Category Archives: Facebook Ads

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How to make your Facebook Ad Campaign successful

All the ads within each Facebook ad campaign will have the same objective, but you will have the ability to change the audience, budget, dates, image, and creative in the ad sets within each individual campaign. Each campaign must have its own objective, but don’t worry, you can set up multiple Facebook ad campaigns to help you reach your Facebook advertising goals.

Lookalike Audiences from Custom Audiences

With your Custom Audiences in place, you’ll have a base from which to start building Lookalike Audiences. As Facebook Ads expert Rick Mulready points out, Lookalike Audiences are more lukewarm than super cold. For small business owners who are having a difficult time reaching the masses or generating new leads, creating a Lookalike Audience from a Custom Audience list or an existing customer list is a great way to reach new people who have attributes in common with people you already know convert on your ads.

Think about your buying cycle when using Custom Audiences.

For example, for a luxury furniture company, it would make sense for them to retarget an audience for a longer period of time; it might take someone a couple of weeks or months to hem and haw over a sofa before purchasing it. For lower-priced products, it might make more sense to retarget audiences within a shorter amount of time (like several days or just a couple of weeks) after they browsed products.

“If you’re running a site-wide sale for a short period of time, try running a retargeting ad for that duration with a higher budget for maximum reach during the sale. Make sure to mention the sale and add a nice call to action in the copy.”

Basic Custom Audiences

The first Custom Audiences you should build are those based on your buyers’ journey—the stages your audience moves through to become customers. At the first stage, they recognize there is a problem that needs to be solved. At the second stage, they are considering the different options they have for solving that problem. At the third stage, they are deciding which purchase they should make to solve the problem.

To create a Facebook Custom Audience using this approach, separate the most important pages on your website into three groups:

– Cold: Visitors to these pages are least likely to make a purchase today
– Hot: Visitors to these pages are most likely to make a purchase today
– Warm: Visitors to these pages are somewhere in between.

You can then build three Custom Audiences to whom you can serve the right ads at the right time. For example, you might show your hot audience your special offer of the week, while you might show your cold audience a branding or process video that encourages them to ask more questions about your service.

Facebook Ad Campaign

Adjust the way you review performance & prospecting ads.

As it differs from retargeting ad performance. Retargeting ads are shown to a “warmer” audience that has already browsed products on your site at some point. On the other hand, prospecting ads are shown to new “colder” audiences who may not know about your brand. It may take a long period of exposure for that prospective customer to learn about the brand, educate themselves about the product and ultimately make a purchase. For this reason, it’s important not to simply focus on conversions, but to measure the success of prospecting ads by looking at metrics such as number of add-to-carts, the number of website clicks, and average daily click-through rates.

Don’t Just Rely on the Button for Website Traffic

Facebook ad objectives should be something easy for users to do, and something they’ll actually want to do.

One way of accomplishing both of these things is by including a link to your website/landing page in the ad copy.

Sure, the call to action button will direct users there, but the button can really feel “ad-like.” What I mean by that is just about everyone knows if a Facebook post has “Sponsored” on it and a call to action button, then it’s an ad.

Users, just like yourself, don’t like to be advertised to and forced to do something. We’d rather make the choice ourselves, knowing where we’ll end up.

Psychologically, it can feel more comfortable for users to make the decision on their own to leave Facebook by simply clicking on the link within the ad copy. They know exactly what they’re getting themselves into and they’re choosing to go to that destination, versus clicking on “Learn More” not knowing where they’ll actually go.

Aside from the “feelings” side to this reasoning, adding the URL in the ad copy also gives the user the option to act quickly. If they like what they’ve read and want to respond, give them the option to do so without having to get all the way down to the button.

Avoid Using the Color Blue in Ad Creative

Facebook’s primary color is blue — #3b5998 to be exact. Using images and videos that have blue tones in your ad campaigns isn’t going to help your ad stand out in the News Feed.

By the way, I’m not referring to a solid blue image with text. I’m talking about anything that has a blue hue to it such as a sky background, ocean waves, or a person standing in front of a blue wall. These blue tones will make the ad blend in with the News Feed, which is exactly what we don’t want an ad to do.

Instead of focusing on blue tones, try using colors that match your brand especially if they’re vivid colors like orange, green, and red.

Orange is blue’s complementary color so not only will it stand out, but it will look darn good in the News Feed.

Remarket Based on Website Activity

Once you’ve begun driving traffic to your website and building Custom Audiences, it’s time to formulate offers to cater to these visitors based on their activity on your website. As we stated above, one way to start this is to make offers to your three core Custom Audiences based on the pages they viewed when they visited your website.

There’s a lot more to web activity targeting than just pages viewed, however. One thing to consider, if you have a reasonably capable developer or even some programming chops of your own, is to target based on Custom Pixel Events. A Custom Event might be something like who clicked on a button, who added an item to their cart, or who viewed more pictures of an item.

With some creative thinking, you can come up with actions that indicate a person is ready to become a customer, and with the right Custom Events, you can target the people who take those actions.

Read more Facebook Ad guide for beginners


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All the best Facebook advertising tricks for small business

Structuring a Facebook ads campaign for success includes determining your campaign objective, determining your target audience, creating an ad plan, setting up your campaign, ad sets, and ads on Facebook, and looking at your ads’ metrics to determine which ads are helping you reach your goals. If you want to get the most out of advertising on Facebook but don’t quite know how to run a successful Facebook ads campaign, this post is for you.

Start targeting your Facebook ads on a Thursday.

When it comes to lookalike ads, it takes Facebook a day or so to find an audience that looks the most like your visitors/buyers and to start targeting those who are most likely to engage with the ad. I’ve spoken with several Facebook ad experts who suggest starting campaigns on Thursday so you’ll be ready to target the right people – in the most optimized fashion – over the weekend.

Set Up Your Pixel

If you aren’t using the Pixel, you are throwing money away. Even the most liberal of estimates suggests that less than 2% of people end up converting upon the first exposure to an ad, and if you’re just starting out, you’re likely to see an even lower percentage.

The Facebook Pixel is a snippet of code that gets placed on your website and lets you know what actions your website visitors (who have arrived there from your ad) are taking. You can then segment these visitors based on their behaviors and retarget them separately, catering the content more specifically to each group.

You can use Pixel data to create several types of Custom Audiences, but we’ll first start with the basics.

Use Lookalike audiences & ad demographic: Location.

Interested in using buyer Lookalike campaigns? Narrow down the ad demographic to ‘location. When doing this, your Source Audience should include at least 1,000 people (but more is better). Many of our customers simply choose a target country and let the Facebook algorithms work their magic to find an audience closest to their actual buyers. Facebook typically does not suggest adding demographic information (like interests, gender, or age) for buyer Lookalike ads as this can hinder the process of finding the most accurate lookalikes. Take a look at your Facebook Audience Insights to double check your LAL’s.

Stock Videos Are Better than No Videos

Tired of hearing that you need to create videos but have no idea where to begin? You aren’t alone.

Not every business has the time or capability to make videos at the drop of a hat for a Facebook advertising campaign. Yet we all know how important video creative is for social media these days.

A video on Facebook receives on average 135 percent more organic reach than a Facebook photo. Photos used to be the most engaging type of creative on social media, but video has quickly surpassed images and is now the thing.

Remarket Based on Video

Another way to target your Facebook ads is based on how much time users spent viewing your video advertisements. (Not running video ads? It’s time to start. Video is quickly becoming the superior way to advertise on the internet, and it’s already the preferred way for most people to consume information.)

The good news is, it’s easy to get started with video, even if you only use your smartphone for shooting. With your video message running, you’ll be able to retarget an audience based on how much of the video they watched, gearing longer form or sales-oriented videos to your more engaged viewers, while serving more informational or branding-based content to viewers who disengaged but might still be in your target audience.

Facebook advertising tricks

Optimize your CPC, average ad spending and relevance score.

