Facebook Ad Management:
Process, Pricing, and Strategy

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Leveraging social media is a great way to increase traffic, create loyal customers, generate leads, and drive sales. With over 1 billion users, Facebook is the social media platform of choice for the majority of marketers. Learn how you can partner with us to expand your businesses reach with Facebook Advertising.


I. Our Philosophy

We love to learn from each other and other professionals in the industry. We compare notes on what worked, what didn't, and what we learned. We use our own eCommerce experience to provide guidance and recommendations to clients who could benefit from it--and not just within Adwords and Faceboook Ads Manager.

 

II. The Facebook power 5

We leverage a specific set of automated ad tactics to unlock new phases for growth. These tactics are called the “Power 5” and when used together, they have the ability to transform ad performance and scale across the Facebook Family of Apps.

  1. Auto Advanced Matching
    Auto advanced matching improves ad performance by more accurately ascribing where conversions come from. This keeps you informed to make better decisions with your future ad spend.

  2. Account Simplification
    By simplifying your account structure, you allow our machine learning to auto test which creative and ad placements drive the best results so that they can optimize for you in real time.

  3. Campaign Budget Optimization
    Campaign budget optimization helps advertisers improve ROI by automatically distributing spend to top performing ad sets in real time. Simply set a central campaign budget to optimize across ad sets, boosting both cost and time efficiency.

  4. Automatic Placements
    With automatic placements, you can reach your audience through all relevant placements using a single ad set. This saves on both time and cost, as Facebook will work to optimize campaigns to deliver a cheaper cost per outcome across placements.

  5. Dynamic Ads
    With dynamic ads, automatically deliver the right product ad to the right person, based on interest they’ve expressed from your site, app or elsewhere on the internet.

 

III. PREREQUISITES

Before we are able to get started managing your Facebook ad account(s) we need make sure we have a few prerequisites in place.

 

IV. Campaign Structure & Pricing


Tier 1

  • < $4,000/mo in ad spend // No COS guarantee, manage to budget, no custom creatives

    • Budget per ad at least 2x CPA target/day

    • Standard campaigns:

      • Lookalike Dynamic Product Ad (DPA)

        • 2-4 ad sets with segmentation and CBO

      • Remarketing Dynamic Product Ad (DPA)

      • Lead generation (with CPL goal)

      • Client Provided Single Image/Video

        • 2-4 ad sets with segmentation and CBO

Tier 2

  • $4,000-$10,000/mo in ad spend // No COS guarantee, manage to budget, 3-5 custom creatives/month

    • Budget per ad at least 2x CPA target/day

    • Standard campaigns:

      • Lookalike Dynamic Product Ad (DPA)

        • 2-4 ad sets with segmentation and CBO

      • Remarketing DPA

      • Lead generation (with CPL goal)

      • Custom or Client Provided Creative Ads

        • 2-4 ad sets with segmentation and CBO

Tier 3

  • $10,000+/mo in ad spend // No COS guarantee, manage to budget, 5-10 custom creatives/month

    • Budget per ad at least 2x CPA target/day

    • Standard campaigns:

      • Lookalike Dynamic Product Ad (DPA)

        • 3-6 ad sets with segmentation and CBO (depending on budget)

      • Remarketing Dynamic Product Ad (DPA)

      • Lead generation (with CPL goal)

      • Custom Creative Ads

        • 3-6 ad sets with segmentation and CBO (depending on budget)

 

V. Ongoing Management & Iterations

After the initial campaigns are set up, we will manage your Facebook ads on an ongoing basis. Our iteration strategy will depend on your tier level and ad creatives. We zero in on the best audience strategy for your niche by testing lookalike audiences and interest targeting. We can run promotions, seasonal ads, location specific ads, gender specific ads, and more. The possibilities are endless!

Ad creative types include:

  • Single Image Ads

  • Video & Slideshow Video Ads

  • Carousel Ads

  • Collection Ads

  • Lead Generation Ads