So, you have transformed that top-notch business idea into reality, but where do you go from there? How are you going to get the critical mass of customers that you need to start growing your venture? Hi, My name is Francisco, and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Facebook Ads, Google Ads and remarketing. I have been doing what I do for decades, and in that time, I have helped quite a number of startups achieve growth through Facebook Ads. If that is what you are looking for, then you have come to the right place. In this article, I am going to;
- Show you new businesses should invest in Facebook Ads Marketing.
- Put you in the correct mind-frame for creating Facebook Ads.
- Teach you how to create your own Facebook Ads for your startup.
Why New Businesses Should Invest in Facebook Ads
Marketing, marketing, marketing! That’s how you are going to ensure that your new business bucks the trend and survives the first few years. Yes, most people get shocked to hear this. A large number of new businesses fold up within one year! But why does that happen? Well, most of these people pretty much have the right idea at the beginning. They come up with a concept that looks foolproof on paper.
However, these plans often do not survive the reality of the harsh operating environment in which we find ourselves today. Harsh, because that original idea that you thought was going to change the world, as it turns out, is not that original after all! There are others who have already been doing it and they are well established on the market.
The market place tends to be cutthroat because the world is now very much intertwined. You start yours not knowing that there are others in Bangladesh who are offering the same services at half the price. It’s a very big small world out there! You gotta learn how to swim in it, and Facebook Ads are what you need to get there. But why should new businesses advertise on Facebook?
- Facebook is the world’s biggest social networking platform. At the moment, there are over 2.7 billion users on Facebook. And many of them are right in your neighborhood, looking exactly for the services and products that you offer. You just need to know how to reach out to them.
- Facebook is good for audience targeting. The platform pretty much knows everything about the people who use it. It knows their demographics, their interests and their behaviors. It knows where they live and their genders. It knows if they like Niki Minaj or the Huffington Post. This all makes it easy for new businesses to reach out to just the right kind of audience.
- The first thing that comes to mind for most new business owners relates to whether or not they are going to afford to advertise. That’s particularly the case for Facebook Ads. People wonder whether or not they are going to have to allocate half their budgets to advertising on the platform. The reality, in any case, is that you cannot afford not to advertise. And you cannot afford not to do Facebook Ads, whatever your venture. Remember what we said about so many new businesses failing within the first few years? Well, part of the reason for this is that they do not invest enough in marketing. They imagine their customers are simply going to stumble upon them. Well, that never happens. You need to do Digital Marketing and Facebook should be your first port of call. In any case, Facebook tends to be one of the cheapest digital marketing platforms that you will be able to find anywhere out there. It’s cheaper than Google Ads, definitely. And you get better results. In fact, you can get started on Facebook for as little as $5.
- And here is a final bit of motivation for those that are worried about the expenses of running Facebook Ads; why not learn how to create your own? It’s easy to do, with some hard work at the start. In fact, the aim of this article is to show you how to do it. By the end, you should be well on your way to becoming an expert. Hopefully. Well, if that does not work, or if you simply don’t have the time, why not reach out to me? Facebook Ads are my daily bread. I have even come up with a nice Facebook Ads Setup Plan. Sign up, and I will do all the initial hard work on your behalf. I will even get you 2 live ads. From there, you can take over and start running your own campaigns.
Be clear what you wish to achieve
One thing that I need to say is, you should be clear what you wish to achieve right from the word go. Do you wish to tell people that you have arrived on the scene? Or maybe you wish to make sales directly to people from Facebook? Perhaps you wish to get people to visit your store, or to watch a video? Maybe you would like to have them install an app? You have many options in this regard. The answers that you give to the above questions tend to be instrumental in the direction in which your Facebook Ads will herd.
How to do Facebook Ads Marketing for New Businesses
Okay, enough of the motivation. It’s clear that Facebook Ads are a must for new businesses. But where do you even begin? What’s the process of creating your first Facebook Ad? Well, the thing to know is that Facebook Ads are created in Ads Manager. This applies whether you creating Facebook Ads for musicians or for fashion brands.
