As a home business owner or blogger, it is your responsibility to get your goods in front of as many people as possible. Your ideal readers, customers or clients are not likely to find you on their own. When you do not have the time or patience to wait for organic marketing, Facebook Ads can give your social network a jump-start.
When it comes to social communities or newsletter lists, your numbers mean nothing if there is no engagement, no click-through and no sale. This is why buying Likes and email lists are a big waste of your time and money. Ghost profiles and those never truly interested in your products or services in the first place are not going to do much for you in the long run. Eventually you are just paying for their empty seat in one way or another. There is also a question of ethics when you are inflating your numbers strictly to land advertisers. With Facebook Ads, you are initiating a long-term relationship with those interested in what you have to offer.
One key point to get in your head from the get-go is that Facebook Ads are not AdWords campaigns. Facebook users are not ready for the buy. They are not performing searches. They are browsing and having conversations with their Friends and brands they follow. The most successful ads start a relationship by asking for a Like or email opt-in. The most successful ads keep the user onsite. Send them to your Timeline first before trying to send them to your website.
Questions to Answer When Creating a Facebook Ad:
- What is your ideal customer looking for? What makes you unique?
- Who are you targeting?
- What is your goal?
- What is your budget?
Creating Your Ad:
Review the current Facebook Ads guidelines as their content and creative standards change frequently.
When creating your ad, you will have the option to promote a Facebook destination (Place, Page or App) or an offsite URL. For the purposes of this post, we are promoting a Page.
Next up, you need to choose your goal. Are you looking to get more Likes for your Page, increase engagement on a particular post or something else entirely?
After you have chosen your goal, mine was to get Likes to a new Page, you need to write your ad. Currently, you are able to create a headline. By default this is set to your Page’s name, but you are free to change it. This is a great place to incorporate your answer to Question 1 above. Next is the text portion of your ad. This space should list any pertinent details or benefits and close with a strong call to action. Space is limited. Be concise and watch your ad preview as you go. Tip: Check out the Facebook Ads board to see what ads are being served to people like you.
In step two, you are targeting your ad to specific demographics. This is the most important part. It is imperative to your budget and conversion hopes that you make sure your ad is being put in front of the correct people. You should have established your target reader in the planning stage of your website. You can also get some great insight from alexa.com as to the gender and age of your readers. If your Page already has a few Likes, you can do a little investigative work to identify any similar Interests or common Pages also. I have seen several “expert opinions” stating you should try to get your Audience between 50,000 to 2 million people for best results. Regardless, the more targeted your audience, the less expensive your ads will likely be.
After you have submitted your ad for approval, it can take anywhere from a few hours to several days to be approved. I have noticed that the closer it gets to the weekend, the longer the approval process takes. Tip: Create and submit a group of ads at once. This will allow you to not only split test your ad copy, but you can eliminate the wait time.
As for the cost per Like or click, demand will determine your final results. For the Page I am currently promoting, at the end of the day I am paying around $.50 per Like. I have seen some advertisers say they have paid upwards of $5 each depending on their target market and competition over ads. Set a daily or lifetime budget you feel comfortable with and go from there. If you find your new Likes are running you an amount you are not comfortable with, try drilling those Interests down further.
For now, Facebook Ads can be an inexpensive method to grow your community and are a lot less intimidating than Google AdWords. Just remember to add value before you ask for the sale. Your ROI with Facebook Ads is likely going to come over time not immediately.
Have you used Facebook Ads? What tips would you add?