Facebook Advertising Tips for Small BusinessesPosted by oicadmin on 05/23/13
Tags: facebook advertising , facebook , social media , advertising
Facebook is surely one of the heaviest hitters amongst the social media sphere. The sheer population of Facebook users makes it a must-pursue marketing avenue for all types of companies, especially small businesses. Additionally, the targeting capabilities are so powerful that you can create focal ads that result in jaw-dropping click-through rates.
In this blog post, you will learn some profound Facebook advertising tips that will help your small business achieve a number of marketing goals. Whether you want to increase the number of page "Likes," drive pre-qualified leads to your website, or promote an event, the possibilities with Facebook advertising are abundant.
Define Your "KPI"
Before building your Facebook ads, it's important that you first determine the KPI for the campaign. KPI, or Key Performance Indicator, is how you measure the success of your advertising campaign.
Some of the most common KPI's for Facebook advertisers are:
- Earning more page "Likes"
- Gaining more opt-in's on a squeeze page
- Attract new customers
By defining the KPI of your Facebook ads, you'll have a better direction as to how to present your ad and tailor you copy. In essence, KPI's underscore the purpose of your ads.
Don't Bother With Side-Column Facebook Ads
The fact of the matter is, side-column Facebook ads receive the lowest click-through rates and the lowest levels of engagement. Facebook users are socializing, not shopping or actively looking for something. It's important to be mindful of this when trying to advertise with social media.
It's agreed upon by countless Internet marketers that these side-column ads are waste of time, effort, and ad spend. We recommend using other, more effective options (which we describe below.)
Instead, Advertise via the Facebook Feed
Rather than using the side-column space, tailor your Facebook advertising campaigns to display as promoted posts in users' feeds. This provides better quality ad impressions, and thus offers the highest click-through rates.
After selecting this option, choose to "Create New Page Post" under the Your Ad section. Here's where you'll write your awesome ad copy. Remember, your audience is in a completely different mind-set on Facebook. Direct promotions and sales pushes are often overlooked.
Avoid the Hard Sell & Get Creative
Keep in mind your KPI when tailoring your ad and think creatively about how you can grab the attention of your audience.
One of the best questions to ask yourself is "what's in it for them?"
What's truly going to compel a user to convert or take action on your ad? Do you have something to offer? Can you share something inspiring or insightful that helps earn their respect?
Take some time to get creative. Advertising via Facebook is effective, but you must have clear and righteous intentions in how you present your business.
Get Uber-Targeted with Your Ads
The beauty behind Facebook advertising is ability to target users based on various demographics and interests. If you're advertising for a small business with a local market focus, you'll certainly want to define location of your audience.
In addition to age, you can also specify certain interests and likes. Keep in mind that the more confined your audience location is, the less targeted you'll need to get with precise interests. Take note of the audience reach near the top right. The more refined your ad's targeting settings, the less impressions it will receive.
Download Ads to Facecbook's Power Editor
After you've created your Facebook ad, you'll want to use the Power Editor to really fine-tune aspects of the ad.
Click the Power Editor option in the left hand navigation of the Facebook Ads interface. Then, in the top right of the screen, click the "download" option to migrate all of your ads to the Power Editor interface.
Under the Power Editor interface, you can manage just about everything with your ads. One of the most important components to address is the bidding technique and pricing settings.
After selecting an ad in the far left column, choose the "Pricing & Status" option in the neighboring left side column.
Here you can set your pricing structure to be CPC, CPM or optimized CPM. We suggest using CPC or optimized CPM to have the greatest amount of control over your ad bidding and overall expenditure.
About the Author
Tyler Tafelsky is the Internet marketing manager here at OIC Group. Tyler is highly engaged in social media marketing, SEO, content marketing, and PPC advertising. You can email him directly at Tyler(at)oicgroup.net or follow him on Twitter.