Facebook Ads are an integral component of many businesses advertising strategy. Those advertising on Facebook successfully are those who not only know how to use them, but also understand their extensive features and capabilities. We consulted with the pros for their best Facebook advertising tips to help you grow your business with expert-level Facebook ads.
Here are the top 25 Facebook advertising tips from the pros:
1. Know Your Audience
Vassilena Valchanova, Digital Strategist, Enhancv
Make sure you are crystal clear on who you want to reach before you start working on your campaigns. This will help you not only target better, but increase CTR and Quality Score with relevant and persuasive messaging. To get started, use Facebook Audience Insights. If you’re still new to the market, add a couple of specific interests your core user might focus on. For example, if you’re planning to open a specialty coffee shop, add interests like French press or AeroPress.
2. Target & Segment by Event Type
Kevin Simonson, Co-Founder & CEO, Metric Digital
Segment audiences based on specific actions (aka “events”) taken on your site. For example, an ecommerce business could create audiences based on the following events: ViewContent (someone who has viewed a specific page), AddToCart, and InitiateCheckout. Further customize these audiences by adding a parameter to the event, such as a Content ID, to create an audience that groups together only those who have added a specific item to their cart.
3. Use a Professional Management Service
Tony Palazzo, Vice President of Operations & Marketing, Logical Position
Facebook is an ever-changing platform. Things such as product catalog match rates and audience-detailed targeting options, etc., can change on a daily basis. There are a lot of factors at play that simply demand too much attention from the business owner to effectively run and grow a company while managing the ad platform. Given that the cost of losing track of these factors can be extremely high, Facebook management services can provide a major benefit.
There are many Facebook ad management companies to choose from, but finding one that best fits you and your business needs can be a challenge. To help you skip over the headache of researching agencies, we’ve compiled the 6 Best Facebook Ad Management Services.
4. Target Ads to Match the Buyer’s Journey
Roy Harmon, Lead Generation Expert, Advertoscope
Target potential customers with content that is relevant to the stage of the journey the buyer is in. Don’t show the same ad to someone who’s ready to buy that you would show someone who has never heard of you before. Segment your remarketing audiences based on their behavior on your site. For instance, if they’ve looked at your pricing page, they’re probably ready to buy. That’s a good time to show them an ad for a demo or a free trial.
5. Create Great Landing Pages
Nick Papadatos, Co-Owner, Living to Roam
Leadpages has been pretty revolutionary for our business. We’ve never seen these types of conversion rates with any other landing page software, and the Leadpages user interface makes it very easy to build a high converting page without any coding knowledge or hiring an expensive web developer. Once you are spending money on Facebook ads, the last thing you want is a landing page that lets you down.
6. Target by Interests & Profession
Sean Dudayev, Business Growth Expert, Frootful Marketing
I target the profession because that can say a lot about who a person is and what their needs are. People spend most of their days at work and it tends to define us at a particular moment in life—which is why a person’s profession or professional status is a high converting target. It can also say a lot about what stage of life they are in and what their potential next step may be. The key, in any case, is to separate ad sets, and never take the shotgun approach.
7. Match User’s Interests to Your Brand
Mariya Bentz, Founder & Creator, MBM Agency
I love targeting users by certain interests. For example, as a marketing professional, I would research the most popular marketing professionals today. These individuals would be people like Gary Vee, Marie Forleo, Amy Porterfield, etc. I then would go into my campaign, and under audiences select “interested in Gary Vee.” If users are following him to gain knowledge on how to grow your business, most likely they will be interested in what I have to say as well.
8. Use Facebook Connections Targeting
David Vallance, Content Manager, LeaseFetcher
Have you ever seen an event on Facebook that spirals out of control? At first, it’s just the organizer and die-hard, early adopters. Then the advertising kicks in and attracts a second, less connected group. It’s difficult to get that third wave—the connections of connections. That’s where Facebook’s Connections targeting comes in. By targeting “Friends of people who responded to your event,” you can focus on the connections of connections segment.
