![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/fb-pay-per-click-strategies-for-high-ROI-campaigns-1024x536.jpg\")
<\/a><\/p>\nHaving a solid Facebook PPC (pay-per-click) strategy helps you to get more people to your website and increase the sales revenue.<\/p>\n
But what makes a good Facebook PPC strategy?<\/strong><\/p>\n After managing tens of Facebook ad campaigns, I can tell you this: The perfect Facebook ad strategy includes both successes and failures.<\/p>\n <\/p>\n You can\u2019t have one without the other.<\/p>\n Image source<\/a><\/p><\/div>\n However, you should also create yourself a safety net by applying multiple Facebook PPC strategies at once.<\/p>\n If one strategy fails, you\u2019ve still got others that bring you the results.<\/p>\n Up next, I\u2019m going to share the 12 Facebook advertising strategies that in my experience often deliver a positive return on investment.<\/p>\n Are you ready to step up your Facebook ad game?<\/p>\n When analyzing\u00a0Facebook advertising costs<\/a>, AdEspresso found that your cost-per-click can vary by 700%, depending on the ad placement you\u2019re using.<\/p>\n For example, displaying your Facebook ads to people via the Audience Network is way cheaper than advertising on Instagram.<\/p>\n You can experiment with different Facebook ad placements to find out which one has the lowest cost-per-conversion and the highest ROI.<\/p>\n Currently, there are nine different Facebook ad placements<\/strong> available in the Ads Manager:<\/p>\n For example, the Instant Articles ad placement<\/a> lets you place your Facebook ads into the instant article feeds of mobile Facebook users.<\/p>\n The fact that Facebook ads and Google ads are often managed on different platforms (e.g. Facebook Ads Manager<\/a> and Google AdWords), it doesn\u2019t mean you can\u2019t combine both for improved results.<\/p>\n Many brands I\u2019ve worked with have seen great results by using (in addition to other Facebook Advertising Strategies), the following PPC strategy.<\/p>\n You target a cold audience with Facebook ads. For example, you could target a Facebook Saved or Lookalike audience with an ad introducing your product\u2019s benefits (like Asana<\/a>\u00a0does in the ad below).<\/p>\n Once a person clicks on your Facebook ad, they\u2019ll be entered into your remarketing funnel. Now, it\u2019s time to log in to your AdWords account and create a remarketing audience.<\/p>\n You\u2019ll set up a Remarketing List Search Ads (RLSA) campaign on Google AdWords.<\/p>\n RLSA campaign means that you create a remarketing audience of past website visitors and increase your bids on Top AdWords keywords for these people already interested in your product.<\/em><\/p>\n Using RLSA helps to outbid your competition without wasting too much budget on targeting cold leads. You\u2019ll only catch the warm leads.<\/strong><\/p>\n The prospect who previously visited your website searches for your product-related keyword on Google and your Google ad shows up as the top result.<\/p>\n The prospect clicks on your Google ad and becomes a customer.<\/p>\n It is said that your content marketing strategy should focus 20% of the resources on content creation and 80% on content promotion.<\/strong><\/p>\n If you publish a blog article or eBook but fail to get people reading it, you\u2019ll lose out on many potential customers.<\/p>\n No readers = No sales<\/strong><\/p>\n That\u2019s why, whenever you publish a new blog article, you should also put a lot of focus on the promotion.<\/p>\n For example, when AdEspresso publishes a new blog article…<\/p>\n The easiest way to include content marketing in your Facebook ad strategy is to share a blog article\/eBook on your brand\u2019s Facebook page.<\/strong><\/p>\n Next, you can wait a couple of hours for the new Facebook post to spread in the newsfeeds, organically. Then, boost your post to increase its reach.<\/p>\n Regardless what’s you pick amid the different Facebook Advertising Strategies, you should always use\u00a0Facebook ads split testing<\/a>\u00a0to experiment with different campaign elements and find out what works best.<\/p>\n Check this example by\u00a0Infusionsoft<\/a>\u00a0experimenting with different ad design colors to see what their Facebook audience prefers.<\/p>\n I recommend that you start by split testing different Facebook audiences as this is one of the key campaign elements that affect your results. After you\u2019ve discovered your perfect Facebook audience, you can move on to A\/B testing your ad visuals.<\/p>\n A study by Consumer Acquisition<\/a> found that ad images are incredibly important \u2014 they\u2019re responsible for 75%-90% of ad performance.<\/p>\n Here\u2019s a simple A\/B testing strategy I\u2019ve used with many clients for finding well-performing Facebook ad creatives:<\/p>\n First, try to find out the general design language liked by your target audience.