By: James Steadman | Category: Digital Marketing
Do you use Facebook? Of course you do; that’s why you need to be advertising on it. No idea how to even approach this? Learn the basics here. It works wonders for small businesses and gives you scalable reach affordable to even start-ups on a shoestring budget.
What is Facebook advertising?
Facebook advertising is a form of display ad on the social media network Facebook.
What’s a display ad? They’re these things:
And these are what they look like on Facebook.
You’ll most likely have seen them if you don’t have an ad blocker on your computer, or when you’re scrolling through your phone on the Facebook app.
Facebook ads help people reach their goals through Facebook users; as of 2015, that’s a whopping 1.44 billion people worldwide. Yes, 1.44 BILLION people.
If you think your business couldn’t use even a tiny slice of that pie, you’d be dead wrong.
Local businesses can reach thousands of their ideal customers for a marginal amount of ad spend (think as small as $10/day to get actual results); add to this how easy it is to get started on your first Facebook ad campaign and you can see why start-ups and small businesses are using it to attract more customers.
Anyone with a Facebook fan page and a credit/debit card can use Facebook ads.
You don’t need to be a big business or multi-national company, you don’t need a Facebook account manager and you don’t need to pay someone to do this for you if you just want to test the waters.
That basically means anyone with the internet and who is on Facebook is eligible. Suzie Q who runs a knitting club can use Facebook ads; John W who owns a local café can use Facebook ads; many of your favourite companies use Facebook ads; we use Facebook ads.
You get the point.
In addition to this, it’s an excellent and cost-effective marketing tool which lets you see your ROI immediately.
No more wondering if people are actually seeing your ads, or whether you’re actually getting anything back from them.
Facebook's ads are shown in 3 different places.
Desktop – Newsfeed
What do Facebook ads look like?
Who can use Facebook ads?
It’s all there in the reporting and doing a little bit of analytics will let you create more effective ads. You’ll learn to love effective ads because that’s what makes you more money alongside filling your pipeline with leads and sales.
So if you haven’t got a Facebook fan page yet, take 5 minutes out of your day and get it set up!
It doesn’t take long at all, and you can have yourself up and running in no time.
Once you have a fan page set up, it’s as simple as clicking on one of the CTA’s within your Facebook fan page manager saying ‘Promote your page’ or ‘Promote your website’ etc. (you can’t miss them, they’re everywhere).
Then follow the prompts to get started. (Keep an eye out for a future post which will detail how to create your first Facebook advertising campaign, or subscribe to make sure you get an email when it’s posted).
These ads are shown in your newsfeed on Facebook, and feature much larger images, a descriptive paragraph above it, along with extra features depending on your post such as a title for your linked content and a short description of the linked content in the first two examples, or an embedded shop in the third example.
Desktop - Right hand column
They feature a much smaller image and are shown on the right hand column on Facebook on both your newsfeed (example 1) and other pages too (example 2) e.g. your profile, other people’s profiles, fan pages etc. These ads always stack on screen too, so if you scroll down, they are always on the right hand column no matter how far down you scroll.
The type of content in each ad varies tremendously which is great because you’re able to create super targeted ads to attract your target market. Nothing worse than a shotgun approach to marketing – keep super focused at all times.
Note that Facebook has very high standards when it comes to acceptability of your ad, so people in the Health, Finance, Religious and Consulting industries need to be aware of what you can and can’t show, say or link to.
You also need to be aware that there are rules about how much text you can have within an image you use on an ad.
At the moment text can’t take up more than 20% of the total image size, so if you’re designing ads yourself or outsourcing it, make sure this is addressed or your ad won’t get approved.
How are they different from other online PPC ads?
In a nutshell, Facebook ads are a lot easier for the average person to create.
They offer a great platform to target custom audiences easily and don’t require lots of optimization to see results, meaning your average business owner can create an ad and fiddle around with it with minimal fuss.
However, if you want to see real results and decrease your customer acquisition costs, you’ll be looking to learn as much as possible about this powerful advertising channel or outsource your Facebook ad campaigns to a professional (it’s worth it).
Because people on Facebook aren’t necessarily in ‘buying’ mode, like they are when searching for things on Google or Bing meaning you can be quite aggressive with your ad spend, you need to be clever with your positioning in order to attract quality leads and not throw your money down the drain.
This is probably the most common issue with small businesses and any PPC advertising in general, and it’s not only costing you LOTS of money but you’re also leaving LOTS of money on the table from customers that would’ve bought had you implemented a proper sales funnel and marketing strategy earlier.
A Final Word
Facebook ads are an incredibly powerful and relatively easy to use tool to gain incredible reach with minimal spend.
If you don’t have a Facebook fan page yet and are on the fence about testing the whole system out – do it! Make a page and spend a couple of bucks a day learning the system.
To quickly recap:
Do you think Facebook ads would work for your business or industry? Please leave me a comment below and give this post a share if you enjoyed!
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I create marketing campaigns for clients around the world. No B.S. and to the point - I'll tell you how it is. I'm a copywriter and creative director at heart, but most would recognise me as a full-stack print and digital marketing expert. Want to work together? Click here.