Social media is an easy way to interact with your audience and to grow your following but sometimes it can seem like a tedious process. If you want to take control and try to speed up the rate at which you obtain leads or make sales, you can try using Facebook Ads to increase your reach.
Facebook Ads can be created in the Ad Manager and you’ll need to know the demographics of your target market as well as how much you want to spend and how long you want the ad to run. But first, Facebook wants you to identify your ad objective and you have about 11 options to choose from.
Targeting the right audience
Next is setting up the ad. You'll need to choose the demographics. If you look at the gauge in the right margin, you’ll see a Potential Reach number that probably is in the millions. Who wouldn’t want millions of new leads, right? Don’t be fooled. Of those millions of names, how many would actually be QUALIFIED leads? Do you think you’ll make many sales from a million names if they can’t afford your products? Knowing your target market demographics will whittle down the potential numbers but they will more accurately match your market’s qualifying traits.
How to Target Fans of OTHER Facebook Pages
Yes, you really can do this! And no, you’re not stealing audience members from other brands; you’re merely introducing yourself to those followers in hopes of winning them over to your brand.
To do this, after you enter your own demographic information, click on the Interests field and start to enter the name of the Facebook Page you ideally want to target. If the page has enough fans, it will likely show up in the dropdown box as a match. If a match doesn’t come up as you type in a page name, it’s not available to be targeted.
When it comes to setting a budget, you can start as low as $1 per day but as with anything, you get what you pay for. Smaller budgets will reach fewer people; running an ad for fewer days will also reach fewer people. So determine how much you can realistically afford on this campaign then decide how many days the ad should run. However, if you're new to Facebook Ads we always recommended starting out with a small capped budget and testing and tweaking before spending big!
Tips for Designing an Effective Facebook Ad
We all know that Facebook has many, many rules about everything on their platform and how to design an ad is no exception!
1. Understand the different requirements
There are many different locations you can run your ads on Facebook such as the feed, in messenger, right columns ads and more! Each one has different sizes, ratios, headline character limits, text character limits and more! So make sure you know the restrictions and best size before you begin.
2. Choose the right engaging content for your business
There are 3 different content options on Facebook:
- Carousel: two more scrollable images or videos
- Single media: image, video or slideshow of images
- Existing posts: includes links that you might have shared (boosting)
Your ad should have a pleasing photograph or video thumbnail but you are limited to how much text you have as an overlay. Their magic number is less than 20% text on your actual graphic because they say these ads perform better. This 20% rule does NOT include the body text of your ad (which appears above your graphic).
3. Stay away from copyright issues
Always be sure you have the rights to use the photo or video! Your best bet is to use your own photo or a stock image that you have purchased to avoid copyright infringement.
If you’re looking to collect new leads or sell your newest product, running a Facebook Ad campaign can be a worthwhile investment. But, be clear on who your market is and simply follow the steps as Facebook has laid them out. Once your ad is running, log in to your Ad Manager to analyse the performance results, test and tweak for success.