November 12, 2018

21 Facebook Ad Strategies That You Need To Know

Luke Heinecke
Founder/CEO

You might have already realized Facebook ad strategies are like power-ups, and finding the right one can send you rocketing past your competition.

But if you’re like a lot of marketers, there’s a chance you feel like the guy on the wrong end of a flying banana. Spinning in circles while everyone else speeds past you. Maybe you catch some speed and start to catch up. Then all of sudden a wall (also known as a Facebook update) comes out of nowhere and bam! You’re left in the dust yet again.

facebook ad strategies mario

If you keep crashing in the land of Facebook advertising, it’s going to get expensive. Eventually you’ll be waving your white flag of surrender and find yourself hoping Facebook forgets to charge you.

You need to know where to start, how to gain momentum, and how to consistently win advertising on Facebook. To do that you’re going to need a tried and true strategy.

Fortunately for you, this article is packed with the very best Facebook ad strategies from around the web. We’ll teach you how to get started by covering the basics. Then, we’ll move to more advanced strategies that are sure to rocket you past your competition in true Mario Kart fashion.

Facebook Ad Strategies

1. Install Facebook Pixel

There’s a lot of exciting Facebook ad strategies that this article covers. This is not one of them, but like most things in life, you’ve gotta walk before you can run.

In this case, you need to install the Facebook conversion tracking pixel so you can create Facebook Custom Audiences and measure your ads’ results to make sure your Facebook campaigns are on track.

To install your tracking pixel, you’ll need to do the following:

1. Go to your Pixels tab in the Events Manager.
2. Click Create a Pixel
3. Click the green button at the bottom titled “Create a Pixel.”

Next, you’ll need to add the pixel to your website. Here’s the step by step:

1. Go to the Pixels tab in Events Manager.
2. Click Set Up Pixel.
3. Click Manually Install the Code Yourself to view your code.

We recommend using Google Tag Manager to manage and unify all your tracking codes. In tag manager, you can add your Facebook pixel and apply it to pages you want to track.

Here’s the step by step for Google Tag Manager:

1. Go to your Tags tab
2. Click NEW
3. Click the pencil in the upper right corner of the Tag Configuration box.
4. Click Custom HTML from the pop-out.
5. Copy and paste your Facebook pixel code into the container
6. Click the pencil in the upper right corner of the Triggering box
7. Select All Pages
8. Click the blue add button in the upper right corner
9. Click the blue save button in the upper right corner.

For a more detailed guide to installing Facebook Pixel with Google Tag Manager, read this: Using Facebook pixel with Google Tag Manager

If you choose not to use Tag Manager you can still use Facebook Pixel. Just copy the code and paste it between the tags on each web page. Similarly, you can paste it in the tracking code section on your website template to install it sitewide.

You can find a more thorough guide to installing Facebook Pixel on your website here: Using Facebook Pixel

Now that pixel is installed, you can track seventeen different custom events. All of these events are outlined in the picture below:

facebook ad strategies

Additionally, you can use Facebook Pixel to track the results of your ad campaigns and create custom audiences for retargeting.

2. Create Customer Personas

You’ll have an overwhelming number of targeting options when you begin your Facebook ads journey. So before you even start, it’s best that you know who your target audience is. Like, where they’re located, what their interests are, what pain points they have, and how they make purchasing decisions.

We’ve found that the best way to identify your target audience is to create a customer persona.

If you’re wondering what a customer persona is, you might feel like you just got smacked with a blue shell. Don’t worry though, this set back is going to set you up for future wins.

By definition, a persona is the aspect of one’s character that is perceived by others, and according to Hubspot.com:

“A buyer(customer) persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”

In simpler terms, customer personas are kind of like fictitious characters that represent your ideal customer and define groups of your audience.

The good news is it’s actually easier to create customer personas than you might think.

Customer personas can be created using many different methods. You can use surveys and interviews of your current customers or study the data you have about them already.

You can also use web forms that capture relevant persona-building information. Here’s a link to the persona questionnaire we created to help us get to know our clients target audience and build better customer personas. Feel free to copy it for your own use 😉

If you still feel a bit lost, here’s an example of what your customer persona could look like:

Healthy Heather Customer Persona

Name: Healthy Heather
Age: 35-45
Details:
– iPhone user
– Homeowner
– Married with two kids
– Decision maker for family’s healthcare

Here’s an example of how you could put this persona to use:

You promote articles about stretches her husband can easily do at his desk job to prevent back pain. Healthy Heather reads and appreciates the blog articles you’re promoting on Facebook.

