Chances are you’re one of the 1.86 billion monthly active users on Facebook. If you are, that also means that you’ve chosen to use Facebook at no monetary cost to you, in exchange for letting Facebook show you the products and services that their paying clients (Businesses) want to promote to you.
We don’t really even think about it anymore, but Facebook is one of the two biggest online marketplaces for digital advertisements. In a way, Facebook is like the freeway you’re driving on, and the ads that you see from time to time are like the billboards you see on the side of the road. Sometimes you see them, sometimes you don’t, but they’re always there.
Are you a Latino Business Owner? Interested in promoting your company on Facebook?
I’d bet that most of you would answer yes to my second question, as most business owners, specially Latinos, are always looking for more clients. Deliciosos tacos, tortas, jugos….Pasele, pasele… Quien dice yo?
5 key steps to using Facebook ADs for your small business
1.Create a Facebook Page, it’s FREE!
Anyone who wants to advertise their company, brand, products or services on Facebook must first have a Facebook business page. Creating it is pretty easy, fast and free. To create a page, you must first have a Facebook personal profile. Learn the difference between a profile and a page.
Once you create your page, I recommend that you fully customize it by adding your company’s logo, add a cover photo, and start sharing updates regularly. The goal is for your page to have at least 2 weeks worth of posts before you start to do any paid advertising, so that you don’t look like the new guy in town with no followers. More on Facebook pages basics.
Why is this important? Because although your Facebook Ads may or may not show on your Facebook page, anyone who see a paid (Called “Promoted”) post will be able to click on your company’s logo and visit your Facebook page. People usually checkout your page, to make sure you’re a real business, with real activity on social media, and not a scammer or something sketchy.
2. Plan, Design and Create your Facebook Ad
If you want to do Facebook Ads the right way, I recommend that you invest the necessary time to plan your AD, think about creative ideas, and properly design the graphic for the Ad as well as the content (text) of your. There are various types of Facebook Ads, but Photo Ads are the most popular, and easiest to create and launch.
Photo Ads are made up of one main graphic, and up to three pieces of text. This means that you must carefully think about each of these four elements in order to take advantage of each piece of the puzzle, in order to attract the most Facebook users’ eyes.
The most important parts of a Facebook Ad are the 1) The graphic/image, 2) The headline and 3) The main text, and 4) The call-to-action (CTA) button. The 4th piece of text is optional, as it only appears on Desktop ads, but not on mobile ads. Below is an example of a mobile ad.
Tips on how to design and plan your Facebook Ad
- Define the goal of your AD first. What result are you looking for? Clicks to your website, people buying on your retail store, online sales, more Facebook followers?
- Write the content of your Ads in a Word document first. Choose your words wisely. Start with your headline, as it’s the text with the biggest font. Then focus on writing the main text (what’s above the image).
- If you have an amazing photo that’s relevant for your AD, use it. Otherwise, I highly recommend that you hire a graphic designer to help you create the right graphic. You Ad’s image is THE most important part of the Ad. Images may contain text, but Facebook recommends not using more than 20% of text on your images.
3. Define your target audience
The magical thing about Facebook Ads, is the fact that you can hyper-focus the target audience that you’d like to show your Ads too. Something that was never possible in the world of advertising until now.
To continue our taco-inspired theme, let’s assume that you own a Taco Shop in San Diego’s downtown and want to promote your latest Taco combo. You can go to Facebook, choose to define a new target audience and choose some of the following “targeting filters”.
- Males and Females at a 5 mile radius from your shop’s Zip Code 92101, AND who must
- Also like “Lolita’s Taco Shop”, “Los Panchos”, and “Taco Bell”, let’s assume these are your competitors, AND who must be
- 18-25 years old, which is your sweet spot of best clients AND
- Love the Padres baseball team, as your taco shop is a few blocks from Petco Park where the Padres play.
Now that’s a VERY target group of people, and only all of those people in San Diego who match those criteria will be the ones who will potentially see your AD. Amazing right?
Facebook allows advertisers to create target audiences based on behavior, demographics, likes & interests, location, age, sex, and a few others things. Learn more about Facebook targeting.
4. Setup your Ads on Facebook
You’ve now created your Ads, and defined your target audience(s), now it’s time to put these two pieces together and launch your Facebook AD. You can do this in one of two ways.
Option A) The Simple, Faster Way: Facebook Post + Boost
This option simply requires you to open your Facebook page and create a post first. To create a Photo Ad, simply choose to create a new post/update, and upload your Ad’s image. Once your image is uploaded, then copy and paste your Ad’s text into the post/update. When you’re ready, simply press “Post” and your Ad will be shared on your Facebook page.
Using this method, you simply posted an update to your page, and anyone who currently likes your page (Follows your business page), will be able to see your post. NOTE, I said “Able” not “will”. Only 1-2% of your followers will likely see your post on their Facebook feed, the rest of the 98-99% of them will never see your post, unless they visit your actual Facebook page.
Thus, to make sure that either your page followers see your post, or the target audience that you defined sees your post, you’ll have to pay to promote your post. The easiest way to do this is by “Boosting your post” with a $5 to $25 budget for a 3 to 7 day period (or whatever else you choose).
Learn how to boost a post.
Option B) The professional, Longer Way: Facebook Ad Campaigns.
The other option if you want to take a more professional and advance route, is to create an actual advertising campaign on Facebook. This usually requires a little more technical skills, more time, and the need to define additional things for your campaign, audience, ads, etc.
5. Launch your Ads, measure your results, test, adjust and repeat
Finally, once you’ve got everything in place, you’ll be ready to launch your Facebook ads to start promoting your small business online in today’s most popular social media network.
An important thing to keep in mind is that the technical part of designing, writing and setting up Facebook Ads is the easy part of Facebook Marketing which we just covered. Yet, the more complex, advanced and super crucial element of your success with Facebook Ads is your ability to create a great marketing strategy. This includes being really creative with your Ads, defining and choosing the best target audiences for your business, aligning your ads with the rest of your branding, having a great call-to-action button, creating interest in your users, designing a good landing page to send your users after they click on your Ads, and a lot of other elements that are more than just launching a simple Facebook Ads campaign.
Some of the ways to measure your results and to determine how good or bad your campaign is doing, including looking at the Facebook Ads statistics. This includes checking your cost-per-click (CPC), cost per engagement, your CPM (Cost per 1000 impressions), your Ad’s relevance score, and many other important metrics. The goal is to get the most bang for your buck, which means getting the lowest CPC, lowest CPM, lowest cost per engagement, etc. An important fact to keep in mind is that the higher your Ad’s relevance score is, the better your Ads will perform, and the lower all of your costs will be.
Jaime Nacach is a digital marketing expert with an MBA in marketing and strategy, and 15+ years of marketing and graphic/web design experience. He is the founder and marketing strategist of Bloominari; a digital marketing and creative agency in San Diego, California consulting with brands of all sizes on marketing strategy, design and business automation.
With over a decade of digital marketing under his belt, Jaime has strategized with clients all over the US and Mexico, including large corporations as well as small local businesses and startups.