In today’s digital landscape, Social Media advertising provides businesses with a powerful marketing tool that provides the ability to reach highly targeted audiences in a very cost-effective manner. With more than 300,000,000 active users in the United States and approximately 865,000 adult users in Palm Beach County (a popular Jupiter local page has over 24,000 members), Facebook specifically stands out as a key, primary channel for advertisers to connect with potential customers. With its advanced targeting options, Facebook marketing campaigns have the ability to leverage specific demographics including age, location, interests, behaviors and more.

Why Choose Facebook Advertising?

As we focus on businesses that provide services, at Riley Summers we primarily use Facebook and other social platforms as brand-awareness vehicles however, there is the capability for platforms like Facebook to generate leads – either directly on the platform or, by driving traffic to a dedicated page on a website.

This flexibility makes a refined Social Media strategy an integration component in a robust, successful marketing strategy.

There are a number of other significant benefits in using the Meta platform:

Mass Audience Reach

With millions of active users (where “active” is defined as someone that has logged into the platform within the last 30 days), we are able to reach these prospects with attention-getting ad creative that is shown in their news feed on a regular basis.

The “golden ratio” for ad frequency in Facebook &/or Instagram is to show an ad to a person 5 times per week”

This regularity is known as “frequency” – ie: the number of times the same user sees an ad on Facebook for your business in their news feed within a single week. Any more than that and ad fatigue (declining engagement in the form of clicks, comments and likes) begins to increase.

Diverse Audience

Facebook attracts all types of people – older and younger generations, teenagers, working professionals, retires – chances are they are active on Facebook. This diversity enables the Facebook advertising experts at Riley Summers to segment audiences and tailor ads in specific campaigns to reach each target audience with precision.

Advanced Targeting Options

Facebook allows businesses to deliver highly relevant ads to users that are more likely to be interested in those services. We can tailor who those ads are shown to be reviewing:

• Interests – sports, hobbies, family, business, travel, technology…
• Behaviors – recent purchases, anniversaries, brand preferences device usage, job roles…
• Demographics – education, life events, household income, parents of children within specific age groups…
• Custom Audiences – website traffic, app usage & activity, people that have watched a specific type of video on a Facebook page…
• Lookalike Audiences – leveraging all of the above from campaigns that are running (using leads and engagement as an additional guide) and find other Facebook users that have similar interests and behaviors.

A key component is running multiple campaigns and having them continually feed into subsequent campaigns where eventually, your Facebook Ads account has a highly effective “go to” list of prospects to advertise to – both immediately and, in the future.

Cost Effective Marketing

With a flexible ad system that enables businesses to set budgets to suit their financial capacity, Facebook can be highly cost effective when marketing to a specific audience:

Flexible Budgeting Options – from budgets that have just a few dollars a day to spend up to large-scale, million dollar campaigns Facebook offers:

Different Bidding Models

The Facebook Ads platform offers advertisers with multiple bidding models – this means that businesses only pay for actions that align with their advertising goals. The models include:

Pay Per Click (PPC) – much like Google PPC, every time a user clicks on your ad, you get charged for that click. This is a great option if you are looking to drive Facebook users to your website. For example, a Facebook user needs a plumber and sees an advertisement in their Facebook news feed for a Jupiter plumber offering around-the-clock service. It’s late at night and the website page has a contact form (and/or a phone number) that only goes to the person that is on-call that night. The Facebook user can contact the plumber via the website page and schedule the appointment.

Per Per Impression (CPM) – also known as “Cost Per Mille” a metric often associated with traditional television and offline marketing platforms (like billboards and bus wraps) – in the PPI model, businesses pay for every 1,000 times an ad is shown. At Riley Summers Marketing Group we often use this strategy when our goal is to build the brand of a business. It’s important to note that few leads often come from this method – the strategy is to make people aware of who you are, where you are located and what you do – not necessarily to generate calls.

Pay Per Conversion – this campaign strategy is based on a per-lead model where business only pay based on a pre-determined action. For example – when a user fills out and sends a contact form. When the goal is to drive leads from a Facebook campaign – usually AFTER a user has seen your BRANDED ad – this bidding method is an effective, lead-generation strategy.

Optimized Ad Delivery – Facebook optimizes the delivery of ads in a campaign in the most effective manner for your budget by using a combination of machine learning and algorithms to display ads to users that are most likely to do what the campaign is set up to do – for example, Facebook will show a conversion-oriented ad to someone that has a recent history of talking about a service they need, that may have also seen a branded ad earlier in the week.

This efficiency reduces wasteful spend and increases the return on budget allocated to advertising (ROI).”

Real-Time Performance Tracking – reporting and analytics are at the core of any reputable marketing agency and Facebook has the capability to provide real time campaign monitoring. This enables campaign levers like pausing underperforming campaigns, reallocation budget to other campaigns and adjusting spend levels on active campaigns in a very time-efficient manner.

