When to start buying Facebook Ads


In the past it used to be all about searching on Google and finding out more about anything that comes to mind directly in from the search. Now, you just open the Facebook app on your phone and search for it there. If it isn’t there, there is a problem and you may get suspicious.

The first thing I tell a client when they want to get on board of the social media train is go where your potential customers are. If they are Facebook, Pinterest and Linkedin, then you need to create a profile there and make it reflect your image.

The next step is to get people to notice your presence. Here’s how you do that without investing all the money:

1. Get those first 25 fans on Facebook so you can get a custom vanity URL on the platform

2. Invite friends, your email list, employees, and tell them to invite people too

3. DON’T be tempted to buy likes! This may backfire on you so is better to grow a slow and quality follower base than a fake one

4. Set up a small part of the budget to get some paid likes on Facebook. There is a psychological limit at 1000 likes per page that give a certain level of trust to a page, so your first aim should be that.

The first likes you get may not engage too much but they bring value to a startup page.

After setting up a page and getting things going there, you should carefully consider what you want to achieve with Ads on Facebook. Here are top 3 objectives to pick from:

  • Awareness. Your product or service is brand new and you need to buzz. Start by getting people to your website so they get acquainted to the product / service you offer.
  • Lead generation. Getting people to sign up, subscribe or send a contact form is a major goal to many. But be prepared to handle the requests and have a plan to keep in touch after the first contact has been done.
  • Sales. This is the top goal any of us want. Getting people to buy is not an easy thing but knowing the product and knowing the target audience can make it easier.

When you have a clear goal in mind, you can go to Facebook Ads and set up a Faceads campaign.

But, there are some cases when you should definitely stay away from Faceads if you find yourself in one or more of these next situations:

1. You don’t have a clear understanding of who the customer is. Without a target audience in mind, you should keep away from Facebook ads. Bidding for a broad target will spend the budget on impressions and no actions and leave you with frustration.

If your business is based on a niche, then approach it on other channels like publications or offline marketing to get to that audience, meanwhile work on you online presence so when people to look you up they will find a clear and crisp view of the product you sell.

2. No conversions to start with. If your site hasn’t any organic conversions yet, putting money into ads is not a good idea at the moment. Maybe the site isn’t optimised yet and you will waste money on a site that is not conversion-friendly. While building up a basic audience on social sites you can focus on the site user experience.

3. You are hard to get to. A new product need to work a little bit harder than a well-known and trusted product. This is why is important for people to be able to get in touch with you to ask questions about it and after they trust it they will buy it. If you don’t have time personally to handle this, pass it over to the social media manager. At least then people will get an answer and not just silence.

Others aspects to consider about Facebook advertising

Moment of intent on Facebook

Moment of intent could be translated to the point in an acquisition funnel where a user is located. People are on Facebook to get distracted with content from friends and favorite pages. So you need to consider that you may interrupt someones activity and hope they make a favorable action.

Some business are more welcomed than other to interrupt, especially if they have a good deal like a sale or special offer from a remarketing campaign. Special occasions like holidays, sales seasons and personal events might be a good way to tie up a campaign to them.

Custom audiences

The best results I got in my campaigns are with website custom audiences based on the audience pixel. After installing the pixel, you can set up a general audience for all those who visited the website, all who visited certain pages, all who visited some pages but not others and so on. Jon Loomer, the father of Facebook ads, explains in detail how to set up a website custom audience.

If you don’t have a custom audience pixel installed yet, you can start by targeting the desired audience. Every detail ever given to Facebook about one’s personal life is becomes an opportunity for targeting. So you can find people who are engaged, who like certain movies, read certain books, are interested in certain topics and live in a certain country, county or city and even target them by zip code if you want to get people from the USA.

Audience Insights

If you don’t buy those fans on Facebook, what comes up in Insights section of your page can be of great value. You can see the age and gender of your fans, the most popular hours so you know when to post, their location and interests, and also the results of your content strategy.

There is another Insights section in the Ads Manager. After setting up a custom audience, if it is larger than 1000 people, you get a glimpse at what age they are, what gender, education level, relationship, lifestyle, job, income. All of this information can help you better target to include or exclude certain users from your ad campaign.

This is very powerful information because Facebook provides the most complex and detail levels of targeting available out there.

Boost post

Once in a while Facebook will send you a notification about a certain post that is performing better than 85% of the posts. And it suggests to boost post it. This can be done quickly from the page though the Boost Post button available in the right corner of a post, or from Ads Manager.

I always recommend it to be done from Ads Manager where all the targeting and bidding options are available and can be changed. Promoting a post directly from the page may be quick but leaves out important settings that make a huge difference in the success of a promoted post.

If you already boosted a post directly from the page, you can change and better refine it in the Ads Manager.


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