With 2.23 billion monthly active users worldwide, Facebook is the most popular social network there is, and with such a big user base, it makes sense for small businesses to consider Facebook advertising.
Facebook has an ever-changing algorithm, and the latest update means that organic posts from standard Facebook business pages are not as effective as they once were, as they are not seen by as many people.
Even if you post regularly on Facebook, this doesn’t mean your content is more likely to be seen by your followers, the posts will still appear lower down in your customers’ newsfeeds. The most effective solution for getting around this and for your business’s advertising and marketing goals is Facebook Ads.
Facebook Ads guarantees that your content will reach your audience, and it also allows you to measure the results of the posts you share.
Why are Facebook Ads effective for small businesses?
The first major benefit of using Facebook Ads for small businesses is the way you can target your audience. Rather than a small business broadcasting your products or service, it wants to be narrowcasted. Narrowcasting is simply targeting a highly specified audience. Facebook allows you to target people based on Language, Age, Location, Interest, and Device.
This way of targeting means you are not wasting your budget targeting people who will not be interested in your ads. It allows you to get your message across to the people who are most likely to engage with your business.
The second benefit is it provides clear reporting, which means Facebook advertising delivers numerous metrics that can help small businesses assess the effectiveness of your ad. Metrics include; reach, cost per action, total spend, and click through rate. Ultimately, these metrics will help small businesses see if their ads are getting the results they want.
Facebook advertising is pretty simple to use, but there are a few things that could be useful for you to know before you start:
Setting up Facebook Ads
Firstly, you need to install the Facebook Pixel to your website, as this enables you to track what your visitors are doing on your site.
When it comes to creating your Facebook Ads, there are two options. The first option is you can ‘boost’ any existing posts you already have on your page and the second option is creating an ad from scratch.
Boosting a post
This allows you to take any normal post you have previously shared on your page, and ‘boost’ it so it is showed to the people you want to target.
This format will allow you to choose from different campaign objectives and change the call to action; learn more, shop now and download are some examples. You can also set the audience you want to target, the budget you want to spend, and the length of time you want to run the ad for.
Ad from scratch
To create an ad from scratch you will have to use Facebook Ads manager and you will be able to choose from 11 campaign objectives which are split into three different categories; brand awareness, conversion, and consideration. Then you simply edit the ad where you will choose who, where and how the ad is shown.
Creating an ad from scratch is great for small businesses as you can choose who you want the advert to be shown to, and this could be to the people in your local area.
Best practice for Facebook Ads
The main thing for your Facebook ad is that it needs to stand out. Facebook newsfeeds are crowded with a variety of different posts from businesses and normal Facebook users, so your visuals need to grab your audience’s attention.
Targeting your ad at a very group of specific people you think your product or service will appeal to is all well and good, but if it’s not eye-catching, then you’re going to be wasting money.
In terms of your copy, it should be snappy and alluring. You need to captivate the audience straightaway and clearly demonstrate why they should be interested in your ad. If you combine your copy with strong visuals you have the ingredients for the perfect ad, and this can increase your click-through rate and overall ad effectiveness.
If you are interested in running Facebook Ads for your business but you’re not sure how to go about it or simply need further information, then getting a digital agency to help you may be beneficial.