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Kim: Facebook Advertising

Okay, let's talk about Facebook advertising. And again, Facebook is such a beast that it's hard to roll all this into just, ah, quick class. But I think Facebook advertising gives us a tremendous opportunity and because Facebook keeps changing things up on us and it makes it more difficult for us to market just using our fan page that it's important to know about the Facebook advertising. Um, why use Facebook advertising one? Because, honestly, it is. Um, it is a great median because there's a lot of people there on Facebook, and, um, it has they tell us lots of marketing information, right? In the past, we've always had Teoh. I mean, when we couldn't be competitive as a small business owner because we didn't have the money or the resource is to find out the marketing information that, you know, big brands had that they would pay thousands of dollars to get the You know, all this marketing information pulled in for them while Facebook has all that at our fingertips today. In fact, soci...

al media as a whole has amazing amount of information on our ideal plan because they're telling us what they want. They're telling us what they're interested in. And with Facebook advertising, you can target down to a very specific, very specific types of things. It does have some limitations. Um, it you know, there is a cost factor obviously involved with it. It's not totally free. And there's we're gonna talk about some types of Facebook ads and, um, you know how we can create some very specific three in particular basic core Facebook ads and how you test them. How do you know if they're working? Okay, so what, while use it, obviously, or prospects are probably on Facebook. That's why we're spending a lot of time here on Facebook today. Um, you cannot reach a large portion of the population without using it. You know, we talked about that earlier about how our fan base even is not a seen a lot of our content, simply because that's the way Facebook has it structured. They have basically forcing our hand. We have to pay to play, and it's relatively cheap compared to other marketing methods. Um, and it is easy if you know what you're doing. It really isn't that difficult to do Facebook advertising, and it works. Ah, lot of people will say, Well, you know, I tried It didn't work for me. But you have to know what it works means, honestly, it goes back to a lot of those things. So many people get started, they don't have a goal set. They didn't implement any strategies. So when it comes to the measuring piece there, like I didn't see any results. Okay, there is a ton of Facebook ads there. Let me look at that. I mean, you could go on and on and on, and we won't go through each and every one of them. There's 27 different types of Facebook ads. And, um, the rumor on the street is that Facebook is getting ready to change their advertising platform. They're going to skinny it up, make it easier for the end user to use hallelujah. Um, but right now there is 27 different types. Supposedly. We're gonna be going down. Teoh. I've heard 11 to 13. We'll see what they come up with. Um, you know what? I don't know. Hopefully they're going to skinny it up. It definitely needs to be, but adds, um, the ad type to be suggested based on the results you're trying to achieve. So you know, if you're trying to get more likes, for example, you would you would use one type of bad. If you're trying to get more engagement, you might use another type of ad. It goes back to What's your goal? So many people again would start with no goal and just throw up in ad, and you know they wouldn't get the result that they thought they would get. So it's important to use the right ad for the right goal. It's very, very important. So three types of ads for beginners ah, promoted post, and this is just from your timeline. So if you're on your Facebook proper, your your face. I'm sorry, your Facebook fan page. You can use a promoted post. Ah, promoted post last for one day. So it's not a huge timeline, and it will increase your reach, meaning more people are going to see it. Um, and it's not a big generator of likes, though you're not going to get a whole ton of likes, but it will get more exposure. So why would you use this? I mean, what would be an example? Maybe you're promoting AH product or a service, and you might want more people to see it. You know you're not after likes. In other words, your laughter. More eyeballs on that particular opportunity. So that might be a time that you would use a promoted post its on Lee, seen by your fans or the friends of your fans. So this is another limitation of the promoted post. But let's say, for example, you have a fan page that's been kind of stagnant, but it's got a lot of fans, or it's, you know, maybe got 2000 fans and you're talking about number, which means the number of people who are actually engaging with your content is maybe zero or very low, and you want you don't want to start over. You want to go back to these fans and get them engaged in your content again. How would you do that without you know, you could use a promoted post because who's going to see this promoted post your fans or friends of fans? So it's a great way to re engage that community that you build out. That's just you've walked away from, you know, maybe for whatever the reason time or, you know, lots of things. But the promoted posts are a great way to reach back out to the fan base because they're going to be the only ones that are really going to see it. So promoted posts are great for that. And then, ah, page promoted post. It's the same timeline post, but from within your ads manager in the sidebar, you'll have an adds manager. It's a tab it's actually labeled, adds manager. And that's how you actually set up your your ads within Facebook. You can set the time period, so that means that it's not necessarily, you know, you could run an ad for a long as you want. It's not limited to the one day. You can also target amazing targeting opportunity. You can target by interest, sex, location, zip code. Um, you can target fan pages of competitors. So say, for example, you have a competitor that, um, you know, has a connected community, and you you have a similar product or service. You can actually put your ads in front of their fan base, which is very neat, Um, and then it has a lot more analytics for you take a look at two so you can see a lot more things, Um, as it relates to the page promoted posts and then a traditional ad. And the traditional ad is, you know, a sidebar or need news feed. Add the sidebar ads, interestingly enough, are getting way less engagement. It's kind of like banner advertising back in my day, way back in the day. Um, you know, we we just tune those out anymore. We don't pay any attention, and I think that's where we are with a lot of the Facebook ads on the side bar. So the posts that are actually showing up in the news feed are getting great engagement. Great results versus the sidebar, you know, once but again. There, action driven you want you're asking for a like or a link. Um, you know, these are great for getting more