Our Social Media Related Ramblings

Facebook Advertising – How Much To Spend?

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Facebook Advertising Budgets

Question: How much do I need to spend on Facebook advertising?

Answer: Less thank you might think.

Spending money on Facebook is something that most shy businesses shy away from. It’s a bit of an ‘unknown’. Whilst it is true that it can be relatively complex, it certainly does not have to cost the earth.

Over the course of 2018, we have been focussing on working with smaller local businesses that simply require someone to coordinate their marketing efforts. Google Ads, a half-finished website, no SEO on the half-finished website, keywords, Google Places, Analytics, Instagram… so many (important) boxes to tick but a tangled web of confusion for many.

We have been helping untangle that web and set small businesses on their way to a cohesive, coordinated and effective marketing strategy. As part of this, we have been, naturally, been working with much smaller budgets. Does that mean too small to achieve tangible results? Absolutely not!

The figures below, from two different clients, show what can be achieved from as little as £100 paid advertising spend per month. The budget is spread across several adverts throughout the month, leveraging custom audiences and website retargeting to achieve maximum results.

Note the engagement rates of 18% and 20% respectively!

Want to find out more? Get in touch here.

We have many more REAL client examples and case studies that we are happy to share.

GDPR and Facebook – do you need to be careful?

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GDPR and FacebookGDPR – do you need to change your approach to your Facebook advertising?

The 25th of May 2018 was an important and equally scary date for many businesses. It brought about the new rulings on date protection; the EU’s attempt at making your online experience a safer one.

There were a lot of scare tactics, to the point that businesses were deleting all their records – will there be a date blackhole because of GDPR?


Without getting distracted, what we are really here to address is will GDPR effect my Facebook advertising in any way?

The answer is yes, but not to anywhere near the level you might think/fear. The only businesses that will need to make any changes are those who were actively using custom audiences created with mailing lists from external sources. ie. if you had a list of email addresses that you imported into Facebook to then target with an advert. If you have done this and haven’t sought permission of every user on that list, STOP the advert immediately.

The reality is, however, that very very few businesses utilise Facebook advertising to anywhere near this level and as such the vast majority of you will not be affected.

Facebook Pixel tracking

Interestingly, the use of Facebook Pixels has not been affected by GDPR. Facebook Pixels are a fantastic tool that allow businesses to track Facebook users to visit their website, to then retarget them with specific adverts when they next visit Facebook – a hugely effective tool and one you should be using if you don’t!

The reason for Pixels not being affected by GDPR is that no personal information is gathered by Pixels – you are not able to select specific individuals in any way. Great news!

If you would like to learn more about Facebook advertising, please get in touch.

What Facebook’s newsfeed changes mean for you.

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By complete coincidence, I had planned to write an article today on how I feel Facebook’s gradual changes through 2017 and into 2018 are changing the platform for advertisers.

If we wind the clock back to 2007, when Facebook first introduced Pages for businesses, a high organic reach meant that business, both large and small were reaching a large percentage of their page audience with each and every post/update.

Since 2007, Facebook has gradually decreased organic reach to the point that, currently, organic reach is well under 5% (if 1,000 people like your Business page, an average of <50 people will see your post, on average). Why? Facebook realised they could make A LOT of money here.

By the end of 2017, Facebook ad revenue exceeded $10bn. This is $10bn from businesses paying to reach people with their posts/adverts. The more Facebook restrict organic reach, the more businesses need to pay to reach their customers.

There are positives to this however. Over the past 5 years, Facebook have worked hard to improve their advertising platform. They have introduced new advert types, targetting options, Ads Manager, Power Editor, Creation Suite and much more. The result of all this is that, if you are paying, Facebook has been/is a very effective form of advertising. Both in terms of sheer volume and also in targetting ability.

As athe director of Kilted, I am a big advocate of Facebook, and particuarly of their paid adverting platform. We have achieved truly staggering results for clients, all on modest ad spend.

What has not been mentioned in yesterdays press releases surrounding newsfeed changes is changes to paid reach. We would bet a lot of money that this will remain unchanged. This, in theory, will mean a big spike in ad revenue as businesses will now be forced to spend to reach their customers.

My concerns lie with small to medium sized businesses

Larger business that are able and comfortable to set aside a budget each month for Facebook advertising will continue to do so, and as a result they will continue to reach their customers. Their posts may even perform better as a result of newsfeeds being less saturated by other organic page posts.

It is the SME’s that will suffer. Over the past 10 years, Facebook presented SME’s with a new opportunity – an effective form of advertising that did not require the big spend of print, OOH etc. There have been many SME’s who have built their businesses almost entirely on Facebook and are reliant on the platform for revenue. There are two issues that I see arrising from the announced changes:

  • Businesses who are largely/entitely reliant on Facebook could see huge drops in revenue.
  • Loss of opportunites for new businesses who may previously have flourished on Facebook.

I have been encouraging clients to utilise a paid advertising budget for some time now. In fact, every client currently on our books has a monthly paid advetising budget. I predicted that organic reach would continue to drop but hoped it would not be as sudden as this. There has been talk of a double newseed, with friends and family updates on one side and page posts on the other. We can only hope that this is introduced at some point.

If you are concerned about how these changes will affect you, or you require help with paid advertisng then please get in touch.


James. Director @ Kilted.

Killing your brand loyalty with Gift Vouchers

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Christmas = Gift Voucher sales?

We see this every year. Many business, by default, drive/promote/force gift vouchers sales at this time of year, killing their brand loyalty as a result. The assumption is that having lots of online followers, a large email database or large store footfall, that you will automatically strike gold with Christmas gift vouchers. This is NOT the case. Or at least, not anymore.

brand loyalty

Is it a generation thing?

We certainly think so. The younger generation is definitely more aware of ‘over-selling’ online and the dangers of ‘spamming’ customers. We do feel gift vouchers were more of a ‘thing’ 10 years ago, with a lot less choice, no online shopping etc.

With so much choice with where to spend your money at Christmas, if a customer wants to buy a gift voucher from you, they will come to you.

What am I actually doing by constantly promoting my gift voucher sales?

Does it annoy you when a company gets hold of your information and then proceeds to email you repeatedly every day? Of course it does; it annoys everyone. This is essentially no different to repeatedly serving your customers with an advert promoting your gift vouchers each and every time they login to Facebook, Twitter, Instagram etc etc. Your customers will get frustrated that you are spamming them with direct sale efforts and switch off (unfollow you, unsubscribe to your emails and hide your posts on Facebook). This KILLS your brand loyalty. You work hard all year, publishing content your followers want to see, nothing to sales driven, always engaging, only to spam them for the entire month of December (often longer) with the same sales pitch.

Does this mean no gift voucher promotion at all?

No. Definitely not. There is nothing wrong with a little gift voucher promotion. Make your customers aware that you do offer gift vouchers. Maybe pin a post to the top of your social profiles for the Christmas period and publish a couple of posts. Just not 10 posts and on-going advertising for 30+ days!