Facebook advertising can be a cost effective way for a small business to get their name, and products or services, in front of the Facebook users most likely to click through to their website.
Facebook advertising is, at its base, similar to any other advertising effort: Its success is utterly dependent upon the quality of your strategy and of the ads themselves.
With this in mind, you may decide that contracting with an experienced advertising consultant like Camrud Advertising to assist in crafting your strategy, honing your tactics, and creating your ads would be a solid investment.
Facebook has more than a billion users worldwide. That number is almost guaranteed to include your clients – and other people who might be interested in what your business has to offer, if only they knew about you.
Just as internet marketing has displaced many traditional marketing methods, so has social advertising taken its place among the primary digital advertising channels.
What is Facebook Advertising?
A Facebook ad is simply a paid message from your organization that shows directly on Facebook pages that match the criteria we input.
Two factors make these ads an attractive investment for your marketing dollars:
- the huge user base, and
- the ability to target your ad with accuracy to the most potentially lucrative prospects.
It is very easy to get started. But like any other advertising, to get the most effectiveness we will want to spend a little time preparing awesome imagery and crafting a call to action that is “just right”.
If you have a website, you can send the viewer directly to the site when they click on your ad.
Or, they can be sent to your Facebook business page.
How To Get Started with Facebook Advertising
- First, call Denver advertising consultant Jon Camrud at 720-520-0639 to go over your objectives; sending visitors to your website, getting more Likes, or converting customers at your online store.
- Second, together we’ll define the most precise demographic audience to target.
- Third, I create an graphic or select a stock photo for your ad to capture the most attention.
- Fourth, I write an intriguing headline and killer call to action, hopefully emphasizing your unique selling proposition. I also write a 90 to 200 word “news feed” or description.
- Finally, we set your budget. This is expressed as a daily spend. You can determine precise start and end dates, or simply let it run until you choose to stop it.
Effective Facebook Advertising Elements
As with any advertising, the keys to effectiveness are:
- to set a good, specific, goal
- to know exactly who you are targeting
- to have an interesting image or graphic to attract attention
- to include a persuasive call to action
A Facebook ad can show up either in the central section of a Facebook page (the news feed), or in the right-hand sidebar of a page.
News feed ads can be very effective, with higher click-through and conversion rates than sidebar ads. Mobile ads (shown on the Facebook App) are even more effective.
News feed ads can be formatted to look like posts and are part of a marketing trend known as “native advertising,” which enables your advertising message to integrate more smoothly into the editorial look, feel, and flow of social networks, blogs, and other websites.
Not sure yet? Read the following sections for more information.
Facebook Ad Campaigns
Setting Goals and Objectives
The first step in creating your Facebook ad campaign is to discuss, and set, goals and objectives. I will help you answer the question, “What do you hope to achieve with your ads?” Some of the options you might set as goals include:
- More Visits to your Website
- More Likes on your Facebook page
- Engagement with specific posts on your Facebook business page (“Boost Your Post”)
- Event RSVPs
Call Jon at 720-520-0639 to go over what these goals mean if you are not sure.
Next, I’ll determine the audience for your ad. Facebook allows the advertiser to create very specific target audiences based on their users’ profiles and activities.
- Demographics – age, gender, income, relationship status, education level, etc.
- Geographics – country and city, including multiple locations
- Psychographics – interests, based on users’ Facebook profiles, what pages TV Shows, music and movies they “Like”, etc.
- Purchasing Behavior – how many of your target audience mention new items that they have bought.
- Residential Profiles – people who are likely to move, or have recently gotten a new mortgage, or have moved.
- Like Your Page – people who like your page, or a post you made.
We can get very detailed within each audience segment, so the more you know about your customer or client type the better.
Two examples of this are “connection targeting”, which allows you to target your ad to people who have liked your business page, and “advanced connection targeting”, which allows you to target viewers similar to those who have liked your page.
You can target customers based on their relationship status (good for a jewelry store, or lingerie boutique).
Facebook will give an estimate of the audience your ad may reach as we refine the parameters above.
It is helpful to know who is likely to buy your goods or use your services. Often this takes an educated guess on your part, based on past clients.
