Facebook Ads aren’t as straightforward as it might look like. That’s why you need a constantly updated list for Facebook Ads Resources covering everything you need to know. For several business owners, advertising on Facebook still feels like donating untold sums of money to charity or maybe even gambling.
That’s because to do Facebook ads right, you’d need:
A good online presence (what happens when your prospects want to take a peek behind your ads? What if they set out to see who you really are? Do you have blog posts? Do you have a social presence (besides Facebook, of course)?
Great offers as a starting point for your landing pages & sales funnels (and that is assuming you have sales funnels in the first place).
A certain plan, a structure, and a method to how you do your Facebook Advertising (No, setting up and launching campaigns willy-nilly doesn’t count).
Time, resources, and money: No one succeeds with Facebook ads by launching a campaign for a few hours, a few days, or even a few weeks. Facebook needs time to make your campaigns work (and anyone who told you otherwise is an idiot).
Earlier, I wrote about why you should focus on Facebook ads, that it’s not a magic wand (and you’d do better if you set your expectations right), several examples of Facebook Ads done right, and more.
But learning never really ends, does it? There are so many awesome resources out there for you if you set your mind to learn the nitty-gritty of Facebook ads, as it were. Here are several resources you can make use of to master the art of Facebook Ads.
Just starting out with Facebook? It helps to dig into basics right away before spending your pretty penny on Facebook (because you’ll crash and burn, that’s why). Understand how Facebook advertising works, what you need to get started and more:
No, Facebook advertising won’t make you rich right away (or maybe it will, but that’s not for me to say). Set your expectations right when you are about to get started with Facebook Ads. Not setting the right expectations will lead you onto a road where there’s no end, tons of despair, and only oodles of disappointment.
Alfred Lua of Buffer has gone into more detail about How much Facebook Ads cost (per country and more), and about how Facebook’s auction system works, all in a bid to help you understand how Facebook charges you for campaigns.
Chances are that you might have already launched Facebook ad campaigns. There are also chances that your ads might not be working the way they should.
The team at Falcon sat down with David Lorentzen to delve deep into a few aspects of Facebook ads you shouldn’t have missed in the first place such as to read deep into Facebook data (& Analytics), making strategic choices, mastering the art of targeting on Facebook, and more.
Thanks to the over expectations of small business owners (agencies and freelancers have a large role to play in this), Facebook ads (and also Google Ads and Quora Ads) are expected to be some magic wand. Like, launch a campaign and get rich in a week flat.
That’s not going to happen. So, as far as Facebook ads strategy is concerned, don’t ask for too much.
“Running ads on Facebook can make your entrepreneurial dreams come true or can be a nightmare. It all depends on your Facebook Advertising Strategies.”
To succeed with Facebook ads, you need a business and marketing strategy. Oh, you also want tons of ideas constantly shifting in your head. To start with, there are at least 12 ideas to make your Pay Per Click campaigns on Facebook work harder.
There’s nothing like a little inspiration for your Facebook Ads every now and then.
Plus, you’ll also learn a lot about how to use visuals (images), carousels, videos, and write killer copy for your ads. Heck, you could just steal this stuff and make it your own (for your brand, your offers, and for your campaigns).
Reaching out to your ideal audience on Facebook is possible. But to do that, you’d need to not only manage your audiences better but also manage your budget.
Your budget could evaporate, however, if you don’t pay attention to a few things such as not targeting too big a target audience, not excluding audiences you should have excluded, forgetting all about lookalike audiences, or not paying attention to the powerful strategy that retargeting is.
Maria Toft from Falcon has a crispy post on avoiding Facebook ad mistakes below.
Not all Facebook ads are built equal. Depending on your business, use cases, objectives, and the stages of the funnel your prospects are, you’d have to use different ad types available on Facebook. Here’s some insider input on Facebook creatives & when to use them:
At some point, provided you kept working on your Facebook ads, a time will come when your problem will be to scale up your campaigns. Here’s a post on Shopify that helps you learn how to expand your target audiences, building your funnels, segmenting your audience, and more.
Looking for basics on Facebook Lead Ads? Too much information online about Facebook lead ad basics bothering you? Read up on this comprehensive post by the teams at HubSpot and Buffer and get started with Facebook Lead Ads Already
It makes sense to learn about Facebook Video Ads from a team that has created software to build Facebook Video ads (among others).
