5 effective tricks for Facebook marketing that work in practice and help you increase engagement, visibility, and sales through targeted advertising.
Thomas Haurum
Is your business new to Meta (formerly Facebook), and have you perhaps never set up a Meta (formerly Facebook) advert before? The very first thing you should do before you get started is to find out whether it is actually the right channel for your business – you can read more about that here.
If you have decided that Meta (formerly Facebook) advertising should be part of your marketing efforts, or if you are already running Meta (formerly Facebook) campaigns, this post is for you. Here, I will take you through 5 effective tricks to boost your online marketing on Meta (formerly Facebook). You can use this article as a simple guide to some essential tools and ad formats that deliver results in practice.
This article is primarily aimed at those who have worked with Meta’s (formerly Facebook) Ads Manager before. However, if you are about to set up your first ad, you can still refer to this guide to ensure you succeed from the very start.
In this article, I cover the following:
A pixel is a tracking script that you install on your website or webshop to track conversions and create retargeting ads for potential customers who may have left your site without making a purchase.
Let’s say you are the proud owner of a webshop selling coffee beans, and I have visited your site to look at your Ethiopian coffee beans. Afterwards, I left the site without making a purchase, and then I log on to Meta (formerly Facebook). As I scroll through my feed, I see your ad for Ethiopian coffee beans, reminding me to buy them.
This is all thanks to a Meta (formerly Facebook) pixel!
The pixel is installed in the code on your website, where it tracks what I have viewed, and whether I may have added something to my basket without buying. You can use this tracking for segmentation when setting up your Meta (formerly Facebook) ads, so you can target adverts to me based on what I have already shown an interest in.
In addition to being the key to retargeting ads on Meta (formerly Facebook), a pixel can also track your conversions. This is useful because it enables you to see whether your ad spend is being used effectively. You can measure which ads perform best and adjust your campaigns accordingly, based on what works and what to avoid.
If you do not yet have a pixel on your site, Jannick has made it easy for you here.
Additionally, I suggest you download Chrome’s extension: Meta (formerly Facebook) Pixel Helper here. This is a troubleshooting tool that can help you check your implementation.
You have created a brilliant post on Meta (formerly Facebook), following all the advice Jannick gives in his blog post about 4 tips for higher organic reach on Meta (formerly Facebook).
But you still feel your post is not reaching enough potential customers. This is where boosting comes into play. On Meta (formerly Facebook), you have the option to pay for increased reach in a relatively simple way.
To boost your posts, you must either own a page or have a page role that allows you to advertise. I recommend creating a Meta (formerly Facebook) Business Manager ad account and setting up payment information in Business Manager.
Once you have published or scheduled your post, you will have the option to boost it by clicking the ‘Boost’ button below the post.
When you boost your post, you can choose your objective, for example, to get more people to engage with your post or to click on a link. Alternatively, you can choose to connect and chat with potential customers. After selecting your objective, you can decide whether to add a button to your post. The button is optional, but you can choose between ‘Buy Now’, ‘Book Now’, ‘Learn More’, ‘Sign Up’, ‘Get Directions’, and ‘Send Message’.
Next, you must select your audience. Normally, you can choose between a custom audience, a saved audience, or copying an audience when creating an ad in Ads Manager. However, when boosting a post, you can only work with saved audiences. If you know you already have saved audiences that do not appear when boosting, it may be because you need to scroll down and select your ad account. Audiences are linked to the ad account, not the Meta (formerly Facebook) page you are boosting from. Briefly put, a saved audience allows you to target users based on geographic, demographic, and behavioural information from Meta (formerly Facebook).
You can then choose whether to use automatic placements for your boost. After that, you set the duration and budget for your boost – in other words, how long your post will be shown and how much you want to spend. The more you spend, the more people your post will reach. Finally, you must select your ad account. As mentioned earlier, it makes sense to scroll down and choose your ad account first when boosting in order to select your audience.
Once you have boosted your post, you can find it in Ads Manager. There, you can adjust more parameters that are not available in the simpler boost tool.
If you want to learn more about boosts, Ads Manager, and the Power Editor, you can read Jannick’s excellent article here.
DPA is a fantastic ad format if you have a website or webshop where you sell products directly. Dynamic Product Ads are the ideal retargeting tool because, as the name suggests, they are dynamic, allowing you to display multiple products at once. DPA ads automatically adapt to what the customer has viewed on your website or webshop.
To create DPA ads, you need a Pixel on your webshop or website and a product catalogue set up in Meta (formerly Facebook).
Fortunately, there is hope. My talented colleague Anders has written a blog post on how you can optimise your DPA ads. Read the article here.
Finally, it is worth noting that you can achieve even greater relevance, value, and return on your advertising by splitting your ad sets. For example, categorise them so that ad set ‘A’ is shown to audiences interested in ‘A’, and ad set ‘B’ is shown to those who viewed ‘B’, instead of just having a single standard DPA ad shown to everyone who has visited your site. By segmenting your ad sets, you increase the relevance of your ads and, consequently, your ongoing return.
Generally, using video in your marketing offers high value because Meta’s (formerly Facebook) algorithm prioritises video higher, giving it greater organic reach. Additionally, users typically interact more with video than with image or text-only posts.
There are many ways to approach video advertising, depending on your objectives and available resources. If you want to create animations, I clearly recommend using Adobe After Effects.
However, you do not necessarily need the latest and greatest equipment. If you have a smartphone and a good idea, you are already well on your way. If you also have access to a video editing programme like Adobe Premiere Pro, even better. If not, you can still manage using your phone. For a modest fee of 49,- you can get an app called PowerDirector for Android, and if you have an iPhone, you can use iMovie, which is free. You can also see Meta’s (formerly Facebook) own recommendations in their Mobile Studio.
The purpose of lead-generating ads is to collect email addresses and, in some cases, more information about potential customers, such as name, age, etc.
When creating a Lead Ad on Meta (formerly Facebook), you should select ‘Lead Generation’ as your objective in Ads Manager. Once you have selected lead generation, a new tab called ‘Instant Form’ appears in the ad section. This is where you create your form to collect the customer information you are interested in. As mentioned, the most common use is for emails, but you can choose to ask for more details. You can also set up conditional responses. For example, if one question is: ‘Do you have a job?’ with options yes or no. If no is selected, nothing happens, but if yes is chosen, a new question appears, e.g. ‘What is your job?’ and a text box to type the answer.
The first and perhaps most important tip for Lead Ads is: the shorter, the better. The more questions you add to your form, the less likely people are to complete it. So, if your goal is to get as many leads as possible, I recommend keeping the form as brief as possible.
People are usually not motivated to fill out your lead form unless you offer a reward. Here are seven incentives you can use:
You now know the 7 incentives, but the best part is you can combine them. For example, require users to submit their email to enter a competition for a limited number of discount codes.
I hope you feel better informed about how to get more from your Meta (formerly Facebook) advertising. If you need advice or assistance with setting up and managing your Meta (formerly Facebook) adverts, we are of course always at your disposal.
Contact us on tel.: 70 44 42 90 or fill in the form here – and we will be happy to have a no-obligation conversation about the possibilities for your business.
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