Easy Guide to Facebook Ads

Facebook, as the Grand Daddy of all social networks is a great argument in spreading the word for your business. One reason for that is Facebook’s business-friendly platform, Pages. One of the marketing tools offered by Facebook Pages is Facebook Ads. If you’ve been on the fence about Facebook Ads due to skepticism, uncertainty, or a small marketing budget, read on to clear up any misconceptions you have regarding Facebook Ads. Here is a step-by-step guide for learning and implementing Facebook Ads.

1. Set Goals 

You can’t expect success without first clearly defining your goals. If you already have a social media marketing campaign chances are you’ve already laid out goals for the overall campaign. Your goals for Facebook Ads may or may not be the same as your social media goals, but there’s a good chance your goals for your Facebook Ads are more specific. For example, perhaps you want to run a series of ads to promote a specific event for your company or a product launch. On the other hand, you could stick with more general goals, like attracting more targeted fans or driving traffic to your website.

2. Define Your Target Market 

Facebook Ads allows you to target your ad campaign toward specific groups of people based on demographics, likes, interests, marital status, and even level of education. Think about your primary customer base and their defining characteristics when choosing your ad target. Be careful not to be too exclusive with your parameters to avoid cutting out potential leads. However, you also don’t want to cast your net too wide. You don’t want to waste your ad dollars on people who have no interest in your company or what you’re trying to promote.

3. Set a Budget 

For those of you who’s main argument against using Facebook Ads is a tiny budget, you’re going to want to read this part carefully. You can pay as much or as little as you want to run an ad campaign. Facebook allows you to put a cap on the amount of money you spend, either on a daily basis, or for the duration of the entire campaign. There are two different payment options; there’s the “Cost per Click” (CPC), which charges a set amount for each click your ad receives, and the “Cost per Impression” (CPM), wich charges a set amount for every 1000 views of your ad. For example, if you choose to go with the CPC method with a budget of $25 per day, you pay a certain dollar amount every time someone clicks on your ad until your daily budget of $25 is reached. Cost per impression works in a similar way, but is based on the number of users who see your ad, but don’t necessarily have to click on it. What do the two different methods mean in terms of marketing strategy? It really depends on your goal for the campaign.

4. Call to Action 

Facebook gives you 135 characters to write your ad copy. Make sure that within that 135 characters you have a clearly defined call to action that is in line with your goals for the ad. You can also include a picture with your ad, so choose one that stands out, but also one that people can easily associate with your brand.

5. Review Performance 

Once you launch your ad, the work doesn’t stop there. Just like with your Facebook fan page, you have access to data and metrics that allow you to track your ad’s performance. Facebook’s Ads Manager allows you to see statistics about who’s viewing or clicking on your ads. Study this information daily and make adjustments to your ads accordingly. Facebook does a great job of explaining Ads, so even if you run into questions as you’re setting up your Ad, chances are there is a [?] symbol nearby. Simply click on that symbol for further instruction.

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