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5 Factors To Consider Before Starting Your First Facebook Ad Campaign

Determine whether Facebook ads are right for your business.
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5 Factors to Consider Before Your First Facebook Ads Campaign

This webinar aired on February 10, 2016 by Jamison Furr

Will Facebook Ads Increase My Bottom Line?

Determine if your business can benefit from Facebook ads. Learn more about ad positioning and increasing profits through Facebook advertising, and stick around for the important Q&A at the end of the webinar.

How Can I Reach My Target Audience?

Explore the vast targeting options of Facebook and observe how you can calculate your target audience size on Facebook - even within your local area.

Are Facebook Ads Viable For My Business?

Find out if your budget, bandwidth, and products or services are suitable for Facebook advertising and conducive to success.

Q&A

Do Facebook ads have strengths over Google AdWords? Especially when a company is starting to advertise? Is it possible to narrow down facebook users by people who work in certain industries? Regarding optimization for Ad Delivery, when would you choose Post engagement vs impressions vs daily unique reach? When to choose which? A bit off topic-curious on your thoughts--If you have a company with two locations, do you recommened having two separate Facebook pages? Do you find that Facebook Ads are successful for those of us that sell to other businesses and not individuals? How many times do you recommend posts going out on your page?
Do Facebook ads have strengths over Google AdWords? Especially when a company is starting to advertise? - Jordan Aslett

Facebook ads and Google ads serve very different purposes and both have great benefits. I believe utilizing both Facebook and Google should always be considered. However, I understand when businesses are just starting out, budget can be an issue. Google's primary purpose is to drive traffic to your website from their search results page. While Google hosts display ads, YouTube ads, and other ad types, in all instances Google's focus is to bring you more traffic. Facebook allows you the ability to drive engagement, grow friends, and build a followership that can allow you to turn your business into a brand. While Facebook also drives clicks to your website, their focus is to help you gain followers that will want to click through to your website time and time again. If you have to choose only one, what works for you is entirely based on where your customers exist. If your customers are online searching "flower shop near me", Google is the place to advertise. If your primary demographic hangs out on Facebook to find information or neat things to click on, Facebook is your best place to start.

Answered by Caz Bevan, Director of Marketing Communications
Is it possible to narrow down facebook users by people who work in certain industries? - Tom Diener

Absolutely! Under the detailed targeting area of your Facebook ad, choose the "Browse" button. Go to Demographic > Work > Industry

facebook industry target image

Answered by Caz Bevan, Director of Marketing Communications
Regarding optimization for Ad Delivery, when would you choose Post engagement vs impressions vs daily unique reach? When to choose which? - Jake Franks

I almost always choose post engagement. Post engagement gets you "all of the above" plus... engagement! You would choose impressions where you are most concerned with a post being seen, regardless of whether you want anyone to interact with the post. Consider this the "billboard" of your Facebook Newsfeed. Daily Unique Reach for optimization allows you to “serve ads to people up to once per day.” No more.

Answered by Caz Bevan, Director of Marketing Communications
A bit off topic-curious on your thoughts--If you have a company with two locations, do you recommened having two separate Facebook pages? - Justina Paterson

Personally? No. Not unless you have a unique voice and brand for your locations and you want them to interact independently of each other. Pages require unique content. Facebook will eventually flag your page if you have multiple pages posting the exact same content. If you have unique messaging for each location AND you have a very large audience active on your current main page, that is when I would start considering creating more than one.

Take a large franchise like Taco Belll as an example. Taco Bell does not have an official Facebook page for every city location. However, they have different personas at a country level. So you'll see they have specific pages for varying countries.

facebook industry target image

Answered by Caz Bevan, Director of Marketing Communications
Do you find that Facebook Ads are successful for those of us that sell to other businesses and not individuals? - Tom Diener

Absolutely. I find both Twitter and Facebook really useful for driving traffic to a blog or website when I'm trying to build more business. Try fine-tuning your Facebook targeting to match the persona of your ideal business customer to get more traction with professional leads.

Answered by Caz Bevan, Director of Marketing Communications
How many times do you recommend posts going out on your page? - Kris Huggins

Great question! This entirely depends on your business. If you are just getting started, try posting 2-3 times a week. The number of times you post should go up or down based on how active your followers are with your posts. If you get more engagement, more clicks, and attention to your posts - you can safely post up to 2-3 times a day (unless you are a magazine, I wouldn't recommend more than that). If you are not yet gaining traction on your posts, I would recommend keeping it to 2-3 posts per week. Try to not post less than 2 posts per week or you'll lose your followership.

Answered by Caz Bevan, Director of Marketing Communications