Do you have questions about Facebook Ads? I have answers!
I get a lot of questions about Facebook Advertising and I thought I’d just compile them into one place since you may have the same questions.
#1 Do Facebook Ads work?
Yes they absolutely work. But you have to make sure you have the right goal for your ads and that you are measuring the right things.
Facebook has some of the most highly targeted, lowest cost per click advertising available on the internet today.
I wrote a post on what to expect with Facebook Ads that not only has some benchmarks of general costs but also tells you how to estimate your results.
Facebook ads do work differently for different industries. Maybe you’ve heard that people get $1/lead or $0.07/click and those results are possible but maybe not in your niche. It takes testing, patience, and more testing.
It’s also important to note that if you have a low-cost product like an e-book or a $3 product, it’s very hard to have a positive ROI with Facebook ads. You can use ads to drive traffic and get more brand awareness but you may need to vary your strategy with other methods of organic reach on Facebook.
#2 Are Facebook Ads better than Google Ads?
Facebook Ads and Google Ads are fairly different in the way they target people.
Google targets based on what people are typing in the search right that moment (as well as demographics).
Facebook targets based on interests that people have in their profile (Pages people have liked, Interests they may have added, and demographics targeting based on 3rd party data).
With Google ads you can target more around what people want immediately. Maybe they are searching for “best prices on tennis rackets” vs. Facebook ads where you are targeting that they are interested in Tennis.
I am not a Google Ads expert but I do find that I can often get cheaper cost per click with Facebook Ads but with Google Ads you may be better able to target someone who is in “buying mode”.
#3 What type of Facebook Ad should I run?
The Facebook Ads Manager can be a little daunting when you get started. When you choose Create an Ad, you’ll see a number of choices.
Initially I would say focus on Traffic and driving the lowest cost per link click to your website. Engagement has a few different options under it including Page Likes, Post Engagement and Event Responses. If you are looking to Boost posts or get more Likes, then this is a good choice.
If you have the Facebook Pixel installed and you are ready to track conversions, then you can choose Conversions. Make sure you know the difference between running a Conversion ad vs. Traffic.
The Lead Generation ad is not a bad one to test as well but make sure you know how to get to your Leads from your Facebook Page and that you are following up.
Again, you can test your options and see which one gives you the best cost per result.
#4 What should my budget be?
That question is part of a larger one which is what is your marketing budget? I talk about this a little more in my post about how to set your Facebook Ads budget.
For testing purposes, I suggest using 10-20% of your overall budget for the campaign if possible. Then testing at least 2-3 different ads and running them for $20-50 for each ad you are testing if possible.
Then here are some other tips:
- $5-10/day at least to test. You can have a larger budget if you want to get more traction but be aware of how large your audience is since you won’t be able to have a large budget with a small target.
- 4 days minimum. Ads often improve their results over a few days and you need to let the ad get some traction.
- Daily or Lifetime is ok. Lifetime budget does allow for Facebook to optimize the delivery a little bit.
- Keep optimizations at default settings. Facebook is doing a good job at optimizing the ad so there is no need to set your bid at a specific amount.
#5 How long should I run my Facebook Ad?
You should run your ad as long as it keeps converting or performing at the rate you want. I’ve had clients where we are running the same ad for months and it still continues to perform.
If you see the performance start to get worse over a period of days and don’t seem to be bouncing back then you can switch tactics. Sometimes a new image or running a new test can help.
There often can be some slight dips on weekends, or at other times.
#6 How do I get cheaper clicks with Facebook Ads?
The best way to get cheaper clicks is to test multiple ads and see which one works best for you. There is no one-size-fits-all approach to getting cheaper clicks.
I typically split test my Facebook ads by testing the demographics first, then moving to testing different images.
If you really know your demographics and the best keywords for you, you can move to testing other things like images, text, calls to action, etc. And for local businesses, you can usually just focus on the local area and test different images or types of ads.
#7 Should I use Power Editor?
At the time of this writing, Power Editor looks and feels almost exactly like Ads Manager. One of the advantages to Power Editor was that some of the newer features were available there first.
Now I’m seeing more options roll immediately into the Ads Manager. There are some advantages like bulk uploading and Campaign tagging but other than that, I think it’s more of a personal preference and not necessary to use Power Editor.
When you do create an ad in Power Editor, make sure you edit each level of the ad before Reviewing the Changes so that the ad starts running.
#8 What is a good cost per click?
Again there is no one-size-fits-all answer here. You need to measure what works for you.
In general, I like to see the cost per link click at between $0.50/link click and $1.50/link click. Of course it can be lower and higher but that depends on the niche and the type of ad you are running.
#9 How do I reach Facebook if I have a problem with my Facebook Ads?
It’s very difficult (and almost impossible) to get Facebook on the phone unless you have an account representative and are spending a higher amount on your ads each month (in the neighborhood of over $10,000/month).
I put together a list of contact forms to reach Facebook with your advertising questions.
#10 How do I learn how to get better results with Facebook Ads?
Test, test, and test. And shortcut your learning with good information!
Luckily there’s a handy course that I have put together called Facebook Advertising Secrets. It’s 4 online modules, ebooks, and access to my private Facebook Group where I answer your questions. We go through troubleshooting, best practices, and I give advice for your specific situation.
Take a look here:
Do you have any questions about Facebook Ads that weren’t answered in this post? I’d love to hear in the comments below!