Since the many changes to Facebook since the Timeline update to Pages, we’ve found great successes in utilizing Facebook Advertising.

A recent campaign we ran for specialty-retail client Swoozie’s produced a .35 cost-per-acquisition (CPA) of new Fans to their Facebook Page, helping us to reach the 15,000 Fan level in a very cost-effective way.

A few best practices we’ve found to be helpful in driving success for your campaigns.

Be Goal-Oriented

Set a single, very specific goal for each Ad you run. The more focused you are on your goal,the easier it is to accomplish. Facebook Ads are shown to produce better results if what you’re trying to accomplish lives on the same platform, for example, driving Facebook Event RSVPs or new Likes to your Fan Page, as opposed to driving a contest on your brand website.

Dive Into Your Target

Go deeper than the standard demographic targeting you’d normally use. One of the best things about Facebook Advertising is the specificity in which you can target by lifestyle, behavior, interest and so much more. And, remember you can use the visual component of the ad to mimic the segment you’re targeting.

Be Organic

If you’re campaign goal is to add new Fans, always run a “Sponsored Stories” ad type as part of your campaign to help drive Likes. To the average consumer, this Ad type feels less like an ad and more like a functional feature of Facebook so they’re more likely to take action. And, remember to target only those people who are not already connected to your Fan Page.

Tap into the Power of Referral

Add a deeper level of referral to the “Sponsored Stories” Ad type by also targeting “friends of Fans” of your Fan Page. The old saying is true – birds of a feather flock together. Friends are more likely to trust and join in the fun because they see others in their peer group are taking action. I bet you’ll find this to be one of your top producers campaign after campaign.

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