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Facebook Ads: Avoid Paying Too Much With Default Settings

Facebook have added some new features to their Ads Manager. As usual, they have built in as many ways to make more revenue, so be aware of a couple of the default settings that mean you will spend more.

The new integrated News Feed Sponsored Story option can be a great way to get additional news feed coverage, especially in mobile feeds, but it doubles your ad spend, so just factor that in and closely test performance.

Check out my latest video below for the scoop on what you need to look out for:

Facebook Ads Manager October 12 Update from Victoria Gibson on Vimeo.

Have you tried using the new Sponsored Story Newsfeed option, yet? Let me know in the comments below.

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Target Friends Of Your Fans With Sponsored Stories

There’s no stronger influence on what you buy than what your friends buy.

Think about it. When you bought your last car did you think about the cars your friends have, or did you pick your car because your friends don’t have it? Either way, I’m sure it influenced your purchase in some way. Like it or not, we are more easily influenced by our friends than by advertising.

That’s where the beauty of Facebook comes in to play. They have merged the two, and you now have the chance to take advantage of what is commonly called “social endorsement” when you advertise on Facebook. These are known as Sponsored Stories.

Sponsored Stories appear more like a Facebook update than an ad, following the “friendly update” style of post rather than a straight-out ad. They show Facebook Users when their friends Like someone, a brand, a product or service or a Post from a Facebook Page.

What does this mean for you? It means you now have the chance to leverage the friends of the Fans you already have on your Page, and you can tap into the “me too” cycle of buyer behaviour. Because we tend to trust our friend’s recommendations way more than we trust that of advertisers, Sponsored Stories generate more trust and can illicit a greater response than other types of Facebook advertising.

You can only use Sponsored Stories when:

– You are sending traffic to your Facebook Page

– You have a succinct Facebook Page Title or use your name

They work best if:

– You have at least 500 Fans on Your Facebook Page

– You still use specific targeting to get replicas of your current fans as much as possible (you don’t want to waste your time targeting their parents if they’re not your market)

– You have a custom landing tab set up on your page to capture leads as well as Likes (check out Lujure for this). You can also use Page Post Like Sponsored Stories (that’s a mouthful).

What do they look like?

Here’s an example of two types of Sponsored Stories, the original style is on the left which promotes your Friend’s name in the Ad, and the other Page Post Like promotes how many people liked or commented on your post:

What are the benefits?

– They can often be cheaper than other types of Facebook Ads, particularly if you get the targeting right.

– You don’t have to come up with any snazzy copy!

So, if your Page already has more than 500 fans, why not try out Sponsored Stories as a Like and List Building strategy? Let me know if you have any success by leaving me a comment on my Facebook Page.

For my lovely American friends, wishing you a wonderful Thanksgiving on Thursday. Enjoy your Turkey 🙂

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The Top 5 Benefits Of Keeping Your Ad Traffic On Facebook

I’m sure you know by now from my previous posts and Facebook Page that I believe strongly in keeping your Facebook Ad traffic on Facebook. In fact, I’m fanatical about it!

It not only gives you more opportunity to engage with your customers, but it also has some other great bonuses.

When your Facebook Ad clicks to a Facebook Page with a custom landing tab that captures email addresses, you unlock these 5 major benefits:

1. Your Ads Cost Less

Facebook reward advertisers who keep their traffic on Facebook with cheaper Ads. They want to keep users on Facebook, so they provide you with cheaper clicks. Got to be happy with that!

2. You Get To Double Dip From Your Traffic

With a Custom Landing Tab that encourages your Facebook Ad traffic to sign up for a bite-sized free taste of your service, you have a brand new lead-generator that works in tandem with your website. You can even provide links to your site for added SEO power. The double effect comes in to play by also encouraging visitors to Like your Page, and then consistently engaging with them on Facebook and via email. That’s fantastic exposure for your brand.

3. You Can Leverage Their Friends

When those lovely new “Likers” have Liked your Page as a result of a Facebook Ad, that action shows up in their newsfeed to their on average 130 friends, who may just be curious enough to check out your Page and offer too. Gotta love the Friend Factor.

4. You Build Trust Faster

By introducing your offer on Facebook, your audience will already feel more open to your brand because they haven’t moved out of the Facebook Comfort Zone. Your brand benefits from the kudos of one of the most visited websites in the world, and if you make sure you focus on telling stories, teaching and building relationships rather than selling, this benefit provides lasting value.

5. Social Credibility Is Built-In

Facebook will happily tell your Ad Traffic which of their friends also likes your Page – IN YOUR AD. This happens automatically, otherwise you can select to run a Sponsored Story instead, which is all about telling the Friends of Your Fans that their friends Like you! Sponsored Stories can be really effective once you have at least 500 fans, and get favoured positioning from Facebook. Who doesn’t want to jump the queue when it comes to Ad placement?

These Ads show you examples of a Sponsored Story and a Facebook Ad that directs traffic to a Page – note the Social Cred opportunities on both.