The Definitive Guide to Facebook Marketing
Table of Contents
1.) Advertising on Facebook Pros vs. Cons
2.) Defining Your Audience
3.) Choosing Your Ad Target
4.) Creating Your First Facebook Ad – Copywriting Tips & Choosing the right image
5.) Measuring Metrics & Optimization.
Advertising on Facebook Pros vs. Cons
1.) Huge Database – 56 Billion Monthly Visitors, it’s the perfect sphere for testing your ideas/products/camapigns.
2.) Very Low Minimum Cash Need For Advertising – Unlike Ad network which sometimes even require 500$ minimum to start advertising, on facebook you can start on as low as 1$ per day.
Why it’s important?
Because you will want to test few target groups when you send a campaign, and than scaling up, and with such a low CPC, it’s possible even for beginners.
3.) Ability to segment population by pages likes/website visits/interests – So far, I didn’t find anywhere that you can segment so specific audiences.
4.) You can upload your email lists – Facebook has an awesome feature, where you can upload your email lists of subscribers and than it will find people who are similar to the behavioral preferences of your audience.
Meaning: it’s will MASSIVELY increase your conversions.
5.) After campaign analyze – Facebook will analyze the campaign on live time & optimize it on real time.
6.) Facebook Pixel – Facebook has the ability to embed an html code on your site & Re-Targeting the customers who didn’t convert.
7.) Many Ad Types & Variations: Facebook has over 10 types of ads & different targets you can define (more on that on this article).
8.) Free Advertising – Due to the fact Facebook is a social network, if your ad will be successful, you will get shares = free advertising.
1.) It’s a social network – On the end of the day people tend to forget the fact that Facebook is a social network, and many times people come to Facebook just to talk with their friends.
Therefore the conversion rate is lower compared to other advertising methods.
2.) Irrelevant Ads – there are still major problem on targeting on Facebook & it’s far unfortnately from being perfect.
For example, Rainu Bele 29 years old, which is a writer on: https://www.hallaminternet.com
Got this weird ad:
I guess it wasn’t her dream of life to become a butler.
3.) It’s not Set it & Forget it – Being a Facebook advertiser it’s actually a profession & companies hiring people to just do this specific thing.
But don’t freak out, the reason for that is that Facebook campaigns requires ongoing optimizing.
You will need to follow few times during the day & shut off campaigns who are not converting or scaling on profitable ones otherwise that will turn to a money pit.
4.) Complex System – It’s take time to learn all Facebook ads features, because it’s so wide and complicated.
Even after you learn the system, you’ll found yourself many time struggle with it, because there are many options there.
5.) Fake Profiles – Approximate 83 million fake profiles (according to: http://www.smallbusinesscan.com) existing on Facebook.
Although Facebook doing efforts to change this, the reality is still that are massive amount of fake profiles.
The reason it’s matter that your ad will be exposed to people who opened the profiles from commercial intents or not really using their Facebook & in the end of the day it’s a waste money, and lower your conversions.
6.) Negative Comments – Facebook users have the ability to comment on your ads and it inevitable at some point that someone will publish a negative comment and other potential customers will see it.
That’s why it so crucial to check your Facebook ads account constantly.
7.) Facebook Ads Are Unique – Facebook ads usually should be more fun, more engaging, more friendly because of the nature of the social site.
It’s take time to figure out the right approach of your brand to Facebook ads.
Defining Your Audience
Follow this step by step guide in order to define your audience.
1.) Open Your Facebook Ads account & click on Facebook Ads on the top left & than on Audience Insights:
2.) In the pop up choose everyone on Facebook
3.) OK Guys **Drums**, we got to the most interesting part on this guide, setting your audience.
This the part you will dedicate the most of your time, because it’s the most critical for your campaign success.
I will start explaining on each part of this screen to make it easier for you because it’s a bit complicated, let’s roll:
We got here 6 parameters to define our audience
Option 1: Location
No need to say to much, you can choose the location of your audience.
Tip – Focus on one country when doing campaign, if you want more countries, create more audience.
The reason for that is that each country will react on other way (mentality) and you might have countries with a better conversion.
