Are you wondering how to get the best results for your Facebook advertising campaign? Have you tried so many different ways but you still get undesirable results? Do you know that if you don’t do your advertisements the right way you won’t only lose FANS but also a lot of MONEY.
Below I have gathered 25 tips that will blow your Facebook advertising campaign and increase your results by having high CTR (Click Through Rate- The higher CTR you get the less you pay for each click then the more likes/Fans you will get.)
Click through rate (CTR) is an incredibly important measurement for Facebook advertising. Even if your singular goal is to grow fans, regardless of how many people click through, you’ll still need to keep a close eye on CTR. Essentially, Facebook judges the success of your ad on the ad’s ability to get a relatively high percentage of people to click. Facebook rewards successful ads with a lower cost per click or cost per impression and more visibility.
Unfortunately, if your ad drops below a certain CTR threshold it will be nearly impossible to bring it back up. In that case, it’s better to start a new ad than to tweak the one you have. From my experience, having below a 0.1 CTR will almost always result in an underperforming ad. But the criteria for establishing a threshold will depend on the goals you establish.
Daily budget is the maximum you would spend in a given day for a single campaign. Daily spend limit is the cap set on your account by Facebook. Your daily ad spend limit is automatically set to $300 per day. So, if you have a daily budget of $500 for campaign ‘A’, and you continuously max out your spend at $300, this is the reason. Facebook will increase your daily spend limit when they feel that you are a trusted ads user.
Below is a copy of the email for the last increment of my daily limit. You must contact Facebook directly if you want to increase your daily limit now.
Facebook advertising takes a lot of time and resources. Depending on your organizational structure, it may be beneficial to have multiple people working on Facebook advertising. Under Settings, there is a Permissions section that will let you add other users to your ad account. If multiple people are working on ads at your company, it’s beneficial to have them all tied to one account for a number of reasons.
First, it helps overall measurement and analysis because data between accounts cannot be automatically combined. Second, the more money you spend on Facebook ads, the better access you will have to Facebook Ad staff, which comes in rather handy when you’re looking to get answers and run official promotions on your page.
1- Click on “Settings”.
2- Click on “ add a user”.
3- Type the name of the user into the field.
4- Click on “add” to add the user to get access to the advertising dashboard.
Have you ever seen an ad pop up on Facebook that shows that one of your friends is already connected to that page? Did you feel more drawn to the ad than you would have been if no connections were shown? Fact is, Facebook is really great at peer pressure, and when users see that one of their friends is connected to a page, it increases the chance that they too might want to check it out.
Targeting users whose friends are already connected to your fan page can be a powerful tool for increasing the relevance of an ad.
The downside of the Friends of Connections targeting selection is that it narrows the field of potential ad impressions down by a significant percentage. But, because the cost of the ad is a result of the CTR, having a narrow field of relevant individuals may in fact be more important than having a large field of irrelevant individuals.
Tip: Try testing ads with and without the Friends of Connections option selected. You may find that some ads work so well that having that narrowed field may actually hurt the full potential of a given ad.
When you have a high click-through rate, Facebook rewards you by decreasing your CPC. As you test out hundreds of ad variations, you’ll inevitably find a couple of winners. For instance, (Katara- the foundation that I work for) is having an event every day. We tried capitalizing the word “LIKE” in our ads by writing short versus long copy, testing dozens of images, and trying out different interest targets. Don’t make it complex keep the language casual, as if a friend was telling you about something cool.
Give them a reason why. For example, “Like us to get the latest news”, “Like us for more information about our events” or “Click the like button for more information”.
Facebook allows you to show one thing to people who are fans and something else to those who aren’t. So you can say “click like to reveal the exclusive video”. This is a scratch off card, essentially – so use your imagination on what you can do here. What are your fans going to get by hitting the like button?
A case study shows that pages got 200-300% higher click to fan conversion rates than regular landing tabs.
Sending users to your website will remove the ability to get a like from the ad. If you send them to your website, the like button will not be shown in your ads. It’s true that when you send traffic to your page that you no longer have control over the ad headline – it becomes the page name. However, the ability to get fans from the ad is well worth the loss of being able to choose a headline, since the choice of image and targeting are far more important in determining ad effectiveness. So choose your page title carefully, since it will be your headline from now on.
