Facebook Ads provide the fastest, most reliable way to promote your startup. Whether you were a solo entrepreneur, owner of a small business, or even a purely digital business, you can use Facebook to save a few years of hard work. While organic reach rules, it is becoming a holy grail for marketers who must employ paid advertisement if they were to make it in a cutthroat competition for attention.
With 2 billion active monthly users on Facebook, 250 million users sharing their stories on Instagram each day, and 2 billion messages sent over Messenger, there is a lot to be gained.
Those staggering numbers are growing, and that means two seemingly contradictory things:
A) You can reach millions upon millions of potential customers, buyers, or clients, depending on your kind of business.
B) On the other side of the coin, it will be near impossible to make any meaningful impact without a strategic marketing campaign.
Sorry to break it to you, but the days of valuable content are ending. And no matter how good your content is, you cannot compete with a flood of posts made by your competitors. Today, creating high quality is half of the story, the other half is how you put it in front of your potential buyers. Content is still king, but content alone will never get you where you want. Not anymore.
If you did a quick search online, you will find more than one pay per click marketing firm dedicated to Facebook ads. It means that Facebook is a serious business, rivaling even traditional media like TV and newspapers. Some entrepreneurs were even able to build their business on the back of Facebook Ads. Therefore, advertising is not a risk, rather it is all about how you do it right.
Creating a Compelling Facebook Ad
First things first, you must approach your Facebook Ad as you would a Super Bowl commercial. People love watching Super Bowl commercials because they are fast, crisp, and straight to the point. And they do not look like a commercial! In other words, sometimes you need to aim at raising awareness rather than directly selling your products or services.
Luckily, with a creative Facebook ad you can catch and direct attention especially when people are
endlessly scrolling to their bottomless timeline! How do you go about designing such a compelling ad? Simple:
- Determine your objective whether it is more Page likes or advertising a new product. In essence, know your finish line. It will help you measure whether you met your goals.
- Identify your target audience using the tools in the Facebook Ad manager. Pro Tip: Targeting the people who already like your Facebook Page is cheaper.
- Before starting the campaign, have a clear idea of how much you will spend. Knowing your budget beforehand will help you make the most out of it, and help you quantify the success of the campaign.
Facebook Ads: Under the Hood:
Before you go about your Facebook marketing campaign, you must determine your marketing objective, as mentioned above. Currently, Facebook offers three modes of advertising coinciding with each stage of the buyer’s journey. Basically, these are each level your target buyer pass through, from the moment they discover you (Awareness), to “researching” you (Consideration), and finally actually buying (Conversion).
So, let us assume your buyer is in the Consideration stage; at this point, you might want them to just Like your page. Then, offering valuable content, educating them about what you do, what you offer, and how you can solve their problem.
Facebook Ads: Systematic Guide:
The more you can zoom in on your ideal audience, the more you are justified to expect a high ROI! You will probably need to some experiments before you find the right audience. While forging your target audience keep an eye on the audience definition gauge on the right side of your screen, it is an estimation of the numbers you can reach.
Facebook provide options for targeting people by location, age, gender, language, relationships, and much more. The goal is to be highly specific with targeting your audience. Once you have defined a responsive audience to your ads, you can take this step with your eyes closed because you can save this “Custom Audience” and use it in future ad campaigns.
Depending on your objective, you can either reach a totally new audience, or target your current audience. Sometimes, you will need to drive more engagement; in that case, you might want to target those who already like your Page.
Currently, Facebook is looking for more ad space, which is why they are considering Messenger for ad placement. However, for now, you can place your ads on Instagram hand in hand with Facebook. It is just the beginning, and as you progress, you will be able to place your ads in many other places.
Facebook Ads can also appear on mobiles, and given that a large chunk of Facebook users accesses the website through the mobile application, you can get better results if you optimize your ad for mobile devices. Facebook allows you to show your ads on all devices mobile devices, whether they are Android or iOS. Mobile is the new TV; according to a report by Forrester by 2022, the mobile device owners will rise to 60% of the world population with 5.5bn users.
You have the option to choose between a daily budget and a lifetime budget, just figure out what is best for your startup:
Daily Budget: If you want your ad to run all day, nonstop this option is for you. Using a daily budget means that you are in control of spending, where you can set a spending limit. The minimum daily budget is $1, that means the ad set will stop running after the minimum spend is reached.
Lifetime budget: If you want to run your ad for a predetermined length of time, choose lifetime budget. It means that Facebook will pace your spend over the given time period throughout the ad campaign.
For more control over your advertising spend, look into the advanced option where you can:
· Choose if your campaign will run immediately and continuously.
· Customize the start and end dates.
· Pick what hours and days of the week, your ad will run.
You can also place bids, which Facebook will determine for you, it will affect how your ad will run and how you will pay. Hand in hand with delivery, you can use bidding as a growth hacking tool to reach a vast audience in a short time.
The two most important components of a Facebook Ad are:
How your ad should look like? It depends on your objective, but you need to include multiple high quality images in your Ad. So, either hire a photographer or take the shots yourself, but they need to reflect you and your brand in the best way possible.
If you decide to go with a video Ad, so much the better because they drive the most engagement, but remember that you need to integrate videos into the ad because Facebook will always play that video on mute, though that might change soon.
The last piece of your Ad, and the most important, the ad copy that goes with it. It is the words that will convince your audience to like the page, or whatever action you want them to do. So, pay close attention to what you write here. Also, do not underestimate the power of emoji, as it is a language of its own.
Once your ad is live, you must keep an eye on how it performs through the Facebook’s Ad Manager. Look for key metrics like Results, Reach, Cost Per Result, and Budget. These will help you optimize your ad for maximum ROI.
Facebook is a real engine of growth for your startup, and every marketer should use it. When the internet first came out, it was dismissed as a fad, but now it is an integral part of our life. Currently, advertising on Facebook is grossly underpriced, so take advantage of that and start helping your startup.
Today, because billions of people use Facebook each month, creating high-quality content is not enough to attract new business to your startup. You have to reach out with Facebook Ads to put your content where it is needed.
Before you start your campaign, three things to consider are
1. Knowing your objective.
2. Identifying your ideal audience.
3. Setting a reasonable budget.
Following those three steps will make it much easier to measure your success, optimize future ad campaigns, and make the most of your current campaigns.
Spend some time with the Facebook’s Ad Manager to get familiar with it, get to know all its features and options.
Running ads on Facebook is a long-term investment, it becomes more effective when you run your first few ad campaigns because you will understand your audience better. In addition, the more likes and engagement you mass it will be easier for you to attract organic reach.
Understanding how the components of the ad like graphics and copy affect your audience will help you optimize your ads. It is about knowing what works and what does not.
Always keep an eye on how your ad is performing, and after it is completed, take all measures and metrics in consideration to create better ads next time.