ROI

5 Tips For Facebook Ads That Deliver

Are you friendly with Facebook Ads?

It’s the second biggest pay-per-click market these days (after Google AdWords), and it’s becoming more robust and easiest to use.

Not sure if Facebook is for you? Check out my Facebook vs. Google blog post to see if Facebook is where your ideal client hangs out.

If you decide to give Facebook a try:

1) Customize your ads: Facebook allows you to create separate ads based on your target market’s gender, age, geography and/or interests. Let’s say you are a shoe retailer: a business professional in her 40s living in New York and a 20-year-old student in Florida will respond to different ads.

The former may be interested in stylish and sophisticated boots for the winter, while the latter may need a fun inexpensive pair of sandals for a holiday party. Take the time to personalize your ads for each of your segments.

2) Be clear with your call to action: with only 135 characters for the body of your ad, it’s best to keep the text simple and focus on what you want Facebook readers to do: click over to your website, call a toll-free number, sign up for special offers, or “like” your Facebook page.

3) Plan your landing page: one of the worst Facebook investments I’ve seen is ads that drive users to the home page. Facebook users are notorious for their short attention spans. So if click on your ad and see your standard home page, it’s unlikely to catch their interest. You will pay for the clicks, but see no action on the home page. Instead, I recommend designing a custom page just for Facebook visitors: you can include a welcome note, a special offer, and/or a place where visitors can sign  up to receive your email promotions.

4) Track your ROI: want to know how well your ad is performing? By default, Facebook will track the number of clicks it generates. If you want to go a step further and track how many of the clicks turn into buyers on your website, use Facebook’s conversion tracking feature. Facebook provides a tracking code (a few lines of HTML) that can be placed on your website to collect that information. You can then evaluate the success of your Facebook strategy based on real data.

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5) Stick to Facebook’s rules: Facebook’s team wants you to use proper English, proper punctuation (can’t use two exclamation marks in a row), and be truthful in your claims and offers. If you overstep their requirements, your ads will be blocked. It’s worth taking a few minutes to study Facebook’s Advertising Guidelines before you spend time on creating a campaign.

Are You Doing Everything? 5 Projects You Can Outsource Today to a VA

Many of my clients don’t know what project they could give a VA (Virtual Assistant) when I gift them with a 2-hour VA time bonus. From scheduling to web design, from billing to client services, they do it all!

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Google AdWords – Can You Afford It?

As I speak with entrepreneurs about the most effective way to bring new qualified visitors to their websites,  the top question about AdWords I receive is around cost.

It seems at one time or another everyone has been burned with spending too much on advertising without seeing a return.

Having managed as much as $100,000 in Pay-Per-Click budgets per month, I can definitely see how it’s easy to “blow through” a few hundred or even a few thousand dollars on Google. And, I have also worked with clients who are spending as little as $10 a day on AdWords. In both cases, there was a strategy for selecting the budget, and more than one checkpoint to make sure the investment (whether $10 or $10,000) generates a return.

So instead of asking “Can I afford AdWords?” I suggest you ask yourself:

  • How many people are currently visiting my site per month?
  • How many visitors, leads, or sales per month do I want?
  • What is the main reason people are coming to my website? What can they buy, sign up for, or experience that will be of value to them?
  • How much is a new lead or customer worth to me? what is the average order size on my site?

These questions will help you get clear on your website strategy goals. For example, you may decide you need 500 additional unique visitors to come to your website every month, in order to reach your sales goals.

You will also know that for every 500 new unique visitors, for instance, you can expect $500 in sales. (this is just an example, your numbers will depend on your business).

Next step? Set your Google AdWords budget. You will probably want to at least break even on your AdWords campaign, so if you expect to make $500 back, I recommend you plan your budget to be under $500.

Armed with this information, you can log in to your Google AdWords account and put a few checks in place:

  • Your maximum pay-per-click bid should be at $1 or just above, on average. This way you can get 500 visitors (or “clicks”) for around $500.
  • You can also set your daily budget to around $18/day (which works out to approximately $500/month).
  • Set an End Date for your campaign (30 days out) so Google does not auto-renew on your behalf.
  • Install Google’s Conversion Tracking code on your website so you can track the sign-ups and sales your campaign generates.

Then, you can turn your campaign on and relax, knowing that you are in control of your AdWords spend.

At the end of the campaign, compare the actual results against your projections (500 visitors, $500) and adjust your future AdWords strategy accordingly.

There are many nuances to AdWords, and staying focused on your business will help you control your cost and ROI.

Google AdWords: Planning Your Way To A Higher ROI

A fellow Savor member asked for advice on spending her $100 AdWords voucher.  Is it worth playing around with AdWords? What should you expect?

$100 can actually be a decent AdWords budget, and could generate 100-200 new visitors to your website.  The tricky part is to plan what these visitors will do/see/experience on your site. Will some of them buy right away?

As part of my recommendation, I made a list of my top 3 factors to consider when planning a pay-per-click campaign, whether you are spending $100 or $10,000.

1) Your market and your keywords. Some keywords, such as loan modification, diet, or life insurance, are more competitive (read: expensive) than others. So a $100 might buy you 100 new visitors at $1 (which is decent), or 20 visitors at $5 each.

2) Your goal for the campaign. Is your goal to grow your email list or sell a $20 product?  If your expected average order size is $20 or less, it can be tough to create an AdWords campaign that is profitable right away. On the other hand, if your near-term goal is to add new prospects to your email database, AdWords can be quite cost-effective for that.

3) Your site:  once someone clicks on your AdWords ad, what do they see? What is the user experience? Is it clear what you expect them to do / buy? Is it consistent with the specific offer that was in your Google ad? Do you have a special Campaign page set up with that special offer, or do they need to wade through pages of content to find it? How many clicks does it take them to complete the purchase?  The easier you make it for them to buy, the higher your AdWords ROI.