Creating A Facebook Ad Campaign

Creating A Facebook Ad Campaign 


Disclaimer


This blog post will explain what a Facebook (www.facebook.com) Ad Campaign is and my experience with setting it up. I tried to make the content in this post as accurate as possible, but I cannot guarantee that this post is completely reliable or free of errors.


What Is A Facebook Ad Campaign 


A Facebook Ad Campaign is an advertisement that you can run on Facebook for a period of time. It is a form of PPC (Pay Per Click) Advertising where you pay money every time an individual clicks on your ad. There are two categories of PPC advertising. There are Display Ads and Text Ads. Facebook Ads fall under the category of Display Ads and utilize imagery when they are being advertised on Facebook. An example of PPC ad campaign that uses text ads can be a Google Adwords PPC campaign. Google Adwords campaigns do not utilize imagery and are text ads that show up within the search results of google. Regardless of whether you are using Display Ads or Text Ads for your ad campaign, you will have to set a daily budget for your ad campaign. Starting out with a small daily budget will ensure that you do not overspend on your first ad campaign.


Should You Use A Facebook Ad Campaign 


Facebook Ad Campaigns can be a very effective way of bringing targeted traffic to your website or your Facebook Page. Unlike free advertising, paid advertising in the form of PPC tends to attract Targeted Traffic. On the other hand, free advertising tends to attract more Un-targed Traffic.


Targeted Traffic


Facebook Ad campaigns ensure that your ads reach individuals who are interested in your Facebook Page or website. This is known as Targeted Traffic. People who are interested in your content are your target audience. You will have a better chance of attracting more targeted traffic to your website through paid advertising than you will with free advertising. This can be done having your ad campaign only target certain demographics. A demographic is a group of people that share something in common. This can be great for creating engagement on your website or Facebook Page. Although Paid Advertising can work well, it also requires having a daily budget which can cause you to spend quite a bit of money.


Un-Targeted Traffic 


Advertising your website in the form of Free Advertising (ex. social media channels and discovery search engines) is a better initial option before you using Paid Advertising. One downside to Free Advertising is that there is higher chance of receiving Un-targed traffic. Un-targeted traffic are people that are not interested in your content. They are not part of your target audience. One example of un-targeted traffic could come from a discovery engine such as Stumble Upon. Someone who is not that interested in your content could stumble upon your website through the discovery engine. Another example of this could be from Youtube. You could share your website with a friend of yours who has a youtube channel that is not relevant to your website. They could share your website with their target audience which would bring you Un-targeted traffic.


Creating A Facebook Ad Campaign 


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In order to create a Facebook Ad Campaign, you will need to have a Facebook page. You cannot create a Facebook Ad Campaign without a Facebook Page. Once you create a Facebook page, you can create a Facebook Ad Campaign by heading over to the Explore section in the home page. In this section, you can create a Ad campaign through the Ads Manager tab or the Ad link underneath Create. 


The 3 Step Process of Creating an Ad Campaign


The process of creating a Facebook Ad Campaign can be boiled down to three steps:

1) Campaign: This part of your Facebook Ad campaign involves choosing an objective for your ad campaign.

2) Ad Set: Once you choose an objective for your ad campaign, you can choose your ad’s audience, placement on Facebook and your ad’s budget and schedule.

3) Ad: The final step of creating a campaign is choosing the type of media for your ad and the format of it. This can either be an image or a video.


Campaign


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When you first create a Facebook Ad campaign, you are given three categories that you can choose from for your campaign’s objective.

1) Awareness: This objective is for increasing interest in your website. There are three different options for this objective.

a) Brand Awareness: This option is used for increasing awareness by targeting those who have a higher chance of being interested in your content.

b) Local Awareness: This option is for targeting individuals who live in the vicinity of where you live.

c) Reach: This option is for getting your ad in front of as many people as possible.