Once your ads are running, don’t just focus on ROAS. Take a close look at metrics such as CPC (cost per click), average spend and relevance score. You can also check to see how much exposure you’re generating by looking at reach (in Business Manager), clicks, impressions, and by calculating CTR. All of this information can help you compare the current ad you’re analyzing with results of similar ads you’ve run in the past.

Design an Ad Your Audience Will Be Attracted To

I know, seems like a common sense type of tip, but it’s actually one of the biggest tips people forget about. Facebook even offers this in their very black and white “Creative Tips” because it’s so important for advertisers to focus on.

Not only does your ad copy need to speak to your demographic, but your imagery and video, too. Let’s dissect Facebook’s example.

To the left, you’ll see an ad for a restaurant that focuses on a cocktail. This ad is targeting a younger, millennial type of audience that most likely has a 9-to-5 job and enjoys going out with coworkers at the end of the day for a drink. This is a very specific type of person, even though we can probably all relate, and the ad is created just for that part of the restaurant’s demographic.

The photo to the right is by the same restaurant but is targeting their older demographic, the portion of their customer base that comes in just for the food. If the restaurant had used the same cocktail photo to attract that older audience, say 50+ years old, they may have turned the audience away by looking too much like a bar atmosphere and not a restaurant.

It’s quite rare for a business to only have one profile of a customer. This is why it’s so important to create multiple ads, each speaking to your different customers.

Work with Facebook ad strategies for the holidays.

Retail-friendly holidays like Black Friday, Cyber Monday, Christmas, Fathers day, Mothers day and Valentine’s day have one thing in common: they’re prime time to increase ecommerce sales. Prepare for the spike in traffic by planning out a winning Facebook ad targeting strategy well before the shopping craze kicks off. For some social inspiration, check out 4 Facebook Ad Strategies to Prepare Your Store for Black Friday Success where we explain how to make optimal use of your ad spend and ad creative, re-target existing clients and maximize your sales during Black Friday and Cyber Monday.

Read more All the best facebook ads you should learn about


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How to market to customers by Facebook Messenger

Category : Facebook Ads

I’m going to show you the exact features that marketers are using to get those results.

Here are four specific Facebook Messenger features you must try:

  1. Comment guard
  2. Chat blasting
  3. Click to messenger ad
  4. Chat widget

1. Comment Guard (Private Auto-Responders on Facebook Posts)

Comment guard is a bot that you set up on your organic Facebook posts. When someone comments on the post, they will automatically receive a Facebook message from you.

Facebook messenger marketing graphic

You can think of it as a Facebook post autoresponder.

  1. Person comments on a post.
  2. Said person automatically receives a Messenger reply.

No offense taken if you don’t want to become my next lead (mwahaha!), so I’ll show it to you in screenshots.

Here is the Facebook post.

Facebook post with comment guard

As soon as someone comments, they receive a Facebook Messenger message from a Facebook chatbot.

Facebook messenger with comment guard

The person has not become a lead yet! The lead loop is closed only when they reply to the chatbot.

Once they reply, they’re a solid lead. You have all their information and permission to send them messages.

There are three reasons that savvy marketers love comment guard.

  1. Comment guards are free. You don’t pay for the leads. With Click to Messenger ads, you are paying per lead but not with comment guards.
  2. Comment guards are a list building tactic. Anyone who comments and then engages the Messenger bot automatically adds themselves to your list.
  3. Comment guards are blessed by Facebook. Facebook Algorithm rewards engagement. So if you have a hot organic post and it’s getting comments, Facebook will prioritize that post in the newsfeed, giving you even more engagement.

Remember, your goal with comment guards is engagement.

Here are some ways that you can create an organic post with insane levels of engagement.

  • Quizzes or riddles: Create a quiz, no matter how dumb, and ask people to reply with what they think is the correct answer.
  • Gif replies: Ask people to answer a question with a gif. It can be as simple as “How’s your Monday going? Answer with a gif!” The comments will come pouring in.
  • Autocomplete: Give people a starter sentence and ask them to create an answer with autocomplete. Example: “Hey guys, type On Mondays I feel like a” and use autocomplete to finish the sentence.
  • Surveys: Surveys are easy to create, and they bring in tons of engagement. Your survey may be as simple as this: “Are you an agency marketer or an in-house marketer?” By responding to the survey, your audience starts the comment guard.
  • Opinions: Who doesn’t want to share their opinion? Pose a question and let people comment with their thoughts and feelings.
  • Controversy: Obviously, you want to be careful with controversial issues, but you can use this technique to spark some conversation. For example, “Jason Momoa is not hot. Prove me wrong.” Obviously, you’ll want to select a topic or issue that is relevant to your niche.
Jason Momoa meme

Here are a few more tricks you can use to get more leverage from your Facebook comment guards.

  • Add a comment guard to hot posts. If you have an organic post that’s getting a lot of engagement, add a comment guard as soon as possible.
  • Boost the heck out of organic posts that seem to be getting a lot of comments. You know that the post is doing well. With a $100 boost, it will do better, and you’ll score additional leads.
  • Design organic posts for comment guard engagement. Start creating more organic posts with comment guards in mind. Spark interaction and conversation. Remember, this is free leads we’re talking about!
  • Bait your bot. Getting someone to comment on a post is only the first step. You have to keep things just as engaging once the bot starts. Add bait. Offer something enticing. Make it easy for them to respond — a simple “yes” button works just fine.

2. Facebook Messenger Chat blasting

Chat blasting is simple: It’s sending a Messenger chat to everyone on your list.

Chat blasting is a lot like email blasting (except better).

Why? It’s as obvious: 70-80% open rates in sixty minutes!

Compare that to email marketing—5% open rates—and incorporating Facebook Chat blasts into your marketing strategy is a no-brainer.

Before you can use chat blasting, you have to get in Facebook’s good graces by applying for subscription messaging.

Facebook messenger chatblast vs email marketing

Don’t worry. This is easier than it sounds.

From your Facebook page, go to Settings → Messenger Platform, then scroll down to “Advanced Messaging Features.” Click on “Request.”

Facebook subscription messaging selection

The submissions are handled manually, so the review process can take from a few days to over a week.

The main thing to keep in mind here is that you can’t send promotional content.

It might be tempting to blast your list with a “BUY MAGIC UNICORN ICE CREAM NOW! CLICK HERE!!!”

That’s not going to work here.

Facebook requires you to confirm this statement: “I confirm this Page won’t use subscription messaging to send advertisements or promotional messages and will follow Messenger policies and Facebook community standards.”

Keep in mind that anyone who receives a blast must first opt-in. Your goal is to make their opt-in smooth, simple, and delightful.

Facebook message request to chatblast

Using chat blasting is a powerful way to do the following:

  • Maintain a high degree of engagement with your most devoted fans.
  • Allow your audience segment themselves with a chatbot sequence.
  • Automate drip sequences for even greater levels of engagement.

As you gain experience with chat blasting you’ll want to dig into your data to see what works and what doesn’t.

3. Click to Messenger Ad

A click to messenger ad is a Facebook ad where the conversion action is “Send Message.” Instead of clicking on an offer or learning more, the user sends you a message in Facebook messenger.

Here’s what a normal Messenger ad might look like. (I know, normal people don’t use vomiting unicorn pictures. Not sure why.)

Facebook messenger ad

Notice how this ad “opens in messenger” and the button says “Send Message.”

If you think about it, Messenger ads convert at 100%. Anyone who messages you is part of your contact list. You have their name, email, phone, photo, likes/dislikes—everything.


Messenger ads are also ridiculously cheap compared to conventional Facebook ads.

When MobileMonkey started testing Messenger ads, we slashed the cost of our leads from $150 to only $5—a savings of 96%!

cost per result chart

A lot of marketers would look at the number and think, “Pshaw, that’s impossible.” Well, clearly those marketers underestimate the power of Facebook Messenger marketing.

When someone converts on your Messenger ad, the magic happens. Your Facebook chatbot takes over, coaxing the target down the funnel of your choice.

