Tag Archives: facebook

How To BID Facebook ADs

6 May Facebook Bidding

Everyone is challenged with the amount of options when optimizing Facebook campaigns.

Facebook AD Bidding

How many ad sets should be used? How many ads should be created? Which audiences should be targeted? Which objective should be used? How high should the budget be? What placement? Which bidding method and what should be the manual bid?

This article will help you decided which bidding method should be used and when. Of course, success can be found in many different ways so this is merely a guide. This blog post will help you get started on the right path for Facebook AD success.

Following are the main bidding options:

  • Optimized for Actions
  • Optimized for Daily Unique Reach
  • Optimized for Clicks (CPC)
  • Optimized for Impressions (CPM)

Bidding Options By Objective

Your bidding options will depend upon the objective you choose. For example, here are the “Optimize For” options within the ad set in Power Editor when the Clicks to Website objective is selected…

Facebook Clicks to Website Bidding

“Optimize For” bidding options by objective (* marks default)…

Clicks to Website:

  • Clicks to Website *
  • Daily Unique Reach
  • Clicks (CPC)
  • Impressions (CPM)

Website Conversions:

  • Website Conversions *
  • Daily Unique Reach
  • Clicks (CPC)
  • Impressions (CPM)

Page Post Engagement:

  • Post Engagement *
  • Daily Unique Reach
  • Clicks (CPC)
  • Impressions (CPM)

Page Likes:

  • Page Likes *
  • Clicks (CPC)

Mobile App Installs:

  • Clicks (CPC) *

Mobile App Engagement:

  • Clicks (CPC) *
    • Daily Unique Reach

    Desktop App Installs:

    • Desktop App Installs *
    • Desktop App Installs – Pay Per Install
    • Clicks (CPC)

    Desktop App Engagement:

    • Desktop App Engagement *
    • Clicks (CPC)

    Offer Claims:

    • Offer Claims *
    • Clicks (CPC)

    Event Responses:

    • Event Responses *
    • Daily Unique Reach
    • Clicks (CPC)
    • Impressions (CPM)

    Video Views:

    • Video Views *
    • Daily Unique Reach

    Optimize for a Specific Action

    The default and recommended bidding option for all but the mobile app

    objectives is to optimize for a specific action — in each case, optimizing for the objective.

    When this option is selected, Facebook will show your ad to people who are most likely to perform that action. Following are the actions you can optimize for:

    • Clicks to Website
    • Website Conversions
    • Post Engagement
    • Page Likes
    • Desktop App Installs
    • Desktop App Engagement
    • Offer Claims
    • Event Responses
    • Video Views

    Let’s say, for example, that you have created a campaign with a Clicks to Website objective because your primary goal is to drive traffic to a blog post. You then create an audience consisting of fans, website visitors, lookalikes or interests.

    If you have Facebook optimize for Clicks to Website, your ads will be shown to people within your targeted audience most likely to click the link in your ad. Facebook knows this based on user activity and their history of clicking links.

    The same is true for all other optimized actions. No matter how much you spend, Facebook won’t show your ad to everyone within your target audience. They are going to focus only on those most likely to perform your desired action.

    This is often an area of confusion for advertisers. They have a potential audience of 100,000, and they don’t understand why the ad is only shown to 10,000 people.

    The reason for this is that you shouldn’t want Facebook to show your ad to all 100,000 people. By optimizing for an action, Facebook is limiting your waste, showing it only to those most likely to act.

    When optimizing for actions, by default you also won’t set a bid. Facebook will bid whatever is necessary to reach the audience most likely to act.

    As a result, CPM (Cost Per 1,000 Impressions) tends to be higher when this option is chosen. Some advertisers see this as a reason not to bid this way, but neglecting it due to high CPM would be a mistake.

    By optimizing for a specific action, you are wasting fewer impressions on those who are unlikely to act the way you desire. As a result, there is a benefit to paying more to reach those most likely to act. Your cost per desired action, in most cases, will be lower as a result.

    By default, you won’t need to set a bid. Facebook will get the most actions at the best price, whatever that is. But you will have the option of manually setting what that action is worth to you.

