Let’s face it, if you own a small business, especially one that provides a service, the majority of your customer and client base is probably on Facebook. Instagram is great for the service industry too, but tends to be harder to find your target audience. The primary goal aside from gaining new business is to keep your advertising expenses as low as possible. To do that, it’s imperative that you target only the people that you can potentially turn into clients or customers. Luckily, Facebook ads allow you to do this very specifically and relatively cheaply.
Targeting: What is targeting and how do you use it to your best advantage?
Targeting, by definition, is the act of focusing your marketing efforts primarily to the audience you want to sell your product or service to. The target market a company should focus its efforts on varies drastically from industry to industry. For example, a landscaping company will have a different target market than a company that produces fidget spinners. Having somebody else maintain your lawn is considered to be a luxury in most instances, thus the target market should first consist of households with median incomes of around $50,000, as they will likely have more disposable income. Another thing a landscaping company might want to consider is targeting specific locations, such as the nicer areas of a city. Not only will the customers in these areas likely be willing to pay more and allow you to do extra services, but will also probably be more enjoyable to mow (more grass, less dust kind of thing). There are many other demographics that are a good idea to research before paying for advertising, such as age, gender, and ethnicity just to name a few.
How do Facebook ads work?
Facebook ads are surprisingly incredibly simple to use; however, it can take a few times to begin dialing in on your target audience to get the results you want. As long as you have a business page on Facebook the steps are as follows:
Go to your business page
Here you have a few options, but to keep it simple, simply click on “promote page.”
4. In this case, we will select “promote your business locally.”
5. While this can look complicated, it really isn’t. You simply select a point on the given map, and give it a radius from that point to include the area that you want your ad to show up in. I have found that doing it this way is very very useful for service providers because nobody wants to drive 100 miles for a single job unless it is paying really well.
6. Facebook will offer its most commonly used ad-spend amounts, and tells you an estimated number of people reached with the area and budget you have selected. You don’t have to use one of these preset prices, and can enter a custom price below. ***These numbers reflect the daily amount spent on the ad.*** You have to be careful here, because on some screens with other ads, they display the prices as the total amount spent over the duration of the ad.
From here you simply click the blue button at the bottom and you are good to go! Once your ad is approved, you will have to option to view data throughout the time it is active to see how many people have engaged with your ad, what age range they are in, and other similar data.
If you try it out or have any questions, feel free to leave your feedback in the comments!