Characteristics a Successful PPC Manager Should Have

 

PPC advertising is one of the most efficient forms of online marketing.

It is one of the fastest ways to drive qualified traffic to your website thus converting traffic into potential leads.

PPC has developed into a popular industry where small and large businesses depend on it because PPC here acts a driver of revenue and profit.

As a result of its remarkable growth and significant impact on organizations, the need for its management has also increased.

But not just anyone can manage a PPC campaign.

To run a successful PPC campaign, you need someone with an extensive set of skills and characteristics.

Great PPC specialists have certain qualities in them that make them different. Click To Tweet

They develop strategies, make recommendations, administer and manage PPC campaigns for their clients.

So if you are looking forward to becoming a good PPC manager, make sure that you have the following characteristics.

Characteristics of a PPC Manager

1. Proactive

In this ever-changing world of digital marketing, you need to be a proactive manager to be ahead of the game.

Online advertising is consistently seeing changes.

A proactive mindset will make you a successful PPC Account manager. Click To Tweet

A proactive mind is that which is capable of thinking of different ways to solve a problem.

As new products and features are constantly emerging, you should be able to identify these changes and apply to the PPC campaign.

You need to keep yourself updated will all the PPC related updates.

You should know how to utilize the new features to your campaigns the moment they are rolled out so that you gain a competitive advantage from them.

As a proactive PPC manager, you should know how to manage your ads, when to run comparison tests and when to check competitors for updates.

A lack of proactivity leads to outdated accounts which are way behind when it comes to competitor analysis.

Being proactive will prevent you from having an inactive account and it will give you a competitive advantage of being ahead in the race.

Staying ahead of your competitors is a key to success when it comes to PPC management.

2. Analytical Thinking

PPC management is more than just impressions, clicks, and conversions.

There is an abundance of data available through engine interfaces.

To analyze PPC campaigns effectively, you should have an analytical mindset. Click To Tweet

Analytical thinking means recognizing figure based problems and conducting measures to solve them.

Analytical Thinking skills are a powerful thinking tool for better understanding of complex PPC problems.

You should closely monitor the data, figures, and statistics to make correct decisions and to recognize the potential for improvement.

You should also know how to interpret the data and convert it into a forceful communication with your client.

To become a successful PPC manager, you should know how to digest and reproduce the data into actionable reports.

If you can manipulate and analyze data to help boost the performance of the campaign, no wonder you are going to be a successful PPC account manager.

The ability to analyze data, draw conclusions and creating strategies according to the analysis makes a great PPC account manager different from the average ones.

3. Effective Communication Skills

Without an effective communication, the client and account manager relationship will collapse.

You should have effective communication skills because this job requires adequate and clear communication.

Clients are an important aspect of PPC management, so it is essential that you have strong communication skills to explain how your PPC strategies and management can drive improvements for your client’s business.

The quality of communication has a direct impact on your PPC account. Click To Tweet

By exchanging views with others you will acquire knowledge that will help you to strengthen your relationship with clients and customers.

To understand the client’s needs you should have good communication skills so that you can set up the campaign and manage it accordingly.

You should be effective enough to communicate what PPC is, what is does and how is it going to benefit the client’s company.

You should be able to collaborate with other PPC managers and adjusts strategies to get better results.

To build strong trust and confident relationship with your clients, you should have effective communication with them.

Good communication skills are essentially important in the following areas:

  • Know exactly how much information to give. Too much or too less information will result in chaos.
  • Be responsive and proactive while communicating.
  • Be able to explain complicated things in an easier way.

4. Organized

As a PPC account manager, you will have to manage a number of accounts at a given time.

“Being organized is being in control.”

This applies in the PPC management space.

If you are organized, all your campaigns will be in control and there will be less or probably no chances of confusion.

Leaving things for later results in discord of campaign harmony.

Organize your workload according to priorities.

You should not put off things for tomorrow which can be completed today.

Without being organized, it is easy to lose track of what tasks you have to do. Click To Tweet

So being organized becomes a necessity for you because your most important job is to track the results of your campaign over time.

As a PPC manager, you need to know the proper number of ROI, conversions, and other metrics so that you can compare your current status with your previous ones.

Without comparison, you can’t tell if your PPC campaigns are generating results or not. So here being organized becomes important.

Being organized includes:

  • Prioritizing your campaigns.
  • Signing up for and responding to alerts.
  • Setting up your own alerts for emergency situations eg shortage of impressions.
  • Regular analysis and testing of campaigns.
  • Keeping track of big and small changes in the campaign.
  • Having an organized to-do list.

5. Mathematical Skills

Of course, it does not mean that you should hold a Ph.D. degree in Applied or Advanced Mathematics.

But understanding the numerical trends is important to understand what is happening in the PPC account.

The link between marketing and mathematics has become very strong nowadays. Click To Tweet

So it becomes really important for you to have mathematical skills to become an efficient PPC manager.

To analyze data, figures, and statistics in your day-to-day work, you should possess mathematical skills.

Having mathematical skills is important because it makes it easy for you to measure the performance of your PPC campaigns and make changes and improvements wherever required.

By interpreting the numbers correctly, you can boost the execution of your PPC accounts.

6. Data Driven

PPC data includes clicks, impressions, conversions, ROI and a lot of other metrics.

PPC is an abundant data platform and it requires people who are data oriented. Click To Tweet

You need to become a data-oriented professional to read through all the available data and segregate that data which might help you in your PPC management.

When planning a PPC campaign you should know the effect of that campaign by analyzing it using the data.

To know how well your ads are doing and what changes you need to make to get more conversions, you should have the knowledge of reading the data.

Knowing how to project and predict outcomes from charts and graphs is also important.

Since PPC has an overabundance of data and sometimes the data is too much which can cause panic.

But if you are a data-driven PPC manager, you will know how to sort and use the data effectively.

7. Creative

Being familiar with the latest PPC trends is not enough, as a good PPC manager, you should be creative as well.

Only little can be written with a PPC ad as they have character limitations.

In spite of this character limitation, you should be well versed with creating provoking ads.

To make sure that your ads get more clicks, use your creativity to make more interesting and targeted ads that most searchers are likely to click.

Creativity also plays a critical role in forming your keyword strategy. Click To Tweet

Being a good PPC manager, you should know also connect with the audience by making emotional ads.

You should also be creative enough to look for opportunities that can get you ahead of your competitors.

