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Do’s & Don’ts of Facebook Advertising

At Innisfil’s Women’s Entrepreneurial Boot Camp the ladies got to learn how to use Facebook advertising to their advantage and learn how to generate leads and sales for their small businesses.

In the quest for higher conversions and an efficient marketing funnel, many small businesses try a wide variety of tactics to find success. In today’s marketplace, Facebook advertising for small business has become a useful tool for attracting the right kinds of prospects and delivering a higher ROI.

Why Use Facebook Advertising?

Perhaps the most basic reason why businesses use Facebook advertising is that customers are on Facebook. Roughly, 80% of all the people on the internet use Facebook, and they use it on a daily basis. Facebook is also one of the most targeted forms of advertising, which allows you to find exactly the type of prospect you want and engage them in a meaningful way.

Facebook is cost-effective when compared to many other forms of advertising, and it is fast, which means you will get the best bang for your buck and see the results of your ads quickly. Of course, just because it’s a great way to advertise doesn’t mean everyone knows how to use Facebook ads. There are just as many failures as successes, but most of the time that is due to the execution, not the platform.

Here are some do’s and don’ts of Facebook advertising that will help:

Do Include a Clear CTA

Just because almost everyone is on Facebook and it is an effective platform to grow your business doesn’t mean you can make your ads complex or cumbersome. You want people to take a specific action, so the call to action needs to be recognizable and clear within a couple of seconds of seeing the ad.

Don’t Confuse Your Audience

This one is a continuation of the CTA, but the design and placement of any ad copy need to be simple and easy to understand. People are in a hurry these days, and any confusion about your ad will result in them ignoring it.

Do Include an Offer

If you want the best possible result, include an offer in your ad. Just as it did for the old direct mail copywriters before you, having a compelling offer helps to improve conversions, or in this case click-through rate. It doesn’t need to be ground-breaking, but people want to know what’s in it for them, so give them a reason to click.

Don’t Forget to Proofread Your Ads

It’s easy to argue that it’s the message that’s important and not the little details, but spelling or grammar errors create the perception that your company doesn’t care about details. Is that what you want people to think? Proofread every ad two or three times just to be safe.

Do Use High-Quality Images  

Just like poor quality writing can say a lot about your company, so too can poor quality images. Invest in quality graphic design and use images that are high resolution and jump right off the page.

Don’t Write a Lot of Copy

Quality ad copy is great, but too much of a good thing will ruin your message and affect results. When you are doing Facebook advertising for small business, it’s important to be clear, concise and say only what needs to be said to get that click. You can elaborate on your landing page or squeeze page.

Do Split Test Your Ads

There are many analytics tools out there, including the stats you can see right in Facebook. Anyone who really learns how to use Facebook ads well will also split test to get the best results possible. Just remember to only change one element at a time, so you know which ones made the difference.

Don’t Be Too Broad with Targeting

Take advantage of the fact that Facebook advertising allows you to narrow your targeting to achieve the best results. When you are too broad with targeting, you will end up wasting money on clicks and impressions to people who have no intention of buying what you are selling. That takes some added research, but it’s well worth it.

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