How to Use Facebook Advertising

Facebook Advertising can be an effective way to acquire quality customers

Facebook Advertising

After the recent discussion in the forum, Paid Advertising – Facebook AdSense vs. Facebook, I thought it would useful to go through Facebook Advertising to show both how to use the paid advertising service as well as to see how effective an ad campaign can be for a hunting business.

For more detailed How-to instructions for Facebook Advertising please see Facebook Ads Help Center.

Let’s dive right into the step-by-step process for creating a Facebook Ad Campaign. I’ll set up a campaign for Hunting Business Marketing…

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Facebook Advertising Campaign

Starting out with objectives for an ad campaign is essential or tracking results and determining the success of the effort.

My objectives for this short-term Hunting Business Marketing Facebook Advertising effort is to get:

1| Additional traffic

2| Comments

3| RSS subscribers (long-term readers)

4| A new Member

Since this is a small campaign, I’d be happy with a few new visitors and potentially a comment on one of the free articles.

Let’s look at how to setup of the campaign…

The Hunting Business Marketing Campaign

Facebook focuses on making the features on their site simple, but if you have any questions about setting up a campaign for your own business that aren’t included in this guide, please ask them in the comments.

Visit Facebook

Click for sharper images

Welcome to Facebook

Login

Login to Facebook

Click Advertising

Facebook Advertising

Facebook Ad Manager

Facebook Advertising Manager

Click Create Ad

Create Ad

1. Design Your Ad

Design Your Ad

URL

Enter the URL for the specific page on your site you would like your visitors from Facebook to land on when they arrive at your site. I’m picking my Welcome to Hunting Business Marketing page because it’s designed to get new visitors introduced to relevant content.

You could create a page on your site dedicated specifically for Facebook users if you want. You could create an ad for your photo gallery and enter the URL of your gallery.

Ad Title

Here is one limitation – I wanted to put Grow Your Hunting Business or Hunting Business Marketing for the Ad Title, but Facebook limits the characters. I’ll have to be more innovative.

Ad Title Character Limit

Ad Body Text

I entered a short description of what Hunting Business Marketing provides. The text you include is important because you only want to entice your target customers to click on the ad. This will give you the best chance of converting.

Ad Image

I added the logo here. You can include your logo or any other relevant image.

Design Your Ad Step 1

2. Targeting

Location

You can choose the location you would like to target.

Age

Depending on your business, age may play a part in your ad targeting.

Keywords

This is an important section. Try typing in hunting. Make sure to click on All next to the Education section below first. As you can see, there are lots of hunters on Facebook. This means that there are currently about 650,000 to 700,000 people on Facebook, over age 18, in the United States or Canada, who like hunting enough to include it in there profile.

Hunters on Facebook

I’m going to use the following parameters for the Hunting Business Marketing Campaign:

United States or Canada

Age 18 or older

Who like hunting

3. Campaigns and Pricing

Campaigns and Pricing

Campaign Name

I’m going to call this campaign Hunting Business Marketing.

Daily Budget

My Daily Budget is going to be $10.

Schedule

I’m going to run this ad for one day so I’m going to choose to Run my ad only during specified dates.

I’m going to pay for clicks.

Max Bid

Now, the suggested bid range for the keyword hunting is on the high side – $0.80 to $0.92 USD. I’m going to go right at the top with $0.92 so my ad will have a good chance of being shown. This means my ad will likely get only 11 clicks for the day (October 3 through October 4) I’m going to run the campaign.

Hunting Business Marketing Campaign and Pricing

Click Create

Once your information is all filled in you can create your ad.

Hunting Business Marketing Campaign and Pricing Create

Review Ad and Make Payment

Check to make sure your ad is as you would like, enter your payment information and make your payment.

I’ll be running my ad for one day at the rate of $10.

Review Ad and Make Payment

The ad is now active, but pending review from Facebook. Once it’s approved it will begin showing up on the pages viewed by users on Facebook who are interested in hunting. (Approval may take a few hours)

Ad Pending Review

Tracking Results

To track the results of this ad campaign, let’s go back to the original objectives:

1| Additional traffic

2| Comments

3| RSS subscribers (long-term readers)

4| A new Member

After a few hours you will receive an approval.

Facebook Ad Approved Email

Now comes the fun part!

Check out the analysis of the campaign on your Ad Manager screen.

Ad Manager

After analyzing the results of the Hunting Business Marketing Facebook Campaign, I realize that it wasn’t much of a success. I got the projected clicks I expected – got a few visitors and potential readers, but as far as acquiring customers it didn’t get the ultimate results.

