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The Cold Traffic Playbook For Direct Response Marketers

The Cold Traffic Playbook For Direct Response Marketers

by Justin Brooke

Do you need thousands of low cost, highly targeted, cheap clicks?

Our cold traffic playbook will give you an action plan to scale your monthly visitors and leverage new cutting edge digital advertising options. The best part is most of this will get you clicks below $0.20 CPC!

If you’ve ever thought to yourself, “Man, I just wish I knew what works,” then this blog post is going to be the best blog post you read all year. 

It starts with Google Display Network [GDN], Yahoo Gemini [AB], And then Taboola [TB].

These three networks are commonly used by top media buyers because they provide massive traffic at a great CPC with precise targeting. 

These 3 Networks Are Used By Top Ad Buyers Because Of Their Cheap Clicks Combined With Massive Scale

Next, is the hottest new trend in retargeting, video retargeting. 

By using Google Remarketing lists and Facebook’s website custom audiences you can use Youtube ads and Facebook video ads to retarget your landing page visitors with short videos. 

We’re seeing double the conversion rates with video ads. 

Even when sending clicks to the same pages that other ads are driving visitors to. Use video retargeting as a way to recycle those bulk clicks into even more traffic. 

Finally, just like you would use email follow up sequences to push people through your sales funnel, you can use retargeting ads to help push your visitors through your sales funnel. 

Just like email follow up, you can use retargeting ads to help push your visitors through your sales funnel

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We discovered these best practices while working with 25 of the top direct response marketing companies. 

We also use competitive intelligence tools AdBeat, SEMRush, SimilarWeb (etc) to analyze your trends and competitors. 

Based on all of our experience and the data that we saw last year, we believe this playbook is the strongest media plan for modern direct response marketers. 

To make sure you don’t think we’re just making this up, below we’ve included screenshots showing ad spend by network for a few of the world’s largest digital advertisers…

LowerMyBills.com Ad Spend by Network

StansberryResearch.com Ad Spend by Network

Instaflex.com Ad Spend by Network

 

Did you notice that Google and AdBlade are the only two that all 3 companies had in common?

Listen, we’re not making this shit up. We have access to an overwhelming amount of data that shows this strategy is a collection of “cream of the crop” digital ad strategies. The best part is, it doesn’t matter if you’re a one man shop or you have a team of internal media buyers, anyone can drive millions of clicks profitably with this strategy (providing you have a decent sales funnel).

Obviously, some customization might be needed based on individual needs, but we felt this is a good template for companies to start with.

What You Need To Know About
Google Display Network To Get Started

[GDN]: Google Display Network

With Google Display Network you can use aggressive style direct response banner ads while targeting your ideal audience. For example, if you’re selling muscle building supplements you can target pages by keyword (Benchpress, Deadlift, Powerlifting, etc) then also layer demographic data on top to ensure it’s highly targeted traffic. Your landing page will still have to be Google compliant, but they tend to be more lax on their display side than with their search ads.

Examples of Google compliant landing pages…

 

These were all running on Google at the time of writing this article. Things may change over time, the Internet is good at that. You should always read the Google advertising guidelines yourself and frequently as they do tend to change.

[GEM]: Yahoo Gemini

Gemini is friendly to aggressive direct response marketers. All the top CPA offers are using Gemini because their ad units look great and get high CTR’s. They used to be a 2nd tier ad network mostly used by rookie CPA marketers looking for cheap clicks, but recent changes in their ad unit design (NewsBullets) and inventory is quickly making them a 1st tier for those in the know. Gemini is a high volume network with great targeting options including geographic, psychographic, and of course demographic.

EDIT: I’ve swapped out AdBlade for Yahoo Gemini. The two are very similar, but Yahoo has much higher quality traffic. My clients are also seeing FAR more conversions with Yahoo Gemini, than they were with AdBlade.

[TB]: Taboola


Taboola is a native advertising network and is the new dog in an aggressive direct response marketers yard. They allow you to put teaser ads for your advertorial/editorial content on their vast publisher network of sites like Forbes, Time, TMZ, and many other 2nd tier media sites. The CTR’s these ad units get are much higher than the CTR’s of banners or text ads and CPC’s below $0.50. ShareThrough.com, a leading native advertising data source, says that native ads are showing an 18% lift in purchase intent. Also, very little compliance issues. You can read their guidelines here.

