These 3.5 tips will help you advertise on Facebook successfully
There are many benefits to advertising on Facebook. Indeed, Facebook is becoming the go-to advertising medium for businesses large and small. However, it takes some practice and, quite frankly, you will benefit from purchasing training from a veteran Facebook advertiser.
I recently started my second Facebook advertising campaign. The first ran from late last fall to early February. Back then I wrote two blog posts discussing what I learned. You can read those here: “Tips to help you advertise on Facebook” and “Monitor Facebook advertising closely, adjust as needed.”
The following tips for advertising on Facebook are gleaned from my latest ad campaign, which began on Aug. 7. Consider these as you begin to advertise on Facebook.
1. Be imaginative when selecting Precise Interests. Many Facebook advertisers (I included, early on) honed in on well-known participants in the industry being promoted. What they miss are all the other facets that comprise your customer as a consumer.
As you picture your ideal customer, ask yourself: What does this person buy? Write down specific products and brands. Could be Gap jeans, Lexus automobiles, John Deere tractors, or Stetson hats. An Internet search for buying or demographic trends may bring up some information. You may also glean some ideas from your trade association. In the end, you may have to make educated guesses.
As you develop your Facebook advertisements, try to find these characteristics in the “Precise Interests” section. (Some may show up in the “Suggested Likes and Interests” box that also pops up.) Depending on the size of the audience, you may need to limit yourself to just one branded item per ad. That’s OK. Doing so will help you determine whether that word is effective. During my current Facebook advertising campaign, I have rejected two products that I thought were naturals for my target audience. They did absolutely nothing for me. Others are generating clicks, so I’m sticking with them.
One advantage to this approach is that you’re less likely to be competing with other affiliates of your product. As noted above, they will be targeting the obvious keywords (interests). Select others, and you stand a better chance of being spotted on the page.
2. Follow your trade association. Become more knowledgeable about your product(s) and industry by reading the official publication and other material produced by your trade association. Much of this information can be found on their Web site. Which means it’s free. Can you beat that?
Staying abreast of this information will make you a better sales person. You will be educated on a deeper level than most other affiliates. Prospects prefer to work with competent and knowledgeable salespeople. Commit to spending the necessary amount of time each week to stay on top of your association.
3. Keep an eye on your Facebook advertising statistics. There’s a wealth of information in your advertising back office. Pay close attention to click-through rates (CTR) and costs, especially. Adjust your advertising as needed. It is very easy to spend a lot of money in a hurry. To that end, set your daily Facebook advertising budget at a modest level to start. Mine is set at $10.00 per day.
Aways pay based upon clicks (PPC). Paying per impression (CPM) is wasteful. You’re more intersted in those who click on your ad than those who merely view it.
Check your account at least two times per day, and be prepared to make adjustments. For example, if you find one ad is getting a bunch of clicks but you’re not seeing results (optins or sales), pause the ad until you figure out how to improve results. If you are going to be away from the computer for a couple days, consider pausing your campaign. You don’t want the program to run up charges while you have no way of monitoring it.
3.5. Be congruent from Facebook advertisement to sales page. Whatever you’re touting or promising in your ad must be reflected on your landing page. That will keep from confusing (and losing) your audience, and will also help ensure Facebook approves your ad. They don’t like mixed messages and will deny an ad for that reason.
Advertising on Facebook is an exciting venture. It’s also very effective if done right. I hope the tips for advertising on Facebook presented here and in my earlier columns help you. Did they? Do you have other tips you’d like to share with other Facebook advertisers? Feel free to comment below. And if you found this column useful, could you do me a favor and share it with others? Thanks, and good luck in your business.
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