Whether you spend any amount of time to use it, Facebook® has become a valuable platform through which companies can advertise and build brand awareness and loyalty. A recent example that I experienced was a company that wanted to do a promotion around the holidays. They were about to release a new application, so they ran promotions and gave new users a coupon of 50 percent-off for signing. They created a huge amount of organic content promotion and have been very successful with it. Now, we all understand that it is easier to achieve this kind of success around the holidays and other large events, but how do you remain successful during the rest of the year?
To answer this question, you need to look at two things: the creation and targeting. In a basic sense, with a more creative and better targeting, you better performance. What is less obvious is that because you are targeting ads more creative and more, you will also have a higher clickthrough rate (CTR) and conversion rate. Directly, this means a lower cost per click (CPC) and CTR, which means you get 10 -. 30 percent more clicks for the same budget, which translates into better performance at the end
Regarding creative, we always recommend jumping on new things that Facebook releases.
Because I agree, when Facebook releases new features, it seems that these features give additional exposure on the platform because they want them to perform well. This is similar to driving ads; they are simple and effective. A user will see an ad and click on it. They select the information they want to share, and then the email is sent to the advertiser. When combined with incentives or local opportunities, it becomes a very nice way to collect email addresses for the companies in which past performance advertising were not terrible.
So it is good to jump on the new Facebook features as they are released, because if you are the first to adopt – and, therefore, get the leverage to be the first engine – you will probably have higher performance. What’s nice about it is a public network will grow out of this space and the mobile office environment, where you can buy more targeted ads across different devices to continue with your social campaigns.
This is a big step forward – and a direct response to those who say Facebook has not worked well in the past for advertising – as they continue to evolve and understand things like the industry did. Dynamic ads products (DPA) were once considered only for retail or e-commerce; but in recent times we have seen other companies using dynamic retargeting functionality -. even those who are not retail customers such as vertical travel
Another important concept regarding the targeting is that you should not overlap. Overlap tends to lose opportunities for delivery due to a frequency limit of two per day. In fact, the separation of your public is essential to target specific users with specific content and not overexpose your content to people indifferent. When it comes to customer audience, an interesting strategy is to use the public lookalike based on your initial custom audience.
Sosies involve choosing an email list that is derived from your first piece of data, and Facebook figures on groups of people – or public – that resemble those you have. It is also called a double level strategy. With this strategy, you start with, say, 1 percent of a target audience, and you bid the right amount. From these results, you select a second hearing of the customer based on the same criteria, or select the same public customer and build a second level of look-alike, except the first. This results in specific levels containing 1 percent, 2 percent, 3 percent, and so on.
At the end, when it comes to advertising on Facebook, you must ask yourself: “What I want to optimize” This could? . be conversions, clicks, video views, or any other measures that your company focuses on the next question becomes, “What am I willing to pay?” In this case, you want to ensure that you receive the true value of your investment. Here, the real value means that you should not underbid – invest too little and you will not receive delivery in ads – but you also should not pay too much. Make sure you have done your research on what is an acceptable price for the expected return on investment.
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