What You Need To Know About
Video Retargeting To Get Started

2012 – 2014 everyone was buzzing about retargeting. Which for the first time in history gave advertisers the ability to follow the eyeballs after they left the site (without needing to opt-in for anything). In 2015 the hot new twist on retargeting is video retargeting. Following those eyeballs into Facebook and Youtube with short teaser videos or testimonial videos for your products.

[YT]: Youtube Ads

By using Google’s remarketing lists feature you can target your Youtube ads to visitors who landed on your landing page from other means. This is POWERFUL!  

Visitors to your landing page will be shown a short video teasing the benefits of your product when they log onto Youtube. This re-engages them and we’ve seen conversions double after clicking to the page from video ads. Same compliance issues as Google Display, light, but strict. Not nearly as bad as Facebook.

Here’s how to set it up…

  1. Put Google Analytics code on all your pages.
  2. Link your Google Analytics account to Adwords.
  3. Create a Google remarketing list for all website visitors.
  4. Create a 30 – 90 second video. Make sure the first 5 seconds set the hook so they don’t click “skip ad.”
  5. Upload the video to your Youtube account.
  6. Link your Youtube account to Adwords.
  7. Now create a Youtube “instream ad” from your video and set the target to the Remarketing list you made.

Side Note: If you’re looking for a really good course on Youtube ads, I highly recommend InstreamTrafficSystem [aff link] by Tommie Powers. When it comes to video advertising, he’s the top dude right now. I also wouldn’t be a great marketer if I didn’t mention that I have one also here: Bulletproof Youtube Ads

[FB]: Facebook Video Ads

While Facebook is not friendly to aggressive direct response marketing, they do have arguably the best traffic retargeting options with their custom and lookalike audiences. 

By using their website custom audience pixel you can create an audience from all your landing page visitors and then serve them short video ads later on while they are on Facebook. Use one of your Google compliant pages here, try not to attract too much attention to yourself, and you should be fine.

Imagine a visitor who was on the fence about your product all of a sudden seeing video testimonials, product demonstrations, or short teasers for days after they leave your site. Surely, you see how this is way more powerful than simple banner retargeting.

What You Need To Know About
Curing Cart Abandonment

[FB]: Facebook Website Custom Audience

You may have noticed we didn’t include Facebook as a primary source of traffic. That’s because over the last year they have proven to be very unstable and unfriendly to direct response marketers. Almost anyone doing $1,000/day or more has had repeated trouble with ad account shut downs. However, I believe using them for smaller ultra targeted campaigns using their website custom audience and lookalike audience features is a sure bet. With website custom audiences you can create an audience of people who landed on your landing page AND also clicked through to your sales page.

These are highly qualified visitors that makes a lot of sense to retarget them with soon-to-expire discounts via FB newsfeed ads. For example, visitor clicks landing page, then clicks through for the product, for some reason doesn’t buy right away, but then see’s a 10% off (expires midnight) newsfeed ad for your product later that night on Facebook. BOOM! Conversion.

You can also create another website custom audience of people who land on your order page but don’t complete their order. These visitors were excited enough to click the order button, but just couldn’t pull the trigger yet. You’d be surprised how much this happens. There are horror stories all over the net of marketers discovering 50% – 80% of their order page traffic abandoning the cart before ordering. Now, you can bring those orders back using Facebook website custom audiences and newsfeed ads which are arguably the most effective ad unit in the world right now.

After you’ve built up a sizeable custom audience for each of these examples, now you can create a lookalike audience and expand your campaign to people that Facebook believes are similar to your visitors. Every Facebook advertiser I know has said that custom and lookalike audiences are the highest ROI campaigns they’ve ever run. With some reports as high as 900% ROI.

[RMG]: Google Remarketing Lists

Using the Google Analytics code that is likely already installed on all your pages you can create remarketing lists based on pages your visitors visit, just like with Facebook website custom audiences. So everything I just described above that you can do with Facebook you can also do with Google. Allowing you to follow your visitors all over the rest of the web instead of just inside Facebook. Plus, Google just released a competitor to lookalike audiences called “similar audiences.” This means you can also create campaigns targeting people who Google believes are similar to the visitors from your remarketing lists.