The user becomes part of an interactive dialogue with you or the chatbot.

Facebook messenger with chatbot

This type of interaction is enormously more compelling than a simple offer on a landing page. Plus, you can set up the bot so that users can choose to talk to a real person at any time.

Based on my experience, Messenger ads have the biggest potential in marketing today. Sure, a few lone marketers are using them, but Facebook feeds aren’t yet crowded with them.

As an example, I just spent a few minutes of my life mindlessly scrolling through Facebook. Except I was counting ads.

Out of the 20 ads that I saw, none of them were Facebook Messenger ads. There were plenty of “Learn More” and “Download,” but zero Messenger ads.

This is notable because I’m a target for ads that deal with marketing tactics and products. Ironically, one of the ads was for a Messenger chatbot app, and it was “Learn More” instead of “Send Message.”

My point is this: Use Facebook Messenger ads.

Read more How to make your Facebook Ad Campaign successful


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Facebook Ad guide for beginners

Your resources are going to be limited while your startup’s still getting off the ground. Taking the long view and giving the top of your funnel some love will go a long way in making sure you don’t crash and burn—or worse yet, create a pattern of unsustainable growth in the first few years or months of your startup’s life.

Facebook ads for entrepreneurs: driving widespread and cost-effective impressions

Facebook gives entrepreneurs an unparalleled ability to reach new prospects on a massive scale through the Reach and Brand Awareness campaigns. Both of these campaign types are available at the “choose your marketing objective” step of the campaign setup process.

Facebook Ads for Entrepreneurs Objectives

In light of another resource entrepreneurs are famously light on—time!—we should note here how simple Facebook makes the campaign and setup optimization for DIY advertisers. Facebook objectives inherently mimic a fully formed marketing funnel. Wherever your advertising goal fits—be it awareness, consideration, or conversion—you can optimize your campaign to target that section of the funnel.

But let’s get back to building awareness. Both of these campaign types (Reach and Brand Awareness) allow you to use what’s known as CPM (cost-per-thousand impressions) bidding. This basically means that you, the advertiser, pay for every thousand views of your ad, rather than on a per-click basis. This optimization model is so valuable for entrepreneurs trying to build their brands, because it allows them to generate the most views of their ads for the least amount of ad spend. Maximizing ad exposure means maximizing brand exposure—and when you use CPM bidding, you’re maximizing brand exposure in the most cost-efficient way possible.

Facebook ads for reach

Reach and impressions: same thing, right? Not exactly.

Reach is the total number of unique users who see your ad, whereas impressions is the total number of aggregate users who see your ad. When you select the Reach campaign type, you get to choose to optimize your ad delivery for either reach or impressions. Optimizing for reach gives you the luxury of setting what’s known as a frequency cap.

Facebook Ads for Entrepreneurs Reach

Frequency caps allow you to set how much time you want to pass before a single user sees your ad twice. So if you want a minimum seven-day buffer between the first time a prospect sees your ad and the second time he sees it, you would set your frequency cap at one impression per seven days. Facebook ads for entrepreneurs is more about demand generation than demand fulfillment. Optimizing for reach and setting a frequency cap can go a long way in ensuring that you’re exposing your new business to as many unique prospects as possible.

For most entrepreneurs, ignoring the “Set a bid cap” option above will be your best bet. Facebook automatically optimizes your campaign to give you the most amount of impressions for your budget. But if you want to try your hand at setting a manual bid, you can select the “Set a bid cap” option. So if you decided, say, that it’s worth no more than $2 for you to show your ad 1,000 times, you can set your bid cap to $2. If you decide you want to ramp it up to $4 and see how that affects your estimated daily results, you can do so. And so on. But again, there is no shame in letting Facebook bid for you; in fact, it’s one of the ways Facebook helps entrepreneurs make the most out of their time and their budgets.

Facebook ads for brand awareness

When you select Brand Awareness instead of Reach as your campaign type, you’re going to notice that things looks pretty similar at the ad set level.

Facebook Ads for Entrepreneurs Brand Awareness

You’re still getting charged per thousand impressions; Facebook is still optimizing your ad delivery to get you the most impressions for your budget (here you’re not even given the option to set a manual bid). Except here, Facebook inherently optimizes for ad recall lift. This estimated recall lift metric shows how many people Facebook estimates would remember seeing your ad if they were asked within two days of seeing it. The idea here is that instead of generating impressions based just on your targeting, Facebook takes the perceived “quality” of the impression into its own hands by using a number of factors (behavior, polling, machine learning) to determine which prospects will actually remember your ad after viewing it.

Optimizing for ad recall lift is an especially effective strategy for entrepreneurs because it allows you to hedge against wasting money on low-quality impressions. If you’re inexperienced with targeting, or if you all your have is a minimum viable product and you’re still trying to gauge who your ideal customer is, it’s perfectly ok to use very broad targeting when running the Brand Awareness campaign type; actually, Facebook recommends it. Targeting broadly allows Facebook the room to find quality impressions that are more likely to result in conversions at future brand touch points.

Facebook ads for e-commerce entrepreneurs

Many entrepreneurs considering Facebook ads are undoubtedly going to be in the e-commerce space. Templated website creation platforms like Shopify and Squarespace make it easier than ever for entrepreneurs to set up slick online stores themselves, or to hire a third party consultant or agency to do it for them relatively cheap. Set up a quick self-made site on Shopify, get hooked up with a dropshipping supplier, and boom: you don’t even have to see your product before you sell it.

Whether you choose Shopify, WooCommerce, BigCommerce, or another e-commerce platform to pedal your tangible product, e-commerce is an extremely quick and viable way for entrepreneurs to get their businesses up and running.  Retail ecommerce sales worldwide are projected to surpass 4 trillion US dollars by 2020. If you’re considering using Facebook ads to help grow your startup or small business, there’s a good chance you’re either already contributing or considering contributing to that number.

Facebook Ads for Entrepreneurs

And while Google Search and Shopping represent great opportunities to get qualified traffic to your online store, Facebook’s extensive suite of targeting options, ad types, and placements make it no slouch in the e-commerce department.

Products can be advertised using every ad type on Facebook. Whether that’s carousel ads that allow you to showcase multiple products in your lineup (or multiple features of one product)…

Facebook Ads for Entrepreneurs Carousel Ads

Lead ads that will allow you to collect cost-efficient leads and blast them with email offers for your retail products later on…

Facebook Ads for Entrepreneurs Lead Ads

Or another ad type—there’s no shortage of formats in which to showcase your products.

Retailers who create on-site offers to incentivize purchases during set promotional periods will find Facebook offer ads extremely useful. Offer ads allow you to advertise the products that apply to your on-site promotion across Facebook, driving visitors to your online store who are ready to convert on your offer.

Facebook Ads for Entrepreneurs Offer Ads

Arming prospects with discount codes before they head to your online store is a great way to encourage purchasing behavior. Offer ads give entrepreneurs the ability to do just that.

Read more Top Creative Strategies for Facebook Ad


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How to sell products on Facebook

Social shopping, otherwise known as social commerce, is all about replicating those feelings of discovery and inspiration on social media platforms and making it easy for users to act on those feelings. Let’s take a closer look at why social shopping matters and how you can incorporate it into your strategies on Facebook and Instagram.

What is social shopping? Why does it matter?

Social shopping enables you to sell more effectively through social media.

Take Instagram, for example. Back in the day, an ecommerce brand couldn’t do much more than share awesome photos of their products and direct users to the link in their bio—a link to take those users to an external landing page, that is. In other words, marketing your ecommerce brand on Instagram involved asking users to leave the Instagram app and navigate your website. The vast majority of Instagram users are completely unwilling to do such a thing.


A link like this one used to be the only way to get Instagram users to your site.

There’s a term for what you’re creating when you ask Instagram users to leave the app and go to your website: friction. It helps to think of the sales funnel—which refers to the process of turning a prospective customer into a paying customer—as a highway. Ideally, you want that highway to be a straight shot from Prospect City to Customer Village.

