Facebook Pixel: What is it, and why is it needed?
Probably everyone who has been involved in setting up targeted advertising for businesses has heard of such a tool as FB Pixel. But what is it, and what is it for?
Recipe for a viral video in Reels and TikTok
You can talk for a long time about being creative, creating quality content with beautiful pictures and trending music, adding the right hashtags and publishing videos at the right time.
Top 10 AIs that will make content creation easier
In this article, we’ll share a variety of AI tools that will help you create posts, reels and creatives, making it easier and faster to create quality content.
Paying for Facebook ads
In this article, we will look at the basic aspects of paying for Facebook ads, what is the billing threshold and billing itself, and what are the payment methods.
SMM trends for 2024
In this article, we will look at the most significant SMM trends that experts predict will dominate in 2024.
How to pay less for displaying ads on social networks?
The amount you pay Meta for your ad to be seen by 1000 users is called CPM («Cost Per Mile» or «Cost Per Millennium»). The higher the CPM of an ad campaign, the more money you spend on advertising. A low CPM lowers both the cost per click (CPC) and the overall cost of results. So how do you lower CPM? What affects the CPM of Facebook/Instagram ads? Supply and demand factors — the niche of your business, your CA and its size, the purpose of your campaign and placement. All of this affects the cost. Seasonality is also important — summer, holidays, preparation for the new season. At this time, all competitors participate in the auction at the same time, and this leads to higher CPM. Ways to reduce the CPM of advertising 1. Using relevant audience The relevancy of an ad also affects the CPM. Relevancy is measured from 1 to 10. The higher the score, the more your ad is interesting to your target audience. The lower the relevancy, the higher the CPM. The metrics that affect relevancy rankings are quality ratings, engagement rate, and conversion rate. All of these are tracked and analyzed by Facebook. Also, don’t try to reach the maximum audience — target ads to relevant users. Narrowing your ads allows you to reach the right users who will be interested in your ad and provide a higher CTR. 2. Don’t be afraid to use viral creatives Creatives are the first thing a user sees when they come across your ad. If the creative catches on, the user will look at the ad further. If not, he will ignore it, and all your efforts will be in vain. Therefore, creatives should be creative — to attract attention and stand out among other similar ads. Do not be afraid to go beyond the limits and depart from the templates, keep your hand on the pulse of trends and new trends. Various formats are suitable for Meta social media ads, but short vertical videos work best because they attract attention quickly. Therefore, Meta gives more space for video creatives. The demand for video ads is higher than the supply, because not all advertisers realize that this format will increase engagement and reduce CPM. Another point is that there is more content and the attention span of users has decreased as they are already tired of constant advertising. To increase the engagement rate, it is recommended to make ads viral, using memes and trends. 3. Monitor the frequency of ads If you show ads to the same users too often, they will start ignoring them or even hide them and mark them as spam. All this will lead to lower CTR and higher CPM. Therefore, track the impact of ad display frequency on users. The frequency of ad impressions helps to see the average number of impressions to a user from your CA. Keep your campaigns low-frequency — set a frequency limit in auto-rules. Exceeding the limit also uses up your budget, so add a frequency column in Facebook Ads Manager. Trends and traffic on Meta social networks are fickle — a decision that brought your campaigns to success today may not bring results at all in a week. That’s why you should constantly monitor your campaign performance to adjust it in time to reduce CPM — this way you will achieve your goals with less budget.
Select Script is a non-obvious tool for increasing conversions. Scripting is a non-obvious tool for increasing conversions
Reading Time: 7 minutes Value: By using the tips in this article, you can improve the quality of your lead processing and thereby increase the conversion to sales. Many entrepreneurs think that it is enough to launch a good advertisement and have numerous sales in your pocket. However, it often happens that the ad is written well, the ad is configured correctly, the audience is selected correctly, everything is optimized and adjusted, and the conversion is still low. And the whole thing is what happens after the launch of advertising. One detail that can negate all the efforts of marketers is a bad script from the account manager. If the script is incorrect, outdated or compiled in any way, then the manager can “flush” all the received leads. This means that your promotion budget will also be reduced. Our managers have gathered their many years of experience and compiled a script that will help you process the received leads and turn them into real customers. What should be a script for working with clients A good account manager script should be flexible and allow him to interact effectively with different customers. 1. Establishing contact — Start the script with a warm and professional greeting. — Name and state your role in the company. 2. Identification of needs — Focus on the customer. Start with open-ended questions to understand his needs and expectations. — Listen carefully and actively support the dialogue. 3. Product presentation — Describe the product or service you offer and its benefits to the customer. — Emphasize how it solves specific problems or satisfies a customer’s needs. 4. Processing objections — Anticipate possible objections of the client and prepare to answer them. — Show understanding and sympathy for his concerns, but at the same time make a sound argument about the merits of your proposal. 5. Offer additional options After the customer is interested in the main offer, offer them additional options or promotions that may suit them. 6. Conclusion of the agreement — Invite the customer to take action. Create a sense of urgency to encourage him to make a decision right now. — Confirm the terms of the agreement and provide information about the registration procedure. 7. Ending the conversation — Thank the client for their time and attention. — Offer to help with additional questions or concerns. 8. Feedback — After the conversation is over, note the strengths and weaknesses of your conversation with the client. — Be flexible and improve your script as you experience working with different clients. You should not skip a single step, because each point is a link of the conversation. Remember that miscommunication can break the chain of interaction with the customer, and in the end you can lose them. But it’s also important to remember that a script is just a framework for communicating with customers, and each conversation should be tailored to the specific person and their needs. Remember to be friendly, professional and sincere, and strive to build long-term relationships with clients. An example from our practice In the process of promoting the ____ project, we noticed that although the client receives many leads, he is not completely satisfied with their quality. We began to understand where there is a drawdown and it turned out that leads are wasted at the stage of working with their manager. We conducted research and found out that the client’s manager was not very motivated to communicate with leads in communication. We analyzed the old script, worked out all the errors and offered the client a new one. As a result, the conversion increased by 12%. The key goal of the right communication script is to create long-term relationships with customers, create trust in your brand and encourage customers to become buyers. Are sales down, advertising not working, or promotion not producing results? Digital Art specialists are ready to offer you a comprehensive solution to marketing problems. Leave a request to receive a consultation.