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Advertising on Facebook 101

Social Media Advertising

It’s 2019 and it’s hard to find someone who doesn’t have an Instagram, Facebook, or Twitter account. Social Media networks and the idea of social networking has become such a mainstream part of our everyday life. There are actual internet challenges to get people to get off of their phones. Forms of entertainment such as TV, the newspaper, and radio are not obsolete yet, but definitely don’t carry as much weight as they used to. This has led companies to put their digital marketing attention on social media as opposed to things like radio and newspaper ads. This includes advertising on Facebook. But don’t worry, your neighborhood attorney will always market on the radio.

In March of 2018 it was estimated that advertisers would spend $40 billion more on social media and internet ads than on TV ads. Another report from Hootsuite details that budgets for online advertising will double over just the next five years.

The evidence of growth via social media and internet advertisements is apparent, but how can you get started? We’ll dive in to how you can get started on one of the biggest platforms available: advertising on Facebook.

Goal Oriented

Social Media advertising and marketing is all about decisions. When advertising on Facebook, the first decision that needs to be made is what kind of ad you want to run. Facebook groups a number of ad styles into three main focus groups: awareness, engagement, and conversion.

Awareness Goals

Under the awareness section, there are 2 ad types: brand awareness, and reach. Brand awareness is an ad type meant to increase awareness for your business or brand. It does this by reaching people who are likely to show interest in what you are offering. A reach ad is a type of ad that is meant to get your ad in front of as many people as possible. You can learn more about brand awareness and reach ads by clicking those links.

Engagement Goals

The engagement section offers the most ads out of the three groups. When thinking about running an engagement ad you have the option to run an ad based on traffic (of a specific kind), an ad focusing on getting likes, comments, or shares, an ad to get people to instal an application, an ad to get strictly video views, an ad to generate leads for your product(s), or an ad to get people to message your brand or business.

Conversion Goals

The conversion group is all about closing, or the idea of social selling. In this section you have three options: a conversion ad, a catalogue sales ad, and a store traffic option. The conversion ad is meant to get people to purchase from you on your website. The catalogue sales ad is meant to show people immediately on Facebook your store catalogue and close a sale quicker on one platform. The store traffic option is meant to get people to go to your physical location (if you have one) by showing them directions to your store.

No matter what your intention is for advertising on Facebook, they offer a wide variety of goals to accomplish and make it easy to learn more about how each of them is different and how each works.

Finding Your Market

No matter what goal you select the next step in this process is to define your market, or your audience. You can do this in the ad set section of your ad build. Here you will be prompted to name your ad set. This is a good idea if you plan on making multiple audiences or marketing to different groups. It will keep you organized. Once you have done that you can hone in on your audience. There are many options and you can target any city or country, any age, male, female, or both. As you are making updates to this, you will notice the audience size on the right of your screen change. Make sure that no matter what you do, your audience size is defined!

After this, you can now get really specific with who you want to see your ad. You can select any number of unique demographics, interests, and/or behaviors your audience might have. Depending on what you select, your audience may get too specific or too broad, so make sure you are keeping it as defined as possible. Once you have made your perfect audience for this ad, you have the option to save this audience. This is perfect or running future campaigns for a similar or the same product, or for just targeting this audience again.


Now that you have an audience, you have the power to choose where your audience will see your ad. Facebook gives you an initial two options: automatic placements, or edit placements. Selecting automatic placements will allow Facebook the opportunity to place your ad where it thinks it will perform best based on the Facebook advertising algorithm. If you select edit placements, you have the option and control to place your ad wherever you see fit on Facebook, Instagram, the Audience Network, and Messenger. If you’re just getting started using Facebook’s advertising tools, we’d recommend using automatic placements until you know where your audience is looking at your ads most.

What’s Your Right Budget?

As we said in the beginning of this article, social media and digital advertising budgets are going to double over the next five years. However, just because large companies are spending huge amounts of money doesn’t mean you necessarily need to to meet your goals. In another article we’ve written, we talk about micro marketing, and how small businesses should be focusing on shorter, less expensive ads. Click here to check out that article!

