Advanced Facebook PPC Ad Strategies

Have Like Buttons Everywhere

Facebook’s ‘Like’ button allows people to indicate the things they like in the Facebook world, whether it be new articles, video clips on people’s walls or anything else.  The ‘Like’ button is now being used extensively outside Facebook by search engines as a highly influential social bookmarking tool since Facebook is now the #2 most visited site in the world.  The more popular a site is, the more it means to search engines when it’s users bookmark or ‘like’ your site.

Facebook uses the number of likes your website pages get as a way of gauging your prospects interest in your pages.  If lots of people like your pages vs. your competitors Facebook will give your ads more impressions even if it means they get less per click than your competitors.  Your relatively high # of likes means people are more likely to click your ads, meaning more revenue for Facebook.

So you want the prospects you drive to your landing pages via your ads to indicate they ‘like’ what you offer.  You should have ‘Like’ buttons in 1-2 places (more if the page is long enough) on all pages on your site.  You never know if people will find one of your lesser visited pages through a search engine.

When people start clicking your Like buttons the number who have done so will started appearing in your Facebook ads.  You can tell how influential these likes are in the Social % stat in your campaign reporting.  This stat tells you the % of impressions that were clicked due to people seeing how many others ‘liked’ your site.

Another thing you should do is make sure all of the pages you put a like button on come from the same domain as your website.  If your website is johnsmith.com and you are directing people to a landing page with the URL johnsmithcondos.com if people click the like button on that page they’ll be voting for a different site than people who click on the like button at johnsmith.com.