April 2017

Facebook Advertising

 More than 1.8 billion people use Facebook each month

In 1 out of every 5 minutes – people are using a smartphone on Facebook

How does Facebook decide who sees your advertisement? 

They hold an auction!
They try to create a balance so that advertisers are reaching people receptive to their ads and users are seeing something they're interested in. This is different than a traditional auction because the winner isn't the ad with the highest monetary bid, but the ad that creates the most overall value. An auction takes place whenever someone is eligible to see an ad.

How to get Auction Points to win:

    Ad Quality & Relevance – how interested would someone be in seeing your ad with measures of its quality and relevance.
  • Estimated Action Rates – How likely a person is to take the actions required to get you the result you've optimized for.

If you want to sell cooking equipment and Facebook thinks someone is in the market to buy cooking equipment, Facebook makes it easier for you to show your ad to them. Facebook will base their estimates on the previous actions of the person eligible to see your ad and your ad's previous performance.

Best Practices:

  • Make sure you know who your target audience is and create your ad to attract that audience.
  • Your ad should be high quality and relevant
  • Consider your ad's image/video and message.
    • Make sure you keep your message simple and related to what you're promoting.
  • Refresh your creative
    • When the relevance score for an ad drops, try creating another ad with new content for that audience.
  • Test different ads and audiences
    • Show different ads to the same target audience, or the same ad to different target audiences.
    • Look for patterns in how your ads perform that give insight into what works
  • Avoid the use of offensive or misleading content.
    • Such content might get people’s attention, but it ultimately leads to a poor experience.

Facebook Advertisement Stats

When running a Facebook advertisement, you can check the following about your ad:r

  • Relevance Score (how relevant is my ad?)
  • Positive Feedback score
  • Negative Feedback score
  • Number of Clicks

This shows the number of people who clicked a link within your ad that lead them to a specified destination (i.e. your website)

The cost of Facebook Ads

They work on any budget. The advertisements are available for purchase in a variety of ways and are flexibility on number of days to show the ad as well as the amount you want to spend per click (optional).

My client setup a Facebook Ad

  • We set it to run for five days
  • The cost was $45
  • He received 118 clicks
  • He spent about $0.38 per click

*** If you have a good advertisement, you will pay between $0.10 - $0.27 per click.

Setup Tips:
While setting up your advertisement you will be asked to fill in the following information.

Interests: This is asking what your prospects would like. The narrower, the more successful you are going to be. You only want to market to the people that might like your products. If you are a pizza shop, put your competitor’s Facebook page here. If your prospects like your competitor, they might like you too. What other types of ads would your prospects click “Like” on? Think about what will cause them to “Like” you too.

Budget How much do you want to spend? Start with a low number to try it out. You can even start with $10

Bidding The better your ad is, the more people will like it and interact with it. This will drive your points up. As your points go up, Facebook shows your ad more which will lower your ad cost per click.

 

Tech Tips are Brought to you by

LIASB Technology Co-Chairs,

Joy Graceffo – Long Island Essential Software & Training Joy_Graceffo@liesoftware.com

Fred Dunwoody – FJD & Associates fdunwoody@fjdassociatesinc.com

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