5 Facebook Ad Tips to Maximize Your Facebook Campaigns

social media how toHave you tried the new Facebook Ads interface?

Are you interested in getting more bang for your buck when it comes to advertising?

This article will show you five ways to enhance your Facebook Ads.

What Changed Within Facebook Ads?

If you’ve been running Facebook Ads over the past year, you may be confused by some of the new options and the new layout of the Ads area. You may have felt like you had a good handle on everything if you read our previous post about Facebook Ads.

But of course, this is Facebook, and the only constant with Facebook is change. Let’s dive into some of the new changes with the Facebook Ads platform so that you can fully maximize your next Facebook Ad campaign.

The first step is to choose what you want to advertise. You can choose an external URL or a Facebook Page, App or Event. This step has not changed much from the previous iterations of the Facebook Ads interface.

choose what to advertise

First decide what to advertise.

You’ll notice your first difference if you choose to advertise your Facebook Page, Event or App.

#1: You Have New Choices

One big change with the new Facebook Ads layout is the choice of objectives.

new choices when advertising

Your new choices when advertising your Facebook Page.

The changes are as follows.

  • Get More Page Likes. With this selection, you’re advertising your Page and trying to grow your Likes. You can write your own ad copy, but the title of the ad is still unchangeable as the title of your Facebook Page. If your Page name is too long, the ad will only show the first 25 characters of your Page name. (More on this in a bit.)
  • Promote Page Posts. This option was previously under the “Sponsored Story” section of Facebook Ads. This is a way to advertise one of your recent posts and the ad is prewritten for you. This type of ad still appears on the right side of Facebook Ads, as shown in the preview, and it appears in the News Feed where people can interact with the post itself right from the ad. A word of caution on this type of ad: You will get charged for a click if someone likes the post that you’re advertising. They don’t have to like your Page to like the post and they may even think that they are liking your Page by liking the post. So make sure you’re using this option wisely. But one thing I like about the Promote Page Posts selection is that you can select a post that had a photo and get a “bonus” photo in your ad.

    promote a post

    If you advertise a page post with a photo, you will have your profile photo and the post photo in your ad.

  • See Advanced Options. Selecting this option allows you to have more flexibility in the bidding on your ad. If you select this option, you still have the same options of choosing to advertise your Page or a page post, and you will have to make those selections initially. The main difference here is in how you want to bid for your ad.

    see advanced options

    Only the Bidding options change with the See Advanced Options selection.

Also note that when you choose to advertise your Facebook Page, you can change the landing view so that when users click on your ad to see more information, you can direct them to a particular tab on your Page.

#2: Sponsored Stories Are Automatically Selected When Advertising Your Facebook Page, Event or App

Be very cautious about this next step, because it is one of the major changes with Facebook Ads.

Facebook auto-selects the Sponsored Stories choice for any ad that advertises something on Facebook, such as a Page, an Event or an App. Facebook says, “No increase in budget is required.” But that is a little misleading.

What that statement means is if you are spending $10/day on your ad, then Facebook will also run your Sponsored Story within that $10/day budget, but will still charge you when someone clicks on that Sponsored Story.

So now you may have $5/day going toward the Sponsored Story and $5/day going to the ad you intended and that has the copy you want.

advertising a facebook page

Notice that Sponsored Stories is on by default.

Now this may not be a bad thing if you’re truly looking to increase your likes. Remember that Sponsored Stories are the ones that go into the News Feed (and they are shown on the right side also), where more people notice them.

The Facebook Ad I ran recently that included the Sponsored Story Ad performed very well. When you look at the data, the Sponsored Story looks like it had a 100% conversion rate (Actions to Clicks), versus the Facebook Ad that had an 80% conversion rate of Actions to Clicks.

conversion of sponsored story

The conversion on the Sponsored Story looks better than the ad.

But make sure you dig a little deeper into these numbers. When you expand each of these ads (notice how each of the ads has a different line item in your reports), you see more information.

You find that while the Actions were high on the Sponsored Story, they didn’t all result in an actual Page like. Some users just liked the post, some commented on it and some shared it.

facebook ad stats

Dig deeper into the Facebook Ad stats.

