One of the benefits of getting involved with a trade association is having access to volunteer opportunities that is related to what you eventually would like to do. In my short involvement with IABC/BC so far, I’ve already had the privilege of volunteering for some projects. Managing a Facebook ad campaign was one of them.
Some background: The association was looking for ways to promote an event titled IABC/BC 101. The target audience of the free event was non-members who may be interested in joining the association. The association was interested in using Facebook ads as a way of promoting the event.
After getting some advice from a more senior IABC/BC member, I decided to run two campaigns. Call it A/B testing if you’d like. One of them had images of people (see pic above); one used the association’s logo. Also, one ran as a CPM campaign and the other ran as a CPC.
The ads actually ran comparatively well, so I can’t comment on the CPC vs CPM debate. I offer these five lessons instead:
Lesson 1: Need to say more? Add text to the image!
The biggest challenge I’ve noticed right away was the lack of space for characters. Facebook only allows 25 characters for the headline. For the copy, you only have 135 characters. That’s not really a lot, especially if you want a long word like “communication” in it. An idea I got again from another IABC/BC member is to put some of the text in the image itself. I was concerned that Facebook might not approve such image, but I was able to get through just fine.