Facebook Advertising Agency

Intentional are a certified Facebook Advertising Agency. Being included in the original cohort of the global Facebook Marketing Partner PRO roll out.

Since Facebook went public, Mark Zuckerberg and team have been redefining digital advertising. Facebook & Instagram combine five targeting ‘x factors’ for advertisers: People (not cookie) basis, social graph, self declared interests, 1st party data matching and 3rd party data partners. The combination of all five features means facebook data perhaps has the most comprehensive digital user dataset for ad targeting in the world. Because of this, Facebook and Instagram advertising is the perfect channel to roll out the entire marketing funnel.

 

Facebook vs Instagram Advertising

Facebook has 15m+ Australian users while Instagram has 5m+ – a very significant coverage of the Australian population. WhatsApp (owned by Facebook) also has 3.6m+ Australian users – WhatsApp growing by 30% since 2015 and thereby surpassing Twitter. According to Facebook’s own 10 year roadmap – Facebook will become their main platform for sharing with friends, while Instagram will become their primary platform for sharing with the world. 

 

 

What is a Facebook Ad?
  • Facebook & Instagram Newsfeed Ads: Image Ads, Video Ads, Carousel, Canvas, Lead Ads
  • Facebook & Instagram Story Ads; Single & Static
  • Facebook Messenger Ads
  • Right Hand Column Image Ads
  • Audience Network Image Ads

 

Where is Facebook Advertising In The Funnel?

A, I, C, D, R

 

How do we consider the Facebook Advertising Funnel?
  • Likers, C-D-R: Your ads will be seen on Facebook &/or Instagram by those who already like your Facebook page but have not purchased yet. Why use? Typically highest buying Decision intention here, bottom of funnel audiences, highest ROI targeting is here. Often used to direct buyers to the most current offer.

 

  • Website Visitors, C-D: Your ads will be seen on Facebook &/or Instagram by those who have recently visited your website but who have not liked your Facebook page nor purchased yet. Why use? Because of the Recency of their visit, these people are in Consideration to Decision mode for your product/service. But may also be considering a Competitor. Targeting these people means you will need a compelling reason to either persuade a potential buyer to cross the line. Typically medium ROI here – but even if not for ROI, important to use as a branding/positioning play.

 

  • Email Subscribers, C-D: Your ads will be seen on Facebook &/or Instagram by those who have subscribed to your email list but who have not liked your Facebook page nor purchased yet. Why use? Typically these people are in Consideration to Decision mode for your product/service but may also be considering a Competitor. Targeting these people means you will need a compelling reason to either persuade a potential buyer to cross the line. Typically medium ROI here – but even if not for ROI, important to use as a branding/positioning play.]

 

  • Competitor, C-D: Your ads will be seen on Facebook &/or Instagram by those who have expressed an interest in your Competitors. Why use? Almost the opposite of your ‘Website Visitors’ audience. These people are very much in Consideration to Decision mode for your Competitor’s product/service. But may or may not also be considering your Brand. Note that this audience is only available to large brands. Typically low ROI here – but even if not for ROI, important to use as a branding/positioning play.]

 

  • Friends of Likers, A-I: Your ads will be seen on Facebook &/or Instagram by those friends of those who like your Facebook page but who themselves are not likers, email subscribers, website visitors or current customers. Why use? If you subscribe to social theory, people tend to make friends with people who are similar to themselves. So targeting friends of your Facebook Likers, introduces your brand with an affinity with your products/services. Although these people are likely to be in a similar psychographic. They are almost certainly not of the same buying propensity as your Likers so targeting these people means you will need a higher ‘upper funnel’ micro conversion to gently warm them up to your brand. Typically low short term ROI here – although these are good candidates to convert to paying customers in the medium term.

 

  • Lookalikes, A-I: Your ads will be seen on Facebook &/or Instagram by those who share similar characteristics with audiences of our choosing. Why use? This is a way to ‘Feed Winners’ – if we find an existing audience that is working, we can use Lookalikes of that audience to ask Facebook to go and find more. Audiences that generally are fantastic to create Lookalikes of include: Converters/Purchasers, Website Visitors and Email Subscribers. Similar to Friends of Likers, seeing that these people likely do not have an association with your brand, you will need a higher ‘upper funnel’ micro conversion to gently warm them up to your brand. Typically low short term ROI here – although these are good candidates to convert to paying customers in the medium term.

 

  • Affinity / Interest, A:Your ads will be seen on Facebook &/or Instagram by those who share an Affinity or Interest with pre-defined topics provided by Facebook. Why use? This targeting is useful for TV-like advertising to reach relatively broad market segments. Good for semi-targeted Display Awareness, low ROI, almost zero buying intent.

 

  • Custom, A-I-C-D-R: Over and above the aforementioned targeting types, Facebook also allows us to create very tailored, custom audiences that don’t fit broad categories but can be created specifically for your Brand/niche/industry. These are particularly useful for Business to Business targeting that generally is harder to do using Adwords.