The trick with Google remarketing and Facebook website custom audiences is ONLY targeting highly qualified visitors. You do not want to just target any visitor, because a majority of web visitors are bounces that were never interested. However, someone who visited your landing page and your sales page is a qualified candidate. Same goes for someone who has visited your sales page and your order page. With Google remarketing lists you can ever create a list of visitors who were on your page for a specified amount of time. This is great if you have a VSL and want to remarket to people who watched more than half of your VSL, but not all the people who left in the first minute.

Wrap Up:

The best part about the roll out strategy is that it works for a one man shop, or a company with their own team of internal media buyers. It’s simple enough for the amatuer and strong enough for the veteran.

However, if this looks overwhelming to you, or if you don’t have accounts in these networks, or if you don’t have the time to learn how to use each of these networks, then you should let us make it hands-free for you.

Our AdSkills Media Buyers specialize in direct response ad campaigns. We can guide you through the compliance rules and help you scale the campaigns.

What we need from you…

  1. Proven/tested sales funnel that is capable of converting the highly targeted clicks we send into sales. (Note: we do not work with newly built sales funnels)
  2. Tracking Already set up – we work with all cookie-based tracking solutions, however other solutions (like Infusionsoft) are not acceptable tracking solutions for our services.
  3. 1 day of your time to plan and build your digital marketing strategy.

If this is you, fill out our matchmaker form and we’ll pair you with an AdSkills certified media buyer that fits your budget. For everyone else, I read every comment so if you have questions leave a comment below.  Also, if you found the information in this article useful, sharing it on Facebook or Twitter really helps us keep producing more content like this. Without the shares, we just couldn’t afford to keep producing free content like this.

Thanks for reading.

INSTANT DOWNLOAD: 50 ONLINE ADS THAT MADE MILLIONS FOR THEIR FOUNDERS

We searched 50 companies that made millions online with digital ads. Then packaged all their landing pages and ads in a neat file for you. Download it now and have an instant swipe file for your own inspiration. 

Facebook Ad Guidelines

Facebook Ad Guideline “GOTCHAS” That You Probably Didn’t Know About

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SO.. I’ve been reading through the Facebook Advertising guidelines. (Thrilling way to pass the time, I know — but it’s my job to keep up on things like this… )

Anywho… After hours of reading through taking notes and making a list of “do’s and don’ts” for our team. I came across this one section all the way at the bottom of this page and found this…

1. Are You Trustworthy?

 

Wait… did you read that clearly? It says they’re using a tool to check if the website is trustworthy. That means, before ever checking your landing page, ad copy, ad image, and targeting… they’re first checking to see what other people THINK about you.

Here’s a quick 1 minute video about Web Of Trust and how to use it:

So, I followed this rabbit trail a little further and installed the chrome browser extension. Then headed to Google and searched a few sites of my clients, competitors and of course mine. The little tool showed an icon next to EVERY link in browsers, in my email, and even in my Facebook newsfeed. (NOTE: you can see the little green circle icon in the image above) Here are two examples from my newsfeed while writing this post:

 

Now that I’m certain they’re using this as step in their approval/disapproval process. I’m thinking this is a pretty important reputation to improve to maintain a positive rep with the ad account… especially if you’re business is reliant on Facebook Ads.

It was a pretty easy process to “claim my site.” You could choose to upload a simple text file to your cpanel or you could add a string of text to the head section of your website. (Don’t worry, non techy’s, they give pretty easy to follow instructions.)

Why is this really important to you?

Well…. let’s say that green dot turns into an orange or red dot. That means anyone clicking from Facebook to your URL get’s this warning before being redirected:

 

You don’t even have to have “malware or phishing” on your site.. if you have a negative rating for any reason this is the default warning that is displayed (from the research I did). This site goes on to show a possible “conspiracy” for gaming the WOT system and how harmful the negative rating is.

Monitoring our reputation on WOT has already been assigned to a team member. They are also responsible for ensuring that any negative comments are responded to and resolved quickly. I’m also recommending to all my clients to create a profile and ask their customers to leave honest ratings for their websites.

2. Is your Landing Page Working For You?

They have an entire section on JUST your landing page. In the past 2 months I’ve personally seen landing page alone be the cause of account shut downs. So let’s run through a couple important landing page guidelines:

1. “Destination URL: The destination URL must function properly in all browsers”

Yes, sounds simple… but if your not checking your page in internet explorer and on mobile then your landing page is harming your account. Tracking Links are actually the common culprit to catch you on this one. This is one of our “FB commandments” we ALWAYS check before submitting ads for approval. I find myself triple checking the links on “big” campaigns…

2. Geographic IP Address Restriction: Facebook Ads are reviewed from a variety of international locations. Therefore, if you are advertising an external website that is restricted to people in certain regions, your ad may be disapproved.