9. Use Multiple Targeting Options
Namrata Arya, Head the Digital Marketing, Radix
I always recommend being as precise as possible by using multiple targeting options at the same time so as to avoid wastage of impressions and achieve efficiency of costs. For example, if you are a florist, you could target men within a particular zip code who have an anniversary within the next 30 days. By using a combination of Gender, Zip Code, and Demographic Targeting, you will have hit the exact audience your business caters to.
10. Optimize Targeted Audiences Strategically
Akin Tosyali, Director of Digital Marketing, Tiege Hanley
Optimize the Facebook ads once a week, dropping the ad with highest CPC once all ads get about 20 “landing page views.” Then in Google Analytics, look at the ads and ad sets that have lowest “time on site.” If these visitors are not staying on your site for at least 40 seconds, they are not worth it. In your ads, be specific on what you are selling. I always ask myself, “Can my 10-year-old understand what this company is selling?”
11. Apply the 80/20 Rule to Your Facebook Ads
John Huntinghouse, Director of Digital Marketing, Epic Marketing
The biggest mistakes marketers make when creating lookalike audiences based on a custom audience segment is that they include all of the current customers of the business. Most businesses run into the 80/20, where 80 percent of their revenue is generated by 20 percent of the customers. Narrow down your current customer list to the most valuable 20 percent and then create a custom audience from there.
12. Retarget Site Visitors
Krista Krumina, Co-Founder, Truesix Co.
My top advice for Facebook retargeting is to focus on people who’ve visited your website several times over a specific period of time. These people show a clear interest in your product or service, and probably just need that final push to convert. Here’s how to find them: when creating your custom audience, select website visitors, set your lookback window, and then refine by frequency. This is one of the most cost-efficient ways to spend money on Facebook.
13. Use the Facebook Pixel to the Fullest
Val Zamulin, Founder, SeoLogist
The Facebook Pixel should be the backbone of any Facebook Ad strategy. In order for your Facebook advertising campaigns to achieve success, you must really understand your audience, and there is no better way to understand your audiences than through data, which can be assembled through the installation of a pixel on your website. This helps you deliver highly-targeted messages to audiences that are already familiar with your business/brand.
14. Use Lookalike Audiences
Michelle Dellavalle, Founder, Dellavalle Counsel
With a warm or hot audience, especially for an ad running for a sales purpose, using a lookalike is best if you have a group that has already converted in the way you want the new audience to. Alternatively, run ads to audiences that have already interacted with you in other ways (watching videos, or visiting other pages) via the pixel or if that’s not an option, then by targeting by interest the pages of similar or competitive brands that your target audience likes.
15. Enhance Ad Reach with Custom Audiences
Lora Kellogg, President & CEO, Curious Jane
Building custom audiences is a great tool to enhance ad reach. Custom audiences allow you to target people who have a past history of engagement with your page or who have visited your website. When someone visits your website, the Facebook pixel will capture the information you need to retarget the customer later. By building custom audiences, you will be able to reach them again and find other similar customers.
16. Target by Life Events
Kim Smith, Content Consultant, GoodFirms
Target Job ads to users who have just graduated or are going to graduate. Facebook gives you options to target your ads based upon the life events they create. Certain resourceful products/services are commonly used/consumed by people at certain events, like a job for graduating students, baby products for expecting parents, or honeymoon plans for engaged couples. Recognizing the utility of offering, one can target people based on their life events.
17. Build an Email List with Lead Ads
Ben Lund, Founder, DIY Digital Strategy
Facebook has lead ads that are designed to acquire email addresses, which the advertiser can download at any point. How it works is you target your audience (via interests, lookalike audiences, etc.) and the ad will be a lead form for users to enter their information. I’m currently using this strategy for a boutique apparel client, where we’re targeting people who have an interest in the brands they carry. Within the ad, we give them a coupon if they submit their email.