Now you’ve secured her as a potential customer. It’s also likely that she’ll share your content with her friends and family, who may also share it. See where I’m going with this?

Want a visual example? Here’s a persona we made to improve Facebook ad targeting for a flight school:

facebook ad strategies persona

Now that you know who your ideal customer is, you’ll be able to target the right audience and deliver content that your customers find useful and relevant.

You may think this is too much work, but I promise you the time spent developing your customer persona will help you better execute the other Facebook ad strategies in this article.

3. Understanding The Buyers Journey

Now that you know who your target audience is, it’s time to understand the buyer’s journey. The buyers journey refers to the steps customers take leading up to a purchase.

Your buyer’s journey can be simple or complex depending on the products or services you offer. But according to research from Google and CEB, one thing stands true for every potential buyer. Nearly 70% of the buyer’s journey is completed before a potential buyer reaches out to a company.

Of course, you’d like to play an active part in guiding potential customers through the buyer’s journey and right to your company’s product or service.

First, you’ll need to understand the buyer’s journey and what takes place along the way.

To help you get started, we’ve outlined the three most common stages of the buyer’s journey.

Awareness

In the awareness stage of the buyer’s journey, your customers are just barely identifying a problem they have. So, they begin researching possible solutions.

Consideration

Research, research, research! Your potential buyer is still researching. However, they are beginning to narrow down and zoom in on a smaller number of solutions.

Decision

The decision stage is the last phase of the buyer’s journey. This is final push to get the buyer to decide on you!

Below, you can check out a visual example of the buyer’s journey. We created this to help us understand how Pete (our client’s ideal customer) makes purchasing decisions.

facebook ad strategies buyers journey

Understanding your buyer’s journey will help you apply the right Facebook ad strategy and maximize your results.

4. PLAN YOUR CONVERSION FUNNEL

Do you know what a funnel is? And no, I am not referring to a household object. In this context, I’m referring to the step by step process necessary to take a prospect and turn them into a customer.

It’s important to note the differences between the buyer’s journey and your conversion funnel. The buyer’s journey represents your customer’s decision-making process. In contrast, your conversion funnel maps out the tactics you’ll use to guide their decision.

Think of your conversion funnel and your buyer’s journey like velcro. Your buyer’s journey is the soft fluffy loops, and your conversion funnel is the pointy spikes that grab on and stick you together.

Your conversion funnel typically has four core components: attract, engage, convert, and delight. This means you’ll need different Facebook campaign strategies, audiences, ad types, and content for each stage of your funnel.

Here’s a visual breakdown of a conversion funnel and the offers we’ve found that perform the best during each stage:

facebook ad strategies conversion funnel

If done correctly your conversion funnel should successfully move prospects from one stage to the next. Eventually, it should take them all the way down the funnel to the purchase.

5. Target Customer Segments

If you’ve followed this guide so far you’ve found your perfect customer (customer persona), gained a solid understanding of your customer’s behavior (buyer’s journey), and created content offers to target each stage of the buyer’s journey (conversion funnel).

Now it’s time to create Facebook audiences to differentiate all those customers. The goals here are to divide your website visitors out into bite-sized pieces based on their behavior. Then put those pieces into groups corresponding with their stage in your conversion funnel.

For example, someone who has read two or three of your blogs and downloaded your eBook is much more likely to convert than a first time visitor or someone who’s never heard of you before.

Essentially you’re taking everything you just learned about your customer and putting it to use. Luckily for you, Facebook makes it easy to segment your customers using Facebook Saved Audiences.

If you don’t have enough website traffic then you may not see immediate results from your remarketing efforts. You’ll need to focus on building the top of your funnel. You can do this by promoting blog content, brand awareness campaigns, and content offers. Once you have a steady stream of visitors, you’ll be able to identify behavior patterns. Then you can use these patterns to create customer segments for retargeting.

Remarketing is one of the most powerful tools in the world of PPC and Facebook is no different. We’ve seen a lot of Facebook retargeting campaigns in our time. So save yourself some guesswork and start by building the customer segments we’ve seen perform well for others.

First Time Visitors

Your first-time visitors are typically customers in the attract stage of your conversion funnel. They may have stumbled across a promoted blog article or clicked on a brand awareness ad.

