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A tactical Guide To Facebook Ads: Tips, Tricks, And Strategies(In 2022)

A tactical Guide To Facebook Ads: Tips, Tricks, And Strategies(In 2022)

Hello! Pablo Espinal here,

Are you looking to improve the performance of your Facebook Ads?

If so, you’ll love these actionable tips and strategies list.

In fact, following these strategies has been shown to increase your return on ad spend (ROAS) significantly. 

So if you want to get more clicks for your money, read on for our top tips for Facebook advertising.

Let’s get started!

Table Of Contents
  1. A tactical Guide To Facebook Ads: Tips, Tricks, And Strategies(In 2022)

Strategies For Every Type Of Sales Page

Close-up image of sales manager analyzing ascending trend

Strategy 1 – Facebook Pixel for your Site

This is one of the most important strategies for Facebook ads, as it allows you to target your users based on their past behavior.

This is how to set up Facebook Pixel on your Facebook account:

1. Log in to your Facebook Ads account and go to the “Pixels” section.

2. Click on “Create a Pixel” and choose your pixel type (Standard or Custom).

3. Give your pixel a unique name and click “Create Pixel”.

4. Once the pixel has been created, you can find its ID in the top-right corner of the page, next to its name.

5. Copy this ID code into your website header, just before the </head> tag, as shown here:

<script src=“YOUR_CUSTOM_URL/integration/pixelIDGOESHERE?type=insert&app_id= YOUR_APPIDGOESHERE”></script>.

6. You’re all set!

Strategy 2 – Pop-ups and Facebook pixel

Email Alert Popup Reminder Concept

Another great strategy for increasing your ROAS is to use pop-ups or other lead capture tools on your website and then funnel those leads into a Facebook Custom Audience.

To do this, start by creating a Custom Audience based on the visitors of your site who have not yet converted:

1. Log in to your Facebook Ads account and go to the “Audiences” section.

2. Click on “Create Audience” and choose “Custom Audience”. Then select “Website Traffic” as your source audience type.

3. On the next screen, you will be prompted to enter details about your custom audience (such as URL customizations and a time period).

4. Once you’ve finished setting up your custom audience, click “Create Audience” and Facebook will start tracking the visitors to your site.

5. Finally, it’s time to create an ad targeting this particular audience, using the same strategies you would use for normal ads.

For a great pop-up how-to guide, check out this post from adroll.com.

Strategy 3 – Set realistic Facebook ad campaign goals

Target arrow pointing at bulls eye

To maximize your chances of success with Facebook ads, it’s important to set realistic campaign goals and keep a close eye on your budget.

For example, if you have a limited advertising budget, it may not be feasible to run an ad targeting all users in your target demographic.

Instead, you might want to focus on increasing the visibility or awareness of your brand by running ads that are more narrowly targeted.

On the other hand, if you have a larger budget available for your ads, this may allow you to be more aggressive in terms of reaching new customers and driving revenue.

So whether you’re trying to increase conversions or simply gain more exposure for your business with Facebook advertising, be sure to set realistic goals, measure your results closely, and optimize your campaigns based on what’s working.

CLICK HERE for a really useful calculator that will allow you to crunch budget numbers like a pro!

Strategy 4 – Turn your most popular posts into ads

page showing the words website traffic next to a compass

Another great strategy for Facebook advertising is to turn your best-performing content into ads.

For example, if you notice that one of your posts has been getting a lot of engagement or clicks, this may be a good starting point for creating an ad targeting users who are similar to the audience that interacted with the post in question.

To start, simply find the “Insights” section on your Facebook page and click on “Posts” under “Post Types”.

Then, you can sort by “Engagement Rate” or other metrics to identify your most successful content and see which posts might work well as ads.

Strategy 5 – Location-based targeting

Pin Location Icon on wooden block. Copy space. White background

If you want to reach a specific audience or target customers in a particular location, Facebook ads can help.