In this case, the Ad conversion now becomes 80% for the Sponsored Story and 77% conversion for the regular ad (74 likes from 96 clicks). The Sponsored Story still outperformed the ad in this case, but make sure you watch your numbers!

And do your own testing on Facebook Ads—you may find that your Page and your ads perform differently. Remember you can deselect the Sponsored Story if you do not want to create a Sponsored Story with your ad.

#3: Click See Advanced Options to Only Advertise a Sponsored Story

Another change with the new layout is that it’s more challenging to advertise just a Sponsored Story about people Liking your Page. To do so, click See Advanced Options, then Remove the Ad itself to leave just the Sponsored Story behind.

See Advanced Options selection

Click the See Advanced Options selection and Remove the Ad.

#4: Know Your Bidding Options

Bidding has not changed that much, but it is definitely something you should understand. When you choose to advertise something you have on Facebook such as your Page, Event or App, and you select the first radio button (Get More Likes, Increase Attendance, or Get New Users, respectively), then Facebook does your bidding for you. They optimize your ad with the CPM (cost per mille, which is cost per 1000 impressions) model.

campaign pricing

If you choose the basic pricing model, Facebook optimizes your bid for you.

You can switch to the Advanced Pricing either here in the Campaign and Budget window or by choosing to See Advanced Options as mentioned in #1. If you choose the Advanced Pricing option, you can then use the CPC (cost per click) model, as well as set your own bids for the CPM model.

advanced pricing

Switch to Advanced Pricing to set your own bids with either the CPM or CPC models.

#5: Use the URL of Your Facebook Page to Edit the Title of Your Ad

This isn’t a brand-new trick in Facebook Ads, but it’s one that seems to work sporadically. Luckily with the new Facebook Ads interface, this trick seems to be more available.

If you enter the URL of your Facebook Page, rather than select your Facebook Page from the drop-down menu, you can then edit the headline.

new headline

Use the URL of your Facebook Page to modify your headline.

The Choose your Audience section of Facebook Ads still works the same way as before and is great for reaching your perfect customer.

Hopefully these tips have helped you stay on top of some of the changes in Facebook Ads and maybe even given you some new ideas on how you can leverage Facebook Ads.

How about you? What have you found to be working with your Facebook Ad campaigns? How frequently are you using Facebook Ads? Share your experience with us in the comments section below.

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About the Author, Andrea Vahl

Andrea Vahl is co-author of Facebook Marketing All-in-One for Dummies and also uses her improv comedy skills to blog as Grandma Mary, Social Media Edutainer. Connect with her at www.andreavahl.com. Other posts by »




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  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Andrea, it was great meeting at NMX! Awesome stuff on the changes on Facebook campaigns! I have been promoting my page on a weekly basis and it works to reach more people and gain additional fans. People are really starting to engage on the page. Thanks for the update, I will be sure to implement!
    Keep rockin SME!

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  • http://twitter.com/dingletweet Dingle

    Hey, I love you guys (best podcast on social media), but this article has a lot of mistakes! It might be that in US the ads are different than in Europe, but I don’t think so. :)

    #1-”Promote Page Posts: This type of ad still appears on the right side of Facebook Ads as shown in the preview, but people can interact with the post itself right from the ad.”
    False! 
    Page post might appear also in news feed if you bid strong enough. Also you can’t like or comment the advertised post right from the ad. If you are already a fan, you have to first click on the ad to get to the actual post and then you can like/comment/share it. If you are not a fan, the ad has a “Like this Page” -link.

    #1/B “See Advanced Options: Selecting this option allows you to have more flexibility in the bidding on your ad.”
    False!
    You can bid every type of ads you wish.

    #2-”Remember that Sponsored Stories are the ones that go into the news feed, where more people notice them.”
    False!
    Sponsored stories cam be seen also on the right-hand-side. Amount of impressions are much lower on the news feed, but CTR and action rates are bigger.

    #3 “You Can’t Advertise ONLY a Sponsored Story”
    False!
    You can! Just select the “See advanced options” and Remove the standard ad. 

