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December 20, 2018

A Facebook Strategy to Fill your Restaurant!

Here’s how to get people into your restaurant or bar using Facebook in 2019!

Restaurants and bars are always particularly sceptical about the immediate effect of social media campaigns on their business. We get it. It’s really hard to track whether business is picking up or not when you’re running a campaign. The big problem is usually that you could run a campaign in January, and people might not come into your restaurant until February, so how do you know that the reason they’re there is that they saw something you posted to Facebook? Well, read on!

Carpet Bombs Work!

You’re probably fed up of us banging on about carpet bombing. We’ve been using it since it was thought up, and it’s worked a treat for the whole of 2018. 2019 is going to be no different! If you’re a local business with a store-front, then carpet bombing is the NUMBER 1 strategy that you should be adopting on social media, before anything else. Ok, so here’s the deal:

You’ll want to follow this strategy, and don’t be afraid to test at least 3-5 creatives, preferably video! We’ve tested things like promoting recent news articles about the restaurant or blog post reviews about the restaurant to areas around the location of the business.

If you’re lucky enough to be opening at a new location then a news article about the new location opening up will work incredibly well! People love to jump on the hype and they’ll share that post with everyone they eat with!

The best performing content has always been videos of the chefs cooking a special dish. Let’s take a special side dish for example, like sweet chilli fries or wedges. Make the video similar to something like this and you can’t go wrong! https://www.facebook.com/tastemade/videos/1359076277512869/

Retargeting

This is where the results happen. Once you drop your carpet bomb video you have to retarget with a solid offer. We’ve tested a few but what has worked the best is offering whatever dish was in your carpet bomb for FREE. So if it was the side of sweet chilli fries, offer that dish to everyone for FREE! It’s up to you whether you add conditions to the offer, but we suggest doing whatever it takes to get people through the door! If people spend an average of £20-30 per visit and return 1-2 times a month then offering a free side dish is a no-brainer! They’ll probably never come alone either!

The great thing with Facebook is you don’t have to be overcomplicated with a landing page on your website etc. You can just use a Facebook Offer so people choose to claim their code. You can limit the amount of codes that can be claimed, adding scarcity to the offer making people act faster! Only having 50-100 free dishes available means people will claim the code so they don’t miss out.

You can use the coupon code to track how many customers actually come into the restaurant/bar. Add up the bills of anyone who used the Facebook coupon code and see how much revenue you get from the campaign.

What’s Next?

The key now is to build on what you’ve got from this campaign. There will be a buzz around your page and people will be talking. This is where a good messenger bot can be just as effective as SMS Messages and Email Campaigns. Retarget all the people who have engaged in your campaign in some way (video views, post engagement, offer claims etc) with a post inviting them to join your messenger list for access to discounts, free stuff etc. You could be talking 100’s of people in your list right from the get-go, who you can send an offer to using your messenger bot. It’s so effective. the messenger bot we use is Manychat, but we have no affiliation to it and there are many others out there you may prefer.

August 31, 2017

The Numbers You Need To Keep Your Eye On

So Many Numbers! Which Ones Actually Matter?

Wow, it’s been a while. We’ve been so busy recently with campaigns for clients (and a nice little holiday!) that we haven’t really had much time to write any blogs. We hate when it gets like this, because we’re always preaching to our clients that they should be posting as much original content as possible. But for us it often makes sense for it to take a back seat, every business is different!

When it comes to any form of advertising, there are so many metrics and measures to keep your eye on that it can get quite daunting! It’s important to remind yourself that with online advertising we’re lucky that everything is so trackable! Companies can and still do spend millions on TV ads or billboards, without being able to track a definitive ROI. So what’s the most important metric to watch?

Surely it’s Cost Per Purchase?

Well…no. What if your campaigns aim is to get leads? Shouldn’t it be cost per lead? Well…no! The most important metric in online advertising is Return on Ad Spend: ROAS – and measuring this is often different for every business. But business is business, and if you’re not getting a positive return on your ad spend then you’re not doing it right.

SMR Social’s Key Metrics

Every advertiser has their own methods and strategies, as well as their own ideas of what’s important to measure. Every campaign is different but these are the key metrics that we would recommend keeping your eye on to anyone:

  1. CPM (cost per thousand impressions)
  2. CPC (ALL)
  3. CPC(Cost Per Link Click)
  4. CTR (ALL)
  5. CTR (Link Click-Through Rate)
  6. Cost Per Conversion
  7. Website Purchases Conversion Value (if applicable)
  8. Amount Spent
  9. Results
  10. ROAS (return on Ad spend)

These are the metrics that WE’VE found to be the most important in nearly all campaigns we do. Sometimes Purchases will be substituted with Leads or some other variables depending on the type of campaign we’re running. If you’ve found a different set of metrics are more important to a specific type of campaign that you’re running, then great.

Once you’ve started to keep your eye on all of these metrics, and got an idea for what you expect the metrics to be, you can start to really dig deep and make small tweaks that can have a huge impact on the success of your campaign.