For example, if you’re running an event and want to promote it locally, targeting users who are located near the venue is a great way to drive attendance.

Or, if you want to focus on a particular demographic within your region, such as college students, you may be able to exclude other areas from your targeting options.

Here are the steps on how to set location-based targeting on Facebook:

1. Log in to your Facebook Ads account and go to the “Audiences” section.

2. Next, click on “Create Audience”, followed by “Custom Audience” and then select “Location” as your source audience type.

3. On the next screen, you’ll be prompted to enter details about your target location(s) (such as city or zip code).

4. Once you’ve finished setting up your location-based targeting, click “Create Audience” and Facebook will start tracking users in the specified areas.

5. To create an ad targeted at these particular users, simply follow the normal steps for creating Facebook ads and choose your new Custom Audience under “Audience Selection”.

6. Monitor your results closely and adjust any targeting parameters if needed to improve the performance of your campaign.

Strategy 6 – A/B test!

A man connects puzzles with the letters A and B. A/B test marketing research method. multivariate testing. Improving products and services based on statistics and observations. Marketer

Another important strategy for Facebook advertising is to perform regular A/B testing on your ads.

To start, take a look at the different ad formats that are available on Facebook, such as carousel ads and video ads.

Then, create several versions of each format and run them simultaneously to see which one performs best in terms of reach, clicks, conversions, or other key metrics.

You can also test out different targeting options or ad copy to optimize your campaigns for success.

Here is how to setup A/B on your Facebook campaigns ads:

1. Log in to your Facebook Ads account and click on the “Campaigns” tab.

2. Next, choose a campaign that you want to test and click on the “Setup” button under Ad Set. This will take you the ad set stage of the campaign creation process, where you can make changes to various targeting parameters.

3. Once you have defined your target audience and other settings, create several versions of each ad within this ad set by clicking on the “Create Variation” button at the bottom right of your current ads or making changes directly in the text editor.

4. You should now see new variations for each element that you changed, such as image or text.

5. After you have created multiple versions of your ads, make sure to select the “Rotate” option in the Audiences section before you click on “Confirm” and launch your campaign. This will ensure that Facebook shows your different ads to users at random, allowing you to gather data on their performance over time.

6. Monitor the results closely and keep testing new variations until you find a winning formula.

And if you’re using any advanced features (such as custom audiences or lead forms), be sure to A/B test those as well so that you know what’s working best for your business.

Advanced Strategy – Setting up custom audiences

A conceptual photo of a transparent pawn made of glass on a chessboard.

What I mean by setting up custom audiences is creating segmented lists of people who have interacted with your brand in some way.

For example, you can create a custom audience based on the people who have visited your website or signed up for your email newsletter.

This allows you to target Facebook ads specifically to this list, which can be very effective for retargeting and other marketing goals.

Here is how to set up a custom audience for your campaign:

1. Log in to your Facebook Ads account and click on the “Audiences” tab.

2. Next, select the “Create Audience” button and then choose “Custom Audience” as your source audience type.

3. On the next screen, you can create a custom audience by selecting one of several options, such as website visitors or mobile app users who have completed specific actions, like buying a product or completing a purchase form.

4. After setting up your custom audience criteria, simply enter the details on any other interests that you want to include (such as demographics) and click “Create Audience” to save your settings and start tracking users based on these parameters.

5. To create an ad targeted at these users, simply follow the normal steps for creating Facebook ads and choose your new Custom Audience under “Audience Selection” when setting up your campaign.

6. Monitor your results closely and adjust any targeting parameters if needed to improve the performance of your campaign. And remember that you can also use custom audiences in combination with other tactics, such as A/B testing or retargeting campaigns, for even better results.

top view of resources lettering made of wooden cubes on yellow background

Lastly, Here is a list of free A/B testing tools you can use in addition to your Facebook measuring tools.

I always say it is better to obtain data from more than one source.

