1. What is Facebook Business Manager and why do you need it?
2. How to create a Facebook Business Manager account?
3. Add your Facebook business page(s)
4. Connect Your Instagram account
5. Invite your co-workers to manage the business account.
6. Add the payment methods.
7. Setting up Meta Pixel (It’s called Facebook Pixel before).
8. Verify Your Domain
9. Creating Product Catalog in the Business Manager.

First Off.. What is Facebook Business Manager and Why Would You Need it?

A Facebook business manager is an extremely useful tool that allows advertisers and businesses to manage both their Facebook and Instagram activities in one place. In doing so, they can share their assets across the team and make the marketing process efficient and effective. Starting with the Facebook business manager has a multitude of positive traits.

So… What exactly can you do with this tool?

• Create and manage multiple assets, including your Facebook and Instagram pages- the two most commonly used platforms within our social media society. It also allows you to view the audience list and product catalogue all in one place, so you never have to worry about misplaced information!
• You have full control of the user access and control the permission of everyone who works for your ad accounts, pages and apps. You also maintain full ownership of your assets to prevent any unwanted eyes peeking at your work.
• It provides you with a detailed view of ad performance, allowing you to drive insights and work to your strengths to optimize campaigns.
• We all know about separating the personal and private life- and facebook business manager does no different! When joining this, co-workers are unable to pry into your personal Facebook unless you have accepted their friend requests. They are only given access to your name, work email and the pages and ad accounts that you can access.

How to Create Business Manager?

Sounds Good! Where Do I Start? Starting with Facebook Business Manager may seem tricky, but it’s quite straightforward. You will have to use your personal Facebook profile to sign into Business Manager. Note that you can create a maximum of 2 business manager accounts.

As the business owner, try and create the account yourself, which puts you in full control of the situation. If you delegate the creation of this account to a partner or agency, it means that they will be in control which could be a problem if your business relationship changes.

Follow These Steps For Success!

1. Visit business.Facebook.com and click the big blue create account button in the top right.

2. Ensure that you log in to your personal account, as Facebook requires you to confirm your identity.

3. Carefully enter your business name, along with your name and the email address of the business you want to use to manage the business manager account, then submit. Note that the email entered must be the same as the email used to manage the business page.

4. A confirmation email will be sent to your business email address. Ensure to check under all the tabs if using Gmail, particularly the ‘social’ tab, and click on ‘confirm now.’

Add Your Facebook Business Page(s)

1. Once clicking the confirmation link in your email, you will be automatically logged into the Business Manager account. Go to business settings, which can be found in either the left bottom corner of the dashboard or from the ‘all tools‘ menu.

02. Click “Pages” under the “accounts,” followed by “add a page“. This is where you input the Facebook URL and note that you must be the admin of the page.

Connect to Instagram Too

If you are anything like me, I enjoy scrolling through Instagram and occasionally do get tempted by the business ads and services that pop up on my feed. In saying this, it is extremely useful if you do link your Instagram, as this can attract a wider crowd.

To do this, from the ‘Business Settings‘ page, click ‘Instagram accounts” which can be found under ‘accounts.’ Then, click “connect your Instagram account.” From here, log in and choose the account – note that again you must be the admin of this account.

Invite Co-workers to Manage the Business Account

From the business settings page, click on ‘People‘. And from here, under users– you can click ‘add‘ to include your co-workers to assist in managing the account.

Add a Payments Method

From your Business Settings page, click ‘payment‘ on the left menu. Here, you can add your payment method to pay for your Facebook ads.

To find the receipts for this business, you can find them in the ‘All tools‘ menu from the dashboard. Scroll down until you find ‘Billing‘, and from here you can choose the date range required and download them in PDF format. This makes it highly efficient and keeps all your important info safe and together.

The above mentioned is what we request of our clients to do and we will handle the rest once you have done the above.
In the next part of this article, we outline some advanced features of Business Manager, which will be handy for you to understand the concepts.

Setting Up Meta Pixel (It’s called Facebook Pixel before)

Meta pixel is a piece of code put on your website. This allows you to measure the effectiveness of your ads by analysing audience behaviour. From here, you will be a little more aware of what must be optimised to boost your performance.

