Hi, SE’ers! Jan here again with another segment on book marketing. I was all ready to move on to another social media platform when I came across some detailed and valuable information about Facebook Ads. So, sorry, but we’re still on Facebook this time. I promise to move on after this.
Otherwise, here are the specifics he shares in the video.
The first thing you are going to be asked to choose when setting up a FB ad campaign is your goal for the ad. In this video, Matthew suggests you always choose the “Traffic” option. Then you give your campaign a name such as the title of the book you are promoting. The dropdown menu from there will let you choose whether you want landing page views or link clicks. Most likely you are directing people to a purchase link, so link click would be the correct choice here.
Next, you choose the countries you wish to target. I don’t know how he came to this conclusion but was very specific.
- United States
- New Zealand
I haven’t had a chance to try his theory yet, but I most certainly will. Directly following that is the choice of who you want to target in these locations. His recommendation is to choose the people who live in this location, not the everyone option. In the video, he explains the reasoning behind this.
When selecting the age group, he suggests 21 and over. Studies have shown the largest buying audience falls in this age group due to them having credit cards whereas before 21, most likely they don’t.
- English All
- English US
- English UK
Again, he voiced his reasons for those specific choices.
The next important thing he shared was new to me. The “Automatic Placement” will be checked by default, however, he suggests you choose “Edit Placement.” When you expand the menu, unselect everything except for Facebook Feed. That will assure that your ad will only show up in Facebook feeds and not everywhere that will perhaps get you clicks, but no purchases.
Targeting is an area I have been very unsure about, and he made it simple.
Under the heading of “Detailed Targeting,” there is an option to “Expand interests when it may increase click links at a lower cost per link click.” If that is available to you, choose that option.
When it comes to your target audience, his advice is to type in the word “Kindle” which will bring up the “Amazon Kindle” option. Then choose every applicable option that comes up under that. This will then tell Facebook you want to target anyone who has expressed an interest in reading.
The last part of setting up a successful Facebook ad is choosing your budget and the dates you want the ad to run. He suggests a “Lifetime Budget” option for those (like me) who don’t have a large budget to work with. Understand that this Lifetime Budget only applies to the specific campaign you are creating.
He does suggest that you choose a start date of at least twenty-four hours in the future as it often takes Facebook that long to approve your ad.
I know this is a lot. I apologize, but I just wanted to share with you a tried-and-true strategy for running a successful Facebook ad campaign, should you decide to try it.
Having the advice of someone who has studied it intensively is helpful. Of course, Matthew goes into much greater detail on his video and I highly recommend watching it all the way through before starting your next ad campaign.
With a new book releasing soon, you can bet I’ll be trying his suggestions on a new campaign. I’ll let you know how it goes.
Thanks for bearing with me and I hope you’ve gotten something good out of this.
If you missed the two previous #MKTG posts, here are the links:
Thanks for stopping by!