Facebook’s estimated active users and potential reach justify its position as a leader in social media marketing. Of all social platforms available today, it sets itself apart as the most effective when it comes to delivering exceptional ROI.
For this reason, every serious business continues to seek ways to leverage Facebook. Optimizing Facebook ads is one of them but many social marketers can agree that this isn’t exactly a piece of cake, putting in mind the rate at which the platform is evolving.
What may be effective today could be mediocre in the few years or months to come. But with advanced Facebook marketing strategies, your chances of experiencing success and staying relevant for the long haul are high.
You may have run into interesting best practices for Facebook ads, but today, we’ll go ahead and expose up-to-date advanced marketing techniques that work.
1. Conversion Tracking
It feels good to watch your Facebook ad generate incredible traffic back to your website, but more important than this is whether the traffic is really accomplishing what you expect of it and that it is generating conversions.
Previously, one would measure the success of a Facebook ad by examining cost-per-click and other related metrics. But the ambiguity in such metrics was exposed when it turned out that higher cost-per-click doesn’t exactly translate to more conversions and vice versa.
With the focus on the end goal, i.e., generating conversions, better ways to track conversions have since been devised.
I. Installing Conversion Pixels
Conversion pixels will assist you to distinguish ads that really work from those that don’t when you install them on each Facebook ad you create. Installing conversion pixels is pretty simple. Here’s how.
- Get into Your Ads Manager
- Click on Conversion Tracking
- Create pixel
- Once you have the code, copy and paste it on your website.
Custom Reports is one of the great conversion pixels to install on your site. Its presence means Facebook can know, among other things, whether someone viewed or clicked your ad. Facebook will then use these metrics to find out whether the ad generated conversions.
If a person views your ad, fails to click it but then converts within a day or clicks your ad and converts within 28 days, Facebook naturally records the conversion. But there’s room to narrow down the time it takes to view the conversion reports.
With the help of Custom Reports, you can set both click-through and view-through conversions for either 1 day, 7 days, or 28 days.
Here’s how to access the Custom Reports:
- Go to your Ads manager
- Click on Reports
- Go to Customized Column button
- Scroll down to the bottom of the window on the right. The Attribution Window will pop up.
- Decide what to include from the available 6 reporting options
II. Adding Code for Different Events
Another way to monitor the traffic from your Facebook ad is by coming up with a Facebook campaign, which prime aim is conversions.
In order to examine what the traffic from Facebook does, you can add code for different events. Examples of events include “complete registration” and “purchase”. It’s up to you to choose how many events you want to have on your site.
Note that setting up these events will require a little bit of technical work, but a sharp mind can grasp it no time. Facebook has even made things simpler by giving a step-by-step process on how to get started.
2. Retargeting through Custom Audience
Sometimes you will visit a site, leave it, and log in to Facebook only to be served an ad for the same website. Well, it’s kind of sneaky and some people find it pretty creepy, but it’s for a valid reason. Remarketing or retargeting is what it is called.
On the first visit to your website, very few people will convert. However, it’s possible that the majority of these visitors will still have interest in your product or service, and Facebook has a way to pique their curiosity again.
Amazon is one of the few companies leveraging Facebook’s remarketing feature. While stating its benefits, Facebook mentioned a few companies that got great results from this feature.
In recent years, custom audiences have grown as the most effective targeting feature. Here’s how it’s done:
- Get into Your Facebook Ads Manager
- Go to Audiences
- Create Audience
- Select Custom Audience (those who visit your site)
- Paste the pixel on your website
- Create an ad and select the custom audience
I. Retargeting via Email
You are luckier if you have an email database because chances are, there’s a good portion of people who use the same email address for their Facebook account.
Now, it’s up to you to find out if these people have liked your Facebook page. Upload the email list to Facebook and it will bring you the results you need. Here’s how:
- Go to your Ads Manager
- Go to Audiences
- Create Audience
- Select Custom Audience and then choose Data File Custom Audience. (Follow instructions thereafter)
If they haven’t, find ways to get them to like your page and your ad, too. Assuming that these people already know about your brand, it should be a little easier getting their attention.
II. Retargeting for E-Commerce Business
Every e-commerce website has a page where potential buyers are expected to feed their credit card details. But more often than not, there will be a sizeable number of these potential buyers who will change their mind mid-way through the process due to one reason or the other.
Initially, you’d lose such potential customers for good, but with Facebook retargeting, you have another chance to target them creatively. You can initiate a discount, proper imagery/video, more compelling content, and above everything else, make your ad personalized to ensure they follow through.
3. Leveraging Facebook’s Dark Posts
Facebook’s estimated 2 billion users can be segmented into different groups. Its demographics matter a lot in marketing as every social marketer has a particular target audience.
Dark Facebook posts make it easier for marketers to tailor their message or ads to different audiences without posting the same on their timelines.
Understandably, this term may sound a little new to many, so we’ll define it before delving deeper.
Dark posts, also known as unpublished posts, are posts that can be seen in the news feed, but not on your page timeline. So, with such posts, your page is saved from a cluttering of posts that could have made your timeline messy.
Note that targeted posts aren’t exactly similar to dark posts. And, unlike targeted posts, dark posts use keywords for targeting. Both, however, still have a few things in common.
I. A/B Testing With Dark Facebook Posts
A side-by-side comparison of your different messages or ads through A/B testing is a proper way to pick an ad or message that actually works. Facebook’s dark posts also allows you to supply different content to the same audience in order to identify which ones perform well.
II. How to Use Power Editor to Create Dark Posts
- Go to Power Editor
- Select Manage Pages (left corner at the top)
- Pick the page the post is intended for in the left column
- Click on Create Post.
- Select the post type from the top right side of the dialog box
- Add keywords and/or select interest categories
- Create post
For consistent and better results, it’s upon every serious social media marketer to utilize the best possible Facebook advanced marketing techniques. Facebook presents a rare yet incredible opportunity to turn around a brand and those who go about this process right always end up successful. What you’ve learned here today holds the much-needed breakthrough you’ve been yearning for in relation to Facebook advertising.
Get into action today.
Robyn Howard is a video enthusiast and content manager over at VideoRemix.io. She works with a team of techies to help people create, edit, personalize, and publish production-quality video campaigns to engage their audience. These personalized videos can be featured on websites, landing pages, video-sharing sites, and Facebook.