How to Identify Your Target Audience on Facebook

Are you looking to grow your Facebook Page? Do you want to draw people to your Page but don’t know where to start?

One of the first things you need to do is identify who exactly it is that you want to like your Page, and here’s the kicker – “everyone” is not always the right answer.

If you have a niche Facebook Page, your content might not be for everyone. Identifying your target audience on Facebook will make your Facebook ads worth your time and money. Instead of trying to reach everyone, your ads will get seen by the right people who will most likely be eager to hit the Like button.

With so many targeting options available on Facebook, it can be overwhelming to narrow down the selection and choose the right interests and demographics. Here is a guide to help you pin down your target audience and find them on Facebook

Identify Your Target Audience

Before you can go searching for your target audience on Facebook, you need to figure out what exactly that target audience looks like. If you’re selling a product or service, you’ll need to develop your buyer persona. If you run a niche fan Page, you need to learn more about the people who will be interested in your content.

Use these steps to learn more about who your target audience is:

1. Create your Facebook fan avatar.

Get clear on who you’re trying to serve with your Facebook Page. It’s better to target someone who is genuinely interested and needs your content versus trying to serve everyone on the face of the Facebook planet.

When trying to identify a target audience, it helps to narrow it down to one specific person in your mind. Answer the following questions to create your ideal Facebook fan:

  • Where does this person live?
  • What is this person’s gender?
  • What are their interests?
  • What are their online habits?
  • What types of content do they engage with online?
  • What kind of income do they have?
  • What is their education level?

Write down as many characteristics as you can to visualize the one person who represents your target audience.

2. Identify your avatar’s pain points.

Consider the biggest problems your Facebook fan avatar faces. Your product, service and Page content may be able to help solve multiple problems among your audience. Take some time to think about the following questions:

  • What keeps your avatar up at night?
  • Why is this so important to them?
  • What might they have tried already?
  • What keeps them from succeeding?
  • What are their dreams and goals?

3. Determine the main benefit your Facebook Page delivers to your avatar.

Whether it’s entertaining content that gives them a good belly laugh in the middle of the day or a product or service that enhances their life, get clear about what it is you aim to deliver to your audience. Doing so will help you find the right people and make them see that your content is just what they need.

This information gives you a better idea of what your target audience looks like. Now let’s take a look at how to find them on Facebook to better target your ads.

Find Your Target Audience on Facebook

Now that you know what your ideal Facebook fan looks like, here are a few ways to find out his interests, how he uses Facebook and how you can target him (or her).

1. Facebook search

Okay, so you’re not going to have an exact name for your avatar that you can go type in the search box and find out everything about him – audience targeting is not that easy, (or creepy!). But you can find out more about his interests by plugging what you know about him into the search box.

Here are a few suggestions to type in your Facebook search box:

  • Favorite interests of people who like [insert your niche]
  • Pages liked by [your avatar’s occupation] who live in [your avatar’s location]
  • TV shows liked by people who like [TV show your Page is about]
  • Pages like by fans of [your niche]

Pages liked by people who like cross fit - finding your target audience on facebook

Get specific, including gender, age, location and as many details as you like. Your results should spark some ideas for what to include in your ad targeting.

2. Audience Insights

Audience Insights in your Ad Manager tool will give you tons of details about your target audience. In the Interest field, add an interest related to your niche. The results with show you:

  • Demographics: men vs. women, age groups
  • Page Likes: See what other Pages they like.
  • Location: cities, countries and languages

Audience Insights to find target audience on Facebook

It’s fascinating to see how much information you can get just from adding in one interest. Layer the search query even more by adding other elements, like Education, Relationship Status and more.

Bonus tip: While you’re in Audience Insights, take note from the Interests autocomplete feature. Type in an interest and see what else Facebook suggests. This can give you some new ideas for targeting your audience. When you see something you think fits, add them to your targeting options.

Interest automation to find target audience on facebook

3. Interests Suggestions

Audience Insights also has a Suggestions tab to help you see what related interests to target. Simply type in an interest of your niche in the Interest box and click on the Suggestions tab to expand your targeting.

Suggestions to find your target audience on facebook

Time to Implement

Now that you know how to narrow down your audience and how to find your target audience on Facebook, it’s time to get to work creating ads and growing your Facebook Page! Check out this post on How to Grow Your Audience with Ads for Page Likes for more guidance on completing your ads. Good luck!