<\/p>\n Once you\u2019ve found out what your target audience likes, you can continue experimenting with slight alterations of your top Facebook ad design<\/a>.<\/p>\n When you use AdEspresso for campaign creation, you can set up complex experiments way faster than Facebook by uploading a few different images, text, and url and you will have every possible combination of ads generated in a few clicks.<\/span><\/p>\n Want more Facebook A\/B testing ideas? Check out this article: 16 Genius Ideas for Your Facebook Ad A\/B Testing<\/a><\/p>\n The interests and knowledge of the people you\u2019re targeting on Facebook can vary to a large extent, depending on their place in your marketing funnel.<\/p>\n A regular Facebook marketing funnel has four stages:<\/strong><\/p>\n And you know what? If you want to create high-ROI Facebook advertising campaigns; you\u2019ll need to craft a different offer and marketing strategy for every stage of your marketing funnel.<\/p>\n Image source<\/a><\/p><\/div>\n Once you\u2019ve set up your Facebook marketing funnel, you\u2019ll have a lot better overview of your offers and audiences.<\/strong><\/p>\n You will also find it easier to develop the right offers and campaigns for different target audiences, helping your ads to receive a higher Relevance Score.<\/p>\n When it comes to Facebook advertising, being a small business competing against many larger companies isn\u2019t that<\/em> bad.<\/strong><\/p>\n It means that you can target those competitors\u2019 Facebook fans and steal away some of their customers.<\/p>\n To target your competitors\u2019 fans, create a Facebook Saved Audience<\/a> and under the Interests category, enter the names of competing brands. For example, if you\u2019re building a marketing tool, you could target people interested in some of the industry\u2019s big players.<\/p>\n Top benefits of targeting you competitors\u2019 fans:<\/strong><\/p>\n If you\u2019ve neglected your competition up to this point, now\u2019s the time to include a new hack in your Facebook marketing toolset.<\/p>\n In the Awareness stage of your marketing funnel, cold audiences can be reached both via display advertising and Facebook Saved Audience targeting.<\/p>\n However, your sales messages will have a lot bigger effect on the leads who have already been to your website.<\/p>\n Image source<\/a><\/p><\/div>\n If you want to reach all the prospects across your entire marketing funnel, you\u2019ll have to use remarketing tactics 80% of the time.<\/p>\n Here\u2019s what makes remarketing one of the most powerful PPC strategies:<\/strong><\/p>\n You can set up new remarketing audiences by installing the Facebook Pixel and creating new Custom Audiences.<\/strong><\/p>\n There are many types of remarketing audiences that you can create:<\/p>\n <\/p>\n Do you sometimes feel like Hamlet when making a decision on what you’re gonna use amidst all the Facebook Advertising strategies? I do! \u00a0 And when I’m creating a Facebook ad campaign with the objective of getting more Facebook page likes things get tougher, because you must be super clear about your goal.<\/p>\n Getting more likes for the sake of likes is not a sustainable marketing strategy.<\/strong><\/p>\n However, there are more reasons to collect additional Facebook page likes (besides boosting your marketer ego by increasing a vanity metric):<\/p>\n Here\u2019s a Facebook Like ad campaign example by Aggregate blog<\/a>.<\/p>\n Creating a Facebook Like campaign<\/a> is simple. Just go to the Facebook Ads Manager and select the \u201cEngagement\u201d campaign objective.<\/p>\n Next, you\u2019ll need to select the \u201cPage likes\u201d objective.<\/p>\n You can also create a mobile Facebook ad campaign that allows people to both like and contact your Facebook page, just like MindTitan<\/a> has done.<\/p>\n If you think about your Facebook marketing funnel, you need to convert people from one stage to the next.\u00a0One of the best ways to do it is to incorporate Facebook Lead Ads in your PPC strategy<\/strong>.<\/p>\n The main benefit of using Lead ads instead of regular Facebook ads is that people can download your content and share their contact information without leaving Facebook\u2019s platform.<\/p>\n Once a person clicks on the \u201cDownload\u201d call-to-action button or somewhere else on your ad, a new pop-up window appears with their contact details already filled in (if they\u2019ve shared them with Facebook).<\/p>\n That\u2019s incredibly convenient!<\/p>\n When re-targeting website visitors, Lead Ads are more likely to win on mobile, while Landing Pages are more likely to win on Desktop.\u201d<\/em><\/p><\/blockquote>\n Keep this in mind when setting up a Facebook Lead Ads campaign with the goal of moving people into the next stage of your marketing funnel.<\/p>\n A report<\/a> by Kinetic Social uncovered that video ads have the lowest eCPC compared to other ad types, with an average eCPC of $0.18.