Scale Your Business
With Facebook Advertising.

The majority of small and medium businesses (SMBs) in Australia advertise on Facebook. The question remains, however, how to effectively use the platform. “How do I use Facebook’s Ad Manager to boost instead of boosting?” “What kind of content do I use?” “Do I need the Facebook pixel?”

The following questions and more were answered by Liam Lucas; Professional Services Lead for Facebook Australia.

Facebook has become a powerful tool for generating demand for businesses of any size, even with a small budget.

Facebook ads are less expensive than traditional marketing channels – TV, radio, newspapers. Better yet, you can choose the exact audience and time for your message instead of picking a slot and hoping customers will view it during a commercial break.

As your audience on social media grows, you will increase brand awareness through a Facebook Business Account. Using a specific product, service, or promotion, you can drive traffic directly to your website. Campaigns of this type can target audiences locally, regionally, nationally, or even globally.

How, then?

The following six steps will help you become comfortable with your Facebook business page, running ads, and creating audiences during a month while spending less than $50.

What is the reason for such a small budget? You can increase your traffic and exposure while collecting complex data about your audience by applying less than $50 per month. Once you have this information, you can spend more wisely.

1. Identify Your Facebook Audience

Defining the target audience for your ad campaign is the first step. How do you define your target audience? Find out who your buyer personas are.

If you have already created your buyer personas for your company, you will target these personas using Facebook advertising during the awareness and consideration stages of the buyer’s journey.

Your Facebook advertising audiences benefit from aligning your buyer personas. The first advantage of Facebook is that it promotes your brand, product, and services to the world. Second, Facebook provides an excellent platform for creating and promoting content relevant to your buyer personas.

As your Facebook advertising goal, you should educate your buyer personas on the solutions you can provide to their problems and help them move forward through the consideration stage of the buyer’s journey.

You need to learn how inbound marketing works if you think that’s all Greek to you. Now is the time to start optimizing your online presence so your potential customers can find you.

2. Create a successful advertisement

Advertising creative and advertising title are the two most important aspects of an effective ad.

An ad will only be liked, clicked, or shared if it catches the attention of the Facebook user, and the first thing they notice is the title and ad creative.

Using a document or spreadsheet, create three or more different versions of your ad before posting it to Facebook. Create three additional images relevant to your copy, and change the title.

You are now ready to create your ad in Ads Manager or Power Editor. Try a title that poses a question that clearly states the ad’s purpose and that relates to the image.

A company that specializes in technology security posted this example of an effective ad. In the same ad set, there are two other versions with different images that are traffic ads created in Ads Manager.

It helps inform the viewer about the issue the company is addressing on their blog by using engaging visual content. Readers will be able to read more information via the link within the post. Including “learn more” in the ad copy lets the reader know they’re leaving Facebook and heading to a website.

3. Promote your post

You can apply a small ad spend to a published post that is linked, has a strong image, and firm copy, as it is today, so your audience sees it as it is now.

By the blue-button shown in our example below, you will know a published post is eligible for a “boost”:

Make sure there are no errors in your post. Spell check, check links and make sure anything creative is correct. Once you click “Boost,” you will see an abbreviated ads editor. An audience can be created from scratch, or a saved audience can be used.

Setting a budget is the last step. Unlike the full Power Editor or Ads Manager, you do not have complete control over placements, ad types, or bidding. This is fine for smaller campaigns. Having a small audience allows you to learn what kind of content they like (since they will “like” or click on it) and what posts aren’t as engaging as you thought.

4. Spend up to $5 per ad campaign

To advertise on Facebook, you must pay $1.00/day. Create a Lifetime Budget now for each promotion you run, which will help you to stay within budget.

A lifetime budget allows you to set a custom maximum for ad spending as you launch your first campaign; budget $1.00 -$3.50 per day for your advertising budget. As a result of this low daily spending, you can later increase ad spending based on which ads are more effective.

5. Determine what works

Despite the opportunities on Facebook for all businesses and industries, different industries have varying costs and returns over time. There are several reasons for this:

A comparison of local versus national focuses, a breakdown of demographics based on ideal buyer personas, etc.

You can also scale costs and budgets by understanding how your ads perform compared to those of other similar companies in your industry.

6. Identify what works and prioritize it

Take a look at what types of ads or boosted posts received the most engagement from your buyer personas or audiences as you embark on your second or third month of advertising.

It can be valuable to send traffic back to your website, mainly if your ad addresses a solution that the audience is interested in learning more about.

The copy and visual components of posts that do not include links can still be informative if the copy and visuals also convey a quick lesson or fact.

How Facebook Ads Work

Let’s take a quick look at the Facebook ads system as it relates to costs.

Let’s start with the basics:

Ads on Facebook are auction-based

Facebook users might use the site less frequently if they were bombarded with ads – not good.

As a result, Facebook limits how many advertisements each user sees.

The problem is that there is only a limited amount of advertising space, and there are many people who want to take advantage of it.

This is why it isn’t possible to buy a Facebook ad placement just by signing up.

To secure an advertising placement, advertisers must instead compete against each other. To put it simply, the highest bidder gets to display their ad.

You’re competing with others.

When you advertise on Facebook, you don’t simply compete with other businesses for ad space. As well as competing against others who are trying to reach a similar market, you’re also competing with yourself.

As an example, suppose you sell women’s clothing to American Millennials who are health-conscious.

Your competition won’t only come from other apparel brands.

In addition to chemical-free makeup brands, local gyms selling memberships, nutritional coaches advertising diet plans, and every other business that targets the same customers, you’ll be competing against.

Adding new targeting criteria will change the size of your audience when you create your ad.

Facebook Ads Cost is Defined by Two Things

The two most reliable ways to determine your Facebook advertisement cost are your bid and your budget, even though countless variables are at play.

A budget is a total amount you’re willing to spend on a single ad campaign or set of ads.

Additionally, Facebook offers two types of budgets:

• You can use this figure to determine the average amount you’re willing to spend per day for each of your campaigns.
• An individual’s lifetime budget is the total amount they are willing to spend on the campaign.