GLOBAL DIGITAL MARKETING

How to Create Your First Low-Budget Facebook Ad

How To Create Your First Ever, Low-Budget FB Ad

 

There are two common myths about Facebook Ads that I hear over and over again from my clients:

  1. Facebook Ads are expensive
  2. Facebook Ads are difficult to create

 

While it is true that larger budgets can go very far on Facebook and that more flashy ads (like videos) stand out, that should not discourage entrepreneurs and new businesses to start investing in Facebook Ads, and sooner rather than later.

 

You can create your first low-budget Facebook Ad quickly and easily and still get results - with as little as $20-$30! 

 

Low-budget Facebook ads also serve as great market research for niche markets, so the more you create, the better.

 

I have outlined my key steps to creating your first-ever successful Facebook Ad below - it is very simple and intuitive to follow along and it shouldn't take you more than 30 minutes to create your first one!

 

1. Go to “Facebook Power Editor” to Create Your Ad

 

You probably have already seen that you can easily boost a post on your Facebook Business Page. 

 

Nevertheless, I highly recommend using “Facebook Power Editor” instead to create your posts. You will be able to target, re-target, and track your ads much more in-depth, and if you work with larger budgets in the future, you will already be familiar with how to use it and will be prepared to target larger audiences effectively.

Facebook Power Editor is pretty intuitive to navigate and offers many tricks for ad optimization.

After you set up your account, click "create new ad" and name this ad so that you can keep track in the future.

I named this one: "New York Women 20-35" because I will be targeting women in NYC that could be potential customers of a new beauty brand's Flagship store in NYC.

 

Ad Set Name Facebook Power Editor

 

Read more about Facebook Power Editor and set up your account directly on Facebook (it's free).

 

 

2. Think of A Specific Objective for Your Facebook Ad

 

Do you want to drive traffic to your website? Are you looking for more Likes on your Facebook page? Do you want people to download a free E-book, or sign up for your newsletter?

 

Well-defined objectives for Facebook ads are the key to success. It is imperative to set one before starting your ad; you will be able to test how well it worked afterward.

 

If you are a new business or entrepreneur, a good objective to start with is to get more likes and engagements on your Facebook page. You could then later target these followers to sell a product or visit your website. 

 

To continue with the example I began with in step 1, say that this beauty brand is opening up a Flagship store in NYC and would like more visibility and engagements directly on their branded Facebook page regarding an opening event.

 

After clicking "create" in Facebook Power Editor and naming your ad, you will see this screen to set your marketing objective. For this beauty brand, I would click "engagement" as they want more visibility on their Facebook page.

 

Facebook Power Editor Marketing Objective

 

For reference, the easiest marketing objective considerations to start with are traffic and engagement (traffic if you want to drive people to your website and engagement if you want them to engage with your page directly on Facebook). 

 

Click one of the two considerations for your low-budget Facebook ad and then you are on to step-3!

 

 

 

 

3. Define Your Target Audience

 

In step two, you defined your key objective. Now, who is your target audience

 

In Facebook Power Editor, you can easily target people who have specific interests, demographics, and behaviors. You can also target based on location, age, and language (just to name a few!).

 

When you are running low-budget Facebook ads, it is important to be as specific as possible for the best results. Entrepreneurs and small businesses should really think of a very well-defined niche market for their Ad.

 

Using the beauty brand flagship opening example in NYC, I would continue to set up this ad with these key audience objectives when prompted on the next page of Power Editor:

 

Location Facebook Ads

 

As you can see, I would only target people within a 25 mile-radius of the flagship store opening in NYC, women (because they are the target demographic for this beauty brand) and those between the ages of 20-35.

I did not set any language option in this example, but if you were opening up a store in Italy, perhaps you would want to define only "Italian" in that field.

 

To further target my niche market, I would define the purchasing pattern parameters of these new potential customers in the next step titled "Detailed Targeting":

 

Detailed Targeting Facebook Ads

 

Let's say that this store opening is actually an organic beauty brand. I would make sure to add these buyer profiles into my targeting (hence why I added: "natural and organic" and "green living" above).

 

The options are endless to define and you can really customize here based on your ideal customer profile. Play around with what you find in this section for a while to really define your niche market.

 

You can even narrow your ad further by making Facebook Power Editor target one of these demographics AND one from another list (click "narrow audience")!

 

You will then be prompted to choose your placements. I would recommend "Automatic", as it is simpler at this stage and will automate based on your chosen audience.

 

4. Choose a Captivating Image or Video for your Ad

 

You will have to choose an image that is the right dimensions if you want it to look professional in your Facebook Ad - you can crop images using the social image resizer tool or create a Facebook Ad from scratch yourself in a few easy steps on Canva.

 

Choose captivating colors and wording. Here are some of the best examples of Facebook Ads for inspiration (I personally use this list when I am looking to change up my usual ad look!).

 

Nowadays you can really make Facebook Ads that stand out from the crowd in a matter of minutes and without any serious graphic design skills. Play around with what works for your brand based on the wording, colors, font, and imagery (if your budget increases in the future, you can A/B test your ads and try different colors and copy!)

 

Here is a simple ad from Sephora that I particularly like and that is related to my beauty brand example:

 

Sephora Facebook Ad

The image is clean-cut, yet captivating; by promoting an event, Sephora is pushing people to make it to the store and not just engage online. 

The ad wording also promotes a free-product, which prompts the user to learn more.

This would be a great idea for any entrepreneur looking to promote a new flagship store opening, and that is definitely why this ad was listed as one of the 26 best beauty and fashion ads by Adepresso.

 

5. Set a Low Daily Budget

 

We are almost done creating your first-ever Facebook Ad!

Nevertheless, setting a daily budget is one of the most important steps in the process.

To stick with the $30.00 Budget defined at the start, set a daily budget of $10 for 3 days. 

In general, I like to stick with daily budgets between $8.00-$12.00 for the best results on low-budget ads and prefer to run them for 3 to 6 days. Ad fatigue usually sets in with longer running ads.

Facebook Ad Budget and Schedule

 

 

6. Optimize After the First Day

 

Many clients that are new to Facebook Ad Power Editor simply create an ad, let it run, and forget about it until it ends.

One of the keys to success is to optimize your ad after the first 24 hours. See what is working best and change the variables that are not.

 

For example, maybe you should remove one of the targeting variables of before (like limiting to just one gender or people in a certain demographic) to increase the ad reach.

 

Here is a chart with some of the common costs per click so that you have a range of where you are performing and if you should let your ad run by itself or optimize:

 

Screen Shot 2018-04-24 at 11.39.33 AM.png

The average CPC varies based on age range - image source.

 

7. See What Worked Best This Time, and Optimize For Next Time

 

Low-budget Facebook ads really help entrepreneurs and small business owners gain exposure to targeted consumers without spending a lot of money.

 

The most important thing to do is to pay attention to what worked and what did not each time you run a low-budget Facebook ad.

 

For example, perhaps you run another ad with the same objective next month and only change the image - which image worked better for your page to get more leads? Which had a lower CPC?

 

There are many ways to improve your Facebook Ad results by deep diving into the analytics section of Power Editor.

 

Take advantage of all of the variables that you can control when creating ads, and don’t forget to invite users to like your page who liked your sponsored content to continue engaging with them!

 

 

Good luck with your first Facebook Ad! As always, if you don’t have the time and expertise to run more targeted and advanced ads, please do not hesitate to contact me for a free 30-minute consultation call to see if we can work together!