Facebook is one of the most visited websites on the Internet. Your Facebook fan page is an important part of your Internet marketing strategy. But it’s not the only option. Facebook advertising can be an effective supplement to your Facebook presence.
Second only to Google, with over a quarter billion unique visitors every month, Facebook provides a lot of eyeballs to enhance your social media marketing. But numbers tell only part of the story. Facebook ads can be targeted to a specific group of people based on age, personal interests and more.
The good news is that you can capitalize on this information gathering to put your message in front of a very targeted audience. For example, in addition to the typical demographic and geographic targeting options, your Facebook ad can display only to viewers who are interested in a specific topic, or work at a certain company.
Facebook’s new Promoted Posts option offers another paid option to feature important posts that you want to highlight.
Your Facebook advertising campaign will run more smoothly if you plan in advance. Here are five considerations to help you create your first ad.
What Are Your Goals?
What do you want your ad to achieve? For example, do you want to earn more “likes?” Link your ad to your Facebook fan page. If you’re launching a new information product you may want to boost traffic to a customized landing page on your website.
Who is Your Audience?
Facebook makes it possible for you to target both keywords and specific audience demographics. Each ad will be created with a unique audience and keywords in mind. Before you create your first ad document, think about who you’re targeting with the ad. What keywords are they likely to use?
Create Your Advertisement.
In addition to a graphic or image, your ad has 25 characters, including spaces, to capture your audience’s attention – your headline. You also have 135 characters to state your promise or offer and your call to action.
How Much Do You Want to Spend?
Create your daily/weekly budget for your ad. Facebook allows advertisers to purchase ad space on a click-based, Cost Per Click (CPC) or impression-based, Cost per 1,000 impressions (CPM) fee structure. You’ll also be able to bid on your keywords and stay within your budget. You can set your own bid, or let Facebook optimize your budget automatically to maximize you’re your ad’s viewing.
A great way to see what works best for you is to begin a campaign with broadly targeted ads on CPM and then create more targeted ads using CPC for the best impact. For example, target a campaign to reach a broad audience. Then, after 100,000 impressions use the insights, the reporting analysis built in to the Facebook Ad Manager, to see who clicked the ad. If the results showed 25-30 year-old married females clicked your ad most, create a new ad with that demographic in mind, and reset as a CPC campaign.
How Will You Track the Data?
How will you know when you’ve achieved your goals? Split testing can help you identify the most successful ads. However, you may need to use other measures to track other goals. For example, if you’re driving traffic to a sales page, how will you track the visits that came from your Facebook ad? Simple analytics often provides a solution. A tool like Google analytics is free to install on your web pages.
Here’s a tip: Birthdays are a special option in Facebook ads, enabling users to see an ad only on their birthday. Imagine the impact of showing a special offer from a local store or restaurant to a Facebook user on their birthday. Generally these ads have a high CPC yet lower CPM, and a low click rate. But when the click occurs, these are highly targeted and can be easy to convert.
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