Let’s say you are a coffee shop in Auckland and you want to create an ad to drive traffic to your Facebook page to generate more fans. Your customers could be split up into three categories depending on age and wants, and so the three different messages could read as follows:
- Mums: Bring your kids in for a free fluffy and a chocolate fish when you mention Facebook.
- Students: Take a break from studying and grab a hot steaming mug of creamy latte. Have a chocolate fish on us when you mention Facebook.
- Older: We are now open until midnight, so call in for a hot chocolate before bedtime and get a free chocolate fish on us when you mention Facebook.
You get the idea? A different message for different age groups, but the same product.
What is your budget going to be?
You can set it as much or as little as you want to spend, so if you are a small company and only have a budget of $50 per week, then that is a start. Obviously the more you spend, the more impressions your ad is going to get and so the better your chances of it being seen.
I am not going to go into too much detail about impressions and click-through rates (CTR) except to say that cost per click (CPC) is more expensive, but you only pay for the clicks through to your chosen destination, and cost per impression (CPM) is cheaper, but you pay each time your ad is shown, so it could work out more expensive. Incidentally, CPM is per 1000 impressions.
CPM is better if you are pushing your brand awareness as more people will see it, but I would guess most advertisers pay for CPC.
Check your stats daily and watch for any trends. You may then want to stop that ad and start another ad that is basically the same as the previous one, and change one thing on it such as the image, or the heading. Slight changes can make a world of difference, but only change one thing at a time or else you won’t know what the successful change was and what wasn’t.
Again, monitor your results and test another aspect before doing it again. Once you are really happy with the results and how much you are spending, you can afford to let it run for a while. Keep monitoring it though, as you may find the ad will dwindle in time and you need to start the process again.
I will look out for your ads in the future!