Small Business Week Tip: Running Facebook Ads

Hey everybody, Shaun Whynacht with Blue Cow Creative. Yesterday, beginning of Small Business Week, I showed you how to take your Facebook pixel from your Facebook business account and how to add it to your WordPress website. Well, today what we're going to do is I'm going to show you how to boost a post. Now you may have done this, uh, or this may be new to you, but either way, this is probably the easiest way to get started with any kind of paid Facebook promotions. So what we see here on the screen is my company Facebook page. And facebook.com/bluecowcreative if you've not been there yet. But here's the post showing up here from yesterday when I posted that video that I shot. So what we're gonna do here is you're gonna notice if you've got your Ads Manager set up and you've got a payment source on your account, you're able to then go ahead and use these boost post buttons that you see here below every one of the posts that you have on your page. So I'm going to go ahead, I'm going to click this, and what should happen here is we're going to get a pop-up on the screen. And depending on the speed of your internet, it can take a few seconds or a few minutes. So there are some different settings about how you promote this, and I want to walk through this to make sure that you know what each of those are. So we're going to start at the top on the left-hand side. So we've got your audience, so we've got 3 options right here, right now. So there's people who like your page, people who like your page and their friends, people you choose through targeting, and that's the one that we're going to eventually use. And then you got website traffic here. So website could be the different audience using that Facebook pixel, but we're going to use the targeting for the sake of this. So I'm going to go in, I'm going to click Edit so that we can actually adjust this. So we're going to say all, so both men and women, and we're going to go ahead and we're going to choose 35 to 50. Okay, because I think that most people up to 35 years of age know how to put the Facebook pixel on their website. So next we're going to say location. So what I want to do here is I'm going to run this in the Moncton, New Brunswick area because that's an area where I want to start to do some more work and some more marketing. So I'm going to actually start to promote this just in that area. So we're going to go down and interests, we're going to leave it. We're actually going to go in here and let's just see if we can find this page. I don't know what that's under. Okay, not showing up. Used to show up there to be a Facebook page admin. Okay, so let's just click Browse. If you don't know what you want to put in here, you can go ahead and you can browse different topic areas. Um, of course my browser decides that it wants to be in a pain this morning. Um, so yeah, so you could browse this and pick different industries, but I'm going to leave the interest out just for now. So we're gonna go ahead and click Save. So people in the Moncton area with 25-mile radius, um, between 35 and 50. Next, we're going to scroll down here to the total budget area. So this allows me to say, okay, how much money am I willing to put towards promoting this post? So for the sake of this, I'm just going to go say $10. So this is what I kind of recommend for you, is get your feet wet. See how things are and see how your page grows by doing different things along the way. So we're not doing October 20th, let's do— today's the 18th, let's go to Friday. Okay, so on average I'm gonna spend $3.33 per day. This ad will run for 3 days, that sounds pretty good to me. Payment, my credit card information is on file. Now on the right-hand side here, we can see what that's gonna look like. Because it's actually promoting a post. Technically, the ad is built because this is what it is right here. So we can see the desktop news feed or the mobile news feed of how it would show up. And because the video was uploaded directly to Facebook, you know now that when you scroll through, any videos will start playing. So this video would start playing as you scroll through. So I'm going to go ahead, I'm going to click Boost, and it's going to set up my promotion. It's going to submit it. We're gonna wait, and what's gonna happen is they receive the order. And now usually takes about 15 minutes to get any kind of feedback coming back from Facebook that'll say, you know what, either it's approved or it's declined. Okay, so I don't think there's gonna be too much of an issue with this, so we will just wait and see how that goes. Okay, I just showed you how to promote your post using the boost post feature. Now we know that there's, you you know, a lot of simplicity with that. Uh, there's very limited control you have. What I want to show you now is how to use the Ads Manager because this is going to give you a whole lot more control, different objectives with Facebook advertising. It gives you that flexibility to do more with the tools that you have. So like I mentioned before, I'm using the Business