5 tips for profitable Facebook advertising

During a visit to Facebook, we are often flooded with various advertisements and with the corona crisis we see many companies that use their ads in a smart way. We have already explained how to prepare an ad using our roadmap for Facebook Ads Manager. But how can you make your ads as a company so that they do not disappear between the others? If you really want to generate response on your campaigns and reap the return on your investment, these 5 practical tips are a must-read.

TIP 1 | Accept mobile as your friend

As you already know, more and more people are interacting with your content on mobile devices. So you have to make sure you meet them right where they are. Most content designed for desktop, won’t display well on mobile. While most content designed for mobile, will scale perfectly on desktop. That’s why you need to focus on mobile-first content.

Mobile-first content can depend on specific formats, created especially for mobile use like Facebook Instant Experiences and Instagram Story Ads. Both full-screen experiences can lead you straight to the landing page of choice. If you’re planning on integrating a video in your campaigns, try to make it a vertical one. That way, users don’t need to turn their phone while watching it. These are a few best practices that will improve the user experience.

TIP 2 | Don’t settle for one version of the copy

We suggest writing multiple sets of copy, with different headlines and several ad texts that you can mix and match. Not only the tone of voice can be different, you can also vary in your message. In your headline, you can focus on different USP’s. Maybe you can respond to an emotional trigger, or highlight a pain point. In the ad text, you can also play with the different lay-out options: use bullet points, short sentences, a whole paragraph, …

The message stays the same, but the way you offer it to your audience differs. With all these options, you can test, track your results and puzzle until you find the perfect fit for your specific audience.

Facebook’s split testing option gets you started.

TIP 3 | Focus on relevance before frequency

The Facebook relevance score is the rating Facebook gives your ad in terms of relevancy for your users. This score is based on Facebook’s own algorithms and the level of engagement of your ads. Clicks, likes, comments, … will increase your score. People hiding the add will push your results down. Making the sum of positive and negative engagement, and the logic of their algorithm, Facebook assigns your ads a score from 1 to 10. The higher the relevance, the better your score will be.

The Facebook frequency, on the other hand, should be rather low. The frequency score is the number of times a single user sees your ad. A frequency score of 2 means that every targeted Facebook user will see your ad 2 times (unless those who already converted). A frequency score of 2 is good news. A frequency score of 8 is bad news. If a user has seen your ad for over 5 times, and didn’t convert, he won’t convert the next 3 times that he will see the ad. The ideal frequency score is 3 or less. You can obtain that score by having an audience large enough to let your ad circle through. You can keep an eye on your frequency score while checking ad spend.

TIP 4 | Embrace retargeting

Since the people you target already have a certain connection with your brand, retargeting campaigns generally have higher conversion rates and lower costs per click. The familiarity of your business makes them more inclined to click and eventually convert. There are 2 categories of people you can retarget with Facebook:

People who are on a list you’ve uploaded

These are the people who are in (a certain segment of) your database. It can be your newsletter subscribers, your customers, people who participated in a contest, … Since you know who you are going to target, you can make a very specific campaign. You can, for example, advertise a product that matches well with a previously purchased product. Or you can set up an exclusive campaign that rewards your loyal customers.

People who have interacted with your business

This list contains people who engaged with you on Facebook, or made a certain action on your website, like adding something to their shopping cart. And thanks to Facebook’s offline events, you can also retarget people who visited (and interacted with) your offline store.

Retargeting looks a bit like an automated email campaign. Instead of setting a trigger to send out an email, you can use the data of engaged customers for targeting your Facebook campaign. If someone shows interest in a particular product, use dynamic ads to push this product, so as to nurture the user to proceed to a purchase. With dynamic ads, you can show a banner that adjusts itself automatically to the interests of the visitor. That way, you can push the right promotion to the right user. In short: retargeting is using what you know to your advantage.

TIP 5 | Create a lookalike audience based on high-value customers

Creating a lookalike audience based on your database is a good idea. Creating a lookalike audience based on a top-notch segment of your database is even better. Ideally, this segment contains loyal customers and big spenders, but you can also include highly engaged customers. By making a derivative of this, you can approach ‘cold members’ of your audience who look a lot like your best customers. Chances are these people are going to convert more easily. When creating this lookalike audience, make sure you keep an eye on the audience size. You have to find a good balance between the size of your audience and the detailed similarity of it with your high-value customers. If you want to brush up your knowledge about lookalike audiences, take a look at this Facebook for Business article.


Facebook advertising offers sheer limitless possibilities. So much even, that sometimes you can't see the forest for the trees. Explore, test the tips above and find out what works best for your audience. The above tips will help you on your way to making a successful Facebook campaign, with high conversion rates and low costs.

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Posted on
May 5, 2020