Facebook Marketing Excellence Upsell Personal Use Ebook With Audio & Video

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Thanks to the tremendous population on Facebook, this site offers potential for just about any business imaginable. Making a campaign really work, however, does take some finesse. Not every ad or niche is going to prove to be an instant winner. There are some strategies you can use that can increase chances for success though.

To make Facebook ads pay off, you have to plan your campaigns with care. You also need to be very well aware of the target audience you’re going after. The more specific you are about who you are trying to reach, the better Facebook is likely to work for you. Also, it’s a good idea to set an advertising budget in place. This will help you control your costs more efficiently. Before you get started, however, it’s smart to have some stated goals in mind.

Set your goals

When you’re getting ready to launch any advertising campaign on Facebook or anywhere else for that matter, you want to have goals in mind. When you set clearly defined parameters, you will have a yardstick by which to measure results.

If you’ve never set advertising goals before, you do need to be realistic about what to expect. Average conversion rates for pay-per-click advertising run between 2 and 3 percent. This means for every 100 people that see an ad, two to three people actually click through. Facebook ads can produce much higher results if they are put together properly, but for your initial goal setting you might want to stick with slightly lower expectations.

Other parameters to define include:

The purpose of your campaign

Are your trying to actually sell something or are you trying to gain followers for a particular political campaign or point of view? Your ad’s purpose will help you set goals that help you better determine if a campaign is working.

Your desired sales or “join” results

Are you trying to gain 10 more sales a month? Or, are you looking for 1,000 new people to sign up for a candidate’s fan page and newsletter? Set your expectations to help guide your campaign efforts later. Do keep expectations reasonable, based on the typical conversion rates we’ve already discussed along with your estimated click-throughs based on Facebook’s formulations.

How much you are willing to spend to enjoy the desired results

We’ll get more into budgeting details later, but it’s a good idea to start thinking about what you can spend and the results you want to generate with that money.

Tips for planning your campaign

As we’ve already discussed, Facebook cuts right to the chase with advertisers. The very first thing you need to do to get started with this program is to create your ad. Before you dive in though, you’re going to want to do a whole lot of brainstorming about your campaign, the results you’d like to see, the money you’re willing to spend and the audience(s) you want to target.

The following tips can help you better plan out your campaign:

Identify your product(s)

If your business sells one thing, this step will be easy. If you are an online marketer with a virtual store that specializes in a wide variety of products, you might want to pick some of your top sellers, new introductions or items you’re trying to move through sales. Whatever the case, have a clear picture in your mind of what exactly it is you are trying to promote and what you’d like to achieve from your efforts.

Consider using multiple ads

While Facebook will ask you to enter each ad separately, you can technically create a "campaign” that includes a number of different variations. This will enable you to try out different tactics, products and wording to see what works and what doesn’t. You can also set different ads in your campaign to appeal to slightly different targeting groups. This will help you better see what demographics covert more readily for you on this unique website.

Set your timeframe parameters

If you’re representing a multinational business with an endless advertising budget, you might not have to worry about this. For the rest of the advertising world, however, it’s a good idea to set a timeframe during which ads will appear. Even if you have a massive budget, a closed-ended campaign gives you a timeframe to work within to test ad effectiveness and really determine what works and what doesn’t.

Make sure your landing page is appropriate

Facebook can and will generate clicks to a landing page or home page. It will not, however, close the sales for you. With this in mind, you need to make certain your pages are truly designed to sell and also fit Facebook requirements. We’ll get into Facebook’s rules for landing pages a little later, and also offer up ideas to close the sales. Both are very important for enjoying success with advertising on this site.

Review Facebook’s rules closely

Facebook is very, very picky about the ads it allows placed on its website. Make sure to review the rules inside out and backwards as you brainstorm your campaigns and set your ad wording. Facebook does detail its regulations in depth on its site.

Set reasonable expectations

As it is with Google Adwords, Facebook campaigns don’t always pan out the way advertisers would like them to. This can be a result of poor wording in an ad, weak headlines, images that don’t catch the eye or failure of the landing page to actually sell. As you go along, you may need to tweak these things to gain the results you are after. With this in mind, set your initial expectations reasonably.

Plan other strategies to dovetail with advertising campaigns

Having a fan page established and your own Facebook account to generate "friends” can prove essential for advertising success. These free marketing forms can gain you a great deal of interest, traffic and sales, as well. When the free advertising ability on Facebook combines with paid ads, the combination can really produce pleasing results.

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