- Get on the carousel. Facebook's new “carousel” type of advertising is producing big results for marketers. Carousel ads feature multiple rotating images and video clips in a single ad, and some research claims these messages produce up to 10 times more response than static advertisements. These 10 rotating panels can include both graphic and textual content as well as links, and the ads enable advertisers to direct visitors to different parts of their website. The cost for carousel ads is a bit higher but they could do great things for your marketing. It’s something to consider.
- Don't cheap out. A common mistake new Facebook advertisers make is to under-budget. You don't have to spend a ton to be effective in social media, but you do have to reach enough people to make the effort worthwhile.
Facebook charges you either so much for every thousand impressions—the times your ad appears—or per click. With the per-click option, you're charged only when somebody clicks on your ad and links to someplace else, such as your website, sign-up page, or e-commerce section. How much are you charged for these impressions or clicks? That depends. Facebook ads are charged on an auction basis; the more people who want to promote the same thing to the same audience, the higher the price. How much should you bid for your exposures? Fortunately, Facebook has a tool that shows you how much you should bid to accomplish your goals. The best (and worst) part of all this is that you remain fully in control of your monthly charges. If you want to limit your costs to $100 a month, so be it, but the more you commit to your program the more exposures and clicks you get.
- Use a call-to-action button. One of the latest features of Facebook ads is the availability of a call-to-action button that takes your viewers to your website or any landing page you specify. You can choose from among five available calls: Shop Now, Learn More, Sign Up, Book Now, or Download. Research says these little jewels can increase the click-through-rate (CTR) by almost 300 percent. While it's true that clicking on any part of your ad will do the same thing, a CTA button reminds the viewer that there's more info available.
- Go a little Hollywood. Nothing sells like video. Social scientists say video, almost regardless of quality, makes a better and longer-lasting impression than any static display. Fortunately, with Facebook you can take advantage of video, either as a link or embedded directly in your message (a perfect reason to go carousel). Video shows your business but also conveys the intangibles like personality and style. Video is alive, dynamic, and engaging. Video is the future.
Just as with static ads, video ads should have a single clear objective and should end with a graphic panel as your call to action. Videos should be short—two to three minutes at a maximum—and should be scripted to get straight to the point. Content should focus on the three Ps: people, planes, and processes. Unscripted customer testimonials are great, and they have proven to be among the most effective forms of advertising.
- Track your results. You won't know for sure how well your Facebook ads are doing if you don't measure the response you get. There are several ways to measure response, and even several definitions of the term, so you'll need some tools to help you analyze the effectiveness of your ads. Facebook provides a powerful suite of no-cost automated tools to help you do the job. As you get more sophisticated in your marketing, you may choose to go to an outside vendor (there are hundreds available) that can take your analyses to an even higher level, allowing you to customize your reports to best match your campaign goals with the results achieved. Whatever the case, analyzing your Facebook ads for efficiency and effectiveness should be a major part of your online marketing program. It sounds complicated and it can be, but starting out it's about as easy as turning on the autopilot.
Advertising with Facebook is pretty easy. There are a few mechanics and details involved, all well covered and explained on the pages of the website. The key is to have a solid grasp of the basics before you start tapping your credit card. Once you set your goals, create your ads, determine a budget, and have one or more meaningful landing pages, you'll be set to start down the path toward success with Facebook.