Install Facebook Pixel so you can see Facebook customer actions on your website.

This way, Facebook can create ads that directly target your customers.

First, create a pixel by logging into Facebook, going to Events Manager, and then going to your Pixels tab. Click ‘Create a Pixel.’

Next, add the pixel to your website.

Now you can use the pixel to track activity and events on your website that you want Facebook to be aware of for ad targeting.

Types of events you can choose to track are:

1. Purchase
2. Lead
3. Complete Registration
4. Add Payment Info
5. Initiate Checkout
6. Add to Cart
7. Add to Wishlist
8. Search
9. View Content

People generally use Facebook to socialize, not to shop.

This means it’s important to put your product in front of a the right target audiences for it to get the best results.

If you target the wrong audience, who are only mildly receptive to your product, it’s going to be much harder to consistently drive conversions.

If you’re selling a niche product, experimenting with the “Interests” field is crucial.

After typing in an interest, you’ll see categories and pages that are relevant to this audience.

If you pick too broad of an interest, the categories and pages that show up won’t tie closely to your target audience.

Try to select a more narrow interest, until you find the results are all closely related to your interest.

For example, “women’s running magazine” is much more specific, and will have more consistent results than just “running.”

By combining multiple narrow interests, you’ll be able to create an audience of die-hard fans.

Make sure that you’re being as specific as possible. It’s tempting to try to target a wider audience, but it doesn’t work.

If you try to please everyone, you’ll please no one.

The reach on Facebook is ridiculously large. Narrow it down as much as you can. Shrinking your target audience will actually increase your chances of conversions.

Very few people will purchase your product the first time they arrive on your site.

Data suggests that 98% of visitors on your website won’t purchase during their first visit.

Even if you create a highly persuasive Facebook Ad and target the perfect audience, there can be a million reasons why people won’t purchase on their first visit.

That’s OK.

As long as someone has checked out your product page, you know they have some interest in your product.

Creating a custom audience just for people who have viewed your product page can help turn these visitors into buyers.

When creating this custom audience, exclude people who are already customers.

This means you’ll be targeting only people who have viewed your product, but who haven’t made a purchase yet.

Then you can use this custom audience to provide a custom ad targeted only at them.

For example, offer a small discount like 10% off, and make it for a limited time only. This can really boost conversion rates.

To take remarketing one step further, you can target people who not only visited your product page, but who also added the product to their cart, only to abandon checkout before completion.

Why bother targeting cart abandonment?

Almost 70% of visitors who get as far as adding an item to their cart will abandon it before checking out.

That’s a huge pool of potential sales!

You already know these people were considering buying your product.

People who abandon their carts may only need a small nudge to complete their order.

You can easily create an ad asking them if they’ve forgotten to buy your item.

Make sure you design the ad to include a picture of the item and link it to the product so they can finish the order easily.

Keep in mind that someone who abandoned their cart yesterday will be easier to convert than someone who abandoned their cart several weeks ago.

If you’re going to target people who abandoned their cart awhile ago, you will need to offer larger discounts to lure them back.

If you already have a customer list of at least several hundred people you can build a lookalike audience on Facebook.

This is a group of people who resemble your current or previous buyers.

The larger and more detailed your customer list is, the more accurate your lookalike audience will be.

If you have repeat customers and brand advocates already, make sure you include them in the list you use to build your lookalike audience.

Why is a lookalike audience valuable?

This audience is a group of people Facebook believes is similar to your customers.

This means that the chances are good that they’ll also like your brand and product. You can get a lot of great leads from a lookalike audience.

If your content has been successful with your customers, it will probably work with your lookalike audience, too.

Knowing this allows you to personalize your content for them. Considering that personalizing your campaigns leads to an 89% uplift in conversion rates on social media, you should be doing this as much as possible.

Contests on Facebook are a great way to drive sales.

People love winning stuff.

For example, if you ran a chance to win $50,000!

Putting a dollar amount on the prize can make it seem more valuable.

Contests can still work great.

Just make sure that you follow Facebook’s rules for contests or you could get banned from future opportunities.

When you write anything, you always want it to engage with your target audience.

With a Facebook Ad, it’s even more critical that you capture the attention of your prospect with the first few words.

There is too much noise on Facebook. If you don’t grab them right away, they will just keep scrolling down their news feed.

Your copy and the image with it should tell a story that speaks to your ideal customer.

One way to do this is by adding emojis in your copy. Just make sure that they suit the tone of your ad and your target demographic.

People use emojis all the time as a way of evoking emotions while writing.

Not sure where to start?

There is a distinct formula for writing copy that increases your number of clicks.

Here are three specific phrases that will maximize clicks:

1. “Want [blank]? Check out [blank]: [LINK]”
2. “Learn how to [do something]: [LINK]”
3. “Need to [fix a problem]? Here’s a simple way to do it: [LINK]”

Keep the ads simple!

Show your audience that you understand their pain point or issue and how clicking on your ad will offer them a solution.

Don’t overthink it. Keep it brief and to the point.

You need to make sure your ads use words and phrases that grab attention.

Just don’t use click bait. Make sure your title relates to your content.

Grab your audience’s attention using strong and powerful words.

Try to incorporate a sense of urgency.

We are highly susceptible to words that contain a sense of urgency.

If you already know that your prospect is interested in your product, then this is where you want to push them towards a purchase.

Use words like the following:

• Limited time only
• Hurry
• Buy now
• Don’t miss out
• Offer expires
• Act now
• Clearance
• One day only
• Last chance
• Deadline

The headline draws your attention with a value proposition, the text above the image explains the offer, and the description at the bottom promises guaranteed satisfaction.

Use a larger font size to highlight the biggest selling point.

Why are catchy ad words so important?

8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest of the ad.

You can create a video and upload it to Facebook. Then you can use Facebook Ads to increase the reach of your video.

Many companies can’t afford to create high-quality videos from scratch.

That means that if you can create an affordable video and promote it on Facebook, you’ll gain an advantage over competitors.

Remember that the ideal length of a video on Facebook is somewhere between four and four and a half minutes.

Facebook videos draw people in.

Why?

It makes them feel engaged.

Videos are 2.9x more likely to help users feel connected to their friends and family, and they’re 1.9x more likely to give users something worth talking about.

When advertising on Facebook, you need to instruct your target audience what actions you want them to do.

Facebook offers nine different calls to action that you can build into an ad:

1. Shop Now
2. Book Now
3. Learn More
4. Sign Up
5. Download
6. Watch More
7. Apply Now
8. Donate Now
9. Contact Us

Make sure that you choose one that is relevant to your brand, goal, and ad campaign.

For example, if you’re a retail brand trying to sell a product, don’t use “Book now.”

It may seem obvious, but a lot of businesses mess this up.

Your text, headline, description, and call-to-action need to be consistent without being repetitive.

When that doesn’t happen, it creates confusion in the mind of your viewer.

That means there’s less chance that your ad will get clicked.