Facebook advertising help and tips

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Published Date:02-08-2017
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Chapter 1: Advertising in Facebook ccording to eMarketer (www.emarketer.com), Facebook ads will Abring in more than 5 billion in revenue for Facebook in 2012 and are projected to bring in close to 7 billion in 2013. That’s a lot of money, so it shouldn’t surprise anyone that Facebook makes an effort to keep that revenue stream a-flowin’. Clearly, Facebook has a vested interest in making the ads an easy and pleasant experience for both the marketer and the Facebook community. In this chapter, you dive into the basics of Facebook advertising and find out how to start making the right decisions that will get you the results you want. You discover how to set your goals, allocate a budget, and set your timeline. In Chapter 2 of this minibook, you get to set up your first campaign, target your ad, and start running it. By the time Chapter 3 of this minibook comes around, you’ll be ready to hone your advertising skills by doing some ad testing, measuring your test results, and modifying your campaign if needed. Hang on — it’s going to be fun Introducing Facebook Advertising Placing ads on Facebook provides one of the most targeted advertising opportunities on the Internet today. You decide the exact demographic to see your ad; your choices include age, gender, education, location, and even keywords in your targets’ Profiles. You can even choose to advertise only to people who have a birthday that day. When you can narrow the audience who sees your ad to that granular level, you can be pretty sure that whoever clicks your ad is your target customer. Within Facebook ads, you can advertise an external URL (directing people out of Facebook to your website), or you can advertise something internal to Facebook, such as your Page or Place, an Event, or an application. There are two different bidding processes for advertising: One process is for advertising something internal to Facebook, and the other is for advertising something external. Before we dive deeper into Facebook ads, we want to make sure that we introduce you to all the terminology.536 Introducing Facebook Advertising When you’re advertising an external URL, Facebook structures its advertising bidding similarly to Google Ads. You opt for one of the following: ✦ Cost per click (CPC): Cost per click is a model in which you pay your host only when your ads are clicked. ✦ Impressions (CPM): You pay based on how many thousands of people see your ad — a measurement known as impressions, or CPM. (CPM stands for cost per thousand. Okay, really, it stands for cost per mille; mille means one thousand in French.) Facebook uses an auction-based system, in which you bid on how much you’re willing to pay for each action. (By action here, we mean each time someone clicks your ad or each time Facebook places your ad in front of 1,000 people.) When you’re advertising something internal to Facebook, the bidding pro- cess is said to be simplified. When you’re advertising a Page, Event, or appli- cation and want to place an ad, you can choose an objective for that ad so that the ad is shown to particular people, such as those who are most likely to like your Page, join your Event, or install your app. Or you can choose the objective of showing your ad to people who are most likely to click your ad or Sponsored story. When you select the latter objective, the bidding uses the CPC model. When you opt for any of the other three objectives, Facebook uses the CPM model, but there is no bidding. Facebook optimizes these campaigns for you. When Facebook optimizes them, you don’t have any control over your actual bid; Facebook chooses it for you based on who else is bidding. Based on experience, the bidding is fair and you can always shut down your campaign if you feel that the click price is higher than you want it to be. You can easily set things up so that your ad shuts off when you reach a daily limit, and you can target the times of the day when you advertise, along with many other variables. Find more coverage in Chapter 2 of this minibook. Facebook’s Promoted posts are structured a bit differently, as you pay a flat fee to have Facebook to push the post directly into the News Feeds of your fans (rather than on the right sidebar, where the other ads appear). We dis- cuss Promoted posts in more detail later in this chapter. You may want to test both objectives to see which one gives you better results. Your ad testing will show you the better bidding strategy. Facebook advertising differs from Google Ads in one important respect, though: With Facebook, you choose your audience by demographics, whereas Google Ads (also known as Google AdWords) target advertising based on keywords in searches. Because you can show your ad to a specific demographic, knowing