2) Consideration: This objective is to get others to begin thinking about your website and encourage them to look for other information on it. There are five different options for this objective.

a) Traffic: This option is aimed at getting more individuals to places such as your Facebook Page or your website.

b) Engagement: This option is used for getting more social engagement on your content. This can be in the form of likes for your posts or responses underneath your posts in the form of comments.

c) App Installs: This option is for app developers. You can use this option to get more people to install your app through your Facebook page.

d) Video Views: This option is aimed at getting more people to watch the videos on your Facebook page or on your website.

e) Lead Generation: This option is used for increasing the number of prospective buyers for your website. This can be done through obtaining email addresses.

3) Conversion: This objective is used for encourage people who are interested in your website to convert either through signing up by leaving their email address or purchasing a product or service. There are three different options for this objective.

a) Conversions: This option is used to get more people to convert: These conversions could include downloading an app or having someone provide you with their email address.

b) Product Catalog Sales: If you have a series of products that are listed on your Facebook page, this option will allow you to create an add that displays the different products that are listed on your Facebook page.

c) Store Visits: If you own a small brick and motor business, this option can be used for getting more people who live close by to come to your store.


Ad Set


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Once you have chose your campaign objective, you can decide on what your Ad Set will look like. For this purpose of this post, I have created a new ad campaign called Scam Free Jobs At Home Brand Awareness Campaign 1 When you create your Ad Set, there are four different things that you need to consider.

1) Audience: The group of people you want to see your ad. After you run you first ad campaign, you will have the option of using the exact same audience for your second ad campaign. You also create a Custom Audience and target specific users that you have already targeted through email addresses, Facebook User IDs and App User IDs. For your Ad Campaign’s audience, there are 6 different metrics that you can consider.

a) Locations: For this metric, you can decide which place you would like to target individuals from. Once you decide on a location, Facebook gives you four options for targeting individuals within that location. For this ad campaign, I decided to choose the United States and target everyone in the U.S.

  • Everyone In This Location: I could decide to target everyone who lives in the U.S.
  • People Who Live In This Location: I could decide to target only residents U.S. residents.
  • People Recently In This Location:  I could target individuals that were recently in the U.S.
  • People Traveling In This Location: I could choose to target individuals who were traveling in the U.S. , but who have established residency in areas that are more than 125 miles away.

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b) Age: For this option, you can target an age bracket for campaign’s audience. Facebook allows you to target anyone between the ages of 13 and 65 or older. As long as someone in your audience is above 13 years of age, you can target them. For this ad campaign, I decided to target people between the ages 18 to 30.

c) Gender: You can decide to target both males and females or just males or females. For this asset, I chose both males and females.

d) Languages: You can choose the language that your audience speaks. Facebook allows you to choose more than one language. For this ad campaign, I decided to choose English and Vietnamese as my two target languages.

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e) Detailed Targeting: If you want to target an audience in a more detailed manner, you can target individuals based on metrics such as interests, demographics and behaviors.   Here are a few examples of each metric:

  • Interests: Shopping and Fashion, Entertainment and Business and Industry.
  • Demographics: Education, Financial Situation and Generation.
  • Behaviors: This metric is broken down into an individuals intentions and their behavior as a consumer. Behaviors can include Automotive Behaviors, Media Behaviors and Travel Behaviors.

For this ad campaign, I used Business and Industry for one of my audience’s interests, Generation (Millennials)  for the demographic and frequent travelers within Travel Behaviors for Behaviors.

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f) Connections: This option allows you to target individuals who are connected with either you Facebook Page, an app that you have shown Facebook or an event that you created through Facebook. Within these three categories, there are different options:

  • Facebook Page: You can choose to reach people who like your page, friends of people who like your page and you can choose to reach people who have not liked your page.
  • App: You can choose to reach people who have used your app, friends of people who have used your app and you can choose reach people who have not used your app.
  • Event: You can choose to reach people who have responded to your event or you can choose to reach people who have not responded to your event.

For this ad campaign, I chose Facebook page (Scam Free Jobs At Home) for connecting with my audience and decided to reach people who have not liked my page.

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2) Placements: The location of your ad on a web page. For your Ad Set’s placement, you have two different options:

a) Automatic Placements: Facebook will automatically choose the placement of your ad.

b) Edit Placements: You can choose to manually place your ad where you want it to be.

