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A Guide to Facebook Ads for Small Businesses

Step 1: Develop a Strategy

Developing a strategy for your Facebook Ad campaign is a key initial step to being successful. If you are creating ads without a well thought out plan, you will be wasting your time and money without seeing the results you want. While you build your ad strategy, you should ask yourself the following questions:

  • What do I want to Promote?
  • Who am I trying to reach?
  • What is my overall goal for this campaign?
    • More leads, brand awareness, traffic, sales, etc

After asking and answering these few questions, you will have an understanding of what you want from this campaign and how to achieve the results you want.

Step 2: Pick an Objective

After you decide your game plan for your ad campaigns, you will start to set them up using Facebook Ad Manager. The first thing that you will be asked is what your marketing objective is for this campaign. It is very important you pick the right one because Facebook will optimize your ad for that specific objective. If you choose a random objective, you may be hurting your chances of getting your desired results. Each marketing objective is divided into three main categories; Awareness, Consideration, and Conversions. Under each of these categories are different marketing objectives that you can choose from for your Facebook Ad campaign:

  • Brand awareness
  • Traffic
  • Reach
  • Engagement 
  • App Installations
  • Video Views 
  • Lead Generation 
  • Conversions 
  • Messages 
  • Sales 
  • Store Visits 

Step 3: Choose a Target Audience

After choosing your marketing objective for your campaign, you will need to select your target audience. Choosing the right target audiences is crucial for successful campaigns. Many people think that if they set their audience to everyone or a broad group that they will get more conversions or leads, which is really not the case at all. It is way more beneficial to choose a target audience. Facebook Ad Manager makes this easy targeting easy to do by offering many different characteristics/demographics to choose from, including:

  • Language
  • Age
  • Location
  • Interests
  • Device

Step 4: Display Locations

Next, you will need to choose where you want your advertisement to be displayed. Facebook Ad Manager will give you many options to choose from, including mobile, desktop, feeds, stories, messenger, banner, and many others for both Instagram and Facebook. You can enable or disable as many locations as you would like.

Step 5: Plan Your Budget 

Another essential part of building a successful ad campaign is planning your budget. With Facebook ads, you will be able to choose between a lifetime budget or a daily budget. When setting your budget, you will also be asked to schedule them by either picking custom start and end dates or setting them to run indefinitely.

Step 6: Choose Ad Format

Lastly, Facebook Ad Manager will ask you how you would like your ad to be formatted and give you several design options to choose from, including:

  • Single Image
  • Video 
  • Carousel, displaying several images/videos
  • Canvas
  • Collections

Contact Boston Web Marketing

For more help with Facebook ads, contact Boston Web Marketing. Our digital marketing team not only has expertise in Facebook Ads but also PPC campaigns. Contact us today so we can start building successful ad campaigns for your business!

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