Author: Tenzing Samdup

Granting a marketing agency or any other partner company access to your Facebook Page is almost the same as giving an individual access to the page, with a few key differences.

First of all Agency Access is done via the Facebook Business Manager, and the company must first send you an access request to your page from their Facebook Business Manager, unlike with individuals where the admin has to add them first.

What is Facebook Business Manager?

Facebook Business Manager is a platform created by Facebook to helps businesses or individuals manage all their Facebook assets by integrating them, and providing a proper management system.

It is perfect for agencies and companies, as well as individuals who have multiple pages, ad accounts, and more.

As of 2020, the agency request still does not show up on the Facebook Pages mobile app so you will have to login to Facebook on your laptop for this. You also need to be an Admin of the page to approve this request.

Approving agency access to your Facebook Page

Step 1
Login to Facebook, open your Facebook Page, and click on the Settings tab.

Step 2
Under Page Roles, scroll down till you can see the Pending partner requests heading. Find the right partner request, and click Respond to Request.

Step 3
You can review the information about the Business Account here. Once you are sure that it is the right company, click Continue.

Make sure that you never approve any random or unknown requests. If you receive a request, and you are not sure about the origin, then contact your team.

Step 4
In this stage you can review what permissions and roles you are giving to the partner. The level of access or permissions is based on the request sent by the partner agency (i.e. they can send a request for full permissions or just some).

Click Accept Request.

Step 5
You will now be prompted to re-enter your Facebook password. Enter your password and click on Submit.

And you’re done!

Why Agency Access and not Individual Access?

Working with Agency access or Partner access has much more advantages than giving roles and permissions individually for both parties.

Benefits for the partner company or agency:

• They are able to initiate the request in the first place without having to wait for the customer.
• Once access has been granted, they are able to assign roles within their own team by themselves without needing to contact the customer.
• All of their customer’s pages and other Facebook assets are located in the same space, and can be managed accordingly.
• They are able to link the page to other Facebook assets such as Ad Accounts, pixels, and more.
• The agency can control exactly which employees need access, and can remove the access if needed, especially when employees leave the agency.

Benefits for the customer:

• The customer doesn’t need to worry about which persons to give access to – they just have to give access to the partner’s Business Manager.
• There is less clutter in the page since the Agency Access only shows the agency’s Business Manager name in the Page Roles menu.

Having trouble granting agency access to your Facebook Page?

If you are still having trouble granting partner or agency access to your page, then please contact your Client Servicing contact person and they will help you.

In our previous blog we looked into 3 of the most popular campaign types – Post Engagement (AKA Boosting), Page Likes, and Click to Site (AKA Traffic).

In today’s blog we’ll be seeing how a few other campaign types work and when you should use them.

Reach Campaign

The Reach campaign type, as the name implies, is most effective for reaching a target number of people . This campaign type is found under the Awareness column.

This is the only campaign type (so far) that really lets you control the frequency of your ads over a certain period of time.

E.g. if you want a higher frequency you could go with a frequency cap of 5 impressions every 2 days. Alternatively you achieve higher reach and lower frequency with a frequency cap of 2 impressions every 10 days.

Currently the most impressions per person is 90 and the least amount of time is 1 day (yes it IS possible to drive people crazy with your ads, although we suggest you not do this unless you want a mob of angry people).

So how much frequency is right for you? There are many other factors to consider, you budget and your business goals being some of them.

If you’d like to read more about this, the Facebook team has done a study called Effective Frequency: Reaching Full Campaign Potential which looks into various factors and how much frequency works best in what type of situation.

Is Reach Facebook campaign right for you?

As you have probably realized, the Reach campaign type is best for maximizing your frequency or your reach (or both). It’s also a great way to control your cost per reach / CPM if you’re on a limited budget or like to play around with manual bids.

This can be great for products / services that are for the mass market, e.g. something like Foodmandu or KFC. It’s also great if your goal is to increase awareness.

Keep in mind though that this campaign type is not optimized for post engagement, you may see much fewer engagement on your ads. One way around this is to make sure that your creative is strong and encourages engagement organically.

