Most people who read my blog know how much I rave about free traffic generation methods. However it’s worthwhile experimenting with paid methods too. I particularly like Facebook advertising as it can be a very powerful tool. This is partly due to the extensive demographic and psychographic data the site holds. The result is a brilliant marketing opportunity. But not everyone is scoring with Facebook advertising. This is often due to a lack of knowledge rather than inability.
So how do you do Facebook advertising effectively?
- Hyper-target your ads: Get a deep insight into your customers through market research. Then target your image and ad copy to a very specific and relevant demographic group and increase your click through. You may also consider using local targeting with Facebook ads local targeting feature.
- Create bold, compelling, creative and relevant ads (try not to copy other ads). This includes creating great copy and eye-catching images. Your ads should have a clear call to action that offers real benefit to the consumer.
- Can’t decide whether to keep Facebook advertising within Facebook or move it to your landing page as well? Test your landing page.
- Test your ads to identify if they deliver and who they attract. (Remember what works for others may not work for you; so the only way to truly know is to test it yourself).
- Track your campaigns carefully.
- Monitor your ad spending carefully.
- Save money on ads that don’t deliver by disparaging or adapting loosing ads, and maintain ads that deliver real results.
But let’s get down the specifics. Below are 12 tips to help you make a profitable Facebook advertising campaign.
- Split test your ads: This involves creating multiple versions of the same ad, but changing one variable e.g. the picture, headline, and body text. By testing different variables, you can identify which variables work the best and deliver the most clicks. What kinds of things can you change? There are 4 types to consider testing: Ad copy, ad image, interest group, demographic within interest group. So target different groups or ad types to see which converts the most
- Observe your click through rate carefully. Establish a click through rate threshold that is deemed as acceptable for the campaign. If it doesn’t meet the threshold, that is, it doesn’t deliver results, then get rid of it.
- Use cost per click to test your ads: By identifying ads that deliver the lowest and highest cost per clicks, it enables you to find out your best and worst performing ads. Consequently, you can minimise campaign costs in the most effective way.
- Closely monitor your campaigns over time – Observe how your click through rate performs over time. Are they still delivering? Are they worth the amount of spending you have put into them? If not, maybe you should consider targeting a new group or developing a new ad.
- Test performance at different times: Why? Because ads frequently perform better at different times of day. You can manually turn your ads on and off to find out which times perform the best.
- Use a cost per fan model: This is good as once you get a fan, you can re-engage with them in the feed. And increasing your fans mean they will share your content with other and you will benefit from the viral effect.
- Use Facebook’s Conversion Tracking Tools: Use them to determine how much revenue each ad is generating, if they generating a profit or loss. Using these tools are especially important if you are not using a cost per fan model. Check out Facebook’s tracking guide to get started.
- Consider how passionate your fans are and which interest groups are most passionate. Why? Because passionate fans click on ads more frequently. It’s much easier to invoke an emotional response from people passionate about your offer.
- Develop A Creative Reveal Tab: Use this to convert your visitors into fans. This tool drives users to click the like button by rewarding them for their action.
- Be persistent in attempting to get your ads approved. If you want to get your ads approved more quickly, bid higher to ensure Facebook will respond to your ad submission faster. And you can always change your bid rate after the ad has been approved.
- Target friends of your connections. When someone sees their friend has ‘liked’ an ad they are more likely to click on it.
- Use coupons on your landing page to increase sales of your product. This gives you more money for ad spending.
When using paid traffic techniques it’s important you make sure you’re getting a return on your investment… clicks soon add up so closely keep an eye on your spending.
Have you used Facebook Ad’s? Thinking about it? Please do leave a comment and share your thoughts.
Listed in Forbes as one of the top 20 women social media power influencers and likewise as one of the top social media power influencers, she is one of the most dynamic personalities in the social media market, she actively leverages ethical online marketing for her clients and for Socialable.
After launching her first business within three years of becoming a mother, her financial success was recognised by being a finalist at the Best MumPreneur of the Year Awards, presented at 10 Downing Street. Following a resultant offer and wishing to spend more time with her daughter, she sold her first business to focus on social media, developing a multi-site blog and online marketing portfolio that generates in excess of 600,000 + page views per month.
A business owner, social media consultant, internet mentor and genuine digital guru, Lilach is consulted by journalists and regularly quoted in newspapers, business publications and marketing magazines (including Forbes, The Telegraph, Wired, Prima Magazine, The Sunday Times, Social Media Today and BBC Radio 5 Live). What’s more, her books have achieved No 1 on Amazon for Sales and Marketing and Small Business and Entrepreneurship.
When Lilach isn’t working she enjoys spending time with her family and is an avid fan of Zumba.
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