As you are planning out your business’s advertising budget for next year, you may want to consider adding targeted Facebook ads if you have not done so already.
Being able to be very specific in defining a target audience is one of the reasons many businesses are turning to Facebook for advertising in addition to their more traditional advertising methods. For example, you can set up an audience of men ages 18 to 22 who like snowmobiling and live within either a 10 mile radius of Gouverneur or a 20-mile radius of Watertown. You can be as specific or as broad as you like, depending on the certain type of customer you are trying to reach.
If you’ve never set up a targeted audience for your Facebook ads before, here’s how you do it. At the lower-left corner of your Facebook page, there should be a blue button that says “Promote.” Facebook likes to move stuff around regularly, so if it’s not there, it will be somewhere on the page. Click it, click “see all promotions,” go to the bottom of the screen and click “Go to Ads Manager.” The dropdown menu in the upper left hand corner of your Ads Manager should give you a link to set up an audience. If it does not, click “Create Ad,” and choose an objective to be able to see the audience creator.
There are several ways to develop an audience. One way is to upload information about customers, and Facebook will match that to other people who share the same demographics and interest. Alternatively, you can create an audience of people who have interacted with your Facebook page, mobile app, or visited your website. Beyond those criteria, you can target customers based on their age, gender, and location. You can also use the detailed targeting search bar to find people that match certain interests. This is where the fun part begins. Start typing a phrase and see what comes up. Some examples are parents of teenagers age 13 to 18, people who are interested in magnum ice cream, people who are interested in handmade jewelry, people whose home value is more than $200,000, and people who are credit card “high spenders.” Yes, it is pretty scary how much information Facebook has about us. The list goes on and on, so you can craft an audience that is detailed as much as you want.
You can also choose to include or exclude people who like your page, or send the ad to friends of people who like your page. You can choose to have your ad or boosted post come up within your audience’s newsfeed (it will say “sponsored” above the ad) or in the sidebar. Ads in the newsfeed are a little more subtle, but it might be worth trying both to see which is most effective. You can also choose to have your ads show up on Instagram as well.
Once you have created an audience you can save it for future use. It can be useful to test several different audiences to see which works best to meet your goal. Continue to add audiences for variety, so you won’t be showing the ad to the same people every time.
Finally, and most importantly, you want to make sure you have a measurable goal to know if your marketing is effective. Your goal may be to get more clicks through to your website, to get more emails or calls from customers, and of course to make more sales. You will want to track the results from your ad campaign. Facebook has some insights in the ads manager, but you can also use website analyzers like Google Analytics to track clicks to your website from Facebook. You can also include a coupon code with your ad so that you will know how many actual customers come in because of it. It is also good to test two different ads, audiences, etc. to find out what works the best to bring in more customers.
Feel free to get in touch with us at the SBDC if you want help designing your Facebook ads or if you want any other assistance for your business. We are always here to help. The Small Business Development Center has offices at SUNY Canton (315) 386-7312 and at JCC in Watertown (315) 782-9262.