Know your objectives Before you start advertising, it’s absolutely crucial to know your objectives. You need an end goal to work towards. Ask yourself what success looks like for every Facebook ad campaign you run. “Think carefully about what you want to achieve with Facebook advertising. Is it to gain new customers or boost your brand awareness? Define your B2B marketing KPIs before running an ad campaign. Manage your budget Always take the time to work out the budget for your Facebook ad campaign. A good tactic is to link the budget to your objectives. For example, you can ask yourself: how many B2B leads am I expecting this campaign to bring in, and what will that cost? In general, I’ve found that a good Facebook ad campaign takes about 3 months to become profitable. In the first month, you can expect to spend more and incur a slightly higher cost per lead. The second month is all about optimisation and refinement. By the third month, you should have a fully bedded-in and profitable ad campaign. Manage your tracking Your tracking must be set up before you start advertising. If someone visits your website from a Facebook ad, then you need to be able to track this and start building your remarketing pools. There are many reasons to have good tracking in place. One of the most useful is that it gives you a clear picture of who is engaging with your ads, website content and most importantly return on investment. The Inbound Marketing Playbook / 30