In Facebook Marketing Strategy

With 484million visits in a single month, it’s about time Facebook featured in your thoughts and strategy, whether you sell to businesses or consumers. This is the first in a series of posts on how to tackle this marketing behemoth.

We’ve been working on Facebook pay-per-click campaigns for a number of our clients. It is really easy to get started and target a demographic audience and /or groups they might belong to.

If you’re a recruitment company, you might target an industry group or a large employer (careful though!). If you sell bouncy castles or kid’s party planning, you might target Mums’ groups in a particular location, or a ticket sales company might target groups of fans of particular artists. University students could be targeted for backpacking holidays, or fishermen targeted for rods and tackle.

The Facebook opportunity is pretty endless.

Facebook Pay per Click Advertising became a much more viable option for us once conversion tracking became available, providing an effective method of monitoring results, tracking sales and enquiries from your Facebook ad spend. Provided the tracking code is implemented correctly, you’ll now be able to see how effective your campaign is.

A Facebook campaign will not only drive more traffic to your site, but also increase brand awareness which will assist your Google, Yahoo! and Bing search campaign(s) too. Whilst we’re not currently spoiled with view through conversion tracking to really measure the additional influence, hopefully that will come as Facebook’s advertising platform matures.

Facebook Pay per Click Advertising Basics

  1. Create a new profile for your business, just like you would for an individual
  2. At the bottom of your new profile page click “Advertising”
  3. Create an ad with compelling ad copy and an attention-grabbing image
  4. Select your audience by demographic – age range, gender, location and so forth
  5. Narrow that audience by selecting relevant groups they belong to
  6. Generate the conversion tracking code for sales and enquiries and add it to the “Thank You” page on your site, just like AdWords.
  7. Complete your billing information
  8. Set it live once your ad is approved by the Facebook team

We’d recommend starting small, a little toe in the water,  perhaps £5 – £10 per day and scale up after a week if it starts to work effectively.

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