Can you grow with Facebook Ads for small business? We’ll discuss what to expect with Facebook ads, typical conversion rates, cost and much more. We’ll go beyond likes and get into the nitty-gritty of how Facebook can work for you.
For quite some time we have really been discussing everything a small business might need to know about Google AdWords. We are firm believers in the growth the platform can provide and we support a better Google AdWords experience. The second most popular ad platform nowadays is Facebook Ads.
But you finally have the swing of things with Google AdWords, if you’ve been reading along on our blog! So why would you need to think of yet another ad platform? Well, it really depends on your audience and if you are looking for even more conversions. We’re here to share some light how to gain more conversions with Facebook’s ad platform. Consider pairing it with Google AdWords for winning partnership for growth.
How Do Facebook Ads for Small Business Work?
As a Facebook user, you may have mixed feelings when it comes to ads on your news feed. However, you have to admit there have been times where they showed you something appealing or just caught your eye. That alone is indicative that people are clicking and buying. With these ads, you can promote traffic to your website, engage page likes or draw attention to your posts. Like Google ads, you can target by geography, demographics, and their interests. Also, like in AdWords, you set a budget and a bid. Then, create your ad copy, and of course a visually appealing ad. Good visuals are important for Facebook.
The burning question is… Are Facebook ads for small business better than Google Ads? Well as we have previously discussed it really isn’t Google vs Facebook it is more so they dominate the internet together. They work in harmony. Facebook does Ads based on social/interest/job description while Google ads rely on Keywords. There are other complimentary differences too. If you are torn about using one or the other then, it will come down to understanding your audience. Will your customers will be likelier to convert through Google’s search or via Facebook’s social feed. Ideally you have both, but consider your time and budget, which we can easily help you solve for both.
Advertisers are putting more into it every year, and more advertisers are coming on to the platform. They haven’t hit their peak yet. Facebook still has a ways to go.
Understanding Buyer Journeys And How They Apply To Ad Networks
This can get quite complicated but we’ll cover a high-level overview quickly. In a nutshell, a buyer journey describes how a customer might discover your business. It also describes what steps the customer is likely to take up to the point they actually hire you or buy something.
For example, when you need a physical therapist, your buyer journey includes looking up back pain solutions, then searching for a physical therapist in your area. It might include a visit to Yelp to see reviews and asking friends for some recommendations.
This is very different to how you buy a car or find a babysitter or buy a coffee maker on Amazon. In each instance, you behave differently. Your potential customers are going through similar processes. The various ad networks, like Facebook, AdWords, Yelp, LinkedIn and others all have a role to play, depending on how customers find you.
So, sticking with our Physical Therapist, they might advertise on AdWords to get in front of people in their area who are looking for their specialization like “Sports Therapy.” Yelp is another platform where someone goes to discover Physical Therapists but for more generalized terms so advertising there can be another great option. Advertising to everyone in the area on Facebook won’t be a good solution here but instead, our intrepid physical therapist might consider Facebook remarketing to “close the deal” on people who visited the website but didn’t commit yet to booking an appointment.
See how they work together? Great, then let’s get back to Facebook. And if you ever need help navigating all these platforms effortlessly, just give us a shout.
What Are The Conversions Rates On Facebook Ads For Small Business?
Facebook Ads are displayed based on interest, not active searching. So when you consider the buyer process, the intent to purchase a is a bit lower. Unlike in Google search network where people are actively looking for a solution. However, that doesn’t mean conversions are lower. Facebook targets potential customers by interest quite well, so it can easily find the the right customer. The obvious bonus is the visual aspect which that alone can get people clicking.
Taking a peek at some numbers Facebook can be kept relatively cheap if you know what you are doing. Average Cost-Per-Click is for an FB AD is $0.26 in the U.S, with Friday being the most expensive day to advertise. Focusing in on actions, the average Cost-Per-Acquisition is $18.68, but that number varies widely by industry. Would you pay $20 for a new customer or lead?
How Do I Track Facebook Conversions?
If you are looking at Facebook to get more conversions the number one thing you must do is prep yours sites, landing pages and ads for those conversions. Meaning setting up conversion tracking pixel on the pages in which your conversions occur. Now conversions do not mean that they have to get their wallets out. It could mean download, message, call etc. Conversions do not always equal sales.
Facebook also really tries to get you to advertise and promote your small business within the platform, i.e. to pay for sharing posts and getting page likes. So if you want to focus on conversions make sure to select options that are for website visits.
That is where the Facebook conversion pixel comes in. This is a bit of code that you place in the back-end of your site. Then you will be able to track conversions from your ads on Facebook and know how to improve them. Not only that you will be able to remarket to those who you almost got past the conversion finish line and target new audiences for new ads based on connected interest. This pixel is great for tracking “Events” aka actions. The standard events include:
- View content: A visitor perusing or lurking.
- Search: A visitor searches on your website.
- Add to cart: Hope they don’t ghost it!
- Add to wishlist: Great place for remarketing.
- Initiate checkout: Again, fingers crossed for no ghost.
- Add payment info: Getting warmer.
- Make a purchase: YES!
- Lead: Gaining a lead can be equally as interesting as a purchase, get your sales team on it!
- Complete registration: Someone completes a registration form on your site.
There are also custom events which you place more specific parameters, like purchases over a certain amount, specific products in your wishlist or registration status. This can easily get complicated, like most ad platforms, but we are here to help each step of the way.
You are competing with every piece of content ever made for every person’s attention. You need to be entertaining. Don’t outsmart. Out entertain.
– Dolf van der Brink
Five Quick Tips To Get The Best Conversions With Facebook Ads For Small Business
Taking the jump into the Facebook Ads game here are a few things to keep in mind.
1. Create Video Ads
The mobile explosion has caused people to want to view videos. There is a 135% (Avg) increase in organic reach for video ads. So bust out the video cam and make sure your video is high quality.
2. Optimize for Mobile
With that said make sure you are always optimizing mobile. Facebook is obviously a platform that is used by mobile users. So good images, keep information clear and short and understand the type of mobile devices your target audiences use.
3. Get Ideas From Competitors and Others Advertisers
If you are a bit dry on ideas for your ad, just take a look around you. Yes, get distracted by Facebook, look at ads and steal some useable ideas.
4. Research Customer Interests
Your Facebook ads will be based on interest niches of potential customers so make sure you understand the interests your product falls under. This is social media so know who you are talking to.
5. Have Multiple Versions Of Your Ads
These ads are pretty simple to set up, so to really get your ad message across, make sure you have different versions of the same ad. Change up the words, design or image. This is also how you will be able to do split testing. Here a few more Facebook Ad design suggestions.
Set-Up Your Facebook Ads To Get The Best Results For Your Business
Facebook is proven to be a great place for advertising for all types and sizes of business. It also is not competing with Google – they go hand in hand and compliment each other. Facebook has figured out how their social secret sauce can encourage good conversions, unique from Google AdWords. This all comes down to setting up your Facebook conversion pixel, especially to understand your important ROI metric. We can help you with both platform and very process along the way, without taking up your time or budget.