    #5 “Use the URL of Your Facebook Page to Edit the Title of Your Ad”
    true, but notice that then…the “Like this page” -link disappears from beneath the ad…

  • http://www.AndreaVahl.com/ Andrea Vahl

    Hi Dingle -
    Thanks so much for your comments.  I think there are a couple of things I do need to change and maybe the wording wasn’t correct in places.  On the Sponsored Stories, I should also add that they appear in the News Feed – that wasn’t clear from my article but they do also appear on the right side. 

    Point 1B is correct, you do have more flexibility in the bidding process when you select see Advanced options – you can bit CPC or CPM.  Maybe my wording wasn’t clear. 

    And on point #3 I did not see how that could be done before – but that is very hidden.  Thank you for pointing that out and we will get that corrected! 

    Yes, I do realize that the Like this page goes away when you select the URL – that is something you give up when you have more flexibility with your Ad headline. 
    Thanks again!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Great meeting you too John!  Love what you are doing at Entrepreneur on Fire!  Thanks for your comments

  • http://cindyking.biz/ Cindy King

    Dingle, thank you for your observations!  We’ve made the corrections in line with Andrea’s comments below. 

  • http://www.wirelessemporium.com/ Bernice McMillan

    Great tips Andrea!

    Sponsored Stories do well for us when it runs in conjunction with an ad. If your overall budget allows for it, I’d say it’s worth allowing them to run in the campaign. 

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  • http://www.facebook.com/peakcitypublishing Shiloh Burnam

    Andrea – I have a small (just me) publishing company with a niche in children’s books.  I am trying to gain more likes on my page – I need to attract parents as buyers.  I have set up an ad to target parents and applied a budget of $150.00.  It’s running until the 25th of Jan.  How do I know if what i set up is best for my objective?  Should I be looking for a certain number of likes per day?  

  • jonathan92591

    Great information. Thank you. I don’t know why but I love advertising on Facebook. The new Facebook Ad Platform has me all warm and fuzzy!

  • jonathan92591

    Great information. Thank you. I don’t know why but I love advertising on Facebook. The new Facebook Ad Platform has me all warm and fuzzy!

  • davidwesson

    Be interested in your thoughts on the best way to promote events for a future post thx:) 

  • davidwesson

    Be interested in your thoughts on the best way to promote events for a future post thx:) 

  • http://www.337design.com/ Kiesha Canori

    Really great tips, Facebook ads always works great to increase revenue of your website almost in sponsored stories or your official facebook page!

  • http://www.337design.com/ Kiesha Canori

    Really great tips, Facebook ads always works great to increase revenue of your website almost in sponsored stories or your official facebook page!

  • Nik Andreev

    You can already change the Headline when you advertise a Facebook Page, without giving the URL additionally. Typing in a custom URL (even for a FB page) resulted in more expensive CPC because Facebook counts it as an external website. 

  • Nik Andreev

    You can already change the Headline when you advertise a Facebook Page, without giving the URL additionally. Typing in a custom URL (even for a FB page) resulted in more expensive CPC because Facebook counts it as an external website. 

  • Pallav Kaushish

    Great information. Coincidentally I started using facebook ads from today itself so your article came at a perfect time. Though i tried exploring facebook ads thoroughly I still didn’t know a few points and #2 being the most important one. 

  • Pallav Kaushish

    Great information. Coincidentally I started using facebook ads from today itself so your article came at a perfect time. Though i tried exploring facebook ads thoroughly I still didn’t know a few points and #2 being the most important one. 

  • Zaidi

     programs which enjoys huge portals and fundamentals for the successes and sharing visions for a future internet world.

  • Zaidi

     programs which enjoys huge portals and fundamentals for the successes and sharing visions for a future internet world.

  • Kaz

    We’ve been experimenting with FB ads sponsored posts and stories, and while they have been very effective, we also get frequent hate comments filled with profanity, commenting on our post, to our wall, private message and even email from our website. Apparently some people feel ads intrude on their personal space.

    Anyone else getting hate?

  • Kaz

    We’ve been experimenting with FB ads sponsored posts and stories, and while they have been very effective, we also get frequent hate comments filled with profanity, commenting on our post, to our wall, private message and even email from our website. Apparently some people feel ads intrude on their personal space.

    Anyone else getting hate?

