Posted by admin on December 20, 2011
An August 2011 report from The Pivot Conference showed more than 85 percent of companies surveyed are now using social advertising or are planning to add it within the next year and of those surveyed, over 90 percent advertise on Facebook. Add to that the fact that Facebook now outranks Google as the site with the most overall users and hits per day and it’s little wonder that nearly two thirds of CEOs say they are satisfied with the results of their social media advertising.
However, not all is rosy with Facebook advertising.
Webtrends reported recently that Facebook’s 2010 click-through rates were actually down from 2009.
Nonetheless, eMarketer estimates that Facebook advertising will reach $2.19 billion this year in the U.S. alone. Many industry watchers believe Facebook’s value is rising, despite historically unimpressive numbers.
Fast and Easy Ad Creation on Facebook
Using Facebook’s ad platform means you don’t have to be a designer. However, content is crucial because space/characters are very limited, so you need a compelling call to action. Depending on your business objectives, from the ad you can link to your Facebook Business Page or an external landing page.
As with other major online advertising, you bid on Facebook ad placements, choosing cost-per-click (CPC) or cost-per-impression (CPM). Once you assign a bid rate, campaign time-frame and maximum spend per day or per campaign, you’re good to go.
Facebook’s Advertising Performance reports on impressions, clicks, CTRs, amount spent and so on. Responder Demographics show details about who’s viewing or interacting with our ad, and daily graphs are available. And to monitor results to an outside website, you can use Google Analytics.
While it’s fairly easy to create an ad, making them effective is not quite so easy.
4 Ways to Improve Your Results on Facebook
1. Understand your audience
Industry expert Perry Marshall likens Google AdWords to the Yellow Pages and Facebook advertising to the neighborhood coffee shop. The reason for being on Facebook is entirely social, and this underscores the need to understand your audience and your goals. Perry offers a quiz to help estimate the value of Facebook advertising.
2. Take advantage of Facebook segmentation and create custom advertisements
Facebook’s tremendous opportunities for micro-targeting offer almost endless demographic and psychographic filters. Once you determine the audience you want to reach, filter them through ZIP codes, job titles, employer, interests, “likes,” etc.
Because your audience is on Facebook for social reasons, ad quality and design matter. Make your ads striking. Include an image, skip typical ad jargon and get friendly (it’s Facebook). Rotate more than one ad to avoid “ad blindness.” Check out Marketing Sherpa’s detailed advice for creating and targeting your ad.
3. Make your ad “Likeable”
Make your ad “Likeable” in both senses of the word. You want viewers to like your ad enough to click on it, but you want them to literally like it, too, to get broader exposure to their friends and via a News Feed mention.
Linking to a destination within Facebook lets people “Like” the page, specific activity, etc. from the ad, connecting them with your page or activity. This increases your CPC benefits.
4. Test, Test, Test
Testing produces success. With good testing your can learn infinite valuable information about your audience and finely target ads based on what’s working best. Test to find the strongest headlines and other messaging, images, time of day to run the ad, geographic locations and other target details, etc. Test multiple ad variations, changing just one thing at a time.
Be sure to set goals and objectives for your advertising, so you have something concrete to measure against. Once you’ve developed an ad that converts well, you should consider switching to cost-per-impression rather than CPC. It could save you money.
Facebook may be by far the largest, but Facebook advertising still has some distance to go before it’s on a par with the other “big boys.” But there is plenty you can do right now to make Facebook advertising work for you.
We’d love to hear from others out there who have had increasing success with Facebook advertising. What worked best for you?
Posted by admin on March 31, 2011
The advantage of digital marketing is that it allows you to target to your exact audience. For example, if you happen to sell high end products, you want to make sure your messaging reaches that demographic that can actually afford your products.
As a digital marketing agency, we have found that Facebook is an effective channel through which to promote our clients’ expensive products. Naturally, the key is creating relevant messaging, but with Facebook’s demographic targeting, we’ve found that not only can you reach your intended targets but also a broader market which you may not have thought of.
Here are five categories of Facebook filters that can help you hyper-target the high income demographic to sell them high end products. Keep in mind this information is normally disclosed voluntarily by most Facebook users when they fill out their profiles.
1. Education – Chances are if you went to an Ivy League university, the odds of them having a pretty decent job and income would be much higher than one who did not attend college.
2. Job title – Most people will input job titles that will indicate the level of income so target high-paying titles like founder, CEO and the rest of the C-Level suite of titles.
