Facebook is becoming an outstanding traffic generation strategy to drive massive amounts of traffic for extremely low CPC or CPM. I would not say that I am an expert in Facebook Ads, but I have run a number of campaigns and have gone through a number of FB Ad training courses.
Based on my experience and what I have learned, here are the main points I have gathered.
One of the main benefits of using Facebook Ads compared to Google Adwords are the targeting options. Take advantage of being able to refine your ads by Age, Demographics, Likes/Dislikes, Employer, Sex, etc… Try using a service like Quantcast.com to help you find what type of demographic a website appeals to and use that in your Facebook targeting.
Unlike Google Adwords, Facebook gives you the option of either Cost Per Click or Click Per 1000 Impressions (CPM). There are a few bidding strategies that you should be aware of to maximize your ROI.
1. Start with CPC: By starting with a cost-per-click model, you can continue to refine your campaign and ONLY pay when someone clicks on your ad. If you started with a CPM model, you would be paying every 1000 impressions, regardless of how effective or how many clicks you receive.
2. Switch to CPM: After you have spend time refining your campaigns (adjusting bids, ad copy, images) and you are getting a high CPC, you should then switch it over to CPM. This way your spend will go way down and your traffic will stay high.
3. Crank Up Your Spend: Once you have a campaign dialed in and you are making money, its time to crank up your ad spend. If you can make $2 for every $1 you spend, there is no reasons that you should increase your spend way up to maximize profits!
REMEMBER: The most important aspect of your Facebook ads are the images. The image has about 75% bearing on whether or not the user clicks on your ad. Make sure you test multiple ad images as well as different types of images. This can include Stock vs Amateur images, Female vs Male, different ages, etc….
In terms of your headline, asking questions always seem to do very well. Asking a relevant question, spikes peoples interests and gets their attention. In the body if you can tell them that you have a solution to their problem; these types of ads seem to do very well.
Landing Page Concepts
It is important to realize that even though you can drive a lot of traffic via Facebook Ads, that doesn’t mean that people are ready to buy. Generally when people are on Facebook, they are not there to shop.
When you create your landing page, MOST of the time, you will see better results if you send them to a lead generation page that is a free offer. If you try to directly sell them something, your results will suffer. If you entice the user to give an email address with a contest, offer or free piece of content, you can follow up with them with an email marketing campaign later.
Analyze, Refine….Analyze, Refine
Saving the best for last is analyzing your campaigns. After you have been running your ad campaigns for a little while and have some data, you want to analyze that data to see how you can further target your campaign.
Things to Analyze:
- Clicks by Age Bucket
- Clicks by Demographic
- Ads by Purchase/Leads
- Summary of Likes/Dislikes by Purchase/Lead
Also make sure you are not only testing ad images, but AD COPY. Start with images, then use the winning few images and start testing ad copy.
P.S. The following details three steps to a perfect poster marketing campaign that will increase your bottom line.
I've been testing ads this week and so far the lowest I can get for one of my Facebook Fan pages is like 30 cents. I am switching to CPM and trying to get a little more targeted. However, when I do that Facebook says my target population is too small.
Thank Mark, 5 great tips for Facebook advertising beginner like me, you know, because my friend had me advertise his NGO event, so i have to find some guides to get it. My recent post Lựa chọn trường cao đẳng sư phạm, mầm non và trung học nhận đàn piano kỹ thuật số do HQ tặng
Yea I say start with the cost per click also..this will help get you on a level of understanding how the system works.. "Black Seo Guy "Signing Off" My recent post Stop Wasting Money Advertising
Hi Mark, I got lucky and stumbled on this article through Twitter. This is a great article. The information and tips are great nuggets. I will be returning for more! Kathi
Hi Mark, The article is really good one. I like it. Hope I will try to implement these in one of my upcoming project.
Solid post Mark, I just got an email from the Facebook ad team saying that the ads insights dashboard has been improved, and it will be interesting to check out the new analytics. From what I have read the image is the most important element of an ad, and it seems that images of women seem to get the best CTR for women and men. The more hyper-targeted an ad can be at a specific demographic, the more likely it is to appeal, and generate a click. Ad fatigue is a real thing, and ad images and copy should be changed once the CTR starts to dive as people become immune to them. Great tips as always, keep up the awesome content! Best, Garin
Thanks Mark! There are definitely not enough good articles about Facebook ads out there. As an addition, I wouldn't leave out targeting Friends of Connections and competitors as keywords! - Gina
You are welcome. I have used FB ads for a number of local events and saw some really great success. The key is to target properly, using the correct location and "Like" fan pages that are similar to yours. Also make sure you have a gripping Ad image and a bold call to action! Thanks Mark
Awesome points Garin. Ad fatigue seems to be the biggest factor in people not clicking on ads. It started with Banner Ads, then moved to Google Ads/Adsense, and now the newest form would be FB Ads. Its all about being able to grab their attention and offer them something that is appealing and of value. For men....women may do the trick! Nice comment!