Lead Generation

The Lead Generation campaign type is built to be used with Facebook’s Lead Generation Forms and lets advertisers run campaigns optimized on a lead basis. This campaign type is found under the Consideration column.

When Facebook first introduced the Lead Generation Forms into their interface all marketers rejoiced. Finally there was a way to capture lead data without taking them off Facebook’s platform (which has both advantages and disadvantages).

Previously, marketers would have to use the Click to Site campaign type to drive users to a form on their website where they could capture the user’s data (e.g. name, phone number, email, etc.).

It was possible to use the Conversion campaign type to optimize the campaign and control costs, but this wasn’t the solution. Furthermore having to open a website from Facebook negatively affected the user’s overall experience, not to mention Facebook’s penchant for keeping users on their platform (damn you Facebook!).

The best solution was to build a lead collection tool within Facebook itself which was the Lead Generation Form and the Lead Generation campaign type.

As mentioned earlier, this campaign type allows you to optimize your campaign on a lead basis, basically allowing you to pay per lead. Furthermore it is also optimized to show your ads to people who are more likely to fill up your lead form, i.e. people who are likely to be your actual customers.

The few possible issues with Lead Generation Campaigns lies within the form itself, or rather, its mechanics:

1. You need to build a lead generation form first. This can be a bit troublesome as there are many options to choose from, and although it is quite easy, it can be a bit time consuming if you aren’t sure what you want to do.
2. Lead forms cannot be edited once created. This can be a headache if you’ve made a mistake with the questions or the text. Fortunately you can duplicate them and create a new one.
3. Only page admins can download leads from a lead generation form. This can be a problem if you don’t have admin access to a page.
4. Lead forms can be set to collect data only from paid ads. This is the default setting and if you’re not careful, you could end up missing this option which won’t let you collect organic leads

Should you run Lead Generation campaigns on Facebook?

Yes!

If you are trying to collect leads, then Facebook’s Lead Generation Campaign and Lead Generation Forms are a quick and easy way to collect leads.

Sometimes you may collect too many leads so it’s very important that you set manual bids. Another possible problem is that since it’s easy to fill up the forms on Facebook, you may get a large number of junk leads (which is why it’s important to ask the right questions on your lead form itself).

Lastly, it’s always a good idea to set up a system to contact leads before actually running a lead gen campaign. This can include, but is not limited to a dedicated team of people to contact your leads, a process (including a sales script or email, and some type of CRM software).

Lack of planning can result in a situation where you have over 500 leads who may not be qualified, no time and no staff to call them, resulting in a massive facepalm.

Glossary

• Reach – Reach is the unique number of people that the ad or post has reached. E.g. if 2 people see 1 ad once each, then that is 2 reach, 2 impressions. If 1 person sees the ad twice then that is 1 reach, 2 impressions.
• Impression – Impressions are the total number of times the ad has been seen regardless of the number of people. E.g. if 2 people see 1 ad once each, then that is 2 impressions. If 2 people see the ad twice each, then that is 4 impressions, 2 reach.
• CPM – CPM or Cost Per Mille, is the amount you are paying for, or bidding for a 1000 impressions.
• Lead – Leads are basically customers or users who have expressed interest in your product / services and are likely to convert into sales. You can define leads by a certain action taken, e.g. someone who has filled up your enquiry form, messaged you, called you, etc.
• Conversion – Much like a Lead, a Conversion is counted when a user completes a certain action, usually a purchase.

Not sure which campaign you should choose for your marketing campaign? We can help!

Our experienced team is always ready to consult with you and discuss what marketing strategy is best suited for your business goals. Call us at 9801136042 or fill up our enquiry form today!

Sometimes when I talk about Digital Marketing (and consequently Facebook Ads) with friends, they ask me if certain things can be done, and they’re surprised when I say yes. Similarly even clients sometimes ask if we can do xyz for them and when I say yes, they’re surprised.

Without further ado, here a few (insane) things you can do with Facebook Ads that you may not know about.

You can show an ad to a single person

Facebook has a feature that lets you upload details of your customers (including phone numbers, emails) to create an audience (a type of audience known as a Custom Audience).

