Facebook Advertising: What are you really paying for?
Facebook, world’s largest social media website till date. Everyone has heard a line like, “If Facebook were a country it would be third largest in the world behind China and India.” Such is the user strength of Facebook which is continuously growing. Now if so many people are using Facebook there is a huge possibility that the people you are targeting through your business are present in that list of users.
For this, it is very much necessary that one should pay considerable attention on social media marketing and specifically on Facebook to promote your website, brand, product whatever it is that you are offering. For now we will focus specifically on website promotion.
Facebook advertising is not a very new concept. And this Facebook advertising is the main thing which should be targeted for brand promotion while considering social media marketing. Brand size doesn’t matter in this format of advertising. If you follow necessary steps you can succeed with FB ads.
Here are few of the tips one should consider while going for Facebook ad campaign:
Just like the options provided by Facebook while sharing some post, as to who all should be able to see that post of yours, similarly in Facebook ads one can specifically select the people who can see your ad. Let’s call the group of these people as your ‘target market.’ Using a number of variables one can decide the target market like education, gender, age, workplace, relationship status, workplace, geography and most important keywords.
Targeting specifically a group of users increases your chance of that ad being converted to real traffic and lesser bounce rate.
In your Facebook ads you will get just 25 characters for your headline to catch the attention of the users. For the description part you will get a total of 135 characters. So you just have a few words to attract the people towards your ad by engaging them so that they can trust the link you have provided. Apart from these heading and body you can also upload an image. This is an important aspect of your Facebook ad because this graphic you choose to upload will be an important deciding factor of your ad.
Next you need to decide whether you want to send users to your website directly or something on FB itself like app, event or a page. Redirecting the user to your website is advantageous because this way you can have better tracking options.
Setting the budget
In Facebook ads one has two options of deciding the way of charging for the ad. First one is CPC i.e., Cost Per Click, where you have to pay for the number of clicks. Another one is CPM i.e., Cost Per Thousand, where one has to pay per 1000 ad views.
Before starting you should decide the budget and bid per click. These can be adjusted later on if not effective enough.
Analyze and Test
Before deciding which ad you should put up on FB, create more than one version of the ad, test and check all these properly. Take care of the image you finalize and follow the guidelines of facebook properly because it reviews your ad before approving it.
After the ad is posted only one of the 2 important steps of your campaign is over. After posting it you need to continuously analyze it by tracking and making the required changes. If the ad you have posted is redirected somewhere around Facebook itself then you can use Facebook Insights to monitor the responses.
If you have redirected the ad to your link outside FB then you can use tools like Google Analytics to analyze different aspects of the traffic received from that ad.
Although it sounds simple to follow all these steps and carrying out the Facebook ad campaign it’s not everyone’s cup of tea. This is the reason that these days many SEO firms are providing such SEO Packages which include FB ad campaigns too as their important service.