However, your initiatives with Facebook Advertising will differ so you should definitely experiment. I will probably continue testing various things with Facebook Advertising.

Things to consider

Some things to consider when becoming active with Facebook Paid Advertising include:

1| Time of Day/Week/Year

2| The Nature of Facebook Users

3| Limitations

4| Advantages

The time of day, week, and even year is important when you’re thinking about your goals for your Facebook ad campaign. Think about when your potential customers are likely to be using Facebook: Morning, night, evening? Are the users you’re targeting likely on their computers during the week during breaks at work or are they using it on the weekends while at home? Maybe they’re not using it on the weekends because they’re business hunting. Also consider that the Facebook user you’re targeting might more inclined to click on a hunting product or service ad as hunting season is approaching rather than when their favorite hunting is out of season.

Thinking about the HBM campaign, it seems that the nature of Facebook users probably is not who should be targeted. If there was a way to target users who owned hunting businesses Facebook Advertising may prove more beneficial for HBM, but until then it seems like it might not be the best marketing option. However, Facebook users are familiar with using features like photos and free community sites so if you’re hunting business revolves around this format you might find success.

As I mentioned a few times above, there are limitations to Facebook Advertising: keyword targeting (and vs. or), character limits, etc. These are limitations to consider as you experiment with the advertising opportunity with Facebook.

While Facebook Advertising has its limitations, Facebook has been proactive in becoming business friendly over the past couple years as they’ve continued to improve their ad campaign platform as well as adding things like Facebook Pages, etc. I expect there to be lots of advantages for hunting businesses in the future beyond the advantages you have today: keyword targeting, spending limits, large user base, etc.

Summary

Overall, I would say this Facebook ad campaign for Hunting Business Marketing was good in the sense that it was a learning experience, but ineffective in my objectives. Even for the little effort it took to create the ad, it seems that the target customer of Hunting Business Marketing is not on Facebook. There are probably better opportunities elsewhere for HBM. However, there may be opportunity to target for HBM if I were allowed to select users with hunting and business as interested rather than users with hunting or business. I think this would make a big difference for target the specific customer of HBM. This was a small test for HBM, but there were interesting results.

I hope your results turn out a little better with Facebook Advertising.

Please share your experiences in the comments or in the Hunting Business Marketing Forum.

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Paid vs. Natural Traffic: It’s like Baiting vs. Funnel Hunting for Deer – Part 1

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Effectively Using Keywords in Your Blog Titles

Blog titles are crucial to gaining attention on the Web

Eye Catching Red Flower in Violet Flowers

image credit: eyesplash Mikul

On my recent post Write Better Blog Headlines: Tonight at 6, there were some great comments. Rudy left a great comment for possible ways to expand on the post so I thought I’d do just that.

Here is Rudy’s comment (here are all comments on the post):

Dayne,

Good stuff and I agree with Albert comment. The sub-topic of this would be how to achieve this goal.

Maybe ask questions or provoke a conversation, for example. Then, another session could be on those “key” words to use in your headlines that draw readers!

Keep the info coming Dayne, I have almost reached saturation!

Rudy

I’d like to run with the Rudy’s suggestion of finding “key” words:  both those that attract readers’ attention as well as those that will help your search traffic.

Before I get into keywords, here are a few posts I’ve written on the topic:

Hunting Outfitters and Guides: Get Valuable Traffic to Your Website

How to Start a Blog that will Grow Your Outfitting Business

5 Things You Can Do Right Now to Improve Your Small (or Big) Hunting Website

And here is a great post from Adam Singer on a related topic:

Findability, The Long Tail Of Search And Building Deep Interactions

Finding keywords that attract readers’ attention is important, as Rudy points out. There is a lot of noise on the Web and having attractive headlines is vital to gaining readers’ attention and driving them deep into your content.

If you want to see how important headlines are, check out Hunting.Alltop.com and observe all the headlines. Then look for the ones that stand out the most. It’s not easy to stand out when there are so many other great blog post titles.

It’s also important to find keywords that are relevant to the topic of your blog. This will help you slowing build a strong and reliable stream of traffic from search engines.

Let’s take a look at some ideas you can use for both sets of keywords for your own blog or Website.

Attention Grabbing “Key” Words

I have linked previously in the Related posts on the Web to two great posts on Copyblogger.com:

The Cosmo Headline Technique for Blogging Inspiration

The Hidden Key to Cosmo Headlines: Sex and the City?

