How to Market Your Business with Facebook Ads
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This post is part three of a four-part series about “Marketing Your Business with Facebook.” Read part one, part two, and part three.
When you examine marketing options for your business, don’t overlook Facebook ads. Facebook advertising offers the ability to select a particular target audience, monitor the effectiveness of your ads, and modify the ads to adjust to responses. To get maximum results from Facebook ads, follow these steps.
Begin with a clear goal – Two of the most common goals are to generate sales directly from the ad and to increase awareness of your business while building a contact list for future marketing efforts. Everything about your ad should be constructed with your primary goal in mind.
Choose the geographic area – Does your business serve only your local area? Do you sell products that easily can be shipped anywhere in the world? For either of these cases or anything in between, you can tailor the regions where your ads will appear.
Customize your ad for your desired demographic – Because of the information Facebook collects about its users, you can define your advertisement’s target market based on age, gender, location, interests, or several other criteria. Combining those criteria allows you to be specific when you create your ad for that target market.
Direct your ad to existing contacts – Upload a customer or contact email list. Then any of the people on that list who also are Facebook members will receive your ad.
Set your budget – You can choose to run ads continuously or for a particular period, and you can select how much you are willing to pay. Budgets are set as a maximum daily expenditure or total expenditure over the duration of the campaign.
Use images – Images receive far more interest and generate higher response rates than text-only ads. Consider creating multiple ads with different images to examine their relative effectiveness.
Use Facebook Ad Manager – Ad Manager accumulates metrics on responses to your ads and presents them in comparison to the goals you established when you initiated your campaign. Using the information available, you can alter the campaign, changing the budget or target market or even completely re-creating the ad. And a big plus is that Facebook Ad Manager is available as an app so you can manage your campaigns on the go.
Boost your posts – Boosting a post is a different type of advertising. Boosting a post causes it to appear higher in the News Feeds of your ad recipients, thus raising the likelihood that it will be seen. You can have any post boosted, increasing its exposure.
Always include a call-to-action – Depending upon your desired response, include buttons or links asking the reader to respond to each ad – “Click here to buy,” “Like this page,” or “Sign up for my email list.”
Follow these tips to create Facebook ads and expect a transformation of public response to your advertising.
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