Creating a Facebook Page, 0-600 Likes in 7 days. Part II
I cannot stress enough the importance of Facebook ads to any modern marketing campaign. Connecting with your audience is never simply a case of creating something epic and hoping it will go viral enough to acquire the audience you need. In fact even the most epic product will flounder without some sort of solid foundation to build organic likes and shares.
Not to worry. The cost of the method used in the example was just over £20. An inconsiderable amount relative to the value of the traffic you could eventually acquire.
Believe it or not, algorithms are not only the domain of Google and SEO marketers. Facebook has methods of vetting the information seen in your home page ordered via what it would deem as important to the customer. Simply posting online via your likes page will not guarantee the people will see it. What is required is interaction to boost reach, that is where ads come in. Ads ensure your page is viewed. You are paying Facebook for a service which pays their shareholders, it is a foot in the door, a spot on the street so to speak and a great way to to get people initially interacting, if not by liking the page then having them like a set post. This inital interaction makes viewing it on the home feed more likely and it can then be seen by more people and so the viral machine can spring into action. The more interactions and interest shown by the public the more their friends see the post and the more fondly Facebook views your page. Not only are you boosting your own page likes but that of all your posts all at once.
Now where do we begin?
On the left hand column on the Facebook home page you will see a link to ‘create advert’.
This is where things start to get really interesting and you understand why Facebook IPO’d for such a colossal sum. Facebook is fantastic for picking out a specific demographic audience. With everyone owning a facebook account and ardently filling out information such as their age, sex, education, location etc. you can specifically pinpoint your exact audience like never before.
The next phase of the process of building your ad will ask you these specific questions allowing you to tailor your advert. we shall look at the terms used in the example page.
Under Location I picked UK and United States. The nature of the page ‘I Love Campervans’ is obviously based on a mainly western product. (i could have expanded throughout Europe also). These demographics also have the finances to spend money when i come to monetize the page. NB: adding 3rd world countries is much cheaper but you wont receive the same purchasing power and their is a higher chance a lot of them could be ghost pages.
The next step is Age and Sex. i chose a broad range of ages 18–65+ and all (men and Women) under sex as i believe that suits the subject. On the insights tab on the page you can view the nature of your audience and adjust the ad to suit. It turned out ours was pretty much split male/female 50/50 with a broad age range.
Language i left blank and moved straight on to interests. This is what people have registered interest in by liking other pages on Facebook. For the example piece i chose: Volkswagen Type 2 (T3), Volkswagen t2, Volkswagen Westfalia Campers, Volkswagen camper van, Westfalia or Volkswagen Type 2. all pages on Facebook and types of Volkswagen Campervan.
On the right hand side of the page you set your advert up you can see a small gauge which measures the amount of people who will be able to see your ad on a daily basis. The trick here is to keep this number as low as possible to lower the cost of the add. Niche-ing down is vital in this game and you can read more about Niche Marketing via another article of mine here.
For the example i kept mine down to 710 – 1900 People (Estimated Daily Reach). The next part will go over payment. A vital yet often overlooked area which will ensure you get the numbers you need liking your page, costs down and a higher ROI (Return of Investment).
For my Daily Budget i set it to £3.20. Indeed you can heighten that amount and acquire more likes quicker but i am sticking to an affordable budget. There are basically two types of Ads. CPC (cost per click ) and CPM (Cost per impressions) I always go with cost per click. That way I’m only paying for guaranteed results. Some people prefer CPM for specific actions and I shall write a detailed article on utilizing different Ads later on. For the purpose of the example we shall be using CPC which means clicking the ‘Set the amount that a page like is worth to you option’ unlike the picture. This will allow you to set a price (i usually type in £1-£1.50) this isn’t the amount i will be paying (£0.05 in my case) but simply a maximum.
Be warned when picking the ‘run my ad continuously’ option! Costs can quickly spiral and you must keep tabs on what you are spending, regularly reviewing your Adverts Manager (left column on home page).
Set delivery type to standard and onto the next part: The advert itself.
I will be doing an entire article on picking photo’s, colours, text etc. for ads, but for now lets look at the example.
Firstly you will be asked to select an image. I always upload two images here, this allows me to play ‘beat the ad’. Beat the ad is where you upload two ad pictures for the same campaign (advert) and Facebook splits it between the pair. The one with the most likes i keep and the other i discard. With this i set up a new ad and repeat until one ad beats the original before repeating the process again until I’m happy with the result.
You can see the three different types of ads available. Desktop News Feed which is in the Facebook Homepage News-feed and looks like the above. Mobile News Feed which is the same but as viewed on a smart phone and Desktop Right Column, the ads on the right hand column of the news feed nobody clicks on (or at least rarely in my opinion). Sometimes I remove the right column and desktop feed to specifically target mobiles or for sites not optimised for mobile I’ll discard that version to keep costs down. The less specific the ad the less likely it’ll be clicked or appreciated and the higher the Facebook cost.
Naturally a decent catchy tagline as per and you are pretty much done. Just click ‘Place Order’.
Naturally then your Ad must meet Facebook’s strict guidelines (Click Here) and you will have to wait a while for your ad to be approved. Upon Approval things start to move slowly and your ad could see costs as high at £0.50 per click! but don’t worry. As soon enough (a few hours in some cases) the ad cost will plummet and as i have achieved here you will be seeing tiny costs as little as £0.05 per click.
As you can see above this ad brought in 468 likes for £23.00. It also led to another 200 likes in organic traffic as friends of those who clicked the add clicked it as well. So all in all 0-600 likes in 5 days via a Facebook page and Facebook ads.
Next we will be looking at post types & how to interact with your audience in Part III
Further Reading – Click On Each Book For More Info!
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