Facebook Ads: The Small Business Guide To Getting Started

Facebook Ads: The Small Business Guide To Getting StartedWith over one billion users, Facebook has one of the largest audiences to market to, which makes it one of the best platforms for you to consider spending your PPC budget on. The platform becomes very attractive when you learn of the targeting options that are unparalleled.

So, what are the best tips for getting started on Facebook Ads? Here is our quick guide for small businesses:

1. Determine Your Goals

The first objective is to identify your goals for the PPC campaign, such as to:

  • Attract new fans to your Facebook page
  • Boost audience views of content on your website
  • Attract new visitors to your website
  • Increase views on a video
  • Encourage downloads for a whitepaper
  • Drive downloads of your mobile app
  • Sign up subscribers to a mailing list

2. Select Your Audience

There are numerous options for specifying your ad’s audience. On most platforms, it is limited to gender, age, and location. With Facebook, the options are increased to include hobbies, interests and other activity on the social media platform. This can be useful because behaviors can be a more accurate audience identifier than demographics alone.

Be careful with your selection, as you need to make sure you are capturing your target audience while also not including those that who are not suitable for your organization. And certainly, don’t be too vague. Research has shown that your money can be wasted by using ‘catch all’ settings.

3. Create Multiple Versions

There are different ways to create multiple versions of your Facebook ads; you can change the call-to-action, the ad copy, or the image. This is ideal for A/B testing when ad copy is better accepted by your audience, but it can also be useful for varying ads for different audience segments.

For instance, if you were a job board, you might want employers and employees, but both of these audiences will require different adverts.

4. Use Landing Pages

Unless you are trying to get audiences to like your fan page, you are likely to attract customers to your website. Instead of getting them to visit a generic page or product page, why not build a specific landing page for your campaign? Here you can write more valid copy on why they should take the next step in the process and tailor it so it, aligns perfectly with your ad.

You should notice an increase in the conversion ratio, and this can generate more leads and better sales in the long term.

5. Use Images to Impress

Images are the key to successful Facebook marketing. Your ad will display against numerous other ads, and the best image will often attract the majority of the audience. If you can afford a graphical artist; then this can be the best option. If not, ensure that you have used an image taken with a high-resolution camera.

Try not to use random stock images. Audiences are very knowledgeable and can tell when content has been bought or downloaded online. Your audience may also miss the relevance of the image to your ad copy, or receive the wrong impression. It could also be embarrassing if you use a stock image of people who are supposed to represent your team but don’t look like them, especially if this is commented on.

6. Start With a Limited Budget

Facebook is great because it doesn’t require a significant budget to be effective. Simply by using good ads, you can ensure even a limited budget can return good results. So, set small limits to start with and increase them as you start to see the benefits of the advertising come through.


Facebook ads are one of the most effective PPC solutions. It doesn’t cost a lot to advertise on Facebook, and you can specify the audience very carefully.

If you want to know more about Facebook Ads, contact us today.

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