Repeat Visitors

Your repeat visitors are those customers that are starting to move into the engage stage of your funnel. Although, they may still have some more research to do before they make a decision.

Engaged Visitors

These are customers that regularly visit your blog and stay on your website longer than others. They might be comparing their options as they move closer to making a decision.

Landing Page Visitors

Customers who visit your landing page are closest to converting. They may have read several blogs, downloaded your eBook, and are ready to convert.

Here’s a great Facebook ad example of landing page retargeting from Esurance.

facebook ad strategies esurance facebook ad example

Repeat Customers

People that have purchased from you once or twice and keep coming back are your potential fans. They’re more likely to refer friends and family to you and become a brand advocate.

Over time you’ll be able to create more relevant offers and identify new customer segments. We’ve found the best way to save time and maximize your efficiency is to frontload all your audience creation.  As a result, it’s there when you need it. This keeps you from bouncing back and forth between creating audiences, ads, and offers.

We created a list of the 42 most common Facebook audiences. We even ordered them from hot to cold in terms of where these audiences usually sit in the conversion funnel.

You can get all these for yourself when you download our cheat sheet:

GET MY FREE FACEBOOK AUDIENCES CHEAT SHEET

6. Drive Traffic To Your Blog

If you’re running cold targeted Facebook ads asking people to sign up, buy now, or schedule an appointment you’re probably falling flat on your face.

facebook ad strategies faceplant

If this is you, then you’ll want to pay attention to the next few paragraphs. Just don’t forget to hold an ice pack over that lump.

Hopefully, you’re already whipping up some magical blog articles to draw more traffic to your site. If you are, it’s time to put your content marketing on steroids and start generating some site traffic.

Here are a few benefits of promoting your content on Facebook:

  • It’s a cost-effective way to attract site visitors, warm them up, and drop them into your remarketing funnel.
  • You’ll attract higher quality site visitors that are likely to be interested in your products and services. This makes your remarketing and lookalike audiences stronger, and your results will increase over time.
  • It’s likely that other authors will read your promoted content and may link to it in future articles. This can increase site traffic and have an impact on your SEO efforts.

This approach fits perfectly with your conversion funnel and primes your remarketing efforts for later stages. That’s because a person who’s read a few of your blogs is now familiar with your brand. This means they’ll be more likely to participate in a contest, download an eBook, or take advantage of free trial offers.

To get you started off on the right foot here are a few examples of this Facebook ad strategy:

facebook ad strategies linear facebook ad example

This promoted content ad from Effin Amazing uses visuals and text to describe what readers can expect from the article.

facebook ad strategies effin amazing facebook ad example

Tip: When promoting your blog content on Facebook we’ve seen better results when leaving the button out of the ad. That means you’ll want to steer clear of the dynamic creative option Facebook now offers. It makes the ad look more organic and less salesy when there is no CTA. Remember people at this stage want to learn more about whatever it is they are researching. However, they may not be interested in purchasing right away.

7. Promote a Short Video

Video is becoming increasingly popular on Facebook and other social media platforms. This doesn’t mean video should be your only approach. However, there’s plenty of good reasons to include video in your Facebook ad Strategies.

For starters, buyer’s in all stages of the journey turn to video for information. Which makes it a great way to build awareness, engage, or convert customers. And if that doesn’t have you convinced video ads have been shown to have a lower estimated CPC and a higher conversion rate than other ad types.

Here’s a video ad by MeUndies that got over 17M views:

facebook ad strategies meundies facebook ad example

Facebook video ads are used by some of the biggest brands in the world.

Like other ad types, your video still needs to be relevant to your customer.

When it comes to what kind of videos you can use the options are almost limitless.

Here are a few of the video types you could create:

Explainer Videos

These videos are a great way to provide useful content to your potential customer base. You can show potential customers how your product or service works, or teach existing customers about new products and services.

Take a look at this Facebook ad by ZenWell that uses an explainer video:

facebook ad strategies zenwell facebook ad example

Testimonial Videos

These videos are a great way to nudge customers into making a decision. Video testimonials carry more weight than written reviews and tend to be more believable when done correctly.

Features & Benefits Videos

This is probably the most common video type out there, but that doesn’t mean you can’t be wildly successful with it.

For example, take this Facebook video ad by Freshly:

facebook ad strategies freshly facebook ad example

Screen Capture Videos

If your a SaaS company or your product or service is digital only and therefore intangible then this will be your go-to for Facebook video ads. You can use it explain your service, highlight unique features, benefits, and more.

