Cool. I’ve been doing that a lot recently, too.

That’s because video ads have become an indisputable requirement for any Facebook advertising campaign.

When researching Facebook Ad Library for good examples, I noticed that 80% of the TOP brands’  Facebook ad creatives were videos.

Facebook video ads have become a necessity in 2025. You can’t go on running static ads only.

Read more about social media advertising trends in 2025.

Fun fact: Facebook algorithms deliver static and video ads to different audiences, depending on what a user is more likely to react to. So if you want to reach the people more susceptible to video content, you’ll need attractive video creatives.👀

The #1 obstacle that marketers come across when creating video ads for their Facebook or Instagram campaigns is the lack of skill and know-how.

For additional inspiration, you or check out what we’ve published on this blog – including 180 Best Facebook ad examples and 84 Best Instagram ad examples.

Meta video ad best practices

Before I created my first video ads, I had a number of questions:

• What are Facebook video ads’ best practices?
• How long should the ad videos be and what’s the correct size of Facebook video ads?
• What should the Facebook video ads feature?
• What tools are used to create video ads?
• Do we need an agency to create the ad videos for us?

I’ll do my best to answer all of these questions for you in this article.

Let’s not drag this intro too long and get to the Facebook video ad examples!

Best Facebook video ad examples,  2025 update

I found the following video ads while browsing the Facebook Ad Library – I like to regularly check my selected 100 brands’ ad creatives to keep my creative know-how up to date.

#1: Oreo

I envy whoever produced this video ad for Oreo as it’s perfectly executed, having a high-quality sleek look, fast-paced movement, and eye-capturing shifting patterns.

#2: Deliveroo

Deliveroo is running tens of similar Facebook ads, each featuring various city districts and relevant restaurants. Such automatically customized ads are usually created with a creative automation tool, e.g. Smartly. 

​#3: Spotify

Similarly to the previous ad, this Spotify looks a lot like it’s created using an automated Facebook video duplication tool.

Be it as it may, they have managed to create an engaging Facebook video ad with very few resources: An album cover, mixed colorful elements, and on-point typography.

#4: Restream

Working with Restream, we created a set of Facebook video ads that are essentially an animated version of their static ads. 

Bringing your static ads to life is a good way to get started with video advertising on Facebook. You just need a motion designer who can help to make your existing design assets move.

#5: Airbnb

The first four ads that you saw were all around 15 seconds long or even shorter. In contrast, this one by Airbnb is a brand awareness ad: it runs for 40 seconds and tells an inspiring story.

It is a best practice to use a mix of performance-oriented and brand awareness ads. Both need a slightly different approach:

• Performance ads should direct the viewer to make a purchase or take some other action. These ads usually end with a clear call-to-action.
• Brand awareness ads’ goal is to create… well… awareness about a brand and drive positive brand perception. These ads do not usually ask people to take an action immediately.

#6: Milka

Pardon my French. This ad by Milka is essentially reminding people to be nicer to each other. A simple and on-brand Facebook video ad.

#7: Sephora

This ad looks like it took a lot of work, so it is likely to be part of a big global Facebook campaign. 

You can create a mix of Facebook ads – some that take less time to create and that you run in the short-term + the branding ads that you invest more time and money into and will run for a longer period, e.g. for 3 months. 

#8: Klarna

I am a big fan of Facebook ad creatives that follow closely the brand’s CVI. That’s why I’ve always liked Klarna’s ads – they stay true to their pink color palette and as a result, their ads are easily recognizable in the news feed.

# 9: Snickers

Take notice of how this Facebook ad is pairing filmed video content with colorful background and typography.

By using highly contrasting sections throughout your Facebook video ad, you can assure that it will capture your audience’s attention while they scroll through their Instagram or Facebook feeds.  

#10 Moo

One more Facebook video ad effect to test out is the “endless loop” technique.

Repeating motion effects are especially helpful if you have interesting video content that lasts only a few seconds. To make sure your ad gets shows for the full 15-second story ad length, make it repeat on a loop for 15 sec.

#11: Nars

#12: Mailchimp

#13: Dior

#14: Grammarly

#15:Wrike

Facebook video ad examples, 2020 edition

Below, you will find the Meta ad examples that I collected for the previous release of this article. 

Looking at some of them made me think that we’ve come a long way from the time when only a few brands were able to produce high-quality video content.

I should probably start to learn video editing…

#16: VSCO

The Instagram video ad by VSCO showcases their product features in a simplified 15-second video. Here are some key takeaways for you to consider:

• The first 3 seconds matter most – Notice how the first few frames are using a bright color to lead people’s attention to the the ad copy “transformative tools” and get them hooked to watch the rest of the video.
• Video ads ≠ no copy – In fact, it’s a good idea to keep copy in your ad video to better explain what’s going on.

#17: Facebook

Yeah, Facebook is advertising on their own platform and they’re pretty good at it. Here’s what they’re doing well:

• The ad asks a question – there’s a highly visible question always visible in the ad video that catches the viewers’ attention.
• Video & message match – Notice how the message “Need a push?” matches with the moving car’s message.
• Simplicity – a video ad does not have to be 30-seconds long and take days to create. You can start testing with simple animations that are simple yet catch people’s attention.

#18: Monese

Monese’s video ad explains how their product works and shows their app in action. Here’s what’s noteworthy about this ad:

• Display your product – on the one hand, you won’t need as much new content. On the other hand, people will get familiar with how your product looks and feels. It’s a win-win.
• End with a call-to-action – don’t leave people hanging after watching your video. Tell them what’s the next step to take. In this case, it’s “download the app.”

#19: Squarespace

This Instagram video ad by Squarespace is another nice example of simple video design in action:

• Show small changes – showing small changes such as the growing numbers’ count in this ad is a good trick for catching the viewers’ attention.
• Show you logo – It’s a commonly known best practice to show your logo throughout the video ad (that’s also a suggestion in Youtube’s video ads’ playbook)

#20: Nike

If you’re working with a lifestyle or eCommerce brand, your audience might appreciate more story-focused ads. Nike’s ad would make for a great branding video.

• Make it look high quality – if you plan to film your Facebook video ads, make sure you’re using a high end camera.
• Mix video footage & copy – seriously, having some copy in your video ads makes them a lot more comprehensible and having a powerful impact on the audience.

#21: Web Summit

Here’s another example of a story-specific ad, showing how a conference venue is being set up in the matter of hours (being compressed into a 30-second video).

• Tell a story – our brains are hardwired to look for patterns and follow stories, leading your audience being hooked to your video ad
• You don’t need a fancy agency – Web Summit’s video ad could easily have been recorded by a camera set up by a crew member and edited by another crew member. Easy.

#22: AppSumo

This ad is not really a video ad but a Slideshow consisting of AppSumo’s product reviews. Here’s what I like about it:

• Creating it took 5 minutes max – you can create a similar ad by uploading 3-5 images to Facebook and creating a Slideshow ad.
• Showcase testimonials – third-party testimonials increase trust in your product. This ad could be shown in a Facebook retargeting campaign to nudge people to make a purchase.

#23: Mango

Mango’s Facebook ad is like a tiny movie that combines nice views, a celebrity model and the brand’s products.

• Use video ads for branding – while this ad doesn’t invite you to buy any specific product, it reminds you about the brand.
• Work with influencers – if you’ve got enough cash, having an influencer (that’s loved by your target audience) in your ad videos doesn’t hurt.

#24: Reedeshop

• Animate simple messages – even making a word blink or change color can help increase your ad’s click-through rate.
• Use the right ad formats – when creating video ads for Facebook and Instagram, you can upload ads in multiple sizes. Check out all the current Instagram ad specs here.

#25: The New York Times

This is one of my all-time favourite video ads. Seriously, I think it’s genius.

• Create unique ads – The NYT video ad is unique in that it only uses text to tell a story, But it’s super catchy at that.
• Know your tools – I created a similar video ad for a client by using Photoshop only (creating video ads is easier than you think).

The top 10 Facebook and Instagram video ad examples were my favourites. Up next, you will find more video ads for even more inspiration.

But before you check out the rest, here’s a list of tools that you can use to create video ads:

• Photoshop for GIFs + Illustrator to create icons, etc.
• Sketch + Flinto/Kite
• Adobe After Effects
• Record videos on your own
• Buy video footage on Stocksy or other stock photo sites

#26: BeUnsettled

BeUnsettled’s video ad is quote basic in terms of video content. However, they’ve combined video footage that looks like stock videos with copy, giving it more substance.

The nature-movie-like frames also fit perfectly into anyone’s Instagram feed, which can be a good or bad thing, depending on whether the ad manages to catch the target audience’s attention.

#27: Pelacase

This is another example of a Facebook video ad using average video footage, but using the correct medium to tell the story.

#28: Facebook

Here’s a good Facebook video ad example for marketers with small budgets that want to test our some kind of video animation.

You could basically take a static image and pair it with an animated loading icon – you’re guaranteed to get people look and wait for your ad video to load, without this ever happening. But then again, you’ve already got their attention, so they might as well read the rest of your ad.

#29: Okia

Playing around with text is the easiest way to create video ads. You could do a similar video on Photoshop in around 10 minutes. (+ the hours you’ll spend to come up with a good message and unique value proposition ideas for your ad).

#30: BetterMe

If you saw this ad as a static image v.s. a GIF ad, which one would catch your attention?

Try turning some of your existing static Facebook ad designs into GIFs to find out if it helps to increase the CTR and lower the cost-per-result.

#31: MyTheresa

Here’s an example of an Instagram ad that probably required a high budget to create. This is definitely appealing to a lot of luxury goods buyers.

However, spending tens of thousands of dollars on video creation does not always mean your ad is 10 times more efficient. Make sure to think who your target audience is before buying a video from an agency.

#32: Stuudionahk

For a leather goods brand like this one, creating a video ad to showcase their products makes a lot of sense. However, I would always suggest that you pair your video ads with image ads to see what works best.

#33: DRM Bracelets

This is a completely random campaign by some drop shipping brand. But I have to give it to them – using the country name in the ad is a nice personalised touch.

#34: Trvl

Notice how this Instagram video ad example by Trvl combines images, copy and colorful backgrounds to create a video-like effect. In fact, there’s no video footage in this ad – another proof that you don’t need a large budget to create marketing videos.

#35: Monese

I’ve always been a fan of slightly animated video ads (we also test a lot of them in Taxify). The reason these animations work is that they catch people’s attention but don’t lead the focus away from the ad’s main message.

Alright… We’ve reached the end of our video ad showdown.

Here are some key takeaways to remember:

• You need to test video ads – there are brands whose audiences love video ads. But there are also Facebook and Instagram advertising campaigns where image ads work best.
• Creating video ads doesn’t have to be expensive – many of the examples above could have been made in just a few hours. With help from one of the many great unlimited video editing companies, you can keep production fast and affordable. Expenses do not equal results in the case of Facebook ads.
• There are many video ad hacks – from catching the attention in the first 3 seconds to ending the video with a clear call-to-action, there’s a lot you can do to double or even triple your video ads’ conversion rate.

P.S. if you’ve got some cool Facebook or Instagram video ad examples, send them over and we’re happy to include them in this list.

The post 35 Facebook Video Ad Examples – 2025 Update appeared first on Marketing Fix blog.

You could either…

1. Create a personal Instagram account and start seeing ads
2. Browse online ad galleries
3. Read this article with 80+ Instagram ad examples

While browsing various ad examples, you will eventually reach another question: What makes the best Instagram ads so good?

There are several aspects:

1. Your Instagram ad design must catch the viewer’s eyes.
2. It’s best to follow Instagram ad size and specs best practices and create ads with the size of 1080×1080 px.
3. Create a different ad for your Facebook and Instagram campaign (1200×628 px vs. 1080×1080 px).
4. You must find a strong unique value proposition (USP).

As marketing legend David Ogilvy put it:

“If your advertising fails to get the message to the heads of people, your money’s wasted. And this is happening to millions of advertisers every day.”

So how can you create Instagram ads that won’t fail? – Check out the 84 ad examples in this article to get tens of new ideas for creating irresistible Instagram ads that will increase your sales.

How to use this article:

The first 10 ad examples come with an explanation of what makes them work – so that you can get a better overview of Instagram ad best practices.

While browsing all these examples, analyze:

• What makes the ad’s design good?
• What copywriting hacks could you copy?
• How to apply these best practices to your campaigns?

If you’re in B2B business, you might want to check out these 100+ LinkedIn ad examples by fast-growth brands.

Ok? Let’s roll!

#1: The Economist

What makes this ad good?

The Economist’s Instagram ad example showcases their magazine covers, letting the viewer immediately know what the product is. But instead of just showing the image, they have used ½ of the ad space to include a headline and a pricing point, making the ad more informative.

Key takeaways:

• Showcase your product – people will immediately grasp what it is that you’re selling.
• Add copy in your ad image – Consumer Acquisition found that images are responsible for 75%-90% of ad performance. It makes sense to add your USP in the image.
• Don’t make your ad too text-heavy

#2: HubSpot

What makes this ad good?

HubSpot’s Facebook ad is super simple – You could create it in under 1 minute by using Paint or Photoshop. However, the bright colours and copy will catch many people’s attention in the Instagram newsfeed. Think about it – the newsfeed is full of photos. This makes this ad example with simple background shine out.

Key takeaways:

• Use bright colours – People’s brains are wired to notice bright colours and associate them with positive feelings.
• Use simple ad design – In the crowded Instagram newsfeed, simplicity is often the key. Test ads that include only background + copy.
• Use the correct ad size – We can’t help but wonder how much more efficient this ad would be when created as a square image… It would take up more space in the newsfeed, and draw even more attention.

#3: New York Times

What makes this ad good?

This NYT Instagram ad is similar to the previous example in that it features a monochrome background with copy. However, this ad has taken a couple of steps further, playing with typography and including the brand’s logo. Also, the ad size is 1080×1080 px, which is perfect for Instagram ads.

Key takeaways:

• Use interesting typography – If you’re planning to include a lot of copy in your ad image, use eye-catching fonts to bring your ad to life.
• Include your logo in the ad image – It will help to create higher brand awareness at no extra cost. Moreover, your logo can serve as a design element.
• Use contrasting font colours – When using the background + copy ad design hack, make sure your background colour and font colours contrast each other. Otherwise, it will be difficult to read your ad’s copy.

#4: MeetFrank

What makes this ad good?

MeetFrank’s Instagram ad example uses a simple custom design which is highly efficient when it comes to Facebook and Instagram advertising. Moreover, the ad design features a growth curve which immediately draws the viewer’s attention. Not to mention showcasing numbers – another element that’s guaranteed to get more eyes on your Instagram ad.

Key takeaways:

• Use symbols in your ad design – Including positive symbols such as a growth curve in your ad design will make your audience remember you with positive emotions.
• Include numbers in your ad design – Research shows that by starting your headline with a number, you’re 36% more likely to have people click on your ads. Numbers draw attention.
• Address your users in the ad – By asking “UI/UX DEsigner” in the image, MeetFrank’s ad gets the attention of everyone who feels themselves addressed.

#5: Rains

What makes this ad good?

Being an apparel brand, it’s increasingly important for Rains to show their product in the best light. To showcase their products, Rains has created an Instagram carousel ad that features 3 different images (notice the three blue dots under the ad image). Moreover, the ad image’s size is in an interesting format, resembling a portrait photo rather than square image.

Key takeaways:

• Create Instagram carousel ads – Include more than one image in your ad to show multiple products within a single ad.
• Use professional photographs – If you’re planning to advertise a photo ad image, make sure these look professional. You can hire a photographer to help you out.
• Test portrait images – Instagram allows advertisers to set up ad images in portrait formats. Use this option to take up more space in the newsfeed.

#6: Zaful

What makes this ad good?

This Instagram ad example by Zaful caught our eye due to the original way of dividing the ad image into several pictures, creating a mosaic effect. That’s a smart idea to showcase different sides/elements of your product in a single ad image. You can also use it as a Facebook advertising hack.

Key takeaways:

• Test mosaic images – If you want to show multiple aspects of your product, test dividing your ad image into multiple image blocks.
• Combine mosaics with carousel ads – You could use the mosaic-style image as the first card in your Instagram carousel ad, and then include each mosaic image in a closeup as individual carousel ad images.
• Use hashtags – Instagram is all about hashtags. Did you notice the #FreeShipping hashtag in the ad text? Using hashtags will make your ad feel more like it belongs on Instagram.

#6: The Dots

What makes this ad good?

The Dots’ Instagram ad combines a colourful background image with in-image value proposition. While the in-image copy is a little bit difficult to read due to low contrast, it looks sleek and in balance with other ad elements.