your target demographic is critical. You may have some general thoughts about who you’re trying to reach in terms of your Advertising in Facebook 537 Introducing Facebook Advertising marketing efforts, but we recommend going through your customer list (or a small sample, if your list is large) and charting the following attributes: ✦ Age ✦ Gender ✦ Location (if you have a business that isn’t local) From your Facebook Page, take a look at the Insights area — Facebook’s sta- tistics area, which shows your community demographics including gender, age, and location — to find out more about what demographic you’re currently connecting with on Facebook. Here are the steps to get to that demographics info via Insights when you’re logged into Facebook as your Page: 1. Click the See All link (shown in Figure 1-1) in the Insights box of the Admin panel. Figure 1-1: Click the See All link to see your Page statistics. Book VIII You also see the main Insights area for your Page. The first graph shows Chapter 1 the weekly total reach of your posts. Insights are covered in more detail in Book IX, Chapter 2. The Overview is the main set of statistics you see when you first navigate into the Insights. Click the links at the top of the graph — Likes, Reach, and Talking About This — to see additional pages of statistics. 2. Click the Likes link at the top of the page. You see detailed information about the demographics of your fans. Fans are broken down by age and gender, as shown in Figure 1-2. These demographics on your Page will help you decide which demographics to target in your ad campaign.538 Introducing Facebook Advertising Figure 1-2: View Page demograph- ics here. You need to decide not only the target demographic for your ad, but also what to advertise. You can create a Facebook ad for your Page, for a Facebook Event, for a Facebook application, for an external website, and more. So why would you want to pay to advertise your Page? The new Facebook advertising options enable you to reach out to new people who might not have another means of discovering you and your expertise, product, or service. You may want to ✦ Reach a wider range of people who may be interested in your Event or application. ✦ Use Sponsored post stories to reconnect with your existing audience. ✦ Target the Friends of your community to show social proof (that is, your Friend likes me, so you should, too) with a Sponsored like story. You learn more about the different types of Sponsored stories in Chapter 2 of this minibook. ✦ Push an important sales message or update into the News Feeds of your community for people who may not see your updates with a Facebook Promoted post. In essence, you’re paying for people to like you — highly targeted people who’ll see your updates every day (assuming, of course, that you’re in fact posting every day and they’re watching their News Feeds). These new members of Advertising in Facebook 539 Understanding How Facebook Advertising Works your community will value your expertise in your field, get to know you, and at some point (ideally) buy something from you. If you’re advertising a paid event, you can probably see right off the bat the value of paying for advertising. But what if you’re advertising a free event? How can that end up making money for you? Simple — by giving you a new connection. After you meet someone in person, you’ve made a connection with the person and have the potential to deepen your relationship to get that person to know, like, and trust you. Then, when he or she needs your goods or services, you end up being the first person who comes to mind. Understanding How Facebook Advertising Works We’re sure that you’ve seen Facebook ads in the right column of a Facebook Page below the Sponsored heading. (If you haven’t, though, check out Figure 1-3.) If you’ve ever wondered how these ads know that you live in a certain city or are interested in this or that, precise targeting is the answer. In the Facebook model, ads appear in the right column. As many as seven ads are displayed in the column at one time, depending on where you are within Facebook. One ad is displayed on your home page and is reserved for clients with an ad budget of 30,000 or more per month. Book VIII Chapter 1 Figure 1-3: Ads are located in the right column. 