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What helps you identify your target audience? Let us know by leaving a comment!

Facebook Page ROI for Businesses and Bloggers

Do you run a Facebook Page to market your business? Do you have a monetized blog associated with your Facebook Page? Bloggers and business owners succeed from creating Facebook ads that funnel traffic through to their website or blog. If you’re spending time and money on Facebook ads, it’s crucial to measure your Facebook Page ROI – how much you’re spending for each user who clicks through to your website from your Facebook ad.

In this post, we’ll show you how to evaluate the traffic your ads are driving to your website and give you a few free tools to measure your progress.

Free Tools to Measure Business Facebook Page ROI

Earlier this week, we talked about using Facebook Insights to measure social ROI from your Facebook ads. This free tool offered by Facebook is a great feature to understand what’s happening on any type of Facebook Page. But if your Facebook Page is a marketing tool for your business or blog – in which your main goal is to funnel traffic through to your website – take advantage of the following free tools for business-specific goals.

Google Analytics

Google Analytics will help you measure how the engagement with your Facebook ads impacts your business or blog away from Facebook. By measuring the traffic that ads drive to your website, you’ll see how well your campaigns are paying off.

Google Analytics URL tagging is a way to track how effective ad campaigns are in driving traffic to your site. You can build URL tags from Facebook and view the results on Google Analytics.

Google Analytics URL Builder

Facebook allows you to build a URL tag directly in your Facebook ad. To do this, access the Google Analytics URL Builder. Simply fill in the information – your website URL, type of ad, campaign name, and campaign medium – then click Create URL. The Google Analytics URL Builder then generates a unique URL. Use this link for your Facebook ad campaigns to track which traffic is coming from your ad.

To view the results from your URL tags, access Google Analytics. Click Acquisition > All Campaigns. View the overall campaign stats and then click on the campaign name (step 3 in the screenshot below) to view a breakdown of your Ad Sets for that campaign.

Google Analytics Campaign Analysis

This shows you how many visitors are finding your website from your Facebook Page or from anywhere on Facebook. You can see how long those users stayed on your site and whether they visited any other pages. Google Analytics helps you see not only if you’re getting cheap clicks, but how engaged your audience is when they click through to your website.

You can check out our full guide on using Google Analytics to track Facebook link performance here.

Bit.ly

If you use Bitly to shorten links to your website and keep them consistent across all social media channels, you can measure the click-through rates through Bitly’s free analytics tool. BitlyOneView is a feature that shows you how your content is performing across Facebook and every platform you share the link on.

In your Bitly dashboard, you can track the incoming traffic in real-time from your Bitlink and compare organic content to paid traffic to measure your Facebook Page ROI.

Bitly Oneview for Facebook Page ROI
via Bitly

 

Social Mention

While this tool doesn’t measure a conversion rate exactly, SocialMention shows you how your marketing efforts are paying off in getting your brand known. As a business or blogger, getting your Facebook Page, brand, or website referenced by other influencers and loyal customers/followers is important to marketing success. SocialMention is a tool that gives you insight as to who is mentioning your brand – and the general sentiment of the mention – on Facebook and other platforms.

SocialMention allows you to set an RSS feed, email alerts, or add a real-time widget to your website. You’ll be able to down load a CSV/Excel file to evaluate the results.

social mention for Facebook Page ROI

 

These tools are cost-effective options for measuring your business’ or blog’s Facebook Page ROI. Google Analytics and Bitly will help you evaluate how well your ads are working, and SocialMention will show you how well your brand is becoming known.

Measure the results for any post you promote on Facebook, and you’ll get a better idea of which ads are most effective for website traffic. The more traffic that comes through to your site, the higher potential for sales.

[ecko_contrast]Want to grow your Facebook Page reach and get more traffic to your blog or website? Join FPTraffic and let’s do it!

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Do you use any of these tools to measure your Facebook Page traffic ROI? What stats do you measure? Let us know by leaving a comment!

How to Measure Facebook Page ROI

If you’ve been spending money on Facebook ads or boosting posts, measure your results to see how well your ads are paying off. It can be difficult at first to tell whether the results are worth it, but Facebook’s free tools make it easy to crunch the numbers. In this post, we’ll show you how to measure and analyze Facebook Page ROI so you can see which ads are worth running again.

