Tag Archives: customizing facebook ads

Facebook Ad Targeting Options [Infographic]

Facebook Ad Targeting Options

Facebook Ad Targeting OptionsFacebook allows you to target your ads specifically to the audiences you want to reach. There are a lot of options to choose from to build your ideal demographic. This infographic will help you understand and narrow down Facebook ad targeting options.

Demographics

By determining what groups users belong to, you can your target ads. Examples:

  • What’s going on in their personal lives? – Birthdays, new jobs, newly engaged, just married, having a baby
  • What kind of house do they live in? –  Condo, apartment, house, manufactured home

Behaviors

What is your audience doing (or planning on doing)?

  • Job Roles and Companies – Seniority, industry
  • Purchasing Behavior – Purchase habits, subscriptions

Interests

Using interests, like pages, and activities on Facebook, you can add user’s interests to further ad reach. There are numerous categories for interests including:

  • Industry – Science, business, small business, healthcare
  • Entertainment – Music, games, television
  • Wellness – Yoga, running, weight training

This helpful infographic was created by our friends over at ThePerformanceMarketingNetwork.com

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Facebook Marketing Done Right: 7 Small Businesses to Learn From

Facebook Marketing Done Right_ 7 Small Businesses to Learn From -
Facebook Marketing Done Right_ 7 Small Businesses to Learn From -

Image courtesy of Shutterstock

How can small businesses with a limited budget and expertise maximize their advertising budget using Facebook ads? Let’s review a few companies who ran successful Facebook ad campaigns.

1. Motion PR: Happy Nut Year

Motion PR is a public relations firm that took first place in the 2014 Small Business Online Marketing Contest, hosted by the Chicago Treasurer’s Office. Their award-winning campaign was for the Nut Health Facebook page. The concept was to spur social amplification on Facebook by recruiting people to join the Nut Health “Nut Year’s Resolution” campaign, which encouraged customers to eat more tree nuts.

The campaign asked people to add nuts to their diet, and then to like, share and otherwise announce to their friends that they had taken the challenge. The campaign worked. Before the campaign, Nut Health had just 129 Facebook likes. After the campaign, they had 2,433 new Facebook fans.

2. State Bicycle Company: Riding High on Facebook

The State Bicycle Company of Phoenix, Arizona ran a remarkable campaign in which the business gave customers a sneak peek of their new line of bicycles — but only for people who liked the page. The campaign was the result of a series of targeted Facebook ads that focused on specific cities. Those ads led to $500,000 in new sales traced directly to the campaign — and it also increased their fan base tenfold.

3. Nike: Giant Corporation, Small-Business Strategy

Hubspot calls Nike’s Facebook page “a balance of new products, science, charitable initiatives, and encouragement.” Nike is hardly a small business. Although most corporations and all small businesses can’t imagine the size of Nike’s marketing budget, Nike sets an example that any business can follow.

Nike sets themselves apart from the ferocious industry competition (think Adidas, Reebok and Under Armour) by using Facebook to reveal the level of research and development that goes into their products, instead of just announcing deals or new lines. This strategy, which any business can use, not only shows customers the level of craftsmanship and design behind the product, but it works to justify a relatively high price point.

4. Dove: Cleaning Up on Facebook

In another example of a not-so-small business setting an example that even tiny companies can follow. Dove’s Facebook page shows the power of hashtags and the power of amplification with one simple campaign. Best of all, they didn’t broadcast or obsess over their brand. The #ShareYourStories campaign encourages fans and viewers to do exactly what the hashtag’s name implies — share personal stories about someone who is important to them.

The campaign, as Social Media Examiner points out, resulted in half a million views and nearly a million likes — all for just one video associated with the campaign.

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Image courtesy of Shutterstock

5. Rue La La: Video Works

The Rue La La Facebook page is bursting with colorful, visual appeal, and video. It is common knowledge that visual imagery receives more social amplification than posts without images. However, video is a medium that is unrivaled on social media — especially Facebook. As Hubspot recently pointed out, part of the reason the Rue La La page is so successful is that Facebook loves video. In fact, Facebook recently announced that it will give preference to content with video.

