Now the second-largest pay-per-click advertising provider on the Internet, Facebook brings a unique set of benefits and features to its advertising platform. We’re going to show you how to optimize your Facebook advertising to get the most out of your impressions and convert as many clicks as you can into traffic.
The unique benefit available on Facebook, and nowhere else, is demographic, rather than contextual, targeting.
On other ad platforms, advertisements are targeted based on the text on the page, for instance, a page about social media will feature advertisements related to social media. The problem with this type of targeting is that you could be writing toward users who are interested in starting a Facebook account, businesses who want to develop a social media marketing strategy, or people looking for information about privacy settings. Your demographic reach for contextual ads is way too large to be effective at targeting advertisements.
On Facebook, though, users provide a wealth of demographic information about themselves that you can use to target your ads. For example, if you have a B2B product that you want to market to independent mobile app developers, you can target your ads to people who list themselves as CEOs and list their interest in Mobile App Development. If you have a product to target to seniors in college, for instance, an HR firm that helps them find jobs, you could target each of the popular majors you’re looking for, like Engineering, and find individuals graduating within six months. That way your ad is only delivered to individuals who have a high likelyhood to convert.
Optimizing Text and Picture
You probably don’t know this, but there are more than 24 variations you can test on your Facebook ad image, and endless variations on the text. The online magazine Qualia published these CTR-optimizing changes in their May 2012 issue, available at iSamuel.com/Qualia. With so many different products and demographics, it would behoove you to test all 24 to see which has the highest click-through rate. Remember, top-performing Facebook Ads have a click-through rate of between 0.2% and 0.5%.
Here’s a simple strategy you can follow to optimize your text and image combinations. First, develop a primary ad that will serve as the control for the rest of your ad testing. Then, for your first testing round, develop between 4 and 8 variations on this ad based on the recommendations provided above, for example, you could try appealing to a different emotion (fear, rather than love), using an illustration instead of a photo, or trying a mirror-image of your picture (matters more than you’d think).
Image – © Faysal Farhan – Fotolia.com