Facebook Power Editor
If you are a small business and are thinking about, or even already, using Facebook to run some paid advertising for your business then you need to know about power editor. The tool can be found on the adverts manager page in the left sidebar. The power editor allows you to target your ads to very strict parameters, making sure that your ads budget is used effectively.
The editor can define an audience using information that users fill out on their profile such as whether they are in university or if they are a small business audience. It can also geographically target so that if you’re a small business you’ll know that your ads will only be seen by those potential customers in the surrounding area. In addition you can also select what part of Facebook you would like your ad to be displayed on, including mobile platforms. There is great debate presently regarding whether the newsfeed or the sidebar is providing greater ROI on your ad investment. It is unclear why power editor is not set as the default Facebook ads platform because it is much more effective to create your campaigns through the editor. If you’re using social media for small business it is imperative you use this effective tool.
LinkedIn does not accept PayPal
LinkedIn has the potential to be a great small business social media platform. Promoting your business to professional business people in a business environment sounds good. However, LinkedIn currently do not accept PayPal as a means of payment for their ads function. This is a major issue and is likely costing the professional networking site hefty revenues. Some businesses have a no credit card policy. This instantly rules out LinkedIn as a platform for them to do paid advertising on. In addition, their minimum budget per day can be extremely high, up to €10 in some cases with minimum bids for impressions and clicks reaching up to €3 in other cases.
This is not to say that LinkedIn advertising isn’t effective. Despite these issues, it may provide a better return than other small business social media. It’s all about what type of audience you want to target. LinkedIn may benefit from the professional context its ads are set in in terms of conversions. However, the issue with PayPal and high minimum bids are no doubt an issue for many would be advertisers.
No competitions on Google+
Google+ does not allow the running of competitions on your brand’s page. This may come as a surprise where competitors such as Facebook and Twitter consent to this and allow you to use actions such as Likes or Follows to collect entries. However, Google has warned that competitions must be run externally to your Google+ page and that they will take a hard line on anyone who breaches this policy.