Facebook Advertising For My Business: Facebook Ads Manager

I’m back with the next blog in the Facebook Advertising For My Business series. In the first of the series I touched briefly on how Facebook Ads Manager was what beginner and intermediate advertisers should be using for advertising their business on Facebook.

In this blog you will:

(a) Get a review of the Facebook Ads Manager platform and how to setup your Facebook Ads account

(b) Learn how to create and manage Facebook ads using Facebook Ads Manager

(c) Gain insight of the types of Facebook Ads you could be using to promote your business

GETTING STARTED WITH FACEBOOK ADS MANAGER

Setting up your Facebook Ads account requires a few steps, with the first being accessing Facebook Ads Manager for the first time. Login to Facebook and then go to facebook.com/ads/manageStep two requires adding a payment method to your account. Make sure to use a payment method you have easy access to and that doesn’t have an expiration date quickly approaching. To add a payment method go to facebook.com/ads/manage/billing and click the green “Add Payment Method” button. From the billing page you can also manage your billing threshold and see a billing summary for your account.

Facebook Ads Manager Billing Page

Step three is adding users to your ad account. This step is optional if you don’t care to give other people access to manage your ads. Why might you want to give access to other people? There might be staff members or friends who will help you create and manage Facebook Ads for your business, so you will want them to be able to access the Facebook Ads account without needing your personal Facebook login information. To add a user, click the Ads Manager menu (see below) at the top left corner of your screen. On the right hand side of the drop down menu, click “Ad Account Settings”.

 

Facebook Advertising For My Business

Facebook Advertising For My Business

Is Facebook Advertising For My Business Realistic?

If you are asking yourself this question, then it might just be something your business is needing. I talk to many business owners – all with different size businesses – and they’re always curious about the role Facebook Advertising could serve in their promotional mix. The answer is simple – give it a try.

Here’s the reason as to why the answer is so simple: it’s too affordable and accessible not to try. As a business owner or marketer, you probably invest in lots of other advertising mediums – print advertising, billboards, flyers – mediums that are much trickier when it comes to tracking conversions. So why not try something that is accessible, cost effective, and easy to track (using the right methods). If you’re not ready to pay professionals (though we recommend you do) to manage Facebook Advertising for you, think about investing in a consultation with an expert so you can learn how to deploy Facebook Advertising effectively. In the meantime, here’s a top-level overview to get you familiar with the platform.

What is Facebook Advertising?

There is some confusion when it comes to what Facebook advertising actually is and what it isn’t. I gathered some info from Facebook for Business that explains what the Facebook Advertising platform is; here’s a quick breakdown:

Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. Advertisers create campaigns that have specific goals, which we call advertising objectives, and they create ads within those campaigns to help them reach those objectives.

For example, a business may create a campaign because they want to get more people to visit their website. When they create ads within that campaign, they’ll choose images, text and an audience that they think will help them get that increase in visitors.

Point blank, Facebook Ads are pieces of content that you’ve put money behind to get them to do a variety of different things: get more clicks on linked content, reach more people, get more video views, increase engagement on a post, increase call volume to your office, etc.

Makes sense right?

How Do I Get Started With Facebook Advertising For My Business?

Another great question! There are a few options when it comes to actually getting started – beginner, intermediate, and advanced approaches. First, you must have a Facebook Business Page setup for your business. If you don’t know how, here’s how you can set up a Facebook Business Page for your business following these instructions. (Side note: if you haven’t had a Facebook Business Page to this point, spend some time organically gathering an audience – “likes” – on your new page and populating it with relevant, engaging content. Walk before you run!) To setup an Ad account, have a payment method handy. This will be used to pay for the advertising once you add it to your Ad account. You can go to “https://www.facebook.com/ads/manager/billing/”, after logging in to your account to add it.

The beginner way: The beginner method involves simply “Boosting a Post”. If you’re currently managing a Facebook page, you might have seen suggestions for boosting provided by Facebook on some of your non-paid posts that are performing well. This is Facebook encouraging you to put dollars behind these posts so more people can see them. Here’s a quick definition of what a Boosted Post is:

A boosted post is a post from your business Page that, for a fee, can appear higher up on your audience’s News Feeds. The fee depends on how many people you want the post to reach—the payment depends on the number of impressions the post gets with time. (Source: Hootsuite)

It’s easy to get sucked into the trap of boosting every single post you make on Facebook. Those suggestions that Facebook provide for boosting certain posts won’t always be the best use of your dollars…resist the urge! Boosting posts is a good way to dip your toe into the world of paid Facebook content, but here are a few things to remember:

  1. Only boost when you have a distinct goal in mind (getting more website traffic, raising awareness for your business location or for a new product or service, generate leads, post engagement, and more)
  2. Fine-tune the target audience that will see your boost… think of who your customers are!

When you feel like you’ve graduated from boosting posts and you want to have more control of your ads, and maybe even build out full campaigns, try Facebook Ads Manager.

The intermediate way: You likely won’t see your best results solely from boosting posts. Facebook Ads Manager is your next step up when working with the Facebook Advertising platform. When you go to “Ads Manager” on your left hand sidebar from the Facebook home page (you have to be logged in), you can access your ads account from here. If you don’t see “Ads Manager” on your left hand sidebar, go to “facebook.com/ads/manage” after you have logged in.

Here, you can create different types of ad units based on your goals (do you want more page likes? more video views? more event RSVPs? more traffic out to your website?) and you can build out multiple variations of targeting and ad designs at once! This does limit some of the elements you can edit in your ads, so advanced advertisers choose Facebook Power Editor.

