Creating effective targeted Facebook ad campaigns

Facebook advertising is something that I have been using more and more for my store and my online businesses recently. The reason being is the very targeted nature of the advertising, for example if you are a golf store selling golf equipment you can target people who have an interest in golf. One strategy I deployed quite effectively using Facebook advertising was to advertise my website through Facebook, then when users clicked onto my site I used an Aweber email sign up form that appeared in the form of a lightbox on the site.

A lightbox is basically a sign up form that pops up onto the page and darkens out the rest of the site out after a number of seconds. I offered a discount on my products in return for their email address. The user then provides their address and I send an automatically generated follow up email via Aweber to make the sale. This was an incredibly effective and quite inexpensive strategy, with clicks only costing on an average $0.08 . I could get up to 60 clicks from unique users per day translating into 2 – 3 sales per day by spending only $5 per day on my Facebook advertising. Setting up a Facebook ad campaign is quite straightforward and is the final task in the Profit Plan.

To give you an idea of how much of a budget to set and to manage your sales expectations I would like you follow this formula as a rule of thumb. Firstly step into your campaign, what do I mean by this, well start off with a small experimental budget of let’s say $8 per day promoting your website. Assuming an average of $0.08 per click this will give you 100 clicks a day 700 clicks per week, it will also mean that you have spent no more than $56 in advertising in your first week.

Don’t go in all guns blazing and set a high budget at the start of the campaign, we may need to adjust the price of our digital product if we are not achieving the sales as expected. You can also adjust your target audience to include different interests, age categories etc. Keep accurate records of what you are doing so that you know what works and what doesn’t.

chart and pen

Gradually tweak your budget, the sales copy in your ad and the interests that you are targeting. Pay attention to what is working for you in order to maximize your sales. Don’t give up if you don’t achieve the sales numbers I have set out in this chapter straight away, they are only indicative.

However you shouldn’t give up without first tweaking the parameters available to you. I had a business owner once say to me I offered a 50% discount on “Facebook” for my product and I didn’t get one sale out of it, I didn’t bother doing “Facebook” offers anymore after that. I said to him did you use good sales copy in your ad? Did you target your audiences’ interests correctly, how long did you run the campaign for, did you try using different ad with different sales copy, did you adjust your budget. As you can see from that example he didn’t fully utilize the options that were available to him through Facebook advertising.

I am going to assume that you have a Facebook account and that you are somewhat familiar with Facebook. I am also going to assume that you are not that familiar with advertising on Facebook. OK, if you haven’t set up a Facebook account by now, please do so. Please also don’t get side tracked looking at your friends Facebook pages or looking for the perfect picture of yourself to put up on your page.

I started off with only business Facebook pages and didn’t actually have a personal Facebook page. It was only when Facebook made it mandatory that you had to set up a personal page to operate your business pages that I actually set one up. All it has is my name on the page, again I don’t want to waste time or get sidetracked from what it is I want to achieve and that is to promote my digital product website not what I will be doing at the weekend.

I also advise you to set up a Google Analytics and Webmaster Tools account, both will provide important stats on how your site is performing. One important stat to pay attention to is the length of time users are actually spending on your site. A lot of people are surprised to learn that it can take only 7 seconds for users to assess your site and decide if they are going to make a purchase from you or not. This is the importance of using key elements from popular sites already in your niche. Users have a certain expectancy level of what they expect to see from a site in your niche.


About Author

Written by dpplan1

Dan Cole is the owner of a number of successful golf businesses in Ireland, including Indoor Mini Golf, Cole Golf and Garden Golf. The experience gained in running these businesses, particularly the development of Cole Golf and the Cole Golf website. was developed against the backdrop of one of the most the severest of recessions experienced in recent times.

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