• It ensures ads are shown to your target audience. Find new customers, or people who have visited a specific page or taken a desired action on your website.
• Sales are more driven. For example, you can set up automatic bidding to reach people who are more likely to take an action or make a purchase on your website.
• You are able to measure the results of your advertisements. It enables you to better understand the performance of your ads by measuring what happens when people see them.

Setting up Meta Pixel requires two steps:

1. Setting up the events in Events Manager through Business Manager
2. Installing the meta pixel codes on your website. For this step, it is encouraged to have the aid of an experienced web developer or a social media marketing specialist.

Once this is all set up, the Pixel will log in when someone takes an action on your website. There is a wide variety of what action can constitute as:

• signing up to an event
• submitting a form
• adding an item to their shopping cart
• making a purchase

Since the metal Pixel receives these actions and events, you can view them from your Meta pixel page in the events manager. You will also be able to see the options to reach out to these customers again later on through Facebook advertisements.

Verifying Your Website Domains

Domain verification confirms to Facebook that you own the website, and is in respect of the iOS14 privacy changes. This can be done easily with a code for you to install at the backend of your website from Facebook.

Create a Product Catalogue in Business Manager

Owning an e-commerce store- this is something you must do before beginning your advertising. Catalogs advertise all the items you want to sell on Facebook or Instagram, and you connect these to varying ads and sales channels to promote items. You can create these from the Commerce Manager. It also helps to talk to your web developer or advertiser, as they may have handy tips about syncing data from your website to the catalog to save time in updating it.

This All Sounds So Good! Let Us Get Started.

Now that you have a step-by-step guide on starting with the Facebook business manager, don’t hesitate to give it a go, or contact us for some advice. You never know how this will help out your business, and teach you some new skills and knowledge along the way.

So… What Exactly Are Sales Funnels and How do They Work?

Essentially, sales funnels are a step-by-step process that allows you to move customers through the different stages in deciding to purchase a product or service. A ‘sales funnel’ is a term that is used to describe the ‘funnel’ that your potential customers slide through before reaching their destination. This right here is your ideal scenario, when they purchase your products or service!

Awareness

The main idea of this stage is to raise the question of what can be done to make people aware that this company exists? For the public to recognize your brand, you could advertise it through various forms of social media ads, such as an introduction video to tell your brand story, the user experience shared by your customers, going behind the scene to introduce your team members, or a how-to tutorial to showcase your expertise, just to name a few. Remember, it is important to understand your user profile and to target your potential customers accurately in the ads. Without the careful selection of your audience, you will only end up spreading your budget too thin and getting no results.

Relationship

The question in this stage is asking yourself the best way to establish a relationship, create trust, and position the company as the main authority present in the industry. How will I create this perception in the eyes of potential customers? You must decide the most effective communication method to connect with your potential customers. This can include looking at the target audience and providing your solutions to fulfill their needs. The last aspect of this step to consider is the type of beliefs that you want to instill in your audience. This is so that they believe that they really need to accept what you are selling.

Sales Stage

Once you have established a relationship with potential customers, and have a large audience, the next question is to ask yourself- what is the best way to get these people to pull out their wallets? One way to do this is with a sales technique called ‘scarcity.’ This tells customers that the product is running out and to purchase it quickly. Consequently, it will send an indirect message to them that it is popular because it is good. This falls under the broader idea of ‘compliance,’ which is a social influencing process used in marketing.

Upsell Stage

Once you have established a connection with these customers, you can begin to think of how you can loop in some of your other products and services.

Case Study

The reason why I chose this Facebook success story as an example is that it best describes how a sales funnel works in a real case and it is very easy to understand. Columbus Blue Jackets are a hockey team of the Metropolitan Division of the Eastern Conference of the Columbus National Hockey League. They utilised the sales Funnel method to capitalize on their single-game ticket sales. This is how:

Awareness

To reach the target audience and increase brand awareness – they sent a series of lead ads to Custom Audiences of sports fans and hockey fans. They ensured these audiences were within key designated market areas around the state. By providing the audience with the opportunity to win a contest for free tickets to a game, prospects are more willing to follow the company. The audience signed up in the hopes that they do win these free tickets. This is all done on Facebook ads. Pre-filling out the form to enter the contest, makes it much easier for potential customers to express their interest. The form also included a checkbox to learn more about ticket plans for the next season.

