Growth Strategy

Facebook Advertising

When a platform has 2 billion users, you better believe your customers are there

Paid Social Media advertising is an extremely powerful tool to help almost any business grow. It needs to be part of any effective digital marketing strategy. 

Our agency manages more than R5 million in Facebook Ad Spend a year, with massive return on adspend for our clients. Whether it's Adspend Budgets from R50/Day to R50 000/Day, we've got the right Growth Strategy for you. (See what we did there?)

Beyond Boost Post

Maximise how often customers find your business!

Facebook advertising is so much more than “Boost Post”. If you are doing this, you are almost certainly losing money. It probably took alot to take that leap and press that “Boost Post” Button to promote your posts hoping customers would just flock to your business in a stampede. 

If you're using Boost Post alot, it is literally costing you a thousands if not tens of thousands of Rands or Dollars. 

When Facebook's ad platform was still in its infancy, things were less complicated and a simple Boost Post or rather Promote Post as it was known back then, would suffice. 

 

More and more advertisers and businesses started seeing the effectiveness of Facebooks' ability to hypertarget an audience and things got complicated as the Facebook Ad Platform became saturated with Facebook Advertisers, as well as Instagram Advertisers as the platforms are linked. 

As organic reach got watered down over the past few years, many Facebook Page owners turn to the Boost Post to help get their message and their product in front of their audience. It's Fast and Easy. But that doesn't mean it's the intelligent thing to do or the smart way to spend your marketing budget. 

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

What exactly happens when you Boost a Post?

So you have an important message to tell your followers...You Post and you end up with 1 like...

You go to your Facebook page, find a post you want to promote(advertise) and click “Boost Post”

You then proceed to choose your audience, allocate a budget, and finally decide how long you want the campaign to last.

You launch your Facebook Ad Campaign by clicking “Boost Post”.

What you may not realize is Facebook just created a new ad campaign in your personal ad account with the“Page Post Engagement” objective. It chooses the defaults for you — it’s the lazy man’s way of advertising.
And that’s where things start going in the wrong direction.

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

Here's Why You should NOT Boost Your Posts

Metrics that matter. Vanity likes or Money in the bank.

Facebook optimizes your campaigns depending on which objective you choose.
If you choose Website Clicks objective, Facebook optimize’s for link clicks to your website. If it’s Website Conversions, then Facebook will analyze everyone who converted already and will try to reach similar people first. These are options you might not even be aware of if all you've done was Boost Posts. 


But if you boost a post, Facebook will always optimize just for more post engagement, meaning they will optimize for more likes, shares, comments and so on. Sometimes, if that really is your main objective, then there's a chance that it could yield fruit. You are still however, completely powerless as to where the advertising alogrhythm will place your ads. And even if they would place them on Facebook. (Insert shocked emoji here)


So even if you decide to boost a link post, Facebook will still just optimize for engagement and not link clicks.
You may have noticed an ad that gets a ton of post likes because of really broad targeting.

Keep in mind, chances are only a small fraction of those people will click through to your website, your event page, or your landing page. It’s never about likes. Likes don't pay your bills. It’s always about conversion and sales. You want results…period.

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

It defeats the purpose of Facebooks' comprehensive targeting data

Limited Targeting Options

If you look at Facebook boost post targeting, you have three options:

  • People who like your Page — advertising to all your fans.
  • People who like your Page and their friends. 
  • Advertising to all your fans and all their friends.
  • People you choose through targeting — advertising to a specific target audience you choose.

Let’s go through these options:

People who like your Page:
If you didn’t do great with attracting high-quality page likes, you’ll be immediately wasting some of your money. Most Facebook page owners don't know the difference between high and low quality likes and how that affects their audience targeting.

