It's important to note that Facebook is not necessarily a platform that is for everyone. It is sometimes hard for B2B businesses to use and they may need to take a different approach. However, if you do have an existing following on the platform and a steady flow of traffic on your website then it's a great place to start. There are several strategies that companies can use on Facebook and scale their account.

A great strategy that I'd recommend is 'account simplification'. Start by installing the Facebook pixel on your website. This allows Facebook to tell you all the people who clicked on your website, all the people who bought products on your website, and also all those who browsed products. Over time, it has become a really intelligent tool that allows you to remarket on the platform and it can also build similar audiences for you. So, my first tip would be to install the pixel on your website and let it do the work by finding users that may be interested in your products or services.

Different types of campaign work depending on your goals. So, you need to ask yourself a few questions before you get started. What kind of audiences are we trying to target? What type of content do they enjoy seeing? People are tired of getting ads in their face all day long so marketers need to think about how they can create campaigns and what style of ads to use. A great starting point is to run short, 15 second videos to engage with new customers.

We also like running dynamic product ads.These ads target people that searched for a specific product on your website but didn't convert. We'll then show them the same product, along with similar items, to entice them to make a purchase. Another option is to promote user-generated content and testimonials. These help prospective customers to develop trust and take action.

It's important to determine your revenue objectives. Let's say an e-comm store wants to generate $1 million in revenue per month. They are going to need a decently sized budget to achieve this. They might start with a $100 investment daily to launch their Facebook Ads campaign. What they might find is that everytime they invest $100, they get $500 back.

This success implies that they should scale up. However, it's important to understand that this should be done slowly. If you decide to increase your campaign budget from $100 per day to $1,000 then this won't work. The pixel will not understand what you are trying to do and automatically your return on investment will decline. Therefore, pace budgeting is essential. A good example of doing this would be to go from $100 to $120, see what kind of results you are getting and if it's working well after 48 hours, then continue to increase by 20% every few days.

Yes, we saw a big change during springtime (March, April, and May). Since lots of businesses closed, the CPM to advertise on Facebook fell by 2-3X. So, there was less competition from bidders on the platform. When the CPM fell, lots of businesses went all in. They realised, despite the pandemic, people were still in need of products but would have no option other than to shop online. So there was more space for online businesses to sell. As a result, they saw tremendous results and bigger returns. I think that the CPM will fall again now that Black Friday is over and businesses reduce their ad spend.