How Facebook Ads Work For Small Businesses
By Mike Whitney
For many years, advertisers relied on data from focus groups and Nielsen ratings — television audience and viewership measurements — to better target their ads. These indirect (but reliable) methods enabled brands to know what types of consumers were seeing their ads and what types of responses they were having. Armed with that information, they could better target their marketing strategies, creating more compelling commercials and getting more out of their investment.
Fast-forward from the Mad Men era to the digital era, and that system is now somewhat obsolete. Since the advent of the internet, the traditional TV ad model has been supplanted by digital media consumption and cross-platform marketing initiatives. Brands aren’t just trying to get the most out of the commercials they run, they’re trying to keep viewers’ attention from the moment they wake up and turn on their smartphone to the moment they go to bed and, well, scroll through their smartphones.
But the underlying strategy remains true. The more targeted your advertising, the more effective it will be. In a social media dominated world, one of the best ways to take advantage of that is Facebook Advertising. Businesses of all sizes and industries can benefit from the increased targetability of Facebook ads.
Before you jump into advertising, the first step is to create a Facebook page for your business. (If you haven’t done so already, here is a helpful how-to from our friends at Social Media Examiner.) Be sure to use the same email address for both the page and eventually for your ad manager.
Now that your page is created, let’s take a closer look at the Facebook Advertising process and how it can help your business grow.
Ads Manager vs Power Editor
The first decision to make is whether to work out of the Ads Manager or the Power Editor. The main difference between the two is that the Ads Manager is the more basic tool. It offers a stripped down (although recently updated) interface that works well for beginners.
The Power Editor, on the other hand, is a more complex and, well, more powerful tool. It allows you to run multiple campaigns at once with little heavy lifting. This is vital for most Facebook marketers. After all, the main benefit of the practice is delivering the right message to the right audience at the right time. The natural next step of this type of strategy is having multiple campaigns running concurrently. One for a certain type of audiences, others for different audiences.
Once again, though, for beginners, the Ads Manager is a good place to get your feet wet and learn some basic tenets of Facebook advertising.
Creating Your Ad
Regardless of whether you use Power Editor or Ads Manager, you’ll want to start simply by selecting “Create Campaign.” Next, choose your advertising objectives. These can include brand awareness, local awareness, general reach, website traffic, app installs, lead generation, conversions, and brick-and-mortar store visits. Think about what brought you to this strategy in the first place. Whatever was missing in your business Go to the full article.