If you’ve never tried advertising your photography business using Facebook advertising, OR if you have tried and didn’t have much success, then these next few tips will help you do things the right way, and get the results you’ve heard are possible.
If used correctly a good Facebook ads campaign can bring in a constant supply of new clients, without spending much on the ads themselves… but it’s very easy to fall into a few traps as a beginner, so I’m here to walk you past those traps, and put you on the the path of success!
Facebook Ad Tip #1
Send prospects to a ‘Facebook Tab’
Facebook gives you a few options as a destination when someone clicks your ad…
You can direct them to your Facebook Timeline, your actual website, or a Facebook Tab page.
I don’t recommend sending people to your website, simply because Facebook HATES it. They want users to stay on their site for as long as possible… not to send them away to your site. So if you do select that option you’ll pay dearly for it! They’ll often charge up to 10 times more per click than if you were to send them to your timeline or a tab.
You can create a tab page that mimics your own site. It can have an offer, an opt-in form, or even a slideshow of your work… it’s just like a web page, but it stays within the Facebook ecosystem…
Because you’re still sending the traffic to a Facebook page, you’ll get the click costs right down, and be able to get much more bang for your buck!
Facebook Ads Tip #2
Aim for a High ‘CTR’
‘CTR’ stands for click through rate, and means the rate at which viewers click your ads. If you get 1 click for every 1000 views, then that’s a 0.1% CTR, and is around the average.
If you can boost your CTR up to 0.3% or even higher by testing different ad images, and ad text, Facebook will reward you by dropping down your click cost. Alternatively, if your CTR is terrible, like 0.01%, then they’ll penalize you by driving your click costs up. If you’re bidding on a CPC basis and nobody clicks your ads, then it’s not in Facebook’s best interest to keep showing your ads.
Change Your Ads
Over time your ads will become stale. They’ll end up showing up numerous times to the same group of people, who either did click your ad initially (so probably won’t click it again), or they were never interested and probably never will be. So when you start to see you CTR getting lower and lower, change things up…
Try a new image, or a new ad text. Even doing something as small as changing the background color of your ad image, or pausing an ad for a few months and resuming it again in the future can revitalize the campaign a little.
Facebook ads aren’t like Google AdWords ads where you can just set up a campaign and let it run forever if it works… On Facebook ads get stale and need to be changed, so keep an eye on your metrics and make changes when needed.
Choose the Right Ad Image
Selecting the right image for your Facebook ads is the most important thing…
If you choose a bad image and write the best ad text ever, the ad will probably still perform poorly, so here’s a few tips on what works and doesn’t work from my experience…
Works: Females aged 25-35 smiling and looking at the viewer (ie, directly into the camera)
Doesn’t Work: Your logo. It’s not going to draw people into your ad, especially if they’ve never heard of you before!
Doesn’t Work: Complex images. Anything with a lot of detail will be hard to see when scaled down to the size Facebook allows, which is 100 x 72 pixels as I write this.
Doesn’t Work: Text, especially if it’s small because chances are, people won’t be able to read it.
These are just guidelines and ads should be continually tested. Just because something hasn’t worked for me, doesn’t mean if won’t work for you in your business, so everything is worth testing!
Facebook ads are a fantastic cost effective way to build your photography business, and these tips will help you take the right steps and avoid the pitfalls of the ‘trial and error’ learning method.
Leave a comment below and let me know if these tips helped you, or if you have questions about any of the tips mentioned!
P.S. If you’re looking for my full toolbox of techniques to build your photography business without all that ‘trial and error’ BS, check out my Rich Photographer System. If the page the page doesn’t load, try again later when it’s less busy. Go here to check it out