Category: Social Media

Facebook Advertising Tips for Small Business Owners

It’s no secret that Facebook can be a fantastic place to reach new audiences and grow your business. We hear about crazy awesome success stories all the time: “I just put stuff on Facebook, and I don’t know what happened, but six months later I quit my job and my side hustle became my full-time gig!”

That’s all fine and dandy, but it’s definitely not the most common use case. I’ve heard more people, especially small businesses, have a completely different story: “We tried Facebook, but it just didn’t work for us.”

The first story is an uncommon case, and I actually believe the second one is, too.

There are quite a few ways Facebook can be leveraged for small businesses, but you have to set yourself up for success and have realistic goals given some of the limitations of the Facebook platform.

Here are my seven tips for how your small business can leverage Facebook Advertising Tips and see success.

 

1. Match campaign objectives to your goals

 

What is it that you’re trying to get out of Facebook Advertising? Additional sales, larger newsletter readership, increased awareness? This is a big factor in determining how your Facebook Ads account will be set up. Luckily, Facebook Advertising has objectives outlined for nearly every goal you could have for your campaigns to choose from.

Facebook advertising campaign objectives options

There’s not really a way for me to prescribe the right campaign objective for everyone.

Facebook advertising consideration options

If you’re interested in multiple, I encourage you to hover over each name and click the “i” icon next to each and read a little about their best use cases. There’s a link for you to learn more about each as well, or you could read this post to get a rundown on each campaign type.

 

2. Find your target audience in Audience Insights

 

One of my favorite places to start with any new account is to understand the target audience. Facebook Advertising makes this very easy with its Audience Insights tool.

Note: You have to have your Facebook page tied to your Business Manager account to see this data.

Facebook advertising's Audience Insights tool

In the main navigation in Facebook Business Manager, head over to the planning section and choose “Audience Insights.”

Facebook advertising's new audience options

You’ll then have a pop-up over the tool that asks if you want to start with all Facebook users (“Everyone on Facebook”) or only users who are connected to your business’s page (“People connected to your Page”). Once you choose “People connected to your Page,” it will highlight the area in the left-hand navigation where you can choose which Facebook page you want to see data for. Find your page, and you’re off to the races!

Facebook advertising for small business demographics

You’ll be able to see demographic info, activity on Facebook, device data, etc., all from this tool.

If the report comes back blank, then that means you likely don’t have a large enough audience for Facebook to provide insights. But don’t worry, that doesn’t mean all is lost.

Facebook advertising interest-based targeting options

More than likely, there are larger brands who are similar to yours you can leverage. Let’s say you’re a modern furniture store. Similar brands might be West Elm and Crate and Barrel. You can type those brand names into the “Interests” section, just slightly above the Facebook page selector on the left side, and gain insights from their brands instead.

All told, this data can be super helpful when you’re trying to decide what demographics to target, what interests people have, and potentially what devices you want to include.

In the end, you don’t have to only use this target audience, (hell, you don’t have to use it at all if you don’t want to), but it’s certainly a great place to start when it comes to understanding how your ideal customer translates to Facebook targeting.

If you’d like a further rundown on the Audience Insights Tool, check out this video for more.

3. Understand targeting layers

 

When setting up target audiences in Facebook Ads, it’s important to understand the difference between AND and OR targeting logic. Knowing the difference here can be the difference between targeting 15,000 and 15,000,000.

There’s a pretty simple way to remember it by the way Facebook formats it: all targeting listed in a box is OR targeting while multiple boxes means AND targeting. Let’s jump into an example to illustrate.

Facebook advertising for small business detailed targeting options

In the image above, all targeted interests are considered OR targeting. This means that someone can be interested in Crate & Barrel OR AllModern to be included in our target audience. Each time you add another interest in this box, your target audience size will go up.

But let’s say you want to target people who like these brands, but only those who like this brand AND have a certain level of income. Here’s where the Narrow Audience function comes in.

