Facebook Advertising For Small Business – How To Increase ROI?

According to research statistics, 61% of companies believe that attracting traffic and lead generation are some of the most challenging tasks.

Reaching potential customers and increasing brand awareness through most marketing techniques is a complicated and expensive process.

Currently, there are more active users in instant messengers than in social networks.

Therefore, to interact with customers, increase lead generation, and increase conversion, brands prefer to use Facebook advertising to increase return on investment.

Below, we try to answer the typical “Facebook Advertising How To” questions.

Leverage Advantages of Facebook Advertising     

Given the huge number of people who are registered on this social network, it cannot be ignored as a tool for promoting a business.

For you to get the maximum profit, it is advisable to use not only paid advertising but also actively work with the community.

Work on increasing the number of subscribers, involving them in interacting with the page content.

At first glance, it might seem that there is nothing complicated here. You can create a page, send out invitations to friends, send everyone a personal email, and mow the loot.

But, as always, such a picture exists only in the mind of social media marketing professionals.

Facebook advertising should be treated the same as any other marketing tool – in all seriousness.

What are the benefits of promoting and advertising on Facebook?

A lot depends on the type of business in question but, in general, we can distinguish several universal advantages that marketing in this social network provides.

1. Access to a broad audience

With over 2.45 billion active users, Facebook has by far the largest audience you can reach on a single internet platform.

This is a massive number and a lucrative market for every marketing team to focus on.

2. Low entry threshold

If you take such a format of advertising on Facebook such as the promotion of posts; you can get results for Facebook advertising for small business for as low as a budget of $ 10-15 for three days.

3. Detailed targeting

Facebook knows a lot about its users. Information available to advertisers to target ads their audience include – gender, age, geography, language, interests, marital status, birthdays and many other exciting things.

Currently, it allows for more detailed ad targeting than any other platform around.

4. Audience retention

In addition to getting direct user clicks to the site’s pages, you can also work on increasing the number of subscribers to your company’s page/website.

This allows you to reduce costs and increase return on ad spend in the future.

You can generate repeat purchases by selling to your client list outside of Facebook.

5. Potential for organic distribution

If you launch a fascinating advertising campaign from your page, viewers can pick it up and use the “share” function indirectly promote your products, brand and business.

This sharing is known viral marketing. People tend to have more trust in information shared by friends.

They spend more time exploring content in order to communicate with them.

The astute marketer can attract a considerable amount of traffic for free.

In general, the benefits that Facebook advertising gives businesses are plentiful.

facebook advertising for small business

Reducing Cost of Facebook Advertising For Small Companies Costs

If you ever wondered how cost effective social media is as advertising, this section is for you.

Many online marketers believe that lowering their Ad Cost is always synonymous with a lackluster performance. But with a few proven techniques, you could see a boost in your Facebook performance while lowering your spending.

Have Precise Your Audience Targeting

One of the most obvious ways to lower your cost of Facebook advertising is to target a small audience.

The first thing you should do is, get crystal clear on your target audience. You need to know exactly what kind of people are most likely to be interested in your offer. This will allow you to craft an ad that is highly relevant to them.

But what exactly does it mean to target a small audience? Well, for starters, it means that you should only be bidding on people who are more likely to respond to your ads.

You can segment your audience by gender, marital status, education level, occupation and many other ways. The idea is to find the groups that are most likely to respond to your ad. Get As Specific As Possible: When it comes to Facebook targeting, you should always strive for as much precision as possible. 

Use video Ads

Another way to lower your cost of Facebook advertising is to use video on your ads. This will make your CPL (Cost Per Lead) go down considerably. People love videos. They capture attention like no other form of advertising. If you have a compelling reason to use a video in your ads, you should definitely give it a try. 

Here’s why: Videos have a 22% higher “impression rate” than images. That means, for every 1,000 people who view your ad, about 220 of them will watch the entire video. Of course, not all of those people will become leads. However, a very high percentage (probably 70%+) will at least become “interested”. 

You can then influence their buying decisions by moving them to the next stage of your ad campaign.

Improve Your Relevancy Score

This might sound harsh but if you don’t improve your Relevance Score, you are going to pay through the nose for each lead you get.

Facebook defines relevance as how closely an ad campaign matches a user’s search, determined by the relationship between keywords, ads, and post-click landing pages.

Ad Relevance, or Keyword Relevance, refers explicitly to how closely your keywords relate to your ad content as well as that in match the corresponding post-click landing page.

It may sound obvious but make sure that there is congruency between your ad and landing page.

The higher the quality score, the lower the price of your advertisement.

Facebook Advertising for small businessExpand Your Facebook reach results

One of the most important ways to expand your brand reach and influence is to place yourself in front of a cold audience.

How does one attract completely new customers who have never heard of your company on Facebook?

  • Make a list of your existing customers
  • Or download their email and contact numbers from the current database
  • Create a “similar audience” based on your list

With its huge database and amazing algorithms, Facebook helps you ‘find’ users who will most likely want your products and services for you!

