Dear (new) client,
Before we kick off Meta advertising for your brand, there are a few things to prepare and set up. We’ve prepared this guide for your reference.
Feel free to reach out to our client service team if you need more help.
1. Facebook Page Access
We’ll need access to your Facebook page to manage ads through it. This requires Page Owner access, not just standard admin permissions.
RECOMMENDED If you or a team member have Page Owner access (or full control access):
- We’ll send a request for access from Silver Mouse’s Meta Business Manager.
- You can approve this request by following the instructions in the ‘How to approve an ownership or partner request from Pages’ section of this guide.
- Once approved, we will arrange page access rights internally.
NOT RECOMMENDED If you don’t have Page Owner access, you’ll need to manually add our team members to your page following these steps:
- Visit your Facebook page, switching to your brand profile if necessary.
- Click on ‘Professional Dashboard’, then ‘Page Access’ in the menu.
- Under ‘People with task access’, select ‘Add New’.
- Search for our team member using their name or email (which we will provide).
- Enable the necessary task permissions and click ‘Give Access’.
At a minimum, we need ‘Ads’ and ‘Insights’ permissions. For publishing content or ad posts directly to your page feed (not just dark posts), ‘Content’ access is also required.
If we’re managing your community (a part of our social media management services), you’ll also need to provide us with ‘Messages and Calls’ and ‘Community Activity’ permissions.
2. Instagram Account Access
First, check whether your brand’s Instagram account is already linked to your Facebook page. If it is, we can access your Instagram account directly without needing any additional steps.
If not, you should connect your Instagram account through your Facebook page. Simply go to the ‘Professional Dashboard’, select ‘Linked Accounts’, and follow the prompts.
You can also follow this guide by Meta, make sure you have the necessary Page Access to do this.
If linking accounts isn’t an option for you, please be prepared to give us your Instagram login details later on.
3. Audience Data Source Setup
In 3 key data sources to boost your Meta ad campaigns, we’ve emphasized the importance of establishing Website and/or Offline Audiences to enhance your Meta ad campaigns significantly.
For adding a Website Audience, you can either manually insert the Meta Pixel code or utilize a partner integration method for setup.
In either scenario, it’s essential to involve your website developer or vendor for assistance. We’re here to provide step-by-step guidance throughout this process.
For WordPress/WooCommerce users, or if Google Tag Manager is already implemented on your site, our team can get this done directly if you can provide us with admin access.
If your business has offline interactions with customers, like in a physical store, you could also prepare a CSV file of customer data for uploading to Meta, creating an Offline Audience.
4. Catalog Data Source Setup
For brands with an e-commerce site, consider Meta Catalog integration as discussed in our earlier article. This allows for effective use of Meta Advantage+ catalog ads.
You can add items to your Meta Catalog in four ways:
- Manually add items on Meta
- Upload items in a spreadsheet or via your product data feed
- Connect your e-commerce platform for automatic updates
- Implement Meta Pixel for automatic updates
If your site is hosted on well-known platforms such as Shopify, Magento, or WooCommerce, linking directly with your e-commerce platform is advisable. It will sync with your future product updates, whether you’re adding new items, editing existing ones, or removing them.
We can also use your existing product data feed if you are exporting it periodically for other services like Google Merchant Center.
Implementing Meta Pixel for automatic updates seems easy but your website’s microdata must be correctly configured. You can verify the compatibility by using this debug tool.
5. Campaign preparations
Next, it’s time to pinpoint your primary goal for the campaign on Meta.
This could range from increasing brand awareness, directing more visitors to your website, enhancing user interaction, gathering leads, pushing app downloads, or boosting sales.
How we measure success will directly relate to your campaign goal, for example:
- To raise awareness, we’ll look at how many people saw your ad (impressions or reach) and the cost per thousand impressions (CPM).
- If you’re aiming to drive more traffic, we’ll track the clicks to your site and the cost per click (CPC).
- For engagement goals, we’ll measure likes, shares, and comments (number of engagements) and the cost per engagement (CPE).
- To gauge lead generation, we’ll count how many leads we collect and the cost per lead (CPL).
- And, if increasing sales is your aim, we’ll calculate the total sales generated and the cost per sale (CPS).
It’s essential to plan your campaign’s strategy carefully to enhance performance.
For instance, when promoting your online store, consider strategies such as clearance sales, highlighting key products, or providing time-sensitive discounts. These approaches can substantially increase your campaign’s effectiveness compared to standard methods.
Always feel free to reach out to our client service team for assistance in launching effective campaigns.
