One way to test campaign ideas is through Facebook ads. You can develop an ad, use an image with limited copy and pay for how many times a Facebook user clicks the ad (PPC or Pay-Per-Click). This is a great way to measure your ROI and see if your campaign idea is catching on or not.
Facebook ads use keywords such as “dance” or “summer camps” to pinpoint users that may be interested in your campaign and product. For example if a user has “dance” on his/her profile in hobbies, jobs, interests, likes, etc. and you target this keyword in developing your ad, Facebook may display your ad in the left column of that user’s page. If the user then clicks your ad, you will pay a minimal fee. You can track these click-throughs through Facebook’s ad management page. Campaigns may be measured by the number of click-throughs.
You can manage the keywords you use by comparing them to other ad campaigns. If you want to test an image, you can also use Facebook ads. You can compare usage of a certain image to other images to see if it is worth using in a larger campaign such as eBlasts or eNewsletters. If you are selling a specific item such as a dance summer camp, you can use those keywords to see if Facebook users are responding.
When you create a Facebook ad, you use an image and minimal copy. This is good as it ensures you keep your message concise; something you always want to try to do, but is often difficult as we get excited about our brand and product. As these are ads and Facebook users see hundreds every day, it is best to use a captivating image and simple language.
