Facebook is one of the most recent additions to the advertising
giants of the world. Yet many internet marketers still haven’t made
the most of what this platform has to offer. The reality is, most
people are so used to the PPC model that they haven’t quite gotten
their minds around how Facebook works just yet. Advertising on
Facebook, though it’s charged by PPC, is really a completely
Understanding Facebook PPC shouldn’t be understood based on a
“what’s different from AdWords” framework. Instead, it should be
learned from the ground up. The psychology that goes into it is
completely different, as are the methodologies you need to succeed.
Understanding Interruption Marketing
The most important point to understand about Facebook PPC is that
you’re doing interruption marketing, not permission marketing.
With AdWords, you’re presenting people looking for a service with a
solution. For example, someone types in “Cheap Web Hosting” and you
advertise your hosting services. Your CTR’s going to be high,
because people are looking for you.
With Facebook, you don’t get to target people who’re looking for
you. You only get to target people who’re likely interested in what
you have to offer – And you have to interrupt them as they’re
browsing friends’ profiles, posting updates or uploading photos.
Targeting on Facebook
Facebook ads targeting works based on two primary factors:
Demographics and keywords.
First, you absolutely need to know your demographics. If you don’t,
Facebook can be a very expensive place to test it. If you have
other advertising alternatives, you should probably try those first
and get a good sense of your audience before you spend money on
Keywords can help you really narrow down a large audience. For
example, if you’re advertising an online game, you could easily
target people who’ve listed “gaming,” “Starcraft” and “League of
Legends” as interests. You could also narrow your demographics to
18 to 28 males. Though there are definitely females who play online
games, your ROI is going to be much higher with males.
To succeed on Facebook, you want to start with tight targeting.
Then once you’ve proven profitability, expand your targeting while
broadening your reach. Your ROI will decrease, but volume will
increase. Keep expanding until the ROI drops to a point where it’s
Creating an Ad That Catches Attention
In AdWords, the most important thing on your ad is your headline.
On Facebook, your headline scarcely matters.
What needs to catch attention on Facebook is your image. Your image
needs to jump out and grab attention. Unusual images like babies
with four eyes, optical illusions, IQ tests, beautiful girls and
other such shocking images have done very well on Facebook because
they interrupt people and get them to pay attention.
Your text just needs to play a informative role. Use the image to
catch attention, then use the text to tell them what they’ll get by
If you combine a great image with stellar targeting, you’re likely
to have a high CTR campaign on your hands. If you have a solid
sales funnel and you split test well, you have a very good chance
of landing yourself a very profitable campaign.