Manager. So when I go to my page, um, I see this link to go to Business Manager. If you don't, when you go to your page, you're going to see your admin stuff across the top bar and you'll be able to choose a dropdown here and go into Manage Ads. So what I'm going to do is I'm going to go into my Business Manager, and on the top left-hand corner where it says Pages, I'm gonna go Ads Manager. Now this is going to take us into the part of Facebook where we can actually build our ads ourselves and not just use the Boost Post feature. So we're gonna see here is there's that ad we did with the Boost Post. It is now active, so it'll start to run and we'll start start to see some different analytics, the result results and so forth in here. And in a future video, I'm going to show you some of the results and how to read this information when you're promoting yourself using Facebook advertising. So what we're going to do is we're going to create a whole new campaign, and the purpose of this campaign is going to be to promote my Facebook page to a certain city area that I'm going to. So because I've been in this before, a lot of the stuff is already checked, but I'm going to start over from the top. So objective. So what has Facebook done? Facebook has made it extremely easy for you to pick and follow through the steps of building your ad properly. The first thing is what is your marketing objective? They've broken into really 3 areas. Your awareness, so getting people aware of who you are, brand awareness, what could be promoting your Facebook page. Or local awareness could be people within your local area. So if you've got a local brick and mortar business, a pub, a restaurant, a cafe, you could do some really cool stuff with local awareness which is going to pick up and show in front of people who are in your geographic area, uh, and, and it's done through the location services of the mobile app. You've got considerations, so you've got website clicks, engagement, app installs, video views, lead generation, conversions in here, so store visits, product catalog sales. But for the sake of this, we're going to do a brand awareness. So we're going to name this Brand Awareness, and I strongly suggest that when you do this, if you're going to do a bunch of ads start to get a naming convention. So Brand Awareness, Moncton Facebook Page. Okay, so I put in what it is, what's the objective, where it's being targeting, what am I promoting. So we're going to click Continue, and what we've got in here is a different demographic. So I've done this prior, so I could choose my saved audience here and pull up the people in Moncton. So I'm just going to edit this just to show you some of the flexibility. So in here we've got locations. So there's Moncton. Actually, I'm going to take this out. I'm going to take out Newfoundland and Labrador, Nova Scotia, and Ontario and just leave the Moncton, New Brunswick. And I'm going to actually increase the radius here just a bit, um, just to cover some of the outlying areas here that I want to target. And then I'm going to target the age of 35 to 50, both men and women. Um, and we're going to choose English in here as well. 'cause I don't want to target French. Under detailed targeting, I want to target people that are Facebook page admins in that area because most likely somebody who is a page admin is a small business owner just like you and I. And then we're getting down to some of the work job titles because I know that some of the decision makers that would hire our company to do some of their online marketing would be CEOs, founders, owners, Facebook page admins, small business owners, people who are interested in entrepreneurship and small business. Okay, and we're going to go ahead and click update, and now it's just going to update that audience, which is perfect. The second thing here is placements. This is the one time I'm going to tell you to extremely go against Facebook's recommendations. They recommend using Facebook's automatic placements. This is going to sound like it's going to give you more exposure, but really it's going to eat through your budget and it's not going to do really what you want it to do. What I'd suggest is go down to Edit Placements, and in here what you can do is you can then say, okay, I want to show it in the Facebook feeds. I don't want it in the right-hand column. It's ineligible for, for doing this type of placement anyway. But I also don't want to have it on, on Instagram or the Audience Network. So I'm turning those off and I'm just keeping the Facebook feeds turned on. We could also go a step further and say which mobile devices do we want to show up on. So if it's Android and iOS or vice versa. Now if you're promoting an app that is an iOS app, you're going to want to show up only on an iOS device. So that makes a lot of sense. Now the budget in here, we could go lifetime budget. Let's do $30. And we're going to say okay, from the 18th today, right through to— let's do till Sunday. And we'll promote our page here in that area. It's brand awareness, bid amount is automatic. That's, that's— I recommend