In addition, it’s irrelevant to show ad in English to a country like a Spain where most of the people are talking Spanish – it will just be a waste of money.
If I would like to advertise this blog post I will focus on country with high amount of start up companies because they probably will have great interest on advertising on social media.
Option 2: Age and Gender
Obvious what is the target here.
Tip – Focus on one age group per campaign
18-24 – Campaign 1
24-30 – Campaign 2
and so on.
If I would like to advertise this post, I would focus on the age of 24-30 because they are probably started their careers and there might be someone who is working on the field.
Option 3: Interests
You will notice when you will choose this option a little menu will expand:
I will give example to explain this feature, if I would like to target an audience for this post, it’s would look like that:
Let me explain:
- Social Media Examiner is a famous blog about social media if it interesting my audience they will probably read this post.
- Social Media Optimization/Solution/Marketing are more or less the same, a general interested that show about intent on social media advertising.
Another example, if you would like to target deer hunters, you will want to find magazines they read, specific gun they are using, a brand of clothes for hunters, anything that could narrow your audience is good.
Option 4: Connections
This in my opinion is one of the most important options on Facebook advertising.
You can define which pages your audience like and don’t like.
Jacob Tip#1: after you choose some pages, that relevant to the product you try to market, go inside those pages and check them, I tend to prefer more active pages, with active community.
Jacob Tip#2: when you will enter those pages, you will see if someone else is advertising inside those pages and you might get some ideas for your ads.
Jacob Tip#3: Save the name of the pages somewhere for the reason it can be another advertising way: you can enter each page after and advertise manually, it’s FREE :]
Jacob Tip#4: If you are advertising a product that for Trump voters, you will not want to target people who like Hillary Clinton Page, so use the negative option as well.
Option 5: Advances
Want to know if their anniversary is soon so we can send a reminder to buy a golden necklace you selling? you can!
Selling the new xBox? you can define the audience by gaming console and so on.
General speaking, behavior it’s the most critical category here, because it’s will let you dig into the smallest details on your potential customers life.
Let you know which language they are speaking.
Single? Married? Divorced? you got it all here.
Want to target high school drop-offs? this is the place for it.
Are they CEO’s? Cleaners? Programmers?
Let you know the earning of the the audience.
It’s a pretty interesting one, you can find if they are homeowners/renters, the home value, if it single family or multi family home.
Amazing stuff Facebook knows about us huh?
Let you segment by Culture (African, Hispanics, etc…)
Tip: notice there are some option that work only for USA, so be careful.
Fresh Parents with young child? future parents?
You got all this information here.
Selling Hilary Clinton hats?
You can segment by Political view – Active, Conservative, Moderate, Liberal
You will find here if the person:
Away From Family
Away From Home Town
Long Distance Relationship
I just got 10 different ideas of what to sell to each segment while writing this, and you?
Once you defined your audience, go on and take a look of the rest of the metrics:
Those metrics give us in depth look to our audience, and let us understand them better.
First Tab – Demographics
Demographics will give us the following information:
- Relationship status
- Education level
- Job Title
- Age & Gender
Note that you can click on each chart to narrow the audience:
Each Chart on Demographics tab include 3 columns:
2.) Selected Audience in percentage
It’s show us, from the lifestyle, how much from our audience will likely to be on the group.
For example, I can see that ‘ Career Building Life Style’ is a major interest on my audience, they are 3% (that’s a lot!) of the total Facebook users who are into it:
3.) Compare – the following column will show you what is probability that a person from my audience will be that ‘lifestyle’ group.
You can take those metrics to other advertising platforms, for example: if your audience is mostly like to be IT Managers, so search for IT news site, or IT Forums & advertise your product there.
Second Tab – Page Likes
Here we are able to see, which pages our audience likes.
There are 2 major columns in the chart here:
1.) Relevance – it’s the column that summarize how relevant this page to our audience.
2.) Affinity – how likely your audience is to like a given page compared to to everyone on Facebook.
Third Tab – Location
Location tab show us what are the Top Cities, Top Languages, Top Countries of our audience, it is useful for someone who have a physical store, or if you want to personalize ad for specific city, to make it more engaging.