Here’s an example of a screen capture video ad from ActiveCampaign:

facebook ad strategies active campaign facebook ad example

Animated Videos

These videos allow you to put a twist on your brand. They also carry endless possibilities as you can create any of the video types mentioned above using this video format.

Live Videos

Again, a Live video, like animated videos can be used to create any of the video formats we’ve already mentioned. The advantage to Live video is the lower production cost and minimal time requirements.

8. Add Emotion To Your Ads

Don’t say this to your girlfriend, but you have a lot of different emotions, and your customers do too. In fact, a study of over 1400 successful ad campaigns found that campaigns that focused entirely on emotion nearly doubled (31% vs. 16%) the performance of their non-emotional counterparts.

The Takeaway: You can cash in on this and use emotional content as part of your Facebook ads strategy to improve its performance.

If you pick the right emotion, you’ll grab your customers’ attention. You may even get them to tag their friends or make a purchase. Try to put yourself in your customers’ shoes. Target the emotions your customers might feel before they decide to buy your product or service.

For example, you may not want to scare your customers, but that’s exactly what this Facebook ad from Castle of Chaos aims to do:

facebook ad strategies castle of chaos facebook ad example

Facebook ads provide you with more than one way to apply emotion. The perfect ad will combine the right images and written copy to grab your customers attention. When done correctly you’ll earn you a click and maybe even a purchase.

There is an endless number of emotions you can use from scary to funny; you name it you can use it. Here are a few of the most effective emotions you can sprinkle into your ads:

  • Happy
  • Sad
  • Angry
  • Disgust
  • Scared

9. Use FOMO (Fear Of Missing Out) To Your Advantage

Imagine you’re sitting home alone just kicking back on your comfy couch feeling content. You’re happy that the week is over and you can finally relax. When suddenly you feel an overwhelming compulsion come over you and you give in to the temptation. You decide to pull out your phone and scroll your Insta feed.

Within minutes your relaxing Friday night was turned upside down. Literally, all of your friends went to Cabo without you. That girl/guy you like posted a picture of what appeared to be the wildest Friday night party you’ve ever seen. We’re talking project X stuff!

facebook ad strategies i hate being left out

Okay, I think you get it. We’ve all been there before, and it instantly jolts you into a state of fear. Fear of missing out that is, you don’t want to be the only one who had a boring weekend.

The good news is you can tie into your customers’ natural tendency to fear missing out on something with the following tactics:

Use Social Proof – Show how many people are already using your product or service.
Pose a Question – Ask a question that hints he or she may be missing out on something.
Make it Exclusive – Indicate there is an exciting event, lesson, or benefit open to members only.
Limited Time – Use a limited time offer to add urgency and indicate that others are taking you up on your offer.

Looking for some inspiration? Take this ad by Salt Lake City Community College that makes perfect use of this Facebook ad strategy:

facebook ad strategies slcc facebook ad example

Check out this Facebook ad, using FOMO to promote tickets to an upcoming event:

facebook ad strategies SRA facebook ad example

10. Create Curiosity

Remember the old saying about how curiosity killed the cat? Of course, this may be true, but did you know that’s only the first half of the saying? If you don’t know the rest of the saying and you think curiosity is all bad, you’re actually missing out. In fact, not using curiosity to your advantage could cost you a lot of potential customers.

Click here to unveil the entire saying.

If you didn’t click the link, then I guess attempts and sparking your curiosity were unsuccessful. On the other hand, if you did, then hopefully you gained some valuable insight.

So how can you plug into your audience’s curiosity and score some higher CTRs?

Even though you can’t use pop-ups and old sayings to get your customers clicking on your Facebooks ads, you can apply the same principles.

Since your customers are naturally curious, all you need to do is give them a little nudge.

Below we’ve suggested a few strategies you can use to spark some curiosity with your customers:

Try using a Facebook Carousel Ad and only reveal the secret on the last slide. You can advertise a special offer or discount code. Then let them know they have to go to the last slide to find the code. This will encourage your customer to scroll all the way to the end and make them more likely to click on your ad.

Which is exactly what Discover Card did in this Facebook ad:

facebook ad strategies discover facebook ad example

With a little bit of curiosity, you can get more engagement from your Facebook ads and drive more customers to download your content offers.

