It’s always a fine line creating a Facebook Newsfeed Ad that is both engaging and high-converting at the same time. and this really is the key to cutting through the noise on Facebook and getting people to take action on your offer.
Take a look at this technique I’ve been using that is consistently getting better results than ads with a stronger call to action and obvious link.
Sick of relying on links in your Newsfeed Ads to get your audience to your offer?
Facebook have added a new feature in there ever-complex Power Editor to try and combat this problem, now giving users the opportunity to add a call to action button IN their ads.
You now have the choice of adding Shop Now, Learn More, Sign Up, Book More & Download to your Page Post Newsfeed Ads, only when you create them in Power Editor and only when they link to a webpage.
Watch this quick video and see how to set your own up today.
I’ve been testing and haven’t seen a massive increase in conversions compared to using Facebook link ads without a new Call To Action Button, but this may be because they are quite new and Facebook Users are just getting used to them.
Congratulations! You’re registered for the free webinar.
If you’re in the US it is on this Wednesday at 9pm US EST, and for us Aussies it is on this Thursday at 11am AEST.
If you’re looking to improve the conversions of not only the pages on your website, but any landing pages you create, you can’t miss it!
Check your email for your link to access the webinar when we are live.
With a desire to get more users paying to reach their customers, Facebook created Promoted Posts last year as an “easy button” advertising solution to overcome the complex nature of their Ads Manager.
Promoted Posts are available on most Personal Pages and Business Pages with over 100 Likes. They are designed to allow you to overcome the limiting nature of Facebook’s newsfeed, which means your Page posts don’t reach all your fans , so Promoted Posts allow you to pay to reach more of them and show up in their newsfeed.
Promoted Posts show up in your Fans and Friends newsfeeds and are tagged as Sponsored, and display like this:
Here are 4 Tips to make the most out of Promoted Posts and get your message out their to all your Facebook Fans:
1. Maximize Your Popular Posts
If you have a post on your Page that is getting more engagement (more Likes, Comments and Shares) than usual, you should use the Promote feature. The post has to have been posted within the past 6 hours, but all you need to do is click on the Promote feature at the bottom right of the post feature.
2. Use The Targeting Feature To Get More Focus
Add targeting to your Page posts so only the most relevant people will see them in their news feeds. Before you publish your post just click the Compass/Target symbol at the bottom left next to the Location symbol as shown here:
Then Click Add Targeting and choose one or more filters:
• Relationship Status
• Interested In
Once each of these options are clicked, you can select options on the right as you can see in the image below:
The targeting symbol often only appears once you click on the Promote button, and some Pages have reported that they are unable to access this feature at all, but if you have the Promote feature, the targeting feature should show up once you start composing your post.
3. Select Likers Only
Promoted Posts are distributed on an optimized CPM basis according to the lifetime (not daily) budget. This means they are often served to less desirable countries with lower cost impressions and this means some wasted impressions to far flung countries outside of your market. Although Facebook have said this has been addressed late last year, you should only select those that have already Liked your Page.
4. Monitor Performance
On your Business Page, shortly after promoting a Page post, you’ll be able to see its performance at the bottom of the post in the links to the left of the Promote button.
To see more information about the total percentage of people who like your Page and saw your post organically, as well as the total percentage of people who like your Page that you reached through the promotion, hover over or click on the x% link as shown below:
Promoted Posts are a great way to ensure key posts are seen by all your Facebook Fans. After doing the work to build your Page, you may as well make sure that you get in front of those prospects at every opportunity. Even though you have to pay to do this, compared to traditional alternatives it is a relatively small investment. If you want to get your posts out to friends of fans and others who are yet to Like your Page, try Page Post Ads instead that can be created in your Ads Manager (you can learn how to create one in my quick video at http://youtu.be/qihOkwGJhxw).
For more video training on how to use Promoted Posts, watch my video at http://vimeo.com/53311174, and make sure you Like My Facebook Page to keep up to date with my Facebook Marketing tips.
