subject: Facebook Ad Design Factors [print this page] Facebook Ad Design Factors Facebook Ad Design Factors
Facebook represents an ever more popular online advertising option. Here are some Facebook ad design factors to keep in mind when you use this advertising
Headline: Asking a question is best, and often gets a much higher response than a statement. Your headline is limited to just 25 characters.
Image: This is typically 110px wide by 80px high. It should be relevant to your ad copy and attention getting. The image is actually more important than the headline in Facebook. According to some marketers, a smiling face (female is best) should bump click through rate. You can also overlay words on an image to fit some additional copy in your ad.EUREUR The image needs to tell the story and grab attention.
Body copy: Here you're allowed 135 characters to describe your offer. Your copy should make a big promise about a significant benefit, and conclude with a strong call to action.
Your ad must really engage viewers, since unlike Google Facebook users are generally not searching for something, or looking to buy. They're usually on the site for a social experience.
Targeting
Facebook provides the most detailed demographic/psychographic data of any advertising platform. That's because its users are more than happy to talk about themselves, their hobbies, interests, passions and pretty much anything you can imagine as they interact with fellow Facebookers.
And Facebook makes all this data searchable for advertisers.
This of course is a marketer's dream, and you can leverage this information goldmine in your ad campaigns.
A key secret is to multi-layer your targeting selections so that your traffic is laser focused on your ideal market. Target deep at first, then go broader (to get more traffic) as long as the campaign continues to be profitable.
Facebook allows you to target your campaigns in various ways:EUREUR
Keyword targeting: Facebook will suggest related terms much like Google's Keyword Tool does (except it's not as sophisticated as Google in this respect).
Geo-Targeting: This is based on user's registered location or their I.P. location if they happen to be traveling with their laptop.
Radius Targeting: Perfect for local advertisements. Allows you for example to specify only Facebook users within 1 mile of you, or just Facebook users in New Hampshire.
Multi-layering is key to success on Facebook. This refers to your choosing multiple demographic or psychographic factors, i.e. fans of the Lord of the Rings trilogy, lives in Seattle, male, plays computer games.
Multi-layering lowers your ad costs and attracts more targeted traffic, increasing your conversions.
Drill down as specifically as you can, but not so far down that your target audience is too small. Try to keep a target audience size of about 40,000 to 50,000 minimum so your ad has enough reach to test its effectiveness.
If the ad is successful you can ease up on your targeting factors in order to bring in more traffic, although your traffic becomes less targeted as you do this.
EUREURExample of Multi-Layering: Male, age 24 - 46, graduate of Boston University, Degree in Economics, show ad only on birthday.
(Of course this would be extremely limiting and the total market would be tiny. But you can creatively choose selects that precisely target your market...movie preferences, books they've read, hobbies and much more.)
Once your ad is running, Facebook will provide you with detailed statistics showing who is actually clicking on your ad. You can then use this information to further refine your targeting to lower your costs, because you will receive more highly targeted traffic this way.
In the Facbook ad creation control panel you must create your ad first before you can target the audience.
Facebook Budgeting
Start low, perhaps $10 to $20 per day. Facebook does not penalize you for starting with low amounts. The minimum is $1 per day. Facebook will show your ads even with low daily budgets, unlike Google.
As a rule of thumb, start the first few days bidding well below Facebook's recommended highest Cost Per Click (CPC), giving just enough traffic to test the effectiveness of the ad while keeping your cost down. After that bid the highest recommended CPC for a few more days (giving the most traffic for your money)
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