Check out this Facebook ad from Leadpages that lures you in with some curiosity:

facebook ad strategies leadpages facebook ad example

11. Hone Your Humor

Knock Knock.

Who’s there?

No one because my average position is 6.9.

What? Nothing? Really… you didn’t keel over laughing? Okay fine maybe PPC humor isn’t your thing, but that’s okay. Using jokes that only certain people laugh at can be a great way to attract your target audience. Moreover, it has the added benefit of filtering out the wrong people.

Now I’m not saying that creating ads with broad humor (you know the stuff that everyone laughs at) is a bad idea. Although it’s important to remember that your humor doesn’t have to appeal to everyone. Especially if your target audience belongs to a niche with well-known struggles. In this case, you can capitalize on your customers’ pain points with some well placed inside jokes. If you get stuck remember, often nothing is funnier than the cold hard truth!

Here’s a post from Slack that will give you a chuckle if you’ve ever sat in a meeting before:

facebook ad strategies slack facebook ad example

Hopefully, you’ve started to think about ways to zero in on your target audience by adding humor to your mix of Facebook ad strategies.

12. Offer a Special Discount

Think about the last time you made a great purchasing decision. You know the one that you didn’t regret, one that made you feel good. If you thought of a time you got a great deal or caught an item that was almost sold out you’re not alone.

The reason for this is biological, according to a study by coupons.com customers that received a discount coupon experienced 38 percent rise in oxytocin levels and were 11 percent happier than those who did not receive a coupon. This means they felt more comfortable and relaxed, were more likely to purchase again, and overall had a better experience.

You can tap into this biological goodness using Facebook ads that offer a special discount. You can push the envelope further by adding some time restrictions to create urgency.

Here’s an example of how Freshly created urgency with a limited time discount.

facebook ad strategies freshly static facebook ad example

However, time isn’t the only limitation you can use with your discount. You can hand select your ideal customers, exclude unwanted visitors, and focus on attracting the customers you want most. To do this, you can combine your discount offer with pre-existing limitations. These are discounts that only include people based on pre-existing conditions. In other words, they can’t decide to participate just because they want to.

If you’re a chiropractor, your patients can’t go back in time and decide not to be a current patient. So if you’re offering a discount for New Patients Only then, it automatically excludes existing patients.

New customer discounts are a great way to teleport customers in the awareness or consideration straight to a conversion.

Thanks to the many retargeting options Facebook offers you can apply this same principle with your past customers. Offering a discount to your current customer base builds brand loyalty and keeps customers coming back.

You can expand on this Facebook ad strategy even further by asking your customers to do something for you first. You can offer a discount when your customers tag their friends, share your post, or subscribe to your email list. This is a great way to increase your average ticket value, reach a bigger audience, and turn your customers into advocates.

13. Use Facebook Ads To Smoke Test Offers

Most companies spend hours creating what they believe to be relevant and highly desirable content before they have any data to back up their assumptions. As a result, they waste countless hours of company time and resources creating an offer no one wants.

Instead of putting the cart before the horse you can create smoke tests. Smoke tests help you discover which offer will perform the best before you actually make anything.

Let me take a step back here. A smoke test is a way to validate your idea before you put time and money into actually building it.

Start by dreaming up three or four offers that you think your target audience will find interesting. Then create a fake landing page for each of your offers. Just make sure it looks like it’s broken after your visitors convert. This is important since you won’t actually be sending them anything.

Next, you’ll drive traffic to your landing pages by creating a Facebook ad for each of your offers. Be sure to give each ad the same audience, budget, and duration. This will ensure your test is statistically significant.

Oh and pay attention to the duration! You don’t want to continue frustrating visitors for an extending period. You just need enough data to indicate a clear winner. The winning offer, of course, will be the one with the most conversions.

Now that you know what your audience wants, make sure you create the offer (for real this time). Then implement one of the other strategies in this article to start raking in conversions.

14. Test First, Spend Later

It’s okay to make mistakes, but if you’re smart, you probably try not to make the same mistake twice.

Unfortunately, we’ve seen too many people make mistakes advertising on Facebook. They lose a lot of money and swear never to spend another dime on Facebook ads. If you’re one of those people, you might want to consider giving it another go with the Facebook ad strategies we’re about to show you.

If you’ve ever punished your entire mouth with a flaming hot sip of coffee, you know what I’m talking about.

facebook ad strategies hot coffee

You’re not going to swear yourself off of coffee for the rest of your life, right? The answer’s probably no, but you’ll be testing the temperature from now on.

