Facebook Ads are ridiculously effective
Like any business owner, the art of marketing your services to your target audience is always a challenge, especially when advertising funds are limited. Tess and I registered our photography business, Love•n•Joy Photography, in October of 2009 and have been brainstorming marketing strategies ever since. It seems as though purchasing pricey print advertising is becoming less effective and as the e-commerce trend ensues, potential clients become more and more accessible online. Brick-and-mortar businesses continue to migrate their companies to thriving cyberspace, replacing monthly rent fees with minimal hosting, domain name, and web developer fees. Social media sites are at the forefront of promoting online community and building trust in e-commerce businesses.
One of the most effective forms of advertising for our photography business thus far has been posting an ongoing ad on Facebook.
Here is a screenshot of the ad we've recently posted:
Advertising on Facebook(in a nutshell):
- Design ad...Upload 110x80 image, add title, and 2-3 lines.
- Choose to pay per click (CPC) or per thousand impressions (CPM).
- Determine your target demographic. How ingenious is this! All Facebook members already provide you with their sex, age, location, occupation, interests, marital status, etc. listed on their Facebook profile. Why not use this available info to reach potential customers? We target engaged females in the Colorado area who are not already fans of our FB business page.
- Determine competitive price you want to pay based on Facebook's bid estimator. They basically suggest a bidding range (around .63-.72 per click for us).
- Set your daily budget.
- You will never be charged an amount that exceeds your daily budget. Once the total cost of the number of clicks or impressions is reached, your ad will stop running for the day.
- Include an alluring promotion & striking photo.
-Remember not to choose a photo that is too detailed so that it will read well when FB viewers quickly glance over to the right ad section of their profile page.
- Wait for the inquiries to pour in!
What determines successful ad performance:
In the words of the Facebook authors...
"For any given ad unit, we select the best ad to run based on the ad's bid (CPC or CPM) and ad performance. Your ad's ability to win the auction will change based on its past performance and as the pool of available ads changes."
Tips to improve your Facebook Ad:
• Bid competitively
- ads selected to run on the side bar of facebook for viewers to notice are selected based on cost per click (determined by you, the advertiser)
• Be Relevant
- target users you have similar interests to their business in their profile. Be creative
• Encourage Action
- Give the user an idea of what will happen when they click your ad "Order here now!"
• Get Visual
- a stunning photo that catches people's attention is always effective
• Think Simple
- you can choose to link to your facebook business page or your actual business website. whatever you end up linking to, make sure it is clear, concise, and has any easy to navigate layout. the landing page you first send them to should directly relate to your ad or you will not hold this user's attention for long.
• Trial & Error
- constantly update your ad to keep it from being monotonous and stale…record the aspects of each campaign and work and produce results and also the aspects that do not work
COMMON AD MISTAKES to avoid:
• Do NOT capitalize every word
- only capitalize necessary words
- use with proper nouns, names, months, cities, states, etc.
- the first letter of every word in the title may be capitalized
• Do NOT capitalize entire words
• Do NOT use incorrect grammar, spelling, slang
• Do NOT provide inadequate text. Make sure you explain to your viewer what service you are offering.
• Do NOT advertise false/deceptive offers
• Do NOT post inappropriate images
• Do NOT use symbols/numbers in place of words.
• Do NOT use incorrect punctuation
• Use complete sentences.
Other ad info and FAQs are available at the Help Center on the Facebook website.
So far, so good! We will continue to use affordable Facebook ads to reach our future clients and research new methods that are cost-effective and produce immediate results.
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