Looking to dip into Facebook advertising? Don’t plunge in without reading these 3 basic principles first. It might just save you and your business a lot of time and money.

 

1. Craft a Fitting Media Plan Strategy

Small to medium businesses often find themselves in a creek without a paddle when they try to do a Facebook Ads campaign that has no proper bidding strategy and budgeting plan. And oftentimes, they might not even know they’re making huge mistakes. This usually happens when companies decide to DIY instead of hiring an expert. Facebook ads can be very effective, but only if used correctly. Otherwise, you might as well flush your cash down the drain.

DIY

Without proper planning, you might be spending too much for what you are getting. At worst, the campaign might totally miss its mark.

What Can You Do:

For those who want to do their own campaign without professional help, you’re in luck. Facebook has a tool called Optimised CPM that basically helps you get the most bang out of your budget. They’ve created this tool because they know that explaining the finer points on budgeting, audience targeting, CPC (Cost Per Click), and CPM (Cost Per Impression) can be like explaining scientific facts to a climate change denier – nigh impossible. But just a caveat: big campaigns should not be done without the guidance of a professional. Optimised CPM can only do so much.

 

2. Create a Landing Page for your Ad

There are only a few campaigns that link their Facebook ads directly to their site without a landing page. And there’s a good reason why. Landing pages are vital for user education, thus creating a higher conversion rate.

If your audience clicks on your ad and gets to your page without knowing exactly what to do, they won’t sign up, buy your stuff, or whatever it is you need them to do. It’s just common sense. Also, landing pages can be the best tool to capture data that would help your campaign be better.

 

3. Know Your Audience

Of course this same rule applies even to traditional marketing. But with Facebook ads, you have a very powerful tool called Audience Insights. Here you can find out so much about the demographics you are targeting even before you blow your budget on your first ads set.

Audience

Instead of fumbling around unknown territory, you can now find out what your market is like through data taken from your page’s current audience. This will also help you create several tailor fitted ads on different demographics or sets of audiences. You will also be able to further optimise (using test ads) in the future, making your campaign even more powerful. So don’t waste your money by breaking this rule.

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Sources:

Facebook is cracking down on clickbait – headlines that hold back, exaggerate, or skew information to make the audience more curious. They’re rolling out another algorithm that’s going to make sure these types of posts disappear from newsfeeds. And why shouldn’t they? Clickbait is like the sleazy salesmen of net. It promise one thing but actually gives you something completely different.

Facebook can now detect clickbait based on how posts are worded. By classifying as much clickbait titles as they can find and feeding these into their algorithm, they’ve formed scoring system that rates clickbait headlines and filters them out.

So be wary if you’ve got headlines similar to these examples (taken directly from Facebook):

Clickbait 1

FB sample 1

Since the algorithm uses a scoring system, there will be varying degrees of punishment. Those pages that post clickbait ALL the time will be penalized more severely than those that only post them every now and then. But how exactly does Facebook penalize you? If you posts clickbait titles 24/7, all your posts will reach less and less people.

Facebook says it won’t affect people too much. However, if they say that it won’t affect many people, the chances are, it actually will. We all know that they want brand pages to pay to play. This has mostly affected smaller social “news” and entertainment publications. Some pages have already reported from up to 50 to 90 percent less traffic.

Clickbait IRL

How To Adjust?

The 3 main tenets of Facebook’s anti-clickbait algorithm are:
1. Don’t withhold important info from your title.
2. Don’t over exaggerate information in your title.
3. Don’t skew or slightly alter the information in your title to make it more interesting than the article.

But aside from following these warnings, here are more ways you can avoid clickbait penalties and get more organic reach for your posts.

Less Self Promotion and Selling
Are you promoting your own brand or product through your Facebook posts 24/7? It’s time to stop. This was never a good practice on social media anyway. Not that you can’t do self-promotion. You can, but only in small amounts. The same is true for selling, trying to get your audience to sign up email lists, etc. The most important thing is to provide value to your audience. Whenever you’re writing a post ask yourself the following questions:

Self promotion

– Does it provide true valuable information without omitting or distorting important details?
– Will my audience find it entertaining?
– Will it engage people and encourage them to comment, or share it?

