Make Facebook ads that work has always been complicated. The effectiveness is low and often negative profitability. But something is changing in recent months. Across the Atlantic, the gurus are beginning to find the key to advertising on Facebook. Here are a few.
Watch these data
2010:
- Facebook accounts for 35% of Internet traffic
- is the most visited website, 8 times the web located in second position
- The average user spends 44 , 6 minutes milling about its millions of pages
no denying that Facebook is a monster. But it is not so clear that you can take advantage of this fact. Advertisers who have tried Facebook and have given up the majority.
But in America it seems that you are finding this trick to advertise on Facebook. In the following lines collect the main findings.
Who is Facebook?
In the previous month's article talked about the questions you have to do to know if your company is 'Facebook-friendly'. If you have not done this step, you can do this here.
The big difference with the Google search engine is that a Facebook user who surf are not looking for your product or service actively. But if part of your target and is in Facebook, then you have to find a way to go to meet him.
A reverse mortgage company that sold failed to advertise on Facebook. Error is probably the game: its natural audience, retirees are not yet on Facebook. Is yours?
What works in other PPC systems is not why Facebook
The first misconception is that Facebook is used for all types of advertisers.
The second is to think that simply copying the Google AdWords campaigns on Facebook. Both systems
advertising, AdWords and Facebook share the philosophy PPC (pay-per-click, payment only when the single click) and have many similarities in their internal functioning.
But each system has a different approach. Completely different.
Google is the library, where people seek solutions to their problems. Advertisers presents the characteristics of their products. The best, added benefits. At best you get the benefits of benefits.
Facebook is, according to Perry Marshall's simile, like a Starbucks, the coffee, conversations, ideas. When you're on a cafeteria not trade any attacks you, do not overwhelm with advertising, there is no pressure to buy. However, at Starbucks you can buy many more things coffee.
Most just drinking coffee. But every day more people come out of these cafes with more than a beverage in the stomach: music CDs, jewelry and even an oil painting.
Or who knows, a new political perspective, religious or social.
Your company must have a presence on Facebook. Not just to prove you're close, friendly and helpful, but because you have a goal. A goal that can not meet today or next month. But if you, if you measure, if you try things in a methodical and systematic way, sooner or later find ways to adapt your business to the culture and habits Facebook and get traffic to take advantage of the opportunity it represents.
must understand the identity of the tribe, who are, what they think ... and only then can make profitable ads.
As we saw at the beginning, people spend much time on Facebook, from page to page. Each time you generate a new page, Facebook sees this as an opportunity to change the ads and hit with a new batch.
On the other hand, when you put ads can take a lot of reports with demographics of the people you have clicked, what are their interests, etc.. Then, if you can be profitable at first, at least it is a mine information. Facebook
mechanical means to move from marketing to the art of marketing.
Why keywords are different? Facebook
involves a change of mentality: let the keywords to one side and turn to think of tastes, interests, affinities, hobbies.
Only when you know your client can connect to it and sell.
Kim and Terri are two California friends who liked the horses since they were girls. In 2008 they decided to create a business related to his love of horses and founded a design firm bracelets made with horse tail hair.
These entrepreneurs Facebook Ads chose to advertise their unique product, since Facebook segmentation allowed to publicize your business, Tail Spin, the perfect audience: people who had indicated that they liked the horses in the section of tastes and interests your profile.
When many people put a word repeatedly in their profiles, Facebook is interpreted as a keyword and add it to your catalog. Some say that Facebook takes into account what people put in their dialogues and walls to make the lists of interests.
Truco1: when you put the keywords in the form, others appear to have Facebook in your database. If in addition add a point, they appear more. For example:
- Put 'music'
- put "music"
- Put "music b"
- etc.
Truco2: Amazon enters, playing with the keywords that interest you and note that "customers who bought xxxxx also interested ..."
Classifieds: images or text?
AdWords Another big difference is that Facebook does not we are looking for. In fact we are ignoring.
The first challenge is to interrupt, stop the conversation with your friends. Thus the image of announcement is key. A drawing, a chart, a blurred image, whatever, but it is interpreted as a STOP on the road.
www.homeschooladvantage.com Company was torn between several options for pictures for your ads. There was one who did not like anyone on the team. Perhaps for that reason decided to try it on Facebook. It became the best. What was in that picture? A baby crying.
In any case, to assess the results of tests of ads, keep in mind that the efficiency measures (CTR) are much lower than AdWords.
How to place bets on Facebook? According
Drew Bischof and Bryan Todd The following is the best way to start betting with Facebook and its subsequent adjustments:
1. Please seriously consider the range of costs proposed by Facebook, even high
2. Ante up by 0.02 € CPC above the figure proposed
3. Check thoroughly the evolution of the first 24 hours, especially the CPM
4. Reduce the CPC as Facebook to recommend a lower rank than the original
The only data you really care about Facebook is the CPM. If you get high CTR, CPM will be high for Facebook, Facebook lets you relax and lower your CPC. In some markets it is possible to pay as little as 0.1 € per click.
Where to send the clicks?
One option is the landing page to which you send your AdWords clicks. But that means leaving Facebook.
If you send it to another page on Facebook you earn points of trust (trust factor), try it.
can create a 'Facebook fan page', it works much better. Some examples:
http://www.Facebook.com/bestbuy
http://www.Facebook.com/victoriassecret
Facebook With these pages you can do business without having website. You can generate a list of interested and you can even integrate a PayPal payment button, as in the case of
EzineArticles.com
Tip: The image you use in the announcement of Facebook should be on the landing to reduce bounce rate. Facebook users tend to be very sensitive to this factor.
short ...
1. Build trust: Remember, you are a business in the middle of a Starbucks.
2. Spends little at first, learn, meet "your tribe." The more tests you do in less time before you know the environment and making mass campaigns.
3. Not in AdWords ads and landing have pictures preferably be within Facebook, to name two of the biggest differences.
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