Digital MarketingeCommerce & Omnichannel

The new era of Facebook advertising and how to dominate in it

Ljubomir Peric - Head of Performance Marketing at Omnipemf

Can you tell me a bit about yourself and your current position?

My name is Ljubomir Peric and I’m a Facebook Advertising & Performance Marketing Expert, with more than 7 years of experience in the Digital Marketing space.

I gained priceless experience by managing more than 100 Facebook ad accounts in different niches and generated more than $40 million in revenue. The majority of those accounts were in eCommerce niche.

Currently, I’m a head of performance marketing at Omnipemf, and I’ve also been helping Optiweb (digital marketing agency) with Facebook advertising strategy for their clients

What are some effective ways to manage your PPC campaign?

I have developed daily, weekly, bi-weekly and monthly management and optimization protocols. They help me to be on track, provide necessary care to accounts, and constantly be updated with the results and changes.

Nowadays the vital role is in the creative part.

Actually, in the majority of my campaigns I’m using as broad targeting as I can possible as Facebook really loves those bigger audiences and space for ad delivery optimization. Because of that, a great part of our management activities should be focused on the creative part.

How often should you check your PPC campaigns?

iOS 14 updates have brought us a huge change in Facebook Advertising, and the overall Digital Marketing industry and one of the biggest changes is in the attribution window. Because of those changes I recommend leaving a bigger time-space to Facebook to do it, but also to overcome a delay in results reporting.

Because of all of that I would say that we should optimize things every 3-4 days. On the other hand, I advise that you check your account daily (if it’s possible) just to be updated with the account performance, learn how it’s behave and to avoid some urgent mistakes.

How does pay-per-click advertising work?

Basically what PPC advertising is at its core is just a traffic source to your website/landing page. So, you are paying for ad space on a social media platform like Facebook, and competing with others for that ad space, to get impressions of your ads, expand their research, and ultimately motivate people to click on your ad and go to the destination.

Due to this reason, it’s very important to have websites/landing pages optimized so we can be sure that the majority of people who visited the landing page will convert (buy, register up for the offer, sign up for a newsletter..)

On the other hand, as you are already paying for ad space on those platforms, it is very important to be sure that ads that you’re presenting on them are attractive to the audience and that they will make them click and go to the website.

Where can you advertise with PPC ads?

With PPC you can advertise on all Social Media platforms such as Facebook, Instagram, YouTube, LinkedIn, etc, and all Search Engine platforms like Google, Bing, etc.

What are the main advantages of advertising with PPC ads?

In contrast to SEO, you can achieve results much much faster. For instance, in some cases, you need to wait for the first results from SEO from 6 to 12 months or even more. However, with PPC you can launch a campaign today and get results tomorrow.

One of the main advantages is extreme control over those who will see your ads or targeting possibilities. All platforms on which you can do PPC are working based on AI and their machines are constantly improving in finding our perfect target audience.

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