People who like your Page and their friends:
Even if you have highly relevant likes. This option will automatically enlist the family and friends of your page likers whether they are 13 years old, 30 years old or 80 years old. It also doesn't care if those family and friends are in the same location. They could be 1000's of miles away and have zero interest in your service offering. 
So there’s really no way Facebook will be able to find the most relevant people when you Boost Post. In addition,  it’s impossible for you to add an additional layer of interests to make it more specific.

People you choose with targeting:
Here as well, Facebook provides extremely limited targeting options. For example, with  Boost Post, you can’t choose any behaviors. You can’t use detailed targeting to reach people who are interested in both Interest A and Interest B either. Also, you can’t include or exclude your page fans or Custom Audiences from your targeting.
No matter which targeting option you choose, you will be wasting your money. 

No Control Over Ad Placements

When you’re boosting posts, you can’t choose where you want to show your ads — the default option is always Desktop News Feed and Mobile News Feed.


We are already aware that Facebook does much of the “optimization”. Most of the time their algorithms will try to find the most inexpensive  way to achieve an objective, even if it's to the detriment of the overall campaign results. Likes, shares and comments are great to have, but they are vanity metrics if they don't translate into conversions. 

One of the biggest driving factors in the massive success Facebook has had, is the ability for advertisers to be hypertargeted when it comes to finding their audience. It gives you the power the remain true to the old marketing adage: The Right Message, to The Person at the Right Time. 

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

Facebook Remarketing Strategy

Does Facebook Really Follow You Around All Over The Internet?

Well, Yes and No. You see, it’s not actually Facebook following you around. It’s the individual website owners of the websites you visit. They place what is called a “Facebook Pixel” on their website. This allows Facebook to reach into their database, basically tag a Facebook user who has visited a specific site and then show them ads related to the website or page you visited. This is essentially, the definition of remarketing.
Remarketing is reaching those website visitors/engagers or prospects who have previously interacted with your brand and showing them marketing material based on their initial interaction.

Retargeting is an aspect of remarketing where a specific user or users are identified and targeted with your ads based on their prior interaction with your brand.
Why is this important? Because it gives you the ability to maximise your revenue. You’ll have the opportunity to recover the visitors who wanted to enquire about your services, but perhaps got interrupted. Or a prospect was actively searching for your service and looked at a number of competitors as well. Remarketing makes sure that you remain top of mind when they’re done with their search and now pondering which service provider to choose. They then see your ad magically appear in their newsfeed and because you’re top of mind, you get the business.

Facebook Ad Types

Facebook Ads For Website Traffic

These are ad types focussed on getting Facebook users to click on your ads and be taken to your website or dedicated landing page. An optimized website or landing page should be able to convert these visitors into leads and paying customers

Brand Awareness Facebook Ads

These ads are mostly for campaigns where your brand needs to be top of mind. You’ll use it for things like Page Likes, Event Responses, Promoting Products with Limited Calls To Action.

Page Post Engagement Facebook Ads

Page Post Engagement (PPE) Facebook Ads are designed to increase engagement on your post or drive traffic to your Facebook page. It’s a great option to increase visibility inside the Facebook platform

Facebook Canvas Ads

Probably the most appealing of the Facebook Static Image Ad types. The Facebook Canvas ad gives the user a very pleasant advertising experience with super fast image load times and the ability to organize multiple products intelligently in a limited screen space.

Facebook Video Ads

The most inexpensive way to reach your audience. Facebook Video Ads allow you to target your customer with your products or service and then retarget them based on how much of the video they watched.

Facebook Messenger Ads

These ads are extremely powerful as they open a direct line of communication with your prospect. What makes this even more powerful is the direct integration into WhatsApp Business. Send almost any ad type, directly into Messenger or WhatsApp and close the sale in person or with a Messenger chatbot.

We know Facebook Ads!
Contact Us Today and Ask About Our 110% Money Back Guarantee.

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

Benefits You Can Expect

Decisions Focused on Enhacning Return On Investment and Return on AdSpend(ROI & ROAS)

If there's no ROI, there's no point. With our mutually incentivised pricing model, the better you do, the better we do. 

