Facebook advertising has been called the "Adwords Destroyer" and is crowned as as the Next Big Thing in Internet Marketing. Consequently a gazillion and one brand new "gurus" have sprung up out of the woodwork, each claiming to possess the One True Secret to effective Facebook advertising. Yet Advertising on Facebook is nothing fundamentally "new" at all. It's simply a different way of doing an old thing, and all the fuss is just gurus jumping on a profitable bandwagon. But the fundamental truth is... profitable Facebook Advertising is all about your Return On Investment, your ROI. That's it. All the rest is just hot air and wind. It also means worrying about the "cost" of Facebook advertising is pointmess unless you know how much profit it's making you. And if it's costing you less than you're making in sales as a result, then it's worth doing. And that's about as hard as it gets -- you don't need a guru to tell you all that, right? So, here are three simple strategies to make sure you're going to get the best results you can get from your Facebook advertising: First... target the right group. Don't fall in love with the idea of getting your ad in front of large numbers of people. Remember, it's not about getting the greatest munber of clicks you possibly can -- it's about maximising your ROI. You should be looking for clicks from qualified prosepects only. If you're a local store and you sell locally (say, you're a hairdresser) then target your geographical area as closely as you can; if you specialise in selling bridal wear, target women who are engaged, and so on. Secondly... test, test and then test some more. Don't just throw up an ad and expect it to be successful first time. Be content to get A result -- it's irrelevant how good or bad it is. Because the idea is to write TWO ads and find out which one "gets the best results. Then, write a third ad and test it against the best of the first two; then write a fourth one and test it against the best of the first three, and so on. In this way you can very quickly and easily increase your Click Through Rate and decrease your Cost Per Click (one test I did saw the CTR increase by 236% and my CPC decrease by 14.1%). And thirdly... make sales! Getting clicks is only the first half of the process. To make Facebook Advertising pay, you have to convert clicks to sales! So you have to work hard on your landing pages AS WELL AS watch your conversion rates like a hawk. And this is what makes your CPC almost irrelevant -- if you know a website visitor is worth on average $20, then forking out $10 to get a click is NOT expensive. The fact is, Facebook advertising has tremendous, yet like any form of advertising you not only have to know what you're doing, but you also have to understand a very basic marketing truth about your ROI, which is true for ALL forms of advertising and marketing, from the humblest direct mail to the most complex multi-media campaign.
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