Is Facebook advertising not doing much for you? Or are you sitting on the fence, happy with your AdWords campaigns? Let these simple concepts, gathered from our past two years’ experience Facebook advertising for large and small brands, tip you off that fence
- Separate Ads By Gender: This is a must, because men and women click at markedly different rates and on different copy.
- Break Down Ages: In most cases separating age groups by 5 years is effective. Obviously do not limit to only testing groups of 5 years apart.
- Use keyword targeting: Doing only demographic targeting is casting too wide a net, unless you have a product with mass appeal or one that can’t be easily keyword-targeted (weight loss, erectile dysfunction, etc.). Relevancy here gives you a higher click-through rate (CTR) and better conversion. Even though Facebook hasn’t released a Quality Score for advertisers yet, it’s a sound online marketing principle that relevancy leads to better results.
- Send traffic to your Facebook fan page. Do not send it to your website, as the CTR and conversion rates will be lower. But don’t take my word for it, test to find out that if it’s true (you’ll thank me later). And you don’t have a Facebook Fan Page, you can make one easily.
- Send traffic to a custom tab on your Facebook page. Don’t send traffic to your Wall, as you have no control over what the last 10 comments might have been and users are unlikely to take a conversion action from your Wall.
- Try the homepage engagement ads. If you are a large brand, you can afford the $25k or so to test ads on the homepage, which are available only via the sales team. You cannot get this via self-serve. Though the cost per thousand impressions (CPMs) are as high as $10, you may get a multiple on your CTR. And you can do things like show video, conduct polls, or even have forms pre-filled.
- Use beautiful or very ugly people in your ads. But whatever you do, make sure the faces are clearly visible. Your goal is to attract attention, and showing faces on Facebook only makes sense.
If you’re not able to achieve success with these tips, either you’re not being creative enough with your ads, your product is so specialized that it can’t be reached on any medium, or your product just stinks. But any of these three is highly unlikely; you’re probably just not testing enough or missing one of these points. Make sure you’re getting at least 200 clicks or 20 conversions (whichever is more) per round of testing before you make any determination.