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Facebook Advertising: How to Get More for Your Budget


Gather around, children, and let me tell you a story of Facebook advertising in the long-forgotten year of 2012. In that gilded age, whenever your page posted an update, up to 20% of your followers would see it in their feeds organically.

It was a simpler time. A gentler time. And a time when Facebook took in a lot less revenue from advertisers.

Then in 2016, organic reach fell off the cliff (Or was it pushed?), sinking to as low as 2% of a page’s followers.

The moral of the story is: If you want to reach a sizable audience on Facebook now, you’re going to have to pay. But as our friends (and clients) over at LinkedIn Marketing say, “Organic is good. Paid is better.”

Why settle for the audience that happens to wander by? Why settle for the audience Facebook thinks wants to hear from you? With a little investment, you can bring in an audience that is perfect for your offer. And you can keep refining your targeting over time to get even more out of your budget.

Here’s how to get the most out of your sponsored content on Facebook.

Zero In on Your Audience

Most people who use Facebook entrust the site with an astonishing array of personal information. I’m not talking names, addresses or phone numbers (though plenty of people surrender that info as well)). We’re talking what businesses they frequent, what public figures they admire, what pop culture they like, and more. As a marketer, all of that information is at your fingertips.

You can start to build your targeted segment based on demographics like age, occupation, and education. Then take it to the next level with interest and behavior-based filters.

Say you’re selling a self-help book. You might pick an audience that also likes Tony Robbins and has visited other self-help websites, for example. That means filtering by Interest (pages and categories people have liked on Facebook) and by Behavior (actions taken on and off Facebook). Here’s an example of what Behaviors look like in Facebook Ads Manager:


Create a Lead Capture Page

Once you have defined your audience, it’s time to create a page that will compel a click. This is the landing page your ad will lead to—it needs to close the deal for people who already clicked from Facebook.

Start with an asset that is worth trading some contact information for. Offer real data-based, demand-based, substantial best answer content. Then set up your landing page with:

  • A brief headline (60 characters or less!) with a statement of benefit
  • An inviting image (can’t go wrong with happy people)
  • A little proof (testimonial quote or stats)
  • A big, friendly CTA button with custom text (“Get your guide” vs. “Download”)

Create your Ad

You can either design your landing page or your ad first. Whichever order you do it in, your landing page should look as much like your ad (or vice versa) as possible. Use the same fonts, same verbiage, same image. There should be no doubt in your customer’s mind that they’ve come to the right place when they click through.

Be sure to follow Facebook’s advertising policies, and to keep your copy short and to the point. Research shows that posts with 80 characters or fewer get far more engagement than wordier posts. Up to 66% more engagement, in fact. So be brief!

It’s important to create a few versions of the ad for A/B testing. Test variations in the headline, copy, and image.

Create a Trackable Conversion

In order for you to track the effectiveness of your ad, Facebook needs to know what happens to visitors after they leave Facebook to visit your site. Adding a Facebook Pixel to your pages makes that possible. It’s a little piece of code that tracks behavior of traffic from your ads to pages you specify, making it easy to attribute conversions and retarget ads (more on that later).

Once you create the pixel and add it to your pages, you can create event code to put on a specific page. Place the code on your thank you page (after the visitor has filled out our lead form) and you can use it to track conversions:

Facebook Advertising Conversions

Here’s Facebook’s guide to creating a conversion in the Ads Manager.

Run Multiple Variants of Your Ad

Always run a few variants of your ad at the same time, so you have data to evaluate performance. In addition to testing variations on the ad copy and visual, test variant audiences. Take advantage of the thousands of targeting options to try a few different sets and see what hits. You can always turn off the underperformers and focus your budget on what works.

Analyze & Optimize

As you run your campaigns, keep a close eye on your analytics. Facebook’s Ads Manager has some pretty robust reporting abilities, especially with your pixel and conversion properly configured:


You will be able to see your CTR, break down the clicks by demographic, and see your cost per click (CPC) at a glance. Use all this information to refine your campaigns—switch off the ones that aren’t performing and try new variants, while boosting the variants that perform the best.

Retarget & Lookalike

Not everyone who clicks through is going to complete your conversion goal, of course. That’s why retargeting is so important. Retargeting means making a custom audience on Facebook of people who have visited your website (tracked by your pixel), and using that data to serve ads to them again until they convert.

For extra bonus points—by which I mean, a larger relevant audience and more conversions—select the “lookalike audience” option for your retargeting. In addition to traffic that has visited your site, Facebook’s algorithms will serve the ad to people with similar demographics and interests to your website traffic.

Book Only the Most Relevant Faces

Even with the most compelling content, it’s hard to get organic reach on Facebook. Of course, any traffic is better than none—and if the content’s good, it has a chance of getting shared and amplified over time. So don’t discount organic entirely. But it’s definitely time to start thinking of Facebook primarily as a paid platform, and to take full advantage of its potential.

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© Online Marketing Blog – TopRank®, 2016. |
Facebook Advertising: How to Get More for Your Budget | http://www.toprankblog.com

The post Facebook Advertising: How to Get More for Your Budget appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.


#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)


#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.


Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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