Facebook ads are cheap and effective. There’s pretty much no business they can’t help. Right now we’re in a sweet-as spot on a supply and demand curve where Facebook ad supply is virtually limitless and demand is very low. It means you can show your ad to millions of people for a few hundred bucks. It means you can pay less than a dollar for someone to click your ad. It also means the social network is awash with horrible, tasteless, gender-targeted advertising, the kind which would make the classified pages of 1974 copy of Australian Penthouse magazine look classy and useful. Take these examples which appeared on my Facebook page this morning:
The title of this ad may as well be ‘Hey there lady boy, check out or man-brothel’. The guy in the middle there has his hand in his undies. Straight men, generally, don’t like gawking at images of men. A much better picture would be a hot babe wrapped around a hairless guy. That might actually get my attention. This makes me run for a spew bucket.
365 things to do in Brisbane before I die? Is there something I don’t know? At least the ad has hot, wet chicks. That got my attention. Problem is, I see 50 ads for these discount things a day. Yawn.
Creating a sense of urgency is good! Only 7 seats left? Sheet, I’d better not miss out. Those peeps like kinda’ boring though. Yawn. Needs action photo!
‘Toppik’? It sounds like a caramel-flavoured syrup you’d pour over ice cream. The dude in the photo is 50 and gross. Next.
If you want your Facebook ads to have cut-through, here’s our top ten Facebook advertising tips.
- Incentive. Incentive. Incentive.
- Discounts sell. The bigger, the better.
- Advertise to fans of your competitors. Bingo.
- Keep your ads fresh. Change the pics regularly so people don’t subconsciously think ‘I’ve seen that’,
- Link the ads to a tab or to a custom landing page on your website targeted towards Facebook users. Don’t just send people from an ad to your wall or website homepage.
- Sex sells. You need to get people’s attention with that little photo. Don’t be distasteful or inappropriate or your ad will get banned, but yes, sex does indeed sell.
- Cheesy stock photos don’t sell. People see hundreds of ads a day. If it looks like every other ad they saw that day, they won’t pay any attention. If your ad has a picture of a smiling business woman working on a laptop in it, you’re doing it wrong. Use Compfight to search creative commons licensed images from Flickr which have been uploaded by real people instead of wannabe stock photographers. Your ads will look authentic that way.
- Tracking ads is tricky. Facebook doesn’t seem to talk properly to Google Analytics, expect discrepancies and use Google’s URL Builder to generate unique referrer IDs for your ads.
- Link your ads to a unique landing page (eg. www.yoursite.com.au/facebook) and use a funnel to track conversions from there in your analytics program.
- You can buy premium placements (on homepage and profile pages) where your ads are the ONLY ads on the page. The CPM (cost per thousand impressions) is relatively cheap at around $7, but it’s more cost effective to pay per click and you’ll end up only paying around $1 CPM that way anyway because your ad will still be seen by thousands of people who don’t click it