Facebook has just re-introduced conversion tracking to the Ads Manager, which means you can now track the actions that users who click on your ad take once they arrive at your website or landing page.
Conversion tracking has been a missing piece of the puzzle for many when using Facebook Ads unless they used external software or Google Analytics, so it is great to have an integrated solution up and running.
In this quick video, I show you how to get started:
Like and share this post below so more people can start using this great feature!
Even though it doesn’t come into force until January 15, it is always good to be prepared for any change in Facebook Guidelines. Facebook are cracking down on too much text in your Promoted Post and Page Post Ad Images. This is to prevent newsfeeds being littered with posts that look more like banner advertising than engaging and useful information, which is what they were intended.
Although Promoted Posts and Page Post Ads are a fantastic tool to grab more attention and engagement on Facebook, these new marketing tools have also aroused concern over impacting the user experience, which has always been a Facebook no-no.
Since the introduction of the Timeline format early this year, there have been restrictions on the amount of text you can use in your Timeline Cover Image. Your text can take up no more than 20%, and it must not contain any website addresses or price or purchase information eg Get 20% Off at www.toysrus.com.
But now, given the rise in the use of News Feed Ads, where users pay to broadcast their ads with Promoted Posts or place Page Post Ads through Power Editor, Facebook are now applying the same 20% rule to these images too.
How you measure exactly 20% is unclear, but you need to ensure that the text you use from now on in your images for Promoted Posts and Page Post Ads is minimal, otherwise Facebook will not approve or pause them.
This will impact many of the quote style images that have become so prevalent, like this one:
Instead you should be using ones like this, which are much more in line with the engaging nature of capturing faces and feelings to get a message across, just like Facebook:
If you want a more sales oriented image, ask a question only and then include a link in text of the post that leads people to the answer to the question. Something like this should get you good results (with reduced text size):
Keeping one step ahead of Facebook changes is difficult, but if you can start complying now, it means you don’t have to worry about getting your promotions stopped. Got more questions about this change or using Promoted Posts, check out my recent free video series here.
I know Facebook can sometimes seem like low down, dirty, money-grabbing scoundrels. They change things all the time and it seems like they want to make it tough for businesses to be seen, but this time I have to come to their defence.
Even with the algorithm change in late September, you have never been able to reach all your Fan’s news feeds for free. It just has never been possible. In order to make sure they saw your messages, you have always needed to use Ads targeting your fans to get in front of 100%, and even then they would have to log on to see your ad.
Facebook is not an email marketing service. You get to show up in more of your Fans news feeds the more your fans like, interact with and share your content. This means it’s up to YOU not Facebook to get your stuff seen by more people.
Now before you go telling me how you don’t think it’s fair to pay, then there are options where you can increase your visibility for free. Just post more engaging and valuable content more often. Your audience will respond and Facebook will reward you by increasing the visibility of your posts.
If you get zero Likes, Comments or Shares on a post it means that your audience isn’t digging your content, you’re posting at the wrong time of the day or you’re not posting often enough, or users are hiding your posts from their feed. Make this mistake a few times, and Facebook will pull down your visibility, probably because your posts suck. So, post stuff that doesn’t suck to get seen more for free (by the way, I don’t know many other platforms that give you such a great FREE opportunity with access to 1 billion users globally, but go ahead and be mad with them if you want!).
If you want to increase the eyeballs on your content, grow your existing fan base and actually market your business, then I recommend using Facebook Advertising. I know, how dare I suggest that you pay to market your business! Nobody pays to market their business right? Wrong.
Investing in your marketing once you have a product or service to sell is not only smart, but essential. You wouldn’t open up a brand new store and just hope people come past, even if it is in a great location. You would advertise and promote it with a combination of free and paid advertising and publicity solutions. That is all Facebook is asking you to do too.
