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