Facebook Advertising for your small businessYour company needs more customers, so you are examining marketing options. Facebook Advertising is one option that you do not want to overlook. Facebook advertising is extraordinary in offering the ability to select a particular target audience, monitor the effectiveness of your ads, and modify the ads to adjust to responses. To get maximum results from Facebook Advertising, it just takes a few key steps.

The beauty of advertising on Facebook is that Facebook has gathered so much information on its users, that targeting specific characteristics, interests, locations, etc is very easy. You can almost pinpoint your target market.

Begin With a Clear Goal

Two of the most common goals would be to generate sales directly from the ad or to increase awareness of your business while building a contact list for future marketing efforts. Everything about your ad should be constructed with your primary goal in mind. I’ve seen a lot of success in driving attendees to your webinars and landing pages, where they can either sign up for your free gift or register for your webinar (and opt into your email marketing).

Choose the Geographic Area

Does your business only serve your local area? Do you sell products that can easily be shipped anywhere in the world? For either of these cases or anything in between, you can tailor the regions where your ads will appear to match your needs.

Customize Your Ad for The Demographic You Wish to Reach

As mentioned before, because of the information Facebook collects about its users, you can define the advertisement’s target market based on age, gender, location, interests, or several other criteria. Combining those criteria allows you to be specific when you construct your ad for that target. Make sure you use language that is relevant to your target demographics, including the image you choose to accompany your ad.

Direct Your Ad to Existing Contacts

Upload a customer or contact email list. Any of the people on that list that are also Facebook members will receive your ad. Export out your contacts via a .csv document, which is easily uploaded to Facebook. You can also create a “look alike audience.” A lookalike audience is a great way to reach new people who are probably looking for your services because they are similar to your current customer base. Some of the sources of a lookalike audience can be people who have liked your page or, if you’ve put a tracking pixel on your site, can target your site visitors. The only drawback to a lookalike audience is that you an only target one country in your ad.

Set Your Budget

You can choose to run ads continuously or for a particular period, and you can select how much you are willing to pay. Budgets are set as a maximum daily expenditure or total expenditure over the duration of the campaign. You can also turn the campaign on and off as you please.

Use Images

Images receive far more interest and generate higher response rates than text-only ads. Consider creating multiple ads with different images to examine their relative effectiveness. Try using images you’ve taken yourself. Images that are more realistic than stock photos will pull more people into your ad, especially if you’re in the photo. We relate to our friends on Facebook, so seeing an image they personally relate to is an added benefit.

Use Facebook Ad Manager

Ad Manager accumulates metrics on responses to your ads and presents them in comparison to goals established when the campaign was initiated. Using the information available, you can alter the campaign, changing the budget or target market or even completely re-creating the ad. A big plus – Facebook Ad Manager is available as a smartphone app.

Use Conversion Tracking

Facebook Advertising comes with Conversion Tracking, you place JavaScript code on your website that tracks visitors’ actions. That JavaScript sends info to Facebook, where it is compared with their record of prospects that looked at or clicked on your ad. Among other things, you can determine how many people viewed your website or made a purchase after seeing your Facebook ad. You can also “remarket” to these people if they have visited your site, but didn’t take the action you wanted them to take.

Boost your posts

Boosting a post is a different type of advertising. Boosting a post causes it to appear higher in the News Feed of the ad recipients, thus raising the likelihood that it will be seen. You can have any post boosted, increasing its exposure.

Always include a Call to Action

Salespeople know the axiom “Always ask for the sale.” Professional salespeople do not present information to prospects and hope they will choose to buy. They offer the information and ask the prospect to act – to make the purchase. You need to do that in every ad you create. Depending upon your desired response, include buttons or links asking the reader to respond. “Click Here to Buy,” “Like This Page,” or “Click Here to Receive My Newsletter” for example.

Follow these tips in creating Facebook ads and expect a transformation of public response to your advertising.

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