The team at BannerSnack took the trouble to go deep into how to create and launch your Facebook Video Ad campaigns including information such as how to create campaigns, the video formats you should be using, and more.
Looking for a complete guide on Facebook ads by people who practically live, eat, and breathe Facebook video ads? The expert team at Adespresso created this guide (everyone needs this stuff) for Facebook ads (for marketers and entrepreneurs alike).
If you are launching Facebook ad campaigns, using video ads for Facebook is a no-brainer.
Hey, if you don’t have big Hollywood budgets and roving teams with tripods and cameras to do videos for your business? You don’t need that.
There are video creation tools that you could use to create regular videos (for Youtube, For your online courses, or for creating videos as lead magnets), here are some specific Facebook video ad creating tools you could use right away
You don’t wade into the Facebook Video Ad waters without hearing from the experts on Facebook Video Ads best practices first.
The team at Falcon has a few tips on Facebook video ads best practices for you first such as the need to grab attention earlier, to make a good impression with your brand, focusing on sound-off views, and more.
Need some inspiration for Facebook video ads? Karola Karlson has painstakingly put together several Facebook video ad examples for you to be inspired from. If that’s not enough, Karola also has another 142 best facebook ad examples.
Don’t ever complain that you don’t have resources for inspiration now, will you?
Facebook videos get over 8 billion views, on a daily basis collectively. Now, let that sink in for a moment.
Instead of scratching your head about what kind of videos to create for your Facebook Video ads, the team at Connect.io has made it easier for you by showing you not just examples of Facebook Video Ads but also several reasons why those Facebook ads worked.
Shopify has some of the best guides for “almost everything” when it comes to e-commerce. But staying on the point of Instagram advertising, their beginner’s guide to advertising on Instagram has a nice ring to it if you are trying to promote an e-commerce store.
The more you learn, the more you earn (that’s the adage). This 6-step guide on how to advertise on Instagram is as crisp and short as it can get when it comes to Instagram advertising. Coming from a social media behemoth of a tool, you can take it with eyes closed.
You don’t just want to launch Instagram ads and leave it at that. With more than 1.7 billion accounts using Instagram stories and with more than 500 million users latching on to Instagram stories every day, you want to be sure to improve your results while you are at it.
Using Instagram for your business isn’t just about using an app — there’s an entire ecosystem out there — from Instagram regular feeds to Instagram stories; from posts with captions to IGTV. How do you make sense of all of this while you are out and about? Shopify has a post on it.
With so much to do with Instagram (and then to run your own business, you’ll need the help of some amazing tools to create your Instagram stories and to power up your Instagram game in general with snazzy videos, Instagram updates, and more.
You could do all the tootsie stuff like writing blogs, getting on social media, answering questions on Quora, trying to work on your SEO, and whatever. It makes sense to do this for a blog or an online publication.
What do you do when you sell products on an e-commerce store? All this work can take you time, but you just don’t have enough of it.
You’d stand on top of a building and shout, but I don’t think you are going to do it anyway.
Dynamic Product Ads on Facebook are hot. They were built specifically to promote your eCommerce stores and it’d be a shame not to use the power of simple automation and Facebook’s targeted reach along with smart linking to your eCommerce Store (such as Shopify).
The team at Adespresso has a succinct guide on how to use Facebook Dynamic Product Ads for eCommerce.
With more than 1 billion+ users and counting — and given that almost everyone is on the messenger platform — your Facebook messenger chatbot invariably becomes a valuable tool for you to consider for a wide variety of use cases — starting from customer support all the way to help you make sales. Looking for specific use cases for Facebook Messenger Chatbots?
Facebook Messenger has 80% engagement rates and 4-10 times higher CTRs than email marketing. With more than half of the entire Facebook’s user base lounging for more than 4+ hours on the platform, the Facebook messenger is literally a money maker for your business.
Split testing your Facebook ads gives you a way to make smarter decisions minus your own judgments or preconceived notions. In effect, you’ll make data-driven decisions thanks to split testing or A/B testing as it’s called. Adespresso has the simplest guide on Facebook Ads Split Testing so far.
A/B testing makes sense at the gist of it, but then it’s not for everyone and there is a certain time and place for it. Split testing is part science and part art and you just have to know when it use it and when not to.
The team at Wordstream has put together a helpful post on when to (& when not to) do split testing for your Facebook ads.
