Why You Need To Integrate Your HR With Social Media

24 Oct

Although many business owners aren’t aware of it, social media has become a huge part of HR and recruitment over the past few years. From relationship building to large-scale hunts for top veteran talent, there are countless ways in which social media is changing the way we all think about HR. If you haven’t already integrated social media into your recruitment efforts, then there’s a fair chance that you’re lagging behind some of your closest competitors. I’m sure this isn’t a nice prospect to consider, so it’s time to take action! Here are some of the biggest reasons to integrate your social media presence with your HR.

social media for realtors

One of the biggest reasons to mesh HR and social media together is the wide variety of talent pools you can draw from. If you were told to find someone to fill a vacancy through social media, then I’m sure your first stop would be LinkedIn. Sure, this platform is specifically made for professional networking. However, if you think that it’s the only network that’s valuable for executing a recruitment drive, then you’re greatly mistaken! While LinkedIn may have been your only real choice a few years ago, recruitment has quickly become multi-channel. Twitter and Quora have proven handy in sifting through candidates to find the best talent, and various Facebook groups exist specifically or career networking. Aside from that, there are many niche and industry-specific platforms which are steadily gaining popularity. Furthermore, social networks can be a great resource for finding blog posts and articles to educate yourself on HR. This can be extremely useful when it comes to nitty-gritty details like understanding TUPE.

By making social media a big part of your HR strategy, you can also up the quality of candidates you have to choose from. Whether you’re going for niche groups or not, the way you apply social media can have a massive impact on the quality of candidates you get for a posting. If you pay for an ad on a site like Indeed, you’ll probably get a fair amount of responses. However, that doesn’t mean that you’re not missing out on candidates who are better suited to your company. Let’s say that you have a position to fill, and the perfect person for the job is already employed. There are things they don’t like about their job, but they’re not quite ready to start looking for something else. However, if they or one of their friends happens upon your listing on Facebook or Twitter, and they decide that they’d love to work for your company, you could end up with a valuable new addition to the team. By utilizing social media channels, you can cast your net a little wider, and ensure that you’re not cheating yourself out of the perfect candidate.

blog marketing 1

Social media also offers you a powerful channel through which to shape and improve the image of your brand. When a company’s social media presence becomes large enough, it becomes the primary source through which people get information on the brand. If you leverage this in the right way, it can attract candidates who share your vision of your niche or industry, as well as your company’s values and culture. The modern professional learns about individual businesses by reading engaging blog posts, news features, conversations with their friends and family, and various other forms of interaction. If you can craft all that buzz to your advantage, it will do wonders for your business’s Social media also offers you a powerful channel through which to shape and improve the image of your brand. When a company’s social media presence becomes large enough, it becomes the primary source through which people get information on the brand. If you leverage this in the right way, it can attract candidates who share your vision of your niche or industry, as well as your company’s values and culture. The modern professional learns about individual businesses by all reputation. The information explosion that’s constantly happening on different social channels works both ways. Just as users have a huge amount of access to information on businesses and their staff, you have a massive resource for finding out more about your potential candidates. A whole encyclopedia of skills, experience, and culture is at your fingertips, so don’t let it go to waste!

Another reason why you should be utilizing social media as part of your HR strategy is that it’s by far the best resource for finding freelancers and remote talent. As I’m sure you’re aware, what people consider the standard makeup of a business has changed massively in recent years. As a business owner, it’s no longer a given that you have to find an office to house all your workers and equipment, or set strict working hours for all of your staff. In fact, all you really need to start a profitable operation these days is the skills to provide a service, a computer and an internet connection. When you’re looking to recruit remote workers and freelancers, social media is going to be your greatest weapon. If you’re after cheaper or more specialized skills, or simply want to make more contacts in a certain geographic area, then you should be utilizing as many social channels as possible. Proactive networking through LinkedIn and other platforms will give you access to a huge variety of talent, scattered all over the world.