A/B Split Testing – at 10X Marketing Group, we CONSTANTLY test campaign components (ad copy, budgeting, audience targeting, creative (artwork) in what we call “Champion / Challenger” campaigns. Facebook provides the framework for us to deploy these tests and once we reach a level of statistical significance (“stat-sig”), we are able to determine a “winner”, and then begin preparing another challenger test – all with the goal to provide the desired outcome for the campaign.

Scalability – when your business grows, the platform Facebook is built on can cater to that growth. In most instances, when campaigns REALLY begin to generate engagement, clients are more willing to increase budgets (YAY!), we can quickly and efficiently expand existing campaigns and orchestrate new, complimentary campaigns.

Retargeting – this is the golden goose of online advertising. While Google prohibits retargeting in some industries (showing ads to people that have already either seen an ad, engaged in an ad &/or visited your website), Meta has a more relaxed policy. Retargeting is an extremely cost-effective method to re-engage with prospects that have shown an interest in the services that your specific business provides.

What Facebook Advertising Services Does Riley Summers Marketing Group Provide To Jupiter Businesses?

When determining if a Facebook campaign is appropriate for the advertising needs of your business, we employ a range of services to ensure your Facebook advertising budget is deployed efficiently and effectively. Some services include:

Audience Research – performing a deep dive into audiences to help us identify potential customers is a fundamental component of what we do. From demographics, interests, behaviors and more, we are also able to create lookalike audiences to further refine the targeting of our campaigns.

Riley Summers Marketing Group is YOUR go-to source for turn-key Facebook Ad solutions that work.”

Campaign Construction and Management – from the ground up, we build every campaign, every piece of text that appears in the ads and, the visual creative. We also create all of the targeting modules, structured ad sets, pinpoint our geographic focus and define our bidding strategy based on the goals of the campaign.

A/B Testing – from setting up the experiments, deploying them and then analyzing the data, we perform all tests on ad creative, headlines, placements and more. This continuous optimization helps to refine audiences, ideal ad formats for those audiences and to increase our clients’ return on advertising investment.

Remarketing – after setting up tracking pixels on your website, we are always building – and then advertising to – visitors in our goal to help turn them into your customers.

Lead Generation Within Facebook – our Facebook Ads team can also create campaigns to capture leads directly in the platform which helps to streamline the conversion process (one less step for users to take). There is no additional cost for us to create these types of campaigns.

Integrating Facebook & Instagram – for a more comprehensive social media presence, we often augment Facebook ads with Instagram ads. Admittedly, it does depend on the desired audience targeting however, as both platforms can be managed within Meta, layering in an Instagram ad campaign can yield robust results.

What Types of Facebook Ads Do We Specialize In?

Our founder Mark Riley’s advertising background is in the law vertical – having worked with a number of the nations leading personal injury and class action firms, Mark had the opportunity to exhaust every ad-type within the Facebook advertising ecosystem.

Using this as our basis, we are most adept at:

• Image ads (single ads for promoting a service)
• Video ads (creating engaging, subject-appropriate video content that tells a story)
• Carousel ads (multi-image / video ads to display a variety of services a client may offer)
• Lead ads (ads specifically created to generate leads WITHOUT sending the user to a website or leaving Facebook)
• Dynamic ads (automatically promote services to Facebook users that have already expressed an interest on your website)
• Event response ads (for driving users to learn more about a limited time service offer)
• Messenger ads (ads that are created to initiate conversations directly in Facebook Messenger)

If you need some help or are interested in exploring Facebook Ads, we welcome the opportunity to learn more about your goals and how we believe Facebook may be of benefit. Contact us today to schedule a meeting with our team of Jupiter Facebook advertising experts!

Why Choose Riley Summers for Facebook Advertising?

We are Facebook experts with a proven record of success. We can become an extension of your business – your own marketing team with the ability and resources to quickly generate opportunities for your business using Facebook Ads. Our team offer:

Experience & Expertise: We have years of experience running successful Facebook ad campaigns across various, service-based industries.

Customized Strategies: We craft tailored advertising strategies designed to fit your unique business goals and budget.

Full-Funnel Approach: We focus on every stage of the conversion funnel, from awareness to conversion, to help ensure you get a maximum return on your advertising investment.

Data-Driven Decisions: We take emotions out of MOST of our decisions and rely on analytics and data to make more-informed decisions and improve campaign performance.

Need Some Help Getting Noticed on Facebook?

At Riley Summers Marketing Group, we do this all day every day and can help you connect with your ideal customers, drive engagement, and grow your business by leveraging the power of Social Media advertising.

From eye-catching ads to targeting strategies that work, our team knows how to maximize your results on the world’s largest social platform. Contact us today for a free consultation, and let’s make Facebook work for your business!