We have spent $5 on an ad and reached 800 people, $45 on an ad and reached 6,000 people, and $90 on an ad and reached 17,000 people. Your budget is only as effective as your target audience is. If you have a good idea of who you want to see your ad, and that they will engage with your ad, then regardless of the budget you will see success. If you are still unsure of who your audience, then try not to spend lots of money on ads. They won’t be nearly as effective. Instead, run multiple micro campaigns that target different audiences, different placements, different locations, and compare the results after they are done. Doing this trial technique will give you the best idea of who you should be targeting without breaking the bank.

Copy Matters

What you say in your ad is extremely important. There’s different styles of writing, different ways of using CTA’s (calls to action), different ways of getting people’s attention through words. We have written our fair share of Facebook ads and have some tips that we’ve learned over time.

Firstly, make sure that your copy matches what your chosen visual is. If a viewer is looking at your ad, and your image or video doesn’t line up with your copy they are sure to not be drawn in. It is a good idea to have your assets and copy pre-planned to ensure there is a theme for them. Secondly, make sure your copy is leading with value. Whether you choose an awareness, engagement, or conversion ad there must be value. Your viewer has to feel like they will gain something from engaging with your ad. This can be a link to an article, a signup for a relevant newsletter, an informative PDF. Make sure that you are offering something your audience wants.

Thirdly, it is important that your copy is plain and simple. Don’t use unnecessary words or fluff. Your copy should be comprised of three parts. Those parts are what you’re offering to them, how that offering can benefit them, and what the next action is. Lastly and most importantly, text your copy. The same way we recommend you test budgets and audience you should test copy as well. Do this with your micro campaigns to ensure you aren’t spending a lot on tests unnecessarily. It will be extremely easy to point out and notice what copy works best, and what CTA’s work best. Testing is key!

Imagery Matters

Deciding on what imagery you should use in your ad should take some time and attention to detail. Depending on what your brand or business offers a video might be better than a picture. Likewise, a picture might be better than a video in some circumstances. Like everything else, you should allocate time in your marketing calendar to test videos and images. Do these tests on different audiences and see which ones get higher CTR (click-through rates) and engagement.

In the past we have run a series of 12 ads to one audience with the same budget ($5) for three days, and sure enough at the end of the campaign we knew which image performed better. This is a practice that isn’t extremely harsh on budgets and is well worth the experimentation.

Check out this article by Facebook discussing the differences between photos and videos in targeted ads!

The 8 Steps To Being An Amazing Project Manager

Project Managers Are Amazing

Whether you are on a team doing web development, digital marketing, or involved in creative work of some kind, let’s agree on one thing. Project Management, Client Services, and Project Managers never get the love they deserve. These men and women form the backbone of any great agency, and are influential in so many ways.  A Project Manager is always there when needed and always go above and beyond what is required of them. This ranges from assisting clients, to managing reputation, or employing extreme problem solving skills.

Here are 8 steps to being an amazing Project Manager!

Lay the Tracks Before the Train Gets There

Before any agreement is made between you, your agency, and your client, you should lay a strong foundation – a clear and concise path for the train to travel down. Establish how you will communicate with your client so there are no hangups in the approval process. Know what you can promise, and how long those things will take. Setting up expectations beforehand is essential in delivering on time. Creating a roadmap of your progress shows the entire team where they are, what is left to accomplish, and where things may be lagging. Creating work tickets and checklists ensure that the project stays on track. Have your tools polished and organized. Simply put, be prepared. As a project manager, this is the best way to tackle potential obstacles, and avoid derailing the train.

Establish Client Rapport and Trust

This is perhaps the most important step every Project Manager needs to consider with a new project. So much in the process involves client feedback and approval. Efficiency in communication here will save untold amounts of time and money for both parties. If the Project Manager has rapport with their client, messages can be shorter, things can be communicated faster, and through more convenient mediums. Trust will allow the client to speak candidly, directly, and ideas will be more accurately framed. Avoiding confusion and misinterpretation will streamline the approval process. Effective communication equates to efficiency. That is the golden ticket to being an amazing Project Manager.

Be Consistent with Your Communication

Texting your friends every minute? Too much communication. Calling your boyfriend or girlfriend all the time when you aren’t around? Too much communication. Staying in touch your client on a daily, regular and consistent basis? The perfect amount of communication. You never want your client to make assumptions about the work that is being done, or be desperately trying to talk with you about something. Have detailed meetings set in stone, that way your client can know when they will hear from you. Feel free to stay in touch when outside of those parameters to make sure your client is comfortable with that level of communication.

