Contents

• Current Nigerian Stats on Facebook
• How it works
• Getting started
• Keys to measure
• Looking back: how far has it worked?

I have been taking a close look at how Facebook ads is becoming popular in Nigeria and how much people are willing to spend to place ads on Facebook. As a strategist in the industry, and with the experiments I have performed with this platform, I will like to share with you how you can get good ROI (Return On Investment) for your Facebook Ads.

Current Nigerian Statistics on Facebook

Stats on current users From Nigeria:

13+ (Male & Female): 625,400

18+ (male & female): 607,420

20+ (male & Female): 556,960

All : 625, 400

How it works

Facebook Ad uses the profile information and demographic (IP Mapping) information of its users to display ads. Facebook currently have 3 slots for the top match ads while the rest can be view in the “Mores ads” page. The 3 slots or top match are basically for the current logged-in user. For example, if out of 100,000 logged in users only 20,000 match the criteria; they are the only ones to see it.

You also need to know that the pricing or bidding rate will determine if your ads are displayed at a particular point in time. Say: same ads with same criteria; ad A bids for $0.20 CPM while B bids for $0.19 CPM , C bids for $0.18 and D bids for $0.15 CPM. A,B and C will show before ad D.

Getting Started

Remember; whatever you do not measure you can’t really tell if it’s performing or not. Hence, before you place an ad, kindly define your measurement keys. Google analytics is good for this. With this you will be able to track how many people are being referred to your site by your advertisement on Facebook. I will advise that you create your landing page for effective tracking. Say, you are advertising an event, you should link directly to the form for RSVP or if you are selling a product, you can link to the product information page with a “call for action on it.” Your landing page must be able to let the visitor understand what you offer and take action immediately. Generally people link to their home page. If you advertising for  various products then this is good.

Facebook has by default 25 characters for the ads title and 135 characters for the ads message. If your ads needs a picture, fine upload it, else you are good to go! Remember your ads message is as good as your marketing/sales pitch, be straight to the point. Call for action immediately!  Like a recent ad on Facebook for Car Tracking products in Nigeria with a title of:  Locate. Control. Secure. This calls your action, as in what am I locating? What am I Controlling and Securing? Then you see the ad message and follow the link.

Keys to Measure

Like I said earlier, measuring is key to knowing whether your ad is performing or not. It helps you know whether the ad campaign is really worth it. If it does, then you can intensify your campaign or reduce or even stop it.

Let us look at the keys one after the other:

• Date: The date this ad started
• Imp.: Total impressions as at time of study
• Clicks: Number of times people have clicked on the ad
• CTR: Click Through Rate. What is the percentage of the clicks to the display times?
• Avg. CPC ($): Average Cost Per Click. Amount changed per clicks.
• Avg. CPM: Average Cost Per Impression ($). How much charged per impression or display of the ads.
• Spent: How much you have spent so far for the ads/impression.

When you take a close look at this, you can be sure of how the ad is performing.

Measuring performance on your site

The above is for your Facebook Ad stats. You also need to check your stats on your site, if you use Google Analytics, you can simply check your referring sites to check for the traffic coming through Facebook.

Looking back: How far has it worked?

Well you are the only one to know how far your ad has performed based on your expectation.  If it has driven enough traffic to your site, then good else you may take a second look at the way you write the ads literature. You also need to know that; though some may not click on your ad immediately, they will store it in their memories and they can then go to your site at a different time.

The bottom line is to plan, measure and not expect too much. Always seek advice if you are not sure or need better understanding.

FAQS

I placed an ad on Facebook but I can’t see it, why?

If you are the owner of the ad, Facebook may not display the ad to you. Tell me, why do you want to pay to view what you did? Why not just check from the preview.

Someone placed ad on Facebook for me but I can’t see it, why?

Like I said above, your profile information might not match exactly the criteria used for the ads or put another way at that point in time. Also, the ad is displayed to quite a number of people each time. Like 100,000+ may login at same time so, it’s a game of probability.

Does this Facebook ad work at all, are they not just eating my money?

Well, internet as in Life is a game of trust! As it general referred to, it’s a “Trust Economy” we are operating online. So if you doubt, don’t waste you time, just move on, else get someone who understands it to guide you. It sure works!

If you are staying far away and you really want to be sure, ask your guide or consultant to send you snapshots of the performance.

What time will my ad start incase I want to specify time?

Unlike Google, Facebook uses ONLY US time to display its ad. So you need to minus your country of residence’s time from that of the US to get the accurate time. Also, note that Facebook ads runs round the clock.

I sure believe you have understood this piece, please share with us your challenge or result so far.

If you need a guide on how to go about placing ad on Facebook or other sites, you can contact us no: info@webtrendsng.com or hotline Possicon on +234-802-792-4441