(I’m so sorry, but I can’t stop now.)

Every time you create friction, you add an exit ramp to the highway and draw drivers’ attention to it with a giant, neon sign that reads “FEEL FREE TO TAKE YOUR MONEY AND LEAVE.”

At the risk of uttering the most obvious statement of all time, I must point out: You don’t want your prospective customers to take their money and leave. You want the journey from their first interaction with your brand to the moment they click “Buy Now” to be as seamless as possible.

That’s what social shopping is all about: engaging online shoppers on social media platforms and making it easy for them to convert from followers into customers.

Social shopping on Facebook

If there’s one platform on the cutting edge of social shopping, it’s Instagram. Nonetheless, we’ll begin with its parent company, Facebook, for practical reasons: You need to be a Facebook advertiser if you want to share shoppable content on Instagram.

What it looks like

Although you may not have realized it, if you’re a Facebook user yourself, you’ve likely encountered shoppable content while scrolling through your News Feed and swiping through your friends’ Stories.


(I added the red squares.)

So—you’re scrolling through Facebook on your laptop and you come across this organic post shared by Nike. You stop, of course, because that dude looks awesome and you, too, want to look awesome. And then you realize—Nike’s tagged a whole slew of products in this picture.

Because you like the sneakers in particular, you click through to Nike’s website to learn more. Maybe you buy them on the spot. Although most consumers don’t convert that quickly, it’s certainly not unheard of. More realistically, maybe you decide to sleep on it. When you check Facebook in the morning, you’re served an even more compelling ad for the same pair of sneakers—Nike’s remarketed to you. Their tactic works, and you buy the sneakers.

What happened here is simple: Nike make it easy for you to learn more about the products featured in the picture. You didn’t need to open a new tab, go to their website, and hunt for the pair of sneakers. Instead, you simply needed to click. There was no friction.

How to get started

If your business already has a Facebook page, great. If not, you’ll need to make one. Once that’s taken care of, make sure your page is using the Shopping template. To do this, click Settings in the top right corner and select Templates and Tabs from the left-hand menu.


Then, click the Edit button to the right of your current template and select Shopping.


Now that your page is using the Shopping template, you’ll see a tab labeled Shopon the left-hand side. Click on that.


From here, Facebook will ask you for some basic details about your ecommerce business: where you’re based, what you sell, how you’d like to be paid, and so on. This will only take you a few minutes, and once you click Finish, you’ll officially have a Facebook shop! It will go live for users to browse once you’ve added at least one product and Facebook has approved it.

Luckily, adding a product couldn’t be simpler. A title, an image, a couple product details, an inventory count, and some shipping options are all you need to get a listing up and running.

The last thing you’ll need to do to establish your shoppable Facebook presence is tag your products in your organic posts. Simply pull up an image or video that features your products, click the Tag Products icon (shown below), and tag your products with their titles to connect them to your Facebook shop.



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Top Creative Strategies for Facebook Ad

Now that we’ve done some housekeeping, let’s take a look at new Facebook targeting strategies for these 11 industries looking for these 11 specific audiences.

1. Automotive industry: People in the market for new cars

According to a study from Autotrader, car buyers spend 59% of their car buyer’s journey researching online. This means that this audience is likely to engage with pages posting content that helps with car research. To capture this behavior, I would recommend leveraging interest targeting toward company pages that fall into this category. Here are a few I came up with:

Interests → search for

  • Kelley Blue Book
  • Autotrader
  • CarMax
  • Car Gurus

Conveniently enough, there is an entire section dedicated to vehicles in the interest section of Facebook’s core targeting options.

  • Hobbies & activities → vehicles
Facebook ad targeting by hobby "vehicles"

So, depending on what type of car you are promoting, you can layer in one of these options to personalize your offer to individuals who have an interest in this car type.

truck meme

2. Education: People who want a master’s degree

If you know the story of Facebook’s origin, you’ll know that this platform first started out tailored to college students. As the platform evolved and the user base expanded, the idea stuck close to its roots—connecting individuals with others in their educational, professional, and personal network.

The Social Network image

Because the platform started out geared towards this collegiate network, educational information remains a featured part of user profiles. And with this information, Facebook is able to offer advertisers education-level targeting. This is the perfect starting point for any higher education account looking to target an audience interested in pursuing a master’s degree.

Demographics → education → education level

  • College grad
  • Associate degree
  • In college

Demographics → education → school years

  • Undergrad years

However, when you drill into it, Facebook estimates over 69 million in potential reach for users with a college degree (just looking at the US).

Facebook ad targeting by demographic potential reach

Again, that’s a whole lotta reach, and not something advertisers should target alone—especially if you’re looking to spend your budget efficiently.

To optimize your audience relevance, I would recommend layering in additional targeting options. Now, to get there, let’s get more specific and say we’re a business school looking for potential MBA students:

Demographics → work → industries

  • Business & finance
  • Sales
  • Management

Demographics → education → field of study

  • Business management
  • Business administrator
  • Business consultant

Interests → pages that aid in GMAT studies

  • GMAT+
  • Graduate management admission test
  • The official GMAT exam

3. Travel and hospitality: People who want to take vacations

Once I got started with this challenge, I found that there are a lot of ways to approach your targeting for travel and hospitality businesses. This gives advertisers in this space the flexibility to personalize their targeting according to their offer and iterate by testing new audiences to improve ad relevance and performance.

Facebook ad example for hotel

To get started, you can layer in broad interest options, such as:

Interests → hobbies & activities → travel

  • Vacations
  • Tourism
  • Air travel

Interests → pages that serve content around travel

  • Trip Advisor

Interests → airline pages

  • Jet Blue
  • Delta airlines
  • United airlines

Behavior → travel

  • Frequent travelers
  • Frequent international travelers
  • Returned from travel 1 week ago
  • Returned from travel 2 weeks ago

Like I said, this broad targeting is great place to start. Next, you’ll want to consider other information that informs decisions to travel or interest in travelling. I considered life events that could infer that a user would be in-market to travel soon:

Demographics → life events

  • Newly engaged (1 year)
  • Newly engaged (3 months)
  • Newly engaged (6 months)
  • Newly wed

But, hey, let’s make sure your prospect’s experiences is in line with your promotion. We don’t want another Fyre Festival on our hands…

Fyre Festival social media post

4. Dating and personal services: People interested in romantic relationships

This is a tricky one because there are an estimated 36+ million users that have “single” as their relationship status on Facebook in the US.

Facebook ad targeting by relationship status "single"

But not all of these people are accurately reporting this information and, even if they are, single doesn’t necessarily mean interested in a relationship. Instead, let’s consider additional signals that could infer the user is looking for a romantic relationship:

Demographics → relationship status:

  • Single

Interests → family and relationships:

  • Dating

Interests → pages that serve content around dating:

  • Bumble
  • Hinge
  • Christian Mingle

Aside from the individual’s characteristics, this industry can consider the impact a user’s friends may have on their behavior. There’s nothing that makes you want to start swiping like an influx of save the dates from all of your friends.

example save the date

Here’s how to target based on this demographic:

Demographics → life events → friends of:

  • Friends of newly engaged people
  • Friends of newly weds

5. Arts and entertainment: People who want to see live shows

As mentioned in other sections, audience layering is a strategy all advertisers should leverage to improve the relevancy of their ads. By paring down broad targeting options, you can find smaller pockets within your target audience that are more interested or more likely to be interested in your current promotion. So, for this industry, I will give two examples of how pivoting your strategy by promotion can make a considerable difference.

First, let’s say I am an advertiser with a goal of selling tickets to a live Cardi B concert. Here’s how I would target my ideal audience based on interests:

Interest → entertainment → live events

Interest → Cardi B

Interests → entertainment → music

  • Hip hop music

I’d also use radius location targeting around the venue to reach any people who might be persuaded by proximity or looking for last-minute tickets.