Use the Right Tools for the Job

Just as designers, developers, and marketers have tools they need to accomplish their tasks, Project Managers have a slew of useful applications and programs at their disposal. Whether it be a messaging platform, cloud-based storage, or time-tracking integrations, the most difficult part is choosing the perfect combination to make up their toolkit. There isn’t necessarily a right answer. As long as each system is properly vetted with research and experimentation, it really boils down to what you are comfortable working with. Because in the end, efficiencies are gained through repeated use and familiarity. If you want to maximize your impact as a Project Manager, take a moment to determine the best toolkit for your team.

Flexibility and Adaptation over Mastery (unless you’re a master at being flexible)

The tech world is renowned for being one thing above all else: ever-changing. Becoming an expert in a single area is almost never a bad idea, depending on the topic. But tides change so rapidly in this industry, and what once was at the forefront, can very easily be replaced with something new. If you or your team is incapable of adaptation, you might lose a competitive edge. Being flexible is helpful in other areas as well. Working with clients that change their minds often, or dealing with acts of god that disrupt your timeline, will be very challenging for a rigid Project Manager. When the winds of change come, you want to ensure you can bend with them, or else you’ll snap.

Be An Available Project Manager

As a Project Manager for an agency, or even for a small team, there may be times when you have a client, or coworker, in a different time zone. It is important in these cases that you are available if and when they need you. As inconvenient as it may seem, these are the small details that make great Project Managers and agencies stand out. Being as available as possible for your clients shows determination, dedication, and loyalty. Your clients will remember all of those traits are, and will take them into consideration when looking for future work to be done. The same can be said for your team. The Project Manager is the hub of communication between departments, and if they are hard to get ahold of, chances of success decrease. Be there for your team and they will be there for you.

Deliver on Your Promises, or Don’t Make Them

Realistic expectations are the key to success in Project Management. Of course there will be times when push comes to shove. But the goal of a good Project Manager is to mitigate time loss and threats to the deadline. Use your team’s experience to accurately estimate the timeline for a project. Tell your client what is possible. Then deliver what you said you would. The worst thing you can do is promise the moon and fall short. However the best thing you can do is….

Always Overdeliver; Leave Them Wanting More

You’ve heard the old adage, “underpromise, overdeliver.” Nowhere is this more true than in Project Management. Because you are the point of contact for the client, you are responsible for your team’s reputation in their eyes. Delivering a high quality product and excellent customer service will leave them with nothing but good things to say. And in the age of online reviews, this is both preferable and essential to the success of your company. So as the gatekeeper of that reputation, always overdeliver. Exceed their expectations every time and you’ll see no end to clients lining up to work with you.

Micro Marketing and Why Small Businesses Should Be Doing It

What is Micro Marketing?

Marketing is a huge task. With the Pay To Play mentality of a lot of social sites, companies are being encouraged to spend more marketing dollars. However, a lot of small businesses don’t have the budget to make waves in the pool of digital advertising and outreach. Nearly half of all consumers are using social sites to discover new brands. They are either searching for them directly through social media, or the brand is advertising to their target audience or location. Micro Marketing is a potential solution for businesses without those extra funds. It may allow them to run campaigns on social sites like Facebook, Instagram and LinkedIn.

Micro Marketing is the process of running small scale campaigns for only a few days at a time. One example might be an awareness campaign on Facebook for $5 or $6 for only 3-4 days. This gives you a daily spend of somewhere between $1-$2 a day. In the past, Fueled on Bacon has run similar campaigns and reached anywhere between 600-1,000 people.

Why You Should Be Micro Marketing Now

Micro Marketing is something that any small business can manage without help, and without breaking the bank. $5 a week comes out to $560 a year, and that is an expense that almost any business can undertake. Local businesses should focus on Micro Marketing because it is a gateway to potential customers who might not have found you otherwise. If you’re offering a special, or have a sale going on, put it up on social media and put $5 behind it in the form of a boosted post. Depending on the cost of what you are offering, even just one sale could cover that expense and then some.

