17 Tips for Facebook Advertising Success

1. Targeting strategy should map your search strategy.

2. Tremendous value can be gained by setting traditional (ROI-centric) campaign goals (such as direct sales and site traffic) for your Facebook advertising efforts.

3. Tailor your ads to your segments, first create your segment.

4.Begin with building a placeholder ad that meets Facebook’s guidelines, including a full headline and full sentence in the body. Use a live URL; don’t use symbols or excessive punctuation or capitalization.

5.  Don't rely on Facebook’s suggested ad as it will typically get disapproved.

6. Always include competitor or related brand names that would be of interest to your target audience for likes & interest targeting.

7. Always start with root interest first while choosing keywords (i.e., “football,” followed by “fantasy football” or “Super Bowl XLV”)

8. For new customers or fans, focus on Facebook profiles which are not already connected to your group or page.

9.  Use the “visible to connection” tag to deliver unique content – including coupons, trials, samples, events, sneak previews and sales –to users who are already connected to your page and to show a completely different code to those who haven’t yet liked your page.

10. Keep changing the image, headline and copy regularly. Roll out periodically and manually rotate your Facebook ads.

11. Click-through rates are much higher for ads with images than for those that are text only.

12. Your highest-performing paid search terms can give you a head start in determining relevant keywords for use as Likes and Interests. Focus on topics and themes rather than individual terms when translating from search to Likes and Interests.

13. Test creative early and often. Winning images are not necessarily the most aesthetically pleasing; rather, they are the ones that grab the most attention.

14. Avoid grouping related but not similar interests (for example, “solar energy” and “green energy” are similar but not related, while “green energy” and “wind energy” are related)

15. Don’t think of Facebook programs as campaigns; think of them as AdGroups.

16. If you are running a traditional online marketing campaign and driving traffic to Facebook while also running a specific Facebook campaign, keep your campaigns (and your metrics) distinct.

17. By estimating CPM and the average number of friends a fan may have, you can get a reasonable estimate of what it would have cost to run an actual online ad campaign of the same reach.

Facebook: The Boon of “Like” Marketing

The most important feature of Facebook is its Multiplier Effect. This is the Feature that the messages you send have the potential to spread not just to fans but to friends of fans.

The most important effect of Facebook Marketing is that a marketing message will not just hit one person but their friends too.In Addition to this the third party validation(friend's) makes this more trusted and reliable too.

What is IP address exclusion?

This is a boon from Google Adwords apart from the Location & Language targeting. We can exclude upto 100 Internet Protocol Address per  campaign. We can refine our targeting with this specified feature of Adwords. We can specify the IP's where we don't want our ads to be appeared. All ads within the campaign will not get displayed for the IP that are excluded.
But We should be very careful while using this feature because some large internet providers use a range of IP addresses an many of the internet users use them as the proxy so while blocking them the users using that IP as proxy will also not be able to see the ads.

Do Enhanced CPC helps to Increase the ROI & Conversion?

A new automatic bidding feature in Adwords named as Enhanced CPC helps us to increase the ROI & Conversion.Now the question arises that how the Enhanced CPC adjusts the bidding at the real time, so it is done by the historical performance of the Conversion Tracking. It increases or decreases your Max CPC according to the historical data of the conversion tracking tool.It adjusts your Max CPC based on the likelihood that our ad gets converted.



How It Acts?

Let us elaborate this through a example let i have the keywords seo services, seo services india, best seo services each having bid of $0.30 Now if a user is searching for the keyword "seo services india" and adwords tracks that this keywords had performed well for me in the past and was converted well then increases the bid to $0.32 for the specific auction ,So if the conversion is very high the Enhanced CPC can increase the bid upto 30%.
                                                On the other side if any keyword had not performed well in the past then the bidding can be decreased upto $0.20. So in the mentioned way Enhanced CPC helps to increase the sale and improve the CPA.

 

Site and Category Exclusion

Beyond keyword bids, with the Content Network we also are given the option to exclude certain sites that are either irrelevant or are not performing. We can just exclude those websites which are not generating conversion and just increasing the spend. We should always keep in mind that content network campaigns are of high volume and can cause a lot of spend so we should analyze them very specifically. We can use the "Site & Category Exclusion" that is mentioned in the Reporting and Tools to just block the websites on which we don't want that our ads get on.
                                       Once we get the proper understanding of the performance of the campaign we should do this exclusion practice on a regular basis.

