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Campaign Management Custom Landing Tabs Facebook Facebook Ad Testing Facebook Ads Facebook Pages Timeline For Pages

Keeping One Step Ahead Of Timeline – What You Need To Know

Like it or not, your Facebook Page is now in Timeline format, and you’ve probably been feeling like a fish out of water since you changed over.

Aside from getting across all the image dimensions to make your Page pop, you also have to be across how the changes affect your Ad performance.

Ad Click Through Rates and Facebook Landing Page conversions have been affected, and I wanted to highlight some of these impacts so you can maximise your ad spend and avoid any pitfalls.

Image Is More Important Than Ever

Facebook Ads now have to compete with bigger images and more of them on the new visually-rich Timeline format. That means that image selection is even more critical to the success of your Ads.

Select images that stand out on the grey blue background as well as the white background, and think about using brighter images with more emotion and expression. Logos and images that feature text are performing better as these contrast with the new format.

Check out a couple of examples below:

 

 

Engagement Rates Have Gone Down

It seems that over the past couple of weeks engagement rates are down slightly, based on my testing. This could be due to user distraction with the newness of the format (we saw this with the last major change to Facebook Pages), but I think the Like button gets a little lost amongst the new App Covers and Images sitting under the Timeline cover image.

Think about adding some text to your new App Images to prompt the Like. Photo Guidelines do not permit asking for the Like on your Timeline Cover, so see how creatively you can use one of the four boxes below the cover to attract Likes and Leads.

If you’re sending traffic directly to a Custom App/Tab with your ads, then you still need to add a strong call to action to prompt the Like, or think about a reveal tab if increasing Likes are your primary campaign objective.

Sending Ads To Timeline

Although my recommendation has always been to avoid sending Facebook Ads to the old Facebook Wall, the new dynamic Timeline is a different proposition.

Sending your ads to your new Timeline Page is a more appealing option with the addition of Facebook Apps & Views and Pinned Posts. These options allow you to highlight sign-up pages, events, promotions and other website links directly from Timeline.

My testing so far has shown this to be more successful than what sending ads to a Wall used to be, but users seem to be overwhelmed with options on the new Timeline or they’re still just getting used to it to really see this as a major success strategy. This may change as everyone gets used to the “lay of the land”.

As always, you need to test your products and services to see how the changes affect your campaign results.

Want to look over my shoulder and see how I create winning Facebook Ad strategies? I’ll help take your Facebook marketing up a notch or two, and give you my no-nonsense optimization strategies for your current campaigns.

Click here to get on board!

 

Categories
Campaign Management Facebook Facebook Ad Bidding Facebook Ad Pricing Facebook Ad Testing Facebook Ads Facebook Pages

Make Facebook Think You’re A Big Spender

Top Facebook Ad Tip #1

Raise your campaign budget to fool Facebook into giving you more impressions straight up. This way, your Facebook Ad has the best chance of being seen and clicked on, because the more clicks you get, especially within the first couple of hours, the cheaper they will be.

As I have said before, Facebook rewards popular ads with cheaper clicks.

I see many people with Ad Budgets of $10 or $20 a day, but that WILL NOT get you the best results. Facebook is worried that it will overspend your budget, so it just doesn’t give you any impressions (in other words, it holds back on showing your Ads!), and that means you have less chance of getting a higher Click Through Rate.

My testing has also proved that when you nominate a higher Campaign Budget, Facebook approves your ad faster. Not all the time, but often.

So, start nominating Campaign Budgets of at least $50 a day, but preferably you should be selecting an amount of at least $200 a day. Remember you can just run the ad for a couple of hours up to your “real” budget, without spending the entire amount you have nominated. You can also just run the ad for a day to test it.

Once the ad starts getting a good Click Through Rate you can then start pulling down your daily budget, if necessary.

You will get better results this way.

WARNING: Keep an eye on your spend once the ad starts as you may have to make the daily budget higher than a level that you’re comfortable with. You will not have to spend the daily budget you nominate, as long as you monitor the ad and make sure you stay within your “real” budget.

 

 

DID YOU KNOW?

You’ve got less than a week before your Facebook Page flips over to the new Timeline format THIS FRIDAY!

