The small business guide to running Facebook Advertising

27th July 2022

It’s unquestionable! Facebook is one of the leading players in social media. With 2.9 billion users using Facebook on a monthly basis, the platform is crucial to include into your social media scheduling. 

If you’re in a marketing or content team, you’d already know that some resources or blogs need priority in gaining visibility over others. These content pieces include podcasts with valuable information, product updates and new features, or even a humorous post that you think would pull a chuckle out of your readers. The main way to push these pieces out for more visibility would be through running Facebook Ads.

Beginner marketers, let’s dive a little deeper into what Facebook Advertising is all about and how it can favor your content efforts and website traffic…

How do Facebook Ads work?

Facebook adverts target people based on their demographic and socio-economic information. such as gender, location and age. The type of people you target can be further filtered through their interests as well.
If you’re struggling to come up with interests to use, learn how to build a customer persona to understand your customers more.

How much do Facebook Ads cost?

The cost of Facebook ads is primarily determined by the ad type, target audience, and ad objective. However, the average Facebook CPC is $1.72, and the CPA is $18.68.

How much should you spend on Facebook Ads?

It’s entirely up to you. With Facebook Ads, there aren’t any limits. So depending on your budget and amount of time you would like your Facebook Ad to be running, it can range from $5 upwards to $50,000. However, please keep in mind that some enhanced ads specify a minimum expense to function. You will be notified of this as you create them.

How do I run Facebook Ads?

You need an Ad Manager to be able to run adverts on Facebook. The Ad Manager on Facebook is an advanced dashboard that gives users an overall view of their advertisements.

The dashboard displays an estimated amount of how much you spend daily straight away. The dashboard has been structured by columns, making it simple to screen through your adverts and create a customized view of the results. Key metrics such as reach, frequency, and cost are easily accessible, making performance tracking a no-brainer.

A Facebook Business Page is required to use the Facebook Ads Manager. This is due to the fact that advertisements cannot be run via personal profiles.

How can I create Facebook Ads?

When you sign into Ads Manager, you will see a performance dashboard with a list of each of your advertisements ad sets, as well as the outcomes they have generated for your Facebook page. This dashboard will be blank unless you have already made a Facebook page ad.

To create an ad set or ad in the Facebook Ad Manager, navigate to the ad type you wish to create and tap the green “Create” icon to the far left of these ad types.

How do I target Facebook Ads to fans of a competitor site page?

You can’t deliberately target the fan base of your contenders’ pages on Facebook. Ads on Facebook make things easier to aim at people who share similar interests related to big competitors? You can give more benefit with your adverts once you’ve done your homework on information that resounds with your rival companies’ audiences.

All you have to do is go to the “Preferences” section and type in the rival’s fan page’s title. Suppose you’re advertising a local store, for example. In that case, you can target people in the neighborhood who “appreciate” or have already shown attraction in pages related to a leading local store. There is no specific formula for using interest-based publics to target the fans of a competitive page.

How do I run Facebook Ads for clients?

Even if you’re only running Facebook ads for one client, there’s a right and a wrong way to go about it. Below is what constitutes a proper way:

  • Do not use your private ad account to handle Facebook ads for clients; instead, use Business Manager.
  • Ensure that ad expenditure is invoiced to the client rather than your bank credit card.
  • Use automation to save a lot of time for ad management.
  • Request ad creatives well in advance of when you need them.
  • Most reporting should be automated, and weekly reports should be sent.

After you build your first Facebook Ad, there’s nowhere else to go but up!

Facebook Advertising: In summary

Now that you have learned how to create Facebook ads, it is time to make one of your own to raise brand awareness and drive leads from your best prospects on the Facebook platform. Use Metigy’s marketing insight tracking tool to help you understand which ads work and which ones don’t. Visit our website to learn more about how we can help you scale your business through quality marketing.

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