Facebook Ads for Local Business: A Practical Guide

[00:00:00]all right what's up everyone welcome to the Surfside PPC YouTube channel today I'm gonna be going over Facebook ads for local businesses so some different strategies you can use as a local business such as trying to target a small area that you serve so we're gonna get started in our facebook business manager here what you need to get started is a Facebook page a Facebook ad account and you can manage all of that using business manager so if you're not sure how to do this there's a guide on the facebook business website create a business manager I'll put this URL in the video description so that you can refer to it if you need to create your own business manager you will need a Facebook business page so for this example we're just gonna be using our Surfside PPC page and then you'll also need an advertising account so that's where you manage all of your advertisements so we're gonna get started by opening up our advertising account here and should look something like this if you have no campaigns yet there won't be any campaigns showing here so what we're gonna do to get started is just go right in and create a campaign so when you create a new campaign you have different marketing objectives that you can use so for this ideally what you would want to use is conversions here so you can check out our Facebook Ads tutorial for 2019 we did a whole video on how to drive conversions and how to set up conversion tracking now let's just say if you're a small business you're a local business you don't really want to worry that much about conversion tracking you're just trying to get the word out there about your brand about some of the services you offer you're just trying to target people in your local market and you either want to reach as many people as possible or you just want to get some engagement on your post so that's where you want to get started is you have three different options here let's just say you're not running a conversions campaign for this example again if you want to find things about conversion campaigns our Facebook Ads tutorial is completely geared to driving conversions so if you want to get people to fill out a form on your website or something of that nature you can do that otherwise let's just say you're just trying to get the word out there about some of your services so what you can do here is under consideration you can either choose an engagement campaign or under awareness you can do brand awareness or reach so what I would highly recommend doing is an engagement campaign but if you just want to reach the most amount of people possible you could choose the reach campaign here under awareness so we're gonna be doing engagement here and under engagement what we're gonna be doing is post engagement so we're gonna pretend that we have a carpet cleaning company so let's just say we have a carpet cleaning company and we're based in Athens Georgia so obviously you want to update this for whatever town you are whatever service business you have or whatever your business does so under campaign name here what we're gonna be doing is changing this right here and we'll just do carpet cleaning example and we'll do a thens georgia so what I like to do is campaign budget optimization here optimize budget across ad sets so we're gonna do that right here now with campaign budget what you can do is either set a daily budget let's just say you want to budget twenty dollars per day and you just want to keep that so you can get as much engagement as possible on your post otherwise what you can do is set a lifetime budget so think of a lifetime budget as your monthly budget so you can always increase this over the course of time so let's just say we want to spend $600 this month we want to focus on driving more people to our business and we're gonna spend $600 campaign bid strategy so lowest cost so basically you're trying to get the most engagements so engagements include comments shares likes of mint responses and offer claims so for this pretty much as comments shares and likes and our campaign bid strategy will be lowest cost now one thing we can do is if we click on show advanced options here you can run your ads on a schedule rather than running ads all the time so if you use a daily budget you have to run ads all the time but if you use a lifetime budget like we have set here you can run ads on a specific schedule in each individual ad set so as you're setting up your ad sets you can actually run ads on a schedule from 9 to 5 or something like that so when you click on continue here so when you do come into your ad set you can set an ad schedule so let's just say for example you just want to run ads from 8 a.m. to 5 p.m. what that would be is right here is 8 a.m. so this would be 6 a.m. so you would just click right here to 8 a.m. and all you need to do is click here and you can drag over so that would be 8 to 5 right here if you want to run Monday through Saturday 8:00 to 5:00 you would just set it just like that and that would be your ad schedule so you can do this in your ad set as you're setting it up so for this I'm just gonna leave it wide open so we're gonna come back to the campaign screen but I want to let you know about ad scheduling you can run ads on a schedule you could also do everyday so you can select every day for specific hours so you could really manage this however you want to and keep your ads running when you can actually receive phone calls to your business or when you're gonna be more likely to be