The concept of the “Cosmo Headline” method is simply that Cosmo headlines are attention-grabbing and impactful. Think of how many times you’ve sat waiting in line at the grocery store. What magazine do your eyes gravitate to the most?

There is a good chance that you’re thinking of Cosmo or a related magazine (Guys, your buddies aren’t watching so it’s Ok to admit to yourself that it’s true – I had a hard time at first admitting it to myself).

If you’re struggling to come up with ideas for blog posts or struggling to find a good title for your blog post, try visiting Cosmopolitan.com and scan the headlines for eye-catching material.

So why do these headlines stand out?

The Cosmo headlines are often written in list form, which readers love. The headlines cover topics that really stand out as important to just about every adult human on the planet. The headlines really show the benefit that will be gained if the reader continues reading the entire article or post.

Brian writes:  “They’re [Cosmo Headlines] all written by pros who make good money getting people to pick up periodicals and drop them in the grocery basket.”

If you’re looking for great headline and article ideas you might as well learn from the best in the publishing business. Don’t be afraid to use Cosmo headlines to craft your own posts.

Now, if you’re uncomfortable using Cosmo headlines (Hey, not all of us guys want Cosmo on our History), you can use MensHealth.com. The same concept applies and it’s not as awkward. I use Men’s Health for blog post ideas all the time and it seems to not only generate ideas for me to write about, but it also seems to generate the attention grabbing “key” words that Rudy referred to in his comment above.

Let’s check out the Guy Wisdom – List Section on MensHealth.com:

18 Things Grown Men Should Never Have

How easy could it be for a hunting retailer or hunting product manufacturer to turn this eye-catching headline into 18 Things a Hunter Should Never Have? That is an catchy headline that will draw in a lot of eyeballs for your blog if you can write a great list.

10 Things Children Teach Their Fathers

This is interesting because it flips the standard on its head, which is very eye-catching. Would you stop to check out the post 10 Hunting Tips Parents Can Learn From Their Kids?

The 20 All-Time Best Men’s Health Tips

How can you not stop to check out this post? Everybody is looking for the best of the best. If your blog has long-time readers they’d love to look back on the best of the best you have offered. If a new reader happens to glance at this headline they’ll be curious and a likely place to start when exploring a new site is the best you have to offer. Try writing The 20 All-Time Best [Your Hunting Blog Here] Tips.  I could use this myself a little more I think.

I could go on for awhile trying to list title ideas from using the Men’s Health lists, but I’m sure you could do a better job with them.

Take some time and try out this technique for eye-catching “key” words. I think it will help generate some great posts for you and your readers.

Keywords for Traffic

Finding keywords for your blog is important and for some reason also a little tricky.

As you start to accumulate blog content, you’ll start to see a slow gain in search traffic. You’ll see a lot of long-tail keywords (keyword phrases, questions, and some off topic phrases) generating traffic to your blog posts. Hopefully, you’ll also see some traffic from some general terms that really relate to your business.

As time has passed with this blog, I’ve noticed that I’ve been getting more and more traffic from terms and phrases that I target such as “hunting businesses”, “hunting blogs”, and “starting a hunting business”.

I’ve also noticed a lot of traffic from some unrelated terms such as “bon jovi” and “best country songs”. These keywords are some I didn’t intentionally set to target. They likely don’t generate long-term readers.

Some lessons I’ve learned from this include the importance of putting in some thought on what your blog and business are really about and remaining focused on writing blog posts strictly about those topics and related items.

It’s a fine line between writing about the same things all the time and trying to expand your blog post topics. The Bon Jovi post was a lot of fun to write, but I realize it might not have been great for search traffic or for gaining long-term readership.

I think it’s important to test new ideas and try new things for your blog posts. I won’t stop trying to reach readers in new and fun ways so you’ll probably see more Bon Jovi-type articles.

But I’ve also realized the importance of staying true to the focus of this blog Hunting Business Marketing.

For your own blog the basic concept to understand is to recognize what you, your hunting business, and your blog are all about. Think about the keywords, keyword phrases, and questions your readers search for on the Web and try to naturally write blog titles and posts about these topics.

Use tools like Google’s Keyword Tool and Wordtracker Labs Keyword Question Tool to see how much traffic your business-related terms are getting to see if there is enough interest to support your work.

Also continually watch your site or blog’s keyword trends and listen to what your readers are telling you.

Search and keywords aren’t difficult. You just have to focus on what your blog is really about and continually test and try new things to see what benefits your readers.

