While Facebook’s advertising system allows you to create laser focused ads aimed directly at your ideal client i.e. Married, working women in their 30’s from Northern New Jersey, most folks are on Facebook to socialize and not to buy. So the key to a successful Facebook campaign is to set goals and track results and follow the steps below. Step 1 – Determine your ad campaign’s goals. For example number of sign-ups for your email list or a certain number of sales per 1000 impressions. Step 2 – Choose a page to send people to – either to a Facebook page or another website page. What’s the difference? For direct sales send them to
another website page, for relationship building send them to a Facebook page. Step 3 – Choose your target audience by location, age, gender, language, relationship status and relationship interest. You can also specify certain keyword. For example if you own a destination spa you may want to specify people who said “spa” or “vacation” in their status update. Step 4 – Write your Facebook Ad. You have space for a picture, headline and text but it’s not much- just 25 characters for a head line and 135 for a description – so talk directly to your audience. Step 5 – Choose a picture that stands out but relates to your offer. Step 6 – Upload your information to Facebook – they make it easy to do – simply follow their directions. Step 7 – Set your budget. I recommend you set a daily budget so that you don’t spend your entire budget in one day. In Facebook you can pay in cost per click or cost per 1000 impressions. In most cases it’s more effective to pay by click – but test it out yourself. Step 8 – Track your results. Facebook will track it for you but you’ll want to use Google analytics on your site so you can see what demographics are buying your product/service. Step 9 – Test alternate ads changing one element at a time. You can try a different picture, different ad text and different target. Once you find the ad that works best, focus on it.