Relationship

Once they have gotten the attention of their desired audience, they attempt to communicate the benefits of ticket packages. In the retargeting campaign, they display ads to the target audiences who had demonstrated interest in the previous ads.

Sales Stage

To promote the upcoming games, the hockey business created a 33-second video of key plays and players.  The video ads retargeted multiple Custom Audiences, including fans who had interacted with their content on Facebook and Instagram. Additionally, there were newsletter subscribers, recipients of its text alerts, and website visitors. The campaign successfully led to $225,000 in single-game ticket sales and 66x return on ad spend.

Summary

So, there you have it! Sales funnels are useful tools that really work in social media marketing. Read through the step-by-step guide and start your own outline today!

If you require any assistance or have any queries, you can contact us here.

But how do Google ads really work? My customers often asked me “Could you explain Google ads in some very simple language?” That’s why I decided to write the article. Hope it will give you a better idea of how Google ads work.

Google Ads Auction

Google Ads determines which ads should show with a lightning-fast ad auction, which takes place every time that someone searches on Google.

For example, say you are a cleaning company that provides cleaning services to commercial properties. When the potential customer searches “office cleaning” from google, you and your competitors all want to be seen from the google search result. Then how does Google decide whose ad appears on the top of the page?

The Ad Rank

The order in which the ads appear for a specific search is called the ‘Ad rank.’ The ad with the higher rank will be shown in the higher positions on google. Ads with the highest Ad Rank get the most desirable placements on the page.

There are three main factors that determine the ad rank.

1. The Bid Amount

By setting the bid, you are allowing Google to understand how much you are willing to spend for a click on your ad.

Back to the example, when someone searches for “office cleaning”, you and company A, B, C all want to be seen. So, everyone put in an auction price – how much you are willing to pay for the ad placement in the search result.

• You – $2 per click
• Company A – $4 per click
• Company B – $3 per click
• Company C – $1 per click

Note that you are able to change your bid at any time.

2. Quality Score (QS)

The Quality Score is decided by

• Expected click-through rate
• Ad relevance
• Landing page experience

It is on a scale of 1 to 10. 5 is the average. 10 is the highest.

3. The Expected Impact of Ad Formats

There is always an option for additional information to be linked into the ad, known as ‘ad extensions.’ From here, Google is able to estimate how extensions and other formats of ads are able to positively impact your ads performance.

Google combines bid price, Quality Score, and ad format impact to decide the final position of your ad. Your Ad Rank is recalculated each time in an auction, so your ad position can fluctuate each time depending on your competition, the context of the person’s search and your quality at that moment.

See the above example, although company A’s bid price is $4/click, their quality score and format impact are low. So, they only got 4 points in the auction. Although your bid price is $2/click, your quality score and format impact are high. You got 20 points in total, which is the highest Ad Rank, thus you will get the #1 position on the search result.

According to the ad rank, the ads will appear in the below order:

#1 You

#2 Company B

#3 Company C

Company A’s ad won’t show up on google search result this time although he is willing to pay more.

The Actual CPC

The amount you end up paying is generally less than your bid price. Your actual CPC is going to be $0.01 more than the Ad Rank of the advertiser below you divided by your Quality Score.

Your Actual CPC = the Ad Rank of the advertiser below you / your Quality Score + 0.01

See below example,

It’s Worth Focusing on Quality

An experienced Google Ads advertiser will devote time to optimizing the Quality Scores of their campaign week-by-week and month-by-month. The rewards for doing this can be significant. Even if your competitors have higher bids than yours, you can still win a higher position at a lower price by improving your Quality Score and using highly relevant keywords and ads. It will not only save the ad cost a lot in the long term but also give you the most exposure in Google search results.

