As of the writing of this article, there simply is not a better form of advertising than Facebook ads. Facebook has over a billion monthly active users. There are more people over the age of 40 than under the age of 40 on Facebook. 70% of American’s are on Facebook. Facebook also owns the top 4 most used mobile apps, all of which can be targeted through Facebook's ad platform. Essentially, almost anyone in the world that is worth reaching can be reached through Facebook ads.
If your business spends any money on advertising, you need to take some of that money and put it towards figuring out a Facebook ad strategy.
Now, for the powerful part. Every single user of Facebook lists all of their hobbies, interests, marital status, employment info, job title, etc. Facebook also owns shopping history, purchasing data through credit cards, and travel habits, just to name a few. It’s pretty remarkable how much Facebook knows about its users. The amazing thing for marketers is that you can target all of those specific categories. It’s a dream.
Before I get any objections from you business services folks out there. Yes, most businesses and business owners are on Facebook. You can specifically target their type of business.
Additionally, it is under priced compared to Adwords. If you aren’t already convinced, I don’t know what will convince you.
This post will be an introduction rather than a complete guide so the material covered below will give basics only. It will not teach you how to run multiple ad sets, to multiple demographics, with multiple creative variations. This guide will give you everything you need to know in order to get started if you haven’t used Facebook Ads before.
The best thing to do is just start. I don’t want analysis paralysis to happen to those that could benefit. My recommendation is to literally just spend $10 on creating your first campaign. You will learn how to do it and gain a ton of confidence just by doing it once.
So, here we go.
1. Create an Ad Campaign
Go to your ads manager and chose an objective. We will assume that you want to get someone to your website because you have something you want them to see, learn about your company, or buy there. So choose “send people to your website” as the goal.
All the other options are valid options if that particular options suits your goal. After you chose an options you will have to give your campaign a name.
2. Narrow down you targeting options.
This is where Facebook advertising is super powerful.
If you are a local business, the first thing you will want to do is limit your audience by geographic region. You will probably also want to change it to only people who live in that location. Otherwise it will also target people who are traveling through your area.
Next you will probably want to narrow down on the age, gender, and language. Most ads will benefit from doing this but leaving it wide open at first is not a bad idea either. By doing this you can see which age groups are responding to your ads then narrow down on the most effective ones in you next campaign.
We will do a fictional campaign for a health food company as an example.
Facebook allows us to target Behaviors and shopping patterns. Since we want to advertise a sale on our world class spinach we will target people in our region who regularly purchase natural and organic food as seen below.
Other types of businesses have other options. If you are a B2B company, you have the option in Behaviors for specific niches for the B2B world. So you can target by industry, company size, only C-level executives, etc.
You can also start choosing interests. So, if you have an athletic training business you may want to target high school aged males who have an interest in basketball.
3. Budget and Schedule
Now you can choose your options for how the ads are delivered. Allowing Facebook to optimize for your particular goal is usually the most effective. What happens when you do it this way is Facebook uses its data to make sure to deliver it to people who are more likely to click.
There are no guarantees as to what will be the most cost effective way to structure you optimization and when you get charged. The best way to do it is to run the same ad with two different delivery options to see which one works best for you.
This is the fun Part. You get to create the ad.
This is also the most important part. What your ad looks like and what your ad says is what will determine whether or not people click on it.
Because this is the beginners guide we will keep it simple. The two most important aspects of your ad are the PICTURE or VIDEO and the HEADLINE.
A Picture that grabs attention is imperative. If you have the ability, videos get even higher engagement than pictures.
If you don’t have any good product photography there are many stock options available within the Facebook ad manager that you can chose from.
Check out the ad we created for our health food advertisement.
The second part is the copy of your ad. This obviously is an art but nobody knows your customers as well as you do so I’m sure you will come up with something good.
Now place your order.
Good luck getting started.