Key takeaways:

• If you use stock photos, use good ones – Sometimes, it pays off to use a stock photo in your Instagram ads. However, do not include an overused free stock photo. Make sure people haven’t seen your ad image before.
• Mention your customers – Listing your well-know business customers’ names in the ad copy helps to increase trust in your brand. Note that this tactic requires the approval from your clients.
• Select the right call-to-action – Instagram allows you to select between several CTAs. Use the call-to-action that’s closest to your goal (if you want people to buy something, use the “Shop Now” CTA, etc.)

#7: The Kooples

What makes this ad good?

Here’s another Instagram ad example featuring apparel. Notice how the photographs have been taken by a professional photographer, showing the clothes in good light. Moreover, the ad copy lets the viewer know that there’s a SALE going on, increasing the ad’s click-through rate.

Key takeaways:

• Use emojis – Include emojis in your ad copy to make your ads more interesting. Read how to use emojis in your Facebook ads.
• Add up to 10 carousel cards – Do not limit yourself to 2-3 carousel ad cards – you can add up to 10.
• Add a different link to each image – When setting up your carousel ads, you can make each image to direct to a different link. Use this option to direct people to the correct product’s landing page.

#8: 8fit

What makes this ad good?

8fit’s Instagram ad image looks like it’s taken directly from a health blogger’s Instagram page. That’s the key to their potential audience’s hearts. If you’re advertising a lifestyle brand, use images that showcase your product in normal settings, so that people can imagine themselves using it.

Key takeaways:

• Copy successful Instagram accounts – No, we’re not suggesting that you copy their posts one-to-one. That would be plagiarism. But do copy them in terms of style.
• Write actionable ad copy – Use words like “Use,” “Get,” “Start,” etc. to indicate that people are supposed to take action on your Instagram ad.

#9: MindTitan

What makes this ad good?

This Instagram ad example by MindTitan is not here to sell – it’s focused on attracting talent and getting them to join the company. Instagram is a great platform for advertising your job offers – an opportunity that’s often overlooked by companies. Moreover, the ad states a question in the ad image, nudging people’s minds to answer “Yes” or “No,” and getting them engaged in the first few seconds.

Key takeaways:

• Test Instagram ads for hiring – In addition to promoting your product on Instagram, you can use it to reach talented people.
• Ask a question in the ad image – This will get more people hooked to your Instagram ad, and they will also read the rest of your ad copy.
• Use branded ad design – If you want your ads to be associated with your brand, it’s a good idea to create Instagram ad images that use your branded colours and design elements.

#10: Facebook Audience Network

What makes this ad good?

Instead of trying to sell you anything, this Instagram ad starts with a content marketing offer – an informative article. Facebook Audience Network is using the Instagram ad to keep their customers – marketers – informed about the upcoming features and changes.

Key takeaways:

• Use Instagram ads for promoting content – Especially in B2B sales, it’s important to start with a soft sell, and slowly turn your leads into paying customers.
• Mix icons and symbols – An easy way to create a custom Instagram ad design is to download some free icons and symbols and use Illustrator or Photoshop to mix them together into a good-looking ad image.

If you want to learn more about Instagram advertising, check out this in-depth guide: Instagram Advertising – Always Up-to-date Guide (2018 Edition)

#11: UsabilityHub

#12: Airbnb

#13: Blinkist

#14: Poketo

#15: Brooklinen

#16: Foreo

#17: Cofounders Lab

#18: Squarespace

#19: Deloitte Baltics

#20: The Dots

#21: Kickstarter

#22: Facebook Marketing Developers

#23: Workplace by Facebook

#24: Ohheygirl Store

#25: Folsom & Co

#26: Freefly Systems

#27: Getdesignrr

#28: Gurushots

#29: Harvard Business Review

#30: Hisuperhi

#31: H&M

#32: Hyatt

#33: Inch2

#34: Jason Squire smm

#35: Jon Loomer

#36: British Journal of Photography

#37: Aceroix

#38: Architonicag

#39: Asanarebel

#40: Alex la Rigato

#41: Udemy

#42: Alexander Wang NY

#43: Azalea’s Boutique

#44: LIFT99

#45: Makery

#46: Masterclass

#47: Flachsmann Watches

#48: Gagosian Gallery

#49: Nortal

#50: Nosto

#51: Olive Clothing

#52: Onelive

#53: Cbyloredanapinasco

#54: Origin

#55: Out in London

#56: Paradise Amsterdam

#57: Parts of 4

#58: Pelacase

#59: Pexel Photos

#60:Black Mirror Fans

#61: Rains

#62: Reserved

#63: Rise of the Kings

#64: Scoro

#65: Frontrow

#66: Shopify

#67: STAC

#68: Stitch and Story

#69: Studio Living

#70: Bold Tuesday

#71: Sugar and Cotton

#73: Taxify

#74: Tentree

#75: The Horse

#76: Trvl

#77: Two Dots

#78: Udemy

#79: Venngage

#80: Vidcon

#81: Mvmforher

#82: Web Summit

#83: Wizzair

#84: Your Plug Clothing

Conclusion

Now that you’ve quickly scrolled through all the Instagram ad examples in this article, you definitely have some great new ideas.

If you want to learn even more about creating efficient Facebook and Instagram ads, check out this guide: 215+ Best Facebook Ad Examples (2025 Update)

The post 80+ Best Instagram Ad Examples (2025 update) appeared first on Marketing Fix blog.

As there were so many great questions and a surprising variety of topics, it felt like a good idea to also document ‘em in this blog. I also reviewed the answers and added bits and pieces to give more context + suggest further reading.

Up next, you’ll find a mix of marketing advice, career confessions, and opinions on a range of marketing-related subjects, from how to get published in TOP marketing blogs to the “agencies vs in-house team” debate.

The Q&A is categorized under a few headlines, so feel free to navigate to the sections that interest you the most.

• Growth hacking
• Learning as a marketer
• Online advertising
• Reporting and measurement
• Rebranding (from Taxify) to Bolt
• Content marketing
• Career and work-life

P.S. if you have any additional questions, you can still submit these on the GrowthHackers AMA page.

One last thing… I’ve had a few people reach out to me and ask how did I get picked out by GrowthHackers for the AMA. I just wrote to them saying I’d like to do one. They said yes.

🚀 On growth hacking

Q1: Can you talk about an experiment that was a really big win or led to some breakthrough insights at Bolt? – Taavi Kalvi

When I joined Bolt in 2017, one of my first tasks was to come up with better creatives for our Facebook ad campaigns. So I figured what people care about most when ordering a ride… Duh, the cost of the ride, of course!

I created a new type of Facebook carousel ad that no other app in the industry was using yet. The carousel ad included 5 cards with popular routes in a city and showed the average cost of the specific ride (which was much lower than with regular taxis).

These ads picked up super well and are still one of our top performers. We even see some competitors using the same ad format now. 😄

Q2: What has been your number one learning/lesson from your entire marketing career? – Liis Laisaar

One of the things I learned early on is that you should always try to go a bit wild and test things that others haven’t tried yet. A lot of the best-performing marketing hacks/projects are not shared in marketing blogs.

So, you should make up your own.

For example, when working on content marketing and SEO in the project management software startup Scoro, I had an idea to compile a list of 50+ project management tools, include Scoro as #3, and thereby be listed as the first Google search result for the “best project management tools” keyword.

First, my manager was strongly against the idea: why would we promote our competitors?

However, I kept pushing to test out the idea and it worked: our listicle soon ranked as #1 result on Google and we got thousands of website visits and tens of new leads from there every month.

Today, Scoro has published more than ten similar list articles and these make up a huge part of their website’s organic traffic.

A good starting point for coming up with original ideas is to first define the goal you want to achieve. As you know the outcome, it’s much easier to figure out how to get there.

I also like browsing Facebook ad examples or graphic design galleries such as Behance, thinking how I would use some ideas I see on the brand I’m working for.

Q3: If you were giving a lecture at university to a group of MSc. students in a marketing/entrepreneurial class, what philosophies, tools or books would you share with them? – Taavi Kalvi

I recently wrote a blog article on how to learn marketing where I shared all the advice I wish someone had given me when finishing high school.

I’d say that the most crucial skills for every marketer are creative problem-solving and critical thinking, as well as writing skills and understanding the basic foundation on how human psychology works.

You can find the list of my all-time favorite marketing and branding books here: 49 Best Marketing Books – New and Classics

Q4: Have you ever a situation where you had been skeptical about some idea, but as a result, it proved a great move? What was that? – Maksymilian Plociennik

My manager at Bolt who taught me to be a lot more critical and always question the ROI of different projects. Whenever my team proposes something that I don’t think is a good idea, we talk it through and see if we can run a small-scale test to check the ROI.

For example, we tested animated Facebook ads some time ago and they performed worse than static ads. So we paused the ads and didn’t waste any more time scaling the video ads to additional Facebook campaigns.

Fast forward 6 months, we tried different a type of video ads (longer ones, another design) and they performed much better. So it’s always worth to test all ideas you think may bring results and even revisit some tests multiple times.

On the other hand, there have also been many cases where I’m skeptical about an idea but still agree with the team to run a test. Even if the test fails, it’s still a success in the sense that we’ll know it in the future and won’t do the same mistake twice.

NB, make sure to document your tests!

Read more: Facebook Ads A/B Testing – Why, What and How to Split Test

Q5: What do you recommend for someone getting started from scratch on building their personal brand? – Saura Johnston

Based on my experience, a good way to get started is by creating a blog and writing about the topic you want to be known for. This can also be some other channel, e.g. Instagram. Also, guest blogging and interacting with people on LinkedIn or closed Facebook groups doesn’t hurt.

For the past few years, I’ve received all my job offers via this blog or LinkedIn as people have read my blog or know me via a network of mutual marketer friends.

I recently started an Instagram account project about our houseplant hobby with a friend.

The key takeaway from this Instagram project is that it’s HARD to grow followership.

It takes a lot of persistence and continuity to build up an extensive following on the platform. To push through, you must be truly passionate about the topic you’re building your personal brand around.

Another good starting point is to look at the websites or social media profiles of people who have already made it. Scroll down to their very first posts and see how they got started and which parts of their content gained traction.

 ⭐ On building a marketing team

Q6: What has proven to be the key deciding factor when recruiting new people to your team? (Which qualities make the best team members and employees in marketing (e.g. experience, willingness to learn <– how to validate this, etc.?) – Liis Laisaar

Having interviewed tens and tens of people while growing the team in Bolt, I realized at some point that you will get the right feeling during the interview if a person is a good match to the team. There’s a kind of special connection and understanding that you get when meeting the right candidate to a position. Things like speaking at the same terms, understanding each others’ questions, having similar opinions on specific topics…

I always look for the proactive “let’s get things done” attitude and evaluate the candidate’s home task and previous work experience. I never look at a marketing candidate’s educational profile as this is not what matters (at least not in Bolt and most other successful tech companies).

I also like to hire people with good copywriting skills and a creative problem-solving-oriented mindset.

Additionally, I follow the rule of “If it’s not a YES!! it’s a no” when hiring. If a candidate doesn’t seem to be the perfect fit for the role, we’ll just keep looking rather than making the wrong hire.

Once you’ve hired someone, you’ll spend tens of hours onboarding and training that person. So you should only hire people if you think they are the very best person to fill the role.

Q7: How do you set up your team KPIs? Do you work with some framework, e.g. OKR? – Karolina Krolicka

The global marketing team at Bolt is currently using a quarterly OKRs approach. We make sure that all OKRs are measurable and directly linked to the projects that a particular team member is working on.

Which leads me to a book that everyone in a high-level management position I know recommends (so do I): High Output Management by A. Grove.

Q8: What is the ideal marketing team structure? – Vasyl Sergienko

There isn’t one single ideal marketing team structure that would fit all companies. But all marketing teams benefit from having clear ownership of projects, clear reporting structure, and team leads not having more than 8 direct reports.

Example team structure by CoSchedule– Image source

I personally like to keep the global marketing team functions centralized in the HQ rather than, for example, having a separate Facebook marketing function in every market.

Also, I would rather build a central marketing team with clear ownership for every function. And only then start to split their resources per region as the company expands to more markets. Instead of building a fully functional marketing team for every different region.

Q9: I saw on Bolt’s website that you are currently hiring for marketing roles in 4 different countries. I’d love to hear more about your experience leading an internationally distributed team. What are some challenges you have faced? How do you handle communication and deliverables among many locations? – Hale Schneider

I’d say that the main challenge is always finding the best people, no matter where they’re located. Also, as our HQ marketing team is based in Tallinn, Estonia, it’s a bit harder to find people with international experience than, say, in London.

However, note my answer to the previous question: We still prefer to hire to the centralized team over building out regional marketing teams with all functions.

The good thing is that Bolt is a very international company and we have teams in 30+ countries around the world. So we have built up a strong information-sharing system that involves internal wikis, Slack channels, and regular all-hands meetings where the information is shared between everyone globally.

Markets where Bolt operates

I’ve gotten used to discussing things with people on Slack or via a call that having a team that’s based across multiple locations is a natural way of working.

We always set quarterly OKRs and focus for each team and give them relatively much freedom on achieving those results.

Q10: How to balance between creativity and data-driven culture? – Vasyl Sergienko

First of all, you can also be creative around the ways of interpreting the data.

Different people can look at the same data and come up with different takeaways. Also, you need to be creative to come up with new ideas to improve the results reflected through data. So I’d say that the data-driven and creative approaches go very much hand in hand in today’s marketing.

Q11: Agency or in-house? Why? – Liis Laisaar

I always prefer in-house marketing teams to agencies as the people’s motivation to grow the business, test new things and get results is times higher.

In-house people genuinely care about the company and go the extra mile to make things work. Having worked in and with agencies, I have seen projects often handed over to interns which can lead to low-quality work and poor results. It also takes a ton of time to onboard agency people and to keep communicating with them on a daily basis to approve ideas and changes.

In Bolt, we’re growing so fast and changing things up all the time, so we need to be able to get new campaigns live in less than 1-2h sometimes. This would never be possible when working with an advertising agency.

I do see a benefit to using local agencies if there’s a need for local contacts to execute a one-time marketing/PR campaign.

Agree with the PROs in this chart – Image source

💸 On online advertising

Q12: What’s the number one mistake people make when trying to improve the performance of their PPC campaigns? – Taavi Kalvi

This really depends on the campaign… But that’s not the answer you were hoping for. 😀

Usually, the biggest PPC mistake is looking at the wrong metrics and KPIs in the first place.

Let’s say your goal is to get new B2B clients for a SaaS tool. So you optimize your campaign on getting new leads. When trying to improve your campaign results, you want to increase the number of leads or lower the CPA (cost per acquisition) of leads. While optimizing on this, you may forget to look at the quality of the leads, so you may end up with more leads with lower quality. So always try to optimize your PPC campaign performance towards more revenue, not mid-funnel or vanity metrics.

Another mistake is always optimizing your PPC campaigns around the same thing.

For example, you want to optimize your Google Search PPC campaigns, so you add new keywords + negative keywords. Maybe, instead of working on this, you should test another channel (like Facebook/Instagram) or another campaign type instead. Or another target audience.

As I’m already ranting on the topic, I also often see Facebook marketers A/B testing small changes. It’s generally more efficient to run tests with variations that are clearly different (e.g. not the color of a CTA button but an entirely different creative vs the current one).

A/B test with visible changes in variations

Q13: Which do you prefer when entering a new market: a) start wide and get maximum exposure OR b) start with as specific targeting as possible and expand later based on already collected data? Why? – Liis Laisaar

It depends on the product and your marketing budget.

In Bolt, we’re marketing a consumer product relevant to most people, so we can use wide targeting in our online ads and let Facebook and Google algorithms to optimize our campaigns based on results.

If you’re marketing a niche product, I’d recommend starting narrower. If you already have a user base, I recommend using Facebook Lookalike audiences.

Q14: What is your approach to influencer marketing? How do you measure its success? – Ane Voje

We have a very data-driven approach to all marketing activities and influencer marketing is no different. We measure the CPA of new users acquired through our influencer marketing activities by counting the referrals made with each influencer’s unique referral code. We also check the reach and CPM of the influencers’ posts and compare it to our other online channels’ metrics.

Q15: What needs to be done to perfectly grow your business throughout the social channels? – Soner Alemdar

A: I’d say that the key thing to succeed in social channels is to constantly create value to your audience. This can mean sharing useful advice, giving away free stuff, informing people about special offers – whatever people can benefit from.

For example, Bolt shares relevant blog articles for drivers

Also, as the organic reach on Facebook is very low (as low as 2% of your page likes), you should always put some boosting budget behind each post.