8. Desire To Learn

PPC management is dynamic in nature, things keep on changing so there is always something to learn.

As an efficient PPC manager, you should be willing to know about the newest/latest trends in the world of PPC management.

The desire to learn is an essential condition in PPC management. Click To Tweet

You should possess the desire to learn more about PPC industry and see how can you make the best use of opportunities.

Being well-versed with the PPC industry trends is not only a good habit but also a requirement.

Therefore, to become a successful PPC Manager, you should be willing to learn and be passionate about learning.

9. Passionate

If you are someone who sees PPC as your career then you are surely passionate about it.

If you include terms like ROI, CPC, CTR in your daily conversation, you are surely a passionate PPC manager.

Successful PPC managers are passionate about their PPC campaigns.

So, to become a successful PPC manager, you should be passionate about online advertising especially PPC.

If you are passionate about PPC, even on your most hectic days you will love talking about it.

Another reason for being passionate about PPC is that it will voluntarily keep you engaged with the PPC industry.

Passion is also important because it shows a sign that you are willing to learn and improve. Click To Tweet

10. Business Minded

Running a successful PPC campaign is more than just driving traffic for your clients.

Don’t just confine yourself to PPC campaigns, be business oriented.

It includes driving relevant traffic at the right time.

As a good PPC manager, you should understand more than just the marketing side of PPC and should have a full grasp of the PPC industry.

Apart from understanding the potential customers of your client, you should also understand the financial aspects of your client’s company as well.

Knowing which product of your client makes the most conversions and which product increases value can play a large role in the bidding strategies for your campaign.

Being a business-minded PPC manager will make you an asset to your company Click To Tweet.

Conclusion

We hope by now you must have noticed what characteristics you need to inculcate in yourself to become a successful PPC Manager.

Great PPC specialists are the ones who love PPC Industry and wants it to get better.

It is no longer your job to just sit around PPC campaigns, if you want your PPC Management system to be successful you must be versatile and have the above characteristics.

Also, ensure that these traits are enhanced and developed over time to make your PPC campaigns success a continuous process.

So to conclude, we would like to say that with the above characteristics you can take your PPC campaigns to a Whole New Level

5 Easy Steps to Make Facebook Marketing Most Profitable

 

It is common customer behavior to search over the web before purchasing any product.

After search engine, Facebook is the next stop on the way. Facebook being the most powerful social media platform with a whopping 1.55 billion active user base is the biggest platform for online marketing.

Advertising here is profitable and receives more viewers than other online platforms. Over 1 million small business owners advertise here.

Every business will find a huge chunk of their customers on Facebook. 92% social media marketers prefer Facebook and always keep it on their list.

Many advertisers don’t know the fact that they cannot get the desired outcome with a single initiative.

Facebook is a lucrative advertising platform and you need to exploit it with knowledge, skill, and experience.

 

Steps Before Initiating Advertising on Facebook

Before embarking on your advertising campaign do these initial tasks-

A) Make Your Website and Sales Page Attractive

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Remember Facebook is just a medium that works in turning a visitor into a customer. Through Facebook-visitor will ultimately reach your website or sales page.

At this point, if the website or sales page is not engaging enough then the entire processes lead to nowhere.

Many advertisers fail to understand this basic thing.

 

B) Landing Page, Email Delivery Service, and Autoresponder

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Never underestimate the power of these weapons. These features will make your facebook ad’s performance more enhancing.

The job of turning the leads into conversion will be accomplished by the factors like a good landing page, email delivery service, and auto responder.

An attractive lead capture page is indispensable. With email delivery system the potential customer can be kept updated with latest products services and offers.

Autoresponder gives the inquiring customer a response message until you get the opportunity to give a suitable reply.

Facebook advertising is a combined approach where advertising on single strategy cannot enhance conversion rate.

 

C) Facebook Page

fb page

A Facebook page is a must have for every company these days. It helps in gauging the exposure of the company. It becomes the center of all your facebook activities.

Setting up a business page is what you require. Do not set up a profile page for the company.

You must employ all the possible strategies available in FB to increase Conversions. Click To Tweet

 

5 Important Steps that Run Behind Every Successful FB Marketing

1. Targeting

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Targeting is the most important facet of Facebook advertising. Facebook interestingly offers you to target your audience more efficiently than other platforms.

You can target your audience based on age, sex, education, relationship status, geographic, location, job, likes etc. Such effective targeting gives your product the right exposure.

A well-targeted initiative reaches the right goal. Try different options to bang on the right goal.

Custom Audience:

Facebook’s custom audience is an effective tool of retargeting. Here you can show your ads to those visitors who recently paid a visit to your website.

facebook-website-custom-audiences-step-2

Retargeting or remarketing can be accomplished by using a small JavaScript called pixel. Pixel works in three simple steps-

  1.  Get your account’s tracking pixel code.
  2. Place it on the website between head tag. You can place it on each page of your website or at the home page.
  3. When a visitor pays the visit to your website, pixel informs it to Facebook.
  4. Now, Facebook shows the ad of that website or blog to the visitor when he comes to Facebook.
  5. Specific ads can be created for visitors. For a single account, the one-pixel code is given.

This remarketing technique with the help of Facebook works fairly well for high traffic websites. If your visitor is less than 100 people a day then go for other options.

Using pixel your ads become more target oriented. It allows you to filter out uninterested traffic that would exhaust valuable clicks.

Facebook is a powerful platform to reach right people at right time. Click To Tweet

Create a custom audience from ad manager in your FB account. In ads manager, under tools option click on option Audience.

Under Audience choose ‘create custom audience’. From the coming popup select the type of traffic you want your ads to show.

Suppose, you choose the option ‘website traffic’, now a new popup will appear where you will get ‘New customer audience Pixel’ along with a JavaScript. Just copy and paste this JavaScript in your website header.

You need to put this script only to those web pages which you want to be tracked.

 

Customer List:

If you to show your ads to your email subscribers then select ‘Customer list under ‘create custom audience’. From the given option choose the option that suits you best.Uploading a .txt file will be most helpful.

custom audience

Lookalike Audiences:

The custom audience has its own limitations. You can not include the audience outside your email list and website viewers.

To break out of these barriers Facebook has another option, ‘Lookalike Audiences’.

 

Lookalike audience includes those who have searched for the similar products on the web.This option stretches out your reach beyond your email list and site visitors. To activate this option you have to set the custom website first.