3. Where you live – A quick search online will quickly help you identify where the wealth reside. Facebook allows you to get really granular with this so target specific affluent neighborhoods instead of just whole cities.
4. Interests – Facebook’s new broad category targeting feature (currently in test mode) allows digital marketers to reach an entire audience interested in luxury items instead of targeting them by individual brands.
5. Things you like – It’s one thing like and join the Ferrari cars page but it’s another to own one and engage in the activity as part of your extra-curricular activities. We chose luxury automobile clubs and horse owners. It’s one thing to like horse riding but actually owning horses requires a lot more capital investment which goes back to disposable income.
We hope we gave you some ideas on how to target certain demographics. Usually, a more out of the box approach is required.
If you are interested in finding out more about optimizing your social media marketing, we’re happy to help you. Contact us here
Image credit: daylife.com
Posted by admin on January 24, 2011
Recently we wrote a blog post on Why Facebook Ad Click Thru Rates Suck and How To Change That because generally the average CTR for a Facebook ad is actually ridiculously low – 0.051% (according to a recent WebTrends report)!
Unfortunately, that’s the truth.
So then why do people continue to advertise on Facebook?
– It’s the potential, the lure and the promise to reach some crazy number of people like 600,000 million and still growing.
Coupled with the fact that Facebook has now overtaken Google as the most popular website in the US , it’s no surprise that digital marketers are flocking to the audience on Facebook in the hopes to get some brand exposure and interaction.
Last week, we were invited to present at a webcast, hosted by Search Marketing Now and Webtrends. Entitled Facebook Advertising for Search Marketers, we were asked to share and shed some light on how we manage our client’s Facebook campaigns and ensure the ROI on a daily basis.
With Facebook being the most exciting and shiniest new toy in the playroom, we showcased and dived deep into our “Facebook AnAdomy” the 3 main areas you need to know in order to run a successful Facebook campaign through the areas below.
- Fundamentals of Facebook Advertising.
- Best practices for Facebook Ad Creation.
- How Facebook differs from PPC Advertising.
Ryan Lash, our VP and Director of Digital Marketing Services shared the tools, the nuts and bolts, the how tos and best practices on generating the highest click thru rates on Facebook.
Check out the *free on-demand webcast on Facebook Advertising for Search Marketers.
Posted by admin on December 10, 2010
Here is the Facebook promise for digital marketers – connect with more than 500 million potential customers, choose your audience by location, age and interest, build a community around your business, control your budget!
Here’s the rub. Average click through rates (CTRs) are dismally low, averaging only about 0.038%.
On the positive side, you won’t be going through your daily budget numbers fast. On the negative side, the reason you advertise is to get your potential fans and customers to click through.
There is a logic to this. Unlike search engine advertising where the user activity is all about looking for things to click through to, Facebook is more about interacting with friends and interests, not about buying or looking for products.
Use yourself as a case study and think about how often you have clicked on an ad in Facebook? – You can count the number of times with one hand can’t you?
Knowing this, it still makes a lot of sense for digital marketers to advertise with Facebook as long as you understand its limitations and potential.
Here are 3 ways that can help increase your Facebook ad’s CTR.
1. Message. The beauty of advertising on Facebook is the degree to which you can target your ad to a specific group. The problem is what does this group react to? Just because you’ve found the female, 35-38 year old with 2 kids who loves Shakespeare and The Beatles, doesn’t mean they will particularly want your auto insurance. But is there someway you can integrate their youthful love for Shakespeare with your insurance offerings and start a dialogue. Remember this is still social media and people are interested in a dialogue, not a hard sell.
2. Copy and layout. Testing is the only way to make improvements to your ad. But here are some things to try out:
a. Humor. People on Facebook share funny things all of the time. They enjoy a good laugh. So why not accommodate them with ads that lean toward the funny. We found one case study where that worked.
b. Photo. People on Facebook are attracted to unusual or remarkable pictures. Product shots are not interesting, especially when they are the size of a postage stamp. And while kittens and puppies get a lot of attention within social networks, not all companies can be associated with them. So think about the group that you’re targeting and try to come up with photos that will appeal to them and tie in with your company. Think emotional.
c. Ad Title Length. How long should the title to your ad be, especially since you are limited to 25 characters per line. The folks at ProfitAddiction did a case study test and discovered that stacked ad titles drastically increased CTR.
What all of this points to is that when on Facebook, visitors don’t want to leave until they are ready.