  • Facebook Clicks to Website Bidding ManualNote that this isn’t a true “bid.” Facebook will attempt to keep costs per action below that threshold, so that acts as a guide for how Facebook will bid.
  • Regardless of whether you allow Facebook to bid automatically or you set an action value, you will be paying for impressions and not actions. So it doesn’t matter whether you get 10 or 10,000 actions, you will be paying based on impressions.

    Personally, I’d always start with having Facebook automatically bid for you. Once you know what you’re doing and have the budget to experiment, feel free to split test with the manual option to see what works best for you.

  • Optimize for Daily Unique Reach

    When this option is selected, Facebook will show your ad to as many people within your target audience as possible, but no more than once per day.

    Facebook Daily Unique Reach

    In this case, Facebook is not optimizing to show your ad to people most likely to perform a desired action. If you want Facebook to reach 100,000 people, Facebook will try to show your ad to as many of those 100,000 people as they can, regardless of the likelihood of those users performing your desired action.

    Once again, you will be paying for the impressions, not the actions. So it doesn’t matter how many actions you get, your cost will depend upon your bid and the number of times your ad was shown.

    You will need to set a maximum bid to tell Facebook what reaching 1,000 of these people is worth to you. This cost will be lower than what you pay when optimizing for actions, but expect it to be higher than when using regular CPM.

    Optimize for Clicks

    This bidding option is likely the most misunderstood.

    Optimize for Clicks is another way for saying that you are using the Cost Per Click (CPC) bidding method. In this case, you will be paying for the clicks made to your ad.

    Understand that a “click” is not necessarily a link click. This includes any click on your ad, which could be a photo click, comment, like or any other random click.

    As a result, advertisers often misunderstand these stats. They see a high number of clicks and a low CPC and assume success. But that number of

    clicks is bloated with many clicks that don’t mean anything, devaluing the CPC.

    If your goal is engagement, however, this is a good option. In that case, Facebook will show your ad to people most likely to click anywhere on your ad.

    You will have options of allowing Facebook to automatically set the bid (get the most clicks at the best price) or set the maximum you’d be willing to pay per click.

  • Facebook Cost Per Click

    Again, if you don’t know what you’re doing just roll with Facebook’s default here. Once you get more comfortable and have the budget to split test, feel free to experiment with your own maximums.

    Facebook does provide a recommended range for entering a maximum that would be required to reach your selected audience. Note that this is a maximum, so Facebook will bid no more than that amount to serve your ad.

    Optimize for Impressions

    If you optimize for impressions, Facebook will show your ad to as many people within your target audience as many times as possible. This is similar to Daily Unique Reach optimization, but without the single daily impression limitation.

    As is the case with Daily Unique Reach, when this option is selected Facebook will not optimize for a desired action. You will pay for impressions, and the cost to reach people should be low given that Facebook won’t need to be picky about whom to serve your ad to.

    You will be required to set a bid, indicating the most you’re willing to pay for 1,000 impressions.

  • Facebook Cost Per 1,000 ImpressionsAs is the case with CPC, this is the maximum — Facebook will bid up to that amount to show your ad.

    While bidding CPC or CPM, you should make sure you bid high enough. Bidding too low is a primary reason for not getting your ad shown.

    What Should You Use and When?

  • First, understand that personal preferences come into play here. I’m not going to say that one method always works better than another. But I do believe that we overcomplicate this, and beginner to intermediate advertisers should bid almost primarily for optimized actions.

    Here’s a quick guide for when to use each method…

    Optimized for Actions: I’d recommend using this in most cases. It works best when targeting large audiences (so that Facebook can pick out the top percentage most likely to act), but that doesn’t mean that this method can’t work for small audiences, too.

    But if you are going to target a small audience with this method, just make sure that your budget is low as well. I consider $5 as an average CPM. So if I’m targeting 10,000 people, I’d expect Facebook to optimize and show it to about 1,000 of those users. In that case, a daily budget of $5 would be sufficient.

  • Optimized for Daily Unique Reach: I would only use this approach when targeting an extremely relevant audience. In other words, it doesn’t matter which person within your target audience is served your ad, all are equally likely to perform your desired action.

