10 Simple Facebook Ad Basics for Business Owners

When it comes to Facebook most business owners are eager to use this network, but quickly realize there is so much more to this network than just daily postings. One of the biggest facets of this network is it’s complex and comprehensive ad capabilities. This leaves most small business owners having no clue to even know where to start…Don’t fret you are not alone!

Let me break down 10 simple Facebook ad basics for business owners:

1. Know Your Audience

Before you even begin to think about advertising on Facebook, you should have an idea of who your target audience is. Meaning, you should know basic demographics of your target audience including; gender, age, interests, and location. In general, this is good information to know even if you are not planning on advertising on Facebook. Knowing your target audience equals more successful marketing.

2. Have a Marketing Plan/Strategy

Before you dive into Facebook ads, first ask yourself do you have a marketing strategy? If not, I would highly recommend hiring a consultant to help you develop one.

3. Budget

If you have already created a general marketing strategy, this strategy should lay out a budget for Facebook ads. Have a set budget with clear goals attached to them.

4. Goals

What are your goals with advertising on Facebook? All of us, of course, are looking to make more money, but let’s think a little smaller. Are you looking to increase your brand awareness? Are you looking to directly drive sales and see conversions online? Are you looking to grow your email list? Are you looking to get more people to come to an upcoming event? Business goals are endless, so, before you dive into Facebook ads, have a clear idea of what you hope to achieve with them.

5. Creative/Imagery

Does your business have a good stock of high-quality images? If not, you will need to invest in some great stock imagery or hire a professional photographer to get some great shots of your product. Imagery can make or break a Facebook ad. You have a split second to get users to stop scrolling and intriguing images are the way to do it.

6. Content

When it comes to Facebook ads your content or text needs to be short, sweet, and to the point. Concisely and effectively writing ad copy can be tricky and that is why professional writers exist. Poor ad copy can greatly impact the success of your ad, so when it doubt hire a copywriter to help!

7. Understanding a Boosted Post

A boosted post is a good way to begin to play with advertising features on Facebook. It is easy to use as you will see a “boost post” option on the bottom right corner of your posts. If you select this button you will get the option to select targeting. Targeting in a boosted post is much more simplistic than with the normal Facebook ads. Boosted posts are a great way to begin to play around with Facebook’s advertising capabilities.

Best practices when boosting a post:

  • The post should have a clear CTA (call to action)
  • Establish a goal – what do you want to achieve with boosting this post?
  • If you know your audience this is where you can apply those demographics, interests, and location
  • Watch to see what posts perform well and then try boosting successful posts
  • Be mindful of your Facebook notifications – Facebook will actually recommend when to boost posts

8. Establish a Business Manager

If you are determined to manage your own Facebook ads you will need to establish a business manager on Facebook. You can view step-by-step directions here.

9. Using Ads Manager

Okay, this is where it gets a bit complex…now that you have your business manager account you can access ads manager. Follow the step-by-step directions here.

10.  Keep it Simple

The first time you attempt to set up an ad, keep it simple. Use the basic features, meaning avoid the advance settings. Facebook will walk you through the ad process. However, a cautionary note Facebook ads can get very complex,  I would highly advise hiring an expert to set up the ads. Facebook ads are constantly changing and it is the expert’s job to know everything there is to know.