Keep your readers’ needs first and you’ll become a successful blogger over time.

Related posts on Hunting Business Marketing

10 Ways to Create Stunning Hunting Blog Posts

10 Examples of Remarkable Hunting Blog Posts: Part 8

10 Hunting Website Truths You Can’t Ignore

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Your Blog vs. The World: 7 Steps To Winning The War for Attention

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Is Traffic to Your Hunting Website Really What You Want?

What’s the best measure?

Tape Measure

image credit: aussiegall

Oftentimes the basic metric for a Website is traffic and/or page views.

It’s an important metric.

But should it be the most important metric for your hunting site?

Take a step back and ask yourself a few questions about what you’re trying to accomplish with your hunting Website.

Are you trying to get clients for your outfitting business?

Are you trying to generate eyeballs for the ads on your site?

How do you generate your revenue?

Traffic is the easiest Website metric for people to understand. It’s easy to convey to people that have Web knowledge and others who have less Web knowledge.

As long as you relate your traffic (Natural and Paid) to another site people are familiar with they’ll get an idea of how big your Website is.

Compete is a great site for showing traffic (unique visitors).

I should clarify that “traffic” often means unique visitors or page views.

But which one is more important to you?

It depends on the focus of your hunting business.

I’ve learned quite a bit about segmenting and individual customer focus at my job as a direct mailer (cataloguer).

It’s given me great insight into the world of what specific customers demand from companies as well as ways companies can determine how to promote and market each customer.

With this understanding…

Here are a few ways to determine…

What Metric is Best for You and Your Hunting Website

Outfitter/Guide

As an outfitter, the purpose of your Website or Web page should be to encourage your potential customers to call you so they can speak to you and learn more about the benefits of your outfitter service.

Your Website should also provide the functionality to allow users to request information through a contact form.

You could have a place for customer reviews.

There are many things (like a hunting blog with photos of trophies taken off your property) you could include on a hunting Website or Web page for your outfitting business.

So what are the metrics you should focus on?

I suggest measuring your success on the number of calls you get via the Web. Ask the customers that call you how they found your number.

Also, keep track of the number of messages you get from your forms.

Remember, the goal of your site is to generate leads to your business.

The key metrics are the lead generators.

Also keep track of how users are finding your site and look for trends.

As with any business it’s important to notice the patterns and trends of your potential customers.

You might find a need that is unfulfilled for your customers.

Maybe there is a popular search theme that isn’t being served for outfitters.

Keep track of the more detailed metrics along with the general traffic to your outfitting Website.

Hunting Social Network

In the last one to two years there have been a lot of hunting social networks to emerge. Some will be successful and others will go under.

Each site owner gets caught up in the potential of hunting online by the huge hunting statistics.

It’s easy to start a hunting social network these days.

A site needs to have a very valuable and unique service and product for hunters.

So what are the statistics that are important for the success of hunting social networks?

New users per day.

This is a big metric. And it’s important to track how each new user is acquired.

Did you pay for the user with some form of offsite advertising?

Did they find your hunting social network through a search engine?

Was the user referred to your site by a friend?

Once the user is signed up for your site you’ll have to track more important metrics such as how much time users spend on your site on average.

How many pages did they visit on your site (here we get into traffic again).

*Side Note*

All of these metrics do actually relate to traffic. This post is a way to segment each user in a more meaningful way than just traffic.

It’s important to understand the structure of a hunting social network.

Make sure your site provides an ease of transition between benefits such as forum posts, blog posts, photos in the gallery, etc.

Make sure to make it as easy as possible for each interested user to see as many (valuable…to them…note you) pages as possible.

Also make it easy for users to share the content on your network with their friends off the site.

These are all key metrics and methods for a successful hunting social network.

Hunting News/Information/Resource Source

I enjoy going to blogs on popular periodicals like Field & Stream, Deer & Deer Hunting, and Hunting Life. These sites provide the best hunting news on the Web.

So what key metric are these sites tracking?

These sites are getting back to the more organic form of traffic. These actually do depend specifically on traffic.

Very similar to newspaper and magazine subscriptions.

These hunting sites/resources depend on continual and repeat traffic for revenue.

News and resource sites need unique visitors and they need these visitors to come back to their site as much as possible and to stay as long as possible.

I am a fan of LewRockwell.com for its use of daily articles along with continuous updates from around the Web. They provide great content each morning as well as commentary on news and events throughout the day. I find myself visiting every morning as well as many times throughout the day.

