What you should know before you purchase a Facebook Page Ad

Facebook Page Ad CreativityLoft.com

If you’re considering purchasing Facebook advertising for your business, there are a few things you should know.

#1 – You should optimize your Facebook page before you start pushing people to your page via advertising. Create a call to action on your page, so that when people arrive to your page via your Facebook page ad they will have something to do other than look at your wall posts.

#2 – Hyper-target your market. Get specific about who you want to reach with your Facebook page ad, if you don’t know exactly who you want to reach, don’t advertise.

#3 – Create an eye-catching, but well-branded ad. Tip: Brand your Facebook page ad, your Facebook page, your website and everywhere you can online with your company logo or recognizable image, so that even if people don’t click on your ad the first time, brand awareness and visual recognition of your brand is being built.

#4 – Split test ads by taking your daily budget and dividing it by the number of factors you want to test. For example, if you want to test three different images in your ad, create three separate ad campaigns, dividing your budget into thirds, with only the image being different and run them with the same settings.

#5- Review your ads often to see what’s working and what’s not working and make adjustments as needed. If you’re running the same ad for a long period of time, switch out the picture or copy to prevent the ad from getting stale.

It’s also important to know what type of response you can expect for your Facebook page ad. While Facebook has more than 845 million monthly active users, that’s bigger than the entire internet of 2004, it’s not likely that your $5/day Facebook ad will gain you thousands of new followers once it goes up. In fact, depending on your industry, you may not get very many clicks at all.

Based on a report compiled by AdParlor on March 2, 2012, industries seen as exciting, like movie or entertainment brands, do better in Facebook advertising.

Here are more details on the Facebook ad click-through rate. Click the image for a bigger picture on my Facebook page.

Facebook Page Ad Click-through rate

Statistics provided by AdParlor and eMarketer

Top image provided by Facebook

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