<\/p>\n Image source<\/a><\/p><\/div>\n Moreover, more than 500 million<\/a> Facebook users watch Facebook videos every day.<\/p>\n This makes video ads <\/strong>one of the best Facebook Advertising strategies available. We could consider it\u00a0the key Facebook PPC strategies to be testing in 2017.<\/strong><\/p>\n It doesn\u2019t even matter whether you\u2019re advertising to a B2C or B2B audience. There are plenty of video ad ideas that could fit your strategy.<\/p>\n For example, you could create a Facebook video ad displaying your product and explaining its benefits.<\/p>\n As reported by eMarketer<\/a>,\u00a0Facebook native videos have the average engagement rate of 6.3%, compared to 3.2% for Youtube videos and 0.2% for Instagram videos.<\/p>\n Here are all the latest Facebook video ad specs you should follow:<\/strong><\/p>\n Read more: Facebook Video Ads: The Secret Weapon You\u2019re Too Afraid To Use<\/a><\/p>\n As you give people too much time to make a decision, they\u2019re going to postpone it and their excitement will pass.\u00a0However, when presented with a limited time offer, people <\/strong>get worried about missing out on the awesome offer \u2013 they\u2019ll develop FOMO <\/strong>(fear of missing out).\u00a0A study on Millennials<\/a> found that more than 65% of respondents experience FOMO when being unable to attend an event where their friends are going.<\/p>\n You can introduce FOMO to your Facebook PPC strategy by promoting limited-time offers.<\/strong><\/p>\n For example, Target<\/a>\u2019s Facebook ad creates the sense of urgency by limiting their discount offer to a specific date.<\/p>\n Here\u2019s another Facebook ad example by Udacity<\/a>, inviting people to roll in for their new course before March 31.<\/p>\n Once you\u2019ve acquired a new customer, you should do everything in your power to keep them.<\/p>\n According to a report mentioned in Harvard Business Review<\/a>, increasing customer retention rates by 5% increases profits by 25% to 95%.\u00a0Moreover, retaining the existing customers is the top revenue source for many retail companies.<\/p>\n Image source<\/a><\/p><\/div>\n There are many reasons for keeping your clients happy and content:<\/strong><\/p>\n And while you may not be aware of this yet, Facebook advertising is a great marketing channel for customer retention.<\/p>\n When developing a Facebook PPC strategy for customer retention, focus on sharing valuable content that\u2019s helping your customers.<\/strong><\/p>\n For example, Holini<\/a> is sharing a blog article on hiding UTM parameters. The article\u2019s both relevant and useful to their target audience \u2013 marketing managers.<\/p>\n And here we are! I hope you found some inspiration for updating your Facebook Advertising Strategies with one of these PPC approaches, and you can’t wait for testing new tactics.<\/p>\n Here\u2019s a quick overview of all the ad strategies we explored in the article:<\/strong><\/p>\n![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/giphy-3-copy-4.gif\")
<\/a>Facebook PPC Strategy #1: Experiment With New Ad Placements<\/h2>\n
![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/fb_ads_cost-2016-Q4.004.jpg\")
\nHowever, the lowest cost-per-click price doesn\u2019t always guarantee the best results.<\/strong><\/p>\n\n
![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/ad-sizes1.png\")
Here\u2019s how a Facebook mobile ad looks inside an instant article.<\/p>\n![\"instant](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/instant-articles-placement-1024x730.png\")
\nWhile Facebook news feeds are the most widely used ad placement<\/strong>, it doesn\u2019t mean you couldn\u2019t benefit from other platforms, such as Instagram ads<\/a> or offers displayed among Facebook Suggested Videos.<\/p>\n<\/a>Facebook PPC Strategy #2: Combine Facebook Ads & Google AdWords<\/h2>\n
Step 1:<\/h4>\n
![\"asana](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/asana-facebook-ad-1024x983.png\")
\nStep 2:<\/h4>\nStep 3:<\/h4>\n
Step 4:<\/h4>\n
![\"asana](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/asana-google-ad.png\")
\nStep 5:<\/h4>\nKey Takeaway: you can use Facebook ads as a top-of-the-funnel marketing tactic and later convert the prospect by using other PPC channels.<\/span><\/h5>\n
<\/a>Facebook PPC Strategy #3: Combine Facebook Ads & Content Marketing<\/h2>\n
![\"adespresso\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/adespresso-blog.png\")
They always share it with their Facebook fans as well.<\/p>\n![\"adespresso](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/adespresso-facebook-ad.png\")
Ahrefs<\/a> is following a similar strategy by boosting their Facebook posts for increased reach.<\/p>\n![\"ahrefs](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/ahrefs-facebook-ad.png\")