able to engage with your customers now for this I'm just gonna leave it wide open so we're gonna come back to the campaign here and we're just gonna come here click hide Advanced Options we're gonna go to continue and begin setting up our ad set okay so the first thing we want to do is name our ad set and you can set up multiple ad sets I'll show you how to do that after we publish the campaign but for right now we're gonna set up our first ad set and let's just say I want to reach people who have some level of interest in carpet cleaning and home renovation so we'll do carpet cleaning home renovation so under audience here you can create a new audience you can use saved audiences so if you have any audiences that you've created already and saved you can use them here if you have any customer look-alike audiences you can use them here as well so we've gotten over retargeting in the past we've gone over some Facebook ads targeting that you can use but for this I'm just gonna go over some simple ideas that you can use and pretty much apply to your business so locations you can do everyone in this location people who live in this location recently in this location or traveling we're gonna do people who live in this location so we just want to reach people who live in Athens Georgia so you can see Athens Georgia right here we're gonna target anyone in Athens Georgia and you can target basically the area that you serve so that's how you want to set this up so let's just say you have Athens Georgia here let's just say you serve a 35 mile radius around Athens Georgia all you need to do is enter 35 here and now you can put it right there so now you're targeting a 35 mile radius around Athens Georgia so if we go out a little bit you can see how big that is now if you're targeting a larger area let's just say you're targeting Atlanta Georgia what you would want to do is include here you would do Atlanta and you want to ask you would want to select this DMA so the Marcus you would want to target the entire market of Atlanta so let's just say that's what you serve as the entire Atlanta DMA that's what you would want to target here but let's just say you're just serving Athens Georgia you're a small company you just are trying to clean carpets in this one area right here so we'll do a thens Georgia and a 35 mile radius around it so underage so what you would want to do with age is take into account the people that are most likely to contact you and most likely to contact you for business services or who are gonna be the most interested in your products so let's just say for example the most that people contact you are usually 30 and up so we'll say most people who are gonna contact you for carpet cleaning services are gonna be 30 and up so we'll leave gender 2 also let's say both men and women are likely to contact you language we don't hate need to narrow by language here we'll just keep that wide open so now we're targeting everyone 30 and up in the Athens Georgia area so that's a good start here now the next thing is detailed targeting so they used to have more options here with homeowners but you don't have those options anymore so one thing that you can do is under detailed targeting I'll give you a couple different things that you might want to try so first it says let's just say you want to target people who are homeowners who have shown interest in home improvement home renovation so we're just gonna come here and we're gonna type in home we'll see what comes up first so you can see home home appliances home improvement so you can start right here with home improvement so we can click on home improvement and then once you click on suggestions it's gonna give you suggestions based on the first thing that you enter here so it has home improvements home repair renovation so the other thing you can do is try to just target something related to exactly the services that you're offering so let's just say it's carpet cleaning so we're going to come in here and let's just type in carpet and we'll see what comes up so carpet cleaning so there's an interest right here eight point eight million people so we can get rid of home improvement here and just focus on people with an interest in carpet cleaning now you can see our potential reach is only twelve thousand people so we might want to increase that a little bit so if we click on suggestions here what we can do is maybe floor cleaning maybe you can do housekeeping cleanliness cleaner home improvements so those are some different options that you can try now one thing you can do is start with something like carpet cleaning or for cleaning and you can use it to larger audiences let me show you what I mean by that so you have carpet cleaning and floor cleaning here so one thing you can do is narrow your audience so what we're gonna do is come down here and we're gonna do carpet cleaning now we have this down here we have it up here so what we're gonna do is get rid of this for right now up here and then we're gonna click on suggestions and we're gonna do floor cleaning we're gonna do cleaning we're gonna do cleanliness okay so what we've done here is we've added a bunch of interest related to just cleanliness so we have carpet cleaning clean air cleaning cleanliness commercial cleaning floor cleaning and split spring cleaning so you can see our potential reach right now is just seven point seven thousand people because we're only targeting people who have an interest in for floor cleaning and they also must match one of these interests here as well so what we're