How to advertise on Facebook
Some people aren’t big into social media, don’t want a ton of accounts, and don’t want to be continuously updating them and posting new content. If you’re one of those people, that’s ok but, if nothing else, at least set yourself up with a Facebook business page and contribute to that. Facebook has almost an endless number of users to reach out to (over 1.7 Billion). And it’s free to start, so you might as well learn how to advertise on Facebook.
All you need at first is your personal Facebook account (which most people have anyways) and then create a page off of that.
Login to your Facebook account, click the arrow in the top right corner and choose “Create Page”.
Enter the name of your business or organization, choose a page category and click “Create Page”.
Choose a category that fits your business, enter some basic info and click “Get Started”.
Now all you have to do is add a more detailed description of your business, add your website address, a profile image and a background image. Then click “Save” and you’re ready to go!
Now you can invite all your friends to like your page and you can start making regular posts. If you’re writing articles for your site, it’s a good way to promote them. You can sign up for a free account with ifttt.com, if you haven’t already, and create different automated “recipes” including one that will automatically post your new WordPress articles to your Facebook page once you press “Publish”.
You don’t need to post all of your own content. Other businesses will be happy to have you post their articles and images to help promote them. It’s difficult to come up with all that unique content. If you come across a relevant piece of content worth sharing, share it. A good rule of thumb is 20% original, 80% “recycled”.
When you’re writing your own articles on WordPress, scroll down and at the bottom of the right sidebar, there is an option for a featured image. This image will appear at the top of your post but also, if you manually post an article on Facebook, copy and paste the link into the post and the featured image will pop up. You can then delete that ugly URL without deleting the image. The image will stay there and contain a link to the original content.
Boosting your Facebook Posts
Start by submitting a few posts and keep an eye on the number of people reached in the bottom left corner. You might want to consider spending a bit of money to boost your own, more popular posts. The easiest way to do this is by clicking the blue “Boost Post” button in the bottom right corner of the post. This is a good way to start learning how to advertise on Facebook. This is just the real basics.
You’ll first have to select an audience. If this is your first time advertising on Facebook you’ll need to click “Create new audience”. Who is your target market? I talked about the importance of creating a niche market in the “Creating unique and valuable content” section of this guide. You want to have the ideal customer in mind before spending any money and potentially getting nothing in return.
Facebook will ask you to give your audience a name, choose the gender, age range, location you want to market to and their interests. Then click “Save”.
Start with a small budget
Next step is to choose a budget. You can start small, with $10 – $15. Underneath the budget is the estimated people reached. You’ll see this slide up and down as you play around with the budget.
Then decide on a duration (the number of days you want Facebook to display your ad). They will have defaults of 1 day, 7 day and 14 day durations but below, you can choose a date you want it to run until. The minimum budget is $1/day.
Enter your payment info (you only have to do this with your first ad) then hit “Boost”.
Anytime you go back to your post, it will show you how much $ you have remaining on your ad and how many people it has reached. Hover over the orange bar and it will tell you the organic reach vs paid reach.
Slightly more advanced Facebook marketing
Click on the arrow in the top right of your business page and click on “Create ads” and you’ll see a page that asks you what your marketing objective is.
The main ones I use are “Boost your post” (which is what we already talked about except with a few more options), “Promote your page”, or “Send people to your website”.
Promoting your page
- Here, you’re going primarily for page likes. You’ll first be asked to give your campaign a name. Name it something fitting so you’ll remember what it is when you see the name, then press “Continue”.
- Next, you need to choose the page that you want to promote. You can create multiple pages off your personal Facebook account but if you’re just starting out, you probably just have the one.
- Then there’s the audience. Choose a saved one or create a fresh one.
- Detailed targeting. What is your audience interested in?
- Click on the dropdown arrow next to “Facebook Pages”, hover over “Facebook Pages” and there is an option to exclude people who like your page. If you’re going for page likes, there’s no point showing your ad to people who already like your page.
- Under “Placements”, leave “Automatic Placements” checked, especially if you’re just starting out. It’s one less thing you need to worry about and is recommended by Facebook anyways.
