Digital Marketing

May 17, 2012

Facebook Advertising System - Facebook Marketing Secrets - Chapter 11

On November 6, 2006, Facebook launched their advertising program. “For the last hundred years media has been pushed out to people, but now marketers are going to be a part of the conversation. And they’re going to do this by using the social graph in the same way our users do,” Zuckerberg announced.

While Facebook ads work much the same as other PPC or Pay Per Click ads do, there are a few significant differences:

• Facebook allows you to narrow your ads to be seen by more specific demographic (i.e. Age, Sex, Location and often interest).

• On Facebook, targeting with keywords is optional.

• Facebook ads are delivered direct to your target audience right on their profile pages Compared to Google ads, on Facebook there are fewer advertisers which means less competition for your niche. This is also relevant because it can cost you much less per click – a better return on your investment.

• Additionally, people can “Like” your advertisements, which can produce a snowball effect. If you’re seeking to drive traffic to your website, Facebook Fan Page, event, group or application, Facebook Advertising may be your ideal solution. What is more, this is the best way to build a strong relationship.

Throughout this section I’ll make you through the 5 necessary steps to build your Facebook advertising campaign and I’ll warp it up with a quick list of tips. Lastly I’ll show you how to start your Facebook ads.

Step #1 What Are Your Goals?

The first step to a successful Facebook Advertising campaign is to sit down and think about what you want to accomplish. What are your goals?

Do you want to:
• Drive traffic to your website?
• Drive traffic to your Facebook profile or Fan Page?
• Acquire leads?
• Increase sales for a specific product or service?
• Generate awareness and increase exposure?

You may want to achieve all of these goals. However it’s important to be specific. This will help you create the most effective ad possible. It’ll also help you make the right decisions when establishing your budget and choosing your audience specifications. In short, you’ll get a higher return on investment.

Step #2 Who is Your Audience?

Before I started, please keep in mind the “more” rule:
( more specific = more leads >> more leads = more traffic >> more traffic = more money )

One of the wonderful things about Facebook advertising is that you can be ultra specific. Facebook users provide Facebook, with an abundance of information about themselves. We’re talking about their favorite books, interests, religion, political views, favorite quotes and so on. All of this information is gold to a potential advertiser.

When setting up your advertisement campaign you’ll be able to choose whom you want to see your advertisement by targeting specific demographic information. You can target by location, keywords, likes and interests, language, education, workplace, birth date, age, connections, friends, and relationship status.
So, for example, if you wanted to target all of the single women aged 35-55 in Newyork, it’s an easy task.

It’s important to be specific about your audience when creating a Facebook Advertisement. It helps you produce specific copy for a highly targeted audience. For example, you could create an ad for single women, one for married women and one for divorced women. This specificity helps you boost click throughs and maximize your budget.

With more than 550 million active users ranging from pre teens to senior citizens, your audience is likely present on Facebook. Before you begin creating your advertisement, decide specifically whom you’re going to advertise to. You can always create more than one ad, so if you have a large audience, brainstorm how you can use the Facebook demographic options to narrow your focus.

Quick tips:
1- people between the ages of 35-45 are more likely to click on your ads.
2- try to target groups in the 25,000 - 50,000 range. because this will boost your CTR.

Stay tune for Step #3 - Design Your Advertisement in tomorrow's post.

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