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Facebook Advertising – why
it pays to do it yourself.
» » ONE OF THE KEY BENEFITS FOR
attracting clients on social media is its
ability to do precise targeting. Marketing
Director at APECS, Marina Logacheva
shares an easy-to-implement approach
using Facebook advertising…
Facebook is the most used social media
networking platform and offers limitless
opportunities for promotion. The services
provided by the locksmith are different
from promotion of shoes or clothes,
because your main goal is not to generate
same day sales, rather it is to create
awareness that your business exists, and
to create the reason to use your services.
WHERE TO START
Step 1. Create a website with minimum
sections such as ‘contact us’, ‘about us’, and
‘our services’.
Refer to previous issues of The
Locksmith Journal to learn how to set up
a website.
Step 2. Create a Facebook ‘business
page’, and that you complete every step in
setting it up.
Refer to previous issues of The
Locksmith Journal to learn how to set up
a website.
MEASURE UP
Metrics can be used to measure of the
effectiveness by:
• the amount of calls you receive from
new clients (you can ask them, where
did they hear about you),
• amount of clicks on the advertising
post (called CPC or Cost-per-Click),
• amount of people who see your
post (called CPM or Cost-per-1000
impressions).
YOU CAN THEN TRY TO IMPROVE BY:
• trying different approaches,
• avoiding running the same promotion
to the same target audience,
• always comparing the results of your
promotions,
• checking which posts performed
better.
7
3
‘Facebook is the most
used social media
networking platform’
AT WHAT COST?
Cost of Facebook advertising is not set,
which is great, because you can choose
how much you want to spend. The total
cost will depend on the time you want
your promotion to run plus on the type of
the audience you plan to target. Basically,
the more you spend, the more people you
will reach.
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Step 3. On your Facebook page click
‘Promotion’, then ‘Create Campaign.’
4
Step 4. Click ‘Create New Promotion’.
5
Step 5. Choose your objective; such as
‘Get more website purchases’
Step 6. Then, add your website address
and click Next.
LOCKSMITHJOURNAL.CO.UK | SEP/OCT 2018
Step 7. In the next window,
• Click ‘Custom audience’ and then
‘Edit’.
• Remember that you are trying to
target as precisely as possible your
prospective customers, such as: In
which city/area do they need to live?
What age are they? Do they have a
family? What interests to they have?
• And then start to add those points to
your ad.
FOR EXAMPLE:
1. location: living in Reigate with 20km
radius. (you can add more than one
location)
2. sex: women and men. (both men and
women can be responsible for new
lock installation)
3. age: 35-60 (most likely to have own
houses)
4. interests: home security, home &
family, home decoration and design.
(if you think they can be interested in
other interests, please add them here)
Click Save.
A maximum Potential Reach of 100,000
– 150,000 people per Facebook campaign
in your local area should be about right.
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