Facebook Ads

Ad Creative and Copywriting

Once we’ve identified your ideal Facebook audience, we develop the content you need to attract and convert these potential customers.

You don’t have to worry about handling any aspects of the execution. We work with you to make sure we’re sending the right message, then we create, manage and optimise each element of your Facebook advertisement accordingly.

We use tools, processes and experience to continually create, test and refine your ad creative and copy for the life of the campaign to make sure you are getting the best possible results.

Analytics and Reporting

Spending money on Facebook advertising can’t be an experiment. We know how important every dollar is to your business – so we make sure we analyse your performance to within an inch of its life.

We need to know where every cent is spent, and exactly what it has achieved. One of our Facebook Ads services involves our Facebook Ads team using a combination of software tools and industry research to monitor your performance and test alternatives to achieve the best outcome for your business.

The Gorilla team will set up comprehensive tracking and reporting for all your Facebook advertising, and provide regular reporting in a brief, simple format. You won’t have to waste time decoding the jargon and stats to work out what your results mean for your business.

Looking for Facebook Ads in Sydney? Our Facebook Ads Sydney based team can get the job done. Our expert Gorilla teams in Sydney, Newcastle and Brisbane can cut through the piles of data and industry jargon to give you clear Facebook Ads strategies and results.

Brand Building

Facebook is a great channel for brand building. Think about how many people you know who use Facebook – probably most of your family and friends. With an estimated 15 million active users in Australia, Facebook is a huge platform for building your brand.

Facebook allows you to:

• Increase customer loyalty
• Showcase who you are as a brand
• Build up customer testimonials
• Engage with your audience
• Showcase products and offers
• Increase sales
• Increase lifetime value

We use what’s known as the full funnel approach to help build brand awareness, increase consideration of a product or service and drive sales.

The full funnel approach involves:

• Focusing on building brand awareness at the top of the funnel
• Increasing consideration at the middle of the funnel
• Driving sales and increasing customer loyalty at the bottom of the funnel

Facebook is one of the most effective platforms for brand building and brand awareness – it’s all about educating potential customers on who you are and why they should care about your brand.

Instagram Ads

Instagram and Facebook complement each other and help brands reach their target audience across both networks. While Instagram is great at driving conversions and suited to showcasing videos and products, Facebook is great for improving brand engagement and increasing sales.

There are two approaches to Facebook and Instagram marketing:

1. We can easily share the same content across both platforms
2. For a tailored approach we can showcase custom content on each platform in multiple locations, including on the feed, stories or marketplace.

As an example, Instagram and Facebook require different video styles – vertical for Instagram stories, horizontal for the Facebook feed, and square for the Instagram feed – so we would tailor video content to suit each location. Additionally, we consider which ad types – such as video, carousel or static ads – work best for each location.

The effectiveness of each platform will depend on the brand. We conduct thorough testing to establish which combination of the two works best for you. However you use them, by using both Facebook and Instagram you’re increasing your reach, improving engagement and ultimately setting yourself up for a higher return on investment for your advertising spend.

As a Facebook Ads agency we manage Instagram and Facebook campaigns for a whole range of businesses, from small local businesses to massive national and international companies and we can do the same for you.

Video Ads

Video ads are a great way to showcase your brand, demonstrate products and encourage sales.

Video is fast becoming one of the most important forms of media on Facebook and it’s not hard to see why:

• They’re engaging – videos are one of the most engaging forms of content you can create on either Facebook or Instagram. The added storytelling element of a video makes them interactive and appealing – far more engaging than a static ad.
• They’re highly measurable – we can measure exactly how much of a video people are watching and use that data to inform our advertising strategy. If someone watched the whole video they’re likely interested in that product or message. If the viewer switched off after a few seconds, maybe we need to review the video.
• Videos don’t have to be expensive – even a simple iPhone video can do the trick. Of course, a professionally produced video will work well too, the main thing is to keep fresh video content flowing onto Facebook.

The length of time we’ll run a video ad for depends on its purpose. While a brand video may run for a few months, product-related, influencer, or testimonial-style videos should be swapped out monthly to avoid saturation.

