Ad Account Custom Landing Tabs Facebook

Sun, Sand and Facebook

As I’m enjoying some holiday time in Gili Trawangan, a little island off Indonesia, I am happy to see the power of Facebook is well and truly part of the holiday culture.

Want to know what’s happening back home? Just pop down to a cafe and log in to the patchy Wi-Fi and you are instantly connected to life back home, as well as being able to easily share your best holiday experiences with family and friends. I even got to do a call with Facebook Expert, Amy Porterfield on all things Facebook Ads with some of her members in the US!

I answered their burning questions and thought it may be worth sharing a couple of them with you.

What Do All The Metrics Mean And Which Ones Are Most Important?

The two key metrics you need to keep your eye on in your Facebook Ad campaigns are Click Through Rate (CTR) and Reach. Reach tells you how many users have seen your ad, and CTR tells you how many of those people have clicked on your ad. These are critical to optimising your campaigns and ensuring the success of your ad.

Once your Reach exceeds 2,000 you have a good base to assess your CTR which needs to be sitting above 0.02% for the ad to really be working well for you.

What Do You Need For An Effective Custom Tab?

The biggest choice in relation to your Custom Tab is to Reveal or not to Reveal.

I am definitely a fan of the Non-Reveal, as I believe that collecting emails is your No.1 priority and I don’t think you should put any barriers in place to people signing up to hear more from you. I have tested this with several different Pages and find that you still get a good number of Likes for your Page without a reveal tab.

Reveal tabs can also be a little “buggy” and slow on some browsers and servers, so I think the old adage of Keep It Simple, Stupid always wins!

Want to know more? Visit me on Facebook and ask me your burning questions.


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.

Ad Targeting Facebook Facebook Pages

The Know, Like & Trust Factor Drives Facebook Ads Too

It’s not like I didn’t know the power of truly activating a Facebook Page with targeted Facebook Ads, but the campaign I ran for a client today really brought the point home.

By activating a Facebook presence for a retail destination, within one day the page received 147 Likes. This was driven in part by two ads that I split tested.

One of which promoted an event that has broader appeal targeted to an audience within an 80km radius of the destination. This resulted in 50% of Clicks converted to Likes.

The other advertisement which targeted nearby residents within a 10km radius had the same Click Through Rate of 0.06%, however the ad converted 90% of Clicks to Likes.

Both ads served a purpose, and received a low CPC, and met the objective of driving new page Likes. But the efficiency of the more precisely targeted advertisement performed so much better in terms of the objective, for the same investment.

Check out the Audience Diagrams side by side. these can be found in your Ad Manager and are a great way to get “at a glance” ad performance. The aim with all Facebook Ads is to get the green and the orange circles as large as possible within the blue circle. This demonstrates the reach and effectiveness of your ads.

Having managed several campaigns that have been sending clicks off Facebook, it was great to reinforce just how much cheaper and more effective sending your ads within Facebook is. It really is the way to extract the most value for your ad spend, and with all the opportunities to integrate elements of your site with your Fan Page, there is no reason why you shouldn’t be doing it now.

Have you shied away from a Facebook Page strategy? If so, leave a comment and share why you haven’t jumped in yet. Also, feel free to ask a question.