Advertising on Facebook for $1? Here’s How It Can be Done.

Despite the state of privacy issues, everyone–including our and your grandmother–is on Facebook. As is the case, the Big Blue F offers enough incentives for small businesses to pursue leads and, hopefully, make loads of sales.

While it’s expected for small businesses to have their own Facebook pages by now, many are just using it for some passive marketing. We get it, of course: advertising on Facebook costs money, and not any business can deal with that.

Contrary to what you might expect, though, advertising on Facebook isn’t relatively inexpensive.

Before we get to the short, nitty-gritty of things, it’s important to keep a clear perspective of what Facebook can really offer to your business.

Facebook Advertising will work well if you have have a consistent digital presence.

This is probably the one thing that any Facebook user would overlook: Facebook is large, but it isn’t the entire internet. Google still dwarfs Facebook in terms of search, for one. Lest we forget, even digital mega-corporations like Amazon and Alibaba are chipping away at Facebook’s and Google’s decades-long internet dominance.

The internet is more varied than what we think. We just happen to think that either Facebook or Google is the internet because, for better and worse, each can create and sustain their own, self-insulating bubbles.

Facebook’s role as an effective amplifier of ideas–particularly political ones–is well-known at this point. But of course, those ideas just didn’t sprout out of a vacuum; a well-written blog post designed to appeal to emotions can go viral as much as a post that’s written in Facebook, too.

So, it’s advisable to think of Facebook this way: as long as you have digital campaigns going on for your website, email list, or even search engines, then Facebook would respond well in kind. Facebook is an “amplifier”, of what you already have for yourself. And like what most marketers ought to do, it’s a smart strategy to lead prospects to somewhere they can make actions that would translate into sales. Or, at the very least, capture their information.

So, now that we sold you to the merits of advertising on Facebook, we now come to the tricky part: how much do you have to spend?

Our short answer: 1 dollar. The right question to ask next is: what baseline should you be comparing that budget against?

A Dollar a Day… or per 100 People

For people who will be spending on Facebook advertising for the first time, the worst case scenario is getting locked in a contract where you’re forced to spend a large amount with nothing to show for.

That’s why for beginners, we came up with this arbitrary amount of 1 US Dollar; depending on where you might be living in, a dollar could be a significant amount, but at least it’s still low enough to not completely break the bank.

There are often two ways on how businesses choose to advertise on Facebook: by boosting a post or by creating an ad. Boosting is the easiest and most straightforward, so let’s go with that first.

For people who will be spending on Facebook advertising for the first time, the worst case scenario is getting locked in a contract where you’re forced to spend a large amount with nothing to show for.

That’s why for beginners, we came up with this arbitrary amount of 1 US Dollar; depending on where you might be living in, a dollar could be a significant amount, but at least it’s still low enough to not completely break the bank.

There are often two ways on how businesses choose to advertise on Facebook: by boosting a post or by creating an ad. Boosting is the easiest and most straightforward, so let’s go with that first.

If you want to get a feel on advertising on Facebook, then “boosting” a post is the simplest way to start. And at a 1 dollar spend for a boosted post, you could see if any results you get will be worth the money you’ll be spending on.

Now, Facebook Ads, which is accessible via the Ad Center tab on your business page, is a different beast entirely. For one, it’s more transparent with its intentions: you literally have the options to either “promote your page”,  “promote your contact us button,” or, probably the most useful to any business, “get more leads”.

Now, we come to the fun part–how do you maximize your 1 dollar in terms of spending it on your Facebook ad?

Targeting the right people

Let’s say your website gets an average of 100 visitors monthly. Or, in a related manner, you have 100 email list subscribers at this point. That means that on any given moment, you already have 100 people tabbed as leads.

So, let’s start with a good, old-fashioned round number, shall we? Try spending 1 dollar for every 100 people in your website visitors or email list.

If you think it’s something we came up with, here’s our rationale for it: it gives you reason to effectively track the number of leads coming to you by way of your Facebook ad. You can do this by setting up a “custom audiences” pixel on your website or a one-click integration with your email service provider.

If your website visitors or email subscribers number more than 100 people, then even better! You can have the freedom to dictate your budget as you wish.

If you are getting the leads you want, then do realize that that is just the first step to getting eyes on your business. The tricky part is figuring out how frequent and how long you want an ad to show up to your target user’s Facebook feeds.

Here are other factors you might consider when boosting a post and/or an ad on Facebook:

Think hard about the kind of audience you want to target.
In an ideal world, everyone would be buying your products. But since this isn’t a Hollywood plot line, just settle with making the most out of your niche.

How long do you want to advertise on Facebook?     
There’s no right answer for the duration of your boosted post or ad staying up on Facebook. However, Facebook now automatically indicate a recommended minimum of 4 days when you boost a post. According to them, ads that run for at least 4 days get a better number of reach. If you are running a brand awareness or Reach Ad for example via the Ads Manager page, you may opt for about 5 days and check your ads movement on a daily basis. This way you will know if it is moving and getting the results that you are aiming for. If it is not, then you can edit and do some tweaks on the ad. Most often, Facebook also gives recommendation and alerts on why your ads are not running well.

What does a “successful” campaign would look like in your case?
You’re about to run an ad on Facebook, so that means any uptick in your page’s stats during the campaign duration is expected. However, it should be clear why you’re running an ad campaign in the first place. Is it because you want to get more sales? Do you just want to push a new brand out? Or is it simply a bid for new followers?

At the end of each campaign, it is always a question of whether you have reached you ads campaign objective. Did you get the number of likes that you aimed for? Were you able to generate leads from your lead form? Did people who saw your ad, instantly purchased from you? Setting the right metrics at the beginning of the campaign is really very important.