Like Google and others, Facebook runs an instant digital auction for each ad placement, considering bid prices from many advertisers. An advertiser might bid $2 to place an ad in a particular situation. Then Facebook weighs these bids against how relevant the ad is to that situation. If an ad is relevant, the advertiser need not bid as high to win the auction.
As a special thank you to WPCurve readers, I have also put together a few special bonuses, including a download of the 37 Facebook ads I use as templates when creating my own ad campaigns - get your bonuses here. My goal at Overwhelmingly.co is to help business owners by making complex business topics overwhelmingly easy to understand and to implement. I also work directly with clients to improve theirs sales funnel so that they can extract more value from their existing traffic.
Don’t forget to follow up after your event. You can even post photos from the event and send them to all who attended. If you had a very healthy debate at your event, with lots of questions, why not send a transcript out to everyone who attended? And if some questions didn’t get answered because of time constraints, consider writing up the answers and sending them to all attendees.
Chat is Facebook's name for its instant messaging system, also known as Messenger on mobile. You can engage in real-time conversation with any of your Facebook friends who happen to be online and signed in at the same time as you are. The Facebook Chat box is on the lower right side of the interface and contains a small green dot next to "Chat." Clicking it will open the chat box and show a green dot next to the name of friends who happen to be signed into Facebook at that time. Facebook Chat has a gear icon with settings you can change to determine who can see that you're online and when. How To Configure YouTube Videos For Facebook - The Facebook Debugger Tool
One of the founding fathers of modern advertising, David Ogilvy, didn’t believe advertising had to be complicated and neither should you. If you stick with me to the end of this article, you’ll be ready to dominate your first successful Facebook ad campaign using the exact process I outline (without the need for any pretentious jargon getting in our way).
Now that you've earned your lead's trust, it's time to sell them the real product. You can do this via email, phone or any other 'direct' methods now available to you from the free offer, or you can use a Facebook Pixel to retarget the user with ads. The Facebook Pixel is a small snippet of code you embed on your site. When a Facebook user visits that page (in this case it may be the completion page from your free offer), they're now "tracked," allowing you to serve ads specifically created for them. Millennials vs Gen Z
“To gain more traction on posts, one of the best things you can do is launch an internal pod. If you are new to pods, this is a group of people (usually fellow business owners or a paid service) that agrees to like, engage, and comment on your content in exchange for you doing the same for theirs. Having five people like, share, and leave comments promotes the post so it is shown to more of your followers or friends.”
Many marketers mistakenly believe that Facebook first got into the advertising game back in 2012, shortly before it filed its surprisingly poor IPO (strange how quickly this was forgotten in subsequent years). However, although Facebook did indeed introduce a raft of advertising options four years ago, the history of Facebook advertising traces back to the social network’s very earliest days in 2004 with what were known as Facebook Flyers.
My recent personal experience with Facebook Ads was not a good one. I recently went through the procedure of paying for an ad campaign. I submitted my ad, and within 24 hours, I received a notification that the ad was approved and that the “Boost” was going to begin. Supposedly, my 31-day duration for the amount I paid was going to reach anywhere from approximately 300 to 700 people per day. When the Boost began, I received 1 immediate “like”, and then there were no more. Then, the next day, I received a notification that my ad was now “not valid” because there were supposedly too many words in it, but I could pay additional to boost my post again. The ad was simply an image of a business card. Anyway, I checked the analytics and found that my ad only reached 41 people on that first day, before it was stopped by Facebook. At that point, I canceled my ad, and hopefully I won’t continue to be charged on my daily budget. But the point is . . . if the ad was invalid, why would it have been approved in the first place? This is very much unsatisfactory to me and I would not recommend this marketing outlet to anyone thinking of advertising on Facebook.
There are also individual controls through the audience selector button below the publishing box. For example, you can apply to change the viewing permission for posts on a case by case basis. You might want to let only your closest friends see some of your wilder or ridiculous activities, for example, while keeping those hidden from your work colleagues or dear old Mom. You can even control whose updates you see on your timeline by removing friends or snoozing their updates.
Similar to Carousel Ads, explained above, Slideshow Ads segment your ad into individual images that users view one after another. The difference between these two ad formats is that Slideshow Ads only play images (not videos), and the ad compiles these images into a slideshow that plays automatically in the form of a video. According to Facebook, Carousel Ads are ideal for:
For example, an auto dealership gets a large number of visitors who search for specific makes and models, but they do not click the call to action “schedule a test drive.” The dealership uses this information to create ads that provide additional sales information on the cars the visitors were looking at, which further helps develop the user’s interest in the vehicle, leading them closer to converting users to take action, such as schedule a test drive or value trade-in.
To use Facebook retargeting ad campaigns effectively, you will need to create great campaigns with ads that speak to your custom audience with a focus on driving traffic to your site, which then increases the audience you can retarget ads to. Therefore, be sure to create ads that match your custom audience’s interests. Remember: even the best audience won’t convert without great ads, so take the time to create ads that will attract your precise users.
(Helpful note: For the bidding, unless you have an audience of over a few hundred thousand visitors per month, you should bid for clicks. This mean you will pay each time someone clicks on your ad, even if they are just clicking the like button and don’t actually visit your page. You will also want to choose your own bid price and have it be above the maximum Facebook suggests.
Find out all you can about your Facebook audience, including their age, income, location, education, and buying behaviors. You can learn about your audience by clicking on “Insights” in your Ads Manager. Use this information for generating targeted audiences for your paid ads. As you fill in your demographics on the left side of the screen during ad creation, Facebook will let you know how many users your ads will reach.
An example of this is B2B products. You might draw prospects to your site with a white paper they can download, and then offer a demo. Following a demo, you can schedule a free trial and so forth. As you break down and look at the sales funnel, you get a sense of what the audiences need at each individual point of conversion along this multi-step process. Each audience will have different needs at each point and you want to be able to speak to them differently.
Upload your vehicle catalog with details such as make, model and year, then automatically generate ads that show the most compelling inventory to the right audiences. Use automotive inventory ads to direct people toward vehicle detail pages, lead submission forms or other valuable places—and continually show your most relevant vehicles to potential auto buyers.
Although ads in the News Feed are likely to get higher engagement metrics due to its native advertising features, right column ads shouldn't be forgotten. We often see less expensive clicks and conversions when using these ads. In order for a right column ad to be successful, it needs to be relevant, have a value proposition, a good visual, and have a call-to-action.