Ever Wondered How After Visiting A Site You Later See A FB Ad?

Have you ever wondered how after you visit a website, you later see advertisements for that product/service on Facebook?

This form of advertising falls perfectly into why Facebook advertising can be so powerful. The entire social media advertising ecosystem is based upon “Targeting Your Audience” for your Facebook Ad. There is no better “Audience” than someone who has already shown an interest in your product/service by visiting your website.

Remarketing

The ability to target an audience that has already visited your website is called Remarketing. It not very new, but Facebook has really brought it front and center. At the end of the day, it is extremely effective since it shows your ad to already interested customers. A very good analogy for this style of advertising is “You wouldn’t ask someone to marry you on the first date would you?” By that they mean… a visit to your website is where the relationship starts. You then “court” that person by showing them additional ads and building your brand and message. When they come back, you have a much better chance of converting them to a sale/customer.

Remarketing can be done in a variety of ways. One of the most common is after a website visit, but you can use an existing mailing list or past clients or a variety of other sources.

How Does Remarketing Work?

What you are really doing when you utilize Remarketing is you are creating a Custom Audience on Facebook. This Custom Audience is exactly who will see your targeted advertisement. If you want to create a Custom Audience of people that have visited your website here are the steps.

1. Create a Custom Audience in Facebook Ad Manager.

This will create a piece of code that you can place on your website. You have a variety of options here. You can put one code (for one audience) only on certain landing pages or put the same code on every page of your site. This really depends on where/how you get your website traffic.

2. Place the Custom Audience Pixel on Your Website

As stated above, you may choose to place different Custom Audience Pixels on certain pages—this will let you Remarket to different groups of people. For instance, if you sell Real Estate and pay Google to drive traffic to your site, you may have a Buyer and a Seller campaign. Each campaign would have ads either targeting a buyer or a seller. The buyer ad may say, “search all listings here” where the seller campaign may say “get your homes current value”. With different Pixel Codes, you could then have a Seller Ad and an Buyer ad on Facebook — that displays only to the correct group (Buyers or Sellers).

3. Create You Audience

Once you create your Custom Audience and place the code on your website — you will wan to name each Custom Audience in Facebook. This gives you the ability to run different ads depending on the specific audience you have created. Keep in mind, Facebook advertising is designed to be displayed to relatively large groups, so your site must get a decent amount of traffic to create a large enough audience to advertise to.

4. Create Your Facebook Ad

This is the fun part. This is were you can get creative and think of a unique ad that will have interest to your specific audience. Remember, this group of people have already visited your site. For that, they have already shown some level of interest, so you can get more specific with your Remarketing Ad.

5. Create Lookalike Audiences

You didn’t ask for this, but I’m giving it to you anyway. Since Facebook has thousands of data points on its users, they can look at one of your audiences and find correlations between everyone in that audience. For instance, if everyone in your “Webpage Custom Audience” is a homeowner that makes over $70,000, has children, donates to charity and lives in a specific zip code—-Facebook will create another audience with the same details! That gives you the ability to scale your audience larger than only people that has visited your site—but the same “type” of people!

Shameless Plug

If you find all of this intriguing and have already come up with super cool ideas on how to utilize Remarketing — but think that attempting all those steps would be your own personal type of hell….We can help. DEAN Knows specializes in all forms of Digital Marketing including Facebook Advertising and Re-marketing.

April 3, 2015July 26, 2022

Facebook Ads – How To Create a Successful Ad Yourself

Facebook Ads – How to Create a Successful Ad Yourself

We all know that Facebook Ads are all the rage for an affordable, effective digital marketing campaign. In this article, we will cover some of the most important aspects of creating a great Facebook Ad.

Many people are under the impression that Facebook Advertising simply means to “boost” your post. Although that is the most common option that people aware of, it is the one thing we recommend NOT to do. The beauty of Facebook Advertising is that you can hyper-target your ad to only run on certain people’s news feed. You don’t get that functionality with “boosting” your post.

Here are a handful of things to consider to make your next Facebook Ad successful.

Targeting Your Ad

Creating your target audience is one of the most powerful pieces of Facebook Advertising. This is where you choose who will see your ad. You really need to think this through as you want the right people to see the ad and you don’t want to pay for putting your ad in front of people who wont convert.

