Are you considering Facebook advertising and do not know where to start?
Are you wondering what Facebook ads work best for small businesses?
If so, please check the opinion of our list of Facebook experts.
As a small business, your budget may be smaller, however, that should not deter you from testing a variety of campaign objectives using Facebook Ads. Ultimately, it depends on your goals. If you are looking to reach new people that are your target audience, a great introductory point would be to test an awareness objective campaign. This campaign type is typically lower in cost since you are reaching cold audiences that can help expand your reach and visibility.
As users become more acquainted with your brand, test out a website traffic campaign to drive more people to your homepage or a specific landing page to a specific product or a lead generation form. Another excellent option I often recommend is to try out an engagement campaign to drive more comments, reactions, and shares with your ad, which can help move potential customers down your funnel, in effort to convert them to make a purchase, sign up, or complete your other goals.
If your audience members have not yet converted, or achieved the goal, test out a conversion objective campaign with warmer audiences, such as website visitors, newsletter subscribers, leads, or your Facebook fans in a remarketing campaign. This campaign type may be a bit more expensive in comparison to an awareness or traffic campaign, however, that can be expected as we are reaching an audience that is warmer, further down the funnel, and more likely to become customers. With this campaign type, test out new messaging or a special promotion to entice these audiences to complete your goal and convert.
At SuperOffice, we’ve experimented with more than 250 Facebook ad campaigns and spent well over $15,000 – so, it’s fair to say we have learned the hard way when it comes to finding out what works and, perhaps more importantly, what doesn’t!
One of my favorite ad campaigns retargets all website visitors that have visited our gated content pages, but didn’t complete the form or download a guide. With over 15 guides available on the SuperOffice website and over 2 million visitors per year, we were able to form a sizable custom audience on Facebook relatively quickly, allowing us to reach thousands of Facebook users immediately with an ad.
For the ad itself, we had to find an offer that would generate a good response so we advertised one of best performing guides – the CRM Buyer’s Guide. Given the audience size, we decided to run an A/B test on the image itself – to see which ad would perform better. Interestingly enough, the ad that showed real people outperformed an ad with custom graphics by 13 to 1. Now, this may not be the case with all Facebook ads, but it just goes to show how important testing your ad copy and visuals can be.
Another reason why this is one of my favorite ad campaigns is because it helped acquire new business leads 3x less than what we pay for in Google Ads, making it extremely cost effective for us to scale.
With billions of people (quite literally) on Facebook, Small Businesses can no longer ignore it. Since the times of reaching millions of your fans organically are gone, Facebook ads are THE way to go.
But before you pour thousands of dollars into boosting your ads, you need to know how to structure your ads to get maximum results.
Phase 1 – Start with an Engagement Ad Campaign.
This stage helps you to test your message, warm up your audiences, build initial trust.
For best results, create a simple video. Lumen 5 or Biteable allow you to create low budget DIY videos. Facebook recently introduced a way to turn slides into videos – this is a good option as well.
For targeting, either choose different interest groups (people who like similar products, your competitors, industry events) OR (a much better option) upload a list of your existing customers and create a Lookalike audience of these customers.
Monitor response and engagement rates – you would want to find the audiences and messages that resonate.
Phase 2 – Retarget engaged users with Traffic, Messenger or Lead Gen campaigns
Now you are ready to drive people to your offer. Assuming that purchases and generating leads are main objectives, you have three different options:
If you have a well-optimized landing page with a clear offer and an opt-in form, you can create a traffic (or later conversion) ad campaign. Your goal will be to drive visitors to your offer.
Use compelling images with clear coupled with clear action-oriented copy and headlines.
You can also bypass a landing page and use Facebook Lead Forms to directly connect Facebook users with the offers. An advantage of a Lead form is that Facebook auto-populates all of the information making it easier for the users to opt-in. On a flip side, it may mean a low commitment later on.
Messenger ads are increasing in popularity. ChatFuel is one of the leaders in helping you generate simple workflows that will lead your customers all the way from the first time to purchase.
Rinse and repeat each phase.
If you see that your campaign is NOT delivering any results (people are not engaging with your videos OR not clicking through to your website OR not signing up), it may be a good indication that something is off.
Alternatively (This is the scenario you want to see) – you see a great response to your offer, product or services, this means it is time to scale your ad campaign (cue an image: you sitting on a beach sipping margaritas while money is auto-magically rolling into your bank account.