How to Convert Website Traffic With Facebook Ads

Wondering how to re-engage website visitors who don’t convert? Looking for Facebook ad types that work? In this article, you’ll discover how to convert your site traffic with two types of Facebook and Instagram ads.

Wondering how to re-engage website visitors who don’t convert? Looking for Facebook ad types that work?

In this article, you’ll discover how to convert your site traffic with two types of Facebook and Instagram ads.

facebook ads convert website traffic how to 800 - How to Convert Website Traffic With Facebook Ads

Understanding Where These Campaigns Sit in the Facebook Ad Funnel

Before we dive into ad creation, you first need to understand where these campaigns sit in your Facebook ad funnel and their role in generating new leads or sales for your business.

This type of campaign is known as website remarketing and it sits at the bottom of the ad funnel. It’s the most profitable of the three funnel stages and delivers the fastest results because it targets hot audiences. These audiences contain people who have visited your website but haven’t converted into leads or sales.

The main reason people visit your website and abandon the sales process is that they haven’t developed enough trust and confidence in your business. The aim of this type of campaign is to develop a deeper relationship with your potential customers and increase the trust needed for them to buy from you. This leads to people engaging with your ads, coming back to your website, and converting into new customers or leads.

Below, I cover two ad types that you can use to remarket your website traffic: reminder and testimonial ads. These are tried-and-tested ad types that, when targeting the correct audiences with the right campaign objectives, deliver the best results and the highest return on ad spend (ROAS).

Let’s now look at how to create reminder and testimonial ads and use them to drive immediate leads or sales for your business.

#1: Prompt Immediate Purchase With a Reminder Ad That Repeats Time-Sensitive Offers

The reminder ad creates urgency by reminding someone about what they’ve looked at on your website and repeating any offer that you’re using for new customer acquisition. You effectively hook this person into engaging with your ad, revisiting your website, and converting to a customer.

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Create Your Facebook Website Custom Audience

Before covering which Facebook ad format and copy best practices to use for reminder ads, you need to create the website custom audience that you’ll show the ad to.

Note: This article assumes you’ve installed the Facebook pixel and any relevant conversion tracking. This is the code that allows you to track website visitors and send that data back to your Facebook ad account.

Watch this video to learn how to install the pixel and read this article to learn how to set up conversion tracking.

In your Audiences dashboard, click on Create Audience and select the Custom Audience option.

In the Create a Custom Audience window, click on Website Traffic.

When the website custom audience creation window opens, make sure the All Website Visitors condition is selected and set the audience duration to last 3 days.

Next, click Exclude, and from the engagement condition drop-down list, select Purchase. Change the audience duration to 180 days. This condition will exclude people who are already customers and have triggered the Purchase event action on your website in the last 180 days.

The last step is to name your audience. Using a naming convention allows you to easily understand your audiences. I used the following: “WCA – All Traffic Ex Purchases – Last 3 Days.” This audience name makes it easy to see that it’s a website custom audience (WCA), the condition is “all traffic excluding purchases,” and the duration is the last 3 days.

Pro Tip: If you have a high-traffic website, simply change the first engagement condition from All Website Visitors to People Who Visited Specific Web Pages and enter the URL of the product page. You can then create a reminder campaign for a specific product targeted at the people who have viewed that product page.

When you’re finished filling in the details about your website custom audience, click Create Audience.

Because you’ll be targeting people who visited your website in the last 3 days, there’s huge campaign relevancy and audience responsiveness.

Choose Your Campaign Objective

Depending on the size of your 3-day website custom audience, you can use either the reach or conversion objective, optimizing for purchases:

  • If you have a small audience of fewer than 5,000 people, use the reach objective with a frequency cap of 1 impression every 1 day or 3 impressions every 1 day. The latter is more aggressive and is best used when you have 1,500–5,000 people in your 3-day website custom audience.
  • If you have more than 5,000 people in your 3-day website custom audience, use the conversion objective optimizing for Purchases.

Compose Your Reminder Ad Copy

Once you’ve set up your ad set and targeting, let’s move on to creating the actual reminder ad.

At the ad level of your campaign, select your Facebook page and Instagram profile in the Identity section.

