Page 174 - Duct Tape Marketing

Run Advertising That Gets Results

use of ads on social networks is to create deeper engage-
ment so you have the ability to sell once trust is built. Think
about putting white papers on your Fan Pages and promot-
ing that content or creating a free event, like a Webinar, and
advertising that event. In both of these cases, you’ll have the
opportunity to sell a bit once you’ve proven you know your
stuff. (One quirk of note: when you promote an event created
with the Facebook event app, the title of the ad will auto-
matically default to the title of the event, so name your event
carefully.)

You don’t get much space in these ads, so use it wisely. Your
headline (25 characters) should grab attention immediately
with a benefit. You’ll get another 135 characters to describe and
entice in the body of the ad. You also have the option to upload
an image. Take this option. It may be the most important aspect
of your ad, so choose your image with care. Facebook users
are very image driven (it’s the largest photo-sharing site in the
world), and the visual graphic you choose will make or break an
ad. This is an element you must plan on testing.
3. Budget

Facebook advertising works similar to AdWords in that
you bid for keywords and compete to get your ads shown. How
effective you are at this depends on the competitiveness of your
keywords. You can choose between a cost-per-click (CPC)
model where you pay only for clicks, or a cost-per-thousand
(CPM) model where you pay per 1,000 ad views. Most research
I’ve read suggests that the CPC model is slightly more effective
in terms of ROI.

To start your campaign, you must determine a bid per click
and daily budget. You can set both of these numbers very low,
but don’t expect much. Initially, you are just testing. You’ll want
to set your click bid somewhere around the Facebook suggested

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