Re-market your book for multiple types of markets using dirt-cheap Facebook ads
Facebook connects us; it helps us interact with people, and best of all it can be free to use for advertising, marketing, and promotions. Beyond the free options, though, there are some dirt cheap advertisement options that Facebook offers that can really get you noticed. Facebook is seen by millions of people daily, so if you want to put your money in the most effective form of advertising, start with what Facebook can offer you fro FREE then check out their ad spaces.
Creating new ads on Facebook
Start by asking for a “pay per click” ad from Facebook. This is an ad that charges you only when someone views it by clicking on the ad, which can save you money if your ad isn’t selected. You can also ask for a rotating ad that changes the content of the ad slightly so that people don’t think they are being bombarded by the same ad over and over again. In some cases, the same content can be sold to multiple audiences simply by changing the “sales pitch” around your book. For example, if you’ve written a book on “becoming more confident” you could find an audience in salespeople as well as entrepreneurs. For one audience you would pitch an ad directed at them, and for the other you’d pitch an ad for the same book but with different wording for the new group. All you need to do is create different sales messages (landing pages) using a product called UNBOUNCE and create ads on Facebook. Remember that this differentiation is vital to your success. The average Facebook user is exposed to 1500 different messages in a single day. That’s a lot of noise, and your ads have to get through it.
A landing page is what people will see when they click on your ad. Using Unbounce helps you to create simple, yet effective, landing pages based on whatever ad the person clicks. For instance, if they click an ad geared towards salespeople, the link will take them to a landing page designed for salespeople. The Facebook ad knows to display to salespeople by following keywords the person uses on their Facebook page. For example, in the “About Me” section, the person may list they work as a sales representative. Facebook will see that and display the sales-geared ad to them.
Marketing the ads
When you set up the ads, you have to determine how you will display or market them to each individual group. For salespeople, you would place your ad and show it only to people who “liked” a sales channel. For entrepreneurs, you would create a new ad pointing to a new landing page, for all people who “liked” INC magazine. These are just examples, though, as there are many more ways to list the way your ads will display. You can do keywords as a requirement, or you can target people by area. Once you’ve launched your ads, keep track of them with Facebook’s ad monitoring system to see which ones are working and eliminate any that are not getting enough views. There’s no sense in keeping ads that aren’t working for you.
Facebook receives on average more than 310 million visitors a day, according to Google Trends for Websites. Bear in mind that these are not necessarily unique visitors. A large percentage of Facebook visitors visit three to five times in a single day, but that means you’ll have additional opportunities to reach them. Google receives more than 400 million visitors a day. What this means is that if you advertise on either of these sites, you will get noticed so long as you do it right.
The issue is that when most people visit Google they are on and off the page quickly. However, when people visit Facebook, they tend to stay for an average of 15 minutes per visit. That means that your ad has more time to be seen on Facebook than it does on Google. Additionally, your ad will be specifically geared to that person based on their Facebook profile. On Google, though, the person has to search for something related to your eBook before Google will display your ad to them.
With Google, you pay more on average, but the added benefit is it increases your general discoverability. When you purchase a Google+ ad or a general Google ad, Google places it in the Google searches. This means, you will be available on a broader platform. It also has options for more targeted searches, meaning that if someone inputs a search that is similar to your product or to which your product would be appealing, the ad will appear. As the search engine algorithms improve, these targeting methods are also improving. Social Media Today warns writers and information product developers to keep an eye out on these features as it will likely develop into an essential advertising campaign, particularly as people become more frustrated with tacky ads on Facebook
When it comes to cost, Facebook definitely wins over Google. Facebook traffic costs 1/10th of Google traffic! That means you not only get more for your money, but more people notice your ads. One of the best ways to combine the benefits of both Facebook and Google is to use Facebook to find the ad that works the most. Do more salespeople click your ads, or do more entrepreneurs look at what you have to say? If it’s salespeople, us that ad on Google and forget about the ad geared to entrepreneurs.
You want to make sure that whatever it is that you’re pitching to people through Google is the most effective advertisement you have because Google does cost more. Google has a number of advertising options, but the most common one requires that you bid on your ad space. The minimum bid required depends on the competitive score of your keywords, meaning the more competitive a keyword, the more your minimum bid would be to run the ad. You have the option to have your ads displayed in Google search, Google search network, Google Content Network, and each of these can be set up as pay per click, which means you pay for the ad and then each time someone clicks the ad. With Facebook, you pay a lot less (bids start out as low as $1) and they can be rotated without much work from you. It’s important to know that the cost per click is going to be different depending on your keywords and the audience you target. Just like with Google, if your keywords are very popular (or you run mobile ads) you could see a CPC as high as $4 but if it is highly targeted, it could still get you significantly more in terms of your return on your investment.
Running ads on Facebook can be FREE and cheap, depending on the options you choose. Making sure you pick the correct types of ads and run only the effective ones will keep your advertising costs down as you bring revenue through advertising up. Facebook not only offers you great advertising solutions, but it also reaches millions of people daily, making it an effective tool to promote your new self-published eBook.