Facebook Insights for Facebook Page ROI

New Facebook Page owners may be hesitant to spend money building their audience. When you create ads for Page likes the right way, you can easily make your money back by monetizing your large new audience. At first, it’s hard to determine if the number of likes you get from running an ad is worth the money spent.

At first, it’s hard to see if the number of likes you get from running an ad is worth the money spent. Page likes don’t come back right away as dollar signs. Remember that social media is about building long-term relationships and connections with Page fans. These Page likes are your prospects, your future customers. Spending money to establish an audience is part of the strategy when the goal is to make future sales.

To make a decent income from your Facebook Page, we always say that 10,000 Page likes is a good number to shoot for. Your number may be lower depending on your goal or the product or service you’re selling. In any case, paying for ads will help you reach your target.

Maybe you have the audience, but your Page is lacking in engagement. Boosting posts or creating ads for likes, shares, and comments is also a great way to raise your engagement rate and get people excited about your Page.

Whatever your objective is, you’ll enter it when creating your Facebook ad. Then you can measure your Facebook Page ROI based on your objective.

marketing objective to measure Facebook Page ROI

Facebook Insights

Facebook’s free tool, Facebook Insights, helps Page owners understand what’s happening on their Page. You can see how many likes your Page receives in a week and how the numbers compare to the week before. Facebook Insights also shows you how many likes, shares and comments individual posts receive.

We have a complete guide on using the Facebook Insights feature, which you can check out here, but for this post, we’ll look at how you can use the tool to measure your Facebook Page ROI.

To access Facebook Insights, click Insights in the menu at the top of your Facebook Page.

Facebook Insights

Then, click Likes in the left menu to see your recent likes. You’ll see a graph for Total Page Likes as of Today and a graph for Net Likes. You can break down the Net Likes graph to view how many likes were organic and how many were paid. Compare the paid likes to the ads you have running to evaluate how well your add is contributing to new likes.

Net Page Likes on Facebook Page Insights

You can also measure the reach from boosted and promoted posts. Click Posts in the left-side menu to see all posts and individual stats on reach, post clicks, likes, shares and comments. Review how much reach and engagement is paid versus organic.

Compare the results of your ads to the money you invested in them to evaluate your Facebook Page ROI. For example, if you spent $10 on an ad for Page likes and it receives 300 likes (300 divided by 10), you’re getting 30 likes for every dollar. Compare this to how many likes you accrue organically to determine if your ads are effective and which are performing the best.

Use Facebook Insights to Determine Your Marketing Strategy

Analyzing your Facebook Page ROI can help you plan for future ads and boosted posts. Take advantage of Facebook’s free measurement tool to see which ads are worth your money. Remember, the likes you get on your Page are your fans and future customers.

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How do you measure your Facebook Page ROI? What stats do you measure? Let us know by leaving a comment!

How to Create a Community Around Your Facebook Page

Are you looking to make an impact on people with the message of your Facebook Page? Do you want to bring people together with your chosen niche?

Whether you’re looking to inspire, educate or entertain, creating a community around your Facebook Page is a great way to expand your reach and engage your fans. The more your Page sparks discussion, it begins to feel like a place fans want to come back to and hang out at. They start to feel comfortable and understood there.

What are some ways to build that familiarity on your Facebook Page? Here are a few tips to grow your community.

Use Your Facebook Page to Build a Community

Your Facebook Page is where the attraction starts. You lead fans in with valuable content that resonates with them, and pull them into the discussion. Here are a few ways to keep them engaged even further:

1. Create a Facebook Group

In addition to Facebook Pages, Facebook Groups are a great way to reach your fans and develop relationships. With a Facebook Group, readers may even be more likely to see your posts. If the user is engaged with your Group, they’ll receive notifications when you post in it, whereas they might not catch all of your Page posts in their News Feed.

The purpose of a Group is to provide even more value to your fans. Groups are especially purposeful if you’re selling products, courses or services, because you can offer a place for customer service, testimonials and discussion.

Since Groups are more private than Pages, this is a place where your audience should feel more safe and comfortable. They can interact with other like-minded people who share the same interest in what your Page offers.

This is a great place to spark discussion. Keep the engagement level high by sharing prompt posts – posts that prompt your users to start talking. Try asking people to share what their favorite product, character, episode, etc. may be. Share relevant news or helpful articles in your group that you don’t share on your Page. These posts get people talking and interacting with each other – thus, community is being built!

Group post

Not sure if a Group is right for your Page? Check out this post on whether you need a Facebook Group.

