October 1, 2018

Facebook Advertising

Laptop on Facebook surrounded by likes, lovehearts and thumbs up

As you’re almost certainly aware, Facebook is the world’s most significant social media service – with around 2.25 billion users – and over 1 billion of them logging on at least once a day.

It’s clear from these figures that Facebook represents an enormous opportunity for putting your product or service in front of almost unlimited amounts of the right people – but you’ll also know this is much more easily said than done.

Changes to Facebook’s business platform mean that just posting occasional updates and offers yields very little – so if you want to make the service work for you, implementing an effective paid strategy is vital.

How can you be sure you’re targeting the right people on Facebook?

Is it possible to split test and refine your advertisements and posts?

How can you interpret and act on Facebook reporting?

At Summon, we know the answers to the most critical questions about Facebook paid advertising – and we’ve been helping our clients to maximise their ROI on the platform for many years – and through countless changes.

Benefits of Facebook Advertising


If you’re looking for exposure, Facebook is hard to beat. On a daily basis, you’ve got access to over 1 billion users – with a lavish spread of demographics within. What’s more, the average Facebook user checks the service five times or more during their day – so it’s the perfect platform for building brand awareness.


Like it or not, Facebook understands a lot about us from how we act on the platform – are you moving house? Having a baby? Developing a new interest? It’s incredibly likely Facebook can anticipate these things based on the data it holds.

As such, the targeting options are incredible, whether you’ve got a product that appeals to a broad or incredibly niche audience.

Simplicity of engagement

On an almost daily basis, Facebook innovates and updates the ways you can connect with customers. Would it be helpful to have them click through to your site? Open a chat window with one of your team? Respond to some quick screening questions?

Facebook can make all of these (and many more) things happen – so no matter who your audience is or how they like to communicate, the platform has you covered.


Facebook allows advertisers to create custom audiences for their paid campaigns. Often, this will mean people retarget users who have expressed a prior interest – or have signed up to email marketing. Your advertising can now follow your customer’s online footsteps.

Traffic leaving your page or site no longer represents a missed opportunity either – with Facebook retargeting, it could be the first part of a person’s journey toward becoming a customer – and can be exceptionally powerful when tied to your broader SEO, PPC and social campaigns.

Our Facebook advertising services

The difference between being a Facebook user and a paid Facebook marketer is vast – and mastering business tools is a process that can take a significant amount of time. At Summon, our social media team stay on top of every change on the platform – so our services are at your disposal – with no steep learning curve to climb on your way to paid marketing success.

Post and Campaign Design: There’s real science and psychology behind what works on Facebook – and we’ll help you understand exactly what that involves.  We’ll create exceptional campaigns based on principles we are confident will deliver the results you’re looking for.

Audience creation: With such far-reaching audience creation options it’s no surprise to discover that developing your own can be a challenge. We’ll help you cut straight to the chase – and create audiences that are perfect for the goals you hope they achieve.

Campaign monitoring: We interpret and act upon campaign data as soon as it lands with us. We know when you should start seeing results and when it might be time to pause one approach and begin another. Our monitoring systems will make sure you get the maximum value from your spend.

Split testing: Would that post be more appealing with a different image? Perhaps a chat-based advertisement would be more effective? Are their audience types to exclude from individual posts? Our innovative split testing tools will make sure that only the adverts that convert most effectively continue to run.

Our process

While Facebook is unquestionably mighty – it’s not always the right platform; so the very first part of our process will involve getting a deep understanding of your company, your goals, your current approach – and whether or not Facebook should be a part of that.

When we’ve explored what you’re hoping to achieve, we’ll consider the audience you’re hoping to reach. Whether we’re building an audience profile from scratch – or integrating existing data, we’ll make sure your message is in front of the most relevant users.

With audience data and your company in mind, we’ll create a campaign that reflects your brand – while creating the maximum desire for your audience – a facilitates the most efficient and productive communication between you.

From day one, we’ll monitor every penny and pound spent on your campaigns – and check that the results we’re achieving together represent the most effective way to invest a portion of your online marketing budget.

Why work with us?

We’ve been working on paid Facebook campaigns since the service first rolled them out – and we’ve demonstrated impressive results for our clients on the platform ever since.

It’s important to have your finger on the pulse of what’s happening with Facebook business tools – and at Summon, we do. It’s our business to make sure you’re getting the most out of your chosen social media platforms, and since our spend with Facebook is significant, we unlock a level of interaction, tools and support not ordinarily available for individual small businesses.

As is always the case, the whole team here at Summon speak your language. We won’t blind you with science – and we won’t try to impress you with technical terms. We know what matters when you run a small business – and we’ll make it happen for you.