The General Rule of Thumb

The general rule of thumb when creating cover pages is to always scope out the competition. This is purely to see what other businesses that are similar to yours in order to create your page in a way that is unique and offers something different from what is already on the market.

Also be sure that your page is available to be viewed on all devices (tablets, phones, laptops) in the highest quality possible. Customers that view the ads on their phones and have to constantly zoom and scroll around the page are more likely to never visit again, as opposed to those who have a pleasant and easy viewing experience.

Always be sure to use simple and direct, yet still informative language. This reduces any confusion for customers and makes it much easier to read.

1. Answer the 4 W Questions.

This is vital for you to have a goal and direction for your copy page.

• WHO is my reader? (Bonus points for your page if it directly addresses the customer by name and/ or what their personalized concerns are; it is also a good idea to know who your target audience is, so that the design and sales pitch of the page is appropriate)
• WHAT are the pinpoints and concerns?
• HOW can you help? (It would be a good idea to showcase the lifestyle and versatility of the product rather than the product itself)
• WHY should they choose you? (Ensure to include your valued proposition, so that they are aware of an end goal)

However, it is important to ensure that this landing page is only for one service or solution. For multiple offers, separate landing pages must be created. This is due to the fact that each product attracts different customers, and they don’t to waste their time reading through many items that they are not interested in. Chances are they will try to find another business with an easier option. Furthermore, by offering only one service per page, it allows businesses to take advantage of a high quality SEO and a long tail keyword to give your page a higher chance of appearing higher up in the google searches.

2. Create a Catchy Headline

The headline is what will draw customers initially, so it must be compelling and inviting. This could include ideas such as:

• Relating itself directly to the copy that customers are interested in
• Having a personal and active voice
• Addressing the problem they are trying to solve
• Being clear and easy to read
• Being short and concise

One example of a catchy headline section would be from the Nick Scali (furniture shop) page, where the use of colors and luring sales and discounts attract new customers.

3. Pitch your Sales

Keep in mind that it is not about you. It is all about your client. Sell your products/ solution by telling the users how their life can be changed from utilizing what you are selling.

It is important that you only advertise the positive aspects of your business/ service to the client so that they feel more compelled to go with you. Using statistics, figures, and facts to support your claims also increases the credibility of your page and allows the client to feel more secure and comfortable with their decision to go with you. Another method to incorporate is the rule of one:

• One offer

With an offer, try and make it as good and inviting as possible, such as a free try or free sample. With this, the customer is more likely to be curious and try it out which is when you have a higher chance of converting them into a permanent client.

• One promise

By promising the client they will achieve/ learn/ gain something desirable, they will purchase your service or business excited and keen for the future. These positive feelings also increase your chances that the customer may recommend your services to their circle of network.

• One big idea

A big idea could be what your business aims to achieve in the upcoming period to make both the business growth and customer experience and service. Although, make sure that this idea, although big- is achievable and not too ambitious and unachievable.

4. Social Proof- Case Studies and Testimonials

One aspect of your landing page that will improve credibility is the feedback from other past and present clients, talking about their genuine experiences. If their feedback is positive, it is much more likely that you will gain the trust of newer customers. This is because customers tend to trust the words of their fellow customers more, purely than just the business site and owners.

Some suggestions could be video recordings of happy customers, messages of the customers or even a photo gallery of previous work of your business in action. If it is a design company or business, even a ‘portfolio’ section of the page is sufficient to show customers that you are able to produce what you have promised.

5. Call to Action

Lastly, you must have a call to action. The call to action must be direct and succinct and offer a clear plan of what the customer should do next to come on board. Without a call to action, after reading the beginning of the landing page, your customer won’t know what to do and more likely leave the page without having interacted directly with the business.

Key Takeaway

If you need some assistance with copywriting for landing pages, or just don’t know where or how to start in general, contact us for advice and an obligation-free chat!

