Advertising on Facebook


Facebook has a very large audience to which you can advertise your producs or services.

It is crucial that you determine what you are selling and for which you are willing to pay to advertise.

Set your goals for your business first.  Then determine how much money you are willing to spend on your advertising campaign.

You will need to set up an account for your business.  It is a page of some sort.  If you are reading this then you already know how to create a page.  If you do not know how, use HELP on Facebook.

Your page should be very sharp.  State what you sell and how you sell.  Generally, selling on Facebook or most internet engines requires online orders and online payments.  Generally and this is the norm.

You being in Uganda will also have to think about logistics.  If someone orders something from you, how do you deliver it and guarantee delivery plus goods not damaged.  Most companies use DHL, Fedex, UPS, Purolator, etc..

After you have created your page and your campaign, you want to choose your target audience.  For example Uganda has 1.7 million Facebook users as of December 2015.  Do you want all of them? You can then specify the age group, married or single, etc.. You will understand this in the next few paragraphs.

Create your Ad and use really nice images.  Generally if you take a picture of your product on a white surface, it looks better on the internet.  Always choose pictures with a white background because it brings the sharpness of your product to the forefront.

Your title of the Advert or campaign needs to be very short but elicit interest from those who see it.  You put the details in the detail of the Ad.  If you need help with this, whatsap me +15068716371 or inbox me via Facebook. Be precise and concise.  The average human being spends only 2-5 seconds on a website so keep this in mind because you do not want to lose that visitor too quickly.  Avoid flash.  It causes motion sickness.  Try to use still images.

How do you pay Facebook?

Generally Facebook uses Pay Per Click (PCP).  This is where the money bites if you do not know what you want.  In Canada we normally give our credit card and it is charged right away.  For example if your advertising budget is $200 a month, you get charged for it right away.  The other option is to give them your credit card which they keep charging.  I suggest that you avoid this because it could ruin you.

When you set up the Advertising, you select how much you are willing to pay per click (PCP) each time someone clicks on your Ad.  This is real competition.  If you say that you want to be charged $0.05 per click and another person is after your same audience and has set up $0.25 per click, his or her ads will be displayed before yours if the person had set up the same audience, time of running the ads and for similar products or services.

Pay attention to PCP.  In a country like Uganda where you have so many Facebook users who abuse it and have no clue what they are doing, they might just click on your Ad, not even read it but you just paid for it.

How to collect payments if you get orders:

This depends on how you have arranged your delivery and your payment collection.  Facebook advertising like most internet advertising assumes you have a merchant account like Paypal (but there are many other providers).  Here is a link on Merchant Services.

Do not go into Facebook advertising until you have read extensively on how online orders and payments work.  I am writing this article because 2 friends in Uganda told me they were going to set up Facebook advertising.  Here is a link on how Facebook guides you through it all.

I will write about advertising on Google in the near future.

Martha Leah Nangalama

Moncton, Canada

The writer used to be a half owner of a seafood export company which used the internet for most sales and payments.


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