Woman at Desk
imartinezvallejo

A Small Business Guide to Facebook Advertising

Advertising your small business on Facebook doesn’t have to be a burden, it actually can help you grow your business a lot if you know how to use it. Which is why, it is never too late to start learning and experimenting with this tool. To help you, we have created this small business guide to Facebook Advertising.

But let’s get some straight facts first. Monthly, there are over 1.59 billion active users on Facebook worldwide, and most likely, your potential clients are inside that number.

However, there are around 60 million businesses with Facebook Pages from which 4 million advertise actively.

Hence Facebook, since quite some time ago, started controlling what people see on their news feed and, businesses have been investing a good amount of money to make sure they reach their target audience. And of course, brands wouldn’t be investing so much money if the ROI was not good enough.

Before you start panicking about the time, effort and money this will take you, let’s talk about how small businesses can start using Facebook Advertising.

Get started with Facebook Pages

If you still don’t have a Facebook Page for your small business, it’s a great first step to create your Business Facebook Page. Make sure you have in hand a profile photo, which can be your logo, a cover image and the contact information.

Facebook itself will be guiding you through the process of selecting the category of your business, setting up your products or services, and start getting some potential clients.

small business facebook advertising

Start posting content and engaging with your clients

A Facebook Page is a great communication channel that brings you closer to your customers. By creating content to showcase your product or service, sharing information in real time and keeping direct communication with your clients, your relationship with them as well as the awareness of your business will improve little by little.

The best part is that you will be able to measure how many followers you have, demographics, what kind of content they prefer, how many people are liking your page, the engagement with your posts, clicks to your website, etc.

Activate the advertising tool

Now that you are all set with your Facebook Page, go to the small triangle in the upper right side of the header menu and select the option “Create Adverts”.

The Adverts Manager page will load and once again, Facebook will be guiding you through the process.

small business facebook advertising

Select your Marketing objective

This one is selected according to your general marketing plan. There are three types of objectives:

Awareness – To reach the people that can be interested in your business.

Consideration – To drive traffic to your page or your website, generate engagement with your content, or get the information from people that could be interested in your product or service.

Conversion – To create valuable actions in your website or app, or to generate sales.

small business facebook advertising

Define your audience

This step is key in the creation and success of your advert. Facebook lets you define your audience through location, age, gender, languages and interests.

It’s alright to be as specific as possible, but make sure that you don’t fall into the red line. By being specific, your advert can be more effective as the reached audience will be more likely interested in your business.

small business facebook advertising

You can always save your audience or use look alike audience for your future adverts.

Set your budget and schedule

And here’s where it gets interesting and you’re probably already expecting to know how much money do you have to invest on this.

There are two options to set your budget:

Daily Budget – Which indicates an average of the money you’ll spend everyday. It’s a great option to start experimenting which audience or approach works better in your advertisement. It’s usually recommended to start with a small amount, for example: $5 USD.

Lifetime Budget – Set the starting and ending date of your ad, and set the amount of money you want to spend during those days. Facebook will spread it between those days, and that’s how much you will spend. This can be a great option if you already figure out what works for you.

small business facebook advertising

The higher your budget, the more people you will reach. Beware, if you’re not reaching the right people, you will only be wasting money.

Design your Ad

Now, you’ll get to give format to the post that will appear as your ad. There are some settings that you need to move around, for example:

You choose how you want your ad to look. There are presets like Carousel, Single Image, Single Video, Slideshow, Canvas and Collection.

small business facebook advertising

Then you add the file for the preset you chose. It can be just an image, or a video, or several images. You just have to upload it. If you are uploading an image, your ad will perform better if you use less text on it.

small business facebook advertising

Afterwards you fill in the message you want to send to your potential customers:

  • Headline – which is the attention grabber, keep it short and simple.
  • Text – it’s the clear message of what you are promoting.
  • Call to Action – it’s a button inviting the audience to visit your site, purchase your product/service, take a look at the catalogue, subscribe, etc.
  • News Feed link description – to let your customers know what exactly are you talking about.
  • Last add your website URL.

Preview your advert and place order

And you are almost done. On the right side of your screen, you will be able to see your advert, exactly how it will look for your target audience both in desktop and in their mobile.

Once you’re satisfied with it, you just click “Place Order” and after a short verification process by Facebook, your advert will go live.

small business facebook advertising

Analyze your Facebook Ad Reports

Another super important step on this Facebook advertisement journey. Once your ad go live, make sure to be checking the performance of it constantly. Facebook Ads Report shows you the data of clicks, engagements, purchases and how much money you have spent.

With all this information you can figure out wether your ad worked or didn’t, and based on that information, you will move on or change your strategy for your next approach.

small business facebook advertising

Become a Facebook Advertising Master

There’s still a lot of information to digest from each one of these points, but the basics are here. Facebook Advertisement has a lot of assistance options and supportive text in each one of the steps, the more you do it, the more you will get the mastery of it. Be up to date with the news and algorithm changes, because it can affect a lot they way you do Facebook Advertising.

The truth is that there’s not really a magic formula to create effective ads with great ROI, it’s a matter of trial and error as everything in the marketing field. What’s true is that if you don’t get started, you’re never going to get there.

While there are a lot businesses out there already making millions of dollars out of Facebook Advertising, you now have this guide to help through your first steps. So, don’t be scared, try this and let us know how it worked for you.