540 Understanding How Facebook Advertising Works As mentioned earlier, Facebook’s newest ad offering, the Promoted post, now appears directly in the Facebook News Feed and shows a Sponsored message just below the post, as shown in Figure 1-4. Figure 1-4: A Promoted post in the News Feed indicates that it’s sponsored. Up to seven ads are typically displayed on your Timeline or on fan, Event, or group Pages. You can’t choose whether your ad will receive the top, middle, or bottom position, but the bid you place for the ad and how many clicks your ad is receiving affect the placement. (You find more on bidding strate- gies in Chapter 2 of this minibook.) Before we walk you through the mechanics of setting up an ad, we want to give you a bit of background on how Facebook advertising works so that you can have a successful advertising campaign. (Think of it as our gift to you.) Advertising on Facebook versus other platforms Facebook ads work a little differently from Google or Yahoo ads or even banner ads. (If you aren’t familiar with banner ads, don’t worry; we go into a little more detail on that topic in a bit.) Similar to Google and Yahoo ads, Facebook ads work on an auction system. You place a bid for ad space, essentially letting Facebook know how much you’re willing to pay per click or per 1,000 impressions (refer to “Introducing Facebook Advertising,” earlier in this chapter). Depending on how many other people are bidding, you may pay less for your ad, and if you bid too low, your ad may not be shown at all. Again, if you’re advertising something internal to Facebook, and you optimize your ad to show it to people who are most likely to click Like (or to join your Event or install your app), Facebook does the bidding for you. As a point of reference, for ads placed within the search-engine platforms — the Google or Yahoo approach, as it were — you select certain keywords entered in the searches and bid on those keywords. If your business is car insurance, for example, you could opt for “car insurance,” “car insurance Advertising in Facebook 541 Understanding How Facebook Advertising Works quotes,” or “auto insurance” as your keywords. CPC prices can range from 10 cents to a few dollars, depending on how competitive the market for those keywords is. But Facebook is different from this model because people are not actually searching for something as they do in Google and Yahoo. Banner ads are ads placed on targeted websites or blogs that you believe your customers will visit. These ads typically appear at the top, bottom, or sides of the page. You typically pay a flat rate per month to display a banner ad. A sample banner ad is shown in Figure 1-5. When people click your banner ad, they’re taken to your site. More highly trafficked sites charge a higher monthly rate to host your banner ad. Banner ads are typically placed on a website when you purchase space directly from the owner of the site or are placed on several websites when you purchase an advertising package from a broker who works with multiple websites. The click-through rate (CTR) — the percentage of visitors to the site who click your ad — typically is fairly low for banner ads. Facebook takes a different approach. Within Facebook, you’re selecting the demographic viewing your ad, and people within that demographic (after all) may or may not be searching for car insurance. Suppose that you determined that your ideal customer is a 35-year-old male college graduate who lives within 25 miles of your city. You can easily enter those target demographics in your ad so that only people who meet those criteria see the ad. Book VIII Chapter 1 Figure 1-5: Banner ads appear on web pages or blogs. 542 Understanding How Facebook Advertising Works You can also enter keywords in the Likes and Interests area of the Targeting section of the ad-placement page, using keywords that your audience mem- bers are likely to have entered in their Profiles. Perhaps their keywords say that they like volleyball or yoga, or that they liked The Beatles’s Facebook Page. Figure 1-6 shows some of the interests in one of the author’s Profiles that will translate into keywords. If a vineyard ran an ad with wine as a key- word, that ad would potentially be shown to her on her sidebar in Facebook. When you create a Facebook ad, as we show you how to do in Chapter 2 of this minibook, you can enter the demographics and the Likes and Interests in the Targeting section. Figure 1-7 shows the Choose Your Audience section of Facebook ads. You can see how specific you can be with your demographics. Be careful when using keywords in Facebook advertising, because people might or might not have chosen to add those interests or keywords to their Profile. You might be excluding potential customers, which is always a risk when you narrow your target audience. The biggest difference between Facebook ads and search-engine ads is that within Facebook, the CTR may be lower than within the search-engine adver- tising you’d use with Google or Yahoo because people may not be actively searching for what you’re advertising. (That’s bad.) But if people do click your advertisement, you know that they’re your target demographic. (That’s good.) Figure 1-6: The Info area of your Profile shows your keywords. Advertising in Facebook 543 Understanding How Facebook Advertising Works Figure 1-7: Target your Facebook ads by choosing demographic details. Defining ad types Facebook allows you to create many types of ads. You can advertise ✦ Pages Book VIII Chapter 1 ✦ Events ✦ External websites ✦ Applications ✦ Sponsored stories ✦ Individual posts in the News Feed When you advertise something internal to Facebook — such as your Page, group, Event, or application — you’re creating an Engagement ad. An Engagement ad allows people to respond to your ad without actually leaving the Page by clicking Like or clicking to RSVP to your event. Figure 1-8 shows some sample Engagement ads.544 Understanding How Facebook Advertising Works Figure 1-8: Sample Engagement ads. If you’re advertising your Facebook Page, for example, the Like button is included in the ad, allowing the person to like your Page without ever going there. Also, people can join your group or RSVP to your event in the same way. When someone clicks the Like button in the ad, he automatically likes your Page and starts getting your status updates in his News Feed. If he clicks the Join link in the ad, he can RSVP right from the ad. Engagement ads are good things because they make it easier for people to like your Page or RSVP. If you have powerful ad copy that makes people want to connect with you, you lessen the chance that they’ll forget to like you after they look at your Page. Engagement ads make it easier to get the outcome you’re looking for — someone liking you or responding to your RSVP. This outcome is extremely powerful and emphasizes the need for good ad copy. You don’t need to do anything special to create an Engagement ad. Facebook automatically creates this layout for you when you indicate that you’re advertising your Facebook Page, group, or Event. Read about how to create your ad in Chapter 2 of this minibook. If someone does click the Like button or RSVPs to your event, you’ll be charged for a click. Facebook tracks the people who click the Like button as Actions in the Stats area of your Page, as shown by the Actions number in Figure 1-9. Then you’ll know how many likes you got right from the ad versus how many people clicked the ad to go to your Page. (In-depth statistical anal- ysis of your ad performance — including info about how to work effectively with the Stats area of your Page — is covered in Chapter 3 of this minibook.) Facebook also has a type of ad called Sponsored stories. You can advertise activities that happen in the News Feeds, such as individual posts, likes of your Page, or check-ins with Facebook Places. Then the Sponsored story is shown to a Facebook user’s Friends. Sponsored stories also appear in the right sidebar of a Facebook Page. Sponsored story ads don’t have text in the ad body. If the Sponsored story is promoting a specific post, the body of the ad consists of that post. If the Sponsored story is about people liking your Page, the body lets people know that one of their Friends liked your Page. Read more about creating Sponsored stories in Chapter 2 of this minibook.Advertising in Facebook 545 Understanding How Facebook Advertising Works Figure 1-9: Facebook ad statistics tally Actions and Clicks. Figure 1-10 shows an example of a Sponsored story from Starbucks in which the company is advertising check-ins. In this case, Jessica checked into Starbucks’ Facebook Place, and Jessica’s Friends will see this ad in their right sidebar. The Sponsored story can increase trust in the Starbucks brand. Book VIII Figure 1-10: Chapter 1 A Sponsored story ad. You can also advertise individual posts to encourage new connections. When someone likes or comments on a post on a Facebook Page, the Sponsored story is shown to that person’s Friends. The ad could encourage comments on the post and likes to the Page. We cover Sponsored stories in depth in Chapter 2 of this minibook.546 Understanding How Facebook Advertising Works Facebook has recently introduced Sponsored results. This new advertising tool allows advertisers to appear in the Facebook search results when a user types in a keyword. As of this writing, the ads are available only through the Ads API in the Power Editor, a feature that is beyond the scope of this book. You can read more about this type of ad at https://developers.facebook. com/docs/reference/ads-api/sponsored-results/. Looking at Promoted posts Promoted posts are Facebook’s newest type of ads, created right from your Facebook Timeline on your Page. This type of ad involves no targeting or bid- ding. You’re choosing only to push the post into more of your fans’ News Feeds. Facebook has made it clear that not all posts by a Page are seen by the people who like the Page. At the Facebook Marketing Conference in February 2012, Facebook stated that on average, each post is seen by 16 percent of a Page’s fans. Over the span of a week or a month, you reach a percentage higher than 16 percent of your fans with all your posts collectively, but they aren’t going to see every post. The reason why the reach is so low is that people are connected to a lot of Friends and can like many Pages, so it isn’t possible to show