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Facebook Advertising Budget: What Small Business Owners Need to Know        

By Harout "Harry" Minassian on Apr 30, 2024

As a small business owner, you need effective ways to reach your audience segments without breaking the bank. Though you must spend enough to get results, you don’t want to overspend. Sometimes this can be a fine balance, but optimizing your Facebook advertising budget is critical to achieving your marketing goals with a good ROI.

Following is what you need to know to get started effectively setting budgets for your Facebook ads.

How Does Facebook Charge for Ads?

Facebook offers you a choice between cost-per-click (CPC) and cost-per-impression (CPM) payments. With CPC, you pay when someone clicks on your ads; with CPM, you pay per thousand impressions, regardless of clicks.

Your Facebook advertising budget can vary substantially depending on several factors such as your target audience, the competitiveness of your industry, the time of year and the quality of your ad. Knowing these variables can help you set realistic expectations for your ad spend.

Set Your Goals

As with everything in marketing, in order to effectively budget for Facebook ads, you must first define your goals. Goals for Facebook ads include increasing brand awareness, increasing traffic, increasing engagement, generation leads, promoting apps and driving sales.  Your goals will influence how you allocate your budget and which metrics you should focus on to measure success.

For instance, if brand awareness is your goal, you might prioritize reach and allocate more budget to CPM campaigns. If conversions are your goal, you might focus on CPC and optimize your ads for clicks.

Explore Bid Strategies

Facebook offers various bid strategy options, including lowest cost (without a bid cap) and target cost bidding. These strategies can help control how your budget is spent, based on your campaign goals:

  • Lowest Cost Bid Strategy: This strategy allows Facebook to get you the most results possible at the lowest cost, without exceeding your budget. It’s ideal for maximizing ad delivery and is particularly useful when brand awareness is the main goal.
  • Target Cost Bid Strategy: For campaigns aiming at consistent cost per action, the target cost strategy instructs Facebook to maintain a similar cost per conversion, making it easier to predict spending and outcomes. This is especially useful for lead generation or sales-focused campaigns.

Using the right bid strategy helps ensure that your budget is used efficiently, based on the specific objectives of each campaign.

Determine Your Overall Facebook Advertising Spend

You need to keep a balance in your marketing budget, so the size of your overall marketing budget is going to directly impact what you want to spend on Facebook ads. A common standard is to allocate about 20% of your total marketing budget to social media advertising.

Consider your industry when allocating where to dedicate your social media advertising. For many businesses, a substantial portion can be dedicated to Facebook due to its vast user base and advanced targeting options. After all, Facebook is by far the most popular social media platform with around 3 billion monthly active users.

It’s always good start small to test the waters especially if you have not done a great deal of Facebook advertising in the past. You can gradually increase your budget as you become more comfortable with the platform and start seeing results.

Daily vs. Lifetime Budgets

Facebook allows you to set daily or lifetime budgets for your campaigns:

  • Daily Budget: The average amount you’re willing to spend on a campaign each day. A daily budget is useful for ongoing campaigns where you want to maintain a consistent spend.
  • Lifetime Budget: The amount you’re willing to spend over the entire lifespan of your campaign. A lifetime budget is suitable for campaigns with a set end date.

Adjusting these settings can help control spending and prevent any surprises in your advertising costs.

How Should I Allocate My Facebook Advertising Budget Across Multiple Campaigns?

But what if you’re running multiple campaigns? It can be a challenge deciding how to split your Facebook advertising budget among them.

Obviously, you will want to allocate your budget for the most impact which usually means either targeting your most valuable customers or campaigns promoting your best-selling products. Use Facebook’s performance metrics to identify which campaigns are performing well and adjust your budget allocation accordingly.

Optimize Spend Through Targeting

Facebook is well known for its advanced targeting options, and it’s a big reason Facebook advertising is so popular. Facebook’s advanced targeting options enable you to narrow your audience based on demographics, interests, behaviors and more. By targeting your ads precisely, you can make better use of your budget by reaching those most likely to be interested in your products and services.

Testing different targeting options on a small scale can help you understand which audiences are most responsive. This knowledge lets you optimize your budget allocation for future campaigns.

Monitor and Adjust Your Facebook Advertising Budget

You can’t just set your budget and forget it. You need to regularly and continuously monitor the performance of your Facebook ads to ensure that your spending is justified by the results. Facebook provides analytics tools that can help you track various metrics such as impressions, clicks and conversions.

Be prepared to adjust your budget allocation based on what the data tells you. If a particular ad or campaign is performing exceptionally well, you will probably want to reallocate more budget towards it in order to maximize ROI.

Consider the Season

If you have a seasonal business, you need to keep that in mind when allocating your Facebook advertising budget. During peak seasons, when competition for ad space is fierce, you might need to increase your budget to maintain visibility. During off-peak times, you could scale back and focus on nurturing leads with retargeting campaigns.

Learn from Experience

Each campaign offers valuable insights that can inform your future budgeting decisions. Over time, you’ll learn which types of ads generate the most leads, which audiences are most profitable, and how different variables affect your costs. Use this knowledge to refine your approach to Facebook advertising and budget allocation.

Concerns About Your Facebook Advertising Budget?

Allocating your budget for Facebook ads is a dynamic process that blends art and science. It requires a balance of strategic planning, creative thinking, and data analysis. For small business owners new to Facebook advertising, the key is to start small, learn from each campaign, and gradually refine your strategy and budget allocation based on the results you achieve. By being mindful of spending and focusing on strategic goals, you can effectively leverage Facebook ads to grow your business, even with a limited budget.

But you don’t have to do it on your own. For a free consultation to discuss social media advertising including your Facebook advertising and Facebook advertising budget, schedule a free consultation with an Umbrella Local Expert on our website or by calling (646)440-1426.

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