best practicies for face book
TRANSCRIPT
Facebook - LinkedIn – Twitter – You Tube
BEST PRACTICES
52 Tips and Best practices for Getting Better Results and Lower Cost per Click From Facebook Ads
Its about Affinity (likes), not Keywords The More relevant the link, the higher
the conversion rate The More Compelling the image and
headline, the higher the CTR, and Lower CPC
Change ads frequently
PAY PER FACE: FACEBOOK PAID AD
AFFINITY
COMPULSION
ROI
PREPARATION
PAY PER FACE: FACEBOOK PAID AD
Great offer Demographic research – if you have
nothing, check Quantcast or Google Ad Planner
Compelling Ads (image and Copy) Commitment to Frequent Testing &
Ad Rotation
Great Offer
Demo /Affinity
Fresh Ads
Testing
HOW TO TARGET YOUR AUDIENCE
PAY PER FACE: FACEBOOK PAID AD
Building Targets
Start with Large target audience and refine or
Build from Micro Group
Create groups of Target prioritized by relevancy, and budget accordingly
Lowest Affinity
Middle Affinity
Highest Affinity
LOW
MEDIUM
HIGH
COMPELLING IMAGES
PAY PER FACE: FACEBOOK PAID AD
ARE YOU A
FOOL?
ARE YOU A
FOOL?
ARE YOU A
FOOL?
Amateur Look Shocking Celebrities Animals Freaks Women Smiling People Locally Recognizable if Geo-Targeting Borders in Colors that contrast with FB Blue Relevancy: You’ll be disapproved just for
using the hot woman if not relevant to your ad or offering
Off the wall stuff even you don’t think will work
Picture of their Goal / Dream
AWESOME COPY
PAY PER FACE: FACEBOOK PAID AD
Questions Testimonials Special Characters Ego Play Reflect Demographics Call to Action Study the great copywriting Robert Bly Claude Hopkins Dan Kennedy
ADS BEST PRACTICES I
PAY PER FACE: FACEBOOK PAID AD
Always Test multiple ads at the same time
Pause ads that never perform Pause ads that dip in performance; try
them again in a few weeks Look how much CTR and CPC can vary
AD BEST PRACTICIES II
PAY PER FACE: FACEBOOK PAID AD
Watch for ads decreasing in CTR, look at last 7 days compared to lifetime
Renewing faltering ads Change border color Change headline Change Images
Ads Reactivating
GRAD SCHOOL I
PAY PER FACE: FACEBOOK PAID AD
Super Targeting Split everything up
for more segmented targeting Ages Gender Likes Cities
More Ad but Better Results, more profitable
Age
Gender
Cities
(25-29)
Male female
San
Fra
nci
sco
Atl
an
ta
New
Yo
rk
San
Fra
nci
sco
Atl
an
ta
New
Yo
rk
GRAD SCHOOL II
PAY PER FACE: FACEBOOK PAID AD
Learn what makes people click
Study top Dugg stuff in the last year
http://digg.com/all/popular/365 days
Drill down to your category
Study Copywriting Benefit not features Put yourself in the
prospect’s shoes Write like you would
tweet or update-humble, honest, or normal
GRADY SCHOOL III
PAY PER FACE: FACEBOOK PAID AD
Get Reflective Mention Facebook or FB
Terminology Offer FB-Specific discounts or
checkout codes