Facebook Ads Tips for Search Marketers
Facebook Ads have different characteristics from the search
ads. Comparing Facebook ads vs. Google ads, Facebook ads has
- More impressions
- Lower click-through
- Lower Average CPC
- Different conversion rates
Social media exposure influences search. Consumers exposed to a brand's social media are 50% more likely to click on paid search ads. There is interplay of consideration and consumption between social media and search.
Here are seven tips for Facebook ads that are presented by Matt Lawson of Marin Software.
1. Always start with
friends. Facebook is about the circle of friends and influence. Starting
with friends is like getting the first circle of influence.
2.
Expand to fans of related
brands. Because Facebook enables you to
target based on demographics and psychographics, you can target people
with interest of related brands.
3. Use keyword
stemming to find interests. Facebook is a
great way to do quick market research.
You can enter keywords of certain interest and Facebook will give you an
estimated reach of people.
4. Micro-segment your audience.
5.
Test images
before copy: draw attention to ads with
contrasting colors, link images to audience to increase relevance.
6. Keep ads fresh: Rotation ads every 2-3 days or as impression drop: maintain impression
volume, increase click-through rates, lower cost per like.
7. Maintain the Facebook experienc
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