You can sign in using your personal Facebook credentials. Once in there, you need to click on the Create button to start creating your first Facebook Ad. Generally speaking, Facebook Ads are created in 3 steps. I say generally speaking, because what you do is going to depend on the decisions that you make at the beginning. The following are the basic steps to creating Facebook Ads;
- Choosing a Campaign Objective
- Defining your Target Audience
- Creating your Facebook Ad
1. Choosing a Campaign Objective
After clicking on Create in Ads Manager, the next thing that you are going to have to do is to choose a Campaign Objective. Remember what we mentioned about having clear goals? This is where that comes into play. Facebook gives you 11 Campaign Objective from which you can only have one for each campaign. Thing is, how you create your ad very much has to do with the Campaign Objective that you choose. The following are the available Facebook Ads Campaign Objectives;
- Catalog sales
- Store visits
- App installs
- Brand awareness
- Video views
- Lead generation
Which Campaign Objective should new businesses go for?
Most people stumble here. They spend hours trying to determine the best Campaign Objective for their businesses. The problem in that they did not have clear goals before getting started. Therefore, they do not know what they really want. If you outlined your goals as advised at the top of this article, then you won’t have problems here. Let’s assume, for the sake of this example, that you run a newly established Art Gallery in Scottsdale, Arizona. In that case, the goal would initially be to give art lovers in the area awareness of the existence of your establishment.
So, brand awareness would be the best Facebook Ads Objective for you. Later on, you could sell some of the artwork directly on Facebook. You would need to create a catalog that people can see. The whole point is, you can have different Campaign Objectives, depending on who you are and what you do. Your Campaign Objectives will also be different depending on what you wish to achieve at a particular point in time.
An eCommerce startup, as an example, would be better off going with Catalog Sales, where the products that are being sold are appear as part of the Facebook Ad. Anyway, talk to me if you need help determining the best Campaign Objective for your business. We will brainstorm and come up with something that brings the desired results.
2. Defining your Target Audience in the Ad Set
Once you have chosen the Campaign Objective for Facebook Ads for your new business, you will be taken into the Ad Set section. This is where you define Target Audience. Needless to say, this is a very important section. It’s probably where you will spend most of your time.
Audience definition is instrumental to the success or failure of Facebook Ads. If you do it wrong, then your ads will be delivered to the wrong people who are unlikely to be interested in what you do. That’s a waste of time and money. Anyway, you have various sections on which you need to work in the Ad Set;
Budget and Schedule
The budget and schedule section is your first port of call in the Ad Set. This is the part that scares a lot of people. They wonder how much they should spend on their Facebook Ads. In reality, there is nothing to worry about here. My advice is, start small and take it from there. In this example, we have set a daily budget of $10.
Generally speaking, the more you spend, the more people you are going to be able to reach. So, this is something that you need to take note of. However, I am not saying you should start spending a thousand dollars a day. The beauty about Facebook ads is that you can do a lot of testing till you strike the proper balance.
Keep control of your spending
When you start doing Facebook Ads, you are required to submit your credit card details. Facebook keeps this information on file. When creating Facebook Ads, you need to retain control of your spending. Otherwise, Facebook will continue deducting money from your credit card. I have had several instances where people forgot to turn off their ads. The result was that they continued running and money was deducted from their accounts. Anyway, you can retain control of your spending in 2 ways;
- By setting a start and end date for your campaign. Don’t run an open ended campaign. You can see in the above example that we have set ours to run for a week. That way, we know that we will have spent $70 by the end of the week. So, that’s a good way of controlling spending.
- You can also set a Lifetime Budget for your campaign. Again, the aim is to make sure that you have control over your spending.
From the Budget and Schedule section, you go to the Audience section. We have already noted that this is absolutely important, particularly when creating Facebook Ads for new businesses. You need clarity on who you want to reach. You also need to be clear about their location. Most businesses are rather localized in nature.