If you could do all of these without having to wag your brand on your audiences faces, then your good. But if not, then don’t. Remember, if you spend more than half the time trying to get something instead of trying to give something back, no one’s going to stay interested.

Audience Engagement: Listen and Respond

Social media has always been, social. But for some reasons, brands and businesses forget this and focus on traditional marketing. By this we mean a one way communication style where a captive audience is shown ads. This is not how Facebook works. And now that the anti-clickbait algorithm is going full swing, brand pages need to remember that engaging one’s audience is the key.

Having a sincere connection with your community will help it strengthen and grow it. If you can set aside the urge to sell all the time, you’ll reap the rewards of an active audience who you can learn from, who will spread trust and goodwill for your brand, and who eventually will convert.

Yes, Facebook may sometimes feel like it swipes the rug from under us, but there are ways to adapt. And this is a good thing in general. Because if everyone gets tired of the spamming Facebook posts, then we won’t have an audience at all eventually.

Sources:

techcrunch.com/2016/08/04/facebook-clickbait/

www.facebook.com/facebookmedia/best-practices/click-bait

www.outbrain.com/blog/2016/08/facebook-clickbait-impact.html

smallbiztrends.com/2015/07/facebook-algorithm-change-2015.html

www.outbrain.com/blog/2016/08/facebook-clickbait-impact.html

 

Website Analytics like Google Analytics can be very useful. It can tell you many things. Data can tell you where you are failing and give you clues to why you are failing. It can provide you ideas on what your company needs to adjust to grow your site. A deeper understanding of your site’s data can even help you uncover opportunities that can be very profitable for your business.

The importance of actively analyzing your website’s analytics cannot be understated. This is most especially true for small businesses. While your traffic might be small at the onset, the insights that you glean may help you grow your traffic slowly but steadily. As in any business, while overnight success is not guaranteed by studying analytics, steady progress is the key for longevity.

Check out the 5 quick win tips we have on data analytics below:

 

check for pages

Check for Pages with High Bounce Rates

What is a bounce rate? In simple terms, it is the rate that users open a web page and after a short view of the page, almost immediately, leave the site. This usually means that there is either something wrong with the page, or the page did not deliver what was promised to the visitor in terms of content. It is in, layman’s terms, when a user “sees a page, pukes and leaves”.

Filter the list oh high bounce rate pages, investigate why and update these pages. Check for issues of slow-loading, HTML-code issues, large images, non-compatibility to mobile devices, or simple UI issues. Each page will have an issue, no matter how small. Fix each of the issues.

 

Find Referring Traffic Wins

Referring traffic shows where your site gains the most attention. Find out which website provides you the most ‘free’ traffic and try to deepen the relationship with them. You can offer to advertise on their sites or to also provide them free referral traffic by posting a link back to their site. Nurturing this list of sites that support you can be very profitable in the long run.

 

popular search

Popular Search = Content Win

Open up your “Search Keyword” data menu and find out what people are looking for on your site. Popular search terms shows you data on what users need to find or want to find. If you are already providing the content for them, consider creating more content for the popular topics. If they are not yet found on your site, consider building pages for them.

 

Set-up Goals

Tracking Goals will give you an overall picture on the success of your site. You can create simple goals like visits to the contact us page, download a piece of content or sign-up to a newsletter. If you own an ecommerce site, make sure that you are tracking each successful sale made on your site. It often is the single most important data that you will need to look at to determine the health and progression of your online presence.

 

google analytics

Integrate your Google Analytics with your Google Adwords Account

Get a bigger picture of your data by integrating your Google Analytics with your Google Adwords account. While you may not be using this at the moment, linking both Google tools will give you a bigger picture of customer behavior on your site when you start paid advertising on Google. Specifically, you will be able to have insights from analytics to manage Adwords campaigns, and ultimately, optimize the performance of your online business.

You can find out more info on how to link Google Analytics and Google Adwords here: https://support.google.com/analytics/answer/1033961?hl=en

 

Data is not Insight

In Net Fusion Technology, we believe that data is nothing without insight. Small businesses need to take advantage of the power of Google Analytics for their site and their business. If you are unsure on how to go about with this, contact us. Our team has the capability to help you find the nuggets of wisdom from your analytics data.