The advanced way: Facebook POWER EDITOR. Yup, it’s powerful. Power Editor is for advanced advertisers who need to create lots of ads at once and want to have precise control of their campaigns. Advertising using Power Editor removes all restrictions on advertising copy length and gives you additional elements to customize. Also, you get powerful metrics about your ads right there, making it easier to create ad variations based on the data you are seeing.

The Rundown With Facebook Advertising

Just about any type of business can benefit from investing in increasing their exposure through the Facebook Advertising platform. It’s not a question of “IF”, but more about “HOW”. When you look at how you can use the medium to promote your business in a cost-effective way, you’ll see there are many ways to go about it.

If you want Maximize to help you succeed using Facebook Advertising, give us shout through our contact form, by giving us a call, or by reaching through social media.

How To Reach Your Customers Online

reach-your-customers-online

Whether you’re a local business with a store front (office, warehouse, etc.), or a business who serves its customers strictly online, the question always will come – “How do I reach my customers online?”

Let’s look at this from two angles… Continue reading How To Reach Your Customers Online

The Ten Biggest Lies About Social Media and Your Business

In the world of social media, it is hard to navigate the best practices for your business. Companies may try to tell you what the best practices are, but how are they working for your business? Are you looking for more? Trying to up your social media game for your business? Here’s the top ten lies companies are spreading about social media practices for businesses and how you can overcome them.

 

You can’t just come out and ask people to follow/retweet/comment/like/share…

But you can. Actually, it’s even encouraged. Think about it in terms of inbound marketing. You are directly asking your customer to do something for you. But first, you have to build their trust. Posting relevant content that is both sound and appealing to your audience helps boost your credibility and makes it easier for the people you are interacting with to help you boost your content. Never be afraid to ask.

 

Reach is your most important metric.

This could be the biggest lie in the social media industry. Reach is important. As is engagement, post performance… essentially every piece of your analytics. Looking in depth into social media analytics once every quarter is a great way to gauge what is clicking with your customers and what is not. This helps you line up with them to communicate with them better. However, each piece – whether reach, engagement, clicks, and so on – is just as important as every other piece. Reach may only tell you how far it went on Facebook, but engagement will tell you with that reach how many people actually interacted with your content. Remember this.

 

All you need is social media.

False. Why? The main point of a social media presence for a business is to sell. You want to be using your social media to drive customers to your business to make a purchase and make you money. In order to do this successfully, a website that is fully-functioning, responsive, and current is just as – if not more – important as your Facebook page. Keep in mind that your social media can act more as a channel to the main hub rather than the target.

 

Delete or ignore negative comments. Actually, just disable comment posting entirely to protect your brand.

Believe it or not, negative comments are not as bad as they seem. Of course they are hurtful, but this can act as an advantage to your business.

 

First off, deleting negative comments seems shady to perspective customers. How can you have a rating of 3 stars when every single review is flawless? It also discredits your business – because no one is perfect.

 

In addition, negative comments can be a host of customer service opportunities. Responding timely and appropriately to customer service issues on a public front shows customers you are attentive and want you customers happy. It also acts as a great damage-control tool and helps increase your online presence. Let the negative work its magic for you. Like the old time saying, “there’s no such thing as bad press.”

 

Hire an intern to do all your social media work for you.

While we do believe in intern programs and the opportunities they provide, hiring an intern strictly to manage your social media accounts could go through a few different scenarios. Most importantly, you do not want a full-time student with limited experience handling some of the issues social media can present without someone there to guide them. Whether this is a supervisor, policy, or admin on a page, it is important that interns are provided with some direction and not just handed the passwords to your accounts. Give them expectations, let them shadow others in your business to get an idea of the company, create goals on social media to ensure your intern is getting the most out of their internship while also giving you the social media supervision you need.

 

Automate your updates to save yourself time.

Auto-posting through social media suites may seem like a step in the right direction to saving yourself time on social media, but it’s not always the best policy. Automated messages can seem rigid and timed to your followers which in turn turns them off to what you want them paying attention to – your business. Try posting in real time as often as you can. Make sure your content is timely and current with what is going on in the world as well to help increase engagement.

 

Auto-publish content to save time when sharing content to several sites.

Auto-publish is never a good idea. So often after I hit the post button on a blog, I will find a grammar error, forget to include tags, have to modify a layout… change something before it reaches the masses via my social media. Auto-publish may work against you, especially if you accidently click the publish button before you were really ready. Remember, once it is on the Internet, it is there forever – especially in terms of social media. Keep this in mind before setting up auto-post to your social accounts from your website.

 

Focus on Facebook.

Facebook may have a huge interest base now, but what about tomorrow? Social media is always changing a moving. For instance, YouTube proceeded Facebook in unique users for the first time this summer, meaning more people are using YouTube than Facebook for the very first time. This is leading to a big change in the social media world. Don’t put all your eggs in one basket – disperse your content and customer interaction between several social platforms.

 

You need to be on every single social media platform.

Tying into the previous point – while you want to diversify your social media platforms, you also don’t want to consume yourselves with more than you can handle social media wise. For us, a few big platforms we like to encourage our businesses to try out and see how they work for them: Facebook, Twitter, Pinterest, Instagram, and Google Plus. Invest a little time on each and see what practices work best for your business to design your social media efforts to best fit your customers.

 

You don’t need an email if you have social media.

This couldn’t be more contrary from the truth. In fact, you need an email more than ever with a social media account, perhaps even one that is specifically set up to handle social media management. This email will help you received notifications and communicate with customers more effectively.

 

 

Practice makes perfect, and with social media we are helping businesses take control of their social and online media and make it work best for their businesses. Contact Maximize today to learn more.