This is Part II of a series of blog posts on how small businesses can use social media. Read Part I here.
- Target the information in and characteristics of your ad to your customer.
A lot of the effort of creating an ad, and a lot of what you pay for if you hire an ad agency, is understanding the customer. It doesn’t matter how many people see your ad, or how many people click on it. What matters is how many people make a purchase or otherwise engage with your brand. Point being, your ad should be something that your ideal client wants to see and click on. If they are price sensitive, include a discount and/or mention the price upfront. If you sell a premium product, you don’t want penny-pinchers clicking your ad and costing you money. This goes for all demographics: make your ad appealing to their age, gender, income, location, etc. After all, those are the only customers you want.
- Consider mobile ads, but don’t bet the farm on them.
Facebook looks great on mobile devices. As a result, over 500 million people use Facebook solely on a mobile device, and many more people use both desktop and mobile platforms. On the other hand, if your website isn’t mobile friendly, whatever traffic you get won’t turn into sales. Having people fill out extensive forms or make purchases directly on their often doesn’t work out either; even more so than the web, mobile is fast-paced and built for brief impressions.
- When the time comes, watch your Relevance Score.
Facebook’s Relevance Score is meant to serve as a barometer for how good your ad is, and it takes a minimum of 500 impressions a day to do this. Much like a Google Adwords Quality Score, it’s a proprietarily calculated number from 1 to 10 that tells you how your ad compares to other ads. Because Facebook wants good ads on its site, highly relevant ads are rewarded with lower CPC and greater exposure. Facebook identifies 3 ways to improve an ad’s Relevance Score: a targeted audience, a clear message, and a call to action. This is all simple stuff that you should be doing anyway to make a great ad. Keep in mind that the score only really applies in the case of PPC ads; if you pay for impressions, your ad will be shown as many times as your pay for, relevant or not.
Hopefully these tips get you moving in the right direction and encourage you to think critically about any advertising you do on Facebook. Stay tuned for similar updates on other social media sites.
At bizmktg.com, we know social media marketing, and we help companies get the most out of every profile. Call or e-mail the marketing machines to learn more: (800) 808-0249 or info@bizmktg.com.
Read more about Facebook advertising here and more on the Relevance Score here.