gonna do here is rather than keep this as floor cleaning is open it up to a really wide audience so we're gonna click on suggestions here and what we're gonna do is open up this home improvement audience so you can see it's a hundred fifty six million people so we take out floor cleaning here we have home improvement and now you can see our potential reach has increased to eighteen thousand people so if we come here to suggestions what we can do is we'll do home repair we'll do renovation we'll do home construction and let's just say we do interior design here so right now we have people who have an interest in home construction home repair renovation interior design home improvement so we can kind of gather that anybody who has those types of interests probably have a home and are working on improving their home and then we can do and they also must match carpet cleaning cleaner cleaning cleanliness commercial cleaning and again we're only targeting people in Athens Georgia who are thirty and up so if we use these interests we can kind of gather that we're probably targeting some people that are homeowners that have some level of interest in having a clean house so you're not gonna reach every single person is not going to be interested in what you have to offer but let's just say you're spending six hundred dollars what you can do is reach some of these different people here and you can set up multiple audiences here so maybe you want to set up one audience that's really targeted like this one and maybe you want to set up a second one that's a little bit more wide open you want to target families you want to target people who have an interest in parenting or things like that people with kids we tend to have dirtier carpets you could try to target people with pets as well so some different options that you can target so you really want to think about your clients and who's contacting you the reasons that they contact you now if you get a lot of college students after they're moving out maybe you want to run advertisements to college students maybe want to run advertisements people you know between 18 and 24 years old and try to reach people who are moving out of a house and need to get the carpet cleaned when they move at moving out it's just part of the lease sometimes so these are all things that you need to keep in mind if a lot of your clients have pets and they contact you because they want their carpets clean because they have pets that's something you want to use as well so you can set up three different ad sets here maybe you have one like this maybe you have one with targeting related to pet owners and things of that nature people who are dog owners and maybe you target people who have parenting as an interest and have families and relationships as interests so you know you're targeting people who have these home interests and cleaning interests you can target people who have pets who might have dirty carpets because they had a puppy at one time and now they want to get their carpets cleaned and so you can kind of use all of that to make sure that you're targeting the best audience as possible this is where understanding why people generally call you can really come in handy so we're just gonna use this for right now carpet cleaning and home renovation we'll scroll down to the bottom you can save this audience if you want you can add a connection type so what you can do is say anybody who does like your page friends of people who like your page or exclude people altogether who like your page we'll just leave this open for now now the other thing you can do is expand detailed targeting criteria when it may increase post engagement at a lower cost per engagement you might as well do this it'll only help you reach more people that are in Athens Georgia that have some level of interest related to these ones right here so we're gonna scroll down a little bit again you can save this audience if you want I'm not gonna use it for my campaign so I'm not gonna save it placements we're just gonna leave this as automatic placements that's what they recommend so that's what you want to use here so we're gonna keep scrolling down optimization for ad delivery will be posting agent so we're gonna try to get the most post engagement at the lowest cost it's gonna have a schedule right here so it's gonna say July 9th to August 9th if you have this little message right here just click on reset your start date today and it will just change the time you can set ads spending limits to a specific ad set so let's just say you have a $600 budget you wanted to say okay I just want to spend a maximum of $250 in this individual ad set and you can do this in all three of your ad sets so then you can make sure that not everything is just going into one ad set you can reach some different people that are in your local market we're not gonna have any spend limits here so we're just going to keep this wide open and what we're gonna do next is click on continue and set up our advertisements okay so you could either use an existing post or you can create a new ad so you if you have a post on your page you could just click on select post here it'll pull up some of your most recent posts here so obviously mine are not related to carpet-cleaning at all so what we're gonna be doing is clicking on create ad so we're gonna be creating an advertisement rather than using an existing post we're gonna use our Facebook page here you can use an Instagram account as well if you want to use Instagram so we're just gonna keep it as