You can find more social media marketing best practices here: 28 Facebook Ad Hacks for Social Media Growth

Q16: What would you do, if you have to lead a business in the grey market? You know, in a situation, where you can’t promote your brand on Facebook, Reddit, etc. – Maksymilian Plociennik

Tricky… And truth be told, I haven’t marketed such a product before. My first approach would be to find industry influencers and try working with them. Also, building virality to the product so it will pass from person to person. And testing out affiliate marketing.

Q17: Should a new company first focus on client acquisition only or should branding also start from the get-go? – Andreas Velling

You need to understand your brand’s mission and key value proposition from the get-go. But especially with new brands, earning some revenue and getting to the first 1000 paying users should be the priority, so I’d focus on acquisition campaigns first.

You don’t necessarily need to run brand-only marketing campaigns, but can integrate the branded message in acquisition ads.

🤓 On reporting and measurement

Q18: What do you think about marketing automation and who is responsible for that in the team? – Vasyl Sergienko

Marketing automation is a highly relevant project when working with a large scale of users. In Bolt, we have multiple teams working on automation, for example, our Lifecycle marketing team.

Q19: This is a very open-ended and more of a process question and how you go about things but with Bolt being in different markets, how are you able to work and adjust as best you can in creating and executing marketing plans for the different product offerings in each market? I can imagine what “success” or “failure” in one market can be totally different for another. You may have already covered a little bit of this with Mr. Hale Schneider’s question. – Kian Paras

We’re able to use quite a global approach when it comes to marketing in specific countries. Our product offering is not that different from market to market and we focus on promoting our main service above others.

However, we work with local teams to understand each market’s specifics. If you compare Bolt’s social media or blog to some of our competitors, we’re still much more local in our approach.

Q20: How do you approach branding/awareness? Is this just a “side-product” of having the right messages or do you have separate branding campaigns? – Andreas Velling

We do not run a lot of branding-only marketing campaigns as we’re a highly performance-driven company and like to work on things that we can measure.

However, we’ve set the key brand messages and all our performance marketing campaigns and most social media posts also revolve around those messages.

Recently, we launched a green initiative to make all Bolt rides in Europe carbon neutral. It’s a good combination of branding mixed with digital communication channels.

Social media post on the Green Plan

There’s another reason we don’t focus on branding campaigns: as our main brand asset is our product. As long as we’re providing the best ride-hailing experience in a city, we’ll get new users through word-of-mouth and keep the existing ones happy as well.

⚡ On rebranding (from Taxify) to Bolt

Q21: What was your approach for the launch campaign – which channels and assets did you find most valuable and why? – Kati Kuustik

As I set out to work on the first rebranding campaign I’d ever done, I was surprised by how little information about rebranding you can find online. There were literally no articles sharing usable know-how on how to rebrand a company. Only stuff on “how to pick your brand’s name” = useless.

During rebranding, our most valuable channels were those that helped us reach the highest number of our app users: PR, in-app messages, and emails.

We also used other marketing channels like online ads to communicate about the brand name change from Taxify to Bolt. Also, Google Search ads were very helpful in making sure that people will find our website and app store listing with both the old and new brand name.

I’ve found that there are quite many articles on how to do the rebranding / decide if you should rebrand, but very little information mostly on how to approach the launch of the new rebrand.

Q22: What goals did you set for the rebranding launch? – Kati Kuustik

Our main goal was not to lose users and the volume of rides not to drop. There were, of course, a set of lower-level goals that every involved team monitored.

Q23: If you had to do it again, what would you do differently? Or what were your biggest learnings? – Kati Kuustik

The thing with rebranding is that you probably (and hopefully) only get to do it once. 😅

If I had to help a company go through a rebranding again, I would focus on planning early on, having clear timelines, and making sure that all teams follow it. Which is what exactly happened in Bolt and why our rebranding went (almost) smoothly. Although there are always some last-minute surprises…

I’d also start preparing the new brand’s marketing assets and CVI (in case you want to change it) earlier and upload all new ad campaigns in advance. It took our 2-person advertising team weeks to replace all of our 5000+ online ad creatives.

🎡 On content marketing

Q24: What’s the biggest challenge for a B2C company related to content marketing strategy? – Eduarda Lemos

In my opinion, the biggest challenge for all brand blogs is understanding how to create extra value for your users that they can’t find elsewhere.

For example, at Bolt we focus on blog articles that share useful information to our drivers. This information is much harder to find compared to lifestyle-related advice for riders (as there are so many blogs and magazines already creating this type of content).

Q25: How do you manage the content production process understanding that each country has different personas/language, etc.? – Eduarda Lemos

We try to keep our blog content as evergreen and universal as possible and localize it to many languages. Sometimes, our local teams also write additional blog content targeted at their market specifically.

At some point I started to write English copy while thinking how it would sound in Estonian or French, to make sure everything is easy to localize to our 20+ languages.

Q26: Aside from your blog, I’ve read a lot of your guest posts in different blogs and platforms. I am a little biased towards the Copy Hackers one and KlientBoost as my favorites among your written guest posts but the Adespresso ones and Entrepreneur piece are up there too. What was your mindset like early on in figuring out which blog/publication/platform to pitch and how did you pitch to guest post or wrote for them? – Kian Paras

I started out pitching to 10+ marketing blogs, and it was very hard to get in initially. Once you already have a few strong articles in good blogs (in my case, HubSpot and AdEspresso) you can pitch to the next ones and will have proof of your writing quality to present.

You can read more about my guest blogging journey here: After Guest Blogging 50+ Articles, Here’s What I Learned

However, note that you won’t get much extra traffic to your blog from guest posting. For example, when I published an article in Entrepreneur, only nine readers looked up my profile and website.

The main value you’ll get from guest publishing is:

• additional blogging and podcast invitations
• job offers and help requests
• high-quality backlinks

🎢 On career and work-life

Q27: What’s an average workday look like for you? – Mary Green

My regular workday is always full of surprises, project managing some marketing campaigns, attending meetings & job interviews, discussing ideas with the team, and sharing information between teams.

But my favorite days are the ones where I disconnect from Slack and email for 4h or longer and focus on macro-level planning and improving the current team/reporting structure.

Q28: What is your biggest struggle currently? – Karolina Krolicka

When growing as fast as Bolt, you run into a lot of struggles.

I’d say the biggest challenge is understanding the business impact and ROI of all the different online and offline marketing activities that we’re doing.

We’re testing and learning something new every month, adding layers of data analytics to our campaign reporting and improving the attribution between different marketing channels.

Q29: How much of your life is dedicated to learning your craft and improvement? I love hearing how others invest in their craft. – Rob Fulton

I feel that I can learn the fastest through my work. Also, running a blog around Facebook advertising helps me stay aware of all the best practices and latest hacks.

I like to research what other top brands are doing and do a monthly review of their social media channels and blogs. Another great way to learn about new best practices is to talk to other marketers. You can even reach out on LinkedIn and propose to have a call and share your key learnings.

Also, whenever I’ve got time, I follow some industry newsletters and listen to podcasts.

I shared a long list of blogs, books, podcasts, and newsletters I like in this article, might be helpful: https://karolakarlson.com/2018-key-learnings-facebook-ads-marketing/

Q30: I remember reading your work and learning a little bit about your career profile while I was doing college internships and I only graduated in 2017. From the outside, it makes it seem like you “Bolt(ed)” upwards so quickly (jk, bad pun) or rose up relatively quickly but you may see it differently.

What is your work-life balance/integration prioritization or however you call it like, especially when you were just getting started!? Because you have Bolt, the blog, possibly other side hustles, and clients although you did mention you do not have the capacity at the moment, and possibly other hobbies and personal pursuits. You may have alluded to it with Ma’am Mary Green’s question but gosh it makes it look like you worked 24/7 to get where you are at. I personally think it’s super cool with all you’ve done so far and I can imagine some of your best work is yet to come. 🙂 – Kian Paras

About the work-life balance… I guess that early in my career I was so into marketing, looking at it as my job, hobby, relationship… (kidding about the last one :p)… But seriously, I think I easily worked at least 60h per week, also spending the Sundays working on either planning for Botl or writing to my blog.

By now, I’ve taken a step back and try to limit my workweek to 50h max. It’s become more about managing my time and focusing on the high-impact items only, removing meetings from my schedule, and learning to say “no” to more low-efficiency projects.

However, I believe that if you find a career you’re really passionate about, working the extra 20h per week doesn’t feel like a burden. Instead, you’ll be thrilled to learn by doing.

I would also say that I was very lucky to have the right opportunities to enter my life at the right time. E.g. I got an email from the CEO of Klientboost inviting me to freelance for their blog and Bolt reached out to me just as I was about to leave my past company. So it’s all about doing good work and noticing the good opportunities as they arise. You’ll be offered cool jobs only if you put yourself out there.

The post AMA with GrowthHackers – 30 Questions and Answers appeared first on Marketing Fix blog.

There are many benefits of using Facebook App Install campaigns over other paid app marketing tactics:

• Facebook App Install campaigns are easy to set up
• The App Install campaigns are highly trackable and measurable
• You don’t need a huge budget to get started with promoting your app

Moreover, Facebook ads tend to have a great cost-per-install compared to other advertising channels.

According to AdEspresso’s data, Facebook App Install Ads cost around $1.2 per app install. I’ve also seen many App Install Campaigns with a CPI lower than $0.80.

Facebook’s also the top advertising platform when it comes to reaching a large audience of potential app users. With more than 1.3 billion monthly active users, it’s the perfect ad network for reaching your target audience.

So it’s a no-brainer that if you want to promote your mobile app and have more people install the app, Facebook App Install Ads are a surefire way to get new users.

After working with several App Install Campaigns, I’ve learned that there are multiple best practices that always apply.

After reading this article, you will know:

• What is a Facebook App Install campaign and how it differs from other campaign types?
• How to set up and manage a Facebook App Install campaign?
• What are the best practices for running a successful app marketing campaign?
• How to get more app installs at a lower cost and optimize your campaigns?
• How to set up Facebook SDK to track and measure in-app events?

Note to readers:

If you’re an advanced app marketer, you may want to scroll down to the “Hacks” section. If you’re just starting out, read the entire guide to get a complete overview of how App Install work and how to set up your first campaign.

Alright… Ready to learn to create winning App Install campaigns? You better read on!

What is a Facebook App Install campaign?

Let’s start from the beginning and see what exactly differentiates the App Install ads from other Facebook campaigns.

You can usually recognize App Install ads by the “Install Now” call-to-action button.

Perhaps the most important factor is that the App Install campaigns lead people straight to the App Store, instead of a landing page.

So as you click on an App Install ad…

You’re taken straight to the App Store.

Why does it matter? Why is it better to lead people straight to your App Store page?

Put simply, by skipping the landing page and taking people straight to the App Store, you can:

• Avoid the friction – people are taken directly to the App Store.
• Avoid slow landing page loading – people need to spend less time to get to your app’s download page.
• Better track conversions – you can integrate your app with Facebook’s conversion tracking.

If your goal is to get new app users via paid advertising, it’s always the best practice to use App Install campaigns. You will get more new app users at the lowest cost.

How to create a Facebook Mobile App Install campaign?

Before you start setting up your first Facebook App Install campaign, think about the following questions:

• What is the goal of my campaign?
• How can I get the maximum number of people convert on my ads?
• Do I have the correct tracking set up – is your app integrated with Facebook?

Once you know the answer to these questions, the likelihood of you going crushing the campaign (in a good way) is significantly higher.

When marketing your app, you can have multiple goals:

1. Get new app users
2. Engage existing users
3. Retarget potential leads

In this article, we’re going to focus on the first goal: getting new app users.

However, here’s a quick overview of which Facebook campaign types you can potentially use for all three objectives:

1. Get new app users – App Install campaign
2. Engage existing users – App Engagement campaign
3. Retarget potential leads – App Install campaign / Website traffic campaign

But let’s just assume that your goal is to get new people to install your app and start using it. In this case, when setting up a new Facebook ad campaign, you should select the “App Installs” campaign objective.

Tip: It’s easiest to create your first campaign in the Facebook Ads Manager, where there’s a guided setup process.

After you’ve chosen your campaign objective, you’ll be lead to the next stages where you can set up the following campaign elements:

• Your ad sets
• The apps you want to advertise
• Your target audience
• Placements where your ads will be shown
• Your campaign budget and schedule
• Your ads
• Your advertisements’ names
• Your ad’s format (images, videos, carousel ads, etc.)
• Ad designs
• Ad copy
• Call-to-action buttons

We’re going to learn how you can proceed in each of these steps to maximize your campaign’s success rate.

Read more: 12 Facebook Features that 95% of Marketers Don’t Know About

What’s the best App Install ads campaign structure?

First of all, let’s make a super quick stop and revisit the Facebook campaign structure.

There are three levels in every campaign:

1. Campaign
2. Ad set
3. Ad

While for most Facebook campaigns, you can start out with a single ad set that includes multiple ads, the Mobile App Install campaigns are slightly different.

Here’s why.,

There are two App Stores – one for Android and one for iOS. There’s a high chance your app’s present in both.

This also means that when setting up your Facebook App Install campaigns, you’ll need to create a campaign with two ad sets:

• Ad set 1 for your iOS app
• Ad set 2 for your Android app

You can select the app and App Store you want to advertise in the campaign setup phase.

Tip: Add the app type (Android / iOS) to your ad set’s name so that you can differentiate the two ad sets later.

How to integrate your mobile app with Facebook?

In the image above, I was able to select the app because it was already integrated with Facebook.

If you haven’t yet integrated your app with Facebook, you won’t be able to set up the App Install campaigns.

No Facebook integration, no App Install campaigns.

Fortunately, integrating your app with Facebook isn’t too difficult. Still, you’re going to need your developer’s help.

Go to the Facebook for Developers page to add a new app. Here’s a Quick Start link.

Next, follow the instructions that include copy-paste’ing the tracking code into your app’s code and setting up app events you want to track. You might want to assign this task to your development team.

Here are two additional how-to guides by Facebook

1. For integrating an iOS app
2. For integrating an Android app

Optimize your campaign on the right app events

Once you’ve successfully integrated you App Store pages with Facebook, you can:

• Set up App Install campaigns
• Track relevant in-app events (e.g. registrations and purchases)
• Optimize your campaign on specific in-app events and benefit from Facebook’s auto-optimization algorithms

Here are the 14 standard app events you can track:

When running a Mobile App Install campaign, you can optimize your ad delivery on these events.

As you scroll down in your ad set setup page, you will find the Optimization & Delivery section.

Here, you will have the option to optimize your ad delivery on:

• App Installs
• Link Clicks
• App Events
• Video Views

I always suggest my clients to optimize their ad campaigns on conversions. For App Install campaigns, it either means app installs or specific app events.

As you optimize your ad delivery on conversions, Facebook will show your ads to people most likely to complete the action you need them to: download your app, register as a user, make a purchase, etc.

As you optimize your Mobile App Installs campaign on app events, you’re 95% guaranteed to get the lowest cost-per-install. (As Facebook will automatically show your ads to the most potential customers)

How to select your target audience?

When setting up your Facebook ad campaign, you can target three types of audiences:

• Saved Audience – best for new campaigns
• Custom Audience – best for Facebook retargeting
• Lookalike Audience – best for reaching people similar to your users

Start by targeting a Saved Audience – this means targeting people based on their interests, demographics, etc. Even when running a low-budget Facebook campaign, you should keep your audience sufficiently large to leave some room for automatic optimization.

You can see your audience’s potential reach in the right-hand corner of the page.

Here are three audience targeting best practices you can follow:

1. Keep your potential audience reach at 20,000 people at least
2. If you’re promoting an innovative mobile app, target technology early adopters
3. If you want to target different audiences, create separate ad sets for that (it’s easier to evaluate the results)

How to select your ad placements?

As you already know, your Mobile App Install ads take people straight to the App Store.

This means that all your Facebook ad placements must be mobile – you can’t target desktop placements with this campaign type.

However, this still leaves you with plenty of placement options:

• Facebook mobile newsfeed
• Instant articles on mobile
• Suggested videos on mobile
• Instagram feed
• Facebook Audience Network
• Facebook Messenger home

I recommend that you start out with Automatic Placements and later, based on your campaign reports, optimize your campaign by excluding some low-performing placements.

Mostly, I’ve seen app installs coming from three ad placements, so I would encourage you to test at least those three to begin with:

• Mobile newsfeed
• Instagram feed
• Audience Network

According to AdEspresso’s research, the cost-per-install is lowest in the Audience Network. The Instagram ads cost has been dropping in time, especially compared to other ad placements.

