If you want to split test I would choose the cheapest cost per click medium. When you choose another site besides Facebook to try and figure out the targeted personality CTR for split testing I would suggest you take the results with a certain amount of skepticism. Even though you will effectively find out what works you may end up promoting to the wrong crowd on Facebook, and get your ad dropped by Facebook for not having clicks.
Without going to far into the buyer perspective I want to finish the rest of my basics to understanding facebook, and its ad marketing setup. For further reading about how to achieve higher click thru rates see the chapter on Split Testing.
Facebook ads require a title, body – which is the description, and a photo.
Ads are the most important part to making money on Facebook Ads.
Title – title are probably the most important part next to the image, in a Facebook ad. Generally if you don’t know what works good, try looking at what others are using on Facebook or you can see what people are using on Google or other PPC ads online. The whole idea is to catch the readers attention with the photo, and then when they get to the photo the title is the next place they most likely look and if you have teasers here then it leads to them looking at the body description or visa versa. Sometimes I look at the body of an ad after I see the image.
Here are some good examples of titles that I have plucked out from others on FB:
(you can also go look at other facebook users ads by going to this link: http://www.facebook.com/ads/adboard/)
This one obviously geared towards men, lol great idea there with the boobs right next to the guy holding the cash. Classic advertisement yet this never ceases to be an effective marketing method. Title is great.
Sad but true, the amount of people without health insurance is sky rocketing, and if you provide a solution like this one I see affordable as being a nice keyword for attracting users to click. The kid in the picture is great too, since parents get reminded when they aren’t providing health care to their children.
Heres a good dating site advertisement. I know I don’t click on these since I am already a member to more then one online dating site, but not everyone is yet and the demand and sign ups are on the rise. Great picture, and eye catching title, could fill Facebook users into thinking that this person is actually asking.
Body – the body text of an ad should include the best features that your product or service has. Guarantees, Discounts, Specials, catch phrases that make the viewer want to click through. For example a great deal of marketers will have ads with statements like “Savings up to 80%”, or “click now before this offer ends tonight”.
These are things that make certain people click through. This gets into a targeting certain buyers based upon what kind of buyer they are, not the gender roles really, more of buyer mentality. There are several different kinds of buyers out there that act on various ads. I will discuss this later in a whole chapter.
Images: you get the idea from the examples of good titles that I pasted above. Sexy pictures, couples together, rolled up money, money next to a female, or money next to a car. Stuff like that converts nicely.
Upload images that are sized around 225 in width, and 90 pixels in height making sure you don’t have images that are too long or big is key here since we don’t want to overwhelm the prospects. Use backgrounds in your ads that are dark, black backgrounds make your ads stick out since Facebook is white background.