Similarly, in the land of Facebook ads, you can avoid getting burned and stretch your advertising budget a lot further if you test your ads before dumping money into them.

Fortunately, Facebook has a built-in split testing system that will make this process a breeze. All you have to do is think up some variations of your ad. Then give it a small budget and Facebook will do the rest of the number crunching. After the test is complete Facebook will spit out the winning ad.

Below we’ve outlined the different creative elements you can you test. You’ll also find a few testing ideas to help you get started:

Ad Types

You can test all of the different ad formats Facebook offers including:

  • Video ads
  • Image ads
  • Collection ads
  • Carousel ads
  • Sideshow ads
  • Lead gen ads
  • and more

Images

You can test all kinds of image variations like:

  • Dark images vs. light
  • Generic vs. specific
  • With your logo or without
  • Text in the image or no text in the image
  • A million other variations!

Although we’ve seldom seen good results with text only ads, you could even try testing the ad without an image at all.

Ad Copy

You can test all different text combinations such as:

  • Long and short titles
  • Asking questions vs. making statements
  • Positive vs. negative headlines
  • With or without a testimonial
  • With a CTA or without

You can even try adding emojis to your ad copy and compare the results with and without them.

CTA’s

You can test out all of the available CTA buttons like:

  • Apply Now
  • Contact Us
  • Download
  • Get Showtimes
  • Learn More
  • Listen Now
  • Send Message

You can even try testing the ad without a button at all just choose the No Button option from the list.

15. Test Different Audiences and Offers

Trying out different offers and audiences is a great way to dial in your overall Facebook ads strategy.

When you are just beginning your Facebook ads journey, it’s important to front-load the creation of audiences. This way you can test variations and find audiences with the highest conversion rates and the lowest costs.

Here are a few of the audience variations you could test:

  • Different Lookalike Audience sizes: 1%, 2%,3%,4%, and 5%
  • Various Custom Audience Durations: Past 30 days, Past 60 days, Past 90 Days, etc.
  • Seperate Saved Audience Variations: Location, Demographics, Interests, Behaviors, etc.

Facebook even provides you with a built-in tool for split testing your audiences. When you create a new campaign just toggle the split test option then select Audiences from the list.

facebook ad strategies audience testing

It would help if you also considered testing different offers with each audience. It’s likely one offer will perform better than another dependent on the visitors’ stage in the buyer’s journey. You can mix and match all of your offers with the different audiences you’ve created. This will help you find out what offer works best for that particular customer segment.

To begin testing your Facebook audiences make sure you have at least two different audiences that don’t overlap one another. You can prevent overlap by using the exclude feature to exclude custom audiences.

After a few tests, you should start to see audiences and offer combinations that outperform the rest.

16. Combine Facebook Ads With Google Ads

Adding Google Ads to your Facebook ads strategy is like smearing soft butter on a warm piece of toast. It’s a match made in heaven.

facebook ad strategies buttered toast

Here’s a recipe that will teach you how to create your very own slice of Facebook advertising heaven.

Facebook Ads + RLSA

You’ll start by creating ads targeted at getting your potential customers to visit your website. Then you’ll create RLSA (Remarketing List Search Ads) in Google Ads. Now you can remarket to all the website visitors you’re getting from your Facebook Ads.

This will allow you to bid higher on keywords when previous website visitors search for one of your keywords. Because you know they’re familiar with your company and more likely to convert you can increase your bids. Raising bids for past visitors will also help you outrank your competition. Especially when your visitors search for a product or service you both offer.

Additionally, you can choose the targeting option in Google ads to only have your ads shown to past website visitors. This is a go-to strategy no matter what you’re trying to accomplish. Especially for industries that have unusually expensive keywords. You might also benefit from this strategy if you’re just starting your PPC journey and have a limited budget

Tip: It’s best to keep the CPC low as you’ll be paying for additional clicks in Google ads. For this reason, we’ve seen ads for promoted blog content work well, and it’s usually relatively inexpensive. With the right ads and audience, you should be able to reel in landing page visits for well under a dollar.

17. Optimize Your Bidding Strategy

Designing great images to pair with engaging copywriting is critical to your Facebook ad performance. Be that as it may, your bidding strategy will decide who sees your ad. Including how often they see it, and how much you’ll pay.