  • http://www.AndreaVahl.com/ Andrea Vahl

    Great to know Bernice!  I’ve found that they can do well too but some people are surprised that they are running so it’s just good to know how it works!

  • http://www.AndreaVahl.com/ Andrea Vahl

    Great to know Bernice!  I’ve found that they can do well too but some people are surprised that they are running so it’s just good to know how it works!

  • http://www.AndreaVahl.com/ Andrea Vahl

     I have found different industries and different target markets respond very differently.  Sometimes almost every click turns into a Like which is great.  Other times there are fewer conversions.  I’ve been able to get Likes for as low as $0.07 for a Like (high budget, well optimized campaign) and other times it’s been $3-4 for a Like (difficult niche, not as many conversions per click).  What I think you really want to do is some split testing on your ads so that you know if one performs better – you can just run one type of ad for $20 and turn it off, then run a slightly different ad for $20 and see what might work best.  Usually you have to do your own testing – there’s no really industry standard since it can vary so widely depending on the niche and the audience.  Hope that helps!

  • http://www.AndreaVahl.com/ Andrea Vahl

     I have found different industries and different target markets respond very differently.  Sometimes almost every click turns into a Like which is great.  Other times there are fewer conversions.  I’ve been able to get Likes for as low as $0.07 for a Like (high budget, well optimized campaign) and other times it’s been $3-4 for a Like (difficult niche, not as many conversions per click).  What I think you really want to do is some split testing on your ads so that you know if one performs better – you can just run one type of ad for $20 and turn it off, then run a slightly different ad for $20 and see what might work best.  Usually you have to do your own testing – there’s no really industry standard since it can vary so widely depending on the niche and the audience.  Hope that helps!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Awesome!  It took a little getting used to for me but I like it!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Awesome!  It took a little getting used to for me but I like it!

  • http://www.AndreaVahl.com/ Andrea Vahl

     I think advertising events works really well on Facebook.  I would use the Promoted Posts to get the word out to your existing Fans and then definitely use targeting to target local people in the area of the event with the interests of your niche. 

    One thing I do think can be challenging is if you create the Facebook Event and it’s a paid event and people RSVP to the Facebook Event but don’t officially “Register” for the event itself.  Sometimes I think it’s almost easier to send them to the Registration or Sales Page of the Event and then have them sign up and RSVP to the Facebook Event to start the conversation and help promote it using existing attendees.  Make sense?  Everyone I’ve seen with large paid events is doing more of that “marketing route” rather than trying to send them directly to the Facebook Event.  Hope that helps!

  • http://www.AndreaVahl.com/ Andrea Vahl

     I think advertising events works really well on Facebook.  I would use the Promoted Posts to get the word out to your existing Fans and then definitely use targeting to target local people in the area of the event with the interests of your niche. 

    One thing I do think can be challenging is if you create the Facebook Event and it’s a paid event and people RSVP to the Facebook Event but don’t officially “Register” for the event itself.  Sometimes I think it’s almost easier to send them to the Registration or Sales Page of the Event and then have them sign up and RSVP to the Facebook Event to start the conversation and help promote it using existing attendees.  Make sense?  Everyone I’ve seen with large paid events is doing more of that “marketing route” rather than trying to send them directly to the Facebook Event.  Hope that helps!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Darn Facebook changes!!  That must have changed between the time I wrote the article and now (if you notice my screenshot, the heading is grayed out and you can’t change the headline). 

    But I’m extremely happy that has changed because that was frustrating.   I think for some people these changes roll out at different times which makes writing about Facebook challenging as well.  Great to know Nik – thanks for your comment!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Darn Facebook changes!!  That must have changed between the time I wrote the article and now (if you notice my screenshot, the heading is grayed out and you can’t change the headline). 

    But I’m extremely happy that has changed because that was frustrating.   I think for some people these changes roll out at different times which makes writing about Facebook challenging as well.  Great to know Nik – thanks for your comment!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Glad to help Pallav!

  • http://www.AndreaVahl.com/ Andrea Vahl

     Glad to help Pallav!

  • http://www.AndreaVahl.com/ Andrea Vahl

     I’ve had many people commenting that they get strange results when they do a Promoted Post to “Fans and Friends” rather than just their Fans – lots of strange comments from all over the world and some hate comments.  Not sure how your ad is set up but there are some strange things happening with targeting.  And yes, I think people sometimes do get annoyed to see ads in the News Feed itself. 