This new format will radically change the way you market your business on Facebook, and I want to make sure you have all you need to make the most of the change.

Rosh Khan is a super smart Facebook Marketing Genius who has created the ultimate guide to setting up your new Facebook Page Timeline. It contains everything you need to get up and running by D-Day, March 30.

Rosh creates some of the best strategies for companies like Starbucks, Ford and Clickbank and he’s going to share them with you. Not only that,  he is a great guy who knows SO much about Facebook marketing and is committed to creating great value for you.

Take a look at his Timeline guide by clicking here.

What’s holding you back on Facebook right now?  Let me know at victoria@fbadqueen.com, I’d love to hear from you!

 

Categories
Ad Targeting Facebook Facebook Ad Bidding Facebook Ad Pricing Facebook Ad Testing

Pay Less For Your Facebook Ads

One the many benefits of Facebook Ads are that they are cheaper than other forms of paid advertising, especially Press, Radio and TV. You can build an audience for your brand on the world’s most active and engaged social networks in a month for less than the cost of one Press Ad.

Because Facebook Ads are like the eBay of the advertising world, and market demand and competition dictate what you pay, there are a couple of savvy ways you can use market forces to get better value for your dollar.

Firstly, pay attention to how the Broad Interest Targeting and Precise Interest Targeting you use affects the Suggested Bid. Select a few interests, then add and subtract to determine which ones are cheaper. Obviously, you still need to make sure the interests represent your audience, but you can really bring down the bid price by playing around with your targeting this way.

Some advertisers do less research about their audience than you would, which means there are some great interests you could target that are less obvious and therefore cheaper.

Run your ads on weekdays rather than weekends because there is generally less competition and prices should be lower. If you check prices daily, you may also find other pockets of low prices as demand fluctuates. If you have some ads paused ready to go, you can be nimble enough to take advantage of cheaper ad prices as they arise.

So, take action on your next campaign and start researching Facebook Pages, books, movies and online communities that are most likely to appeal to your target market, but may be less known. You can use Google, Facebook Search and Amazon as great starting points to understand the brands your target market has an affinity with, and then use this information for Precise Interest Targeting.

Don’t forget you can also set your daily ads budget to ensure you don’t overspend, and that you are always in control.

If you need more advice and tips on your Facebook Ads, you can book a coaching session with me, where you get 30 minutes for $150 and learn the basics to get better value from your Facebook Ads.

 

 

Categories
Ad Targeting Facebook Facebook Ad Bidding Facebook Ad Testing

Your 5 Step Guide To Getting Started With Facebook Ads

Apologies to the more advanced of you out there, but this week I am helping out the Newbies with a quick guide to what they need to know to get started. Please feel free to share this (press a button on the left or forward) with anyone you feel may want an introduction to the benefits of Facebook Ads.

If you haven’t tried Facebook Ads yet, what are you waiting for? Facebook Ads are a fast, cheap and completely measurable way to reach your ideal target audience.

The basics of Facebook Ads are easy to grasp with many DIY advertisers getting great results. In order to get among the ranks of successful Facebook Advertisers try following these 5 easy steps:

1. Have a Clear Call To Action

You must have an offer, message or directive that is engaging and compelling if you want to attract Facebook Users to click on your Ads.

Think along the lines of:

“Sign Up Now For These Exclusive Offers”

“Get In The Know With The Best Insider Events”

“Get 50% Off This Weekend Only”

2. Carefully Craft Your Click Destination

Facebook Ads work on a Pay Per Click basis, that means if you select the CPC bidding method you only pay when a user clicks on your Ad. This is great because it means there is no wastage,  and you can track exactly how many people have engaged with your ad. The next step is then getting your target audience to take action and either sign up or buy your offer.

Conversions are closely aligned to the content and layout of the Website, Landing Page or Facebook Page that you choose to send your Ad traffic to. You must make sure that the page you select follows on from the call to action in your ad, and it must be easy for the user to know what you want them to do, and compelling enough to make them want to do it.

Make your Sign-up Form king of the page, try a “Reveal Tab” on Facebook that asks users to Like your Page, or have a clearly visible Buy Now Button. Make sure your visitors do not have to look too far for the essential information, and make sure they do not leave without you being able to contact them again!

