend on Social!

It’s time to start making the switch to spending more of your ad budgets on Social Media. It’s where the market is going. Although there are a lot of big players doing it already, there are still a lot of businesses that haven’t fully committed to the switch. If you get your social media advertising right, you can create a viral campaign that out-performs any search campaign you’ve ever done.