This option stretches out your reach beyond your email list and site visitors. To activate this option you have to set the custom website first.

Based on your custom audience and email list, Facebook does an analysis of those audience’s likes, demographics and posted content.

Now, from its billion users, it filters out similar audience to show your ads. This way, your ads reach a huge number of audiences that matches with the type of audience you have already set.

To activate this option again go to ‘Audience’ and select ‘Create a lookalike’ audience. Next, in the source field select ‘Custom Audience’ from the drop-down menu.

Specify the name of the countries if you have any preference and click on ‘create audience button’.

 

Target Audience by Interest- Standard Option

When you do not have big audience base with proven conversion rate go by the traditional way. The standard option, through which you can target audience based on their demographic information and interests.

FacebookAds

Remember you are in the initial stage, where you need create your own audience base. For that, you must have a clear idea about your target audience.

In-depth knowledge about them would help in putting right information regarding demographics.

In the next step, you will be asked to choose likes of your potential customers.

The lists are quite a long and to avoid confusion go for “advanced combinations” from the coming drop-down menu.

Here you can add the pages of your competitors which compose of an audience with similar interest. It makes the entire targeting even more specific.

Always try to go as specific as possible. Reaching out to a bigger audience is very much important as it fast increases you CTR rate.

 

2. What Should be Your Budget for Facebook Ads?

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It is always good to have chalked out your budget before entering the Facebook advertising arena.

What should be your daily budget on FB depends entirely upon whether you are a start-up or an established company.

Start-ups should concentrate on building exposure and they do not know about their approximate conversion rate in FB.

In a case of established brands, they know on average how many conversations are going take place on a set budget.

Facebook offers three kinds of bidding-

  • Cost per CPM
  • Cost per Click
  • Optimized CPM

CPM means cost per 1000 impressions. Newbies should go for it as they do not know how many clicks they are going to get.

Here you do not pay for clicks, rather for only impressions.

This number helps in setting CPC targets and bids.

Cost per click or CPC should be used when you know how many clicks you will receive and as per the number you can control your budget.

It is possible that you are competing with similar brands on the web. So, you should think differently and must be steps ahead of your competitors to generate more clicks for your ad.

Here, chances of getting more clicks may be improved with rising the click budget.

In the case of CPM, you do not know where your ads will show up. After staying on CPM for sometimes you need shifting to CPC to get a clear picture of ROI.

In Optimized CPM, Facebook optimizes the ads itself. Based on its judgment ads are shown to those viewers who click most often.

Usually, these clicks are not quality clicks and do not bring effective conversion.

In Facebook, you have to go touch different possibilities in order to know the true potential of your ads.

Once you are able to gauge your target audience and clicks you may receive, you can optimize the entire campaign yourself.

The budget also falls in the place when you know where and how to invest. The right budget may start from $7-$8 per day to even $100 per day.

Starting with low amount is always advised.

Using Click Per Mile gives an idea how much clicks your ad can get. Click To Tweet

3.Increase the Appeal of Your Ads with Attractive Images

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Ads when to appear on Facebook, they must stand apart. In FB home page, news feed, event updates photos take visitor’s eyes away from ads.

To catch the attention, you have to come with unique and attractive images to strike the chord in the viewer’s mind.

Set aside a separate budget for high-quality images. Hire a designer to incorporate different elements in the ad image if you do not know how to do it.

Before selecting an image, keep these factors in mind-

i) Uniqueness-

Come with a unique and original photo that does not breach the rules of copyright. Instead of selecting one from stock photos go for creative illustrations, collage or fusion of image and text.

ii) Image tools-

There are many tools available in the market. There are many free tools and paid tools that can be used to bring out great image results.

Name of some free tools is Gimp, Irfanview, Pinta and image tricks. Paid tools are also available at affordable prices.

Some paid tools are Pixelmator, Photoshop etc.

iii) Sharable picture-

The picture should be shareable on Facebook. The sharing option allows it to garner likes and shares.

Sharing obviously allows it to reach friends of that account. Here the viewer puts your campaign one step further.

iv) The vibrancy of color-

Color plays a vital role in attracting viewer’s attention. Judicious use of color compels the viewer to pay a look at your ads.

colorwheel

The basic color of FB is blue, so avoid this color always. Contrasting colors work best here. Orange is considered the best color for FB ads.

Orange is less bright than yellow and less alarming than red. Again it is not gendered specific like pink.

The thumb rule is researching what your competitors are doing. Your ad should not resemble your competitor’s ads.

The difference should be there else the effectiveness of your ad would get reduced.

v) Size matters-

FB has defined a certain size for ad images. Facebook runs on different platforms. So, the image must be used judiciously in order keep the quality intact.

Reduced size image will not bring required clarity. On the other hand, if you crop the image then again the quality would be reduced.

Right size will reflect in effective conversion rate. Do not buy expensive images unless you are compelled to. Ultimately it will crop and reduced to stamp size.

vi) Image source-

Use stock photos and bring desirable edits and illustrations to make unique and attractive images.

Pick interesting images from websites like Fotolia. Search images through keywords and save valuable time.

Veer is similar to Fotolia and here you can buy images with real money. Freebies are also available here.

Istockphoto is another image site but bit expensive than Fotolia. It gives one free image per week.

Creatively illustrated picture in facebook ad has the enough ability to attract clicks. Click To Tweet

 

4. Attracting the Viewer

A Facebook ad has several points to win the attraction and interest of the viewer. Image, description, headline and a strong offer are those pillars.

You have to manipulate them in order snatch viewer’s attention from news feeds, other ads, and photos.

  • Image-

The Image takes the center stage as it becomes the center of attraction while ad appears. Its relevance and appeal attract the audience.

The image takes over more than half of the ad space. The tile comes in blue and description in black which same for every ad.

You can only strike a distinction with the image. As discussed earlier the image should be apt and distinguishing.

  • Description-

After the image, the next significant element is obviously the description. Description of the ad is a second major attractor.

You cannot convey all your details in the image. Though you can add image texts but it is not enough.

The description should be short, crisp and to the point. Try to touch the point where the audience connects most, the emotional one.

  • Headlines:

After the description, headline plays a vital role. When scrolling down quickly, a catchy headline can be your bet. Make it stark, use innuendos but make interesting.

Linking landing page or a great content brings good conversion rate. Facebook advertisement is rewarding as it provides maximum relevant exposure.

