The Basics of Advertising on Facebook

February, 01, 2017

You know by this time that Facebook is one of the best places to promote your company, but do you know how to correctly and accurately make the most of the opportunity? Social media advertising is much different from other types of advertising, and Facebook has its own considerations.

This guide will help you get a sense of the basics of Facebook advertising before you dive into the experience.

Start by Having a Facebook Business Page

Your business may or may not already have a Facebook page. If it does not, you need to get one up and running. If it does, you need to make sure that your profile is completely filled out.

Why do you need a Facebook business page to advertise on Facebook? It all comes back to the basics of the platform: You are there to socialize and build relationships. The best way to do that is with a robust presence.

When you are filling in your business information, give visitors everything they need to know. This includes your website, hours of operation (if applicable), telephone number, etc. Facebook is best done with transparency. Don’t try to be mysterious or make people hunt around to find out what your organization does.

Get to Know Facebook Before Advertising on It

While it’s fine to open a Facebook advertising account the same day you start your business page, it’s probably better to get a feel for this new world. Even if you have a personal Facebook account, you should get accustomed to having a business one.

Business posting is a little different from personal posting. Yes, you can still be conversational — and you should! — but you always have to think about how your post will reflect on the company. You also have to temper the way you respond to commenters or how you comment on others’ pages.

Begin by posting a bit and by following other business and/or individual accounts. Not sure where to start? Try your employees’ pages, non-competing business pages and vendors’ pages.

Open Your Facebook Advertising Account

Facebook makes it ridiculously easy to open an advertising account. In fact, it is almost too easy, and it can lead you down the wrong paths quickly — which can lead to budget breaking.

Facebook will ask you to choose the right type of advertising campaign based on your goals, so have this in mind before you begin. Remember that you will not be getting direct sales from your Facebook ads. You will be looking to communicate and start a conversation with prospects. It’s a long-term strategy to foster trustworthiness and build brand recognition.

Even if you are just trying to increase your followers on social media through awareness, you should always add a number to your campaign objectives. For instance, you may want to get 100 new followers during your one-month campaign. This provides you with a tangible guideline against which you can mark your progress.

Know Your Targets

You have the rare opportunity to get really close and personal on Facebook, so take advantage of it. If you sell sweaters, don’t try to engage with everyone who wears sweaters, which is pretty much 99.9 percent of the population. Be much more specific, such as single, professional, college-educated women in their 20s living in the Midwest who do not have children.

Have a bunch of targets? Plan to advertise to each group rather than having a blanket ad. You may even want to have several ads for one target group. This allows you to rotate the ads so people don’t get tired of seeing the same message from you.

Determine Your Ad Spend

Again, look at the whole budget you have for your Facebook advertising campaign. Then, work backwards. You should never spend mindlessly because you can chew up your dollars too fast. If you need to tweak your advertising amounts later, do it — but don’t start at the top or the bottom. Go for a mid-level amount and see if it leads to conversions.

Create Your Ad

Creating a Facebook ad is much different than creating another type of ad, such as for a search engine pay-per-click (PPC) campaign. Facebook ads are meant to mimic the look and feel of the surrounding posts. Stay focused on the regular post format. Invent strong headlines, and then make them stronger and more succinct. Add vibrant, interesting images and unforgettable calls to action.

Facebook encourages you to get imaginative, so give it all you have.

Track Your Progress

After your Facebook ads go live, get serious about tracking the analytics. You don’t have to go crazy and check them every hour, but make sure you are staying on top of what is happening. This will help you understand if you need to go back and make any midstream alterations.

With Facebook advertising, you can absolutely improve the overall success of your business. Is it a slower, ongoing process? Absolutely. But considering how powerful Facebook is, it’s worth your time and investment.

Bookmark and Share