Facebook Pay Per Click

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Facebook Pay Per Click.” The following is the transcribed Streamcap from the live chat:

Q1: What tips would you give someone getting started in Facebook advertising?

  • Know your customer demographics & interests (outside your product) so you target effectively. – Robert Brady (@robert_brady)
  • Identify your target audience as precisely as you can and know what your goals are: traffic, likes, event signups, etc. – Melissa Mackey (@Mel66)
  • It’s more like Display advertising than Search. Need to have reasonable goals if focus is direct ROI. – Jeremy Brown (@JBGuru)
  • Sign up for every blog you can find on the subject; Facebook is terrible about educating its practitioners. – PPC Associates (@PPCAssociates)
  • Don’t click the “boost post” button. – Timothy Jensen (@timothyjjensen)
  • Understand that FB is a different channel than Google or Bing. – Matt Umbro (@Matt_Umbro)
  • Get creative, think outside of the box. Make sure you have an organic strategy to compliment your $$. – Heather Cooan (@HeatherCooan)
  • The UI can be confusing and frustrating, but it CAN be powerful and more cost effective than AdWords. – James Svoboda (@Realicity)
  • Put together the most complete customer profile possible to ensure your campaigns are as highly targeted as they can be. – Logan Durant (@THELoganDurant)
  • Make sure you get your tracking figured out. On page, off page, etc. GA? FB Insights? Both? – Heather Cooan

Q2: What metrics do you use to determine successful Facebook PPC campaigns?

  • Depends on goals of course. Direct ROI, leads, etc. – Jeremy Brown
  • Cost per lead or sale. Increased followers and/or Post engagement. – James Svoboda
  • Depends on the type of campaigns. But like rates, cost per likes, cost per conversions, actions etc. – Shaad Hamid (@ShaadHamid)
    • 100% agree. We’re building our facebook likes from almost nothing so we pay heavy attention to cost/like. – Ryan Metcalf (@Ryan_Metcalf)

Q3: What tips/recommendations do you have for ad copy creation?

  • Try orange! Stands out great against the blue background. Oops..COPY. Especially with FBX, use dynamic creative. – PPC Associates
  • Have to capture attention. Images are extremely important. First goal is to get them to view your ad. – Jeremy Brown
  • FB ads burn out *really* fast. Test images and text. – Melissa Mackey
  • Make your ads stand out! With FB ads it’s more important than anywhere else to grab the attention of the user! – Matt Umbro
  • Incentive. You’ve got to give them a reason to “leave” their FB experience and click on your ad. – Chris Lister (@twistedlister)
  • Create ads targeting users based on their motivators. Use images to capture user attention. – Shaad Hamid
  • Write copy based on your target audience. You may end up with a lot of different ads/campaigns, but that’s what Power Editor is for. – Michael Henderson (@innuHendo)
  • Seen better success using images of females in the ads. – Ryan Nguyen (@RyanKNguyen)
  • Familiarize yourself with every possible abbreviation you can use to maximize space & fit call to action. – Timothy Jensen
  • Pictures of people have been proven to increase CTR. – James Clayton (@jamesclayts)
    • Looking directly at the camera. – Steve Cameron (@adventcom)
      • Test against people looking towards the offer. – James Svoboda
  • Tailor copy with demographic data to speak to the audience. Male/Femle. Age. Likes. Families… Segment further if need be. – James Svoboda
  • Remember where you are! You may be ok to get a looser with your ad copy on FB. Play around! – Heather Cooan
  • I’ve noticed better ecom success treating FB ads as support for same-channel brand expansion rather than off-site sales. Just me? – Kirk Williams (@kecreate)
  • Ads with good and clear pictures very important. If it’s a product show it in action. – Ryan Metcalf

Q4: How effective is Facebook retargeting? Does FB retargeting perform better than other remarketing channels? Why or why not?

  • Facebook retargeting has been HUGE for us. 2 – 3x what we’ve gotten with traditional remarketing. – Jesse Semchuck (@jessesem)

Q5: How does performance differ (if at all) between news feed and right column format?

  • I worry that I can’t cap the frequency of in feed ads and become a stalker really quickly. – Steven Cameron
  • News feed usually gets a lot higher engagement due to being front and cetner for many users. – James Svoboda
  • Night and day (newsfeed wins), but much bigger threat of ad fatigue in newsfeed. Lots of options with newsfeed: link posts, like posts, etc. And images are far more compelling in newsfeed. – PPC Associates
  • Massively! Newsfeed ads always perform better. But Newsfeed only ads don’t perform as well against ‘all placement ads’. – Shaad Hamid

Q6: How do you structure your campaigns? For example, do you create 1 campaign with higher bids that is much more targeted vs. 1 campaign that has broader targeting with lower bids? Is your FB bidding strategy similar to your Google/Bing Ads bidding strategy?

