Do you use Facebook ads?

Are you wondering how paid Facebook marketing can work for your business?

To learn about Facebook EdgeRank and paid Facebook marketing, I interview Jon Loomer for this episode of the Social Media Marketing podcast.

More About This Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Jon Loomer, who blogs about advanced Facebook marketing at Jon Jon used to do social media work for the the NBA and American Cancer Society before going out on his own in 2011.

Jon shares what efficient targeting means for marketers and the metrics involved.

You’ll learn creative ways to generate more business on a minimal budget.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Listen Now

You can also subscribe via iTunes, RSS, Stitcher or Blackberry.

Here are some of the things you’ll discover in this show:

Facebook Advertising

EdgeRank and why it’s important

Jon explains how EdgeRank is the unofficial term for Facebook’s sorting algorithm.

You don’t see everything that’s published in your news feed. It depends on your affinity, your connection with specific people and pages, how you interacted with a specific content type in the past and the ‘weight’ given to posts.

The EdgeRank algorithm as described by

Over time, the older something is, the less likely that you’ll see it in the news feed. And in a perfect world, EdgeRank helps you see what you want to see.

You’ll discover as a marketer what you need to do to make sure your fans see your content and how EdgeRank can help you rise to the top.

Listen to the show to find out what you need to do to encourage your fans to act on your Facebook updates.

Facebook metrics marketers should pay attention to

As a marketer, it depends what your goals are on Facebook. Jon explains that he is a publisher, and when people visit his website, he makes money. So for him, the more traffic the better.

You’ll find out why Jon focuses on consumption and a stat called link clicks.

Jon explains that consumption is any type of click, whether it resulted in a story or not. It could be a comment, like or share, but it could also be a photo click, video play, link click or any other click. Remember Facebook records them all.

comment like share

Facebook measures consumption and interactions.

You’ll hear an example of the post-level export lists for all reposts over a given time period. You can look at it post by post, posts that had the most consumption and quantity of clicks.

With a time decay on Facebook updates, Jon shares what you need to do to make sure you reach people in completely different time zones with your most popular links to help you reach a new audience.

Listen to the show to find out the best time to reshare a post, with time decay in mind.

Facebook targeting for marketers

Over the last few months Facebook has made it easy for you to target your updates to different audiences.

Jon explains there are two different forms of targeting. You can target your posts or you can target your ads.

You’ll hear why Jon is not a big fan of post targeting. Where Facebook targeting really comes alive is within advertising. Facebook constantly releases something new to make it incredibly powerful.

advertise on facebook

Facebook targeting comes alive within advertising.

On the Facebook advertising side, Jon reveals some of the newer things that Facebook has done with targeting.

Last year when the Custom Audiences feature was first rolled out, it allowed you to target your offline customer list with email addresses you’d collected, phone numbers or Facebook UIDs. These are people who have proven to subscribe to your content or bought something from you in the past.

Whether or not they are your fans, you can create ads that are targeted to these people.

You probably hear a lot about how you can’t sell products on Facebook, but Jon thinks there’s an example of an exception to this rule. You’ll discover what the example is and how it’s a good way to stay top of mind and drive relevant sales.

Listen to the show to hear what happens when you give Facebook your email list and why they don’t share that data with anyone.

Facebook Promoted Posts

Jon gives a quick background on why Promoted Posts are useful.

Apparently 10-16% of our fans see a given post. A Promoted Post helps you reach more of your fans who weren’t around to see your content when you first published it or who didn’t see it because they haven’t proven to care much about your content in the past.

If you’re a newbie advertiser, it’s easy to click the Promote button, which will automatically generate a campaign with 2-3 ads in it. However, if you are or want to be an advanced marketer, you’ll learn why Power Editor is the better option.

When you use a regular Promoted Post, you have minimal control over your targets. You don’t care who sees your post if it’s organic, but you’re pickier about who you are going to spend your money on.

Listen to the show to find out how to use your advertising budget more efficiently by not promoting to the people you don’t want to spend money on.

