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Nov 09
2011

Facebook Ads Webinar ScreenshotSecond webinar in a series of marketing tips from Facebook.  There’s some great information here, not only great practices to follow, but we’re listening to the “horses mouth”, so they could answer any questions about the interface.   If you are a Facebook Fan Page admin/owner looking to beef up the activity on your page,  I strongly recommend attending them – click here for more info on the Facebook Marketing Bootcamp .
This particular one was on Facebook Ad’s.    As Facebook’s bread and butter, sure – this is where they make their money from you, but the system works – getting you large groups of laser targeted audiences due to their ability to segment their 800 million users by interest!

Here are some notes on how to use Facebook Ads to effectively market your business or Facebook Fan pages:

Use Facebook ads to drive fans to your page and even more than that, use them to reach friends of those fans.

-800 Million active users on Facebook – scale of TV, precision of direct marketing, as well as ability to harness power of connections between friends.

-There are 4 ad formats:

  • Standard Ads
  • Application Ads (app)
  • Like Ads (FB Pages)
  • Event Ads

-The last 3 include a powerful tool – social context (meaning they can display “[Your Friend] likes this”, which is more likely to inspire “trust” and thus, better chances at click-through).

Important Steps:

1) Make sure you’re targeting efficiently.

Understand your audience. Ex. Are you a brick-and-mortar store? Then a good question would be “Where is my audience located?”

Other things to consider: Demographic targeting?  Does a specific gender come to my store?  What’s their education?

More precise targeting: Likes and interest?  Ex. Are you a restaurant?  Then try touch people who like a certain type of food.

 

2) Design an engaging ad.

Make sure to get the “creative” right!  This could be the difference between someone clicking on your ad, or not.

Succinct copy!  Be short and clear, but compelling.

Use an image that is eye-popping.

Make sure to have engaging content – Promos (“Free Download!”).  Questions (“Do you like pizza?”)

Your ad should be action-oriented – explicitly tell them what you want them to do.  ” ‘LIKE’ our page!”

 

3) Setting correct budget and bid – you can only reach certain people with a certain budget.

Lower bids get lower chances of ad’s being run.  Bid a good number and if your ad is doing well, bid on the high end.

 

4) Analyzing and Optimizing

Test multiple versions. Multiple text, headers, images, etc.  Choose the most optimized.

“Page Post Ads” – if you have a good post with good comments – you can create ads out of those to reach people it normally wouldnt.   Links, events, questions, photos, videos, etc.   Target posts.

Define strategy.  Do you want to drive sales? Or get more fans?

More best practices to drive traffic to your page:

Select to run a “Page Post Ad” – sometimes you have a great post on your page and you want more than just your fans to see it.   Facebook Ads allows you to run this.

Choose a image that’s engaging – human interactions are usually more successful.

Ad copy needs to be engaging – asking a question, promoting a discount

Create a sense of URGENCY – let them know when promo is ending.

 

Questions from the Audience:

I set up campaign, but I have very few impressions?  What do I do?

Make sure to set bid high so it’s competitive.

 

Can I give access to someone else to manage my ads without giving them access to my profile?

Go to Ads manager and you can add verified users to see ads.

 

How often should you check the results of your ads?

Every couple days.  Make changes based on results of engagement.

A good indicator that your ad is working is if you hit your budget everyday.  If not, you may have to up your bid.

 

What does “Targeting by broad category” mean?

Broad category are common categories.  Ex.  Broad category are “pets”.  Precise interest are “dogs”.

 

Is it better to have broad or precise targeting? 

Depends on your own goals.  If you want people with likes or interest similar, go with broad targeting.  But if you’re advertising a product that is specific, then go with precise interest.  You may want to add several price interests.

 

If I don’t bid high enough, possible my ad wont show?

Yes.  You need to bid high enough.

 

How long would you run an ad before adjusting it?

Every couple days.  At least every 10 to 12 days to make sure your ad isn’t going stale.

 

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