Secrets to make the most from your Facebook campaigns
08/01/2012 -by:Silvina Moschini , CEO & Founder, Intuic | The Social Media Agency
The biggest social network is undoubtedly an excellent place to develop online advertizing campaigns. To take full advantage of this investment, these are the key points to consider.
As we know, Facebook has a large and varied user base, which in itself is an advantage for advertisers. What is more, one of the key features offered by this social network is the possibility of developing highly targeted campaigns. Facebook allows advertisers to publish ads targeting a specific audience based on the standard demographic variables such as age and location. Yet, what makes all the difference is a filter by interests: on the social network, it is possible to target an audience that shows certain preferences. This is what makes the platform an ideal choice for advertisers and gives it an edge over the traditional media.
However, to take the full advantage of the commercial benefits of this social network, it is necessary to analyze in detail the characteristics of its advertizing system and find the best way to exploit it in every campaign.
A world of social adverts
On Facebook, there are two types of ads: traditional and sponsored stories. The former have the usual format of an advertisement with a title, image and text lines. The latter appear in the same space as traditional adverts, but they show a post by a network user about a promoted product or service. Both types of adverts can also have links to a Facebook page or an external site of the platform, as detailed on the page of social network ads.
When starting a campaign, one of the most important variables is to optimize the use of the limited space so it calls users’ attention. An average ad has a small image, a title of 25 characters and a few text lines. It is essential to think strategically about what image to use. Being creative and choosing a captivating image instead of a logo of a brand can be a good choice to get clicks on the advert.
In sponsored stories, which can be more useful when promoting a specific product or service, you cannot change photos: it will be a default profile or a post photo. In this case, the key is to select a clear and interesting post, which will generate a desire in others to know more.
We must also take into account the payment method of choice. Like most online advertising platforms, Facebook offers CPC (cost per click) or CPM (cost per thousands impressions). By default, the platform asks for the objectives of the advertisement and recommends an option. If the purpose of the ad is to get clicks on a story, choose CPC, and if the goal is to get followers who will “like” the page, the suggested payment method will be for thousand impressions.
A good option to find out what is the best format and content for your ads is to try, on the initial stage, various ads with small differences between them. You can test, for example, the same advert in CPC and CPM mode, or make changes to the title, image or text. This way, you can determine which variables have the best results and, on the second stage, publish only those ads that deliver higher performance.
That is why the analysis of the results is essential. The Facebook statistic tools allow us to monitor in detail the progress of our campaigns and see its response whenever we modify something. The CTR (click through ratio) per ad is one of the key figures to consider. An acceptable number for this variable is usually around 0.05%, and statistical analysis can give us very important information on how to reach and exceed this figure.
Like any advertizing campaign, a successful Facebook action requires professionals who will give the work necessary importance. Advertizing, though, is only the first step. Once you are able to get the attention of the customers and lead them to a desired page, you must convert that click into a “like” in the entry of information through a form and even a sale. Nevertheless, the first step is essential: to ensure that the ads are visible to the target audience and are attractive enough to stop and read them.