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How to create a successful Facebook campaign for your accounting firm

by William Zhang, Head of SEO and Content Marketing

4 min read

Facebook Ads can help you increase awareness of your accounting business and connect with new customers. In this simple step-by-step guide, we show you how to create a successful Facebook campaigns that get results.

The big picture

Facebook Ads are designed to market your accounting business to people who use, or are likely to be interested in, your services.

The process for creating ads involves:

  • Establishing what goals you are trying to achieve
  • Identifying the type of people you want to target
  • Choosing your budget and creating the ads
  • Serving the ads to your desired audience using Facebook Ads Manager

After you’ve created and served your ads, you can measure the impact and refine your campaigns as required.

Define your goals and objectives

The first step in creating a Facebook Ad is deciding on your goals. The three key goals are:

  1. Awareness: Generate interest around your services
  2. Consideration: Create awareness and boost exploration of your business and services
  3. Conversion: Boost sales and find new potential customers

Once you’ve decided on your goal, you can then choose the ad’s objective. Facebook classifies different objectives under each goal. They include:

Awareness

  • Brand awareness: Increase awareness of your accounting business
  • Reach: Show your ad to as many people as possible in your audience

Consideration

  • Traffic: Drive people to your website
  • App installs: Encourage people to download your app (if you have one)
  • Engagement: Drive engagement and views of a post, your Facebook page, an offer, or attendance to an event you’re hosting
  • Video views: To increase views of one of your videos
  • Lead generation: Collect personal information (i.e. an email address) from people interested in your business

Conversion

  • Conversions: Drive and track conversions to your website or app
  • Product catalogue sales: Promote your products to people who have visited your Facebook page or website

Your objectives will often change based on what you’re trying to achieve. For example, if you recently opened your accounting business, creating brand awareness through a reach campaign would be suitable, while you may choose engagement to promote an end of financial year offer.

Choose your audience

Your audience is who will be seeing your ads on Facebook. There are three audience targeting options you can choose from. They are:

Custom audiences
These are people who have already engaged with your accounting business in some way, including:

  • Your current and prospective customer database
  • People who have visited your website or use your app

Core audiences
This is where you choose who you want to target your Facebook Ads to, based on factors such as:

  • Demographics (age, gender, education, etc.)
  • Location (areas around your business or state-wide)
  • Interests (hobbies)
  • Behaviours (device use)

Using Facebook’s Audience Insights tool can help you refine and track how your core audience changes over time. It works by drawing information from people who like your page, your custom audience, and general Facebook users.

Lookalike audiences
Drawing from your custom audience and people who like your Facebook page, lookalike audiences help you find similar people to those already engaging with your brand and who are likely to connect with your business.

Split testing
If you’re not sure which audience will respond best, try split testing. This is where you publish two different versions of an ad to see which performs better. You can also run the same ad targeting two audiences to see which group responds better.

Create your ads

Compared with traditional advertising formats, Facebook ads can be a cost-effective way to market your business. There are no set budgets and you can choose how much you want to spend, how long campaigns run for, and how they are scheduled and delivered – though factors such as the objective and the audiences you are targeting can influence this.

Facebook also offers suggested budgets alongside estimates on the reach and engagement an ad might achieve.

The ad format you choose will depend on your objective. For example, lead adverts (where a customer shares personal information in exchange for something like a special offer) are for conversion-led campaigns, and link ads (with a button like ‘Learn more’) are for driving actions such as visiting your website.

Ad formats include:

  • Photo (still image with a clickable link, ad copy text, and image headline)
  • Video (optimised for autoplay with a clickable link to your website or product)
  • Carousel (multiple images or video rotating like a carousel in a single advert)
  • Slideshow (video-like adverts made of moving still images, sound, and text)
  • Collection (teaser multi-product ad opening to a full-screen product catalogue)
  • Canvas (full-screen ad using a mix of video, still images, text, and call-to-action buttons)

When creating your ad, be sure to use high-quality images or video, clear and inviting language, and the key information you want people to know about your business.

Manage your ads

Checking in regularly to see how your ads are performing is essential to their success. Facebook Ads Manager can help you test and tweak your ad images, copy, target audiences, and ad spend for the best results. This will go a long way in helping you understand who your audience is and which ads are resonating the most with them.

Create, edit, and monitor your Facebook Ads online with Ads Manager, or download the free Facebook Ads Manager app to manage ads on the move from your smartphone or tablet.

Promoting your accounting business using low-cost advertising on Facebook can be a simple and effective way to reach new and repeat customers if you invest the time and effort in managing and refining your campaigns.

To learn more about marketing your small business, check out these helpful resources.

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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