We’re all running Facebook ads, right? No need to dive into the benefits of FB ads (but for real, there are a ton of benefits, and all businesses should be running FB ads).
One piece of your Facebook ads that will drastically affect your CTR and CPC is Facebook’s Relevance Score (RS). A high RS gets you lower CPC. When it’s super high, you can see a CPC under 10 cents. A low RS gives you a higher CPC. Like, way high. It could be over $4 per click if your RS is bad enough.
So what’s it take to get an 8, 9, or 10 for your Relevance Score?
One part is niching down. You need to be pretty specific, but sometimes you can get too specific. That means that no one will click on your ad.
Your solution to this problem is what Larry Kim calls the Inverted Unicorn Method. The idea is rather than target a number of correlated interests, you should target two completely different interests with the same ad.
In today’s Read, Larry outlines how he does that exactly. In his example, the two completely different interests he targeted were people interested in liberal politics and Star Trek fans.
The reason he targeted those groups is that the content he promoted appealed to liberals, and the creative he used appealed to Star Trek fans. That little intersection of people interested in both was his sweet spot.
His results on a $400 ad spend:
- Over 1300 likes
- 235 shares
- 68 comments
The story was also picked up by multiple national media publications. Pretty good work for $400.
So how can you do this? Let’s say you’re Salesforce. You could write a piece of content about the sales strategies of a well-known entrepreneur – Elon Musk, for example. Then run a campaign for that content targeting salespeople who are interested in Elon Musk.
Get the full story here →