Optimization in everything

We'll provide our expertise by improving everything from Click-Through Rate to Sales Processes. We know how to hook your customers and how to drive curiosity and interest to get the most click to your website and more interaction with your brand. 

Pinpoint Audience Targeting

Get your ads in front of the right people. People who will not just click your ads, but one’s that will convert into lifelong customers. Through advanced targeting strategies, we nail down your ideal customer avatar and get you sales at the lowest cost.

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

Growth Strategy a World-Class Facebook Advertising Agency

The importance of Facebook Advertising

If you’ve been a business owner for any number of years, you undoubtedly already know that traditional advertising venues are nowhere near as effective as they once were. For instance, taking out ads in print newspapers don’t reach high numbers of prospective buyers anymore, and many online advertising options are hit-and-miss. However, social media provides an excellent way for businesses to speak directly to their target audiences in a cost-effective but also scalable manner. With a 2 billion user base, Facebook advertising costs are so much lower than traditional offline media. It’s not uncommon for advertisers to achieve reaching up to 1000 of your targeted audience for less than R10.

What is A Facebook Advertising Agency Anyway?

Facebook advertising  gives businesses and organizations the ability to reach very specific audiences. According to Facebook, their targeted advertising campaigns are 89 percent accurate. With a wide variety of advertising options, advertisers can have their pick and also test which ad types work best for their audience. Business owners and managers have the choice of targeting potential customers by geographical location, personal interests, and demographics. Ad performance is also easily tracked, allowing businesses to maintain track of which ads are working — or not working. This creates the opportunity to free up ad budget from ads that perform worse than others and redirect that adspend to successful ads. Facebook ads is a friendly platform allowing you to speak to your customers where they are comfortable and deliver your message effectively.

Why Do You Need To Hire a Facebook Ad Agency?

Creating ads have never been easier on Facebook. It’s easy to be tempted when Facebook prompts you to “Boost Post” as you could have an ad up and running in just a few clicks like described above. Facebook ad agencies,like Growth Strategy on the other hand, have specialized digital marketing tools, reporting tools, ad automation tools, bid adjustment tools and insider knowledge and techniques designed to give businesses a positive Return On AdSpend regardless of the budget size or product advertised. Many Facebook ad agencies can also help you with multi-channel advertising. This means they can identify your target audience in other advertising channels like Google Ads, SnapChat Ads, Pinterest Advertising, Linkedin Ads and other advertising networks. 

Facebook, being a multi-billion dollar revenue producing company, and the bulk of this specifically relates to ad revenue. According to a study by Weebly, 62% of Facebook Advertisers for small businesses fail at Facebook Ads. This is not because Facebook isn’t a viable advertising platform, it’s primarily because creating a successful Facebook Ad campaign requires specialized skills which are out of the scope of skills that the average business owner is required to have. 

Following is a short list of what experts in social media advertising bring to the table:

What Makes Growth Strategy Different?

We Go Beyond Just Running Your Ads

We analyse mounds and mounds of data to find the perfect ad and audience match for you. Sometimes creating up to 400 ad variants to make sure we've tested all the best variations to drive the best results.

More than Just Clever Copywriting

There's a whole journey after the click. We plan the journey of discovering your brand from the first ad to repeat sales. We create funnels that produce results.

Secret Strategies Only We Know

We employ an intelligent mix of high tech marketing prowess, funnel optimization, proprietary strategies and very clever tools unknown to most Facebook Advertisers.

We've got that something extra...

The core of any Facebook Ad Campaign is targeting the correct audience. We use so much more than the run of the mill targeting options that Facebook provides. We design custom targeting profiles to create custom audience that perfectly suit your business and can be duplicated to scale your campaigns and your drive even morre sales.

Ecommerce Is Fast on the rise. You want to be able to serve the right ads to the right people at the right time. Whether you have 10 products or 10 000 products in your ecommerce store. We've got the right dynamic product ad strategy for you. 