For this ad campaign, I chose Automatic Placements for the placement of this ad.

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3) Budget and Schedule: The amount your willing to spend each day and the time your ads show up during the day. This part of your Ad Campaign is broken down into two sections.

a) Budget: The amount of money your willing to spend daily or for the entirety of your ad campaign.

b) Schedule: When you want you ads to show up during the day for each day of your ad campaign.

For this ad campaign, I decided to have a daily budget of $2 per day and run the ad for four days. I also decided to run the ad all day for each of the four days. The total cost of this ad campaign is $8.00

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4) Ad Set Name: After your Ad Set is ready to go, you can decide what the name of your Ad Set is.  The name that I chose for my Ad Set is Scam Free Jobs At Home Brand Awareness Ad Set 1. 

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Ad


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Once you have finished creating your Ad Set, the next step is choose the media you want to use for your Ad. For this step of your ad campaign, Facebook Provides 5 different options that you can choose from.

1) Carousel: This option allows you to create an ad with two scrollable images or videos.

2) Single Image: This option allows you to create an Ad Set with up to 6 different ads. Each ad will contain a single image.

3) Single Video: This option allows you to create an Ad Set with one Ad that contains just a video.

4) Slideshow: This option allows you to create an Ad set wit one ad that contains up to 10 images that are presented in a Slideshow format.

5) Canvas: This option allows you to create an Ad Set with ads that combine images and videos.

After you decide the format of your ad, you can choose the Facebook page you want to use for your ads and the text that you want to be displayed in your ads. For this ad campaign, I decided to use the Single Image option.

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You can also decide whether to connect your Instagram Account with your Facebook Ad Campaign or whether to add your website’s URL to each ad. I decided to add the URL associated with my website’s landing page to the ad. When I did that, Facebook pulled up the Meta Description for my website and inserted it above the Display URL in the ad.

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I could have also used a URL associated with one of my posts in my website. Facebook would have pulled up the Meta Description associated with that post and the Display URL would be the same as shown above. Below the News Feed Link Description space is the  Call To Action option. The Ad that I have currently shows the default option which says Learn More. Some of the other options that are available include:

  • No Button
  • Apply Now
  • Book Now
  • Contact Us
  • Download
  • Request Time
  • See Menu
  • Shop Now
  • Sign Up
  • Watch More

Once you have figured out what you want your ad to look like, you can decide whether you want to use URL Parameters and Pixel Tracking.

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1) URL Parameters: URL Parameters are values within a URL that structure a URL. The URL associated with the landing page of my website is www.scamfreejobsathome.com. Here are a couple of different parameters within two different URLs associated with my website.

a) scamfreejobsathome.com/category/blog/blogger-mistakes

The parameter within this url that is dynamic is blogger-mistakes.

b) scamfreejobsathome.com/category/blog/scam-free-jobs

The parameter within this url that is dynamic is scam-free-jobs.

c) scamfreejobsathome.com/blog/software/google-analytics-review.html

The parameter within this url that is dynamic is google-analytics-review.html

d) scamfreejobsathome.com/blog/software/jaaxy-review-the-keyword-research-tool-for-analyzing-keywords.html

The parameter within this url that is dynamic is jaaxy-review-the-keyword-research-tool-for-analyzing-keywords.html 

2) Pixel Tracking: A Facebook Pixel is a small line of a Javascript code that acts as a tracking device that allows you to keep track of visitors. This allows you to create a custom audience that you can target through a Facebook ad campaign. In order to add a Facebook Pixel to your WordPress website, you will need to go to your Ads Manager page. In the ads manager page, go to the search bar at the top of the page and search for Pixel. Click on Pixels underneath Tools.

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Once you do that, you will be taken to this page.

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Click on the green button Set Up Pixel to begin installing your Facebook Pixel. Once you click on the button, you will see the page below.  The option that I chose is for installing the pixel code is Copy and Paste the Code.

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Once you click on that option, you will be given the pixel base code that you can install.

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Since I am using WordPress, I can install the pixel base code using the Insert Headers and Footers plugin.

