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FACEBOOK ADS MARKETING 101: Scaling Facebook Ads, Optimising for Conversions & Structuring Win-Back Campaigns

BidPixel has a team of Facebook Ads Marketing managers that have lived through the years of platform changes and the ebbs and flows of online market trends.

While operating in over 100 industries, our team has found the trends and strategies to make successful ad campaigns for nearly any business.

Let’s tackle some of the commonly asked questions:

Question #1: When do you know the right time to scale Facebook ads, and is there a right time?

Honestly speaking, there is no one factor that can actually determine when to scale up your ads.

The decision to be made will comprise of a lot of factors and should be done in a holistic approach including but not limited to the following questions that you should be asking yourself:

  • Is your business ready to upgrade and scale-up?

Do you have the systems and processes in place to handle increased purchases, increased inventory, staffing, and the needs that come along with a higher revenue business? 

  • Is your cash flow ready to go?

Upscaling one’s business entails higher budget and finances to cover for the increase of requirements from the above point plus the necessary materials, labour and ad spend that goes with it.

  • Is your Facebook Ads Marketing account consistent?

So, your Facebook ad account should constantly have a healthy return-on-ad-spend. There should be regularity in terms of how many purchases per day, week, and per month that the account is getting. And also, consistency around the cost of the ads you put out per purchase. 

In easier terms, you should be able to understand and analyse if you are getting a healthy amount of products sold in terms of the money you spend on Facebook Ads as a whole.

QUESTION #2: How do you tackle an advertising campaign you started, which has the purpose of securing current clients for a small business, rather than trying to find top of funnel and awareness?

We need to put into thought the consideration process of the clients in buying your product. Is the product on an affordable or expensive side? Are they going to reflect more time in purchasing it? If it’s a quick $5 product, then that doesn’t really take much thought in terms of purchase. 

Sure, we can really go hard at the top of the funnel. There are not many objections to overcome considering the circumstance above. But it will be slightly different when it is on the rather expensive side, as the clients will need to think about the products more and will need more time to absorb why they actually need to buy your stuff.

QUESTION #3: How do we structure win-back campaigns for our customers?

You might want to look at it as per individual strategy instead of as a template. What is the value of that particular client? Are they recurring ones? Or are they customers that buy one-time big time?

For you to be able to do this, you also need to consider the product you are selling. Do these products permit you to have customer all year long? There are buying cycles for each individual and it will always go back to the product you are selling them.

Generally, the above questions and their respective answers go back to one main thing: research. In every stage of the buyer’s journey and for you as a seller or an advertiser, you need to know and research every single factor that might affect your sales directly and indirectly and that includes looking at it in a holistic approach but also being fully aware of individual factors.