Facebook advertising's narrow audience option

When we narrow our audience, we’re effectively choosing the overlapping portion of the Venn diagram of the two groups as the image above shows.

So for our campaigns, we’ll choose to narrow the audience and layer in the income levels.

Facebook advertising for small business detailed targeting options based on financial income

Our targeting section now looks like this with the two segments being in separate boxes. This shows that users have to fit any single criteria from the first box AND any single criteria from the second box to be included in our target audience. By adding the income segment in the second box, we’ve narrowed our target audience by quite a bit.

When you’re setting up your target audience and you have layers included like this, make sure you’re keeping the AND and OR targeting logic in mind and not being too narrow or too broad simply by not paying attention to the boxes.

 

4. Make sure your geotargeting is on point

 

There’s no prescribed target geography for a small business. Some SMBs are purely local and serve only their immediate community. Others are nationwide with wide appeal, and other might serve a very niche community worldwide.

No matter which category your business falls into, be sure you’re leveraging the proper geotargeting to reach your audience. All geotargeting settings for Facebook live at the ad set level.

Facebook advertising geotargeting options

The first thing to check is that you’re targeting people who are in a location with the right intent. This setting defaults to People living in or recently in this location, which is likely fine for most advertisers, but if you have more restrictions, you might want to adjust.

Let’s say you’re that local furniture store and you don’t ship outside of your immediate community. It might make sense to adjust to target only users living in this location, as you’ll be removing people who are either traveling in or were recently in that location. Either of these parties could easily be halfway across the globe by next week, and that would be a waste of your precious ad spend.

Facebook advertising geotargeting location view

Once you’ve chosen that setting, the rest is fairly straightforward. Simply choose “Include” or “Exclude” from the dropdown, then start typing the location you want in the box to find the location you need. We’re able to target the following types of locations on Facebook:

  • Countries
  • States/Regions
  • DMAs
  • Congressional Districts
  • Cities
  • Postal/Zip Codes
  • Addresses
Facebook advertising geotargeting location view based on zip code

Lastly, you can also choose the “Drop Pin” option in the lower right, and Facebook will give you a cursor to literally drop a pin wherever you like on the map. You’ll then be able to adjust the range around that pin to the mileage of your choice.

All told, the main goal with geotargeting is to be sure you’re not reaching users who are irrelevant to you because they’re too far away. Make sure you’re only focusing your ad spend in the areas that can reasonably drive potential business your way.

 

5. Keep retargeting and prospecting separated

 

This really goes for all businesses, not only SMBs, but I find that many SMB accounts often overlook the differences between retargeting and prospecting.

With retargeting, we’re reaching people who have already engaged with our brand in one way or another. These users could have visited your website, followed you on Facebook, or engaged with a post. They’re familiar with your brand to some extent already.

Prospecting is purely a game to extend reach and find new target customers. It’s the antithesis of retargeting.

When these audience types are combined into a single campaign, it can be harder to determine what is working best and who the more valuable audience is. Now that campaign budget optimization is in place, it’ll also be a bit harder to control the budget allocation between these groups.

I suggest keeping prospecting and retargeting in separate campaigns for easier management and optimization no matter what your objectives are.

 

6. Monitor your ad frequency

 

Frequency is the average number of impressions a user in any given audience has seen your ad in a given time frame (this time frame is dynamic based on the date range you’re viewing).

Whether you’re targeting a small, local community or a national niche, it’s important to make sure you’re not oversaturating your audience and bombarding them with your message.

Facebook ad frequency

This will be one of the easiest things to check in on as ad frequency is a column you can add to your campaign manager tab.

As a basic rule of thumb, your frequency should be half the number of days you have selected in your date range, e.g., if you have seven days selected, your frequency should be no more than three and a half days for any given audience.

 

7. Control your budgets effectively

 

The last tip I want to give is solely about managing your spend in Facebook Ads. This platform is unlike many others when it comes to budgeting. There are two key things to keep in mind:

 

PREPARE FOR CAMPAIGN BUDGET OPTIMIZATION

 

Starting in February of 2020, all accounts will have all campaigns updated to campaign budget optimization, or CBO. This might not sound like a big deal, but it could be if your account isn’t set up for success.

In a nutshell, what CBO does is moves your budget management from the ad set level to the campaign level. Facebook then divvies up the budget based on which ad set is performing best.

The problem is that the ad set Facebook thinks is performing best isn’t always the same one you think is performing best. There have been many posts written about CBO and I encourage you to do your research on this topic as it will undoubtedly have an effect on your account.

 

REMEMBER AD SCHEDULING IS TIED TO BUDGETING

 

In a previous post, I wrote about how lifetime and daily budgets impact your ad set/campaign settings and how you control when your ads show. Check out this article to learn more and be sure you’re getting the biggest bang for your buck when it comes to ad scheduling and budgeting.

 

Follow these Facebook advertising tips for small business marketers!

 

There’s no single, perfect strategy that works for Facebook Advertising Perth, but small businesses should take extra consideration when diving into the platform to be sure you’re not overextending yourself too quickly. This is nearly always the source of the “I tried Facebook and it didn’t work” refrain. Here are the fundamental tips to follow to make sure  you’re avoiding that:

  1. Match campaign objectives to your goals
  2. Find your target audience in Audience Insights
  3. Understand targeting layers
  4. Make sure your geotargeting is on point
  5. Keep retargeting and prospecting separated
  6. Monitor your ad frequency
  7. Control your budgets effectively

Hopefully, these tips will give you the confidence to test Facebook in a controlled way—and help make sure you’ll see returns for your efforts!

If you want to start your facebook campaign but don’t know where to start. Speak to our Facebook advertising Perth experts to discuss your business goals.

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Facebook Ads Guide 2020: Marketing on a Budget

Did you know that 1 out of 50 people who liked your page will see your post on their news feed?

Long gone are the days of posting on your facebook and all of your Facebook fans will see the post. Organic reach of business pages is almost none existant that’s why more and more businesses are transitioning to a paid post to compensate.

But as we all know, small businesses don’t have the same marketing budget as a billion-dollar company.

In this post, we are sharing some of the essential tips to get the most of your Facebook marketing budget.

 

Post with Intent

these days simply posting things on your facebook page and hoping someone sees them no longer works. You need to have a goal and decide what you are looking to accomplish with that post.

Best way to do this is to look at your Facebook insights to understand what posts are getting more interaction with your audience.

Here’s a detailed infographic to guide you on how to use the Facebook Insights tool.

 

Use a content calendar

We’re all busy. And when we’re busy without a plan in place for the tasks we have to get done, things inevitably slip through the cracks. Social media content is no exception.

Just like with blogging, a successful social media strategy requires regular publishing and engaging with followers to see positive results — whether that be in terms of SEO, brand recognition, lead generation, or all three.

Here are some of the most popular Content Calendar tools that you can check out.

 

Trello

Trello is another organisational tool that’s highly effective for team collaboration. More specifically, social media managers can use Trello’s flexible assignment “cards” and customizable “boards” and “lists” to map out to-do lists, manage a content calendar, plan a campaign, and house ideas from a brainstorm.

Social media calendar created on Trello

 

Excel Spreadsheet or Google Sheets

Marketers might already use Excel for different types of reports and data analysis in their roles, but it’s a highly useful tool for social media content calendar organisation, too. Excel can be customised according to whatever priorities or metrics a team is focused on, so it’s an excellent tool for planning.

Social media calendar ideas organized on an Excel spreadsheet

Evernote

Evernote is a note-taking app that marketers can use to keep track of all the moving parts that comprise a social media campaign.