Next, choose your ad format. No one ad format is more effective than the others for this type of ad campaign. I’ve seen success with the single image format, video, and carousel.

The key to creating a highly engaging reminder ad is the “snap.” This is the first line in the ad copy that grabs the attention of your target audience and immediately tells them the ad is for them. I’ve found that a statement callout reiterating they’ve previously been browsing your website works well, as you can see in the Facebook ad example below.

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For the rest of the copy, repeat any offer that they may have seen on your website or from other Facebook ads further up your ad funnel. To illustrate, you can use a promotion such as a percentage discount and the relevant code they need to use to redeem it. Follow this with a call to action (CTA) to drive people to the product page for what you’re offering in the ad.

Your creative (image or video) and headline should also be based on the product you’re promoting. I’ve found that offer headlines focused on products perform very well compared to benefit headlines, which are most commonly used when building consideration further up the Facebook ad funnel.

Because the audience will be updated frequently—due to new people being added who have visited your website and existing people being removed within a 3-day timeframe—this ad delivers great ROAS.

#2: Validate the Purchase With Testimonial Ads That Emphasize Social Proof

The next ad type we want to look at is testimonial ads. The aim of testimonial ads is to build trust by promoting social proof in the form of a customer review or testimonial. By doing this, you’re providing an external source of validation for your business. It’s not just you and your business pushing how amazing your products are but actual customers who are unbiased by comparison.

Build Your Website Custom Audience

As with reminder ads, you first need to build the website custom audience that you’ll target with this ad type.

In your Audiences dashboard, click on Create Audience and choose the Custom Audience option. From the custom audience menu, click on Website.

When the website custom audience creation window opens, make sure the All Website Visitors condition is selected and set the audience duration to last 180 days.

Name your audience using the same naming structure that you used for the 3-day website custom audience (“WCA – All Traffic – Last 180 Days”) and click Create Audience.

Choose Your Campaign Objective and Targeting

Before we cover the testimonial ad creation, you need to know the campaign objective and ad set settings for this to work. You want to use the conversions objective optimizing for purchases or leads, depending on what’s relevant to your business.

In the Audience section of your ad set, include the 180-day website custom audience you just created in the Custom Audiences field. Also exclude the 3-day website custom audience you created for the reminder campaign. This ensures you won’t have any overlap between the two campaigns where they’re competing against each other in the ad auctions.

You also want to set the conversion window as the default: 7-day click / 1-day view.

Compose Your Testimonial Ad Copy

One of the most common questions I get asked about testimonial ads is whether it’s better to format the testimonial as a video or text. The answer is simple: Test both and see which delivers better results. I’ve found little difference in the effectiveness of testimonial ads that are text-based, providing the testimonial in the ad copy, and those that use a video testimonial.

When creating text-based testimonial ads, you want to use the following ad copy structure:

Start the ad copy with your testimonial. If your testimonial is long or wordy, shorten it or divide it into paragraphs so it’s not a single block of text. Use quotation marks so it’s different from the rest of your ad copy and end it with a hyphen followed by the name of the customer who wrote it.

Below the testimonial in your ad copy, include your product or service promotion. This might be an offer that the people in your website custom audience have seen on your site or that you’ve promoted to them through other Facebook ad campaigns higher up your Facebook ad funnel.

The last part of your ad copy is the CTA. Because these are direct-response ads and you want the people who see them to take action, the final part of the ad copy should get the consumer to click on the ad and convert to a customer.

The Facebook ad example below shows the offer after the testimonial, followed by the CTA to drive clicks on the ad that directs people to the relevant product page.

For the creative in this type of text-based testimonial ad, use something relevant to the product or service you’re promoting. For eCommerce companies, lifestyle product images or videos work well.

For video-based testimonial ads, use the single video format with the video testimonial as your ad creative. Then follow the same ad copy process outlined above but without the written testimonial.


Now that you know how to create reminder and testimonial ads and what Facebook and Instagram campaigns to use them in, you want to implement both campaign types at the same time for optimal effectiveness.

