6 Facebook Ad Strategies That Actually Work (and How to Use Them)

2.32 billion!

That’s the number of active users currently using Facebook today.

Can you imagine what impact being able to advertise to this many people could have on your business?

And while Facebook has copped a lot of bad press recently they are making improvements to their platform in terms of privacy for both its users and those who advertise on it.

However, with the rise in popularity Facebook is not becoming more and more competitive meaning that the price for Facebook Ads may not be the same forever making NOW the best time to start advertising your business on Facebook.

And whether your currently running Facebook ads, have tried Facebook ads in the past or are entirely new to the idea here are a few important rules to consider though when it comes to advertising to ensure that you get a profitable return on your investment which are:

  1. Always start with a clear objective in mind
  2. Determine exactly who you want to target in as much detail as possible
  3. Set a minimum and maximum budget you’re prepared to invest

With this in mind, here are 6 proven Facebook strategies that actually work that you can start testing within your business today.

Split test based upon audience

Having data from over 2 billion active users, Facebook has been able to refine its targeting options to the point that it is now a well oiled machine allowing the user countless ways for people to target their ideal customers on Facebook.

Unfortunately, it’s often a misused feature and people target multiple audiences within the say ad making it hard for you to accurately track how one audience performs vs another.

We have seen massive performance differences using this strategy with particular audiences generating leads are over 50% less than other audiences.

How to do it

When creating a new campaign inside of Facebook Business Manager, select ‘Create split test’ at the bottom of the campaign setup wizard and then select continue.

Facebook will recommend you start with a budget as indicated to them to achieve a score above its estimated test power minimum, we’ve seen results with much smaller budgets but we suggest at least $10 to $20 per day depending upon how many audiences you want to target.

It may also ask you to define which variable you would like to test, in this case we will be testing Audience. Once you have done this click Continue to move on to the next step.

You will now see two ad sets within the Facebook Ad Campaign Wizard. Depending upon your target audience and what you want to test you can create additional ad sets although we recommend 5 to 10 to get started.

Next we will start defining each audience within the ad set, you can either create a new audience or use an existing saved audience.

Variables you can test include:

  • Location
  • Age
  • Gender
  • Languages
  • Demographics
  • Interests
  • Behaviours

We recommend only changing one variable within each audience so that it is easier to identify which variable it is that has an impact on your ad performance.

Once you have done this you are now ready to continue creating your ad campaign as normal.

Retarget visitors of a specific page

Given the amount of distractions that are available today the likelihood of converting a visitor on your website on the first visit is very slim.

They may have came across your company through a paid ad or a search result, had a browse around and then next thing you know they receive a phone call or a coworker walks into their office and they’re gone. But it doesn’t have to be this way.

Thankfully, with Facebook’s advanced re-targeting options you can target a visitor based upon actions they take within your website including which pages they visited.

How we do it

Once you have opened up Ads Manager inside of Facebook Business Manager navigate to Audiences located under the assets category in the main drop down menu.

Next, click on create audience and select website traffic inside of sources category.

While targeting all website visitors can be a good idea, you may be targeting a lot of people that possible landed on your website by mistake or don’t have any intent on actually buying your product or service which means you are throwing money down the drain.

A better way to target users is by selecting the People who visited specific web pages as you can create targeted ads based upon this to lure them back.

Let’s say someone checked out your pricing page but didn’t actually sign up for a free trial or complete your contact form.

We can target them by first segmenting visitors to your pricing page and then using the further refine by feature exclude people who visited your conversion page.

You can then create a targeted ad with an incentivised offer to encourage them to come back to your website and complete the desired goal you want them to take.

You can also try to identify what was holding them back by creating an ad that encourages them to contact your sales team if they have any questions about signing up.

While you are limiting your audience by doing this, you are targeting a much more defined audience meaning that they are more likely to convert as they showed genuine interest in your brand product or service by visiting a specific page.

Create a lookalike audience

Another powerful and often forgotten about targeting option inside of Facebook Ads is the ability to create a lookalike audience based upon your existing customers.

There are a number of ways you can do this including

  • Website traffic
  • Customer files
  • App activity
  • Offline activity
  • Video viewers
  • Instagram page visitors
  • Lead form submissions
  • Event attendees
  • Facebook page visitors
  • And more

For this example we’ll be using customer file

How we do it

Once you have opened up Ads Manager inside of Facebook Business Manager navigate to Audiences located under the assets category in the main drop down menu.

Next, click on create audience and select lookalike audience.

Using the Create new source option select Custom audience and then select Customer file from the new popup window. Depending upon how much data you have on your existing customers you can select whether you want to target based upon their lifetime value but for this guide we’ll be using a file that doesn’t include LTV.

Next you’ll be asked to create a data file for your Custom Audience.

You will need to have this data available in CSV or TXT format and determine what data you will be importing. Generally speaking, importing just the email address is enough for Facebook to start doing its thing and finding people with attributes to your existing customers.