Facebook Demographics

Facebook Demographics let you choose the TYPE of person that will see your ad. Do you want to get in front of Parents? Homeowners? Small Business Owners? Or are you looking for someone that works in a particular field? Keep in mind, these do overlay, so if you choose someone that is a Mother, has a net income over $100,000 and is currently away from home– your ad will be limited to that exact demographic. This is extremely powerful for hyper-targeting your potential clients.

Facebook Interests

Facebook can help you reach specific audiences by looking at their interests, activities, the Pages they have liked and closely related topics. You can combine interests to expand your ad’s reach. Unlike Demographics, every interest that you add will be a larger group you are advertising to.

Facebook Behaviors

Facebook Behaviors let you market to people that do certain things. You can specifically reach potential customers based on purchase behaviors or intents, device usage and more. Within behaviors you will find options such as “Likely to Move” or people who have made donations to Cancer.

Between the Demographics, Interests and Behaviors, you should be able to laser target your ad to exactly who needs to see it. This makes your advertising spend very efficient.

Choose Your Placement

When placing a Facebook Ad, you can determine exactly where you want your ad to be displayed. You can choose to have it displayed within the News Feed on Mobile, Desktop, or both. You also have the option of placing your ad on the right side of the main Facebook page and on their Audience Network.

Most advertisers think its best to put their ads everywhere thinking it does not effect the end result. That’s not a very efficient way to go about it. Someone viewing your ad on a mobile device won’t behave the same way as someone sitting in front of his or her computer in their comfy chair. You can preview what your ad will look like in each placement by clicking the “Ad Preview and Placements” in Facebook Ads and in Power Editor just check the “Placement Section” under the “Ad Sets” tab.

Use Different Photos

Social Media is very visual. Facebook allows you to add several different photos for your ads, so try different ones, review your results and keep the ones that work best. It is worth noting that Facebook only allows 20% of the photo to have any type of copy. They will reject your ad if you put too many words on the photo—so if you are putting copy on the photo, be choosy and very specific. I have noticed that even after you get a notification that your ad was approved, you can later receive another e-mail saying it was rejected. So after seeing that “approved” e-mail, don’t jump up and down quite yet.

Don’t Forget the Call To Action

Facebook lets you choose a Call to Action to place on your photo. Different Calls to Action should be used depending on what you are advertising. The “Calls to Action” are simply the little grey buttons that you see on Facebook Advertising. I am of the belief that every ad should have a Call to Action, so If nothing fits, at least use “Learn More”.

Your Ad Copy

You have a variety of places that you can put copy on your new Facebook Ad. You have your Headline which is actually directly below the photo. You are limited to very few characters here so be precise. You have Text which is where the majority of the copy will be placed. The text ends up being placed directly above the photo and gives the most characters for your description. The last place you can put ad copy is a little hidden. You must click “Show Advanced Options” then you will see that you have the NewsFeed Link Description. The copy you place here will be BELOW your Headline. They give you a lot of characters to use here, but be aware it still may be cut off in your final ad.

Track Your Success

One fantastic feature of Facebook Ads is the ability to track your ad. You can use Conversion Pixels to track overall conversion on your website for the most full featured analytics. For more information on how to use Conversion Pixels, click HERE. At a minimum you should look daily at your Reach (which is determined by your spend and the size of your target group) your Number of Clicks (if your ad is driving traffic to your website) your Click Through Rate which is the number of clicks divided by the number of impressions and your Cost Per Unique Click. They have a ton of other metrics that you can use and most of them are very informative. Once you place enough ads and review your success statistics, you get a really good feel for what works and what doesn’t.

Shameless Plug

Creating a Facebook Ad is not brain surgery. It does take a little technical skill and a understanding of basic marketing practices. If you find yourself in a position to not have the time or desire to create your own ad—or simply want to hire a professional to get the best results…you are in luck! DEAN Knows Social Media creates Facebook Ads for all types of businesses at very affordable prices. We also provide SEO and SEM services, Reputation Monitoring and even post on all of your social media networks for you with industry specific posts. For more information on what we can do for you, visit our main site at www.DEANknowsSocialMedia.com or Contact Us directly.

