Well, I have news for you: it’s a completely different animal.
In this post, I’ll go over a few tips that I hope will change your mindset about how to use Facebook Ads for beginners.
Forget About Keywords
The first point to keep in mind is that the ad targeting system for Facebook is completely different from most other paid advertising systems, including Adwords and BingAds.
Most paid advertising channels use a keyword-based approach to targeting. If you want to target people looking to open a retirement portfolio, for example, you try to think about what those people are searching for when they’re ready to open their account, and then bid on those terms.
With Facebook targeting, however, you have to think about the profil of the person behind those actions. It’s not the fact that they’re actively searching for what you’re selling, it’s that they meet the demographic of what you think your target customer.
Promoting within Facebook Isn’t Always Helpful
The second mistake many people make is to think of their Facebook Ad campaign as a part of their social media strategy. While this can work, it definitely limits your use of their system.
Facebook Ads can be used to promote content likes or shares or profile page followers, but they can also be used to direct users to an external blog or landing page.
Keep Your Ads Fresh
Finally, many beginners don’t realize that, unlike an Adwords campaign that you can set and forget, the Facebook Ads algorithm relies on you creating fresh, unique content within your ads in order to keep your campaign active.
If you’re new to the game and you don’t update your ads (or the content your ads promote), you may find that after a week or two your “successful” campaign stopped receiving traffic.
That’s because Facebook doesn’t want to show repeated ads to their users. So keep it fresh, and keep it profitable.
For more info, check out this great beginner’s guide.