Effective Facebook Advertising for an Awesome Bottom Line
- Week 1: Why creating GOALS for your Facebook page is a must.
- Week 2: Get your customers to INTERACT with you for more sales.
- Week 3: Get your post TIMINGS right and know when to strike.
- Week 4: The ABC’s of getting the most out of your Facebook IMAGES.
And that’s not all! Don’t forget to download our ‘Facebook for Business’ eBook!
- Create a profile, a business page and what the differences are.
- What everything on your profile actually means!
- The important details you NEED to know.
- Tips on how to manage your Facebook profile effectively.
- The 13 irresistible posts people can’t help but ‘Like’.
- How to setup and manage your Facebook adverts.
So don’t just SIT there… download the ‘Facebook for Business’ guide today and see what all of the fuss is about. 🙂
Okay… so where was I? Oh yes… Facebook advertising!
To be honest, a lot of what I’m going to talk about is already covered in our ‘Facebook for Business’ eBook (did I mention that already? 😉 ) so what I’m going to do instead, is take you through how to post your Facebook post, setup an advert, and recording the results of your ad.
For the purpose of this, I’m going to presume that you have a Facebook business page. If you haven’t then don’t worry, you can find out exactly what to do in our guide.
Step 1: What type of post are you going to make?
So the first step is to download the eBook and turn to page 19….
Here you will see we’ve put down 13 irresistible post ideas that can really work to help get people to interact with your posts.
Remember, the aim is not to bore your audience, you WANT them to interact with you in any way they can. This can include getting your Facebook followers to:
- … ‘like’ your Facebook business page.
This will help increase your Facebook fellowship, and increase your long-term viewership base.
- … ‘like’ your Facebook post.
This will increase the likelihood of that ‘likers’ friends and others within the group seeing the post.
- … ‘share’ your post with their friends.
This will increase the exposure of your brand, as your Facebook follower will do the marketing for you.
- … ‘comment’ on your posts.
Similar to ‘liking’ a post, this will increase the likelihood others seeing the post, and giving you the opportunity to respond.
- … click your link / watch your video.
Eventually you want to get customers to watch / read about your product and website, and sometimes asking them to do so will increase the likelihood that they will.
Don’t be greedy with your followers!
Take my advice though, don’t ask too much of your audience. Make sure you have just ONE clear instruction per post. Tell them to “Hey guys, WATCH my video now —>” or “Click LIKE if you agree!”
Don’t ask them to “Click LIKE now and comment on what you think after you’ve WATCHED my video.” It’s too much… and in the long run will do you no favours.
So now that you’ve read the above…
I want you to write a post, that is either entertaining, educational or empowering, AND have one clear and concise purpose. Like this:
As you can see above we’ve created a post that is (a) educational and (b) encourages people to click on a link to read more. Mission accomplished! Now it’s time to promote it!
Step 2: Time to setup your Facebook advert.
Open up your ‘Facebook for Business’ eBook and turn to page 27. As you can we have painstakingly given you a step by step that will show you how to:
- Log into the Ads Manager.
- Access the Power Editor, so you can create very particular adverts.
- Create a campaign and, ultimately, create an advert.
- How to choose your audience.
- How to upload your advert onto Facebook.
But before you go head-first into Facebook’s advertising program, allow me to give you some tips that might save you some headaches down the line.
Create multiple campaigns for each advert.
It might seem easier to create a single campaign and add all your adverts into that one campaign, however I personally recommend against it.
You see, each campaign is given a budget, and so by placing all your adverts into that one campaign, they will all share that budget. Sounds nice and simple right?
Unfortunately what this will inevitably means is that Facebook will identify the one advert that is stronger than all the others, and push all your budget into that one advert.
So ONLY group adverts into one campaign if you want to see which is strongest. Otherwisegive each advert its own individual budget, so you can judge each advert’s effectiveness.
Where possible, keep your adverts short and sweet.
For my web projects, use a mixture of short term (i.e. 1-2 days) and long term (week long) adverts.
If there is one thing I’ve noticed the shorter term ads tend to perform better and give me a better return on my marketing investments. This is no coincidence!
Facebook tries to establish patterns for your adverts, so if it feels that an advert is less effective, it won’t give as much as a push. Likewise, if Facebook only has a day to promote your advert, it will push it aggressively.
My advice is as follows; it is better to spend $100 over two days, than to spend $100 over a week. Facebook will push your advert faster, will typically charge you less per click (since it believes the advert is more ‘popular’) and you will be able to get your results sooner).
Spend OVER the recommended CPC.
When setting up adverts, Facebook will suggest how much you should ‘per click’. I.e. the CPC (or cost per click).
However I’m here to tell you to ignore the CPC recommendation and spent OVER the recommendation. So if you’re recommended to spend between $0.25 – $1.10 per click… put in $1.35.
No I’m not crazy. But what it WILL do is tell Facebook “Hey guys… the sky’s the limit here… push this advert to the MOON!” This will cause Facebook to push your advert out hard, and in the long run, since more people will click on your advert sooner, Facebook will interpret your advert as being popular and therefore drop your Cost-Per-Click anyway.
I’ve always set my CPC as much higher than the recommended CPC, but I’ve never paid it, thanks to this useful loop hole.
Who are you going to target? Well how about your competitors?
When you choose your Ad Audience, you can choose some very specific audience combinations.
For example, you could target your advert at “18-29 year old men, who like skateboards and live in America” or “15 years old girls who like classical music and live in Darwin.”
But did you know you can also target (some) of your competitor’s Facebook followers? If a competitor of yours has a large enough Facebook following, you can target those followers specifically.
Just follow our step by step guide in our ‘Getting Started with Facebook Ads’ section in our eBook (page 27 onwards), and when you reach step 5, simply see if your favourite companies are listed.