The length of the video itself will depend on the type of video – for instance up to 90 seconds for a brand video and 10-30 seconds for product related videos. The video’s location will also have an impact on its length – for example Instagram stories are usually kept to 10 seconds.

As part of our Facebook Ads services we can help with video ad design, creation and promotion.

Lead Generation Campaigns

If you’re a lead generation business you’ve probably got an enquiry form on your website, or a “click to call” or “click to email” option for you customers to make enquiries. Lead generation campaigns are designed specifically to help you get more leads – so more enquiries, calls and emails.

So, how do they work?

The marketer sets up a campaign, sets an objective of “lead forms” and chooses an audience. Facebook’s algorithms then trial that audience and test out the ads to see who’s most likely to enquire. Once the learning stage is complete, Facebook’s algorithm will further optimise the audience. Facebook decides which people are likely to turn into leads and targets them with your lead generation ads which might include static ads, videos and carousels.

Lead generation campaigns on their own aren’t super effective, but when used as part of the full-funnel approach with our other Facebook Ads services, they’re powerful lead generation tools.

Product Catalogue Ads

Product catalogue ads are a money making machine.

Product catalogue ads allow you to show your products to potential customers, while they’re browsing on Facebook. Facebook uses product catalogue ads to target customers who may have already viewed your products but not bought them, or customers it thinks may be interested in your product even if they don’t know your brand yet.

Product catalogue ads can be used in several ways to increase sales. The two main ways marketers use catalogue ads are:

1. Remarketing – this involves showcasing products a person has previously viewed on a website.
2. Cross-selling and upselling – Facebook creates product-related ads based on a user’s previous purchase history

Catalogue ads can also be used for audience expansion. Facebook expands the audience targeting if the algorithm deems the audience is likely to fulfil the optimisation objective, for example to view content, add to cart or purchase.

Product catalogue ads typically take two forms on Facebook – either a carousel, which is a series of images, or it can turn your products into a mini video showcasing products the person may have already viewed. Catalogue ads are a powerful form of content because you don’t actually have to do any of the creative yourself, Facebook will do it for you via the product feed.

Messenger Ads

Messenger Ads are a campaign objective with the goal of getting a response in Facebook messenger.

Particularly well suited to lead generation companies, messenger ads can either be used for brand awareness or for generating enquiries. You might use a phrase like “send us a message to book an appointment” to start a Messenger interaction with a customer.

Any kind of business which uses contact forms or takes phone call or email enquiries would benefit from using Messenger ads. So, if you’re a hairdresser, physio, mechanic or plumber or any business that takes enquiries, they’ll work for you.

Messenger ads are only suitable if you’re able to respond to them promptly, usually within one business day, so make sure you’re prepared to stay active on Facebook if using messenger ads.

Local Awareness Ads

Local awareness ads are a great way to drive local traffic to your business.

Local awareness ads showcase a business’s ads to people geographically close to their location. These ads increase brand awareness, putting your brand front of mind with potential customers and making them more likely to think of your business when they need your products.

We can set up local awareness ads and choose a radius around your business address for targeting potential customers, for instance a 20 km radius of your business. Your ads will then be shown to people who live within that area or who have visited it recently.

Another local awareness tactic that works well is creating a Facebook event. It might be for a sale or special event you’re having – perhaps your physical store is doing 5% off storewide, or a two-for-one offer. You can create a Facebook event to advertise it and drive foot traffic to your store.

Another great way to improve local awareness is to create a video. Video ads are highly engaging and can be cheap and easy to make – you can even make great video content just using an iPhone. You can advertise your shop’s physical location through a video to let people know where you are and help increase foot traffic – simple, but effective.

Mobile Ads

Most web traffic is now on mobile, especially social media. This means when we talk about Facebook ads, we can’t ignore the importance of mobile.

Videos are an increasingly popular form of mobile ad. They’re engaging, dynamic and can be cheap and easy to make. An important consideration is sound – not everyone will watch a video with the audio on, so ensuring an equally effective experience with and without sound is key.