    This is rare, but an example of when you’d want to use this is when targeting a very small audience — like an email list, for example. This method would be chosen over CPM to avoid the high frequency that can happen when bidding too high for a small audience.

    By using Daily Unique Reach, you can max out your bid and reach as many people within your target audience as possible, but you won’t waste any of your budget on high frequency impressions on the same user.

    Optimized for Clicks: If all you want is engagement and not a specific action, you should optimize for clicks. A prime example of when this makes

    sense is when promoting a photo or some other post that doesn’t include a link.

    That doesn’t mean that you won’t find success optimizing for clicks when your objective is driving website traffic or conversions. However, I’ve found it much less effective overall than optimizing for your desired action.

    Optimized for Impressions: You just want to show your ad to as many people as possible as many times as possible. As is the case with Daily Unique Reach, your target audience should be as relevant as possible.

    Be careful about your budget, however, particularly if you show the ad in the sidebar (where frequency is not capped). Frequency can get out of control in a hurry, which means you’ll begin wasting money on extra impressions to the same person.

    Reaching the same person more than once in a day isn’t necessarily bad, but there is a point where it will become wasteful.

    Your Turn

    What bidding methods do you use and when?

    Let Me Know In The Comments Below!

10 Steps To Optimize Facebook Ads

16 Oct Facebook Bidding

1. Choose to set a daily budget or a lifetime budget for a campaign.

2. Submit bids on your ads. Submit high and low bids for your ads, higher bids result in higher CTRs.

3. Target your audiences by: interests, gender, age, location, education and other variables that describe your ideal prospects/customers, use graph search to help you indicate these interests of your target market, below are examples of who your ad can target:

  • Fans of what type of business pages?
  • Your Email List Subscribers
  • Non-Fans Based on Interests
  • Non-Fans Based on Lookalike Audiences
  • Past Visitors to Your Website (Retargeting)

4. Create ‘Saved Target Groups’ using the Facebook Power Editor and market to them consistently. Power Editor is a great free plugin on Chrome that allows you to manage your Facebook advertising more efficiently.

5. Play around with narrowing down your audience. While a large audience means equally large budgets, any audience that is too small will not give you the results you want. Keep the audience numbers in at least a few thousands to get measurable results.

6. Track conversion of your Facebook ads using Offsite Tracking Pixels. These are also called conversion pixels and tell you exactly how many fans went from your Facebook ads to your website and eventually made a purchase. Reconfirm this number using Google Analytics.

7. Optimize and recalibrate your Facebook ads regularly. There is a chance that with the changing audiences that Facebook attracts every day, your older campaigns maybe languishing in their performance. Any campaign that shows CTRs under 0.035 needs to be re-calibrated ASAP.

8. Create Facebook Ad Reports for your different campaigns that will show spends, likes, cost per like etc…

9. Reach out to subscribers of your email newsletters via Facebook Ads. You can do this by creating a custom list that can be uploaded into Facebook via a simple CSV file or through your email service provider and that does not include your current Facebook fans.

10. Rotate the creative for your Facebook ads on a regular basis. You can upload up to 6 images per ad to keep them fresh and interesting to your readers.

Taking your Facebook presence from a handful of disengaged fans to a flourishing community that contributes directly to your bottom-line is not rocket science. All it takes is a pinch of dedication, a dash of hard work and a big helping of creativity.



Want Facebook To Post For You for weeks Without being in front of the computer for FREE?!?!?!

30 Jan

Watch to learn how you can have your posts on your Facebook Page, post without you having to be in front of the computer!!! Post while you sleep, eat, and socialize with your friends! :)

How To Build A Amazing Facebook Page

20 Jun

WHAAAAAAAT!! You have a Facebook business page with no strategy? No consistent engagement? But it has potential to be the next hot page. Sound like your business’s page? Like Us on Facebook-Facebook Page Marketing

Facebook has the largest user base of any social network, so if your business is not benefiting by having a solid Facebook presence, you are missing HUGE lead generation opportunities. What is stopping you???? I know, I know, you do not have the time to research, think about strategy, write a million posts to put into a calendar, find and create images, comment on your fans responses, learn how to become a graphic designer, learn how to create professional looking apps with exciting ways to create contests, offers, games etc…. So HIRE a professional. Yes, it’s really that simple. But Rita, who do I hire? A social media strategist that really knows and understands all the variables involved. Read their blog posts, does it sound like they know what they are talking about? Do they demonstrate their knowledge?

