If you are currently using Pay Per Click (PPC) advertising on a search engine – Google AdWords being the most prevalent – then you will be familiar with how PPC works. You have probably also heard that Facebook now lets you pace PPC ads – well, they have for a while, but their tools are much better now.
The advantage of Facebook over the search engines for PPC is that you can target your audience much more accurately. So, if you run a men’s only Karate school that focuses on guys 40-55, you can choose to show you ad only to men aged 40-55 in your local area. Very cool.
So here’s the tip… if you are experimenting with Facebook Ads, one thing you can do is choose to have the ad that is shown to friends of existing fans of your Fan Page and members of your Groups. The advantage is that the ad will show the prospect that their friend is already a fan – great “social proof”.
The disadvantage, of course, is that this narrows your audience, so you need to test with this feature turned off and then on to see which gives you a better click through rate.
Happy (& profitable) advertising!
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