In the session "Facebook Ads: Reaching Prospects Earlier In The Decision Cycle," Sarah Smith, Manager of Online Sales Operations, Facebook, offered tips on targeting your audience, creating compelling ads and getting a solid return on investment.
Coverage of the
5. Mention offers or discount code
Design ads that demand attention
-target the right people and find success
Refresh creative with simple changes
-color of the image...
Exploit pockets of opportunity
Adjust landing pages for engagement
Build a fan base to connect with customers
Optimize with Facebook ad manager
Dig into Facebook reports
Report type
Set up a test with Facebook ads
Use unique tracking links to measure ROI
Experiment
Mix targeting
Question & Answer:Are ads currently being approved only in English?
Ad approval process is being built out in Facebook to cater to other languages.
How do we use CTR versus thumbs up/thumbs down? What's the correlation?
Not sure. Both the CTR and thumbs up/thumbs down both weigh equally.
How do you know what clickthrough rate to expect?
Advised that you bid on the high end and adjust later on. Facebook doesn't have any benchmark right now but says that you shouldn't expect same CTR on Google AdWords on Facebook Ads. Seen ads with high ROI and be successful with a .04 CTR.
Why do I want to target those people who are already of my page?
May not necessarily be customers yet.
What is the definition of a fan in the sense of the sales funnel?
Example is Maria Smith (?) - you get more exposure by that free exposure. A fan is a potential customer or evangelist of your business. Can also be influencers. Companies can also use it as a CRM tool to get feedback on their products.
Will Facebook be implementing tracking codes to monitor conversions?
They are looking at it - it's a huge value for advertisers but it's difficult for Facebook right now.
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