Digital marketing expert Sandi Krakowski has shared advice on the Facebook for Business page on launching Facebook pages and creating great content for those pages, and in her latest installment in the social network’s Getting Started series, she turned her attention to advertising on Facebook.
Krakowski’s five tips for small and midsized businesses looking to enter the Facebook advertising arena are:
- Understand your goals: The ads that I run — along with my images, copy and calls to action — are intended to get people to sign up for one of my courses and services. Depending on your business goal, you may want to try different approaches for your ads. Whether it’s getting sales on your website, getting people into your store or just getting the word out about your business, Facebook offers a number of ad types that match your goal. There’s everything from promoting your website or your page, boosting posts directly from your page with advanced targeting, all the way to remarketing to your website visitors and using lookalike audiences to find more people like your best customers. Whichever approach you use, it should align with the goal of getting you more business.
- Start with a simple boost of a page post: Boosting the content you share on your page is a great way to get started with advertising on Facebook. You can target different audiences every few days, at different days and times every week, and then go into Ads Manager to see what’s working. You can also use page insights to see more data on the demographics of your audience, and see how people are discovering and responding to your posts. In a short amount of time, you’ll be learning a lot about your audience. All of the sudden, your audience is telling you what they want, and you’ll really begin to engage with your customers.
- Start with a modest budget: Small business owners can get started advertising on Facebook with any amount that they choose. Even small budgets can begin to show real results, especially when you test different strategies against your objectives, such as different images or copy. Using Ads Manager, you’ll be able to see what’s getting a reaction and which ads are performing best. You can then learn from the data for future ads. And if you have a physical location, you can create offers so your customers will come into your store telling you they saw the offer on Facebook.
- Focus on using good imagery: Eye-catching images that are unique and relevant to your products and services are a big driver in creating compelling ads. Pay attention to image quality and colors that stand out in News Feed, as well as keeping text to less than 20 percent of your image. Again, like every other aspect of your ad strategy, you’re going to want to test different approaches and then measure the results in Ads Manager and page insights to learn what works for you. And if you don’t have high-quality images, try using some of the professional stock images that Facebook provides. They’re free, and can help make your ads look a lot better.
- Experiment with different targeting options: When you run ads on Facebook, you can reach all kinds of different audiences. The most important thing is to find the audiences that are the most relevant to your business and deliver messages to them that are meaningful to them and to your business. Again, it goes back to understanding your goals. Once you have a clear idea of your goals, it’s just a matter of making sure the objectives you choose for your ads align with those goals. Any small business owner is going to know their customers, so it just becomes a matter of matching those customers with audiences on Facebook. Once you become comfortable with that process and want to move to the next level, you can even use your existing customer lists to reach those customers on Facebook using custom audiences.
Readers: Anything to add?