There are more than a few ways to go about advertising on Facebook, and with Facebook’s increased attention to paid advertising you need to know what you’re spending your money on. Here are the 3 best ways to advertise on Facebook that you want to make sure you’re doing.
It’s not hard to run up a huge bill from Facebook if you’re not careful about how you setup your advertising. They’ve made it overly easy to “Boost” your posts and spend a whole ton of money on just post likes and comments. Take a quick look at the Admin Panel of your Facebook business page and you’ll see more than 5 ways that Facebook is screaming “GIVE US YOUR MONEY!!!”. I’m going to help you sift through the dirt to find the gold in these advertising options.
I suggest you seriously consider the following 3 systems for Facebook Advertising:
1. Carefully Crafted News Feed Ads
2. Engaging Sponsored Stories
3. The Old-Fashioned Grind
NEWS FEED ADS
It is very important that you recognize the difference between news feed ads and right column ads. News feed ads are the full size posts that show up in people’s news feeds, and they have the highest likelihood of generating traffic as far as ads go. Right column ads are the small ads you see on the right side of your Facebook News Feed under the “Sponsored” area. These are less likely to generate traffic, and will eat up your budget with impressions.
Content is king, always has been, always will be. The presentation of that content is almost just as important as the content itself. This means that you need to pay very close attention to your ads so that you are presenting the most engaging content possible in order to have your viewer follow through on your call-to-action. In order to do this, Facebook has provided a few great options for your advertising needs.
The Power Editor is a thorough system for creating elaborate and precise advertising campaigns. This is a very advanced feature and should be carefully navigated in order to get the best results. Of all of the options for advertising on Facebook, this is the most robust and powerful. One of the best features of the news feed ads is that you can set a landing view for your page so that people will be brought to your desired lead-capture page instead of your page's wall.
This is a much more user-friendly version of the power editor with a few less options, but more than enough for the average business user. There is a very clear flow to the process and you’ll find great customizing options for your ads when you click on all of the advanced settings buttons.
There are a few different options for your goals of the ad, and choosing the right one for your call-to-action is important. If you’d like to gain more likes, then choose that option and create an ad that will entice people to like your page. There are hundreds of strategies that you could use for doing this with your content and text, so I will just say that you should have an enticing image that catches your eye, succinct wording that solves a problem, and a clear call to action.
These are different than ads because they don’t have a “Like” button on them, and they generally look like a standard post instead of an advertisement. These are a great alternative to standard ads because you can use video content. When creating an ad, you are only able to use 1-6 images as your supporting content, but with sponsored stories you can use whatever you’ve posted.
In order to do this you should create a few posts that you think would make good sponsored stories and then let them run their course for a few days. Once your stories have proved that they are engaging and the call-to-action is being followed, then you can choose to sponsor that story in the advanced features of the “Promote Page” section.
With this type of advertising, it is very important to have a single, clear call-to-action or else you will spend money and only receive post likes and comments. If you want people to visit your site, make that the only option. If you want people to share the post, ask them to share it. You will get out of these what you put in, so take your time and do it right, otherwise you’re just giving your money to Zuckerburg and his investors.
THE OLD-FASHIONED GRIND
This is the area that most people are inefficient in, and they find themselves spending hours online only to get dismal results. Like anything, strategy is needed if you want to benefit from your time. Here are a few ways you can increase your likes and engagement on your page:
1. Invite friends to like your page
2. Add new friends and like new pages
3. Post and comment on relevant pages as your page
4. Personal engagement on Hot Threads
Hopefully these tips help you decide on a path you want to choose for your Facebook marketing. If you're excited about what Facebook marketing could bring your business, you're going to be really excited about this week's Facebook tips on how get more likes and what to do with them! Click here to get the tips in your inbox!