Jon Loomer, the King of advanced Facebook marketing, recently stopped by ProBlogger.com to share his insight and specialist tips on all things Facebook advertising. Not just for business with big budgets, targeted Facebook ads and a little forethought can be useful for any kind of blogger wanting to reach out to readers. The full webinar is available for ProBlogger.com members (you can sign up here).
So what are the benefits of Facebook advertising for bloggers?
Jon says it’s really for anyone looking to drive traffic to a website. When you build an audience on Facebook, you’re sharing that website with people who have shown an interest in wanting to read it. As a bonus, many people who pay for advertising on Facebook also report an increase in organic reach.
Why should you pay for advertising when you can use Facebook for free?
- It breaks through traffic plateau – go beyond the reach you’re getting now
- If you have been working hard and not getting far, then it might be worth a try to see if you can catch a break
- With regular sharing, you’re limited with the amount of people who will engage with your post – paying will reach people who still want to read your work – people who have been to your blog but don’t currently like your Facebook page, perhaps. It also assists in finding people with similar interests who might like your blog, but just haven’t heard of you yet
- Helps to speed up the growth of your page
- You’re being proactive rather than crossing your fingers and hoping to go viral
Boost Post versus Power Editor – Is one really more useful than the other?
- The nuggets of gold in Facebook advertising and targeting are mainly found within Power Editor. but it doesn’t guarantee you success. You could still be targeting badly
- The issue with Boost Post it is an easy button, often for real success you need to think a bit beyond doing that
- At the end of the day, you want sales and subscribers, not just be seen in the newsfeed, so you need to use Boost Post a little bit more strategically. This is where you can use Power Editor to select a pre-chosen group to boost your post to
- You can create and save target group lookalikes and custom audiences in Power Editor, which can then be used across Facebook advertising in all its guises
- Learn Power Editor first, and it makes everything else easier
What about more sophisticated campaigns?
Website custom audiences are Jon’s favourite feature – it’s not just a matter of targeting anyone who visits your website, but also narrowing it down to specific pages they’ve seen, or articles they’ve read on your site.
So how does Facebook know what your readers are looking at?
Facebook provides conversion pixels, which uses cookie information from your blog. When they return to Facebook after your site, they will then see a targeted ad. Only one code is needed, but you can create many different rules that depend on visitor information. Even better, when you promote your new blog post, you can tell Facebook to exclude the readers who have already read it – effectively saving you money.
To take advantage of this, create a Website Custom Audience for every sales line you have, every landing page, every success page, every important blog post. Think about the categories of content you have that would appeal to different people, and tailor your ads to suit.
What makes a good ad?
- Imagery, things that stand out, or that people can relate to. Faces, people their own age, professional images, proper image dimensions
- Copy – what do you want from your ad? If you’re not selling, then you’re still being casual, useful, and wanting to get people to click on your link. Think of providing a call to action
- Keep it short. You want to keep under character limits so Facebook doesn’t truncate your post, forcing users to click over to read the whole thing.
- Ensuring the targeting is as relevant as possible
What else is on the webinar?
- Jon goes into how to create a great Facebook advertising campaign and gives you steps to narrow down your needs so you can better strategise and target your audience.
- Building a highly-relevant audience, and gaining their trust so you can market your products or services to them successfully
- Targeting people depending on what page they’ve landed on your blog
- Specific tips for Power Editor: how to create custom audiences, using tracking pixels
- Links to articles that explain the complexities of Power Editor and how to harness it for your particular needs
- How much to budget for Facebook campaigns
- The difference between an ad set and a campaign
- The lowdown on ad reports and how to track efficacy
- Understanding lookalike audiences and how to target them effectively
- Targeting fans, email lists, and anybody who has visited your website – highly-relevant people who already know who you are, but might not be following you on Facebook.
- A discussion about the appearance of ads on Facebook in the first place. If they’re not going to go away, how best to work with them so you’re delivering useful advertising to its users, rather than irrelevant information
- More detail on what makes a great ad.
Tune in tomorrow for our marketing ninja Shayne Tilley, who will take you through a list of Digital Photography School Facebook advertising that has seen real returns – and also the ones that didn’t do so well.
Have you tried Facebook marketing? Has it been useful for you?