We’ve been running Facebook Ads on and off for over six months now – with varying degrees of success. Overall they can be divided into two types of advertisement:
1) Ads that take people your website 2) Ads to get more fans on your Facebook fan page.
For us the latter has been the most successful. I currently running some Facebook ads to get more fans and am satisfied with the value and results we are getting.
Here’s a few tips and information if you have a Facebook Fan Page and you are thinking of advertising for more fans.
- Make the ads compeling and give it an incentive for people to click. From trial and error I have found that mentioning your special offers and giveaways work wonders. Here’s our latest ad:
- Select the correct demographic for the ad – this should reflect the breakdown of your customer base.
- If you mention in the ad that you have offers and giveaways then make sure you have them viewable on the fan page at the time you are running the ad.
- Decide how much you are prepared to pay for a new fan and see if you are hitting this over time. For example I decided that I can pay 50 US cent for a new fan. You can easily see if you are getting this by looking at the stats. When you are running an ad to get more fans you will see Cost per Action well as Cost per Click. (when a person clicks on the ad and go to your page, they don’t all click again on the “Become a Fan” button). Cost per Action is the metric you need to keep an eye on. In the following table our Cost per Action for the lifetime of the ad works out at around 45 US cents. That’s 45 cents we are paying for each new fan – good value I think.
In case your wondering why I belive that getting more fans on your Facebook page is a good thing for your business. It’s not just a numbers game, collecting fans for the sake of it. Your Facebook fans fall into 2 possible camps. They could be existing customers who are happy to engage with your brand and share this engagement with their Facebook friends. Or they could be Facebook users who have not yet purchased from you. In this case, I believe that there is a much higher chance of them turning into customers if they are fans on your Facebook page.