The minimum audience size for this type of Custom Audience is 100 (some websites say more, some say less) to be usable in your Facebook ads.

Now let’s say you upload the details of 99 female users and 1 male user and then only target men in your ads.

That one person whose details you uploaded will now be the lucky recipient of your ads!

We’ve never really tried this because we haven’t had to, but it is theoretically possible.

You can show one ad 90 times to the same person in the same day

Speaking of theoretically possible things, yes, you can also show your ads multiple times to the same person in a single day.

This involves using Facebook’s Reach campaign objective, which lets you control the frequency for your ads (frequency refers to how often the same person sees the ads) over a certain time period.

At the moment, the highest frequency you can achieve is 90 impressions in 1 day (impressions refer to the no. of times someone sees the ad).

This means that you could set a high frequency for your ad to ensure that the same person sees it many, many, many times.

The only drawback here is that instead of paying, let’s say $10 to show your 1 ad to a 1000 people once, you’re now paying $10 to show your 1 ad to a few people 1000 times.

Ideally, it only makes sense if your creative requires a lot of repetition and your target audience is quite small, and most importantly, won’t go nuts after seeing your ad a gazillion times.

You can send messages to users

Yep, you can actually sends messages to Facebook users!

This is achievable through the Messages campaign objective in Facebook Ads Manager. These types of ads appear as messages in the user’s inbox, just like a normal message.

The only restriction here is that you can only send Sponsored Messages to a user only if you have the ability to message them – this means this is only for people who have messaged your Facebook Page in the past.

This type of ad campaign can be a great way to inform your users about new features or products that you are offering, or even to start a conversation with them about their experiences with your brand.

Unfortunately if someone has NOT messaged your Facebook Page, then you will not be able to do this 😅

One workaround this is to do another campaign first encouraging users to message you (again with the Messages objective).

Once you’ve built up a large enough audience (which is also relevant), then you can unleash your Sponsored Messages upon them!

You can show ads to people based on their birthdays

YES you can do this!

Among the many, many, many targeting options available on Facebook Ads Manager, buried deep within (well not so deep) is the option to target users based on their birthday month. Each birthday month is separate so you can choose any combination you like.

Even better, you can also target users who have upcoming birthdays – this is for people whose birthdays are coming up in the next 7 days.

These options are great for creatives that encourage users to splurge on themselves, for e.g., “Treat yourself to a weekend getaway at xyz Resort!”, “You’ve worked hard all year, now gift yourself the break you deserve!”.

But wait, it gets better!

What if you could target friends of people whose birthdays are coming up? After all, it’s more likely that a friend, girlfriend / boyfriend, partner, etc. will buy a gift for their special someone.

The good news is, YES, you can also target these people!

More specifically, you can target “Close friends” of men or women with a birthday in the next 0 to 7 days, or 7 to 30 days. “Close friends” are defined by Facebook, based on your interactions with your friends (you can also set people as your “Close friends” within Facebook).

Make sure your Facebook campaigns work

We know how to make your Facebook ad campaigns work! Call us or fill out this form today to book a free 1 hour consultation with our experts.

Today we’re going to talk about the types of Facebook campaigns available and which Facebook campaign is right for you. We’ll just be covering three campaign types in this post and the others will be covered in future blog posts.

First off, when we say “campaign” we’re referring to the list that Facebook tells you to choose from whenever you make a new campaign.

Note: If you’re not sure how a “campaign” works in Facebook or what Facebook refers to as an “ad set” or “ad” then please read about how ad campaigns are structured on Facebook first.

So which campaign type is right for you? Let’s find out!

Post Engagement Campaign

Boosting your post is also known as the Post Engagement Facebook campaign, and is found under the Engagement campaign type under the Consideration column.

But first, what does “boosting” mean?

Usually your Facebook post will only be shown to about 4% to 10% of your page fans. The exact number of this organic reach varies but that is a good estimate. This means the rest of your fans will never see your post unless somebody they know interacts with it or a lot of people interact with it.

Now there are exceptions, for e.g., when you post something really exciting or appealing, a lot of people like, share, and / or comment which displays it to more people.

