Facebook Advertising Guide For Small Business

Owners How To Build A Facebook Advertising

Campaign That Converts

What You Will Learn In This Guide

Audience Building

Three ways to create an audience that would have an interest, use or need for the products or services your company provides.

How to leverage the marketing machine that is Facebook to grow your small business through effectively executing the following steps:

Ad Targeting

How to specifically target that audience with your Facebook Advertising campaign in a cost-effective way.

Ad Objectives

The Facebook advertising objectives that would best fit the goals of your campaign.

Building an Ad

A step-by-step process for building an ad in Facebook’s Ads Manager.

Secrets to Success Tips on how to select the best audience, image, headlines, copy, and effectively manage the execution of your campaign from social media experts who have achieved unrivaled success!

Building an Audience Based on Interests, Location, Demographics and Behaviors

Facebook Ads can be targeted to users by interests along with gender, geography, hobbies, age, homeowner status, pet owner, and many other characteristics or behaviors.

If you understand what your customers are interested in and how they behave, you can figure out how to find them on Facebook!

Step-by-step process for building a Facebook Ad based on Interests, Location, Demographics and Behavior

Company Specific InterestsGeneral Category Interests

You can select general categories your customers are likely to have identified on

Facebook as an interest.

You can also select an audience based on people who are interested in one or more of

your competitors.

How To Include Location and Demographics in your Facebook Ad Audience

You can target people who live in a specific area who are interested in the category or competitor

you selected previously.

You can then include layers like “Men” between “21-45” who own a “Home.” Many other

demographics are also available on the dropdown menu shown above.

Location Demographics

HOW TO INCLUDE BEHAVIORS IN YOUR FACEBOOK AD AUDIENCE

Along with Interests and Demographics, Behaviors can be also included when building your Facebook Ad Audience through the highlighted field above. Examples of Behaviors include Automotive, B2B, Charitable Donations, and more.

Behaviors

Building an Audience Based on Your Customer Email List

Your inactive customer email list can be a gold mine. Bring them back to life by loading that email list into Facebook’s Power Editor and target ads at Facebook users who have done business with you before.

Generate repeat business by letting your past customers know about future offers!

Step-by-step process for Building a Facebook Ad based on Your Customer Email List (Part 1)

Step-by-step:

1. Go to Power Editor2. Click on “Audiences”3. Click on “Create Audience”4. Select “Customer List”5. Select “Upload File”

Step-by-step process for Building a Facebook Ad based on Your Customer Email List (Part 2)

Select Emails on Dropdown Upload File, Click Create Audience

How To Create a Lookalike Audience from Your Custom Email List

Custom Audiences include only the email addresses or profiles uploaded into the Power Editor. A Lookalike file uses those profiles to create a larger audience of people with similar FB profiles.

Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they're similar or “look like” customers you care about based on their Facebook activity.

Once the Custom Audience is loaded per the previous slide, type that Audience name to “Create Lookalike” field and then click the Green “Create Audience” button.

Building an Audience Based on Your Website Visitors

Build an evergreen Facebook audience of website visitors who will be targeted through remarketing display ads via Facebook after they visit your website. This is a great opportunity to give website visitors a reason to come back to your site and learn about the new products and services!

Step-by-step process for Building a Facebook Ad based on Your Website Visitors (Part 1)

Create a Facebook pixel and add that pixel’s html code to your website.

Create Ads through the Facebook Ads Manager that will be served to people who visit your website.

Bring website visitors back to your site for future purchases and engagements by clicking through your Facebook Ad.

1. How To Create A Facebook Pixel

Step-by-step process for Building a Facebook Ad based on Your Website Visitors (Part 2)

Audience history: By default, your Custom Audience tracks for up to 30 days. You can change the setting to up to 180 days.

Audience size: Your audience will be empty when you first create it, but will increase as more people visit your website.

2. How To Create A Custom Audience

How To Create a Lookalike Audience from Your Website Visitors or Custom Audience

Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they're similar or “look like” customers you care about based on their Facebook activity.

By typing the name of your Custom Website Audience populated by people who visited your website, you can then make an audience of people who “look like” your website visitors.

