Learning how to advertise on Facebook opens a whole world of
possibilities for those looking to develop their business using this social
networking giant. It is no secret that
Facebook dominates the social media landscape, so it only makes sense that
anyone building their business online use the tools available to them. Although there are no cost options for
Facebook marketing , I want to spend time today walking showing you how to
advertise on Facebook using their pay-per click (PPC) service.
Set A Budget Before You Advertise On Facebook
Since the Facebook PPC service is a paid form of
advertising, it is critical that you know what type of budget you have to work
with. When you advertise on Facebook,
you have a great deal of flexibility with your advertising campaigns, so this
will help you keep the costs in check.
Campaigns can be run using two pricing options. You can either pay per click, meaning that
you only incur a cost each time someone clicks through your ad or you can pay
per thousand views. The pay per views
options incurs a cost regardless of whether any clicks are received on the ad.
When setting up your advertising campaign, you will be given
suggestions for bidding. It is best to
disregard these suggestions as you can easily create an effective ad campaign
at a much lower cost. In addition the spending
limits set by Facebook, they also allow you to set your own daily spending
limits on your campaigns. This is
especially helpfully when you are just starting to advertise on Facebook.
Create An Effective Campaign When You Advertise on Facebook
When you advertise on Facebook, it is critical that you put
thought into your advertising campaign.
The first point of consideration is the landing page that you will be
sending prospects to after they click on your ad. There are two basic destinations that are
commonly used: External pages and
Facebook Fan Pages. I have known
marketers who have used both landing pages effectively; however, my preference
is towards the Fan Page. In my
experience remaining in the working environment of the social network allows
for lower per click costs and more importantly an increased “sticky” factor
with greater exposure for the marketer.
I personally use a landing page on my Fan Page that encourages the
viewer to become a fan, which then exposes me to their network of friends, and
opt-in for a training offer which places them on my subscriber opt-in list. When a viewer takes these two steps, I now have
points of connection instead of one.
The next point of consideration for your advertisement is
the ad itself. I find that creative
graphics with an attention grabbing headline work best. To get your ads approved, it is important
that your headline and ad copy reflect the content of the landing page. This will also create a higher level of trust
with your viewer. If you are going to
advertise on Facebook, you need to always be mindful of your credibility. One bad experience can quickly spread
throughout the Facebook community.
The final consideration when you advertise on Facebook is
your targeting. It is better to create
multiple ads that are highly targeted, than to try and connect with great
multitudes using one advertisement.
Ideally, you will want to target those that have interests related to
your topic. Don’t limit yourself to
company names, but also think about prominent people, industry leaders and
practical concepts. Beyond the interest
targeting you will also be able to target based on age, sex, education and a
few other demographic and geographic selectors. My best responses have come from targeting
English speakers in North America, Europe and Oceania who are between the ages
of 30 and 55. Bear in mind that
targeting the U.S. and Canada will increase the cost, due to competition among
advertisers. I also find the best
response to any advertising comes between the hours of 4PM and 11PM EST.
These are just a few tips for anyone who is going to
advertise on Facebook. Take the time to
get familiar with the platform and start slowly.
FAQ: My friend Brian recently released a great training course
that will teach you the intricacies of how to advertise on Facebook using ppc. In Maximum Facebook PPC Profits , Brian
shows you the exact strategies, pages and campaigns he used to go from being a
college dropout working at McDonalds to going full time in his own business in
less than 100 days