Budget and Schedule
- Note, this is your daily budget, not total budget. Although this doesn’t mean you will be charged this much every day. You are only charged per page like and you can set your bid amount (what are page likes worth to you?)
- Either choose to run your ad set continuously or set a start and end date. I would recommend setting the dates and if your ad is preforming well you can always repost or edit the finish date.
- Under “Advanced options”, set your bid amount by either choosing “automatic” and letting Facebook set the bid / page like for you or choose “manual” and enter your own bid price. Facebook will give a recommended price.
- Next to “When you get charged”, choose “Page like”.
- Ad Scheduling. Facebook will only let you run ads on a schedule with a “Lifetime budget” which is generally much larger. So you’ll probably be running ads all the time.
- Leave “Delivery type” on the standard, choose an Ad-set name and continue.
- Next you need to choose a format. Image, Video or Slideshow. If you choose Image, you can create up to 6 different ads within the same Ad-set.
- Then all you have to do is choose your ad text and headline and you’ll be shown a preview of your ad that you can view in all different types of news feeds. If you’re happy with it, click “Place Order”.
Monitoring your ads
You can monitor how your ads are doing by going to the “Ads Manager” drop down menu next to the Facebook icon in the top left of the page and clicking either “Ads Manager” or “Power Editor”. The Power Editor gives you a more detailed overview of how your ads are doing. You’ll see “Campaign name” at the top of the left column. Click the campaign you want to check out then click the Ad-set. If you have multiple ads within that Ad-set, here is were you will find them. I like to focus on Average CPC (Cost per click), Post engagements, clicks and CTR (Click through rate). It will give you a good idea of what’s working, what’s not, what you want to keep going and what you want to ditch.
Send people to your website
This ad campaign has similar set up features as the Promote your page campaign that we just talked about. I just want to mention a few things. After you have your audience and detailed scheduling, scroll down to budget and set your daily budget. The difference here is that you’ll be paying per click.
The default “Optimization for ad delivery” should be set to “Link Clicks”. Manually set a price that you’re willing to pay for a website visit. Next to “When you get charged” make sure it’s set to “Link Click (CPC)”. Name your Ad-set and continue.
Choose your format
You want something that is going to catch the reader’s attention, such as a promotional offer but also make sure your ad accurately promotes your business’ services and sends them to an appropriate landing page. Not necessarily your home page. Either way, you’ll be getting charged every time someone clicks your ad. You want to optimize your landing page for maximum conversions. Whatever action you want the visitor to take once they arrive, make it as simple and obvious as possible.
A good marketing tactic is to give something away for free (a guide/ebook or website analysis) in exchange for the user’s email address. You could make your ad all about this so the user knows what to expect once they arrive. This will give you a much higher conversion rate, 30% or more vs 1% if you just try sell them something right away.
Emails are valuable. Once you have them in your email list, you can offer them a few more free products, even if it’s just your latest blog article. Then eventually, after you build up some trust, you can offer a paid product or service. With an email marketing software such as MailChimp or ConvertKit, you can set this up and automate it. I go over this more in the next chapter.
Reach people near your business
If you run a local business this can be a great campaign for finding new leads at a great price.
It’s pretty basic. Enter the address of your business and the radius, in miles, that you want to target. Then enter the age range and gender.
Then you just need to go through your budget and schedule, give your Ad-set a name and press “Continue”. Minimum daily budget is $1.00.
Next you go through the same process as with the other adds with 4 different formatting options to choose from.
Preview your ad and press “Place Order”.
Tracking your conversions
You may have heard of the Facebook Pixel. It’s a snippet of code that Facebook provides you to insert into the head section of your website or blog to be able to track your visitors. It allows you to measure, optimize and build audiences for your Facebook ads based on specific pages your users have visited. This is called retargeting and can lead to some really high conversion rates.
I’d recommend installing the pixel as soon as you can because the more data Facebook can acquire, the better. Get a good understanding of the basics of Facebook marketing while Facebook works on building you a more targeted audience. When you’re ready to take advantage of this feature, I found an amazing article by Rick Mulready that is definitely worth checking out. He goes over marketing with your Facebook pixel in great detail.