March 6, 2015July 26, 2022

Facebook Advertising in 2015 – What You Need To Know

How Facebook is Changing Digital Advertising

Facebook Advertising will revolutionize marketing just as Google did in the early 2000’s. Facebook has an immense amount of user data on their over 1.23 Billion active users; and they use that data for advertising purposes. You no longer have to place an ad somewhere hoping that your target audience will see it. Facebook Ads give you the ability to hyper-target your customers and only pay if they see you advertisement.

With over 76% of Facebook’s monthly user base accessing Facebook on their mobile devices, you can now get in front of your clients wherever they are, at any time. Since Facebook went public in 2012, they now have officially migrated from a “free” social networking site to an advertisers dream. Don’t misunderstand, Facebook is still free to their user base and I’m sure they will never stop that, but to get your brand in front of their user base now costs money. In January of 2015 Facebook announced that they would substantially decrease the viability of business pages unless that page was paying to “boost” their post or otherwise partake in Facebook marketing. It does bring an end of an era where you could create a Facebook Business Page with a little skill, get in front of your audience. The glory days of Facebook Marketing for Free are over.

The Similarity to Google

Many digital marketers went ballistic when Facebook started running ads and letting people into their immense amount of data. Its a similar transition to what Google did in the early 2000’s, which single handedly put a major strain on the financials of almost every newspaper and periodical in the world. Prior to Google, if you wanted to say, sell boots–you would take out an ad in the local newspaper about your awesome boots selection. The idea was if the paper had a large enough circulation, that hopefully a small percentage of those people would have an interest in boots, see your ad and become a customer. This was how almost all advertising worked up until Google. Google changed the game by saying we will only show your ad to people looking for boots and you would only pay them if someone clicked on your ad to fully see your advertising. This is a major shift. Needless to say, they simply put your website link at the top of a Google Search for boots. But this led your target market to people specifically looking for what you are selling. This is still the cash cow of Google that lets them pay for silly stuff like this Insane New Office Headquarters and lets them afford all the other crazy things that most companies can’t afford.

So… On To Facebook Advertising

You may be aware that your Facebook Business Page has seen less traffic recently. They have consistently been Reducing the Visibility to Facebook Business Pages for some time with a death blow in January of 2015. Even people that “like” your page will most likely not see what you are posting unless they come to your page. You may have noticed that you now have the option of “boosting your post” so people will see it. In early March, Facebook has said that they will remove the “likes” of “non-active” Facebook users too. For most things, I don’t recommend simply boosting a post, you have much more powerful options.

The Power Of Facebook Advertising

Lets say you are a real estate agent and want to market to first time homebuyers. With the tremendous amount of information that Facebook has on their users, you can create an ad and have only people that you choose see that ad in their Newsfeed. So for that real estate agent, they could make an ad that says, “Buying Your First Home — Its Easier Than You Think” and give some other reasons for that target buyer to click the ad. The beauty of the system is that in setting up the audience that will be served by the ad you could choose: people that currently rent their home, people with at least two lines of credit, people that are engaged to be married, people that have gotten married within 6 months, people that make over 65K per year and people that live in the geographical area that you work in. WOW…think about that for a moment…That real estate agent would only pay to have their ad seen by people that may click on it. This makes the ad very effective and cost efficient. You can even choose how much money per day you wish to spend, which ultimately dictates how many people will see you ad.

How To Make Facebook Advertising Work

Just because you have a Facebook Ad that is hitting your target audience, that doesn’t mean you’re putting money in your pocket. There is another piece to the process which is a landing page built on your Business Website that is designed in the same vein as the ad. The landing page needs to have a similar look and feel, and back up what you have said to get them there. Needless to say, it needs to have multiple Calls to Action to have the user give their information. Many businesses, miss the final and most important part—–which is following up IMMEDIATELY when a new client gives their information. That doesn’t mean an automated e-Mail, it needs a phone call or a personalized message.

Shameless Plug

Needless to say, this is not brain surgery but Facebook Advertising does require the ability to create the ad, choose the correct audience and build the corresponding landing page on your business website. If you don’t feel comfortable doing this…DON’T FRET!!!! DEAN Knows Social Media can help! We have built many ads and corresponding landing pages, all with tremendous success. We also handle Social Media Management and Reputation Monitoring so you can focus on running your business. If you would like us to give you a hand with Social Media Advertising, Contact Us Today!