By using reminder ads, you re-engage people in a short time for maximum relevancy and to drive immediate sales. With testimonial ads and longer website custom audience durations, you build the trust required for your potential customers to come back to your website and convert into first-time buyers.

By implementing both campaigns and ad types simultaneously, when someone visits your website and doesn’t purchase, they fall into your reminder website remarketing campaign, and if they don’t purchase from that campaign, they move into your testimonial website remarketing campaign.

What do you think? Will you try reminder and testimonial ads in your next Facebook or Instagram campaign? Share your thoughts in the comments below.

More articles on Facebook advertising:

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How to Retarget Facebook Ad Traffic for Conversions

Are you working with a new Facebook pixel? Wondering whether to use a traffic objective campaign or a conversion objective campaign? In this article, you’ll discover how to combine Facebook ads traffic and conversion campaigns to meet your goals.

Are you working with a new Facebook pixel? Wondering whether to use a traffic objective campaign or a conversion objective campaign?

In this article, you’ll discover how to combine Facebook ads traffic and conversion campaigns to meet your goals.

Understanding Facebook Ads Traffic and Conversions Objectives

The objective you choose when you create your Facebook campaign has a huge impact on your results. It’s what defines the outcome of your campaigns and is therefore the most important element to get right.

The two most popular campaign objectives are Traffic and Conversions. On the surface, they look like they do the same thing but your results will vary widely depending on which one you use and what type of ads you’re running within the campaign. If you choose the wrong objective, you can waste your ad spend budget and see little in return.

The main thing to understand about campaign objectives is that Facebook will focus on showing your ads to people who are most likely to take the action set by your objective.

  • If you choose the Video Views objective, Facebook will show your ads to people who watch lots of videos on the platform.
  • If you use the Traffic objective, they’ll show your ads to people who click on lots of ads.
  • If you use the Conversions objective optimizing for standard events (such as purchases), they’ll show your ads to people most likely to take that event action (purchase of your product).

The algorithm works by segmenting people into buckets based on how likely they are to take your objective action, such as click on your ad using the traffic objective or trigger the conversion event you optimize for when using the conversions objective.

If you win the ad auction, Facebook will show your ads to people they’ve bucketed into those most likely to take that action. Then over time, as ad fatigue becomes an issue or when you scale your campaigns and there are no more people left in that bucket, Facebook will move on to the next group of people who are quite likely to take your campaign objective action. That’s when your cost per result will start to increase.

Because your objective is such an important element of your Facebook advertising, you need to choose the right one to get the best results. The traffic and conversions objectives are the two main options to drive people to your website so they can find out more about your business and then convert into customers or leads.

As I previously mentioned, on the surface, these two objectives do the same thing: drive people from Facebook or whatever placement you’ve selected in your campaign to your website. However, if you run the same ad to the exact same audience but use the two different objectives, you’ll get completely different results.

What Objective Should You Use: Traffic or Conversions?

Most of the time, you want to use the conversions objective, optimizing for the event action that matters most to your business.

If you’re an eCommerce business and sell a physical product or information via online courses, use the conversions objective optimizing for the purchase event action. But if you’re a service business, use the conversions objective optimizing for the lead event, which fires after someone makes an inquiry to your business.

Because Facebook’s algorithm is so good at identifying people likely to align with your objective conversion event action, you want to optimize for the event action that matters most to your business.

However, there’s one situation when the conversions objective is unlikely to work and you’ll need to use the traffic objective to get you started. This is when you have a brand-new pixel on your website and it hasn’t gathered enough data to optimize for a conversion event yet.

In this case, start by using the traffic objective. Then once you’ve gathered enough event actions from the people who have visited your website, you can switch your objective to conversions, optimizing for an event action within your sales funnel. I call this process objective stacking.

Let’s now look at how to implement objective stacking.

#1: Set Up the Facebook Pixel and Conversion Events

Before you use either of these objectives, you need to install the Facebook pixel and conversion events. Otherwise, you won’t be able to optimize your traffic campaign for landing page views or your conversion campaign for an event action.

The Facebook pixel is a piece of code that you install on your website that tracks the behavior of your visitors. You then add conversion actions called standard events to the base code on specific pages or buttons that reflect an important action to your business. Examples include the purchase event on a Place Order button click or a lead event on the thank-you page that loads after someone has submitted an inquiry.