It’d be nice if we were living in a fairy tale and all that you had to do was to click on a button and your campaigns will roll out to make you rich.
That’s not the case and Johnathan Dane of KlientBoost knows that better than anyone else. So he created this mammoth of a 121-point split testing guide for Facebook ads so that you don’t make any mistakes when it comes to split testing your Facebook Campaigns.
Want a truly authoritative spin on A/B testing Facebook Ad Campaigns? ConversionXL is where you should be headed for something like that. Andrew Hubbard went on to write a definitive guide on how you should structure your Facebook ad campaigns for A/B testing, how to organize your split tests, and more.
Following the post above by Andrew, Alex Birkett wrote another humongous post including everything you ever needed to know to do your A/B testing well. Whether you are a beginner or a pro, Alex goes all the way to ensure that you know how to do A/B tests, the tools you’ll need for A/B testing, reading results from your A/B tests, and more.
Facebook Ads work only leads to more work. Facebook campaign bidding management and budget optimization is a herculean task and the team at Naytev has a compact, easy-to-understand, and possibly a fun way to learn all about Facebook campaign budget optimization along with best practices.
You can always learn the basics. You’ll only do better when you go beyond and hack into “hacks” if you know what I mean. Understand how Facebook bidding works, learn to manage your Facebook ad campaigns like a pro, and by the time you are done with Karola’s post on Facebook bidding management, you are sure to be a pro.
Do you know of any more resources for Facebook Ads, Facebook Stories, Instagram Ads, Instagram Stories, Facebook video ads, Facebook bidding management, Facebook retargeting and more? Comment below and let me know.
For most people, there’s no Facebook Ads Marketing Strategy — there’s only trial and error (more error than positive trials). It’s tempting to create Facebook ads and send all the traffic to a landing page with a yellow (or is it red?) shiny button which says “Buy Now”. Asking for the sale way too soon in your marketing actually backfires more than you know.
Eager to get some sales in or to show some ROI for the Facebook (or Google) ad spend, it’s easy to understand why so many business owners and marketers do this.
Note: Not that you can’t, because you can. Leadpages even has direct integration with Stripe to let you make sales straight off landing pages. Even with Unbounce, you can easily add code or use a link (with a button) to push sales or to cross-sell products within a flowing funnel.
Just because you can, doesn’t mean you should. Here’s why:
Asking for a Sale is Too much to Ask
If you went to a bar, saw someone attractive, and if you asked for marriage, would it ever work? No.
Asking for a sale the first time someone sees your ad on Google or Facebook is like asking for marriage on a first date. (Read: It won’t ever work).
How then do you assume that asking for the sale right away (from your first campaign on Facebook or Google) would ever work? What do your customers know about you (or your products and services) that they’d actually sit with their wallets in hand?
Before they buy from you, they need to be sure that you have a solution to their problem.
To get there, they’d need a taste of what you can do (or what you offer), at least a little social proof, and enough time to make these buying decisions (and that’s why you need email marketing autoresponders to keep nurturing your potential customers until they buy, and then some more).
Cold traffic doesn’t buy
How do you think anyone would ever make a purchase when you are shooting ads at completely cold traffic?
Granted that you can choose to target very specific audiences with Facebook ads.
Let’s assume that you were paying attention and that you do realize that you can’t sell (as well as you could) to completely cold traffic. So, you launch Facebook ad campaigns optimized for reach or traffic.
Then, you’d even add a campaign or two for retargeting. If you did that, you are now looking at “warm audiences”. Even then, it’s still hard to sell. You might do relatively better with these secondary campaigns targeting audiences that might already know you (since they visited your landing pages or browsed products on your e-commerce store).
It’s still not the best you can do.
If your target audience (while launching direct sale campaigns on Facebook or Google) doesn’t know you, trust you, or know exactly what you are offering, they aren’t going to buy from you.
At least, not yet.
A great way to build this trust over time is with consistent focus on generating traffic with inbound marketing — blogging, content marketing, videos, social media, and the works.
That inbound marketing part is done to develop trust, to build a community around your brand, products, and services.
Don’t go chasing sales all the time (no matter how counter intuitive it might seem like).
You’ll only have thousands of dollars spent on Facebook ads and Google ads with nothing much to show for.
What to expect from Facebook ads? Anything except magic.
Is FB ads right for you? Maybe, maybe not.
