Facebook Advertising can be an effective way to acquire quality customers
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…
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
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.
Click for sharper images
Facebook Ad Manager
Click Create Ad
1. Design Your Ad
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.
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 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.
I added the logo here. You can include your logo or any other relevant image.
You can choose the location you would like to target.
Depending on your business, age may play a part in your ad targeting.
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.
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
I’m going to call this campaign Hunting Business Marketing.
My Daily Budget is going to be $10.
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.
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.
Once your information is all filled in you can create your ad.
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.
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)
To track the results of this ad campaign, let’s go back to the original objectives:
1| Additional traffic
3| RSS subscribers (long-term readers)
4| A new Member
After a few hours you will receive an approval.
Now comes the fun part!
Check out the analysis of the campaign on your Ad Manager screen.
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
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.
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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