1. BEST PRACTICES
Facebook - LinkedIn – Twitter – You Tube
52 Tips and Best practices
for Getting Better Results
and Lower Cost per Click
From Facebook Ads

2. PAY PER FACE: FACEBOOK PAID AD
 Its about Affinity (likes), not Keywords
 The More relevant the link, the higher the AFFINITY
conversion rate
 The More Compelling the image and
headline, the higher the CTR, and Lower
CPC
 Change ads frequently
ROI
COMPULSION

3. PAY PER FACE: FACEBOOK PAID AD
PREPARATION
Great Offer
 Great offer
 Demographic research – if you have
nothing, check Quantcast or Google Ad Demo /Affinity
Planner
 Compelling Ads (image and Copy)
 Commitment to Frequent Testing & Ad Fresh Ads
Rotation
Testing

4. PAY PER FACE: FACEBOOK PAID AD
HOW TO TARGET YOUR AUDIENCE
 Building Targets
 Start with Large target audience and refine or
 Build from Micro Group LOW
 Create groups of Target prioritized by
relevancy, and budget accordingly MEDIUM
 Lowest Affinity
HIGH
 Middle Affinity
 Highest Affinity

5. PAY PER FACE: FACEBOOK PAID AD
COMPELLING IMAGES
 Amateur Look
 Shocking
 Celebrities
 Animals
 Freaks
 Women
 Smiling People
 Locally Recognizable if Geo-Targeting
 Borders in Colors that contrast with FB Blue
 Relevancy: You’ll be disapproved just for using the
hot woman if not relevant to your ad or offering
 Off the wall stuff even you don’t think will work
 Picture of their Goal / Dream

6. PAY PER FACE: FACEBOOK PAID AD
AWESOME COPY
 Questions
 Testimonials
 Special Characters
 Ego Play
 Reflect Demographics
 Call to Action
 Study the great copywriting
 Robert Bly
 Claude Hopkins
 Dan Kennedy

7. PAY PER FACE: FACEBOOK PAID AD
ADS BEST PRACTICES I
 Always Test multiple ads at the same time
 Pause ads that never perform
 Pause ads that dip in performance; try them
again in a few weeks
Look how
much CTR and
CPC can vary

8. PAY PER FACE: FACEBOOK PAID AD
Ads Reactivating
AD BEST PRACTICIES II
 Watch for ads decreasing in
CTR, look at last 7 days
compared to lifetime
 Renewing faltering ads
 Change border color
 Change headline
 Change Images

9. PAY PER FACE: FACEBOOK PAID AD
GRAD SCHOOL I
Age (25-29)
 Super Targeting
 Split everything up for
more segmented targeting


Ages
Gender
Gender Male female
 Likes
 Cities
 More Ad but Better Results, more
profitable
Cities
San Francisco
San Francisco
New York
New York
Atlanta
Atlanta

10. PAY PER FACE: FACEBOOK PAID AD
GRAD SCHOOL II
 Learn what makes people click
 Study top Dugg stuff in the last
year
 http://digg.com/all/popular/3
65 days
 Drill down to your category
 Study Copywriting
 Benefit not features
 Put yourself in the prospect’s
shoes
 Write like you would tweet or
update-humble, honest, or
normal

11. PAY PER FACE: FACEBOOK PAID AD
GRADY SCHOOL III
 Get Reflective
 Mention Facebook or FB Terminology
 Offer FB-Specific discounts or checkout codes