One more thing, sending users to your website or anywhere outside of Facebook will double the cost of your ad.
The Wall is the last dozen or so random things that you and your fans have said, it’s just not going to convert. Instead, change your default landing tab to be your incentivized like page. Most users will click “like” to see the special content and then head over to the wall anyway to see what others are saying and how many fans you have. For better or worse, Facebook users judge how trustworthy you are by how many fans you have and how many of their friends are also fans. So jack up your fan count.
Do you have that annoying friend in real life who likes to talk only about his or her favorite subject? You know, the one who no matter what the subject of the conversation is– somehow it goes back to that particular topic? If you don’t keep your ads fresh on Facebook, you’re that very person.
I’ve found CTR to often fall by 50% within 24 hours. The smaller your target, the faster your ads burn out. Remember that Facebook doesn’t have frequency capping or the ability to placement target. So the burden is on you to watch your CTR, even if you’re bidding on a CPC. Just because you might be bidding on a CPC basis, don’t think that you can just ignore your CTR.
One of the most important things for any advertiser is to ensure that the advertisements you are running are the best that they can be. Too often advertisers/marketers will launch a Facebook ad campaign and see that they just spend $100 and got little results and generalize that this must be the case for all campaigns on Facebook. The reality is that your ad campaign probably wasn’t performing well because your ad wasn’t great. The best marketers know that performance comes from testing things out.
In the image below there are two sample ads. In this case we are testing against two interest groups: those that like tuna fish and those who enjoy base jumping. I would guess that base jumpers tend to be more passionate and as such they are more likely to respond to an advertisement. I haven’t actually run these ads so I don’t know. However you should test numerous variations. Switch one component of your advertisement at a time and then compare it to another and see which works better.
There are a limited number of variables that you can change, but here are the four primary groups that you should be testing ads against:
- Ad copy – What does the text of your advertisement say? Asking the user to click “Like” below tends to work relatively well.
- Ad image – Test different images to see which ones perform the best. You can get extremely granular and test images within various demographic groups. You may find things such as that pink images work better for females.
- Interest groups – Another thing you should be testing is which interest groups are more passionate (and hence more likely to click). It’s frequently too expensive to target less passionate and less responsive markets as they click on ads much less frequently.
- Demographics within interest groups – Once you find a passionate group, try splitting the ads by gender or age group. You may find that some groups perform better than others. Narrowing this down will help you increase your ads performance and reduce the effective cost per click and cost per action.
The bottom line is this: CPC (cost per click) is for lazy marketers. Cost per click drives you to perform all of your tests on the landing page (or landing tab of your Facebook Page). This is not the way to do things. Test your ads on a CPM (cost per thousand impressions) basis and find those which drive the lowest CPC. You may end up finding that you’ll get lower CPCs than you would have had you used a CPC bidding model. Using a CPM model will enable you to find which ads perform the best and potentially provide you with the greatest opportunity to minimize the cost of your campaign.
While Facebook previously stated that they were going to position CPC ads in those spots which get the most clicks, I’ve run a number of CPM-based campaigns which perform insanely well. Using CPM you can determine what the real CPC rate should be (based on performance) and you can test which ads perform the best. If you want to let your ad campaigns run on their own without monitoring then, you can switch to CPC, but at least you’ll have discovered which advertisements perform the best.
One thing that you’ll notice when you first begin running advertising campaigns on Facebook is that the performance will degrade over time. That’s because the cost of reaching each subsequent user on Facebook increases incrementally. In other words, the first people who click on an ad tend to be the most responsive to advertisements in general. Once you get through this first wave of people, the cost of reaching the next group will increase.
As such, you need to monitor your daily CTR. Watch how your click through rate performs over time. If you begin to see decreases, you may want to consider either targeting a different target group or switching your advertisement. At a certain point, all advertisements lose their effectiveness. Not monitoring your ad campaigns on a regular basis is for lazy people and those who want to spend more on their ad campaigns.
Often times you’ll find that an advertisement will perform better at a different time of day. While Facebook doesn’t let advertisers/marketers select which time of day their ads run, you can turn your ads on and off manually and see which times perform the best. However, This requires extremely close monitoring.