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  • LHP

    When we tried promoted posts last fall leading up to our events, Facebook did not promote the posts, they received fewer viewers and likes than usual and none of our payment was used, either. Any ideas?

  • http://www.solo-e.com/blog Terri Z

    I had a HUGE Aha after reading #2 above. I’ve been split testing different ads, images, wording, etc., for 3 months. What didn’t click with me is that FB was allocating the majority of my reach (and $$) to the Sponsored Story — which is just a generic “so-and-so likes this”! (My ads were getting reach under 1000 while the SS was getting reach ~20K +/- 3K.)

    Thank you for opening my eyes! 

  • http://www.solo-e.com/blog Terri Z

    I know it annoys me to get a “sponsored story/post” in my newsfeed. IMHO, ads belong in the right column. And I’ve reported them as Spam, with a comment to Facebook to keep ads out of my newsfeed! I wouldn’t post anything nasty on the page or comment negatively, though.

    I just recently heard that your EdgeRank is affected by the number of negative reactions your posts/ads get. So I might just put up with it, I’m not really upset with the advertiser (who, with all of Facebook’s changes may not understand they are putting their ads in people’s newsfeeds) as I am with Facebook for allowing the Friends of Friends option for Promoted Posts.

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  • jo ann

    HI Nik, When placing an FB ad how do you avoid your competition clicking the ad so that your $$$ go through the roof? I just posted an ad a couple of days ago and have it attached to a survey . only 2 responses to the survey and a ton of clicks
    Is it possible to finds out exactly who is clicking the heck out of my ad?

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  • Leandro Cosas

    Very good tips Andrea. Thanks a lot!

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  • jon

    i would be interested in knowing should you let facebook optimize for you or will they jack up your cost per impressions vs YOU picking the amount for cost per impressions?

  • http://www.facebook.com/nikita.duttbajpai Nikita Dutt Bajpai

    Thank you Andrea for the wonderful post! I had a query. I am working with this organization. They are looking to gain funds from sponsors by allowing them to advertise on our Facebook page. How can that be done. Is that effective? What are the precautions to be taken?
    Cheers!

  • http://www.360technosoft.com/ Venkat Mallick

    Thanks for giving tips on facebook advertising. One of the main reasons for which Facebook advertising can be beneficial for your business is that you can reach hundreds of millions of Internet users in one place and increase customer loyalty.

  • http://softwarebuzzer.com/ Suresh Kumar

    Hey Andrea,
    I maybe late for the comment :D But i read it today since i am digging more into fb marketing. This is amazing read and i liked the 5th one..We can edit titles which will helps to get good CTR .

    Thanks
    Suresh

  • http://www.marqueelinecomps.com/ slick

    I like the guide, i hope it helps me as am planning to use facebook ads for the first time.I didn’t know CPM means Cost Per Million impressions.

  • dshilly

    Andrea, I enjoyed your article. I have been doing Facebook ad’s for some time and have found varying success. I need your help. I represent a very nice 27 hole championship golf course which includes a beautiful 400 seat ballroom perfect for wedding receptions, special events, business meetings etc. I have two audiences that I target with my FB ad’s. First the brides to be, mothers of the brides ect, who are really short term FB followers, and second the golfers. Hosting events, outings, golf leagues and daily play is our bread and butter. I have grown our FB page to over 2400 likes and they are solid. Im not out to get likes for the sake of likes.

    Question. Can you give me a couple of specific strategies/game plans I could use to increase my likes. I have a $200 budget.

    I really enjoy your articles.

  • Michael Washington

    Why is my page not showing up in Ad Manager under accounts? How do I get an ad id for my account?

  • Gail Sanders

    My Tip – use “AnyAudeince for Facebook”, if you advertise with Facebook Ads.

    It’s a chrome extension that enables you to use any facebook user list. It’s easy to use, reliable and not expensive.

  • geoff

    My question is for anyone who knows the answer. I am about to create an ad in power editor an should my fan page reflect the sane topic as the ad? Exp. Fan page golf clubs ad promo golf clubs?









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