You can also build a lookalike audience based upon other metrics including visitors and leads so remember it’s always important to start with a clear goal in mind what objective you are looking to achieve from this audience.

The last thing to do is to name your audience. Facebook will then get to work and create your lookalike audience based upon the data you have imported and you will then be able to target these audiences using new or existing ads.

Collect leads directly inside of Facebook

Whether you’re a new business just starting out or an existing business, putting together a full marketing strategy and setting up all the required pages and tools can take time and require years of experience to ensure its done correctly.

Thankfully with Facebook Ads new Lead Generation campaign option you create ads that include a simple form your potential customers can complete directly inside of Facebook without the need for landing pages, marketing automation or developers.

And while this isn’t going to replace all of those fancy marketing systems and strategies overnight it does give more power to those who may not have the time, knowledge or budget to do all that when all they really want is to be able to generate leads for their business.

Another important thing to take into consideration is depending upon your business model there is a lot more that goes into converting a lead into an actual paying customer that a Facebook Lead Form can’t do but it provides you with an easy method for capturing their details without them having to leave Facebook to do so.

So let’s get right into it

How we do it

Before we get started its important to identify what you are going to offer your potential lead in exchange for them entering their details.

A general rule of thumb is that it needs to be a high value, incentive based offer that presents little to no friction and is easy for the lead to get value from.

Some examples include

  • Free guides
  • Free product trials
  • Free consultations
  • Free samples

Jumping back into the Ads Manager Feature within Facebook Business manager we’re going to select Create to start building a new campaign. Next we’ll be selecting Lead Generation from the campaign objectives menu and then select Continue.

Once we have defined our target audience we will now move on to the stage where you create your ad and lead form. It’s important to remember you select a call to action that is in line with them actually completing the form and that your ad clearly explains they will be completing a form in order to receive the offer to stand the best chance of converting them.

Next, we will be using the Instant Form Feature to Create a New Form for your audience to complete.

We’ll start by giving your form a name so that you can easily identify it later.

Next, we’ll need to define your form type based upon the goal you are looking to achieve when visitors complete the form. It’s important to collect relevant contact details so that you can follow up with the lead and qualify them based upon their data but don’t overdo it and ask for too much information as chances are this is the first time they are hearing about your brand.

Next, we’ll need to create an Into, add any relevant questions you to ask when they complete the form and also include a link to your privacy policy.

Finally, you’ll need to complete the Thank You screen which will provide the lead with details on any relevant next steps they need to take.

You can also choose to redirect visitors to your website, include a direct link to the offer if it is a digital product or include a link for them to call you directly after.

Once you’ve completed these steps click Save Form at the top right of the popup window and continue creating your ad and hit publish.

And there you have it, a simple no-fuss method for generating leads without the need for any complicated marketing platforms or excessive budgets.

Now all that’s left is for you to follow up and convert them into customers.

Use emojis in Facebook Ad copy

Another little known secret that isn’t obvious when creating your Facebook Ad is the fact that you can add emojis to your ad copy. This method alone has been proven to have massive impact on ad performance rates and help you stand out from the crowd.

It’s important to not overdo it and ensure that your align the use of emojis to match your brands overall image to avoid sending your audience the wrong impression about your brand.

So how exactly do you do it? Let’s take a look

How we do it

Unfortunately, at the time of writing this, the Facebook Ad Campaign Creator doesn’t natively support adding emojis directly from inside of the ad creative builder so we’ll need to source these from an external source.

A great option for this is Emojipedia or this free collection as featured here.

Once you have copied the emoji to your clipboard your free to return the Facebook Ad Campaign Creator and add it to the desired section of your ad.

Areas you can include emojis are:

  • Text
  • Headline
  • News Feed Link Description

If you’re unsure how best to use them have a look at how some of the major brands are doing it to ensure you aren’t overdoing it.

Once you’ve added your desired emojis you’re free to continue publishing your ad as normal.

Spy on your competition

Have you ever wondered what ads your competitor is currently running on Facebook? Well, wonder no more. Due to Facebook’s recent data security and privacy mishaps they were required to provide more transparency into what ads a company is running on Facebook meaning anyone and everyone can see exactly which ads a company is currently running.

Unfortunately, this only shows current ads so if your competitor had a kick ass ad that finished you won’t be able to see them so be sure to check in regularly on their ads.

And if you want to go one step further, Fill Your Funel is a free Chrome extension which allows you to capture any ad you desire and stores it in a folder for easy reference (even after the ad has finished).

How we do it

To see what ads your competitors are currently running on Facebook simply navigate to their Facebook Page and click on Info and Ads and voila! You can also filter based upon specific countries to see how your competitor targets different countries.

Happy spying!


And there we go, 6 proven Facebook Ad strategies that you can use within your new or existing campaigns that actually work and will help you in getting a better return on your Facebook Ads.

Just remember, it’s important not to overdo it and ensure you always follow the 3 golden rules of Facebook Ads outlined above for maximum results.

Feel free to start testing these proven Facebook Ad strategies and let us know how you get on!