Small businesses are usually not very mighty in the field of finances, so it’s important how you spend your every cent. Growing your small business may directly depend on the amount of money you invest in your marketing, more importantly, paid ads.
There are many social media platforms that small businesses use, but we’ll focus on the analysis of the biggest ones.
Facebook Ads
I’m going to start with the obvious choice because of variety of reasons. First of all, Facebook has the best database for every user, as many users discover details about their interests almost daily. Based on the activity you do on Facebook, this social media can easily tell what you are interested in and present you with ads regarding your interests. This kind of marketing is considered the best, because both users and companies get exactly what they want to see. Also, Facebook has the cheapest paid ads of all social media.
According to the Matthew Tyson, a marketing strategist, the most effective uses of Facebook Ads for small businesses are 1) increasing brand awareness and social exposure, and 2) capturing and nurturing leads. In terms of measuring your Facebook campaign, you should focus on Social ROI. More specifically, measure how engaged your audience is by looking at impressions, reach, likes, shares, click-through-rate and so on. You can analyze these metrics in real-time and adjust your Facebook ads along the way to increase their impact.
Also, more than 92% of social marketers use Facebook advertising, so there’s that!
Google Ads
If you are getting into paid ads, it’s very difficult do leave Google Ads on the side. Sure, your budget is not big, but you should not invest all the marketing money in only one place (Facebook Ads). Make sure that you have a Plan B, C, D… As many plans as you can afford. The more places you cover the bigger is the chance that you’ll get results you are hoping to achieve.
Regarding Google’s paid advertising:
• Google has tracked 4 billion store visits from ad clicks.
• 39.6% of those Global Search Ad clicks come from desktops, and 48.9% comes from smartphones.
• The clickthrough rate for mobile search ads on Google’s first place is 27.7%.
34 Low-Cost Ways to Promote Your Business
Twitter Ads
With more that 320 million users a month, Twitter is the third largest social media in the world. It gives easy and fast access to large audience, and as a wise man said ‘’if you can tweet, you can advertise on Twitter.’’
57% of users discovered a new small to medium-sized business using Twitter…
• 40% because the account was recommended in their ‘Who To Follow’ panel (which is where Promoted Accounts appear).
• 32% because of a Promoted Tweet.
The DIY Guide to Twitter Ads for Small Business
Twitter Ads has two options available to users, objective-based; meaning that you’ll only pay for the actions that will help you reach your objectives. For example, if you use a Promoted Tweet to drive traffic to a landing page, your objective is website clicks or conversions and you’ll only pay when people click your link. This option means theoretically, you won’t pay a penny if you don’t hit your desired objectives. The other option is custom which means you pay for any engagement, but you’re able to combine any of the different promotions available to build your campaign from scratch. No need for a flashy billboard budget, just a computer and a Twitter account.
Just to make sure that you understand, there is no clear answer on using paid ads for small business. The decision must lie with you in the end.
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