Why you should consider Power Editor

Jon explains that Facebook Power Editor is a Chrome browser plugin. If you like to split test and create many ads, this is a much easier way to do it.

facebook power editor

Facebook Power Editor is a great plugin for split testing.

Whenever Facebook rolls out a new tool, they always go to their ads API first, which goes to third-party tools and Power Editor. The main ad interface, the sub-serve ad tool, often doesn’t get this as it’s dedicated to make it as simple as possible for the newer advertiser.

Within Power Editor, you can split test. For example, if you want to target mobile devices only, you can narrow it down to iOS devices and then make it only iPhones or only iPads. You’ll learn about the other split testing options available within Power Editor.

Facebook’s Partner Categories use data from select third parties, including Datalogix, Epsilon and Acxiom. These are three companies that have a whole lot of data on user behavior including purchases, demographics, how much money they make, whether they own a car, when they bought that car, etc. There are over 500 categories now and they are going to add to it.

facebook partner categories

Facebook’s Partner Categories show you user behavior.

This data has nothing to do with the user’s behavior on Facebook. It’s their behavior on other sites and offline that counts. You can now target these people based on these categories.

You’ll hear Jon give an extreme example if you were a Ford truck dealership in Denver, Colorado.

Listen to the show to hear what you can add, which could potentially be extremely powerful.

How Facebook determines the cost

Jon says that it ultimately depends on your competition. You have 3 main options.

  • Cost per click
  • Cost per 1000 impressions
  • Optimize cost per 1000 impressions

Within Power Editor, you have the option of either an auction basis or a fixed price. More often than not, people do it via auction.

You’ll hear Jon give an example of what a typical spend might be for different types of clients, and how your competition, and bidding by CPM versus clicks, can impact how much you pay.

advanced pricing

Carefully manage your advertising spend.

Listen to the show to hear which ads Jon has constantly running every day.

This Week’s Social Media Question

Matt asks, “I’m considering starting a blog or a website and I’m wondering how important you think it is to have a niche topic. Especially since it has a very focused audience, does it also have a lower ceiling for success?”

You bring up a really good point. With a blog, you can target a very broad audience to try to attract more people, or you can go very deep and narrow to try to get a more engaged audience.

I strongly believe it makes sense to develop a niche. If you write about something that’s very specific, an area where you have a passion or that you want to explore, you’re going to get a much more engaged audience. They’re going to get behind you because this is something that they are very interested in.

You’ll hear two great examples from my experience with niche topics.

A niche is not a limitation; in reality, it’s actually a benefit.

Call in and leave your social media–related questions for us and we may include them in a future show.

Listen to the show to learn more and let us know how this works for you.

Other Show Mentions

I want to share with you what an amazing experience Social Media Marketing World was. It was a gathering of some of the coolest people that you could ever imagine and the overwhelming response from people was: WOW!

While it’s awesome to connect with people on Twitter, a podcast or on Facebook, there’s something special about being able to meet the people you follow or interact with online. Social Media Marketing World was full of some of the most social people you could ever meet.

You’ll hear a clip from Cliff Ravenscraft, the Podcast Answer Man, of what his experience was like at the event.

So here’s the good news. If you missed Social Media Marketing World, we’re going to do it again in San Diego in 2014. You’ll hear more about it here in the coming months.

Key takeaways mentioned in this episode:

Help Us Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.

If you enjoyed this episode of the Social Media Marketing podcast, please head over to iTunes, leave a rating, write a review and subscribe.

Ways to subscribe to the Social Media Marketing podcast:

What do you think? What are your thoughts on Facebook advertising? Please leave your comments below.

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  • Pingback: Facebook Ads and Beyond: What Marketers Need to Know - WebPronto()

  • Gaurav Pandey

    I have used Facebook ads for my clients with great results. It’s been a lot of trial and error. In my experience, you’ll get results if you monitor your campaigns like a hawk and don’t waste time killing off the ones which don’t work. If you get the basics such as designing an attractive advert with a clear call to action, you’ll get it right. Also, don’t be afraid to experiment, many of my campaigns have had response from demographics I wouldn’t even have considered to start with.