  • A strong offer-

A strong offer is a sure shot tool for attracting the viewer. It always increases traffic and increases website CTR. Put the offer call in the image.

 

5. Track Your Facebook Traffic Using Google Analytics

You can track the traffic of your advertisement through Google URL builder. Google URL builder helps in setting parameters for the URLs used in custom web-based or email ad campaigns.

Any campaign that does not use AdWords auto-tagging is called custom campaign. When a visitor clicks on this URL, the information of unique parameters is sent to the Google analytics account.

Tagging important URLs like email subscription, contact form submission, and product purchase helps in effectively tracking traffic and conversion of any website.

This way tracking the traffic of the website becomes easy. It also helps in measuring how your email campaign is working.

In Facebook, using Google analytics you can track which ad is working well and which not.

To make this entire thing happen, you need to have goal tracking set up in Google analytics.

Create a link to your page containing Google parameters and place it in the Facebook ad as the destination link.

Employ Google Url Builder to track traffic through your ad. Click To Tweet

Apart from these five points two other points hold the key to a successful Facebook campaign, they are test and analysis.

Testing is the key to every successful web campaign. Facebook allows revising campaign every week. So, you need to check not just the performance of entire campaign but also the performance of each of the ads.

Prepare different versions of an ad to observe which type is bringing better result in terms of clicks.

Your ad should conform to the rules and regulations of Facebook. Before preparing the ad, go through the rules and regulations properly.

The image can bring the most striking change in the performance of the ads. Many FB ads have witnessed big change when a better image was used.

After testing, next, you should analyze. Use Facebook Inside tool to analyze every action that you have taken under FB platform.

This tool provides information about the demographics, likes, and interests of people, who clicked on your ads.

Also about the demographics, likes, and interests of these people that do not fall under your list of targets.

This information helps you to broaden or narrow down your advertisement target. Page admin can view this Information in the insight box situated in the left side-bar.

 

Successful Facebook Ad Makes Your Product and Service More Acceptable

 

1. Visual Medium-

The Facebook algorithm treats visual content more favorably. Visual content gets better exposure and grabs attention easily.

Human brain receives more visual information to than any other form of information. Your ad must be a visual delight.

2. Relevancy-

Relevancy is the key to the success any ad. The relevancy should reflect in every section.

The image, ad copy, call to action, keywords should be connected with the product through its relevancy.

Facebook has recently started giving ad rank to its ads. It is similar to the ad rank system of Google AdWords.

If your ad is not relevant enough to your target audience then you are actually draining your entire hard owned money. Relevance is the key factor of FB advertising.

3. A clear Call to Action-

A clear call to action pushes the viewer to click on the ad immediately. This call to action should be strong and clear.

Have CTAs like ‘avail 20% off now’, or ‘subscribe now’ and add a sense of urgency in audience’s minds.

4. Carries an enticing value proposition-

FB ad carries an enticing value proposition to the ads. It tells why you should buy that product.

Value propositions should conform to logic and the extent of your ability. Do not make a false or unbelievable proposition which will make the ad a laughing stock.

You can put a stark or absolutely shocking proposition to attract visitors. But be careful about not conveying any wrong information about your product or service.

Wrapping Up

Nowadays advertising on Facebook is a must have. Because of its gigantic user base, Facebook has almost 90% users from almost every kind of businesses.

This massive user base allows companies to spread their product among a huge population spread around the globe.

It allows targeting audience in different layers. Both advertising and result tracking are easy here. FB seamlessly allows advertisers to improve ads on every week.

Being the most powerful social media platform Facebook helps in getting high CTR and better conversion rate for your business.

How To Make Facebook Ad Targeting More Effective

 

Without proper targeting, even an eminent design can fail to generate profit.

Perfectly designed Facebook ad is not all to drive people’s attention. It solely cannot generate leads to draw business. It is all about how you determine your target audience.

Ultimately it depends on how you use different formats on Facebook to target audiences. The Facebook ad is completely different from other PPC ad marketing. I must tell you that optimizing only Facebook ad cannot bring a smile for your business.

You need to have a deep understanding of interests of your target audiences. Your strategy should be based on their likes and dislikes in order to make them respond to your ad.

It is true that in online marketing Facebook is one of the leading platforms. As a paid advertiser, you should know how to strategically target audience and what Facebook offers to target potential audiences.

Along with optimizing your FB ad you need to optimize your targeting as well. Before discussing targeting optimization I would suggest you gather knowledge on several ways to determine target audiences.

Facebook provides good no. of ad targeting options and some of the most productive user targeting options are:

1. User Behavior

It will help you find people, who are actually interested in your products or services. People online behavior lets FB collect data on their purchasing interests. Analyzing this data you can find your prospect audiences. It also helps you figure out who are actually looking for your products.

User Behavior helps you figure out who are actually looking for your products Click To Tweet

2. Customer’s Interests

You can target people on Facebook based on their interests. You have to ask FB who have expressed interests or have liked pages on products similar to you offer. In your ad settings, you can set ‘interests’ as per your product features. It will help your target relatively larger audience.

3. Ethnic Affinities

This demographic targeting lets you drive attention from people of selected ethnicities. This tool gives user behaviors from specific Ethnic Affinities.

4. Target by Industry

This targeting works best for the advertisers, whose products or services is suitable for specific industry or occupation. You need to specify work demography in ad settings in order to take advantage of this tool. Targeting by industry may appear to be great business for you.

5. Add Gender and Age Group

My experience says combination of gender and age can work well for specified products or services. Age and gender are collected from their FB profile. You may also target specific gender from certain age limit along with their location. Example- Female, Age: 30-50, in Paris.

6. Financial Resources

You can use this targeting if your product is specified with affordability. It makes you find people, who do not only show interest in your product but can afford to purchase your products. Using this option you can target on the basis of Income and Liquid Assets.

7. Purchase Habit

Targeting people, who love to shop online, may be a good opportunity for you. If you sell online then you must opt for users, who are very much fond of shopping online. Under behavior, you can set this option. I would like to suggest you use this option in combination with other target methods.

8. Target by Education

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I personally found it very much fruitful to generate leads and expand business. Make your target more specific you should use Education demography. This will only be effective if your products or services are related to educational fields.

Sometimes, people come to me requesting to identify reasons why their FB ads are unable to generate business. Most of them make me amazed. They have tried to optimize their ads with the knowledge they gathered from PPC ad marketing.

