Facebook Ads: Major Bang For Your Advertising Buck Part 6

September 22, 2010

The best way of testing the effectiveness of your ads is using what’s known as A/B testing with multiple ads.  This is where you use one ad and then make a duplicate of that ad that’s identical in every way except that it changes one variable (eg. the ad headline).  Pay very close attention to these tests and the results for each ad as this is the real nitty gritty data for understanding what makes your ads effective.

Use Squeeze Pages – you don’t want people clicking your ad, visiting your site, and then leaving.  That’s just a waste of money and many people will do this if you don’t capture their contact info on your landing page.  What you need to do is capture that person’s interest by having your ad link to a squeeze page.  The squeeze page has a single thing to offer (eg. foreclosure properties) and the visitor is either interested or they aren’t.  If your Facebook ad clearly states “Toronto Foreclosure Homes” and someone clicks it then you can bet if your squeeze page says the same thing that you’ll have a lot of people following through and providing their email address for receiving updates via email on this type of property.

Try Advertising Listings – one thing few (if any) of your competitors will be doing is advertising specific listings in these Facebook ads.  Virtually all of them will be advertising a type of property (eg. foreclosures) and linking to a squeeze page seeking your contact info.  Advertising a listing can get you pretty good bang for your buck if you’re very specific in the ad about what the property is.  There’s no reason for someone to click the ad if they’re not interested in that specific type of property, so you can bet you’ll get better prospects than having an ad for foreclosures as with those properties you often get a lot of dreamers who never take action.  It doesn’t even have to be your own listing.  It can be a home in your farm area you want to become known for (eg. luxury homes) when you want to move up to dealing with more expensive properties in your area.  Also consider advertising your Just Sold homes in the same way.

Experiment With Your Pay Per Click Rates – you should understand how Facebook charges for each ad click because what you pay isn’t the same amount at any given time.  What you pay for each click depends on what other advertisers vying for the same demographic audience at that date and time are willing to pay for their clicks.

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