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.
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.
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