Without proper targeting, eminent design can fail to generate profit Click To Tweet

This is totally ridiculous to compare FB ads with other PPC marketing platforms. In PPC ads you have to culture keywords in order to target a specific audience.

But in FB ad it is completely different. Rather than targeting people with keywords you have to know your target audience.

Along with optimizing your ad, I advocate you to concentrate on optimizing your FB targeting. After finishing designing a perfect Facebook ad your next important task is to make it display only before potential people.

In online marketing showing your ad only before the perfect audience is not less than a tough challenge. However, it is not so tough if you follow proper techniques.

I am going to discuss how you can optimize your Facebook Ad Targeting.

Facebook Ads Targeting Optimization

Once you step into FB Ad you need to take the challenge to optimize targeting. It may be tough but obviously not impossible. Many of my clients are having satisfactory ROI from FB Ad by utilizing proper strategies.

First of all, I refer you to forget all about Google Adwords optimization theories before proceeding to FB ad. More you know about your target people more your business will get prospects.

FB lets you reach millions of target audiences. Why do you only prefer people, who have interests on your products while you have great opportunity to design Demand Generation! One of the effective ways of marketing is to generate demands in the market for your products.

There are numbers of options to specify your target audiences in FB ad Settings some of which I have discussed above.

One of the effective ways of marketing is to generate demands in market for your products Click To Tweet

Here, I am going to focus only those strategies that will surely optimize your targeting. You need to follow these three important strategies-

  • Interests targeting- Analyze interests of potential customers
  • Advanced Targeting- Use most effective advanced options
  • Custom Audiences- Do not ignore this effective option

1. Interests Targeting- Analyze Interests of Potential Customers

To success in FB ad, you must target user’s interest. However, the question is how to find interests of your potential customers.

Definition of successful FB ad is to reach maximum numbers of people who can be converted into potential customers. As you run your ad for a period you will get to know several things related to your business such as direct competitors, top blogs and much more. But you have to know your potential customers’ interests first.

There are two most effective ways to analyze users’ interests-

A) Facebook Graph Search

B) Audience Insights

 

A. Facebook Graph Search

It is really amazing to me why most of the advertisers do not opt for this powerful tool. It is a strong semantic search engine.

This graph search enables you filter and target audience along with optimizing user interactions.

For example, I type Google AdWords in the search box and I get a search result of pages which are related to Google AdWords.

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I always advise my clients to use this effective tool in improving their ad performance.

Let’s check how it helps-

i) Information about Competitors-

It is very important in any business to know what your competitors are doing. Search graph helps you to check out who your competitors are throughout the network.

You should also search for competitors even for your own brand. Analyze competitors’ behavior to optimize your ad targeting accordingly.

Many advertisers use this opportunity to focus how the competitors are interacting with users. You should find out which steps are giving them success.

The graph will tell you how your competitors are focusing on which particular areas to attract people. You need to compare your ad with those collected data. This is an important point for brand recognition.

Focusing on how the competitors are interacting with users helps you design your own strategy Click To Tweet

ii) Find Overlapping Interests:

This is a fundamental part of content marketing. You need to know what your target users are doing apart from being engaged with your brands- what they discuss, what they share, what they search or what they like.

The graph helps your deep knowledge on users’ interests. You may find that many of them are not relevant to your products or services. However, you should experiment how to relate those interests with your contents.

You may ask me why you will waste your time doing this irrelevant task. I must say that you need to engage your audience with your brand as much as possible. It is a kind of demand generation.

If you can find common interests among a large user group you will come to know about trends. You have to make users realize you care for them in order to draw their interests.

ii) Analyze Hashtag:

Use Graph Search to cultivate audience behavior through the hashtag. Apart from Twitter users also widely use Hashtags on Facebook. Search for common hashtags on entire network to realize trends.

You should be a part of common hashtag discussion. This is a strategic way to interact with users’ interests.

Let the graph search work for you. It will give you deep insights, which will help you to realize what your target customers are actually looking for and how you can attract their interest towards your products or services.

B. Audience Insights

Facebook has recently included a powerful tool, Audience Insights. It is a strong tool that not only let you know about your target people’s demographic composition but also gives you information on new interests. These new interests enable you to find fresher targets.

Audience Insights tool is located at Facebook Ad Manager Area. You can access Audience Insights through facebook.com/ads/audience_insights as well.

This tool lets you analyze data for random advertising target. Use this tool to find geographical divisions of certain audience group and make it tune your targeting. You can have important information on similar pages and interests of your page.

You will get a complete data on most common interests and page likes of a specific audience.

Audience Insights gives you better understanding of your target audience Click To Tweet

2. Advanced Targeting- Use Most Effective Advanced Options

A Proper understanding of your target audience ensures enhance the opportunity of having a great return in FB ad. Three most important factors for your successful targeting are-

Low CPC

Higher conversion rate

Better Relevance score

Successful optimization of targeting lets your ad perform better. As you are an advertiser in FB, you get several tools to know your audience and to target specific users. There are Advance options that able you maintain perfect demographic target.

Demographic target is a constantly evolving process and that is why you need to keep split testing on demographic areas.

As you can more convincingly attract new users your ad performance will get better. To calculate the performance of you FB ad you need to check frequencies. It means on average how many times a unique user has interacted to your ad.

Higher frequency rate means higher ad performance. To make your ad perform better you should accumulate new customers. To target new customers you have to utilize effective advanced tools.

I have already discussed Advance tool – Graph search. Here, I am giving you ideas on other important advanced targeting options

a) User’s Behavior:

As Facebook is a social media, it is a good platform to understand user behavior. But in order to target a specific audience, you should know about their pattern of behaviors. Third party partners FB gathers data on behavior pattern. As an advertiser, you should utilize this golden option.

There is a correlation between campaign goal and users behavior. It tells you whom you should target to get conversions.

Analyzing user behavior tells you whom you should target to get conversions Click To Tweet

Users’ purchase behavior will help you structure your targeting strategy. If you are running an e-commerce store then this is the most useful tool in FB marketing.

b) Target by Location:

Targeting by location is another useful advance option for optimizing targeting. Apart from local marketers it similarly gives better result for larger marketers to reach every sphere of users.

Specifying certain areas you assures your ad would reach the people you are looking for.

