We’re
hearing about more and more job candidates who are combining their LinkedIn
profile with Facebook ads—which can be an effective way of getting in front of
potential employers use Facebook. This allows you to search for those “hidden
jobs” and potentially find the best openings before they even hit the job
sites.
Here’s
how to create an ad on Facebook targeting potential employers in specific
countries, cities or organizations that leads them to your LinkedIn profile
page.
1) Get
started by logging into Facebook.com and click on ‘Profile’ (on the right-side
of the page, select ‘Advertise’, then click the ‘Create an Advert’ button).
2) From
there create your ad n the box labeled ‘What do you want to advertise?’ ... leave
“http://” selected and enter your LinkedIn profile URL – it should appear something
like ‘www.linkedin.com/in/<yourname>’.
3)
Click ‘Continue’.
4)
Start creating the text of your ad by first entering a title and brief summary.
We suggest for the title use a call to action, like ‘Hire Me’ or something similar
works best (note: you cannot use an exclamation mark in the title of Facebook
ads). In the ‘body’ of your ad you have more room to play with – 135 characters
in total.
5) Now
upload your photograph or yourself. It doesn’t need to be a studio-grade
photograph but it should be a clear photograph of your face and make sure
you’re smiling!
6) Now
target your ad. You can target people in specific locations, either by country
or specific cities. So if you’re looking for work in a particular city, like
Tampa, then choose the ‘by city’ option and then enter “Tampa”.
7) The
number at the bottom tells you the approximate size of the audience who will
see your ad; this is relevant because a large number means your ad will be seen
by many people (and you’re likely to have to pay more for the ad to be
displayed).
8) Now
select your pricing option, and your budget. You have two options; 1) pay per
click – this means you only pay when people actually click you ad, or 2) pay
for views – this means you pay a price for every 1,000 times your ad is
displayed. Our advice: use the ‘pay per click’ model.
9) Next,
set your budget – you can set a maximum amount you want to spend each day (the
default is $25, but that’s a steep price unless you’re really pursuing work
hard, whatever the cost. Then you need to set the maximum amount you’ll pay per
click. This is a bidding war with other advertisers.
10)
You’ve also got the option of specifying which dates your ad campaign is
active. This is really a question of your target audience – you may want to
limit your ad to weekdays only.
11)
Once you’ve set the budget, then double-check everything on the form. Check all
the details of the ad for accuracy. Hit continue once you’re happy.
12) On
the next page, add your billing information such as your address and credit
card information so Facebook can collect payment. Once you’re done, hit ‘Place
Order’ and then your ad is live!
Okay,
now you need to track the results and make sure you’re getting your ad seen and
clicked - at a price you can afford. Use ‘Ad Manager’ to review the stats of
your ad.
-‘Imp.’
shows the number of times your ad has been seen.
-‘Clicks’
shows the number of times someone has actually taken your call to action and
looked at your LinkedIn profile.
-‘CTR’
is your Click-Through-Rate. It’s the percentage of views of your ad that turned
into clicks.
-‘Avg.
CPC’ is the average cost to you of each click. It should always equal or be
lower than the maximum bid you specified when you setup the ad.
-‘Avg.
CMP’ is the average cost to you for every thousand viewers of your ad. This
figure isn’t so important as you’re only interested in clicks.
-‘Spent’
is the total amount of money you have spent on the ad. If your ‘Spent’ is
ramping up to high, then we suggest before lowering your maximum bid, first check
that you’re not targeting too wide. If your targeting is just right, then
consider lowering your maximum bid, just know that this could reduce the number
of people viewing your LinkedIn profile.
The
trick is to continually assess and adapt the ad settings. Unfortunately for us,
Facebook ad manager lets us change the maximum bid easily, but if we want to
change the targeting, we have to setup another ad.
Good
luck!
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