The tool also features yearly, monthly, weekly, and hourly logs, which make it easy to keep track of when you’re publishing content on social media when you’re producing blog content, and other team-wide priorities. (Evernote offers customizable templates for each of these that can be downloaded into the app.)

 

Optimise your Facebook Business Page

When creating your Business Facebook page, think of it as your own website. You can set up different tabs that work as a navigational menu of your page. Hence, it’s essential that you organise them so your customers can find the information they need quickly.

Very simple things like adding review tabs are often overlooked but can make or break the user’s experience.

 

Create your own group/community

By creating your own community inside your Facebook page, you can get more organic reach than your regular business page.

You can easily communicate with your audience without spending anything to boost your posts.

Here’s how to add a group to your Facebook page.

how to add group facebook page

Posts On Your Facebook Story

Facebook story tend to have a casual feel and users tend to engage more on content and posts like this. Some of the most successful facebook stories we’ve seen are Behind the scenes and business updates.

We have also seen an increase in the popularity of live feeds where you can interact with your audience and fans directly.

 

Boosts Your Posts

There’s no denying that Facebook business page organic reach has dropped significantly. So if you are having a big sale or a promotion, it’s worth it too boosts your facebook posts so all of your Facebook fans can see the offer.

Try using different types of content, messaging, images and posting times to see what can help you get the most out of your marketing budget.

One of the most powerful aspects of using facebook posts is you can custom tailor the audience by location, age, and so on.

Here’s a step by step guide how to boosts your posts on facebook.

how to boost posts on facebook

Boosts Posts and Facebook Advertising Combo

By creating multiple ads and boosting the ads with a budget of roughly $30 to $50 to drive engagement to your ad. This will also tell you which ads are getting more engagements such as likes, comments and shares.

Once you have generated significant engagement, you can use that exact same boosted posts as your primary conversion ads.

Ads with likes, comments and shares generally convert better than an ad without any engagement.

 

Create Your Custom Audience

One of the most effective ways to get the most out of your marketing budget is to retarget users who already engaged with your brand or business.

You can create hundreds of different custom audiences and run various tests.

Our tip is to run video ads to an audience who never heard about your business. For example, if you are an electrician, you can create a video talking about “10 electricity safety at home”.

After a few days, you can then send another ad to people who watched your video ad offering a discount on home electrical health check,

By using the method, you are only sending your offers to people who are interested in your service or product getting the most out of your marketing budget.

 

Use different bidding strategies

One of the most important ways to create a successful facebook marketing campaign is to test different bidding strategies.

For example, you can create multiple ad sets with an exact same copy but with different bidding strategies, let it run for a couple of weeks and then turn off the underperforming ad sets.

Facebook uses data to find the best customers accurately and if you only started advertising, recently, Facebook won’t have enough data on your business account. Facebook typically need 15 to 25 conversions per week to find the best audience so if you don’ have 25 purchases then it’s best to set the conversion event that’s closer to the top of your sales funnel.

 

Capitalise on link retargeting.

If you’re using Facebook retargeting ads to boost conversions and attract visitors to your website, you should use link retargeting. This allows you to build your retargeting lists and reach the audience who haven’t visited your website before.

“Basically link retargeting allows you to add Facebook retargeting pixels to your short link when sharing curated content. Anyone who clicks on this content can be retargeted with relevant ads, So you can retarget people who’ve clicked on media coverage, reviews or industry news related to your business, even if the link led to a third-party website.”

 

Final Tip

Don’t be scared to run multiple tests on your Facebook account. We understand it can be quite scary watching facebook eat all your marketing budget without conversion. But know that this budget is not wasted since you are feeding your account relevant data and information.

Once facebook understands who’s your target audience conversion and sales will start coming in. Understand that it’s in Facebook’s best interest for your ads to be successful because the more successful you are on their platform, the more money they make out of you.

If you want a tip or advise how to run a facebook campaign properly, we are happy to help you out with our 30-minute no-obligation strategy call.

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