Will Facebook advertising work if I have a local business?
Absolutely. Facebook advertising can be one of the best ways to drive local, targeted, potential customers through the front door of any business but especially a retail business with a brick and mortar location.
You can focus your advertising so that it’s only seen by people in your area with a real interest in the products or services you’re offering. That’s hugely efficient and incredibly powerful!
What sort of campaigns work best on Facebook?
For Local Businesses: Some of the best kinds of campaigns on Facebook for local businesses are discount coupons: a “buy one, get one free” offer at a restaurant or a free week’s trial at a gym.
People are always looking for a deal. They need to eat, need to exercise, need what you’re offering and they prefer to buy from someone close, especially when that local business is offering them a bargain.
What budget should I start with when advertising on Facebook?
The size of your budget really depends on your business but we usually recommend that you start small. Just $10 per targeting group per day will give you enough data to be able to refine your offers and target your message.
As you scale out, you’ll be marketing to a select audience that’s already responding, and you can use your data and reporting to see where to increase or decrease your budget.
Why should I do a Like Campaign?
Like Campaigns deliver three huge benefits:
- First, you’ll gather more fans to which you can remarket promotions, special offers and conversion-focused campaigns.
- Second, you’ll discover important data about your audiences that you can later use for your lead generation ads, your content applications and your ROI-focused campaigns. You’ll be able to run those campaigns based on the data you’ve already gathered with a low budget Like Campaign.
- Third, and most important, Like Campaigns increase your social proof and your friends-of-fans Connection Targeting. The more fans you have, the more people you can target.
For example, you could target someone who likes Tony Robbins and who has a friend who likes your page. That’s a game-changer because the first thing the audience notices when they see your ad is that their friend likes your page.
That gives you instant credibility and instant social proof. It increases your clickthrough rate, decreases your cost per click and increases your conversion rates and your ROI.
Is there a formula for writing a great Like Campaign?
Yes there is! We recommend that people use a very specific formula when running a Like Campaign.
The campaign should ask a question related to the benefit that the audience would like to receive, then offer the audience content related to that benefit.
For example, the seller of a productivity program might ask: “Wish you had more free time? Like us and get awesome tools and tips to free up your day.”
The formula is: “Do you want this item of value? Like us and get it.”
It’s incredibly powerful. Winning influence takes commitment and it takes consistency.
Audiences will click that “Like” button because they want to see you and hear from you. So when you follow up by giving them more content, fantastic blog posts or lead magnets, you can expect them to read your content because they have already opted in to do so.
A good “Like Campaign” doesn’t trick someone into taking your content; it pre-qualifies people by inviting them to raise their hand and say they really want to hear from you.
Do you have a formula for creating video ads?
Yes, we do. In fact, we recommend using three kinds of video ads:
- The most popular is an Authority Introduction Video. It lasts between 30 seconds and two minutes, and normally consists of you talking to camera. You position yourself as an authority, build trust and transition into a call to action.
- The second is a Testimonial Video. You might do something that shows social proof, such as delivering a talk on stage or show a customer telling a story about your business. The video should lead the viewer to take action.
- And finally, a Content With Call To Action Video lasts between three and ten minutes. You teach something valuable and at the end of the video you have a call to action such as registering for a webinar.
How big should your target audience be?
The size of your target audience depends on the phase of your campaign.
If you are in the Discovery phase, which is when you’re trying to collect important data, you’ll want to aim at a relatively small audience. You’ll want to separate different interests and targeting groups, and use Facebook’s analytics to tell you how those audiences are performing. Combine those targets into one large ad set or targeting group and you won’t be able to tell which target audience is performing best.
Once you’re in the Optimization phase you can start to use larger audiences. We’ve found that 400,000 to a million is the sweet spot for a target audience size, and this is where you can really capitalize on Facebook’s optimization algorithm.
How do I figure out my target audience?
We recommend three tools for figuring out your Facebook audience:
- Facebook Insights, which is inside the Ads Manager.
- Facebook Search, which lets you search pages liked by people who liked your page.
- And Suggested Interests, supplied by the Facebook Ads Manager or Power Editor.
What is a “Lookalike” audience and why should I use it?
A Lookalike audience is created when Facebook takes one of your existing custom audiences—such an email list that you’ve uploaded, your Facebook fans, or any website that a Facebook fan has visited—and uses it to create an entirely new, unique audience.
That audience will be based on similar likes, interests and behavior as your existing list, and uses 2,000 data points to identify members.
What’s the difference between using Ads Manager and Power Editor to create ads?
Ads Manager is simpler to use. We recommend it for people who are brand new to Facebook advertising.
Once you’re ready to use the advanced capabilities of Facebook, you’ll find that the Power Editor has many more features, including better targeting, bidding and optimization control and more copy. While a traditional Facebook ad is limited to 90 characters in the post copy, the Power Editor gives unlimited characters.
How do I keep my account from being banned?
There’s no short answer, but the best way to keep your account safe is to run campaigns, create ads and build landing pages in the way that Facebook wants you to.
You should really understand Facebook’s policies and procedures which they update as frequently as every couple of weeks.
You should also check out our blog post in which we walk you through what we think are the most important steps to keep your account safe.
One important strategy you can apply is to build up a safety net. Create campaigns that are focused solely on creating goodwill, winning high relevance scores and minimizing negative feedback. They might not give you the immediate ROI that a Lead Generation campaign will but they will fill up your account with low negative feedback and high relevance score ads. You’re making deposits into the bank of goodwill.
That’s what Facebook wants and that’s what the real world wants. Create value, create goodwill and use Facebook’s ninja targeting procedures to turn them into customers.
- Facebook Advertising Tips 2015
- Facebook's Policies and Procedures
What’s the best way to get started with Facebook ads?
If you’re brand new to Facebook, the best way to get started is by listening to our free podcast. The first three recordings will tell you how to get everything set up right.
In the next three, you’ll hear how a real person who never had any experience with Facebook advertising at all started using the system.
In no time at all, you’ll understand how you can do the exact same thing.
- Perpetual Traffic Podcast EP 01: The Future of Paid Traffic
- Perpetual Traffic Podcast EP 02: Acquiring Customers One Pixel at a Time
- Perpetual Traffic Podcast EP 03: Facebook Video Ad Game Plan
- Facebook Ads University