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Social Media Advertising Part 2 – Facebook Advertising

Published by Papa Whale Social Media

Organic reach may have crashed and burned, but there’s still an audience to be had on Facebook.

Facebook Advertising

OK, so you’ve already built a web page with social media in mind.

Now the trick is, getting viewership. If the year was 2011 or 2012, it would be smooth sailin’ getting views from Facebook, at no cost to you, other than you know, the hard work and effort you put forth into starting your Facebook page and growing your fan base.

But, guess what?  Facebook changed the game yet again and decided to demolish organic reach.

Have a fan page on Facebook with thousands of ‘Likes’?  Again, if the year was 2012, that might be something to get excited about…

Not anymore.

Organic reach may have crashed and burned, but there’s still an audience to be had on Facebook.

The Fall of Organic Reach

You see, the way it used to work is, you used to be able to organically reach a high % of the people who liked your page.  If you shared a funny picture or a link, a high number of your followers would see it pop up in their news feed.  This is no longer the case.

You’d be LUCKY to reach a fraction of these numbers now, in 2014.  And, it’s only going to get worse, according to Facebook.  Facebook is now urging individuals and businesses to consider paid distribution “to maximize delivery of your message in news feed.”

We’ve said it before: Social media plays a key role in the audience that one can reach — especially with regard to a targeted audience. That’s probably the main strength of Facebook after all, without taking into account the 1 billion active users (that helps, too).

That fan page on Facebook with the fan base you grew into the thousands… it’s almost worthless now.  Unless, of course, you do exactly what Facebook wants.  And that my friends, is to break out that wallet and start a paid advertising campaign.

Two ways to Advertise with Facebook

  1. Promote a Facebook page to reach a larger number of your ‘Fans’
  2. Advertise a website you own

On the bright side, you won’t have to break the bank too much, as Facebook is flexible with the minimum amount you have to spend. They even allow you to start a campaign for as little as $1/per day!  How kind of them, right?

Here’s a step-by-step guide to reaching a larger audience on Facebook, via the website you own (Remember, the URL and content must be mainstream!):

Step 1 – Advertising on Facebook 

To reach the Facebook Advertising page, you can visit the page directly or access it from your Facebook profile by clicking the dropdown arrow in the upper right corner of your screen.  Once there, you’ll see “Use Facebook as:” and then you can select “Advertising on Facebook.”

Step 2 – Clicks to website 

You must choose the “Clicks on Website” option in order to create ads linking to a website.

Step 3 – Choose your ad images 

You can use up to 6 different images for the same campaign.  Not bad eh?  Make sure to use your highest-CTR 600×315 images.

Step 4 – Choose your enticing text 

An image is worth a thousand words, so choose wisely!  Having some eye-catching text to go with the image displayed will only increase your CTR.

Step 5 – Target your audience 

The question isn’t, “What do we want to know about people?”. It’s, “What do people want to tell about themselves?”. — Mark Zuckerberg  

… And the answer is:  Everything!  Thanks to the overwhelming data collected by Facebook, it has never been easier to target your audience.

Step 6 – Define your budget 

In this example, we’re going to spend $5 per day.

Step 7 – Review your order 

Make sure that everything is correct before you submit.

Stay on the straight and narrow, respect Facebook’s TOS

We already mentioned that the content must be mainstream.

Please be advised that suggestive images or thumbnails will not be tolerated by Facebook and your campaign will likely not be approved if you push the boundaries.

Try to keep your posts and content as SFW (Safe For Work) as humanly possible while maintaining that sexy flavor. Always ensure that your links point to the appropriate SFW landing pages and blogs. If it’s not safe for work, it’s not safe for Facebook.

Therefore, it’s best to stay clear of images depicting the following:

  • Camel toes
  • Moose knuckles
  • Nipples
  • Boob grabs (clothed or not)
  • Thongs
  • Butt cracks
  • Sex toys
  • Any reference to fetishes in a sexual context

Nudity obscured by black bars or other graphics is also deemed unacceptable by Facebook.

Reach your goal… and audience

There you have it!  Using facebook to advertise has never been costly until now, but at the same time, it’s never been easier either.  Once you pick that awesome thumbnail, eye-catching title, good description, and follow the rest of the steps above, you’ll be on your way to reaching millions of engaged users. The rest is up to you now, to navigate your way through the rough waters of this social media typhoon … and make money from it.

Finally, something useful to use Facebook for (aside from playing FarmVille and planning get-togethers with your friends)!

Read Part 3 – Advertise anything on Reddit and Twitter

 

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