Tag Archives: Facebook ads

Facebook Ads Placement [Infographic]

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Facebook-Ads-Placements-315Facebook has several different options for how and where ads are placed. While smartphone and tablet, usage has increased it’s important not to overlook desktop and laptop users. The desktop ad market remains very reliable and many users access Facebook from a desktop or laptop computer. Two of the most common methods of Facebook advertisement is the News Feed and Right Column. Each ad placement option has its own advantages and fits specific advertising goals.

Two Ways To Advertise Via Desktop On Facebook

1. The News Feed:

Places an ad at the top of the news feed and formats it like a Facebook post. This type of ad is useful for allowing multiple actions (or steps) at once.

It is also advisable for companies whose websites require desktop access. It’s an expensive option but has a good reach.

2. The Right Column:

Located on the right side of the page this location offers a smaller ad space than the news feed. Despite not taking up as much space it still allows the use of a brief description and image. It’s most useful for retargeting campaigns and driving a single action.

Consider this type of ad for simple one-step requests such as visiting a website or downloading an app. It’s affordable but usually gets a lower click-through rate.

Thanks to Spiralytics Performance Marketing for this informative infographic.

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How to Grow Leads with Facebook Offers

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How to Grow Leads with Facebook Offers-315

Discount offers are hard to resist, especially if it’s a product you’re excited about. And who doesn’t love sharing a hot deal with friends and family? That’s what makes Facebook Offers the perfect tool for lead generation.

How Do Facebook Offers Work?

Facebook Offers appear in the timelines of your target audience. When a user sees an offer they like, they click through for more information. If they like what they see, they redeem the Offer, save it for later or share it with their friends.

Facebook Offers can be redeemed using an online code or QR code at your local place of business, whatever suits your specific needs. I would suggest giving them both options to increase the chances of redemption.

If you’re concerned about ROI, consider all of the benefits this small-budget advertisement will provide.

Facebook Offers Expand Reach

If you’re waiting for Facebook users to find your business page organically, you’re going to be waiting a while. But with Facebook Offers, you can take a proactive approach to lead generation. And it’s less intrusive than other forms of Facebook advertising because you’re offering your audience something of value — a promotional discount!

Facebook Helps Keep Offers Top of Mind

Have you ever cut a coupon and forgot to use it? I know I have. But with Facebook Offers, users receive notifications reminding them to use their discount before the Offer expires. If the user allows location-based notifications, they’ll also receive a reminder whenever they’re in the vicinity of your business.

Facebook Offers Generate Word of Mouth

Even with limited ad distribution, anyone in your target audience can share your offer. Word-of-mouth advertising helps expand your reach beyond your target audience and raise brand awareness.

Online Sales Will Increase

Advertising on Facebook gives you immediate access to the largest social media audience in existence. Prospects are already scrolling through their news feeds, so when they see an offer they want, all they have to do is click through. Just like that, you have a new customer!

You Control Your Budget

You can start an Offer campaign for as little as $5, but how much you spend is totally up to you. That said, I’d recommend a minimal investment to start. This will allow you to experiment with the system and see if Offers are a viable advertising option for your business.

Offer Creation Is Simple

Creating Facebook Ads isn’t as hard as you might think. Facebook Offers can be created:

  • Directly from your page: Just click the “Create Offer” option at the top of your timeline.
  • From Ad Manager or Power Editor: Click through the “Create an Offer” link on the Ad Page or Power Editor for a comprehensive guide to creating an Offer.
  • From the Ad Manager App: Place an ad from your mobile device.
  • By boosting posts: Turn an existing post into an offer by clicking the “Boost Post” option and selecting the Offer format.

You Can Track Your Results

See which Offers resonate with your audience by tracking campaign results in the “Promotions” section of your Insights Page. Knowing what works and what doesn’t will help you create more effective Offers moving forward.

Tips for Creating Irresistible Offers

Make the deal worthwhile: 50 percent off is better than 10 percent off!
Make it eye-catching: Use high-quality photos and keep your message simple enough to understand at a glance.
Create a sense of urgency: Limited-time offers inspire prospects to act now for fear of missing out.

If you have questions about how to get started with Facebook Ads, don’t hesitate to ask. I’m happy to help!

4 Things to Do Before You Run a Facebook Ad

If you want to drive paid traffic to a blog post or landing page you should use Facebook ads because they are very affordable. As this chart clearly indicates it costs only $0.25 to reach a 1000 people, cheaper than any other paid advertising method.

But to get the highest ROI for your investment you need to optimize the ad for clicks and you need to optimize your site for conversions. Many people fail with ads because they do not get the basics rights first.

Therefore, to help you get the most out of your ad, I have created this checklist on the 4 things you should do before running a Facebook ad…

Install the pixel:

A simple step you should perform before you run your ad is install the Facebook pixel on your website. The pixel is a code provided by Facebook. When you add it to your website it tracks visitors sent by an ad and shows you when a visit converted.

The pixel can also help you create custom audiences. Custom audience lets you display ads to all the people who visited your website or those who visited certain pages.

This data can be used to create high converting ads as you can target people who are familiar with your work. When you track individual pages you can increase conversions even further as you can serve highly targeted ads. Here’s a great guide from Jon Loomer on how to add the pixel.