For a walkthrough of how to install the Facebook pixel and conversion events on your website, click here.

#2: Set Up a Facebook Ad Campaign With the Traffic Objective

Once you’ve installed the Facebook pixel, you can get down to creating your first traffic campaign.

Remember, use the traffic objective only if you have little to no pixel events recorded by your Facebook pixel.

First, we’re going to cover how to build a traffic campaign. Then we’ll look at when to switch it to the conversions objective and the different ways you can use the conversions objective.

In your Ads Manager dashboard, click on Create Campaign. You’ll then be presented with two options to create your campaign: Guided Creation or Quick Creation. In this example, we’re going to use the Quick Creation workflow.

Once you’ve selected that, name your campaign, ad set, and ad, and from the Campaign Objective drop-down list, select Traffic. Leave split testing and Campaign Budget Optimization turned off.

Once you’ve set your campaign-level settings (including choosing the traffic objective), move to the ad set level of your campaign. This type of campaign is best used in the middle of your sales funnel for engagement remarketing such as targeting video viewers or page engagers.

You can also use it for cold purchase/lead test campaigns, where you target cold audiences (such as interests or lookalike audiences) with product- or service-offer ads to drive people to your website. By doing this, you’re triggering the hyper-responsive people in your target audiences who are ready to buy now so you can generate leads or sales straight from these campaigns.

Regardless of which audience you target, cold or warm, you want to use the same positioning in your ads; that is, product or service ads that utilize some type of offer, which reduces the barrier to entry for your audience to buy.

For eCommerce or anyone selling something where customers pay online, discounts work extremely well. For local service businesses, complimentary consultations make a great offer. For software businesses, free trials are an excellent way to onboard potential customers.

In your ad set, either create or select your target audience. If you’re using the campaign for engagement remarketing, choose your page engagers; if you’re using it for cold purchase/lead test campaigns, set it to your cold lookalike or interest audience.

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After you’ve selected your audiences, move on to the Placements section. When using the traffic objective, you want to edit your placements to select only the most valuable ones. In this case, you want Facebook and Instagram feeds, as well as Stories.

If you set automatic placements and let Facebook determine what placements to serve your ads, you’ll find that the majority of your reach will be on the Audience Network. It delivers super-cheap clicks, which on the surface sounds great, but the quality of the traffic is terrible and no one will convert.

The final part of creating the ad set in your traffic campaign is to set your optimization. By default, Link Clicks is enabled but you want to change that to optimize for Landing Page Views.

With Link Clicks, Facebook will show your ad to people who are likely to click on your ad, whereas with Landing Page Views, Facebook will look for people who are likely to click on your ad and stay to load the page, which will then trigger the landing page view event on your Facebook pixel.

Pro Tip: When running a campaign with either the traffic or conversions objective, always monitor your link click to landing page view ratio. A large discrepancy in the number of landing page views to link clicks means people aren’t staying around to load the page, and most often, it’s because you have a slow page-load speed.

With your ad set complete, move on to the ad level of your traffic campaign. Here you want to create product or service ads that position an offer to encourage your audience to convert into customers or clients.

To illustrate, this product ad uses a discount to promote gift boxes:

Once your traffic campaign is up and running and you’re generating landing page views, monitor the conversion events you’ve installed on your website to see how many are being triggered by the new traffic on your website.

To see how many event actions are being recorded, navigate to Events Manager. In the main pixel dashboard below the graph, you’ll see all of the events being tracked and how many actions have been recorded. Use the date picker in the top-right corner to select a relevant date range since you launched your traffic campaign.

After you’ve built up enough event fires—typically more than 100 but ideally closer to 500—you want to objective stack and switch to the conversions objective, optimizing for the standard event that matters most to your business.

#3: Choose How to Retarget Your Traffic Objective Leads

There are a number of ways to use the conversions objective. You can use it for remarketing to warm audiences of page engagers or video viewers and for cold purchase/lead test campaigns.

