Mastering Pay Per Click Management On Facebook

Charles Doyle

Posted on: August 30, 2013

Posted by: Charles Doyle

Categories: Marketing Budget, Social Management and tagged , , , ,

Screen Shot 2013-08-30 at 8.31.33 AM

As we’ve explored in previous posts, business owners around the world are increasingly leveraging the tremendous marketing power of Facebook en masse. In terms of advertising value, it’s built in Adverts Manager and pay per click management system offer serious bang for your buck, coming in cheaper than Google Adwords and with far more targeting options than Twitter.

To take advantage of Facebook advertising, you must understand the basics of the pay per click (PPC) model. In a nutshell, it allows you to create custom text and image ads for your business (to Facebook’s specifications), then display them in the sidebar or newsfeed of a targeted demographic of users that you select based on your own market research. The beauty of the model is that you get to set your own budget (minimum of $2.50 per day), and you’re only charged if and when someone clicks on your ad. Now that we’ve covered that, lets go over a couple of useful tips that’ll help you get the most out of your PPC budget:

Understand The Difference Between Sidebar Ads & Promoted Posts

The two main types of ads on Facebook are sidebar ads and what are known as “promoted posts”. Though they share similar budgeting options, their visual differences are distinct and they serve different purposes depending on your business’s goals.

Sidebar ads are exactly what the name implies: Static ads that appear on the right-hand side of a user’s newsfeed. Comprised of a 100w x 72h-pixel image, a headline with a maximum of 25 characters and a text blurb with a maximum of 90 characters. Though these specs might sound constraining, they actually encourage you to distil your message into something punchy and succinct, which ultimately convinces more people to click through. Ultimately, sidebar ads are most suited for increasing brand awareness and generating fans (page “Likes”); not necessarily for promoting a specific offer.

Promoted posts are business ads that appear directly in users’ news feed, allowing for longer, more detailed messaging. They show up just as a normal post from an individual user would, only that they’ll be flanked with the word “sponsored”, indicating to everyone that it’s a paid ad. These are typically more effective than sidebar ads at generating interest in a specific offer, but not always as good for driving more page “Likes”. There is no text limit, and the image can be any size.

Ideally, your Facebook PPC campaign should feature a strategic mix of both sidebar ada and promoted posts for maximum effectiveness.

Tinker With Your Ads Frequently To Get It Right

One of the cool things about the Facebook Adverts Manager is the ability to change the content of your sidebar ads as many times as you want within the timeframe of a campaign. What this means is that if a particular ad isn’t performing well, you don’t have to wait til the end of the campaign cycle to test out another one: you can just edit it and apply the changes immediately.

With this freedom, you can essentially use a live ad as not only an advertisement, but a testing ground to see what works for future ads. With a minimum daily budget of $2.50 ($75 per month), altering unsuccessful ads will hardly break the bank and you’ll know what not to do next time.

Managing pay per click on Facebook is user-friendly, but also time consuming, and the demographic targeting system can be complicated to those unversed in social media. If you’re unsure about the benefits of outsourcing your business’s Facebook marketing, check out our previous post on finding the right social media management services.

Image Credit: Found U B4


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