Will you see results with Facebook ads? Not if you sit there thinking you know everything (coz no one really does).
Since Facebook has more than 2.32 billion users, it’s easy for us to think that the moment we launch Facebook campaigns, we’d get results before you shut your laptop down and move out of the building.
In a few years since we’ve started providing Facebook ads management services, there isn’t a day when we don’t hear small business owners and also agencies (surprise, Surprise) who want to launch Facebook ad campaigns and get results yesterday.
That, right there, is crazy stupid expectations from Facebook ad campaigns. This is really where there’s a huge disconnect between what Facebook can do for your business and what you (as a business) should really be expecting from the behemoth that Facebook really is.
You need to have the right expectations from Facebook Advertising.
Here’s what you should expect:
Facebook Won’t Work If You Have Crappy Products (or Lower Margins)
In this day and age, it just takes a WordPress website or a Shopify site for an entrepreneur to be born (it’s not like the good old days when being an entrepreneur would have meant years of research, huge capital outlay, factories set up, products manufactured, and huge teams of people working day in and out.
The problem now is that anyone with an idea will have a WordPress website or a Shopify store (drop shipping is more common). Next thing you know is that they’d line up on the hamster wheel and setup Facebook Campaigns for e-commerce.
Get this: If your profit margins are low, don’t bother with Facebook ads or Google ads. Just find something else: Pop traffic, mobile advertising, blogging, social media or anything else that’s possible for you.
Basics, Mindset, and The State of Flow with Facebook Ads
Facebook ads “demands” that you accomplish a few things before you even get there. For one, you need to have a budget that can last for a while (a few months at least). Second, your products or services should have a healthy profit margin. Third, you’d need patience and time.
That commitment and state of flow is absolutely necessary for your Facebook ad campaigns to succeed. Mindset apart, there’s the question of digital marketing setup “before” getting to launch Facebook ad campaigns.
Without the basics in place such as a healthy inflow of traffic to your website with the Facebook pixel firing (even if you are not running campaigns) and with a healthy Facebook audience building up (people watching your videos, people checking out your high-value pages, and a healthy — while growing — customer list (or a list of email subscribers), you should expect longer time frames for your Facebook advertising to work for your business.
If you are a new e-commerce store (and you don’t think the usual rules of Inbound marketing don’t apply to you) or if you just find yourself unable to do long-term blogging, launch campaigns that are optimized for traffic first. It’s only after you get enough traffic that you’d launch other campaigns such as those that are “optimized for sales”.
If your idea was never validated (which is a fancy way of saying you really don’t know if the market wants it or not), forget about getting results anytime soon (you just have to make sure you validate your idea first).
Facebook has options (you got to know about them first)
The advertising side of Facebook is a true behemoth. As a business, you can launch Facebook campaigns designed to drive traffic to your website. Or you can expand your reach and put your brand in the radar of your perfect target audience.
Want results? You can launch Lead generation ads on Facebook and start generating leads immediately. If you are a little patient, you can create campaigns that drive traffic to your sales funnels or landing pages. Then, use your landing pages ( Hint: Don’t waste time with designers or developers. Just use Unbounce or Leadpages — pick your poison) to grow your email list and then use email marketing to do the actual selling.
Impatient? Circumstances demand results immediately? Launch “conversions” optimized Facebook ad campaigns that directly get you results (Read: sales). This strategy works even better for e-commerce stores (such as Shopify stores) than for regular business though.
Facebook Ads Take Time to Perform
Let no one (including your cousin) tell you that Facebook is a magic wand. It’s not like you’d launch a campaign today and expect any kind of results in 24 hours flat.
Our clients (especially the inexperienced ones, often new to the platform) always wonder when they’ll see results in the wee 6 hours after a campaign goes live.
Here are just a few instances to prove why it takes time for Facebook campaigns to work:
Facebook campaigns — optimized for any end goals such as “landing page views“, “clicks”, “view content”, “leads”, or “purchases” — need around 50 events (pixel fires) just for Facebook to truly understand who you are trying to target (even if you’ve spent days trying to build out a detailed audience list within Facebook). Without those 50 events or pixel fires in place, Facebook is walking blind. It doesn’t know what you are trying to do. As such, it places your campaigns in “learning” mode. If you want results from Facebook, you’ll have to let Facebook go through its own course of learning (which uses advanced artificial intelligence and machine learning by assimilating and processing millions of data points).