2. Broadcast frequently with Facebook Live

Facebook Live is helpful for your Page in so many ways, community building being a huge benefit. Going Live allows users to see your face and get familiar with who you are behind the screen. Not only do they get a better sense of who you are, but it’s a great way to get engagement going.

You can offer do answer questions in a Facebook Live broadcast, encouraging fans to comment and submit their concerns. Having you interact with them in real time is a game changer for creating community. You can stream Facebook Live from your Page or a Group, adding to your community on multiple levels.

3. Creating ads for a targeted audience

Facebook’s Audience Insights allows you to be highly specific in who you target your ads to, meaning you can attract the exact type of user who needs what your Page has to offer. This means that only the people who are already interested in your niche will see your ad, making them highly likely to join and contribute to the community.

Create an ad to invite users to join your Facebook Group or boost a popular post on your Page. Get more like-minded people into your community with specifically targeted ads. Continue to show those new users value through your Page and Group content.

Building community is an important factor for your Facebook Page because it helps create loyal fans and customers. Users will know they can go to your Page for what they’re looking for, making you a leader in your niche and a Page they want to share with their friends.

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How to Create a Lookalike Audience

When you’re spending money to grow your audience, you want to see results. Optimizing your audience allows you to get the most out of your advertising money.

How can you reach people that you know will be interested in your Facebook Page? Try making a Lookalike Audience for your next ad campaign.

Creating a Lookalike Audience is an effective targeting method to get Likes to your Page. This easy optimization feature allows you to find more people on Facebook that are similar to an audience you already have, whether it be on your Facebook Page, website or blog.

Keep reading to learn how to maximize your ad spending with Lookalike Audiences.

How Lookalike Audiences Work

A Lookalike Audience is a targeting method for reaching more people who are likely to be interested in your Page because they’re similar to people who already are. You choose a source audience, like an email list or people who already like your Page. Facebook uses tracking codes or pixels that are set up on your website to identify common interests and qualities among the source audience. Then, Facebook generates a list of users with similarities in demographics, interests and behaviors, which you can then target in your ad campaigns.

Your source audience needs to have a minimum of 100 people from one country. Facebook recommends using a source audience with between 1,000 to 50,000 people. Use your best customers or fans if possible.

Smaller Lookalike Audiences tend to work best to closely match your source audience. A larger audience may reduce the level of similarities between the two.

You can create up to 500 Lookalike Audiences from a single source audience, and use multiple Lookalike Audiences at the same time for a single ad set. The ad set will target your ads to people who are in any of the selected Lookalike Audiences.

Create a Lookalike Audience

You must be the admin of the Page or pixel you’re working from to create a Lookalike Audience. To get started, complete the following steps:

  1. Access Audiences.
  2. From the Create Audience dropdown, click Lookalike Audience.
    create lookalike audience screen
  3. Choose your source. A source can be a Custom Audience, your pixel data, your mobile app data or fans of your Page.
  4. Select the country/countries or regions you’d like to target.
  5. Select your audience size using the slider. You will not be able to edit the audience size after creating your Lookalike Audience.
  6. Click Create Audience.

You can also create a Lookalike Audience while you’re creating ads in Ads Manager and Power Editor.

Experiment with a Lookalike Audience to see what kind of results you get. You can manually add other audiences or targeting options on top of your Lookalike Audience if you’d like to test more options.

Facebook may take up to 24 hours to create your Lookalike Audience. After that, it will refresh every 3 to 7 days if you’re actively targeting ads to it. You can use your Lookalike Audience for ad targeting before it’s updated. To see when your Lookalike Audience was updated, check your Audience Manager page under the Availability column.

Make your advertising dollar stretch by targeting the right people. Creating a Lookalike Audience is an effective way to reach even more of the awesome fans who like your content.

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Have you experimented with creating Lookalike Audiences? Tell us about it by leaving a comment!

How to Create Sponsored Messages for Your Business Facebook Page

You’re already automating valuable content to post to your Facebook Page with FPTraffic. Now Facebook allows you to automate direct messages to your business’s prospects using Facebook Messenger.

Since fall 2016, Facebook has been rolling out a feature for Page owners to create sponsored messages. The feature is similar to email, but Facebook is already noticing Messenger ads to be more effective. Tests have shown a high open rate for Facebook messages from business Pages, whereas email might have a 10-15% open rate.

