Frequently asked questions about Facebook promotion

1. I want to start a Facebook campaign. What should I do?

To start the campaign you need to follow the steps below:

• you can contact us either via the contact form on the website or by phone
• we will discuss starting from the main objective of running the campaigns and we will try to understand as many details as possible about your business
• we will analyse the information and send you our recommendations
• we will carry out the formalities (invoice and collaboration contract)
• Facebook Ads campaign will be activated

2. What are the objectives of a Facebook campaign?

The objectives of a Facebook campaign can be very varied:

• increase brand exposure
• announcing events
• promotion of special offers
• getting new customers
• lead generation
• displaying advertisements to those who have done various actions on the site (for example, added to cart and not completed the order) and turning them into customers or retaining existing customers
• fan engagement
• gaining new fans – 6% of all fans receive posts organically (unpaid). The larger the community, the more people will see the posts on your Facebook page.

3. What does an advertisement contain? What does an advertisement look like?

Facebook ads contain either an image, with or without an action button, along with a title and descriptive text, or a video accompanied by text. You can read about the main types of Facebook ads on the SEMsphere website.

4. Where will my advertisements be displayed?

The ads will be displayed on the Facebook platform in the following sections: News Feed, in the right-hand column of the Facebook page or in search results

5. To whom do we display advertisements?

Advertisements will be displayed:

• according to the profile of the persons concerned (age, gender, interests, level of education, marital status, etc.).
• according to the actions performed on your website (added to cart, bought, etc.)
• depending on the interest shown by liking your Facebook page
• targeting friends and other audiences similar to those who have already liked you

6. Why does an ad that used to convert very well no longer perform as well?

Facebook users tend to log in to the platform repeatedly and several times a day. As advertisements are displayed every time a user logs in, they are quite frequent. However, after a certain number of views users get used to the ads and start ignoring them. At the same time, as social media is about novelty, Facebook tries to combat user boredom by reducing the number of views of the “old” ads, which can lead to lower impressions and click-through rates.

7. How often do I have to renew Facebook ads?

Depending on the volume of data recorded in the campaign, Facebook ads must be renewed every 2-4 weeks. Even minor changes, such as replacing the image or slogan, can bring significant improvements. In addition, testing different messages and visuals allows continuous optimisation of the campaign and increases return on investment.

8. Can I use Facebook Ads to get likes/fans for my Facebook page?

There are specific campaigns that can be used to accumulate likes. In fact, by promoting in the News Feed (the central part of the page) the ads will have a like button for the page.

9. Can I reach the audience that has visited my site before?

With remarketing campaigns run through Facebook Ads you can display ads only to people who have visited your site before. You should take advantage of the fact that they were interested in what your business offers and re-solicit them for a new interaction. If you want to learn more you can read about Retargeting with Facebook Ads.

10. How the Facebook Ads PPC system works

When setting up the campaign we will select the audience to which we will display the ads. We will create a profile of the target audience and display the ads only to this audience. Those who do not meet all the characteristics set by us will not see the ads.

11. How is Facebook promotion charged?

Depending on the main objective of the campaign you can pay either per click on the ad, if the objective is to bring leads or sales, or per thousand impressions, if the objective is to increase brand awareness.

12. Who and how determines the cost of a click?

Facebook’s system charges advertisers based on CPC bid and ad quality (indicators such as clicks, likes, shares and user feedback contribute here).

13. What is clicking on Facebook?

Click on any part of the ad regardless of direction (like, share, click on site url, click on page name, etc).

14. Why do some audiences have higher cost per click/cost per thousand visitors than others?

The more advertisers target a particular audience, the higher the cost of displaying ads to that audience. Our specialists will optimise campaigns to achieve the lowest cost per click/cost per thousand for the targeted audience.

15. My marketing budget is quite small. Is it worth spending on testing Facebook ads?

Even if you don’t have a sizable marketing budget, there’s no reason why you shouldn’t invest in Facebook advertising. Very few platforms offer audience targeting as precise as Facebook, and the different types of ads can be tailored to any business objective. It is not absolutely necessary to have a large marketing budget to find out what works for your company and industry.

16. What is the duration of a campaign and what budget should be allocated?

Depending on the desired objectives, the necessary budget and the duration of the promotion campaign will be determined.

17. How to allocate budget for a Facebook Ads campaign?

The budget can be allocated either on a daily basis (daily budget) or for the duration of the promotion (lifetime budget). Preferably, the amount for the entire promotion period will be set at the beginning of each campaign.

18. How can I track ROI for a Facebook campaign?

Once the Facebook conversion code is implemented, we can track the effectiveness of any campaign and therefore quantify the return on advertising investment. Thus, we will analyze the actions of users who clicked on ads and their behavior on the site. The objectives that can be tracked are: sales, profit, leads etc.

19. How can I see which devices my customers are converting from?

Facebook enables tracking of the consumer journey on all devices, from smartphones to laptops and tablets. This allows campaigns to be optimised according to the performance of each type of device.

20. How do I bill Facebook for services?

For accounts using euro payments, payments will be made according to certain thresholds: the first threshold will be €20 and will increase with each payment towards €40, €200, €400 and €600. For accounts using dollar payments the thresholds are as follows: the first threshold will be at $25 and will increase with each payment towards $50, $250, $500 and $750. For the two currencies there is the possibility to be billed several times a month, depending on the budget consumed. In fact, at the end of the month you will be billed for the remaining unpaid budget, even if the next threshold has not been reached. For accounts using currencies other than those mentioned above, payment is usually made for each billing day, but Facebook reserves the right to bill even more often or less often. Billing will only be done for budgets spent on the account.