Are Facebook ads worth it? How to ads work on Facebook? My guide to Facebook ads will help you get started.
Are Facebook ads worth it?
Facebook ads are one of the most effective ways of increasing awareness of your service and products. So much so that they’re a part of nearly every marketing team’s strategy. You have to pay for them (which can be off-putting) and, as most of use who’ve worked with them will confirm, it is very easy to burn through money with Facebook ads without a clear and well thought out strategy.
How do Ads work on Facebook?
First of all, who are you trying to attract to your salon or business? One of the fantastic things about Facebook ads (and the reason marketers love them so much) is that you can pinpoint exactly the type of customer you want to attract and ensure it’s only people who might seriously use your service who see your ads. As such, it’s worth spending some time thinking about who your ideal customer is.
If you’re a lash technician your service is probably of less interest to e.g. men over the age of 55, so instead may wish to focus on women aged between 18 – 55. If you’re mobile, maybe you want to start branching out to the next big town to where you live, so you could think of setting your advertising reach to ‘women aged between 18 – 55, living in [name of the town].’ Another reason why it pays to be very clear here too is when you are paying per click which you will be with Facebook ads, you only want potentially serious leads clicking. Your advert may be really interesting and eye catching but if it’s just attracting clicks which have no real prospect of converting then you are simply burning money.
All of Facebook’s ad campaigns are accessed through the Facebook Ads Manager too. You will see this by clicking “Manage Ads” in the drop-down menu on your Facebook account.
Once you’re in there, you can use the menu on the left hand side of the page to navigate. It’s worth setting aside some time to have a little play and familiarise yourself with it if it’s completely new to you (don’t worry – it’s very hard to accidentally spend money by clicking the ‘wrong thing’!)
What are the Different Types of Ad on Facebook?
When you click to create a Facebook ad, you’ll go to a page where you choose the objective for your campaign. Now there are 15 different options here but for most new beauty businesses they can be summarised as either ‘awareness’ or ‘conversion’.
Increasing awareness of your service might include boosting your own Facebook posts, promoting your Facebook business page, reaching people near your business to let them know you’re there, or just increasing awareness of your brand (perhaps if you’re a wannabe influencer). Increasing awareness can be a good tool for those on a small budget as you cheaply grow your audience very quickly with Facebook’s massive reach.
Conversion is encouraging people who have already expressed an interested in your service to actually buy something. This might include advertising a special offer (perhaps a % discounted service), or advertising a special event taking place at your premises (maybe a glass of Prosecco and a small gift for the first 100 people to turn up at a given date and time).
After you’ve selected your objective you will then need to think very carefully about who might be interested in your advert. As above, this is crucial as without a clear and accurate targeting, you might as well just print a lot of leaflets and throw them up in the air hoping one falls in the lap of a potential customer!
Think about: location, age, gender, and hobbies and interests. The last one is important as FB can specifically target any user who has looked at pages which relate to your own business (e.g. perhaps they have looked at other pages to do with lash extensions, or hot stone massage). If you need some help with this please grab a copy of my FREE ‘Marketing Cheatsheet’ which will help you with this.
How much do Facebook Ads cost?
Once you’ve set your objective and who you want to target, Facebook will ask you to set a budget. You can set a Daily Budget (the amount you’ll spend each day before Facebook stops showing your ad), or a Lifetime Budget (the maximum amount you’ll spend during the lifetime of your ad). Think about this carefully (my FREE ‘Marketing Cheatsheet’ also has a handy formula for working out your marketing budget) as it can be a little too easy to get carried away the number of clicks and likes your advert is getting without considering whether it’s achieving its objective. A budget will help you focus here.
Most people tend to start off with a few pounds a day and tweak accordingly as the ad runs. Generally, the more you spend the more success you will have. It is very unusual for a low budget FB to start massively converting immediately (trust me!) Various marketing surveys have established that, assuming you have a good advert, you will need to spend about £18 a day to see real results – though I do not know any small beauty business that has ever spent that!
Finally, you will be asked to choose images or video to go with your advert, plus some text. The text is limited to 90 characters. Video tends to convert better than pictures as Facebook is showing a preference for its use in ads at the moment. You can also potentially retarget a video ad at a later date to anyone who has clicked on it the first time around. It’s harder to do this with non-video ads as Facebook won’t always give you the data (y’see – this stuff can get a little intricate!)
And that’s more or less it! Click the ‘Place Order’ button at the bottom right-hand corner of the page. Once your ad is submitted, it’ll be reviewed by Facebook before it’s put live and you’ll receive a confirmation email from Facebook once the ad is live.
So is it worth having a go at doing your own Facebook ads? Possibly, it can be worth putting a few pounds aside and seeing how you get on. If you have a straightforward product and you target well then you may achieve great results. More often though, it can be hard to pinpoint the client you both want and who will realistically buy your product. The video and wording you use are important and need to grab attention very very quickly in a ‘noisy’ world. With that in mind, if your budget permits it and you are serious about your marketing, then it may be worth investing in the service of a professional marketer just for this element of your marketing.
I hope this is helpful and please let me know how you get on!