With over a billion users in over 70 countries, the collective buying power of Facebook users is a dream come true for online marketers.
With over 50,000,000 Facebook pages and ads bombarding each of us on a daily basis, it can be difficult to break away from the noise, reach your target audience and harness the power of Facebook to work in your favor.
To get started, there are several factors to use to ensure you are making profitable advertising campaigns and we will walk through the most effective way for optimized Facebook Advertising campaigns to increase sales.
First and foremost, you want to start with keywords. As you did with the Google keyword planner to do keyword research starting your blog or website, you want to use keywords that are not only relevant to your niche, but also have a high amount of monthly searches.
Put the keywords you’ve identified in the Facebook search box and see the different groups and fan pages that Facebook has relating to these. This will give us the precise audience targeting we are looking at with people who like pages related to your niche. Make a list of the most relevant pages and record them in a separate spreadsheet with the number of likes for each page.
From there, we are going to use the Facebook Audience Insight tool to gain a better understanding of your potential audience. You may be familiar with Facebook Insights for your business page but Facebook Audience Insight is a new platform that Facebook lets people use to target out to a wider audience for more optimized advertising. It enables you to look at trends about your current or potential customers across Facebook casting a wider net and reaching more people than the people that already like your page.
I’d like to point at this time that Facebook Audience Insights is only available for US markets but they have plans to roll it out internationally in the coming months.
While Facebook Audience Insights will give you lots of info on the various tabs, you want to primarily look at two parameters both in the Activity tab.
- How many people are engaging on a fan page with likes, shares, comments, etc.
- Who is actually engaging with Facebook ads by clicking ads
Given these two stats we can see not only who is engaged on Facebook but also who has the highest potential to buy online based on their past actions taken with Facebook ads. If you’re looking for a buyer and you’re going to invest in ads to do so you want to validate their purchase behavior. You want to know how engaged your audience is, if they click ads and if they buy things online.
Facebook Audience Insights can give you this info with a very granular level of detail.
For each fan page you identified as a target by using your keywords, you want to validate the audience for purchase behavior. To do this, use the “Purchase” tab and specifically look at “Online Purchases” and “Purchase Behavior”. Here it shows if the fans of this page purchase any product categories such as “Business purchases”, “Kids Products”, “Pets Products”, “Clothing”, etc.
For this demonstration, we will focus on “Business purchases”. Check to see that this statistic is above average behavior so you know you’re reaching motivated buyers with your ads.
Do this for each fan page you have found as relevant until you get to about a 10-20k audience. Don’t worry if you don’t use the entire list of relevant pages, we will get to the remaining pages later on.
This 10-20k audience is going to be our test audience for the ad which we will use to grow the audience.
Creating the Ad
Now that we have our keywords and audience identified, we will start to create the ad.
If you’re a confident marketer and feel you know the best things to include in an ad, and the best Facebook ad strategies to attract your audience, go ahead to the Facebook Power Editor and get started.
For those that would like some inspiration of other ads in your niche, there’s a tool called Spy Perfection that allows you to look at and analyze other ads on Facebook to draw ideas for your own. With this tool you can search for existing ads with your keywords.
Go through the ad images, colors, ad text, call to actions, and landing pages used and see what ads are converting very well and draw your conclusions as to what those ads have in common. You can also more importantly see what’s not working so you can avoid making the same mistakes.
To create your own ads use what elements are working based on your ad research with Spy Perfection and carefully select your images, and write your text and calls to action to relate to your audience.
Depending on what you are looking to do with your ad you will pick the type. The most common is Website Conversion which drives traffic to a blog or sales page. Here you can choose an action you want people to take and also what you will track such as “add to cart” or “checkout”.
As you use the power editor to create your ads, keep in mind who you want to click on the ad and their purchasing power. We typically recommend targeting a 25+ age group since they have more expendable income.
After you have created your ad, you will need to select your budget. The lowest option is $5 a day which for the purpose of this test ad and audience is what we recommend.
You will then be asked to pick how your will pay for ad engagement from three options
- CPC – Cost per click
- CPM – Cost per impression
- Optimized CPM
While the “Optimized” may seem like the best option to get the most bang for your buck, at this point in the ad campaign, we do not recommend it. We recommend CPC or CPM – whichever is cheapest.
To get the best side by side testing of what type of ad is best for your audience, you want to set up 3 different campaigns;
- Ads that display in newsfeed desktop
- Ads that display in newsfeed mobile devices
- Ads that display in newsfeed right-hand side
Certain audiences respond to ads in these different places very differently so we want to see which location is converting well and which one(s) do not for the best optimization.
Make sure the start date and schedule are properly set for it to run for about 4-6 days.
A final step in creating the ad is utilizing the conversion pixel. This is another new tool of Facebook that is used to track the actions of people who click on your ad. With the conversion pixel code embedded on the page you are directing people to from your ad, Facebook can capture their info and use it later on for further targeting.
With the audience identified and the ad created you are now ready to launch the campaigns and see how they do.
Next week we will analyze these test ad results and scale up your Facebook advertising to create the most optimized Facebook advertising campaign to increase sales.
What success have you had with Facebook advertising? What methods have you found to be effective in your advertising campaigns and which ones have not been effective? Please share your comments below …