Example:

Let’s say you’re selling a product on your website, and your cost per purchase is working out at £10. But your CPM is working out at £30. The chances are that if you’re able to drop your CPM, you CPP will drop too. There are a few ways to drop CPM’s and the first one we always go to is duplicating the ad set. After a certain amount of time most ad sets CPMs raise because of fatigue, so duplicating them often ‘restarts’ things. If that doesn’t work, try using a video instead of a picture.

Have a go and see if you can improve your numbers and increase your Return On Ad Spend!

August 9, 2017

Facebook to Stop Charging Advertisers for Accidental Clicks

Yes you read that right!

And we couldn’t be happier!

“Facebook says ads with viewing times under two seconds will constitute as those accidentally clicked on.” – thestreet.com

If you’ve ever ran any form of website clicks campaign, on Facebook or anywhere else, you’ll know that a lot of the clicks you get to your website will bounce. Unfortunately, social media clicks are notorious for this! It’s part and parcel of display advertising, and the key is to be clever about how you manage it…but that’s for a different blog post.

What constitutes as an accidental click?

Facebook are claiming that ads with viewing times of under 2 seconds will be marked as accidental clicks, and advertisers won’t be charged. They have also stated that the 2 second time could be raised or lowered depending on test results. This is really good news for advertisers, but what does it mean for your website?

  1. Loading times need to be even quicker – If you website takes 3 second to load, and someone gives up on 3 seconds…you’ll be charged for that click.
  2. Pop Ups – You need to think carefully about whether you still want pop ups to appear as soon as someone lands on your website.
  3. The 2 second rule – If you can  convey a message in under 2 seconds so that people who aren’t interested will leave, you’ll save a lot of money!
August 2, 2017

How To Use Testimonials In Your Ads

Look How Much Our Customers Love Us!

Ok so you can’t go too overboard and in your face with this, unless that’s the style of your brand! But there is a way to use customer/client testimonials in your Facebook/Instagram ads to your advantage.

Testimonial Copy

This would generally be a testimonial about your product or service. Written or video or both (video, video, video!). Then generally a call to action after it. This can do very well for credibility and works especially well for retargeting but can also work great for cold traffic!

Cold Traffic

If you’re going to use testimonials for cold traffic, you want to use testimonials that cover nearly everything about your product/service. What problem did the customer/client have and how did your product/service solve that problem for them?

Retargeting

Using testimonials to retarget people who have already shown interest in your product/service is a great way to build a little bit of extra trust to get them over the line. Something we REALLY like to do is retarget people who added to cart, but didn’t purchase with testimonials that include details like shipping etc so they feel comfortable ordering.

Emojis 😜

You can use emojis in the copy to make them pop, and emphasise the fact that this is a good testimonial: 🌟🌟🌟🌟🌟

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.
April 28, 2017

This is How Much You Should Spend to Start a Facebook Marketing Campaign

Here’s exactly how much you should spend to kick start your Facebook Marketing Campaign

Some of you aren’t going to like this. We always get asked in the beginning how much is necessary for ad budget, and it of course depends on so many factors, the main one being budget! But here’s exactly what we do and how much we spend when we launch a campaign for a new product/website.

Start with high budgets

There’s a number of reasons for starting with really high budgets, and then decreasing/increasing depending on results. But there’s also a way to calculate what those high budgets should be:

How much does a conversion cost you?

It all depends on what a conversion costs you. Now if this is a brand new product you need to come up with an estimate based on your knowledge of previous campaigns. But let’s say you’re optimising for purchases and your cost per purchase on Facebook ads is usually £10. This means for every £10 you spend on your Facebook ad, you get 1 sale.

Test with 10x your cost per conversion

You want to test around 10 ad sets to start with, and each ad set should have a budget of at least 10x your cost per conversion. This means £10 x 10 = £100 – £100 x 10 (ad sets) = £1000 per day.

£1000 Per Day

This allows for optimisation

You need this sort of budget so that Facebook can properly optimise your campaign with the right amount of data, while still being able to test enough different placements and targeting. You can try multiple ads in each ad set to see if any of them out perform the others.

Do less testing if you have a smaller budget

If your budget doesn’t allow for that many ad sets, do less. If you did 5 ad sets at £100 per day that’s £500 per day total spend. It just means you can’t test as many variables.

Cut and scale

Once you have these ads running for a few days you should have enough data to see which ads are bringing in the conversions and which aren’t doing so well. That means you can increase or decrease the budgets for the ad sets based on how they are performing.

Are you confident enough in your product?

This strategy isn’t for the faint hearted. If your budget is limited then other methods are much more advisable until you have the sort of capital that can handle a campaign like this. It’s still important to be completely confident in your product even if you do have the capital to use this strategy. No amount of paid ads can sell a product that no one wants to buy.

If you’re looking for some advice or for someone to run your Facebook ads for you, just fill in the form below with a brief description of your business and your goals and we’ll be in touch.

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April 26, 2017

Time to Freshen Things Up

Facebook want you to re-do all your ads!

Well, not officially! But after multiple tests it appears those old ads you’ve got running that are going stale need to be re-done. Even if they’re re-done EXACTLY the same. We’ve been noticing a dip in performance on all of the ads we have had running longer than a couple of weeks so we thought we better take some action. Sometimes it’s better to just ride the storm and hope Facebook sort things out, but this time it seems that they just want new ads so they can start fresh after their latest updates.

