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Top 10 Facebook Advertising Tips For Marketers in 2018

Top 10 Facebook Advertising Tips For Marketers in 2018

Top 10 Facebook Advertising Tips For Marketers

Top 10 Facebook Advertising Tips For Marketers

Ready to crush your Facebook Advertising goals in 2018?

With a staggering 1 billion active users on Instagram every single month, there's no denying that Facebook is considered as ONE of the top channels to advertise your products and services.

But have you tried Facebook advertising before and failed?

You're not alone.

A lot of the clients that I've worked with have usually suffered a negative ROI when it comes to advertising when compared to similar advertising campaigns like Google Adwords which is based on 'search intent'

Yet, you can't deny the millions of brands and businesses that are getting positive results from their advertising campaigns. 

What makes them successful and why do other advertisers fail?

I've done the research and handled several Facebook advertising campaigns myself, so you could say that I know a thing or two about Facebook Advertising.

And I've collected what I've learned and condensed it into the Top 10 Facebook Advertising tips and strategies you should be doing in 2018.

These tips are perfect for those people who would like to run Facebook Advertising campaigns on their own. 

But if you prefer to hire an expert on Facebook advertising, you can apply to work with us by visiting this link.

Let's dive right in. Here's the list of 10 tips for Facebook ads success:

Let's dive deeper into each section.

1. Campaign Objective

Use the guided campaign creation to pick a marketing objective for your campaigns.

Campaign Objective

Campaign Objective

One of the biggest reasons you’re probably not getting results from your Facebook campaigns is because you’re probably trying to “convert” people immediately and buy from you, when your target customer is NOT yet even aware of your brand.

It's like going to a stranger and "asking them for money". That would be one awkward moment and I'm sure that stranger would be running away from you as fast as they can.

Here's how the campaign objective can help you with that.

Start building “awareness” with your brand, products and services first...

Then ideally, turn them into leads with a FREE offer or a LOW investment product, build a positive relationship with them through a nurture series(email or drip messages via a chatbot).

And when your prospects are “ready to buy” you can start using Facebook’s Conversions campaign to close the “sale”.

PRO TIP: If you already have a Custom Audience of targeted users who are highly engaged with your brand(more on this later) use the “REACH” objective instead of the conversions objective.

You’ll be able to reach more people at a lower cost per impression

2. Pixels

There are 3 major advantages of using Facebook’s pixel on your website properties:

  • It helps you make sure that your ads are being shown to the right people
  • It helps you build custom audiences for highly targeted segments
  • It unlocks powerful features and benefits for leveraging Facebook's data

But implementing Facebook’s pixel by adding the “code or script” on your website is just the FIRST step.

If you want your Facebook Pixel to perform well, you need to season it with the right data.

You need to implement Facebook Events or use “Custom Events” to make the most out of this powerful analytics and tracking tool

Custom Events

Custom Events

There’s a technical implementation that needs to be done on your site to properly implement Facebook events (via Javascript).

It’s best to reach out to your developer to implement these “scripts” using Google Tag Manager or other methods.

3. Targeting and Audiences

This is probably the most important ingredient of a successful Facebook advertising campaign.

Choose the right targeting and you’ll be able to reach your ideal customers at a lower cost per impression.

Here’s how we prioritize our list of targeting.

● We start with a buyer’s audience first if we have them
● We create a lookalike of that buyer audience (when available)
● We build an engaged audience (from the lookalike audience)
● We create a lookalike of that engaged audience
● We create a lead audience
● We create a lookalike of that lead audience
● We target interests that matches our ideal customer’s interest
● We create a lookalike audience of that interest targeting bases on those that engaged with our content (video,links,comments, etc).

4. Geographic Targeting

Not a lot of people are running their campaigns with precise Geographic targeting.

And if you have a small budget per day (less than $20) it might not be advantageous to target an entire country or even a state!

Geographic or also known as Location targeting allows you to reach people on Facebook ads based on their EXACT location.

If you are running a brick-and-mortar business, it’s really important that you use “Radius targeting” within a few miles/kilometers from your actual location instead of entering cities or states.

You can also target by city, state and even ZIP/Postal codes!

Geographic and Radius Targeting

Geographic and Radius Targeting

5. Age and Gender

Another way to get the most out of your ads is to separate your campaigns initially with Age and Gender targeting.

Use Facebook Audience insights to find the top age and gender profile of your target audience.

Facebook Audience Insights

Then create separate multiple campaigns that targets your top AGE and GENDER demographics.

I usually start with 2 campaigns, one for the male audience and the other for the female audience.

By splitting your campaigns by Gender, you can create Copy, Ad messaging, colors and ad images that matches the majority of that gender profile.

6. Ad Budget

When it comes to Advertising budgets, there’s two approaches here:

● If you are gathering data, start with a higher daily budget
● If you want to optimize your pixels first, start with a lower daily budget

It really is a personal preference on how much should you spend to GET STARTED WITH on your advertising campaigns.