Secrets to Success: How To Identify The Audience That Works Best For Your Business

What is the best way for your business to build a Facebook Advertising audience to converts? Ask these five questions to get started: Q : Do you have a website for your small business?A: Implement the remarketing pixel and begin to build a Facebook audience of people who have visited your website.

Q : Do you have a customer email list?A: Upload that list into Facebook’s Power Editor to create a custom and lookalike audience.

Q : What are your customers interested in and who are your primary competitors? A: Identify competitors that can be selected to create an interest-based audience.

Q : Do you have a brick and mortar business? A: Target customers within a 20 mile radius of your business.

Building Your Facebook Ads: Identifying Campaign Objectives (Part 1)Ask the following questions to identify the objective that works best for your campaign:

Q: Do you want to promote a piece of content? A. Select “Boost your posts”

Q: Do you want more Facebook Likes for your business page?A: Select “Promote your Page”

Q: Do you want to increase website traffic? A: Select “Send people to your website”

Q: Do you want more sales leads or online conversions? A: Select “Increase conversions on your website”

The following objective options are available in during the Ad building process:

Building Your Facebook Ad: Audience, Characteristics, Daily Budget (Part 2)

Select the Audience to target with your Facebook Ads campaign

Select Locations, Age Range, Gender, Language, Demographics, Interests, Behaviors, Categories and Connections. Note: You do not need to fill in every field.

Determine how much you want to spend on a daily or lifetime budget for your Ad.

This is the first screen you will see when building a Facebook Ad after choosing your objective. You can begin driving significant traffic for as little as $10 per day.

Building Your Facebook Ad: Imagery, Headlines, Copy (Part 3)

Select an image for your Facebook Ad (recommended specs are 1200 x 628). You can also select and upload a short video.

You can select (1) image for a one image ad, or (5) images for a carousel.

The fill in your Headline, Text and select a Call To Action from the dropdown menu.

Select Ad placements, which include Desktop News Feed, Mobile News Feed, Desktop Right Column or Instagram.

As you scroll down, you will see prompts for adding imagery, writing a headline, copy, selecting a CTA, and identifying placements…

Secrets To SuccessHow To Select The Best Imagery for Your Facebook Ad

Show people who are using your product in your Facebook Ad imagery.

Make sure your image doesn’t have 20% or more of its pixels dedicated to text, per Facebook's Advertising Policies, by using the grid tool to check your photos.

Focus your message by cropping tightly around the important part of the image.

Make sure the images you use are high resolution!

Your image should reflect your brand's personality.

Keep it simple. If you drove past the image at 60 mph, would you understand it?

Show the benefit that people get from your product, not just a photo of the product.

Secrets To Success: Tips on Creating Headlines that Convert for your Facebook Ad

Keep it simple.

Calls to action work best, tell the user exactly what you want them to do.

Focus on the benefits of your product rather the features.

Ask a question!

Secrets To Success: Tips on Creating Ad Copy that Converts for your Facebook Ad

Keep your text shorter than 90 characters to prevent it from being cut off on devices with smaller screens.

Match your message with the audience you're targeting.

If you're trying to reach two different groups of people, try creating two different ads and using different images or text for each group to customize your message.

Use the text area to hook the viewer with a question, call to action or a statement.

Secrets To Success: Four Characteristics of a Facebook Ad Design That Works

Four Characteristics of a Facebook Ad That Works:

1. It's visual2. It's relevant 3. It includes an enticing value prop4. It has a clear call-to-action

Organize and Optimize Campaigns, Ad Sets and Ads on Facebook

Campaigns correspond to each of your advertising objectives, like building brand awareness or driving web traffic.

Each campaign can feature multiple ad sets, each of which has its own budget and schedule.

Within each ad set, you can have multiple ads, each of which can feature different images, links, video or text.

Image Via Facebook.com

Secrets To Success: Organize and Optimize Campaigns, Ad Sets and Ads on Facebook

Begin by launching one Campaign, with one Ad Set and three Ads with slight design variations targeting the same audience.

Test the Headline, Copy or Imagery with each of the three ads in your ad set by keeping the other two aspects of each ad constant.

Allow Facebook’s Algorithm to serve the Ad within each Ad Set most likely to convert. Understand which differentiators make your ad successful and carry that strategy forward into your next campaign.