I have been a Facebook user for a few years, along with over 300 million other people. From a marketer’s point of view I really like the idea of such a captive audience. Currently, PPC on Facebook is not scalable but they are working pretty quickly to make it that way for professionals or agencies. Lately, I have been putting my PPC skillz to use on Facebook and want to share a bit of what I have learned.
Pictures are King
When I set up my first Facebook campaign I made two ads with the same image and set it loose. The result was a quick spike of traffic for a few days and then it just quit producing. My solution was to get more images from my client and test those against the ones that I started with. This resulted in a jump in traffic that held for a couple weeks. So when starting a Facebook campaign make sure you have plenty of images. I recommend starting with at least 10 images. The more I test, the more I feel that I could replicate the same ad copy 20 times as long as there was a new image and I would continue to get results.
Targeting Adjustments Forces Ads Through A Review Process
Targeting changes put the ads through a review process, which is far different from the Goog. Google will allow changes to targeting options without having to review the ads for approval because it’s done at the campaign level. Facebook targeting options are set for each ad, so be aware of this before you make those types of strategic changes. It could take 24 hours for your ad to be active again.
One more thing that I found very helpful and one-of-a-kind is Facebook gives me the approximate number of people in my audience for each targeting option and bid amount I set. This is updated live and readjusts each time I change my targeting or bids. For example, Facebook is telling me that one of my ads says its potential audience is 1,014,700 and my highest impressed ad has actually received 1,199,165 so far this month. So, the targeting seems to be pretty accurate.