Without doubt, there are certain rules in place when it comes to Facebook advertising.
These rules are best kept in mind (and taken into account) when working on your Facebook advertising efforts.
For those who are not familiar, below are some of the rules you need to keep in mind to help make your Facebook advertising experience a truly amazing one.
Create more ads that target less people.
When using Google, advertisers would often create ads that target every individual in a single country. They then split test two ad versions.
While this has potential when using Google, it will not do much (but cost money) when used in Facebook.
Placing a generic ad targeted at an entire country sans any other additional targeting will only give you a lot of clicks and nothing more.
Fortunately, Facebook currently has 11 targeting factors you can use to help you achieve whatever advertising objectives you may have in mind.
Some of the key targeting factors include:
- Age – this is considered a standard demographic factor. If you have a well-defined target market, you will be able to select age.
- Sex – is deemed another common targeting filter for Facebook.
- Location – Facebook gives you the option to target by state/province, country, state, and metropolitan areas. All ads will require that a location be selected.
- Education – while targeting based on level of education is an option, it will work best when targeting ads based on the school people went to.
- Relationship – if you want to be specific, this is a great tool you can use. Are you looking to target couples who just got married? Or are you after individuals who are single?
Whatever the case may be, keep in mind that selecting any of the settings will keep all users that have not selected a relationship in their status profile out of the equation.
Friend users prior to selling to them.
In essence, Facebook is more relationship marketing as opposed to direct sales.
In other words, building a good relationship with an existing customer or a potential client is considered more important that closing a sale right away.
So when do you see evidence of this rule in play?
It is evident in Facebook Ads for pages and events.
These advertisements allow users to RSVP an event directly or become a fan. This will give you the perfect opportunity to make a connection and establish a relationship with the users.
If you directed users straight to your site, you would have been obliged to make them enter a form or make a purchase. Obviously, the odds of that happening is relatively smaller compared to having them become a fan of your page or RSVPing your event.
Apart from increased conversion, this technique will give you the opportunity to reach out directly to prospects.
For instance, if a user RSVPs your event, you can proceed by sending them a welcome message and you can ask for additional information while you’re at it.
This kind of relationship building creates lasting customer relationships and not mere one time purchases—elements considered vital in Facebook marketing.
Have a goal in mind when setting your advertising budget.
It’s easy to spend a lot of money on Facebook advertising when you “experiment.”
While it’s unfortunate to note, many business owners end up spending thousands of dollars on Facebook advertisements without any tangible goals in mind.
To make the most out of your advertising budget, it’s imperative that you know what you would like to receive in return for the money you’ve spent.
Below are two practices you need to keep in mind when setting your goals:
Measure initial conversions as likes, fans, and comments.
Since you can expect users not to make purchases instantaneously, your immediate goal should be to engage with them. The bottom line? Make follow-ups consistently and often.
Don’t blow your entire advertising budget in a single day as you are likely to enjoy the payoffs further down the line. When it comes to Facebook advertising, you need to be in it for the long haul.
A one-week advertising campaign will surely not bring in anything in return, but a long-term investment might be the key to achieving all (if not most) of your advertising goals.