This shall be the third part of the Facebook PPC series, and also the final part. In the first part, I talk mostly about the basics of Facebook PPC, and the second part, I talk more about putting your first ad. Those are the basics to get you started. If you miss the posts, you can read them below again.
Learning about it, I shall move on to the topic of the day. I will show you the first ad campaign I have done (after reading and learning so much….) and some of the lessons I learnt.
My First Facebook Ad Campaign.
As you can see, I tried my first Facebook ad campaign earlier this year. And here are the results I generated. For simpler explanation, i have named my ad campaigns as A, B, C, D, E, F, G. Different ads generate different results. The top give the summary of the results of all the ads.
1. Best/Worst performing ad
My best performing ad our of the 7 ads is ad ‘D‘ , with a CTR of 0.318%. Initially, I expect all my ads to hit at least a CTR of 0.1%, that means to get 1 click in 1000 impressions. And ad ‘D‘ gives me a 0.318%, hence, i feel it’s quite good.
Of course, the worst ad would be ad ‘B‘, with a CTR of just 0.029%, which is way below my expectation of 0.1%. Just a note, a 0.1% of CTR is just my expectation, and I believe if you know Facebook PPC really well, you can hit 1% (which is really high!), like many of the experts out there.
2. Overall Summary
Looking at the overall summary at the top, with a CTR of 0.112%, which is the average CTR of all the ads. I’m quite satisfied as this is my first ever Facebook ad campaign. I spend a total of $17.44 USD, which is not alot also, as this campaign is for me to ‘play’ with Facebook Ad, to try out first time, and see how fun it is. haha
I get a CPC of $0.06, and I think i can do alot more better to lower the CPC, as I have seen people getting $0.01 (1 cent!), or even $0.004 (0.4 cents!) for clicks. That is really amazing if you get that CPC rate. I have to work harder in this area 🙂
5 lessons learnt
1. Just Do It.
The first time I learn about Facebook PPC is about Nov 2010. However, I wait till Jan 2011 to start my first campaign. I actually procrastinated a lot to whether to use Facebook PPC.
“Will I lose a lot of money in ad campaigns?”
“Will anyone click my ad?”
“What if I spend $100, and only get a few clicks?”
And many other questions go through my mind. I’m not sure if your mind went through these when you’re about to start Facebook Ad. I also keep myself in the ‘learning phase’ by telling myself that I have to learn to write the BEST Ad Headline, the BEST Ad description, choose the best picture…etc, then I can start my own ad…
or I must define my target group to the core, then I can start an ad.
That’s why I took so long to JUST place an ad.
If you’re like me, just remember this quote by Sir Richard Branson – “Screw it, Let’s Do it!”
2. You don’t need to spend $1000 to learn where your ad gone wrong.
…and that’s the beauty of Facebook ads! If you compare to advertising on newspapers of magazine, the simplest ad might cost you at least $10, and a bigger ad can go to $10,000 +. For Facebook ad, you can stop your ad and save your losses if see that your ad is not working well. But coming to an ad in magazine, you are charged immediately for an ad, regardless if it converts well (they won’t take back their magazines, re-edit your ad, and distribute the mags again…)
Coming to Facebook ad, spending as little as $50, you will know what wrong is your campaign, or whether your campaign is leading in the right direction (or is wasting money for you). For me, I stopped my campaign B when I see that it is not converting well, and let other campaigns run instead.
3. Pictures do affect 95% of the ad.
As promised, I’m going to share what kind of images I use, that work for me well. There are also some tricks which help me get better CTR too. Of course, there are many many tricks you can test too. But below is what I’ve done for my image.
i) ‘Photo-like’ image
A ‘photo-like’ image would be an ad image which looks like a picture from your friend’s Facebook photo album.
An image I use is this.
This photo shows a person receiving a prize from a pretty lady. And that is what an image in a Facebook photo album would be like. Hence, by putting this as your ad image, it seems like it’s part of the Facebook interface/community.
ii) Pretty Faces / Cleavage
Simple. Sex sells. If you’re selling to men, it works even better. As you can see from the image above, there’s a pretty lady. And for men, we are more attracted to pretty faces/pretty ladies, and of course cleavage too. (That’s why you see men make the most fans in fan pages of sexy models!)
*Tip: you should never make cleavage the focus of your image, unless you are selling breast enhancement pills/service. If your image is irrelevant to your ad copy, it will still be rejected too. Instead, let the face/cleavage be just a part of the image, and not covering the whole image. (Even though it’s just part of the image, men will still be attracted to it!!!)
iii) Relevance / Affinity
If you are targeting people with interests of reading ‘Rich Dad Poor Dad’ or they are from NTU (my university), an image which contains the Rich Dad Poor Dad book, or a picture of NTU will catch their attention too. If you like, you can look back at why you click some of the ads on Facebook. If you click, it is either you are interested in the offer, or you have a affinity with the image.
4. Practice makes progress.
Do more ads, for various campaigns. If there’s a need to promote something, be it your own business, your school event, a community project, a concert… try promoting using Facebook PPC. A campaign for your own business, may not work as well for a community project, and vice versa. But the more ads you do, you are going to get better at it.
You’ll also be more experienced in designing ads that converts well for different projects.
So far, I have tried using Facebook PPC for my business, affiliate programs, and also a offline event. Some did well, but some failed. So what’s important would be practice more and you’ll get more experience in Facebook ads. (Again, you don’t have to spend $1000+ to be good at Facebook ads).
5. Always read Facebook Ads Guidelines
Regardless of how many tricks you know, do read Facebook Ads Guidelines… if you don’t want to get consistent rejection of ads, and get your account banned.
I actually got one of my ad account ‘banned’ , as in whatever ads I put in, it is rejected. Even if it is the same ad that work in another account, I still got rejected for the exact same ad when i put in this ‘banned’ account. This forces me to create a new Facebook ad account to start my campaigns. So, do read everything in it (not browse!).
I simply love Facebook PPC. I find it easier to use and understand compared to Google PPC. Facebook PPC will rank #1 as my paid advertising option, on top of other options. I’m not sure about you, but I believe if you’re in business, you might like to give Facebook PPC a shot 🙂 . Last but not least, you don’t have to spend $1000 to know if Facebook PPC work for your business!
All the best in your Facebook PPC journey, and if you have any questions leave them below.