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2010-10-16 07:26:56
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Article by Bill P. Kelly |
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As a small business owner just getting started promoting their business though Facebook you will at some point be tempted to use Facebook Ads. These ads are an incredible way for small business owners to target very specific types of people in very specific areas at an affordable price. These are great, that is, if you take your time and learn how to do it properly. You want to be careful when you start out. Many, many small business owners spend far too much money at first and get very little for it in return.
For many it seems that these ads are just like the newspaper or phone book ads they are used to running. They figure I'll make an ad, send it out to thousands of people in my town and double business. Easy! So they do just that, make up one ad, order up thousands of ad displays and sit back waiting for the customers to come walking in the door or visiting their website page. This is not how it's done.
Internet surfers, especially Facebook users, are a picky bunch. They do not just click on any old ad that flips across their screen. You need to produce an advertisement that looks good, offers a product or service that your chosen demographic wants and display that ad to them at the right time.
The beauty of online advertising is the ability to test different ads to see which one produces the most return. Don't make one ad and blast it out using your entire monthly budget. Make a couple of adds offering different products or services and test them out on a small number of people for a small amount of money for a couple of days. Then look at your results. Did one ad get a significantly large click through rate than the other? That's the product or service to focus on. But you're not done yet.
Next take the "good" ad and create a second ad about the same product or service but with different wording, or a different picture or different colors. Now run the same small dollar test for a few days. Which one preformed better? See where this is going? This is often called A/B Testing or Split Testing. This process is critical, and I mean critical, for a successful online ad campaign of any size. If you decide not to take the time to go through a Split Test process then 99 times out of 100 you might as well flush your hard earned advertising dollars down the drain. Take some time and try it out because it works!
Visit http://www.billyirish.com for tips and tricks on website development and social media. Bill Kelly is on a mission to empower novice webmasters, small business owners and non-profit organizations with the ability to create and maintain their websites using WordPress and assist with their online marketing and promotion efforts.
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