Advertising in Facebook is a unique experience from search and display; however, many of the tactics are similar. Wpromote has managed dozens of advertising campaigns in Facebook and thousands of campaigns in similar channels. Our performance and methodology are proven and can save our clients significant time and money that could otherwise be spent figuring out how to implement best practices in Facebook. Wpromote also has a direct relationship with the Facebook advertising team that gives us priority status whenever issues or questions arise and keeps us firmly at the vanguard of new developments in the advertising interface.

Facebook allows advertisers to send traffic to external websites and to internal Facebook pages. Facebook recommends sending to other Facebook pages to keep the user experience familiar as opposed to sending them offsite. As long as your Facebook page is well-developed and capable of tracking actions, Wpromote supports keeping users within Facebook as a best practice.

It is incredibly important to keep Facebook ads fresh. Facebook ads can “go stale” in a matter of days if the response rate is lacking, so it is important to be vigilant with keeping ads updated. Additionally, Wpromote recommends running multiple ad variations at any given time and replacing lower performing ads as soon as statistically significant information becomes evident. This way, the most successful elements can be expanded upon and the ads always include a fresh version.

Facebook’s biggest strength is its ability to target in an extremely granular fashion. Facebook allows you to target your users with a higher degree of certainty than almost any other channel based on age, sex, location, interest, relationship status, sexual orientation, languages spoken, level of education and even workplace for certain, large employers. No matter who your target audience is, where they are, or what they like to do, Facebook makes reaching these people easier and more effective than any other advertising medium.

Sponsored Stories allow advertisers to harness and disseminate the great things that Facebook users say about their brand within Facebook. If John Doe mentions how comfortable his new Nike sneakers are or how delicious his McDonald’s fries are, Nike and McDonald’s can use those status updates to reach other users. This is the digital equivalent of promoting word of mouth recommendations within communities.

Facebook does not have a built-in ROI tracking ability, but that doesn’t mean that your campaign is any less accountable than any other channel. Wpromote recommends the use of Google Analytics tracking for Facebook campaigns, but we’ve also worked with third party software that make tracking very easy. It can be more challenging for direct marketers to achieve their ROI goals in Facebook as opposed to search but that is why it is all the more crucial to leverage the experience and information at Wpromote’s disposal when beginning a Facebook advertising effort.