Facebook advertising has become a much used tool in my social media marketing toolbox recently. I use it to get more likes, get more people to read my blog posts and to get people to opt-in to my email marketing list.
And best of all I don’t spend a fortune doing it!
To get you started here’s a guide to creating your first Facebook advertising campaign to get more page likes.
Creating Your Facebook Advert
First of all you must have a Facebook Business Page. If you don’t have a Business Page you cannot use Facebook Advertising.
To Create Ads you need to login to your Facebook Personal Profile and choose ‘Create Ads’ from the drop down list (see below). You can also access the Create Ad section by going to http://www.facebook.com/ads/create.
1) Choose your objective
Typically a small business will use 4 of these objectives:
- Promote your Page: to get more page likes
- Boost your posts: to get more likes, shares and comments on your page posts
- Send people to your website: to get people to read your blog posts
- Promote conversions on your website: to send people to your website to opt-in for your compelling free offer (if you’ve read my ebook “Attracting More Clients With Social Media” you’ll know what a compelling free offer is)
Getting page likes (1) and post engagement (2) is very important. People who have already heard of you and interact with your posts are much more likely to click through to your website when you’re trying to promote something. When you create ads for objectives (3) and (4) you can target them at people who have liked your page.
2) Choose the Page You Want to Promote
If you have more than one page make sure you choose the right one. Then give your campaign a name you’ll recognise.
3) Who Do You Want Your Ads To Reach?
Custom Audiences: this is where you can upload a csv. file of email addresses if you already have a really good list. Your ads will then be shown to the people on that list who have a Facebook profile created with that email address. Note in the example above I haven’t used this option. Unless you have a list of more than 1,000 clean email addresses it’s not worth it.
Location: Depending on where your target market is you can choose to target your ads locally, nationally or globally. Note: Post codes do not work for a UK audience.
Age: Do you know what age your best clients are? It makes targeting here so much easier.
Gender: Very self-explanatory really!
Languages: You can leave this blank to target people who speak any language.
More Demographics: Clicking this option brings up Job titles, Relationships, Education, Life Events etc. Note that the narrower you target your audience the fewer people you’re going to be able to reach. I rarely use this option.
Interests: This is where you can start to really target specifically. Don’t use the broad categories that pop up when you put your cursor in the Interests box – they are way too broad. Find Facebook pages that are to do with your industry, you’re looking for pages that have quite a big following. Then type the name of the page into the Interests box and see if it pops up. If it does, this means you can show your ads to people who have liked that page.
You’ll notice as you start selecting location, age, gender etc. the potential audience you will reach will change.
In the example above I’ve targeted people within 25 miles of Newcastle upon Tyne, male or female, English speaking, between the ages of 30 and 55 and have liked the Facebook page for “The Great British Bake Off”.
If my business was selling bake ware or if I ran cake making workshops in Newcastle upon Tyne then this potential reach of 22,000 people would make me very happy J (Note: I can’t bake cakes unfortunately)
4) More Categories
The Behaviors and More Categories give you more options to target broad interests. For instance in Behaviors you have the option to choose ‘Small Business Owners’. These categories are very broad and Facebook ads are much more effective if you can be more specific by using really targeted interests like the example above.
This really makes you focus on who exactly is your ideal client!
If you’re running a Promote your Page ad then you want to choose the option “Only people not connected to your page”. As you want people to like the page it would be a waste of money promoting your ads to people who have already liked it.
You can choose to set your budget from as little as £1 per day. I usually choose £5.00 per day and click the ‘Run my ad set continuously starting today’. Keep checking your analytics to see how your ad is doing. If it’s costing you too much then turn it off!
I always leave the bidding at ‘Optimize for Page likes’ (or whatever the objective was that I chose). If you select Advanced options you can choose to select your own cost per click (the amount of money you’ll spend from your budget each time someone clicks on your ad), but generally Facebook’s own optimization works very well.
You’ll notice on the right of the picture above, even though my potential audience is 22,000, because of my low budget my ads are only going to reach an estimated maximum of 2,600 people per day.
Case Study: I recently ran a page like ad for www.facebook.com/deluxedecoruk. I spent £10 over two days and got 94 new likes for the page. The page has under 400 fans but when I ran an ad that was promoting a two-week opening for anyone who wanted their decorating done before Christmas, Deluxe Décor got two enquiries for estimates.
7) The Creative Part
You can upload an image from your own computer or if you click browse library you can choose an image you already have on Facebook or use Facebook’s own stock images (free to use).
The recommended size for a Page Like Ad Image is 1200 x 444. Note that the photo I’ve used above is one of Facebook’s stock photos and is 1000 x 667 – strange or what?!
You can choose up to 6 images. Each image you add will create a different ad in your ad set. After your campaign starts, you can monitor how audiences respond to the different images.
Please note your image cannot contain more than 20% text. To check please use Facebook’s grid tool here: https://www.facebook.com/ads/tools/text_overlay . If you do go over 20% text, Facebook will not approve your ad.
Sticking with my cake baking example here.
With a Page Like ad you have 90 characters for your text. As you want people to like your page, give them a reason why they should.
You can add a 25 character headline which shows in the right column ad (see pic below where I’ve added ‘Cake Expert’)
Then choose a landing view. If someone clicks on your ad where do you want them to go? With a Page Like ad you can only choose to send people to your Facebook page so unless you have created a custom tab you will choose Timeline.
You can see what your ad will look like in the Desktop News Feed (pictured above), the Mobile News Feed or in the Right Column of a Facebook profile. You don’t have to place your ad in all three. Click the ‘Remove’ button at the side of each if you don’t want it.
8) Place Your Order
Now all you have to do is to Review Your Order (a good idea to check you’ve got everything you wanted) and then Place it. It usually only takes a few minutes for Facebook to approve your ads but it can take up to a couple of hours. Be patient.
Now you can sit back and watch what happens. The part I like!
Facebook ads are a matter of testing and measuring. What works for one business may not work for another. But it’s always good to think “if I saw that in my news feed would I click on it?”
Start taking notice of the ads you see in your news feeds. What do you like, what don’t you like? Get inspired!
If you want to dive deeper into Facebook Advertising and learn more about using it to send people to your website and get conversions then I recommend you check out Jo Barnes’ Facebook Domination to find out how to create effective campaigns that get results for only $5 / $10 a day. (Aff. Link)
Warm regards, Karen 🙂
PS: If you’re a Facebook beginner or you’ve been using it for a while, Jo’s course takes you right from setting up your Facebook page to using the Facebook Power Editor Advertising Platform. Plus there are some very nice bonuses!