With millions of companies around the world jockeying for position on Google, many small (and even not-so-small) brands are finding themselves priced out of the AdWords auction. On some keywords, a single click can cost upwards of $10, calling for a bottomless budget to make a serious splash. So, what do you do if you can no longer afford to bid on AdWords, when the system has served you so well in the past?
There are other forms of PPC advertising, most notably the Yahoo! and Bing partnership, keen to relieve those disillusioned with AdWords of their advertising spend. For those done with PPC altogether, Facebook ads are increasingly intriguing.
Relatively speaking, the Facebook advertising platform is still in its infancy, particularly compared to the sheer breadth of targeting and multimedia options available on AdWords. What Facebook does have going for it however, is its giant user base and its interesting take on targeting.
Many businesses automatically write off Facebook advertising due to a presumption that the social network is not a good fit for their brand. Many worry that it’s simply for planning meetings with friends or catching up with old college classmates, leaving little corporate value in maintaining a presence. Its advertising platform however takes moves to sate these fears with a well-developed and user-friendly set of advert targeting options.
The set-up for Facebook ads is also designed to be quick and easy – and is far less complicated initially than creating an AdWords campaign. There’s no need to create a massive keyword list or get to grips with keyword match types. You also don’t need to think about ad group structure and wrestle with bid amounts per keyword. There’s no keyword suggestion tool spitting out massive lists of potential phrases to include and there’s no painful decision making when it comes to deciding whether you absolutely must be in position 1 on page 1 or if you can afford to tighten the purse strings and reside comfortably in an average position of 3 or 4.
There’s also no quality score to obsess over and for smaller campaigns, no need to search for a reputable management company as it can be done quite easily in-house at the lower end of the spend scale.
In fact, getting started with Facebook advertising is straightforward and pain-free. It’s a great starting point for either the small business owner who has never ventured onto Facebook before but is looking for an affordable online advertising solution or a startup with no experience of online marketing or AdWords but is keen to get stuck in and manage things in-house.
So what do you need to think about when you decide to set up Facebook advertising for your brand, and how exactly do you get started?
1. Create a Facebook Log In
First things first. You’ll need to create a Facebook account if you don’t already have one. Even if you plan to only use Facebook for your business, you must create your own personal logon to begin with. This is as easy as inputting your email address, creating a password, and giving a few basic details.
2. Create a Business Page
When you have a username and password, you can log in to Facebook and create a page for your business. There are over one billion Facebook users worldwide according to the latest data from the social network — reason enough to spend a few hours setting up a page. If you already have a page set up for your brand you can skip this step. Just ensure that if it has been set up by a third party such as your SEO or marketing agency and that the email address you use to log into Facebook has been assigned admin rights on the business Facebook page. An existing admin can do this on the page control panel in less than 30 seconds.
3. Create Facebook Adverts
Now you have a log in and a business page, you can get down to the serious business of creating Facebook adverts to connect with your client base.
The next article in this series will look at how to set up Facebook adverts and tailor them to your needs.
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