An Introduction To Facebook Marketing (Part Two)
This is part two of “An Introduction To Facebook Marketing (Part Two)”, click here to go back to part one.
2. Create Your Landing Page/s
You need to setup your funnels to relate to or ‘match’ the audience you’re targeting. It all depends on what you’re using Facebook ads for. If you’re selling affiliate products, it’s a good idea to create avatars for each targeted demographic.
For example let’s say you’re promoting a weight loss product. After looking at the demographics of the top weight loss product sites, you find the average visitor is a 35-45 year old male with kids.
The best way to sell to this particular demographic is to relate to them, to create an avatar (an online persona) that relates to their exact situation. You could create a guy called Steve. Steve is a 40 year old man, with 2 children. After getting married and having 2 children (Chris & Becky), he started putting on weight, until of course he found product X and it changed his life (insert link to sales page here) lol.
The point is, you frame a pre-sell around a particular demographic. A pre-sell is a page used to PRE-SELL visitors on buying a product, before sending them to the sales page.
The best way to frame a pre-sell around a particular demographic is to create an avatar (online persona) that the target audience can relate to. For example, if you find that 60 year old women are the only demographic purchasing the product; you should re-frame the pre-sell page/sales page to that demographic by creating a new avatar.
Changing Steve the 40 year old to Mary the 63 year old. Sixty year old women are much more likely to buy a product after reading about another 60 year old woman who’s had success with it than for example a 40 year old man. Frame your landing pages, sales pages and pre-sell pages around your target demographic. Create avatars that relate to the audience.
As you get back data from the campaigns (what demographics are converting), you can change your pages to relate to that demographic further. This is the best way to generate high conversions from Facebook traffic. You can always just drive traffic to generic squeeze pages or sales pages.
3. Setup Initial Ads
Like most PPC advertising, Facebook is driven by your CTR. The higher your CTR, the lower your CPC. Facebook only has a limited number of ad slots they can display on each page. They always display the ads that make them the money money per CPM (cost per 1000 impressions).
Whatever ads generate the highest CTR, get shown the most and get the most traffic. This basic concept will drive your entire FB ad campaign creation and management process.
This means eventually you’ll want to get extremely targeted with your ads to generate the highest conversion rates. This can get very complex very quickly, so to get started keep it very basic.
To start you need to setup several different ‘ad groups’, these are ads you group into different categories for different metrics. First create ad groups for the different ages of your target audience (as found from quantcast).
If 80% of the audience visiting your competitor sites/affiliate sales page are ages 40-65, you would setup these ad groups:
- 40-45 yr
- 46-50 yr
- 51-55 yr
- 56-60 yr
- 61-65 yr
You can create separate groups for male and female, but it’s not always necessary. This kind of targeting allows you to rapidly find out which age group buys, and the conversion rate is almost always drastically higher in one group.
Next you add a further level of targeting, interests. You can target people who like particular pages or have particular interests on Facebook. Simply enter them all into the box and it’ll tell you how many people your ad campaign will reach based on the interests and demographics.
The more interests you add, the less people your ads will display to; but the more targeted your campaigns will be. You can setup and split-test unlimited campaigns, testing your ads and offers in front of different pockets and sub-cultures of people.
To start with you should setup your campaigns by age and gender groups, with all interests combined. For example:
- Males 25-30 & Interest #1, #2, #3, #4
- Males 31-40 & Interest #1, #2, #3, #4
Later you’d dissect the ads for much more advanced targeting and testing:
- Males 18-25 & Interest #1
- Males 26-30 & Interest #1
- Males 31-35 & Interest #1
- Males 36-40 & Interest #1
- Males 41-45 & Interest #1
- Males 46-50 & Interest #1
Now it’s time to setup a couple of ads, always start with at least 3 of them. Each ad should have a different angle. All you want to do is figure out which angle works best, then launch a bunch of campaigns with that specific angle only.
For example in the weight loss niche, your angles could be: Exercise, Diet, General. Each ad with a different angle to see which angle the audience responds to. The images you use for the ads have the biggest impact on CTR, followed by the title, and description.
Bidding is very simple. Essentially all the advertisers are bidding to have their ads shown the most. No matter what price you pay, Facebook will always show the ad making them the most ROI.
This means if there is some idiot bidding $2.50/click and you’re bidding $0.50, he won’t be placed at the top by default. If his ad converts at 0.01%, that means for every 1000 impressions, his ad gets 10 clicks and makes Facebook $25. If your ad however converts at 10%, it’ll get 100 clicks per 1000 impressions and make Facebook $50.
When you create a campaign Facebook will give you a suggested bid for the campaign. Always bid $0.02 ABOVE the recommended bid. As your ad starts getting clicks and converts, the suggested bid will LOWER automatically. At which time you just have to lower your bid, but always keep it $0.02 above the suggested. This ensures you get a lot of displays.
Once you start getting traffic and your ads convert, lower the suggested bid to $0.02 above the new suggested bid (the suggested bid lowers automatically as your CTR goes up).
For FB ads a CTR of 0.5% is ok. A CTR over 1% is great. Over 3% is phenomenal.
Anything over 0.1% should be kept and scaled, they will become very profitable. As far as budget goes, start with what you can afford (preferably $10/day or above), and scale from there.
Tracking is essential to know what’s converting and what’s not. Use CPV Labs to track your campaigns. All you have to do is keep creating more campaigns, delete the demographics and interests that aren’t converting, and launch more ads into the ones that are.
When you get a winning ad, scale the budget and milk it for all its worth. Sometimes a campaign stops being effective, so it’s critical that you watch your campaigns like a hawk!
P.S. Leave me your thoughts, comments and questions below. Also opt-in to the email list on the right for more traffic generation tips, tricks and secrets.