5 effective Facebook marketing tips to increase visibility and sales with targeted advertising.
Thomas Haurum
Is your company new to Meta (formerly Facebook) and you may have never created a Meta ad before? The very first thing you should do before starting is to find out if it’s actually the right channel for your business – you can read more about it here.
If you’ve decided that Meta advertising should be part of your marketing, or if you’re already running Meta campaigns, this post is for you. Here I guide you through 5 effective tricks to boost your online marketing on Meta (formerly Facebook). Use this article as a simple guide to key tools and ad formats that deliver real results.
This article is mainly aimed at those who have already worked in Meta’s Ads Manager. But even if you’re creating your first ad, you can follow the guide and succeed from the start.
In this article we cover:
A pixel is a tracking script you install on your website or webshop to track conversions and create retargeting ads for potential customers who left the site without purchasing.
Suppose you run a webshop selling coffee beans, and I have visited your page to look at Ethiopian coffee beans. Afterwards, I leave without buying and log in to Meta. As I scroll the feed, your Ethiopian coffee beans ad appears – a reminder to buy them.
All thanks to a Meta pixel!
The pixel is placed in your website code where it tracks what I’ve looked at, and whether I maybe added something to the cart without buying. Use the tracking when setting up ads – you can target ads to me based on what I’ve already shown interest in.
Besides being key to retargeting, the pixel also measures your conversions. This is valuable because you see if your ad budget delivers and can optimize for the best results.
If you don’t have a pixel on your site yet? Jannick has made it easy for you here.
I also recommend downloading the Chrome extension Meta Pixel Helper here. It helps troubleshoot your implementation.
You’ve made a really great post and followed Jannick’s blog tips on 4 tips to increase your organic reach on Meta.
But the post still doesn’t reach enough customers. Then it’s time to boost! On Meta you can pay for more reach in a simple way.
You must own a page or have a role that allows advertising. I recommend creating an ad account in Business Manager and adding payment information there.
When you’ve published or scheduled your post, the “Boost” option appears just below.
When you boost, you choose a goal, e.g., more interactions or clicks, or getting in touch with potential customers. Then you can add a button, e.g., “Buy now”, “Book”, “Learn more”, “Register” or “Send message.” The button is optional.
Then you choose your audience. Normally you can choose custom, saved, or copied audiences in Ads Manager, but for boosting only saved audiences apply. If your saved audiences are missing, check that the correct ad account is selected – audiences are linked to the ad account, not the Facebook page.
Choose whether you want automatic placements. Then specify how long and how much you want to spend – more budget means wider reach. Also choose an ad account.
Once the post is boosted you’ll find it in Ads Manager – there you can set more parameters than in the boost tool.
If you want to dive deeper into boosting, Ads Manager and Power Editor, you can read Jannick’s excellent article here.
DPA is a great ad format for those selling products online. It’s ideal for retargeting as the ads are dynamic – multiple products are shown simultaneously, tailored to what the customer has viewed.
To create DPA ads you need to have a Pixel on the site and a product catalog in Meta.
Don’t give up! My skilled colleague Anders has written a blog about optimizing DPA. Read the article here.
Finally, you can get even higher relevance and return by splitting campaign setups. For example, split into “set A” for users interested in A, “set B” for those who viewed B, instead of the same ad for everyone. Segmentation increases both relevance and effect.
Video often provides higher value because Meta’s algorithm prioritizes video and gives greater organic reach. Also, users engage more with video than image/text.
There are many ways to work with video, depending on purpose and resources. If you want to create animations, I recommend Adobe After Effects.
You don’t need the latest equipment – if you have a phone and a good idea, you’re already far ahead! If you have Adobe Premiere Pro, great – otherwise, your phone is sufficient. For a small cost, you can buy the PowerDirector app (Android) or the free iMovie (iPhone). Also check Meta’s own tips in Mobile Studio.
Lead ads are intended to collect emails and sometimes more about potential customers, e.g., name, age, etc.
When creating a Lead Ad in Meta, choose “Lead Generation” as the goal in Ads Manager. Then “Quick Form” opens, where you set up the form for the info you want to collect. Most commonly email – but you can request more, as well as use conditional questions, e.g., “Do you have a job?” – yes/no. If “yes,” a new question opens: “What is your occupation?”
Top tip: the shorter, the better. The more questions – the fewer complete the form. Want maximum leads? Keep it simple!
Few fill out forms without getting something in return. Here are seven proven incentives:
You can combine offers, for example, enter to win a limited number of discount codes by submitting your email.
I hope you now feel more confident in getting the most out of Meta advertising. Have questions or want expert help with ads – contact us.
Call us at tel.: 70 44 42 90 or fill out the form here – and we’ll offer a free consultation about your company’s opportunities.
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