The reason?

50 percent of the people who visit Facebook watch online videos every day. The number of videos uploaded to Facebook by businesses and individuals has increased by 3.6 times year over year.

6. YogaClub: Never Pay Retail Again!

Yogaclub launched their new subscription box solely relying on Facebook ads to generate interest and leads. With an initial investment of less than $1500, they generated close to 1400 conversions to their monthly YogaClub subscription.

The beauty? Every conversion creates a recurring subscriber. While the cost of acquisition is just over $1, subscribers will pay a monthly subscription of at least $50 for an average of at least 6 months.

Using cool, catchy ads focusing on strong value propositions, YogaClub was able to launch a thriving business using Facebook Ads.

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7. Maes Radler: Drink Up

A small brewery called Maes based their campaign on a nearly universal truth — people love free drinks. The beer company offered a free barrel of beer to anyone who changed their last name to Maes. As long as they shared the brew with their friends. The result was more than 7,000 people changed their last names to Maes on Facebook. The business received 75,000 likes in just one day and half a million page visits in six weeks.

Facebook works for small businesses. Even the smallest companies can achieve amazing results on Facebook with few resources. As long as they are inventive, creative and always put their customers first.

Facebook Ads Text Rules

Facebook Ads Text Rules - 315

Facebook Ads Text Rules - 315

Finally, Facebook has done something about its restrictive ad rules!

The 20% rule – which limited the amount of text accompanying an ad to just 20% of the overall surface area of a 5 x 5 grid – was really starting to grind on marketers’ nerves. Logos counted toward the text limit, text on a t-shirt someone was wearing counted, etc. The rejection process was an automatic algorithm based on the grid. So there was no option to explain the text was a part of the image.

Understandably, Facebook Ads need to minimize text clutter. Their research shows that the reading audience prefers clean, readable lines and images over writing. However, it was making it difficult for marketers to get their message across.

Why the Facebook Ad Rule Change?

This is simply a case of a giant company trying to balance the desires of its customer base and its B2B relationships. Through research, Facebook consumers have shown that they prefer ads with less text. Business owners and marketers that use the social networking giant to promote their wares have flooded Facebook with complaints about the restrictions and confusing parameters.

Perhaps more importantly, Facebook noticed that ads were being rejected at a clip that was losing them too much money. So it was necessary for them to make a shift in their stringent policy.

Specifics of the New Rule

As a consequence of receiving so many complaints about rejected ads, Facebook has sought to streamline the ad-acceptance algorithm. Most importantly, they’ve eliminated the most unfriendly part of the code: ads are not rejected based on text density any longer. All advertisements are judged by these categories:

  • The “OK” Category – This Facebook ad has very little text; if any. It appears to be the one that gets the most positive response from consumers.
  • The “Low” Category – this section is reserved for the ads that were just barely acceptable under the old 20% algorithm.
  • The “Medium” Category – this category is reserved for ads that would NOT have made it in under the old rule. Now, it allows advertisers to populate the image with text boxes around the picture.
  • The “High” Category – These Facebook ads were rejected outright. Although they are no longer declined by the system, these text-laden ads will be charged a higher cost.
  • Text density = higher CPC. It allows businesses to have their ads seen, but they’ll have to pay a cost if there’s more than the optimal number of characters reducing the allowable image area.

Ad Exceptions

In case some of the Facebook ad changes come across as too financially restrictive, marketers should know that the higher costs won’t apply to the following ads:

  • comic-strips
  • calligraphy
  • video game screenshots
  • event posters, concert posters and movie posters
  • infographics
  • app graphics
  • album and book covers
  • legal content

Of course, if there’s still some confusion left after the new rule changes, businesses can always use Facebook’s native “Create Ad” function to streamline the process and make it easy to select the correct category.  So, while the total restriction is now gone, the reach of a text-heavy add is reduced compared to its non-text heavy image ad counterpart.

Remember:  Simple, clean, and concise is the way to go on text within image ads.  They key is the image itself!  Use people and images that grab attention.

In short, the new feature changes help marketers frustrated with the text limitations affecting their previous ads.

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