Don't advertise, what do you play facebook with?
I'm sure a lot of people saw this headline, and the first reaction was to attack my remarks,Isn't that an article that helps Facebook sell ads?
So what I have to say first is that if you belong to the following two types, you can basically ignore any unfriendly feelings my title has for you.
1. The page has more than 5 digits of accurate fans
2. You started Facebook just to make more earth fat friends
Of course it's not absolute, it reminds me of one I've ever receivedCase.The customer found me to help diagnose why his Page content has almost no interaction, I saw his Page fans have more than 20,000, so asked him where your fans are coming from, advertising? He said no, it's all natural accumulation.
Later I analyzed his brand, in the vertical category is quite famous, coupled with his home page operation for many years, accumulated to this number of fans, is also a natural thing, unfortunately, I read his post, basically no interaction rate, according to the truth of this natural growth to obtain fans, accuracy should be quite high, so in-depth study of his content, are some fragmented and cluttered pictures, then accurate fans see these content, I believe there will be no interest. What's more, according to the fan-focused home page we're currently surveying, the average person pays attention to a variety of types of products that are dozens, many hundreds,If your content quality is not high, how can you stand out from the crowd?
As for the second point, which does not belong to the public, it is not discussed here.
So at this moment should enter the main topic of this article, yes, do not rule out that a considerable number of customers to say that there is no zero-cost operation method, I do not want to invest any fees, for this type of customer, I am basically declined,Because for a product that doesn't have any brand influence, the home page's operation is a pointless drain on both parties' time and effort.
And for the vast majority of believe itFacebook ads can be effective for their customers, advertising is undoubtedly their own off-site traffic in a comprehensive grasp, and as a focus on researching Facebook's Shenzhen topology, we have our own complete delivery system, the following from why we want to advertise, how to run in stages, how to maximize the effectiveness of advertising to analyze.
First of all, the purpose of advertising is ultimately to get the product to sell。 Facebook's ads are a setA system with a strong bidding mechanism(Want to get a deeper understanding of the ad bidding system?) Please poke me)Every month, we learn about the latest updates to advertising, but also smell the strong atmosphere of Facebook advertising toward the direction of all artificial intelligence, in order to 2.2 billion monthly active users to bring a better experience, present to the vast number of consumers more high-quality content, but also in order to more to meet the marketing purposes of advertisers, Facebook's algorithm engineering is constantly optimizing its every detail, excellence.
So such a marketing weapon, how should we make good use of it? Of course, we will not recommend you, including our customers, as soon as you come up to burn a lot of advertising costs, but recommend you according toBudget your own advertising(Want to learn more about the ad budget framework?) Please poke me), combined with the product sales cycle, to develop a corresponding delivery plan, and in stagesto be carried outLaunched。 For those with a certain data baseStand-alone station customersAds will run more accurately and better than customers who sell only through the platform, mainly because we can do the rightData to do the biggest control。 Stand-alone sites and platforms are different, you can freely insert the event code data you want to obtain according to your needs, get access to the site's user data, and any behavior they produce during the browsing process, extract, as the basis for our advertising. Predictable, this would be more accurate than the subjectively judgmental data we extract from the vast sea of people through past experience and similar data.
Coupled with today's competition in the station is becoming increasingly white hot, traffic more and more expensive, but invested a lot of human and material resources but ultimately can not get their own user data, which is gradually drivenMore and more cross-border sellers are on their way to independence。 As advertisers, we can use this basic data to expand our lookalike audience to build more accurately, reduce ad costs, and reach more people, which is the first phase of our ad delivery.
When the home page's "roots" are solid, we can adjust our budget appropriately，To the next stage of ad serving,Improve the interaction of your Page。 Of course, there is no conflict between the two types of ads, and what we need to do is keep letting them goBetter advertisingWin to replace ads that don't perform well, and eventuallyAccumulate the highest quality potential buyers。 And through the third run of the ad,Buy conversionsLet this group of people buy our products.
Here I just give you a simple introduction to the three stages of advertising, as for the budget control in the process of running, advertising pictures and paper selection, how to measure and analyze the indicators of advertising, how to target the festival and other hot spots to increase the volume of delivery, etc. , are the nodes we need to pay attention to, only each node to do a bit, advertising can play the greatest role.
Comprehensive analysis, all these principles are actually closely related to our marketing funnel, and most importantly, how can we make the whole process more effective,Shenzhen Topology will hold an advanced training course on the operation of independent stations in conjunction with FacebookWhether you're a white man who's just started facebook, or an expert who's craving the truth when you're across a bottleneck in your advertising path, join us!
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