Strategy 7 – User retargeting

emotion face block. Emoticon for user reviews. Service rating, ranking, customer review, satisfaction, evaluation and feedback concept

Another great strategy for Facebook advertising is to focus on user retargeting.

This involves targeting users who have already interacted with your brand in some way, such as those who have visited your website or signed up for a newsletter.

By identifying and targeting these “warm leads” with ads, you can increase conversions and drive more sales from people who have already shown an interest in your business.

And if you’re looking to reach a larger audience beyond this initial group of users, another option is to create lookalike audiences based on the information that you have about your existing customers.

That way, you can use Facebook ads to target new users who are similar to those who have already interacted with your brand.

Here’s how to set up lookalike audiences in your Facebook ads:

wooden lookalike figures

1. Log in to your Facebook Ads account and select the Audiences tab.

2. Next, choose the “Create Audience” button and then click on “Lookalike Audience” as a source audience type.

3. On the next screen, you can choose from several options for creating your new lookalike audience, including matching users based on website visitors or email list subscribers who have taken a specific action or targeting people who are similar to your existing customers based on their demographics and interests.

4. Once you have selected your target parameters, simply enter any other criteria that you want to include (such as location) and click “Create Audience” to save your settings and start targeting new users who are similar to your existing customers or website visitors.

5. You can then use this audience as the basis for a new Facebook ad campaign, targeting these users with a tailored message that encourages them to take action and make a purchase. And remember to monitor your results closely so you can optimize your campaigns as needed and improve their performance over time.

Strategies Specifically For Online Store Owners

shopping cart on computer, shopping online concept. subject is blurred and low key.

Strategy 8 – Measure International Markets

For online store owners looking to expand their reach and grow their customer base, another strategy worth considering is measuring international markets on Facebook.

You can do this by using the “Location” filter in your Ads Manager account to target specific countries or regions where you want to run your ads.

Then, take a look at your ad performance metrics to see how each country is performing, including average cost per action (CPA), clicks, and more.

Based on this information, you can adjust your targeting parameters as needed or even create new ads that are tailored specifically for those market segments.

And if you find that certain locations are particularly promising for your business, consider expanding into those markets over time.

Strategy 9 – Pay Close Attention To Your Funnel

Sign with the word funnels on it, pink background

As you start running Facebook ads and tracking your results, it’s important to pay close attention to your sales funnel.

Specifically, take a look at which stages of the purchase process are getting the most engagement from users and what that might mean for your business.

For example, if you notice that users are engaging with your ads and then immediately making a purchase on your website, that may indicate that you need to improve the conversion rate in other parts of your funnel.

Or if users are engaging with your ads but not ultimately converting, you might consider experimenting with different ad formats or targeting options to see if you can drive more conversions at each step of the process.

As you monitor your sales funnel and make adjustments based on what’s working best, you can continue to optimize your Facebook advertising campaigns for even better results.

Strategy 10 – The Importance Of Simple-Looking Ads

keep it simple text on lightbox sign, minimal flat lay design on white wooden background, simplicity or minimalism concept

Another key strategy to keep in mind when running Facebook ads is the importance of simple-looking ads.

This means focusing on images and copy that are clean, easy to read, and direct.

This can be particularly important for mobile users, who make up a LARGE proportion of Facebook users and may quickly move on from your ads if they seem too complicated or cluttered.

Strategy 11 – Scale Slowly

Unrecognizable lady with digital tablet at home, calculating monthly spendings, checking expenses by categories, planning family budget, using mobile app on pad, collage for financial application

When it comes to scaling your Facebook advertising campaigns, it’s important to do so slowly and methodically.

This means carefully monitoring your ad performance at each stage of the purchase process and making incremental changes as needed.

For example, if you find that a particular ad is performing particularly well for conversions or sales, you might try expanding your budget to see how it does with even more exposure.

