How Does Facebook Advertising Work?



I wanted to share a little bit about how Facebook advertising works. Maybe you’ve wondered how they work. I know in our Facebook Advertising Agency, it’s a question that we get all the time from people, especially when we’re doing our seminars and our webinars.

People are always asking, “How does Facebook advertising work?”

This video explains the advertising system and what controls you have as a person over your ad experience from a business owner’s point of view, but also from a consumer’s point of view, so let’s have a look and see what Facebook has to say about their advertising.

Facebook ads are really important part of Facebook. Their advertising platform allows business owners and organisations to connect with people that are probably interested in their products and service.

Facebook ads can be really useful and a relevant part of people’s day-to-day life, so we’re going to explore that a little bit more.

The greatest thing I love about Facebook if you’ve been in one of my seminars, I share about the ability for you to reach your target market, and you can advertise based on a number of factors.

There’s about 90+ different ways you can target your ideal clients and customers via Facebook.

You can define people via such as age, interest, location, and much more.


If you wanted to target people, say a cyclist, and they are in a certain age group, and maybe you wanted to target females that live in a particular area from your store.

There’s a cycle shop just down the road from our office, they can target people within a 5, 10 20kms etc, that are interested in biking, mobile phone users. Plus the could run ads only mobile only that just target females if they wanted too 😉 

There’s so many ways that you can do this, and this is based off the interest, and the algorithm, and the data that people have or Facebook has of these people, so a great way to target your ideal client.

Essentially, how advertisers reach people is as a business owner, you will choose a goal of how you want to advertise. If you’re selling a product, you can have product placement ads.

If it’s brand awareness, if you want to show a video, if you’re wanting to generate leads, if you’re wanting to see a message, there are so many objectives you can choose these days to get in front of people.


Click To Request A Facebook Advertising Strategy Call


Facebook PixelThen, as an advertiser, you can identify your target audience, and as discussed already there’s a number of ways you can do that as well.

You can have a website audience, a custom audience from people that have been to your website that been tag by using your Facebook Advertising pixel so you can reach them whether it’s mobile phone, desktop, laptop, iPad, you can follow those people and add value to them.

You can actually upload a database to Facebook. You can create audiences. You can create lookalike audiences. There’s so much you can do from attaining suspect to then building your ideal client.

Then, you can create adverts to put in front of these people, and you can create offers that get them interested in coming to see you, driving traffic to your local business.

You can show those adverts in front of those audiences, and you can do it a number of different ways, and you can target people, their friends, people that look like them as far as the data goes.

There’s just so many ways you can do that, so very, very powerful way of advertising.

How does Facebook decide what adverts to show?

Essentially, it’s an auction system as well, but it’s based on a number of factors. Maybe based off the information that the advertiser is wanting to target, so whether the age, location, gender and or apps that they have or third-party sites from Facebook.

These different sources, and it’s really based off information that you have in your profile, what you look at and engage with on Facebook.

If you have shared your information with a business, so say you’ve given your name, your email address, your mobile phone number, they could be using that data to then present their message in front of you.

This could be your previous sales information or lead information or as mentioned previously you’ve been to their website,  they may have tagged you in their Facebook pixel.


Loyalty programmes and Third-party providers are other ways, especially in the United States, or purchases through retail, etc.

Now as a consumer, though you have control over the way you see your ads, so you can actually click on the little button here and see why you’re seeing this ad. A lot of advertisers are very un-targeted, so they end up annoying a number of people.

You can see what they’re targeting, the audiences they’re targeting.  The best part is you can also manage your advertising preferences. Here’s the link so you can view your advertising preferences and see what they are.

If you have any questions on Facebook Advertising for your business then please feel free to request a 20 minute strategy call.


Click To Request A Facebook Advertising Strategy Call


Have fun and take action

Scott Wilson



Five Common Marketing Problems Business Owners Face

After selling my second business and being in sales and marketing for 25 years, I sat down and I thought about the things that I’ve learned over the last 25 years, and some of the common problems I saw business owners having when it came to marketing and using, especially now, digital marketing in their business.

And I came up with five common problems.

Common Problem 1 – Your Marketplace Obscurity.

To be successful when it comes to marketing your business, you actually have to want get out of obscurity. The best part about using technology and the internet today is you only have to get out of your marketplace’s obscurity.

You don’t have to get out of obscurity with everyone. You actually only have to get out of obscurity with the people that can and want to buy your product. This is so important when it comes to using Facebook advertising because it allows you to get out of your marketplace’s obscurity in a way that is very targeted.

I find a lot of businesses are like the character “Where’s Wally?” It’s hard to spot them.