I can definitely recommend who you should target, after a brief discussion.
Choose Ad Channel
Then I analyze which type of ad (channel) will most effectively reach your ideal customer, and where they will be displayed. We can choose from, or mix, these channels, on desktop or mobile:
- a sidebar ad
- a news feed ad
- a boosted or promoted post
- an event promotion
Once we’ve established the goals, audience, and channel, we will work together to set a daily or lifetime budget (lifetime of the ad).
Your budgeted costs will include fees from Facebook as well as fees from Camrud Advertising for set-up, creation and management of your campaign.
Your Facebook Ads Investment
Facebook has two payment options that will help determine your total expenditure, based on the budget you’ve established, and your campaign goals.
- You can choose to pay either per 1,000 impressions (CPM) or
- As cost per click advertising (CPC), where you set a maximum bid for clicks, impressions or actions
Each option has a specific objective:
- Cost per mille (CPM) – This bid type is designed to get a lot of views, or impressions, for your ad. Your bid price is per thousand impressions.
- Cost per click (CPC) – This bid type is best for getting people to click your ad and is closest to the Internet marketing industry standard. Designed to get a lot of clicks, Facebook will show this ad to the users it thinks most likely to click.
- Optimized cost per mille (oCPM) – This is a hybrid between the previous bid types and is best for showing your ad to the people who are most likely to take action on your ad. If you are looking for specific conversions, such as liking your Page, RSVPing to your event, or clicking a link, this is probably the best option for you.
Facebook selects viewers for your ad based on the parameters we have set regarding your audience, your budget, and which payment option you have selected.
How Do I Pay for My Facebook Ads?
Payment is made with one of four options:
- Credit or Debit Card
- Bank Account
- Through Camrud Advertising (If we are a manager for your account. Advanced payment required)
After working through the preceding steps, we create and launch your ad.
Depending upon goals and target audience, advertisers can create either ads containing just text, or image ads (i.e., an ad with a photo or graphic). Facebook allows us to select your audience, channels, budget, and other parameters.
To create your ad we need to discuss your message, what graphic or photo you want in the ad, to determine setup. Setup will also include my consultation time. A typical setup for an ad can be $200 to $400 plus any stock photo costs or video production costs. Additional ads are less, because we have the basics down.
Your time will be less than 60 minutes, not counting any consulting time you spend with me before I begin the ad creation process.
In addition to that time, I will create a graphic or image to show with the ad, and will need to get you involved again when I present a few different ad text combinations for your approval.
Advertising on Facebook has its fair share of specific ins and outs, but it is important to look beyond the hype by Facebook, as well as some social media and digital ad agencies, regarding its uniqueness.
Facebook Advertising Comes with Reporting
Wondering what is going on with your ad as it is running?
With the ad reporting tools, you can see how your Facebook Ads perform, how many people you reach and how to fine tune ads to make them even better.
In Ads Manager, you’ll see:
- A dashboard that displays the type of ad you’re running, the schedule and the amount you’ve spent on your ad.
- A view of how many people saw your ad and engaged with it.
- How to fine tune your ad, including editing ad copy and images, so you can improve your ad based on its performance.
I encourage people to also look at other forms of advertising we offer, especially the one that Facebook modeled itself after – Google Ads.
I’m always happy to discuss the benefits of Google vs Facebook ads because you have infinitely more websites and apps to advertise with on Google vs just the one on Facebook.
One big difference is Google Ads has a “Search Ads” option. This means you can spend your money on reaching people who are actually searching for your product or service, vs putting an ad in front of an audience and hoping it hits them at the right moment when they are in a learning or buying mode.
And, as with any marketing effort, Facebook advertising is most effective when utilized as just one element in your overall advertising strategy.
I highly recommend that you use it in conjunction with your Microsoft or Google advertising with PPC campaigns.
Can I Help You Succeed?
As you can see, with so many parameters and options to choose from, Facebook advertising can be confusing; if you don’t understand how it works, it can cost you a lot of money in wasted clicks, views and mis-targeted ads.
Call Denver Facebook Advertising Consultant Jon Camrud at 720-520-0639 to schedule a time to create your Facebook ad!
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