As you can see, social media can be an incredibly powerful tool in bringing new talent into your company. However, it also has another big application which you need to be thinking about: engaging your current employees. Although a lot of people use Facebook, Twitter and LinkedIn to escape from work, it can be a very effective method for broadcasting important news and updates to everyone at the company. If there’s been a sudden change of plans for a meeting, or you’re buying a new piece of equipment soon, a simple status or group message will ensure that all your staff are up to date. If you’re planning a team-building day, or some kind of charity event, then you can use it as an open forum and get ideas from your employees. This, in turn, can help to strengthen your brand. Utilise this end of social media in the right way, and your staff will become much more engaged with the business as a whole.

If you thought that HR and social media were completely divorced, then I hope this post has changed your tune!

New-Age Marketing Terms You Need To Come To Terms With

12 Oct


The marketing landscape of today is notably different than it was a couple of decades ago. Many people now use their computers and smartphones to find the products and services they need. The majority of marketing today is done online, as this is the most impactful way to reach consumers.

It also means that there’s now a host of new marketing strategies some people may not be up to date with. It’s easy to get confused amidst all the ambiguous abbreviations and new-age lingo. But here are some of the most important modern marketing terms you should know. Whether you’re promoting a blog, product or business, these will help you!

Social Media Marketing

Social media is now a prominent fixture in people’s everyday lives. A lot of users are connected to social media 24/7 through their smartphones, getting updates instantly. Many people also check it multiple times daily, including first thing in the morning.

Businesses and organizations benefit a lot from getting noticed on social media. People often follow the pages of their favorite blogs, stores, and services and share their posts with others. Businesses often post sales promotions and product updates on social media to bring in customers.

Social media is arguably the most important way to market today. It doesn’t just attract users to your website, but building a following also improves your reputation. You should always be keeping up with the latest social media trends to utilize it effectively.

Search Engine Optimization


Search engine optimization (SEO) is the practice of increasing your website’s search engine visibility. When people need to find something, they usually turn to search engines such as Google and Bing. You need to make your website rank highly for certain search terms to attract visitors.

A lot of things affect your search engine visibility. It involves things like HTML meta tags, the titles you use, and sites that link to you. It can be a lot to manage, so many people use professional SEO services to maximize their ranking.

SEO is one of the most common marketing practices for businesses today. You need to improve your search engine optimization to beat out competitors and appeal to your target audience.

Content Marketing

Content marketing involves creating all kinds of engaging things for people to read, watch, and listen to. It comes naturally to blogs, whose whole business is creating enticing content. But even companies today use blogs to keep up with modern marketing practices.

Blogs aren’t the only form of content. Organizations also make YouTube videos, Instagram infographics, and interesting podcasts to draw people in. Content is often shared through websites, social media, and email.

People may visit a business website to see a how-to article or infographic and end up using their services or buying their products. It’s an effective form of marketing that can also benefit the viewer.

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising paying a website to display a commercial link. The advertiser pays the publisher for each click the link gets.

It’s often used in conjunction with search engines. Google and Bing offer paid advertising through their platforms, which can generate a lot of traffic for websites.

Independent sites often offer paid advertising space as well. Social media networks like Facebook and YouTube also have sponsored ads. However, these methods are becoming less effective as more people block ads with AdBlock extensions.

Social Media Trends That Are Massive This Year

25 Aug

Social media is one of the most powerful marketing tools in the world today. With social media, you reach a massive online audience and add to your business brand. You can connect different networks to create a marketing campaign that is both strong and accessible. You can even lead customers where you want them to online and build up the search ranking of your site. As you can see, there are numerous reasons to use social media more in your business. However, to keep your social media campaign at the most effective level, you need to keep up with the latest trends. Here are the biggest and the best in 2016.

social media trends blog

Social Media Buy Buttons

In the past, if you wanted customers to buy a product you had to lead them away from your social media page with a link. Not anymore because now you can use buy buttons. With a buy button, you can advertise a product or service on social media and get customers to buy straight away. There’s no redirection and no chance of customers getting lost once they leave your page. One click and they have made a purchase. It’s easy to setup, and it’s easy for customers to use. It’s no wonder this idea has taken the marketing world by storm.