FB has launched Local Awareness Ad in addition with Location targeting. It helps you focus on a specific radius at a certain area.

c) Targeting by Life Events:

This is another important advance option of the demographic target. For some specific products, this arrays a huge chance to drive great numbers of users.

If your products match specific occasions or events of certain users, you must grab the attention of those specific users. Life Events Data gives you a treasure of targeting people by their interests on specific events.

This is still a surprise to me that not much advertisers are in FB platform. This is a great online advertising podium, where people give their personal information and share interests.

Facebook Demographic tool give you a great way to interact with users’ interests and structure targeting strategy accordingly.

 

3. Custom Audiences- Don’t Ignore This Effective Option

You already know how powerful Facebook Ad platform is. The enormous user’s data lets you narrow down your target. Custom Audience leads this opportunity further ahead. Since this has been introduced it has boosted the online advertising ideas using FB platform in targeting people.

It is a new creative way to grow your FB customer base. You actually customize those audiences, who are already on your list. These lists include- current customers, loyalty program members or value customers.

The custom audience makes you target people based on Email addresses, phone numbers, and FB IDs. Using this powerful tool you can create three kinds of audience lists

Custom audience makes you target people based on Email addresses, phone numbers, and FB IDs Click To Tweet

Lookalike Audience

This is another option to target audiences using your custom audience. When you upload client information, FB finds out a new list of users, who are similar to your already uploaded user information.

In order to create Lookalike audience, click on Tools at Ad Manager and select Audiences

This procedure gives you target a larger audience base on similar demography. Lookalike Audiences are those, who are similar to them who are in your Custom Audience list.

Custom Audience:

If you are having a list of phone numbers, emails and FB IDs then FB will work for you. You just have to upload the list and FB will let you target those people associated with your list.

Hopefully, you can get more than 70% target audience through this process. I find it very interesting and an incredible idea to target more people.

Audience from your Website:

You can target people, who have once visited pages of your official website. If you are having the ecommerce site you can even retarget people, who left your site without purchasing anything.

To target audience using this Custom Audience you need not upload emails or phone numbers. You just need to add tracking pixel on your website. It will let you target entire traffic coming to your website being logged on Facebook.

FB finds out a new list of users, who are similar to your already uploaded user information Click To Tweet

Advanced Targeting option, Custom Audience brings huge benefits to your FB Marketing. Let’s focus how you can be benefited from Custom Audience

  • It increases sales possibility:

You can offer customers, who have bought products from your website with additional products. It also helps to drive customers who have abandoned your shopping cart once. It means it helps you layout strategies to increase selling margin and promotes re-purchasing.

  • Helps you engage with customers:

When you get back to your customers, it makes them realize that you value them. Instead of approaching them with generic ads, some creative ideas or personal message can be helpful to make them a potential customer.

  • Lets you bring back customers:

You can bring back customers again who once visited your website. You can grow their interest by new offers.

  • Get New Customer base:

There are few people, who often visit your page and your site but have not purchased any or yet not liked your page. Custom Audience lets you encourage them with greater options to become your customer or to like your page.

  • It saves your money:

Using Custom Audience you can exclude a set of users from your next FB ad Campaign targeting. Users, who have already subscribed to your site or have already become your potential customers, need not be targeted for a subscription.

Ads created for attracting new customers should exclude your potential customer list. It helps you save money from being wasted.

  • Find Similar Customers:

Custom Audience is not all about targeting existing customers but it also increases your customer base with new users. It helps you target users similar to your list. Lookalike customers are another great targeting optimization tool.

  • Ensure more conversions from web traffic:

Using Custom audience you can target those traffics that have once your website but have left without taking any action. You can target them using FB platform to encourage becoming your potential customers.

  • Invite new installs for your app:

Mobile app is an indispensable interface to engage users. You can invite your already made customers to install your newly launched mobile app. Through Custom Audience you can target people to catch them on the go. It increases possibilities to improve conversions.

How to Create Custom Audience

Now, you must use Custom Audience in order to improve your targeting. Let’s discuss on how you can create Custom Audience. Here, we will create Custom Audience at Ads Manager.

  • At Tools select Audiences and then click on Create Audience.

 

  • And then you are offered with three options-

Customer List-

You can use here email list of people who make a purchase from your website or subscribe to newsletter or blog.

Website Traffic-

You can target people here based on your website visits. It’s quite same as remarketing, you can retarget your website visitors through this targeting.

Mobile app Activity-

You can create a list of people who have taken a specific action in your app or game.

  • For Customer List Audience you have to upload CSV or text file. But you must agree with FB terms and conditions to take this action.
  • For Website Custom Audience you first have to put snippet code of custom audience pixel to your website. If you have enough knowledge on HTML codes, you can customize this pixel codes as per your needs. Customization helps you track any action taken at your website.
  • Upon selecting Website Custom Audience you will be prompted with a window, where you have to put three information- Audience Name, Description and Website Traffic
  • In website traffic, you can tell FB which people should be targeted- whether all website visitors or only people visiting specific pages. For specific pages, you need to put those URLs.

Once you ready with your Custom Audience lay out your strategy to get benefits from this advanced option.

Wrapping Up

FB ad is a powerful platform to reach maximum numbers of potential audience. However, the success of your ad campaign completely depends on how you are targeting your audience.

Opting for the proper demographic target is the key behind successively optimizing your targeting. You may look for common and most used FB adoptions but to achieve the success you need to think out of the box.

Advanced targeting options are there to make your targeting more profitable. More you come up with your unique strategy more you get closer to your target audience.

How to Use Facebook Lead Ads Effectively

This summer Facebook announced new lead generation ads for marketers around the globe. Lead ads will help businesses to promote their products and services more effectively.

Facebook Lead ads are literally an arena of opportunities for the small business owners.

Facebook Lead ads give you the ability to accumulate leads as much as possible from the target people. It actually increases the probability of having satisfactory ROI through the leads.

If you are into online advertising you need to prepare yourself for this new advertising method.

Facebook Ads campaigns have been the talk of the town for a while now, but this new feature that Facebook is introducing will enhance marketing like never before.

What are Facebook Lead Ads?

If you’ve been into online advertising for a while now, then you should be aware of the Twitter lead generation cards. Facebook lead ads theory lifts this idea to a higher level by making it better and more detailed.

There are lead generation ad campaigns that you might have tried. Facebook, however, takes this advertisement method a step ahead.

