More Advice on Sharing Video
Hurray, you’ve got your ads up! Now it’s time to beat Mark Zuckerburg at his own game and get the most out of those Facebook ads.
Help, my ad’s not being shown
This is the most common problem you’ll face. You can try changing the text or picture of your ad to make it more exciting (dramatic, sexy, and eye-catching pictures work best). You can try expanding your audience so there are more people that Facebook can show your ad to. If all of these fail, you may have to abandon that ad and try some new ones. Facebook ads are funny — sometimes you strike gold, and sometimes an ad that seems like it should work great doesn’t work at all. The bottom line is: The more ads you try, the better you’ll do.
How do I know it’s working?
That’s a good question to always ask about any animal advocacy project! If you link to a website with video playing automatically, you know that for every click you pay for, someone is learning the cold hard facts about factory farm cruelty.
Watch your wallet
When creating an ad, you can tell Facebook either how much money you want to spend per day or how much you want to spend overall. If you choose the “per day” option (which we recommend), you can set a billing threshold so your credit card doesn’t get charged every day. Make sure you set up a budget that you can live with! Even a few dollars a day of well-targeted ads can influence dozens of new people!
Tell a friend!
Once you get the hang of it, Facebook ads take very little time to set up (less than 10 minutes per ad) and very little work after that (an occasional check-in to make sure everything’s on track). The only limitation is, of course, the almighty dollar. So get some friends in on the action! Let them know how many people you’re reaching, and they may be willing to pony up toward your ads or set up ads of their own. If you’re a member of a grassroots group, this is the perfect project to fundraise for with bake sales, special events, dinner parties, etc. The more money you’re able to put into your ads, the more animals will be spared a lifetime of factory farm misery!
First one’s free
Periodically, Facebook offers a $50 free advertising credit to people who have never used Facebook ads before. This Google-search might get you $50 in free Facebook advertising to get you started on the right track.
And posting is always free
Of course, posting videos in the status update section of your personal Facebook page is always free! Your audience may be small, but it’s still worth occasionally posting animal cruelty videos and links to vegan eating resources so that your carnivorous friends can be inspired to make a change. Just don’t overdo it, or your friends might write you off as a crazy zealot. (Even if you are a zealot, if you want to be an effective animal advocate, then don’t overdo it!) Want to make this easy as pie? Be Farm Sanctuary’s Facebook friend and share some of the videos and links that we post.
Five rules for fantastic Facebook ads
If you want your ads to be as effective as possible, and if you want to get the most out of each dollar you spend, here are the five rules that you should follow religiously. Some of these only apply when you are creating your own webpage to promote.
Rule 1: Have a simple, clean site with automatically playing video and a small number of links to key resources.
See www.WhatCameBefore.com for an example of what we mean. You don’t want your visitor distracted by lots of text or imagery, and you want them going to the couple most useful links.
Rule 2: Put a Facebook social plug-in on the site and a prominent “Like” button.
This gets you about 30% more traffic absolutely free and provides a way to keep in touch with and provide ongoing resources to everyone who liked your page (through Facebook status updates). If you’d like, we can send you the html code to put the plug-in on your webpage.
Rule 3: Target most of your ads toward teenagers (13–18) or young adults (19–24).
Ads to teenagers are usually cheaper, and teenagers are more likely to go vegetarian or vegan, so targeting teenagers is a win–win situation.
Rule 4: Target based on interest, and have an ad that is unique to that interest.
See our Miley Cyrus example back in Step 2. Targeting based on interest makes your ad more appealing and can give your message more credibility. For example, a person will be more open to your message if they learn their favorite musician cares a lot about it.
Rule 5: (This one’s just for the computer-savvy.) Create a specific URL for each ad, and use Google Analytics to track the results, compare ads, and ditch all but the best-performing ads.
For example, find out what the cost per vegetarian starter kit order is for each ad to compare ads and ditch the least-effective ones. Note that you don’t need to set up lots of separate websites; you can just create subpages like www.HomePage.com/1.htm and www.HomePage.com/2.htm for each ad.