For those “non-believers” about the effectiveness of Facebook advertising, here in an excellent case study that demonstrates a how-to to setup your own local campaign. I’ve successfully used Facebook advertising before to generate thousands of fans for our soccer coaching website – something I couldn’t do with Adwords as cost-effectively. With the ability to geo-target the ads as well as drill down to the demographics, Facebook is an uber-effective method of driving leads and starting a relationship with potential customers.
In our experience, the ability to continue to test and refine ads – both images and ad copy – to achieve greater than average click through rates was central to our success of driving down the cost per click. While it takes some hoarding over, the results – and the effectiveness of the ad spend – are well worth the time and effort to refine.
Finally, I couldn’t agree more with the urging of the author to insist upon custom landing pages for these projects. As an agency, you must leverage your expert knowledge for the client. Otherwise, you will make the false assumption that “Facebook Ads don’t work.”
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