How to Leverage Facebook Ads as a Small Business Owner
After you have identified your ideal customer as I taught in my last post (see last post or email to recap), it’s time to put your customer profile to work.
Here’s what you will need:
Facebook Fan page
A minimum advertising budget of $10.00 a day ($300)
A website with specific pages
The first step is to sign up for a Facebook advertisers campaign. This is a simple process so I will not take the time to walk you through it here. Simply click on create an ad in the drop down menu in the top right hand corner and follow the tutorial.
Once you have create your account you will want create your first ad. You must have a Facebook fan page in order to proceed. If you do not have a fan page you need to create one. Once you have created your page you can continue.
In the Facebook ad creator you will be asked to select the page you want to use for the promotion. Select your page from the drop down menu and proceed to the next step.
Next you will need to select targeting for website clicks. Here you will type in the specific landing page for your target audience.
This is crucial:
DO NOT send your customer to a homepage about your company allowing them to get confused and leave your page.
You have to always tell your prospect where to go and what to do. In this example; you will want to create a specific landing page for males 18-28 who enjoy snowboarding in Boulder. This page will immediately connect with your potential customer.
Next, you will need to select images for your promotion. To create a successful campaign chooses images that are most relevant to your offer. The more relevant you are to your message the better.
Next, you will want to write the headline and body of your ad. Be creative and to the point. Take a moment to draft a few ads that you like and then type then in the field provided. Note: you only have 25 characters for your headline – so get to the point. The body allows you to use 75 characters so keep it brief, on topic and speak to your ideal customer.
Next, you can add a call-to-action to your ad such as; Learn More, Buy Now etc. I suggest you select Learn more and add it into your ad. Facebook will give you the option to add additional text to your add with the call to action. Go ahead and type in a closing message here such as; order now limited quantity, or limited time offer. Create a sense of urgency here.
Next, you will ONLY want to target the Facebook desktop newsfeed to start. Mobile advertising is a different model all together, so you want to be sure to deactivate everything but the desktop newsfeed. To do this simply click on the display panels on the right hand side; Remove Mobile and it will no longer be active.
Now once you have completed this step it is time to identify your ideal customer. This is where Facebook shines. There is nowhere else online that provides you the advertiser with so much intimate details about your customer.
In this section you can target your customer by location, interests, age, income, spending habits, gender and much more. Go through each portion of this section to target your ideal customer. This is why you must have a customer profile so you can complete this step.
Be sure to be as thorough as possible. The more targeted you are the better.
After you have narrowed down your ideal customer it is time to name your campaign and set a budget. Don’t worry about what targeting method you use CPM or CPC, leave everything to default as that performs the best.
I recommend you set your budget to $10.00 a day as that will be enough to start as you have narrowly targeted your ideal customer so your advertising dollars will go much further.
Once you have completed this step, submit your campaign and you are done!