I haven’t personally seen this shut down an account, BUT I personally find this a little “unfair.” I know.. life’s not fair. BUT if I’m advertising to a US audience and my reviewer happens to be in let’s say… India… why should I be penalized for this. Either way.. you’re held responsible.

3. Pop-ups: Ads may not direct to landing pages that trigger pop-ups or pop-unders when someone arrives upon or exits the page.

This has been a Facebook Guideline for as long as I can remember. In fact, this is also on our “fb commandments” checklist I mentioned above. I’ve even had clients tell me they “got away with it.” Unfortunately with Facebook cracking down, we don’t even risk “getting away with it.” Follow the rules, or don’t whine when you get kicked.

4. Landing page: Landing pages must clearly and accurately reflect the product or service being promoted in your ad. In addition, landing pages must not contain content, products, or services prohibited by our Ad Guidelines

Remember back when Google used to opt-in to your landing pages to see where it sent the user next?

Yeah.. Facebook is doing that now. We’ve heard from a couple of sources that they’re checking the page after the opt-in. This is why we always recommend sending clicks to content that is optimized for conversions to your offer. This makes the argument Null and Void. Your ad says “they’ll learn XYZ” and the page they land on gives them “XYZ.” It just so happens that the article the Facebook ad sent them to has a highly relative offer to the article in the sidebar and at the end of the article. This isn’t by chance… it’s strategically crafted to make our ad dollars profitable.

Now, if on that article page you’re advertising or linking to an illegal or “prohibited” product not allowed to be advertised on Facebook… then the content will still be disapproved. The offers linked from the article lander still need to adhere to the FB Guidelines. This falls under the “landing pages must not contain content, products, or services prohibited” part of the line item.

5. Autoplay — Video ads for health products and services may not be allowed to play automatically.

Yep — if you’re still sending to a VSL… better add the controls back in. Facebook may not call them specifically “VSL’s” but when Justin spoke with the Facebook Approval Team (the team that makes these guidelines) they said they’d disapprove the typical VSL page Justin described. His description: “Typically, a white page with a headline and a video that plays — sometimes it has some text below and after a little while the button to continue pops up” Their reply… “yeah that doesn’t sound like something I’d approve even if the button was there the whole time… “

6. Claims — Ad copy must describe and represent the advertised or sponsored brand or product in an accurate and non-misleading way. Ads must not make unsubstantiated claims, including but not limited to price, performance and results. Any claim made in the copy should also be reflected on the landing page.

Probably one of the easiest ones to get disapproved for and the easiest one to fix… You see, in the make health, wealth and dating niches it’s easy to have that headline that says, “Now You Can Finally Meet that Perfect husband, Or Bankroll Your Retirement, or Lose 100 Pounds in Just 6 Months” BUT these are all claims.

I know that you were just getting the reader to imagine their future finally achieving that life long goal, but it’s still a claim. In our FB commandments checklist, we scan for claims in the ad copy and on the landing page. The easy fix here is to tell a story ABOUT someone achieving those goals. The reader can still relate to having similar goals as the person in the story and if written correctly the reader will actually put herself in the shoes of that character envisioning achieving those same results — without you ever having to say — “You can achieve these results.”

7. Privacy Policy — I didn’t want to add this one, but it’s the results of 99% of the ad disapprovals we see. Facebook users are already somewhat creeped out by what strangers can see about them online. Crime shows and lifetime movies aren’t helping this either…

No matter how you feel on the issue, Privacy is extremely important to Facebook users, which means it’s extremely important to Facebook. If you’re advertising you should have one… no matter what network you’re advertising in. Here’s a blog post we published on our research for writing our Privacy Policy

3. Are You “Exploiting” Current Events?

Ever seen an ad that goes something like this… “You’ll Never Guess What Obama is Up To Now” or “Wait Until You See What (insert political figure or government agency) Is Up To Now”

Yeah… those used to CRUSH it in Facebook. That is until Facebook slowly started tweaking their guidelines. It took about a year for it to be completely against the terms of service, but they’ve finally done it. These line items are on two separate pages and have lead to MANY ad disapprovals.

