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I'm starting a Facebook ad campaign. Need advice!

by GoldPro
4 replies
  • PPC/SEM
    • |
Hey all,

I'm getting into the world of PPC and starting out with Facebook ads.

Here's who I'm targeting: People looking to hire photographers.

The goal is to get them to come to my website and request a photographer.

1) How should I optimize my campaign?

2) Should I direct all traffic to a custom landing page, or the homepage of my website?

3) What kind of keywords should I be targeting?

4) How do I determine what's a good CPC?

If anybody could help, it'd be much appreciated!
#advice #campaign #facebook #starting
  • Profile picture of the author Bright Future
    Hi, GoldPro

    Is there a request form they need to fill out? You should track form completions (or whatever is the way they can contact you) as conversions.

    1) You should optimize for conversions. Decide on how many conversions you would want and how much you're ready to pay for a conversion on average.
    Then optimize your interest groups, demographics, different images, different ad titles, ad placements etc. See what brings you the best results and put more emphasis on more valuable traffic.

    2) Landing page usually works better. The page which is more likely to bring more conversions is the one you should use. You can also test different landing pages.

    3) Emm, there's no keyword targeting on Facebook. You can target people by their age, gender, interests, job industries and other stuff. So, it may not be easy to find people looking to hire photographers. It would be easier to do that by advertising on Google or Bing.
    Maybe you mean keywords which are used to find interest groups, demographics and other audiences.

    4) Don't focus too much on CPC. More valuable clicks can cost you more but also get you more conversions and vice versa. Focus on cost-per-conversion. At the beginning just start with bids that you find to be reasonable and see how it goes.
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    • Profile picture of the author GoldPro
      Originally Posted by Bright Future View Post

      Hi, GoldPro

      Is there a request form they need to fill out? You should track form completions (or whatever is the way they can contact you) as conversions.

      1) You should optimize for conversions. Decide on how many conversions you would want and how much you're ready to pay for a conversion on average.
      Then optimize your interest groups, demographics, different images, different ad titles, ad placements etc. See what brings you the best results and put more emphasis on more valuable traffic.

      2) Landing page usually works better. The page which is more likely to bring more conversions is the one you should use. You can also test different landing pages.

      3) Emm, there's no keyword targeting on Facebook. You can target people by their age, gender, interests, job industries and other stuff. So, it may not be easy to find people looking to hire photographers. It would be easier to do that by advertising on Google or Bing.
      Maybe you mean keywords which are used to find interest groups, demographics and other audiences.

      4) Don't focus too much on CPC. More valuable clicks can cost you more but also get you more conversions and vice versa. Focus on cost-per-conversion. At the beginning just start with bids that you find to be reasonable and see how it goes.
      Hey!

      Thanks for the great response. What tools are out there that allow one to track form completions (from landing onto the page through the ad, all the way to submitting info through the form). Can Google Analytics do this or are there better solutions out there focusing on this aspect alone?
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      • Profile picture of the author Bright Future
        Google Analytics can do that. You need to set up a goal. It's great if after completing the form the user is redirected to a thank you page. You can then set up a goal that matches this thank you page URL.

        And you will have to tag your Facebook Ad URLs, so that you can distinguish the traffic in Google Analytics. It can be done conveniently with the URL builder
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  • Profile picture of the author PPC-Coach
    Originally Posted by GoldPro View Post

    Hey all,

    I'm getting into the world of PPC and starting out with Facebook ads.

    Here's who I'm targeting: People looking to hire photographers.

    The goal is to get them to come to my website and request a photographer.

    1) How should I optimize my campaign?
    You optimize after you have enough data to do so, you can't do it from the start.
    Originally Posted by GoldPro View Post

    2) Should I direct all traffic to a custom landing page, or the homepage of my website?
    You should direct it to the page that has the action on it you want them to take. It should transition from your ad to the page without being confusing.

    Originally Posted by GoldPro View Post

    3) What kind of keywords should I be targeting?
    You don't target keywords on FB you target interests. You should be targeting people interested in your offer.

    Originally Posted by GoldPro View Post

    4) How do I determine what's a good CPC?
    A good CPC is the one that is profitable. There is no fixed number for this.
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