Facebook App Install ads budgets and bidding

As you reach the Budget & Schedule section of your ad setup process, you can select between two options:

• Daily budget – tell Facebook how much you’d like to spend every day.
• Lifetime budget – tell Facebook how much you’d like to spend in total.

Which on of these Facebook features is the best option?

It’s hard to tell as both options have their advantages.

Advantages of using a daily budget:

1. You can leave your ad campaigns running indefinitely.
2. You’ll know exactly how much you’ll spend every day.
3. I find daily budgets easier to evaluate and manage.

Advantages of using a lifetime budget:

1. Facebook will allocate your budget based on a larger timeframe, potentially lowering the cost-per-install.
2. You can only set up a custom ad schedule when using a lifetime budget.
3. You can cap your spending and won’t forget the campaign running.

Important! No matter which option you select, you won’t be able to switch the budgeting options after publishing the campaign. However, you will always be able to edit the size of your budgets.

If after all this information you’re even more confused…

I recommend that you use the daily budget as it’s easier to measure and increase/decrease when needed. And let your ads run 24/7 to begin with, especially if you want to maximize the number of new app users.

Tip: Among other 2018 Facebook updates, a feature called Campaign Budget Optimization was introduced.

This new feature allows you to set campaign-level ad budgets and let Facebook algorithms allocate it between ad sets. You could use this feature to optimize the budgets between your iOS and Android ad sets.

Creating your Facebook App Install ads

The next step in the campaign setup process is creating your ads. Arguably, this is the most difficult challenge of creating a Facebook ad campaign.

At least it usually is for me. You need to get right so many different elements:

• Ad image/video
• Headline
• The main ad text
• Call-to-action button

Let’s take a quick look at how app install ads look in Facebook’s mobile newsfeed and as Instagram ads.

The main difference between App Install ads and regular Facebook ads leading to a landing page is that there is no link description under the headline.

In Instagram ads, your ad copy will appear below your image as the title for your image.

So how can you assure that your ads look great and convince the audience to download your app?

Follow these nine rules:

1. Think of your USP – Unique Selling Proposition
2. Write a strong yet short headline
3. Create original images and avoid stock photos
4. Show your app / app screen in the image or video
5. Include the App Store icons in the image
6. Write actionable ad copy
7. Use the “Install Now” or “Sign Up” call-to-action button
8. Test multiple ad formats
9. Check out deep linking

Let’s explore each of these suggestions a little more in-depth…

9 hacks to create irresistible Mobile App Install ads

Before we get to each of the nine points, you may want to check out the article that lists 142 best Facebook ad examples – it’s a great resource for inspiration.

And now, let’s learn all the Facebook advertising hacks to create magical App Install ads.

1. Find your USP – Unique Selling Proposition

Two great advertising legends, David Ogilvy and Rosser Reeves believed that having a strong USP is the key to successful ad campaigns.

Reeves explained that your unique value offer has three parts:

1. Each tagline must make a proposition to the consumer that shows a clear benefit.
2. The proposition must be unique – one that your competition either can’t or doesn’t offer.
3. The USP must be strong enough for people to take action.

For example, LinkedIn’s Facebook ad clearly states the value proposition to their target audience – marketers: “Attract new customers.”

Think about your USP before creating any ad copy or campaign visuals. Both of these should support your USP, not the other way around.

I know that looking for your unique value offer might seem like an unnecessary, time-consuming step, but it’s really not – I’ve seen so many Facebook campaign results improve once the brand added a strong USP to their ads.

If you’d like to read more about finding your unique selling proposition, check out this article: 18 Golden Advertising Rules by Legendary D. Ogilvy and R. Reeves

2. Write a short yet strong headline

A study by Consumer Acquisition found that 90% people first look at a Facebook ad’s image. Ip next, their attention is drawn to the headline. Basically, many people decide whether to click or not click on your app install ad based on its headline.

How can you write a headline that won’t let you down?

Here are some tried-and-proven headline formulas you can use:

• Mention the main benefit of your app (the USP)
• Mention how many users you already have
• Tell people what your app does
• Ask a fascinating question to spark curiosity

Here’s an example by Frank, asking a question both in the ad image and headline.

Tip: Research has found that by starting your headline with a number, you’re 36% more likely to have people click on your ads.

Here are some numbers you can mention in your mobile app’s Facebook ad:

• Your App Store rating
• The number of people using your app
• The number of positive reviews

You can also include emojis in your Facebook ads to drive more attention to the key messages. We tested this with Scoro and the ad using emoji had a significantly higher click-through rate. ?

For additional writing hacks, see this guide on copywriting for Facebook ads and social media posts.

3. Create original images and avoid stock photos

Whenever you need to choose between an original design and stock photos, dismiss the latter.

Facebook ads using stock photos blend into the newsfeed and are difficult to notice.

Which one of these two ads catches your attention?

If you must use a photo, make sure it’s original.

Tip: Marketing Experiments found that using a real person associated with your product instead of a stock photo increased conversion by 35%.

If you want to learn more about how to create the perfect Facebook ad image, check out this article with 25 Facebook ad design tips and get inspired by these 21 Facebook video ad examples.

4. Show your app / app screen in the image or video

I discovered this rule while working on SaaS (Software as a Service) Facebook ads.

Mobile apps and software products both have this one thing in common: they enable you to take screenshots to easily showcase your product.

As you include your app screen in the Facebook ad image, three things will happen:

1. People will immediately realize your product is an app
2. If your app looks great, people will start trusting it more
3. You can showcase how your app works

You can even take this one step further and create a Facebook carousel ad with several app views like Gusto.

If you have a 15-30 second introductory video about your mobile app, you can also create a Facebook video ad. See all the Facebook and Instagram ad specs here.

5. Include the App Store icons in the image

Another way to indicate that you’re promoting a mobile app is to include Google Play and App Store icons in your ad image to indicate that people should install your app.

That’s exactly what Bloomberg Business did in their Facebook app install ads.

Similarly, you can include your app icon (the icon that signifies your app on a smartphone’s home screen) in the image.

Very important tip: Once someone clicks on your Facebook App Install ad, they’re taken to the App Store. To convince them to download your app, your App Store description and images need to be high-quality and your app ratings high.

Joanna Wiebe from Copy Hackers recommends that you use in your App Store oneliner one of the following elements:

• Your value proposition / USP, stated as succinctly as possible
• Your “ideal for” statement
• A short snippet from a product review: “A must have for moms!” – TechCrunch
• A short snippet from an influencer review: “A game-changer” – Seth Godin
• Media mentions: “As seen on ABC News”
• Reasons to believe: “Free upgrades for life!”
• Teasers like, “Click ‘More’ to see the screenshot that Angry Birds designers called ‘Sick on a stick’“
• Star ratings
• Numbers of downloads or users (if it’s large)
• Other apps you’ve created: “From the creators of _______”

6. Ad copy: make it actionable

Your main ad copy is what you see above the Facebook ad image.

That’s the place for emphasizing your app’s benefit to the user once more or wooing them with a promising claim.

Your ad copy must convince the people that still need convincing after seeing your ad image and headline.

As it’s the last part of your ad that most people notice and engage with, it makes sense to end your ad text with a call-to-action.

Blue Apron, for instance, sends people to a link and offers them first three meals for free.

Need ideas for your Mobile App ads? You could end your ad copy by saying:

• Download [your app’s name] in the App Store!
• Try it for yourself by installing the app today!
• Join 10,000+ happy users!

7. Use the correct call-to-action button

When it comes to call-to-action buttons, Facebook has plenty.

Which is the right one to use in your App Install ads?

Mostly, it’s a best practice to select the CTA that’s closest to the action you want people to take.

If your goal is to get people install your app and sign up, it doesn’t make sense to use the “Learn More” or “Shop Now” CTAs, to give a few examples.

As you select the “Install Now” or “Sign Up” call-to-action button, fewer people might click on your ad than when you’d pick “Learn More.” However, as people go to the App Store, fewer are going to install your app after having clicked the “Learn More” CTA – downloading your app is not what they opted in for.

Tip: If you’re running App Engagement ads to increase the current users’ engagement level (that already have your app installed), use the “Use App” call-to-action button.

8. Test multiple ad formats

Facebook Mobile App Install ads aren’t limited to a single-image format.

Here’s a list of all possible app install ad formats:

1. Single-image
2. Single-video
3. Carousel ad
4. Slideshow ad

If you’re wondering what’s a Slideshow ad, it’s a multi-image Facebook ad where your images change automatically, creating a video effect.

Which App Install ad format works best?

In my experience, a good old single-image ad usually works best. However, if you’ve already advertised a while for the same audience and ad fatigue starts to kick in, you can add carousel and video ads to the mix.

Tip: Are you also advertising on Instagram? When creating a single-image ad, you can set up a separate image for Instagram. The way it’s used is that you upload a square image (1080×1080 px) in addition to the landscape ad image (1200×628 px).

9. Use deep linking

By now, you should have a pretty decent overview of how to create a Mobile App Installs campaign on Facebook.

Here’s one more hack that you might not know yet: Deep linking

With deep linking, you can directly send people who click on your ads to what they’re interested in (e.g. a specific hotel offer in a travel app) when they open your app for the first time.

Here’s an explanation by Facebook:

1. Your ad will show personalized content, in our example a vacation to San Francisco.
2. People will download your app.
3. Via a deep link people will come back to their point of inspiration, the vacation to San Francisco.

You can find the step-by-step guidelines for creating a deep-linking app here.

Let’s wrap things up

Mobile ads are making up for an increasingly large share of digital ad spend.

Knowing how to create mobile ads that convert on a high level will give you a significant advantage over the competition.

If you’re looking for additional Facebook advertising best practices for campaign optimization, check out this article: 12 Hidden Facebook Features 95% of Marketers Don’t Know

And should you have any questions about Facebook App Install ads, feel free to leave them in the comments, and we’ll get back to you.

The post Facebook App Install Ads – 114-point Guide for More Installs appeared first on Marketing Fix blog.

That’s why, even highly experienced marketers do not always know all the Facebook advertising hacks & tips that would benefit them big time.

For example, did you know that you can:

• See a list with the names of all your Facebook page fans?
• Set a target audience for every Facebook post you publish?
• Create Facebook posts that include up to 10 images inside a carousel?

This article has one main goal and it’s to have you browse the 12 hidden Facebook features and think…

Seriously, I hope that you’ll learn at least one new Facebook marketing hack from this article, hopefully even more.

So here they are, the super secret Facebook features to engage more fans, beat the competition, and wow your boss.

1. Set a New Target Audience for Each Post

Hack #1 in one sentence: As you publish a post on your Facebook page, you can tell Facebook whom you want to target, so specific audiences will see that post.

On most branded Facebook pages, not all the posts are relevant to the same audience.

For example, food delivery services need to attract both customers, restaurant owners, and delivery couriers.

Or in case of Plated’s Facebook page, some of their fans might like savoury food while others have a sweet tooth.

If you’re engaging with multiples audiences across your Facebook posts, you’ll want every post to reach the right audience.

Here’s why:

If your Facebook post is relevant to people seeing it in their newsfeed, it will have a higher Relevance Score, and your post could have a higher organic reach.

Luckily for all Facebook marketers, there’s a fairly new feature called the Audience Optimization tool.

How to optimize every Facebook post’s audience?

As you’re creating a new Facebook page post, click on the small target icon in the lower left corner of your unpublished post.

As you click on the icon, you can target people based on their interests. (This is similar to creating a Facebook ad audience)

That’s pretty cool, right?! And it’s getting even better!

You can also restrict the audience of your Facebook post.

This Facebook feature is helpful if you want your post only to reach the people speaking a particular language or living in specific locations.

Can’t see the icon when publishing a Facebook post?

If your Facebook page has fewer than 5,000 likes, you’ll have to activate the Audience Optimization tool manually.

Click the “Settings” tab in the top right corner of your Facebook page. From the “General” tab, you’ll see a row for “Audience Optimization for Posts.” Click on “Edit” and check the box to activate the Audience Optimization. Then, hit the “Save Changes” button.

Use the Audience Optimization tool every time you’re publishing a new Facebook post – it will help your posts reach more people at zero cost.

2. Create Carousel Format Facebook Posts

Hack #2 in one sentence: In addition to single-image posts, you can also create Facebook page posts in carousel and slideshow format.

Sometimes, a single-image Facebook post isn’t enough to tell your story.

So what are you to do? Publish multiple Facebook page posts in a row?

That’s not what Pipedrive did. Instead, they published a Facebook Carousel post.

The Facebook carousel ads are often used to showcase multiple products or tell a branded story.

According to a report by Kinetic Social, carousel ads are 10 times better at getting people to click through compared to static sponsored posts on Facebook.

Unlike sponsored carousel ads, the Facebook carousel posts are completely free. Your Facebook advertising cost will be literally zero.

You can add a carousel post to your Facebook page by clicking on the “Share a photo or video” icon on top of your Facebook page. (Not that you’ll need to be using the Business Manager view to be able to post from under your brand’s profile).

Next, select the “Create a Photo Carousel” option.

Up next, you can enter a URL and Facebook will crawl all the images available. For example, you could enter your blog’s URL to share multiple blog articles in a single post.

In addition to sharing and promoting your blog articles on Facebook, you can also create a carousel post with your product’s features by entering the URLs of your landing pages.

Another idea: Share a single blog article and include multiple images to make your blog promotion differentiate from other stuff in Facebook’s newsfeed.

You can also add a different URL to every image in your carousel post. Simply hover over the image to find a link icon.

Tip: If the link that you want to share doesn’t have enough images or Facebook fails to scrape them, use the + icon to add additional imagery manually.

3. Turn Facebook Post Likes into Page Fans

Hack #3 in one sentence: You can ask people that liked your Facebook post or ad to Like your page in a single click.

As you share and promote your content on Facebook, it will often reach the newsfeed of people that haven’t yet liked your page.

Here’s a simple hack to turn people liking your Facebook posts into your Facebook page fans. (So that you can reach their newsfeeds organically in the future)

As you click on the likes under your Facebook post, a new window will pop up with everyone that has liked the post.

If there’s someone on the list that hasn’t yet liked your Facebook page, you can invite them to do so.

Once you apply this approach to every Facebook post you share, you’ll be able to grow your Facebook fan base at a faster pace.

On a side note, inviting people to like your Facebook page is highly time sensitive. If they’ve liked your post 3 weeks ago, they might not remember your brand anymore. Always invite people to like your Facebook page in 24h since they liked your post.

4. See the List of Your Facebook Page Fans

Hack #4 in one sentence: There is a place to see all the people who like your Facebook page. (Yes, you can finally check if your BFF is liking your page)

Sometimes, it may happen that you need a list of people liking your Facebook page.

Maybe you want to do user research. Or simply check whether all your friends are liking your page.

Whatever the reason, you should know how to access the list of people liking your Facebook page.

Here’s how it works: Go to your Facebook page Settings and click on “People and Other Pages”. Here, you can see the people and brands that like or follow your page. You can also manage banned and blocked users.

You can use the information about your Facebook page fans to do user research and better understand your target audience.

5. Use a Cover Video Instead of a Cover Image

Hack #5 in one sentence: You can add a GIF or video as your Facebook cover photo – just to ? things up a bit.

If you want to level up your social media presence, here’s a simple way to do it: change your static cover image to a cover video.

Here’s a nice example by Flixel. Notice the cinematographic elements.

Cover videos must be at least 20 seconds long, but no more than 90 seconds long. The recommended video size is 820px x 462px.

Cover videos should auto-play and auto-loop, so it might be a good idea to create a GIF.

Here are three cover video ideas to inspire you:

• Create a cinemagraph or your product in action
• Create a short team video or boomerang
• Create an animated video based on your existing product videos

Here’s a guide to creating GIFs in Photoshop. I recommend that you check it out – it’s easier than you think! (You’ll just have to mix n’ match the layers in the right order)

6. Spy on Your Competition With Pages to Watch

Hack #6 in one sentence: Use the Pages to Watch tool to review all the posts published by your competitors or favourite brands in a single feed.

If you want to stay ahead of the competition and know what the industry’s leaders are up to, you’re going to need to check their Facebook pages.

However, going manually through 10+ pages every week is a highly tedious job.

The Pages to Watch tool is designed to help you keep an eye on both competition and innovative brands that inspire.

You can find this Facebook feature it by navigating to your Facebook page Insights and scrolling down on the page.

As you scroll down the page, you will find the Pages to Watch feature. Note that Pages to Watch is a tool available to all Facebook pages with 100 or more fans. So if you’ve got less than 100 fans, you’ll need to add more. (Try using hack number 3)

Facebook will suggest you some pages to follow. You can also type in the names of brands you want to check out and add them to the list.

