An Explanation on Facebook Ads

An Explanation on Facebook Ads

My post from last week on “Hacking Facebook Ads” did really well and I had a lot of questions across my social media and private email. So, I thought I’d do a follow-up post to this and also why Facebook Ads has so much controversy around it as of recently, as well as how you can use it a LOT more effectively than others – This gives some bonus tips to my original video as well.

The Back Story –

Around 2 weeks ago now, a YouTuber/YouTube channel by the name “Veritasium” put together a video talking about Facebook ads and the rather large fraud he’d managed to “uncover” along with a bit of back story of another case study from the BBC Technology correspondent Rory Cellan-Jones which talked originally about him spending $100 to get hundreds of Likes with hardly any conversion.

So, before we dive into my take on things, as well as how to target it a lot better, so you can increase your conversion rate based on users that’ll actually engage. Then I suggest you check out the Facebook fraud video here:

Now any Internet Marketer who watches this video will clearly see he doesn’t actually show him (or anyone else he refers to) setting up these ad campaigns. This creates a bias towards his own campaigns, as we all know, if Average Joe Bloggs goes and sets up an Ad campaign compared to someone like Larry Kim for his local plumbing business, who is going to get the higher amount of calls for their money.

That being said, he has done his research pretty well by throwing money at it, in various different degrees.

My Own Study –

I only ran the Ads for about a week after I started doing my previous post. I stole the users from ViperChill, Lazy Ass Stoner, QuickSprout and Matthew Woodward – Who, in my opinion would all be interested in my content and page. I’m also linking out to these guys so they hopefully won’t try to sue me for stealing their user engagements ๐Ÿ˜€

The likes I did got luckily weren’t from those companies and I even managed to attract a few big people at companies such as Amazon.

This is the kind of likes I saw coming through –

facebook page likes

Luckily for me, all of the people who liked were real likes and had real accounts and were targeted, but I could of gone a bit further. Some of the people liking, specifically from the 5 countries Veritasium mentioned were pretty poor engagers, though the highest engaging were from my home country of the UK – This may just be down to the fact that I tend to post around the same timeline as them though.

If you haven’t already checked out my tutorial video, then I’d suggest you do as well here –

And when looking at the very low number of people engaging with Veritasium’s likes on his “Virtual Cat” page, I got a lot higher amounts of people engaging and viewing my posts, even though at this point (on the 20th of February) we had around the same amount of likes –

Facebook Engagement and Views

Here’s my overall statistics from the Facebook page from the Week before we started the Ads campaign, and the week after –

Facebook Stats

This is purely for reference though, and I don’t know if you’d be getting the same amount of engagement on your posts.

The tactic I showcased here only works so well because when Social Lead Fox pulls off the user IDs, it’s because the tool is pulling off the people who have actually engaged with a post on the page, rather than just liking the page… So you’re kind of filtering out all the bad likes that have little (or none) engagement on the page. That’s why this kind of Facebook marketing is so powerful… and cheeky – aka stealing your competitors engaging likes.

If you pull the users from the Groups & Events tab, this probably isn’t going to work – Mostly because people just invited random people on their Facebook page to these kind of pages within Facebook and 2ndly because they give you the list of the people that are within the group or event, rather than the people who actually engaged with them.

Taking this Further?

You can actually take this tactic even further. It does require you to spend money on the original tactic before you can actually pull of the new one though.

My first spend was around $50 and for that money, I near enough doubled the likes on my page and am now getting a TON more engagement than previously on my posts – I also get a higher amount of people clicking through to my posts, probably because my EdgeRank is doing very well.. but, what if I could make that even better?

Well, there’s actually a few tips I’ve found from doing some research on my page.

This first bit, was the people who were initially reached (based on language) by my posts –

Facebook Language Reached

Yet, this was the actual engagement I was getting from the specific languages –

Facebook Languages Engaged

It’s a clear winner that both the US and UK based English language are the only real ones engaging – Yet we have a ton of reach in Lithuanian, German etc.. that is going to waste and in the end, hurting our EdgeRank as they’re not engaging with our content.

If you want to see this kind of data (such as the language engagement etc…) then you have to go to your Facebook page’s insights area by either adding the “?sk=insights” onto the end of your pages URL (whilst logged into your Facebook page’s admin account) or by clicking the “Insights” button within the admin panel bar –

facebook insights

So, now when we’re building our ads and have the info that we only want the main 2 languages which converts a reach into engagement, we can simply go into the Facebook Ad creator and select the options, which are here –

facebook targeting

You can also take this even further, by looking at the insights such as Age –

facebook age

Which shows you the target age based on engagement and reach – As you see the 18 – 44 ranges give me the best reach and engagement, with the other 4 age groups giving me hardly any.

I Hope you Enjoyed This Followup –

I hope you can now further tweak your campaign to make it even stronger than it previously was to my prior video tutorial.

If you have any more follow-up questions, drop them in the comments below – I normally don’t do many followup posts but the Facebook ads post was rather popular and had a lot of questions behind it, so I hope this covered a lot of them.

Charles Floate
I'm a UK based Search Engine Optimisation and Search Marketing Consultant. With over 5 years in the Search Industry, I'm hoping to build up God of SEO as a Dedicated Internet Marketing Blog with tons of Information for the Community to engage with.
Charles Floate
Charles Floate
Charles Floate

Latest posts by Charles Floate (see all)