You can also use the conversions objective to remarket to hot audiences of website traffic and drive new leads or sales by targeting ads to people who have visited your website but haven’t converted into new customers or clients.

Here are seven ways to target your website visitors by building website custom audiences:

  • Target everyone who visited your website.
  • Target people who visited a specific product page but didn’t purchase.
  • Target people who viewed your lead magnet landing page but didn’t opt in.
  • Target people who viewed your contact page.
  • Target people who started the buying process but didn’t complete it.
  • Target people who previously purchased from you.
  • Target people who read your blog.

You can then use these audiences in a conversion campaign, optimizing for the event that matters most to your business, and run reminder, testimonial, or Messenger ads to successfully re-engage those audiences.

#4: Convert Your Successful Traffic Objective Campaign to a Conversions Objective Campaign

Once you’ve decided how to retarget your traffic objective leads, you’re ready to convert your traffic campaign into a conversion campaign.

The first thing you need to do is duplicate your traffic campaign. To do this, select your traffic campaign and click on the Duplicate button.

Then make the following changes to the campaign:

Change the campaign objective to conversions. You’ll see a message telling you that some changes will happen; click OK. In your ad set, choose the standard event action that you want to optimize for. What you select will depend on the number of pixel fires for each of your event actions.

For instance, if you’ve generated enough purchase event actions, you can optimize for purchases. If not, you may need to move higher up your funnel and optimize for add to cart actions or initiate checkout actions.

Switch from Manual Placements to Automatic Placements. Now that you’re optimizing for conversions and not landing page views, Facebook will prioritize the most effective placements for conversions, which are feeds on Facebook and Instagram. You don’t have to worry about junk traffic from the Audience Network.

Set your conversion window to 7 Days After Clicking or 1 Day After Viewing. This setting will allow Facebook to gather more data to optimize your campaign compared to the 1-day click conversion window.

Use the Post ID method to select the existing ad you used in the traffic campaign, which allows you to keep all of the social proof from that ad. At the ad level of your campaign, find the post ID for your traffic ad and then select Use Existing Post and paste it in the ID field. For a full walkthrough of how to do this, click here.

Once you’ve completed these changes, set your new conversion campaign live and turn off your original traffic campaign.

Repeat this process with conversion events moving lower down your funnel until you have enough pixel data to optimize for the most valuable event action, either leads for service businesses or purchases for businesses that sell online.


If you’re new to Facebook advertising and don’t have a lot of recorded event actions from your Facebook pixel, you want to start by using the traffic objective optimizing for landing page views to build up the number of event actions.

Once you have enough event actions, you can objective stack and switch the campaign to the conversions objective by duplicating the traffic campaign and using the same ad via the post ID method.

If you already have enough event actions, you can go straight in and start using the conversions objective, optimizing for the event action that matters most to your business. It can be used throughout your sales funnel from cold purchase/lead test campaigns to engagement remarketing and website remarketing campaigns.

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How to Scale Facebook Ads: 4 Ways

Looking for ways to get more leads or sales from your existing Facebook ad campaigns? In this article, you’ll discover four horizontal and vertical ad-scaling techniques for Facebook ads.

Horizontal Facebook Ad Scaling

To scale your Facebook ads for reach, try adding new ad sets to your campaign as you increase your ad budget. This process is known as horizontal scaling, and it involves researching new audiences using Facebook Audience Insights. Alternatively, you could create Facebook lookalike audiences, which expand on your existing lookalikes; for example, a 5% lookalike vs. a 1% lookalike.

With horizontal scaling, you spread testing across multiple ad sets, audiences, and ad creative. All of the following horizontal scaling strategies can be effective ways of growing and scaling your Facebook campaigns.

Note: This article assumes you’ve installed the Facebook pixel on your website. Read this article or watch this video for step-by-step instructions.

#1: Increase the Geographic Area of Your Audience Targeting

The type of business you run may determine the size of the audience you’re targeting with your Facebook ads. If your customers are located in a particular area, for instance, you may start by targeting your ads to that spot.

But if you’re looking for a way to scale your Facebook campaigns, consider increasing the geographic area you’re targeting.

