Let’s face it. Success from unpaid, organic marketing activity on Facebook just doesn’t exist anymore. No matter what kind of content you post, how frequently you post it, or how many fans like your page, your organic efforts aren’t getting the results you want.
To massive, cross-market and industry dismay, Facebook organic reach continues to decline at a rapid and steady rate. This means that video, post, and page visibility for businesses continues to vanish as well. It’s not enough anymore to post your video on your page wall and watch the views, engagements, and clicks roll in daily. In fact, according to Facebook, pages organically reach about 2.26% of their fans on average. This shows that, in order to get great results nowadays, you need to start investing money into your video ads.
For small businesses with modest budgets, this new pay-to-play environment can pose some serious challenges and feel intimidating. However, while you do need to invest money to see results, you don’t need a massive budget. Even a humble daily budget will bring you exponentially better results than posting it with nothing at all. Here are a few great tips on how to get the most out of a Facebook video ad budget of $10 per day.
Set the right objective for your Facebook video ad
If you only have $10 to spend, you need to use it wisely from start to finish. The best way to start your video ad off on a strong foot is by setting the right objective from the very beginning. Creating a Facebook video ad through the Ads Manager makes this very easy for you. When you go to run your ad, you’ll enter to a page where you’ll choose the objectives for your campaign. Below you’ll see all of the options Facebook gives you:
You can do anything from getting more page likes (Promote your Page) and collect more email sign-ups (Increase conversions on your website) to driving more traffic to your website (Send people to your website).
No matter which objective you choose, make sure to think long before deciding how to focus your efforts. Reference back to your overall goals of your marketing plan and realize that if sales are your ultimate goal, for example, ensure that your audience is one that frequents Facebook to spend money. Most facebook visitors are there to learn, feel, and connect. So consider choosing an objective with a more long-term scope. An objective to “increase conversions on your website” might be better suited to your $10 daily budget.
Focus on creating custom audiences
Facebook periodically updates its Ad Manager to help advertisers get in front of the most valuable audiences. Currently, you can create an audience of your current customers or even target audiences based on video engagement and watch time. When you only have $10 to spend on your Facebook video ads, making sure they reach the best possible audience is super important. Don’t waste your time and, most importantly, money on targeting people who don’t represent your ideal community.
To get the most out of your $10 with your custom audience, start by identifying your audience then create a video that will speak directly to them. Who are they? What types of content to they enjoy consuming? What do you want them to feel? Once you have that, refer back to your objective and then use Facebook’s various audience targeting tools to help build a custom audience that will not only view your video, but convert.
For example, if you’re running a special promotion or sale, don’t waste money on trying to reach people who have never heard of your brand before. Consumers buy from brands and companies they know and trust. For this kind of campaign, it’s best to target an audience of your current customers. Facebook allows you to upload your own customer data, including customer email addresses, phone numbers, Facebook user IDs, and people who previously visited your website, for use in your video ad campaigns. Take advantage of these options to watch your $10 bring in great results daily.
Below you can see how to build a custom audience based on your audience’s current behavior with video. This is a great way to help get better results for your Facebook video ads.
Promote video posts, don’t boost them
Boosting the videos that you posted organically on your timeline is an easy way to see a “boost” in reach. By doing this, a greater number of your current fans, as well as people who are not yet your fans, will definitely see your videos. However, it’s not the best way to get the most out of your $10 daily budget. Boosting your video post doesn’t give you control over your audience. While it will reach more of them, it won’t reach the highest number of valuable viewers who are likely to take action with your video.
Instead of simply boosting your video post, promote them through Facebook Ads manager. Using this tool you can set your objectives, build your custom audiences, and target the right people. It’s also a great tool for monitoring your budget to make sure you stay on track without going over.
If you’re new to the Facebook Ads manager, take your time to learn the tool before you jump in and start using it. While you don’t have to be an expert, knowing the basics will help you better understand how to promote your videos and manage your money.
This is just the beginning
Above are only three examples of how to get the most out of a $10 daily budget for Facebook video ads. The more you use the Ads Manager and get to know your audience and their behavior with your videos, the more you’ll be able to branch out and find more tactics and techniques of getting the most value from your budget. But, for all of you looking for ways to see better performance with your videos, remember that $10 a day coupled with these tips can really make all the difference between a successful video and a piece of content that simply looks good.