Now that we have learnt the basics of Facebook PPC, we will now look into placing your first Facebook Ad. If you have not read the first post on how to set up and prepare your Facebook advertising account, you can read it here.
Now, let’s go deep into every section of your ad creation.
1. Advertising a Facebook link or External Link.
A Facebook link can be a Fan page, or an event page. An external link is any other link outside Facebook. So which one to use? Depends on your business.
Facebook is more likely to accept an ad that is promoting a Facebook link (Fan page/Event).
Facebook is more likely to reject an affiliate link.
2. Your Ad Title, Description and Image
Simply just add in your ad title, description and image. That’s all.
But is it that simple? Not quite.
I’m not really sure what ad campaign you are doing, but here are some suggestions from the experience I have from Facebook PPC.
i) Image affects 95% of your CTR. Your title or description may suck. But it’s the image that matters.
ii) Do read Facebook Ad terms and conditions regarding using pictures. Even though your title and description doesn’t matter much, your image must be relevant to your title. (e.g. If your title put “Online SEO Class”, then your image cannot not be a sexy woman on bed.
*There are some tricks which you can do to make your ad stand out to increase CTR. I’ll share that in next post.
iii) Relevance and affinity is important. You image have to be relevant to your audience. Let say you are targetting people who like ‘YouTube’ (I don’t know why this example, but let’s just assume that is your target audience), then it would be better if your ad image includes something about YouTube (probaby the word ‘YouTube’, the logo, a video-like image…etc)
3. Selecting your target group.
Now, think of your ideal customer. Who are you really targeting? Think deep on this. For example, if you want to advertise a primary school tuition center service, your target group should be like this…
– Age 30 – 45
– College – NUS/NTU/SMU (any universities…)
– Likes/Interests – Time/The Economist/Business Weekly…
The above is just an example. If you look at the demographics, you will know that I’m targeting the parents to send their kids to my tuition center. I chose parents to be university graduates, probably because they are more focused on kids education, since they are graduates themselves. I chose their interests to be Time Magazine/The Economists, probably they are working professionals, PMEBs, who have no time to teach their kid, and that’s why sending them to tuition centers is the best option. 🙂
However, please don’t target young little kids to click on your ad on tuition centers. Even though they are the ones going for tuition, but which primary school kid will be so actively looking for tuition themselves? Maybe 1 in 100000.
In targeting, it is much more easier in Facebook. You can target audience in specific Fan Pages too. Let say you want to sell courses to entrepreneurs, your target group can be people who like “Think and Grow Rich” , “How To Win Friends and Influence People”. After all, only entrepreneurs would read these books.
4. Population Number
While defining your target group, you would see how big your audience would be. Of course, the bigger the population group would be better for your advertising. But a population that is too big, may cause you to lose alot of money too (unnecessary/untargeted clicks).
For me, I work between population group of at least 10k to max 40k. But again, it depends on your business (and your budget).
5. CPC or CPM
As stated in first post, if you choose to pay your ad by CPC- you would pay Facebook for every click you get to your ad. If your CPC is 0.50, and you get 10clicks, you will pay $5.00
If you choose CPM, you will pay for the number of times Facebook shows your ads (regardless of how many clicks you get). If CPM is 0.50, you pay $0.50 for every 1000 times Facebook show your ad. If Facebook shows your ad 10,000 times, you pay $5.00.
For me, I will usually start with CPC first. I will want to see how my ad work out in my audience. This is CPC, hence, I will only pay when people click my ad. If my ad is lousy, I will pay less, my CTR (click-through-rate) is low, then I will come back and edit my ad again.
But if my ad is good, I will switch to CPM. As my CTR is high, I will not be charged based on the number of clicks I get. Instead, I’ll be charged on the number of times Facebook shows my ad. This will in turn help me lower my CPC.
Note: Be careful with CPM. Facebook is happy with CPM because they will earn your money regardless of clicks you get. The more they show your ad, the more money they earn.
Tip: If you’re targeting people in your own (or nearby) countries, if you want to save money, switch OFF your CPM ad at night, because that’s the time most people are sleeping, and no one will click on your ad. You don’t want to wake up in morning and see 500,000 impressions, $250 charged, but 1-2 clicks.
6. Setting budget
Remember to set your budget for your campaigns. Again, this has to depend on how much your budget is too.
7. Accepted Or Rejected
Facebook will email you about the status of your ad. If your ad is rejected, you may be allowed to tweak your ad accordingly, following Facebook conditions. However, sometimes you got to re-do the whole ad again.
If it’s accepted, then monitor your ad. Tweak again if it’s necessary to increase CTR.
See you in next post!