By Rianna Neal, Founder of Pancake Digital Solutions…
Facebook advertising is an increasingly essential part of our lives and businesses. Over the last ten years, Facebook has evolved from serving as a fun spot for college kids network to a key part of our personal and professional lives. Indeed Facebook has changed the way we communicate and revolutionized the possibilities for small business. The growing popularity of Facebook means a growing popularity for Business pages and Facebook advertising.
What exactly are Facebook ads?
If you have posted on a business page, you have seen the many prompts to boost a post. Maybe you have tried this. A boosted post puts money behind a post to have it reach more people. While the capabilities of this feature have increased significantly, a boosted post is still only a small glimpse of the full capabilities of Facebook adverting. This is what ads manager is for.
The following is a brief introduction to 5 key steps for getting started with Facebook advertising.
These are the 5 steps to start Facebook advertising the right way:
1. Start with Intent
Before you even begin to build the ad on the computer, you need to be clear on the purpose of the ad. Take some time to really flesh out the reason you are running an ad. What is the goal you want to accomplish with this ad, with your business overall? What do you want the audience to do when they see this ad? What does your audience want to do? What problem are you solving with your product or service, and how are you going to demonstrate this in your marketing?
Your purpose is incredibly important. Too important. Any marketing is going to put a magnifying glass on your business, and Facebook Ads will only intensify this.
Once you are clear on your intent, you can log onto the computer to select your campaign. At the campaign level, Facebook explains very well what each campaign type is for. Look for what the ad is optimizing towards. Sometimes this is link clicks, engagements, video views, etc. This means the system is going to show the ad to people most likely to take these actions—and charge you based on these actions.
For Example: Billy is wanting to run a promotion for the new blueberry pancake he is serving at his coffee shop. He wants to run the promotion of the pancakes to get more people talking about blueberry pancakes with his brand name. As the conversation grows, he wants to have an engaged audience so when he announces his new pancake food truck coming out next year, it will quickly reach an excited audience and not seem like a random extension for his brand.
With this situation in mind, which ad type would you select?
2. Audience Targeting
The happens at Ad set level. The overall look and finite details of Facebook advertising change frequently. However, it always boils down to the same idea: develop your target audience. Too many people are too vague with their target market, and this will be amplified in your advertising. There is no blanket how-to formula to build your audience, but anyone can be successful with these key ideas.
Create 2 or 3 people, fictional characters, who are your ideal clients or customers. Think about their every detail. Blueberry pancake lovers? Coffee drinkers with 2 kids, married, part-time job, eat out a lot, etc.? As you sketch these ideas out, you will find which of these keywords are available for the interest, behaviors, and demographic categories on Facebook Audience targeting.
The difference between these categories is essential. Demographic data is the stuff you fill out at the beginning of online research surveys. A behavior is an action the person takes, and an interest is something they are likely to Google. Use the meter on the top right as your guide to see if the targeting is too narrow or too broad. When first starting out, start broad. You will narrow later as you receive more data from results of the ads. If you feel stuck, start with 10-20 keywords, keeping in mind the audience size and knowing you will want to make adjustments later.
Location: Everyone in 3 closest towns to shop
Interest- pancakes, pancake house, coffeehouses, coffee shop, coffee lovers, food truck
Behaviors- Coffee, restaurants, gift shoppers, quick serve restaurants.
Then perhaps a few local shops as well, such as “Fans of Starbucks.” This is a VERY broad and generic example. Think of what other keywords you might include to narrow the targeting.
Choose a lifetime budget and be prepared to shift it. There is a $1 per day limit for most ads, some are $5 per day. A good amount of advertising can be achieved for a low cost, but be realistic about your expectations. The most common budget I hear from people getting started with Facebook ads is $100-$200 per month. This is a good amount to start testing various audiences. If you have $100, split it into two or three ad sets to test various audiences. You can always move money over to the best performing ads.
$50 for a brand awareness ad in a 25-mile radius from Billy’s coffee shop; $50 for coffee lovers; $50 for more specific coffee and pancake eaters in the area; and $50 generally for people who eat food in the area.
4. Ad images and Copy
This is the visual of the ad, what people are going to see. Start with the image. Find something that makes sense with your brand, have an image of your product or something relevant to your services. There are so many terrible stock photos out there that make no sense. Take the initiative and be better. Start noticing all the ads you see in your timeline. What do you like? What do you dislike? What helps you achieve your intent? Pictures of people are great because faces can convey emotion and movement. This is particularly helpful if they are looking happily at your products.
Keep the copy short. It is tempting to write lots of information, but be realistic. As you are scrolling through your newsfeed, how much are you actually reading?
Be clear and concise with a simple Call To Action (CTA). Let the audience know what you want them to do.
“Blueberry Pancakes now at Billy’s Coffee. What is your favorite topping? More news coming soon…”
5. Check it
Facebook has a “learning phase” where it takes approximately 72 hours for the system to properly optimize the audience. Unless the ad is totally bombing (i.e. $$spent with no results), DO NOT TOUCH it in this time frame. I know this is hard but just leave it. After this time is when your real work begins. Analyze what is working, pause more expensive ads, shift budgets to more effective audiences. Most importantly, check the analytics. Are you reaching 20-40-year-olds but mostly only 40+ are engaging? Adjust your targeting.
So, now it is all out on the table. What are the 5 key things to take away from this post to help you start advertising on Facebook? There are 5 steps to start Facebook advertising the right way:
- Be clear on the problem you’re solving for the audience
- You’re not being specific enough in your audience targeting
- Do what you can, work harder to make the smaller budgets go further
- Less is more in text and images
- Test and adjust & test and adjust, after 72 hours!
Most importantly, have fun! Now for my encouraging CTA – you can learn anything! Today, learn more about our Facebook advertising classes by clicking here.