Cardi B meme

And in the next campaign, I am looking for individuals who would be interested in the live tour of Wicked:

Interest → entertainment → live Events

Interest → entertainment → musical Theatre

Interest → Wicked the Musical

I’d use radius location targeting around the venue here, too. You never know when someone’s in the market for last-minute tickets to Oz.

6. Finance and insurance: People who need help financial planning for retirement

If you’re in the financial and insurance business, you know that your target audience for retirement planning is varied. You can’t narrow down by age or occupation, because most adults in most jobs could be interested in planning for retirement.

image of people running on beach

No, not just planning to move to the beach or start each day running in the water.

Here’s how you can target people who are likely to be considering their financial plans for retirement:

Demographics → parents → all parents

  • Parents (all)
  • Parents with adult children (18-26 years)

Interests → business & industry → personal finance

  • Investment


  • Retirement planning
  • Retirement savings account

Interests → financial planning company pages

  • Vanguard
  • ADP
  • Fidelity
  • AARP

7. Home and garden: People who own homes

If you’re in the home and garden industry, you’re looking for homeowners.

image of homeowners

Once I got started, I found that there is quite a range of options to infer home ownership to target your home and garden promotions, including an entire section for “home & garden.”

Here’s what I’d suggest starting with:

Interests → hobbies & activities → home & garden

  • Home improvement
  • Do it yourself (DIY)
  • Home appliances

Demographics → recently moved

Interests → business & industry → design

  • Interior design

Interests → pages for home renovation shows, for example:

  • Fixer Upper
  • Property Brothers
  • Flip or Flop

8. Retail: People who want to buy shoes online

Let’s be real, who isn’t always in the market for new shoes? Especially our in-house analyst, I don’t think I’ve never known someone who loves shoes more than this guy.

ads for sneakers

Here’s how I would use behavior and interest targeting to reach someone looking to buy new shoes:

Behaviors → purchase behavior

  • Engaged shoppers

Interests → shopping & fashion → clothing

  • Shoes

Interests → shopping & fashion → shopping

  • Online shopping

Interests → other pages that sell shoes

  • DSW Designer Shoe Warehouse
  • Zappos
  • ShoeDazzle

Read more Facebook Ad guide for beginners


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How to promote your event with Facebook ads

Once your event is set up on your Business Page, head over to the Facebook Ads Manager to begin setting up a campaign to boost your event to the right audiences. When creating a new campaign, begin by selecting your campaign objective to be “Event Responses.” This is the event-specific objective, but it’s not the only one you can use—more on that soon.

Facebook campaign objectives for events

Next, in the ad set level, select your targeting criteria and your budget if you’re not yet planning to use Campaign Budget Optimization, or CBO, yet. Remember, this is going to be the standard budget setting option come September 2019. CBO will require advertisers later this year to set and manage their budgets at the campaign level, rather than at the ad set.

Once your targeting is selected, you can move on to the ad level tab to create your event ad. Here, you will give your ad a name and, as you scroll down below the ad copy area, you will see a field where you can type in your event. Search for the event with the event title that you included on your Business Page.

select your event to set up Facebook ad

Once you type in the event, the content will auto-populate, generating an ad using the details from your event. That’ll look something like this:

And you’re almost all set!

After you launch your ads, one way to test and optimize your event campaign is to test ad copy variations or switching out the creative. If you want to edit any of the other event details, as seen below the creative, that will need to be revised on your actual event page.

And speaking of testing…

Test your Facebook ads strategy

It’s important to test copy and creative, but that’s not all there is to optimize. Here are five more strategies you can test to try out to get more attendees out of your Facebook ads for events.

1. Try the branded content feature

If you are working with another brand for your event and it tags your company in a post, you can test out the Branded Content feature (as seen in the screenshot of the ad set up above). For example, if you are a smaller or newer company running an event, partner up with a larger, relevant brand that may be a partner or sponsor of your event. This way, if they post about you and tag you from the business page, you can then run that post in your account as an ad and test various audiences. Here’s an example:

Facebook branded content ad

By partnering with other brands and utilizing the Branded Content feature, this will help boost your credibility as a new or smaller company by having a well-known or larger brand backing you, like HubSpot in the example above. This boost in credibility will increase awareness, engagement, and, ultimately, your event attendance.

2. Test non-event campaign objectives for Instagram placements

Facebook event response objective campaigns are successful, but they don’t transfer over to Instagram placements. There are ways to advertise your event in Ads Manager across both platforms and in additional placements, though: You just have to choose a different campaign objective.

Select a different campaign objective, such as traffic, to drive people directly to your website to learn more about your event and to register on your website. If you are using a third-party event registration site that doesn’t have an option to place your Facebook Pixel on it, that’s okay—however, the trade-off is not knowing what happens to that person who clicks through since you’ll lose tracking once they get to the landing page. Ideally, you will want to have registration on your site to track conversions back to your Facebook and Instagram ads. That way you’ll have more insight into what is working and what is not cutting it for your ad set audience targeting, ad copy, or creative variations.

If you are using the popular event registration site, like EventBrite, for your event registrations and ticket sales, it is possible to add your Facebook Pixel onto their platform, so tracking won’t get lost. Here are steps on how to add your Facebook Pixel to EventBrite.

To expand your reach further, select Instagram as an ad placement in the ad set level so you can reach users in the Instagram feed and Instagram Stories. You’ll want to prompt them with the call to action to “Learn More” or to “Sign Up”—or, if you are promoting multiple times for your event and it applies, use “Get Showtimes.” Because Instagram is such a highly visual platform, testing video ads for your event is highly effective here.

4. Promote a new event with Facebook ads

Will this be your first time promoting a new event? Test out some content to entice your audiences to learn more about it. Showcase speakers, artists, musicians, topics of discussion, or other people, places, and things your event attendees can expect to see. Highlight sessions, venues, or early bird pricing as an incentive to register sooner rather than later.

Facebook event ad example

If you’re advertising a business-related event that would require attendees take time off work or travel to the event, you need to advertise your event to your audience and sometimes their employers. We’ve had success driving first time attendees to an event after creating and promoting an “ask your boss” form that highlights the benefits someone can present to their employer. This can help attendees ask their company to attend your event. Make it easy to attend.

5. Advertise a recurring event on Facebook

Do you have a recurring event such as a monthly meetup or webinar, an annual conference, a multi-city tour, or another type of recurring event? Entice past attendees to return by showcasing new aspects of the event. This will make help confirm that the attendee is familiar with your brand, but also make it clear they have reason to attend for a new experience. Stay true to your brand and events, but always find ways to keep things fresh. For instance, when working with conferences in the past, we’ve promoted similarities as well as the addition of new speakers, sessions, networking events, and exhibitors, which helped increase retention rates show over show.

If you are targeting people who have not previously attended one of your similar past events, use creative, such as images and videos in your ads to show a large audience, so that it looks successful. That will help you establish more authority and trust with your events and if people missed it last time, they may get a sense of FOMO this time around. If you had a successful event, show it off, be proud, and invite new people to attend next time.

For remarketing campaigns, show some sneak peaks and behind-the-scenes previews to excite potential attendees and move them further down your funnel. Attending events—especially going solo—can be intimidating, so make it exciting, seamless, and easy for them to convert.

If you are promoting an upcoming online webcast, do a brief video on some teaser tactics your speaker can share and have them encourage and invite people to register now to learn more. Here’s a great example of a webinar ad that is not only free to attend, but also clearly states the value proposition for both the teaser and the full webinar:

recurring event ad

If you are promoting a fundraising event, focus on the ways that attendees will give back to a non-profit and how it will be mutually enjoyable, helpful, and rewarding. If you’re running ads for a tour that a musician client of yours may be preparing for, create campaigns for each city stop and focus targeting, ad copy, and creatives that will speak to people in that location and share that musician’s excitement to play for that particular crowd. If you’re running a local event, one thing we’ve also found effective over the years is to use creative that resembles the location of the event and the audience you are targeting.

event ad with location mountain background

From awareness to attendance with Facebook event promotion

Now that you’re familiar with ways to promote your event using Facebook ads, jump into your Business Page to create an event, head over into Ads Manager, and start testing out various campaign options to get the word out about your upcoming and exciting event!