Facebook takes around 500 impressions to assign a “relevance score” — an arbitrary number in a scale of 1-10 which signifies just how relevant your ad is to the target you are trying to target — for the first time. Then, your relevance score is not cast in stone. It changes depending on what your market is telling Facebook as they interact with it (liking, sharing, commenting, clicking through, signing up, etc.).
Just because a campaign seems to go off on a flying start doesn’t make it a “winning campaign”. In the same light, just because a campaign seems to have gone off really slow doesn’t make it a “losing campaign”. The only campaign that’s a “winning campaign” is when the campaign actually gets you what you wanted it to do.
Launching Facebook campaigns (depending on the campaign type) might often involve setting up ads (in pairs, for testing), landing pages (each with two variants A and B, for testing), and a series of email marketing messages. You wouldn’t know if the individual elements within your campaign workflow (such as ads or landing pages) actually work until you launch it. Even after launch, you’d have to test things out and tweak your offers, messages, copy, images, the actual bids placed, audiences, and more.
I don’t care what the agencies tell you or what you think you know. Facebook ad campaigns take time to work.
If you don’t have the time, budget, patience, and the willingness to work on your Facebook ads management, you shouldn’t even be trying.
Would you like to generate sales qualified leads or marketing qualified leads at a fraction of the cost? Wouldn’t it be really nice to have a lead generation machine of sorts when it comes to generating leads?
How much better would all this get if you had an automated way to let Facebook do all the heavy-lifting to reach as many potential & qualified people among an audience that you’d choose?
Bigo Live reduced its CPI (Cost per Install) by about 33% and boosted app downloads by 49% compared to anything else they ran before. P
Leads Ad campaigns on Facebook are no longer just “campaigns” — they now form a part of a larger ecosystem of ads. You can now include Facebook Instant forms in a few other campaigns and those campaigns don’t necessarily have to be “Lead gen campaigns”.
What that means for you and I is that regardless of the type of campaign you run or the kind of objective you choose, you can still include Lead generating Instant forms in other types of campaigns too such as regular campaigns (optimized for Link clicks or Landing Page Views) or a Facebook Collection campaign you might use for e-commerce.
What are Facebook Lead Ads?
At its simplest, Facebook Lead Ads work when you make an offer and entice your potential customer to first sign up as a lead. When your audience clicks on a Facebook lead generation ad, the ad flips up and shows a form with data automatically pulled in.
“Unlike other ad types, lead ads include a contact form, called an “instant form,” that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them.
On your lead ads instant form, you can request email addresses or contact information from people who click on your ad. You can even ask people custom questions. Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information.”
In short, it’s awesome. If you haven’t tried it out yet, you should.
When you opt to use Facebook Lead generation ads, you don’t need landing pages for lead generation anymore. Like, you don’t have to use Leadpages or Unbounce or any other landing page builder at all (you’ll still need landing pages for other type of campaigns, though).
Just imagine how many man hours, stress, and time you’d save if you didn’t have to use landing pages at all.
Facebook’s Lead generation ad campaigns are native to Facebook ads in which the ad unit reveals your Instant form (that you’d create in advance for your campaign) with your potential customers’ information pre-filled. Your potential customers can just click on a button, and they get into your email list or CRM.
By not having to use Landing pages, you are potentially looking at several hundred dollars of savings each month.
Forced Simplicity is Good
Simplicity is underrated, even when it comes to Facebook campaigns. The questions you’ll ask depends on your campaign idea, campaign objective, the offer you are making, etc.
Just because you can add form fields and questions doesn’t mean you should.
As with any kind of good old conversion principles, less questions means less friction which in turn means higher conversions.
Keep Instant forms minimalistic
Facebook Instant forms Integrate with Email Marketing
Facebook provides you with a few CRM integrations natively to connect your CRM or your email marketing autoresponder. Every time someone signs up as a lead, an email autoresponder (trigged due to the event) automatically goes out.
The entire experience of checking out the ad, clicking on it, submitting user information (by the user, pre-filled by Facebook), and the autoresponder triggering to deliver what you offered in the ad is all but a near instantaneous experience.
You can set up your lead generation campaigns in a way that your lead generation machine can work 24/7, every single day with your email marketing doing all the nurturing.
Are you using Facebook Lead generation campaigns yet?