all the updates in their News Feeds. Facebook uses the EdgeRank algorithm to determine whether or not a person is shown a post. (See Book IV, Chapter 2 for more information on EdgeRank.) So if you haven’t had your fans interact with your posts, they may stop seeing the posts in their News Feeds. Oh, no Engaging content is the best way to solve this problem for free. Make sure that your fans are watching for your posts, and make sure that you’re posting fun things to keep the likes and comments rolling in for each post. From time to time, though, you may need to give your Page a boost with a Promoted post. You also may want to consider which posts are best to promote. Certainly, Facebook Offers (discussed in Book III, Chapter 1) are leading candidates for this advertising solution. Other good options are fun posts that get a lot of interaction; occasional sales messages that you don’t want people to miss; and intriguing photos that interest your audience and boost interaction. Or you may want to watch the interaction a previous post receives and then decide to pro- mote it after the fact to reach more fans with a post that is already a winner. Designing campaigns with ads In the Facebook Ads Manager, you arrange your ads into campaigns. A campaign is a group of similar ads that have the same purpose but slight variations. You can run multiple ads to test which ad title, picture, or copy converts best, for example. By convert, we mean attaining the outcome you desire. If you’re advertising your Facebook Page, your goal is to get people to like your Page. So if you run an ad and get 30 clicks, but only 15 people like your Page from those clicks, your conversion rate is 50 percent. If you Advertising in Facebook 547 Understanding How Facebook Advertising Works change the copy of your ad, and 30 people click your ad and 20 people like your Page, your conversion rate is 66 percent. The second ad is converting better and gets you more for your money. The Ads Manager is the place where you can see all your campaigns in one place and access your reports and settings. We discuss the Ads Manager in Chapter 2 of this minibook. You can also run campaigns around geographic locations, demographic tar- gets, or likes and interests. Figure 1-11 demonstrates the hierarchy of cam- paigns and the ads within them. Figure 1-11: Hierarchy of an ad campaign. For every product, service, or goal you have, you’ll want to create a new campaign. You can set daily budgets for your whole campaign and for each individual ad. You can run a single ad, but it will be placed under a campaign heading that you choose. Create a new campaign when you’re advertising ✦ A particular product ✦ A particular product in a region or country ✦ An event ✦ Your fan Page Within those campaigns, you have different ads to test the performance of Book VIII your copy, your call to action, and different targeting or bidding strategies. Chapter 1 Check out the details of two campaigns in Figure 1-12, which are based on different variables. Figure 1-12: Two campaigns with different ads based on different variables. 548 Understanding How Facebook Advertising Works You may want to run two identical ads — one using the CPC model and one using CPM — to see which gives you a better return on investment (ROI). Typically, you want to run some test campaigns with small budgets first to find out which ad performs best. Lest you think that this testing will break your bank, you can set a daily budget so that the ad stops running automatically when it reaches your limit. Then, when you know which ads are performing best, you can run them for longer periods with bigger budgets. Knowing what you can’t advertise Facebook has guidelines about what you can and can’t advertise. It reviews each ad for appropriate language, content, and formatting. If your ad doesn’t comply with the guidelines, Facebook will reject it. Some of the items that you can’t advertise include ✦ Work-at-home sites that promise easy money for little or no investment ✦ Multilevel-marketing opportunities, such as Mary Kay and Avon ✦ Sites that have domain forwarding, in which the listed URL forwards to another website Even if your site is innocently forwarding the domain, many places that do have domain forwarding can be doing so for shady reasons, and Facebook has drawn that line in the sand. ✦ Landing pages that have a pop-up window Having a pop-up window may be an innocent way to get subscribers to your e-mail list, but many people don’t like pop-up windows, and some- times, they can’t even close them. Facebook decided to control this item for its users. ✦ The obvious stuff • Tobacco • Gambling • Pornography Some advertisements heavily restrict the language you can use in the ad and the demographic you’re targeting. See the Facebook Advertising Guidelines at www.facebook.com/ad_guidelines.php if you’re advertising any of the following: ✦ Dating