Leading Facebook Ads Agency in Hong Kong

If you’re a casual Facebook user, you probably haven’t registered the full universe of advertising being served to you while you browse your feed. But Facebook actually offers a smorgasbord of options to advertisers, enabling them to tell their story with a richness and depth which search ads simply cannot touch. By its very nature, Facebook, being a social network, prizes human interest stories. Therefore, it’s a very good platform for conveying this dimension of your brand -- making, founding, inspiring, caring and the like.

For example, Facebook permits you to serve a series of different ad creatives in a timed chronological sequence. Not only does this allow you to unpack your narrative in a series of steps but it enables you to tailoring the campaign according to expressed user behavior. For example, if you’re a hotel, you might show a brand video to begin. For users who did not watch that video, you might choose to show them an ad for one of your hotels in a popular, nearby travel destination or simply repeat the video. For users who engaged with the video, you might show them an ad with a promotional code.

Other strong reasons to advertise on Facebook include:

It’s a HUGE audience - 2.4 billion;
Depending on your product, your audience may spend a lot of time there;
Ads follow targeted users (based on identical login), regardless of device;
Facebook offers more targeted and reliable profiling than Google or banner advertising. As opposed to Google, which depends on inference and deduction to impute buying intention or approval, Facebook users affirmatively like content and join groups and pages, thus explicitly designating their preferences and loyalties.

Our Approach

Month One

Month one of the campaign is generally dedicated to laying the framework for the campaign:

Analysis of historical account data, if any
Audience research
Building out the campaign and ad set structure. (An ad set is a designated group of ads in the same format, appearing in the same channel, subject to the same conditions and parameters of publication.)
Research to discover unique selling points and pain points
Writing ads in A and B versions for each ad set.
Providing landing page recommendations
Setting bidding strategy
Tagging analytics and performing quality assurance of the data
Setting up dashboards
Launching campaign

Month Two and Onward

Month two and onwards are dedicated to daily monitoring and weekly optimization. The key is putting in place a testing framework to enable a positive performance feedback loop:

Analyze ad metrics (CPC, CTR, etc.) and site metrics (sales, inquiries, etc.)
Segmentation analysis by device, gender, age, etc
Expand exclusion lists to eliminate irrelevant traffic
Adjust bids
Reallocate budget and pacing based on all of the above
New audience research and landing page recommendations
New ads for A/B testing
KPI and, if applicable, ROAS (Return On Advertising Spend) Reporting

FAQs

1. How much do ads on Facebook cost?

In Hong Kong we find the average cost per click on Facebook to be HK$5-8. The price you pay depends on who you're targeting, the attractiveness of your ad, its placement, and other factors. Generally, we recommend that clients run at least HK$10,000 of ads per month. Our value comes from optimization which we can't do if the numbers aren't moving fast enough to see patterns or make decisions. Cogney charges the client a percentage of overall spend or a minimum monthly management fee, whichever is greater. Note that our agency fees are separate from the cost of ads.

2. What Facebook ad formats are most effective?

In general, video works best, particulary videos with quick cuts that get to the meat of the message within the first few seconds (people have short attention spans). Here's an example from Tiffany. What works for one brand doesn't necessarily work for another though. It's best to try several different ad formats and A/B test.

3. What's the difference between remarketing and lookalike targeting?

Remarketing is showing ads to people who previously interacted with your brand, while lookalikes are an expansion of your remarketing audience whereby Facebook finds a larger audience similar to your remarketing list based on common qualities.

4. Why are your ad management services better than others?

We've run successful ads for companies in fashion, travel, professional services, and more. Here's what makes our results seem magical:

Rigorous analytical basis for bid adjustments
Objective, standardized approach to conduct split tests
Effective ad copy that amplifies your value proposition
Ad imagery based on psychological elements including symmetry, patterns and repetition, which our brains find inherently pleasing
Above all, a team that cares deeply about your business achieving its goals and what it takes to get there

5. Which is better? Facebook ads or Google ads?

It depends what you're selling, what the sales cycle is like, and whether people are actively seeking it. We can help you determine how much search volume there is for your products or services and if it's significant, Google ads may be better. On the other hand, if you're introducing an unprecedented newfangled product that would never dawn on someone to type into the Google search box, Facebook ads may be a good way to generate demand.

Remember though, there's always only so many people searching Google for something versus the bigger number of people who would be interested in it. Facebook ads give you exposure in a channel where your potential clients may spend a considerable part of their day even if they have yet to express an intention to buy. Nevertheless, its potential for rich storytelling makes it fertile ground for germinating leads and stimulating interest in your brand.