Top Facebook marketers tend to do things differently than beginners. There are a few crucial habits that these successful people have learned over time that help ensure a higher likelihood of success.
How do you get the best results in Facebook advertising? Follow these tips and principles.
1. Choosing Images That Get Results
Your image is the most important thing in your ad. Images that get the best results should …
- Jump out at your viewers and catch their attention.
- Be related to what your product or service is about.
There’s a big difference between Facebook Ads and Google AdWords. Google AdWords is “permission based marketing,” meaning people have implicitly given their permission to be marketed to on a certain topic. You’re targeting people who likely want what you have to offer.
Facebook however, is “interruption based marketing.” They don’t know what you’re offering, they’re not looking for your product, they’re just browsing their friend’s Facebook posts and maybe uploading a photo.
Your ad needs to jump out of the screen, grab their attention, get them to see your ad, and then get them curious enough to click on your ad.
Your ad’s job is not to sell the product – It’s just to sell the click.
Here are three examples of ads that have proven to work on Facebook.
2.The Three Parts of a Facebook Ad
There are three main parts to a Facebook ad:
1) The Image
2) The Headline
3) The Description
The importance is in that order. Therefore, the order in which you split test should also be in that order.
The image has to catch the viewer’s attention before the headline or the description even gets read.
Once the viewer has decided to read, the headline should convey the main idea quickly and concisely.
Finally, the body should give them details and ask them for the click.
3.What to Do When Click Through Rates Go Down
Unlike AdWords, Facebook ad CTRs don’t stay constant. This is because people AdWords searchers tend to only do the same search once and you have a steady flow of unique visitors. Facebook on the other hand, your ads are repeatedly shown to the same demographic base of people. Eventually, they’ll start tuning your ad out.
When that happens, you’ll notice your CTRs gradually drop. What do you do when this happens?
There are a couple options.
Option one is to simply switch out the image for a different image. Marketers often find that just by changing out the ad, CTRs go back up because you’re either catching the attention of a different subset of the demographic or people just aren’t used to the new ad.
Option two is to pause your ad for 1-3 weeks. This will give people a chance to forget about your ad. Generally if you pause your ad for a couple weeks your CTRs will go back up.
The most optimal way to increase your CTRs is to have several images or ads ready to go at any given time. When the CTRs of one drops, switch to another. Keep switching back and forth until you hit a point where none of your ads are pulling adequate CTRs. At that point, turn the campaign off for 1-3 weeks then repeat the process.
4.CPM v.s. CPC Bidding
It’s important to understand that ultimately, Facebook is a CPM advertising platform. Facebook gives you data in CPC to make it easier for you to see your results and ROI, but in Facebook’s back end they’re tracking their CPM, not their CPC.
Why? Because Facebook has a limited number of impressions. For the sake of simplicity, let’s say Facebook has 1 million pageviews they’re selling. Let’s take a look at three different examples of how Facebook would rank their advertisers:
Advertiser #1 – 0.1% CTR, $1 Bid – $1,000 for 1 Million Impressions
Advertiser #2 – 0.5% CTR, $0.5 Bid – $2,500 for 1 Million Impressions
Advertiser #3 – 0.02% CTR, $3 Bid – $600 for 1 Million Impressions
As you can see, what Facebook really cares about isn’t your CPC or your CTR, but what they make on a per-impression basis.
Keeping Facebook happy and making sure you’re making them the most money on a CPM basis is important. If Facebook will make more money by displaying someone else’s ad, that’s what they’ll do.
In other words, you could be bidding triple what someone else is bidding, but if your CTRs are low you’re just not going to get impressions. In the above example, Advertiser #2 is going to get more impressions than Advertiser #1 and #3 combined.
At some point in your Facebook advertising career, you should test out bidding on a CPM basis instead of CPC. Some marketers find they pay more, others find they pay less. It’s worth testing.
The real benefit to bidding CPM is that you’re talking to Facebook directly in their language. If you’re bidding higher in CPM than other CPM bidders or the effective CPM of other CPC marketers, then you’ll get consistent traffic without having to guess why Facebook stopped sending you traffic. You get consistency.
5.Keyword Targeting or Demographic Targeting?
Keyword targeting will often increase your conversions dramatically. However, it will drastically limit your impressions.
You might start out with 20 million people in your target demographic if you’re targeting Men between 20 and 35. But the moment you add the keyword “Meditation” in, that’ll drop to 20,000 people.
It can seem like a very drastic drop, almost like you’re not going to get enough traffic. But the reality is, with keyword targeting you can easily spend $50 a day and make $100 a day.
You’ll “only” be making $1,500 a month – But it’s much easier to get profitable on keyword targeting than it is on a generic “spray” targeting kind of method.
That said, if you can get a wide demographic to work, you could spend over $1,000 per day and make thousands or even tens of thousands a day with the level of traffic that Facebook can send you.
The latter style takes a lot more testing and capital to try out.
You set your keyword targeting in the Likes and Interest portion of the Edit Ad interface.
6.How Much Should You Bid?
A question that’s often asked about Facebook Ads is: “How much should I bid?”
The answer is to start with Facebook’s suggested bid. In many tools like Yahoo! Search Marketing or Google AdWords, the suggested estimates are highly inflated. In Facebook however, their suggested bids are actually a pretty good place to start.
Start with the Facebook suggested bid. Then, if your CTR is good, gradually start to lower your bid.
Again, Facebook doesn’t care what your CPC bid is – They care about what their effective CPM is. If your CTR is high enough, you can keep on lowering your bids and Facebook will still be happy with the amount of money they’re making. Therefore, they’ll keep on giving you traffic.
Most people start on Facebook paying $0.60 to $1.10 per click. Experienced marketers with extremely high click thru ads can pay as little as $0.02 per click over time.
Start lowering your bids after 3 days or so of traffic if your CTR is high.
These are the most important principles when it comes to Facebook advertising. If you have attention catching images, you split test well, your targeting is on, you get good CPMs for Facebook while getting a positive ROI and you rotate your ads when CTRs start to go down, then you’ll quickly put yourself in the top bracket of Facebook advertisers and will very likely succeed.