sites ✦ Alcoholic beverages ✦ Health products ✦ Diet supplements or weight-loss products ✦ Subscription services (such as ringtones)Advertising in Facebook 549 Identifying Your Goals Identifying Your Goals Before you start spending money, have a goal in mind. What does a success- ful ad campaign look like? Attracting 50 more fans? Selling 25 more widgets? Having ten people sign up for your newsletter? Getting ten comments on a post? Whatever goal you decide on, write it down, and come up with a way to track your progress. Make sure that you know where your baseline rests. How many fans do you get per week through your current efforts? How many website hits from Facebook do you currently receive? With that info in hand, you can assess whether it’s cost-effective to pay for your campaign. Gaining connections Advertising your fan Page is one of the best things you can do with Facebook ads. You know that the people who click your ad are in your target market and enjoy Facebook. Connecting with new people on your fan Page allows them to get to know you and your company. Before you begin your ad, collect some baseline data on how your Facebook Page is performing currently. The Insights feature on your Page makes it easy. Some measurements to note are ✦ How many new likes to your Page do you get per week, on average? ✦ To what extent are your current fans making the extra effort to interact with you — likes, comments, and so forth? This statistic is indicated by the People Talking About This number. ✦ What is your current demographic? We talk more about Insights in Book IX, Chapter 2, but the following steps list shows you how you can access the numbers for your baseline data. Log in to Facebook as your Page, and follow these steps: Book VIII Chapter 1 1. Click the See All link in the Insights box of the Admin panel. Doing so takes you to the Insights Overview area, which has some nice graphs, as shown in Figure 1-13. You can download your data to do weekly or monthly totals. 2. To download your data, click the Export Data button in the top-right corner of the page. A window pops up, asking what date range and what file format you prefer: a Microsoft Excel spreadsheet or a comma-separated values (.csv) file. See Figure 1-14. 3. Select Page Level Data, the format you prefer, and the date range; then click the Download button.550 Identifying Your Goals With these settings, you can get the data to graph how many likes you’re getting per week, how many likes and comments you receive on your posts, and your demographics. Write down all these baseline measurements or save them in a file so that you can compare them with your Insights after you run the campaign to make sure you’re reaching people on Facebook who will interact with and be part of your community. Figure 1-13: The Insights area shows your reach, and the trend of how many people are liking and commenting on your posts. Figure 1-14: Select the date range and the file format. Advertising in Facebook 551 Identifying Your Goals If your current Facebook community isn’t too large, see whether you can determine how many of your fans are actual customers and how much money they’ve spent with you over time. With that information in hand, you’ll have a more accurate picture of the effect that your Facebook commu- nity has on your bottom line. That’s not to say that having a community isn’t of value in itself, but you’re running a business, after all, and your advertis- ing dollars need to be well spent. Facebook’s Engagement ads make it easy for people to like your Page right in the ad and potentially give you greater return on your ad. But if people are going to click over to your Page to see what you’re about first, consider sending them to a special Welcome tab rather than to your Timeline. You can use Facebook Ads to send people to any tab on your Facebook Page. (See Book VI to learn more about adding tabs to your Page.) A special tab should tell more about your business and give users a compel- ling reason to join your community. Figure 1-15 shows the REI Trail Mix tab, which tells visitors to click the Like button, shows the store locator, and offers some special blog posts with expert advice and information about the company. Figure 1-15: REI has Book VIII a call to Chapter 1 action to like its Page and gives you information about the company. 