Square images tend to work well on mobile devices (and desktop) as they can be used for carousels and fit into a range of Facebook placements. However, certain placements will require different dimensions such as stories which work best with vertical ads

Mobile also provides extra targeting capability as we can target people by the type of the device or certain apps they’re using and even their browser.

It’s important to use creative best suited to the medium people will experience it on. With ever-increasing mobile use, mobile marketing is an essential component to any marketing strategy.

Ad Design

When it comes to Facebook Ads, creative is what really generates results. Our in house designers and video editors can create unique, effective ad content to engage your audience and get great results for your business.

How does our ad design process work?

• We get ad creative suggestions from our Facebook Ads specialists
• We plan ideal content for each stage of your Facebook Ads strategy.
• We look at your website and decide what will work at the top, middle and bottom of funnel marketing stages
• We provide campaign creation, ad copy and messaging services

Our design recommendations depend on your target audience, funnel stage, platform and placement. We don’t do cookie cutter ad design. We provide unique strategies and services for each client based on their individual needs.

In a world saturated with content it’s important to have engaging, effective ads that cut through the noise. We’ll help you capture your audience with professionally designed Facebook Ads.

Video Creation

At Gorilla we can help coordinate the entire video creation process, from planning and design to scripting and production.

We have two video creation options:

• We create your video content in house using your existing videos or stock footage

Or

• We work with a third party creative agency or video company

So, what does the video creation process look like?

• Step one: we have a strategy chat about what’s involved, what the video is about and its purpose.
• Step two: we assess your audiences. Who are we actually going to target? Is it going to be a top of funnel, middle of funnel or bottom of funnel audience?
• Step three: we’ll decide who’s going to create the video, whether it’s your own team or one of our video production partners.
• Step four: once the video is created and has received your approval, we’ll implement the video onto Facebook.

Whether you use Gorilla’s expert creative crew or a third party team, we’ll coordinate the whole project. We ensure the video story is communicated well, and all the deliverables are checked off.

Social Media Strategy

At Gorilla we have a team of pay-per-click specialists, in-house graphic designers and social media specialists who can develop a social media strategy that covers all bases including Google Ads and Facebook.

Elements of our social media strategies include:

• SWOT
• Competitor analysis
• Branding
• Personas
• Content Guidelines

Although we don’t manage organic socials, we can help with planning and strategising so that your organic social media can work in tandem with our paid strategies. Our organic social media services include:

• Organic approach and recommendations
• Paid approach and recommendations
• Other opportunities
• Action Plans

Social media changes quickly and with the vast amount of data it throws at you it can be super confusing. We’ll crush confusion and provide you with a clear social media strategy. Forget the guesswork, we’ll save you time and energy by crafting a clear, logical social media strategy that will get big results.

Facebook Business Manager Setup

It’s important for you as a client to have full access to your Business Manager account, so we arrange for all our clients to set up Business Manager themselves. Once it’s set up, we’ll then provide guidance on how to grant us admin access.

Once we’ve set up the Facebook ads account, and the Business Manager is up and running, we can help with pixel, catalogue and linking to your Facebook Page.

So, all you need to do yourself is create the Facebook Page and your Business Manager account, and Gorilla can help with the rest.

Facebook Ads Account Setup

We can set up your Facebook ads account for you.

• Step one: you either set up a Facebook page or use your existing one
• Step two: you’ll set up a Business Manager account (this way you keep admin access). We can guide you through this process
• Step three: we’ll set up the Facebook ads account for you (if you already have one, we’ll simply assign ourselves admin access)

Once your Facebook ads account is set up, you’ll find it in Business Manager along with your Facebook page. If needed, we can also set up pixel and catalogue if you don’t already have them or assign ourselves admin access if you do.

Organic Facebook Page Advice

At Gorilla 360 we don’t provide organic Facebook as a service, but we do offer advice.

We can give you off-the-cuff advice here and there or, if you’re looking at something more in depth, we can provide you with an overall Facebook strategy. This will cover things such as:

• Analysing your competitors
• Advising you on what sort of posts to create
• Optimising your Facebook Page
• Creating a posting schedule

If you want to really build up your Facebook audience via ads, we highly suggest that you post organically, too. Even if it’s just once or twice a week, that’s still enough to showcase to the end user that your brand is active, and they’re not just being shown ads for the sake of it.

