Latest posts by Ben Lund (see all)
- Digital Marketing Tips When Planning to Start a Company - January 26, 2021
- Google Discovery Ads - November 9, 2020
- Auction Insights – Google Ads - October 18, 2020
Top Facebook Advertising Strategies
Anyone reading this blog post will know that Facebook is a formidable top player when it comes to digital advertising. For any business out there, focus on Google and Facebook, if you do that, you’re in great shape. If you just focus on one and not the other, you’re leaving opportunity on the table. In this blog post I’m going to break down- Top Facebook advertising strategies that are proven to drive customers
- Facebook creative best practices
- Advanced tracking tips
Top Facebook Advertising Strategies: Customer Targeting
Facebook customer targeting use case
An online shoe retailer can upload a list of customers who bought Nike running shoes over the past several years. Then, the advertiser can have pointed ads highlighting the latest Nike models that they now carry. This is super effective because:- They’re reaching users who have a relationship with the store, as they’re customers.
- They’re also targeting users with ads that will resonate with them. Given they bought Nike shoes in the past, there is a strong possibility that sharing new Nike models will resonate strongly with them.
Top Facebook Advertising Strategies: Remarketing

Facebook remarketing use case
The same shoe retailer had a user viewing a few it’s Nike shoes, that user bounced as they weren’t ready to by. The shoe retailer can then target this user and provide a discount (10% off) to encourage them to come back and complete the purchase.This ad format is super effective because:Advertisers can reach a highly engaged audience of users who have recently visited their siteThey can give them a reason to close the sale, by offering a discount codeTop Facebook Advertising Strategies: Look a like audiences

Facebook look a like audiences use case
That same shoe retailer wants new customers and doesn’t want to continue to market to the same users who visit their site or past customers. Instead, they upload emails of all of their existing customers then Facebook will create a look-a-like audience of users who are very similar to their customers but aren’t their customers.The shoe retailer will then serve ads to this audience, which haven’t purchased from them before, and eventually drive new customers for their store.This ad format is super effective because:- Facebook’s look-a-like audience targeting is uncanny. It’s amazing how they honed their algorithm to target users who are very similar to the uploaded list.
- You’ll find new customers who you haven’t had a relationship with before.
Top Facebook Advertising Strategies: Layered interest targeting

- You can target users based on declared interest in certain topics, brands, etc.
- You can hone in on your exact target audience by laying in several targeting attributes (several audiences AND demographics).
Top Facebook Advertising Strategies: Facebook Creative
The above targeting in order ill work well or your business, but if you want to take it a step further I’m going to give you a few helpful Facebook creative tips.Facebook creative – tip 1: Test multiple ads
I have a client where we have 8-10 different ads serving at the same time. This may seem extremely redundant but it will boost performance. Here’s why:For this client, we uploaded a bunch of images and accompanying text. It turned out that two of these creatives just did extremely well and experienced significantly lower cost per click than the rest. If we haven’t uploaded 8-10 creatives, we wouldn’t have found that diamond in the rough.Facebook creative – tip 2: Automatic placements
Let Facebook do the hard work for you by automatically placing your ads where it will have the highest change to perform well. Within the ad set, check the “automatic placements” option and Facebook will serve your ad where it’s most likely to perform, across Instagram, Facebook and their network.Facebook creative – tip 3: Test multiple ad formats
While this ties with the first tip, this is unique as the first tip was to test multiple ads, this is to test each of the different Facebook creative formats offered. This includes single image, multiple images and video. Once you test these, you’ll find the ad format that works best for your business.
Facebook creative – tip 4: Use up all aspects of the ad format

- Make sure you upload an image to the recommended spec, this will make sure it renders clear across all devices and platforms (Facebook, Instagram). Recommended image size is 1,200 x 628 pixels.
- Upload an image with little to no text. This is key because you’re uploading accompany text that will serve with the image. If you have words within the image and words appended next to it, it will be way too wordy and you’ll lose interest.
- Use the preview tool when you’re uploading text. The reason is you want to keep your text message concise so it fits within the preview, you don’t want words running outside of the ad.
- Add a call to action button, such as “learn more”
Top Facebook Advertising Strategies: Measurement
If you want to be success fun with Facebook advertising you need to make sure you have the correct measurement solutions in place. I recommend two solutions.- Facebook Pixel: Make sure you’re using the Facebook pixel to track all visitors to your site and, most importantly, users who go to your site to purchase.
- Google Analytics: By integrating Google Analytics to your Facebook efforts you’ll be able to see what your Facebook audience is doing on your site. This is critical as you’ll find some targeting drives a ton of site engagement (i.e. pages per view, length per sessions) and some targeting doesn’t. From there you can feed the winning targeting and creative and cut what’s not performing well. This may seem hard to do, but it’s really not. All you need is Google Analytics and then use this handy tool Campaign URL Builder.

