Best Practices for Setting Up Targeted Facebook Ads
If you need help on how to set up Facebook Pixel so you can retarget to people who have already visited certain areas of your website, or for people who behave similarly to people who have visited your website. You can find a tutorial here.
Once you have your Pixel audiences set up, you can begin planning your ads. But what should you consider including in your campaign?
Just like Google Ads, it can be helpful to create a landing page on your website for each ad, which has a message for the audience you’re targeting. It may include special offers or content downloads that you don’t want to make generally available on your site.
A good place to start with Facebook Pixel ads, would be to create at least 4 of the following ads, although you may wish to create more than one ad for each different category.
Ads for people who have expressed interest in you generally.
Audiences this should include: People who have visited the home page or blog.
Audiences to exclude: People who have visited the contact page, contact success page or specific service pages.
Time frame: To get people to revisit your site, you could advertise to them if they have not revisited your page in 30-90 days, to remind them that you’re still there.
Consider the message: Are you wanting people to revisit your blog regularly until they have enough touches with your brand to trust you? Or would you like to send them a general offer such as a free download or a discount? If someone has expressed interest in you generally, but not visited the service pages, you could create an ad that explains your services.
Ads for people who have expressed an interest in a specific service or product.
Audiences this should include: People who have visited certain pages on your website.
Audiences this should exclude: People who have visited the contact page and the contact success page.
Time frame: If someone is looking at your service pages and hasn’t bought, it could be because they’re shopping around. It’s safe to run this campaign for a 30 day time frame, to stay in their mind while they’re making a decision.
Consider the message: If someone has visited my social media service page, they will require a different advertisement to someone who has visited my training page. They’ve looked at these pages, but taken no further action. How can I prompt them to engage? Do they need additional content and education, or do they require a special offer?
Ads for people who have visited the contact page, but have not completed.
Audiences this should include: People who have visited the contact page on your website.
Audiences this should exclude: People who have filled in your contact form and made contact.
Time frame: In case someone visited you contact form and decided to just email you or phone you, do not make this campaign go on for a long time to prevent annoyance. You might just want to schedule this ad for people who have visited the contact page within the last few days.
Consider the message: Why would someone visit your contact page and not send you a message? There could be a number of reasons. Maybe they didn’t have time. Maybe they were considering you but changed their mind. Maybe they decided to just phone you. How can you pique their interest? A free analysis or consultation?
Ads for lookalike audiences.
Audiences this should include: People who are a 1% lookalike of the people who visited your contact page or contact success page.
Audiences this should exclude: Anyone who has visited your website.
Time frame: Not applicable.
Consider the message: People similar to this person have considered contacting you, or have already done so. This means that this audience may be interested in what you have to offer, but have never visited your website. You’ll need to make it clear who you are, what you do and why this person can benefit from what you have on offer.