Facebook advertising provides uniquely specific targeting options, meaning businesses can use ads to appeal to a laser-focused audience.
Facebook advertising can be a fantastic resource for small businesses. Another benefit is that Facebook has clear reporting features so businesses can see exactly where their marketing dollars are going, what’s working, and what needs to change.
The benefits are endless, but how does one utilize this tool to the best of their ability?
We sat down with 12 small business leaders to learn their tried-and-true Facebook advertising tips for success:
Start with an over performing post
If you’re interested in running a Facebook ad campaign, start with a post that is already over performing. Some marketers may do just the opposite and boost a post that “needs a little help.”
If a post is already engaging others, then imagine the attention it’ll receive from a paid campaign. You’ll quickly see more post comments and higher traffic to your site.
My best tip for Facebook advertising campaigns for small businesses is to expand your reach with a page post engagement ad! Our Facebook page for Texas Adoption Center gets a healthy amount of traffic and likes organically. Though, due to the Facebook algorithm, some posts never seem to make it to our full range of followers.
By running engagement ads, you get your content to an audience who already likes, comments, and otherwise interacts with it.
To set up engagement ads, merely opt for the “Engagement” marketing objective. Simple as that!
If you are a small business that has a website, then the first thing that you need to do is set up a Facebook pixel. Aim to do this before you even start thinking about creatives, targeting, and campaign budget.
The Facebook pixel is a small piece of code that you insert on your website. Once installed, it collects data that helps you track conversions from Facebook ads and also implement remarketing campaigns. You can then correctly monitor campaign success and ensure that you are gaining value from running Facebook ads.
When running a retargeting or content-driven Facebook ad campaign, consider taking the email addresses of your existing customer base and uploading the list to the Facebook Ad Platform.
These email addresses will be matched up with Facebook users to develop a highly personalized audience. By limiting the audience to just your existing customers, Facebook ads can be customized to stay in front of your most important persona.
One advice I would give to businesses looking to run Facebook ads campaigns would be to look beyond the average stats floating around the internet.
If you find a case study which is boasting a particular Click-Through Rate (CTR) or Cost-Per-Click (CPC), do not solely base your ads campaign on those numbers. Every business and its target audience is different and these values can vary to a very large extent depending upon so many different factors like the creatives, time of the week, time of the year, audience, and so on.
One thing you should instead focus on is ROI, that is whether you’re making money out of the campaign or not. Once you break even, then you start optimizing your ads from there to try to increase CTR and reduce the CPC from that point.
I would advise people to think about what audience they want to target first. You can target an audience very specifically on Facebook. Also, you can refine your message so that it is tailored directly for that audience to receive the best results.
I’d also encourage people to use short videos in their ads, as video ads are more consumed than any others and are more engaging. Test out the ad and see what the results are. If the results are not what you want, tweak the ad or the targeting, and try it again.
It is a constant test and repeat pattern. Once you find one that you get great results in, keep going with it and put more available resources and budget, so you can maximize the returns.
Facebook Ads are an evolving platform. Enrolling in free online training about Facebook ads through Facebook Blueprint is a great way to get educated and learn best practices.
Create lookalike audiences from high-performing audiences
The best part about Facebook advertisements is that marketers can duplicate a high-performing audience from a successful campaign.
These highly engaged audiences are more likely to make a purchase. Click the “Lookalike Audience” option when choosing an audience for your new marketing campaign. Facebook automatically picks new users who have similar backgrounds to your high-quality audience.
Facebook advertising works based on inputs to give the algorithm to figure out who it should show your ads.
By filtering and narrowing down your ads to a relevant demographic, you can expect an improved Return on Advertising Spend (ROAS), as your ads will only be served to a particular audience. For example, if you’re selling coffee, you can target interests based on other popular coffee companies with huge Facebook followings.
When you compare this approach to targeting an age group alone, it is likely to deliver a better ROI as the target has already shown a general interest in the type of product you sell. You can use demographics to create individual ad sets, see what works and double down!
People have conditioned themselves to ignore ads on social media. They can pick them out from a mile away (and not just because of the “sponsored” tag) and will completely ignore them.
If you want your ad to be seen, you have to focus on not looking like an ad. Look at some posts from people who fall in your target demographic. Learn the way they speak in their posts and emulate that.
If they don’t realize your ad is an ad until after they’ve read it, you’ve already reached more potential customers than those that were scrolled past.
Take the time to understand what content your audience engages most with. This can be done by accessing available insights from your business home page.
Also, pay attention to the time and day content is released. Once you understand what content and time have the best engagement and views, you can begin to adjust your content strategy towards what resonates with your audience most.
Be sure to encourage engagement in your posts by using a call to action when possible at the end of a post. This can be as simple as, “follow this link now,” or “let us know what you think in the comment section” or even, “make sure you hit that follow button to stay up to date with the latest info.”
Nutshell Campaigns plugs directly into your CRM data, so you can create highly targeted audience segments, track the impact of your emails in real-time, and manage all your communications out of a single tool. Get started for free!
