Power Editing your Facebook Marketing

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Facebook has, over the last few years, shed its ‘Cute Cat Video’ image to the small business community, and has become a big marketing avenue. In fact, in 2013, they released figures that showed that retail businesses advertising on the platform experienced a rise in ROI of over 150%. Even if you are not in a store-front type concern, the fact that there are over 1.2 Billion users on Facebook means that someone connected with someone else interested in your business are probably there.fv-viagra

What is overlooked by most business marketers is the incredibly targeting code used by Facebook. The addition of Facebook Places recently, has now super-charged this marketing avenue: Especially for the small business relying on a local community for its exposure. Targeting now not only aims at individuals, based on their ad browsing history, they can now be combined with geographic locations that give you a ever growing, dynamic platform that offers you an ever-evolving set of Analytics to study at all stages of your prospecting.

 

So, do you use Facebook and, if so, are you maximizing your exposure to your marketplace?

Many businesses don’t, so check the following to see if you are using this avenue to its full potential. Looking beyond Click-through rates, and Cost Per click basics you can optimize your Marketing campaigns, and gain incredibly detailed information on both your current advertising, and future branding attempts.

 

Look at using Power Editor as a launch-pad for your advertisements

This is a Facebook plugin that acts as an extension of the self-serve ad platform. You can only download it through Google Chrome Browser. Facebook’s help center has a thorough FAQs section that will guide you through the installation and execution aspects if you are not using it at present. It allows you to access resources that are not currently available in the self-serve ad platform, such as Custom Audience .

Last February, Facebook introduced a new targeting feature called Core Audiences, only available in Power Editor. This feature includes improved demographic, interest, and behavior-based targeting, allowing you to target very specific aspects of your target audience such as income or specific positions within their workplace.

 

Lookalike Audiences can be one of the most powerful tools on offer

It is an extension of Facebook’s Custom Audience tool, and allows marketers to upload contacts via phone numbers, emails, Facebook IDs, or Mobile advertiser IDs and send them over to Facebook. Facebook will then analyze them against their database, returning to you more contacts that appear similar to the ones you uploaded, based on their figures. Any time you can get one of the World’s most powerful brands working for you, this obviously is a plus.

 

Besides effective targeting, another important factor is, of course, effective testing

Both t A/B or multivariate tests must be acted on to continually optimize the campaign. Of course, Facebook marketers do this all the time with their “Like” ads. But, how do you A/B test your promoted posts without having to publish all the posts to your wall? Your answer is dark posts. Through Power Editor, you are able to create posts that exist within your page’s backend, but are not published for all your fans to see.  By creating dark posts you are able to launch and end all of your test ads at the exact same time, giving you a more accurate representation of what worked and what didn’t.

Of course, the more complex your campaigning, monitoring and testing becomes, your reports need to be somewhat customized to your own needs. Power Editor offers this, and now points to statistical breakdown such as gender, age, location, and placement. In addition to Facebook Places, your geographic successes will give your Facebook marketing a definite boost.

14 COMMENTS

  1. Such an informative article that shares about facts, ideas, tips and insight about Facebook Marketing.

    Many are saying that Facebook is better than Google Adwords because both of them have a massive potential audience, and they both are primarily Pay Per Click channels.

    That simply means that Facebook became a huge marketing tool to marketers which shouldn’t be ignored. This “Power Editing You Facebook Marketing” is awesome, sharing us effective advises most especially on the testing tips. You can edit your ads and campaigns in Power Editor or by importing and exporting them from Excel.
    Metz recently posted…Tips and Benefits for your Article on the Home Page of Kingged.comMy Profile

  2. Indeed, “Both t A/B or multivariate tests must be acted on to continually optimize the campaign”. Facebook’s Power Editing tool should be tested for effectual campaign.

    Its important that small businesses utilize its potential and apply same at the right time and to the right targets.

    Its sure great to know that marketers on Facebook can leverage on the features of the Core Audiences available on the Power Editor. I am not even aware of this except for now!

    I guess this tool will provide great success for effective social media marketing!
    Sunday William recently posted…Are You Creating Content for a Target Market Who Will Never Buy from You?My Profile

  3. Hey Steve,

    This is the first time I ever heard of Power Editor. I used the usual Facebook Ads which I went through the testing process to find the best lead producing ad for the products I promoted.

    It sounds like with Power Editor, it can actually allow me to take a short cut by giving me the break down on who I should really target versus taking a good guess on who with limited options.

    Thanks for the share! Have a good one!
    Sherman Smith recently posted…My Top 6 Blog Posts For May and June: Short Videos, Google Analytics, Monetize Blog, Guest Post Traffic, Research Next Blog Post, Long Tail KeywordsMy Profile

  4. Hello Steve,

    Thanks for writing this post, I learned a couple new things here which I previously didn’t know.

    Facebook is not going anywhere and those who improve their marketing efforts with it will continue to reap the rewards.

    Enjoy your weekend and look forward to reading more from you.

  5. Hi Steve,

    You had me at 1.2 billion users on Facebook. As you’ve rightly pointed out, within such a mass there is the huge (real) potential that your ideal customer is already a part of Facebook.

    My guess is that connecting with your ideal customer, engaging with them effectively, to convert them into paying customers is the awesome challenge. Simply because of the vastness of Facebook.

    While Facebook’s Ad creation interface has a superbly, detailed, demographic section which allows some really great profiling of customers, Facebook has sharply reduced the number of people that it displays your ad’s to, of late.

    My guess is this is a way of increasing FB’s ad revenue, but this is really not great news for small businesses as there is a sharp increase in Ad spend while targeting their ideal customers.

    I’m going to take a really close hard look at the Facebook Power Editor plugin. I will hop out and read Facebook’s Help centre FAQs. I’m sure there is something I’ve overlooked that I need to catch up on.

    If Core Audience has a more accurate targeting system based on the demographics I supply then I’m definitely losing out because I’m ignorant of this.

    Thanks for sharing Steve. My curiosity has been triggered and beginning my journey of discovery because of this Blog post.
    Ivan Bayross recently posted…Do You Expect A Shake Up In Digital Marketing Strategies In 2015?My Profile

  6. Hey Steve,

    What an awesome post about Facebook Marketing!

    Indeed, I was one of the users of Facebook, but I don’t use it as a promotional tool of my business, since I haven’t had a business to be promoted yet.

    I’m sure that these features will be useful at the right time when I had my own business. I wish someday it can be realized. 🙂

    Thanks for sharing.
    Have a splendid weekend!

    ~Nanda
    Nanda Rahmanius recently posted…8 Winning Tactics To Overcome Google SandboxMy Profile

  7. Hello Steve,

    I am in the midst of trying to expand my Facebook marketing, and to this point I’ve not been very successful unfortunately. Wow, some of the advice you’ve outlined is very helpful to me. Some of these plugins I had no idea about.

    No wonder I’m struggling. Really can’t thank you enough for this!