Facebook advertising isn’t cheap. But there are many things you can do to cut costs.
When you know how to advertise your business on Facebook for less, you can run better ads and reach a wider audience. You may even improve conversions, since the right people get to see your ad at the right time.
Learn how to advertise your business on Facebook for less.
How to Advertise Your Business on Facebook Tip #1
Target people who are already interested. Facebook’s powerful retargeting options help you reach an audience that has already shown interest in what you have to offer.
When your aim is to make a sale, get them to download a product, or to attend an event, as retargeting old customers can be highly affected. All your ads will reach an interested audience.
Here are some of the categories you can retarget:
People who have visited your website
Fans who have engaged with your Facebook page
Subscribers to your email list
To retarget customers on Facebook, you need to create a Custom Audience. You also need to use the Facebook pixel.
How to Advertise Your Business on Facebook Tip #2
Don’t run ads for too long. You may think that the longer you run your ads, the more people will see them. In theory, this makes sense, but then it also costs you more money. Usually, the value of an ad decreases over time.
After viewing an ad several times, your target audience may get used to it. Facebook has a metric that helps you to stop showing your ad at the right time – Ad Frequency. Keep an eye on Frequency, especially once your ad has been running for some time.
Consider turning the ad off once the Frequency grows to 2.5 or a similar value. You will be saving money on your Facebook ads.
How to Advertise Your Business on Facebook Tip #3
Avoid images with too much text. The short attention spans on the internet apply to Facebook users, too. While Facebook doesn’t have a 20% text limit on ad images anymore, text-heavy ads don’t perform so well.
Focusing too much on text-heavy images may not only cost you money, but also reduce your reach. For best results with Facebook visual ads, use bright images with as little text as possible.
How to Advertise Your Business on Facebook Tip #4
Serve your ads at the right time. If you’re not segmenting your ads based on activity levels already, you should. The challenge with activity levels is that they could be subject to seasonal variations.
For example, you may think that your ads don’t work so well after 8 pm, but that may not be the case in winter, when people go out less and could spend more time online at night. Go back to the activity hours in the Breakdown tab and adjust your ad scheduling accordingly.
You may find it takes a bit of time to get the hours right. But when you do, you’ll save money on low activity hours, while increasing the impact of your ads.
How to Advertise Your Business on Facebook Tip #5
Understand your audience. Your audience on Facebook may behave differently than it does on your website or other social networks. Facebook offers a compelling content stream along with many "distractions" — friends, pages, groups.
While you can draw on your buyer personas and other data, you won’t really know your Facebook audience until you start seeing how they react to your ads. That calls for some trial and error ads, the performance of which you should carefully monitor.
Target them to different custom audiences and experiment with different calls to action. Try ads that push directly for a sale. Then try ads that direct users to a free digital product or event. Since each audience is different, there’s no easy recipe for getting this right.
Test each audience for at least 72 hours, spending no more than $10 to $15 a day per ad. Then, look at the cost breakdown to understand which ad brings you the best value.
How to Advertise Your Business on Facebook Tip #6
Set the right campaign objectives. Do you want to send people to your website? Get installs of your app? Or get people to claim your offer? It can be hard to choose, because you may want to use your Facebook presence for all of these.
Nevertheless, you’ll see better results for less money if you stick to one objective at a time. That’s not all. Remember to sync objectives across your other social networks as well.
Remember that most people who follow you on Facebook may follow you on Twitter, YouTube, or Instagram as well. If you send them different calls to action on different platforms in a short interval, they may think you’re trying too hard.
That could lead to a lower click-through rate, and by implication, higher Facebook advertising costs to maintain your reach.
How to Advertise Your Business on Facebook Tip #7
Save money with video ads. You may think that video ads are more expensive to create than image ads. As a result, you may avoid or use them only rarely, especially if you don’t have an in-house team that can make them for you.
But video ads can be more effective than other types of ads. When they are eye-catching and entertaining, video ads can bring you an amazing reach and a great click-through rate, all this at a very low cost.
Even if you choose to create professional Facebook videos, these may pay for themselves over time, helping you to save money to offset the production costs. There’s just one secret to making a video ad work. It’s very simple.
In the first three seconds or less, you have to convince viewers to keep watching. Then you need at least a hook or two to make them watch it until the end. This is true for 30-second videos as well as for longer videos.
How to Advertise Your Business on Facebook Tip #8
Use the Facebook ads manager app. With this app on your phone or tablet, you can track ads more easily and adjust them faster. Since it supports push notifications, it lets you know in real time if something significant is happening to your ad, like the ad budget running out.
Faster responses to your running ads’ performance can help you to stop underperforming ads and renew ads that work much faster than on your computer. The finer control you gain over your ads lowers your monthly Facebook advertising cost.
For example, an ad may not really take off right away. If, for whatever reasons, you’re away from your computer on the day it’s supposed to run out, you may let your ad run out, thinking it hasn’t performed so well.
But with the Facebook ads manage app on your phone, you can see that you’re getting a lot of value for it, and renew it in time. This way, you can save money by extending an existing ad campaign rather than starting a new one at higher rates.
How to Advertise Your Business on Facebook Tip #9
Monitor the placement metrics and adjust ads accordingly. For example, you may find that desktop right column ads bring you more sales than other placements. You can then interrupt underperforming ads and focus on this placement.
While mobile targeting on Facebook is quite powerful, you may find that it’s not ideal for increasing your sales. But with constant placement monitoring, you can optimise placements and cut your advertising costs.
How to Advertise Your Business on Facebook Tip #10
Work with an advertising Agency. When your aim is to save money on advertising, working with an ad agency may seem contradictory. However, the benefits that an agency can bring to the table include a possible long-term cost reduction.
Good agencies know which ads work on Facebook and which don’t. If they have created ads for other businesses in your market, that’s even better. They may be aware of subtle differences between ads that can have a major impact on the performance of your ad.
But ad agencies don’t work for all businesses. If you advertise only now and then on Facebook, you probably don’t need one. However, if you make Facebook advertising one of your priorities, working with an agency may be one of the best investments you make.
How to Advertise Your Business on Facebook Bonus Tip
Track conversions more effectively with the conversion pixel. If you’re not using it already, grab it here. With it, you can track your cost per acquisition, which is one of the most effective metrics for your Facebook advertising campaign.
There are other ways to track conversions, but the Facebook pixel is easy to use and very accurate. The pixel is especially important for retargeting.
We hope you’ve enjoyed these tips on how to advertise your business on Facebook.
What to Do Next
Now that you know how to advertise your business on Facebook for less, you can grow your business faster. Here’s what you can do.
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