Facebook ads offer an amazing way to target the exact audience you’re looking to reach, but they aren’t necessarily the holy grail in marketing, especially if you don’t know the first thing about running a successful Facebook ad campaign. But don’t worry, by the time you’re done reading this article, you’ll be one step closer to becoming a Facebook pro (becoming an actual pro requires a little more experience, including some trial and error).
In order to achieve true Facebook ad success, you’ll need to target the right audience, and you’ll need to reduce your cost per like until it is as low as it will go. Here’s how it’s done:
1. Target the Right Audience
Facebook likes don’t mean a thing if the audience doesn’t care about your product, service or updates. Facebook is a social network that thrives on engagement, and if your audience isn’t thoroughly engaged, Facebook will penalize your page. This is one reason why it’s important totarget the right audience. Another reason is because doing so can drive your cost per like down. Let’s look at an example. If you own a bike shop, and your Facebook ads are showing up to people who have no interest in cycling, you’re wasting efforts. As with most things, wasted effort on Facebook usually translates to wasted money.
2. Find your sweet spot: CPM or CPC?
If you search the Internet, you’ll likely find strong opinions on both sides. CPM stands for cost for thousand impressions, and CPC stands for cost per click. Some people find paying per impression to work out better than paying per click. In reality, it could work either way, but it depends on your business. Let’s say you own a local scuba shop, and you can target people in your local area who like scuba-related Facebook pages. Your audience is extremely targeted, so everyone who sees your ads are likely to click on them. In this case, you might find that CPM reduces your cost per like. If your audience is extremely targeted, it’s a good idea to try it both ways to see which works better for you. On the other hand, if your audience is a bit broader, CPC might lower the cost per like for your ads.
3. Choose a relevant image
Have you ever seen an ad for a weight-loss product that features a random celebrity? You know, one that has never been more than two pounds overweight? Some people tend to use pictures that capture attention regardless of whether they are relevant. This is not a good strategy. Yes, your picture should grab viewers’ attention, but it should also relate to the subject of your page. If it doesn’t, people may click, but they aren’t likely to like your page. You’ll pay dearly for luring the wrong audience, and you’ll pay in the form of an extraordinarily high cost per like.
4. Consider hiring a professional writer
Facebook doesn’t give you a whole lot of space in which to write your ad, so your words have to be extremely powerful. If you’re a master wordsmith, there’s no need to outsource, but if you aren’t familiar with marketing copy-writing techniques, you may want to hire someone trained in this field. Again, it is important for the ad to relevant. So, if you want people to like your page, tell them exactly why they should do so (what’s in it for them?).
5. Evaluate and respond
Facebook offers a reporting module within the Ads Manager. Use it. In order to achieve the lowest possible cost per like, you’ll have to monitor your ads frequently and test new ones. Test different text and images, and test different combinations of the same text and images. You might be amazed to find that that simple tweaks can make drastic changes to your overall campaign.
6. Keep it fresh
Just like how Google likes to deliver fresh search results, Facebook likes to deliver fresh ads. If you run the same ad over and over, you’ll find your cost per like will slowly creep up. That’s why it is so important to keep testing new ads. It’s okay to rotate a few good ones, but be sure to continue testing new things.
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