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Why Facebook PPC is Unique and How to Take Advantage
We all know the big three paid search marketing venues have been established and constitute a significant portion of our online experience: Google, Bing, and Facebook. Although all three are important in this business, one of them is very much not like the other two.
Paid search marketing on Facebook targets areas like groups, demographics and interests. Therefore, your ads are delivered to a much wider audience and your click through rates will generally be poorer by comparison. Facebook is also primarily used for social networking and not as a search engine. Take these things into consideration and you’ll realize that modeling your Facebook ad campaign exactly after your keyword-focused campaigns on other platforms makes no sense whatsoever.
In order to be successful on Facebook, you need to recognize that Facebook is designed for social interaction and design your ad campaign to take advantage of that fact. Successful Facebook ad campaigns are not designed to treat users like potential customers, but like potential friends.
Your end goal of gaining a new customer may stay the same, but you’re immediate goal should not be to incite them to “buy now” like some of your ads on Google may infer. Instead, your immediate goal with your Facebook ads should be to establish a relationship with the user that clicks on your ad.
In order to grow that relationship, keep these five tips in mind when running an ad campaign and maintaining your presence on Facebook:
#1 – Keep Them on Facebook
Direct users to your business’ Facebook page where they can learn more see what others are saying. Don’t take them off Facebook; they’re not going to like that. Remember, they’re not searching for your business like users on search engines are.
#2 – Give Them a Call to Action
Give them something to do when they get there. For example, ask a question on your wall to get feedback. Post a link to something relevant to your business promotion. Upload photos to your page. Get them to press that all-important “Like” button so you can get a better idea of who your customers are and communicate with them much easier. After all, it is a social networking site.
#3 – Incite Them to Like Your Page
Speaking of the “Like” button, give them a reason to push it. Facebook users don’t like to be sold to, but they sure don’t mind things like free trials or discount codes. Offers like this make them feel a little bit more comfortable about possibly becoming a customer and they’re more likely to become a fan if you offer them opportunities without asking for anything in return.
#4 – Keep Them Engaged
After you users become a fan of your business, do not neglect them. Engage them, ask them polling questions, post relevant links, start a dialogue; care about what they have to say. There’s a balancing act though. If you don’t give them any incentive to visit your page again, they won’t. If you post stuff too much, you come off as a spammer and they’ll “Unlike” your page. Keep their interest but don’t overdo it.
#5 – Don’t Be Two-Faced
Do not try a bait and switch. Make sure what’s on your ad is on your landing page. If you try this on a search engine, you’ll just have a high bounce rate. If you try this on Facebook, you run the risk of having unsuspecting users trash your business on their walls which is shared with all of their friends.
The social aspect of Facebook marketing is essential. Ignore it, and your Facebook presence will fade into oblivion quickly. Use it to your advantage, and watch your business grow. And remember to be social!
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I agree that while marketing is important to any business or site, providing customers or visitors with valuable content is really just as important if not more important than ppc or any other kind of paid advertising.
Another thing to keep in mind for conversions is that you should be treating landing pages differently on Facebook as you would with a Google/Bing/Yahoo campaign. While you definitely want to get them to buy stuff your stuff in the long run, you want to get the most out of your marketing budget in the short term. Give users a reason to share your page with others (ie: give out a $5 coupon to your friend and get a free [product]). If you are paying a premium on advertising due to the "social" environment, you should be utilizing it fully by trying to get a campaign that expands beyond just the clicks/imps you are buying.
More and more marketers are beginning to realize the power of Facebook and slowly adapting this platform for their marketing campaigns. It's an entirely different strategy compared to those done with search engines like Google and Bing. Nevertheless, Facebook can prove to be even more effective.
Over the last weekend I actually looked into Facebook PPC. I have to admit that I really love being able to segment my audience down to the 'interests' that they have interested. However, when I found out that the estimated PPC was just short of $2.00 I couldn't pull the trigger. I can't justify the cost for additional 'likes'. I was always under the impression that Facebook advertising was 'cheap' at least in comparison to Adwords. Guess I was wrong. :( My recent post Should SEOs Optimize Their Web Properties EXCLUSIVELY?
Advantage of Facebook PPC is that Facebook allows you to add images and they also give the user the chance to vote on whether or not they like the advertisement making the ads that much more accountable to their target audience
Nice One Ryan! I started my first ad campaign on facebook with 50$, I was not following what you said. And honestly, I was not happy with the results but let me try my hands again with your suggestions. Ankush http://emarketinguide.com/
Hi Ryan, what would you consider a successful CTR on Facebook? I ran an ad recently and the results varied from .148% down to .025% Thanks for the tips! My recent post April Announcements on Basic Blog Tips
Really interesting post. I've been doing a lot of testing with Facebook advertising and am trying to find the best way to justify the spend on the platform- which is certainly higher than you pay per click on the other big 2 platforms you mention. Have you seen an ability to drive fans off page once they're fans- either by additional fan-targeted ads or by engagement on the page?
Good article, I have always been a big fan of Facebook advertising for some specific products......... My recent post Google Panda Update- My results and assumptions!
Its best to get them to take some sort of a action before they move on to the next fan page..you only have a split sec to do this.. "Black Seo Guy "Signing Off" My recent post 5 Reasons FaceBook Fan Pages Are Not Websites People
$50 gets spent very quickly in a Facebook ad campaign. Unlike Adwords or AdCenter, where your budget is not guaranteed to be met every day, a Facebook budget is generally spent much more efficiently. However much money you set aside for Facebook ads, plan on all of it being spent (so long as it's not an exorbitantly large amount).
CTR on Facebook is comparable to those you see on the Google display network: very low. You're attempting to pull users away from what they're looking at. My experience has told me that anything over 0.1% CTR could be considered successful. If you're CTR's are down at around 0.02%, however, then it might be time to try something new.
A successful tool that I've been able to utilize in the past is offering a fans-only discount code for e-commerce sites. Once they have something exclusive available to only a select group of people, they're more likely to check out your business' website.
Daniel, From my personal experiences, I have found that sending someone to a free piece of content on a squeeze page has worked better than just trying to sell a product/service. But have you tried getting them to become a fan and then have a Opt-In form on a tab within your Fan Page? That may work well. Good Luck!