Today we talk to Jennifer Sheahan – aka PPCmom, Social Groove and FbAdsLab.com. These days Jen is a Facebook paid marketing expert. Jen and her husband decided that a corporate career was not the best way forward for a family so she taught herself affiliate marketing.
Paid traffic is awesome
Paid traffic was something she got really good at after creating her first information product (an ebook). Driving more traffic turned into a PPC obsession where she taught herself how to leverage an income from building up the size of the campaign from very small starting budget.
Facebook domination time!
After some hardcore CPA (Cost per action) advertising Jenn settled recently on mastering Facebook since so many people are going on there and it makes perfect sense to specialize on that platform in the mid term.
Maximizing paid advertising spend on Facebook
Facebook has highly targeted advertising opportunities since it draws in around 500,000 million users at any one time. These Facebook users are sharing extremely personalized information making it easy make sales.
Research your product
Make sure you have a product / offer that you can sell. Some products can not be promoted however Jen recommends you start with offers / products that you love such as cameras or video coupons etc… Find products at Amazon, Commission Junction and direct affiliate products.
Direct linking is alive and well on Facebook
Set up a direct link to the merchant to test it and then when you meet advertising costs then you can build out a site on the topic. You can also build a fan page for affiliate products in passion markets.
Getting started advertising on Facebook
Now set up a simple Facebook ad to promote it. Low campaign budget is recommended $10 – 20 per day and a low cost per click. Put the click budget way lower than what Facebook recommend (ignore the warning that the bid is too low). If you do not get any clicks then bump up the clicks to the next bracket.
CPC versus CPM?
Initially CPC (cost per click) is better to test the campaign and then roll out to CPM (cost per thousand impressions) as you know your metrics.
The goal is to get at least .30 CTR (click through rate). Whilst the average CTR is .03 Jen thinks a high CTR will lead to success for distribution. Use images every time. Eye contact is important.
Get a picture of a happy smiling women (from the waist up) who is looking you in the eye. If that happy smiling is doing something that relates to the product that can be great for CTR. Amateur photos showing the thing that you are selling work really well.
Add text to images
Get photoshop, Gimp or snagit to add text to the photo. You can put text in images to extend the headline. This really helps when you advertise a fan page. Use a matching font to the headline to give it the appearance of being a longer headline.
Drive Traffic internally a fan Page or externally?
If you have a custom fan page you can send them there. If the fan page is bland or auto-posted then you should send traffic offsite. Engage people or lose them. If you are going to send them to a website you can squeeze emails and you can also do that on Facebook now.
Google and Facebook are very different. Before you create your ad you should have a great list of all you competitors and targeted people who your customer will be following. Pay particular attention to the demographics of your market. Ads should target your ideal client is massive detail according to country, state, gender, marital status, school, suburb, fans and job. The insights section of your fan page will tell you who is visiting.
Ninja Targeting Secret
You can bid on competitors names as an interest (if they are there) in the like section and it will show when people visit there. This is seriously like a stalker ad with social proof mice in. Under Jens guidance I tested this for my latest SilverCircle mastermind round and my ad followed people who were interested in me for about 35,000 impressions.
Managing other peoples accounts
Jen manages other peoples accounts because it is much easier for them than setting up Facebook aid advertising from scratch. Putting through many thousands of dollar a day takes a risk tolerance and watchful eye. Some clients use a paid service on a start stop basis so that the market can ramp up promotions.
Pausing Ads versus stopping them
Facebook is a fully manually approved ‘self serve’ pay per click engine. You will get different results for the same ad. The ad inventory draws from different ‘buckets’ and this means that you may get good or bad impressions. You have to test it.
If the only traffic is Facebook – you can easily see the results you are getting from Facebook. It is ideal to use a service like Tracking 202 to see which group of people are buying from you. Invest the time to setup a proper tracking campaign and you will get the results.
Time of day tips
The vast majority of traffic for most campaigns is prior to lunch. It seems not every worker is working! Get your campaigns running early in the day for the best results. Remember to test.
Discover more Facebook paid advertising tips from Jennifer at FbAdsLab.com
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