So, for example, if you run a movie review site, you could advertise directly to fans of major cinema chains such as Hoyts and IMAX. How’s THAT for exact targeting?
This is what makes Facebook so powerful! Never before can you target your audience this specifically. You can make your advertising audience as wide, or as specific, as you want. This way you can make every dollar count.
Step 3: Monitor your results & drive towards success
Of course, there is no point in promoting your amazing Facebook posts if it doesn’t bring you the results you need.
Monitoring the results of your Facebook adverts will help you learn what appeals most to your audience, what Facebook posts bring you the most ‘Likes’, and which adverts you should avoid doing in the future.
The temptation is there not to bother checking your results, however it’s really, really important. If you don’t monitor your results, you’re doing yourself and your business a massive disservice.
So I’m going to tell you how to access your reports and what results to look out for.
Accessing your reports
- Log into your Facebook and click on the ‘Ads Manager’ link on the left of the site.
- When you enter the ads manager, click on the ‘Report’ link on the left.
- You’ll now see a list of your individual campaigns, and key information for each one. If you want to see specific information on individual advert within a campaign, simply click on the campaign title.
- Remember to set up the report dates correctly! Go to the top right of the page, and click on the button that reads ‘Last 7 Days’.Scroll down and select custom… here you can choose your date range to get the complete stats for your adverts.
And these are the stats you should be looking at:
- Impressions: Tells you how many times your advert was seen.
- Clicks: Shows how many times your advert was clicked on. Depending on the post you were promoting, this could include hyperlink clicks, page likes and more.If you’re running a promotional post with a hyperlink to your site, this is a key measurement of the advert’s success.
- Actions: The number of ‘actions’ that occurred on your advert. This can include comments, page likes and shares. This can be used to see an overview as to how engaging and interesting your post was.
- Page Likes: If you are looking to build a long term fellowship for your Facebook page, then this is the stat you want to keep an eye on. It will show you how many people ‘Like’ your Facebook page itself.
- Spend: Shows you how much you’ve spent / spent so far on your Facebook advert. You gotta keep an eye on the dollars! These will also help you monitor your acquisition cost (see next point).
- Cost Per Click: Pretty straight forward… this shows you what you are spending per click. Ultimately THIS is the measuring stick you should be using to compare the effectiveness of each Facebook post.
- Conversions: If you’ve set up a conversion pixel (see below), you can use this stat to see how many people went on to buy your product / contact your company / visit your site etc, after clicking your advert.Personally I use it to record how many people use our contact forms, and it gives me a great idea as to how many enquiries I get every month.
To setup a conversion pixel, click on the ‘Conversion Tracking’ link on the left of the Ads Manager, and follow the instructions there. It’s really straight forward (and if you have a Web123 site, we’ll help you install the pixel too).
So what results SHOULD I be seeing?
The results you want from your Facebook adverts will vary depending on the purpose of the post. But ultimately for the majority of people it comes down to a simple rule.
“If the profit from a customer’s acquisition earns me more than what I spent on that advert, it was a success.”
Okay this may seem a really simplistic approach… but if you can start promoting adverts that make you more money than they cost, then you have something to build on to help make your Facebook adverts more and more profitable for you in the long run.
So a few pointers for you on measuring Facebook ROI…
- Setup your conversion pixel.
Your ‘conversion pixel’ is a special bit of Facebook code that will allow you to record how many people buy something or contact you, after clicking on your Facebook advert.It’s a really great way to calculate how much your making from your Facebook adverts. If you have a ‘successful sales’ page, this is the perfect place to set the pixel up. Otherwise set it up on your contact form success page.
- Compare the results for each advert.
I like to compare the results (e.g. clicks, actions, page likes etc) for each advert to see which ones attracted the most engagement with my audience. If you do this, soon you will see what your followers like, and what they’re not really bothered about.
- Comparing Cost Per Click (CPC).
If you’re promoting a post that features a hyperlink to your site, the ‘Cost Per Click’ is your true measuring stick.If ‘advert A’ brought in a lower CPC than ‘advert B’, do more adverts like ‘advert A’ and asked yourself why ‘advert B’ didn’t work. You’ll soon get the hang of it!
- Calculate your own ‘Cost-Per-Facebook-Page-Like’.
Although you won’t see the stat officially in the Facebook report, if I’m creating Facebook post aimed at growing my audience, I like to calculate my own ‘Cost-Per-Facebook-Page-Like’, and I recommend you do the same!Simply divide your ‘spend’ by the number of ‘page likes’ you got. Easy!
It can help you determine what type of post will have you acquire new fans in the future.
- Keep your posts varied!!
I can’t stress this enough! Facebook works best when you offer your audience a range of posts. Although I’ve been telling you to monitor your results and see which adverts work best, don’t rely on just one type of post.Continue to experiment and try different posts, until you have a variety of post styles which you can use again and again.
And that’s the end of October’s super Facebook month!
Well it was a great month of Facebook guidance and I hope you learnt something new from it. Between the blog posts and our new ‘Facebook for Business’ Guide, something tells me you’ve had all the Facebook knowledge you can handle for now!
But never fear, we’ll be back invading your inbox with more useful small business marketing ideas for you next week!
If there is a particular area you’d like us to cover, sound off in our comments below, and hopefully we can cover it for you.
Ciao for now! x
Recommend Facebook reading:
- Blog: Why creating GOALS for your Facebook page is a must!
- Blog: Get your customers to INTERACT with you for more sales.
- Blog: Get your post TIMINGS right and know when to strike.
- Blog: The ABC’s of getting the most out of your Facebook IMAGES.
- Ebook Download: Facebook for Business Guide (Update Edition).