Now that you’ve created a website and Facebook page for your business, it’s time to promote your business using Facebook ads.
First things first – when starting a Facebook Ads campaign you need to decide if you are going to drive traffic to a website or a Fan page. This will make a big difference in your strategy, and there are pros and cons to each.
For example, if you choose to link to a Fan Page, it will be easier to get an ad approved because you are not driving visitors away from Facebook (and Facebook really likes that). But on a Fan Page, you won’t able to engage and create leads with customers like you would be able to on your website.
Generally speaking, it’s recommended to drive traffic to your website and not to your Facebook page. There is more flexibility when leading customers to your own website. Ultimately, the decision should be based on what your goal is – do you want to create more leads and drive people to your website, or do you want to have more Facebook followers and create social buzz?
For the purposes of this guide, we will focus on creating a Facebook ad that links to a website.
Understanding your Facebook audience
Before creating an ad, it’s crucial to first understand your audience on Facebook, and there are two great ways to do that:
- By digging into competitor Facebook pages or pages related to your industry
- By analyzing Facebook groups related to your product or industry
Take notes on the kind of language, messaging and imagery used, and find a way to incorporate that with your own ad. For example, when browsing through competitor Facebook pages, see what kind of content is included in the most popular posts from their page. When analyzing Facebook groups, try to get into their heads. Learn how to approach your audience and understand their needs and desires by reading the conversations in these groups. What are their issues? How are they currently dealing with them? What are their interests?
People are receptive to content that they are familiar with, and information from both methods will prove to be a tremendous asset when creating an ad that resonates with your target audience.
Optimizing your ad and website for Facebook traffic
Once you understand your audience, use that insight to brainstorm creative ad ideas. Leaving a first impression with your ad is vital, so be sure to stand out by using strong headlines and powerful images. Try to pick an image that represents the mission of your business or product, but also something that resonates with your customer base. You want people to remember you. Social Times has a great article on Facebook ad creative best practices if you need some inspiration.
Next, you’ll want to make sure the landing page your ad links to is optimized. Once a customer clicks on the ad and is taken to your website, there should be correspondence between the CTA’s in your ad message and the content delivered in the landing page. Having a clean and professional-looking landing page will also help you optimize your landing page. There are dozens of websites and resources out there with tips on how to optimize landing pages.
Facebook Ads campaign – step by step
The first step when creating a Facebook ads campaign is to choose an objective. There are several options, but for the purposes of this guide you’ll want to pick “Send People to your website”.
After adding your website URL, the next step will be to set your audience and budget. Here you will use the information you previously collected when you were researching your Facebook audience.
Setting a Target Audience
Start by selecting a location. If you are running a local business you should select your city and surrounding areas, but if not you can start by focusing on your country. Note: don’t target a super large area or multiple countries – this will hurt your targeting and your ads may not be hitting the right people for your campaign.
After that, you will be sent to select very specific parameters for your audience like gender, education level, consumer behavior, family information and more. Facebook ads allow you to get very granular with audience targeting, but don’t spend too much time going through targeting options or you will run the risk of jeopardizing the reach to potential customers.
If the purpose of your campaign is to lead customers to your website and create sales and marketing leads, then a good way to start is to target people that are spending money online (ex. above 24 years old, has a credit card, etc).
And now let’s put the pieces together. There is a field called “Detailed Targeting” where you will want to add the Facebook pages you used when researching your audience. Here you will find two important fields: Exclude People and Narrow Audience. With Exclude People you can select people who like page A and don’t like page B, and on Narrow Audience you can pick people who like page A and page B. This will be immensely helpful for your targeting efforts – the more defined and targeted your audience is, the higher the click conversion rate will be.
When doing this, you will notice that your potential reach will decrease in an icon to the right. The potential reach is an important metric because it will help you set lower budgets.
Setting a Budget
Facebook ad budgeting lets you start at $10 per day! Analyze how many clicks you are getting, how much you are spending per click and if your visitors are taking the desired action to change your budget as needed.
When setting your daily budget you will also notice that your “estimated daily reach” will change. At this stage, it’s helpful to experiment and try different parameter variables to see if you can reach more people with the same budget. You will notice that just by changing the age of your target audience you can increase your reach at no extra cost.
Creating your ad
Note: even if you are driving traffic to your website you are going to need a fan page to be linked to your current ad campaign.
This stage is pretty straight forward. And to create a great ad you must use the knowledge you acquired when researching your audience. You can start by selecting your image. Remember, pick the type of image that is popular on big Fan Pages and don’t forget to use your logo to customize the image. If you don’t know how to do that you can use a tool called Pixlr.com (among dozens of other internet tools) that can help you edit images to make them look more professional.
You are almost done! Just add a headline based on your promotional research (refer back to the beginning of this article) and use a text that relates to what you read on Facebook groups. This will help you to get a low cost per click and increase your click through rate. Those two metrics go hand in hand, so always keep your eye on this.
After that, you just have to choose the placement:
- Desktop New Feed
- Mobile New Feed
- Desktop Right Column
You should test each placement to see which will perform better. And remember: the main two metrics to control are CTR (click-through-rate) and CPC (cost-per-click). To optimize the campaign, always start by changing the image, then headline and only then should you change the text. This is one of the best methods to get started on Facebook ads. It will help you understand the platform, see how things work, understand your audience and give you a chance to improve your metrics in the middle of a campaign.
This article is a guest contribution from Felipe Kurpiel, an internet marketer with a passion for SEO and affiliate marketing.