Of course, for hunting news and resource sites it comes down to having the best content and commentary there is.

It’s a competitive market.

Hunting E-Commerce Site

Hunting E-Commerce is another area similar to the direct marketing industry. While E-Commerce is still in its infancy, there are some key metrics.

Most important is profit per acquisition. And not just profit per acquisition, but lifetime profit per acquisition.

It’s important to track the lifetime of your acquired customers and remember that while you may acquire a customer are a loss initially, their purchases over a year or two will become profitable for you.

Be detailed in this metric.

E-Commerce seems to be the area of the Web that has suffered the most from being blinded by the traffic metric.

Traffic and gross sales mean nothing without profit.

Segmenting and individual modeling are the only way to be successful in e-commerce.

Discrimination is good. You have to discriminate when it comes to e-commerce.

Otherwise you’ll lose money and spend all your time focusing on the wrong metrics.

Focus on profit.

If an acquisition avenue is profitable then expand. If an avenue is not panning out in the long-term then research other areas of Web acquisition.

Summary

Traffic is an easy way to get a glance at how a site is doing.

But in reality, it depends on the type of hunting Website you have to determine the best type of metric to measure your success by.

Ask yourself questions about your site and what your focus is.

What is the goal of your site?

What do you wish users to do?

What do users actually do on your site?

Determine how to best track your success and work to make it as efficient as possible.

Best of luck!

Related posts on the Web

How to Understand Your Audience: Data Collection & Analysis

Good advice for small business in 2009

SpeedBlogging: How To Write Better Posts In Less Time

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Keep Your Hunting Website Simple

Are You a Character? Become a Character, Become a Successful Hunting Entrepreneur

Why Hunters Use the Web

Hunting Outfitters and Guides: Get Valuable Traffic to Your Website

“Why is my website not getting any traffic from search engines?”

Frustrated

image credit: Evil Erin

Are you struggling to get valuable traffic to your Website?

Setting up your Website can be is frustrating.

You need search engine traffic in order to get your business in front of potential clients.

The trick is making sure your Website ranks high for the search queries your potential customers are searching for.

I suggest Google’s Search Engine Optimization Starter Guide (.pdf) as a place to start.

Google gives an example of a baseball card Website.

I thought I would create an example for a hunting outfitter or guide.

And focus on finding only on finding appropriate keywords in this post.

Bob’s Whitetail Deer Outfitter

Domain name: bobswhitetaildeeroutfitter.com

Focus: Wisconsin guided whitetail deer hunts

Website Size: Small, less than 10 pages

Website Focus

Bob is targeting clients who are looking for information about guided whitetail deer hunting in Wisconsin.

Along with following the SEO tips in Google’s Guide, you should visit Google’s Keyword Tool.

I thought about what Bob’s customers were searching for and I typed them into the search bar…(Advertiser Competition shows how competitive the paid ads are on Google for certain terms)

Click the image to view larger

Outfitter Keywords

You can see I typed in “whitetail deer hunting guide” and “trophy whitetail deer”.

Keywords Focus

Now, there are more popular search terms that you’re probably thinking of right now, but as Adam Singer points out in his post “A Blog Search Engine Optimization Strategy – Maximize the Long Tail“, you have very little chance of earning a top rank on a popular search term. So it’s better to focus on less popular terms.

Here, the terms have an average search volume per month of 1,900 and 390.

So these aren’t relatively popular compared to other generic terms, but these are very targeted and you have an excellent chance of ranking well once you’ve written your page content.

With this concept in mind and by taking into account the other keywords shown above, here is how Bob should write the front page of his Web site:

Bob’s Whitetail Deer Outfitter

We specialize in guided whitetail deer hunts. Our Wisconsin farm has many trophy whitetail deer. Each year, hunters on our ranch harvest beautiful Boone & Crockett and Pope & Young bucks. We have over 500 acres of prime Wisconsin hunting land. Hunting locations are strategically placed each year to ensure you have the best chance possible to harvest a trophy buck of your own.

Call, email, or visit us today to book your own trophy whitetail deer hunt!

We’d love to discuss more with you about your next guided whitetail hunting trip to Wisconsin.

Conclusion

This should give you an idea of how you can research keywords for your outfitting and guide business.

Use Google’s tools to make your Website visible to your customers.

The next time someone types in “whitetail deer hunting guide” into Google, will they find your Website?

If you have any questions or comments please leave them below.

Related Posts

A Blog Search Engine Optimization Strategy – Maximize The Long Tail (Adam Singer at TheFutureBuzz.com)