Facebook PPC Fine Tuned

Written by Ken Montoya on Mar 20, 2012 10:40 am

I am going to cover some of the fine points of Facebook PPC advertising today. I think that a lot of people are struggling with their PPC adds for a number of reasons. I hope to address those here today. I am not going to cover the basics, like how to put your first ad up.

If you need the basics, I suggest you watch this video. It is a better media than a blog to learn from for this. This is for those of you who are already using Facebook PPC.I am going to cover 5 ingredients to a clicky ad, 5 ingredients to a sticky capture page, And how your click through rate effects your price per click.

These ingredients come from a class I bought from Mark Hoverson and Michelle Pescosolido. First is, Image is everything. An interesting picture that catches the interest of your viewer is key. Your picture is appropriate if you are trying to brand yourself. Remember, curiosity rules.

Second, red or lime green borders are good. You don’t have to get hung up on this though, it isn’t necessary.

Third, who exactly, do you want to click on this ad? What, exactly interests them? What would hook them?

Fourth, Use questions in the title. Use emotional words, like Struggling, embarrassed, or tired.

Fifth, and this one is important, you are only selling the next click in the ad. Your only goal is to get them to a capture page.

Now that you have them on your capture page, You need to make sure it is sticky. Here are the 5 ingredients for a sticky capture page. First, Congruency with the ad. If the ad said click here for a 21 minute video on XYZ, then the capture page needs to say here is a 21 minute video on XYZ.

Second, you are only selling the next click. All you want is their name and email in exchange for what you advertised.

Third, the only purpose of the capture page is a solid opt-in. Sell specifics of what they are opting in for. What you advertised, the 21 minute video on XYZ.

Fourth, make your capture box clear and obvious. Don’t forget a call to action.

Fifth, use video if you can. It can be a short video that tells them what they get next. You can use an ebook, just use a short video to tell them about the ebook they are going to get. Remember, you are just selling the next click.

O.K., Now you know the finer points of having an add that people will click on, and a capture page that people will opt into. Here are a few ideas to help you get a click through rate that optimizes you ad. You need to do key word selection, and narrow it down.

First, What exactly are you selling? Is it a product, or information?

Second, Who, exactly, buys that product?

Third, What do those buyers probably “like” on Facebook? What groups will they be a part of?

Fourth, and here is where you really start to target your audience. Enter just one interest in the interests area. This is on the specific interests tab.

Each ad you place should target just one interest. This could be a person they “like,” or it could be a business they “like.” On the right hand side of the ads page, you want to see an estimated reach of less than 10,000. Any more is too broad. The less the better. I know this is counter intuitive.

If your estimated reach is above 10,000, adjust your target, either with the age range or other choices they give you. You can choose only married people for example. Your goal is to have a smaller reach so your click through rate (ctr) will be higher. You want to have a ctr of .100 or higher. Any lower and the price per click goes up.

A good idea is to run one ad a couple of different ways. For example, you can run an ad that targets an age range of 30-40 year olds and then run that same ad targeting 40-50 year olds. See which group produces better results. You could also do this with the “likes.”

It is better to have one ad in two different target groups with a reach of 10,000 than it is to have one with a reach of 20,000. Remember, you goal is to get people to click on your ad, click through your capture page, and become a solid lead.

I hope you found this fine tuning of your Facebook PPC ads useful. If you don’t understand a lot of what I described here, you will want to go and get the basics by watching this excellent video on using Facebook PPC.