Facebook Advertising – is it worth it for small to medium size Businesses?

By: Brendan Fitzpatrick


Well it really depends!

Facebook itself isn’t going to be much help to you. Facebook is a collection of people and interests.. The first thing you need to do is figure out your audience and the relevant “keywords” or “interests” to capture that audience. More important than this is the ability to figure out how much it costs to connect with that audience.

In my experience it costs on average around $0.10 per click per Ad. So for example, if it takes 50 clicks per Ad before someone makes a purchase then you need to make sure that your profit per sale is more than $5.00. In most cases (in my experience) it closer to $10 per sale (if not much more) so if you’re selling something that yields $$5.00 to $20.00 in profit then you really need to be cautious when using Facebook Ads.

If you’re selling Mortgages than you probably don’t care if you spend $1,000.00 per Ad because as long as you make 1 sale you’re going to make a small fortune if not more. The problem is really highlighted when you’re dealing with a product that costs less then say $200 when the profit is in the range of $50 or less. Don’t succumb to the idea that online advertising is where you need to excel! If this is your Market then you need to seriously consider SEO. Make sure that you’re content is being updated on a regular basis (preferably daily but minimally monthly or weekly).

For the Small Business market you need to have an edge on your competitors, make sure you know who your competitors are and how they are drawing traffic. Social Media is probably their success! Make sure that you post on a regular basis and that you’re website has no errors or outdated links. Probably the most important factor are links back to your site, if you don’t have links back to your site then you’re a ‘nobody’ and you can expect minimal referrals or traffic.

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