Too many businesses limit themselves to their own existing customer base. This is a terrible mistake. You must go after new customers.

Here’s how to do it on Facebook…

Find Your Entire Customer List On Facebook – Go to the ‘Targeting’ section of the Ads Manager. Here you will see all of the different lists you can use to target your ads.

If you haven’t created any audiences yet, you will only see the ‘General’ lists. But, if you have audiences set up, you will see those as well as the ability to create additional ones.

You should pay special attention to the ‘Lookalike Audiences’ list. This is where you can find completely new customers for your business by telling Facebook to serve ads to users who fit a similar profile to your existing preferred customers.

How to Advertise on Facebook Effectively?

Use A / B Testing

Every advertising campaign loses its effectiveness a few weeks after the start.

Users develop “Ad blindness”; they get tired of seeing the same thing over and over again and stop responding them.

In order to avoid this, it is crucial for you to constantly test variants of your ads and landing pages. Only be doing so will you know which ads are maintaining a high conversion rate for you.

Simply coming up with new ads is not enough. Let the data tell you which content is working best.

Remember, test…test…and test some more!

Choose the right Facebook ad placements

When setting up campaigns for Facebook advertising for small business, remember that the platform will offer you the option of it optimizing and automating the placement of the display ads.

You can let, the artificial intelligence (AI) of the platform determine how and when to display your ads.

Alternatively, you can do this manually and test the results yourself.

Either way, keep tabs on the data and make sure that your placement is optimized.

After running your campaigns for a while, it is important to monitor your Ad performance on each placement because it will give you an idea of how well each individual ad performs.

You should also monitor your post-click performance because this will help you identify problem areas with your campaigns. 

You can do this on the Facebook Ads Manager by selecting the ad set you are tweaking and clicking on the Breakdown menu, then on By Delivery > Placement.

Device targeting

With over 50% of internet traffic coming from mobile devices like tables and mobile phones, having this option can be very helpful to customers.

You can see whether mobile or desktop traffic gives you higher ad engagement, conversions, leads etc. This allows you to make informed choices on where to emphasize your campaign. 

Focus your spending on devices that produce higher interaction and click through rates. Thereby, lowering your ad costs and increasing your return on investment.

Proven Promotion Methods

There are three main strategies of that you can use on Facebook:

  • Using paid ads to increase traffic to your site
  • Creating a page, building an audience and stimulating the transition of subscribers to your website
  • Remarketing campaigns

The first option will require a large advertising budget.

In order to send highly targeted traffic to your website, you’d be paying every time someone clicks on your ad.

The second method is better suited for long term campaigns. Coming out with content to attract and nurture an audiences takes a lot of time.

They will have to trust you before they start taking the action that you want them to take.

The ideal option is to combine the first two methods:

  • create a company page on Facebook
  • fill it with exciting content, repost publications from the site,
  • publicize these pages among the target audience,
  • collect a base for remarketing,
  • present ads to this existing audience.

It is said that customers require 7 exposures to a new product before they buy it.

This comprehensive strategy will expose your brand to potential customers in multiple ways, multiple times.

Your cost of remarketing will be lower than using method 1 on its own.

Although the combined strategy will cost both time and money, it will allow you to get a much higher return in the long run. Your costs per customer acquisition and cost per sale will be lower.

Install Powerful Facebook Pixel

Your “Facebook Pixel” could be the most powerful tool for cutting your Facebook Ad costs.

To start collecting a base for remarketing and to keep track of the effectiveness of your marketing campaign, you need to install it on your site.

This can a bit technical and should be done by a professional web site designer.

The Facebook Pixel is a unique code that collects data about website visitors who are users of this social network.

Then, based on this data, you can create individualized audiences that are made up of people who have already visited your site.

Unfortunately, most business owners who attempt to do Facebook marketing themselves fail to use the Facebook Pixel.

Thus, despite their spending thousands of dollars on advertising, they do not get the biggest benefit that Facebook offers them for free!

When your website has the Pixel installed, you will be able to create an audience that you can use as a target audience for your Ads. You could even place a Pixel on certain landing pages so that you can identify which customers reached certain points in your website.

If you do this, you will be able to track and identify which leads are coming from your Facebook Ads. You can then use this data to create more targeted Facebook Ads.

Facebook Advertising for Small business Conclusion

The important thing to note is that having tools and having the skills to use them effectively to get the results you want are 2 very different things.

Business owners have no time and should not waste money experimenting on Facebook advertising themselves.

It is wise to entrust this matter to a marketer who specialises in Facebook advertising for small entities instead of focusing on how to launch a successful social media campaign.

It is prudent for entrepreneurs to understand that when used correctly, Facebook can open numbers opportunities for business development, increased brand exposure, capturing new markets and increased sales.

If you have been exploring Facebook advertising for small business in Singapore and are seeking marketing partners to help you unlock these opportunities on Facebook, contact Blazing Conversions Facebook Advertising Agency today.

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