18. Experiment with Audience Targeting
Kevin Goodwin, Partner Success Lead, New Engen
Aggressive audience experimentation is a key success driver on Facebook. We like to start with lookalikes in cases where we have strong seed lists of high value or repeat customers. By interest, we’ve seen success targeting off of brands, and we also test competitor brands or high share of wallet brands. For example, if we’re running ads for a meal kit company, we would target Blue Apron.
19. Use Better-Known Competitors to Find New Audiences
Michaeline Stith, Marketing Account Strategist, Coalmarch Productions
It’s no secret that the biggest brands have the most likes on Facebook fan pages. If there is a fan page in your industry that has considerable likes and engagement, target their audience directly. Let Facebook target audiences that are already interacting with bigger brands similar to your local small business, and then pull them in by explaining that you are a small business part of their local community.
20. Use Video Ads
Nelson Jordan, Co-Founder, Agency Match
We like to lead with a video ad to gain the largest reach we can with our audience (video ads on Facebook are incredibly cheap), then retarget those people who have watched at least 50 percent of the video with a traffic-driving ad, after which we send them to a particular sales page on the website. People who have been through this funnel convert at a higher rate than those who have solely been exposed to a traffic-driving ad.
21. Focus Retargeting Ad on Engaged Users
Mike Ivancie, Director of Marketing, CNote
Many people miss engagement targeting. Let’s say you’ve got a great video that explains your product/service but people won’t visit or convert based on that single video interaction. Engagement targeting allows you to target folks who have watched a certain percentage of that video. So, if your initial audience was relevant and you limit the engagement audience to people who watched at least 75 percent of your video, that new audience should have a genuine interest in your offering.
22. Target a Sizeable Audience
Bob Herman, Co-Founder & President, IT Tropolis
To run successful Facebook campaigns, target a sizable audience. Targeting too small of an audience will drive up your costs and reduce conversions. For example, we recently launched a campaign for an online ecommerce retailer. Ad Sets targeting an audience of approximately 200,000 resulted in considerably lower engagement costs compared to Ad Sets targeting the same Interests but narrowed down to an audience of approximately 20,000.
23. Test Your Targeting
Vivek Chugh, Founder & CEO, Listables
Do quick, low-cost targeting tests to see which target audiences will generate conversions. Test one target and see how that does. Test another and see how that does, and compare what the cost per conversion is. Keep going until you find a targeting that converts at the lowest cost. Once you have that, you can really go in and start optimizing. See if conversions are coming from mobile or desktop, what age range, male or female, etc.
24. Use Reminder Advertising
Ellen Craig, Digital Marketing Specialist, Wild Apricot
We primarily use retargeting on Facebook. Bounced visitors from our website are the easiest people to target because they’ve already indicated that they’re interested in a product or service, so they just need that little “push” to convert. Seeing a brand’s retargeting ads enough times can instill a sense of trust in a customer, and make that brand the first one a customer remembers when they do decide to convert.
25. Match Audiences to Your Advertising Goal
Alex Membrillo, CEO, Cardinal
The best audience for your campaign, or ad, is based on the goals of your campaign. I was recently running ads for a non-profit organization promoting items in a charity silent auction. We wanted to show the ads to people who had interests related to the items they were auctioning. For example, an ad promoting a trip to the Master’s Golf Tournament was shown to a core audience based on gender, age, location, and interests, such as Golf or PGA.
Bottom Line: Facebook Ad Targeting
Consider your advertising goals and use these top 25 Facebook advertising tips from the pros to create effective Facebook ads that lead to new business and a high return on ad spend. Every business should think strategically about how they can utilize the plethora of Facebook marketing options to successfully reach their customers.
Facebook ads give you the ability to strategically target and reach your ideal customers. The next step is building these campaigns in Facebook Ads Manager, which does require a degree of Facebook ads proficiency. Fiverr is the answer for those who don’t feel they have the Facebook advertising expertise. Use Fiverr to source Facebook advertising pros to help build highly-targeted Facebook ads at very affordable rates.