552 Identifying Your Goals Acquiring leads Acquiring leads for your business with Facebook ads could be your goal. Maybe you’d like your potential leads to sign up for your newsletter, a free half-hour consultation, or a free quote. In this case, you’ve probably set up your ad so that clicking it sends users to a website outside Facebook. When you do this, make sure that the site that you send users to — a site often referred to as a landing page — correlates directly with the Facebook ad. You may want to have a special landing page that clearly sets out your call to action. If you send visitors to your general website, they may not see the small box where they need to request your newsletter, or they may be dis- tracted by all the other nice things on your website and forget to request a quote. It’s okay if the landing page is part of your website, but just make sure that the call to action is very clear. Figure 1-16 shows an example of a good landing page. The only thing users can do on this page is click the Try It For Free button (people always like free) or give the company a call. There’s no menu to start clicking, and there are no distracting ads on the side. If your goal is simply to drive awareness of your brand rather than acquire leads, you may want to have your phone number or store address in the ad so that someone doesn’t necessarily have to click to contact you. If you’re having a grand opening or open house, put as many details as you can fit in the 90 characters you have available in the body of the ad. See Chapter 2 of this minibook for more information on creating your ad. Figure 1-16: This landing page doesn’t distract from the call to action. Advertising in Facebook 553 Making Your Initial Decisions Reconnecting with your community By using some of the Facebook ad features such as Sponsored stories and Promoted posts, you can reconnect with your current community and get interaction from dormant fans. As we mention earlier in the chapter, and as you can see at the bottom of each of your Page posts, only a portion of your community is seeing each of your posts. When you drop out of the News Feed of one of your fans, it’s very difficult to get back into that News Feed organically, and you may have to use some advertising to reconnect with that person. You can use Sponsored stories and target only the people who have connected to your Page (that is, your fans) in the Connections area of the Choose Your Audience section. Then this Sponsored story ad will appear in the right side- bar of Facebook pages. Or you can use the Promoted post option to push the post directly into the News Feeds of fans who otherwise may not see it. Making Your Initial Decisions Map out your strategy before you start. You need to decide how long to run your ad, how much to spend, and how often to change things. Allocating a budget Allocate a budget and time for the initial testing, as well as the longer-term Facebook ad. You don’t want to be spending money week after week on an ad that isn’t converting as well as it could be. Your initial testing budget should be, at most, one-tenth of your entire ad budget. Run each variation of your ad for a short time. Even after just 20 clicks, you can start to see whether one is outperforming another significantly. In allocating a budget, knowing what your clicks are worth to your bottom line is critical. How your product is priced and how many conversions you need to be profitable are factors to consider when you set your budget. Book VIII Think of it this way: If you need 100 people to visit your site before you get Chapter 1 a sale, and each sale of your product earns you a net profit of 20, it doesn’t make sense to spend more than 20 cents per click. Rotating your ad Plan on rotating your ad every couple of days to keep things fresh, especially if you’re advertising to a small demographic. Again, this strategy isn’t a “set it and forget it” campaign. Ideally, after you finish your testing, you’ll have zeroed in on a couple of ads that perform well. Facebook makes it easy to run one ad for a couple of days, turn it off automatically, and have the next ad start running for a couple of days. (For more on rotating your ads, check out Chapter 2 in this minibook.)554 Making Your Initial Decisions Figure 1-17 shows a series of ads that performed well for a client. These ads have eye-catching pictures and engaging headlines. The ad campaign tar- geted moms who responded well to the ads by clicking them. Figure 1-17: A series of ads that convert. You can always go back to an earlier ad, but plan to rotate ads regularly. If you aren’t getting as many clicks as you’d like, try adjusting your demo- graphics to a slightly wider range by adding more keywords, a larger age range, more cities, or cities included within 50 miles if you previously chose 25, for example. Setting a timeline How long should you run your ads? This question is intimately tied to your budget and how effectively your ad is converting. Make sure to allocate time to do your testing. Testing may take a few weeks, depending on how many campaigns you’re testing and how many ad variations you have. Allow time for your ads to be approved. Ads are reviewed manually at Facebook, and approval can take anywhere from a couple of hours to a full day. After the ad is approved, it starts running automatically. The ad- approval process is covered in Chapter 2 of this minibook.

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