If you\u2019re not 100% convinced if Facebook is a good platform for content promotion, consider this:<\/strong><\/p>\n\n
![\"Boost-page-facebook\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/Boost-page-facebook.png\")
<\/p>\n<\/a>Facebook PPC Strategy #4: Set Up Strategic A\/B Tests<\/h2>\n
![\"infusionsoft-facebook-ad-test\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/infusionsoft-facebook-ad-test.png\")
But what should you A\/B test first and what\u2019s the best strategy for getting started?<\/strong><\/p>\n![\"asana-ad-design-variations\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/asana-ad-design-variations.png\")
<\/p>\nStep 1: Test 3-5 highly different ad designs<\/h4>\n
![\"scoro-test-examples\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/scoro-test-examples-1024x175.png\")
<\/p>\nStep 2: Test 3-5 variations of the winning ad design<\/h4>\n
![\"Scoro-ad-variations-2\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/Scoro-ad-variations-2-1024x175.png\")
Instead of testing 5×5=25 different ad designs, you\u2019ll end up testing only 5+5=10 designs. That\u2019s a huge saving in your A\/B testing budgets!<\/strong><\/p>\n![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/AdEspresso_Variations.png\")
<\/p>\nSmart Tip: With AdEspresso<\/a> you can set up all the multivariables that you want to check which ad variations work best, and it takes you just a few minutes.<\/span><\/h5>\n
<\/a>Facebook PPC Strategy #5: Set Up a Facebook Marketing Funnel<\/h2>\n
\n
![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/Facebook-Ad-Strategies-01.png\")
<\/a>Facebook PPC Strategy #6: Target Your Competitors\u2019 Fans<\/h2>\n
![\"target](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/target-competitors-fans.png\")
<\/p>\n\n
<\/a>Facebook PPC Strategy #7: Get Started With Remarketing<\/h2>\n
![\"saas](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/saas-marketing-funnel.png\")
\n
![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/04\/custom-audience-blog-visitors-1.png\")
<\/p>\n\n
Pro Tip:<\/strong> When setting up your remarketing audiences, don\u2019t forget to exclude the people who have already converted on your offer.<\/span><\/h5>\n
<\/a>Facebook PPC Strategy #8: Earn More Facebook Page Likes<\/h2>\n
\n
![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/facebook-like-ad.png\")
<\/p>\nHow to create a Facebook Like campaign<\/h3>\n
![\"create](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/create-a-facebook-like-campaign.png\")
<\/p>\n![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/create-a-facebook-like-campaign-2.png\")
The most important part of your Facebook Like campaign is the ad itself \u2013 it needs to attract attention so that people will hit the \u201clike\u201d button.<\/p>\n![\"mindtitan](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/mindtitan-facebook-ad.png\")
<\/p>\n<\/a>Facebook PPC Strategy #9: Experiment With Facebook Lead Ads<\/h2>\n
![\"adespresso](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/adespresso-facebook-lead-ad.png\")
<\/p>\n![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/lead-ad-example-2.png\")
AdEspresso also ran an experiment<\/a>\u00a0to see which Facebook ad type works best: Facebook Lead Ads vs. regular ads with a landing page. They concluded that:<\/strong><\/p>\n<\/a>Facebook PPC Strategy #10: Create a Facebook Video Ad Campaign<\/h2>\n
![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/Facebook-Video-performance.png\")
![\"AdEspresso](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/05\/AdEspresso-video-ad.gif\")
As you start creating a marketing video for your Facebook campaign, consider making videos that are native to Facebook, following all the Facebook video ad best practices and size guidelines.<\/p>\n\n
<\/a>Facebook PPC Strategy #11: Advertise Limited-time Offers<\/h2>\n
![\"target](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/targetrun-target-facebook-ad.jpg\")
<\/p>\n![\"facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/kk-facebook-ad-udacity.png\")
<\/p>\nHere’s some hacks and tips for creating urgency in your Facebook ads:<\/strong><\/span><\/h5>\n
\n
<\/a>Facebook PPC Strategy #12: Use Facebook Ads for Retention<\/h2>\n
![\"retention](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/customer-retention-as-a-revenue-driver.jpg\")
\n
![\"Holini](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/Holini-facebook-ad.png\")
You could also keep your customers engaged by conducting fun surveys and showing that you\u2019re interested in your Facebook audience\u2019s opinion. Here’s an example by Ahrefs:<\/p>\n![\"ahrefs](\"https:\/\/adespresso.com\/wp-content\/uploads\/2017\/06\/ahrefs-survey.png\")
Tip:<\/strong> When conducting surveys, look for ways to repurpose the data is case studies, testimonials, or publish an informative report on the current state of your industry.<\/span><\/h5>\nQuick Recap<\/h2>\n
\n