After you’ve added some brand pages to your watchlist, you can see the following stats:

• Total page likes (and the % +/- change from the previous week)
• How many times a page has posted to Facebook this week
• Their total engagement count for the week

As you click on a particular brand’s icon, you’ll be able to see all their past week’s Facebook posts, filtered by engagement (from the most engaging to the least engaging).

Tip: You can add Advertise. Grow. blog to your Pages to Watch list to be always informed about the latest Facebook updates and new formats of Facebook posts.

7. Edit Your Posted Links’ Copy

Hack #7 in one sentence: Due to a recent update, as you publish a link on Facebook, you’re not able to change the default headline . Or maybe you can…

Up until lately, you were able to edit the headline and link description of every URL you shared on Facebook.

That’s not the case anymore.

Now, whenever you share a link on Facebook, it comes with the static headline and description.

Luckily, there’s a workaround that lets you edit all the texts of your Facebook page post, courtesy of Jon Loomer.

Here’s what Jon suggests:

“You see, when you create an ad, the link information that you provide will go through a review process. Facebook will check to be sure that the link preview information that you provide is acceptable. Once that approval is granted, you can publish your ad organically.”

Here’s how the hack works:

1. Publish the Facebook post you want to share as a Facebook ad.

2. Wait for Facebook’s approval to your new ad.

3. Pause the ad before it starts to deliver (so you won’t have to pay anything).

4. Once your ad is approved, it will appear in your Page Posts section in Facebook Business Manager.

5. Check the box next to your ad and select “Publish”.

And that’s it! Your custom Facebook post will appear on your Facebook page.

8. Discover the Best Posting Times

Hack #8 in one sentence: You can see the charts with your Facebook page’s engagement levels and see when your audience is most active.

When is the best time to post on Facebook?

According to an article in Buffer’s blog, there is none.

Here’s what the author suggests instead: Publish on your Facebook page

• When your data tells you
• When it’s most relevant

In fact, you can easily see when exactly most of your fans are online.

Navigate to the Page Insights page and select “Post”. Here’ you can see the weekdays and hours of day with the highest potential of reaching your audience.

You can hover over each individual day to see an overlay of how that day looks vs the averages.

As you scroll down on the page, you can also see individual posts and their time of publishing. Analyze the engagement and reach of each post to uncover when’s the most reasonable time for publishing.

Note that if some of your Facebook posts were boosted, they’ll have a higher reach than other content.

You can experiment with your posting times, maybe even test every hour of day and every weekday to get closer to the perfect posting time.

9. Schedule Your Facebook Posts

Hack #9 in one sentence: You can schedule multiple Facebook posts in advance to save time and ensure you won’t forget to publish anything important.

Once you know the best times for publishing on Facebook, you can build your publishing strategy around these hours.

But what if you’re at a meeting or somewhere without WiFi connection? Does is mean you won’t be able to make that all-times-best-viral Facebook post?

Here’s good news: you can easily schedule all your Facebook posts days or weeks ahead. Simply use the “Schedule” feature instead of immediately publishing your post.

Scheduling your posts can also be handy if you want to prepare a Facebook post and confirm with other team members before publishing.

10. See More Boosted Post Statistics

Hack #10 in one sentence: As you promote your Facebook posts with a Boost, you can also see that ad in the Facebook Ads Manager for additional metrics.

Boosted posts are THE easiest way to promote your blog articles/updates/messages on Facebook.

All you need to do is hit the “Boost Post” button, enter a budget and target audience, and off you go. The not-so-nice thing about this is that the ease of usage often makes marketers careless about their results.

Do you know what were the results of your last Boosted post?

As you look at the report compiled by Facebook, you can only see:

• How many people your Boosted post reached
• How many clicks people made
• How many people that saw your promotion liked your Facebook page

That’s about all the information you can get from these reports. And that’s clearly not enough.

There is much more relevant data you should know about your promoted posts, such as:

• The click-through rate of your post – did the post do better or worse than previous ones in terms of engagement?
• The number of website conversions – did some people subscribe to your newsletter or react to other offers on your website?
• The TOP placements – did you Facebook post perform best on Desktop newsfeed, Mobile newsfeed or Instagram?

To find the answer to all these questions, go to the Facebook Ads Manager, where you can see all your boosted posts as separate ad campaigns.

Feel free to customize the columns and break down your campaign by different variables, e.g. placement. Read this Instagram ad reporting guide to learn to navigate the Ads Manager reports.

Based on this information, you can optimize your next Boosted posts and also use the insights to get better results across all your Facebook and Instagram campaigns.

11. Set Up Facebook Auto-optimization Rules

Hack #11 in one sentence: You can set up rules to be notified when your campaign starts underperforming. Or even automate part of your ad management. For free.

Have you heard about Facebook Automated Rules?

Many marketers use advanced Facebook advertising tools that help to optimize campaigns. What they don’t know is that Facebook has most of the same auto-optimization features.

Here’s the best part: Facebook’s Automated Rules are FREE.

Here’s how Facebook’s auto-optimization rules work:

You can set up four different consequences if the conditions have been met:

• Turn off the ad campaign, ad set or ad
• Send notifications to the ad manager (that’s you)
• Adjust budgets (increase/decrease daily/lifetime budget by…)
• Adjust manual bids (increase/decrease bid by…)

To set up an automated rule set, select a campaign, ad set or Facebook ad and go to the editing panel (Icon on the right side of the reporting table). Next, click on the “Create Rule” button to create a new rule set.

You can create rules by selecting some conditions and telling Facebook what to do once the conditions are met.

Here are some Facebook automated rules that you can easily apply:

• Be notified if the CPC of your ad campaign is higher than you expected – e.g. if you’re willing to pay the maximum of $0.80 per click, set up a rule that notifies you if the CPC is higher.
• Be notified about a high ad frequency – if your ad frequency reaches 3 points, your target audience has seen it a lot of times. It may be a good idea to optimize the ad set at this point. For Facebook retargeting campaigns, your ad frequency can be up to 10 points.
• Increase budgets for best-performing ad sets – when running an A/B test with multiple ad sets, you can have Facebook automatically allocate more (e.g. a 30% increase) budget to top-performing ad variations while lowering the budget for lower-performing ad sets by 30%.

Tip: Instead of creating different rule sets for each campaign and spending hours on the setup, try to come up with some universal rules that can be applied to all campaigns at once.

This feature is especially beneficial when managing a large set of campaigns with fast-changing results, e.g. a discount offer or Facebook App Install ads.

12. Quickly A/B Test Multiple Target Audiences

Hack #12 in one sentence: Facebook Ads Manager has some built-in A/B testing features that you can use to set up simple split tests.

When it comes to Facebook and Instagram ad targeting, it’s sometimes hard to tell who your ideal audience is.

So you might want to test two or more different target audiences to see which one delivers the best results.

The quickest way to set up split testing campaign on Facebook is to use the “Create Multiple New Ad Sets” feature.

While this Facebook A/B testing feature is quite limited regarding the campaign elements you can test, it makes it really easy to compare multiple target audiences.

Simply click on the “Add Detailed Targeting Variation” to add more than one audience variation (and create multiple ad sets).

Tip: If you’re interested in testing other ad elements such as your Facebook ad design or different emojis in Facebook ads, you should create multiple ad sets that each contains one creative variation.

You can learn more about successful Facebook ad A/B testing here.

Quick Recap  ↴

Did we manage to include at least one hack you didn’t know about? Did we miss anything?

All things considered, you’re now equipped with the TOP secret Facebook marketing hacks that haven’t been used by your competition (at least not yet…)

Make sure to share them with your boss, maybe mention some to your marketer-friends, and do your best to keep them from everyone else!

Want to learn even more Facebook ad hacks? Check out this article: TOP Facebook Updates in Q1 2018 Every Marketer Should Know

The post 12 Hidden Facebook Features 95% of Marketers Don’t Know appeared first on Marketing Fix blog.

However, there’s a huge difference between good Facebook traffic and bad Facebook traffic.

Most people that click on your blog promotions or Facebook ad are just passengers-by.

So instead of simply posting a blog article on your Facebook page and setting up a $50 boosted post, you should aim to convert people seeing your promoted post into high-potential leads.

Otherwise, people will just click on your Facebook ad, visit your blog once, and then forget about it.

That’s not exactly the relationship you’re looking to have with your readers, right?

What can you do differently to get good results out of your Facebook blog promo?

In this article, you’re going to find answers to three main questions haunting content marketers and Facebook advertisers alike:

• How to advertise blog via Facebook in the most efficient way?
• How to ensure that people are going to click on your promoted post?
• How to turn cold leads into email subscribers, and eventually, customers?

All the hacks and best practices in this article are based on personal experience of promoting multiple blogs on Facebook (including the blog you’re reading). After more than 2 million ad post impressions and 100+ Facebook blog promos, here are the key takeaways.

1. The Golden Rule of Blog Promotion: Always Share Your Content on Facebook

Whenever you publish a blog article, infographic, or release a guide, take 10 minutes to post it on your Facebook Page.

This is beneficial in many ways:

• You’ll keep your fans updated about new content
• Your article will reach new people who may become fans
• Posting regularly shows you’re active and more trustworthy
• Your fresh article will get a boost it needs to be read and shared across the web
• You could be offered guest blogging opportunities from top blogs.

For 10 minutes of your time, that’s a lot of benefits and fame.

Even if you don’t have that many Facebook page fans, it makes sense to share your post.

In the beginning, your post may organically gather only 1-2 likes (one of which is coming from yourself), but that’s fine. You will grow your followership eventually. Especially with the hacks you’re going to learn in a sec.

2. Share Your Blog Article as a Facebook Post

The easiest way to share your blog articles on Facebook is to copy-paste the article’s link into your Facebook’ page’s publishing box.

As you insert the link, Facebook will add the image, headline, and link description. You can edit these or use the default copy. You will also need to write a text for your post.

Note that you need to go to the Business Manager page when publishing something on your Facebook page. Otherwise, the post won’t be published by your brand but you.

Tip: You can bookmark the Business Manager view of your Facebook page for quick access.

3. Set the Right Target Audience

As a recent change, Facebook is letting advertisers optimize who will see their Facebook posts.

You can tell Facebook who’s the ideal audience for your post’s organic reach. (And you probably had no idea the Facebook Audience Optimization feature exists!)

Here’s how it works.

When adding a new post to your Facebook page, click on the little target-shaped icon to select your preferred target audience.

Once you click on the icon, a new pop-up window will appear where you can optimize your post’s target audience based on their interests. It works just like creating a Facebook Saved Audience.

Another thing you can do is setting audience restrictions to tell Facebook who is or isn’t allowed to see your posts. For example, you can set the age, language, and location to target specific people with every Facebook post.

How to activate the Automated Audience Optimization:

Important: If your Facebook page has fewer than 5,000 likes, you may need to turn it on manually. Simply click the “Settings” tab in the top right corner of your Facebook page. From the “General” tab, you’ll see a row for “Audience Optimization for Posts.”

Click on “Edit” and check the box to activate the Audience Optimization. Then, hit the “Save Changes” button.

Every time you publish a new Facebook post, let the algorithms know who it is you’re targeting (or in other words, who will find your Facebook post relevant and interesting).

Reaching the right audience already in the posting phase does two things:

• Your post has a higher relevancy so Facebook will distribute to more people.
• As people find your Facebook post relevant, they will like/share it and it reaches more people.

4. Write a Strong Headline

While your Facebook ad design is what catches people’s attention, it’s usually the headline that people decide on whether to click or not click on your post.

So how can you write a good headline for your blog promotion when sharing articles on Facebook?

Here are a few suggestions for writing good Facebook post headlines:

• Use numbers – By starting your headline with a number, you’re 36% more likely to have people click on your ads.
• Use unordinary wording – Always try to find interesting words, e.g. “magnificent,” “major,” or “extraordinary” instead of “good” or “best.”
• Keep it short – A study by Outbrain found that headlines with 60-100 characters result in the highest click-through rates.

If you’re unsure whether you’ve come up with a strong headline, try the Headline Analyzer tool by CoSchedule.

5. Write a Compelling Introduction

A high number of people who click on your Facebook post do it based on the image and headline alone.

However, there are also those who read through the entire copy before deciding whether your shared article is worth their time.

Moreover, the device people use when seeing your Facebook post plays a role: in mobile, the text part is a lot more prevalent.

All things considered, you should always ensure that all parts of your promoted post’s copy are best in class.

On Desktop, people will judge your post based on the headline.

On Mobile devices, your above-image text grabs the most attention.

Whenever writing copy to share a blog article on Facebook, follow these rules:

• The first sentence must catch everyone’s attention – you can insert a bold statement or a question.
• Your text should show some personality – keep it conversational as you were writing to a friend.
• The layout must be easily readable – if you want to write more than 2 lines of text, use the line spacing to format your text for higher readability.

6. Use Symbols and Emojis for Extra Attention

Another easy way to spice up 🌶 your Facebook posts is to insert custom symbols and emojis.

Here’s an example by Buffer:

Take a look at these 142 Facebook ad examples to see how top brands are using emojis in their Facebook promotions.

We once ran a small Facebook ad A/B test with SaaS startup Scoro to test whether emojis have any effect on the click-through and engagement rates. They did.

The ad with emoji in the headline had a 241% higher click-through rate than the ad with no emoji.

While a 241% difference is unusual, you can still use emojis and symbols to bring more life to your posts.

See this article to learn exactly how to use emojis in Facebook ads.

7. Create the Perfect Facebook Post Design

As you publish articles in your blog, they probably have a featured image.

However, the image size of your blog post may not exactly match Facebook’s specs.

That’s why, you can create a slightly altered version of your blog image to use on Facebook.

I do not create a new Facebook sharing image for every blog post, but as this blog’s featured images are in an unusual landscape format, they sometimes don’t look that good on Facebook.

Here are all the Facebook link post guidelines you may need:

• Image size: 1200px X 628px
• Image ratio: 1.91:1
• In-image text: less than 20%

If you’re interested in more ad sizes for both Facebook and Instagram, see this guide: Instagram Ad Specs & Ad Size in 2017 – The Always Up-to-date Guide

If you’re using WordPress to manage your blog, you can use the Yoast SEO plugin to optimize your social media sharing settings and change the image.

We’re not going to stop on the Facebook post design in this article as there’s an entire guide with 25 suggestions and hacks for you to check out: 25 Facebook Ad Design Hacks for Major Success

However, there is one important suggestion you should know… ?

8. Avoid Regular Stock Photos for promoting your blog

If you’re using free stock photos as your blog images (yes, also those beautiful Unsplash photos are stock photos), you’re missing out on an opportunity.

Think about it… You spend 10+ hours crafting the perfect Facebook post and then you’ll illustrate it with the same boring stock photo that everyone else is using. Not a good idea.

Instead, try to develop a specific brand language for sharing your blog articles on Facebook.

For example, you could use a colourful image overlay like Holini and KlientBoost.

Or if you love designing your own blog images, you could take an even more original path like BuzzSumo and AdEspresso.

As you continuously use a branded style, people will get used to seeing your posts in the news feed and will better recognize your brand in the future.

9. Test Image Posts vs. Link Posts

You may have noticed that not all Facebook promoted posts have a headline and link description.

For example, compare these two Facebook posts by Buffer:

The post on the left is a link post while the image on the right is an image post.

1. Link posts

The image on the left is a link post that you can create by copy-paste-ing your blog article’s URL into Facebook’s new post box.

PROS: As people click anywhere on the post, they’ll be taken to the landing page. So your entire Facebook post will be clickable.

CONS: Link posts usually take up a lot less space in the newsfeed as the image size is always 1200px x 628px.

2. Image posts

The image on the right is an image post which consists of an image and text.

PROS: Image posts take up a huge chuck on newsfeed real estate, meaning that they can catch more attention. Some brands, like The Dots, are even using image posts as Facebook ads.

CONS: As people click on the image, the image will open up on Facebook, not take them to your website. The only way for people to reach your URL is for them to click on the link inside the text.

Which one should you use: link posts or image posts?

Usually, image posts work well if you’re sharing visuals and targeting an existing fan base. They’re also great for brand awareness campaigns.

If your goal is to drive maximum amount of traffic to your blog, share your blog articles as link posts. This format also works well for Instagram advertising.

Pro tip: Use a shortened link in your image posts, to keep your text cleaner. Here’s Google’s link shortener to help you out.

10. Test Carousel and Slideshow Posts

Want to know a secret that 95% of Facebook marketers don’t know?

(It’s going to change your Facebook page’s feed forever)

Ok, here it comes…

You can also create carousel and slideshow format Facebook posts. They look just like carousel and slideshow ads, only you can publish them to your Facebook page.

Just click on the “Share a photo or video” icon.

When creating a carousel post, you can showcase up to 10 images from your website in a single post.

Just enter your blog’s URL, and Facebook will let you choose the images that will be included.

Promoting your latest blog posts is THE best use case for this kind of post.

Tip: If you use this type of post now, you’ll be among the first brands to do this.

11. Ask for Your Team’s Support

Once you’ve published your blog article on Facebook, you can take a deep breath and relax.

But only for a few minutes, because only 20% of the work is done. Even more important than the publishing is how you’re going to distribute your Facebook post.

The first thing to do right after you’ve published a Facebook post is to ask your team members to like and share it.

Just post the link to your Facebook post into a group chat or some other group with your colleagues.

That’s how you will get the first 10-20 likes and increase the Facebook post’s organic reach.

12. Promote Your Blog Post on Facebook

The next step (after you’ve had the support of your team members) is to get the love from your existing fans and customers.

The sad thing about Facebook posts is that they never reach all your page fans organically. In fact, Facebook Engineering Director Lars Backstrom has warned that the organic reach is getting record low.

In 2014, Social@Ogilvy found that organic reach for pages with more than 500k fans had dropped to as low as 2%. For pages with less than 500k fans, organic reach dropped to 6%.

Last year, Marketing Land reported Facebook’s organic traffic was down by 52% for publishers.

All numbers and stats considered, you’ll need to promote your Facebook post if you want it to reach more than 100 or 1,000 people.

13. Set Up a Facebook Post Promotion

To promote your blog article on Facebook, you have two options: setting up a Boosted post or a Facebook ad.

Let’s find out what’s the main difference.

1. Boosted post

Using a Boosted post is the easiest and fastest way to promote your Facebook post. Simply click on the “Boost Post” button and proceed to a 1-minute setup process.

PROS: Quick and easy. Gives “ok” results. Good option for beginners and small under $50 campaigns. You’ll get all the targeting options available for Facebook ads.

CONS: You can only boost a post to one target audience at a time which might often be limiting. You won’t be able to optimize the ad placements and schedule.

2. Facebook ad

To create a Facebook ad of a Facebook post, go to the Facebook Ads Manager and set up a new campaign.

When creating the visuals, you can select the “Use Existing Post” option and select your Facebook post.

PROS: You can optimize the ad placement, advertise the same Facebook post to multiple audiences, and optimize your ad delivery on reach/clicks/conversions – whatever you prefer.

CONS: If you’re not too familiar with Facebook advertising, it might take some time to set up the new ad campaign.

However, you can re-use the same Facebook ad campaign for promoting multiple blog posts. (Just create a new Ad Set every time)

If you’d like to learn more about setting up a Facebook ad campaign, read this article: From 0 to Results – How to Set Up Low-budget < $500 Facebook Campaigns

Final verdict: If you’re planning to spend more than $50 per Facebook promoted post, use the Facebook ad format. Otherwise, boost your posts to save time.

Small business? If $50 is significant amount money for your brand, also go with the Facebook ads option.

14. First, Advertise to Your Fans

Who are the people most likely to like and share with your Facebook post promotions?

Usually, it goes like this:

1. Your team
2.  Your fans
3. Your customers
4. People interested in your article’s topic

However, brands often set their Facebook promo targeting like this:

1. People interested in your article’s topic
2.  –
3.  –
4.  –

Before you promote your blog article to a wide audience of people (based on their interests and location), promote it to your fans and customers.

This way, you will get a nice basis of likes and shares from your fans. Moreover, they are the most important people to be informed about your new posts – you do want to keep the fan engagement high, right?

How to target your fans and customers?

First, you can target your Facebook page’s fans and their friends in a single click.

To target your customers, your can create a Facebook Custom Audience based on your customers’ email addresses and names.

Read more about Facebook and Instagram audiences in this guide: 84-point Guide to Master Instagram Targeting

15. Target Multiple Audiences

If your blog promotion’s budget is limited, you may not be able to do this.

However, if you’re willing to spend $100+ per a Facebook promoted post, you can create multiple target audiences to see which one performs best.

For example, you could test these five high-ROI Facebook promotion audiences:

1. People who have visited your blog in the past 30 days (Custom Audience)
2. People similar to your blog readers (Lookalike Audience)
3. Friends of your Facebook page fans (Saved Audience)
4. Interest-based audiences that align with your blog articles’ topic (Saved Audience)
5. Your newsletter subscribers, especially all inactive subscribers (Custom Audience)

Also, keep a close eye on your Facebook Ads manager reports to know which audiences show the highest engagement, best CPC, and convert on the offers on your blog.

16. Measure the Right Metrics

How do you measure whether a Facebook boosted post was successful or not?

Do you look at the number of impressions? The number of clicks? The reach?

All of these vanity metrics give you no real insight into how well (or not well at all) your Facebook promotions perform.

Facebook’s not making it any easier, only showing two irrelevant metrics in the Boosted post reports.

OK. Let’s cure this mistake and find out which Facebook post metrics truly matter.

Do not measure:

• Impressions
• Clicks
• Reach

Do measure:

• CTR
• CPC
• Time on page
• Pages visited
• Conversions

CTR – The click-through rate of your Facebook promoted post shows how relevant it is to the audience. A good CTR is anything above 1%, a really good CTR is above 2.5%

CPC – The cost-per-click shows how much you pay per one blog visitor. If two audiences you’re targeting have highly different CPCs but the same lead quality, you could allocate all promotion budget to the best-performing Ad Set.

Time on page – If you’re tracking your Facebook ad campaigns with UTM codes, you can easily check in the Google Analytics how much time people spent with your article. Always aim to target high-quality audiences that won’t immediately bounce away from your site.

Important: The Time on page in GA is the time between 2 interactive hits.

 The Time on page metric is accurate only if the page is not the last page in the session.

Pages visited – As people in your Facebook blog traffic visit more than one page, it means they’re interested in your blog content and highly engaged. You can increase the no. of pages visited by adding suggested articles in the sidebar and at the end of your article.

Conversions – You’re probably trying to convert your blog readers into email list subscribers and customers. You should always track whether your Facebook blog post promotions help to bring you new fans, leads, and revenue.

To get started with Facebook ad tracking, install the Facebook Pixel to your website.

If you’re interested in advanced ad reporting in the Facebook Ads Manager, see this guide: Instagram Ads Reporting and Optimization – Guide to 10x Results

Bonus Tips !!!

Just to make sure you’ll get the best expert knowledge for tracking and analyzing your Facebook ads, we asked Taavi Kalvi, one of the best Google Analytics and Tag Manager experts and the partner and Analytics Lead at Holini, to contribute two extra points to this article.

This ⬇⬇⬇ will change the way your track and measure your Facebook campaigns in Google Analytics.

17. Separate Paid and Non-paid Social Traffic

Sometimes, you might want to separate the paid and organic social media traffic in your Google Analytics reports.

This would make sense if you want to see how much (and what kind of) traffic came from organically sharing vs. promoting your blog article on Facebook.

Note that in order to separate these two traffic sources, you can’t use the same Facebook post for the promoted version. You’ll have to create a new Facebook ad with another URL destination.

Here’s how you should tag non-paid social media posts:

When tagging your non-paid social media posts and the domain as a source (facebook.com, linkedin.com, twitter.com, etc.), use “social” as a medium parameter value.

Example:

• utm_medium=social
• utm_source=facebook.com
• utm_campaign=summer+sale+2017

If you decide to use anything else as a medium (not “social”), make sure you follow the Default Channel definitions or modify your Channel Grouping settings if needed.

How to tag paid social media posts:

I would recommend using “paid+social” as a medium and defining it in the Default Channel Grouping settings as well. Plus (+) character between the words generates a space in GA.

Here’s how you can do it in GA:

If you don’t define “paid+social” as a medium in the Default Channel Grouping settings, it will go under “(Other)” channel in Google Analytics, not “Social” or “Paid Social”, and that’s not the result you want.

Important! Do not use “cpc” as a medium in Google Analytics because it’s defined as a “Paid Search Channel” by default.

If you’d like to dig deeper, you can read these in-depth Q&A article about the Google Analytics UTM parameters or UTM tags.

18. Fix the Fractured Facebook Reports

You’ve probably noticed that your social media traffic (e.g. from Facebook or Instagram) is reported on different lines in Google Analytics and it makes much harder for you to analyze the data and gather insights.

Here’s how your Google Analytics reports usually look like:

If you’d like to fix the reports and only see “facebook.com / referral” in your reports, you can implement the Search & Replace filter in Google Analytics.

That’s how it looks like:

Search string: ^.*facebook\.com$

Replace string: facebook.com

P.S. Filters do not apply retroactively to your data. They are only applied from the moment you create them.

And there you go – you will now see all Facebook traffic as one neat line per each link, giving you a better overview of how much traffic each of your Facebook promotions got.

TL;DR

If this article was too much for you to take in, BUT… 

…you still want to know all the hacks of how to promote your blog, here’s a handy checklist with everything we covered:

1. It always (99.99% of times) makes sense to share your blog articles on Facebook
2. Share your blog articles as Facebook page posts
3. Use the Facebook Audience Optimization feature
4. Take your time to write a powerful headline (use numbers, keep it actionable)
5. Write a compelling introduction (start with a question, make a bold statement)
6. Use symbols and emojis for extra attention
7. Craft the perfect Facebook post image (standard size is 1200px x 628px)
8. Avoid using stock photos and develop a strong brand language
9. Test large-format images vs. the regular link posts
10. Test carousel and slideshow formats when sharing posts on your Facebook page
11. Ask for your team’s support – get them to like and share
12. Promote your blog articles on Facebook for higher reach
13. Set up a Facebook Boosted post or promote your blog article as a Facebook ad
14. First, advertise to your fans, brand ambassadors, and existing customer base
15. Test multiple target audiences (past blog readers, people interested in the topic)
16. Measure the right metrics (CTR, CPC, time on page, pages per session, conversions)
17. Track paid and non-paid social media traffic separately in Google Analytics
18. See Facebook traffic as one line, not five lines in Google Analytics by using Search & Replace filter

There you go. Now go to your Facebook page and share a blog article, then create a Facebook promoted post or an ad, and enjoy the increased blog traffic!

The post How to promote your blog in 2018 – 18 tactics for more traffic via Facebook appeared first on Marketing Fix blog.

But that’s only for a moment! Soon, you’ll need to track and measure your campaign results and delve into Instagram reporting.

In the last chapter of the Instagram Advertising Guide, we’ll discuss what makes a good Instagram campaign and what are the most important metrics to track.

Moreover, you’ll find an answer to the following questions:

• How to get started with Instagram ads reporting?
• How to navigate your Instagram ads reports?
• What are the right tools for monitoring your ad results?
• What are the most important Instagram campaign metrics?

Keeping your ads successful after the publishing is just as important as getting them right in the first place.

How to Get Started With Instagram Ads Reporting?

According to Shopify, Instagram posts have a 1.08% conversion rate, which, compared to Twitter (0.77%) and Pinterest (0.54%), is super high.

That’s good news, but how can you see the exact ad results of your Instagram campaigns?

The easiest way to check both your Instagram and Facebook ad reports in to log in to the Facebook Ads Manager. You will see all your active and completed campaigns in the reporting section.

Here, you can sort your ads by dates, objectives, etc. and “zoom in” to any campaign to measure the performance of every single Instagram ad or campaign.

You can select a campaign by clicking on the checkbox in front of the campaign name. Next, you’re able to navigate to the Ad Sets and Ads tabs to see the performance of every individual campaign unit.

If you want to see additional metrics, navigate to the Columns section and select a different report setup.

Instagram Ads Reporting With Campaign Breakdown

In addition to the campaign metrics you see in your Ads Manager reports, you can break down your Instagram advertising results even further by using the Breakdown menu.

The Breakdown function allows you to filter campaigns by:

• Delivery: age, gender, location, browsing platform, platform, device, time of day, etc.
• Action: conversion device, destination, video view type, video sound, carousel card, etc.
• Time: day, week, two weeks, month

You can select up to one criterion from each section (i.e. one from Delivery, one from Action, and one from Time).

The report breakdown by placement lets you compare your Instagram ad placement against other active ad placements.

Moreover, you can find answers to many other important questions such as:

• What times of day or weekdays deliver the most conversions at the lowest cost?
• What are the best-performing target countries?
• Which devices’ users convert at the highest rate?
• Which regions have the highest Instagram ads cost?

To break down your Instagram ad campaigns by different criteria, first select one or more Facebook campaigns. Then, select a criterion from the Breakdown menu.

The first time you’re navigating the Facebook Ads Manager reports can seem overwhelming – there’s so much data and few ideas what to make of it. However, don’t worry – it’ll get better after you’ve successfully managed a couple of Instagram campaigns.

TOP 5 Instagram Ad Reports and Metrics You Should Track

1. Instagram Ads Relevance Score

Facebook ads Relevance Score is a number from 1-10 that helps to understand how your audience is reacting to a particular ad.

Facebook calculates this metric for every single ad, based on three primary factors:

• How well your ad is performing – is it bringing the conversions you’ve optimized for?
• Positive feedback from people who see your ad – app installs, clicks, video views, etc.
• Negative feedback – e.g. when someone clicks “I don’t want to see this” on your ads

You can check your Instagram ads’ relevance score in Facebook Ads Manager reports by selecting the “Performance and Clicks” standard report.

A low Relevance Score of 1-3 points indicated that your Instagram ads aren’t all too relevant to their target audience.

However, a high Relevance Score of 6+ points can significantly lower your advertising costs as Facebook will prefer them to other competing ads, delivering your ads to a wide audience.

You can usually improve your relevance scor by updating your Instagram ad design and copywriting. Or you could try using a different Instagram ad targeting.

2. Number of Conversions

Before you take a look at other Instagram ad metrics, you should first take a look at the number of ad impressions and conversions.

If there’s an ad that’s performing incredibly well in terms of cost-per-click and conversion rate, but only brought a couple of conversions, it’s not actually a well-performing ad.

To see the number of an Instagram ad campaigns’ clicks, impressions, and conversions, select the “Performance and Clicks” report from the Columns menu.

3. Conversion Rate

Another important campaign metric to track in your Instagram reports is the conversion rate.

Conversion rate indicates how big a percentage of the ad viewers convert on your offer. The conversion is defined by you in the campaign setup phase – it could be link clicks, signups, purchases, etc.

To see your Instagram ad campaign’s average conversion rate, you’ll need to perform a quick calculation.

Divide the number of ad impressions with the number of conversions and multiply the number by 100.

4. Cost Per Conversion

Your ads might be having an awesome click-through-rate, but if they don’t convert, you won’t get any new customers.

That’s why, the cost per conversion is your most important campaign metric – it shows how much an actual conversion (not an ad impression or click) cost you.

In order to see the cost per conversion metric, you need to define your ad campaign’s conversion during the setup process.

Learn more: Instagram Ads Cost and Bidding in 2018 – Everything You Need to Know

5. Instagram Ad Frequency

The Instagram ad frequency shows how many times an avg. audience member has seen your ad.

If your ad frequency reaches over 4 points, it means that most audience members have seen your ad for multiple times (and likely grown bored with it).

To the ad frequency, go to the Facebook Ads Manager, click on a campaign, and in the reporting section select the Delivery view.

Now, you can see the ad frequency on a campaign, ad set or ad level in the reporting table.

Tip: Try to keep your Facebook ad frequency under 2-3 points. However, when working with Facebook remarketing campaigns, you can also let your ad frequency go higher.

Additional reading:

• About Reporting in Facebook Ads Manager – the Official Guide
• 28 Facebook Advertising Hacks for Skyrocketing Results

The post Instagram Ads Reporting and Optimization – Guide to 10x Results appeared first on Marketing Fix blog.

However, many of these “hacks” are really just tips and basic advice, not actual hacks to bring you better Facebook ad results.

That’s not very helpful, is it?.

The real Facebook advertising hacks are what differentiates the advanced marketers from the crowd, helping them get 10x higher ROI out of their Facebook ad campaigns.

The 28 hacks covered in this article will help you to:

• Create engaging Facebook and Instagram advertising campaigns that bring results
• Optimize your campaigns for lower ad costs
• Reach even more high-ROI audiences
• Lower your cost-per-acquisition
• Get more sales without breaking your budget

Want to create successful Facebook advertising campaigns? Find out all the hacks and best practices used by the pros.

We’ve divided the Facebook ad hacks into three different categories. Click on them to move to the right section:

Facebook campaign optimization hacks
Facebook audience targeting hacks
Facebook copywriting & design hacks

Facebook Campaign Optimization Hacks

In the first part of our guide, we’ll start off by learning some of the more technical Facebook advertising hacks that can bring the highest surge in your advertising ROI.

