With over a billion users, Facebook is the world’s most popular social network and with such a large active membership comes tremendous marketing opportunities. While Google AdWords remains the most widely used digital marketing platform, Facebook ads are closing the gap as more and more advertisers a look for alternative ways to engage with potential customers.
Facebook Ads are relatively new in the online marketing space and the technology is still evolving. As such, there remains plenty of uncertainty and confusion amongst many advertisers. The most common question I get asked by small and mid-size eCommerce owners is, “I want to test Facebook Ads. What can I get for a $100 investment?”
First off, I should point out that $100 in Facebook advertising isn’t much to work with and it’s unrealistic to expect a high rate of return on your investment. That being said, it is enough to get your feet wet and get familiar with how Facebook ads work.
In this post, I’ll provide a step by step guide on how to get the most out of a $100 budget for Facebook Ads.
Step 1- Get Your House In Order:
[su_spacer size=”5″]Before inviting guests into your home, you probably want to wash the dishes, run the vacuum and tidy up the living room. Otherwise you risk making a bad impression. The same goes for advertising. You don’t want to waste money and make a poor impression by not having things in order. So before embarking on a Facebook ad-campaign, make sure to have the following:[su_spacer size=”5″]
- A Facebook page for your business that’s independent of your personal page.
- At least 100 likes on your Facebook page.
- Good content and high resolution graphics.
- A link from your Facebook page to your website.
- A website that’s in good working order on desktops as well as on mobile devices (very important for Facebook ads).
If any of these items are missing or incomplete, stop what you’re doing, go back and close them out before starting a Facebook ad campaign.[su_spacer size=”10″]
Step 2- Understand the different types of advertising options on Facebook
Facebook, like all online advertising platforms offers a variety of mechanisms to deliver ads to users. Each ad type has an alternate objective with entirely different outcomes and it’s imperative to understand the differences between each type. Here are the most popular delivery methods:[su_spacer size=”5″]
- Boost Post – You create a post and people can like it.
- Clicks to your website – You create a post, if someone clicks on it, they’re directed to your website.
- Promote your Facebook page – You create a post and if someone clicks on it, they’re directed to your Facebook page.
- Claim an offer – You create a special offer that customers can redeem if they click on the post.
From experience, I find asking people for “likes” is a waste of advertising dollars since a “like” represents the least amount of interest in your product or service. Let’s face it, we all ”like” things without even looking at what we’re endorsing.
Clicks to your website are tough to crack since people on Facebook aren’t necessarily in “shopping mode”. Furthermore, It’ll be difficult to get a lot of impressions and/or clicks on such a small budget.
Promoting your Facebook page may have long term benefits, but if you’re spending money on ads, you want immediate results.
“Claim an offer” is without a doubt the best use of your advertising dollars. Why?
- ‘Special Offers’ get a high number of impressions.
- They are prime “clickbait” meaning people tend to click on these types of posts.
- They instantly transcend people at the top of the sales funnel to the very bottom. In other words, people who take action on a ‘special offer’ are far more likely to make a purchase as opposed to someone who clicks on a regular sponsored post.[su_spacer size=”5″]
Step 3 – Plan Your Strategy
In order to maximize your ad budget you need to plan every part of your campaign. This means:[su_spacer size=”5″]
- Creating a strong incentive. Save 10% Today is not a strong enough incentive to get people to leave Facebook to check out your product. Your offer needs to be something unique or at least interesting and one that has the reader saying “I gotta stop what I’m doing and check this out!”
- Make sure your website is prepared. There’s nothing worse than a disconnect between an ad and its landing page. If you’re offering something on Facebook, make sure the page people land on is directly correlated to the ad. This means, if you’re offering a 50% discount on a specific product, the ad should point to a page that has this exact offer and is clearly visible to see.
- Make sure you can capture an email address. In some cases, an email address can be just as valuable as a sale. So on your landing page, make sure you have a way to capture the visitor’s email address.
The flow should be something like this: Customer clicks on Facebook post → Customer arrives at your site where they’re prompted to enter an email address to take advantage of the special offer → Customer provides email address which unlocks the promo code. This way, even if the person doesn’t end up buying something, you still salvage their email address which stays with you forever and can be used in an email marketing campaign.
Step 4- Create a high quality graphic
Once you’ve decided on a promotion, the next step is create a killer graphic. Hint: a killer graphic is NOT one of your product photos. You need something that looks native, but stands out. Something subtle but flashy enough to get noticed. Use Canva to create a free graphic. Make sure your ad has a good quality, lifestyle photo (don’t just show the product, show it in the context of how it’s used).
Step 5- Optimize your campaign for a $100
The final step before launching the campaign is to optimize it for your budget. This means being very selective about when and where the ad appears. If you’re on a shoestring budget then needless to say every penny counts so you don’t want to waste impressions or clicks.
Configure your ad so that it’s only shown to people you are certain will have interest in it. For example, if you sell high-end baby clothes, then it makes sense to target new moms, under the age of 40, making over $80k who are interested in Mommy Blogs and baby fashion, between the hours of 8pm and midnight or 9am to noon. While this certainly limits the exposure your ad receives, it targets only people who are likely to become customers.
Step 6- Create a pixel and launch your ad
[su_spacer size=”5″]A pixel is a line of code that enables enhanced ad features like conversion tracking and retargeting. Simply put, a pixel tracks what people do after they click on your ad and uses the data to optimize the ad-campaign so that it targets other people who may be interested in your product. Learn more about Facebook Pixels here.
[su_spacer size=”5″]Through their ad-platform, Facebook provides businesses with an opportunity to connect with thousands of potential customers. At the very least, Facebook ads are worth testing, even on a small budget.