Bid Management

There are different bid management strategies that you can take.

Each campaign will have a set daily budget, and from there we generally have two options depending on our clients’ needs. We can either:

Set the budget at campaign level, which is basically on the overview screen of the account.

Or

We can set the budget at ad set level, which we typically do for more sophisticated campaigns. This is suitable if you want more control over your budget and which audiences are receiving what amount of your advertising budget.

For example, if your mobile audience is driving more sales than desktop, we can spend more of the daily budget on mobile.

Dynamic Ads

Dynamic ads, or catalogue ads, are designed to swap out based on remarketing, however they can also be used for cross-selling, upselling and, in some cases, you can tick a box to allow Facebook to reach new audiences if the audience is likely to achieve the objective.

Dynamic ads showcase products which your audience or potential customers have already viewed on your website – so you know they’re interested in that product and are likely to buy it.

How do they work?

Say someone browses several products on your website but doesn’t buy them. Facebook will showcase these products to the customer as a reminder to purchase. You also have the option to offer an incentive – for example “see something you like? Take 5% off with this coupon code!” – to help close the sale. While this isn’t compulsory, we find this is highly successful at raising your sale rate.

Lead Gen Ads

Lead generation ads are used to generate inquiries to your business.

As a lead generation business, you might want potential customers to pick up the phone and call you, click an “email us” option or fill out an inquiry form on your website. Lead generation ads will help dive inquiries for your business.

There are two ways to set up lead generation ads:

You can set them up as a way to encourage people to visit your website where they can then fill out an inquiry form, click to call you, or click to email you.

Or

You can set up an inquiry form on Facebook which allows them to enter their details and send them directly to you, essentially cutting out the step of sending them to your website. We find this approach to be highly effective.

Ad Optimisation

Ad optimisation involves testing and changing up Facebook’s ads to achieve the best possible results.

When it comes to Facebook ads the key is keeping it fresh with new creative content every month. If the same ads are left to run for months on end, your audience will become disengaged – if a potential customer sees the same creative over and over again, they’ll ignore it. The general exception is top of funnel branded ads. Since the audience is continually refreshing based on new users, the brand ads can remain the same for a few months if required.

We recommend updating your ad creative regularly to keep your audience engaged with new deals, offers, promotions and best sellers. We can also run A/B testing to work out which content works best for your business.

If you struggle to put together creative, Facebook ads may not be the best avenue for you. Remember, if you leave the same creative running for too long, you risk saturating your market which means your results will likely fall.

A/B Testing of Ads and Creative

A/B testing involves testing similar material with set variations to see which version gets the best results.

For example, to test a video, we might use the same video with three different versions of text. Everything about the video is the same except the text, so we can assess which is the most effective. We’ll let the different versions run for several weeks, then use that data to see which has achieved the best result.

A/B testing can be initially expensive as it requires more funds and time execution from a Facebook specialist, but it allows us to test the effectiveness of your content, hone it down to the most effective possible option, and ultimately achieve better results – ultimately providing higher ROI.

Placement Optimisation

Placement optimisation involves choosing where to place your Facebook ads.

Placement options such as the newsfeed, right column, instant articles, Instagram placement, Marketplace and mobile placements.

We can manually choose where your Facebook ads will show, so based on what you want to achieve we’ll place your ads in the most suitable locations.

We know what works best with placement optimisation. As a general rule, we’ll always showcase our ads within the Facebook feed, because that usually gets great results. Meanwhile there are some placements we avoid entirely – for instance instant articles ads tend to get skipped over. Whatever your goals, we provide tailored placement optimisation to suit your business.

Custom Audiences

Do you already have an existing customer base?

If you’re an eCommerce store, you probably have an email subscriber list. Say you’ve got several thousand people on a particular audience list, you can upload that audience onto Facebook as a custom audience.

From there you have two options:

You can start showcasing ads to your audience list. This can be effective as you know they’ve already either purchased from, or at least visited, your website. You can show them tailored best seller and special offer ads that are suited to their persona and know they’re highly likely to buy again.

