Before a business gets started, you need to first consider the goal of advertising on Facebook. Do you want to generate more traffic to your website, get more leads, increase brand exposure, or simply to get more fans to like your business page?
San Diego, CA (PRWEB) July 25, 2012
As a small business, a Facebook advertising campaign can be an effective lead generation tactic. Bop Design, a San Diego web marketing agency, has compiled a list of Facebook advertising tips for small businesses. Jessie Topper, Bop Design Social Media Director, advises, “Before a business gets started, they need to first consider the goal of advertising on Facebook. Does a firm want to generate more traffic to their website, get more leads, increase brand exposure, or simply to get more fans to like their business page? The good news is that a small business can achieve any one of these goals with Facebook advertising.” The following are Bop Design’s 6 tips to develop a successful PPC strategy.
One of the first steps is to choose the destination for Facebook ads. In other words, the landing page for where people will visit after clicking on an ad. The destination can be a firm's website, a specific post, company page, event, or an application. The application destination is only relevant if a custom application has been created for a business on Facebook. Topper suggests, “Don’t always direct people to a company homepage. If the ad is specific, make sure the destination is a page relevant to the advertisement. For instance if a firm is promoting website design for engineering firms then direct to a page where the content is relevant to an engineering firm.”
Next, a business needs to choose what they want to promote. A small business can promote their company page, a specific post, a new ad about the company, or stories about friends liking a firm's page. “If a firm's goal is to generate new likes and traffic to their page, then promote a page or a specific post on the page. If a firm's goal is to drive traffic to the company website or get new leads then a firm should choose a landing page on their website to achieve these results,” adds Topper.
3. What People Will See
The third step in the set up process is to choose the type of ad an audience segment will see. The following are options for a firm's ad creative:
a. A new ad about a firm's page – by default the headline will be the company page name and then one can choose a corresponding text and image.
b. Stories about friends liking a firm's page – for this particular ad, a company's ad will be automatically created based on the actions friends took on the page. “These ads are typically a great way to build new likes for a page because the ad will be shown to friends of the people that like a firm's page.”
c. A post on a firm's page – here a business gets to choose from recent post/updates on their Facebook page. “This type of ad performs best if a business shares educational information that has broad appeal. A business can either choose one particular post or keep the ad automatically updated with their most recent post.”
d. External URL – if a business chooses to build an ad sending people to an external url from Facebook, there are much more options for the ad creative. After the destination url is entered, Facebook will suggest an ad based on the destination url, or a firm can create their own ad below. If a business decides to make their own ad, the following are the needed materials: headline, text and image. Topper adds, “As with all online advertising we suggest creating a few variations of the ad to test out messaging and images to develop the most successful ad. It is critical to perform A/B testing to determine what is driving not only the most traffic but the highest quality traffic.”
4. Choosing An Audience
Choosing the target audience for an ad campaign is extremely important to determining the success of a campaign. “If a business develops an audience that is too broad we’ve found that their ads are rarely shown. It is usually best to set up very targeted ad groups to achieve the best results, the more specific the audience the better a company can tailor their advertising message.” For instance, if a San Diego web design agency targets professional services firms in San Diego, the ad message will most likely be very different than for national Fortune 500 brands. As one selects an audience, keep an eye on the right column to see the target audience size adjust as modifications are made. The following are criteria a small business can use to find their target audience:
a. Location – like many other PPC platforms, a firm can choose to segment the audience by country, state/province, city or zip code.
b. Age – require an exact age match or choose an age range.
c. Gender – choose to target by gender.
d. Precise interests – this is a great way to find a segment of people who are interested in a firm's products or services. Simply type in interests related to a business and choose topics and interests that match a firm's offerings. As interests are selected, Facebook will provide similar likes and interests to help build a robust list.
e. Broad categories – use the broad categories tool to easily find segments of people. The following are a few of the available categories: activities, ethnic, events, family status, music, business/technology, etc.
5. Campaign and Budget
After the ad and audience are finalized, the last steps are to name the campaign, set the budget, and schedule the campaign. Bop Design suggests choosing the Cost Per Click (CPC) option for pricing so a business only gets charged when people click on the ads. “This is an excellent way to ensure costs are controlled and the advertising budget does not get unwieldy for a small business.”
6. Additional PPC Tips
a. To copy an existing ad simply click on the name of the ad and click on “create a similar ad” at the bottom of the ad preview. “A business can quickly create variations in seconds.”
b. Set up weekly performance monitoring to see which ads are doing the best. Use this information to pause weak ads, or to develop better ads.
c. Don’t be afraid to experiment with new ad variations or target audience.
d. If a firm is running ads to promote their business page or posts then check out the Insights tab on the company page to see just how many new likes or activity are from sponsored ads.
About Bop Design, San Diego Website Design
Bop Design is a boutique marketing communications firm headquartered in San Diego with offices also in New Jersey. We express a business' values through web design, branding, advertising and print design. The marketing agency also helps attract a firm's ideal customer through search engine optimization and search engine marketing. Bop Design's focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.