Rather than clutter users news feeds with boring posts from long-forgotten brands they have likes, Facebook is demanding that you stay relevant if you want the benefits of organic reach. But your overall impact on Facebook will be so much greater when you invest in some simple Facebook Page Marketing that includes Facebook Ads.
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:
With so much talk about Facebook changing their algorithm, and it becoming harder and harder to get your message into the newsfeeds of your fans, I thought I would do some investigating…
The discussion seems to have arisen since Facebook started to display below every post on your Page exactly how many people saw your post. This information was never highlighted previously, and really brings home how few people really see every post. It is worth noting that the highlighted number is ALL people who have seen the post including friends of fans, not just those who like your Page, so the actual number of real fans you are reaching is even lower than indicated.
As a Page Admin of numerous Pages I started my own detective work by checking Insights and drilling down in to the Page Reach section. The main metric I was analysing was Organic Reach, which is the number of people who have seen your Page, including those who have liked your Page and those who have not as this is the metric most likely to indicate an algorithm change.
I had to take in to account that there are several other influences on the reach of your Facebook Page Post, other than just the algorithm that Facebook uses to display it across the network. The 3 key influences on how many people see your Page Posts are:
1. How “Likeable” your content actually is.
The more engaging your posts are, the more they will be liked, commented and shared which increases just how many friends of your fans see your Page posts.
2. Whether you use an image, video or link in your post.
Posts that include more than just text get preference in newsfeeds as Facebook want their user’s newsfeeds to be more dynamic, as they know this increases interaction.
3. How connected your Fans are
The more friends your fans have, the more opportunity that when they interact with one of your posts more of their friends will see it. This is more likely if your Page targets a younger audience.
4. How often you post on your Page
The more frequently you post, the higher your reach will be as Facebook will serve up more of your posts to more of your fans when you get more regular interaction. This is the most important thing you can do to increase the Organic Reach of your Facebook Page.
On checking the sample of Page Insights to see if there was a common denominator, I also had to take into account the fact that some Pages were actively promoting their Pages using Facebook Ads and Promoted Posts, but this activity is separately definied in the graph above as the green line. It is still interesting to see if it influenced any of the trends in Organic Reach.
I did also look at the trend over the past few months, to establish the average organic reach of the Page.
So what were my findings?
Across 25 Facebook Pages, it seems that ALL the pages experienced a drop in organic reach in the first week of October for about a week, but most of the Pages recovered their reach in the past two weeks, and this was more noticeable over the past week.
It appears that Facebook did make a tweak to their algorithm that caused a drop in Organic Reach in late September/early October, and some of the Pages I checked seemed to have recovered from this drop, but others are still experiencing that decline in organic reach, but have offset it by using Promoted Posts or Facebook Ads.
It definitely seems that Facebook want users to know that paid promotion on Facebook is the best way to reach more people on your Facebook Page, and there’s nothing like a constant reminder with every post!
It makes sense that Facebook would make the shift to incentivise Paid Promotions, especially given their revenue drive since publicly listing. They are after all a business, and we need to get used to the impact of their monetization model. Facebook is a valuable way to get more clients and engage with your target audience, so like all things that deliver value there is usually a cost involved.
It’s interesting to note that of all the Pages I looked at, the ones that had been sampling Promoted Posts or using Facebook Ads showed major spikes in traffic across their Total Reach, and this definitely outweighed any drop from a suspected algorithm change.
Here is just one of the Pages that was using Promoted Posts, Page Post Ads and Regular Ads as part of their overall strategy. This was representative of what was happening on most Pages I looked at.
So, do me a favour and check your Page insights now and let me know in the comments below if you saw a drop in your Blue Line (Organic Reach) around the 5 October point too. To do this, go into your Page Insights and click on Reach at the top of your Insights and scroll down to the graph that looks like the one I posted above, don’t check the graph that shows on the Insights front page.
Can’t wait to see what else we can discover together!
What is Facebook’s response to all this? Check out the video below: