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There is an old saying in marketing fish where the fish are biting. Currently Facebook gets about 100 Million plus unique visitors each month, that is over 1/3 the US population. With the rising price of Google ad words it makes sense to add Facebook advertising to your marketing mix. I recently read an article “How to advertise on Facebook” was interesting but basic. The following is my version.


On Facebook your competition isn’t other business owners it’s the litany of status updates, party photos and comments that are pouring in…millions per hour. Here are 4 tips that will help you when advertising on Facebook…some pretty obvious.


1. Target your audience


Duh, I’m sure you say… but keep in mind that Facebook users divulge a lot of information about themselves here in their profiles, more and better information than trying to use demographics or rating from traditional advertising means.


Facebook allows you to groups you want to reach, you can target users based on profile info: age, gender, location, college, relationship status and interests. This is FAR more accurate data than demographics; in fact you could call this the U.S. real time census.


More importantly you can use Facebook for behavioral targeting. You can choose to target users that are fans of your company or avoid your fans if you are looking to broaden you prospect base. Facebook also allows you to target customers based on key words that are mentioned in their profile or status updates.


Keep in mind behavioral targeting doesn’t just mean users who see you ad and ones who don't more often behavioral targeting is best suited for targeting content. Changing content to fit the users’ behavior is incredibly powerful and will mean a big boost in clicks and conversions.


2. Test, test, test … Strategically, Conversion Rate Optimization (CRO)


Facebook ads are auctioned as they are on Google Ad Words, however you can pay by the impression or by the click. Most advertisers choose by the click and I am a fan of this method as well, impressions are almost impossible to track ROI or activity from.

Testing ads in Facebook as with all online marketing is twofold:
Testing for click volume
Testing for conversion rate

The later of these to is obviously the most important. While clicks are good and there are those that will argue that with clicks and impression you are branding you business, I will argue that if the respondent was interested and would remember your brand they would have converted. People are no longer on the internet to find things they are on the internet to do things (Platforms over Pages). Testing conversion is about the customer behavior and experience when they get to the landing experience your click directed them to. It is in the landing experience where you can test strategically.

By combining Facebook’s behavioral targeting for the click with a landing experience behavioral targeting can gain large boosts in your Facebook advertising conversion rate.

3. Track everything


Facebook allow you to track the number of clicks and times your ad is shown, but it doesn't track Post-Click. This is a huge drawback to any online marketing. Using a landing experience platform in combination with Google Analytics you can quickly and easily build, test and track your traffic from Facebook and other online marketing mediums.

4. Don't miss the message

Message miss match is the number one cause of page abandonment and low conversion. If you plan on advertising on Facebook then dumping these respondents on to your main random access website…do yourself a favor and save the money. This is the most important tip I can give to any marketer advertising on Facebook or anywhere else on the web. Your message must match what got the click in the first place.

On face book your ad space is limited, typically a short head line 135 charters or fewer and a small image. You are competing with status updates friends photos ect. so it is tough to get noticed. Usually three ads from different advertisers run next to each other so this increases the challenge, “If you put up a traditional ad you're just going to get pushed aside”. Facebook is social so your ad should be social, be irreverent and don't write in traditional copyspeak, be Transparent, Authentic and Genuine (TAG) in your ad “Spring has sprung… time for that convertible!”

Because you have so little space to capture the respondents’ attention it is so imperative that your landing experience engage the customer and match your message. This is a great place for a conversion path: “Spring is in the air and can ABC motors help you drive and breath the fresh air? With our spring convertible collection of coarse….”

Choice 1. See our lineup of great new convertibles
Choice 2. Today’s convertible special
Choice 3. See our lineup of great pre-owned convertible deals

Content isn’t King, the respondent is and the King wants choice so give your respondent kings choices you’ll be rewarded for it with the conversion.

Hope this helps,

Larry Bruce (@pcmguy)
www.pcmguy.com

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Tags: CRM, Post-click-marketing, automotive, bruce, click, dealership, internet, larry, marketing, post, More…sales, sem, seo, site, web

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Comment by Chuck Dapoz on April 30, 2010 at 12:51am
Larry, great post. Valuable info and insights. In theory, Facebook lets advertisers target an audience by age, gender, location, etc. But in practice, how accurate is this self-reported info? I know people who will not post personal info, so they drop in fake birthdays, fake degrees from universities they never attended, fake jobs and more. Have you seen data on the accuracy of Facebook profiles? Are some demographic, psychographic or geographic segments less valid than others? Any data on which Facebook segments are more likely (or less likely) to click ads?

Loved your DD presentations. After seeing you Wednesday, went back to see you Thursday. Terrific info in both sessions. Thx.
Comment by Terrence Gordon on February 16, 2010 at 12:35pm
I'm having trouble choosing keywords to target my ads to. Facebook seems to only allow keywords that are generally used in other people's profiles. Any tips on customizing the keyword targeting? Thanks guys! Good post! And good timing.
Comment by Ralph Paglia on February 6, 2010 at 10:27pm
Additional information; the Cost per Click from Facebook advertising is at least 50% less than the CPC from Pay per Click Search Advertising in every market we have set up campaigns during the past two years we have been using Facebook's proprietary Advertising system. However, it should also be mentioned that there are other ways ways of getting ads placed on Facebook which are much more traditional, such as Ad Networks including Google Adwords Placement targeting. We have done both and generally find that the cost saving of cutting out the middle man are worth the time it takes to use Facebook's proprietary system.
Comment by Ralph Paglia on February 6, 2010 at 10:22pm
Larry - Good post and a very interesting conversation thread... One thing I would like to add is that the connection between targeting and messaging takes on additional dimensions in Facebook, or at last it can if you pay attention to the targeting choices when going through the Facebook advertising wizard. For example, you can target very specific people, such as the employees of a particular company. I recently targeted a campaign to the 500 plus employees of Hallmark in Kansas City for a Toyota dealer. The messaging was "We appreciate Hallmark Associates and what they contribute to the KC Community" followed by an invitation to become a fan by visiting the dealer's Fan page... Click through rates were off the charts! Sure, we were not pitching "Get A Quote", our objective was to build up the dealer's Fan base by targeting very specific messages to groups of between 500 and 5,000 Facebook members in the dealer's market area. Why? The Fan page works great and the people who work at the dealership actually engage in conversations there that do not take up a bunch of time and lead to appointments and test drives...

The CTR on these highly targeted ads with VERY specific messages and which are pointed to a dealer's fan page, come in at percentages i do not even like quoting because if somebody told me the numbers two years ago i would cry BS! So, let me just report that they are consistently at 10 times the rate for search ads and the conversion to a "Fan" is dramatically higher than eCommerce site conversion to lead form rates. Is the ROI better? Sometimes yes, sometimes no... All depends if there is someone at the dealership who cares enough to engage with the customers and knows enough to sell a car.
Comment by Larry Bruce on February 5, 2010 at 9:12am
@Tony

Tony I will post a beginners guide to advertising on Facebook on my blog later tonight and let you know. www.pcmguy.com
Comment by Larry Bruce on February 5, 2010 at 9:10am
BTW yes I will be at NADA
Comment by Larry Bruce on February 5, 2010 at 9:10am
Jeff I think you didn't get my comment. Traditional media looks for people...new digital medial looks for things that people want to do. You have to look beyond the demographics to the behavior.
Comment by Larry Bruce on February 5, 2010 at 8:35am
@Jeff

No question the primary goal of social sites is social. However try to imagine a person going to a social site to ask their friends if anyone owns a Ford Focus and what they think about it...not a farfetched scenario by any means. Now use Facebook keyword targeting to find those conversions and place an ad that says "Ford Focus - What do you want to know? We have the answers". Then make sure your landing experience matches the ad.

Back to the Cluetrain Manifesto - "Markets are conversations" now take that a step further and say - "Those conversations drive content".

Get away from looking for people and start looking for what people want to do.

Thanks for the comment Jeff
Comment by Tony MacFarlane on February 5, 2010 at 6:42am
I really appreciate these tips, but being a total noobie to online advertising, many of your suggestions just whooshed over my head. My boss wants us to start advertising on Facebook, but I haven't the foggiest notion of how to even begin. When I went to start, Facebook recommended a daily budget of $50! is that really true? We cannot afford $50 a day on a crapshoot... Can i divert this thread a little to help get started with Facebook advertising?
Comment by Patrick Downes on February 5, 2010 at 3:08am
Like FB, short, to the point, and only 1 photo - Thanks Larry!

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