Facebook since that's what the tutorial is about under Instagram page what you can do is select page and I can select my Surfside PPC page you would select whatever your business page is if you have it connected to your business manager so we're gonna keep scrolling down and what we're gonna do is we're just gonna upload a couple images here okay so we have our ads uploaded here so if we just scroll through them real quick you can see add one add to add three and add four now the main thing with image is that you're using on your facebook ads is the size they recommend is 1080 by 1080 a one by one crop file type jpg or PNG and the main thing is using little or no overlay text so if you just want to put something simple on there you could use a logo otherwise what you can do is like you could see at what I did up here in the top right corner is put something like a price here so if we scroll down a little bit you can see it a little bit better so let's just say you're running a special for carpet-cleaning $99 for X amount of rooms or something of that nature that's something that you can also do so just keep that in mind as you're setting up your advertisements so if we scroll through these real quick you can see there's one advertisement here's a second advert so these are the types of ads you want to use because people can easily see it I would recommend putting a logo on there putting something simple on there so people can tie it back to your business but if you want to see right here your business is gonna be right here with your logo right here in the top corner so people will be able to figure it out that it's you pretty easily so under text here this is where you can really describe your services or some of the promotions you have to offer so there's a few different options you can do so something really simple would be so you can do something like this look at for looking for carpet cleaning services call five five five and put your phone number there for our $99 carpet cleaning special so then people can interact with this advertisement they can leave comments they can easily contact you and find your business especially if your facebook business page has your website linked has your phone number there as well so it'll help people contact you very easily now the other thing you can do is something like okay if you want to use a little bit more text one thing you can do is limited time offer contact carpet cleaning company ABC so just a fake name we made up for our $99 special your carpet will be professionally cleaned and dry within 48 hours so maybe put a couple benefits that people can get maybe it's a safe cleaning as well maybe use all natural chemicals and things of that nature and you could say professionally clean and dry within 48 hours call a number or visit our website at carpet cleaning company abc.com today so make people really easy to contact you and you're reaching people in your local market that are showing some level of interest in home improvement in carpet cleaning so hopefully you could reach just a few people at least that will contact you and get you to go to their house for their carpet cleaning service now call to action button what you can do right now is learn more you can do get quote even though you did the ninety nine dollars maybe you just wanted to learn more and now you can add your website URL here so if you just want to keep it really simple maybe you just want to do something like this and send people directly to your home page maybe you have a page on your website about your specials so you just come here you do ninety nine special so then people can easily find exactly the page that they can go to so they can take advantage of this promotion that you're running you can also build a URL parameter and track your campaign back into Google Analytics a little bit better as well so you would do is set up a campaign source medium campaign name here so if you want you can just look at your campaign name here just put campaign name and it will put it automatically up in your website URL when you click on apply and now will actually track your campaign back into Google Analytics as well so now one thing you can do is just preview your advertisement in some of the different placements so we'll look at the mobile newsfeed you can see right here limited-time offer contact carpet cleaning company ABC and if you scroll down you'll see it'll have your company name here it'll put what type of company you are and learn more so people click here they'll go to your website so we'll just look at a couple different ones so desktop newsfeed so same thing it's just a little bit larger here so it'll have your company name the type of company you are learn more so people can easily like comment hopefully share your post or they can just click through directly to your website or if you have all this information up at the top here it'll help people contact you very easily and it will help you drive more clients for your business so we're gonna come down here we're gonna click on confirm ok so we have our campaign created here so now if you want to add another ad set let's just say you have your first ad set that we created so if you click on your campaign here it's gonna open up your ad sets so the first one we're targeting people who have some of those home renovation interests and also interest in carpet cleaning and cleanliness in general so what we can do is just duplicate this ad set maybe we want to reach people who are pet owners who have shown some level of interest in