Search this Blog

Making Pay-Per-Click Payoff – Part 2

By Hector Cisneros

Image courtesy Pixabay

Last week I showed you how to make search engine pay-per-click payoff.  This week let’s look at social net PPC campaigns.  Unlike search engine PPC which is keyword-based, social PPC is a little more complicated but way less costly than typical search engine advertising.  Below are some tips to give you the edge on Facebook PPC ads.

Facebook ads aren’t the pig-in-a-rut variety you’re used to on search engines.

On search engines, you simply select your keywords, connect them to your ads and run the ads until your account is tapped.  Facebook advertising doesn’t work that way.  Instead of relying on keywords, Facebook ads are audience-based.  That means you can target a different audience for each product or service you wish to sell.  Then you can show this audience a text or video ad designed to appeal to their wants, likes, and needs.  You can even include a call-to-action button to help motivate your audience to take the next step. 

Do you know who buys from you?

If you can’t define your ideal customers, you’ll be hopelessly lost if you want to advertise on Facebook.  That’s because FB ads start with vital statistics, including location, gender, age, languages, interests, behaviors and more. 

While a Facebook text ad looks a lot like those of typical search engine ads, sporting a headline and text grabber, FB ads also allow you to include a call-to-action button.  Facebook also allows you to choose an image or video to display with your ad.  Facebook also allows you to display your ad in a number of different areas on Facebook, Instagram, Messenger and FB Audience Network.  You can even opt to show your FB ads to people who like and know members of your target audience.

Image courtesy Pixabay

On Facebook, quality counts.  While search engines routinely provide top placement to those who bid the highest, that’s not how Facebook PPC works.  What’s known as Quality Score is the secret sauce to being seen on Facebook.  Quality Score is rated by relevancy and clickthrough rate.  Everything from the keywords in your ad and on your page are scored from 1-10 to determine how relevant your ad is to your content.  The higher the score, the more visibility and the less cost-per-lick you’ll pay for advertising on Facebook.

Your ads are tied at the hip to your Facebook page.

It’s been proven that consumers only want to do business with brands they know, trust and like.  This means you need to take the time to show your customers who y
ou are, what your company is all about and why they should do business with you.  Since your FB page is going to play a big part in how your audience sees you, it’s important that you take the time to do all of the following:

      1.      Optimize your FB cover photo – Since this is the first thing your audience sees, it’s important that it makes an impact.

      2.      Show and Tell Time – Take the time to part the curtain to let your audience get to know you, your business, and your philosophy.  This makes you real to them, which is the first step in having them get to know you.  (Hint: Videos are a great way to up the ante with this step.)

      3.      Provide content that serves your audience.  Contrary to popular opinion, if you want to get your audience to like you, don’t sell, tell.  Find out what it is that your audience wants to see and serve it up to them.  If all your audience sees is content that extolls your company’s virtues, they’ll get bored in a hurry and go elsewhere. 

      4.      Testimonials are a great way to get your audience to trust you. – Don’t forget to provide your audience with feedback from other customers just like them.

There’s more than one kind of Facebook ad.

Facebook advertisers have two flavors from which to choose: Regular or Dynamic Ads. 

Dynamic Ads are more targeted than regular Facebook Ads.  That’s because unlike ordinary FB ads, Dynamic Ads are designed to change their targeting based on the actions of the user.  If a user clicks on a regular FB ad that takes them to your website or app but fails to make a purchase, that’s pretty much all she wrote.  However, if you opt for a Dynamic Ad, that same user will then be shown your content on their newsfeed.  Even if the user fails to click back to your page, he or she will be shown additional info to help plant the seed in their mind.  A dynamic ad can also be set to display other content, such as images, blogs, customer reviews, etc.

How far will your budget go on Facebook PPC?  A lot farther than it will in a typical search engine PPC campaign.  Instead of paying dollars per click, on Facebook you can generate clicks for pennies on the dollar.  However, generating clicks doesn’t necessarily mean generating results, especially if you’re looking to sell something on Facebook.  That’s the bad news.  The good news is that Facebook PPC is designed to allow you to run a test campaign, or several test campaigns simultaneously for less than $100.  The reporting on Facebook is far more detailed than that on a comparable search engine.  This lets you fine tune your campaign to generate the best results with the least aggravation.  Once you hone your ads, you can always boost the gain to cast a net over the specific segment of that 2 billion+ Facebook audience that’s most likely to do business with you.

Hector Cisneros is a partner, COO and Social Media Director for WSquared Media Group based in Jacksonville, FL. You can connect with him on TwitterFacebookGoogle+LinkedIn, and YouTube. He is also the co-host of Blog Talk Radio’s “Working the Web to Win,” where he and Carl Weiss make Working the Web to Win simple for every business. Hector is a syndicated writer for EzineOnline and is an active Blogger, (including ghost writing). He is a published author of two books, 60 Seconds to Success (on sale at Amazon and B&N) and Internet Marketing for the 21st Century, which you can get free by clicking on the link at 





  1. Amazing, great article, keep up the good work. This is my first time in your blog. Do you have more articles regarding External Legal Counsel ? Would love to read more.


  3. I've read a lot of blogs, but when I read yours, I discovered a lot of valuable information, fresh material, and excellent editing. Everything about your blog is fantastic. Thank you very much for sharing this important and interesting information with us. Well, if you get time, you must checkout my website

  4. I got a lot of information by reading your blog, thank you for giving such a good information., are ready to help you find the best and the cheap flat, as per your demands.


  5. Excellent blog its very interesting to read. it contain really helpfull information.
    for all students on here we have an all assignment service to help you guys to complete their assignment.
    WEB Designing Services in bhopal

  6. It's a pretty interesting post. I accidentally found your blog and read your post. I saw a few more of your other posts because it was interesting. I was searching several blogs to get good information. I'm very lucky to find your blog. Thank you for the good information. 사설토토

  7. Are you looking to buy Best SMTP relay service provider for bulk email marketing? Do you want to set up your dedicated SMTP server with Ip Rotation or bulletproof Bulk email server for Small business? Are you looking for private SMTP server? A simple way is to buy dedicated SMTP mail server or bulletproof non-suspended smtp mail server for bulk email marketing. Firstly, we should know what an SMTP email server means and How it works?.smtp server provider

  8. Thanks for sharing more interesting blog. I got some good information and And also got a good opportunity to share my opinion. I really want to appreciate your efforts. and also looking forward to another great blog from you.

    Here is sharing some data analytics Snowflake concepts may be its helpful to you.
    Snowflake Training

  9. Nice post. Thanks for sharing the post . I would like to share information about Best android app development services . Appconsultio is offering mobile app development services by utilizing ongoing innovations. We have faith in moving forward with technology and convey extraordinary and interactive applications. We offers the best Android app development services, delivering innovative and robust solutions to meet clients' specific requirements.