Duplicate

You can easily just duplicate any ad sets that are starting to under perform and that should help give them a boost again. Just turn the old ones off once the new ones are set up. We’ve tried this exact method on multiple ads for our clients and the difference has been amazing in just a couple of days!

Don’t you just love it when Facebook give you extra work to do!

via GIPHY

March 30, 2017

A New Facebook Ad Format Has Been Released!

We just got this yesterday & thought we’d let you know. The new format is called Collection Ads!

Collection Ads

“Facebook’s new mobile-only ad format combines a big header image or video with four product images in the news feed, which opens to an immersive fast loading shopping experience with up to 50 shoppable products when you click “More”. Think of it as a scalable way to create a fullscreen experience like that of Canvas using a product feed. ”

 

March 16, 2017

What’s the minimum you should be spending on Facebook ads?

The golden question!

We don’t discriminate between big and small clients, we’ll take on any project that we believe we can help with. We work with businesses that have next to no budget, and businesses that have more budget than we can ever imagine possible. But what’s the deciding factor in working out what minimum amount needs to be spent on ads?

Your goal!

What you’re looking to achieve dictates absolutely every aspect of your social media plan. We hand a lot of business’s social media who simply want their social media to be managed. They’re not looking for any direct ROI from it, they just want their social media to be regularly updated and for it to reach their target audience. In all fairness, this should be the first aim for any business when it comes to social media. But this type of client doesn’t need to have too much spent on social media ads. You can reach your target audience with a small budget, you just can’t expect quick results from it. But that’s the beauty of a brand awareness campaign. People will start to see you as the go to brand in your industry so when they are ready to become customers, you’ll be top of their list!

However those client’s that are looking to see some direct ROI from their social media campaigns need to be prepared to spend a lot more. There’s no winning formula when it comes to setting up adverts on social media, so there needs to be room for a lot of testing and optimisation. Ideally each ad should have a minimum of £5 per day, and there needs to be at least 5 different types of ads to test which ones perform better. That’s a minimum of £25 per day, so you can be looking at around £700 – £800 per month on ads to start with.

What are your goals? Feel free to contact us to talk to us about your goals and whether we can help you to reach them.

March 15, 2017

The Importance of Relevance Score

And when to act on it!

Quite a while ago Facebook introduced a new way of measuring how well your ad is performing with the concept of a relevance score. The idea is that Facebook, using data like people’s positive and negative responses to your ads, have an algorithm that suggests how relevant your ad creative is to the audience you’re targeting.

What does it mean?

The relevancy score is a scale from 0-10. 0 being the lowest relevancy to your target audience, and 10 being the highest. If you know your target audience well then it’s quite obvious to you whether a piece of content is relevant to them or not, but now Facebook have their own algorithm in place that helps them decide on their end. Just by looking at an ad, you can usually tell if it’s going to have a good relevancy score by the amount of likes, comments and shares. But what you can’t see unless you’re the owner of the page is how many clicks the post has had, which has an effect on the relevancy score. You also can’t see how many people have chosen to ‘stop seeing ads from xyz’ after they saw the ad, and other actions like this.

Your ads don’t get a relevancy score until they’ve reached a minimum of 1000 people, to give Facebook enough data to put you on the relevancy scale. But the score your ad gets can play a huge role in it’s success.

How to use it, and when to act on it.

Now let’s get one thing straight before we talk about what changes you should be making to your targeting and creatives to improve your relevancy score. You should never be running ads with the sole aim to get a high relevancy score. You should be aiming for engagement, or website clicks, or conversions etc. If we’ve got an ad running for a client that’s getting them 10 sales for every £2 spent, but the relevancy score is only 3 do you think we’re going to change anything? NO CHANCE. We’re leaving that little gem alone.

However, when an ad isn’t performing very well using the relevancy score can be a good indicator as to why it’s not performing. You see if Facebook thinks your ad is a 10 on the relevancy score, they will be very happy to keep serving it up to your target audience as Facebook now believe the ad will give the user a positive experience. This has a positive effect on your CPM’s, CTR’s and other metrics that are important to you. So if an ad is under performing, check it’s relevancy score to see what Facebook think of it. If it’s low, you need to change things up!

How do I improve my ad’s relevancy score?

Creative! Always start with your ad creative. Pick it apart and be very critical about every aspect. Imagine you are seeing the ad in your newsfeed as part of your target audience (which you can do now with the preview link Facebook will give you). Is the image or video you’ve used enough to grab people attention and get them to react positively? Does the headline speak to your niche and is your call to action clear enough?

Audience. If you’ve worked hard on your creative and believe it’s the best it can be to get a positive reaction out of your audience, then you may need to look at your targeting methods. You don’t want to be showing an ad for guitars to people who aren’t guitar players (finally an explanation as to why we used today’s featured image). It’s easy to get targeting slightly wrong. Remember sometimes trying to drill in too closely to your audience can have a negative impact as there aren’t enough people for Facebook to optimise the ad on.

Happy Testing!