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Once I Inserted the code Scripts In Header section, the code was installed on every webpage on my website underneath the <head> tag. One other line of pixel code that you can install  on your website is the Event Code. The event code is used for tracking the conversions of the custom audience that you created through your pixel base code. In order to add the Event Code to a WordPress website through the Insert Headers and Footers Plugin, insert the code directly below the </head> tag at the end of the pixel base code. The code that you should insert looks like this:

<script>fbq(‘track’, ‘Event_Name>’);</script>

Facebook refers to these conversions or actions that your visitors takes as events. There are 9 different events that you can track through the Event code that Facebook provides. These include:

a) Key Page View: The code for this event is fbq(‘track’,’View Content’);

b) Search: The code for this event is fbq(‘track’,’Search’);

c) Add to Cart: The code for this event is fbq(‘track’,’Add To Cart’);

d) Add to Wishlist: The code for this event is fbq(‘track’,’Add To Wishlist’);

e) Initial checkout: The code for this event is fbq(‘track’,’Initial Checkout’);

f) Add Payment Info: The code for this event is fbq(‘track’,’Add Payment Info’);

g) Make Purchase: The code for this event is fbq(‘track’,’Make Purchase’);

h) Lead: The code for this event is fbq(‘track’,Make Purchase’);

i) Complete Registration: The code for this event is fbq(‘track’,Complete Registration’);

Once have finished installing your pixel base code in your website, you can check the ads manager page of your Facebook account to check the status of your Facebook pixel. If your  Facebook pixel was properly installed, your Facebook pixel status should be active.

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Once you have finished up setting up your ad campaign, you can click the green button Place Order. Facebook will review your ad campaign before it is approved.

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I hope you found this information helpful. Feel free to leave any questions or comments in the comment box below. Please let me know if there is something you would have liked to have seen in this post or in a separate post.


Bibliography


1) Mulready,Rick.”The Complete Guide to Facebook Ads Pixels.” RickMulready.com. Rick Mulready , Feb. 2016 . Web. 28 Feb. 2017. <http://rickmulready.com/complete-guide-to-facebook-ads-pixels/>.

2) “How to add Facebook tracking pixel.” How to add Facebook tracking pixel – Maître Support Center. Maitre Support Center , n.d. Web. 28 Feb. 2017. <http://support.maitreapp.co/article/65-how-to-add-facebook-tracking-pixel>.

 

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24 Responses

  1. Peter says:

    That was an awesome read Dom. In the early days of my internet life I clicked on Facebook ‘promote this page’ options.
    That was unbelievably expensive. I got zip out of it after spending hundreds of extra bucks.
    This is a great step by step guide on FB campaigns. I’m going to start with Bing first and then Facebook.
    Do you think it’s a good strategy?
    How many site views and conversions were you able to capture in 4 days?
    Really well done article, I thoroughly enjoyed it and learned a lot. Thanks for providing it.
    Keep up the good work.

    • Dom says:

      Hi Peter! I am glad you enjoyed the post. I have not used Bing Display ads before, but I have been advertising my website through text ads on bing. I created ads for 5 different ad groups with 1 ad for each ad group. Out of the 5 ads that I created, I have received a total of 8,195 impressions with 44 clicks. My click through rate for all of the ads that I have run for my Bing ads campaign currently stands at around 0.53%. I find myself having a hard time with bing ads. I create the Bing ads campaign back around September of 2016 and find myself having a hard time. As of now, I have spent a little under $2.00 in total for all of my ads for my bing ads campaign.

      For my first Facebook ad campaign, my campaign objective was traffic. For the ad campaign, I created an ad set with 1 ad that contained a single image. The ad reached 11,931 people and I received 53 clicks. I received a click through rate of about 0.4%. Although my click through rate with my Facebook ad campaign was lower, I only ran the ad campaign for 1 week and was able to get a click through rate of 0.4%. From what I have experienced, I would say that Facebook Ads would be the better option.

  2. Regina says:

    What are some of the common or fatal mistakes of creating a facebook ad campaign?

    As a facebook user I get these ads showing on my feed. Some of them are in your face hard sell types, which probably don’t work very well. But I could be wrong.

