Paid Advertising and Facebook, What You Need to Know


Facebook PPC is a great way to expose your brand to new customers. It is also a great way to throw money away if you don’t know what you are doing. Here’s some advice.

Pay per click (PPC) (also known as Price per click) is an Online marketing style used to direct visitors to internet sites, where advertisers pay the manager (typically a website owner) when the ad is clicked on. With Google, advertisers generally bid on keywords appropriate to their audience. PPC “display” advertisements are shown on internet sites or search engine results with related content. This strategy varies from the “pay per impression” methods used in television and magazine advertising.

In comparison to the general website, which looks to drive a high variety of visitors to one website, PPC provides opportunities to buy wherever people may be browsing.

Facebook is the most-visited website on the web, getting 35 % of all online visitors. Facebook’s PPC program provides both CPC and CPM cost structures. Even better are the effective targeting alternatives they offer.

As with conventional PPC, either graphic or textual content ads can be used in Facebook. Ad assessments are also possible. Facebook also provides no cost transformation monitoring, similar to the monitoring provided by AdWords.

This variety of involved customers represents a huge prospective market for your business. If you choose to advertise to these visitors, consider following these guidelines for marketing on Facebook:

1. Know your potential audience
Too many leap into managing a PPC campaign without researching their market. You must know your audience and facts about the local or international industry you are marketing in.

2. Move ads regularly
The ad-life on Facebook is short, especially for anyone focusing on a small industry. You are going to see an increase in visitors, and higher click-through-rates (CTR’s) which will decrease in a week or two.

You must keep your ads fresh to sustain an effective click-through rate. This is a key point many advertisers neglect.

3. Know what time to run your ads
Most individuals are on Facebook at work even though some companies have begun to ban networking on workplace computers. Optimal periods to run ads for most are between 8am and 5pm. This may differ for your industry and demographic. Saturdays and Sundays are often unpredictable.

4. Test Different Copy, Pictures, and Headlines

If your Facebook ad is not getting clicks, the bid is either too low or the ad that you designed is not effective. Test many different headlines, pictures and content information to see what is converting best. Think “attention getting.” You do not want anything under a .03% CTR when managing an ad.

5. Give new ads a chance
I suggest giving the ad at least 50 clicks to see how well it is working. Do not get rid of the ad too quickly without determining the ROI.

6. Set a comfortable day-to-day budget
Facebook has over 600 thousand customers so they can provide all of the traffic you can manage. If you set a spending limit of $200 / day, your ad will be displayed more regularly since Facebook will try to max out your funds with clicks.

If you set a budget of $12 / day, your ad will be present less throughout the day. Set a budget that you are comfortable with but understand that if you want to be more competitive, your day-to-day funds will have to be greater.

7. Drive traffic to a landing page to capture leads
YOU MUST DO THIS. You are basically giving money away if you do not have a landing page to direct focused visitors.

Far too many companies pay for visitors only to let them look at their web page for a few moments then click away. There should be an apparent (and irresistible) offer on the website that clearly informs the guest of what to do next.

8. Give an Obvious Call to Action
An obvious practical strategy should be found in the Facebook ad itself and on the website. A call to action will be a statement such as “click here now,” “click the LIKE icon,” or “call 555-555-5555 now.”

Your images can also have a call to action.

9. Understand how to assess your ROI (return on investment)
Once your ad is running, it is just the beginning. Now is your chance to monitor your marketing to see how efficient it is. You will get raw information on how many clients saw your ad, the variety of individuals who clicked on it and your click-through charges (CTR).

You will be able to see what kinds of individuals saw your marketing and who clicked through. Be sure to get enough information, at least a few times, before changing anything in your campaign.

10. Do not give-up.

Facebook WILL decline some of your ads but you should not stop submitting them. Be tenacious and keep trying new ad variations. Facebook (to this point) just decreases how often your ad appears; they do not absolutely ban you like Google does if you deliver an ad that is not approved.

Familiarize yourself with Facebook’s marketing recommendations. Facebook has very demanding specifications for the types of ads you can place on its website. For example, ads cannot contain music that starts automatically; they cannot contain extreme repetition; and they cannot advertise “get rich quick” promises. Stick to these guidelines or your ad will be denied.

If you want to significantly REDUCE your out-of-pocket analyzing expenses, consider paying a person or company with experience in PPC management to help you.With any PPC marketing, you can predict to easily spend quite a bit of money in analyzing if you do not have the practical knowledge and support of someone who is already properly (and profitably) managing campaigns.

Getting Started
Setting up a Facebook campaign is as simple as developing any traditional PPC campaign: just log in and click “Advertise.”

But before you begin writing copy, think about your goals. Do you want potential customers to go to your website, or to your Facebook page? What is the call to action? Do you want to offer something, generate sales, or just get more fans? If you just want more fans, are you willing to pay to get them?

You will also need to choose what you want to pay attention to. Choices include:

  • Location
  • Demographics
  • Likes and interests
  • Education and work
  • Connections on Facebook

Make sure your ad content is not frustrating. Facebook has a function that neither AdWords nor Bing has: Visitors can stop ads they do not like. Just by pressing on the greyish box at the top right part of the ad. If enough individuals stop the ad it will not be shown. So if you actually want your ad to last beyond a few days ensure that it is not too annoying.

Find an appropriate and eye-catching graphic for your ad. While ads on the search engines cannot contain pictures, Facebook ads allow for one graphic. Be sure to choose an eye-catching graphic that concerns your products. Then you should get more clicks from people who are actually interested in your product.

Familiarize yourself with ways you can target customers. With Facebook, you can target individuals according to many factors. You can show your ads to individuals of a certain age, in a certain town or nation, or individuals who studied something specific in college. You can target people who are married or have children, people in a particular political party, or workers of a particular company. You can also target individuals with particular interests, whether it is sewing, fly fishing, or cycling. Figure out your audience, and then enhance your campaign for these individuals alone.

Determine your Objective The first element that you need to figure out is whether you want to go with price per impact (CPM) or cost per click (CPC). CPM ads are best for brand awareness, while CPC commercials are most effective when you want to increase revenue.

Stretch Your Dollar If you do not have a lot of money, do not invest a lot. You can be a cash conscious merchant with Facebook. The lowest required day-to-day expenditure is $1 for both cost per click and price per impact marketing. The lowest cpc is 1 dime and the lowest price per impact is 2 dollars. Just keep in mind that if you have reduced funds your ad will be displayed less regularly.

The most effective way to run a Facebook ad is to start the budget at around 200 per day so that they are shown more often. Then, you can determine the CTR and how well the ad performs.

Make the most of the Space Facebook allows 25 characters for the ad’s headline, and 135 characters for the ad’s body. While Search engines also allow 25 characters for the headline, it only allows 105 characters for the ad’s body (70 for the ad’s textual content and 35 for the present URL). Benefit from Facebook’s room by including any details you think might get qualified clicks.

Monitor your ads’ efficiency with Facebook’s Ads Supervisor and Facebook reviews. These options will tell you how many individuals saw your ads, how many individuals clicked on them, and your click-through charges. They will also tell you how much time it has taken, the kinds of customers who have seen your ads, and the kinds of customers who have clicked on your ads. This reveals which of your ads are effective, and which need enhancement. Change your ad copy based on these details.

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