4 Tips to Nearly Double the Performance of your Facebook Ads

Looking to make your Facebook promotions more effective? Facebook advertising, thanks to its highly targeted nature, can be one of the most effective ways for you to kick-start your promotion and ensure its success. Here are simple tips (some of which we learned directly from our meetings with Facebook) for how to improve the performance of your Facebook advertising. These are simple tips, but in some cases they can help you to almost double the success of your Facebook ad campaigns!

1) Ads Targetting Friends of Fans Double Your Ad Performance!

We learned from Facebook that the often overlooked ‘advertise to friends of your fans’ feature performs significantly better in terms of brand lift than regular Facebook ads. Why? If you advertise to the friends of your fans every single person viewing your ad will see that someone they know is already a fan of your brand (for example, if my friend Sally Baker is a fan of Bob’s Burgers the message ‘Sally Baker is a fan’ will appear beneath the Bob’s Burgers Facebook ad when I view it). As has been demonstrated many times before, people respond best to personal brand and product recommendations from their friends (in fact, a recent study by Morpace Research found that approximately 68% of Facebook users said that a positive Facebook friend referral would increase their chances of purchasing a product or visiting a retailer), so if every person viewing your ad campaign sees that at least one of their friends is associated with your brand the response will be dramatically higher. Now, you might be thinking ‘I only have 100 fans – if I advertise to friends of fans I won’t reach anyone’ – but keep in mind that on average each Facebook user has 130 friends. So if you advertise to friends of your fans and you have 100 fans you will be able to reach 13,000 of their friends. If you have 10,000 fans you’ll be able to reach 1.3MM of their friends!Additionally, a recent study by research and consulting firm Morpace found that approximately 68% of Facebook users said that a positive Facebook friend referral would increase their chances of purchasing a product or visiting a retailer. That is a very convincing statistic to support the effectiveness of advertising to friends of your fans.

Advertising to friends of fans is easy. When you set up your ad campaign on Facebook just select the “Target users whose friends are connected to” option (see screenshot below as an example).

Click to enlarge

2) Keep Users in Facebook for Best Results

While you can use a Facebook ad to point to anywhere on the web, your advertising will be dramatically more effective if you point to something within the Facebook site, like your Fan Page. Imagine yourself in the shoes of a user– you’ve come online to engage with your friends, profiles, photos and feeds and have become interested in an ad. But once you click, you’re removed from your Facebook experience and taken somewhere completely outside of it. Unless the new location you’ve come upon is especially compelling, or in some way satisfies the experience you came to Facebook to achieve, many users will immediately drop off the advertised site and return to Facebook. If, on the other hand, you point your Facebook ad to feature something within the network, the user is far more likely to engage with it. Many Facebook advertisers make the mistake of directing their ads to landing pages that have been optimized for Google AdWords, not Facebook. Even if you’d rather direct consumers outside of Facebook, keep in mind the reasons they’re in Facebook in the first place and direct them to a landing page that is consistent with the fun, social, authentic and engaging nature of Facebook.

3) Targeting “Likes & Interests” with Facebook

Facebook ads enable you to target consumers according to highly specific demographic and geographic information. But why stop at age groups, location, or gender? You can make sure that your ad only displays to people who have explicitly stated somewhere in their profile that they share a particular “like” or “interest” that aligns with your ad.

For example, in setting up this sample ad for the Chocolate Bakery not only can you target US females between the ages of 25 and 55 (the target demographic for the Chocolate Bakery), you can also target people who list the following ‘likes’ in their Facebook profile: “chocolate cake,” “fudge,” “cookies,” and “chocolate”. Facebook shows that over one million users fit this very specific set of criteria so that’s one million sets of highly targeted eyeballs to potentially reach with your ad!

Click to enlarge

Click to enlarge

4) Brick and Mortar Business? Get Local with your Advertising!

If you have a business that is in a brick and mortar location or primarily serves customers from a certain region, you can drill down to very specific location targets with Facebook advertising. You can even get as close as a 10 mile radius of your city! Now that’s localizing.

Click to enlarge



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10 Responses to “4 Tips to Nearly Double the Performance of your Facebook Ads”


  1. 1 Matt April 21, 2010 at 1:30 pm

    Makes alot of sense, and we use this regularly. We have found, a lot through trial and error, that utilising the ‘friends of’ and localising ads have worked better.

    We run a small Hervey Bay limousine and wedding car business called essence limousines. Hervey Bay is a regional area consisting of around 60 000 people. so localising our ads makes alot of sense. On the other hand we also advertise in other areas but use a different offer or incentive.

    Having this definition of our viewers avoids people getting hyped about an offer only to find they can’t take advantage of it because they live too far away.

    My advice to anyone trying it for the first time is to play around with different settings/regions/keywords, and utilise the stats section to see what works best.

  2. 2 Jeff McNamee April 21, 2010 at 9:01 pm

    Great info,

    learning how to laser target will always get the best ROI. There is so many possibilities with targeting on Facebook, if you think outside the box enough the money will roll in!

    I’d like to see some case studies with Facebook ad reporting and how to effectively read it and then utilize it Geo targeting and even digging deeper to interests ect..,

    • 3 Maya Grinberg April 22, 2010 at 9:18 am

      Hey Jeff,

      Thanks for your comment! Those case studies would be useful for sure! Keep an eye out, and if you find something good, share it here! 🙂

      Best,
      Maya

  3. 4 Hasan Luongo April 21, 2010 at 9:43 pm

    simple but true, utilizing social feature of friends of is really unique and valuable difference that fb offers. Driving the click to your page within fb makes sense as well, but can you just point to your main page or is it possible to point to something like a photo album of products pics?

    • 5 Maya Grinberg April 22, 2010 at 9:45 am

      Hi Hasan!

      Thanks for writing in– I do believe you could point the ad anywhere, even deep inside your fan page to a specific tab URL. Good luck! Let us know how it goes!

      Regards,
      Maya

  4. 6 belliott April 21, 2010 at 10:43 pm

    Thanks for the information. I have recently started a fan page for our business and I’m very interested in learning as much as I can about advertising in Facebook.

    • 7 Maya Grinberg April 22, 2010 at 9:50 am

      Hey Belliott,

      Thanks so much for writing in– we really appreciate the feedback we get from our readers– gives us the knowledge of whether you like what you’re reading or not!

      Have a great day and best of luck with your fan page– check out what you can do with it by launching a social media marketing promotion with Wildfire! (http://www.wildfireapp.com/tour/promotion_types)

      Regards,
      Maya

  5. 8 Ryan B April 22, 2010 at 7:02 am

    I have a quick question.

    When creating a Facebook Ad, I’m not seeing the “Connections on Facebook” section.

    Am I doing something wrong?

    Your help will be kindly appreciated.

    Regards.

    • 9 Maya Grinberg April 22, 2010 at 10:07 am

      Hey Ryan,

      Once you begin creating your ad, the “Connections on Facebook” section is all the way at the bottom of the page, after “Education & Work”. Hopefully that helps!

      Have a great one,
      Maya


  1. 1 4 Ways to Advertise and Seed your Campaign on Facebook « Wildfire … | Blogavert Trackback on April 19, 2010 at 11:25 am

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We are a group of innovative developers, designers and marketers with a passion for creating a social media marketing platform that helps companies & agencies to engage the millions of social network users. Our platform allows you to easily grow and cultivate your fans & followers.

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