We don't just do A/B Testing. We do A/B/C/D/E/C….You get the picture. We test major and minor variants to bring the most highly optimized ads. 

Finding a good ad is half the job. We take it a step further by implementing proprietary campaign scaling software. This means you can safely take you Ad Campaigns for R100 a day or R100 000 a day and enjoy the compound effect of scaling.

Understanding at which stage of the conversion cycle your leads are is critical. We craft remarketing assets and ads based on your leads' behaviour and interaction with your brand across platforms, bringing you the best and consistent results.

We understand that Facebook ads are more than just ad types and targeting. Some products have short conversion cycles and others take days to weeks to convert depending the product, service or audience type. For this you need a well crafted Facebook Conversion Funnel. A strategy that nurtures leads into doing business with you and does so at scale on and off Facebook. 

Some of our techonlogy partners...

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization

Here's what you can expert from Social Media Marketing Experts

Before you even start with ads. It’s vital that a Facebook Ad Agency understands the core of a business, how it operates, it’s challenges and how a successful marketing campaign can integrate into the current processes of the business. They should understand the fundamental messaging and tone of the business, what makes it different from its competitors and analyze past campaigns as well as current customer base.

A period of discovery where an analysis of the best ads in the industry on a global scale as well as competitor ads locally. The Facebook ad agency will then begin to work on the ad itself. Writing compelling ad copy is a non-negotiable element of any campaign. This must include Hooks(Attention-grabbing headlines) appealing and engaging product descriptions and the highest quality images and videos to have that maximum Facebook scroll-stopping effect. All the power is in just in the Facebook Ad Agency’s hand though, businesses(the clients) are also given the opportunity to review and approve all content before it goes live as a Facebook Ad.This is to set your mind at ease when you’re worried about a certain ad not representing your brand or if the messaging doesn’t align with the core purpose of the business.

Facebook Ad Optimization is configured even before the first Facebook Ad goes live. Most Facebook Ad Agencies will launch around 10 ad variants for small businesses and up to 400 ad variants for larger businesses and certain ecommerce stores. They would then closely watch the performance based on how many people these ads reach and how the audience responds to these ads. For instance, if 4 ads are performing exceptionally well but the rest are just breaking even or not producing any results at all, the ad strategy could and should be to either adopt the elements of the successful ads and apply them to the poor-performing ads, or pause the poor performing ads and redirect the ad-spend to the ads that are already performing exceptionally. This would also provide a fantastic foundation for future ads as the data for successful ads would already be known.

One of the biggest advantages of partnering with a Facebook ad agency or with a social media marketing agency is that you’re provided with an extra pair of expert eyes. But these are not just any eyes. It's like being able to see a satellite view as well as a view from a microscope. 

Most business owners simply don’t have the time to constantly monitor their ads. And we’re not just referring to basic things like spelling and grammar. Although this alone can hinder success. We are referring to a more sophisticated monitoring. Powered by both man and machine, with one purpose in mind. To deliver amazing ads that drive your Growth Strategy.

Lastly, you’ll need to understand and visually see how your Facebook Ad Campaigns performed. This is where a Facebook Advertising agency will provide a detailed report. This report is usually a monthly report, although some may be a real-time dynamic reports. Some details may be difficult to understand if you don’t live and breathe marketing and Facebook Ads. It’s one of the reasons Growth Strategy provides these reports in easy to digest pieces with holistic overview of performance as well as granular access to data. A campaign manager will or should also be assigned to you with a scheduled meeting at least once a twice a month. This is where you’ll have the opportunity to speak with those working on your campaign make certain that the performance is in alignment with your expectations.

GET OUT THE GATE

FaceBook
Strategy
Session

  • Strategy Planning
  • Social Media Audit
  • Social Media Management
  • Social Presence Optimization
Scroll to Top