Fourth Tab – Activity
Activity tab give us the super necessary data:
1.) Ads Clicked
2.) Posts Liked
3.) Pages Liked
4.) Post Shared
It’s awesome because it let us know how active the customers we want to target, if they are clicking on ads, if they are sharing things.
I wouldn’t want to target a audience which clicked only one time on ad or didn’t tend to like posts.
The second section of this tab is the devices.
For example: Creating your ad optimized for PC & not for mobile can be damage your campaign, since must users using mobile (on screenshot I attached, of course).
Fifth Tab – Household
The household tab give us some cool data:
– Household Income
- Home Ownership
- Household Size
- Home Market Value
- Spending Methods
The most critical charts on this section for me are Spending Methods & Household Income.
But Why Jacob?
If my customers plan mainly on cash and not tend to use credit card so it’s a bit problematic for me to trying to sell them things on the internet since they need credit card for that.
Customers who own homes, mostly like are less worried about rent and have more money to spend.
I guess you are smart enough to understand why the average income is important, right?:)
Sixth Tab – Purchase
For eCommerece dudes that tab is really helpful.
We can see here:
Average Retail Spending
Which Cars they are using
Purchase Behavior & Online Purchases are the two ones that matter to me here.
Purchase behavior let me see which product my audience like, just take a look and the screenshot and you will understand it’s not a good idea to sell them kid products.
Online Purchases matter to me because I mainly selling online, but notice under the char you will see the sentence ‘9% of the audience matched’, it’s means that only small percent of our audience analyzed for this section, so you shouldn’t take it seriously in that case because it’s not the full picture.
3.) Choosing Your Ad Target
There 11 ad targets we can choose from Facebook:
The targets will be almost the same from technical aspect – setting an ad & choosing the target audience.
Remember, the targets are mainly for you, so we can follow your process of advertising and see what you achieved.
Let’s review them one by one:
Brand Awareness – Facebook Definition:
Video Views – – Facebook Definition:
Creating Your First Facebook Ad – Copy-writing Tips & Choosing the right image
Step 1 – Decide on your campaign target
Choose your campaign name and than click continue
Step 2 – Choose Your Audience
Choose the saved audience we created.
Step 3 – Decide The Budget Of Your Ad
Choose daily budget – I recommend to start with the lowest.
Set start and end date! don’t let it run always, because you will go to a trip and forget and suddenly you will discover you’ve charged for 100$, shit happens 🙂
Notice that Facebook give you indication of how many people you are going to reach with the budget and the audience you choose.
Elso you can see how broad or narrow is your audience, I recommend it to be on the middle, this the perfect balance for me.
Step 4 – Set The Name Of Your Ad
Set name for the ad & Click Continue.
Step 5 – Choose Your Ad Format
Choose your ad format.
Step 6 – Connecting The Ad To Your Facebook Pagea
After choosing your Ad Format the next step is to connect your Facebook page, because if you don’t connect your Facebook page it’s impossible to execute the ad.
Step 7 – Your Facebook Ad Copy
This one is crucial:
Write the copy of your head
To make it easier for you for the first time, I made some great Facebook ad examples:
Example for Facebook Ad that you can use #1
The ad above is taken from video I saw on YouTube from Michael Koehler.
First of all he used a question, which is good because it’s making someone answer on their head, what’s lead to engagement.
Second of all, he give a freebie, who doesn’t like free stuff?
Finally, he creates urgency by writing: ‘before I close it down’.
So to summarize the structure: Question, Freebie, Urgency.
It’s can work on any industry, so use it!
Example for Facebook Ad that you can use #2
The following ad is by ClickFunnels – which is awesome company by the way, check them out.
Actually the gave the 3 basic thing any bussiness on the world needs:
Creating proven to work conversion funnels, Aquiring new customers that already bought similar products (from competitors), and make them buy their own products.
The sentence underneath the image is great to because:
- Using the word ‘wierd’ – create mystery which can increase clicks.
- Everyone’s talking about – create social proof, and make you want to be part of it.
Ok, there are more examples which you can find on my article: ‘Most Inspirational Facebook Ads’
Measuring Metrics & Ad Optimization
I think it’s enough information for the first time, so please try and let me know how is your process going!