  • Usually by audience target or by goal/strategy. – Heather Cooan
  • Obviously depends on the client. I always try to keep a “likes” focused campaign separate from post promotion campaign spend. – Timothy Jensen
  • Campaigns created at product level or customer exit point. Start bids at a minimum and work up for optimal CPA. Same CPA strategy, different competition so the bids are different. – Jesse Semchuck
    • Find the sweet spot for impressions and CPC. – James Svoboda
  • Usually based on target Cost-Per-Conversion. CPC * expected conversion rate = expected cost per conversion. Or reverse that. A tiered bidding strategy would be great in combination with negative audiences. – James Svoboda
  • Campaigns broken down by product line/type. – Ryan Metcalf

Q7: How does Facebook PPC differ from Google’s Display Network? How is it similar?

  • Feel like the goals are different. FB pulls away from task at hand whereas GDN has relevancy to page, not just target. – Doug Thomas (@ferkungamaboobo)
  • Much better demographic targeting. Better content promotion capabilities. Often lower CPC. – James Svoboda
  • Much more granular and trustworthy demographic targeting with FB. – Kirk Williams
  • Better targeting on Facebook, more ad type variety, and generally lower CPCs. – PPC Associates
  • FB and YouTube might be more similar, though. – Doug Thomas
  • I feel like FB has an inherent trust and captive audience. The opportunity on FB is a full conversation with the user (paid + organic) vs. just screaming at them on the GDN. – Heather Cooan
  • Much more fraudulence on FB Marketplace: spoofed domains, etc. – Doug Thomas

Q8: What are the biggest hurdles that advertisers face when trying to setup a campaign and/or get buy in from clients? Why?

  • Direct conversions are difficult, still new, and the tools are lacking. – Heather Cooan
  • Buy-in: Why should I pay more for Facebook when we already have an account. – James Svoboda
    • Echo James’s Buy-In but even moreso: What does Action net me? What is ROI of Like? etc. Leads on FB tend to be slipperier. – Doug Thomas
  • It needs to be a commitment to more than just an ad campaign. – Steve Cameron
  • In my experience the biggest hurdle is return, especially when working with ecomm stores. – Matt Umbro
  • Generally it’s estimating ROI before the campaign is live. – Jesse Semchuck
  • Although Facebook is getting much better, prevailing sentiment is that it’s not good for direct response. – PPC Associates
  • Set-up: Understanding Facebook Ads (types) and platform options. AKA- It’s not AdWords. – James Svoboda
  • A hidden gem is to remarket to those who click your FB ads…no conversions right away, but you build the list. – Matt Umbro
  • Educating: overall brand impact vs. straight conv. More followers/exposure is BIG even if sales/leads don’t begin right away. – Kirk Williams
  • FB is better for moving customers down the funnel than getting them all the way to the bottom. – James Svoboda
  • Great trick is to use Custom Audiences to target existing customers who haven’t liked your page yet. Easy reach expansion. – PPC Associates


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Chris Lister (@twistedlister)
• Doug Thomas (@ferkungamaboobo)
• Heather Cooan (@HeatherCooan)
• James Clayton (@jamesclayts)
• Jeremy Brown (@JBGuru)
• Jesse Semchuck (@jessesem)
• Kirk Williams (@kecreate)
• Logan Durant (@THELoganDurant)
• Melissa Mackey (@Mel66)
• Michael Henderson (@innuHendo)
• PPC Associates (@PPCAssociates)
• Robert Brady (@robert_brady)
• Ryan Metcalf (@Ryan_Metcalf)
• Ryan Nguyen (@RyanKNguyen)
• Shaad Hamid (@ShaadHamid)
• Steve Cameron (@adventcom)
• Timothy Jensen (@timothyjjensen)

The Creator of "The Facebook of Streamcaps"

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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4 Responses to Facebook Pay Per Click

  1. […] Facebook Pay Per Click, ppcchat.co […]

  2. […] Facebook Pay Per Click, ppcchat.co […]

  3. Robert Brown says:

    As a user I go to FB to see what my friends and family are up to. I don’t expect to be sold to, and am much less likely to click on a FB add than I am a Google ad.

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