Facebook and Google Ads – The Keys to Small Business Paid Search

Facebook and Google Ads – The Keys to Small Business Paid Search

And of course the advertising approach for a large company is going to be very different from the one undertaken by a small business with a limited marketing budget. It’s entirely possible to run an effective marketing campaign online with an outrageous spend, but you’ll need to understand what you’re willing and able to spend before you can develop an approach to using these tools effectively. Your online marketing campaign will not be successful if it comes in fits and starts—as one of our guest bloggers noted here, being a consistent presence online and in front of customers is a key component of building trust and driving conversions. How to Find Your Audience on Facebook I go into greater detail on this podcast about setting up your Facebook Business Manager account, but once you have that up and running there are a number of tools you’ll want to take advantage of to identify your most promising prospects. How to Find Your Audience on Google Google also provides business owners with a number of avenues to target specific users with their advertising. Local Services Ads curates a list of providers of a particular service in a particular area (i.e. “electricians in San Francisco”). Understand How to Best Use Each Platform Facebook and Google both allow you to target your most promising prospects and to get detailed analytics about the success of your campaign, but there are some differences between advertising on the two sites, and so your approach to each should be unique. The endorsements of friends and other Facebook users and the image-rich pages all allow you to present your business as one that’s trustworthy—you’ve earned the kudos of real people and you’re not afraid to share pictures and videos that show who your company really is. Using both platforms together allows you to get in front of prospects across multiple channels, build trust, and make the conversion. Do you have an ad that’s reaching the right people but isn’t resulting in leads or conversions?

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Facebook and Google Ads - The Keys to Small Business Paid Search

If you want to run a business today, you need to be advertising on Facebook and Google. These two tech giants dominate the online advertising market, and their reach is so incredibly broad (both have billions of users each month) that to leave them out of your strategy is to not have an online strategy at all.

However, if you take a look into how to approach advertising on these sites, you’ll find some conflicting opinions online. And of course the advertising approach for a large company is going to be very different from the one undertaken by a small business with a limited marketing budget.

Here, we’ll look at how to make Facebook and Google work best for you, the small business owner.

Determine Your Budget

Before you go off down the marketing rabbit hole, the first thing you need to do is set a realistic budget for yourself. It’s entirely possible to run an effective marketing campaign online with an outrageous spend, but you’ll need to understand what you’re willing and able to spend before you can develop an approach to using these tools effectively.

When you’re thinking about budget, it’s critical that you consider the budget for the year, not just month to month. Your online marketing campaign will not be successful if it comes in fits and starts—as one of our guest bloggers noted here, being a consistent presence online and in front of customers is a key component of building trust and driving conversions. That means that when you think about marketing budget, you need to think about your long game.

Have a Gameplan

After you’ve determined what you’re willing and able to spend, you’ll also want to set really clear objectives for your marketing campaign. Sure, you’re hoping to win more business, but how do you measure success? Number of conversions? Number of sales? Percentage of revenue growth?

Understanding what your expectations are for your marketing efforts will allow you to better understand the results of your campaign and refine your approach further in the future.

Understand Your Prospective Customers

Each small business is solving a unique problem, and therefore has their own unique cohort of prospective customers that could benefit from their good or service.

One of the key benefits to using Google and Facebook advertising is that they allow you to get really specific about the people who will see your advertising.

How to Find Your Audience on Facebook

I go into greater detail on this podcast about setting up your Facebook Business Manager account, but once you have that up and running there are a number of tools you’ll want to take advantage of to identify your most promising prospects.

  • Facebook Pixel is a line of code that you can install on your own company’s website. This code will allow you to track those who visit your site and send them targeted ads on Facebook based on their behavior. If someone’s already expressed interest in your business by visiting your website but hasn’t yet become a customer, you’ll want them to encounter you again on Facebook. The more consistently someone sees your brand across various channels, the more likely they’ll be to go and check you out in greater depth.
  • Creating lookalike audiences is another key component to optimizing your Facebook advertising. Facebook allows you to upload a list of your current customers, and then they generate a list of users who have…

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