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Tag: how to create Facebook ads

More Advice on How to Create Effective Facebook Advertisements

June 21, 2012July 15, 2022 Josephine ButlerBlog, Marketing, Public Relations, Social Media + Influencer Engagementads, advertising, auction, best practices, cost per click, cost per thousand impressions, CPC, CPM, Facebook, Google ads, how to create Facebook ads, HubSpot, Social Media, social network, social networking, social proof, social proofing, Sponsored StoriesLeave a Comment on More Advice on How to Create Effective Facebook Advertisements
Thanks, HubSpot, for the great read!

In addition to my recent blog post, Does Facebook Advertising Really Work?, where I share advice that I learned from my friends over at Webtrends and Social Fresh, I wanted to share a few more best practices with you. While creating Facebook ads may not be rocket science, there certainly are a few tips and tricks that will help to maximize results while minimizing costs.

In an e-book entitled “Create Epic Facebook Ads,” experts over at HubSpot share some great ideas on how to use Facebook advertising for lead generation. While a lot of their advice was very similar to what I shared in my last post, I wanted to touch on some things that I wasn’t able to the first time around.

Before we dive in, let’s toot the Facebook advertising horn. The social networking site provides one of the most targeted advertising opportunities out there today. Did you know that projections have forecast that Facebook’s ad revenue for 2011 may have been around $2.5 billion? Yowzers! Now that we’ve got that out of the way, let’s talk a little bit about how it works.

Like Google ads, Facebook ad pricing works on an auction system. You’re essentially bidding on likes and peoples’ interests. This allows you to be as narrow or as broad as you’d like. Pricing can vary by how small or large your audience is, and yes, you guessed it — the more narrow the search, the more expensive the click.

There’s also another relatively new form of Facebook advertising out there: Sponsored Stories. These stories enable you to advertise an individual’s action. For instance, if one of your friends likes Clairemont Communications on Facebook, we can pay for it to appear alongside your newsfeed. Pretty rockin’, eh? This phenomenon, known as social proofing, is arguably the most valuable form of advertising on Facebook and can also be less expensive.

Now that we’ve covered the basics. We’d also like to share a few tips with you.

  1. Split-test your ads! It can be tough to figure out what strategy works best for your Facebook ads (it can vary from client to client, product to product, person to person). That’s why it’s important to measure what’s working, while it’s working. Remember to stay true to principles you learned in seventh grade science class, like changing only one variable at a time and keeping similar ad conditions.
  2. When you are setting up an ad, make sure to check the box next to “Show stories about people interacting with this Page with my ad.” Remember what we said about social proofing?
  3. Did you know that questions make great ad titles?
  4. Images of people tend to convert better than logos do.
  5. Don’t narrow your target to less than 20,000 unless it’s a special circumstance. That’s because Facebook will reward you with cheaper clicks when you get more clicks on your ads. May the odds be ever in your favor (and this tip should help)!
  6. Target friends of fans. You’re automatically building in the social proof factor, as ads will usually say something like this at the bottom: “Josephine Butler likes this.”
  7. Start your ads with a CPC (cost per click) bid. It’s usually cheaper than CPM (cost per thousand impressions). Facebook will do the math for you in your campaign report, so you can see which option is cheaper and make the switch, if needed.
  8. Always start your bid at the suggested bid or even higher. If you don’t bid high enough, your ad will never been seen (or maybe only three times around 4 a.m.).
  9. Don’t ignore demographics! The beautiful report Facebook will conjure up for you can come in handy, big time! By viewing your report, you’ll be able to get an idea of who is clicking on your ads, offering major target audience insight.

How’d you like this second round of tips? Did you find them helpful? Remember that while Facebook ads can be extremely effective, they should be only one part of a larger, more comprehensive social media strategy — and we can help you with that!

Have any questions for us? We’ve got answers!

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Does Facebook Advertising Really Work?

June 6, 2012July 15, 2022 Josephine ButlerBlog, Marketing, Social Media + Influencer Engagementadvice, Facebook ads, Facebook advertising, Facebook marketing, how to create Facebook ads, social media marketing, tipsLeave a Comment on Does Facebook Advertising Really Work?
Are these things really worth it?

I recently had the chance to sit in on a webinar hosted by Justin Kistner of Webtrends and Jason Keath of Social Fresh, where they addressed the age-old (well, not that old) question: Does Facebook advertising really work?

This question has been in the forefront of debate recently with General Motor’s announcement that the company is pulling all of its advertising from the social network. So, we must know, did GM make a good choice? Is Facebook advertising really worth it?

The short answer is yes!  The long answer: certain types of ads work better than others. Here are a few important things I learned that will help you create the most efficient and effective Facebook ads:

  1. Use many highly targeted ads versus one big-reach ad. It’s better to create separate ads that target specific groups (i.e. twenty-something females with an interest in interior design, middle-aged men that enjoy exercising) than it is to create one all-encompassing ad.
  2. Target ads to fans for conversion. Fans are seven times more likely to click on an ad than a non-fan. An added bonus? Cheaper CPC (that’s cost per click).
  3. Link ads to Facebook apps instead of websites. What happens to fans that click on a Facebook ad that leaves Facebook? They go back to Facebook. Ads that don’t redirect traffic to a different website receive twice the conversion rate than ads that do leave the site. In short, keep fans on Facebook engaged by directing them to an app on your page!
  4. Refresh creative regularly. Ideally, you should update your creative within 72 hours after launching the ad. This ensures a higher CTR (click-through rate) and will keep your audience intrigued.

So what do you think? Did you find these tips helpful? We’d love to hear your comments, and please stay tuned – we’ll be sharing a few best practices when it comes to writing copy for your Facebook advertisements.

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