With more than 50 percent of Americans on Facebook (according to eMarketer), the social networking platform is becoming one of the hottest and most cost effective ways to advertise. Ad budgets can start for as little as $5 per day, allowing you to test your advertisements before spending big bucks on campaigns. There are many different ways to advertise on Facebook, with some of the platforms designed for small businesses and nonprofits and others created to help agencies and larger organizations. Point Taken discusses Facebook advertising: Ads Manager v. Power Editor v. Business Manager.
First, Let’s Boost
If you have created a great post about your small business or nonprofit organization, try boosting it to get additional reach. Consider your clients, potential clients and donors when you boost your post and define the audience you are seeking in your boosted post based on those demographics. For example, if you sell tunes to Millennials, don’t target Facebook users over 50 years old. Conversely, if you are making music for a more mature audience, don’t target your boosted posts to Facebook users under 30. It is very easy to boost a post, and Facebook even walks you through the process. However, it isn’t always the best answer for advertisers. Sometimes, you need more advanced targeting.
Try Ads Manager
Facebook Ads Manger lets small businesses and nonprofit organizations have more control over their advertisements. Located at www.facebook.com/ads/manager, Ads Manager allows you to create custom audiences, develop campaigns, view analytics from your ads and breakdown data on a variety of points. When creating ads, start with a campaign. Develop ads under that campaign that support the overall goal of the main campaign. For example, if the goal of your campaign is to encourage more people to visit your website, don’t create ads with calls to action that say “Like Our Page.” Instead, offer a free, downloadable piece of material that people can get when they visit your website or share valuable information your audience needs to know.
Step up to Power Editor
Small business owners and nonprofit executives who want even more control and options when advertising on Facebook should try Power Editor. Power Editor is located at www.facebook.com/ads/manage/powereditor. In Power Editor, organizational leaders can drill down on their target audiences even further. Only want to target iPhone users? Try Power Editor. Creating a lot of ads with different goals? Power Editor is your best option. Let’s say you run a small business with locations throughout your state. You may want ads targeting customers and potential customers in the North, South, East and West areas of your target market. Maybe the customers in the East are already visiting your website regularly, but you need more of the clients from the West to like your Facebook page. Again, Power Editor is most likely for you.
Boom with Business Manager
Facebook Business Manager takes all your Facebook advertising data and puts it in one place. When you create a Business Manager account, both your Ads Manager and Power Editor will live inside the Business Manager. Remember, you only get one Facebook pixel per account, so make sure to set up your pixel under your business name, not your personal name (Point Taken’s president accidentally now has two Facebook pixels by opening one under our business and one under her personal account, so take heed). Business Manager is created to help large businesses and agencies give certain permissions to particular team members. If you are running all your Facebook ads yourself, there is probably no need to use Business Manager. However, if you manage a team creating Facebook ads for different parts of your organization, Business Manager may make your advertising tasks easier. Visit Business settings to create your Business Manager account.
All is Not Created Equal
While each option is a bit different, each Facebook advertising platform allows you to run advertisements on the Facebook and Instagram social networks. The tools even allow you to promote your small business or nonprofit organization on Facebook audience networks, giving you additional reach. If you are new to Facebook advertising, start by boosting posts and work your way up to other tools. You might find one is the perfect solution for your small business or nonprofit organization.
Need additional help advertising your small business or nonprofit organization on Facebook? Contact Point Taken today.
Point Taken increases the return on your investment by managing your brand and messaging across all channels to ensure clarity and consistency. We provide exceptional public relations, marketing and web design services for your individualized needs. We are a full-service agency built to help small businesses and nonprofits promote their products, services and mission to drive more dollars and donations. At Point Taken, your nonprofit organization or small business is our biggest client.