Customer Content Generation

You don’t have to waste time making content for your business. Not when you can encourage customers to create content for you. It’s a great idea because a consumer is more likely to trust another customer rather than the word of a business. There are plenty of different ways to do this. Restaurant trends include encouraging customers to take pictures of their food and posting it. If your chef’s presentation skills are top notch, it might encourage a lot more customers to stop by. For other businesses, customers can be encouraged to share tips, reviews or even stories based on a product.

Live Feeds

Customers constantly expect to be updated with fresh information and interact with businesses. Live feeds are the best new way to do this. With a live feed, you can directly reach your customers, and you provide regular updates. They are easy to setup, and all you need is a camera and something to say. Once you have that, watch thousands of people click on your live feed. Remember to promote it, using social media before you set it up.


You’d be surprised by how many customers you’ll pick up by SEO when consumers search for social media. 33 percent of all organic searchers will click the first link that comes up at the top of the page. That’s why it’s important your social media has SEO content as much as your website. You have to make every source of engagement as strong as the others. If someone else’s social media page comes up when searching for your services, you’ve already the lost the battle.

These are just some of the social media trends that you’ll need to keep a check on in 2016.

Comment below any questions. Share this blog with your friends if you found this helpful.

The Benefits Of Using Social Media In Your Start-Up Venture

19 Apr

Starting a new business venture can be an exciting and daunting prospect. Any entrepreneur will tell you that it requires hard work, some risk and a bit of luck. But the feeling of creating a successful business, something that you created out of nothing, is simply amazing. Where some new businesses fail is not seeing the potential benefit of social media. It is something that has seemed to have dominated our phone screens, laptops and desktops. But it isn’t just there for you to keep in touch with your friends, it’s fast becoming a solid tool for businesses and here’s why.

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Your potential reach is 1000’s, maybe millions

That’s right. You read that right. Social media has the power to get your business and service in front of the eyes and ears of many potential customers. Facebook, Twitter and Instagram can all add to your business. By posting something you may encourage an existing customer to share your post, their friends may the share or like, so will their friends. The cycle is endless and could allow you to reach so much more people than you would in some commercial advertising options. It’s free to post on your business pages and such, the potential is huge.

Branding is everything

Just like you, many other businesses and entrepreneurs are aware of the benefit of social media. So this is where you have to think outside the box. Branding can play a huge part in this. Consistency is key when it comes to posting on social media. You must do it and do it often. You add a picture to back up your words. Don’t just post any old thing; people can easily not engage with you.

blog marketing 2

A marketing strategy will always help you get on top

Having a marketing and social media strategy in place will help you to post consistently and stick to your branding. However, starting a new business venture can pose many other things on your to-do list. While social media is important it may not be high on your priority list. Even though it should be. Getting professionals to help you create a strategy, could be an excellent move on your part. Companies like CandidSky know exactly what they are doing. They will know how to interact and reach your target audience. Once you have done that they will also be best placed to advise how you build on the original success.

Adding a face to the business could be a smart move

People buy from people. But the internet has made that difficult to achieve. So adding your face to the brand could be a great step forward in your marketing strategy. You don’t need to plaster your picture all over your logo’s or website. Just adding a personal picture or portrait of yourself will make people feel more comfortable with your business. As it grows, you could introduce staff members in a similar way.

I hope this highlights some of the benefits your start-up venture will get from social media.

Site & Social Media Data – Five Ways It Can Save Your Business

29 Feb

You’ve undoubtedly already heard some of the big fuss over ‘big data’. Analysts are in demand all over the business world. This isn’t a fad that’s going to die down any time soon, either. The fact that we have more access to more data than ever before allows us to make better decisions and find the keys to success within our business. It can be easy to get swallowed up in the doublespeak of the data analyst world, however. So, here is a guide to make it a bit more understandable and teach you some of the ways data can help your business.

social media data

Conversion rate optimization
It may sound like we’ve already begun with the doublespeak, so we will make things simpler. What is conversion rate optimization? Essentially, it’s taking the data of your website to restructure it. It’s the practice of making every aspect of the site more user friendly, to engage visitors and better turn them into customers. Using data from your site can be a tremendous help to CRO, finding the points that already catch customer attention and capitalizing on them. It can also help you fix up the parts that aren’t getting many visitors at all.