Alternatively, if that ad is driving lots of clicks but not converting users as well as you’d like, you can continue testing different targeting options or ad formats until it starts performing better.

Strategy 12 – Your Ad Traffic Should Go To Your Product Page

Long row of arrows stickers on a window.

Another important tip to keep in mind when running Facebook ads is to make sure that your ad traffic goes directly to your product page.

This means directing users from your ad straight to the page where they can buy your product or service, rather than sending them to a general landing page or homepage.

By doing this, you can ensure that users who click on your ads are ready to make a purchase and are immediately presented with the information they need to complete their purchase.

Plus, it typically results in fewer bounce rates and higher conversion overall, which can help you get better results from your Facebook ad campaigns.

Frequently Asked Questions About Facebook Ads

FAQ or frequently asked question concept. White blocks shape with text. Copy space

How long until I see the Results?

It can take anywhere from a few days to several weeks to see the results of your Facebook ads, depending on factors such as your targeting and budget.

While some campaigns may experience an immediate boost in traffic and conversions, others may need more time to ramp up their performance.

How do I make my audience engage with my ads?

There is no one-size-fits-all answer to this question, as the best tactics for engaging your audience will vary depending on factors such as your industry and target demographic.

However, some key strategies to try include using eye-catching images or videos in your ads, including compelling copy that directly speaks to your audience, and running A/B tests to optimize your ad performance over time.

Additionally, you may want to consider using Facebook’s detailed targeting options and remarketing capabilities to reach users who are more likely to engage with your ads.

How can I calculate my return on investment?

There is no single formula or method for calculating your return on investment with Facebook ads, as there are many different factors that can impact the performance of your campaigns.

However, some basic steps to help you estimate your ROI include tracking your ad spend and campaign results over time, comparing these numbers to established benchmarks in your industry, and using tools such as Facebook’s Ad Reports and Analytics to gain more insight into your campaign performance.

Additionally, you may want to consider working with a Facebook advertising expert or agency who can help you optimize your campaigns for greater ROI.

Should I have any Budgetary Restrictions?

Yes, it is generally recommended that you set budgetary restrictions for your Facebook ads, as this can help you stay on track with your goals and avoid overspending.

While there is no one-size-fits-all budget that will work best for everyone, some general guidelines to keep in mind include setting a daily or overall campaign budget based on your ad goals, testing different budget amounts over time, and using Facebook’s budget optimization features to target users more efficiently.

How do I select a target audience?

There is no one-size-fits-all approach to selecting a target audience for your Facebook ads, as the best tactics will depend on factors such as your industry and customer demographics.

However, some key strategies to try include using detailed targeting options to reach specific groups of users, researching your audience demographics through tools like Facebook Audience Insights, and experimenting with remarketing to reach users who have already interacted with your brand or product.

What should be my list of interests to target in my campaign?

There is no definitive list of interests to target in your Facebook advertising campaign, as the best approach will depend on factors such as your industry and customer demographics.

However, some common suggestions include targeting users based on their interests and behaviors related to your product or service, using tools like Graph Search to find relevant interest groups and keywords, and experimenting with interest targeting in combination with other audience characteristics.

Additionally, you may want to consider working with a Facebook advertising expert who can help you identify and target the most relevant audiences for your campaign goals.

For an expert opinion, we can recommend our good friend Tate Morgan over at Ad-strat.com

How can I tell if Facebook is the best platform for my business?

There is no definitive answer to this question, as the best platform for your business will depend on a variety of factors such as your industry and target customer demographics.

However, some key considerations to keep in mind when choosing between Facebook and other digital advertising platforms include evaluating your specific advertising goals and budget, comparing the performance of different ad channels over time, and using tools such as Facebook Insights to gain more insight into your campaign performance.

Well, that’s it for now! Thanks for reading and don’t forget to share and like if you found the information useful!

Don’t forget to check out our latest PPC guide on your way out.

Till next time,

-Pablo Espinal

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