iRavel.com recently got selected in the FBStart program. The packages, besides giving us access to cool tech, extended our runway for facebook marketing – We have been doing loads of experimentation with this as a marketing medium.
Facebook is at its most versatile in segmentation, giving us ways to segment our audience in very interesting ways and making A|B kind of testing really easy. There are certain keys we found over a period of time to get the maximum juice out of our efforts
Below is a compilation of the nuggets for anyone new to Facebook marketing. Go and explore this fabulous medium for your business. The below will help.
1. Pictures are (nearly) everything in a facebook ad: Facebook does not allow ads with more than 20% content. In a Facebook advertisement, no matter what the messaging is, high quality pictures only help – so, bring best possible pictures on.
2. Be direct and simple in messaging – we tried a lot of creative messaging around holidays, what worked best was something direct and simple – ONE option with All Inclusive price worked better than a multitude of options with price of only one shown. Simplicity wins all the way.
3. No subtle ads – state your offer plain and simple, in the face – nothing convoluted. Attention span is very little so message that is not simple and direct is likely to be ignored It is a continuation of the above point. Forget about subtle messaging, you are likely to be simply ignored.
4. Optimising for Impressions vs. Optimising for Clicks: If you are targeting brand awareness or sharing a message, then CPM will work much better for you cost wise compared to CPC. However, if you intend to draw in people to your website and engage them further from there (drive sales), then work on CPC. CPM will prove to the costlier. In both cases remember that conversions from facebook could be a lot lower than Google ad words. This is the difference in the medium itself. On Google, people are actively looking for a particular thing, on Facebook, you are advertising to a passive audience. Great for branding – not so good for transactions.
5. Narrow your audience as much- do not have generic audience. We experimented with men, women, metro and non metro audience. For a particular set of ads, Women clicks came 50% cheaper and were higher on the engagement! Facebook allows you to target by device type as well. In our efforts, an iOS audience was costlier than Android (expected) but the dividends could be far higher as well.
6. Start broad and then narrow down: Always start the ad campaigns with experimentation in mind. Its is much easier to finetune the audience as you go along when compared with starting with the right set in the first place.
7. Use time scheduling feature on facebook – otherwise they will start showing ads at 12 midnight! (you can set time like starting 8 am in morning)
8. Use remarketing – with remarketing when people visit your site and click on an offer, they will see that offer when they visit facebook as well. Since people are likely to check facebook multiple times a day, the chances of increasing your exposure go up many fold.
9. Target people who like your company page and their friends. People who like this page will have far lesser cost of website clicks than generic audience. Something that will be inherently shared is far lower costing
10. Differences between Facebook and Google Adwords:
- a. You can buy ad slots through Google on sites that are in similar field – for example in Travel, it is possible to advertise on Yatra.com
- b. The burn rate in Google is much higher in terms of money – at the same time Google allows you to target geography more granularly and you can target the purpose rather than the audience. It is a big attraction to connect to people who are actively searching.
- c. You do not know if people are liking the picture or the post on Facebook! it is very difficult to place an exact value on likes
- d. You can use Facebook like plugins in your content pages: You can show likes and engagement on your page and your post. Boost your post works well for Facebook and there is some sort of lasting value in terms on likes. No such thing on Google.
- e. In both these mediums, do not forget the landing pages – they should have an emotional appeal