This post will show you how business Page owners can benefit from sponsored messages and how to create a sponsored ad in Messenger.

How Sponsored Ads Work

When you send someone a sponsored message, it appears in their Facebook Messenger inbox. Creating a sponsored message is fairly similar to how you’d create a regular ad with a few more regulations.

Facebook limits your audience so that your inbox doesn’t get full of spam. You can send sponsored messages only to people who have contacted you via Messenger in the past. That’s why it’s a good idea to begin with Facebook Messenger destination ads, because then more people will message your Page and you’ll be able to target them with sponsored messages. You can also user

You can also user Messenger codes on your website or other marketing material to drive people to contact your Page in Messenger. People can also choose to unsubscribe from your sponsored messages.

Currently, Facebook doesn’t display how many people can receive sponsored messages. Facebook automatically creates and updates the audience of people who have messaged your Page. Then when you create an ad in Messenger, you select Messenger as the placement.

Facebook allows you to include 1 link, 1 image and unlimited text in your sponsored message.

Convert Customers with Sponsored Messages

Business Page owners can use sponsored messages to drive sales conversations. It’s a good idea to create your ad to target customers who are farther along in the customer journey. If they have already contacted you via Messenger, then they have already shown interest in your product or service. It may take at least 5 points of contact before closing on a customer, so reaching out with Messenger is just one more step along the chain.

Begin with a smaller group, adjusting your custom audience to people who have visited your sales page. Starting with a small group who has already shown interest in your business is smart because you can manage few conversations with people who are closer to making a purchase. In any interaction with your customer, you always want to aim to provide value. Offer a discount or a free informational guide to create a positive experience for your prospect.

How to Create a Sponsored Message

To create a sponsored message, you can use Power Editor, Ads Manager or API.

  1. In Power Editor, click Create Campaign or Create Ad.
  2. For your objective, select either Clicks to Website or Website Conversions.
  3. For your audience, you can only target people you have an existing conversation within Messenger. You can exclude other segments of your targeting audience based on demographic or custom audience data.
    1. In Custom Audience, click Create New.
    2. Click Custom Audience.
    3. Click Engagement on Facebook.
    4. Click Page.
    5. Select Who had a message conversation with this Page.
    6. Click Create Audience.
      custom audience
      Note: Like all Facebook ads, sponsored ads must target an audience of at least 50 people.
  4. Set your budget and schedule.
  5. At the ad set level, select Messenger as your placement.
    messenger placement
    Note: When you choose Messenger as your placement, you cannot have additional placements, such as Instagram or Facebook’s News Feed.
  6. Select the Single Image option.
  7. Select the Page you’d like to run the ad from.
  8. Add a call to action.
  9. Review your order and preview your ad message. Then click Place Order.

Sponsored messages are a great way for businesses to convert more prospects to buyers. Remember to add value in every point of contact with a customer, and start with a small audience to best manage communication.

[ecko_contrast]Just like Facebook allows you to automate messages, FPTraffic allows you to automate awesome content to post to your Facebook Page!

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Have you used sponsored messages for marketing? Tell us about your experience by leaving a comment!

How to Reach Your Customers with Facebook Messenger Ads

Do you want a more direct way to reach your customers?

More than 1 billion people communicate using Facebook Messenger, so why not meet people where they’re already at?

If you run a Facebook Page for your business, consider using Facebook Messenger ads to communicate with your customers. Now you can create a Facebook News Feed ad that opens a Facebook Messenger conversation between you and the prospective customer. Keep reading to learn how to implement Facebook Messenger ads to convert more customers.

How Facebook Messenger Ads Work

Users see Facebook Messenger ads just as they would a regular ad you create. The ad appears in the user’s News Feed. When the user clicks the ad, a message opens in Messenger to your Facebook Page, allowing for a conversation to begin between you and the user. You’ll make a welcome message that the user will receive right away.

essential oils

You can create your ad and customize your audience as you normally would. The only difference in the process is to choose Facebook Messenger as the destination of your ad.

This is an opportunity to get your prospects asking questions about your business. Your ad text might include an invitation to your audience to ask any questions they may have by clicking on the ad. Then you can have a guide or informational product ready to send them when they click on your ad and contact you via Messenger.

message text

What You Can Achieve with Facebook Messenger Ads

Using Facebook Messenger ads helps you build your connections. It’s similar to building an email list, but Facebook offers a different, perhaps even friendlier way to have a conversation. Its informal style and instantaneous response may allow you to make a more personal connection.

