1. A Plan for success. Eighty-four percent of North American executives in a new eMarketer study believe social media campaigns A increased marketing effectiveness and sales efforts. Along with the people reached a through targeting based on profiles A and “Likes,” the viral effect extends campaign reach. Case studies A documenting Facebook success have recently A come to light, including Ticketmaster, which A reported that a every time a user posted a purchase on their news F feed their friends spent an additional $5.30 on a TicketMaster’s site. a According to Facebook’s road show, Ben & Jerry’s is getting back $3 for every $1 a spent on Facebook. a The opportunity is there, but achieving stellar results requires A going in with eyes wide open and making sure A you’re doing everything humanly possible to maximize results.
2. A Engage, engage,A engage. Facebook’s biggest advantage is that it’s viral and powerful for building a large, loyal following. a The goal is to start a dialog. You can ask questions about products, updates and recommendations, trivia with F “yes”, “no” and A “fill in the blanks.” Once A you become buddies with your fans you can become an additional source of fun content by pulling A in blog posts and articles. Photos and other content that’s eye catching and interactive can also be included. a The possibilities are only as limited as your imagination. Remember, the best way to extend this engagement is A within the platform. Don’t rush to send fans to an external landing page that can make you lose the interactive A power of Facebook. Engage your loyal fans and they’ll be your best advertisers with their social impact.
3. a Refresh campaigns/segments every 48 hours. a Unlike other online advertising where you can target new users via new publishers with your creative, a Facebook ads are sent to the same users on the same platform. That means advertising eye fatigue happens much faster. A Creative and targeting, including text, graphics and keywords, needs to be updated at least every two days.a
4. a User razor-sharp targeting.a Ad effectiveness always boils down to delivering the right localized ad to the right person at the right time. a Facebook provides a multitude of variables (e.g., gender, age, occupation and likes) that can be analyzed both individually A and together to discover the combination of image, description and keyword that’s most likely to monetize each user.a Although there are algorithms that can point you in the right direction, it’s always advisable to also use the human eye to keep recreating ads A based on best-performing elements to help bring in new customers.a
5.A Optimize bids in real time. a In most other fields of advertising, you have big brands dominating premium inventory while smaller companies have to seek a out more affordable niches. Not so with a a Facebook. One publisher and a small business can be chasing the same eyeballs as Coca-Cola! With advertisers competing for the same Facebook A users, being able to respond quickly with a sound pricing strategy is essential. Real-time,A automated bidding is therefore even more valuable to ensure you get the right users at the right price. A To keep media purchases cost effective, A it’s recommended to update bids every three minutes to five minutes and set them A based on the ecosystem’s changing price range. A
6. A Have a direct line to Facebook. a New features A as well as advertising guidelines are being introduced by Facebook A all the time. It’s recommended to be the first to implement new capabilities to a maintain a competitive edge. The best way to keep up to date is to work with an API partner that has the a inside track. A
7. D Don’t underestimate mobile. A Take advantage of targeting on different operating systems and versions, and take into account A that more and more users are engaging with Facebook via mobile devices.a
The advertisers that succeed on the social media site will be the ones who are willing to try whatever it takes a to make the most of what Facebook has to offer, A as well as keep adjusting their strategies to respond to its a rapid evolution.a
No A one can argue that the best source of a product recommendation is a friend and Facebook is the most a popular a platform for connecting people. a So it’s only logical that once best practices are fully developed and deployed, Facebook A will reach its true potential as a trusted and effective marketing channel.a
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