It helps you recognize your customers
Whether it’s on social media or your own retail methods, taking customer data is very important. A lot of consumers imagine corporations selling their data, but that’s not the only or even the primary use for it. Using that data allows you to better know your customers. It teaches you what demographics to aim at with your marketing and even how you might be appeal to them.


It makes you more credible
Credibility is very important to a business. It can help you gain the trust of new visitors over your competitors. How can data help you gain this most valuable attribute, though? The answer lies in measuring the credibility of your site, itself. Make sure your site is totally free of errors. Make sure all your links aim where they’re supposed to and nowhere unexpected. Dodgy links greatly impact your standing on search engines, for one.

Keep up with the market
Analytics are widely available thanks to apps like Google Trends. Especially on social media, this is a great way to measure the ‘zeitgeist’ of the market. Getting involved in trends in your marketing and social media is a great way to attract some easy attention. The more relevant your company is and the more they can engage with the outside world, the better.

social media marketing strategy

Sales forecasting
One of the best ways data can help you is in your finances itself. With sales forecasting, you can get a great idea of how well your current strategies are doing. By keeping a close eye on your buyer’s’ behaviour, you can focus the energy of your company where it really matters. You can also redirect it to pick up in places where you believe you’re following behind. Data can revolutionize your whole business, letting you make better decisions every step of the way.

If you have any comments on this topic, I would love to hear them below.

How Social Media Can Boost Your SEO

24 Feb

Want to know how using social media can boost your SEO rankings? There are some links between the two great online marketing areas that you can use to your advantage. In today’s guide, I’m going to go through some of the key factors to look out for – so let’s dive in straight away.

social media for realtors

It helps you build links

The more links you have from quality sources, the more emphasis search engines will give you for your rankings. So, not only will quality content get links shared and seen by many, but they could also end up as a reference on someone else’s blog. It’s a powerful indicator to the likes of Google that you have something interesting to say about your chosen subject. And, it’s a great way to prove your industry authority to your readership, too.

It gives you more followers

The more followers you have on social media, the more relevance Google will give your influence. And that means higher rankings, more visitors, and more sales. However, there is one thing to look out for – the quality of your followers. Google won’t take kindly to a Facebook page with thousands of bought followers, and those numbers will be discounted. Look here to find out more – http://www.salon.com. It’s important to build a following up in an organic, natural way if you want to see results.

Sharing has an impact

Social sharing is, for all intents and purposes, social proof. While Google doesn’t give a lot of credence to these social shares on an individual basis, you will find more joy if they happen regularly. You need to be looking at the biggest numbers for the highest impact, but all social shares help in a way; however small. Try appealing to your followers to share your posts across their social networks. It will help make you a lot more visible to others, too, and it should see you grab some new fans.

Location, location, location

Local optimization is becoming more important than ever these days. Head here for more details on why – http://losangelesseo.org. And, social media channels give you an awesome opportunity to send locality based signals to the search engines. How? Get involved with local events, talk to other brands and businesses in your area, and even attend trade shows business events. Make sure you post about your activities at the event and focus on the location. If you can get some conversations going, you will attract followers. And, you will also signal to the search engines that you are a business to know about in your community. To learn more about local SEO optimization, go here- http://www.losangelesseo.org


Branding is vital for any business, as you already know. But, when you create a buzz around your brand on social media, it can also affect your rankings. Why? Because every time someone searches for your brand name, Google takes note. And, you will start to rank higher for your non-branded keywords. It’s a win-win. Concentrate on improving your social media output and you should start seeing meaningful results.
Need any more social media help? Take a look at my blog articles for more brilliant tips!

How To Design A Social Media App

3 Feb

You may have noticed that social media apps are more than a little popular these days! The likes of Facebook, Twitter, Instagram, and Snapchat are worth billions. They’re sit at the top of the App Store chart on a daily basis, and they’ve become an ingrained part of our lives. Wouldn’t it be wonderful to design and build the next Twitter?

social media app


Well, it might sound like fantasy, but it is possible. Anyone can come up with an idea for an app, and sketch it out. Take your idea to expert app developers, and bring it to life. It sounds simple, but it all relies on one fantastic idea. At the core of these apps is a fantastic heart and foundation that entices users. So, how do you create your own?


