THE DO’S AND DON&#;TS OF ADVERTISING ON FACEBOOK

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__ __ __ __ __ __ __ __ __ __By Guest BloggerShare__ __ __ __ ____ 5 Minute ReadBy now it’s no secret—your brand should probably be advertising onFacebook. With 800 million users and counting, an ecosystem thatencourages sharing, and an advertising platform that allows you totarget ads with laser-precision, Facebook has become a major player inonline advertising.However, Facebook presents unique challenges—a poorly plannedcampaign can be costly to your bottom line and to your brand’sreputation, so here are some DO’S AND DON’TS OF ADVERTISING ON

WHY ADVERTISE ON FACEBOOK?



Facebook allows you to target your ads to the people who are mostlikely to want your product or service.While Facebook advertising hits potential customers higher in thesales funnel than intent-based advertising platforms like AdWords, ifyou target the right audience, Facebook ads are much more effectivethan other high-funnel marketing channels.

WHICH FACEBOOK AD IS RIGHT FOR ME?



With so many available, which is the right format? You have threeplacement options: mobile news feed, desktop news feed and rightcolumn. Mobile and desktop news do like it says on the tin: appearingin the news feed among users’ own posts. Although they are marked‘sponsored’, these ads appear very similar to the organic posts:Meanwhile, those appearing in the right hand column are smaller andlook more like a traditional ad:Think about your objectives before choosing which type of post to run:• Boosting published posts on your page is a simple option that will
help increase impressions and engagement.  help increase impressions and engagement. • After driving traffic? You’re better suited to runningunpublished posts (only visible to people you target – not on yourFacebook wall) with a specific call to action. You can then optimisetowards clicks rather than engagement, and send users through to yourwebsite._Here’s the full menu of ad types: _ 

HOW AMY GOT STARTED IN SOCIAL MEDIA AND FACEBOOK



Amy became interested in social media when she was still in thecorporate world. She worked for Tony Robbins tonyrobbins.com director of content development. In that last year Tony got heavilyinto social media (he did his own Twitter twitter.com Amy got the entrepreneurial bug, and knew she wanted to go out on herown. She fell in love with social media and she knew that wasthe area to pursue.While still in the corporate sphere, Amy started educating herself.She asked to be involved with anything related to online marketingand social media. About a year later, she took the leap and left thecorporate world. Amy started by doing social media consulting,but eventually built a business around online training coursesrelated to social media marketing._Listen to the show to discover how Amy and I first connected, and ourfirst experience at Blog World._

TARGETING THE RIGHT AUDIENCE



There are a lot of ways to target your ads on Facebook. As a basicstrategy, targeting audiences using categories like age, gender orinterests can yield good results, but to really get the most out ofyour campaigns, it’s best to build custom audiences based on whichtypes of users produce the most profit for your company.To speed up the custom audience building process, you can upload alist of your leads or customer email addresses. There are a couple ofadvantages to this sort of database marketing.First, you can use the database to effectively turn Facebook into aa fantastic way to reinforce your overall marketing strategy.Second, you can use your database to create a “lookalike” campaignthat targets users with similar profile characteristics to the ones in
your database. A “lookalike” campaign can be a very effective way to identify and attract new traffic with high conversion potential.Creating a custom audience takes ongoing effort and targetingoptimization; but, as you profile your ideal customer, you setyourself up for great results.

OPTIMIZING YOUR FACEBOOK CAMPAIGNS



In addition to targeting the right audience, it’s important to setyour campaigns up for success. This takes testing.Generally speaking, it’s best to have a variety of ads and promotedcontent. Sometimes the unexpected will resonate with your audience, soit’s important to keep testing different ads until you get a feelfor what works.In addition, it’s important to make sure that your landing pagesare turning clicks into conversions as efficiently as possible. Assimply getting traffic to your site isn’t enough. You need to createa consistent experience that compels the customer to convert.To really turn a profit from a Facebook campaign, you need to identifywhat works best for your target audience. The key to that is testing.

RUN A/B TESTS AND CHANGE YOUR ADS PERIODICALLY.



Facebook Ads are tiny, so tiny that even the most minute change canmake a major difference in your click-through rates and conversionrates. Create multiple variations of your ad with small changes toyour headline copy, body copy, and ad image to discover the optimumcombination for your target audience. Even when you think you’vefound the sweet spot, change up your ads every few months so thatpeople don’t get burn out on seeing the same ad over and over.

MAKE AN EXCLUSIVE OFFER IN YOUR AD.



PEOPLE LIKE TO FEEL SPECIAL, AND FACEBOOK USERS ARE NO EXCEPTION. Ifyou want your ad unit to grab people’s attention, you need to makethe ad’s content worth their time. Offer people a deal that theywon’t find anywhere else and you’re more likely to win thosecoveted clicks. Some brand marketers take this a step further andrequire people to “Like” the brand within the ad unit beforegaining access to the special deal. While this may be a good methodfor gaining new Fans in the short run, be warned that many of thoseFans may simply “Unlike” your page once they’ve gotten what theywant.

THE DISRUPTIVE DIFFERENCE



Facebook advertising is not a “set it and forget it” platform. Weget that. Facebook is a dynamic, continually evolving advertisinglandscape and, if you want to get the most out of your advertising,you need to evolve along with it.At Disruptive, we monitor our clients’ Facebook campaigns on aweekly basis and constantly optimize their ads and targeting toachieve the highest yield and lowest costs possible.To start capitalizing on the scale and potential of Facebookadvertising, contact us today!> “Disruptive makes me look like a hero. They’re easy to work> with, diligent and—above all—dedicated to my success. We’ve> doubled our leads for four straight years!”> Andrew ParkerDirector of Digital Marketing, iTOK> “Disruptive hates wasting money as much as I do! They are savvy at> figuring out how to make PPC work for my business.”> Matt BurgenerChief Marketing Officer, Copart> “Disruptive is my trusted source to make sure I am getting the> most out of my digital marketing. They take the drama out of the> decision-making process and let the data speak for itself.”> Gary LundmarkDirector of Digital Marketing, Guitar Center





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