If you’re looking to start a career in the Facebook marketing industry, or even if you already have some experience, there are certain things that you need to know to qualify as an expert. This blog will tell you the five things you need to know to smash those interviews, or, if you’re going freelance, to make sure you’re top of your game. Find out the secrets to getting a job in Facebook advertising.
1. How to set up the tracking properly
Before you do anything, you need to have the tracking in place. Without it, you won’t know what is or isn’t working with your ads and you won’t be able to do any remarketing. To set up the tracking it’s as simple as setting up a Facebook Pixel.
To set one up, go to the “Pixels” tab in “ads manager” and select “create pixel”.
This will generate a piece of code that you need to enter in to the header of each page of your website.
If you manage the website yourself, paste the code into the bottom of the header section, just above the closing head tag. To check that you’ve installed in correctly, click “send test traffic”. If your status says “active”, your base code has been installed correctly. Bear in mind it may take several minutes to update.
If someone else manages the website, you can find more information here.
2. Dynamic product ads
Facebook dynamic ads will give the biggest ROI on your website traffic so should be in place before driving any fresh traffic to a website.
They automatically promote products to people that have visited product pages on a client’s website, app or elsewhere on the internet.
Once you’ve set up your pixel, uploaded a product catalogue and set up a campaign it will continue working indefinitely, targeting the right people for each product and always using up-to-date pricing and availability.
You should always be remarketing. Start with standard website traffic remarketing ads. This means that you use Facebook adverts to target people that have visited a client’s blog, about us page, home page etc. within a specified time-period of them visiting the site.
You need to install a Pixel code to record a website traffic event to be able to do this type of remarketing. You can do this by going into the Pixel, choosing an event, and then installing the code for that event into the website header.
To get started with the remarketing go to Facebook Ads Manager. Select “tools” and then “audiences”. Next, select “create audience” and “custom audience”. You should be taken to this screen where you need to select “website traffic”.
From here, fill out your remarketing parameters and design your creative.
It’s worth noting that carousel ads of lifestyle images are the best for remarketing. They bring people into the brand’s sphere of influence and introduce them to the business, encouraging interaction with the page and visits to the website. This is amazing for brand awareness, and to feed traffic to the website for potential future conversions.
4. Building traffic lookalike audiences
On Facebook lookalike audiences can be very powerful, by building a lookalike of your website traffic custom audience from the previous step, you can find more relevant people to target to drive traffic to your client’s website. By targeting people similar to people already interested in a client’s website you have a high change of generation fresh leads and increasing conversions. Our recommendation is that you use a 1% lookalike setting when choosing your parameters, as it gives you a closer match to the people that are interested in what your client is doing. In the UK this is usually around 400k in size, and in the US about 2 million.
You can create a lookalike audience by going into Ads Manager and opening the “audiences” module. From here, select “lookalike audience” from the “create audience” dropdown.
You will need to select the audience you wish to create a lookalike from and fill out the parameters which include geographic location and audience size.
5. Data upload for custom audiences
By uploading customer information such as email addresses and phone numbers that your client has collected from sales and mailing lists, you can create “custom audience” which will give you lower costs per acquisition than other targeting methods.
To do so, go to “ads manager” and select “audiences”, then “create audience”, and “custom audience”. When you see the below screen you should select “customer file”.
You can add customers by choosing a file, copy and pasting a link, or using MailChimp.
It’s also worth knowing that data upload custom audiences are an awesome source for a lookalike.
So, there you have it. That’s our five things we strongly recommend you knowing in order to get a job as a Facebook advertising expert. If you are already aware of them then great, you’re definitely on the right track! If you aren’t, we strongly suggest you do some homework. We can guarantee that you will come across them at some point very soon!