There are plenty of strategies to create your Facebook success. A number of ways to create Facebook content that captures your audience’s attention not your peers. Here are seven reasons your Facebook page may not be performing at optimal levels.

1) Not Using More Visuals.

Facebook’s new timeline, is designed to support big, bold visuals. According to a recent study by Fast Company, 44 percent of social media users are most likely to engage with companies that post visual content: graphics, photographs, videos, and infographics. If you’re not using visuals liberally, you’re ignoring your audience’s needs and inviting them to go elsewhere to find compelling visual content.

Go BIG. Go bold. Quote famous individuals. Share videos. Use your company colors, and play with font shapes and sizes to optimize for both desktop and mobile.

2) Not Using Your Facebook Space With Intelligence.

Facebook recently changed their policy to allow using calls-to-action on cover photos!!! Yay! (Here’s an explanation of the change.) The cover photo is front and center on your page, and it also shows up in the feed when someone “likes” your page, so you should absolutely be using relevant marketing graphics on your Cover Photo.

Customize your Facebook tabs to create graphically-appealing landing pages that boosts lead generation efforts. If you created an eBook or a guide, for example — and have created a cover image specifically to promote this content using words and colorful graphics. Your new content will get more eyeballs with a customized tab.

3) Not Combining Your Posts To Offers.

Oh, you are creating great content, but you’re not leveraging that content to drive users to a landing page or website, your efforts are wasted. So many opportunities on Facebook!! Love it!! :) Rita smiles with Facebook Love :)

You can increase your customer affinity by gaining their trust with good content. The best way to do this is to use both organic and paid posts to direct your audience to customized landing pages within Facebook. (Facebook rewards your marketing efforts with better reach for your campaigns if you keep your landing pages within Facebook, instead of sending users to your website.) On landing pages, you can provide a timely, relevant webinar registration offer or an ebook in return for contact information, for example. By giving away content that users value, you get something even more valuable in return: recipient info that bolsters your marketing automation efforts.

4) Don’t Have An Editorial Calendar. (tisk, tisk)

Yes, it’s all about the CONTENT, CONTENT, and CONTENT! That is not going to change, just use it. You need a strategic plan that gets results. I LOVE my editorial calendar! Don’t judge, you will too, once you get your editorial calendar on! You will love it too. Cause it saves the stress of wondering and rushing to post something every day.

5) Not Paying To Upgrade Your Reach.

Promote your own good content. Get your Facebook content noticed — use strategic, targeted Facebook ad techniques, such as Sponsored Stories, Like Sponsored Stories, and targeted newsfeed ads designed for both desktop and mobile devices. Want to take it a step further? Try using custom audience targeting by uploading your email database into Facebook’s Power Editor. Read my past post about it here–>http://socialmediawithrita.com/2013/04/12/facebook-advertising-for-the-pros-take-it-to-the-next-level-now/

6) Not Testing.


All marketing is about trial and error. Experiment with your ad tactics and content. Determine the types of content your target audience engages with, and then produce more of it.

You might be surprised at the success of non-traditional content experiments, so it’s always worth entertaining new ideas. Facebook is the perfect place to be in marketing.

7) Not having fun.

NO ONE wants to be pitched to right away or all the time, no different than being a telemarketer or knocking on someone’s door to interrupt their time- the thing no one cares about you or business until you give them a REASON to. You have to entertain them, tell them a story, give them something to share, and HELP them. Then, when they are looking for your business services, your company will likely be top of mind, because you’ve put in the work to give free value to their lives.

Do the actions, I described above, effectively, and your Facebook page will perform much better. Make your Facebook page a go-to hub for your customers, fans, and the general public to find your content.

Facebook Advertising For The Pros, Take It To The Next Level Now

12 Apr

This is exciting for those who want to master Facebook ads. Facebook now has a Custom Audiences feature to use email addresses or phone numbers to match the target audience, instead of the traditional Facebook ad targeting features such as, demographics and interests.