Read more How to make your Facebook Ad Campaign successful


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All the best facebook ads you should learn about

If you know what you’re doing with Facebook ads, reaching your ideal cat enthusiast should be no problem.

Now that we’ve covered why you should advertise with Facebook, let’s take a look at what Facebook has changed about their ad platform over the last 12 months — and what it could mean for your ad campaigns.

What Happened In Facebook Ads Last Year?

Facebook introduced several new features to advertisers last year. The updates range from new audience targeting and lead nurturing options to funnel features and loads of new ad formats.

Wait, what new ad formats? I’m glad you asked.

Facebook launched a new product focused ad format called a “Collection.” Clicking on the ad leads users to an immersive, fast-loading shopping experience on Facebook that can showcase up to 50 products at a time.

Here’s a brief glimpse of what a collection ad can look like.


Here’s a brief glimpse of what a collection ad can look like.

While this format is exclusively for mobile users, it’s pretty damn beautiful (an don’t worry, we’ll look at some in-depth examples later).

And speaking of examples, let’s go ahead and begin crowning our top performers in each category. Who knows, you might even get a new idea or two for your own campaigns.

It’s okay, Steve. I think we’ve got it from here.


It’s okay, Steve. I think we’ve got it from here.


Our Top Facebook Ads Of The Year 🏆

There are quite a

few different ad types for you to choose from in Facebook’s Ad Manager. These ad types vary from simple to complex. But the goal is the same throughout — to generate strong engagement and clicks from your target audience.

For a more in-depth walk through on refining your target audience in Facebook, you can check out this helpful guide on how to get more from your Facebook campaigns.

This top performance post will give our favorite examples from each of these different ad types. So, let’s get started.

Photo Ads

Photo ads are the classic Facebook promotions we’re all used to seeing in our News Feed. You can use these to increase brand awareness around your Facebook page or to showcase a new offer.

A very clean photo ad by MOO that does a great job of catching user attention.


A very clean photo ad by MOO that does a great job of catching user attention.

Keep in mind that Facebook newsfeeds are constantly flooded by different types of ads (especially photo ads). So, try to distinguish your product with an actual scene like the ad above.

As opposed to just a plain product image, MOO went with a nicely positioned, big photo of their cards with a color that really makes them pop. Just look at how that red sets the stage.

Why does this ad win for the Facebook image ad category? Because MOO did a great job with creating a unique photo ad (who would think of peppers?) that can really disrupt user flow as he or she scrolls down the News Feed (veering away from, say, a blue color which might not be contrasted enough from the main Facebook brand color).

You can even add links in these photo ads that lead to your actual site or landing page if you want to go beyond just brand awareness for your Facebook page. But, as AdEspresso says in their ad types guide, don’t expect too many clicks from these links. There are other options for that, and we’ll get to those soon enough.

Video Ads

Facebook video ads are technically a type of link-click ad, but instead of a static image for your creative, you use a video or animation. These can be great boosters for your Facebook ad campaigns. We all know how much time users spend watching videos on Facebook, so why not join the party?

In such an overly saturated Facebook environment, it’s important to distinguish your brand from the hordes when trying to grab your users’ attention.

This is where following a few video best practices will pay off (especially in social media).

In terms of which video ad performed best last year, let’s take a look at the example below and why it’s so awesome:

Antonia Saint New York’s Video ad for their new high-tech heel


Antonia Saint New York’s Video ad for their new high-tech heel

Antonia Saint New York created an incredibly effective Facebook campaign in 2017 around their Kickstarter page.

This high-tech heel brand wanted to generate pre-purchases of their new heel line for their crowdfunding campaign.

Image of the heel brand’s Kickstarter page


Antonia Saint New York’s Kickstarter page

This Facebook ad campaign resulted in some huge growth for the high-tech shoe line. By tracking who clicked on their links and video ads, as well as who visited their website or Facebook page, Antonia Saint NY was able to create custom and lookalike audiences for successful remarketing campaigns.

This resulted in a return on investment (ROI) of more than 700% and nearly 2,000 sales from Facebook alone. That’s a big winner for 2017, alright.

The shoe brand was able to leverage their videos’ high click rate to generate strong engagement for their campaigns where it mattered.

By using video as a base insight to create more targeted audiences for remarketing campaigns, they generated actual sales growth instead of just brand awareness. The primary Facebook video campaign focused on explaining the high-tech quality of their heels while the secondary remarketing focused on closing actual sales. And close sales it did.


Yes, in February of last year, AdWeek announced that you can use GIFs in your animated video ads on Facebook. But so many people still don’t take advantage of the option.

Buffer was quick to hop on top of this innovative and engaging method of Facebook advertising. After all, most of us love GIFs.

They actually used GIF ads on two different types of campaigns — the first was a download campaign (link-click ad) to generate conversions for their “Ultimate GIF Guide.”

Note that blue is the color of creativity (most FB ads use this color).


Note that blue is the color of creativity. Most FB ads use this color.

The second campaign was a lower friction, delight-based GIF ad playing off some Harry Potter branding. Playful ads like the house-theme GIF below are a great way to develop strong brand awareness and followers for your Facebook page.

Which House would you be in?


Which House would you be in?

Building up your Facebook community gives you more direct access to your target audience to leverage insights for more powerful optimization.

Each type of Facebook ad has unique benefits that match the goal it should be used for most often. And when it comes to GIFs, the goal for this ad type is “delight”. Buffer killed it in 2017 with these ads by leveraging delight with relevant content offers for big wins.

Carousel Ads

Carousel ads are a great Facebook resource that allows you to show multiple products or offers on a single ad, each with their own link.

Now, there are multiple ways to leverage carousel ads to increase Facebook engagement, link clicks, or eCommerce conversions (sales). But they’re also a great opportunity for you to show off some unique creative branding chops.

This is what Sumo did so well with their 2017 carousel ad campaign.

Some of the best Carousel ads connect their cards with a single image.


Some of the best Carousel ads connect their cards with a single image.

Carousel ads can be a great resource for A/B testing certain features of your ad campaigns. For example, in the images above and below, you can see that the ad creatives are nearly the same. But even though the offer doesn’t change, each panel has its own unique CTA.

The second and third cards extend the same image throughout the ad.


The second and third cards extend the same image throughout the ad.

This way, Sumo marketers were able to A/B test their CTAs to see which converted at a higher rate and use those insights later on in their social advertising.

Keep in mind that there’s a two-card minimum and a 10-card maximum for carousel ads. The sweet spot, however, tends to be within the 3-5 card range, as this is enough cards to ensure that users have to scroll a bit, but not too much to bore them.

Slideshow Ads

These are essentially carousel ads that auto-rotate your selected images instead of waiting for the user to click through or scroll.

For slideshow ads, you can use a pre-existing, self-made video slideshow, or you can upload distinct images to Facebook and select which ones you want to use. You can get pretty granular with your slideshow design by including things like:

  • Image ratio on each image
  • Fade element/style
  • Time each image will show
  • Total images shown
  • Total slideshow length

One slideshow ad best practice is taking successful carousel ads and transforming them into slideshow campaigns. That’s exactly what Sumo did:

Slideshow ads (as opposed to carousel) show each card more individually.


Slideshow ads (as opposed to carousel) show each card more individually.

This way, after optimizing which CTA and offer works best via your carousel split testing, you can select a singular CTA to use on the slideshow app. However, you get to keep the elements from your individual slideshow cards to convey more value (while keeping the user focused on the ad’s overall goal).

This is how slideshow ads can one-up their carousel counterparts. The best social media campaigns will build off one another to leverage more data from the previous campaign to build a more efficient and targeted campaign in the next level of ad type.