pets so we can say a number of copies of each ad set so we'll just create one copy you can create two copies here if you want just click right there but we're just gonna create one copy and we're gonna click on duplicate so this will also duplicate your ad as well so you don't need to create the ads again you'll see the four ads are right here so we have carpet cleaning home renovation copy so we're gonna scroll down under our audience we can keep it the same thing with targeting otherwise what you can do is maybe you want to lower the age for this ad set maybe you want to say anybody 18 and up 18 to 65 plus and we're gonna get rid of these interests here you still want to target Athens Georgia or whatever your local market is we'll get rid of these right here and now what you can do is just try to find some targeting related to pets so under detail targeting here we can just come here maybe you have pets and we'll see what comes up so pets comes but it's a huge interest you could do pets at home as another interest there's pet smart so the other thing you can do is let's just say you type in something like dog so you have dogs dog groomer so some of these are job titles so if we scroll down here a little bit one thing you might want to do is dog food so people have an interest in dog food most likely have a dog they're probably not just gonna be interested in dog food you can see this drastically increases your reach here now the other thing I wanted to show you when it comes to targeting here is you can also enter brand name so take the one of the biggest brand names in carpet cleaning and it's Stanley Steemer so you can always enter a brand name here and see if it comes up so if we type in Stanley Steemer here so you can see one is employers now the other one is interest so if we click on this one with interest it's probably gonna be a small audience so let's just click here so we're just targeting Stanley Steemer saying fewer than 1,000 people so the other thing you can do is build audiences off of this interest click on suggestions and it'll come up with some of these different interests here so you can see dogs is one of the interests carpet cleaning cleanliness so you can do something like dogs you can do pets you can do cats and maybe you will do pets at home so now you're targeting people with these types of interests and you just built it based off that Stanley Steemer interest here so they're showing that people who have an interest in Stanley Steemer a lot of time have pets so another option when you are creating your audiences we can get rid of Stanley Steemer here now and we're just targeting pets pets at home cats dogs you can narrow this audience a little bit if you want so you can narrow it like we did in the previous step now the other thing that you can do is let's just say you do have an established Facebook page you get rid of all this here you maybe you have ran ads in the past so what you can do is just click on suggestions and it's gonna give you suggestions that are most related to your page so this is pulling it up for Surfside PPC you can see it's entrepreneurship self-employment income small business owners small business passive income so these are all people that are interested in my page so you can use some of those suggestions as well to build your audiences so it's pretty easy to build audiences especially as you gather more data about the people that like your pages so if we just come back here to detail targeting again we'll just enter pets and we'll do pets and we'll just keep it at that for now so our potential reach is five hundred ten thousand people so anybody with an interest in pets maybe you want to narrow it a little bit so we'll just come here to narrow will enter pets again and we'll do pets at home under interests so now we're down to only fourteen hundred people we can click on suggestions and maybe it will just pick some of these different brands here so puppy love puppy so people with puppies generally deal with a lot of messes at home so now we have our reach down to one hundred forty thousand people you can keep working with this a little bit there's no rule really with how many people you want to reach here so the really the best practice is to create multiple add sets and just tests so I generally create around four add sets at a minimum for each campaign that I run and you can also use things like retargeting audiences you can use people who like your page and build local likes all people who like your page or interact with your content and you can also just target people who like your page or friends at people who like your page as well so a lot of different options when it comes to targeting and Facebook ads but we'll just keep this as is click on publish so now we have two different ad sets what I would do is create a couple more ad sets here because your ads will automatically duplicate so it makes it much easier to manage everything and continue to build out your campaign but now we're all set we have our carpet cleaning campaign running and we have to add sets here we're targeting people in our local market we're targeting people who have an interest in carpet cleaning people have an interest in pets pets at home so a lot of different options there you really want to take into account who's gonna be the most likely to contact you in your local market for the services that you offer so if you have any questions leave in the comment section thanks for watching my video today and make sure you subscribe to the Surfside PPC youtube channel