Your call to action will redirect a user to a page, which will have a form within FB site. While most users don’t like filling up forms and leave without entering their information, Facebook does this automatically.

People don't like filling up forms & leave without filling, Lead Ads does this automatically Click To Tweet

Yes, Facebook will pull out all information that the form needs from user’s profile and fill up the form itself. So all the users need to do is; fill in any information that might be missing and click on the submit button and your lead is generated.

A user does not even need to leave Facebook in order to generate a lead for your business.

There are numbers of advertisers, who are eager to try out this lead generation ad campaign because it is going to add a unique dimension to marketing theory.

According to studies, Lead ads campaign will provide a lower cost per click and will generate more leads. Advertisers will save more money on ad campaigns and get more returns.

Facebook Lead ads are an essential strategy for any business advertisement because users do not have to go through the effort of filling a form. On the other hand, for mobile ads, the leads help you to get the information directly from the network.

How to Create Facebook Lead Ads

You are having now, enough knowledge on how facebook works for gathering leads for your business. Now is the time to create your first facebook lead ad campaign.

There are two alternative simple procedures to create the lead ads-

1) Through Facebook Marketing Partner

2) Using Power Editor. Here, we are creating lead ads using Power Editor.

Ad Settings

Power Editor is no doubt a great tool to create FB ads. At the very beginning, you have to download Power Editor Tool.

After downloading this tool head to the top left corner to find ‘Create Campaign’ button. Then you have to select ‘Lead Generation’ objective from the dropdown.

(If by any reason you are unable to find ‘Lead Generation’ selection, you just have to reset the Power Editor).

 

Now you have to navigate to ‘ad set’ level. Here you have to select your business facebook page and accept terms and conditions.

On the very next attempt you have to specify some options- Placement, Budget, CPC Bidding, Target Audience, Schedule, Optimization & Pricing and Advance Delivery.

On the placement selection, there is only Mobile News Feeds. You might think it is for the mobile device only but currently, it is expanding to desktop also.

There is a needed option for optimization. Here you can select an automatic or manual bid.

For Automatic bid, FB uses its own algorithm to optimize your ad to accumulate conversions for you. For Manual bid, you can choose the bid as per your lead value.

Design the ad

All is done on ad settings and now move to design the ad.

To create the typical link ads you have to sincerely provide the followings-

· Perfect image
· Link Headline
· Link Description
· Text above image

Before proceeding to create form do not forget to place CTA Button.

Some of the CTA buttons are- Get Quote, Sign Up, Subscribe, Apply Now, Learn More and Download.

Creating the Lead Form

The lead form is the most important part of your new lead ad. Click on the “Create New Form” for your first lead ads and the form creation window will appear.

You need to name your form and proceed to next. Set a language also.

facebook-lead-ads-8

Here you have to furnish what information you want to collect from users.

The form fields include Demographic Questions, Contact Fields, and Work Information.

Facebook designs requests to gather information based on different types verticals such as Health Insurance, Auto Insurance, E-Commerce, B2B, Education, Automotive and more. You can also design potentials responses for each of the information type.

Facebook by default places Full Name and Email fields. You are free to add more contacts fields, three custom Question & Answer fields by clicking on the ‘Add a Question’.

When you are done with the form, you need to click next for proceeding to add a link to Privacy policy. You may also add an optional disclaimer. You can also preview your lead form.

After setting up this section, click on ‘next’ button. Here you can provide the link, which will redirect the user to your website.

Upon submitting the form the user will be provided with a link, which will land user to your website.

It is recommended to design separate landing page for FB lead ads link. And provide that landing page link to the form submission.

Now you are ready to launch your lead ads. But before that, you must preview your ads to check if there is anything to be edited.

How Facebook Lead Ads Work to Grow your Business

Give you the Data Collected from its Network:

Facebook itself fills up the form for a user. So user feels more comfortable to browse your products and services.

Facebook collects the information about a user from his profile. This system makes a great difference in marketing.

Your offers are few clicks away from the target audience:

Users can get to your offer more easily. It actually abolishes necessity of landing page.

That means users are more close to your products through Facebook Lead ads. Users have to go through these three easy steps –

a) Clicking on the Ad

b) Confirm the Info

c) get to your products

You need not design landing page or forms:

This is different from the traditional lead generation. In the traditional ad, you have to create a landing page to array the services or products to the target people.

It also eliminates to be expert in those complex html codes. Facebook Leads work for you to display all the needed things.

Users do not get pulled out of FB:

In traditional ads when people click on your ad they are redirected to a landing page. It needs to leave the site where they actually found your ad.

In FB Lead ads users do not feel any interruption of leaving FB page. They can still go through your offer being stayed in FB page. This is really a great opportunity for advertisers.

CTA Button:

CTA button makes users experience simpler. This CTA button reduces page loading time and tells the users what to do next.

Mobile Friendly:

The page FB displays for its users is mobile friendly. Therefore, people do not find difficulties in reading your offers. So you get a quick response from a group of interested people.

 

Essential Steps to Use Facebook Lead Ads Effectively

FB Lead Ads enables you to capture information about the potential customers without asking much effort from them. As it produces the most refined contact information, it results in great revenue for your business.

If you are getting geared up to use Facebook lead ads, here are five handy tips that will help you use them more effectively.

Follow these simple tips to get the best out of the FB Lead ad-

#1 – Set Up The Right Sign-up Form

It’s a known fact that a signup form can either help generate or lose a lead. This is something you need to keep in mind while creating a Facebook lead ad too.

Although Facebook will automatically pull out information and fill up most of the form fields by itself on behalf of an interested user.

Facebook usually manages to fill up information such as name, contact details, and email address. Click To Tweet

There could be other information that an advertiser seeks and this information needs to be filled out manually.

You might need more information and thus you need to ensure of keeping the form short and only ask for relevant information that you need at that time.

Obviously, auto fill does the effort on behalf of a user and it generates great conversions. You may add two or three more fields outside of the auto fill to collect more potential information.

This extra information will help you identify individual preferences. It will help you categorize your products accordingly. Those added forms must make you informed on how to bring relevant offers.

#2 – Integrate Your CRM

As an advertiser, you need to understand that a lead will only be effective if you manage to convert them into a potential customer. You should use Customer Relationship Management software to reply to potential customers in a timely manner.

Facebook has a number of CRM software services that it supports. These include Driftrock, Marketo, Maropost, Oracle ORCL, Marketing Cloud, Sailthru, and Salesforce.

