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Marketing in the Digital Age: Getting Started with Facebook Ads

Are Facebook Ads right for you? With over 500 million active users, more than 70 translations available, and with users from more than 190 countries, advertising on Facebook is certainly something to consider. Below you will find some information to help you make your decision and help get you started.

1. Don’t Expect Facebook Ads to Perform the Same as Google Ads

From Mashable: Facebook Ads Perform Half as Well as Regular Banner Ads [STATS]

According to Webtrends, the average click-through rate (CTR) for Facebook ads in 2009 was 0.063% and 0.051% in 2010 — half as much as industry standard of .1%. The cost per click (CPC) was also $0.27 and $0.49 for those periods, respectively. Facebook ads may not get a lot of click-throughs, but utlizing friends’ recommendations make them last longer.

2. New Facebook Ad Format

From Mashable: Facebook Turns Friend Activity Into New Ad Format
Sponsored Stories is a new ad format that turns your friends’ actions into promoted content so marketers can sponsor actions. For instance:

When it becomes a Sponsored Story it might look like:


3. Facebook Ads – Consider Some Pros and Cons

From Ezine: Understanding the Pros and Cons of Facebook Ads Marketing

PRO: Facebook’s Social Ads capabilities allow you to target your ads based on demographics and user preferences. For example, you can target your ads by gender, age range, hobbies and interests. If you’re selling swimming apparels and you’ve tagged your ad with the keyword "swimming", then your ads would appear to Facebook users who used that same keyword on their user profile.

CON: One downside to Facebook Ads Marketing is that it is not as versatile as the search engines. Search engine marketing delivers more timely results because it attracts users who are actively typing in keywords and phrases that are related to your products. This only means that the user can already be seen as a highly-potential customer, because he is typing the keyword "swimming apparel" already. On the other hand, a user who has typed in the word "swimming" on his user profile might only mean that he likes to swim, but does not necessarily mean that he likes to buy some swimming apparel.

From San Francisco Chronicle: One Reason Search Ads Are Better Than Facebook Ads (GOOG)

The study looked at about 1,500 Facebook ad campaigns consisting of more than 11,000 ads, and found that average clickthrough rates decline by half in about two days. Read more

4. Steps to Help Create Facebook Ad Success

  1. Facebook allows you to target the people based on their location (geographic targeting). Test and measure this, as having a targeted audience could get you the best conversions, but not a lot of traffic. So make sure you measure your campaigns against your goal outcomes before simply changing the campaign because it does not appear to be getting a lot of clicks.
  2. Keyword targeting within this platform, is also very helpful in reaching the target audience. It targets keywords based on people’s interests, activities and favourite books, movies or job titles that users list in their profiles. Once again, the more targeted you get, the smaller your audience becomes. So make sure you test and measure your campaigns.
  3. You can also target people based on relationship status. For instance the target ad copy for someone that is single may be positioned around engagement rings and for those in a relationship, to give that someone special in their lives a wonderful diamond ring.
  4. If you don’t have on already, create a Facebook fan page and advertise this. The power behind this, is not only do you get to engage your target audience online via a two way communication platform on the Fan page, but also, if you advertise your fan page, if someone simply clicks the "Like" button below the ad, they become a fan of the page and you have not had to pay for the click on the ad. This also appears on the users wall, which spreads your fan page messaging virally to their friends looking at that person’s profile.
  5. Test and measure. Create multiple ads all linking to the same landing page or website and then see which ad performs better and improve on this. Try two different landing pages with the one ad copy and see which converts better in terms of your goal outcome.

5. Getting Started with Facebook Ads

If you are active on Facebook and have a handle on your target buyers and you’re ready to give Facebook ads a try, here is some of the basic information and links you’ll need.

Facebook guide to Facebook Ads

There are 2 main types of Facebook Ads:

4 main steps to creating your ads:

Sometimes in marketing you just have to try something to know if it works for your brand and products. Do you have any good Facebook Ad tips? Have you had any good or bad Facebook ad experiences? We’d love to hear about them in the comment section!

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