Whether you can do this may depend on the product you’re selling and the distribution system you have in place to fulfill orders. However, if you identify other markets and regions to sell to and see traction from these campaigns, you’re well on your way to attracting new customers. If the products you’re selling can be shipped internationally, it’s worth testing your ads in new locations.

Once your Facebook pixel has collected enough data about what your ideal customer looks like in one country, you can apply these lessons to target markets in other countries. To visualize this, if your initial campaign targets customers in the U.S. and those campaigns are seeing success, there’s a good chance the same campaigns may work in other countries as well.

When you change the target location of your ad campaigns, you may need to make a few tweaks to your ads, especially if they refer to a specific place. Keep your ad spend small when you’re targeting a new location with your ads.

#2: Increase the Size of a Facebook Lookalike Audience

A Facebook lookalike audience will likely be filled with prospects who are similar to your best existing customers. When you build a lookalike, you choose a source audience, which is a custom audience built using data from your Facebook pixel. Facebook then identifies the common qualities of the people in your source audience and lets you deliver an ad to people who are like them.

You can choose the size of your lookalike audience—the smaller the audience, the closer it will match your source audience. While a higher-percentage lookalike can increase your potential reach, the audience will be less similar to your source audience.

If you want to scale a lookalike audience by increasing the audience size percentage, it’s worth starting off with a small audience and seeing how receptive they are to your ads. If your ads perform well with a small lookalike, slowly scale your lookalike to see if a larger audience is receptive.

Successfully scaling a lookalike audience will get more eyes on your product or brand and can be an effective way of scaling your Facebook campaigns.

#3: Change Your Facebook Ad Creative and Segment Your Audience

How your audience reacts to your Facebook ads will depend on where people are in the customer journey. This is why it’s important to carefully consider your objectives for each campaign.

For instance, if your objective is to inform cold prospects about your product, a video ad like the one below that explains what your product is and does could be a useful way to grow awareness of your brand or product. When you’re creating new content for your ads, always keep your campaign objectives in mind.

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Once you’ve run the video ad, you’ll be able to track the data and metrics. You can see not only how many people watched the video but also what percentage of the video they watched. If your video is a success, you’ll move cold prospects to the next stage of your funnel, where you can focus on nurturing them as prospective customers.

After you run an ad campaign and get insights into the behaviors of your customers and prospects, segment your warm audience. To illustrate, for a video ad, you segment by how much people watched—25%, 50%, 75%, and 100% of your video.

You may also want to look at how many people visited your website as a result of your ad campaign via the Facebook pixel and then design ad creative specifically targeting those visitors. Whatever metrics or data points you look at, segmenting your audience will give you an idea of where best to focus your ad efforts.

As you begin to scale your ads and attract leads, your pool of warm prospects will undoubtedly grow. Now you can really focus on moving potential customers down your sales funnel.

For an eCommerce store, you might have insights into how many people abandoned their cart on your site in the last 30, 60, or 90 days. You know that potential customers who have abandoned their cart are close to making a purchase, so retargeting this group may help you convert some of these would-be buyers into paying customers.

If you have a lot of prospects visiting your site but not converting to buyers, that may indicate that something is wrong with your offer or your website. The more insights you can get into what is and isn’t working with your campaign, the better equipped you’ll be to create more successful marketing campaigns in the future.

Vertical Facebook Ad Scaling

The most obvious way to scale your Facebook campaigns is to increase your budget. If you’re just starting out and aren’t in a position to increase your budget substantially, steadily increase your ad spend instead. With this approach, you’ll not only begin learning how Facebook ads work but also give Facebook time to adjust to your increased ad spend.

#4: Increase Your Budget

Increasing your ad spend every 3–5 days is advisable early on, particularly if you’re beginning to see good returns from a set of ads. This type of scaling is known as vertical scaling.

A sustainable way to see if your ad spend is giving you the results you need is to keep a close eye on your return on ad spend (ROAS). If you’re spending $50 per day on ads and those ads are leading to $300 in sales per day, you have a ROAS of 6.0 so you know your ads are working.

If you see these results, you may think that if you keep increasing your ad spend, your profits will continue to grow. This is where some caution may be necessary. Often, when you start increasing your ad spend, your ROAS ends up staying the same.

