Facebook gives you 13 different ad
objectives to chose from.
Each with a different purpose and goal for advertisers and users.
So, before you chose an ad objective that’s going to get you your
biggest bang for your buck, you need to define your goals and
what Facebook can help you accomplish.
This may seem like a basic step, but many advertisers just point
and shoot with Facebook Ads, instead of aligning their goals with
the objectives Facebook offers.
Create goals that can be achieved and
measured with Facebook Ads.
• Want to increase exposure to your new app?
• Need more online sales?
Facebook is constantly creating new objectives to help
us advertisers accomplish our goals with from
increasing video views to trying to reach potential
customers that are walking past our buildings.
So, brainstorm your goals, and create realistic ones.
WHAT DO YOU
WANT TO ACCOMPLISH
Build a Community
Increase fans and interactions with
fans on Facebook
Increase Online Sales
Utilize Facebook Ads and organic
posts to direct traffic and
conversions to product pages
North - East
Local awareness ads are the lowest cost ad type if you’re trying to grow
local impressions. If your business has a storefront, it should be trying to
increase it’s local impressions.
Tips on How to Improve Your Local Awareness Ads:
1. Add a Get Directions button to make it easy for people to find your
storefront from wherever they are and whatever device they’re using. This
button comes in handy for mobile-targeted ads, as well as desktop because
when people tap or click the button on the ad, they get directions straight
to your business from where they’re located.
2. Express that you’re a local business immediately by adding the local city or
region in the ad content. Example: “Get off the strip and enjoy Vegas’ best
kept secret at this family-style restaurant in Henderson.”
3. Think outside the box and use Local Ads for more than just finding new
customers near you. You can use Local Ads to find new employees and
affiliates, not just customers.
Showcase multiple products within a single ad or tell a story that develops across each carousel card using a Carousel Ad.
Ads in the carousel format are interactive and don't cost any more than single-image or video ads,
and let you display multiple images and call to actions.
Tell a story. The best thing you can do with Carousel Ads is to tell a story with the ad content through multiple scrolling images, buttons, and text.
Explain how something works. Show how a product can be used over the course of multiple images. The text should reinforce what the images
mean, as well as how to act with a relevant call to action button, “Shop Now”, “Learn More”..
Be creative with content. Get creative with how the images are displayed by either chopping one large horizontal image into 4 sliding images, or use
multiple images that tell the same story. The first image should be the most captivating, encouraging scrolling to the next image to see what’s to come.
Facebook Industry Guidelines
Everyone loves a good deal.
With Facebook offer ads, you can create and
extend timely discounts and promotions to the
people you want to reach and encourage them to
TIPS FOR OFFER CLIAM
You don’t need to be a retailer in order to create an
offer ad. Offer a complimentary service, a free trial, etc.
In order to increase in-store traffic, create offers that
require people to come to the business. Store offers
require customers to claim an offer barcode or QR code on
their mobile device in stores, instead of sending them to a
website with a promo code.
Create unique promo codes to track purchases made from
Facebook campaigns versus other PPC campaigns you may
be running. The promo code can be: FB25OFF
Publish one Offer Ad targeted to your existing
fans and a second Offer Ad to people who don’t
already like your page using different text and
content that the audience would be familiar
Example: The first Offer can use familiar
branding and language, whereas the second
Offer Ad should have more background into the
product or service being offered.
We all want a new customer base or audience to connect with,
whether you’re strictly in LeadGen marketing or looking for new
Gather leads and lead information using a customized form that
can have multiple choice questions or use contact fields to collect
new lead information:
Integrate the Lead Ad with a CRM like Infusionsoft to immediately
take action on your leads and integrate them into your email
marketing funnel. An example of a follow-up action is sending a
welcome email. Lead Ads integrate with Constant Contact,
Marketo, Infusionsoft, MailChimp, Salesforce, Zapier, etc. making it
easy to add new leads to existing CRM’s.
Add a Context Card. Use context cards to describe what people get
for “signing up” and giving you their information. Give us a reason
to hand over our email addresses to yet another business.
People spend more than 100 million hours watching video on Facebook
everyday, some serious, some LIVE, some hilarious.
Across all video ads, the CTR rate on Facebook is up 57% over last
quarter and as a result, 31% of Facebook budgets have shifted to video
due to higher performance.
Take advantage of this action by using the Get Video Views ad
objective and show your videos to people that are most likely to watch
and act on them.
Target Mobile Users:
Check the box that requires mobile users to be
connected to Wifi to avoid buffering issues and being
charged for views you’re not fully getting due to internet
Promote LIVE videos after you have gone LIVE to increase
video views and exposure at a low cost per engagement
using the “Boosted Post” ad objective.