Rather than sending people to your Facebook Page to view your content, the ad instantly starts the conversation. The user immediately has the opportunity to ask a question about your business.

This is a great way to offer prospective customers discounts or promote new products or services. You can put a promo code in your welcome message, then follow up with the customer to see if they used it.

Be ready to offer something of value to your prospect. You might want to have answers saved that are ready to reply to frequent questions. Use Messenger to follow up with your prospect as well.

How to Create a Facebook Messenger Ad

Creating an ad for Facebook Messenger is similar to how you’d create a regular ad, with only a few small differences.

  1. In Ads Manager, go to Ads Creation.
  2. For your marketing objective, select Traffic.
    traffic
  3. Enter your campaign name and click Continue.
  4. You can choose to create an offer, or leave it unselected to add customized text. Then, create your audience. Set your budget and placement. Note: You cannot use Instagram as a placement option when creating Messenger ads.
  5. Select your format.
  6. Choose the Page you want to connect.
  7. For your destination, select Messenger.
  8. Enter text for a welcome message. When a user clicks on your ad, they will automatically be directed to Messenger and receive a copy of your ad and the welcome message.
  9. Enter a headline and text for your ad and select a call to action.
  10. Review your order and click Place Order at the bottom right.

With so many people communicating on Facebook Messenger every day, take advantage of the opportunity to build connections for your business. Experiment with Facebook Messenger ads to better engage with your customers.

[ecko_contrast]Facebook Messenger ads can draw people to your Facebook Page. Keep delivering value to them with awesome content from FPTraffic!

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Have you ever used Facebook Messenger for marketing purposes? Tell us about your experience by leaving a comment!

3 Ways to Track Facebook Ad Results

Are you running Facebook ads to increase engagement or get more likes on your Page?

To build up traffic for your new Facebook Page, we recommend spending a little money on Facebook ads. Running ads helps get your Page off the ground, but are you tracking your ad’s performance to make sure you’re reaching your goals?

Measuring certain metrics allows you to determine if the number of likes you get from an ad was worth the cost. Track the results of your ads to see if they have enough value for you to run them again.

Facebook makes it easy to track the results of your ads. Use these 3 tools to see your ad’s performance:

Facebook Ads Manager

The Facebook Ads Manager tool allows you to create and export ad reports to see your metrics and determine if you’re reaching your goals. Metrics are updated in real time. You can customize your report to track the specific metrics you’d like.

Important metrics to track include impressions, CPM, CPC, CTR, Page likes, post shares and link clicks, to name a few. When creating your ad report, you can further break down the bigger columns like Performance and Engagement.

To create an ad report in Ads Manager, log into your Facebook account and complete the following steps:

  1. Click the dropdown arrow on the far right of the top toolbar, and click Manage Ads.
  2. You’ll see a table with data for all of your active campaigns and ads. Check the box next to the specific ad you’d like to see and click View.
    ad campaign data
  3. You can then sort your data by clicking the column names. You can customize the columns to see more of the metrics you care about, with the option of saving them as a preset for next time. Click the Columns dropdown then click Customize Columns. To save your customization as a preset, check the box for Save as Preset and click Apply. Here is an example of how we customize the columns for our reports:
    ad report
  4. In Ads Manager, you can also break down your columns to measure results by age, gender, location, etc. Click the Breakdown dropdown and select the metric you’d like to track.
  5. To export your report, click the Export dropdown and click Export.

The metrics you measure depend on the objective for your ad and the type of ad you are running. If you ran an ad for Likes, you want to see how much you’re paying per like and you want to get that cost down as low as possible. Also track your CPM (cost per 1,000 impressions) – it should decrease over time as the ad runs.

Facebook Google Analytics URL Builder Tool

Ads are helpful to funnel traffic through to your website. Use the Facebook Google Analytics URL Builder tool when your objective is to get traffic how many site referrals are coming from Facebook. This tool allows you to create URLs for custom campaigns while website tracking.

google analytics

Access the Facebook Google Analytics URL Builder tool, and complete the following steps to tag your ad for tracking in Google Analytics:

  1. In the Website URL field, enter the URL of the landing page where ad clicks should send the user.
  2. In the Campaign Source field, enter Facebook.
  3. In the Campaign Medium field, enter the medium that according to the type of ad you ran. Use “cpm” when you’re paying for impressions. For pay-per-click campaigns, use “cpc”.
  4. In the Campaign Name field, enter a title for your campaign.
  5. Click Create URL.

