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
- Looking directly at the camera. – Steve Cameron (@adventcom)
- 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
- Google AdWords Editor (version as of today’s PPCChat 10.1.0)
- Bing Ads Editor
- PPCChat Member List (Twitter)
- Bing Ads Feature Suggestions
- Bing Keyword Research Tool
- 5 Reasons Why Facebook Power Editor is My BFF
- Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques (Book)
- Facebook Retargeting (YouTube)
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.
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.