Get access to Facebook Ads Management service and I’ll manage your campaign for you, with lead notifications and direct integration with your email services provider like Drip or MailChimp.
If you ever wondered as to why you need to invest in active Facebook Ads management, think about this: As of 2019, there are over 2.32 billion Monthly Active Users (MAU) on Facebook according to Zephoria.
Let it sink in. As far as your business is concerned, you don’t have to like Facebook personally. But you’ll need a presence on Facebook, starting with a Facebook business page, and an Instagram business account.
For additional social context, it also helps if you share some content on your Facebook page (ignoring the fact that you have very little hope of actually gaining from your organic Facebook page management efforts) and keep your Instagram business account active with social updates.
Here’s why you need Facebook Ads management today:
Facebook Ads Management Is Full-time work
As a business, you’ll need to:
Boost your reach and get as many eyeballs as you can to check out your brand or website.
Get traffic to your landing pages, or for people to view your content (videos, Infographics, or landing pages)
Generate leads and grow your email list
Launch specific campaigns for App Installs
Launch campaigns for getting sales
Each of those objectives could be “Facebook Ad objectives”.
Assuming you choose an objective such as to generate leads to grow your email list, it becomes a campaign and to manage just that campaign is a full-time job (managing ad campaigns for a few minutes per day, per campaign, is no longer enough, by the way).
As you manage campaigns, you’d have to deal with, as far as Facebook Ads Management is concerned:
Plan and strategize as to what kind of offers you can make (and whether or not your offers are compelling enough)
Build several audiences on Facebook (such as target audiences, lookalike audiences, audiences based on engagement, or audiences based on site behavior).
Create ads in pairs (so that you can split test them and see which one works better)
DIY Facebook Ads Management: You’ll Miss the Goldmine
Facebook — the advertising end of it — is a behemoth of a platform with several objectives, audience types, and ad formats. At the last count, there are image ads, video ads, carousel ads, Facebook Lead Ads with Instant forms, Facebook Instant experiences, and Facebook Collections.
As you run your campaigns yourself and prepare to manage your Facebook ad campaigns, you are likely to miss out creating appropriate ad types for Facebook in the rush to launch or just because you didn’t thought it was important.
Likewise, you are going to miss out on creating appropriate audiences, forget to manage your bidding, launch your campaigns and then forget about optimizing your campaigns.
You’ll often just settle with a single landing page (without A/B testing).
In the end, you’ll only be left with ever-increasing CPC (Cost per Click), lower conversions, and a bank-sized bill to pay.
Stop Experimenting; Leave Fb Ads Management to Pros
Facebook ads management, when left to professionals, do everything required to make your Facebook ad campaigns work. For instance, when you choose my Facebook and Instagram ads management service, you get:
A discovery call where I plumb you with questions to figure out exactly what your objectives are, what your business is all about, get an understanding of your products and services, and what your expectations are with Facebook ads.
On the call, we also spend time trying to figure out what we have (assets such as audiences, graphics, images, logo, and more) versus what we still need to create (lead magnets, email lists, lead nurturing autoresponders, sales funnels, etc.)
Onboarding, audit (included for free), and gaining access to Facebook Ad accounts
Setting up campaigns, based on your objectives.
Each campaign comes with unlimited ads, always created in pairs (for A/B testing).
Campaigns will have fast-loading, AMP-ready, and message-matching landing pages (again with two versions A & B for testing).
The behemoth that it is, Facebook gives you the potential to reach about 2.1 billion people in the world. On top of that, you also get access to a cool million on Instagram.
Before you get anywhere near Facebook ads, you need to understand the various campaign types and objectives available to you
Read this, grab a cup of coffee, and plan your campaigns better.
Here’s what you should know before you even try to find out how to start Facebook campaigns:
Install The Facebook Pixel
Without installing the Facebook Pixel, there’s no point in trying to learn how to start Facebook campaigns.
Absolutely everything you do with Facebook beings and ends with the Facebook Pixel. Don’t even proceed without getting this part right.
So, let’s start with the basics:
A generic part of the pixel should go on every page of your website.
The event code that should show up right below the base pixel on pages that only show up when certain actions are taken — such as when a lead signs up, or when a product sale happens. More often than not, these are “.thankyou.html” pages. The exact URLs of your destination pages really depends on the platforms you use.