Facebook provides an abundance of information to help you achieve the best results possible. You have access to:
- Standard metrics like Impressions (the number of times your ad is shown) and Clicks (the number of times your ad is clicked).
- Demographic metrics about the people who are clicking on your ad like age, gender and location.
- Profile metrics about the people who are clicking on your ad like interests, favorite movies and books.
- Conversion metrics.
You need to encourage your target to actually Click on your ad. That’s what the call to action is for. You should tell people what they should do next and what is the next step after seeing your ad? For Example, “Click the Like button now” or “Get Access right now”. The call to action will most likely boost your click CTR.
Each element of your advertisement is important and that includes your graphic or image. Make sure the image is relevant to your business and your advertisement. Consider choosing images that help strengthen your brand. Above all else, test and track your images to see which ones perform best. Many marketers find that their click through rates will plateau and a change in their graphic will help renew interest and boost CTR.
- Using a funny image.
- Use an arrow facing your ad body.
- If you want to use a picture of your self make sure that you are smiling . – Use a picture of a famous person in your field.
- Use a bright colors picture.
For instance, if you are advertising clothes, what you need to do is to design 2 copies, one for males showing men’s clothes and one for females showing women’s clothes. This tip will absolutely increase your CTR.
When you create an advertisement on Facebook it isn’t immediately approved. Facebook needs to review it to make sure it fits their guidelines. You can find and review the guidelines here.
You can also find a list of common mistakes, as they relate to the published guidelines, here. Common mistakes include publishing your ad in ALL CAPS.
What keywords are you targeting? Make sure you use them in your copy, too. Keywords attract the attention of your target audience. They motivate click through and ensure your prospect has positive connection to your ad.
When creating your ad you need to choose your destination, whether you want the destination to be your fan page landing tab or your website. However, there is one thing to remember when you choose your custom tab as your destination, you will be stuck with your fan page name as your ad title! Many marketers want to have a different title than their Facebook page title. So, what you need to do is to copy your Tab URL as it is shown in the picture on the right and paste it in the destination URL. With this tip you are going to have the ability to write your own Title and your fan page landing tab as your destination.
With the double lead strategy you can generate two leads at the same time! After you create a Facebook ad you will have the ability to set a landing tab/ destination tab. In addition, the landing tab is where people or the visitors go when they click on your ads. You can design those landing tabs as you like, so you can design those landing tabs to truly capture leads. Moreover, when people land on this page, you can ask them to take 2 actions. Firstly, to like your page. Secondly, to give you their name and email in order to receive your gift or whatever you have promised them in your ads. So, with the double lead strategy you can generate 2 leads for 1 price.
Picture #1 is what visitors see when they land on my page and after they click on the “Like” button. What you can see in Picture #2 will be shown to my fans. Go to my page to check it out.
Social media has largely effected the way we perform internet marketing due to it’s ability to help us build a relationship between us and the prospects. Furthermore, this task is really easy when your page visitor clicks on the like button, because you will have the ability to send updates to their Facebook news feed. This helps Facebook advertisers to build a strong relationship with the prospects very easily, and building relationships will increase your traffic and sales.
If you intend to get great results from your Facebook advertising, this requires a lot of trials and errors. Every brand, product and company will have a different message and a different audience, and knowing how a given audience will respond is impossible before getting in there and actually trying it. If you don’t make it the first time, you will in the second or the third time, you just need time and of course patience.
Don’t forget that there are people who are more passionate than others. The main thing is this: passionate fans click on ads more often. Our job as advertisers is to discover who is more passionate and target them. Find which interest groups are the most passionate. The more passion, the cheaper your advertising cost. Being passionate yourself is important too, as I have seen lots of boring advertising and you don’t want to be one of those individuals who creates boring ads! Figure out what will generate an emotional response.
I’m not sure that this is a trick that Facebook wants to be made public, however all frequent Facebook advertisers including me know that by bidding more, Facebook will respond to your ad submission faster. You can easily change your bid rate after your advertisement has been approved. Moreover, if it’s taking a long time for your ads to get approved, you are losing time that could have been used testing ads. Just keep in mind that this trick doesn’t work forever, but it’s helpful for new advertisers.
Do you have any other tips? Please share them through the comment section down below