Posts Tagged ‘Facebook Ads’

Effective Ads on Facebook

November 27, 2012 Leave a comment

Modern life is filled with a variety of advertisements. The majority of our online social networking is settled on Facebook. More and more users of Facebook are influenced by advertising. How do you think the advertising is on Facebook? What happens when these two “monsters” come together?

As a newly established advertising channel, Facebook offers different powerful marketing tools for businesses depending on their different demands. They have pages, ads, sponsored stories and platforms. These tools deliver information to Facebook users through banner ads, referral ads, sponsored ads and casual games. Currently, referral ads and sponsored ads are the two main types, such as “liking” a page, and stories coming up on friends’ news feeds. This means that through “Beacon”, Businesses can “publish actions including if a Facebook user purchases a product, signs up for a service, ads an item to a wish list and much more. This is advertising at the referral level” Moreover, Facebook users “can be aware of their friends’ actions not just on Facebook, but also across the entire web” (Facebook: Changing Advertising Forever). As Zuckerberg said in his speech, “People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

Unlike other traditional media, ads that have a Facebook Page are easy to create. In brief, you just need to upload your advertising image on Facebook. However, the important steps are about how to design your creative images and how to attract target consumers with your brief messages. There are a few steps about how to promote your business with ads recommended by Facebook:

First, “identify your goals.”

You should know the advertising objective that you want to accomplish. For example, you can use Facebook advertising to improve public awareness for your business, increase sales, and attract consumers.

Second, “target the right people.”

You should be very specific about what kind of person you want to target. This is the most remarkable and attractive step of creating advertisements on Facebook. The ads should be segmented to reach Facebook users. This process is like an advanced search. “You can target your consumers by location, language, age, gender, preference, connection and other factors about demographic and geographic segmentations” (Facebook Website). This function helps businesses reach their target market easily and effectively.

Third, “design an engaging ad.”

Besides using a simple, eye-catching image with clear descriptions on a piece of Facebook ad. This year, the permissible number of words businesses can use to advertise on Facebook was reduced from 135 to 90 for each ad. This shows that simplicity and accuracy are more important on Facebook. That’s why an advertisement may make limited references to Facebook in its title, body, or image for the purposes of clarifying the goal of the advertisement.

In addition, there are two more steps that businesses should pay attention to. One step is about how to manage your budget. For example, you should determine the methods of payment, cost-per-click (CPC) or cost-per-impression (CPM). The other step is to review and improve your advertisements after uploading. Getting feedback on your post advertisements will be helpful for your business to optimize marketing campaigns.

Examining the process of creating Facebook advertising, this type of advertising is more suitable and effective for some independent and small businesses with limited advertising budgets. Businesses pay more attention to the snowball effect, which is very unique to Facebook. It means once someone has clicked on your advertisement and “liked” your business page, it will show up on their wall. Businesses will get more fans with little investment. Facebook advertising is also an effective way to extend traditional Internet advertising, like webpage advertisements. It helps businesses to convey information to target consumers quickly and accurately. Meanwhile, Facebook advertising can also help businesses to test and evaluate the response of target audiences, so that they can get feedback and then invest money in the right promotion.

Which kind of advertisements are the most effective and acceptable for consumers? First of all, an attractive design with a specific target group will be much more essential and indispensable. For example, the latest style “Be Bright” of GAP, GAP shows us the clear and simple images with several bright colors. These colors can capture people’s attention immediately; the new styles are also highlighted with its amazing design. All good advertisements have their unique, smart and attractive points, but bad advertisements are always the same. Like traditional media, bad ads come with images of low quality and even offensive, vulgar, obscene or inappropriate content. For example, the title of an ad is “Where is your Girlfriend?” but they call your girlfriend a “he” in this ad. Some people may click because they still think it’s funny, but spelling mistakes often decrease credibility significantly.