Optimize site for sharing:

One way to get free traffic from an ad is by optimizing your website for sharing. People who visit your website from Facebook are already logged in. Hence, they only require the slightest of nudges to share your website.

The simplest way to go about this is by adding share buttons as a study by BrightEdge found that pages with the tweet button get 7 times more shares than those without. Hence, to get more shares on Facebook, you just need to add the Facebook share button.

Another thing you want to do is optimize the thumbnail image that is shared along with the link.

When a link is shared, an image is automatically picked as the thumbnail. If an image that is at least 560 X 292 pixels is set as the thumbnail, then the large thumbnail will appear. If it isn’t of these dimensions, then a small thumbnail (or no thumbnail) will appear.

If the large thumbnail appears your image will look better when shared and will drive back more free traffic.

A page well optimized for sharing is the article The Beginners Guide to Facebook Advertising by Adomas Baltagalvis.

The first thing they got right is the share buttons. They added plenty of them including Facebook share at the top.

And when you click on the Facebook share button the post is shared along with the large thumbnail. It also has a good headline and description as you can see above. This ensures that when a visitor from an ad shares it, it will drive back plenty of free traffic.

They also added an optin form to the side bar and at the end of the post to ensure traffic converts.

So make sure you optimize all your pages for sharing before sending traffic with the ads.

Check text percentage on ad:

Facebook used to have a strict rule that limited the amount of text on ad images to 20%. Ads were rejected when they had more text. They have discarded the rule, but now they limit the amount of reach the ad generates when the image has more than 20% text. If you add too much text you won’t get your money’s worth.

Therefore, always limit your text to less than 20%.

You can easily check the amount of text your ad image contains by using this Grid tool. All you need to do is upload your image and it places a grid in front of it. If text is present in more than 5 boxes it has more than 20% text and you need to delete some of it.

Run a test:

Before you dedicate high budgets for your ad, you need to test it out by only spending a few dollars on it or just running it for a day.

The best option for testing out ads is by targeting custom audiences created from your list or website traffic. You can then upgrade to look alike audiences and continue your testing before moving on to general targeting.

If you meticulously follow a testing process you should be able to get the highest ROI for your ads. Testing should be extremely easy to do now as Facebook lets you conduct split tests.

Testing will also help your ad gather some likes and comments which will increase social proof.

These are the 4 things you should before you run a Facebook ad. Start by optimizing the landing page by adding the pixel and share buttons. Also add a good Facebook thumbnail that is automatically picked when someone shares the webpage.

After that move onto the ad image and analyze the amount of text present on it. Finally, you can test the ad to see how well it converts before going live.

Do you follow a checklist to get the most out of your Facebook ads? What steps do you take before you run your ads? Please leave a comment below.

How to Integrate Facebook Ads with Lead Capture

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How-to-Integrate-Facebook-Ads-with-Lead-Capture-600x600-V2Landing pages don’t have a lot of content because they’re not meant to attract target audiences — they’re meant to convert them. You have to direct visitors to your landing page if you want to capture leads and make conversions. Waiting for the landing page to rank on search engines isn’t going to happen.

Turn to Facebook Ads

How will you direct visitors to your landing page? One of the most efficient is via Facebook Ads. With more than 1.86 billion monthly active users, Facebook is the world’s biggest social media platform. Facebook ads have the widest reach. Facebook lets you be creative with ads. Great copy makes an ad effective, but you can enhance it with visual content.

Maximize Facebook tools

Facebook offers tools which you can use to get very specific demographics and track conversions. You can find them in the Ad Manager section.
Then there’s the Facebook Pixel, a bit of code for your website that tracks and measures visitor actions. It helps you make the most of your pages and build audiences for different ad campaigns.
You can:

  • See how customers switch between devices before converting
  • Optimize ad delivery to people who are about to convert
  • Create custom audiences for every specific action
  • Find more people who are like your best customers
  • Produce timely ads based on the most popular products people on your site
  • Get insights on visitors

You can create a pixel in the Ads Manager under Tools > Create a Pixel > View Pixel Code. To install, copy and paste it into your site’s HTML.

Integrate Facebook Ads with Lead Capture

Given how powerful Facebook Ads are, it’s best to use them to attract and direct people not only your website and to individual landing pages. Make sure only your target audiences click on your ads because you can use Facebook’s granular settings for demographics.

But ultimately, it’s good Ad design that makes Facebook Ads attention-grabbing. For your next ad, incorporate the following:

  • Color psychology

    People associate different colors with different concepts. Make sure your color scheme is aligned with the branding and image you want your products or services to have. It should also evoke the response you want from your target audiences.

  • Faces

    Like attracts like, so it’s not surprising if people are drawn to faces in ads. In fact, people can see faces even in objects, a phenomenon that is known as pareidolia. Go with a close-up photo of a face with the eyes looking straight at the viewer. This kind of image elicits the strongest response.

When you produce compelling Facebook ads for your landing pages and leverage Facebook’s tools for your ad campaigns, you’ll capture more leads and create more conversions.

Facebook Ads Text Rules

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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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