    Looking forward to trying the Power Editor out!

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  • Even if I don’t use Facebook ads I found this podcast very useful!
    Thanks Michael!


  • Great interview Mike! I had a wonderful time at the SMMW and am already looking forward to 2014!

    Thanks Jon for those great tips! I used promoted posts to reach more people on Facebook and it does wonders extend the reach of the post, but I am looking for a better way to do it and if Power Editor will do the trick, I’m ready to try it out!

    Stay inspired!

    ~John Lee Dumas

  • Thanks for having me on, Mike! Lots of fun.

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  • Thanks for being an awesome guest!

  • Thanks John – It was nice to meet you (briefly) and glad you enjoyed the podcast

  • Thanks 🙂

  • Thanks for sharing your experience Gaurav

  • Lis Kanyer

    Need to tweak the pinterest sharing on WP so we can post 🙂

  • A very good read. Thanks Michael. The power editor seems to be interesting. Will try!

  • Jon, I have created epic new swear words while trying to use Power Editor. But, after months of giving up on it, I went back to it and realized that somehow two of my client accounts got melded into my own personal account so that may be the contaminating obstacle to using it properly. I see no way to “uninstall” PE and to try again. Is there a way to uninstall it and try a new install, perhaps through Safari, this time? Then, perhaps, I can develop more lady like language. Or, maybe not. Thanks for your help.

  • Alabi

    I have used promote post, the regular ad on facebook, experimented with custom audience but not use partner categories because not available in Nigeria. What makes my advert successful are constant monitoring. And I have notice that advert that target age 16-35 always do well too.

  • Thanks Lis – For now I have disabled it and we are looking into it

  • Thanks Shashank

  • Monitoring is absolutely essential, Alabi! Thanks for sharing.

  • Hi, Pat. You can always uninstall your plugins, but I don’t believe that changes anything. I know that when I use it on Safari, it inherits my settings from Chrome. Any account melding needs to be fixed within your advertising accounts, not within Power Editor.

  • Thanks, John! Power Editor is a clunky tool, but it’s worth it once you figure it out!

  • This is true across the board! Monitoring and experimentation are critical to success. Thanks for sharing, Gaurav!

  • I went ahead and tried it within Safari and it appears to now have the separate accounts so onward. Whoo! Whoo! All have different credit cards so I never did understand the meld. At any rate, I didn’t know I could download it through Safari until I listened to this podcast. Just another reason to listen every week.

  • Thanks Jon

  • Great news, Pat!

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  • Ritika Verma

    We recommend Facebook ads for clients, with a combination of premium ads, promoted posts and sponsored stories. It’s necessary to keep optimising the ads regularly to see what ads work the best. There are days with a lot of hits and then not so many on other days.
    We like to keep Facebook Apps as the landing pages to make the ads more specific. With Facebook apps the customer usually has an opportunity or a contest to look forward to.


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  • I’m with you, Gaurav, regarding the need to experiment. We’ve found a great deal of success for clients, but it’s almost always due to a trial and error process. What’s great about the way Facebook has set things up is it’s flexibility: it’s easy setup multiple campaigns with different time frames, different target markets, and a different focus, which makes that trial and error process a real learning experience for you and the client.

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  • This kind of marketing becomes very popular as a result of famous internet sites like Facebook. As s consequence of Internet, there’s currently the online marketing. As we all know, it combines creative and technical facets of the internet such as advertising.

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  • Just started testing the water with Facebook ads and I have to say the interplay between Power Editor and Ad Manager is intriguing if not flawed. Don’t understand, for example, why if you want to edit creative (pretty important since you can’t see a preview in PE until it’s been saved) you have to switch from PE to AM. Illogical but Facebook wins, as it always does…

    Great write-up and show!