Collection Ads

The newest of this bunch, collection ads help retailers showcase their products to mobile users in a new way.

Think of this as a “digital catalog” that allows consumers to browse products straight from your ad. This new era of mobile shopping eliminates long load times and ugly mobile sites, which in turn will reduce friction and drop-off.

Creating a collection ad is simple — all you have to do is choose the “Collection” option when you start making a new ad.

You can find this under the “Format” section on the “New Ad” page.


You can find this under the “Format” section on the “New Ad” page.

From there, you can choose from one of the templates Facebook offers:

Note the new “Lifestyle Layout” lets you promote multiple products in one lifestyle photo.


Note the new “Lifestyle Layout” that lets you promote multiple products in one lifestyle photo.

Once you choose your template, continue creating the ad as you normally would, with a headline, text, etc. For a more in-depth description on setting up collection ads, visit Facebook’s nifty “How To” page.

Anyway, the winner of most epic collection ad goes to Adidas.

Adidas uses this collection ad by featuring a compelling (dope) video above products in a specific line.


Adidas features a compelling video above products in a specific line in this collection ad.

According to a March 2017 Facebook case study, Adidas saw a 5.3x return on ad spend (ROAS) through this campaign.

By using the collection ad for a specific product line or matching theme, rather than all products, Adidas was able to tailor their ad content solely around promoting it’s new Z.N.E. Road Trip hoodie.

The brand also tapped into the cross-selling opportunities collection ads are capable of by including complimentary Adidas products that would add even more swagger to their offer (and their sales revenue).

Canvas Ads

Canvas ads are a great mobile asset for brands trying to prioritize their mobile engagement with their Facebook audience. These ads are mobile optimized and load instantly. And on top of that, they’re designed specifically to capture the complete attention of your mobile users.

How? By taking up the whole screen and creating an interactive ad experience. The level of interactivity in your canvas ad experience, however, is up to you.

Our big winner for this new format is Volkswagen, for an awesome campaign advertising one of their new models.

This campaign uses all the capabilities canvas ads offer. Users see an attention grabbing video encouraging them to click through to the actual canvas ad.

After clicking, they navigate the VW car from an aerial view around a winding mountain road. Along the ride, the VW makes certain informative stops where users can read up on the new model’s features and perks.

This is a great example of an immersive ad experience that walks your user through the different aspects of your offer. This helps ensure they see all the value you’re conveying — which should lead to a boost in conversions.

Lead Ads

Not all Facebook campaigns are focused on generating direct sales from their ads. Some are focused on filling the funnel with leads for the brand’s marketing and sales team to work on. This is where Facebook Lead Ads come into play.

With lead ads, you can encourage users to sign up for different courses and special offers you’re advertising. With Facebook being such a powerful platform for eLearning industry brands, these ads can be a huge asset to boost your key gated content campaigns.

So, which brand used this sign-up option effectively?

Our prize for the lead ads category goes to LeadsBridge for their awesome use of lead ads for downloading their app.

They even used emojis to boost engagement.


They even used emojis to boost engagement.

LeadsBridge is the big winner because they fully optimized this campaign for ideal performance. Not only did they use the best Facebook ad format for their ideal goals, but they took it a few steps further:

  1. They optimized for actual app downloads instead of simple lead lists.
  2. A very unique and value-driven creative catches users’ eyes.
  3. They used emojis to radically increase their conversions by 2000%.

With a boost in conversions like that, it’s no wonder that LeadsBridge was the big winner for this category.

Dynamic Ads

Just as lead ads are best used for lead generation campaigns, dynamic ads are best used for remarketing campaigns across the Facebook platform.

When properly integrated with your product catalog and eCommerce platform, dynamic ads will automatically promote products to users who’ve already expressed interested in your website, brand, or app.

Also, these ads are technically a form of remarketing, so there’s a bit of advanced setup required.

This will include tracking pixels, so make sure to follow the best practices for dynamic ads if you want to see success. As for the big winner for 2017 dynamic ads, the prize goes to…

The Kooples’ Facebook remarketing ad campaign.

Perfect for Facebook eCommerce


Perfect for Facebook eCommerce

The Kooples leveraged these perfect-for-remarketing ads to target users who had viewed, liked, or engaged any products on their new trouser line. Then, they retargeted them with a 50% special deal in another dynamic remarketing ad.

If you’re looking to target previous visitors or users who failed to complete their transactions, offering incentives or savings is always a great way to close the deal. So, keep your eCommerce campaigns supercharged with these dynamic ads.

Read more All the best Facebook advertising tricks for small business


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Recommendation to create a Facebook ads funnel

Organizing your prospects into different stages like this allows you to craft messaging that can honestly speak to their needs, allowing them to transition seamlessly between each stage of the funnel. Through this process, you’re able to develop relationships with potential buyers, gain their trust, and bring them steps closer to your ultimate offering.

How did we use Facebook and email marketing to bring the marketing funnel to life for one of our clients? Here’s the process:

Step 1: Target high-funnel prospects with Facebook video marketing

It’s important to introduce people to your product or service before you ask them to buy from you. This introduction occurs in the Facebook ad brand awareness stage. Our strategy starts with using Facebook’s video views campaign objective to show video ads to top-funnel prospects.

Why video marketing is important

Video marketing is becoming more prominent than ever before. As the average human attention span gets even shorter, companies need to find newer and more creative ways to deliver their message quickly and effectively. Video helps them to do just that. A 30-to-60-second video can share more about your brand’s unique story than a simple image or text ad can, especially when there’s a character limit. For brands with complex products, video also helps make information easier to digest.

Another benefit of video marketing is its ability to evoke emotions from viewers through auditory and visual elements. Video encourages social shares, which can help spread your message even further. We’ve seen a lot of engagement with our video ads, which is valuable even when viewers decide not to click through. When a company provides prospects with useful and interesting information, it helps them build trust and create long-term relationships.

Understanding the video views campaign objective

The “Optimization for Ad Delivery” setting in Facebook allows you to choose the event you want to optimize for in your ad set. Facebook’s goal is to then get you as much of that result as possible (and efficiently). Unlike other campaign objectives, this one specifically optimizes for video views.

Defining your audience

One of the benefits of using this “Optimization for Ad Delivery” setting is that you’re able to reach a wide audience at a significantly lower cost per 1,000 people reached when compared to other campaign types. At this point in the marketing funnel, reaching as many people as possible is our only objective. Why? Because it helps us grow our remarketing audiences, which are key to the next step in our strategy.

Therefore, the audience for your video views campaign should be broader than what you would normally target in a campaign optimized for conversions. When we first started using this campaign objective, we defined our audience by interests and locations. We soon realized that this limited us and that we were missing out on potential prospects who did not fall into our targeted interest categories. As a result, we began targeting people solely by location and then used the data Facebook collected on how long people watched our video to help us gauge interest and relevancy.

The offers in the next two stages of this strategy help narrow this audience down even further. When this audience becomes more targeted, it will grow smaller, which is why having more data to start with is so important. For businesses with very niche audiences, expanding visibility and reach in this first stage is essential; it’s harder for Facebook to optimize and deliver the most efficient results when it’s working with a small audience.

Creating video content

If you’ve already created videos for your website or social media platforms, this strategy is perfect for you. Guess what? You can use that existing content to engage a new audience of prospects.

But what if you don’t already have videos? In that case, we highly recommend you start creating some as soon as possible. Video marketing, including B2B video marketing, is growing every year. If you’re in the B2B industry and need to explain how your product/service works to new prospects, it may be hard through a text ad, especially when there’s a character limit. It’s much more effective to show prospects a 30-second video ad, as it can help increase a user’s understanding of your message.

While other objectives don’t optimize for video views, they are available to support video. Videos are a great way to add value to messaging in every stage for the Facebook ads funnel, including in the campaign type described next.

