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:
- 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)
- 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.