How to Run Micro Marketing Campaigns

The best strategy to undertake when running a micro marketing campaign is to align them with specials, sales, and in-store offers. This gives incentive to the potential buyer who sees your ad, and gives them something to engage with online. Even if they don’t want to make a purchase, they might be inclined to share it with their friends and family, which further spreads your reach. All of those actions give the social sites something to learn about your advertising. It tells sites like Facebook that your ad is engaging and people want to see it. This could potentially lead to your ad getting boosted and put in front of even more people, or put in front of the same people more often, increasing the likelihood of click through.

Where Micro Marketing Campaigns Should Be Run

All marketing endeavors and strategies need to be planned and thoroughly researched before being put into action. This ensures you aren’t wasting money. With that being said, micro marketing campaigns should not be used on all platforms. In regards to the strategy previously outlined, this works best on social media platforms such as Instagram and Facebook. They give you much more control in allocating your money, without spending it too quickly.

It is important to be aware that micro marketing can mean different things depending on where the campaign is placed. For example, a normal Google Ads campaign could be somewhere between $5,000 and $10,000 a month. A micro marketing campaign on Google Ads could be $500 – $1,000. Take this into consideration when thinking about where you want your ads placed.

Wrapping Up

Micro Marketing is advertising on specific social media platforms with a low budget and a short duration. These campaigns are great for research phases, finding the right audience, and testing content. Moreover, this strategy is perfect for small businesses who feel like they don’t have the budget to advertise. Micro Marketing campaigns should only be run on specific platforms. These campaigns need to monitored to ensure the budget isn’t being eaten away too quickly.

Why Creating Great Content Is A Trap

First Create Good Content, Then Make It Great

The world is changing so fast. So if you want to stand out these days, you have to be able to garnish the attention of potential customers and build a relationship. For small businesses, the challenge is finding their audience and grabbing attention with intent on possibly finding new customers. Most mediums are now flooded with incredibly attention grabbing articles, images, and video. How can you compete? First off, don’t be tempted to make high quality content right away. For those that are just beginning, it is much easier to lower the bar for quality. This way you can understand what it means to produce content at-scale.

Problems With Great Content

Content only comes from experience developing content. You need to know the right message to highlight. You need to know the right medium to use to reach the right audience. Likewise, If viral content is your goal, you will likely not climb the metaphorical Mount Everest of viral content on your first try.

Content must be filtered and morphed from good content. Remember, the first article you write, or vlog you create, the first version of your ‘good content’ will likely have to adapt to reach a larger audience or a more refined message.

Thus, great content is not viral content.

Advantages of Good Content

First: Good content can be produced much faster than great content.
Second: Good content is easier to produce.
Third: Good content allows for experimentation.
Fourth: Good content allows for more communication to your potential audiences.


You should time-box the content you create to be limited to 1hr per piece of content. Unfortunately, by creating content faster, it is likely that the overall quality will have to drop. But don’t worry! This is acceptable. You need to be able to float before you can swim. If you don’t set a time limit to creating content, there is a high likelihood of not completing it at all. Just get started.


Once you are creating content, you will start to bring in new techniques and tools to help you reach your goal of creating time-boxed content. These tools and techniques, templates for structure, pre-writing and the like, will help you meet the goal of time-boxed content much faster. As a result, you will be able to focus on aspects of improvement that you can make to your process of creating content.


You are now creating regular content and you have had a few different pieces (articles, videos, etc) that are actually good. It’s time to search the market to see what others are creating. Borrow and steal styles and concepts to see how you can integrate new aspects into your own content: Message, Method, and Medium. Although, remember to experiment with one thing at a time.

Lifecycle of Content Development

Concept – Kaizen – or ‘continuous improvement’ is the idea that you can make many small improvements over time, rather than engineering a complete solution the first try.
0 – Guess a Way Through Creating your first Content
1 – Create Bad Content Consistently – and throw it out
2 – Create A Process that Helps Generate Better Content
3 – Experiment with Your Process Until You Generate Better content
4 – Develop Consistent Good Content
5 – Experiment with Good Content to Find What Would Make it Great.


To conclude, if the act of creating content is still foreign to you, you need to learn how to generate content consistently before you will be able to generate Great Content. In other words, trying to generate Great Content from the start is a trap that will prevent you from producing enough or worse create rigid processes that will limit the amount of experimentation necessary to keep up with the changing trends in the market.