As an example, an art gallery probably will only have citywide appeal. Of course, some people will come from far if you are good or if you are displaying a famous artist. Otherwise, you will only have a walk-through audience that is composed of people who live in the same city. You have various tools to help you define your target audience;
This is something that we have just been talking about. Where is your target audience located? We have noted that for an art gallery, this can be city wide. If you run a restaurant, you will have an audience that’s composed of people living only a few miles around the establishment.
If, on the other hand, you run an eCommerce business, you could sell to people around the world. For our example, we will choose to have our ads delivered to people in Scottsdale, Arizona, where our Art Gallery is located. Note that our location spills over into Phoenix, but that’s okay..
The age section is particularly pertinent here. It allows you to further define your target audience. Ask yourself the age ranges of people who would normally visit an art gallery or whatever your business may be. For our example, we will go with people who are a bit more mature and we will put our target audience at 35 to 65.
You can also use this section when defining your target audience. When doing Facebook Ads Marketing for new businesses, ask yourself which genders are much more likely to want to buy from you. If you sell to everybody, then that’s good. If you are into gender specific products, then make use of this section.
Some businesses out there appeal to people who speak a particular language. If that’s the case with you, then you can use the Languages section to further define your target audience.
The Detailed Targeting section is also important when creating Facebook Ads for new businesses. It’s where you really zoom in on your target audience. We have been general so far, but now we need to be a bit more specific. Otherwise, most of the people who view our ads will have absolutely no interest in what we do. For our example, we have chosen to target people who are interested in the following;
- Art museum
- Leonardo da Vinci
- Online art gallery
So, we want all these people who have previously expressed an interest in pages to do with Art and artists to be aware that our gallery is open in Scottsdale, Arizona. You can see that we have a sizeable possible reach, which is great for creating brand awareness.
Let’s assume that you already have a thriving Facebook page for your art gallery. These are free to create, and there is no reason for not having one. Let’s also assume that you have previously run events on Facebook. Whatever the activity, you will have interacted with people in various ways. Maybe some will have liked your page. Or they will have attended your events. These people are good when it comes to audience definition because they already know about you. So, they are easier to make a pitch to than complete strangers. You can choose to have your Facebook Ads delivered only/also to these connections.
Creating your Ad
Now, we come to the final part of this article. So, far, we have shown you how to create your target audience and how to refine it so your ads are only delivered to relevant people. All the hard work so far was important. Having said that, the thing that people see is your ad. So, you need to make sure that it’s up to standard.
Facebook Ad Formats
Facebook Ads can be created as single images, videos or carousels. It’s important, whatever the choice that you make, to understand the behavior of people on Facebook. Social media is not meant to be a lecture room. People do trifling things on there, and they do not have the time or patience to spend hours listening to you make your pitch in a roundabout way.
So, you need to be brief. If you choose to go with a video for Facebook Ads for your new business, make sure that it’s no more than 15 seconds. Otherwise, you are going to quickly lose people, and they will go away to do important things, such as watching poodles doing hoops.
Important settings when creating Facebook Ads
Note that you can upload an already made Ad to Facebook. Or you can upload pictures and videos for use in your ad. Try to make everything as eye-catching as is possible. Note that you have the option to use stock images from Shutterstock in your Ad. So, you can get pretty good images there. There are some sections that you are important when creating your Facebook Ad;
The Primary Text appears at the top of your ad. It’s what people read first. So, it needs to be good. Don’t forget to be brief, however. We have already noted that your ad comes secondary to what people go to Facebook to do.
You may also add a heading to your Facebook Ad. As is the case with everything else in this section, the aim here should be to convince people to take note of your ad. You also want to convince them to click on your ad so they will get more information about your business.
You also need to add a link to your website. That way, people who click on your ad will be taken there. Perhaps you have created a landing page featuring some of the artworks that are currently displayed in your gallery.
We have noted that doing Facebook Ads can be a rather circuitous process, particularly for new businesses. If you need help, don’t hesitate to get in touch with me. I have already noted that I do Facebook Ads on a daily basis. So, I should be able to help you achieve your aims. In this article, I showed you a brief outline of what it takes to create Facebook Ads. Don’t be afraid to play around in there and you should soon come upon the right formula.