Advertising online has become extremely accessible to small businesses all over over the world. Most businesses have found success using Google adwords and having their business come up in searches. Many businesses like yours, have taken to Facebook advertising as another cost effective way to spread the word about their offerings. Similar to Google, it is pay-to-play, but the costs are still far lower than conventional advertising avenues (e.g billboards, local ads, classifieds etc.). With close to 2 billion active users, whether your business is dependent on local or global sales, your audience is certainly there.

 

The key difference between the two advertising bodies is that Google is focused on searches  revolving around your keywords and structuring your ads in the way that best reflect your keyword strategy. Facebook on the other hand displays your ads in front of the users that best match your targeting criteria. Because of that, Facebook ads can be less keyword-centric and you can focus more on the message being put out.

 

When focusing on crafting your Facebook ad the two biggest features to focus on is 1) the image (or video) you will use to attract the attention of your potential consumer and 2) writing the ads that speak to your audience. Since you already invested the time in carefully vetting and qualifying who will be in your target audience, craft the ads for them. People have different vernaculars in different states. It’s critical that you know how your consumer speaks, which words they use to describe their needs etc. Once you do that you can create an ad to tell them about how their needs will be met, in a language they understand.

 

Once you’re already sitting down to create your new campaign, be sure to try a few. After all is said and done, even if you’ve invested the best research, your market can throw you a curveball and like an ad you otherwise thought would be a poor performer. For that reason it’s always good to try combing a few different creatives (Pictures, videos etc) with a few different versions of copy. On the Solomoto campaign builder you can fill out four different ads, with 4 different pictures and copy then combine them in different ways, for 16 different ads. From those choose 2-3 that you think will definitely be great, then take another 1-2 and run it to test your hypothesis.

 

Since there aren’t as many technical aspects as Google advertising, there isn’t much to tell you. I could go on about the best practises, but the reality is that the targeting does most of the work for you. That said, remember that your image should be clear, high quality and it should not only attract the consumer, but it should give him or her an idea of what the ad is about. Text ads should be to the point due to limited attention spans, but that’s about it as far as conventional wisdom goes. The rest is up to you and experimentation.

 

Do you have questions about targeting or would like more in-depth advice on text ads? Get in touch with us here, we would love to hear from you. If you also found ways that work for you, send us an email, we’d love to hear about your experience.

 

Good luck!