When you create a new Facebook campaign, you’re entering a global auction. That means you’ll be competing with millions of advertisers for the best placements Facebook has to offer. So if you haven’t tinkered with your bidding strategy on Facebook, then now’s the time to start.

If you don’t use the right bidding strategy, then you could end up paying too much for your ads. As a result, eliminating any chance you had of being profitable. Bidding low isn’t always the solution either. Think about all the time and hard work you put into making your ads. Then imagine it all amounting to nothing because you bid too low and no one ever sees them.

Like most Facebook ad strategies we’ve covered in this article, the right bidding strategy will vary depending on your audience and offer.

Here are the bidding strategies Facebook offers:

Lowest Cost

This is the default bidding strategy that Facebook will choose for you. This bidding strategy optimizes your ads to get the most results for the lowest possible CPC. If you don’t have any idea what you should bid then this is a good place to start. Then you can take a look at your reporting and figure out what to bid on future campaigns.

Target Cost

With this strategy you’ll be able to set a target cost for your bids. This gives you more control than the lowest cost bidding strategy. As a result, you can get better placements, but you may also spend a bit more. If you know how much you can afford to spend per result this bidding stategy might be your best option.

Lowest Cost with Bid Cap

This strategy helps you keep your cost low by allowing you to define a maximum cost per result. You’re guaranteed to never pay more than you want for results. This is an excellent bidding strategy to use once you know how much results should cost. It can also be your go-to strategy for smoke tests or other low budget campaigns.

Tip: You can test all these strategies to find which one works best for you.

18. Separate Mobile And Desktop Ads

Mobile advertising makes up the majority of all advertising revenue on Facebook. Which means you can get better results by creating ads that are optimized for mobile users.

Whoa there! Before you start creating mobile ads, make sure you landing page loads quickly on a mobile network. It’s important to produce a great user experience even on smaller screen sizes.

It’s also important that you don’t forget about your desktop users. Mobile and desktop newsfeed ads both perform better with slightly different features.

Mobile

The font size on Facebook mobile ads is much smaller. They don’t stand out as they would on a desktop view making them less important. This means users are much more likely to pay attention to the main text portion of your ad. Making your text the most crucial part of your mobile ads copywriting.

Desktop

Headlines grab the most attention from desktop users. This gives them a more significant effect on your Facebook desktop ads performance. Additionally, desktop ads see improved performance when they include longer News Feed link descriptions.

Here’s a quick comparison, so you can see what we’re talking about:

facebook ad strategies mobile vs desktop

If you’re like most people, your eye goes straight to the headline on the desktop ad. Conversely, you focus in on the main text in the mobile version.

According to a report from TechCrunch, Instagrams userbases continues to expand. Its safe to assume advertising on Instagram will only continue to become more valuable for Facebook advertisers.

You can optimize your Facebook ads strategy even more by crafting different ads for Instagram mobile placements.

Start to isolate your Instagram ad placements with their campaigns specifically created for your Instagram ads. This will allow you to easily track their performance and customize your ad to the specifications of the platform.

Instagram is a primarily visual platform with users giving less attention to the written content below your image. So, you should choose visuals that grab users attention. Then make sure that the first sentence is captivating to make the most of your ad copy.

Here are a desktop ad and Instagram mobile ad from AB Tasty to show you the difference:

Facebook Desktop Newsfeed

facebook ad strategies ab tasty facebook ad example

Instagram Mobile

facebook ad strategies ab tasty instagram ad example

Tip: Use short and catchy ad text under 200 characters for best results on Instagram.

It would help if you also gave carousel ads a chance on Instagram. It’s likely to get more interaction from the platforms visually focused users. Just make sure to pay attention to your first image as it will be responsible for any engagement you receive.

19. Use Facebook Lead Ads

Lead ads are a great way to simplify your conversion process. In some cases they can even drastically lower your cost per lead.

In one study by ladder.io, they were able to lower their cost per lead by over 80% using Facebook lead ads.

So how do lead ads work? Lead ads look very similar to any other Facebook ad in your newsfeed. They contain an image, text, a headline, display link, and newsfeed description. Instead of sending visitors to a landing page, lead ads trigger a pop-up with your customers’ information already filled out. This makes it easy for customers to convert on your offer without ever leaving Facebook.

Like other Facebook ad strategies lead ads come with a few best practices you’ll want to note:

  • Make sure your ad provides value by clearing stating what your customers will get in exchange for their information. (Simply put explain what’s in it for them.)
  • Offer a great incentive, like free downloadable content or a free trial.
  • If you’re an eCommerce company use a sizable discount as an incentive.
  • Include a simple call to action that tells customers what to do and how easy it is.