Mimic real life – Creating a social media app is all about taking a social experience, and putting it on the web. That’s the beauty behind Facebook’s model. They took basic social interactions, and put them online. Instagram is nothing more than showing people pictures, and telling friends about what you’re up to. If you want to create a new social media experience, take a real-world interaction, and put it online.


Start sketching – You can go over ideas in your head for as long as you want, but the best trick is to start sketching. When you start drawing the app, and sketching out how it will look, the ideas start to come naturally. After all, an app is a hands-on, creative experience. Don’t worry about being too detailed or specific yet. Just get a feel for how the app will work, and what it will do. make hundreds of little sketches, and pull all the best ideas together.how to make a social media app



Do some research – At the same time, dive into the world of social media apps. Get a sense of what else is out there, and make sure your idea is unique. Does your app already exist? What could yours do better, and where is the gap in the market? Think like Snapchat. There are already hundreds of messaging and photo apps out there. But, they found a way to make it unique, by introducing self-destructing images. That unique idea now values them at more than $10 billion!


Make a wireframe – With some good sketches and plenty of research, you’re not ready to design the app. There are plenty of wireframing software kits out there. They allow you to quickly and easily put together a flow for your app. Using simple drag-and-drop boxes, you can create a blueprint of the design.


Get feedback – Before you finally hand everything over to the expert app developers, get some feedback. Show your designs to your friends and family. Most importantly, show them to your target audience. Take their thoughts on board, and make any final changes. Go back to the drawing board, and make sure it’s perfect.
Finally, you can hand the blueprints over to your app developers, and let them build the tricky parts. All that’s left to do is market your app. Congratulations, you just created your first social media application!

Essential Reasons Your Business Needs Social Media

27 Jan

For some business owners, the idea of using social media doesn’t appeal. Older generations and tech-averse people, in particular, might not want to get on board. But if you own a business in the modern age, it’s unwise not to use social media in some way. You don’t have to be all over every network and spend a huge amount of money on it. However, you do need to make use of it if you want to keep up with everyone else. Many people now expect their favorite brands to have an online presence, and if you don’t, you’re missing a trick. If you’re not convinced, check out these reasons your business needs to use social media.

It Helps You Save Money

Just like they point out on their blog at www.websitepromoter.co.uk, social media is free. As experts in promoting websites and online businesses, they know what they’re talking about. In fact, they list getting social as the first way you should be promoting your business online. Social media networks are free to sign up for and free to use. Some might have paid options, such as account upgrades or advertising. But the fundamental functions of most networks are free to use. It won’t cost you anything to tweet about your new product or upload an infographic to a Facebook post.

Everyone Else is Doing It

Following the crowd might not sound like something that a brand would want to do. But a lot of the time it’s necessary if you want to keep up. Your competition and your peers are using social networks, so you should be too. You need to use social media so that you’re able to compete with others in your industry. And you should also make use of it to connect with anyone who can help you out. You might form some important contacts for doing business together. Find out how to make contacts on social media by going to www.careercast.com.

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Click for image source

You Have a Direct Line to Customers

When people start following your social media accounts, they’re right there. Of course, you have to get them to keep following. However, when they are watching you, you have a pretty direct line of communication. You can have one-to-one conversations with them, without them having to call or email. For many people, it’s much more preferable to other forms of customer service and marketing. You have the opportunity to make things more personal and get closer to your customers than ever before.

It’s Only Getting Bigger

Social media isn’t going away. It has become a part of how businesses market themselves, and new uses continue to emerge. As social networks fine tune their advertising options, they will remain a significant marketing tool. The longer you leave it to make use of social media, the more other businesses will move on and leave you behind. You need to catch up with them as soon as you can.

You can’t afford not to have your brand on social media networks. Avoiding them will only mean you have to work harder when you finally give in.

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.


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