They’re in a sea of sameness and they’re doing everything the same that everyone else does, and this costs them lost opportunities and really makes them look like just every other business.

And in fact if you’re like that, then people aren’t aware of you and most of the time don’t know you exist.

If they’re not aware of you, they can’t engage with you and buy from you.


What’s more people then don’t have the opportunity to become an advocate for you and and promote your business.

So it’s a big problem. You must get out of obscurity in your marketplace.

Common Problem 2 – Staying Top Of Mind

A lot of businesses don’t stay top of mind, so when people come to buy your product and services like yours they’re not thinking of you. There’s no excuses these days because you can use the internet to stay top of mind and leverage technology to stay top of mind.

One of the key things I always talk about in our seminars is owning your keywords. If we say the word “soft drink” our audience would immediately say Coca-Cola.

If we say “fast foods,” they’ll say McDonald’s. And so, what I challenge people to do with social media is to figure out the keywords that you want to own, and grab the mind-share of your marketplace using good Facebook marketing and Facebook ads.

So if you’re a mortgage broker, you want to own Mortgage Broker Auckland, Mortgage Broker Christchurch. If you’re a real estate agent, you want to own that Real Estate Agent Tauranga, Real Estate Agent North Shore.

If you’re a car dealer in Christchurch etc, you want to own those car words when it comes to the mind-share of people because this is the key.

If people straightaway think of you, then you own the mind-share and you stay top of mind. And if you stay top of mind with more people, you can engage them, you get people to subscribe and you get more people buying from you.

Common Problem 3 – Value Proposition

It’s 2017 you MUST share insight’s, you must expose your value. Most business owners I meet are standing on a mountain of valuable knowledge, and they’re afraid to share it with people for free.

One of the best marketing strategies you can implement today, is you need to share your knowledge for free and get it out there because people might know about you, but they don’t understand your value proposition.

More importantly people don’t actually understand how you can help them, so you’ve got to be really clear. And a great way to do that is to share insights, not information.

Too many people share information, which is not that useful to people. You want to share insights and useful content.

Sharing “snap content” as we call it, that is useful to people.

In our seminars I ask attendees who was the fifth Prime Minister of New Zealand and no one knows.

I then take out my phone, push a button to ask “Siri” the same question and within 3 seconds I get the answer “Alfred Domett”.

Within about three seconds, I can get the answer to the information. It’s because of the ease of access to this information that information has no value anymore.

It’s the insights that you know that has real value these days.


And that’s why we give away our “5 Quick Shortcuts To High Converting Facebook Ads.” And it’s one of our most popular documents because it’s real information, real tips that we give away. Get your copy here “Facebook Ads That Convert”.

Common Problem 4 – Building a Predictable Marketing System

Building a predictable marketing system is the key to having a business that runs without you 24/7. If you want to build an asset or a digital asset in your business, you must do this in your business.

You must build a predictable system that can take people from not being aware of you to being a promoter of your business.

If fact along the way you want people to engage, subscribe, convert, be excited, and ultimately for them to become an advocate and promoter of your business.

Here’s a few key things your should include in your next predictable marketing system:

  1. Traffic Source – we use Facebook Ads.
  2. Snap Content – 5 Quick Shortcuts To High Converting Facebook Ads.
  3. Landing Page – we use Clickfunnels.
  4. Email Follow Up – we use MailChimp.
  5. Retargeting – we useFacebook and Google.
  6. Booking & Time Scheduler -we use Schedule Once.
  7. A mobile phone – we use an iPhone 😉


If you’d like more information on building a Predictable Marketing System for your business then let’s schedule a Strategy Call to in discuss your business and ideas.


Click Book a 20 minute “Strategy Call”

Common Problem 5 – Game Plan & Digital Marketing Strategy

This might sound obvious but you must have game plan and a digital Marketing strategy when it comes to marketing and advertising your business online. So many businesses we talk to have no game plan, no strategy when it comes to running their Facebook advertising or implementing their digital marketing for that matter.

They think they need to create a nice video or do a write a blog article, or boost a Facebook post, but actually what you need is you need a game plan and you need a strategy.

Because without a strategy, you’re not going to build advocates for your business and you’re not going to creating any promoters.

And one thing you’re not going to build is a predictable marketing system, and as I mention above you need to build a predictable marketing system in your business.

Because here’s the thing, if you do that, your business is going to be bulletproof when it comes to the market shifts, etc .

Right now we’re in a marketplace that’s very buoyant, but it’s not going to be that way forever because as history tells, economies go up and down. Remember you need to build a predictable marketing system and now is the right time to do it.