    Others are videos that capture people’s attention by telling stories, especially about concerns I personally have.

    I find that videos capture my attention more than links. Should I try to use a video or two in my upcoming facebook ad campaign?

    • Dom says:

      Hi Regina! I believe some of the core elements of a good Facebook Ad campaign include a call to action within the ad and a form of media that provides information. This could either be in the form of an ebook or a video. You could use the words “limited time only” if you are offering a Free Ebook through your ad. This would create a sense of urgency. My first ad campaign included a static image and was rather dull. I plan on using a video for the next ad campaign. Videos help provide information about your brand that encourages your visitor to check out your Facebook page or website depending on your campaign objective. Providing information in your ad about your brand can leave your visitor with the desire to know more.

  3. Kenny Lee says:

    This is really great article on Facebook ad campaign. My previous campaign was a failure with less than 1% of click through rate. But that’s because I was not aware of what these various parameters are all about and how to use it effectively. I’ll try again after reading your article.

  4. A Habil says:

    Hi there, in preparation for creating my first FB page later, I think this post will come very handy.

    I understand almost all of this information, however, may I ask you what is the best campaign for a brand new page with zero like. The aim is to gain as much like as possible. Do you think I should do awareness, consideration or conversion campaign?

    Usually what is the appropriate budget to start with….?

    Thanks

    • Dom says:

      Hi Mlee! Thanks for the comment. If you are trying to increase awareness for your website by targeting individuals who are more likely to be interested in your Facebook page, then I would go with an awareness campaign. If your goal is to get more likes and comments on your Facebook page, then the consideration option would be a better campaign objective. I would not use the conversion option until you start noticing a consistent flow of traffic from your ad campaigns. I would say that an appropriate budget to start out with would be $5.00 or less per day. I had a daily budget of $5.00 for my first Facebook ad campaign and ran the campaign for 4 days. I spent about $18.00 in total. If you want to run your campaign for more than a week, then I would have a daily budget of $2 or $3 per day.

  5. Remi says:

    I like your exemple of “bad trafic” thru pay per clic ads: One example of un-targeted traffic could come from a discovery engine such as Stumble Upon. Someone who is not that interested in your content could stumble upon your website through the discovery engine. Never herd of it. I am personally not a big fan of that kind of monetize method. Overall great info. I would maybe get rid of the under line separating paragraphs. It feel a little heavy to me anyway. Great job mate

    • Dom says:

      Hi Remi! Thanks for the comment. I have also heard of Stumble Upon and is something that I have not been too keen in using. I always thought the lines were a good way to separate each section. I am trying to use them at a minimum.

  6. itspastie says:

    Hi Dom,
    Thanks for the great info! I’m currently looking for new ways to boost my website traffic so your post has been super helpful. Facebook adds are a lot cheaper than I imagined.
    So how do I know where my adds will end up? And who will see them? Is it just the facebookers that are interested in what I’m posting? Or can they pop-up on anyone’s page?
    Amy

    • Dom says:

      Hi Amy! Thanks for the comment. When you create an ad campaign, you can create a target audience by pinpointing a certain demographic of individuals. You can decide on where target audience lives, what their interests are and their age bracket. Facebook provides three options for ad placement for your campaign’s target audience. Within you target audience, you can choose to either target mobile and desktop users, mobile users or just desktop users. For desktop users and mobile users, your ad can appear in their news feed. They can also appear in the right hand column of Facebook next to the news feed. Your ad will only show up in this area for desktop users. If you connect your Instagram account with your Facebook account, Facebook can also surface your ad in front of both Facebook users and Instagram users.

  7. Michael says:

    Dom,
    I greatly appreciate the information, I’ve been interested in learning more about Facebook ads and the like but haven’t researched it yet, so I’m happy to stumble upon this and that you were so incredibly detailed with it all. I know it’s PPC but is there a difference in cost for advertising with different media types? I know it takes more space to store and stream from their end with video compared to images, just curious if they take that into account. Thanks for everything!

