Our proactive approach ensures we’re always optimising to drive the best outcomes for your business.
Whether you’re just starting with Facebook Ads or have some experience, we encourage you to go through our cheat sheet, which breaks down key terms and jargon we’ll be using throughout our partnership.
METRIC | DEFINITION | KPI |
CTR | Click Thru Rate Measures the level of intention someone has to make a purchase / make booking or enquiry when seeing the ad | 1 – 2% The higher, the better |
CPC | Cost Per Click Measures how much each click the ad receives costs to generate. These clicks led to the brand URL. | $1 – $5, depending on your industry and size of audience The lower, the better |
CPP | Cost Per Purchase How much did the sale / booking cost to generate | This is dependent on individual brands and industries |
ROAS | Return on Ad Spend Measures the total return on ad spend from purchases / bookings generated. It’s measured against every $1 spent on ads. | This is dependent on individual brands and industries, however the higher the better |
Bounce Rate | Measures the percentage of people that land on the URL then leave quickly, instead of viewing other pages of the website | 20% The lower, the better |
Add to Cart Rate | Measures the percentage of people who added products to their shopping cart | 16 – 20% The higher, the better |
Abandon Cart Rate | Measures the percentage of people that added products to their cart without completing the purchase | 68% The lower, the better |
Conversion Rate | Measures the percentage of sales / conversions that are made on the website | 2 – 3 % The higher, the better |
The Marketing Funnel is a way to visualise the journey people take from first hearing about a brand to eventually making a purchase. It’s called a “funnel” because it starts wide at the top (with a large audience) and narrows down as people move closer to buying.
At the Top of the Funnel (TOF), there are people who have never heard of your brand or have had very limited interaction with it. At this stage, our job is to build awareness, educate them about your offerings, and develop recognition around your products, services, and key points of difference.
As they become more familiar with the brand—by visiting your website, viewing products, engaging on social media, or joining an email list—they move to the Middle of the Funnel (MOF). Here, they are a ‘warm audience.’ They’re interested and considering your offering but may need more information or convincing. This is where content like product details, customer reviews, and newsletters come into play, helping them feel more confident about your brand.
Finally, when they’re very familiar with your brand and have had several touchpoints—such as revisiting your website, following your social channels, or adding items to their cart—they become a ‘hot audience’ and are located at the Bottom of the Funnel (BOF). At this stage, they’re much more likely to make a purchase or book a service, as they’re ready to take that final step. Our job now is to nurture them, often with personalised retargeting ads, special offers, or friendly reminders, encouraging them to complete their journey and become a loyal customer.
Through Facebook ads and other content, our role is to guide and nurture audiences at each stage of the funnel, encouraging them to move smoothly from awareness to conversion.
The Customer Journey is a term we use to describe and measure the step-by-step progression of someone interacting with your brand—starting from the moment they see an ad, to when they convert into a paying customer. It’s a way to understand the specific path they take and how they engage with your brand along the way. Depending on the brand, industry, and the level of tracking involved, there can often be more steps included in this journey.
The Learning Phase refers to the period when an ad goes live and begins collecting data on its performance. This phase typically lasts around seven days or until 50 event optimisations have occurred—whichever happens sooner. It’s a crucial phase for optimising ad delivery. During this time, the ad is shown to your target audience, and data starts coming in—such as how many people are clicking, engaging, and converting. This information is then fed back to Ads Manager.
The primary aim of the Learning Phase is to fine-tune the ad delivery process, ensuring that your budget is focused on the most effective ads. During this phase, it’s common to see fluctuations in performance, as the platform is experimenting to find the best combination for reaching your campaign objectives. Once the Learning Phase is complete, your ad should stabilise and be optimised for the best results based on the gathered insights.
Ad Frequency refers to the average number of times someone sees an ad. Repetition is crucial for building awareness and recognition, as it often takes multiple exposures before a person decides to make a purchase. However, if the frequency grows too high, it can lead to what’s known as ‘Ad Fatigue’—when the ad loses its effectiveness because the audience becomes overly familiar or tired of seeing the same message.
To prevent ad fatigue and keep the audience engaged, we would create a new ad—often with different creative elements—to refresh the messaging. This process, known as “refreshing your ads,” helps maintain or reignite the audience’s interest and ensures that the campaign continues to perform effectively.
We will revisit this document during our Strategy handover call, which is when we will present the website and Business Manager audit alongside your new FB Ad Strategy.
This will be an opportunity to ask any questions and gain further clarity on the process.
Boutique Social Media Marketing Agency providing services for small businesses in:
Across Facebook, Instagram (Meta), TikTok and LinkedIn.
📍 Based in Sydney, Australia. Working remotely from Cronulla, Camden and Wollongong.
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