Here’s an example of a lead ad from Udemy that nails it:

facebook ad strategies udemy facebook lead ad example

Lead ads are an especially good Facebook ad strategy if you’re targeting mobile users. Mobile users are more likely to convert on your offer when you use lead ads instead of a landing page.

This isn’t saying they won’t work on desktop visitors. Lead ads still work with desktop users, but landing pages typically perform better on desktops while lead ads win with mobile users.

Here’s how you can implement this strategy in your own Facebook campaigns:

  1. Create a brand awareness or traffic ad to drive traffic to your website or blog.
  2. Next, create a remarketing audience to target website visitors in the past thirty days.
  3. Then, create a desktop only remarketing campaign that sends visitors to a landing page to collect their information.
  4. After that, create a mobile-only remarketing campaign that uses lead ads.
  5. Finally, compare the results, and as always test this strategy for yourself to make sure this strategy works for you!

Tip: If you’re only goal is growing your mailing list then just ask for their name and email. Don’t go bonkers with the questions, and you’ll get better results.

20. Tell a Story With Carousel Ads

Carousel ads are some of the coolest ads on Facebook. For starters, Facebook themselves boasts that Carousel ads sport a 30-50% lower cost per conversion when compared to single image ads.

Carousel ads work because they’re visual and interactive at the same time. With a little bit of creativity, you can use carousel ads to attract visitors who’ve never heard of your product, upsell existing customers, and everything in between.

You can use Carousel Ads with up to ten slides to tell a story about your business, product, or service. This is a great way to highlight your products, features, and benefits before the customer even leaves Facebook.

Below you can see an excellent Facebook Carousel ad by Purple Mattress:

facebook ad strategies purple facebook carousel ad example

The creation process is very similar to other Facebook ad types. However, Carousel ads have some unique requirements that differentiate them from other ad types.
Here are the basic rules you’ll need to follow when creating carousel ads:

Resolution: 1080 x 1080 pixels (recommended)
Headline: 40 characters
Text: 125 characters

You can find much more in-depth specifications on Facebook’s official guide to carousel ads.

Tip: The best carousel ads trigger your curiosity and urge you to move on to the next slide. If you’re telling a story or demonstrating your product you can leave a cliffhanger on the first slide or two. Make sure that it’s interesting enough to get your customers attention.

21. Use Dynamic Creative

Are you on the verge of a panic attack from creating hundreds of different Facebook ads? If you are then don’t check yourself in just yet. We’ve got the perfect Facebook ad strategy to save you some time and hopefully calms those nerves a bit.

Facebook Dynamic Creative tool allows you to test over 30 creative assets at the same time. After a learning period, Facebook will automatically choose what it deems to be the best combinations.

This is the perfect Facebook ads strategy to test different ad copy variations, images, and CTAs.

Here’s a list of everything you can test at once with the dynamic creative tool:

  • 5 Headlines
  • 10 Images/Videos
  • 5 Descriptions
  • 5 Call to action buttons

To set up dynamic creative you’ll need to enable at the ad set level before creating your ad. Once activated you’ll see something similar to my example below:

facebook ad strategies dynamic creative

Choose your images and fill in each text section with the different headlines, text, and descriptions. Now you can run your test, and walla, you’re off to the races!

Tip: You don’t have to test everything, just because the option is available. That might even be a really not so good idea.

For example, if you’re an eCommerce company, you don’t need to test any of the CTAs other than shop. That’s because it’s obviously the most relevant and accurate option.

Get Creative With Your Facebook Ad Strategies 

Hopefully, you’ve been inspired by all of the strategies in this article, and you’re ready to get creative. Being creative is the most important thing you can do to ensure your success on Facebook. Don’t follow the crowd and do what everyone else does. You don’t always need to follow best practices either. Sometimes you have to bend the rules a bit to find what performs best.

Take advantage of the cheap testing options Facebook provides. Before you pour big bucks into a campaign and don’t be afraid to try new things.

Start today and with time you’ll find something new that works for you. Who knows you could be writing the next article on Facebook ad strategies.

Need a PPC management company that will help you grow?

GET YOUR PROPOSAL
luke heinecke

Luke Heinecke

Founder/CEO

Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.

Spend Less. Make More.

close-link