Facebook Ads For Photographers

We all see them, most of the time we ignore them, but Facebook ads can be great for advertising or it can be a complete waste of money, depending on how effectively you target your market and how good you are at writing shorter copy that has impact.  Facebook gives the photographer great control to only advertise to their target market, in the local area in which they live.  You can break down the market by area, age, education level, gender, language spoken, as well as options like “in high school” to make it very effective, if you take the time to narrow down the market you want to reach.

Facebook also give you the ability to test photos, offers and head lines for the best return on your Facebook ads as well as other more expensive print advertising.  We are photographers, the photograph(s) we put into our advertising make a difference in the number of clicks and/or phone calls our studios receives.  Photographers don’t want to hear this, but just as important as the quality of photography you put into your ads,  are how well-known the people are that you feature in the ads.  We do  a great deal of testing on Facebook.  Recently, we tested ads (headline/copy) that had proven to get a good response.  The last step was to test the photo included in the ad.  We selected one senior from each high school we wanted to advertise to, with all images being composed from the waist-up (for easy recognition).  Each of these girls were cheerleaders in their high school with each being a member of either Leadership or yearbook, so they would have the same potential of being recognized by students of each of their high schools.  We ran the exact same ad with 6 different portraits on it for a one week period of time.  The ad with the most clicks was 138, the one with the least clicks was 8.  (this is with every else being as equal as possible).  This was nice to know as we were putting together a large and more expensive reminder mailer for the end of the year promotion.

Some photographer have never used pay-per-click (or per impression) advertising.  First of all, you set a budget for the ads within a campaign.  We set a $10 a day limit so this test would cost us no more than $70 for the 7 days.  You bid on the price-per-click, with Facebook suggesting the best bid price, although most of the time the price per click is less, you are bidding on the most you will pay.

A few things you have to watch for when you use pay-per-click advertising.  Most importantly, you can’t put a headline like “cheap photographer” or “wedding photographer”  you have to entice the person to click on your ad, without being so vague you have people clicking with no interest.  “Senior…or Model”  “Family Portraits On Sale” are examples that would identify those who are interested in what your selling, while peeking their interest.  The next problem I see is photographers that don’t target just their service area.  I will see ads from photographers advertising to seniors that are located in the Midwest (I am 47 years old and live in Ca.).  I think they missed their mark and didn’t select their target audience.  There are always problems that accompany any type of advertising, with pay-per-click there are some businesses that will click or tell others to click on your ads to use up your daily budget.  I have not seen this personally (or at least noticeably), but I have heard of this in certain areas, so watch for you numbers being too high with an expected response.

Book By Jeff Smith

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~ by jeffsmithbooks on January 12, 2010.

One Response to “Facebook Ads For Photographers”

  1. Good information Jeff. How much difference does the bid on the ad make? If you bid lower than their suggested amount does your ad only show in the wee hours of the morning when most high schoolers are sleeping? Or, if you bid higher than they suggest, does the ad appear between the hours of 3pm and 8pm . . . prime time?

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