Boost Posts Before Going LIVE: Advertise multiple
promoted posts before going LIVE to inform people when,
where, and why for your next LIVE video to increase views
Chewbacca Mom: Video ads don’t have to be staged with
expensive equipment and a production team. Some of the
most viral videos are in natural environments using “real
people” demonstrating a product.
This pixel is able to track users movements in and outside of Facebook, as well as the
actions they make. Facebook recently updated their pixel to make the conversion
pixel easier and more effective than ever before. The new pixel helps you access:
• Conversion tracking. See how successful your ad is by seeing what happened as a
direct result of the ad. What engagements were made?
• Optimization. Automatically bid for conversions after you set up your pixel to better
optimize the ad costs.
• Remarketing. Remarket to everyone who visits your site, or to people who visit
specific pages or take specific actions.
In order to use Facebook pixels for your website you need traffic.
No traffic = no chance of conversions = high CPC
Target current customers by uploading their email addresses and phone
numbers to Facebook. Encourage upsells and put new offers in front of familiar
faces using ads targeted to Custom Audiences.
If you don’t have that many customers to upload into Facebook, fewer than
1,000, try the following tips:
• Choose to pay by impressions to make sure the ads are served to your small
• If you manually bid on ads then increase the maximum CPM bid to help reach
the small audience.
• Create Lookalike Audiences from the Custom Audience to help grow your ad
Lookalike Audiences helps you create new
audiences to target on Facebook.
Create your lookalike audience through:
● Existing Audiences: Upload a list of your existing customers/leads and Facebook
will match the data that you upload to user login data. Then uses Lookalike
Audiences to find people that have similar traits to that audience.
● Website visitors: After installing a Facebook pixel on your website, you can
create Lookalike Audiences based on people who've visited specific pages on
● Page fans: Use Lookalike Audiences to create an audience based on people that
like your page.
● Previous ad conversions: A great strategy for finding new customers is to drive
a large number of conversions over time with ads, then create a Lookalike
audience based on those conversions. After your first 100 conversions, you can
setup a Lookalike Audience based on your conversions, but make sure you’ve
given yourself a long enough time period and have a large enough audience to
If the call to action button for a mobile-only ad is to
“Shop Now” chose to only show the ad to users who
are connected to Wi-Fi. This way their connection
won’t be interrupted or the performance of the
website slowed down while they shop from mobile
Use a mobile-derived call to action, an
objective someone can accomplish on a
Create mobile-only ads to test different
markets and see which type of ad placement
gets you the most conversions.
Speaking of mobile, Instant Articles makes reading
articles through Facebook on mobile devices a pleasant
Articles are clear, concise, and quick to load on mobile
when Business Pages share Instant Articles, versus
linking to blog posts or websites outside of Facebook.
And, you can make money off of them!
ARTICLES ON FACEBOOK
Display ads that relate to your audience within
your Instant Article from other advertisers. Chose
ad types that make sense for your audience and
get paid to display them.
Work with Facebook’s 4+ million advertisers using
Audience Network and get paid to show relevant
ads to your demographic, as well as get paid to
show your ads in Instant Articles.
Like to create ads? Have a good ad sales team? Sell
your own video, animated, and/or banner ads to
Publishers to make additional revenue.
Track traffic and reporting with Instant Articles using
analytic providers you’re most likely already using, like
Google Analytics, Omniture or comScore.
Most clicked on call to action button is “Learn More”, then “Shop Now”,
followed by “Sign Up”
Avoid using call to action buttons that require specific hours.
○ For example, if the business is closed from 6pm to 9am, don’t run an
ad with a “Contact Us” call to action button during closed business
hours. Otherwise, you can miss out on a new potential customer.
Designate what hours the ad should run.
The same goes for the days of the weeks.
○ If you’re open weekends for emergencies, run advertisements
Thursday-Sunday promoting your emergency hours so it’s relevant.
○ It won’t make sense to see an ad encouraging us to call and make an
appointment for the weekend if it’s only Tuesday.
CALL TO ACTION
1. Test objectives. Create multiple ads under the same objective to attract different types of customers, and then test them against each other, and then test them again,
and then test ads with new objectives, and then test again. You’re looking for the lowest cost for the most conversions.
2. Test interests and behaviors. Does your cost per objective rise dramatically when targeting broadly or narrowly by interests/behaviors?
3. Test different creatives. Using the same text, test different images against each other. Does an image with a person perform better than an abstract image?
4. Test in multiple ad sets. Create a new ad each time you test - don’t just keep editing the same ad over and over, this way you can easily turn off the underperforming ad.
Track ad performance and analyze which DAYS results in the most RESULTS.
Chose the best performing days to run ads on.
● According to Bitly, the highest traffic occurs mid-week between 1 to 3 pm.
● On Thursdays and Fridays, engagement is 18% higher.
These results can be different and unique for your audience, but if you don’t ever track performance,
you’ll never know what your niche audience responds to best.