Facebook Advertising Optimization Tool
While promoting a post is the fastest way to get a Facebook ad unit running, I rarely ever use it.
Why?
I find that promoting a post will get me lots of Likes but rarely any real results – like click-throughs or conversions.
However, there is second way to turn a Facebook post into an ad that gives you more control over targeting and generally yields better results on your website. Read more
We know that Facebook’s Newsfeed algorithm favors images over other types of content, so it’s safe to say that when you’re putting together your posting strategy you should include a lot of visual posts.
Many Facebook Page manager’s feel it’s enough to use any basic, relevant image along with some marketing copy.
That’s an okay approach, but you can vastly increase your reach and engagement if you make one small change: adding text to your image like this:
Are you a local business targeting a very specific subset of the people in your area? Wondering if Facebook Ads can help you drive new business?
The answer is: Yes.
But it’s going to take a little work.
Below we’ve put together a step-by-step guide for how to go about targeting AND converting a small audience using Facebook ads. Read more
Do you have a small advertising budget that you NEED to get the most out of? Are you wondering if you should use your media money to buy Google ads or Facebook ads?
No worries, this post will help you make that decision.
In an ideal world you would have enough money to spread your media dollars across both advertising networks as each has its own pros and cons. Read more
There are many different types of Facebook ads and each type can serve a specific purpose for your business.
When I’m putting together a Facebook ad campaign to help a new or small business grow their community AND their sales I follow a certain formula.
I use right sidebar ads to grow the Facebook community. I use Suggested Posts to help turn the community into customers and I use Promoted Posts to ensure your leads and customers are aware of the company’s best content and promotions. Read more
Starting a Facebook Page is easy but growing it into a thriving page with thousands of Likes can be hard.
There are five basic ways you can go about increasing your Likes – below we share the pros and cons of each.
In my opinion Facebook Ads are the fastest way to grow your Facebook community (unless you’re a giant, global brand like Coca Cola).
You can put together an inexpensive Facebook Like campaign in a matter of minutes — very specifically targeting your core market. Read more
Facebook advertising isn’t very different than any other type of online marketing. Similar to other channels it demands that you create relevant, easy to understand content that includes a hook that your target audience will find appealing.
Do you have a growing Facebook Page community and wish you could email those people? Great, in this post we tell you in easy step-by-step directions exactly how to do that using MailChimp!
Once your fans are on your email list you can send them promotions, coupons, special offers, event invites, loyalty rewards and so much more.
Keep reading to see how to get your Facebook fans to signup for your email list! Read more
When running a Facebook ad campaign that uses your Facebook Page as the destination, Facebook will provide a variety of engagement statistics (user Actions) in your ads dashboard.
These engagement stats usually include the number of:
In addition to these individual stats Facebook provides the total number of Actions and the cost-per-post-engagement (which can also be called your cost-per-action).
To calculate the cost-per-engagement Facebook simply takes your total spend and divides it by the total number of engagement actions.
Where to Find Cost-Per-Engagement Stats in Your Facebook Ad Dashboard
In the example above the total campaign spend was $54.33 and the total number of engagement actions were 51 therefore the cost-per-engagement was $1.07 (54.33/51 = 1.07).
Knowing the cost-per-engagement is important in a branding/educational campaign, but if you’re running a lead generation or sales campaign, you need to dig deeper.
For example, in a lead generation campaign you would want to track two very important metrics:
While it may be nice to know how many people Liked the post or viewed the photo, these are really just vanity metrics for a lead generation campaign.
Instead you can calculate your cost-per-click by looking at the total number of link clicks under Actions (in the above example it would be 11 Link Clicks) or by looking at the number of unique visitors from this ad campaign in Google Analytics.
(If you’re not sure how to track your Facebook ads in Google Analytics check out our blog post with step-by-step instructions).
In the case of this particular campaign the cost-per-click at this time would be $4.94 ($54.33 total spend/11 clicks=$4.94).
Additionally, when I log into Google Analytics I can report that the conversion rate for this campaign is currently 11% which means we’ve had one visitor turn into a lead. Since the total spend so far is $54.33 the cost-per-lead so far is $54.33.
If you don’t want to have to calculate these numbers for yourself for every campaign you run, the AdEspresso Facebook ads manager can do it for you and present the data in a neat little dashboard:
AdEspresso can calculate cost-per-click and cost-per-conversion for you [this is sample data not related to the campaign mentioned earlier in this post].
For example, if you calculate your numbers and you see your cost-per-lead is $20.00 but your product costs $5.00 and people usually only purchase from you one-time you have three options, figure out how to get your cost-per-lead down (this can usually be done through Facebook ad campaign testing), figure out how to increase your average order value or figure out how to increase the average lifetime value of a customer.
Do you know what your cost-per-click and cost-per-lead is for your campaigns right now? If not, break out your calculate or sign up for a FREE Adespresso account today and start watching your numbers!
Do you want to increase sales from your Facebook ads? If so, I highly suggest using zip code targeting.
Facebook offers a lot of different ad targeting options. For most companies I feel that using zip code targeting along with one or more other ad targeting options can help achieve the best sales results. Read more
