By Ian Meyer of Business Builders
Running ad campaigns on Facebook and Instagram is an effective way to connect
with new customers, generate warm leads, and drive sales for your business. There
are a lot of choices to make along the way, so here’s a five-step guide to running your
first campaign!
1. Know your goal.
Before you begin, it’s important to decide the objective of your campaign:
the primary goal of the ad. Facebook offers 11 different objectives to choose from, but here are the top three we recommend checking out first:
REACH
Great for businesses who …
• Want to increase brand awareness in the local area
• Generate leads via phone call s
• May not have a shoppable or mobile-friendly website
Keep an eye on this metric: Impressions (the number of times your ad is seen).
TRAFFIC
Great for businesses who …
• Sell products or services through their website
• Make reservations, bookings, or appointments through their website
• Have a mobile-friendly website with enough information (e.g., a viewable menu) to help convert a customer.
Keep an eye on this metric: Clicks (the number of people who clicked through to your website
from the ad).
LEAD GENERATION
Great for businesses who …
• Have an email database or email newsletter that helps generate sales
• Primarily operate business-to-business and need a quick click-to-call function
• Offer educational courses and programs
Keep an eye on this metric: Leads (the number of people who have filled out the form and given the business their information).
2. Craft your content.
Once you’ve set your objective, you’re ready to start building your ad. You’ll want to select copy, visuals, and a call to action that support your overall goal.
COPY
Call upon your inner copywriter. You’ll need to write text for the following aspects of your ad:
Headline: It’s the marquee that grabs your audience’s attention and tells them just what your ad is all about. You won’t have a lot of space, but don’t worry: The body copy below will help.
Body Copy: It’s the spice that accompanies the image and headline and enriches the ad’s info and focus. You’ve got more room to show off both your product and personality.
Link Description: Let your audience know a little more about what they’re clicking before they journey to learn more about those products, services, or offers highlighted in the ad.
TIP: The copy should be informative and succinct. When people are scrolling through a news
feed, they won’t stop on your ad very long, so make those words count.
TIP: This is not the time to break out the thesaurus with fancy-sounding words. Use everyday,
conversational language to ensure your message comes through.
CALL TO ACTION
Choose your call to action: This text appears on the button of your ad and prompts the reader
to — you guessed it — act. The call to action asks the reader to move from “audience member” to “customer.”
TIP: Calls to action begin with the command form of a verb: learn more, shop now.
VISUALS
Choose a photo or video that puts your business offerings in the spotlight.
TIP: Capitalize on authenticity! Choose imagery specific to your business instead of stock photos where possible.
3. Dial in your audience.
And speaking of the audience, it’s the next essential component in the ad. The audience can be adjusted based on factors such as location, demographics, device usage behavior, and even interests.
Location: If you want your ads to stay local or go national, you can choose the right area to target.
Demographics: Looking to focus on millennials? This is where you’ll select that.
Device Usage Behavior: Prioritize certain app access, web browsers, or smartphone devices.
Interests: Is your product perfect for that movie buff? Or maybe those who practice yoga regularly? You can target your product or service to people who have expressed a certain interest or hobby.
If these factors don’t apply to your ad or business right now, you can opt to not enter any specific preferences, and instead use a more general audience.
4. Decide on ad placement and budget.
Ad placement refers to where your ad will be seen across your platforms.
Facebook news feed?
Facebook Messenger?
Instagram Stories?
If you don’t have a benchmark set from any previous ads, let Facebook place your ads for you with something called Automatic Placement.
Then put your dollars to work: Tell Facebook how much you’re willing to spend on your ad budget overall, and voilà! You’re ready to go.
TIP: Big bucks aren’t necessarily needed. Facebook allows you to spend as little as $1 a day for an ad campaign. That said, the more you spend, the more return you’re likely to see.
5. Analyze your results.
Did the ad campaign get the results you were looking for? If not, experiment by changing one
of the variables — objective, content, audience, ad placement, or budget — to see what gets you the desired returns.
Let us start checking the right social media marketing strategies off your list.
If you feel a bit overwhelmed about PPC Ads, don't! It gets easier and easier as you do it. You just have to take those first steps and get the ball rolling. If you ever have any questions, please don't hesitate to ask me here in this blog. I will answer as soon as I can.
If you are short on time, Business Builders Club is here to help businesses elevate their online presence on the platforms that matter most to customers. We’re a team that does it all, so our customers can focus on their business. Reach out to us today to see how we can help.
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Article By: Ian Meyer - Entrepreneur and Creator of Business Builders Club
Ian has been infected entrepreneurial spirit since he was a child, from small time hustles like mowing the neighbors lawn to selling drugs as a teen. In his 30's he went on to run what would become the #1 Tour in Boston, MA. As a way to pivot during COVID19, he is working on multiple projects trying to make a path to the next chapter of his life.
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