In digital marketing, the landing page, not to be confused with the home page is a single webpage that is created specifically for marketing. Landing pages are where the visitor ‘lands’ after clicking on a link from an email or from an ad they may have come across. It is designed to create a compelling, focused experience for the user. This is because it prompts visitors with one clear goal- a call to action. This call to action is essentially an invitation or marketing target strategy to prompt users to take the desired action. In the case of marketing or advertising companies, this would be to purchase goods, or hire their services, just to name a few.

Understanding Quality Score and the landing page experience in Google ads

Google utilizes the 1- 10 Quality Score metric in your Google ads account, which should be paid some attention to by advertisers. The quality of your ads is calculated for each Google ads auction they are entered into. The Quality Score that is returned to you is the general metric presented as a diagnosis of your ads’ overall performance within the auction. Higher quality ads come with more bonuses for the advertisers. These include lower cost-per-click (CPC), better ad positions, and eligibility for ad extensions as well as other ad formats. Furthermore, the Quality Score can be used as a tool to improve the customer experience and delight of your visitors.

Below are the main factors that affect your Quality Score:

• keyword relevancy
• ads relevancy
• landing page experience.

Thus, it goes without saying that the better the landing page experience, the higher your Quality Score will be and the more likely the visitor will turn into a customer. Specifically, landing page experience is Google Ads’ measure of how successfully your website provides viewers with what they are looking for upon clicking your ad. The measurement of the quality of these ads is monitored both by Google AI and humans. This is to ensure that the more useful ads are shown in higher ranks on Google.

What is the average landing page conversion rate?

In electronic marketing or eCommerce, conversion rates are the number of visiting customers who then become paying customers, i.e. those that end up using the services provided. And in marketing, conversion is an important step in increasing the money that your business makes. According to a recent survey, the average conversion rate is 2.35%, with the top 25% of businesses on Google Ads holding a conversion rate of 5.31% or higher. However, a good conversion rate would be one of 10% or above, with some very successful global businesses achieving a conversion rate of 11.35%.

How to optimize the landing page to increase the conversion rate?

There are a few steps that should be undertaken. Once done so, you will begin to see an increase in your conversion rates.

1.      Include the keyword

Ensure to include the keywords you are targeting in the headline so that users are confident that they are in the right place.

For example, if you are targeting audience who search for “Graphic Designer in Sydney”, it is a good idea to include “graphic design” in your headline. When people landing on the page, they will know immediately this is what they are looking for.

2.      Include your unique selling proposition

When you tell your audience what you are selling, ensure that your propositions are unique, supporting the headline and hero image at the top of the page. Be succinct with your message to ensure the customer stays engaged.

• What are you able to offer your customer?
• Why are you different from your competitors?
• What are the benefits that your customer will be receiving from your services?

Make sure to highlight your selling points with clear and short messages.

Below is a good example from TPG’s website, where they include all the benefits of the BizPhone they are offering on the banner with easy-to-understand terms. Their message and services are succinct and positive.

3.      Include a feature section

A feature section is a part that provides a little more detail about additional features or benefits. It would also answer any FAQs that users may hold. The detailed information will give audience more confidence to buy.

4.      Include the call-to-action

Create a clear call-to-action that prompts users to get involved with your services right away! This is the ultimate goal of the landing page.

To increase your advertisement conversion rate, it is a good idea to create some small steps to encourage your audience to take action now. For example,

• A free trial
• Request a demo and call back
• Leave you a message
• Phone you
• Come in-store
• Follow you on social media
• Request a free quote
• Sign up for newsletter

Make clear what your visitor will receive in exchange for signing up. Being open with your visitors from the get-go will more likely encourage visitors to take action.

5.      Include a self-introduction

Creating a proper self-introduction is vital so that you can create an instant connection with your visitors.

One suggestion would be to introduce the team behind the brand name. For example, a team photo, roles present, or even some additional info outlined in an introductory video. This is a simple and effective way of connecting your brand with customers. This prevents them from feeling as though they are communicating with a ‘sales machine.’

All the information provided above will play a large role in assisting you with creating a landing page to increase the conversion rate. Keep in mind that it will not only save your cost in Google ads but will also optimize your ROI. Why not starting optimizing your landing page now!