However, if you are not using any of the above-mentioned CRM software services you do not need to fret. Facebook is expanding its list of software services that will support your essential needs.

For now, customers, who use other CRM software services, will have to download a CSV file from Facebook in order to get in touch with their potential customers.

The CRM software is vital. So keep an eye for the list of CRM software services. Facebook lead ads will support before you set up your campaign.

The CRM must have the features like Auto Responder and Notifications. If you’re planning to do it manually, you might have to gather proper and useful knowledge.

Integrating CRM is an essential part in FB Lead ad to generate leads Click To Tweet

#3 – Do Not Forget to Set Auto-Responders

This step needs the CRM software. If you do not have one, you will have to send out respond emails manually.

Following up with leads is essential for the success of any ad campaign. Click To Tweet

Ideally, it’s best to contact your customer within an hour of filling up the form. This helps you convert them faster and in a more efficient manner.

CRM software helps you set up auto responders, which automatically send out an email that you have drafted in order to respond to leads that have filled up your form.

If your CRM is not integrated with Facebook, make sure you respond manually by downloading the CSV file on a daily basis. This can still prove to be effective and help in conversions.

The most effective way to grow the customer base is to contact the visitors as soon as possible. Auto responders value customer’s interests.

Simple tips to configure auto responders’ messages to make them bring the best-

i) Focus on visitor’s psychology:

Try to view your offers from their point of view. Let them know how your offer can help them.

ii) Do not hesitate to be little personal:

The visitor is your would-be client. Be friendly with your visitors and behave like this so that they can feel they are having a relationship with you for years. Set a solution for them.

iii) Use Genuine Email:

Use that email, where people can reply. If people are able to reply back to the address from where it came they will be more attentive.

iv) Add Call to Action:

Tell people what to do next. Include a call to action to the responder message to tell them what you want them to do.

v) Respond back:

When a visitor gives a reply to your autoresponder, do not forget to reply them back as soon as possible. It will make a visitor feels more associated with your business.

#4 – Select this Marketing Option Wisely

Facebook lead ads tool is young in the market but it has already proven to be a success. It is crucial for you to understand exactly how these ads work.

Try to get a complete comprehension on how FB lead ads can be beneficial for your business. Otherwise, you should not invest a large amount on this advertising platform.

Do not replace your current marketing strategy. Try to use Facebook lead ads as an addition and not a replacement.

This lead generation method will help you generate leads, however, you need to be careful about the kind of leads it generates and see how effective the leads are.

Try to use Facebook lead ads as an addition and not a replacement. Click To Tweet

Remember, filling up a form on your website might not cost you any money, but making users do it via Facebook could increase the lead ad budget, so ensure you form a budget plan and work in accordance with it.

As Facebook Lead ads tool is still a new one, it will not be wise decision to replace all your ads with this new tool.

Facebook is a great way to generate new leads for your business. It will be a great idea to use this tool to increase potential customer base. It will help to generate new sign-ups and registrations.

The visitors will ask for the immediate payoff for sharing their details with you. So select the FB leads for gate contents.

#5 – Test it to Reach the Ultimate Goal

This is something that remains constant with every ad campaign you run. In order to monitor the success of your ad campaign, you need to run a few test ads and compare the results.

You do not need to increase your ad budget in order to do this. You can change the ad campaign weekly and compare results on a monthly basis to see which ad campaign managed to generate the most amount of quality leads.

A lead is great, but leads alone can’t generate revenue. Leads need to be converted to the sale and thus you need to stay in control of how you use Facebook lead ads.

Do not go overboard with your budget, you might not manage to look into all your lead requirements. And this will just waste the lead and money spent on generating leads.

Stay in control & focus on generating a few quality leads at a time for effective conversion. Click To Tweet

How to Boost Conversions of FB Lead Ads

The ultimate goal of using this new tool is to generate the maximum number of leads.

You can use these following tips to boosts conversions in FB Lead ad:

• If CTR seems to be unsatisfactory, you need to handle the ad differently. You can come up with new titles, images or description. Sometimes a little change may reflect the big difference.

• As the Lead ad display as a landing page for your business on FB, you should make it attractive and informative. You have to come up with a catchy line that will able to make your ad special.

• Do not forget to include a compelling image.

• Set up a reason, which will force the visitors to use the call to action button.

• Rewarding the visitors for sharing their information with you is a great idea to improve the conversions.

Some Additional Tips You Should Practice:

• The ad is your Landing Page:

In FB Lead ads you get the only image and ad copy to target the audience. Before launching the form these are the value proposition.

Create this proposition as attractive as possible to make your ad special. You must introduce some catchy words that can influence users to give their details.

• Introduce Context:

Try to put some contexts within the ad unit. It will prepare the audience before launching the form.

• CTR is Important:

You must be always attentive to improve CTR. [Tweet “If CTR for your ad goes below 1%, you must take some actions immediately to improve.”] You have to come up with new ideas to optimize.

• Value the data you gather:

Someone is giving details means he is showing interest in your ads. You must value his wish and utilize the data in converting it into your future business.

Some of the Additional Options You Can Implement in Facebook Lead Ads

• Lead Magnets:

Though lead magnet is an ethical bribe but a fruitful strategy to generate leads. Try to use something that will effectively capture visitors’ mind.

• Furnish Discount Coupons:

It is one kind of lead magnets. Perhaps this is the easiest way to attract more people. Try to send the coupon via email after the visitor fills up your form.

• Give Away:

This is arguably one of the best ways to generate leads. However, the giveaway product must be relevant to your business. Do not forget that you’re offering only to increase your business. Avoid giving generic gifts to avoid unqualified leads.

Summing UP

Facebook Lead ads are powerful tool to create leads. But you should not forget about the competition.

Always value visitor’s experience and that is why ask them to give some advice on how you can improve your business. It will also make them more interested in being associated with you.

This is a promising alternative to gather valuable user base data, which will help your business to grow.

Facebook Lead ads are cost efficient to grow the potential customer database. Click To Tweet

It is also a great way to build a direct relationship with the prospect customers.

Above mentioned tips are not only reflecting bright ideas on improving the lead ads but also opens windows to indulge business growth.

However, the success completely depends on how creatively and uniquely you are implementing in creating the lead ads.

The more you get experienced the more you will come up with new ideas to use FB lead ads effectively.