But for us, it’s important to turn $1 into $2 and we do this by constantly optimizing our funnel and advertising campaigns.

If you have a campaign that is constantly giving you the ROI that you want, why would you LIMIT the budget for that?

So here are some tips to make the most out of your advertising budgets.

  • 1
    Make sure that you are tracking your pixels and analytics correctly (Tip #2)
  • 2
    Start with at least $10 per day ($20 for most competitive industries)
  • 3
    Test between Lifetime and Daily budgets
  • 4
    Use Ad scheduling to turn off ads during non-converting hours(usually midnight to 6am), if you find that your daily budget is depleted quickly
  • 5
    Use Accelerated spend if you want to drive impressions quickly (testing)
  • 6
    Change your reporting columns to reflect the ROI of your ads
Optimization & Delivery

Optimization & Delivery

7. Ad Creatives

There is both an art and science in creating Facebook Ads.

But what’s most important is to create ads that will RESONATE with what your ideal customers wants.

And the only way to do that is to consistently run tests.

The worst mistake of any Facebook advertiser is they only use ONE or TWO creatives when running their ads.

On average we have about 10+ ads running for one campaign.

This way, our ideal leads and customers are NOT bombarded with the same ads over and over again.

With Facebook, there’s also tons of different ad creatives that you can use depending on the campaign objective and device targeted.

If you want to see how your ad creatives would look like, or you'd like them to be approved with a client first (if you're doing this for others), you can use Facebook's Creative Hub to create mockup designs.

Facebook's Creative Hub

Facebook's Creative Hub

8. Offer

This is another area where a lot of Facebook advertisers are getting confused.

The type of offer that you use in your Facebook advertising campaigns will reflect the type of lead that you’ll attract.

Create an offer that matches the awareness level of your ideal customers.

If they are NOT yet aware of your brand, offer them a FREE lead magnet in exchange of their contact information (email).

Some people also offer what’s called a TRIPWIRE offer or a low-cost offer for those who are still UNAWARE of their brand.

If they are already AWARE of your products and services, you can boost your conversions by offering bonuses and exclusive deals.

The VALUE or CONTENT of your offer is much MORE important than the MEDIUM of your offer.

But if you can use VIDEO as a medium for your offer, it will help boost conversions because it has a higher perceived value than most types of content.

9. Landing Pages

If you are driving paid traffic to your website without the use of dedicated landing pages, you’re probably wasting a lot of money

When you drive traffic to your website, you decrease your potential for more conversions because of the tons of distractions most websites have.

Here are just some of the distractions on a typical website:

● Social media links

● Unrelated articles

● Sidebar links that aren’t related to your offer

● Outbound links (links to third party websites)

But a landing page can boost your conversions when used properly because it focuses on just “ONE” goal: To convert your visitor.

There are numerous types of landing pages:

● Optin page or Squeeze pages
● Webinar Registration pages
● Thank you pages
● Sales pages
● Upsell pages
● And more…

Here are the tools that I use to build highly converting landing pages:
Clickfunnels - The top sales funnel and landing page builder
Leadpages - another contender when it comes to landing pages
Elementor PRO - When I want to create my own landing pages on my WordPress website, I'll be using this PREMIUM plugin alongside with Thrive Architect

10. Sales Funnel Strategy

And finally, the final piece of the puzzle: a Sales Funnels Strategy.

A sales funnel is basically the “sequence” of events a new visitor goes through to become a lead, then a customer, next into a valuable, and loyal fan to your brand.

And the first 9 tips all prepares for your sales funnel strategy.

A sales funnel allows you to semi-automate your marketing process and do most of the heavy lifting for you.

It allows you to turn lead-generation on demand and drive traffic to your funnel whenever you need a new lead or sale.

Much of the heavy-lifting when it comes to converting new leads into customers is done on the follow-up series & pre-selling series of your sales funnel.

Crafting copy that converts is a crucial skill that we excel at.

Here’s an example of a simple sales funnel: Lead Gen Funnel

Lead Gen Funnel

Lead Gen Funnel

Are you ready to try Facebook Ads again?

What do you think of this article? Have I convinced YOU to try Facebook Ads again? Or maybe I've given you some strategies and tips that YOU could implement now?

Let me know either way and would love to hear from you if you liked this topic.

If you're interested in Facebook Advertising and you think that YOU'RE BUSINESS could benefit from it, let's schedule a strategy session and I'll give you a ROAD MAP on how you could use Facebook Advertising to grow your business. Apply for a Strategy Session Here.

BTW, are you interested in a CHEATSHEET for Creating the Right CUSTOM AUDIENCES for your business? Let me know in the comments below and I'll notify you once it's available.