After using this email address or phone number filter, you can also use the other targeting options to TARGET your campaign to a segment of your email subscriber list—>such as, your customers in Toronto or your email subscribers between the ages of 33 and 47. To do this you should have a email list larger than 500 subscribers. For people who are just starting to grow their email list, I will discuss email list building strategies for newbies in a upcoming blog post! To ensure you do not miss out, enter your email address above to get notified on my upcoming social media education segments to ensure your success.

You can have as many custom audiences, you can upload multiple lists of emails and phone numbers if you have segmented email lists to reach different types/groups of customers/prospects.

You will use the emails that people used to sign up for your email newsletter, which may not be the same email address that people use to sign into Facebook. Or the people on your newsletter/email list may not use Facebook (there are very few that do not use Facebook, crazy, right? lol).

READY to start using NINJA technique, Here ARE the 5 things To Do:

1.) Install the Facebook Power Editor

The Power Editor is a tool you can use to upload a large number of ads to your Facebook ad campaigns. This is awesome for split testing your ads (LOVES IT!). I recommend to  write tons of ads to test in your campaigns to discover the best performing AD to run. This is what being a great online marketer is all about-> TESTING, TESTING 123. Say it with me-> “TESTING, TESTING 123.” Test the crap outta everything to get your secret sauce! WHOA! It’s one of the secrets to life after all :)

Install the Facebook Power Editor. The Facebook Power Editor is a Google Chrome plugin, you can only access the Power Editor when browsing with Google Chrome.

Using Google Chrome, Do This:

  1. Log into your Facebook personal profile.
  2. Click the wheel icon in the upper-right corner and select Manage Ads. You will see all of your Facebook ad campaigns.
  3. Click Power Editor on the left sidebar.
  4. You will see some information about the Power Editor and how you can install it.
  5. Click the Add button to add the Power Editor shown in the popup box.
  6. After installing it, you can click the, Power Editor button to open the Power Editor.
  7. Download your ad campaigns into the Power Editor by clicking the Download button. It references former campaigns.


2.) Download the Emails of Your EMAIL Newsletter Subscribers

Download the emails of your newsletter subscribers into a single column Excel spreadsheet or .CSV file. If you are using Aweber, Constant Contact, Mail Chimp or another email program, you can do this easily. You can create as many custom audiences as you want, if you have a segmented email list.

3.) Create Your Custom Audiences

Using the Facebook Power Editor upload your .CSV file. To get to the Custom Audience upload area, click on the Audiences label, then select Custom Audience from the Create Audience drop-down menu.

A popup box to agree to  the Terms and Conditions outlined are displayed. The terms require that you are using your own email subscriber list (or that you have all rights and permissions to use the data from the subscribers) and that the list consists only of people who have opted into your email list (and have not since opted out). Select the Agree button and another popup box will ask you to select your file to create your audience.

Select the file you created in Step 2 with your newsletter subscribers. In the Audience Name field, select a name that you know which subscribers are matched to this list.

4.) Analyze Your Custom Audiences and Create Facebook Ads

After you upload your first custom audience, the number of people who matched an email address on Facebook in your Power Editor will be displayed.

You can create ads directly in the Power Editor.

Uploading your email list as a custom audience will allow you to analyze your custom audience in the Facebook Advertising interface to better convert ads specific to this specific target group.

To return to the Facebook Advertising interface, go to your Facebook profile, select the wheel in the upper-right corner and select Create an Ad. Now select your Page or any website you may want to advertise. NOTE: Facebook prefers advertising your Facebook page rather than a website for obvious reasons to ensure people stay on Facebook.

The “Choose Your Audience” section, displayed is a check box under the Broad Categories, you can select your custom audience. Select that check box to do some analysis on your email list demographics.

5.) better understand Your List to get better ideas

Get discoveries about your list. If your list is small, targeting an ad to 85 people may not be an effective use of your Facebook marketing budget— it’s not expensive to give it a whirl to discover the results you get.

You can discover their interests and demographics listed on Facebook by playing around with the Facebook Ad settings.

Try different specific interests to find out what keywords captivate your audience to use those keywords in future ad campaigns.