Google generates an enhanced landing page URL. Enter this URL into the Facebook ad builder when prompted to Enter URL to promote. Then you can track the referrals from your Facebook ad in Google Analytics.

Facebook Insights

We’ve talked about how Facebook Insights can help you find your most popular posts. This tool is one of the best ways to track the social success of your boosted posts and campaigns. Facebook Insights tells you how many likes your Page received in a week and how many likes, shares and comments each individual post has received.

For measuring ad performance, Insights is best for showing you which of your recent likes were organic and which came from ad campaigns. This tool shows you how much paid reach you have from boosted and promoted posts in comparison to organic reach. Basically, you can see just how much traffic is paid versus organic.

From your Facebook Page, click the Insights tab in the top menu. Click the Posts tab to view all of your posts and their individual stats. You can hover over the stats to see the exact numbers of how much Reach was organic and how much was paid.

all posts published

Evaluating your paid reach versus organic allows you to determine which campaigns were most effective and better plan your future ads.

Measuring your ad’s performance is just as important as running ads in the first place. You need to know what’s working with your audience and where your money is best spent. Depending on the objective of your ad, track your ad’s results using one or all of these three reporting tools. Gain insight on what’s working, and keep giving your fans what they want.

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Like your Facebook ad results? FPTraffic makes it easy to keep growing and managing your Facebook Pages.

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Do you use these ad reporting tools? Which do you like working with the best? Let us know by leaving a comment!

5 Tips to Stand Out in a Broad Niche

With over 60 million Facebook Pages crowding the platform, it’s nearly impossible to find a niche that hasn’t been covered. No matter how specific you go, the truth is that there are already tons of Facebook Pages, blogs and other types of content that focus on your topic. The broader your niche, the harder it is to grab users’ attention.

Does that mean you should give up your idea for a Facebook Page altogether?

Absolutely not! A broad niche is saturated for a reason – it’s a hot topic! People care about the subject. When a market is saturated, that means there is room for opportunity. Give people another option to consume content in that popular niche with your Facebook Page.

How do you make people see your Page as a viable option? Here are a few tips to stand out in a broad niche.

1. Get Specific with Facebook Ads

Your Facebook Page may be part of a broad niche, but you don’t need to go broad with advertising. Break your niche down into specific elements, then target specific groups within your audience based on those elements.

This means you can create two different ads that both promote the same Page and deliver them to two completely unique audiences. For example, a Facebook Page in the health and wellness niche might advertise “Hit Like for healthy recipes your kids will love” to a mom-based audience, and make a separate ad along the lines of “Hit Like for workout optimization tips” for an audience of male gym buffs. As long as your Page includes relevant content, you can get creative with how you promote it.

Ads perform best when they’re targeted to at least a few thousand people.
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2. Understand Your Audience

Interact with the fans who already engage with your content. Each one of them has a reason they resonate with your Page, a motive for why they come back to it so often. Get a more intimate understanding of their motivations to provide unique content.

Reach out to a fan who comments on or shares your posts regularly. Send them a private message asking what it is specifically that they get out of following your Page. Learning these individual situations will help you post content that specifically caters to people’s genuine needs, making you stand out among the other Pages in your niche.

3. Solve Problems

As you listen to your audience, aim to solve their problems with your content. Whether you want to elicit an emotion or educate users on a topic, aim to provide value in everything you post. Plenty of Pages get this wrong by only sharing promotions or monetized posts. Stand out by giving away value.

4. Be Authentic

In a broad niche, there are several people out there who have already covered every subtopic you can dream of. What makes you stand out is your own voice, your own unique insights and experiences that can’t be matched anywhere else.

Show personality on your Page. Embrace what makes you different from the others and let that come through in your content and in the way you interact with your fans. Your fans should be able to pick out your content in their news feeds by your distinct voice.

5. Stay Committed

Be consistent and active on your Facebook Page. Create a schedule for posting content every day, and keep up on the trends and news in your niche. Things are constantly changing, and the leaders who keep up on the hot topics are the ones who get the fans. Provide your own authentic spin on the trending topics in your niche, and ask your fans to provide their opinions too.

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Don’t be discouraged or intimidated by the popular Pages that exist in your niche. Instead, learn to compete with them. Make your Page stand out by creating targeted ads for various audiences, understanding your audience and showing up consistently on your Page. Your fans will appreciate your authentic voice and value you provide in each post.

New Facebook Ad Format: Photo Link Ad

A few weeks ago, I started testing a “new” Facebook format that I am calling a Photo Link Ad.

I may not be the first person to ever use this ad format, but it is not commonly used on Facebook and it can definitely increase the exposure your ad gets and set it apart from your competition in the News Feed.

First, let’s take a look at the two most common ad formats, Link Ads and Photo Ads. Then, I will explain why this new ad format is different and even provide you with the code so you can set up one of your own.

Photo Ads and Link Ads

Photo Ads and Link Ads are not new to Facebook. Each type of advertisement format has it’s own advantages and it’s own disadvantages.

Photo Ads

Photo Ads are probably the ad format that I use most when advertising on Facebook. A Photo Ad is simply an advertisement featuring a photo and a description.

Facebook Image with Link in Description

The example above is a Photo Ad I ran for about a week on one of my Facebook Pages. If the user seeing this ad on their News Feed were to click on the big image that says Explode Your Social Media Reach, Facebook would just open the image in a window like this:

Facebook Photo Modal Window

I have included a link to the FPTraffic Blog (this blog) in the description of the photo so my hope is that many of the people who see this advertisement will click on that link and explore our blog.

The link clickthrough rate on these types of advertisements is typically lower than a normal Link Ad, but they usually get more overall engagement (Likes, Comments, and Shares).

Link Ads

The Link Ad format has a higher link clickthrough rate than a Photo Ad. Facebook will generate a link preview image, title, and description that is shown to the user that they can click to go to the link you are advertising.

Facebook Link Ad Format

In the example above, I have created a Link Ad for my blog and although there is no link in the description, if the user clicks on the link section of the advertisement, they will be taken to my blog.

This is the most common way to advertise a link on Facebook and typically you’ll see a fairly high clickthrough rate and a lot of traffic to the website you are advertising.

However, what if you could combine the larger image size of an Image Ad with the higher clickthrough rate of a Link Ad? Well, now you can.

Photo Link Ad

I am calling the new ad format that you can create from a few lines of code the Photo Link Ad format because it combines the Photo Ad and Link Ad formats.

Facebook Image Link Ad Format

In the example Photo Link Ad above, I am advertising this article on how to get more engagement by boosting your posts, but I am doing it through a special page I created that generates the giant link preview image you see above.

The photo in the ad is different than a normal Photo Ad because when you click it, it does not take you to the window on Facebook. Instead, it opens the blog article.

You can try the example post above for yourself here. Feel free to share it with your friends 🙂

How Does a Photo Link Ad work?

The Photo Link Ad format works by creating a preview image using Facebook’s Open Graph Meta Tags. By using those tags, you can tell Facebook what image to show as the preview for the link. Facebook will set that image as the preview and then you create a meta refresh so when the user clicks the link to view the image, they are redirected to whatever website you want them to go to (in the example above, the article on this blog).

That may sound complicated, but the code is very easy to setup.

Photo Link Ad Code

The HTML code below should be added to a new file in your website that you want to use as a redirect. This is the link that you will post on your Facebook Page to generate the large Photo Link Ad image.

Copy and paste the code below to a new file on your website and I will explain what each section means.

There are 3 different options to the entire code that you need to edit:

  • PAGE TITLE – A title for the link you are advertising. It does not show on Facebook, but I still recommend putting something relevant.
  • IMAGE URL – The photo image URL that will display on Facebook. I recommend uploading a 800×800 image file to the same site you are going to copy/paste this code onto.
  • WEBSITE URL – The website URL you want people to be taken to when they click the image from your IMAGE URL that will display on Facebook.

By default, I have set the image:width and image:height of the preview image to 800. I recommend you keep this and use a square 800×800 image for your IMAGE URL.

That’s it!

You can use Facebook’s Sharing Debugger to test what your link will look like when it’s shared before actually sharing it.

Facebook Sharing Debugger

I have had quite a bit of success promoting these new Photo Link Ads. Facebook has approved a bunch of different ads I’ve submitted using this format and my clickthrough rate has been great.

I recommend you give them a try as well. Let us know how they work for you in the comments below and if you’re looking to get more engagement on your Facebook Page, give FPTraffic a try 🙂

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