Continuing the previous example, suppose you raise your daily ad spend to $100 per day and you still see sales of $300. Your ROAS has dropped to 3.0, which may indicate that your set of ads is reaching its maximum potential.

Of course, if you still see a profit or a positive ROAS, you may want to keep that particular ad set running. It’s important to keep an eye on your campaign to make sure your ads remain effective and so you can implement small changes if needed.


Brands and businesses of all sizes rely on Facebook ads to reach new customers, nurture prospects, build brand awareness, and ultimately grow. If you can get your ad campaigns right, you’ll have unlocked a powerful method to grow your business.

Before you start any Facebook campaign, decide what kind of customer you want to attract, what their demographics are, and what you want to achieve such as getting more leads or increasing sales. Whatever your marketing and advertising goals, there are plenty of strategies you can implement to scale your Facebook campaigns successfully.

When scaling your campaigns, take a deep dive into the analytics of each campaign you’ve launched so you know what’s working and what’s not. And as mentioned throughout this article, if you decide to scale the budget for your campaigns, do so in slow increments. This will give you the time and opportunity to test strategies without overspending.

What do you think? Will you try any of these tactics to scale your Facebook campaigns? What tips do you have for scaling campaigns? Share your thoughts in the comments below.

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Why You Should Be Buying Facebook Ads Now

Take advantage of lower costs and seize market share. Grow Your Business, Not Your Inbox Stay informed and join our daily newsletter now! Will be used in accordance with our Privacy Policy Image credit: NurPhoto | Getty Images Nick Wolny Guest Writer Director of Content, Super Connector Media March 13, 2020 6 min read Opinions…

Nick Wolny

Guest Writer

Director of Content, Super Connector Media

Opinions expressed by Entrepreneur contributors are their own.

We’re currently in an unusual landscape for social media ads: Events are being cancelled or postponed worldwide, companies have re-assessed their marketing budgets, and in the United States two billionaire politicians just ended their presidential campaigns (But not before together spending over $780 million on ads).

When advertising on Facebook, a more crowded queue of ads means less people see each ad, and our advertising dollars don’t stretch as far. Retailers and e-commerce advertisers know this well, as CPMs (“Cost per mille”, or the cost to reach 1,000 users) skyrocket during the holiday selling season.

That’s why a drop in demand can be good for brand visibility. Your advertising spend is likely to reach more users for the same price, and as businesses axe promotion to recoup cash, there is less competition for ad units, leaving you an opportunity to step in and capture a larger slice of market share.

Cooped up at home, consumers are spending more time at home and on their devices. Social media browsing is likely on the rise, and when it comes to time on platform, Facebook remains at the top of the mountain.

Here are 3 ways to adjust or step up your Facebook advertising as others pull back.

Related: Facebook Ads: The Complete Guide to Getting Started with …

Explore the “Reach” campaign objective.

Nestled in the “Awareness” campaign category is the option to optimize an ad campaign for reach. The campaign isn’t explicitly conversion-driven, but when ad units are less expensive, it’s a good time to widen your net and bring more people in at the top of the funnel.

If you use a video as your creative, a Reach campaign actually can be conversion-driven, because you’ll grow your audience of video viewers (users who watch a video for three seconds or more) and be able to run retargeting campaigns just to those who are interested.

Video viewers are a custom audience in the Facebook Business Manager, and custom audiences are what make Facebook ads so effective (and Facebook so lucrative as a company). These audiences’ behavior has proven that they’re interested, and remarketing to them can help you take some of the guesswork out of your efforts.

Other Facebook custom audiences include:

  • Lookalike audiences. These are the holy grail of custom audiences, in my opinion. These users are new to your business, but based on the 52,000 data points Facebook has, have historically behaved similarly to another audience you identify (users who like your page, for example, or past buyers).
  • Engagements. Users who have reacted with, commented on, or swiped through an ad (if using an image carousel or other multimedia placement) can be retargeted.
  • Website traffic. If users visit your business website and you have installed the Facebook pixel into your header code (there are loads of tutorials on this), you can get back in front of them through retargeting.
  • Email list uploads. You can upload a list of subscribers to Facebook for retargeting purposes. Facebook attempts to match email addresses to users. The success rate is wide here, ranging from 40 to 80%, but may be a smart strategy for you.