Or

Facebook can create lookalike audiences based on your custom audiences. As an example, if you load customer emails into a database, we can ask Facebook to create a lookalike audience based on these people. Facebook will then use its algorithms to populate a list of people with similar characteristics who are also likely to purchase from your website.

We can now show these custom audiences and lookalike audiences tailored ads based on what they’ve previously purchased or are likely to purchase.

Location Targeting

Location targeting allows you to target or exclude certain areas from seeing your Facebook ads. It has different uses depending on your business type and requirements.

Lead generation

Say, for instance, you have a Newcastle-based plumbing business, you won’t need to show your ads in Melbourne. Facebook allows you to set a radius target, for instance 10 miles (Facebook uses American measurements) from your store’s physical location.

So, Facebook will only show your ad to people within your service radius. Bear in mind a tight radius will have a smaller audience, but whatever radius you set should only include locations you are willing to service.

ecommerce

For ecommerce, location targeting is great for excluding areas you don’t ship to. There’s nothing more frustrating for a customer than clicking your ad, finding a product they like, entering all their details then being told the product doesn’t ship to them.

If you’re just starting out you may keep it simple with capital cities only, or a single state to keep costs down. As your business grows, your location can too. You can even expand to Europe, the US or worldwide.

Want Facebook Ads Newcastle locals will respond to? Reach more customers with targeted, engaging content tailored to your local audience. Our Newcastle, Sydney and Brisbane offices can help you target your local market wherever you are.

Demographics Targeting

Essentially, when you know who’s purchasing your products you can target an audience with similar characteristics who are more likely to buy. We use Google Analytics and Facebook Insights to find out who is buying your products and use that data to inform our demographics targeting decisions.

Once you’ve collected customer data, Facebook can use it to target your ads to your particular demographic. For instance, if your products are mainly purchased by women aged 25-40, then Facebook can target your ads to that demographic.

Use demographic data to your advantage. Consider buying patterns and how you can target different demographics at different times – maybe your product is usually purchased by women, but around Valentine’s Day and Christmas you might target male shoppers looking for gifts.

Interest Based Targeting

Interest based targeting lets you create a targeted audience based on shared interests.

Say, for example, you’re selling dresses online. You’ve read your analytics data, done your research and created some customer personas. You know that your audience has a particular interest in say, Vogue magazine, shopping, going to the gym, watching TV and reading about politics. You can then create a specific audience tailored to that persona and those interests.

You can couple interest based targeting with demographics targeting to create a highly tailored audience that has the interests of your specific personas in mind, and create targeted ads that appeal to those personas.

Behaviour Targeting

Behaviour based targeting involves using behavioural data to target potential customers. Essentially, if someone has browsed your website or interacted with your ads it’s likely they are interested in your product, so Facebook targets those people.

Behaviour targeting can take into account:

• Website visitors
• People who’ve added to cart
• People who’ve purchased from your website before
• Digital activities such as online events
• Interests such as sport and hobbies
• Travel behaviours
• Purchasing habits

So, Facebook can target ads to audiences based on their previous behaviour. It’s another way of targeting your products and services to people who are more likely to use them, whether those are existing or potential customers. For instance, if someone has added to cart but not purchased, you might send them a reminder, or reward a loyal customer with a 10% off code. At the end of the day, keeping existing customers is far cheaper than attracting new ones, so behaviour targeting aims to keep those existing customers as well as recruiting likely new ones.

Lookalike Audiences

Lookalike audiences are a real powerful way to increase your audience.

This involves taking your existing customer database and getting Facebook to find similar potential customers on Facebook. They might share characteristics like interests, demographics, behaviour or location. You can then create tailored ads for the people Facebook has found – ads showcasing your brand and introducing them to your products.

This approach works for eCommerce and lead generation businesses alike. The key is targeting similar clients to those who have already purchased from you and who will be likely to become future customers.

It’s important to note this technique works best if you have over 1000 people in a particular audience. The higher the audience used, the more sophisticated the lookalike audience.