Facebook advertising can be complicated, but here’s a look at practical lessons that will prepare you to get the best results.
1. Learn which cost model works best (and when).
There’s a time to use pay per click (PPC) and then there’s a time hen cost per thousand (CPM) makes more sense. The PPC cost method is best for pushing ads or content to a larger, less engaged audience. In contrast, CPM rates are ideal when you’re working with more engaged (and smaller) audiences.
Highly engaged audiences are usually those that visit your website and/or your Facebook fans. You can create custom audiences using the Facebook Ad Manager or Power Editor. This is a key. It will save you from wasting money and help you get the very best bang for your buck.
2. The Facebook ‘boost’ button isn’t as useless as you think.
The “boost button ia the “gateway drug to the good stuff.” The boost button is nottotally useless, but not recommended, due to the lack of targeting it provides. Facebook put the boost button out there to give people an easy way to amplify their posts. But it won’t get you the targeted reach you really need if you want to stretch your dollars, and get your content in front of the right people.
3. Learn from Facebook changes instead of complaining about them.
When it comes to Facebook algorithms, so many people get up in arms about changes. Yet, all Facebook did was reward good content. Learn from the Facebook algorithm changes, instead of fretting them. What Facebook wants is ultimately a reflection of what that marketplace is asking for.
4. Facebook doesn’t work well for boring brands.
Many of us expect people to love our businesses right away. So, do your best to create applicable, helpful, funny and engaging information and then get it in front of the right people. Over time, people will begin to trust and like you. But you must be consistent.
5. It’s possible to target the ‘wrong’ Facebook audience.
Build the wrong audience and it will hurt your reach and waste your money. For example, luring people into giving you their email, or like your page, to win a free iPad will most likely result in a bunch of followers who just want to win free stuff. Also, not paying attention to the location of your posts can be problematic. If you end up with tons of followers from India, and you don’t sell your products in India, you’ll create annoying and costly issues for yourself in the long run.
Again, it comes down to targeting the right way.
These tips are from Facebook advertising guru Jon Loomer, who is truly one of the very best in the business. He knows his stuff. If you want to continue to learn from Jon, listen to their podcast. As we all know, best practices change quickly in this industry, so it’s always a good idea to keep learning from the best.
This article has been edited and condensed orginally by David Reimherr on YFS