Step 2: Retarget mid-funnel prospects with lead ads

The next step is to use retargeting to reach the high-funnel prospects who’ve already seen your video view ads. You should present this audience with a mid-funnel asset, such as a demo or whitepaper, in return for their email address or other personal information. Not only will this asset help educate them about your product/service, but it will also allow you to use the information you’ve gathered offline to continue the nurturing process. We recommend using Facebook lead ads for these mid-funnel assets.

How to generate leads on Facebook

Facebook lead ads simplify the conversion process by eliminating the need for a landing page. When a user clicks the call to action button on the ad, a form loads on the screen instead of sending users to a landing page on a website. This feature is valuable for many reasons:

In our client’s case, we used lead ads to invite the people who watched our video ads to join our email newsletter and offered a discount on our services in return. Although we chose to target our video view audience, your audience doesn’t necessarily have to come from the top of the facebook ads funnel; you can also use remarketing audiences from another source, such as your website.

Facebook lead ad retargeting best practices

When creating lead ads on Facebook, consider these tips:

It’s important to note that blog posts are another mid-funnel usable asset in this stage. Instead of sending prospects to a lead form, you would send them to a landing page. While you wouldn’t be collecting any personal information with this asset, you can retarget those visitors later with a lower funnel asset that does utilize a lead form. Multiple touchpoints and resources are an important part of the nurturing process.

The time it takes to nurture prospects will vary by industry and the complexity of your product or service. Prospects who have to make a big investment might need more time and information before they can reach the final stage of the funnel.

Speaking of which…

Step 3: Target low-funnel prospects with an offer

By the time you’ve gotten to this point in the strategy, you will have hopefully nurtured your high-funnel leads into low-funnel prospects. If you’ve done everything right, these people will now know more than just what you offer-they will have gained insights into your business and have a deeper trust for your brand.

Your audiences for this step should include anyone who has not yet shown high buyer intent by this stage of the marketing funnel, whether acquired on Facebook or another source. For example, we created one ad set with our email list and another with website visitors. Make sure to exclude converters from these audiences. The campaign objective you use will depend on your industry; a conversions campaign might make the most sense if people can purchase your product or service online, while B2B marketers might be better off using a lead generation through Facebook campaign to promote a consultation or demo. Either way, you’ll want to encourage users to take the lowest-level action they can complete (and that you can track) online.

Read more Facebook Ad guide for beginners


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Everything about Facebook Ads Strategy

The following six tips help clear that up for any beginner to Facebook dynamic ads – or any store owner not yet getting the results they’d hoped for.

Tip 1: Before You Start, Focus On The All-Important Metrics

Metrics is often where we end up; but in the case of Facebook ads, we’ll start here because it’s so key to the strategy: to generate a good ROI, we must know what we’re measuring from the start.

Any marketing campaign that doesn’t measure leads and any sales campaign that doesn’t measure conversions is destined to leave you with plenty of unanswered questions.

Get clear on your metrics from the start so you can measure and adjust campaigns quickly before wasting ad dollars.

Advertising campaigns combine marketing and sales aspects; so you should be looking to track the following:

  • CONVERSION RATE: This is the ultimate metric as it means dollars in the bank. Facebook dynamic ads can generate LOTS of dollars in the bank if you get them right. Each advertising campaign will be different in terms of how it converts but learn from what worked best and what didn’t work – and adjust ad copy or landing pages accordingly.
  • IMPRESSIONS: low impression numbers mean that not enough people are seeing your ads and you might need to widen your target market.
  • CLICK-THROUGH RATE (CTR): If you have plenty of impressions but low CTR, it means either your ad is not working in terms of copy/design or its targeting the wrong people.
  • COST PER CLICK (CPC): How much is each click costing you? This will depend on your target audience but it’s important to know because it will affect your customer acquisition cost.
  • BOUNCE RATE: If people are seeing your ad but ‘bouncing’ quickly away from your landing page, work on aligning the ad copy with your landing page copy.

Do you see how each of these metrics are key to success with Facebook ads? Track, measure, and adjust until you start getting the results you want.

Tip 2: Set Up Exactly What You Need For Creating Dynamic Ad Campaigns

Before you can start creating dynamic ads from your Shopify store, Facebook requires the following from you:

  • Create your own brand’s Facebook page set up
  • Open a Facebook Business Manager account
  • Create a Facebook Ad account with your credit card connected
  • Create a Facebook pixel – a piece of code that you place on your website, helping you track conversions, optimize your campaigns, and remarket to leads.

You then need to create a product catalog. For this, you’ll first need a product feed. You can use the simple-to-follow Product Feed App from Flexify. It’s free and works well, especially for smaller Shopify stores.

To create your product catalog, go to Facebook Business Manager, open the menu, and select Catalogs under Assets. Then follow the instructions.

You’re then ready to start setting up dynamic ads that retarget your customers in the Ads Manager section.

Tip 3: Set Up Ads Based On Specific Event Triggers

Here’s where we start to see the real beauty of Facebook ads in action.

Remember, the aim is to target people who are already familiar to some degree with your brand and who have a need or desire for what you offer.

We’re not going to frighten them away with overly pushy ads that aren’t relevant to them; aim to get the right buying messages in front of people who are looking for exactly what you provide.

How do you do that?

You base your ads on specific actions that shoppers take on the site. So when a customer or potential customer:

  • Views content
  • Adds an item or items to their shopping cart; or
  • Makes a purchase

…you then present an ad that is triggered by the action.

To do this, you’ll need to track when people take these actions by pasting the appropriate DPA tracking code in the appropriate Shopify website code files, and then trigger the right ads in response.

That gets a little technical – get your web developer to handle it, if you’re not sure.

By doing this, ads are uniquely shaped to shopper behavior: highly targeted and more likely to result in conversions.

Tip 4: Run Retargeting Campaigns For ‘Lost’ Customers

Facebook ads come into their own with remarketing to customers who have previously shown interest in buying – but who haven’t yet translated that interest into a sale.

Your customer’s journey may not be as simple as going from A (their keyboard) to B (purchasing from your store). It may be from A to B, then to C, D, E and Z…before returning to B.

Your retargeting can help customers make that return journey to B and make sure they don’t buy from Z instead!

This is made easy using Facebook pixel tracking data. The beauty of it is that it allows you to get really specific with your targeting.

So if someone abandoned their shopping cart containing a blue t-shirt with red polka dots, that’s exactly what you can show on your ad – with some appropriate copy to entice them to click back through to buy; if another shopper included a pair of pink pajamas in their wish list, then how about showing them this in a Facebook ad?

These are hot customers who are ready to buy. You definitely don’t want them slipping off quietly into the night unless they’re wearing their new pink pajamas.

Retargeting with personalized and dynamic ads in this way is an opportunity not to be missed by Shopify store owners.

Tip 5: Optimize Your Ads For Success

To start enjoying the magical results that dynamic Facebook ads can deliver, optimize your ads – like with all good ecommerce marketing strategies.

There are a few tips here that can get your ads working best for you:

  • Make sure you separate Add to Cart and View behavior segments – create unique ads for both groups: don’t try to catch-all with a single retargeting ad type for these visitors; people who view a product usually need more info on it and have lower buyer intent than those who have added it to their cart within the last 14-28 days.
  • Don’t bug people with your ads – you’ll lose them completely. This means taking measures to control ad frequency. Anything over one impression a day is probably too much.
  • Spend time on refreshing your ad copy – while there are several things that need to come together in a successful ad campaign, your ad copy is the single biggest factor. Adding fresh content based on the time of year, significant events, or simply by adding a few emojis can work wonders for engagement levels.

Tip 6: Use Video To Bring Your Ads To Life

Since mid-2017, the Facebook dynamic ad platform has supported video as well as static ads.

Why is this important – and why should you be using video? Well, primarily because it works – especially with younger target markets. Their preferred media format is video.

Video stands out with its motion and, in many cases, is a more effective way to demonstrate the full range of features and possibilities with products than static images.

Read more Top Creative Strategies for Facebook Ad


Please contact us for seo service packages at TDHSEO.COM.


Skype: tdhseo

Thank you!