likes for your fan page. So these are three very core basic ones that wanted to try again. There's 27 of them, so we could I just wanted to give you a starting point so that you can get started. If you wanted to do some Facebook advertising and I again I do believe that there's a lot of value on Facebook advertising. Um, and it's cheap. I mean, you could go from $5 to, you know, umpteen dollars, but literally, you could spend $5 if you spent $ a day, you know, trying to get more Facebook likes. For example, you would definitely get more Facebook likes, if that's your goal. If your goal is, you know, to get more engagement, you could do the same thing with that using promoted post or even doing some of the other Facebook ads as well. So depends on your your goal. Have a quick question. I manage another page totally unrelated for a meet up group called Iron Cupcake. And because I don't get paid for it, it's volunteer thing. I don't post every day I post maybe, you know, during the time when we're not promoting an event. I posed once a week something like that. So I lose a lot of the fans viewing what I post. Would that be a good opportunity? Say we're getting ready to post our bimonthly our event. I want everyone to see it because people are saying, Oh my gosh, I didn't realize you were having an event. I missed it. Um, would that be a good one for the promoted posts? Yes. What I would do if it was me. In that case, I would do a great graphic showcasing that you're having this event. And then I would turn it into a promoted post. Yes, that because that you're gonna get right back in front of your people you wanted to be in front of Which is your fan base? Yes. Okay. All right. Okay. Split testing. Now we're gonna get until a little bit more detail here. I know. Don't Don't lose your heads here, but I think it's important because so many people will say, Wow, that didn't work. I did this ad and it just didn't work, right? Well, lots of times, it's something simple. It's not that the ad didn't work or won't work. More specifically, it's that the either the photo is not right. The headlines not right. Or maybe the places you're sending it to is the traffic is not right. So the split testing feature is very important. Just so you can kind of get a feel for what is what pieces are working versus what pieces aren't working now. You can do it one at a time if you want Teoh. But it's not a real hardship to duplicate an ad and Facebook. So when I say split testing, you set up the ad. Maybe you dio the exact same ad and you put a different photo in it and or you change the headline, for example, something different, but only one thing different, so that you can measure. What is the difference? In other words, if it's the photo. Speaking of which the photo, the the thing that is proven to get the most response, whether it's for likes or action, whatever it is, is a picture of a smiling woman. It works, so I don't know what it is, but it is the one that is. More people are more respect, receptive to engaging with and taking action on the ads that have a picture of a smiling woman in it. So the split testing is big. Um, you know you can create the similar ads. As I said there, it's pretty easy within the ads manager. There is no per ad cost, so it's not like it's gonna cost you anything extra to do the split testing. And, you know, that way you can keep the best performing ads, and you know what works. So I think it's very important. And I wanted to highlight this piece because if you don't split Tess and you're saying, Well, jeez, I didn't get the results I wanted. Well, then why not? You know, sometimes it can be something as simple as changing out the photo or changing the verb ege it definitely important. Um, you know, the cost per click versus the cost per 1000 impressions. Um, the CPM, I think, is probably the best measuring, but you get more. Facebook will tell you different things. We actually did a mentorship with Facebook, and I think it depends the cost per click literally. You're paying every time somebody clicks versus the cost per impression. Meaning that's when somebody sees the the ad itself. I think you get more bang for your buck on the CPM personally. Um, and then the key performance metrics again. You have to be able Teoh know what you're looking for so that you can measure it. Your ctr Um this is really interesting. The averages 0.58 meaning that's the average. That's a good response rate we normally pull anywhere from Oh, I would say 6 to 10 sometimes 12% on the Facebook ads that we dio. So it is very important to know what you again your goal set what you're looking for using the right ad and then measuring what your metrics are so that you can see if you've been successful again. So cost for action 50 cent to ah, a dollar 50 per like is actually normal. Eso When you're setting up your ad and it'll tell you, you know, basically what your cost is your CTR is o r c t a is. So make sure that, you know, you don't panic if it gets to be $5 for, like, you got a problem, so you only do adjust your ad. But 50 cents a dollar 50 per like is actually pretty normal. And if you think about it, you know, a lot of people say, Well, what's your cost of of obtaining a client now? Granted, this is not a cost for obtaining client. This is alike, meaning you have an opportunity to build a relationship, so it's not quite the same. But it's a great way to get quality likes versus just, you know, buying them for crying out. Please don't buy likes. So why do you measure all of this? I mean, why is that even important? Um, social proof, obviously, you know Facebook likes are a part of the social proof. Somebody can come to your fan page and I see this a lot in my space in particular, there's a lot of social media experts out there, people who are just getting started. And, um, you know, they project themselves and we'll even, you know, say that their social media experts and you go to their Facebook and they have 20 fans or their Twitter account. They've got 37 likes, I mean followers. Um, that is a problem, you know, honestly. So I see a lot of people you know who will buy fans or followers, and I encourage you not to do that because they're usually fake. And, uh, it's not good social proof, but determining your our ally is very important. You know, sometimes those air micro our allies, by the way, Meaning you know, if you meet a certain goal set like if your goal is with your Facebook advertising to get 50 new fans, for example, did you get 50 new fans or did you get 200 new fans? So sometimes those are are smaller. Our allies and then a client company will sometimes require it if you have. If you're in my space in particular, you have a lot of people who want to know what the results are and then to see what bottom lines to see. If what you're doing is working. If it's not working, then stop and and or tweak it and make sure you have an opportunity to fully explore whether it will work for you. And honestly, it's to buy it to find opportunities, you know, opportunities to connect with new people, to build the relationships that will ultimately create sales for your business. That's what it all boils down to