How to work on Google Content Network?

A basic problem which a new advertiser faces while working with Google Adwords is to find success on Google Content network. It can be little dicey but if you just work intelligently on it, will act as a boom for your advertising.It can help a lot to new advertisers to expand the reach of the websites. Before you just hit for content network you should be aware of the fact that it will drastically increase the number of impressions, which overall decrease the CTR of the campaign and leads towards a much lower conversion  rate.
                                                                Therefore what i will suggest is to go for a new separate campaign for content and search network.so that we can track what is going on and manage it easily and effectively.



There are different approaches through which we can take over the content network and generate fruitful results to improve the performance of the campaign.
1) We can choose the keywords and select automatic placement and google will itself match the theme and will show the ads on the same theme websites matching with the theme of the keywords.
2) Instead of using keywords we cain select the placement through which we can just show our ads on the selected websites. We can make this step easier by using the "Placement tool" given in the Reports & Tool Section of Google Adwords.
3)We can combine both the keywords and placement to show our ads on relevant websites.

Now the Question arises that how to manage the bids in a content network? So just as we manage the bids in the search campaign in the similar way we can just work out in content network.But it is more challenging here because in content network we can not check the performance at keyword level we will have to check out at adgroup level so we should be very cautious.

Negative Keywords Are The Most Positive Point Of A Adwords Campaign

Negative keywords are the best way to refine your search. Just by having a view at your search term query report you can get the idea of the negative keywords which you have to add to refine your search. A negative keyword can be added as broad,exact or phrase match.

                                                            Negative keywords can be added either at the Campaign level or at Adgroup level but it is more easier to add negative keywords at the campaign because it can be managed properly and will save you time too. Now Google has added a option of negative keywords to Adwords so it is very easy to add negatives.

About Modified Broad keyword Match Type

Modified Broad Match is a keyword match type which is more reachable than phrase match type but we can have more control on it than broad match type.We can get more clicks and conversion at an attractive ROI.
To implement  the modifier we just have to put a (+) symbol directly besides each or one word in a broad match keyword.
But if you are already using broad match keywords in your adwords account then don't switch them to modified broad match because this will cause a drastic decline in the clicks and overall campaign. Just add a new adgroup to test the performance of the modified broad keywords.
Be sure there are no spaces between plus signs and words you want to modify.
Correct: +delhi +plots
Incorrect: + delhi + plots


So we should be very overcautious while using broad match modifier.
Below is the link which can help you out in creating broad match modifier

http://www.acquisio.com/uncategorized/google-adwords-modified-broad-match-keyword-tool/

About Google Adwords

Beauty of Adwords is all about its auction model. you are just paying for the click(PPC).We all make mistakes while being new to adwords that's why its really very important to be very clear about the concepts of Google Adwords.

If you want to spend your advertising costs intelligently on AdWords then there are only 3 things to be aware of.

The following are some of the points which advertisers make while creating a new adwords campaign.
1)  Do Not Set up lower bids initially.
Everybody wants to pay as lower amount initially as possible. But as per as my view i think that we should start with a bit higher bid(Overpay while starting a adwords campaign) because this will improve your CTR. The reason behind this is your ads will get a higher position in the begging that will help in increasing the CTR which will finally help you out in increasing the CTR.

2)Do not just add a lot of keywords in a single Adgroup.
As Google allows to add hundred of keywords in a single adgroup that is why we think it that we should bundle as many keywords as possible in a single Adgroup but finally it leads to a poor quality score.
That is why we should avoid this practice and we should just segregate the keywords into different adgroups this will be a bit hectic but will lead to a fruitful result.

3)Do not use Broad set of keywords while starting a new campaign.

As we all of aware of keyword matchtypes in adwords so i have seen many of the people while starting a new campaign they favour using broad set of keywords in there campaign but what i have analyzed that a new set of matchtype "Modified Broad Match" helps you to increase the CTR of you campaign and it is very simple to use Modified Broad Match we just have to add a plus sign before the literal which we want strictly to be entered in the Query report.
This can be well explained with an example.
Like If i am providing a service of packers & movers in delhi and i just want that delhi should be there in the query only then my ad should appear so i can use modified broad like
packers & movers +delhi.

This practice will help you a lot to increase your Quality Score and ultimately you will have to pay less.