If you want to know more about this, and we can help your business feel free to jump on a strategy call with us.

Click To Book A 20 Minute Strategy Call


Thanks for your time and have a great day.

Scott Wilson

Scott Wilson - Speaking

Are you building digital assets in your business?


Last week at our Facebook 4 Business seminar we shared the 80/20 Rule of using Facebook Ads to generate new leads and sales in your business.


More importantly, we shared how to build a predictable marketing system a.k.a a “digital asset” for your business which works 24/7 to position, pre-sell and educate your prospects on the value of doing business with you.


Over the next few weeks I’m going to share a few key takeaways from this presentation.


Here’s number 1…


1. Get out of obscurity with your marketplace and start owning your marketplace’s mind share keywords.


There’s a lot to this, but the 20 second snap shot is… you can’t sell something to people who don’t know who you are – but at the same time you don’t need to sell to everyone, just the people that want to and can buy your product.



Key Tip: You must decide on the business keywords that you want to own, and be known for them on social media.


If I say, “Soft Drink” you say Coca Cola… if I say “Fast Food” you say MacDonald’s.





Because these companies have spent millions and millions of dollars to own your mind share for these keywords. What’s more, they’ve spent millions more to make your feel a certain way about them as well; but that’s another seminar and another story 😉


So what keywords and mind share with your prospects do you want own? 


Comment below and let’s have a discussion on your how you can use this information to generate more leads and $ales for your business.

Facebook Messenger Marketing Matters In 2017

Facebook Messenger Marketing and Ads are all the craze right now. They’re the most PERSONAL ad type on the market.

Our culture has bred an expectation of instantaneous communication. Whether through text, chat, or social media… when someone sends you a message, you FEEL the need to respond in a timely manner (or at least most of us do).

Think about Facebook Messenger Marketing Matters In 2017it.

This is what makes Facebook Messenger Marketing so powerful, it taps into a channel that 1+ billion people are using… and also facilitate communication in a way that people now expect.

Look at the Global Messenger monthly active user growth rate… crazy right!

And to be fair it’s only just starting 😉 which means this is a great opportunity for smart fast moving business owners that want to start more conversations with prospects.

Here’s 3 Reasons Why Facebook’s Comment-to-Messenger Feature Matters in 2017?

1. It’s an easy way to build messenger subscribers

Facebook allows you to build a “list” of messenger subscribers that you can later send broadcasts to (similar to email, but we’re seeing 80%+ open rates).

Businesses that move first on this in 2017 will gain a massive advantage over those that are late to the party again.

Don’t be that business 😉 

2. Increases relevancy score

If you are using the comment-to-message strategy and then turning that post into an ad, this is going to significantly increase relevancy score.

Your relevancy score is a number out of 10 that Facebook uses to tell advertisers how… relevant… their ad is to the audience in which they’re targeting. The higher the relevancy score, the more reach your ad gets and the lower the cost.Facebook Messenger Marketing Matters In 2017

We’ve got posts for our clients with over 890+, 1600+, 3000 comments on them. Long term this can only be good for their brand and social influence.

3. It’s a great strategy to generate leads and sales (isn’t that what we REALLY want?)

This strategy isn’t just about “talking” or “building a list”. You can use it to generate leads and sales for your business, too. The key is to make sure your post leads to an ideal sales conversation for your business.

What’s more with this strategy you can take a prospect from COLD (not knowing you) to HOT (buying from you) in one post.

We also have some really good examples for this for our clients as well. It’s exciting to see how quickly Facebook’s Comment-to-Messenger can take people through your sales funnel.

If you want to know how we are getting SALES for our clients using Facebook’s Comment-to-Messenger then come to our next seminar for free.

Details here at

Five Reasons You Need To Be Advertising On Facebook


Many business owners think that just setting up a business page on Facebook and posting a few updates here and there is good enough- however businesses owners need to understand the potential of Facebook as a marketing platform, where with an engaging, consistent and clear social media strategy, you can generate leads and sales.

Here are just five of the many reasons you should be advertising on Facebook

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Bright Ideas for Increasing Sales With Your Retargeting Campaigns


Hi this is Scott Wilson from Digital Influence. Hey in this video I’ve got two more bright ideas for you, on how to increase your sales with your brand retargeting campaigns.

As I’ve said before, this is about building an invisible list via pixel-based retargeting; so having code on your website that can be supplied by Google, Perfect Audience, Ad Roll, Twitter, Facebook etc.

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2016 – The Year of Video


Creating interesting, appealing and topical content is crucial to engaging your customers, and ‘what’s hot’ in the world of Facebook is constantly changing, however there is one area in particular that is growing exponentially; video content.

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