Once you’ve applied a couple of these tactics to your campaigns, you’re gonna feel like…

So what are these magical hacks we’re talking about?

1. Get Your Ad Campaigns Deliver Fast

I like to call this Facebook advertising hack the FTO – Fast Take-Off.

The FTO method helps to accelerate your ad delivery, especially at the beginning of your campaign.

Here are the top three benefits of accelerated ad delivery:

• You’ll get results at a faster rate
• You’ll collect more ad data in order to start optimizing your campaigns
• You’ll quickly find out whether a Facebook ad campaign succeeds or fails

Ok, so here’s how the FTO hack works…

1. When launching a new Facebook campaign, assign Daily or Lifetime budgets that exceed your planned budget by 200%-500.
2. Do not select the “Accelerated Delivery” option as Facebook will then focus on the speed of ad delivery over quality and cost

3. After your ads have 10,000+ impressions, you can start measuring the results and decide whether your campaign’s delivering the results you were hoping for.

Instead of waiting for 5 days for the results to come in, you should get them in 48 hours or less.

After the initial campaign take-off, you can change your campaign’s budgets back to match your planned total budget.

Important: You should always give Facebook at least 24 hours to optimize your campaigns before drawing any conclusions. The algorithms need some time to work their magic.

2. Always Optimize for Conversions

Speaking of Facebook’s AI-powered algorithms, they’re really really good at delivering your ads to the people most likely to be interested.

That’s why, there’s really no need to be playing around with your Facebook campaign objective to try and lower your advertising costs.

Campaign objective is the first selection you’ll make when setting up your Facebook campaigns.

For best results, I recommend that you select the campaign objective that’s closest to your ultimate advertising goal. Most of the time, it’s sales.

That’s why, usually, you should select one of these campaign objectives:

• Conversions
• App installs
• Product catalog sales

Naturally, you can also run brand awareness campaigns and share blog content.

But if you’re advertising a sales-oriented offer like Prezi or The Economist, make sure to optimize your ad campaign for Conversions.

Tip: Unsure what to optimize your Facebook campaigns for? Set up two ad campaigns with the same offer and audiences but with a different campaign objective and ad delivery optimization.

Read more on this topic: How to Set Facebook Ad Goals for Phenomenal Results

3. Optimize Your Facebook Ad Likes and Shares

Have you ever seen a Facebook ad with hundreds of likes and shares and wondered: “How on earth do they get so many likes?”

Naturally, one way to get many likes is to show the same Facebook ad to hundreds of thousands of people.

But what if you want to use the same ad copy and design in multiple ad campaigns, so that you can change the audiences and bids?

If you re-enter the same ad elements across multiple campaigns or ad sets, Facebook will still count all of them as separate ads.

Not if you use the “Use Existing Post” option when setting up your Facebook advertising campaign!

By using the “Use Existing Post” option, you can gather all the campaigns’ post engagements under a single ad.

The easiest way to set up multiple ad campaigns using the same Facebook post is to first publish the post on your company’s Facebook Page.

Next, you can select it whenever setting up a new campaign in the Facebook Ads Manager.

4. Optimize Your Facebook Ad Bidding

When setting up your Facebook ad campaign, you’ll be presented with lots of different options and tools.

What are you to make with all of these manual and automatic bidding options?

In my experience, there’s not a huge difference in whether you use automatic or manual bidding.

However, if you know how much a conversion is worth to you, you can set the manual bid that’s slightly under your anticipated ROI.

The good thing about Facebook advertising is that there’s no danger of overbidding. This means two things:

• You’ll often be charged for less than your initial bid
  Even if you bid a lot more than needed for winning the auction,
• Facebook will only charge you for the amount it takes to beat the competition.

5. Set Up a Custom Ad Schedule

Chances are that your Facebook ads aren’t relevant to yo your audience 24/7.

For example, it’s rather unlikely that someone will create a free trial of your B2B product in the middle of the night. Rather, they might sign up for Netflix or order a pizza.

Take a look at your Facebook ad reports to learn which days and hours bring you the most conversions at the lowest cost.

To do that, go to Facebook Ads Manager and break down your campaign reports by Time.

Now, you’ll get an overview of how your ads perform at different weekdays and hours. You can use this data to set up a custom ad delivery schedule and show your ads to people only at specific dates and time of day.

Note that you need to use a Lifetime budget (instead of a Daily budget) to be able to use the custom scheduling option.

6. Lower Your Ad Frequency With Smart Scheduling

My personal favourite use case for custom ad schedules is slightly different.

Sometimes, when working with large-scale ad campaigns that are set to run for multiple weeks, you must be prepared to fight the ad fatigue.

Ad fatigue happens when people have seen your Facebook ads for many times and grown tired of it. This can be avoided by using multiple Facebook ad designs that are displayed at different weekdays.

So for example, you could create 3 different Facebook ad images and place them in 3 different ad sets that are delivered on different weekdays.

How to pull off this Facebook ad hack:

Set up a Facebook ad campaign with one ad design and schedule it for Mondays and Thursdays (you can change the days as you wish).

After publishing the campaign, duplicate the ad set and add two more ad sets that include a different ad design and are scheduled for different days.

Et voila! You’ve got yourself a Facebook ad campaign that delivers different ads on changing weekdays.

7. Optimize Your Facebook Ad Placements

According to AdEspresso’s data on Facebook ad costs, the cost-per-click can vary by more than 550%, depending on your ad placement.

However, a cheap cost-per-click does not mean a cheap cost-per-conversion.

As you look at the Campaigns A and B and compare their results in terms of CPC, it’s easy to conclude that Campaign A outperforms Campaign B by over 105%.

However, the tables turn as you compare the click-to-conversion rate. In this case, Campaign B has a significantly higher return on investment.

Here’s the key takeaway: Always measure the cost-per-result and avoid getting misguided by vanity metrics such as the cost-per-view or cost-per-click.

Currently, there are nine different Facebook ad placements available in the Ads Manager:

• Facebook Desktop Newsfeed
• Facebook Mobile Newsfeed
• The Right-hand Column
• Facebook Instant Articles
• Facebook In-Stream Videos
• Facebook Suggested Videos
• Instagram Feed
• Instagram Stories
• Facebook Audience Network

To uncover your top-performing Facebook ad placements, log in to Facebook Ads Manager and use the Breakdown menu to break down your campaigns by Placement.

After you’ve discovered and works and what doesn’t, you can edit your Facebook advertising campaign’s placements in the Ads Manager.

Read more: Facebook App Install Ads – 114-point Guide for More Installs

8. Set Up Auto-optimization Rules

Have you heard about Facebook Automated Rules?

If you’re using the Facebook Ads Manager to setup and manage your campaigns, chances are you’ve been missing out on this cool feature.

Automated rules help to keep your Facebook ad campaigns under control by automatically updating some campaigns or sending you notifications.

You can set up four different consequences if the conditions have been met:

• Turn off the ad campaign, ad set or ad
• Send notifications to the ad manager (that’s you)
• Adjust budgets (increase/decrease daily/lifetime budget by…)
• Adjust manual bids (increase/decrease bid by…)

To set up an automated ruleset, select a campaign, ad set or Facebook ad in the Ads Manager and go to the editing panel. Here’s you can click on the “Create Rule” button to apply ruleset.

Here are some ideas for automated rules:

• Be notified if your ad frequency reaches 3 points
• Turn off an ad campaign if its cost-per-conversion gets too high
• Increase the budgets for campaigns with good results

9. A/B Test Your Facebook Ads

One of the best ways to find out which ad designs, call-to-actions, ad placements, audiences, and campaign objectives work best is to experiment.

There are SO many Facebook advertising campaign elements that can be split tested:

• A/B test your Facebook ads’ value proposition
• A/B test your Facebook ads headline
• A/B test your Facebook ads copy
• Experiment with different bidding methods
• Split test your Facebook ads landing pages
• Split test different campaign objectives
• A/B test your Facebook audiences
• A/B test your Facebook ad types
• Split test your Facebook ads images
• Split test stock photos vs.custom illustrations
• Split test images vs. videos
• Split test your Facebook ad placement

However, not all A/B tests are worth conducting, and some might even damage your campaign results.

Head on to read this guide before!! you set up any Facebook experiments: 10 Crucial Rules for Facebook A/B Testing

10. Avoid Over-optimization

Like with many things in life, there’s a certain breaking point when too much good stuff gets overwhelming.

And while you’re thinking that you’ve just optimized all your Facebook campaign details to perfection…

You may actually be losing out on big opportunities as you’ve limited your ads’ reach.

If you set your ad budgets too low and segment your campaign audiences into narrow groups, you might damage your campaigns’ reach.

Without a proper set of data, Facebook’s unable to optimize your ads. You may also lose the chance to get high relevance scores when spreading your individual ads’ reach too thin.

Instead of creating 8 different ad campaigns that target a similar audience, create 1-2 campaigns and A/B test one ad element at a time.

Also, remember to give Facebook at least 24 hours before making any new changes to your campaigns – the updates won’t have an immediate effect on your ad results. In Facebook advertising, staying patient is often the key.

11. Install The Facebook Pixel

As you might have noticed, most of the Facebook advertising hacks mentioned in this article require some extra work and effort.

That’s what makes them so efficient – the extra work that will separate you from your competition and other marketers bidding to reach the same audiences as you do.

Before you even start to advertise on Facebook, it is critical that you install the Facebook marketing pixel on your website.

The pixel is beneficial in several ways:

• You can track conversions on your website, not just on Facebook’s platform, making sure your Facebook ads are bringing results
• You can retarget all your website visitors
• You can see additional Facebook ad reports and metrics based on the actions people take on your website

Here’s the official guide from Facebook that will help you to get the pixel installed.

12. Track Standard Events to Get More Insights

In addition to tracking your website visitors, you can also track nine different Standard Events.

This is incredibly helpful for evaluating your ad campaigns’ performance as well as later retargeting people who completed a specific action on your site (e.g. added things to cart but didn’t complete the purchase).

To track the Standard Events, all you need to do is add an additional line of code to your Facebook pixel’s main code on the pages where the Standard Event occurs.

Here’s how the code will look:

1. Your website’s original code: Paste the Facebook pixel code between the <head> and </head> tags of your web page.
2. Your Facebook pixel base code: what you installed in the previous step of this guide
3. Your standard event code: Within your Facebook pixel code, above the </script> tag, paste the Standard Event code. You’ll need to add the Standard Event’s code to every page you want to track.

Tip: If you want to track EVEN MORE specific events, you can set up some Custom Events. Here’s Facebook’s guide that shows how.

Facebook Audience Targeting Hacks

Your Facebook target audience is arguably THE most important part of your ad campaign.

If you advertise to the wrong people, they’re not going to be interested in your offer.

So you should take extra care to set up advanced Facebook audiences to reach the audience that will fall in love with your product. Or at least says…

Up next, I’m going to share with you my personal TOP Facebook targeting hacks that have helped many startups improve their Facebook advertising ROI.

13. Create Advanced Facebook Audiences

Usually, when marketers start advertising on Facebook, they’re going to target people based on their demographics and interests.

Creating Facebook Saved audiences is not a bad strategy per se.

However, if you limit yourself to only these basic audiences, you’ll be missing out on the more profitable Facebook ad campaigns.

Facebook allows advertisers to create three types of audiences:

1. Saved Audience – Facebook audience that you can define by choosing people’s interests location, age, gender, used devices, income level, etc.
2. Custom Audience – Facebook retargeting audience that lets you reach people who have engaged with your Facebook ads or posts, visited your website, or belong to an email list you manage
3. Lookalike Audience – audience that includes people similar to your existing customers or other Custom Audience types.

Include all of these audience types in your Facebook targeting mix to reach new potential customers, nurture the leads, and keep your current customers engaged.

14. Target These High-ROI Audiences

If you’re unfamiliar with all the targeting possibilities available on Facebook, here’s a list of audiences that help to improve your ad results.

• All your website visitors (Custom Audience)
• Pricing page visitors (Custom Audience)
• Shopping cart abandoners (Custom Audience)
• Existing customers and past purchasers (Custom Audience)
• Specific landing page visitors (Custom Audience)
• Email list subscribers (Custom Audience)
• Blog readers / readers of particular articles (Custom Audience)
• Free trial and freemium users (Custom Audience)
• People similar to your customer base (Lookalike Audience)
• People interested in your competitors’ brands (Saved Audience)
• A wide audience of people interested in your industry (Saved Audience)

Note: Use the last one (11.) only when optimizing your campaigns on conversions, so that Facebook’s auto-optimizations algorithms can deliver your ads to people most likely to convert.

If you’d like to learn more about creating these audiences and how to advertise to them, read this article I wrote for AdEspresso’s blog: 9 Facebook Audiences With Extremely High ROI

15. Segment Your Retargeting Audiences

After you’ve installed the Facebook Pixel, you can start retargeting the people who have been on your website.

The most common way to do remarketing is to target all your past 30-90 days website visitors.

However, targeting your blog readers, visitors from paid advertising, and let’s say referrals with the same ads and offers is highly inefficient.

If you keep repeating the same message that’s largely irrelevant to all targeted audience segments, people won’t click on your Facebook ads.

That’s why you need to start segmenting your Facebook retargeting audiences.

But how should you segment them?

Use this approach: Segment your audiences to the extent that you’re able to deliver everyone a relevant offer. At the same time, you shouldn’t create audiences smaller than 500 people as it’s not worth your time to craft highly specific ads for a smaller audience.

For example, you could segment your retargeting pay-per-click audiences based on the topic of the landing page they visited. Or place warm yet doubtful leads into another audience and make them a discount offer they couldn’t possibly refuse.

16. Think In Terms of the Conversion Funnel

Another way to think about your Facebook (retargeting) audiences is to consider your Facebook ads conversion funnel.

Cold leads should be targeted with low-threat offers, e.g. blog articles, and other types of helpful content.

Your top of the funnel Facebook advertising goal should be creating brand awareness and creating interest in your product.

For example, BuzzSumo’s promoting an original research article.

As people have already visited your website and are familiar with your brand, things get spiced up. In the Prospecting and Converting stages of your marketing funnel, it’s time to introduce sales-oriented messages and prompt people to complete a purchase / sign up.

For example, you could remarketing to your online store visitors with a limited-time discount offer. Here’s a perfect example by Happy Socks.

17. Exclude Converters From Your Campaign

One of the keys to successful retargeting on Facebook is moving people from one ad campaign audience to the next as they convert.

For example, after a person has clicked on your brand awareness campaign or read a couple of blog articles, they could be moved on to the next stage advertising campaign and be targeted with a sales offer.

To move people who convert on your Facebook ad from one audience to the next, use the EXCLUDE function.

For example, you could exclude the people who have already read a particular blog article from this article promotion’s target audience. AND you could set up another ad campaign targeting that blog article’s readers, offering a product/service related to that blog article.

You should also exclude all of your current customers from the campaign targeted at cold leads.

There are a lot better offers and content to be advertising to your existing clients than brand awareness messages. Take a look at these 142 Facebook ad examples for inspiration.

18. Frequency Cap Your Remarketing Campaigns

I guess almost everybody has seen a remarketing campaign that keeps following them across the web and shows up tens of times across multiple weeks.

That’s just annoying.

If you do not want your Facebook retargeting campaigns not to bore people to death, you should deliver the remarketing ads at sensible intervals.

Here’s how I like to set up highly specific remarketing campaigns (Targeting up to 10,000 people):

• Use the Reach campaign objective as you don’t really need Facebook auto-optimization algorithm’s help, you want to reach all the people in your retargeting audience.
• Optimize your ad delivery on Daily Unique Reach, meaning that Facebook will show your ads max 1 time per day to every audience member.
• If you want to create a remarketing campaign that targets people for longer than 15 days, set up a custom ad schedule, so that your ads are delivered every other day or even more rarely.

19. Trust Facebook’s Auto-optimization

I’ve been mentioning Facebook’s auto-optimization algorithms a couple of times over the course of this article. That’s because I believe they’re doing a darn good job at improving your campaign results.

Facebook’s algorithms have two simple goals:

1. Creating value for advertisers by helping them reach and get results from people in their target audiences
2. Providing positive, relevant experiences for people using Facebook, Instagram or Audience Network

Put simply, Facebook wants advertising to be a win-win situation for both brands and customers.

Here’s an example. AdEspresso ran a Facebook ads experiment to see which Lookalike Audience returns the best results:

They targeted 1%, 5%, and 10% Lookalike Audiences of people similar to their existing customer base. Note that 1% Lookalike Audience includes the 1% and 10% Lookalike Audience includes 10% of a country’s population that Facebook considers the most similar to the existing client base.

Basically, the 1% Lookalike Audience is where Facebook’s auto-optimization algorithms are supposed to excel the most.

After analyzing each campaign’s results, here’s what AdEspresso found:

• The 1% Lookalike Audience had the cost-per-lead of $3.748
• The 5% Lookalike Audience had the cost-per-lead of $4.162
• The 10% Lookalike Audience had the cost-per-lead of $6.364

The experiment showed that Facebook is pretty good at guessing who is most likely to convert, and was able to deliver the ads to the right people.

Here’s a simple way to make the auto-optimization work for you:

Create a Facebook marketing campaign that targets a wide audience of 200,000+ people and optimize the campaign for conversions.

Then, let Facebook’s algorithms learn which audience members are the most likely to convert, and deliver your ads to the right people.

20. Check Your Ad Reports to Uncover Top Audiences

Once you’ve applied the previous Facebook ad hacks and let Facebook to auto-optimize your way to audiences that convert, you can check your ad reports to see who belongs in that top-performing audience.

By using the Breakdown menu, you can find out:

• Which age groups converted on your Facebook ads
• Where are your top audiences located
• Which mobile/desktop devices they’re using
• Many additional insights

Important! You need a fair share of ad results before these insights become statistically valid.

You can’t conclude that 25-year-olds like your product just because 10 people have bought it.

I’d recommend that you collect at least 500 conversions per ad campaign before tracking down the best-performing audiences.

21. Optimize Your Facebook Posts’ Audience

Did you know that Facebook has an Audience Optimization tool that let’s you choose who should see your Facebook posts?

This advanced option is located in your Facebook page’s New Post sharing box.

As you click on the tiny icon, you can specify the interests that are most relevant to your posts. This way, you’ll be telling Facebook whom to show your Facebook post first (this is particularly useful to brands/publishers with thousands of Facebook fans interested in various topics and news).

You can also restrict the audience of your Facebook post. This is helpful if you want your post to only reach the people speaking a particular language or located at a specific location.

If your Facebook page has more than 5,000 likes, the Audience Optimization has already been activated.

If your page has fewer than 5,000 likes, click the “Settings” tab in the top right corner of your Facebook page. From the “General” tab, you’ll see a row for “Audience Optimization for Posts.”

Click on “Edit” and check the box to activate the Audience Optimization. The, hit the “Save Changes” button.

According to Facebook, optimizing your Facebook post’s audience helps to slightly improve the ads’ reach and relevance to their audience.

Facebook Copywriting & Design Hacks

In the part of this guide, we’ll be exploring what makes a good Facebook ad in terms of the design, ad type, and copywriting.

Believe me, there’s a huge difference between a good and a bad Facebook ad layout. And a bad-looking ad could end up costing you thousands of dollars of your advertising budget.

So what can you do to ensure your Facebook ads are awesome and engaging?

I’ve already shared my TOP Facebook ad design hacks in this post here: 25 Facebook Ad Design Hacks to Make People Click

However, there’s so much more that you can do to increase your Facebook ads’ ROI.

22. Think What Would Make YOU Click

It is easy to start thinking about the people you’re advertising to as a huge crowd of incognito faces. After all, you’re targeting your ads at thousands if not millions of people.

But that approach is just plain wrong. It makes you publish ads that no real human would never ever click – boring ads that carry no value to a user.

The best litmus test for a good Facebook ad is to ask yourself: Would I click on this ad if I were in the shoes of my target audience?

• Would the Facebook ad catch my attention in the newsfeed?
• Would I consider the ad image attractive?
• Is the offer so good that I’d feel that I need to get this?

The best Facebook ads make you answer YES!! To all of these questions. However, 80% of the rest would not.

For example, this ad by Google nails it, being well-designed, having a clear (and attractive) offer, and indicating what’s the next step (with a Sign Up call-to-action button).

So what are the top commandments for creating a Facebook ad that good? It all begins by understanding what matters to your target audience.

23. Offer Something of Value

The first and foremost reason people use your products is that it brings value to them and they’re willing to give their money and time in return.

Money and time… Those are the two most carefully kept resources each of us has. And surely we wouldn’t give them away on every random request.

So here’s the rule: Your Facebook ad offer needs to be so good that people are willing to spend their time clicking on it.

Simply asking people to check out your product or Facebook video without explaining how it will benefit them is useless. Nearly nobody will click on your ad.

Here’s how you can make your ads more value-oriented:

• Explain how your product will benefit the customer
• Make sure that the benefits include something they can’t get elsewhere
• Offer a discount or a limited-time free trial

Even if you’re marketing an software tool like AdStage, you can tell people how your product will improve their work life.

What you shouldn’t do:

• Don’t expect people to be interested in case studies unless they’ve already shown interest in your product (e.g. visited your website)
• Don’t expect people to be excited about poor-quality videos of your product (that’s like THE most boring type of video one can watch)
• Don’t brag about your product’s features that seem amazing to you but irrelevant to your target audience.

24. Test Different Ad Copies

We already discussed that you shouldn’t promote the same Facebook ads to everyone – the offer and messaging depend on a person’s place in your conversion funnel.

Here’s another tip: you can test different ad copies for the same offer.

For example, Intercom’s testing a slightly different ad copy for their offer.

Don’t limit yourself to testing the ad’s copywriting also try different lengths of copy or leave one text placement (e.g. the link description) completely unfilled.

25. Catch Attention With the Ad Copy

If you thought that your Facebook ad image is the only way to catch people’s attention, you’re on the wrong track.

There are ways to make your ad copy noteworthy as well.

One way is to include multiple numbers in your ad copy.

A case study published in Moz blog found that by starting your headline with a number, you’re 36% more likely to have people click on your ads.

Here’s a nice example by Inkbox, using three numbers across the Facebook ad.

Here’s another tip: Use emojis in your Facebook ads.

In addition to making your ads more fun and engaging, emojis can also be used to structure your ad copy and make it easy to read.

Here’s an example by Soylent, using emojis as bullet points. That’s just genius!

Read more about emojis + Facebook ads here: How to Use Emojis in Facebook Ads – The Complete Guide

26. Experiment With Facebook Ad Types

For someone starting out with Facebook advertising, the range of options might be overwhelming at first:

• Single Image
• Single Video
• Carousel
• Slideshow
• Canvas
• Collection

And then there are the different variations of each of these ad types:

• Link Click Ads
• Video Ads
• Boosted Page Posts
• Multi-Product (Carousel Ads)
• Dynamic Product Ads (DPA)
• Facebook Lead Ads
• Canvas Ads
• Collection Ads
• Page Like Ads
• Page Post Photo Ads
• Page Post Video Ads
• Event Ads
• Offer Claims
• Local Awareness Ads

It’s crazy, right?!

Here’s the complete guide that gives you an overview of ALL the Facebook ad types we published in collaboration with AdEspresso: Beginner’s Guide to Facebook Ad Types

Why do the Facebook ad types matter?

When managing the Facebook ads for SaaS startup Scoro, we tested a carousel ad vs. a regular image ad.

Here’s an example of one of our regular ads:

Here’s an example of the carousel ad, featuring the sign-up process and explaining the product’s benefits:

What do you think, which Facebook ad typed performed better?

While there are many articles explaining why carousel ads are a better option, truth is that the regular image ad performed A LOT better.

The regular ad had a higher relevance score, a lower cost-per-click, and delivered more conversions at a lower cost. However, we would have never known this unless we tested both ad types.

That’s why I recommend that you experiment with at least three different ad types. The easiest ones to get started with are:

• Single image ad
• Video ad
• Carousel ad

27. Check Your Ads’ Relevance Score

Facebook ad relevance score is a 1-10 metric that shows how relevant your Facebook ads are to their target audience.

And it’s a super important campaign metric.

When AdEspresso analyzed 104,256 Facebook ads to see what’s the average relevance score, they discovered that it’s a perfect indicator of your campaign’s success.

If you have a high Facebook ad relevance score, the cost-per-click and cost-per-conversion will be significantly lower.

You can check your Facebook ads’ relevance score in the Facebook Ads Manager reports by selecting the “Performance and Clicks” standard report.

Tip: The best time for checking your Facebook campaign’s relevance score is around 48 hours after publishing or after a Facebook ad has collected at least 2,000 impressions.

That’s when Facebook has enough data to tell how people react to your ads.

If your ads have a low relevance score of 1 point, it’s best to pause your ad campaign ad take steps to fix it:

• You can change the campaign’s target audience to reach people to who your offer’s more relevant.
• If your ads’ offer is unattractive, you should try to improve it by adding a discount or another type of engaging offer.
• If you’re promoting a blog article or other types of content, you could test rewriting the ads’ copy to make it more engaging and clickable.

28. Learn With the Facebook’s Pages to Watch Tool

Pages to Watch is a tool available to all Facebook pages with 100 or more fans. The tool allows you to effortlessly keep your eye on the competition.

You can find it by navigating to your Facebook page Insights and scrolling down on the page.

Facebook suggests a few pages that might be relevant to you. However, you can add other pages by simply typing in their names.

After you’ve added some brand pages to your watchlist, you can see the following stats:

• Total page likes (and the % +/- change from the previous week)
• How many times a page has posted to Facebook this week
• Their total engagement count for the week

But it keeps getting better. As you click on a particular brand’s icon, you’ll be able to see all their past week’s Facebook posts, filtered by engagement (from the most engaging to the least engaging).

You can use the Pages to Watch tool to follow your competitors, partners, influencers, and other industry-related pages. I also like to follow some inspiring brands that make awesome Facebook posts – just for inspiration.

Use these insights to spot new trends and learn what’s working for other Facebook marketers.

Over to You

Naturally, I’m curious about learning about your top secret Facebook advertising hacks as well.

What are the tactics and tricks that made the most difference to your campaign results?

Leave a comment!

The post 28 Facebook Advertising Hacks for Complete Success appeared first on Marketing Fix blog.

Actually, I do know that the type of content you share together with tens of different targeting & bidding options play a huge role in your ad results.

But what if you’re sharing the very same blog article and get a 400% difference in CPC across different ad groups?

The ad campaign you thought wonderful is actually giving you three times fewer clicks for the same budget. It makes you feel like…

(If something similar hasn’t happened to you, you’re simply not running enough Facebook ad A/B tests)

The tried-and-tested formula to promote blog posts on Facebook

I wanted to share the formula I’ve been using when sharing and boosting blog posts on Facebook.

This method has delivered the best results time and time again, compared to other attempts to promote our blog content on Facebook. It has played a crucial role in growing our blog traffic from 1.6k to 32k  monthly visitors.

The Facebook ads CPC depends on many aspects, including the type of content you share. Here’s a quick overview of the campaigns this method has proven useful for:

What’s being shared: B2B blog articles
The average budget: $100 – $500
The average CPC: $0.50

? STEP 1: Create a Facebook post

The best way to start promoting your content on Facebook is not promoting it at all.

Instead, post it to your brand’s Facebook Page. The post will organically reach about 2% of the people liking your Facebook page. That’s not a huge win, but it helps.

Tip: Make sure that your Facebook ad design is colourful, high in contrast, and matches with your post’s copy.

You can also add emojis to your Facebook ads to make them highly engaging and shareable.

? STEP 2: Ask your team & friends to like & share

The success of your Facebook ad campaigns depends on its credibility – do people believe that the content is good enough to click on.

The more likes and shares a Facebook post has, the more likely are people to think it’s good.

More likes under your post = more clicks, likes, and shares.

To get the first likes and shares under your Facebook post that you’re going to boost, ask your team members to contribute.

Right after publishing the post, send your team an email or post to your private groups. Include the link to your latest Facebook post and ask everyone to like & share it with their friends.

After you’ve gathered at least 8 likes/shares, move on to the next step.

(You can also skip this step and not gather any previous likes. However, your ad will likely have a higher cost-per-click)

? STEP 3: Create the right audience

One of the keys to successful Facebook advertising campaigns is finding the right audience that’s interested in your offer.

While interest-based targeting is the easiest way to set up an audience, this is not what you want to do – there are people a lot more interested in your content.

Create a remarketing audience of the people who have previously read your blog.

If you have already installed the Facebook Pixel to your website, you can simply go to the Facebook Audiences and create a new custom audience based on website traffic.

Target people who have visited your blog (or the entire website if you have a low traffic) in the past 30-60 days.

Once you’ve created the audience, wait for 1-2 hours before using it. It takes Facebook some time to gather data about your website’s past visitors and the Custom Audience won’t be ready instantaneously.

If you’re unsure which audience to target, create multiple ad sets and A/B test your Facebook ad audiences to find the one with the highest ROI.

? STEP 4: Boost your Facebook post

After your post has some likes & shares to increase credibility, it’s time to boost your Facebook post, targeting blog readers in the right locations.

I usually prefer to boost the post as soon as possible, to give it some momentum. So get those likes from your team members as fast as possible and boost the post in 1 hour after publishing.

Maybe it’s just me but it seems that Facebook delivers a lower cost-per-click when first presented low budgets. (Anyone else noticed this?)

The way I like to start the boost is with a small bid and 1-day duration.

Depending on the size of your campaign budget, you can start with a larger budget (in this phase, the recommended bid is 10-20% of your total budget).

After you’ve set up your campaign, hit the “Boost” button and start waiting for the first results to come in.

? STEP 5: Review the results and increase the budget

After at least 6 hours have passed since you started the content boosting Facebook campaign, it’s time to check the results.

Look for your campaign’s engagement rate and the average cost-per-engagement & cost-per-click.

If you’re happy with the results, increase the and leave the campaign running for an extended period of time.

Et voila! You have a well-performing content promotion campaign. ?

…

P.S. I’m seriously interested is hearing how you promote your blog content on Facebook. Leave a comment and let’s have a discussion.

The post 5 Steps to the Perfect Facebook Blog Promotion appeared first on Marketing Fix blog.

You know these magical too-good-to-be-true marketing hacks that you discover just a little bit before everyone else? Audiences aren’t used to them yet, so they work like a charm.

If you could have a hack like that every other week, your marketing results would go like ?.

This article’s about one of these hacks that only a few marketers are taking advantage of. But make sure you’ll apply this quickly as soon everyone will be talking about it!

Pssttt…

Alright here it comes:

Facebook allows publishers to include emojis in any part of their posts or ads.

The magic of emojis in Facebook posts

We recently ran a small Facebook ad A/B test with SaaS brand Scoro to test whether emojis have any effect on the click-through and engagement rates. They did.

The ad with emoji in the headline had a 241% higher click-through rate than the ad with no emoji. ? ?

(Full disclosure: We didn’t have 10 000+ impressions and a sufficient amount of click-throughs to say this test was 100% statistically significant. So look at it as a fun test to replicate.)

Emojis in Facebook ads sound like a great opportunity but only a few marketers advertising in PPC channels are taking advantage of it. Up next, there’s a straight-to-the-point guide to get emojis into your Facebook posts and ads.

The complete guide to using emojis in Facebook ads

This guide will quickly explain how to add emojis to Facebook promoted posts and ads.

For what I know, the tactic’s super easy to use and works just swell.

Step 1: Add you post or ad to Facebook

First, add a new post on your Facebook page or go to the Ads Manager to create a new Facebook ad.

This looks kind of dull… Let’s add some emoji power.

Step 2: Find the emojis

Go to Emojipedia (my go-to-resource for emojis) and browse for the perfect emoji. After you’ve found it, copy it to your clipboard.

Step 3: Add emojis to your Facebook post

The next step is pasting it to your Facebook post (or ad): Just got to the text, headline or post description and paste the emoji.

(That many emojis is clearly an exaggeration. Or is it? … ? … )

If you’re working on Facebook ads and using Ads Manager or other ad managing tools, you can copy-paste the emoji just as easily.

Just copy from Emojipedia and paste it in the text editing box.

Inspiring examples

Now that you know how to add emojis to Facebook ads and Facebook posts, I also wanted to share some of my favourite examples of Facebook ad designs and emojis in posts.

Here’s one by Buffer:

Here’s a cool example by KlientBoost:

The emoji A/B test we did with Scoro:

The ad with a red flag emoji in the headline had the CTR of 0.846% and while the ad with no emoji had the CTR of 0.351%.

Tip: The best practice is to add emoji to one text box of your Facebook post or ad. If you’ve decided to add emojis to the headline, don’t oversaturate the post by adding them also to the link description, etc.

Now, go and do it.

And think twice before you share this post on social media. After all… you don’t want everyone to know about this hack, right?

The post How to Use Emojis in Facebook Ads ? [Complete Guide] appeared first on Marketing Fix blog.