Facebook, it is safe to say, represents one of the biggest marketing opportunities that the world has ever seen. With a user base of over 2 billion, the company is a prime example of how internet based technologies have transformed the world in which we live today. For Accounting Companies, Facebook offer the chance to reach out to a seemingly endless pool of potential customers. So, how do you create Facebook Ads for an Accounting Company?
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One of the things that you need to take note of is that no two businesses are ever the same as far as Facebook Marketing is concerned. The good news, however, is that Facebook pretty much has all angles covered, as far as advertising on the platform is concerned. So, how do you create Facebook Ads for an Accounting Company?
The first thing that you need to do as far as giving your accounting business the visibility that it needs on the world’s biggest Social Networking site is create a Facebook Business Page. You should think of a Facebook Page as being representative of your brand and acting as a beacon for your company, by reaching out to new and existing customers. You should also take cognizant of the fact that a presence for your Accounting Company on Facebook does not end with the creation of a Page, but that that page will continue to be work in progress.
How to Create Facebook Ads
Once you have created a Facebook Page for your Accounting firm, you can now begin creating the ads that you need in order to promote your brand on the Social Network. (You do not actually need a page to create a Facebook Ads, but having one is a free way of promoting your brand). So, how do you go about doing this?
Log into Facebook Ads Manager
To begin creating Facebook Ads for your Accounting business, you first need to log into Facebook Ads Manager. You can do this using your personal Facebook account details. You should note here that Facebook Ads can be created using either Power Editor or Ads Manager.
Although the two used to be different platforms, they have since converged and have now been combined into one platform. You may still run into Power Editor, but there is now practically no difference between it and Ads Manager.
Logging into Facebook Ads Manager takes you to the screen in the above screenshot. What you should take note of here is that creating a Facebook Ad for your Accounting company is a three step process;
Creating an Ad Campaign is, as already mentioned, the first step on your way to creating Facebook Ads for your Accounting business. But, what, really, does it entail?
Choose your Objectives
The thing to note here is that Facebook Ads can have a wide range of objectives. For this example, we are going to use our Ad to direct people to our website. We are, therefore, going to choose “Traffic,” as our objective. Other Facebook Ads objectives are;
Give your Facebook Marketing Campaign a Name
Once you have chosen your objective, you need to scroll down to the bottom of your screen to give your campaign a name. We are going to call ours “Facebook Ads Marketing for Accounting Companies.” Once done naming your campaign, click on the “Set Up Ad Account” button.
This is the second step on the way to creating Facebook Ads for an Accounting Company. Setting up an Ad Account is actually very simple, and you should be done in a few seconds. When done, click on the “Continue,” button.
The next major section on which you need to work, on your way to creating Facebook Ads, is the Ad Set section. An Ad Set can have more than one ad and helps you narrow down on your target audience by laying out a number of important parameters, such as schedule, placement and bidding.
To begin with, you need to chose where you wish to direct traffic from your Ads. You have three choices in this regard;
The “Audience,” section is perhaps one of the most important when creating an Ad Set. One of the biggest mistakes that people make when creating Facebook Ads is that of having too broad and ill defined an audience. This is, honestly speaking a waste of money, because your ads are going to be deployed to people who will hardly be interested in what you have to offer.
Laying out the location(s) to which you wish to have your Facebook Ads delivered is the first step in the proper definition of a target audience. It has to be mentioned, however, that not all businesses are the same, as far as location targeting is concerned. A restaurant, as an example, would likely be restricted to a few blocks around its physical area of operation.
Unless it belongs to a chain, it, therefore, has to take cognizance of this fact when creating Facebook Ads. For Accounting firms, the area of operation may be a bit broader. For this example, we are, however, going to restrict our target location to Santa Barbara in California.
Note that our targeting is set at 25 miles around the town of Santa Barbara. You can increase and decrease it as needed. You can also include and exclude any other locations within your target Geographical area.
This section allows you to further narrow down on your target audience by giving an age range that you wish to target with your Facebook Ads. For this example, we have targeted people who are between the ages of 35 and 50, who are likely to be most in need of our services.
You can also set the gender that you wish to target for your Facebook Ads. For our example, we are going to go with both men and women.
You can use language to further narrow down on your target audience, by having your Facebook Ads delivered only to people who speak a particular language. As an example, you can choose to have you Ads delivered only to Spanish speakers.
The detailed targeting section allows you to further refine the targeting for your Facebook Ads. The thing that you need to know here is that you can use demographics, interests and behaviors to further home in on your target.
As you can see in the above screenshot, we are going to target, with Facebook Ads for our Accounting Business, people who have shown an interest in the following;
This section lets you decide whether or not you wish to have your Ads displayed only on Facebook, or on other Facebook companies, including Instagram. The recommended setting is the “Automatic Placement,” which lets Facebook choose the place placement for your Ads. If you wish to have your Ads shown only on one platform, you can do so by choosing “Edit Placements.”
Budget and Schedule
This is the last of the Ad Set sections on which you need to work while creating a Facebook Ad for your Accounting Company. You will note that your estimated daily results improve as you increase your budget.
You do need to, however, strike a balance between what you spend and what you get at the end of the day. You can also schedule the start and end dates for your Ads. As you can see in the above screenshot, with a daily budget of $20, you will spend no more than $140 per day. When done, click on the “Continue,” button to begin creating your Ad.
This is the final step on your path to creating Facebook Ads for your Accounting firm. It is also one of the most important, for the simple reason that the work that you put into creating an appealing Ad largely determines the success or failure of your campaign.
The name that you give to your Ad should tell people exactly what it is that your business has to offer. We have named ours “Tax Account Made Easy: Santa Barbara.”
This is where the Facebook Business Page that we created at the top comes into play. Your Facebook Page will represent your business in ads. You can also select an Instagram account that will represent your business in Instagram ads.
Choosing and Ad Format
Facebook Ads can be created in the following formats;
Determining what is best for your business may be a matter of carrying out some degree of split testing.
This is the part where you choose and upload the links and images that will appear in your Facebook Ad;
The text that you use in this section should make it clear what it is that you have to offer. One of the things that you need to remember is that social media is rather fickle in nature. People are not going to spend time trying to decode your message. You should, therefore, strive to make yourself clear right off the bat.
Creating a Slideshow
You can upload your Ad to Facebook if you have already been working on it. You can also create a slideshow for use in your Ads, using either your own images or stock images from Shutterstock.
To do this, choose “Slideshow” and then click on the “Create Slideshow,” button. Click on the “Add Photos,” button and then on the “Stock Images,” tab. When done choosing your images, click on the “Confirm,” button.
If your ads are going to be shown on Instagram, you then need to choose a 1:1 aspect ratio. You also need to choose an Image Duration that works best for your Ad. For ours, we are going to go with 3 seconds. When done, click on the “Create Slideshow,” button.
This section allows you to give a headline to your Ad. The character limit for the headline is 40 words.
The destination URL is where you want people who click on your Facebook Ads to be taken. Needless to say here that the page to which you direct them should be relevant and should motivate them to take the extra step of doing business with you.
Call to Action
You can use any of the following calls to action in your Ad;
You can view your Ad’s preview in a pane to the right of your screen;
Continue tweaking your ad till satisfied that it will appeal to the people who you are trying to reach. When done, click on the “Confirm,” button and, if you have set up your payment method, you should be able to launch the Facebook Ad for your Accounting Company.