Small business owners, if you haven’t tried Facebook advertising yet time is running out. Try these 5 Facebook ad tips to get started.
If you aren’t using Facebook ads yet you need to start experimenting now. Why? Because space is running out, soon the price will go up and your opportunity to play around and see what works will have passed.
We’ve already seen the daily spend on some ad types increase from €1/£1/1$ per day to €5 per day for website clicks and even more for other ad types and as more people start competing for the same audience we’re going to continue to see a leap in the cost per click, CPM and conversion.
I’ve found a hack that lets you get around the €5 limit, but how long until spending anything less than €5 a day becomes pointless?
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Here’s how to change the way you get charged in ads manager
Choose more options under ‘Budget’
Select ‘CPM’ from the options. You should now be allowed to run on a budget of €1 per day
If you’re new to Facebook ads or if you are struggling with them I’ve some tips for you, how many can I squeeze into 1 minute? Watch below to find out
Facebook Advertising Tips For Small Business
The Problem
Facebook ads are great value, they’ve been a real leveller for small businesses who have been able to reach their audience on a budget they can afford. But Facebook only has so many advertising slots available. They know how many ads their users are willing to accept in their feeds, if they go over that they risk losing users and curbing interaction.
Because their advertising product has become so popular with businesses of all sizes they will soon run out of space. Many suggested Instagram stories were launched not to crush Snapchat but to make more space for ads.
With this in mind there are two things that are sure to happen:
1. Relevancy score will become more important
Each ad you run gets a relevancy score out of 10 depending on how well it performed with the audience you targeted. This score has to become more relevant in the future. Advertisers with consistently high relevancy scores could see their ads perform better over time.
You can see your relevancy score for your ad campaigns in ads manager:
2. Higher cost of Facebook ads
I don’t think there is anything we can do to avoid the higher cost of Facebook ads in the future. If ad space is becoming more competitive the price has to go up. This is really bad news for small business. Not only are we seeing our organic reach drop but we will soon be priced out of the market. And that’s why I’m saying you should experiment now, whilst it’s still affordable. If you wait, experimentation will be too costly.
5 Tips for getting more from your Facebook ads
1. Audience size
In the past I’ve limited audience size in exchange for hyper-specific targeting but I’ve recently found that a bigger, slightly looser audience can work better. This gives Facebook a bigger pool of people to choose from for your objective and you eliminate the danger of showing your ads repetitively to the same people.
Jon Loomer also elaborated on how interest targeting can be imprecise. When I use targeting now I ensure I target people who have an interest it ‘interest 1’ and ‘interest 2’ which will help eliminate errors.
2. Eye Catching Graphics
When we set up ads we’re usually on our desktops but most people viewing them are going to be on mobile. That means we need to select images that are eye catching even when they are small. Avoid images with too much detail and look for ones that stand out when you look at them from afar. Bright colours can work well as can photos of people/animals looking straight out of the screen at you.
3. Choose the objective that relates to you
I’m not against hitting the boost post button, it can be a really great way to get engagement on your post and it’s quick and easy to set up.
However, if you want to get people visiting your website you should create a ‘website clicks’ ad in ads manager, if you want people to fill in a form on your website go for a conversions ad (although you’ll need to add code to your website to do so). If you want email addresses, try a lead gen ad.
Why? Facebook knows how it’s users interact when on their network, if you run a website clicks ad it will show it to people who are most likely to click links, the same goes for the other objectives.
4. Switch off Instagram
If you want to advertise on Instagram I recommend creating an ad specifically for that audience. A Facebook ad that has been pushed out to Instagram rarely fits the Instagram style.
For that reason I recommend switching off the Instagram placement for the Facebook ads you run.
Here’s how:
In ads manager scroll down to placements. Select ‘Edit placements’
Un-check the Instagram placement
5. Split testing
When you create ads you have the opportunity to use more than one image. Facebook will then split test these for you and use the most effective ones in future campaigns. I recommend having at least two and preferably 3 images for each campaign you run.
If you are a more advanced Facebook ads user you can also create versions of your ads with different text.
Your Turn
Have you experimented with Facebook ad? Do you have any tips or secrets that work for you? I’d love to hear them.
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