For example, let’s talk about the recent hullabaloo about the army going to receive Indian actresses at the airport for the Amarpanchi. While this was going on, a status update by Rajesh Hamal popped on my Facebook newsfeed where he talked about how his pride was shattered by the incident.

Now I don’t follow Rajesh Hamal on Facebook, nor have I seen a single post of his in the last 6 years that I’ve been using Facebook. In this case it was due to the sheer number of people engaging with his post and at least one of those people being someone I interact with on Facebook that I ended up seeing it.

Now if you’re not a celebrity but want thousands of people to see and interact with your post, then the only option is for you to boost it. The boost objective will basically show your post to a segment of people that you pick (for e.g., age, location, gender, etc.) as if it were a normal post and allow them to “engage” with it (engage here means like, click, share, react, etc.).

Yes, there will be a “Sponsored” tag under your Facebook page name but other than that, it appears just like any of your friends’ updates about what they ate today.

Who is this for?

The boost campaign type is ideal for anyone who wants to maximize the number of views on their post as well as get the most engagement out of their target market.

It can be great for announcing new products or any business updates.

Since this campaign automatically prioritizes engagement over clicks or any other objective, the ads must be designed to elicit some action from viewers (for e.g., “Call us now!”) and include relevant information (such as phone numbers, links to websites, etc.).

Page Like Campaign

Usually a potential fan must come to your Facebook page or see your post and only then will they be able to Like your page. So how do you get a lot of Likes without having to wait for fans to come to your page? With the “Promote your Page” Facebook campaign!

This type of campaign allows you to create an ad which only has two available action – Like your page or ignore the ad. This campaign type is found under the Engagement campaign type under the Consideration column.

Who is this for?

This is especially useful if you are a new business and want to get into the market quickly. At the same time it is also very effective for an established brand that doesn’t have that many fans on Facebook or is just opening a new account.

But before you start a page likes campaign, you should ask yourself, “Will having more likes actually help me?”.

Think about it, page likes do not directly result in more engagement for a page – at most it can help increase social proof since people tend to trust pages with more likes.

We suggest that you clearly think about how you plan to leverage your social media following before you start spending money on a Page Likes campaign.

Note: There are companies who “sell” likes – these are usually done using fake accounts. This way of buying likes may be cheaper but is more harmful in the long run since you end up with fake fans who will not engage with your posts.

Facebook marketing service AdEspresso did a fantastic experiment on comparing the performance of paid likes recently.

Click to Site (AKA Traffic) Campaign

This Facebook campaign is known as the Click to Site, Click to Website, or Traffic campaign. It is found under the Traffic campaign type under the Consideration column.

As the name implies this campaign type is optimized to maximize the number of people clicking on the link used in the ad. For this campaign you will have to use a link and cannot use a status, photo or video post.

One benefit of a Click to Site campaign is that it allows you to add a small button to the ad which tells people to take an action such as Apply Now, Visit Now, etc. This makes it more likely that the viewer will take the action that you want him to do, i.e. click the ad.

Who is this for?

This type of campaign is great if you want people to see your ad, click on it, and go to the link attached. It is usually used by companies to inform people about sales promotions, complete purchases, fill up enquiry forms, etc. Basically it is to send people further into your sales funnel.

Having said that, with a Clicks to Website Facebook campaign, it is very important that the page being linked to is adequate to handle the volume of people and is designed to complete your objective.

Glossary

• Organic – Organic is basically means unpaid, i.e. organic reach means the total reach achieved by just posting something without paying anything.
• Reach – Reach is the unique number of people that the ad or post has reached.
• Social proof – Social proof is social evidence that proves a certain point to people. For e.g., if a hospital’s Facebook page has a lot of positive testimonials, it serves as social proof that it is a good hospital.

More campaign explanations coming soon!

Well those are three most commonly used Facebook campaign types available. In the next post we’ll be covering other less popular but equally useful campaign types.

Want to try out one of these campaigns but not sure where to start? Call us on 9801136042 or fill up our enquiry form and we’ll try to help!