One of the easiest ways to increase visibility online as a small business is through paid ads. As we’ve mentioned before, organic social posts have a limited reach. One of the easiest and most affordable paid advertising options is Facebook ads.
Facebook makes it easy for marketers to create and run ads. After logging into Facebook, you’ll find the Meta (Facebook’s parent company) Business Suite on the left navigation bar, which is where you’ll be able to set up, monitor, and review your Facebook Ads. After opening Meta Business Suite, you can start by clicking on Ads on the left-hand side after selecting the Facebook page you’d like to run ads from. Then, click on Create Ad in the top-right corner. From there, you have three different options:
From There, You Can:
Create Automated Ads
Facebook offers this option to make it easier for beginners, as it adjusts over time based on its algorithm. However, automated ads don't give marketers as much control over their ads to make them as specific as they might like them to be.
Boost Existing Content
If you already have a well-performing social post on either Facebook on Instagram, this option lets you boost that post. Boosting essentially helps that post be seen by more people, increasing the likelihood that users will take whatever action you'd like them to, whether it's engaging with the post or clicking on a link.
Start a New Ad Campaign
This option lets you choose a specific goal that you'd like your marketing campaign to accomplish. To start, you'll choose a goal, which could be:
· Getting more website visitors.
· Promoting your post.
· Promoting your business locally.
· Getting more leads.
· Getting more messages.
From there, you'll input the information to create the ad, which could include targeting options, ad copy, images, ad scheduling and duration, placements, and payment information. Then, clicking on "Promote now" will start your ad campaign.
Monitor Your Ads
After setting up your ad campaign, you can continually monitor it as it runs as well as after it ends. To see how your ads are performing, check Ads Summary, which is the default screen you'll see when clicking on Ads on the left navigation bar. From there, you'll see the Advertising Summary, Recent ads, Recommendations, and Audience sections.
The Advertising Summary shows you:
- Overall reach: the number of people who saw your ad. This, however, doesn’t include multiple views from the same people.
- Post engagement: the number of engagements people made involving your ad. This could include liking, commenting, sharing, or clicking on the link included in your ad.
- Link clicks: the number of clicks your ad received.
- Page likes: the number of likes your Facebook page gained because of your ad.
Recent ads will show you your most recent ad campaigns, with the option to view all ads if you’d like to see how a past ad performed. Recommendations, as the name suggests, show suggestions Facebook recommends to help you improve your overall ads. And lastly, Audience gives you more insight into your audience, i.e. your Facebook page followers and those who interacted with your past posts and/or ads. That information includes demographic data like age, gender, and location as well as where your ads were placed.
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