Create an ad that targets a segment of your email list to use effective copy in the ad to entice to them.

Find out how many of your current email subscribers that have not liked your Facebook page to create an ad to get them to like your page. Understand now WHY I LOVE FACEBOOK ADS! Exciting stuff!

Feeling more Facebook Empowered?? You should be! Get typing, I want to hear keys hitting your keyboard now, CLICK, CLICK, CLICK! :)

Your goal in Marketing should always be getting into your customers/prospects head, this blog post gives you a technique to do that on Facebook. Exciting! I am excited for you! you should be smiling right now :)

Have you tried Facebook ADS? What results have you seen? Share your comments with us below.

Traffic is Not The Secret To Making Money Online

10 Apr

The truth is you can get traffic everywhere, just buy banner ads to place on websites, Facebook Ads, Google Ad-words, and I am sure you know a lot of other sources of getting free traffic to your site. I am sure you have heard stories of people who have spent thousands of dollars on Online Ads without very much ROI, perhaps you have yourself. You have probably asked, well-known Guru’s what is the secret to their online success? You probably got answers, like->”work really hard”, “you know the answers within” etc… Of course there are secrets to success, every industry has them. Don’t you think there is success secrets to: operating shopping malls? casinos? restaurants? Of course!

You have to get inside the heads of your target market, who is your ideal customer? Male or Female? What Do They Look Like? What Cars Do They Drive? What events do they go to? Where do they spend their time online and offline? What are there interests? Get really detailed with this! You will be surprised what revelations you will discover! The ideas will pour through you! Aha! is what you will be saying to yourself, “I can do this, and this to entice my readers to want more and provide value/solutions to this topic.” “I can partner with so and so cause they are already communicating with my target market.” Get Free Online Traffic

Look, whatever business you are in, when it comes to online or even offline-> You are in the information business. Information is what made Google number 1. When you make people happy, enrich their quality of life by solving a problem they will want more from you. Bottom Line.


Ok, here is where the work comes in!! You know you gotta put in the work, right? Nothing comes magically. THERE IS NO MAGIC BUTTON!! Anyone who says there is, RUN away from them as fast as you can! I say that with love to save you, money and time. You have to develop effective online marketing funnels, give free valuable content or products in exchange for there email address and name (OPT-IN FORM) to build your email list. Do not ask for their phone number or home address fewer people will provide this information. Then you will be able to get that MAGIC we call CONVERSIONS. Once you get the conversions then you get PROFITS. Traffic alone will not get you CONVERSIONS that lead to online PROFITS. The formula is traffic + conversions = profits. The key is making a online marketing funnel that converts then any traffic can be profitable.  So remember, you can get all the traffic you want but if you cannot convert it, you got ZILCH/ZERO.


Conversions means a measurable response. To be effective in marketing everything is a measurable response. A opt-in is a measurable response, website views is a measurable response, clicks etc…. Bottom line, a conversion is getting your target to take a desired action that leads to taking action to purchase. Your goal is always to get your prospects to take action, whether it is entering their email, opening your email, making a phone call, downloading your e-book, reading your e-book, etc… So HOW DO YOU GET THEM TO TAKE THESE ACTIONS is what you must always be asking yourself. That my friend is the secret sauce! Lots of little actions lead to the bigger action of making the purchase. In order to be successful in marketing, you must TRACK everything. Tracking gives you the secrets of knowing: what traffic is working for your website? How much to spend on ads and what kind of ads? What aspects of your funnel is working? Once you know this, then you will see the fruits of your labor. Then you can make a AD and see the results you want. This is what I teach and show businesses, solepreneurs to do in depth successfully to finally end the confusion once and for all to see the money coming in.

Once you know the secrets that comes with mastering this online marketing science then you can spend 800 dollars on ADS to get a ROI of 2,800 or more. If you have any questions or comments post them below. Enter you email above to subscribe to this blog to ensure you do not miss my next article about how to get free traffic, after all it is apart of the online marketing success formula just not the only part. Cheers to your progress through quality education. Education will set you free :)


Get every new post delivered to your Inbox.

Join 184 other followers

%d bloggers like this: