Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

why your facebook campaigns fail

Top 10 Reasons Why Your Facebook Campaigns are Failing

Facebook has come a long way from being the largest social media network to becoming one of the ideal platforms for online advertising. Nevertheless, Facebook is one of the most powerful marketing tools. It is not only affordable but effective enough to grow your business.

As a matter of fact, a lot of marketers and advertisers have delved into Facebook Ads. They have used it to grow their business online.

Facebook Ads are one of the best and ideal marketing opportunity for online advertisers. Click To Tweet

Furthermore, a lot of advertisers have this misconception that Facebook Ads are complex in nature. But the fact is that they are of great use and are extremely powerful if you know how to use them properly.

Facebook Ads are a powerful platform for advertising, yet there are some marketers who still end up with negative ROI.

However, it is quite normal to feel nervous when your Facebook Ads are not performing the way they should. But instead of wasting all your time and energy in getting anxious, you should ask yourself where did you actually go wrong.

There can be a whole lot of possibilities of why your Facebook Ads are not working properly. You just have to identify the issue and put in your best to fix those problems.

Here are the possible reasons of why your Facebook Ads Campaigns are not performing well.

1. Wrong Audience Targeting

The most important part of your Facebook Ads Campaigns is the audience that you are targeting. There is no point of having the best ads in the world when you are targeting them to the wrong audience. They will anyways not at all work for you.

Facebook offers a wide range of audience targeting capabilities. Click To Tweet

There are still many advertisers who fail to take the advantage of the vast range of audience targeting options. They end up targeting the audience that is too small, too large or not relevant to their product/service.

Targeting the audience in Facebook Ads is quite different from that of Google AdWords. In AdWords, you keywords to build your audience. But with Facebook Ads, you start with an audience and then segment them according to the various demographics.

FB Targeting

To make sure that your ads now perform better, base your audience according to the sales funnel that you will be marketing and your campaign objective.

Just in case, if you do not have a limit for your market size, to understand how well the ads can be targeted, you can use the results from your past campaigns.

If you receive a lot of responses, shrink your targeting criteria and if you receive few responses, adjust your targeting accordingly to reach the different audience groups.

2. Targeting Too Small Audience

If you become highly picky with the targeting options, you will see that your target audience will get smaller. It has certainly become a rule that if you apply too many targeting options, your target audience will become narrow or too small and hence your ads won’t run.

Applying too many targeting options makes your audience narrow. Click To Tweet

Since, in Facebook Ads, you basically start with the audience. It is, therefore, advised to get broad and then get narrow after putting a combination of demographics and interests.

Although is pretty good to run highly targeted ads, when you get too targeted, you ultimately make your target audience narrow which in turn increases the cost of your Facebook Ads Campaigns.

The reason why your audience is too small may be because you targeted the people who were connected with your Facebook Page, people who viewed a page of your website, people who watched your videos or those people who subscribed to you via emails.

Targeting Too Small

The thing that happens here is that these people get to see your ads again and again which increases ad fatigue. This decreases the probability of getting the desired conversions.

3. Ads are Irrelevant to The Audience

You might have heard of Relevance Score if you deal with Facebook Ads. Relevance Score is a metric that tells you how interesting and appealing your ads are to your audience. It is calculated on the basis of positive and negative feedback that the ad receives from its target audience.

The more positive interactions the ad receives, the higher is the relevance score of the ad and vice versa. This score ranges from 1-10, 10th being the highest. You should also remember that the costs of your Facebook Ads Campaigns are going to go up if you have a low Relevance Score.

FB Relevance Score

People on Facebook engage with your ads in two ways, positively or negatively. Click To Tweet

When people like, comment or share your ads, this means that they are engaging in a positive way. And when they report your ad as spam or hide your ad from their newsfeed, they are engaging in a negative way.

Each of the action of the people whether a positive or negative contribution to the overall Relevance Score. The better your Relevance Score, the more are your ads shown and the less you have to pay.

If you are facing low Relevance Score, you should not worry but focus on improving it. There are certain things that you can do to improve your Relevance Score.

You can start with split testing the images of your ads. It has been noted that images have a remarkable impact on the audience. In the same way, different images can have a drastic effect on different groups and audiences. You can use different variations of the images for different groups of audience.

The next thing that you can do is to refine your targeting options. Since no one likes to see the old Ad again and again, so make sure that you refine your ads on a regular basis and do not forget to make your ads interesting.

4. Not Setting The Right Campaign Objective

Facebook Ads gives you the opportunity to optimize your ads based on certain objectives of the campaigns. The main marketing objectives that are given to you are Awareness, Consideration and Conversion.

Facebook Marketing Objective

Thus, you have to choose the main objective and combine it with what you want to optimize your Facebook Ads for. Facebook will then prioritize your ads to show them to your target audience that is more likely to take the desired action.

Hence, while setting up the initial campaign, you must make sure that you choose the right campaign objective because choosing the wrong campaign objective can have a bad effect on the performance of your Facebook Ads Campaigns.  

(I) Awareness

(i) Brand Awareness

Brand Awareness Objective

This objective is better suited to those store owners who are looking forward to increasing the brand awareness of their business. This campaign objective is optimized to look to reach as many people as possible who will pay attention to your Facebook Ads. The main goal of this type of campaign objective to get as many impressions as possible.

To reach as many people who are more likely to pay attention to your ads and furthermore increase your brand awareness, you should use this type of campaign objective.

(ii) Reach

Reach Objective

This is similar to the objective of brand awareness. The reach objective is designed to show your ads to a maximum number of people in your audience. This objective allows you to put a cap on the frequency on the ads and they are less likely to be shown to the same people.

Here, your ads are optimized for impressions and not the actions to be taken. This objective is particularly useful if you have a small audience size and wants everyone to see your ads. On the more, you can have a control on how regularly the audience sees your ads with the help of frequency capping control.

(II) Consideration

(i) Traffic

Traffic Objective

If you want to send the people from Facebook to your website where they do not have to take any specific action like filing a form or signing up, this is the best objective that you can choose from all the available options. This objective focuses on bringing more visitors to your website. It is also very useful if you are looking forward to promoting content mainly the blogs.

(ii) Engagement

Engagement Objective

This objective is ideal for giving your Facebook Page a boost. They show your ads to people of your target audience who are most likely to like, comment and share your posts. Furthermore, this is the best objective type when you if you want more exposure for your page content.

(iii) App Installs

App Install Objective

This objective comes into action when you want to people to install your app. If you want to get as many downloads as possible to increase your app store ranking, the app install objective is a great way to start.

(iv) Video Views

Video View Objective

As a matter of fact, the video content is becoming more popular as the days are passing. Owing to the increasing popularity and demand of videos, the video view has now become a marketing objective in Facebook Ads. This comes handy if you want people to watch your video.

(v) Lead Generation

Lead Generation Objective

The Facebook Ads that have the lead generation objective is displayed in the newsfeed and are direct clickers that are directed towards the lead form for collecting the contact information. This is one of the best ways to build a great database for your email marketing campaigns. You can also use it to create a form to collect the information of the of people.

(III) Conversions

(i) Conversions

Conversion Objective

This is one of the most important objectives if your aim is to increase the sales or complete a particular conversion oriented action. Here, your ads are optimized to get you the most conversions.

(ii) Product Catalogue Sales

Product Catalogue Sales

This objective is perfectly designed for the eCommerce stores. This campaign objective will allow you to display your product variety. With this, you can create ads that automatically show products from your product catalogue based on your target audience. This comes in use to show product-specific remarketing ads to people after they have viewed the product on your website.

(iii) Store Visits

Store Visits Objective

If you want to promote your multiple business locations to people who are nearby, you can use the store visits objective. This allows the people who are near to you, reach your store location.

5. Images Have Lots of Issues

The newsfeed of Facebook is indeed a very crowded place. The moment you open it, you get to see hundreds of images at once. Hence, to stand out from the crowd, you have to use an image that grabs the attention of the user instantly.

The image you choose should correlate with your ads and the offer. Click To Tweet

There is another aspect as to why you should use the perfect image. A majority of people use Facebook as a medium of social interactions. They are so busy rolling over the pictures of their friends, relatives and even acquaintances that they simply ignore your ads. They are least interested in viewing an ad that has a poor quality or irrelevant image.

Furthermore, when it comes to Facebook Ads, there are a lot of rules with respect to the images. The most common rule is the 20% Text Rule. According to the Facebook Standards, the images in your ads can only have 20% of the text which includes the logos, the slogans, watermarks or any other text that is there on the image.

You just can not have an image for your ad that is full of text. Click To Tweet

Ad Copy 1

However, there are certain exceptions in the case of images. The 20% Text Rule is not applicable to the Product Image, Book and Album Covers, Games and Event Posters. Facebook also considers Magazine & Newspaper Covers, Movie & TV Show Poster, Charts as well as Graphs the exceptions of the 20% Text Rule.

Having a small image is also a problem. This is basically for the sidebar ads that have a relatively small area. You are going to lose a lot of detail. Your image will also look inappropriate if you try to shrink the image. It will look like a mess when you compress it.

It is true that some images work perfectly fine even when they are compressed. But it might not be the same for all the images. So it is always recommended to preview your image at a small size to make sure that it finishes.

6. Facebook Ads and Landing Page Do Not Correlate

When the visitors click on your Facebook Ads, they are directed towards a page that is specially created to complete the conversion objective. This page is popularly known as the Landing Page.

Just like the Facebook Ads are important for the advertiser, in the same way, the Landing Pages are also essentially important. Suppose you just wrote your best Facebook Ad that was highly engaging. The visitors are highly impressed by it and hence clicked on your Ad after being attracted by the offer that you mentioned in your Ad.

However, when the visitors were directed on your Landing Page, they could not trace the offer that you had mentioned in your Ad. feeling disappointed, they bounced back from your website without completing the conversion goal.

Make sure that your Facebook Ads and the Landing Pages perfectly correlate and match. Click To Tweet

Taz Plumbing Services

Taz Plumbing Services Landing Page

On the more, if you are running a conversion or traffic campaign but then if your campaigns are not being followed by a good landing page, your visitors are going to leave without giving a second thought.

A lot of advertisers have this misconception that the Landing Page experience does not affect the Cost Per Click of the Facebook Ads. This is highly untrue. Having a bad landing page experience can actually reduce your Relevance Score that will increase the CPC of your Facebook Ads.

There are other reasons as well that lead to the bad landing page experience like having different Call-to-Actions in the Ad and Landing Page, not having a CTA at all, the message targeting everyone and not the particular audience, using unclear USP, giving poor mobile page experience and using no or wrong images.

7. Poorly Written Ad Copy

Facebook Ads do not give you a lot of space to give a detailed description of your product/service. You just have 25 characters for your title and 135 characters for the description. Precisely, you have a lot to say with just a little space. To make sure that your ads become highly productive, you have to use the characters as effectively as possible.

Use the character space effectively to make your ads highly productive. Click To Tweet

Just like the images are a very crucial factor for your Facebook Ads, in the same way, the Ad Copy is also a very important factor. The Ad Copy is a super important element in convincing your audience to take the desired conversion action, whether it is clicking on a link, watching a video, signing up or making a purchase for some product.

(I) Boring Headline

The most important element of the Ad Copy is the headline. Generally, the people surfing through Facebook are in a hurry and they just do not have the time to read your entire Ad. They just scan through the text, especially the headline.

On the more, you have to make sure that the headline of your Ad Copy is attention grabbing and not at all boring. Sometimes writing a simple and direct headline featuring your best keyphrase can work well.

(II) Not Having A Clear Value Proposition

You might be knowing that Facebook does not give you a lot of space to put as much of text as you like. Thus, you have to act smartly and include your value proposition in the available space. You have to give substantial time in figuring out what the people will get after clicking your ads.

While figuring this out you have to make sure that your value proposition is something that your potential customers need and something that they can easily get by clicking your ads.

To make the best headline, you have to manage to include your USP in it. Click To Tweet

(III) Ad Text is Not Appealing

If your Ad Text is not appealing, no one can save your Facebook Ads Campaigns from falling apart. What is the use of putting in so much of time, effort and money, when you are just writing a boring Ad Copy that no one actually cares about?

Consequently, you should know what it takes to write an attractive Ad Copy. To write an Ad Copy that is good enough to increase your conversion rate, you should first devote your time in understanding your audience.

Understand the intent of the buyers to make your Ads appealing. Click To Tweet

Once you have found your core buyers, you can easily see what their problems are and create an offer accordingly to help them solve their problems. Ensure that the Ad Copy is short, clear, precise and easy to follow.

(IV) Too Long Ad Text

This is another common and overlooked mistake that a lot of advertisers make while writing the Ad Copy. You have to understand that generally, people do not have the time to read a long text about the benefits and features of your product. They just need to have a quick understanding of whether they should click on your Ads or not.

Regardless to say that if you want to increase the engagement of your ad, you should ensure that the Ad Copy is short, clear, precise and easy to follow.

(V) Having No or Wrong Call-to-Action

It may be true that after having a great image and super compelling text, your ads might still not perform well. The reason being is that your Ads may either have a wrong CTA or no CTA at all.

If you yourself are unclear about the action that you would like the people to take, they will just move on to the next post in their news feed.

If your potential consumers are attracted by your ads and are ready to convert as well, the next thing is the CTA that they will look for. The moment they find the CTA, they will convert otherwise they will just move on.

Hence, by not including a strong and compelling CTA, you just lost a bunch of potential consumers who were on a verge of converting.

The above was the case of having no CTA at all. The next case is when the advertisers put in the wrong CTA. You might have heard the saying, “No information is better than having wrong information”.

By having no CTA your potential customers have just swayed away. But when you have a wrong CTA, that will lead them to click on your ad. This will cost you some amount.

Moreover, your visitors will get disappointed when they get directed towards your Landing Page because of the wrong CTA. Thus, they will bounce back.

Your Facebook Ads should include a CTA that highly correlates with your Ads & the visitors. Click To Tweet

(VI) Ads are Stale

You should be very careful about the staleness of the Ads while advertising on Facebook. There are a lot of experts who believe that the Ad becomes stale in a span of 2-3 days. So in order to prevent your ads from coming under the stale banner, you should consistently revise your Facebook Ad Campaigns to get more attention of your potential visitors.

If you are running Ads that are especially for certain holidays, you should make sure to turn them off after the holiday gets over.

8. Ads have been Wrongly Placed

There is a function in Facebook as pertaining to the placement of the ad. On the more, by default Facebook recommends displaying your ads on all the available placement opportunities. While some placements might prove to be good for your ads, there may be times when some placements might not just work for you.

Ad Placement directly affects the cost of Facebook Ads. Click To Tweet

If you are not placing your ads correctly, then it is quite obvious that your ads will not perform as they should have been.

When the Ad Placement is considered, it is not just the desktop or the mobile that is talked about. Placement options in Facebook Ads also include the Facebook News Feed, Mobile Feeds and Audience Networks as well.

Facebook Ad Placement

You can conduct A/B testing of the placement options to find the best placement that works for you. Choose those placements that are the most appropriate for the ad type that you are creating, the objective that you are trying to achieve and the audience that you are targeting.

9. Ad Frequency is too high

Just imagine that when you log in to your Facebook Account, you are shown the same Ad again and again. You get frustrated while seeing the same ad and out of frustration you just report the Ad as spam. The same could happen to your Ads as well.

The Ad Frequency is the measurement of how often the average user of your audience sees your ad. Click To Tweet

As an advertiser, you should better know how many times you are planning to show your ads to the user so that he/she can take the desired action.

FB Ad Frequency

You should understand that Facebook Ads are interactive. In the sense that the people can submit feedbacks and it can be both positive and negative. However, positive feedbacks can enhance your Relevance Score while negative feedbacks can actually drag your Relevance Score down.

Maintain your Ad Frequency in Facebook at a medium level. Having too low Ad Frequency would mean that you are missing a part of your audience. Having too high Ad Frequency would mean that your audience is seeing your ad more often than necessary. A high Ad Frequency leads to Ad Fatigue. It is a symptom where the people see your ads multiple times.

If someone sees your Ad more than 3 times but still does not click on it, then there is a high probability that the person is not interested in your Ad. This makes you deliver the ad to the uninterested audience and you start losing money. The best way to prevent Ad Fatigue is to set up optimization rules based on the frequency of the Ad.

10. Conducting Inappropriate A/B Testing

A/B Testing is the life blood of any Facebook Ads Campaign. Even a slight change in the Ad Copy, image or the targeting options can increase your conversions. Experiment with the Ad Copy, targeting options and other elements as well.

A/B Testing is the only way to determine whether Ads are effective in the best possible manner. Click To Tweet

However, there are certain advertisers who could be doing A/B Testing on Facebook the wrong way.

(I) Conducting A/B Testing Too Early

If you think that it is very appropriate to test your ads just one day after you have actually launched is typically a bad idea. Let your Ads gather enough impressions and clicks.

(II) Testing Too Many Variations at One Time

This is no brainstormer. If you test many variations of the Ads at one time, you will not get the significant conclusions. Testing more than one variation will lead to a complex data that will be hard to interpret. However, it is quite difficult to get the results for a multi-element test. Decide which element do you want to test and then conduct the A/B test.

(III) Stop A/B Testing At All

This is particularly the most overlooked mistake. The advertisers do not even realise that they have made this mistake. When they find out a certain image or headline that is working for them, they just stop the A/B Test. There is always room for improvement.

Even if you have found the most productive headline or the image, you should never stop conducting the A/B Test. This is so because if you stop conducting the A/B Test, you are stopping all the opportunities that could have made your ads even better.

Final Thoughts

It is true that as Facebook has a plethora of features, targeting options and what not. And so, it becomes quite a challenging platform for a lot of advertisers and marketers. But you should certainly not lose hope and do not even think of giving up. If you have a strong understanding of the basics, you can easily turn the negative factors upside down.

These were the top 10 reasons that were resulting in the failure of your Facebook Campaigns. Hopefully, this post gives you valuable insights and important to detect the reasons that were making your Facebook Campaigns fail and find a proper and effective solution to reverse their action.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Segment your audience with Remarketing 1

A Complete Guide on How to Segment Audience with Remarketing

Remarketing is a form of online advertising that allows you to show your targeted ads to users who have already visited your website in the past.

While browsing the web, your past visitors will see your ads. This will help you to reconnect with them and entice the visitors to come back to your website for more.

Since your past visitors are already familiar with your brand and product/service, they are more likely to convert into a lead or sale on your website.

Remarketing is worthy enough to increase your conversion rate and the overall ROI. Click To Tweet

The fact that Remarketing is given so much of importance is because of its benefits.

Let us have a look at the various benefits of remarketing that it too hard to ignore.

Benefits of Remarketing

1. Connects to your Audience

With the help of remarketing, you stay connected with your audience even they are not on your website or searching for you.

Remarketing is a great tool when you are actively looking for your brand awareness and being in front of the people when they are on the verge of making a purchase or getting converted into leads.

2. Highly Targeted Ads

When you know that you have to target people who have already visited your website, you know what they are looking for.

So, to drive them back to your website to make a purchase or convert into a lead, you can create highly targeted and outstanding ads with extremely relevant images.

You can even create different ads on the basis of the pages that your visitors have visited.

For example, you are an e-commerce owner, offering a variety of footwears. However, you can create specific ads to target people who are looking for formal shoes and different ads for those looking for casual shoes.

3. Increased Conversions

As a matter of fact, it has always been observed that the campaigns that include remarketing as one of its strategies have a higher Conversion Rate.

This happens because you remind your audience of your product and services when they are on a verge of converting.

4. Higher ROI

With Remarketing, your conversion rate tends to get higher. This increased conversion rate is the reason behind an improved ROI.


The Basic Remarketing Setup

Basically, the advertisers start with their remarketing process with a list of the audience of all the visitors in the last 30 days.

30 Day Audience

In other words, if you create a similar list of the audience, you will be targeting the all the people who had visited your website in the past 30 days.

Basic Remarketing Set Up

This audience list is the one that is set by default when you create remarketing campaigns and most of the advertisers and marketers end up using this.

When visitors land on your website, they automatically get added to this list. You can count it as Day 1 for these visitors. After 15 days they are still on the list. Moreover, after 30 they will be still on the list.

Remarketing Set Up 30 Day Audience

But, after 31 days, they will fall off from that audience list.

Remarketing Set Up 31 Day Audience

They are no longer on the list until and unless they come back to your website because in that case they will get added to the list again and start off with Day 1.

Have you ever thought of optimizing this remarketing strategy?

If yes, well and good. But if no, then there is no problem at all because we are going to tell you how you can optimize your remarketing strategy by segmenting your audience.

Audience Segmentation by Behaviour

The very first thing to begin with remarketing is to segment your audience on the basis of their behavior that they demonstrated on your website.

According to the behavior aspect, there are 3 groups of people:

  1. Not Interested
  2. Interested
  3. Buyers/Converters

Remarketing Set Up-Behavior

1. Not Interested

They are those people that are really not interested in what you have to offer. The non-interested are ones that contribute to increasing your bounce rate. They are the immediate bouncers who might have entered your website by mistake. So, they leave immediately and never come back.

2. Interested

They are the ones that showed more than average interest in your product or service. Neither did they bounce back from your website nor did they spend few seconds on your website. They were on your website for a while and looked through a number of pages. But they did not do what you wanted them to do.

3. Buyers/Converters

They are the ones that actually did what you wanted them to do. They might have filled a form, bought a product, viewed a video or downloaded an Ebook. The possibilities are endless. If you are an e-commerce website, conversion for you could be that someone purchased your product. And if you are a lead generation website, it could be that someone read about your services or a blog post.

However, there is no need to target the first group of people that is the not interested. Since they are the ones that increase your bounce rate means that they are not at all interested in your product.

By Remarketing to the non-interested group you will only waste your ad spend. Click To Tweet

Also by not showing your ads to this group, you will increase your CTR and engagement. This will improve your Quality Score which will further reduce your Cost per Click. Hence, it is a win-win situation.

Same is the case with the third group of people that is the buyers/converters. They have already done what you have told them to do. So asking them to do the same thing is useless. No matter how many times you remarket them, they will are going to convert all over again.

By not showing your ads to the above mentioned 2 groups, you will only attract the best prospects for your ads.

The main use of remarketing is to go after those people who have should above average levels of interest in your website. This can be the best group you can go after. By showing your ads to the interested group, you are displaying your ads in front of the most qualified and targeted group of people. Therefore, your results are going to get better if you remarket to the interested group of people.

Remarketing Set Up-Interested

There are a lot of ways by which people can show interest on your website and you can also target them separately according to their level of interest.

But generally, you should try to keep it simple to avoid further complexities.

There is one group that is not interested, there is another group of buyers and converters and in between, there is a group of interested people that you will retarget first.

Audience Segmentation by Time

After segmenting the audience according to behavior, the next step is to segment them according to time.

The time frame that you take into account while segmenting the audience totally depends on the traffic of your website.

If your website traffic is average or low, then you might take a time frame of 2-2 days. On the other hand, if your website traffic is high, you can take a time frame of 2-3 weeks.

Remarketing Set Up-Visitor Behavior

While taking the time factor in consideration, the best audience to target is generally the most recent one.

The more recent the visitor, the more are the chances of them to convert. Click To Tweet

Hence, one of the most powerful ways to segment the audience is by seeing how recently they have visited your website.

Remarketing Set Up-Bids

Suppose you own an e-commerce website. So you might have visitors that visit your website but did not purchase anything. There might be visitors who must have added your product to the cart or even viewed the checkout page but they just did not do what you wanted them to do.

In this case, if you show them an ad straight away in the first few days after leaving your website, they are more likely to buy your product as compared to the ones that visited your website or  2-3 months ago.

There are a couple of benefits of segmenting the audience by time.

1. You can change the ads that you want to show to people

For example, You can send a

  • Normal remarketing ad to the visitors in the 0-7 day audience.
  • Special discount or offer ad to the visitors in the 8-14 day audience.
  • The value based ad that contains a social proof or testimonial to the visitors in the 15-21 day audience.
  • A deeper discount or a better offer to the visitors in the 22-30 day audience.

Remarketing Set Up-Preference

2. You can bid differently over time

As you know that the most recent visitors are the most profitable group of people to show your ads to, then it is obvious that you should spend more of your budget precisely to the most recent group.

For example, you can have the highest bid for the most recent group and decrease the bid as the recency decreases.

Remarketing Set Up-Bidding

Don’t forget the Buyers/Converters

It is not a wise decision to totally forget the Buyers/Customers. Although they are not your first choice to start with remarketing but then you can certainly cross sell your product or service to your existing buyers.

Moreover, you can go ahead and create Similar Audience which is also called “lookalike audience” on Facebook.

Remarketing Set Up-Similar Audience

To create a list of the Similar audience, Google helps you out. It compares all the information like their email address, IP address or the age and interest that they know about the people and then builds a list of people for you.

A Similar Audience looks like this in AdWords.

Similar Audience

Show Ads Occasionally

This means showing your ads for a period of time and then turning them off for another period of time.

You can show your ads for a period of 30 days and then stop your ads. At day 50 you can start showing your ads for 10 days and then stop again. Then show you ads at day 90 for another 10 days.

Remarketing Set Up-Interested Visitors

The prominent reason for showing your ads occasionally is that it is quite effective. Because when you continuously show your ads to the visitors, they get annoyed and increases your threat of losing potential leads and customers.

When you show your ads occasionally, the visitors don’t really get to know when the ads went away but they do notice when your ads are popped back again.

This helps you to get over banner fatigue and you are no longer under a threat to lose your potential leads and customers.

Generally, people tend to forget about your ads but they do remember your domain name, logo, image and because it makes it easy for them to recognize your ads when they are popped back.

Segment the INTERESTED audience

By now it must have been clear to you that you have to only target the INTERESTED audience.

The next step is to break down your INTERESTED audience even further to target a more qualified audience.

So, now the INTERESTED audience breaks down in breaks down in 3 different segments i.e.

  • Add Product
  • Cart
  • Checkout

Remarketing Set Up-Interested Behavior

You can think of this as the typical funnel from top to bottom through the various stages of interest. Whether they added the product, viewed the cart or the checkout page.

To maximize your reach to the desired audience segment, you should bid differently for different audience segment under the interested people.

Bid more for the people who are closest to buying and the people who have made through the last stage of your buying funnel.

Visualize your Remarketing into practice

Earlier, we talked about the concept of Remarketing List. But now we will put this concept into practice.

Creating Remarketing with AdWords

The very first thing that you need to do is to determine the audience size to make each list.

As a matter of fact, Google requires a minimum of 100 people on your list. However, you will have to expand the data range of your audience if your audience size is less than 1000 because audience size that is less than 1000 is too small worth an effort.

On the other hand, you will have to reduce the date range of your audience if your audience size is more than 10,000 to target a smaller portion of your audience.

Remarketing by Behaviour

After your lists have substantial audience volume, segment each of the lists by behavior.

As explained above, there are 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

The easiest way to build an audience list your buyers or converters are from the THANK YOU page. This THANK YOU PAGE is basically the page that the people see after purchasing the product or entering the details. This page ensures that the people have done what you wanted them to do.

(ii) Visualizing Remarketing for Interested

Interested people are an essential component of a Remarketing. Because this is the audience that is going to get you maximum conversions.

Therefore, it becomes really important for you to understand the interest and behavior of these people on your website.

If you are an e-commerce website and have huge traffic volume, you can easily figure out the interested people. You can keep a check on those visitors that went to the cart and even the checkout page but somehow stopped there and then.

On the other hand, although you are an e-commerce website but have low traffic volume, then you need to take a step back and create a list of interested people who went to your product or category pages.

Well, the lead generation websites do not get such clear clues, but then if you are one of them, you can keep a check on those people who view another page of your website apart from the homepage.

(iii) Visualizing Remarketing for Not Interested

This list is easiest to create out of all. When you identify the interested and the buyers or converters of your website, you have simultaneously created a list for those who are not interested in your product/service.

Remarketing by Time

There may be times when you want to target only a specific group of people on the basis of time while excluding another group that comes within the previous group.

This seems a little-complicated process but can be easily resolved with the help of Custom Combination List.

The Custom Combination List is a list that allows you to create advanced lists out of existing remarketing list.

Target a custom audience by combining remarketing list in an OR, AND or NOT relationship. Click To Tweet

For example, if you want to offer a special price to those who purchase three products a set like a DSLR camera, Camera Shoulder Bag, and a Camera Tripod Stand.

But the problem is that these three products are in three different URLs.

So, in order to create a Remarketing List of people who visited the three products, you can create a list of people who visited the DSLR Camera Page, second list of people who visited the Camera Shoulder Page and a third of people who visited Camera Tripod Stand.

After this, you can create a custom combination to reach the people who viewed your DSLR Camera page AND Camera Shoulder Bag AND Camera Tripod Stand page.

The next step is to add these custom combination list to your Ad Groups.

But then of you have multiple AdWords Accounts, then these Custom Combinations can become little confusing.

Hence, to clear all your confusion, Remarketing comes into action.

Moreover, to get the best results, ensure that you test the interested audience rather than all site visitors.

For example, say that you have 3 lists i.e.

All visitors in the

  • 7 days
  • 15 days
  • 30 days

Now, you want to show different ads to each of the categories and also want to bid differently for each of the above-mentioned categories. Hence, you can create custom combinations like this:

People on your

  1. 7-day list.
  2. 15-day list but not on your 7-day list.
  3. 30-day list but not on your 15-day list.

Creating custom combinations for smaller groups is fine but as your audience increases, these custom combinations can become very tricky and confusing.

To solve this confusion, Remarketing introduces the concept of “Excluding Traffic”

To reach a highly specific audience with your ads, you can exclude or block the irrelevant traffic. This will, in turn, reduce your costs and increase the probability of attracting quality clicks and conversions.

So, to target the people between day 7 and day 15, you can simply target everyone on the 15-day list and exclude on the 7-day list.

Remarketing at practice in AdWords

To put the concept of Remarketing into practice in AdWords, let us take an example.

Suppose that you have to target people who have viewed your cart page in the last 15 days but not anyone that went to the checkout page and also not those people who viewed your cart in the last 7 days.

This is because you are segmenting your audience to show them different ads bid differently.

Remarketing Set Up- Cart and Checkout

Therefore, to target this group, you can create custom combinations in the following way:

Create Custom Combinations of

  1. Cart 15 but not Cart 7 (Cart 15-7).
  2. Checkout 15 but not Cart 7 (Checkout 15-7).
  3. The two, Cart 15-7 but not Checkout 15-7.

You can also create an audience targeting visitors to the cart in the past 15 days.

Remarketing part 1

Then add this audience to your Ad Group.

Remarketing Part 2

Then scroll down to add exclusions (Checkout 15 and Cart 7).

Remarketing Part 3

In addition to all of this, you should experiment with different segments and time frames. Have a constant check on the number of people that you reach.

Creating Remarketing with Facebook

To create a Remarketing on Facebook, you need to make a custom audience.

Facebook Ads Manager

In spite of getting ahead with the audience on Facebook, it is important to remember that in Facebook your audience size is going to dominate the time frame and the budget that you use.

There are a lot of people out there who are very particular about their Facebook newsfeed.

If you show your ads to them occasionally, they would not mind that but if you keep showing you’re to them every now and then, they might not like it and as a result, you might get some harsh treatment.

So, you have to be highly aware of how often you show your ads and you also need to take precautions to avoid ad fatigue because this really happens fast on Facebook.

You also need to have a standard size of the audience in Facebook that suits your time frame and budget.

Remarketing by Behaviour

Just like AdWords you have 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

Similar to AdWords, you can create a list of people who have purchased any product from your website or have converted into a lead.

For this, you will need the URL of the Thank You page and create a custom audience of 180 days to that specific traffic.

Custom Audience 1

(ii) Visualizing Remarketing for Interested

This is also similar to AdWords where you need to identify the traffic that is showing interest in your product/service.

As mentioned above, the e-commerce websites are going to get clear and evident signals of people who are interested in your product/service. Like the people who viewed your cart or the checkout page.

And for lead generation websites, you can use the feature of Custom Combination, where you can create an audience for those people who viewed 2 or more pages of your website.

In this example, if the person has been to your sales page and the homepage, then only he will show up as an audience.

Custom Audience 2

(iii) Visualizing Remarketing for Not Interested

The concept to create a list for the Not Interested in Facebook is same as it was in the case of AdWords.

Identify the interested and the buyers or converters of your website, and the rest are the ones that are not interested in your product/service.

Remarketing by Time

Segmenting your audience on the basis of time is the easiest way on Facebook.

The default time frame is of 30 days when you create a custom audience for your website.

But as RECENCY is the key to segmenting the audience on the basis of time, the default time setting ignores the fact the nonrecent visitors are less likely to take an action than the recent visitors.

Here, you can have a similar setup of the audience like:

All visitors in the

  • 7 days
  • 15 days
  • 30 days

If you have low traffic volume, you can expand the time frame. On the other hand, if you have high traffic volume, you can shorten the time frame.

In Facebook also, you can exclude the irrelevant traffic. The exclusion takes place at the Ad Set level.

Remarketing at practice in Facebook

Let’s take an example here, you are an e-commerce website owner dealing in footwears.

One of the categories on your website is the shoes, so you can make an audience that is comprised of people that have been to those pages.

Furthermore, you also want to make your audience targeting more precise and exclude the recent buyers because the probability that they are going to make a purchase again is quite less, so you can exclude buyers from the past 7 days.

Hence, in terms of the Remarketing, you will only show your ads to those who have generated a recent interest in your product/service and will exclude the recent buyers.

Remarketing and Google Analytics

To get an in-depth detail of the interests and behavior of your website visitors, you can combine the effects of Remarketing and Google Analytics.

However, remarketing the visitors on Google AdWords and Facebook has one flaw that is both of them used certain rules to build a remarketing list.

Hence, with Google Analytics, you can create remarketing lists based on a huge variety of the behavior and interest of the visitors.

Who are the Interested Visitors on Google Analytics?

The absolute sign of interested visitor is when they buy anything from you or convert into a lead.

There are a lot of behavior options that makes someone more likely to convert. Click To Tweet

The behavior of the visitors also depends on your business, the product that you sell, the frequency of your buyers and of course the selling process.

The Time Spent on the website

It is a wide known fact that the longer the visitors spend time on your website, the more pages they will view and the probability of them to convert increases.

The visitors who leave your website after visiting just one page of your website are less likely to convert.

(i) You will need the Session Duration Report to find out for how long did the visitors spend time on your website.

You will find this report in Audience > Behaviour > Engagement.

Session Duration

(ii) There is another option to look at the amount of time that the visitors spent on your website. That is the Page Depth Report.

Page Depth

However, the two reports are quite easy to generate but they are not convincing and useful.

To solve this issue, you can create a Custom Report.

Custom Report Creation

1: Sign in to Google Analytics

2: Navigate to your view

3: Click Customization and then select Reports from the drop down menu.

Custom Report 1

4: Click Customization > + New Custom Report

Custom Report 2

5: Enter a Title

6: Click +Add a Report Tab (Optional)

7: Select a report type: Explorer, Flat Table or Map Overlay

8: Define your dimensions and metrics

Custom Report 3

9: Click +Filter to limit the report to specific dimensions (Optional)

10: Select where the report should appear. Use the drop down menu to select specific views, or select All views associated with this account to allow this report on all views you have access to.

11: Click Save

Custom Report 4


Analytics Remarketing List

Create the Audience in Google Analytics after you have identified the group of people you want to remarket to.

And after this, you can add this to your AdWords Campaigns.

1. Go to the Admin panel of your Google Analytics account.

Admin Panel

2. Go to the Property column in the middle and then in the Audience Definitions section, click on the Audience.

Analytics Remarketing

3. Choose the AdWords account where you want to send the remarketing audience to.

4. Click “Next Step”. When you are opting for this option for the first time, you will get a message. You need to click “Enable” then. With this Google create a list of “All Users” automatically. But you can still use a better option.

5. Click on the big red “+ new audience” sign and define the audience that you want to create.

Analytics new audience

analytics audience

6. Now you have 2 choices. Either use one of the recommended audience or create a one from the scratch.

7. To create a new audience, you will have to go to the “Audience Builder” panel.

8. Click on the Conditions on the bottom right corner. And set the condition that meets your criteria.

Analytics audience 2

For example, if you have set the condition that the page depth should be greater than 10, then you can set the condition like this.

Analytics audience 3

9. Click Apply

The User Behaviour

For this, you will have to go to Audience > Behaviour > New vs Returning.

Depending on what type of audience you are tracking, you can change the drop down menu from the Conversions range.

Spending Budget

By segmenting the audience according to the recency and level of interest, you can bid differently for each of the categories.

The more the recent visitor or the more the interested the visitor, the higher bid and vice versa.

Final Thoughts

This was all about the Remarketing. How it can use with Google AdWords, Facebook and Google Analytics.

It covers all aspects of your visitors, whether it is the level of interest, behavior on your website or recency.

These are just factors that form the basis of your remarketing strategy. However, you need to keep coming up with new ideas on which behaviors might indicate more conversions.

So, just go ahead and apply this concept into practice.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

9 Influential Factors That Affect Facebook Ads Performance

Facebook can fetch you more conversions as compared to PPC avenues with its extended creative control and enviable user base.

Facebook offers enhanced audience targeting that can be customized as per your specific need. Click To Tweet

Since, Facebook has 1.65 billion monthly active users, this massive number enables it to give you a staggering user base with greater possibilities of conversion.

Before delving deep in the nuances of Facebook Ad conversion, you need to give emphasis on conversion tracking. Tracking is important because it helps you to devise strategies based on the data received from there.

What is a conversion?

Conversion is a term that is often misunderstood. Only selling does not imply conversion, it can be registering, download of free eBook, subscribing to a newsletter, checking out, adding an item to the shopping cart or viewing of key pages.

In short, it signifies fulfillment of the desired action. Conversion is truly multi-faceted. Tracking this element is important to plan the next step.

Tracking Conversion in Facebook.

Conversion tracking in Facebook is easy. With the help of a small piece of JavaScript called Pixel, you can track activities resulting from your Facebook Ad.

This tracking pixel has multidimensional utility. In one hand it provides reliable data on how your Ad is performing and on the other hand, it uncovers the shortcomings of your landing page or website.

You need to place pixel between in the header of your website pages, especially in the pages of which activities you want to take note of.

Pixel delivers comprehensive tracking data regarding your ads performance to Facebook which in turn shows your ads to interested visitors.

Conversion tracking is also an important activity for remarketing practices.

Remarketing is an effective practice for increasing conversion. Click To Tweet

From the data received from conversion tracking and using the Facebook custom audience, you can show your ad to the visitor who once paid a visit to your website.

The success behind remarketing is it tracks visitors who have already shown some interest in your website. Here, Facebook filters out uninterested visitors and makes promotion even more pinpoint.

10 Factors that influence the Facebook Ads Performance are:

1. Who is your Audience?

Defining who your audience becomes a crucial factor for conversion.

Reaching to the right people is important to generate conversion. Click To Tweet

In Facebook, you can customize your audience in order.

Here you can target audience belonging to different strata of age, sex, interest, profession and geographical location.

It allows you to pinpoint your target. By using conversion tracker you can also judge which geographical area or which age group is responding more.

One basic mistake that every marketer makes is that he thinks his competitors belong only to his own industry. Ads finally appear in the desired slot only after winning the bid.  

You must not forget that for a desired ad space not just your own industry people but many others companies from different industry are competing. This way reaching to the desired customer gets tricky.

A user may be having more than one interest like reading, fashion, food, cycling etc. So, brands from each sector are after the user to grab his attention. They will come with unique ads and compelling copies to appear in that news feed area.

In Facebook, there is a large amount of audience present who wants to convert. All you need to do is to find them.

Among your target users, a major section does not know about you but they might be having similar interests. They may not like you or trust you. But there is a small portion of people that is willing to buy your product or service. Your job is to get them converted.

Next, there will be a section who know you but they might not have made any purchase up till now. So, they are aware of your reputation, hopefully positive, and want to buy. This audience has the much greater amount of possibility to be converted.

At last, the group of people who has made a purchase previously remains. This bunch may be small but is most valuable. They will make repeat purchase unless they have encountered with a bad experience after purchasing from you. Nurture them with care.

In our previous blog, we have mentioned some strategies on “How to make Facebook Ad Targeting more effective”. Therefore, to make your targeting more effective you can refer to this blog.

2. Ad Quality or Relevance Score

The importance of the quality of the ad holds supreme.

The quality of the ad is directly proportionate with the ad’s conversion rate. Click To Tweet

There is no alternative with the great quality ads.

An ad with great quality will enhance your conversion rate whereas an ad with bad quality can decline your conversion rate. Now, using two metrics you can measure the quality of your ads

First one is relevance score.

Relevance Score is calculated based on the positive and negative feedback that an ad receives from its target audience.” Facebook

Now you can measure the relevancy of your ad with the audience it is targeting. The score is given on a scale of 1 to 10.

Now, don’t feel so tempted. A high relevancy score does not mean that your conversion is going to be skyrocketing. Do some tweaking in your ad copy.

A higher relevancy score will reduce your Ad spend. Increasing relevancy indicates that your ad is connecting well with the user and catering what they actually want. A positive reaction from the user will add to your existing relevancy score.

An ad with a relevancy score 8 will receive 4x times more clicks from a similar ad with the same budget.

Another ad quality metric is Click Through Rate. Similar to AdWords, a higher Click Through Rate refers to higher relevance and adds more value to your audience. On dividing the number of impressions by the number of clicks received you will get Click Through Rate.

High Click Through Rate will fetch you greater relevancy as both these parameters are interrelated. The more you come close to the need of your audience, the more your relevancy score will increase.

But if you are optimizing for CPC and aiming high CTR then it will obviously cost you. Still, it will help in improving your overall performance.

3. Timing

Every ad has its own peak time of the day or week.

Knowing what is your peak time is a determining factor behind driving more sales. Click To Tweet

Try to provide your customer with something more than he expects. If your landing page contains contact number for product inquiry then do not forget to mention call timing.

If a customer goes back without getting any response, it will cause him irritation. He will immediately switch to next alternative.

Not just days or weeks, peak times are sporadically present throughout the year. During these times Facebook gets flooded with ads of different industry. Every company wants to cash in more profit during peak times.

Take winter holidays or 4th July, during these holidays marketers wants the customer to buy more. Though during peak times ads cost more but then it is worth spending.

Timing is a crucial factor that affects your cost per conversion. You should have a perfect understanding of Facebook Ad Scheduling.

If you register more purchase or subscribes then on an average it will level the extra penny you invested.

4. Ad Copy

A huge amount of Facebook Ads gets disapproved because of vague ad copy. It happens because most marketers do not know the language of ads. They do not have an advertising or marketing background to understand little detailing.

These ad copies fail to describe their product in an apt manner. It results in disqualification of the ad and leaves advertiser clueless as Facebook show a custom response.

Your product may have amazing quality or good service but all this effort goes in vain when ad copy cannot bring out what it actually does and how it can impact other’s lives.

A quality ad copy stands on three pillars-

(a) Comprehensible Message

It is the first and foremost criteria for a perfect ad copy. The copy must indicate what the ad is all about, what product it wants us to know about and what it want me to do.

These three basic things are must requirement. Even if you want to say things in a fun way, you must conform to these three basic points.

The message should be clear and understandable to your target audience.

The Ad above gives a comprehensive message about the offer including the minute details.

(b) Clear Call to Action

A clear call to action is something you cannot leave an ad without. A strong call to action pushes visitors to make a move.

Book now, call now, subscribe now, buy or sell now provides the customer a clear and strong message that he should act upon immediately and all this drives conversion.

(c) Objective Revision

Always try to get an objective opinion on your ad copy. After writing the copy you may understand it as you know your product best but is it audible to other persons?

Ask someone who does not know anything about the product and ask him what he understood. Did he understand what you wanted your potential customers to understand? Such sessions often come out as an eye opener.

5. Landing Page

For any advertising, whether it is on Google or Facebook, Landing page holds a very crucial space in conversion. Cost per conversion sinks as profit increases.

If landing page does not hold required relevancy and fails to deliver information that visitor is seeking for, the visitor simply bounces.

You can think it as the gateway that leads to specific page or pages of your website and leads to conversion.

Landing Pages are a key element of online marketing. Click To Tweet

That is why landing page optimization becomes relatively important.

A Website can have more than one landing page to promote different products or categories of services.

A well-designed landing page must have:

  1. Attractive yet soothing design.
  2. Clear copy that describes things properly.
  3. Suitable for viewing on mobile, tablets and desktops.
  4. Should not redirect to home page.
  5. Should contain right keywords.
  6. Professional look.
  7. Must have a Call-to-Action.
  8. Not crowded with too much information.

Do a review of your landing page following the above-mentioned points and make your landing page a pillar of your campaign.

6. Social Proof of Your Product

Women often buy beauty products only after getting the green signal from someone who has already used it and is satisfied. Not just women but whenever one goes to purchase something new he wishes to have a feedback from a user of that product.

This Facebook Ad has displayed a social proof that Agency Analytics being used by 1500+ Agencies and Freelancers.

This is a very natural tendency of humankind and also prevalent in Facebook. Being a social animal other’s experience influence our decisions.

When your ad receives positive social proof it automatically gains trust. Click To Tweet

Such products and services are often purchased as compared to products with no social proofs.

For example, you enter Starbucks and post a status update. When comments of your friends follow that status update, automatically Starbucks gains a social proof. It is obvious that some of your friends will surely try to make it to Starbucks soon.

7. Imagery

A simple color combination, image choice or graphics work can make your ad stand out in the news feed. Choose an image that is directly relevant to your product/service.

According to Facebook’s 2016 guide, you should keep Image size 1200 pixel wide and not less than 600 pixels. Now FB allows using the same image for two different ads.

Put happy faces in the ad but keep the context of the ad in mind.  Facebook’s color scheme is blue and white. So never use blue in your ads. Orange comes out best in this background.

Make the color combination contrasting with the background so that it stands out among news feed in the sidebar.

Do not use an easily recognizable logo, use an image of women, pet and baby instead. They are attractive and eye catching.

Infographics work well if done well. Call to action button is also helpful in making conversions happen. It guides the visitor to his desired space quickly. Also, it puts a strong value proposition.

You can use stock images but not using them is recommended. Also try to discover whether you should use soft or dark colors, professional or candid photos in your ads.

Pets and kids photos work in favor of conversion and so do funny and odd pictures. Click To Tweet

But at the end of the day, use your aesthetics to judge how suitable it is for your product and brand image.

8. Ad Optimization

While running a campaign, Facebook will ask you to optimize your campaign. But to accomplish the task you have to provide him a sample size according to which it will optimize your entire campaign.

At least 50 conversions are required to make Facebook understand how it can optimize your entire ad campaign. Facebook will find similar people to show your ads.

You can optimize to increase your website clicks. In that case, Facebook will try to make people click anywhere in your ad but take them to the landing page is much more beneficial. It will increase conversion.

Optimizations are also available for daily unique reach and impressions (CPM).

Through optimization, Facebook tries to increase your conversion as much as possible. Click To Tweet

In spite of that, you should do split tests to see how other optimization services affect your campaign in order to find best optimization service.

9. Placement of Ad

Are you scared of placing your ad in the sidebar? Do you fear low CTR? Please shed this thinking because CTR is decided by many other factors, mostly competition.

A sidebar is a competitive place where your ad has to make its mark among news feeds, friend suggestions, and group suggestions.

The ad on the news feed and the sidebar appear like the image above.

As the competition of a place increases its cost also increases. This situation affects your ads cost per conversion.

As the platform changes the placement of ad also goes through a sea change. Now tablets and mobiles have acquired a vast portion. Since mobile is the high-value placement now so advertising on mobile is costly.

As competition has increased Facebook has changed their sidebar policy and now accommodating three ads in the sidebar.


The factors that increase conversion of Facebook ads are dynamic in nature. They cannot be controlled alone rather they work in symmetry. Make your ad more conversion prone by taking note of this above-mentioned factors.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

How To Do Facebook Dynamic Product Ads The Right Way

Facebook has always been a great online platform for the marketers.

The success story of Dynamic Product Ads has proved that Facebook has emerged as an advanced marketing option for e-commerce advertisers.

Though the strategy of marketing through the dynamic ad is not much different from former technology but the technique is quite unique. 

Many of the marketers have started designing their own strategies as this new option seems to produce a better outcome.

The Dynamic Product Ads on Facebook creates good opportunities for the e-commerce advertisers. Click To Tweet


What is Facebook Dynamic Product Ad?

You already know about the Carousel ad on Facebook platform. Carousel enables you to feature multiple products in a single ad unit. However, this is a static advertisement.

Dynamic products ads let you sync your catalog to your Facebook advertising account. Click To Tweet

This advanced feature only displays relevant products to the target audience.

Without going through the trouble of creating each individual advert, you are free to promote all your products.  

This is really a great option to reach the right people with right objective. The cross-device flexibility gives enough flexibility in reaching maximum numbers of people.

The main thing is that people can only see those products that lie in their interest zone. And it is actually the most relevant timely ad on facebook.


Why use facebook Dynamic Product Ad?

This dynamic ad is the future of online advertising platform. And the future is now.

You must know why the marketers are so much excited about this new technology.

1. It saves time

Time is a very much crucial factor for anyone. Once gone, can not be regained.

This is now the old age theory to create different adverts for different products.

If you have your product catalog ready in your hand then more than half of your job is done.

As the catalog has the basic information of each product, you will not have to put them manually.

Hence, the dynamic product ad template saves your valuable time.

2. Target maximum audience

By using dynamic ad you can reach any target audience regardless of what devices they are using.

Dynamic product ads maximize the reach of your advert to your target audience.

3. It saves money by removing out-of-stock products

Initially, it was seen that the ad was still in circulation, even when the item was not in the stock.

To display the ads for a product that is out of stock caused headache to the advertiser as that ad was simply eating up the budget.

But in dynamic product ads, facebook automatically removes the product from the ad which is not in the stock currently.

The product catalog feed tells facebook about the availability of a certain product in the stock. Click To Tweet

4. Helps you to target audience specifically

This new advertising technique enables you to lay a dynamic retargeting strategy.

By knowing what people do on their website, you can now target people with relevant products and offers.

It actually increases the chance of making more sales.

You will be informed about each and every step that an audience take such as, which product has been viewed, or which product has been put into a cart or abandoned.

This actually helps you to draw an outline about the likes and dislikes of the viewers. And this valuable information is enough to target them again to make more sales.

5. Helps you to create more relevant ads

Through dynamic retargeting, you can retarget people, who have not visited your website for a certain period of time.

On the other hand, you can also feature other relevant products and variations to the visitors, who only go through few certain products.

Upon the basis of their onsite interest, you will be able to create more relevant products ads.

The dynamic ad gives you perfect options for creating relevant ads for your target audience. Click To Tweet

6. Dynamic Custom Audience Pixel-more powerful than ever

Previously, advertisers had to create website custom audience manually to retarget visitors.

However, it was practically a troublesome job for the retailers with thousands of products.  

The dynamic pixel takes notes of every activity of each visitor on your site.

Therefore, you can reach the visitors with your dynamic retargeting ad.

Set up Facebook Dynamic Product Ads in Easy Steps

Setting up facebook dynamic product ad is not a tough job though it needs little much technical knowledge.

Follow these simple steps to start your first dynamic product ad campaign-

1. Uploading your Product Catalogue

First of all, you have to get ready with your product catalog.

Facebook will consider this catalog as the virtual database for your dynamic ad campaign. Click To Tweet

If you have worked with Google Shopping Product Feed, then you will find its setup process similar.

Make a list of your products in XML or CSV file, which will contain products names, ID, respective landing pages, image URLs, short descriptions and other information.

Obviously, each column should have its header with the respective attribute.  

As Facebook catalog is backward compatible, you may upload your previously created feeds or catalogs.

2. Configuring Pixel of your campaign

Now, you need a little bit of ‘coding’ knowledge here to create your own website custom audience pixel.

If you already have it installed in on your website, you need to introduce few modifications in existing codes.

To make the dynamic ad work better, you must add these three basic attributes in custom audience pixel-

  • View Content
  • Add to Cart
  • Purchase

Though Facebook will give you the pixel but to customize it according to your needs, you should recode it.

It is better to forward it to your website developer for getting perfect customization in the pixel.

3. Setting up Dynamic Ad Template

This is the step that confirms what is going to be displayed before the audience and how it will be shown.

Therefore, make your template ready sincerely.

The Facebook Dynamic ad is directly shown in the news feed or the right-hand column. Click To Tweet

You may select either single product format or multi products format template.

You can also customize placeholders on the template as per your catalog product attributes.

4. Starting up the Campaign


Now, your campaign is ready to be shown.

Facebook will now display your products dynamically as per the records of on-site visitor’s behavior.

Facebook uses your website custom's pixel to pull data on what a visitor is doing on your website. Click To Tweet

And when that visitor opens his facebook account the most relevant product of your website is displayed.


Creating Facebook Dynamic Product Ads using Power Editor

Power editor gives you complete control to easily create and customize facebook ads.

If you do not have it, go to Power Editor and download it.

Then follow the steps below to create your first dynamic ad campaign using Power Editor-

Step 1

Open you power editor account and proceed to create your first campaign.

Step 2

From the Campaigns tab select the radio button ‘create new’ and give it a name.

Now you have to select Product Catalog Sales as objective.

Now click on the Create button to create this new campaign.

Step 3

Go to the Ad Set tab to create a new ad set for this newly created campaign.

Select new ad set and select your new campaign for this ad set.

Give it a name and click on create.

Step 4

In this new Ad set, find the product tab.

Under this product tab, you have to select product catalog (that you have uploaded previously) that you want to use.

Facebook lets you feature your entire catalog. Click To Tweet

However, you can use ‘filter’ to select a certain portion of the catalog.

Click on the ‘create’ button to save your new product set under the new ad set.

Step 5

You have to set your ad budget and schedule for this newly created campaign.

Step 6

This is the most crucial step as this will determine who you are going to target.

You have to select audience behavior to target the sets of visitors- it may be the visitors who abandoned the cart, or just visited your site or viewed a certain range of products.

Step 7

Go to the tab saying ‘Ad’.

Select the campaign and ad set you have just created.

Give your ad a name and click on ‘Create’ button.

Step 8

Select which ad template you want to use- either a single product or multi-product format per ad.

You may use a single image or multi-image for the single product also (as per your requirements).  

Keep in mind that the image resolution should be 600×600.

Step 9 

Preview your ad to know how your dynamic ad will be shown.

Once you click the ‘Upload’ button your dynamic ad will go live with an immediate effect.


Implementing Dynamic Product Ads

Dynamic product ads help you to create highly relevant ad for a specific group of audience.

Therefore, you get much control over what and to whom you want to showcase your products.

You can hire several implementations of dynamic product ads to bring out more conversions from your existing visitor’s database.

It highly depends on how creative you are and how far your imagination can nurture your visitor-behaviors.

You can create several ads formats for targeting audience.

Here are some examples-

  • Viewed Products

You can reach the visitors who had once viewed products but did not add the products to the cart.

You can approach them with newer offers of newer products lineups.

  • Abandoned Products

Sometimes people, by any reason added products to cart but did not purchase.

You can also target those people with similar products along with some exciting discounts.

  • Brand New Products

People are always eager to view brand new products.

Make it your asset and reach out to your visitors with newly launched products.

Make sure you fulfill their desire by targeting their interest.

  • Encourage Past Customers

It has been seen that the conversion rate is higher from the old customers than the newer.

You already know the onsite behaviors of your old customers.

Therefore, it is a proven marketing strategy to encourage old customers to purchase more from you.

It is a great idea to implement Dynamic Product ads to cross-sell to the existing customers with new products.

Important Notes about Facebook Dynamic Product Ads

1. It is a single ad unit with single or multi products display

It is up to you whether you want to showcase a single item or several.

This is actually a single ad display where you can feature your several products at one go.

But keep in mind, Facebook only displays relevant product to a user based on his behavior on your website.

In multi products ads, each product will come with its own description, price and other attributes. Click To Tweet

2. Do not confuse Facebook Product Ads with Google PLAs

Advertisers, who are familiar with Google Product Listing Ads, may find Facebook Product Ads similar to it. However, they are completely different. 

Facebook will not display ads from several advertisers against a single keyword query. 

Facebook Dynamic Product ads actually work like Google remarketing. In the dynamic ad, parameters are based on a user’s onsite behavior.

In the dynamic ad, the parameters are based on a user’s onsite behavior. Click To Tweet

If you compare the display space, Google has limited space while Facebook has enough space in the news feed.

3. Facebook Dynamic Product Ad is different from Facebook Exchange

Facebook announced that advertisers can now show Dynamic product ads through retargeting partners through Facebook Exchange.

But you cannot avail the measurement of cross-device conversions through the third party.

4. You must have Business Manager Account

You need to have Business Manager Account as the feeds and product catalogs are managed through this account.


Facebook Dynamic Product ad is another marketing weapon on social media to maximize sales from your website visitors.

Initially, it sounded to be a little bit of technical to configure but finally, the output is great.

For a successful marketing strategy, a marketer has to reach the right people with the right product at right time. And Dynamic product ads gives you the opportunity and the credibility.

However, before you opt for this marketing strategy you should know what you actually want from it on Facebook Platform.

Hopefully, we have given you a comprehensive detail on how you can use the Facebook Dynamic Products Ads to enhance your profitability.


Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

5 Easy Steps to Make Facebook Marketing Most Profitable

However, it is common customer behavior to search over the web before purchasing any product. After search engine, Facebook is the next stop on the way.

Facebook being the most powerful social media platform with a whopping 1.55 billion active user base is the biggest platform for online marketing.

Moreover, advertising here is profitable and receives more viewers than other online platforms. Over 1 million small business owners advertise here.

Hence, every business will find a huge chunk of their customers on Facebook. 92% social media marketers prefer Facebook and always keep it on their list.

Furthermore, many advertisers don’t know the fact that they cannot get the desired outcome with a single initiative.

Although Facebook is a lucrative advertising platform and you need to exploit it with knowledge, skill, and experience.


Steps Before Initiating Advertising on Facebook

Before embarking on your advertising campaign do these initial tasks-

A) Make Your Website and Sales Page Attractive


Remember Facebook is just a medium that works in turning a visitor into a customer. Through Facebook-visitor will ultimately reach your website or sales page.

At this point, if the website or sales page is not engaging enough then the entire processes lead to nowhere.

Many advertisers fail to understand this basic thing.


B) Landing Page, Email Delivery Service, and Autoresponder


Never underestimate the power of these weapons. These features will make your Facebook ad’s performance more enhancing.

However, the job of turning the leads into conversion will be accomplished by the factors like a good landing page, email delivery service, and auto responder.

An attractive lead capture page is indispensable. With email delivery system the potential customer can be kept updated with latest products services and offers.

Autoresponder gives the inquiring customer a response message until you get the opportunity to give a suitable reply.

Therefore, Facebook advertising is a combined approach where advertising on single strategy cannot enhance conversion rate.


C) Facebook Page

fb page

However, a Facebook page is a must have for every company these days. It helps in gauging the exposure of the company. It becomes the center of all your Facebook activities.

Setting up a business page is what you require. Do not set up a profile page for the company.

You must employ all the possible strategies available in FB to increase Conversions. Click To Tweet


5 Important Steps that Run Behind Every Successful FB Marketing

1. Targeting


Targeting is the most important facet of Facebook advertising. Facebook interestingly offers you to target your audience more efficiently than other platforms.

Moreover, you can target your audience based on age, sex, education, relationship status, geographic, location, job, likes etc. Such effective targeting gives your product the right exposure.

A well-targeted initiative reaches the right goal. Perhaps you should try different options to bang on the right goal.

Custom Audience:

Facebook’s custom audience is an effective tool of retargeting. Here you can show your ads to those visitors who recently paid a visit to your website.


Although Retargeting or Remarketing can be accomplished by using a small JavaScript called pixel. Pixel works in three simple steps-

  1.  Get your account’s tracking pixel code.
  2. Place it on the website between head tag. You can place it on each page of your website or at the home page.
  3. When a visitor pays the visit to your website, pixel informs it to Facebook.
  4. Now, Facebook shows the ad of that website or blog to the visitor when he comes to Facebook.
  5. Specific ads can be created for visitors. For a single account, the one-pixel code is given.

This remarketing technique with the help of Facebook works fairly well for high traffic websites. If your visitor is less than 100 people a day then go for other options.

Moreover, using pixel your ads become more target oriented. It also allows you to filter out uninterested traffic that would exhaust valuable clicks.

Facebook is a powerful platform to reach right people at right time. Click To Tweet

Create a custom audience from ad manager in your FB account. In ads manager, under tools option click on option Audience.

Under Audience choose ‘create custom audience’. From the coming popup select the type of traffic you want your ads to show.

Suppose, you choose the option ‘website traffic’, now a new popup will appear where you will get ‘New customer audience Pixel’ along with a JavaScript. Just copy and paste this JavaScript in your website header.

Perhaps, you need to put this script only to those web pages which you want to be tracked.


Customer List:

If you want to show your ads to your email subscribers then select ‘Customer list under ‘create custom audience’. From the given option choose the option that suits you best.Uploading a .txt file will be most helpful.

custom audience

Lookalike Audiences:

The custom audience has its own limitations. You can not include the audience outside your email list and website viewers.

To break out of these barriers Facebook has another option, ‘Lookalike Audiences’.


Lookalike audience includes those who have searched for the similar products on the web.

This option stretches out your reach beyond your email list and site visitors. To activate this option you have to set the custom website first.

Based on your custom audience and email list, Facebook does an analysis of those audience’s likes, demographics and posted content.

Now, from its billion users, it filters out similar audience to show your ads. This way, your ads reach a huge number of audiences that match with the type of audience you have already set.

To activate this option again go to ‘Audience’ and select ‘Create a lookalike’ audience. Next, in the source field select ‘Custom Audience’ from the drop-down menu.

Hence, specify the name of the countries if you have any preference and click on ‘create audience button’.


Target Audience by Interest- Standard Option

When you do not have big audience base with proven conversion rate go by the traditional way. The standard option, through which you can target audience based on their demographic information and interests.


Remember you are in the initial stage, where you need create your own audience base. For that, you must have a clear idea about your target audience.

In-depth knowledge about them would help in putting right information regarding demographics.

In the next step, you will be asked to choose likes of your potential customers.

The lists are quite a long and to avoid confusion go for “advanced combinations” from the coming drop-down menu.

Here you can add the pages of your competitors which compose of an audience with similar interest. It makes the entire targeting even more specific.

Always try to go as specific as possible. However, reaching out to a bigger audience is very much important as it fast increases you CTR rate.


2. What Should be Your Budget for Facebook Ads?


It is always good to have chalked out your budget before entering the Facebook advertising arena.

What should be your daily budget on FB depends entirely upon whether you are a start-up or an established company.

Generally, Start-ups should concentrate on building exposure and they do not know about their approximate conversion rate in FB.

In a case of established brands, they know on average how many conversations are going take place on a set budget.

Facebook offers three kinds of bidding-

  • Cost per CPM
  • Cost per Click
  • Optimized CPM

CPM means cost per 1000 impressions. Newbies should go for it as they do not know how many clicks they are going to get.

Here you do not pay for clicks, rather for only impressions.

This number helps in setting CPC targets and bids.

Cost per click or CPC should be used when you know how many clicks you will receive and as per the number you can control your budget.

Therefore, it is possible that you are competing with similar brands on the web. So, you should think differently and must be steps ahead of your competitors to generate more clicks for your ad.

Here, chances of getting more clicks may be improved with rising the click budget.

In the case of CPM, you do not know where your ads will show up. After staying on CPM for sometimes you need shifting to CPC to get a clear picture of ROI.

However, in Optimized CPM, Facebook optimizes the ads itself. Based on its judgment ads are shown to those viewers who click most often.

Usually, these clicks are not quality clicks and do not bring effective conversion.

In Facebook, you have to go touch different possibilities in order to know the true potential of your ads.

Perhaps, once you are able to gauge your target audience and clicks you may receive, you can optimize the entire campaign yourself.

Moreover, the budget also falls in the place when you know where and how to invest. The right budget may start from $7-$8 per day to even $100 per day.

Moreover, starting with low amount is always advised.

Using Click Per Mile gives an idea how much clicks your ad can get. Click To Tweet

3.Increase the Appeal of Your Ads with Attractive Images


Although, Ads when to appear on Facebook, they must stand apart. In FB home page, news feed, event updates photos take visitor’s eyes away from ads.

Therefore, to catch the attention, you have to come with unique and attractive images to strike the chord in the viewer’s mind.

Set aside a separate budget for high-quality images. Moreover, hire a designer to incorporate different elements in the ad image if you do not know how to do it.

Before selecting an image, keep these factors in mind-

i) Uniqueness-

Come with a unique and original photo that does not breach the rules of copyright. Instead of selecting one from stock photos go for creating illustrations, collage or fusion of image and text.

ii) Image tools-

There are many tools available in the market. There are many free tools and paid tools that can be used to bring out great image results.

Name of some free tools is Gimp, Irfanview, Pinta and image tricks.

Paid tools are also available at affordable prices. Some paid tools are Pixelmator, Photoshop etc.

iii) Sharable picture-

The picture should be shareable on Facebook. The sharing option allows it to garner likes and shares.

Sharing obviously allows it to reach friends of that account. Here the viewer puts your campaign one step further.

iv) The vibrancy of color-

Color plays a vital role in attracting viewer’s attention. Judicious use of color compels the viewer to pay a look at your ads.


The basic color of FB is blue, so avoid this color always. Contrasting colors work best here. Orange is considered the best color for FB ads.

Orange is less bright than yellow and less alarming than red. Again it is not gendered specific like pink.

Therefore, the thumb rule is researching what your competitors are doing. Your ad should not resemble your competitor’s ads.

The difference should be there else the effectiveness of your ad would get reduced.

v) Size matters-

FB has defined a certain size for ad images. Facebook runs on different platforms. So, the image must be used judiciously in order keep the quality intact.

Reduced size image will not bring required clarity. On the other hand, if you crop the image then again the quality would be reduced.

Right size will reflect in effective conversion rate. Do not buy expensive images unless you are compelled to. Ultimately it will crop and reduced to stamp size.

vi) Image source-

Although using stock photos and bring desirable edits and illustrations to make unique and attractive images.

Pick interesting images from websites like Fotolia. Search images through keywords and save valuable time.

Veer is similar to Fotolia and here you can buy images with real money. Freebies are also available here.

Istockphoto is another image site but bit expensive than Fotolia. It gives one free image per week.

Creatively illustrated picture in Facebook ad has the enough ability to attract clicks. Click To Tweet


4. Attracting the Viewer

A Facebook ad has several points to win the attraction and interest of the viewer. Image, description, headline and a strong offer are those pillars.

Moreover, you have to manipulate them in order snatch viewer’s attention from news feeds, other ads, and photos.

  • Image-

The Image takes the center stage as it becomes the center of attraction while ad appears. Moreover, its relevance and appeal attract the audience.

The image takes over more than half of the ad space. The tile comes in blue and description in black which same for every ad.

You can only strike a distinction with the image. As discussed earlier the image should be apt and distinguishing.

  • Description-

After the image, the next significant element is obviously the description. Description of the ad is a second major attractor.

However, you cannot convey all your details in the image. Though you can add image texts, it is not enough.

The description should be short, crisp and to the point. Try to touch the point where the audience connects most, the emotional one.

  • Headlines:

After the description, headline plays a vital role. When scrolling down quickly, a catchy headline can be your bet. Make it stark, use innuendos but make interesting.

Moreover, linking landing page or a great content brings good conversion rate. Facebook advertisement is rewarding as it provides maximum relevant exposure.

  • A strong offer-

A strong offer is a sure shot tool for attracting the viewer. It always increases traffic and increases website CTR. Put the offer call in the image.


5. Track Your Facebook Traffic Using Google Analytics

You can track the traffic of your advertisement through Google URL builder. Google URL builder helps in setting parameters for the URLs used in custom web-based or email ad campaigns.

Although any campaign that does not use AdWords auto-tagging is called custom campaign. When a visitor clicks on this URL, the information of unique parameters is sent to the Google Analytics account.

Tagging important URLs like email subscription, contact form submission, and product purchase helps in effectively tracking traffic and conversion of any website.

This way tracking the traffic of the website becomes easy. It also helps in measuring how your email campaign is working.

In Facebook, using Google Analytics you can track which ad is working well and which not.

To make this entire thing happen, you need to have goal tracking set up in Google Analytics.

Therefore, create a link to your page containing Google parameters and place it in the Facebook ad as the destination link.

Employ Google Url Builder to track traffic through your ad. Click To Tweet

Apart from these five points two other points hold the key to a successful Facebook campaign, they are test and analysis.

Testing is the key to every successful web campaign. Facebook allows revising campaign every week. So, you need to check not just the performance of entire campaign but also the performance of each of the ads.

Prepare different versions of an ad to observe which type is bringing better result in terms of clicks.

Your ad should conform to the rules and regulations of Facebook. Before preparing the ad, go through the rules and regulations properly.

The image can bring the most striking change in the performance of the ads. Many FB ads have witnessed big change when a better image was used.

After testing, next, you should analyze. Use Facebook Inside tool to analyze every action that you have taken under FB platform.

This tool provides information about the demographics, likes, and interests of people, who clicked on your ads.

Also about the demographics, likes, and interests of these people that do not fall under your list of targets.

This information helps you to broaden or narrow down your advertisement target. Page admin can view this Information in the Insight box situated in the left side-bar.


Successful Facebook Ad Makes Your Product and Service More Acceptable


1. Visual Medium-

The Facebook algorithm treats visual content more favorably. Visual content gets better exposure and grabs attention easily.

Human brain receives more visual information to than any other form of information. Your ad must be a visual delight.

2. Relevancy-

Relevancy is the key to the success any ad. The relevancy should reflect in every section.

The image, ad copy, call to action, keywords should be connected with the product through its relevancy.

Facebook has recently started giving ad rank to its ads. It is similar to the ad rank system of Google AdWords.

If your ad is not relevant enough to your target audience then you are actually draining your entire hard owned money. Relevance is the key factor of FB advertising.

3. A clear Call to Action-

A clear call to action pushes the viewer to click on the ad immediately. This call to action should be strong and clear.

Have CTAs like ‘avail 20% off now’, or ‘subscribe now’ and add a sense of urgency in audience’s minds.

4. Carries an enticing value proposition-

FB ad carries an enticing value proposition to the ads. It tells why you should buy that product.

Value propositions should conform to logic and the extent of your ability. Do not make a false or unbelievable proposition which will make the ad a laughing stock.

You can put a stark or absolutely shocking proposition to attract visitors. But be careful about not conveying any wrong information about your product or service.

Wrapping Up

Nowadays advertising on Facebook is a must have. Because of its gigantic user base, Facebook has almost 90% users from almost every kind of businesses.

This massive user base allows companies to spread their product among a huge population spread around the globe.

Hence, it also allows targeting audience in different layers. Both advertising and result tracking are easy here. FB seamlessly allows advertisers to improve ads on every week.

Although, being the most powerful social media platform Facebook also helps in getting high CTR and better conversion rate for your business.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Useful Guide on Why and How to Use Facebook Custom Audiences

Facebook Website Custom Audience is a powerful weapon for the retargeting audience.

Custom Audience helps you reach a group of significant customers with your particular ads.

It actually brings your marketing step further to display your ad to the potential audience. It also helps you in tracking customer behaviors and lets you know where you lack.

Facebook remarketing tools target those audiences, who have already visited your website.

By analyzing the visitors’ behavior you can create separate ads for different groups of the audience on Facebook. Ads are only shown to specific visitors, who previously visited the website.

Facebook custom audience tool has made Facebook retargeting more dynamic and fruitful. Facebook uses a small javascript called Pixel to recognize the activity of visitor on particular websites.

As a website owner, you have to put this little piece of JavaScript in the header of each and every page of your website.

When a visitor arrives at any of the website pages, Pixel informs Facebook about it. Facebook immediately reviews the category in which the user falls in.

You can determine which user to target and which one not. For example, you can target every visitor to your website who does not make a purchase.

Custom Audience is a powerful dynamic retargeting tool that confirms to improve conversions. Click To Tweet

Through Website Custom Audience an advertiser can show ads to this chunk of visitors. Retargeting those people increases the chances of getting sales from them.

Interestingly, websites which receive near one million visitors every day keep targeting new customers to increase their product or service reach.

Why Retargeting is Important


Retargeting or remarketing is an important aspect of Facebook ads. To get the maximum conversion from your Facebook ads retargeting the existing customers is a must.

If you think from the customer’s point of view, a visitor generally does not make a purchase on the first visit. He always tries to compare all the aspects from different websites or brands.

Here retargeting becomes an essential tool. By displaying ad on his Facebook home page, you can create a space in visitor’s mind.

It also helps in creating a brand image of the product, service, blog or website.

Hence, the ads appear to those who have shown some interest in the brand. Pixel makes this customer filtering easy.

You must use retargeting option to improve business and this effectively creates a brand image. Click To Tweet

Let’s get it clear why you need Website Custom Audience (WCA)

To reach out to those visitors who have visited your website and have not made any purchase or signed up to make the purchase in the future.

Extend your reach to the people who visited certain parts of your website or have visited contents similar/ related to your website. Encourage them to revisit again your website.

Show a thank you or welcome message in Facebook who never a purchase or simply signed up.

Show your ad those visitors who have made a purchase similar or related to your product or accessories to trigger some cross-sell.

Catch those visitors who have not made a visit in while. (To get hold of these visitors’ two WCA categories needs to be created.

First, for those who last visited 180 days before; Second, who came in between 150 and 180 days).

It is quite potent in targeting relevant audience organically.

Now, with WCA you can target two kinds of website visitors. It includes people who may not be part of your Facebook fan page or your offline customer.

Increased space for customization. Decide whom you want to show your ad and whom to not.

FB Custom Audience helps you reach to the users, who visited certain parts of your website. Click To Tweet


Custom Audience Pixel

The first step of creating website custom audience is creating your own custom audience pixel.

A) Create custom audience pixel

Custom audience pixel is the powerful tool behind Facebook remarketing practices. It is a small piece of javascript that notifies Facebook about all the visitor activity in the concerning website.

You can also create it with power editor. If you have multiple accounts, then first decide in which account you want to use pixel. You will get only one pixel per ad account.

Pixel is set from Custom Audience Pixel under ‘Ad Manager’ option. ‘Ad Manager’ can also be accessed from your Facebook business page.

Click on the ‘Promote’ button and from the coming drop down menu ‘Go to Ads Manager’ option will come.

Now, select audience and then tools from the coming drop-down menus.

Facebook Ads


If you already have set a custom audience then it will be shown here, else click on ‘Create Audience’ and Custom Audience’.

Facebook Audience

Next, a pop-up will arise with three option where you have to choose website traffic.

Custom Audience

If you did not have a pixel before then you will be prompted to create a pixel now.

Create Audience 4

A piece of code will show up; just copy the code and click on ‘create audience’.

Facebook Pixel

Your job does not end here. In the next step, you have to put the code right on your website.

B) Install the Pixel on Your Website

To make the pixel work at best it should be visible on every page. The best place to put pixel code is between <head></head> section in the index page.

Put this code between the head tags of every website’s template. If you can’t do this yourself, simply click on “Send the code to your website developer” link and it will be sent to your developer.

A pixel can be shared in WordPress sites. It can be installed in different WordPress themes if the theme settings allow.

A pixel can be installed through WordPress plugins like Header and Footer scripts, Tracking Code Manager.

Once the code is installed go to ‘Facebook Pixel Helper’ in chrome to see whether the Pixel is working properly or not.

After setting pixels all you need to do is set your Website Custom Audience. You have to tell Facebook which visitors fall in which audience.


Create Website Custom Audiences

To set custom audience Ad manager needs to be open where pixel code was posted. Now click on the custom audience. Here following options will appear on the screen-

  • Anyone who visits your website
  • People who visit specific web pages
  • Users visiting specific web pages but not others
  • People who haven’t visited in a certain amount of time
  • Custom Combination

Let’s understand each category-

  • Anyone who visits your website-

Create Audience 3

This option is very much needed for every ad campaign. Put the domain name in the specified area. Also mention number of days for which you want your visitors to track. It always better when used for longer times.

  • People who visit specific web pages-

Create Audience 2

Many visitors come to the specific website and landing pages. You can track down them through this option. Just put the URL or URLs of those websites. Again mention the time frame.

Next two more options will appear; “URL contains” and “URL equals”.

‘URL contains’ has amazing possibilities. If ‘website custom audience’ is selected in the place of URLs, it will track all the visitors, who visited any page, with the same string of URL.

Still, you have been little cautious about it. You can add all the pages containing the same string.

For example, your URL is xyzdomain.com/product and ‘product’ is your string. Now the audience of xyzdomain.com/product/thankyou will also get included in the list.

If that is not your need then simply select ‘URL Equals’ and get desired traffic.

  • Users visiting specific web pages but not others

Create Audience 1


This option enables you to catch the visitor of a specific page or landing page.

Often people who visited thank you page are considered to have made the purchase. Here you can exclude them. In this section, you can specify what to have and what to not have.

  • People who haven’t visited in a certain amount of time

Create Audience

Bring back those who have not paid a visit in last 180 days. This option allows to bring them back again to your website.

Creating Custom Audiences is easy and you can determine which group of visitors to target. Click To Tweet

Process of Targeting or Excluding Website Custom Audiences

This process becomes simple once you have set Website Custom Audience. Here, you need to set ‘Who do you want your ads to reach?’

Here put the name of the audience you set in the custom audience. Once you start typing the name will appear and select.

Facebook Targeting

Here you will put both the page URL which you want to include and exclude. You should include pages from where you expect conversions may occur.

Always exclude the thank you page that appears after completing the purchase.

In this section geographic area targeting can be used or removed. Your ads may appear to a specific geographical location or to any country in the world if it is removed.

You must use power editor while creating ads. It should be done within the ad set. Here again set page name, the name of excluding sites and age limit of viewers.

Now click ‘edit audience ‘button at the bottom. Again enter the site name of which audience you want to include and exclude.

Geo-targeting helps your ad to appear before the users living in a certain location. Click To Tweet

Ways to Explore Website Custom Audiences

Website Custom Audience is very much effective in driving traffic to your website. For a blog post exclude who have read it already.

Include members of your fan page and people who paid a visit to your site.

Customers who left their email address through subscribing or logging in to your website should be targeted.

An effective email list is created from a relevant traffic on the website.

Creating a fan base becomes quite effective again in terms of getting more relevant traffic.

At the end point the sale or conversion matters. Target the audience of the blogs or contents that are related to your product.

Never miss cross-sell or upsell opportunities.

Always exclude who already made a purchase. Visitors, who bounced back without purchasing, approach them in a different way.

Use Website Custom Audience in an effective way and see how opportunities galore.

Custom Audience is a strong strategy to boost traffic to your business website that ultimately confirms maximizing ROI’.

Do not forget to target visitors, who have left their emails through signing up. Therefore you must create email list also to increase relevant remarketing target


Email List Custom Audience

You have heard about email marketing. But for traditional email marketing, you can never know whether a user will open your mail or not.

You also have to consider the cost of this email marketing. Facebook email custom audience marketing is different from this.

You have to upload a list of customer email addresses. Facebook will match your list with Facebook users. Your ad will appear before the users, who are on your email list and are logged on Facebook.

However, you need to gather numbers of email addresses to make the list. You can exclude or include customers from your list.

To make the email targeting more effective you can segment the email addresses based on their activities such as their purchased history, their activities on your website and their onsite behaviors.

Creating Email Custom Audience in Facebook

Targeting Facebook audience through the email list is very easy. There are two options to upload your email list-

If your list is comparatively shorter, you can simply copy and paste the email addresses.

But for longer list copy paste is time-consuming. So, you need to make the list as “.csv file and upload it to facebook. The list must only contain email ids, not other information.

Facebook Custom Audience


Facebook Custom Audience

MailChimp users are privileged with the possibility to connect MailChimp account with FB directly. In this case, one does not have to upload or copy the email list.


Why use Email Custom Audience

  • Reach people, who have never opened your mail:

In conventional email marketing, it is not possible that all of the users will open your mail. Through FB email custom audience you can display your ad even before them.

  • Reach your old customers:

You can come up with new offers or additional products to the customers, who have once purchased from you.

  • Reach people, who have abandoned:

You can simply reach out your ad to the people who have provided their information but did not complete purchasing.

  • Exclude Customers:

You can easily include or exclude people from your list in order to make your targeting more effective.

  • Increase Customer Base:

Through your email custom audience, you can increase your customer base. If you have lists of people, who have not ever been to your website before you can show your ad to them.


Mobile Apps Custom Audience

The Facebook apps custom audience lets you analyze user behaviors on your business apps and unlock the chances of a future purchase.

In Facebook retargeting, this option has been appearing to be an effective tool for the marketers to retarget audiences.

You can extend your reach with your custom message to the mobile device users for encouraging them to take an action.

For remarketing in Facebook platform user behaviors are more important and now this platform enables marketers to pair their mobile apps with FB Custom Audience.

You can simply retarget people, who have shown activities on your app in recent 180 days.

You can make a list of customers to target on the basis of following behaviors who:

  • Opened your app
  • Abandoned purchase
  • Purchased
  • Finished registration
  • Played or went to a certain level of games

On the basis of above behaviors, you can group target audience to reach people with the most relevant ads. For an example, who have abandoned cart, you can display your ad to them with a discount offer.

You need to register your mobile app with Facebook and you would also have to set a call to action option.


Why website custom audience should be created

It is a must have for your website or blog if you want to bring more definite traffic to your website.

First, include All Website Visitors to your site. This option is a must have for every advertiser. Try 30-180 days duration to make it effective.

People who viewed your blog posts, that page must be taken under ‘Viewed Popular Blog Posts.

It will make that page appear on their Facebook page. Every popular blog post page should fall under this category.

For e-commerce sites Viewed Category’ is the most suitable. Here the website is structured in categories and subcategories.

The advertiser can easily mention the page URLs he wants to include or exclude.

By examining customer behavior the pages can also be selected. 180 days duration is most suitable for this category.

Focus on specific opt-in landing pages or active product pages for ‘Viewed Landing Pages’. Various durations should be set for each page to reap the fullest benefit.

A separate custom audience should be there for visitors who made a purchase.

They should be included under Viewed Thank You Page category. 180 days is the almost fixed duration for this.


Wrapping Up

Website Custom Audience is a very much popular tool for retargeting or remarketing. Here customers who pay a visit to the website are tracked through a javascript called Pixel.

With new improved Pixel, opportunities have increased manifold. With this option, advertisers can retarget visitors who paid a visit to their website or viewed any page. By tracking them Facebook displays ads of that company’s website.

It allows advertisers to show their ad to relevant customers who in turn will bring on conversion.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

How To Make Facebook Ad Targeting More Effective

Without proper targeting, even an eminent design can fail to generate profit. Perfectly designed Facebook ad is not all to drive people’s attention. It solely cannot generate leads to draw business. It is all about how you determine your target audience.

Ultimately it depends on how you use different formats on Facebook to target audiences. The Facebook ad is completely different from other PPC ad marketing. I must tell you that optimizing only Facebook ad cannot bring a smile for your business.

You need to have a deep understanding of interests of your target audiences. Your strategy should be based on their likes and dislikes in order to make them respond to your ad.

It is true that in online marketing Facebook is one of the leading platforms. As a paid advertiser, you should know how to strategically target audience and what Facebook offers to target potential audiences.

Along with optimizing your FB ad you need to optimize your targeting as well. Before discussing targeting optimization I would suggest you gather knowledge on several ways to determine target audiences.

Facebook provides good no. of ad targeting options and some of the most productive user targeting options are:

1. User Behavior

It will help you find people, who are actually interested in your products or services. People online behavior lets FB collect data on their purchasing interests. Analyzing this data you can find your prospect audiences. It also helps you figure out who are actually looking for your products.

User Behavior helps you figure out who are actually looking for your products Click To Tweet

2. Customer’s Interests

You can target people on Facebook based on their interests. You have to ask FB who have expressed interests or have liked pages on products similar to you offer. In your ad settings, you can set ‘interests’ as per your product features. It will help your target relatively larger audience.

3. Ethnic Affinities

This demographic targeting lets you drive attention from people of selected ethnicities. This tool gives user behaviors from specific Ethnic Affinities.

4. Target by Industry

This targeting works best for the advertisers, whose products or services is suitable for specific industry or occupation. You need to specify work demography in ad settings in order to take advantage of this tool. Targeting by industry may appear to be great business for you.

5. Add Gender and Age Group

My experience says combination of gender and age can work well for specified products or services. Age and gender are collected from their FB profile. You may also target specific gender from certain age limit along with their location. Example- Female, Age: 30-50, in Paris.

6. Financial Resources

You can use this targeting if your product is specified with affordability. It makes you find people, who do not only show interest in your product but can afford to purchase your products. Using this option you can target on the basis of Income and Liquid Assets.

7. Purchase Habit

Targeting people, who love to shop online, may be a good opportunity for you. If you sell online then you must opt for users, who are very much fond of shopping online. Under behavior, you can set this option. I would like to suggest you use this option in combination with other target methods.

8. Target by Education


I personally found it very much fruitful to generate leads and expand business. Make your target more specific you should use Education demography. This will only be effective if your products or services are related to educational fields.

Sometimes, people come to me requesting to identify reasons why their FB ads are unable to generate business. Most of them make me amazed. They have tried to optimize their ads with the knowledge they gathered from PPC ad marketing.

Without proper targeting, eminent design can fail to generate profit Click To Tweet

This is totally ridiculous to compare FB ads with other PPC marketing platforms. In PPC ads you have to culture keywords in order to target a specific audience.

But in FB ad it is completely different. Rather than targeting people with keywords you have to know your target audience.

Along with optimizing your ad, I advocate you to concentrate on optimizing your FB targeting. After finishing designing a perfect Facebook ad your next important task is to make it display only before potential people.

In online marketing showing your ad only before the perfect audience is not less than a tough challenge. However, it is not so tough if you follow proper techniques.

I am going to discuss how you can optimize your Facebook Ad Targeting.

Facebook Ads Targeting Optimization

Once you step into FB Ad you need to take the challenge to optimize targeting. It may be tough but obviously not impossible. Many of my clients are having satisfactory ROI from FB Ad by utilizing proper strategies.

First of all, I refer you to forget all about Google Adwords optimization theories before proceeding to FB ad. More you know about your target people more your business will get prospects.

FB lets you reach millions of target audiences. Why do you only prefer people, who have interests on your products while you have great opportunity to design Demand Generation! One of the effective ways of marketing is to generate demands in the market for your products.

There are numbers of options to specify your target audiences in FB ad Settings some of which I have discussed above.

One of the effective ways of marketing is to generate demands in market for your products Click To Tweet

Here, I am going to focus only those strategies that will surely optimize your targeting. You need to follow these three important strategies-

  • Interests targeting- Analyze interests of potential customers
  • Advanced Targeting- Use most effective advanced options
  • Custom Audiences- Do not ignore this effective option

1. Interests Targeting- Analyze Interests of Potential Customers

To success in FB ad, you must target user’s interest. However, the question is how to find interests of your potential customers.

Definition of successful FB ad is to reach maximum numbers of people who can be converted into potential customers. As you run your ad for a period you will get to know several things related to your business such as direct competitors, top blogs and much more. But you have to know your potential customers’ interests first.

There are two most effective ways to analyze users’ interests-

A) Facebook Graph Search

B) Audience Insights


A. Facebook Graph Search

It is really amazing to me why most of the advertisers do not opt for this powerful tool. It is a strong semantic search engine.

This graph search enables you filter and target audience along with optimizing user interactions.

For example, I type Google AdWords in the search box and I get a search result of pages which are related to Google AdWords.


I always advise my clients to use this effective tool in improving their ad performance.

Let’s check how it helps-

i) Information about Competitors-

It is very important in any business to know what your competitors are doing. Search graph helps you to check out who your competitors are throughout the network.

You should also search for competitors even for your own brand. Analyze competitors’ behavior to optimize your ad targeting accordingly.

Many advertisers use this opportunity to focus how the competitors are interacting with users. You should find out which steps are giving them success.

The graph will tell you how your competitors are focusing on which particular areas to attract people. You need to compare your ad with those collected data. This is an important point for brand recognition.

Focusing on how the competitors are interacting with users helps you design your own strategy Click To Tweet

ii) Find Overlapping Interests:

This is a fundamental part of content marketing. You need to know what your target users are doing apart from being engaged with your brands- what they discuss, what they share, what they search or what they like.

The graph helps your deep knowledge on users’ interests. You may find that many of them are not relevant to your products or services. However, you should experiment how to relate those interests with your contents.

You may ask me why you will waste your time doing this irrelevant task. I must say that you need to engage your audience with your brand as much as possible. It is a kind of demand generation.

If you can find common interests among a large user group you will come to know about trends. You have to make users realize you care for them in order to draw their interests.

ii) Analyze Hashtag:

Use Graph Search to cultivate audience behavior through the hashtag. Apart from Twitter users also widely use Hashtags on Facebook. Search for common hashtags on entire network to realize trends.

You should be a part of common hashtag discussion. This is a strategic way to interact with users’ interests.

Let the graph search work for you. It will give you deep insights, which will help you to realize what your target customers are actually looking for and how you can attract their interest towards your products or services.

B. Audience Insights

Facebook has recently included a powerful tool, Audience Insights. It is a strong tool that not only let you know about your target people’s demographic composition but also gives you information on new interests. These new interests enable you to find fresher targets.

Audience Insights tool is located at Facebook Ad Manager Area. You can access Audience Insights through facebook.com/ads/audience_insights as well.

This tool lets you analyze data for random advertising target. Use this tool to find geographical divisions of certain audience group and make it tune your targeting. You can have important information on similar pages and interests of your page.

You will get a complete data on most common interests and page likes of a specific audience.

Audience Insights gives you better understanding of your target audience Click To Tweet

2. Advanced Targeting- Use Most Effective Advanced Options

A Proper understanding of your target audience ensures enhance the opportunity of having a great return in FB ad. Three most important factors for your successful targeting are-


Higher conversion rate

Better Relevance score

Successful optimization of targeting lets your ad perform better. As you are an advertiser in FB, you get several tools to know your audience and to target specific users. There are Advance options that able you maintain perfect demographic target.

Demographic target is a constantly evolving process and that is why you need to keep split testing on demographic areas.

As you can more convincingly attract new users your ad performance will get better. To calculate the performance of you FB ad you need to check frequencies. It means on average how many times a unique user has interacted to your ad.

Higher frequency rate means higher ad performance. To make your ad perform better you should accumulate new customers. To target new customers you have to utilize effective advanced tools.

I have already discussed Advance tool – Graph search. Here, I am giving you ideas on other important advanced targeting options

a) User’s Behavior:

As Facebook is a social media, it is a good platform to understand user behavior. But in order to target a specific audience, you should know about their pattern of behaviors. Third party partners FB gathers data on behavior pattern. As an advertiser, you should utilize this golden option.

There is a correlation between campaign goal and users behavior. It tells you whom you should target to get conversions.

Analyzing user behavior tells you whom you should target to get conversions Click To Tweet

Users’ purchase behavior will help you structure your targeting strategy. If you are running an e-commerce store then this is the most useful tool in FB marketing.

b) Target by Location:

Targeting by location is another useful advance option for optimizing targeting. Apart from local marketers it similarly gives better result for larger marketers to reach every sphere of users.

Specifying certain areas you assures your ad would reach the people you are looking for.

FB has launched Local Awareness Ad in addition with Location targeting. It helps you focus on a specific radius at a certain area.

c) Targeting by Life Events:

This is another important advance option of the demographic target. For some specific products, this arrays a huge chance to drive great numbers of users.

If your products match specific occasions or events of certain users, you must grab the attention of those specific users. Life Events Data gives you a treasure of targeting people by their interests on specific events.

This is still a surprise to me that not much advertisers are in FB platform. This is a great online advertising podium, where people give their personal information and share interests.

Facebook Demographic tool give you a great way to interact with users’ interests and structure targeting strategy accordingly.


3. Custom Audiences- Don’t Ignore This Effective Option

You already know how powerful Facebook Ad platform is. The enormous user’s data lets you narrow down your target. Custom Audience leads this opportunity further ahead. Since this has been introduced it has boosted the online advertising ideas using FB platform in targeting people.

It is a new creative way to grow your FB customer base. You actually customize those audiences, who are already on your list. These lists include- current customers, loyalty program members or value customers.

The custom audience makes you target people based on Email addresses, phone numbers, and FB IDs. Using this powerful tool you can create three kinds of audience lists

Custom audience makes you target people based on Email addresses, phone numbers, and FB IDs Click To Tweet

Lookalike Audience

This is another option to target audiences using your custom audience. When you upload client information, FB finds out a new list of users, who are similar to your already uploaded user information.

In order to create Lookalike audience, click on Tools at Ad Manager and select Audiences

Facebook Lookalike audience

This procedure gives you target a larger audience base on similar demography. Lookalike Audiences are those, who are similar to them who are in your Custom Audience list.

Custom Audience:

If you are having a list of phone numbers, emails and FB IDs then FB will work for you. You just have to upload the list and FB will let you target those people associated with your list.

Hopefully, you can get more than 70% target audience through this process. I find it very interesting and an incredible idea to target more people.

Audience from your Website:

You can target people, who have once visited pages of your official website. If you are having the ecommerce site you can even retarget people, who left your site without purchasing anything.

To target audience using this Custom Audience you need not upload emails or phone numbers. You just need to add tracking pixel on your website. It will let you target entire traffic coming to your website being logged on Facebook.

FB finds out a new list of users, who are similar to your already uploaded user information Click To Tweet

Advanced Targeting option, Custom Audience brings huge benefits to your FB Marketing. Let’s focus how you can be benefited from Custom Audience

  • It increases sales possibility:

You can offer customers, who have bought products from your website with additional products. It also helps to drive customers who have abandoned your shopping cart once. It means it helps you layout strategies to increase selling margin and promotes re-purchasing.

  • Helps you engage with customers:

When you get back to your customers, it makes them realize that you value them. Instead of approaching them with generic ads, some creative ideas or personal message can be helpful to make them a potential customer.

  • Lets you bring back customers:

You can bring back customers again who once visited your website. You can grow their interest by new offers.

  • Get New Customer base:

There are few people, who often visit your page and your site but have not purchased any or yet not liked your page. Custom Audience lets you encourage them with greater options to become your customer or to like your page.

  • It saves your money:

Using Custom Audience you can exclude a set of users from your next FB ad Campaign targeting. Users, who have already subscribed to your site or have already become your potential customers, need not be targeted for a subscription.

Ads created for attracting new customers should exclude your potential customer list. It helps you save money from being wasted.

  • Find Similar Customers:

Custom Audience is not all about targeting existing customers but it also increases your customer base with new users. It helps you target users similar to your list. Lookalike customers are another great targeting optimization tool.

  • Ensure more conversions from web traffic:

Using Custom audience you can target those traffics that have once your website but have left without taking any action. You can target them using FB platform to encourage becoming your potential customers.

  • Invite new installs for your app:

Mobile app is an indispensable interface to engage users. You can invite your already made customers to install your newly launched mobile app. Through Custom Audience you can target people to catch them on the go. It increases possibilities to improve conversions.

How to Create Custom Audience

Now, you must use Custom Audience in order to improve your targeting. Let’s discuss on how you can create Custom Audience. Here, we will create Custom Audience at Ads Manager.

  • At Tools select Audiences and then click on Create Audience.

Facebook Audiences


  • And then you are offered with three options-

Facebook Pixel

Customer List-

You can use here email list of people who make a purchase from your website or subscribe to newsletter or blog.

Website Traffic-

You can target people here based on your website visits. It’s quite same as remarketing, you can retarget your website visitors through this targeting.

Mobile app Activity-

You can create a list of people who have taken a specific action in your app or game.

  • For Customer List Audience you have to upload CSV or text file. But you must agree with FB terms and conditions to take this action.
  • For Website Custom Audience you first have to put snippet code of custom audience pixel to your website. If you have enough knowledge on HTML codes, you can customize this pixel codes as per your needs. Customization helps you track any action taken at your website.
  • Upon selecting Website Custom Audience you will be prompted with a window, where you have to put three information- Audience Name, Description and Website Traffic
  • In website traffic, you can tell FB which people should be targeted- whether all website visitors or only people visiting specific pages. For specific pages, you need to put those URLs.

Once you ready with your Custom Audience lay out your strategy to get benefits from this advanced option.

Wrapping Up

FB ad is a powerful platform to reach maximum numbers of potential audience. However, the success of your ad campaign completely depends on how you are targeting your audience.

Opting for the proper demographic target is the key behind successively optimizing your targeting. You may look for common and most used FB adoptions but to achieve the success you need to think out of the box.

Advanced targeting options are there to make your targeting more profitable. More you come up with your unique strategy more you get closer to your target audience.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

How to Use Facebook Lead Ads Effectively

This summer Facebook announced new lead generation ads for marketers around the globe. Lead ads will help businesses to promote their products and services more effectively.

Facebook Lead ads are literally an arena of opportunities for the small business owners.

Facebook Lead ads give you the ability to accumulate leads as much as possible from the target people. It actually increases the probability of having satisfactory ROI through the leads.

If you are into online advertising you need to prepare yourself for this new advertising method.

Facebook Ads campaigns have been the talk of the town for a while now, but this new feature that Facebook is introducing will enhance marketing like never before.

What are Facebook Lead Ads?

If you’ve been into online advertising for a while now, then you should be aware of the Twitter lead generation cards. Facebook lead ads theory lifts this idea to a higher level by making it better and more detailed.

There are lead generation ad campaigns that you might have tried. Facebook, however, takes this advertisement method a step ahead.

Your call to action will redirect a user to a page, which will have a form within FB site. While most users don’t like filling up forms and leave without entering their information, Facebook does this automatically.

People don't like filling up forms & leave without filling, Lead Ads does this automatically Click To Tweet

Yes, Facebook will pull out all information that the form needs from user’s profile and fill up the form itself. So all the users need to do is; fill in any information that might be missing and click on the submit button and your lead is generated.

A user does not even need to leave Facebook in order to generate a lead for your business.

There are numbers of advertisers, who are eager to try out this lead generation ad campaign because it is going to add a unique dimension to marketing theory.

According to studies, Lead ads campaign will provide a lower cost per click and will generate more leads. Advertisers will save more money on ad campaigns and get more returns.

Facebook Lead ads are an essential strategy for any business advertisement because users do not have to go through the effort of filling a form. On the other hand, for mobile ads, the leads help you to get the information directly from the network.

How to Create Facebook Lead Ads

You are having now, enough knowledge on how Facebook works for gathering leads for your business. Now is the time to create your first Facebook lead ad campaign.

There are two alternative simple procedures to create the lead ads-

1) Through Facebook Marketing Partner

2) Using Power Editor. Here, we are creating lead ads using Power Editor.

Ad Settings

Power Editor is no doubt a great tool to create FB ads. At the very beginning, you have to download Power Editor Tool.

After downloading this tool head to the top left corner to find ‘Create Campaign’ button. Then you have to select ‘Lead Generation’ objective from the dropdown.

(If by any reason you are unable to find ‘Lead Generation’ selection, you just have to reset the Power Editor).

Now you have to navigate to ‘ad set’ level. Here you have to select your business Facebook page and accept terms and conditions.

On the very next attempt you have to specify some options- Placement, Budget, CPC Bidding, Target Audience, Schedule, Optimization & Pricing and Advance Delivery.

On the placement selection, there is only Mobile News Feeds. You might think it is for the mobile device only but currently, it is expanding to desktop also.

There is a needed option for optimization. Here you can select an automatic or manual bid.

For Automatic bid, FB uses its own algorithm to optimize your ad to accumulate conversions for you. For Manual bid, you can choose the bid as per your lead value.

Design the ad

All is done on ad settings and now move to design the ad.

To create the typical link ads you have to sincerely provide the followings-

· Perfect image
· Link Headline
· Link Description
· Text above image

Before proceeding to create form do not forget to place CTA Button.

Some of the CTA buttons are- Get Quote, Sign Up, Subscribe, Apply Now, Learn More and Download.

Creating the Lead Form

The lead form is the most important part of your new lead ad. Click on the “Create New Form” for your first lead ads and the form creation window will appear.

You need to name your form and proceed to next. Set a language also.


Here you have to furnish what information you want to collect from users.

The form fields include Demographic Questions, Contact Fields, and Work Information.

Facebook designs requests to gather information based on different types verticals such as Health Insurance, Auto Insurance, E-Commerce, B2B, Education, Automotive and more. You can also design potentials responses for each of the information type.

Facebook by default places Full Name and Email fields. You are free to add more contacts fields, three custom Question & Answer fields by clicking on the ‘Add a Question’.

When you are done with the form, you need to click next for proceeding to add a link to Privacy policy. You may also add an optional disclaimer. You can also preview your lead form.

After setting up this section, click on ‘next’ button. Here you can provide the link, which will redirect the user to your website.

Upon submitting the form the user will be provided with a link, which will land user to your website.

It is recommended to design a separate landing page for FB lead ads link. And provide that landing page link to the form submission.

Now you are ready to launch your lead ads. But before that, you must preview your ads to check if there is anything to be edited.

How Facebook Lead Ads Work to Grow your Business

Give you the Data Collected from its Network:

Facebook itself fills up the form for a user. So user feels more comfortable to browse your products and services.

Facebook collects the information about a user from his profile. This system makes a great difference in marketing.

Your offers are few clicks away from the target audience:

Users can get to your offer more easily. It actually abolishes necessity of landing page.

That means users are more close to your products through Facebook Lead ads. Users have to go through these three easy steps –

a) Clicking on the Ad

b) Confirm the Info

c) get to your products

You need not design landing page or forms:

This is different from the traditional lead generation. In the traditional ad, you have to create a landing page to array the services or products to the target people.

It also eliminates to be expert in those complex HTML codes. Facebook Leads work for you to display all the needed things.

Users do not get pulled out of FB:

In traditional ads when people click on your ad, they are redirected to a landing page. It needs to leave the site where they actually found your ad.

In FB Lead ads users do not feel any interruption of leaving FB page. They can still go through your offer being stayed in FB page. This is really a great opportunity for advertisers.

CTA Button:

CTA button makes users experience simpler. This CTA button reduces page loading time and tells the users what to do next.

Mobile Friendly:

The page FB displays for its users is mobile friendly. Therefore, people do not find difficulties in reading your offers. So you get a quick response from a group of interested people.

Essential Steps to Use Facebook Lead Ads Effectively

FB Lead Ads enables you to capture information about the potential customers without asking much effort from them. As it produces the most refined contact information, it results in great revenue for your business.

If you are getting geared up to use Facebook lead ads, here are five handy tips that will help you use them more effectively.

Follow these simple tips to get the best out of the FB Lead ad-

#1 – Set Up The Right Sign-up Form

It’s a known fact that a signup form can either help generate or lose a lead. This is something you need to keep in mind while creating a Facebook lead ad too.

Although Facebook will automatically pull out information and fill up most of the form fields by itself on behalf of an interested user.

Facebook usually manages to fill up information such as name, contact details, and email address. Click To Tweet

There could be other information that an advertiser seeks and this information needs to be filled out manually.

You might need more information and thus you need to ensure of keeping the form short and only ask for relevant information that you need at that time.

Obviously, auto fill does the effort on behalf of a user and it generates great conversions. You may add two or three more fields outside of the auto fill to collect more potential information.

This extra information will help you identify individual preferences. It will help you categorize your products accordingly. Those added forms must make you informed on how to bring relevant offers.

#2 – Integrate Your CRM

As an advertiser, you need to understand that a lead will only be effective if you manage to convert them into a potential customer. You should use Customer Relationship Management software to reply to potential customers in a timely manner.

Facebook has a number of CRM software services that it supports. These include Driftrock, Marketo, Maropost, Oracle ORCL, Marketing Cloud, Sailthru, and Salesforce.

However, if you are not using any of the above-mentioned CRM software services you do not need to fret. Facebook is expanding its list of software services that will support your essential needs.

For now, customers, who use other CRM software services, will have to download a CSV file from Facebook in order to get in touch with their potential customers.

The CRM software is vital. So keep an eye for the list of CRM software services. Facebook lead ads will support before you set up your campaign.

The CRM must have the features like Auto Responder and Notifications. If you’re planning to do it manually, you might have to gather proper and useful knowledge.

Integrating CRM is an essential part in FB Lead ad to generate leads Click To Tweet

#3 – Do Not Forget to Set Auto-Responders

This step needs the CRM software. If you do not have one, you will have to send out respond emails manually.

Following up with leads is essential for the success of any ad campaign. Click To Tweet

Ideally, it’s best to contact your customer within an hour of filling up the form. This helps you convert them faster and in a more efficient manner.

CRM software helps you set up auto responders, which automatically send out an email that you have drafted in order to respond to leads that have filled up your form.

If your CRM is not integrated with Facebook, make sure you respond manually by downloading the CSV file on a daily basis. This can still prove to be effective and help in conversions.

The most effective way to grow the customer base is to contact the visitors as soon as possible. Auto responders value customer’s interests.

Simple tips to configure auto responders’ messages to make them bring the best-

i) Focus on visitor’s psychology:

Try to view your offers from their point of view. Let them know how your offer can help them.

ii) Do not hesitate to be little personal:

The visitor is your would-be client. Be friendly with your visitors and behave like this so that they can feel they are having a relationship with you for years. Set a solution for them.

iii) Use Genuine Email:

Use that email, where people can reply. If people are able to reply back to the address from where it came they will be more attentive.

iv) Add Call to Action:

Tell people what to do next. Include a call to action to the responder message to tell them what you want them to do.

v) Respond back:

When a visitor gives a reply to your autoresponder, do not forget to reply them back as soon as possible. It will make a visitor feels more associated with your business.

#4 – Select this Marketing Option Wisely

Facebook lead Ads tool is young in the market but it has already proven to be a success. It is crucial for you to understand exactly how these ads work.

Try to get a complete comprehension on how FB lead ads can be beneficial for your business. Otherwise, you should not invest a large amount on this advertising platform.

Do not replace your current marketing strategy. Try to use Facebook lead ads as an addition and not a replacement.

This lead generation method will help you generate leads, however, you need to be careful about the kind of leads it generates and see how effective the leads are.

Try to use Facebook lead ads as an addition and not a replacement. Click To Tweet

Remember, filling up a form on your website might not cost you any money, but making users do it via Facebook could increase the lead ad budget, so ensure you form a budget plan and work in accordance with it.

As Facebook Lead ads tool is still a new one, it will not be wise decision to replace all your ads with this new tool.

Facebook is a great way to generate new leads for your business. It will be a great idea to use this tool to increase potential customer base. It will help to generate new sign-ups and registrations.

The visitors will ask for the immediate payoff for sharing their details with you. So select the FB leads for gate contents.

#5 – Test it to Reach the Ultimate Goal

This is something that remains constant with every ad campaign you run. In order to monitor the success of your ad campaign, you need to run a few test ads and compare the results.

You do not need to increase your ad budget in order to do this. You can change the ad campaign weekly and compare results on a monthly basis to see which ad campaign managed to generate the most amount of quality leads.

A lead is great, but leads alone can’t generate revenue. Leads need to be converted to the sale and thus you need to stay in control of how you use Facebook lead ads.

Do not go overboard with your budget, you might not manage to look into all your lead requirements. And this will just waste the lead and money spent on generating leads.

Stay in control & focus on generating a few quality leads at a time for effective conversion. Click To Tweet

How to Boost Conversions of FB Lead Ads

The ultimate goal of using this new tool is to generate the maximum number of leads.

You can use these following tips to boosts conversions in FB Lead ad:

• If CTR seems to be unsatisfactory, you need to handle the ad differently. You can come up with new titles, images or description. Sometimes a little change may reflect the big difference.

• As the Lead ad display as a landing page for your business on FB, you should make it attractive and informative. You have to come up with a catchy line that will able to make your ad special.

• Do not forget to include a compelling image.

• Set up a reason, which will force the visitors to use the call to action button.

• Rewarding the visitors for sharing their information with you is a great idea to improve the conversions.

Some Additional Tips You Should Practice:

• The ad is your Landing Page:

In FB Lead ads you get the only image and ad copy to target the audience. Before launching the form these are the value proposition.

Create this proposition as attractive as possible to make your ad special. You must introduce some catchy words that can influence users to give their details.

• Introduce Context:

Try to put some contexts within the ad unit. It will prepare the audience before launching the form.

• CTR is Important:

You must be always attentive to improve CTR. [Tweet “If CTR for your ad goes below 1%, you must take some actions immediately to improve.”] You have to come up with new ideas to optimize.

• Value the data you gather:

Someone is giving details means he is showing interest in your ads. You must value his wish and utilize the data in converting it into your future business.

Some of the Additional Options You Can Implement in Facebook Lead Ads

• Lead Magnets:

Though lead magnet is an ethical bribe but a fruitful strategy to generate leads. Try to use something that will effectively capture visitors’ mind.

• Furnish Discount Coupons:

It is one kind of lead magnets. Perhaps this is the easiest way to attract more people. Try to send the coupon via email after the visitor fills up your form.

• Give Away:

This is arguably one of the best ways to generate leads. However, the giveaway product must be relevant to your business. Do not forget that you’re offering only to increase your business. Avoid giving generic gifts to avoid unqualified leads.

Summing UP

Facebook Lead ads are a powerful tool to create leads. But you should not forget about the competition.

Always value visitor’s experience and that is why ask them to give some advice on how you can improve your business. It will also make them more interested in being associated with you.

This is a promising alternative to gather valuable user base data, which will help your business to grow.

Facebook Lead ads are cost efficient to grow the potential customer database. Click To Tweet

It is also a great way to build a direct relationship with the prospective customers.

Above mentioned tips are not only reflecting bright ideas on improving the lead ads but also opens windows to indulge business growth.

However, the success completely depends on how creatively and uniquely you are implementing in creating the lead ads.

The more you get experienced the more you will come up with new ideas to use FB lead ads effectively.