Send to Facebook Page. If you want to increase your CTR consider sending them to your company or fan page on Facebook itself instead of your company website. Make your goal be to increase your number of fans, and while that might not show immediate ROI when compared to conversions and sales from a landing page, you are building a fan base, and as social media marketing grows in its influence, these fans will become increasingly valuable to you. One study we read showed how to drive fans at an estimated cost of $0.05 per fan.
Send to Landing Page. This is harder to do but the recent change in Facebook ads might be helpful. Facebook has added a way to see where you are clicking through to. When you want it sent to a landing page, the destination URL is displayed under the title. When it’s not there, assume you’re being sent to a Facebook page. This is designed to alleviate the fear that a Facebook ad will send you to a SPAM site, because by seeing the URL you can see if it’s legit or not.
We end this by saying the only way you are going to get your Facebook CTRs up is by testing all of the above and seeing which works best for you.
Have you tried advertising on Facebook? Are your CTRs better or worse than the average? What’s worked best for you – to send them to a Facebook page or a landing page?
Posted by admin on June 9, 2010
We recently blogged about reasons why Search Engine Marketer’s typically do not achieve their campaign goals when running an ad campaign on Facebook. We have further explored the common mistakes companies make when venturing into Facebook advertising for the first time.
Here are the points we mentioned in our first Facebook Ad Best Practices for Search Engine Marketers POV:
1. Facebook is not a Traditional Search Engine
Facebook is in a category of “people search” and “social search”.
3. Having a Custom Facebook Page
Serve custom content the Facebook social network with a Custom Facebook Fan Landing Page.
Here are some additional Best Practices for creating a successful ad campaign in Facebook:
4. Target Demographics
“Who is my ideal customer/target market?”
Most Search Engine Marketers (myself included) are so obsessed with keywords, ad copy, landing pages, budgets and bid management they’ve completely lost sight of the Marketing part of Search Engine Marketing.
Best Practices for Profiling your Target Markets’
- Survey your Existing Customer Base
- Analyze your Site Traffic using a
3rd party tools (Quantcast, Hitwise, Compete, etc)
- Run Facebook Ads on “broad match”
(i.e. no demo targeting selected); pull some Demo reports after-the-fact
5. Audience Targeting
“Where do I enter my Keywords?”
Hint: It’s a trick question folks keep asking themselves. (See the Facebook Ad Strategy Download)
We have to preface this by saying Facebook Targeting is extremely more sophisticated than traditional search.
Facebook enables you to laser target based on over a dozen settings at the Ad Level instead of campaign:
- Ages 13-64+
- On Birthday
- Interested In (Gender)
- Relationship Status
Likes & Interests (formerly known as ‘Keywords’) Education & Work Connections/Friends of Connections
6. Ad Testing
“I thought Multivariate testing was only applicable to landing pages?”
Search provides the ability to A/B/n test ads at the Ad Group Level for optimization while Facebook enables you to Multivariate test several variables at the Ad Level.
Best Practice: test these variables using individual ads:
- Body Text
- Likes & Interests
Hint: Name your ads w/these same variables to keep track of them when you pull some performance reports.
7. Creative Burnout
“My ads work great for a couple days, then…nothing!”
- Have lots of ad variations in the cue for testing.
- Refresh creative (ads) as soon as you start seeing diminishing returns (daily, weekly, or monthly basis)
Run out of ad ideas?
Here’s how you can create over half a billion ad variations in < 5 minutes using variations of those same variables:
- Titles: 10
- Body Text: 10
- Images: 10
- Ages: 50 (Age 13-64, separately)
- Location: 50 (states)
- Gender: 2
- Likes & Interests: 11 (None + 10 specific)
Do the Math: 10x10x10x50x50x2x11= 550,000,000
Hint: frequent ‘refreshes’ are required!
“My ads seem to blow through their budget.”
Hint: Running ads during peak usage time(s) actually creates performance derogation (this is counterintuitive to the traditional maximize ‘reach’ mindset, it’s best to reach users when they are less engaged w/socializing). That’s all we have to say for now as it’s not a fully accessible option to most Advertisers.
9. Bidding Strategies
“What does CPM stand for again?”
Not gaining any traction when purchasing clicks on a cost-per (CPC) basis? Try CPM!
Best Practice: Backing into an effective CPC using CPM based pricing has proven to be more efficient and scalable
Need help with your Facebook Ad campaign?