Use reach campaigns to maximize the number of users reached per dollar and take the time now to build up your custom audiences.

Related: Here’s How to Master Facebook Advertising and Why You Must

Test out new ads or variations in copy.

Can you beat your control? There’s no better time to try than now.

A/B testing is a critical step in advertising optimization. As David Ogilvy once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.”

For all you know, you could be getting leads for half the price with better copy or a more engaging image or video. But until you test it, you’ll never know whether your control really is the absolute best.

Use this less competitive time to experiment with different headline copy, images, videos, and even new ad formats, such as Stories ad placements or Canvas ad formats.

Use slower times to crank out content

According to Demand Metric, 60 percent of consumers are inspired to seek out a product or service after consuming content about it.

If you’re wearing many hats in your business, though, it can be a challenge to stay consistent and continually produce new posts and articles for your audience.

Take advantage of quieter times by hunkering down and creating more “evergreen” content that applies to your business. Evergreen material can be used over and over again, and the benefits of content marketing build over time like a flywheel.

Projects to consider tackling could include

  • Cornerstone content. Also known as pillar content, this content is core to your business website, and is indicated as such when you publish, allowing search engines to more accurately crawl and recommend you. Take the time to create this detailed and informative content, then consider running ads to it to wow your audience.
  • A video series. It’s no secret that video marketing is on the rise. Video has multiple components though, from scripting to lighting to post-production. Consider batching some video production during a slow time, then slice out snippets to use for future advertising creative and content marketing.
  • More customization. Customization is again the hottest marketing trend of the year. Could you add in a retargeting ad after someone buys your product that just says, “Thank you?” Or give a shoutout to a local sports team or school that recently had a big achievement? Get specific and creative in your ads to ramp up brand affinity.

Advertising slots are precious real estate for building market share. Take advantage of newly freed-up inventory and you’ll develop a powerful asset for future revenue and business.

Related: A Small-Business Guide to Facebook Advertising (Infographic)

Mark Zuckerberg still won’t ban ‘political’ ads from Facebook

He added that, while it may be easier for Facebook to “choose a different path,” it is more important to stand up for free speech and free expression. “We need to be careful about adopting more rules that can restrict what people can say,” he said. “I don’t think it’s right for politicians to be…

He added that, while it may be easier for Facebook to “choose a different path,” it is more important to stand up for free speech and free expression. “We need to be careful about adopting more rules that can restrict what people can say,” he said. “I don’t think it’s right for politicians to be censored.” Zuckerberg’s statements come in light of moves from TikTok and Twitter to put a stop to all paid political ads on their services. “For instance, it’s not credible for us to say: ‘We’re working hard to stop people from gaming our systems to spread misleading info,'” said Twitter CEO Jack Dorsey on Wednesday, “buuut if someone pays us to target and force people to see their political ad…well…they can say whatever they want!”

Dorsey didn’t mention Zuckerberg or Facebook by name, but he didn’t have to. It was clear where Twitter’s new policy came from. Since the 2016 US presidential election, when Facebook was abused by Russia to sow discord amongst Americans, the company has been promising to double down on combating the spread of misinformation. And yet, at the same time, Facebook is allowing politicians to explicitly use ads to tell lies about their rivals. Zuckerberg said this isn’t a “political calculation” and that Facebook isn’t trying to appease conservative voices — it’s about protecting its values on free expression.

Despite what feels like an endless stream of controversies, though, Facebook has continued to rake in billions of dollars year after year. And today it announced a revenue of $17.7 billion during the third quarter of 2019, a 28 percent increase over the same period a year ago. In addition to that, Facebook’s user base is still growing: daily and monthly active users were at 1.6 and 2.4 billion in Q3 2019, respectively, each up 8 percent year-over-year. Altogether, Zuckerberg said, around 2.8 billion people are now using at least one app from the Facebook family, which includes Instagram and WhatsApp.

Images: AP Photo/Mark Lennihan (Mark Zuckerberg)

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