    • Dom says:

      Hi Michael! I’m glad you enjoyed the post. I would say that the cost per click for media types such as images and videos are more expensive than text ads. I have run a Facebook Display Ad and Bing text ads. The bing text ads have reported the lowest cost per click.

  8. Hi says:

    Hi Dom,
    This post on Facebook AD campaign is awesome!
    There is a lot to digest here and you have it broken down in great detail. I am new to Facebook Ads and I will need to study your breakdown over time because I am new to all of this. What would I expect to spend on Facebook Ads when first starting out?
    Thanks again for this information.

    • Dom says:

      Hi Charlie! For for my first Facebook Ad Campaign, I had a daily budget of $5.00 and ran the campaign for 4 days. I ended up getting enough clicks to spend $17.85 out of the total $20.00 budget that I had for the four days. For your first Facebook Ad campaign, I wouldn’t have a daily budget of more than $5. I would start off with a daily budget of around $3 or $4.

      On the contrary, I have had a Bing Ads Campaign on for many months now. I have been running text ads on Bing and have had low average cost per click of around 5 cents for my campaign. I found that it has taken me a long time to spend money on that campaign. As of now, I have only spent a couple of dollars in total on the campaign.

  9. jessie palaypay says:

    Thank you for laying out the pros and cons of an ad campaign on Facebook. Im new to the whole idea of paying for ad space on social media. How much do you recommend paying for ads when starting out? Also, are these ads best suited for people with small budgets?

    Thank you for your help

    Jessie

    • Dom says:

      Hi Jessie! I have run a Facebook Ad Campaign and a Bing Ads Campaign and I would say that Bing Ads are better suited for people with smaller budgets. I ran a Facebook Ad campaign for 4 days and ended up spending $17.85 out of the $20 budget that I had. I have been running text ads with Bing ads for months now since September of last year and have only spent 2 dollars on those ads. I have a low average cost per click for the Bing text ads at around 5 cents per click. I was able to receive more clicks more quickly through my Facebook Ads campaign, but spent upwards of $20 which is much more than the Bing Ads campaign which I have been running for months now. I would say a Bing Ad campaign is good for people with small budgets, but it could take a long time before you start seeing engagement with your campaign. I would say that a Facebook Ad campaign would bring your more engagement in less time at a higher cost. From what I have experienced, I would a Facebook Ad Campaign first , but I would keep your daily budget at around $3 or $4 and I would not run the first campaign for more than week.

  10. Santiago says:

    Hello, Dom!
    Thank you for this post, is very helpful and detailed for people that are trying to create revenue online, I think facebook ads are great because you can target a more select group of people that fits perfectly in your niche.
    Thank you for that information on google Adwords, I feel more confident to make my first Ad now.

    Wish you the best
    Santiago

  11. Richard U. says:

    Waoo this is in fact one of the most valuable content i have ever come across..
    You are indeed very versed in this subject i can see that and thanks for taking the time to explain this out.

    I know some folks who will charge for half of what you have just done here and yet you are giving it away for sake of helping folks out.

    I am surely bookmarking this and will come back again and again to digest this. Because i will be campaigning via Facebook after this for sure.

  12. Simon says:

    Thanks for your very detailed description regarding creating Facebook ads, I’ve learnt loads here. This is something I haven’t yet got into as I’m in my early days creating a website, building up enough content in order to accomplish high rankings.

    Everytime I publish a post I share the links on Social Media channels including Facebook where they offer to boost my post to accomplish generating visitors. Have you tried this? They say it costs about £3 on average to boost the post.

    Like you say however a targeted audience is the key to achieving conversions as these usually are the people interested as opposed to the onlookers generated through boosting a page.

    Do you create ads weekly with Facebook nowadays?
    Thanks again,
    Simon.

    • Dom says:

      Thanks for the comment Simon! I have been focusing more on Free Advertising and SEO. Doing A Facebook Ad Campaign weekly would be rather financially consuming and is not something I am interested in doing at the moment. I don’t plan on doing another Facebook Ad Campaign until I have spent more time building out my Facebook page with more content and have created a video that I could use for the next ad campaign. I used an image for the first ad campaign and thought it hindered by campaign’s click through rate.

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