As a consumer, think about Facebook just for a moment. How fantastic a place it is! Facebook is a social utility that connects people with others. Unconsciously and automatically we have been made well-known to all. They record our personal information, like where we are from, what food we like, and who our best friends are. Facebook can easily group us and show us the most relevant ads. As a marketer or advertiser, it is a rapid and convenient way to learn about how to target consumers on Facebook, by analyzing potential customers’ likes, dislikes, habits, interests, and even connections. A brilliant method is used to cut off useless information about customers by using their detailed profile, thus making it possible to find target consumers on Facebook in an easy way, instead of a lot of efforts spent doing market research before placing advertisements.

Actually, Facebook advertising still has risks, even now. The security of personal information on Facebook is always a controversial topic, especially when it is related to Facebook advertising. Furthermore, there are also some negative aspects for businesses to continue to adopt Facebook advertising as their strategy. For example, someone thinks that they cannot acquire new customers on Facebook, and some still feel that the cost of advertisements is expensive even though they have low-click rates. All these reasons make it necessary for Facebook to innovate and develop new techniques to improve its advertising market environment.

Indeed, like the two sides of a coin, pros and cons always stay together at the same time. We have all the reasons to say that social network advertising will definitely become the trend in business. As a pioneer in this field, Facebook still needs further improvement and innovation. This will give full play to its potential function as the “most appropriate, most accurate and economical way” to sell products to consumers most in need.


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Facebook Ads and Facebook Page 101

February 3, 2011 1 comment
The Wall Street Journal recently published the article How Much Does A Facebook Fan Cost? $1.07, provided some interesting statistics about Facebook Ads. Based on the research done by Webtrends, brands are paying $1.07 advertising cost for encouraging people becoming a fan on Facebook. Did you know that your “like” actually cost that much money? I’ve always thought the “like” is just a button that I can click. But, in fact, it’s a lot more complicated than that.
Brands use Facebook page rather than Facebook profile for a variety of reasons, and one reason is that having a Facebook page allows brands to place Facebook Ads on Facebook. A Facebook page is actually very different from a Facebook profile as a Facebook page is much more flexible than just a profile. Through a Facebook fan page, brands can update their news, communicate with their fans, create contest pages, provide coupons and use other kinds of promotion tactics. More importantly, a Facebook page provides insights. How detailed are the Facebook insights? They are VERY detailed.
There are two sections: users and interactions. The graph is a page insight overview. On the top right-side you can choose the time period to see the results, and the insight will show you how many new likes, lifetime likes, and monthly active users you have during the time period you’ve selected. It also shows you the interactions such as how many people view your posts and how many people post feedbacks. Well, that’s not it!
If you click the “See Details” beside Users or Interactions, you can see a the Daily Active User Breakdown (# of people view the posts, # of people post on the wall, # of people like the posts, and # of people leave a comment) with a graph provided. There’s also a graph just for New Likes (daily likes and daily unlikes), and provided with like sources (e.g., page, search, request). Then, there’s a demographic section: age, gender, countries, cities and languages. The last section in user details is Activity, which shows the page views, tab views and external referrers. In the interaction details, in addition to the # of post views and # of feedbacks, it provides the impression (# of views) of your every post and the feedback (in percentage). The insights are important for brands because then they are able to see the user’s demographic breakdowns and how their page is doing.
Facebook Ads is a way to drive traffic to the Facebook page, and it allows a brand to select its own target, from user demographics to user interests. The narrower the target is, the higher bid (higher cost) it would be. There’s two ways a brand can pay for the ads: one is to pay per impression (1000 views), and the other is to pay per click; pay per click would be more expensive than pay per impression, but then a brand only needs to pay when the ad gets a click (like). Depending on the purpose of the ad campaign, brands need to measure which one is more suitable/cost-effective for them.
However, does a “Like” or a fan essentially mean anything at all to the brand? Will the fans keep coming back to check the fan pages? Brands need to carefully monitor their Facebook page and insights. See 4 Common Mistakes Brands Make on Facebook.