Talk soon!

eCommerce Marketing Tips – Top Strategies To Level-Up Your Online Sales

eCommerce Marketing Tips – Top Strategies To Level-Up Your Online Sales

The online world is changing an an extremely fast rate. Online eCommerce sales are expected to jump 3x from $1.86 trillion to $4.48 trillion US dollars in 2021.

While most people are still shopping and purchasing online via their Desktop PCs, mobile devices like your smartphones are catching up quickly.

Is your online business fully optimized to take advantage of these changes? Your site should not only be able to process online orders, but it should be a well-oiled sales machine.

Before they reached out to us, they faced numerous problems with their site.

1. They didn't have enough traffic to their website. - They know that they are getting visitors to their website, but there's not enough amount of leads coming through their sales funnel and completing their purchase online.

2. They didn't know if their advertising campaign is working or not. - They are running Facebook advertising, but after "boosting" several posts and working with other freelancers and agencies, they didn't know if any of the efforts that they are doing are resulting into any measurable results. 

3. They want more visitors to convert into buyers on their website. - A huge percentage of people who are visiting their website are just bouncing and not converting into a lead or sale. They wanted more of these visitors to turn into lead then into a customer.

In this article, I'll share with you a case study on how we've been able to get more sales for an eCommerce client.

We were also able to increase the ROI of their advertising campaigns because of the 5 strategies that I'll be sharing with you today and how you can replicate the same strategies on your eCommerce business.

Are you ready? Let's get started then.

1. Start Tracking Everything Properly

About 90-95% of the campaigns and website's I've worked with had the same problem. They ALL have basic tracking tasks like adding Google Analytics and the Facebook Pixel on their website but that's it. 

Google Tag Manager

That's what most eCommerce website owners do.

But in order to know and improve your marketing campaigns you need to be tracking everything properly. 

Have you setup your goals? Have you added your filters? Have you setup Enhanced eCommerce tracking?

Are you using Google Tag Manager?

Are you tracking events, video views, scroll tracking?

When we've fixed their tracking scripts to start tracking everything, we know that we can start making better and informed decisions because now we can see the entire picture.

Something that is virtually impossible if you haven't setup your tracking codes and analytics properly.

2. Create a funnel

Most people send their paid traffic direct to their product pages and worst, their home pages. That's just a waste of money, because these types of pages are not "funnels". 

Sales Funnel

A sales funnel is a specific set of pages that's designed to turn your website visitors into leads, then into customers and finally into loyal and true fans of your brand.

We created a simple lead-generation then sales conversion funnel to turn NEW visitor into ideal leads, then into their customers. 

This strategy has allowed them to lower their cost per acquisition (how much they are spending to acquire a customer) and to improve the engagement on their campaigns.

3. Cart Recovery Strategies

According to the Baymard Institute, the average cart abandonment rate is 69.23% which means that almost 7 out of 10 people will not complete their online purchase even if they've added an item on their cart.

Cart Recovery

What we did for this client was simple. We setup a cart recovery campaign that will "send a reminder email" 6 hours after they've abandoned their cart.

We've also created a remarketing strategy and campaign that "reminded" people that they've let an "item on their cart" and if they would continue completing the purchase we'll provide them with a higher discount or coupon.

4. Use Facebook Advertising to Drive Traffic

Most online businesses are struggling because they don't have enough traffic to their website. And this is because they are either waiting for traffic to come (blogging, content marketing, etc), or they are using "free and inconsistent" traffic sources like SEO and social media.

But that's not the only source of high-quality traffic. In fact, if you're starting out, this is one of the best ways to drive highly targeted traffic to your websites: Facebook Advertising.

For this client, I immediately knew that Facebook Advertising is their number 1 source of high quality leads because I've seen some of their "competitors" leverage Facebook.

Luckily for them, we've created the proper targeting and Facebook ads to attract their ideal customers into their sales funnels.

Then our follow-up series through remarketing ads and email have turned this new leads into ideal customers because we focused on building relationships with them instead of "shoving" products and services down their throat.

5. Create Engaging Videos

And last but not the least was the medium we've used to communicate the client's messages, products and services.

When I've looked into their niche and campaign, there's no doubt that Video should be the number 1 content used.

We had our team create a storyline for videos that will be created for them. It was great that the client was able to provide actual videos of their products and services.

This helped make it more authentic and unique. Avoid using stock videos and stock photos at all costs. 

When creating engaging videos, it's really not about the level of production you bring to the video that makes it highly engaging and converting. It is the story and emotion in a video that helped "connect" their customers with their brand. 

If you're not using video in any of your marketing campaigns, you're definitely missing out.

Want us to implement these strategies for your eCommerce and online business?

You can definitely start implementing some or all of the strategies that I've shared with you today and start generating more sales for your eCommerce business, but it will definitely take you a lot of time to test & implement them yourselves. 

That can result in lost of time, money and opportunity while your competitor are getting ahead.

If you're interested in finding out how you could start working with us, click here to apply for a strategy session.

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