Facebook’s Advertising platform is virtually unparalleled in the paid ads world.
Search engine ad platforms target potential users based on what they are searching.
However, Facebook’s advertising platform shows its users ads for products they are very likely to need or want. Facebook gives the ability to “hyper-target” ads to be displayed to very specific specific group.
If you’ve mastered ppc advertising basics, Facebook’s Advertising platform will give you a unique way to look at the way you write ads. Rather than target by search phrases, Facebook’s advertising platform allows you to select the keywords people have put into their profile pages. (You know, the stuff on your “info” tab.) Other useful factors are location, age, relationship status, and birthday. A key component in writing a hyper-targeted ad is the ability to put yourself into your potential fans’ shoes. Consider what kinds of food they eat, what television shows they watch, what sort of music they listen to. Consider what their lifestyle is like when they are not on Facebook. The ability to think like your s is the only limitation to how well your ad is going to perform. Use what you know about them to get their attention. The more exact your target… the better the potential for optimal performance. Because this varies from page to page, there is no right or wrong way to target so long as you know how to engage potential users.
Once your image has drawn users’ eyes, you must give them a reason to click, “like” , or otherwise leave Facebook.
Once the ad is written and targeted
You have two options on how to bid. You can pay “cost per click” or “cost per impression.” Which bidding system you go with is largely dependent on your goals for the ad. I will almost always recommend using the “cost per click” system because it pays for action rather than how many thousand times the ad is displayed. Facebook’s Cpc is great for building your core fanbase to interact with on a regular basis. However, “cost per impression” has merit, as sometimes you’ll want your ad to display multiple times to your target. What I’ve found works for me is using cost per impression ads as a promotion awareness tool while using pay per click ads to aquire and build a core group of people to interact with on a regular basis. In either system you will set a daily ad budget, giving you total control of how much is being spent.
What if my ads don’t get clicks?
Don’t worry this happens to everyone. First, try adjusting your maximum bid per click. If you’ve said that you were willing to spend $0.50 per click and the average bid is $0.77 chances are likely that you’re simply getting out bid, and therefore your ad isn’t displaying. If you have a low impressions count as well as few clicks, this is probably the case. Facebook has a great recommended bid engine that will put you in a competitive range, most of the time it’s just a matter of clicking the use suggested bid link to help put things back on track. If after that you’re seeing a higher amount of impressions, but still aren’t getting the clicks, take a look at your targeting parameters and determine if your ad is designed to stand out to those people… if it isn’t than you might want to read up on Tips for optimal Facebook ad performance. Once your ads start performing well, you’ll soon be able to use the reports to supercharge your social media strategy and be useful to your target market.