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We've already talked about if its worth advertising on Facebook, and I'm sure many will want to give it a try. Considering Google AdWords is the most popular way of advertising online, its understandable some may think it is a little less competitive on Facebook, and so hopefully cheaper too! Planning your Facebook Ad campaignAlthough many Pay Per Click (PPC) rivals offer image based advertising, there is a stronger emphasis within Facebook's alternative. With the average Facebook page being quite busy, a snippet of text isn't enough to grab most people's attention. As well as the adverts themselves, it is important to put planning into the supporting documentation, making it highly targeted and relevant to the audience. You can do this in a a couple of ways using either a micro-site or Facebook page. A Micro WebsiteCommonly used, a unique landing page or micro-site (a few pages) tend to produce better results than simply sending people to your website's homepage. This is because a micro-site contains everything the target audience needs all in once place. You can establish trust, and the buying decision is much easier to make for the user. A Facebook PageFacebook is all about sharing, be it friends, thoughts, parties or photos. There is a special facility within Facebook for businesses to create their own public profile that users of Facebook can become a 'fan' of. When your 'fans' interact with your age, stories linking to your page can go to their friends through their news feed. This is viral marketing at its best, as a users network of friends is likely to be within the same target market. Your Facebook Page can have a photo or logo uploaded, as well as your web address and other contact details listed. A fan discussion board is also a standard benefit.
Focus on TargetingAs with any online advertising campaign, targeting is the key to getting you the best results. Being as exact as possible will also save you huge amounts of advertising spend. It sounds like an obvious one, but with the facility to target geographically, ensure you only target an area you cater for. Its much better to invest more spend into a very specific area than spread it over a larger area that perhaps you could cater for. You can save money in Google AdWords by using keywords you have chosen with your advert text. This ties in with Google's ethos on relevancy, rewarding you for improving it. Facebook does not mention an advantage in doing the same, other than it being wise in order to "show users that your advert relates to the people you are trying to reach." With only 135 characters to work with, getting to the point in a concise manner is important. Providing a call-to-action will also improve your Click Through Rate (CTR). Choosing an Image that worksFor two reasons, you should choose an image that is relevant to what you are providing. First of all, it will work in helping to emphasis the advert's text, and most importantly, its in the rules! When there are great value websites like iStock out there, there's no excuse to skimp. Don't just go onto Google Images and pick a low-res image that's probably a copyright infringement (not very clever when advertising in front of over 50 million people!). The RulesAs you'd expect, there are certain rules to ensure your Facebook Ad is approved. Reason's your Ad might be disapproved could be because of the following:
For examples of the above, see Facebook's page on typical mistakes.
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