12 Facebook Lessons: Part 3: Advertising
In Part 3 of the Facebook lessons series I’m going to be sharing three thoughts on how you get the most out of advertising on the world’s most populated social channel. We know that every type of person can be found on Facebook, from pretty much anywhere in the world; the challenge is how you reach them through Facebook job ads, because conventional thinking doesn’t really work on Facebook.
The big difference is the opportunity to really tailor your job ads to your target audience, and basic content, images, and text to small groups according to your target audience. I consider this marketing to an audience of one, using PPC (pay per click) or CPM (cost per thousand impressions). Where PPC or CPM links to a page within Facebook, rather than a web page outside of it, the cost per click is significantly reduced. Where the target audience is less than 1000, a CPM campaign often proves beneficial in pricing terms because the pricing algorithm has trouble matching inventory. (Kudos to Dennis Yu of BlitzLocal for this gem!)
Whilst some have questioned the effectiveness of advertising jobs on Facebook, the growth in total advertising spend from $740MN in 2009 to $5.06BN in 2012 illustrates the confidence advertisers have in the channel.
1: Purpose of Facebook advertising:
The following data is according to extensive research conducted by media agency Social Fresh, in which 347 active Facebook advertisers completed a survey. Respondents were asked what they were looking to achieve from their advertising. The top four answers are as follows:
> 61% – Brand awareness
> 53% – Audience growth
> 44% – Conversion
> 35% – Engagement
(The data shows the % of respondents who ranked the reason as “always” or “often.”)
It is interesting to note that brand awareness and audience growth ranks ahead of conversions or sales. Whilst the survey is not recruitment specific, I think it is interesting to note the similarities with the reasoning behind effective recruiting ads, to raise awareness of the employer brand. (In order to bring potential candidates to the career or community page, where they can view jobs when they are ready, and make applications.) Larger numbers of tailored ads, refreshed and changed every 2 days, aimed at a small number of targeted users, brings about the best results due to personalized targeting. This can be considered taking a sniper approach over a shotgun strategy.
2: Ads need to be visual
The image used in a Facebook ad is far more important than the text when it comes to attracting clicks. It is important to base the image on the interests of the fans you are targeting to bring to your page. Testing different images and headlines can make a significant difference in terms of click throughs. Test a minimum of 3 images per ad, and 3 different headings per ad, to find the one that works best for you, and change the ad copy every 2 – 4 days. Remember that Facebook is very much a visual channel. The more relevant to the interests of your target audience, the more effective the ad.
3: Sponsored Stories.
The most effective ads for click through rates and engagement are Sponsored Stories because they are content rich, fit into a users stream, and visible by mobile. Sponsored Stories are promoted by those who are fans of your page. The most effective way to build on your existing fan base is targeting your fans, and the friends of fans. You can set the targeting around interests, colleagues, location, languages etc., or any of the data on a Facebook profile.
These are 3 tips for Facebook advertising. You can populate your page and encourage engagement and interaction with an investment in Facebook advertising. If you build it, they won’t come, but if you reach out to your target audience by relevant, targeted, and tested advertising will make sure the right people get to see your page.
This post was written by Bill Boorman