Watch this video to find out how to add your Facebook Pixel properly:
Think Strategic: Ask Yourself The Right Questions
If starting Facebook campaigns was easy enough, everyone would profit from it. But the truth is that not everyone gets it right. The reason? You are not being strategic enough about your Facebook Campaigns. You are thinking “How to Start Facebook Campaigns” instead of thinking “Why Should My Potential Customer Care?”
Before you go anywhere near your Facebook ad campaigns, you’d have to sit down and think about a few things:
Given your market (and your competition), where does your business stand in terms of reach and branding?
At the moment, what’s your digital marketing setup like? What do you do now to get traffic to your website?
Why should your customers consider your business or buy from you? What’s your USP?
What are you selling, at what price, and what’s your profit margin on each sale?
Will your customers place orders on your website or do they make transactions offline, or a mix of both?
Without even considering Facebook Ads (or Google Ads), what’s the marketing flow like? How does it all work?
If you do put up Facebook ads, what’s the offer you are willing to make? Will you make some free offers? Give something away? Deliver a coupon for your e-commerce store?
What are the exact campaign types you’ll start with?
What is your marketing setup like? What are the various tools you’ll use to make it all work for you? In short, what does your marketing stack look like?
Landing Pages: How To Use Them (& When Do You Not Need Them)
Don’t waste time chasing designers and developers to get your landing pages built. Just use Unbounce or Leadpages. That’s it. The discussion ends here.
For certain Facebook Ad campaign types, there might not be a need to use landing pages at all. Facebook Lead Ad Campaigns, for instance, will make use of Instant forms triggered by regular-looking image or video ads.
You don’t really need landing pages when you use Facebook Lead ads since the Instant forms will work like landing pages and they’ll imitate the functionality of a landing page.
You also don’t need landing pages when you create Facebook Instant Experiences (but it won’t hurt to still use landing pages, just in case). When you use Facebook Collections (mostly for your e-commerce stores), you’ll make use of the “e-commerce landing page” like native Facebook experience to send traffic straight to your e-commerce store.
With the exception of Facebook Lead ads, you’ll need landing pages for every other type of Facebook ad campaign.
Starting with the pixel (above) and your landing pages (unless you are using Facebook Lead Ads), you’ll need a proper sales funnel or a lead generation funnel (depending on your objectives).
For Facebook advertising objectives such as traffic, reach, and branding, you’ll need to optimize your landing pages and/or websites to do proper justice for those campaign objectives.
If you are using Facebook lead ad campaigns, be sure to have a strong offer, a compelling call-to-action, and a well-designed Instant form.
The rest of the campaigns (especially the conversion objective) you’ll need a proper funnel consisting of one of many landing pages, an ability to sync your leads to your CRM, an email marketing automation system, and a robust way to nurture your leads (done with email marketing).
When you run Facebook ad campaigns, your primary motive isn’t to “sell stuff”. You are basically running Facebook ad campaigns because you want to generate leads (lead gen ads), bring more people to your website (reach & traffic), drive more people to your store (or offline location), or have people sign up for your offers off Facebook (on a landing page usually, using conversions objective).
Regardless of which campaign type you use for Facebook and how you generate leads, it’s email marketing as a channel that actually contributes to your sales. It’s the emails that’ll finally push your regular subscribers into customers.
Since you can’t be manually sending emails out each time someone signs up, you’ll need email marketing automation. You can easily accomplish this by using popular email marketing providers such as Drip.
Let’s say you choose a special audience to target, targeting the United States. Assume that you were running a Facebook Lead ad campaign. “Leads” will be the final result on Facebook.
It goes without saying that you are paying for impressions or that you’ve chosen a particular target amount per lead acquired.
The moment you launch your campaign, Facebook gets into “learning” mode for your campaign. It tries to determine exactly what you are trying to achieve and tries to use machine learning and artificial intelligence to figure out who should be the right people to see (or act) on your ad.
As such, Facebook needs at least 50 conversion events (could be landing page views, leads, sales, viewcontent, pageviews, button clicks, etc. — whatever it was that you choose as a conversion event).
Facebook will need your conversion event to fire at least 50 times before it knows what to do with your campaigns.
Guess what? Most people end their campaigns even before they get a single conversion of any kind. They don’t let Facebook learn about their own objectives. Facebook doesn’t even get a chance in most cases (assuming you did everything right).
So, once you launch your campaigns, stick on (and avoid doing any major edits) until you reach about 50 conversion events.