Your target audience hangs out in various parts of the web, but a huge percentage of any target audience uses search engines and Facebook.
In this blog post, you’ll learn about the strategy of top brands who are spending less but are reaching more people on Facebook with their ads.
1. Install the Facebook Pixel
If I ask you, what do you think is the most important thing when doing Facebook ads, what will your answer be?
Ad copy? Audiences? Creative? No, no and no! The most important thing when doing Facebook Ads is without a doubt the Facebook Pixel.
First, if you don’t know what the Facebook pixel is, it’s basically a piece of code which you insert into the html of your store/website/blog/landing page and it interacts with Facebook. It tracks all the actions people take in your store (it tracks each individual ad, so you know which ad brought what results).
The most important thing when doing Facebook Ads is without a doubt the Facebook Pixel.
But that’s not the main reason we want our Facebook pixel installed on our website, there’s a much more powerful reason. The Facebook pixel basically learns about the people that converted and stores their data. We can later on use that data to create ads (website conversion ads) that are optimized for the certain action we decide on like a lead, purchase, add to cart, etc. depending on your objective.
In other words, Facebook learns what kind of people convert on your website and uses that data to show your ad to other people that are more likely to convert, the reason is that people who convert to your offer (for example make a purchase) have similar interests and behaviours, so using that data Facebook shows your ads to other people that are similar to your past converters.
The more conversions you get, the more accurate and powerful your ads will be!
If you don’t have the pixel installed on your website, do it ASAP. The more time you are advertising on Facebook without having the Facebook pixel installed, the more data you are losing!
2. Know Your Customers
If you’ve ever done any paid advertising before online, you know how important targeting is to the success of a campaign for a positive click through rate. If you target the right people, you obviously get more clicks and conversions. But, if you’re showing an ad about hamburger to a vegan audience, your targeting is way off and you’ll make 0 sales.
Customer List Audience
Use your existing customer data as your baseline audience, including phone numbers, email addresses, and Facebook user IDs. You can either use a portion of your data, or upload everything from your CRM in one go.
This is a good way to target people with ads that are relevant based on where they are in the buyer’s journey. Keep in mind, you can’t mix different data sets with this custom audience type.
Website Traffic Audience
With Website Traffic, you can build a custom audience list based on the pixel tracking code you’ve embedded to your website. This feature doesn’t require you to have any existing user data. All you have to do is wait for prospects to visit your site.
For this type, you can choose the timeframe and segment audiences through the following:
- Anyone who visits your site
- Anyone who has seen a specific page
- Anyone who has seen particular pages but not other pages
With Website Traffic, you can build a custom audience list based on the pixel tracking code you’ve embedded to your website.
Not enough website visitors or clients in your existing email list?
Due to all the data that Facebook has on people, they’ve been able to develop some amazing targeting tools that are very powerful when used right. You should test different options to see which targeting methods work best for you.
Lookalike Audience helps you find more people that your brand is not currently in a relationship with, but are more likely to become your customers as they share the same interests and demographics as your customers.
Targeting plays a huge role in the success of your campaign. You can build the best campaign in the world, but if you put that campaign in front of the wrong audience – it will never succeed. That’s why I devote so much time into researching the best targeting options for every campaign. The key to successful targeting is specificity. You must ensure that your targeting isn’t too broad, that you’re really narrowing in on the avid part of your market… the people that actually want to buy.
Lookalike Audience helps you find more people that your brand is not currently in a relationship with, but are more likely to become your customers.
3. The Best Ad Type
Let’s have a look at all the different ad types: Page Post Engagement, Clicks to Website, Boost Post and Website Conversions. But what is the BEST ad type? Well, the simplest answer is, there is no such thing! Every ad type has its advantages, but the ad type that you should know the most about is definitely the Website Conversion ad type. For those who aren’t aware of what are Website conversion ads, it’s basically an ad optimized for a certain action on your website using your Facebook pixel like a Purchase, Add to Cart, Lead, Initiate, Checkout, View Content, etc. A Website Conversion is any action taken on your website, from a basic page view all the way to a Purchase. You tell Facebook what to optimize for!
The ad type that you should know the most about is definitely the Website Conversion ad type.
Here comes the importance of the Facebook Pixel and how it works. The Facebook Pixel works on past data, like all the people that added to cart on your website, viewed content, purchased, etc. So, if you optimize for purchase on your ad, Facebook will look at all the purchases that your website had, learn about the people that made those purchases, and show your ad to people that are similar to those buyers.
Question is what if you don’t have any purchases yet, or very little? Like I said before, Facebook works on past data! So, if Facebook does not have any or many buyers to look at, it will be very difficult and nearly impossible for Facebook to find you those buyers. Let’s take the example of your landing page.
Facebook will look at all the purchases that your website had, learn about the people that made those purchases, and show your ad to people that are similar to those buyers.
The purpose of your landing page is to get as many leads as possible (so you can send them annoying helpful emails). So, you have a pixel installed in the landing page, and a pixel installed in the page after they give you their email (lead).
But because You didn’t have almost any leads yet from that landing page, optimizing for Leads won’t really work for you because Facebook does not have that data yet! It will not know who to optimize for. You had about 10 visitors to that landing page a day, and about 2 leads a day. So, in a week that’s 70 visitors and 14 leads. And visitors are basically a View Content Pixel (because its installed on the landing page), so in this case Facebook has much more data on people that visit your landing page than people that actually leave their email (lead). The smartest thing to do in this scenario is to create a Website Conversion ad optimized for View Content. Facebook is much more likely to find people that visit your website than people that leave their email because it has much more data on your visitors (70 a week), than your leads (14 a week). because it has enough data on that action (leads).
The smartest thing to do in this scenario is to create a Website Conversion ad optimized for View Content.
Once Facebook is getting enough data on your leads, (around 30-40 a week) you will release a Website Conversion ad optimized for leads, because only then will Facebook know who to show your ads to because it has enough data on that action (leads).
Advertising is the most effective way to quickly get your message to this audience.
Facebook represents one of the largest user bases on the entire Internet and you can find a large portion of your target audience on Facebook through advertising campaigns no matter what business you are in.
However, like any advertising, you can lose money if you’re not smart about it. But, if you follow the 3 steps that I’ve laid out in this post, you’ll make fewer mistakes than most others would.
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