Facebook PPC is your friend when it comes to lead generation and generating traffic from your marketing efforts. The massive social networking giant has branched out from its original incarnation as simply a way of connecting people and now serves as one of the best weapons in a company’s advertising arsenal. With that being said, you may be going about using Facebook PPC in the wrong way. The answer lies in creating a clear and precise strategy that focuses on trackable results.
Identify your goals.
For your Facebook PPC advertising plan, there needs to be some kind of clear goal. Are you trying to build brand awareness by generating large numbers of fans or are you trying to redirect prospects to your primary website. Decide what your goal is beforehand because it will ultimately inform the strategy line you take.
Define your demographic.
US men, interested in women, from 18-25, is not your demographic. I don’t care if you have the best dating offer out. You can do better. scour the Facebook PPC ads platform for options to test. You can target languages, jobs, education, keywords, birthdays, the works. Drill down. Find that gold. I’m not going to go into any further detail, campaigns alone are built on just this step.
Create and develop your ads.
The ugly truth about Facebook PPC ad creation is that it often involves making several models and testing them to see which ones work best. By setting up several different Facebook PPC ads that use various elements and then split testing the Facebook PPC ads to see which elements deliver the greatest response, you will be able to incorporate them together to be much more effective. A few of the best ones should be rotated to avoid viewer burnout from seeing the same thing too often.
Define your target audience.
Facebook PPC allows a very precise way to isolate your target demographic. You can filter recipients of your ads by age, location, interest, and even more advanced selection criteria if needed. At the same time, your campaign price will differ depending on your isolated targets, so you will need to do some value comparison to see if the extra bucks actually contribute to better conversion. This is an awesome strategy to look for the type of audience you want to attract or drive traffic to. In my case, I like to drive traffic to help struggling Network Marketers.
Create a campaign.
Create a CPC (Cost Per Click) campaign with the suggested bid. Break your campaigns into 5 year age gaps (e.g 18-23, 24-29, 30-35). Create 6 images, 3 titles, and 2 ad copies for each age group. So around 100 ads in total (Yes, that is a lot of ads).
Split test your new ads.
Keep on testing new ads until you get stable (20 clicks or more) CTR’s (Click Thru Rate) of 0.1%+. You want to aim for a CTR of at least 0.1%+, when you’re first starting out. You won’t know this figure unless you monitor them right after your Facebook PPC ad is live.
Decide on a budget.
Rather than let your advertising costs spiral out of control, it is better to set a budget from the beginning and let Facebook’s internal system stop showing your ad when the money runs out. If you would rather have a specific time period, such as 3 days for an upcoming weekend sale, Facebook PPC also allows this type of choice. If you are starting out, I would recommend starting at $10 a day. You can still get plenty of traffic and clicks with that amount.
Quickly eliminate the under-performing ads.
Quickly eliminate the bad ads until you have your top 4 ads for each campaign. Now, create a CPM campaign with those ads. This is the point where you should see CPCs drop like its hot.
Facebook and other social networks are the future of online marketing, but blindly spending money and hoping for great results is a recipe for failure. The only way to fully take advantage of the social network is to create a clear strategy and measure the results. This way you will be able to see if the money spent on Facebook PPC is actually producing a return on your investment or whether it is an additional expense for little profit.
Track your results.
The only clear way to know if your Facebook advertising strategy is to have some way to see results compared to your other marketing efforts. If your goal is to generate fans, then it will be easy to measure by the change in a number of fans. If your goal is to send visitors to your external page, it can be a bit trickier. One way to quantify the results to have a separate landing page for Facebook visitors. Other options are trackable links that show up in your analytics.
If the whole idea of advertising on Facebook is making your head spin and you don’t know where to start, I highly suggest you take a look some additional information, by clicking here. You will learn some of the top secrets to Facebook that most of the 97% who do Facebook advertising do not know.
Hope these 9 simple steps will help you a better understanding of how you can leverage Facebook as a tool to build your business or generate traffic to a destination.
It’s your turn!
Have you used Facebook PPC to build your business online? If so, what kind of results have you got? Please feel free to share your feedback in the comments section and I look forward to reading them!