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My Facebook Method

Actual, useful post today.

I’ve been playing around with Facebook a lot over the past week or two, and I think I’ve finally found a good method for testing and scaling campaigns. For the benefit of those of you who are complete Facebook advertising newbies, I’m going to lay it out in precise detail. Take notes, there will be a quiz at the end of class.

Step 0 - Find a campaign

This part is easy. Find a campaign that looks promising, setup two subIDs, and create two identical ads (one for each gender). Target everybody 23+ (I tend to focus on actual products, and I’ve found that the 18-22 age bracket doesn’t want to spend money. If you’re running a lead gen campaign, feel free to include that age group). Set a large daily budget (don’t worry, you won’t spend it all), take the suggested CPC, and wait. If you don’t get any clicks or leads after 20,000 or so impressions, re-list or rewrite the ad. If this fails multiple times, you may want to try a different campaign. If you do manage to get a few conversions, go to step 1.

Step 1 - Break it down

Ok, you got a handful of conversions. Your campaign is looking promising. Now you’re going to want to see where those conversions are coming from. Go make 10-15 more subIDs and start breaking down your existing ads into more specific demographics. I usually define my ads by three categories:

  • Age (broken into 4-5 year groups)
  • Gender
  • Country (US and Canada mostly)

Depending on the campaign you’re running, it might be wise to break it down even further (marital status, education status, and even interests).

Also, be descriptive when naming your subIDs. Instead of just numbering them, use a character string to help you remember what group you’re targeting. For example, a subID of ‘uf4′ would mean women in the United States in the 4th age group.

Step 2 - Weeding

After a day or so, figure out what your top 1-3 performing subIDs are and drop the rest.

Step 3 - Optimize

Here’s where it gets tricky. You want to take your top performers and squeeze every percentage you can out of them. If you were just direct-linking to the offer page before, create a duplicate ad that leads to a landing page. Better yet, create half a dozen landing pages and see which one performs the best. If you were doing CPC before, try doing CPM (Facebook reports the average CPM for you ads. If it’s less, create a duplicate ad that uses CPM). Depending on how much work you’re willing to put into this, you can break your demographic groups down even further (single year age groups, cities, etc) and the re-optimize everything.

If you’re in front of your computer all the time, you may even want to try targeting specific times of day. If 90% of your conversions are occurring between 5PM and 9PM, pause your ads during the other 20 hours of the day. Remember, the less you spend, the more you make.

Sure, it’s a lot of work, but it’s worth it. If you’re serious about making money online, then you should be willing to go the extra mile.

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4 Responses to “My Facebook Method”

  1. Homebizseo by Greg Says:

    Facebook has very low retun. It is probaly a better use of time to use bidvertisor. or adwords to target a campaign

  2. Google Web Hosting Says:

    Man, if only EVERY ppc advertiser broke it down like that. Awesome post!

  3. Weekly Roundup | The University Kid Says:

    [...] @ Can’t Get Rich talks about gaming Facebook. Oops, wrong post. This one is actually about how to setup and optimize a campaign - stuff that is basic, but stuff that a lot [...]

  4. Jenny Says:

    I’m curious, just because a lot of younger (and possibly stupider) kids use Myspace instead of Facebook… what’s the ad market like there?

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