using the automatic, and we're going to get charged for impressions. So every time the ad shows up per 1,000, then it's going to show up there, not per actual click. And then ad scheduling, so we could go and say, okay, well, don't run the ads through the night, or don't run it during the day when people are working. You want it to be more specific to when they're actually online. So we've got here, you know, the days of the week. So let's say, for example, I know that most business owners, you know, between this time here are not going to be— actually, we're going to take this off here. We're highlighting actually where we want people to, to see this. So we're going to go that 6 AM to 9 Monday through Friday, okay, because I know that's when business owners are checking. We're gonna do, you know, um, 1, we're gonna do that lunchtime period, uh, and then we're gonna say, okay, let's go into the evening each of those days. Okay, so this is where we're gonna schedule this ad. So there's no point in having it show up through the day when people are, are busy working and doing their own thing. So we're gonna block this off. Now for the weekend, we're just gonna say, okay, no problem, let's just do that. Awesome, those are great. Now we're going to give this the, the name set for this ad set here. So we're going to call this, um, Brand Awareness Moncton 35 to 50 Biz Owners. And we're going to go ahead and click Continue. And now we're going to go and start to set up our ad. So we've got some different ways to do this. We could format it as if it's a carousel, so it creates an ad with, with 10 or 2 to 10 scrollable images or videos. We see those now on Facebook. We've got a single image, this is the most popular. We've got a video we can put on here. We don't currently have a video produced that we want to use yet, or we can use a slideshow. For the sake of this, we're going to use single image. So it's going to give you a preview here of what this would look like. So here's my banner from the top of my Facebook page. That's what I'm going to use. But if you wanted to add a different image, you could go ahead and click free stock images and you could say, okay, let's, let's choose some of the ones that are here. Um, we're going to choose this one and we're going to say, okay, let's see what this would look like. So we can click on this and it's going to go ahead and it's going to put that image in here, um, on there. But what I want to do is I'm promoting myself. It is me. Um, so I want people to see this and our Infusionsoft certification. Um, so we're gonna use this for that sake. If we don't want this to show up, we could just go ahead and click, or you can browse and upload your own image, um, to Facebook. Next is page and title. So connect to the Facebook page. Obviously it's gonna connect to my Facebook page. That's what I want. And then we can put the text to the top. Okay, so in this case, it kind of cut off here, the text. So at Blue Cat Creative, we help businesses and organizations create a presence online. So what we're going to do here is we're going to change this. Helping business owners promote themselves. We're going to do their businesses. With digital marketing. Okay, so that's just a statement. What I want to do is I'm going to change this. We enjoy helping. Okay, so we're going to add a little bit at the beginning here. This is how to promote their business online with digital marketing. Okay, so I think that would appeal to somebody to find out a little bit more about what we do and, and how we can help them. Okay, so add a destination. If we turn this on, it could actually take them to a website different from this. So we're not going to do that. We're going to actually turn the destination off and we're just going to keep this as is because this is the call to action up here, this like page. Excuse me. This like page is the call to action. We want people to like this and check it out. Okay. Um, we do not track conversions because we're not tracking any conversions cause we're not taking them to a website. So now we're going to see here the Facebook feeds preview, uh, and the mobile, what it would look like on here, which is pretty good, um, for, for what I would say. So next I'm going to go place order and now it's going through that processing order. Step. So hopefully that was helpful to you. And we're going to click Continue. And now you're going to notice that here it is, pending review, waiting for Facebook to approve that. So thanks for watching. Hope you're having a great Tuesday here, Tuesday, October 18th, of your Small Business Week. And you're out there doing some great things, helping small businesses grow, or actually growing your business as well. If you'd like more information about how you can get your business excelling and growing with digital marketing, I invite you to check out our website, BlueCowCreative.ca. And when you're over there, click on the book a meeting. We'll do a 15-minute call, and I'd be happy to talk with you. So take care, and we'll talk to you tomorrow with some more great tips with digital marketing.