The document discusses the increasing adoption of Facebook advertising by small and medium-sized businesses (SMBs) as a cost-effective method for customer growth, positioning Facebook as a competitor to Google in the SMB advertising market. It highlights the shift in advertising budgets from print to social media, with expectations of significant growth in social media ad revenues. Additionally, the document offers insights into best practices for initiating Facebook advertising campaigns and shares links to successful case studies that demonstrate its effectiveness.

1. 2 Minutes to Facebook Advertising Success. A
Resource for SMBs (Includes Case Studies)
blog.dlvrit.com/2014/11/understanding-facebook-advertising/
Bill Flitter
Summary: More and more small and medium-sized businesses (SMBs) are
turning to Facebook advertising to inexpensively grow their customer base. At the
same time, Facebook continues to challenge Google for SMBs share of wallet.
(#ToolboxTuesday) For this week’s Toolbox Tuesday post, we decided to take a
deeper look at Facebook advertising. Based on the data shown below, if you are
not thinking about advertising on Facebook as part of your social media marketing
strategy, it may be time to do so.
As a small business, it’s understandable why you don’t want to be a ‘test case.’
With limited budget and resources, you want to spend your money and time where
it will create a high return. Unlike large companies, you don’t have experimental
budgets to test various advertising strategies. However, as Facebook is committed
now more than ever to the SMB market, it might be time to look at including
Facebook advertising as part of your social media marketing strategy.

2. Social Media Advertising is Challenging Google Search Dollars
I am sure you are comfortable with buying Google Ads. They are proven, low risk
and easy to do. However, social media in general, is challenging Google for share
of wallet.
Matter of fact, your fellow SMBs spend 21% more dollars on social media vs.
print which once dominated the SMB marketing budget. It’s quite simple. More
than likely, social media is where your audience is and it’s easier and quicker to
create a text update vs. a print campaign.
Spend on social media advertising is expected to grow. BIA/Kelsey predicts that
U.S. social media advertising revenues will reach $15B by 2018 and locally
targeted social advertising will see a year over year growth rate (CAGR) of 31.6%.
Money is just one part of the equation. As part of most social media strategies, you
probably already have a presence on Facebook. You are not alone. According to
SCORE, 52% of SMBs are utilizing Facebook pages (approximately 30 Million
SMBs) and 43% are spending 6+ hours a week on social media. (NOTE: A great
resource if you are looking for ideas on engaging Facebook fans is The Big List:
300 Facebook Pages Campaigns Case Studies.)

3. Facebook is Challenging Google in the SMB Market
Facebook is challenging Google in the SMB ad market. According to Facebook’s
Chief Financial Officer, Dave Wehner, they are committed to making the ad
experience better for SMBs, “We continue to focus on making those ad units better
and better, more relevant and targeted for the people who use Facebook, as well
as for marketers.”
Below is a helpful summary of the differences between Facebook and Google ads:

4. Surprisingly, according to the Wall Street Journal, Facebook is seen as a more
effective marketing method over SEO. Of course Facebook advertising isn’t
without its detractors. The Wall Street Journal article highlights a few SMBs whose
success with Google Ads was greater than their experience on Facebook.

5. How do You Get Started on Facebook
BlueHost suggests three easy-to-follow steps in its post on preparing a
Facebook advertising campaign.
InsideFacebook.com explains the specific Facebook advertising features
SMBs can use to create an effective campaign.

7. Approach Facebook advertising as a test. Social Media Examiner explains how to
effectively create a split test with Facebook ads. This is a must read if you are new
to Facebook advertising.
Facebook Advertising Case Studies
But does Facebook advertising work? Here are links to several case studies that
overwhelmingly respond with a YES.
5 Successful Facebook Marketing Campaigns – Case Studies
Featured Success Stories on Facebook
105 Facebook Advertising Case Studies
What I learned spending $2 Million on Facebook Ads
10 Examples of Facebook Ads That Actually Work (And Why)
Now it’s your turn. For less than $100, turn your next Facebook post into a
newsfeed ad.