Think carefully about the advantages of choosing to send your ad traffic to your Facebook Page instead of your Website. Facebook Pages can easily replicate key elements of your website using Custom Tabs and you get the added benefit of the “sharing” effect of Facebook, and you may also find a higher level of trust from your prospects when you keep talking to them on Facebook.

3. Study Other Ads

If you’re new to copy writing and creating great headlines that draw attention, then become a student of effective copy writing. Look at ads online and offline to see what captures your attention and see if you can find some successful examples within your own market to be inspired by.

Correct spelling and grammar is a must, but punchy and clear copy writing is always the most effective in Facebook Ads. If you can say it in less words, then do. Simple.

4. Curate Your Image Gallery

High quality, relevant images are everything in Facebook Advertising as they are the main reason why you will get clicks.

You only have a small piece of the screen to work with, so make it really count by sourcing great images that work in a small size. Your images should be sized to 110px wide by 80px high and they must be clear and relevant to your message and brand.

Use elements from your existing campaigns or get free or cheap stock images from a raft of website, just check Google.

Bright images of friendly, engaging faces always work if you get stuck.

5. Bid and Test To Find The Sweet Spot

Facebook Ads require that you bid on the space to get your ad displayed. In order to get the best value out of this process and keep your costs down, you should test several versions of your ad amongst different demographics and likes and interests. You should also test different headlines and images.

Facebook display your ad more if it gets a high rate of clicks from users, and in turn you get the cost of each click at a cheaper rate.

When you launch your ads make sure you watch them closely to ensure they are performing well. If they do not receive many clicks, even after they have been displayed over 1,000 times across Facebook, then it is probably time to pause those ads and give life to one of your other ads.

Remember you are in charge of your overall daily or campaign budget, so ensure you set these first so you don’t overspend.

Familiarise yourself with the Facebook Ad Manager, which is where you conduct all the production, placement, bidding and optimisation of your Ads. Press the green Create An Ad button to get started.

If this all seems too daunting, either watch my free video on getting started here, get a coaching session here, or find out more about my Done For You Campaigns here. I’d love to hear your questions on my Facebook Page, too.

Good Luck!

 

 

Categories
Ad Targeting Facebook Facebook Ad Testing

How Much To Test Facebook Ads?

Newbie or not, you are going to need to test new ads regularly to find the sweet spot where you get lots of cheap, targeted clicks.

Ideally, you would want to set up at least 5 versions of your ad. It depends on your appetite for confusion, because you can certainly load up a whole lot more than this, but I think clean and simple is best initially until you get a lot more comfortable. Less ads also means less money spent testing.

Examples of what you can test for include Images, Headlines, Call To Action, Sex, Age and Likes and Interests. The other important test could be sending them to either your Facebook Page or Website.

To minimise the amount of ads you need to set up, you should be really clear from the outset on your key elements to avoid wasting money. The following are my 6 must-haves:

1. Clear, relevant and eye-catching image sized at 110 pixels wide by 80 pixels high.

2. Well crafted Call To Action – “Click here for our free video training”, “Get all the latest insider updates when you Like our Page” are examples of a clear call to action.

3. Have at least 5,000 targeted users, and no more than 120,000.  I like to use this as a yardstick for my ads, just to ensure I’m not trying to be all things to all people, but it really is dependent on the product or service you are promoting.

4. Do not enter a campaign budget of more than $30 for each ad. It’s got to be enough to give it a run, but not too much that you dent your marketing budget and don’t have enough left to run the ad that gets the most traction.

5. Launch the ad in optimum Facebook Eyeballing Time, and this must be tailored to specific target timezones. This will vary between product and audience, and you can get even more targeted here, but at least avoid the middle of the night.

6. Watch them closely when they are launched to see which ones are running well, and which need to be dumped. You can only really see this once you get at least 1,000 impressions.

Once, you’ve found your star performers based on CTR and Impressions, then let those run and pause the rest. You should see some great results for your campaign.

If all this sounds just too hard, then you can always get me to either help you set up your own campaigns via One on One Coaching, or get me to do it for you with my Done For You Campaign Management service.

Whatever you decide, don’t skip this vital step to creating top performing Facebook Ads.