For years, the king of the ad mountain online was Google. The fastest and easiest way to make money with PPC ads was to load Google AdWords up with hundreds or even thousands of long tail keywords and tweak it until just right.
Today, however, social ads, are growing in prominence. Facebook in particular offers exceptional ROI on your advertising budget, along with dozens of filters and search modifiers to pinpoint your exact audience. Here are some quick and easy to implement tips for your Facebook ad campaign that will lead to much greater returns on your investment.
Segment By Gender
Because of the nature of images and copy used in most Facebook ads, testing has shown that gender-focused ads tend to perform better. This isn’t universal, nor should your ads be perceived to show a gender-bias. But when you start a campaign, split the male and female demographics into separate campaigns or ad groups.
You should do the same thing for age groups when applicable. Keep young users (18-25) separate from adult users (25-34) and create a third group for middle aged users (35-50).
Use Images of People
Facebook is a social network and people are in a social mindset when clicking those ads. Use images of people instead of objects when promoting an ad. Especially when you are bidding super low on certain demographics, higher click thru rates are very important, so pictures of men (for your female demographic) and women (for your male demographic) will convert better.
Bid Low and Increase with Time
Facebook allows you to bid as low as $0.01/click and then increase with time. Lower bids show up lower on the page and less frequently. But you can get around this fairly easily by:
* Creating a larger audience
* Slowly increasing rates day by day (a penny or two at a time) until you hit your budget
* Using different images in split tests
Ideally you should be able to get a 0.50%-1.00% click thru rate on any ad you run at less than $0.10/click, especially if your demographic is larger than 100,000 people.
Point Internally When Possible
You can send people to an off-Facebook page, but most users are on Facebook for a reason and will close external pages when they open. To get around this, use a Facebook Page with an embedded tab. Services like Pagemodo and WooBox make this very easy to do for free.
Offer Dual Conversions to Increase Value
By embedding an opt-in form or contest on your Page, you double conversion opportunities.
Even if you are only promoting your contest, you will get a lot of collateral likes. In fact, like conversions can be three or four times higher than the conversions for your core campaign. Make sure there are two options here.
Facebook Ads are a new frontier with incredible opportunity if used smartly. While they won’t replace Google AdWords for many uses, they work quite well in general and should be a part of your social media marketing strategies moving forward.