How to make your Facebook Ad Campaign successful

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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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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


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Tips to target Facebook ads

Since I am not able to get in the back end of each reader’s analytics account or CRM data, I will only be providing core audience recommendations throughout this post. However, I highly recommend that all Facebook advertisers leverage custom audiences and lookalike audiences for targeting in their campaigns.

In this article, you’ll learn how to build a website custom audience. This works for any number of website visitors. I’ll also show you how to create a full ad campaign that targets this audience.

1. Getting Started: Create a Website Custom Audience for the Last 180 Days

In order to create any website custom audience, you first need to have the Facebook pixel and any relevant conversion tracking installed on your website. For a step by step walkthrough of how to set up the pixel

Website custom audiences group people based on them being pixeled when visiting your website. You then set conditions such as what pages someone needs to visit or conversion actions they need to take, as well as in what timeframe, to be included in your audience.

The website custom audience you want to start with is one that groups all of your website visitors in the last 180 days.

To create this audience, navigate to your Audiences dashboard using the Ads Manager main menu. Once loaded, click on Create Audience and from the dropdown select Custom Audience.

Facebook Ads Website Visitors

You’ll then be presented with a menu listing the different custom audiences all the way from customer file which uses your own database — to app activity, engagement, offline and of course website traffic.

website visitors facebook ads

Click on Website Traffic to open the website custom audience creation window.  At the top, make sure that the ‘include’ condition is set to ANY and not ALL.

Next select your Facebook pixel. If it’s all working correctly, you should see a green dot next to your pixel name showing it’s active.

In the website traffic condition leave it as the Default — All website visitors — and in the day duration field change it to 180 days. This is the maximum number of days you can have for a website custom audience. This is the best starting website custom audience to test as it will create the largest of audiences, which is why it works for websites with a small number of monthly visitors.

Finally, name your website custom audience: “WCA – All traffic – last 180 days”.

WCA is the acronym of website custom audience, then All traffic for the condition and 180 days for the time duration.

website visitors facebook ads

Using a specific naming condition will help you keep track and easily identify your audience when you start creating other website custom audiences or any other audience.

Website custom audiences will take up to an hour to populate and even longer if you have a large number of website visitors. 

2. Create a Website Re-marketing Campaign Targeting Your New Audience

Creating the audience itself is just the start. Next, we’re going to look at how to build a campaign around your “WCA – All traffic – last 180 days” audience.

The first step is to choose your objective. To start things off we’ll use the Traffic objective, optimizing for landing page views.

website visitors facebook ads

Click Create campaign and in the quick creation window name your campaign. Then set your buying type to Auction, choose the Traffic objective from the drop-down and leave the Split test and Budget optimization features turned off.

Next, name your ad set and ad and click on Save to Draft. When your campaign opens, navigate to the Ad Set level by selecting “1 ad set” at the top of the window.

website visitors facebook ads

Now at the ad set level, in the Traffic section, select Website as the destination to drive people to from your ads.

In the Budget and schedule section set your daily budget. As a rule of thumb for every 10k people in your website custom audience set a $5 per day budget. For example, if you have 50k people in your website custom audience your daily budget would be $25.

website visitors facebook ads

In the audience section, from the Custom Audience field, search for and select the “WCA – All traffic – last 180 days” audience you created earlier.

Set your target country in the location field and leave the rest of your audience sections such as age, gender and detailed targeting as Default. You don’t need to narrow down your website custom audience as it’s already hyper targeted.

website visitors facebook ads audience

Next, in the Placements section, choose Edit placements. Then in the placement list, deselect all placements apart from Facebook feeds and Instagram feeds.

Finally, in the Delivery and Optimization section, select Landing Page Views from the drop-down and make sure the Set a Bid Cap is not selected.

website visitors facebook ads optimisation

Now move on to the Ad Level of your campaign. Here we are going to create the ad to show to your website custom audience.

When targeting a hot audience of website traffic, you want to use the testimonial ad type in the RTM Method (Reminders, Testimonials, Messenger).

website visitors facebook ads RTM

By using a testimonial ad type, you are building social proof to establish greater trust and confidence with your audience, to the point where they revisit your website and convert into a customer or client.

At the Ad Level, select your Facebook page and Instagram account from the Identity section.

Under the Create Ad tab, select ad with an image or video. This is known as the single image or video format. We are going to start this campaign with a single image ad.

Click on Select Image and then from the Image Library choose a relevant image to the offer you want to promote. For example, you could run a promotion on your most popular product and therefore choose a product image.

TIP: The optimal ad format for a single image ad is now 1:1 square ratio, like on Instagram. Minimum of 1080×1080 pixels.

website visitors facebook ads image selection

Next, in the text section follow this copy structure.

  1. Start your ad with a customer or client testimonial.
  2. State your offer to hook your audience to come back to your website. This could include a price incentive such as a discount for first time customers or clients.
  3. Add any additional social proof such as “join thousands of happy customers” or “5 star rated on [insert review platform].”
  4. Add a Call to Action (CTA) such as “click the link below” to “shop now.”

website visitors facebook ads copy structure

In the website URL section, link back to the most relevant page based on the offer you used in the ad copy. Also reiterate your offer in the Headline field. In the Newsfeed link descriptionfield either reiterate the discount code they have to use or your CTA.

Finally, set your CTA button. For example, if it involves buying a product use “Shop Now” and for lead-based businesses use “Learn More”, “Book Now” or “Contact Us” depending on the offer you used in your ad copy.

In the tracking section ensure that your Facebook pixel is enabled then click on Publish to set your new campaign live.

3. 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

Read more All the best facebook ads you should learn about


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


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Thank you!