How to Reach Your Audience Effectively with Facebook Advertising

So, your small business is taking off and you’re looking for ways to get the word out there, but your budget isn’t exactly cooperating. Thankfully, there’s Facebook – a pervasive social networking site that hosts more than 1.8 billion unique monthly users. With Facebook’s extremely user-friendly advertising capabilities, small businesses can not only spend less than ever per impression, but they can also effectively target those impressions so as not to waste resources on users who aren’t likely to be interested in the product. Facebook is simply one of the best ways out there to maximize your marketing dollars. Here’s how!

1. Define Your Marketing Goals

The first step in creating an effective Facebook ad campaign is to carefully consider your marketing objective or the desired outcome of the campaign. Facebook can help you build a campaign in three different areas: awareness, consideration and conversions. Awareness campaigns focus on getting your ad content seen by more potential customers. Consideration campaigns are designed to get users interacting with your business through web traffic, likes and other social media engagement, app installations, video views and more. Finally, a conversion campaign aims to create real value by promoting online purchases or brick-and-mortar store visits. The most effective campaigns will concentrate their focus in one of these areas.

2. Narrow Your Audience

Next, set parameters to define the type of user you’d like to see your ad content. Facebook recommends aiming at an audience of somewhere between 50,000 and 100,000; it will let you know if you’re venturing too far outside of this. In order to narrow your reach, you can target users based on a range of parameters, including age, location, gender, marital status, language, interests and many other variables.

When targeting interests, it’s best to choose keywords that are more specific. The more general your keyword, the more likely you are to scoop up users outside your true target audience. For example, rather than targeting users who list “sports” among their interests, you might target users who like “triathlons,” which is quite a bit more specific, and exclude users outside your target audience (such as those who enjoy basketball or polo).

In order to target the right audience, use Facebook’s audience tools. To create a new audience, you can access the “Audience” section of ad creation, then set parameters for who you want to attract. You can be specific in terms of things like location, age, gender, language, and more. You can also leave people out of your targeting by choosing to exclude people based on demographics, interest, and more.

Facebook also offers more helpful tools to target the right audience. One is called Pixel, and it targets someone who visits your site after clicking a Facebook ad you’ve placed. If they don’t make a purchase (or complete a specific action), Pixel creates a custom audience of these people, and allows you to target them with specific communication to encourage them to make a purchase. Another great tool is called Lookalike Audiences, which helps you find more people on Facebook that share traits with your current customers.

3. Set a Budget

Now it’s time to set your budget. Facebook makes it very easy to control the total amount of money spent by offering businesses the option to set either a daily or a lifetime budget. With the lifetime budget, you simply enter the amount of money you have available for advertising, and then set the date range over which you want that money spread in advertisements. A daily budget can be spread over a specific window of time but can also be set to continue indefinitely. Setting a daily budget of $10 doesn’t mean you’ll spend exactly $10 each day; Facebook will adjust the spending for maximum impact, but the average will ultimately come out to $10 by spending more on some days and less on others. The minimum daily budget is just $1! Based on the amount you elect to spend, Facebook will instantly show you the anticipated reach, as well as the estimated post engagement.

Facebook also offers more helpful tools to target the right audience. One is called Pixel, and it targets someone who visits your site after clicking a Facebook ad you’ve placed. If they don’t make a purchase (or complete a specific action), Pixel creates a custom audience of these people, and allows you to target them with specific communication to encourage them to make a purchase. Another great tool is called Lookalike Audiences, which helps you find more people on Facebook that share traits with your current customers.

4. Design Your Ad

Finally, design your ad! You can either promote an existing post or design a new one, adding images, text, and even videos to showcase your product or service. Remember, the best content seeks to build a relationship with users by providing valuable information and establishing you as an authority in your field.

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