You see, you used to be able to use images of the White house, Obama, government agencies, etc as long as they were mentioned on your landing page (because it was relative). So if you’re running a survival offer and you mention changes in the government affecting your survival preparations in a blog post… YOU GUESSED IT.. disapproved.

You can have a legitimate article with full details on how one change in your local government will affect XYZ, and you can share that article on Facebook to your audience. But according to these line items, it would be disapproved if you tried to promote it with an ad because it “exploits political issues” or that you’re using the “political hot button for commercial use” or better yet, because you’re using “scare tactics.”

Um… have you seen the survival niche? The entire niche is based around the fear that a catastrophic event will happen and they won’t be prepared. The only “positive” thing to say is “be prepared” but even in saying that you’re assuming the reader “isn’t prepared” and there for scaring them with your FEAR to get prepared… but I digress.

Think this section is only for politics? NOPE, it’s for dating, health, wealth, etc. If your ads lean on the side of fear that they’ll never find that perfect someone, or fear that never make the gains they need to in the gym, or fear that they’ll hit retirement broke and alone… then this is “exploiting other sensitive issues.”

Our Solution?

This post got a LOT longer than I originally planned. It wasn’t meant to scare you away from advertising on Facebook either.. however, depending on the niche you’re in… I may have.

Look, Facebook is going through a HUGE growth issue. Their recent actions remind me a lot of Google 5–6 years ago. We’ve decided to let Facebook find their way, but not with our advertising dollars.

We’re still using Facebook as a part of our advertising strategy, but we’re making sure that our business is not 100% reliant on them. Facebook is great for retargeting and for advertising strategic content pieces.

Our suggestion to you… do the same. If you’re going to hang around and deal with the inconsistent and unreliable behaviors of the ad approval team at least have your team use our “10 Commandments of FB Ads” checklist.

 

What I Learned From A Million Dollar Per Month Campaign

What I Learned From A Million Dollar Per Month Campaign

authorIcon By Justin Brooke

If you’re paying for traffic or ever plan to, then you need to hear this.

These are the most important lessons I learned while managing the Facebook channel for a large media buying campaign. I was just one media buyer among several.

The client was pushing a million per month in sales, and he was doing it with two separate offers.

One day while visiting his house for a backyard BBQ and beers, I started throwing him a question here and there.

Due to the beers, I cannot remember the exact words, but these are the golden nuggets I did keep.

Before I give you the goods…

I want you to resist the urge to say “My business is different this doesn’t apply to me.”

IT MOST CERTAINLY DOES APPLY TO YOU! No business gets to avoid these fundamental rules of marketing that you’re about to read. Just because this was a BIG million dollar campaign does not mean that the same rules don’t apply to newbies and start ups.

That response is your brains natural defense to try and resist change. Fight the resistance!

Profit Is Grown Not Made

We got to talking about the early days before his product (a line of health supplements) was making millions.

When I prodded him about how he took it from nothing to millions, he replied “Well you definitely don’t luck your way into 200% returns.”

From there he went on to explain how the most expensive mistake people make is buying traffic and hoping it’ll be profitable.

It starts out with buying $100 here and $100 there. Then they buy another course, and spend some more money. Which continues all the way down to hiring this expert and that expert, all the while feeling like the traffic networks or the experts defrauded them.

Meanwhile they were defrauding themselves.

He explained to me that you’re supposed to first establish your cost per sale and average order size and then optimize your sales funnel until you’re breaking even on the front end. You keep the traffic going until this happens, you don’t stop and start and bounce from here to there.

Then you optimize your email follow up sequence, add upsells, cross sells, and high ticket backend offers.

He said “Profit is grown, not made.”

Now, that he’s taught me this lesson I see the mistake he talked about everywhere.

Which is what made me write this post.

I’m hoping I can help a few of my subscribers and customers get off the expensive hamster wheel of “Buy & Pray” or what I call the “Traffic Hail Mary.”

Watch The Profit Signals Not Conversions

His sales page didn’t convert well at all.

In fact most days his conversion rate was half of 1%. Yet, he made boatloads more money, than much higher converting funnels.

When I asked him about this he said “I’m much more concerned with a high customer value, than a high conversion rate, but I’d love both.”

He then explained the key metrics he watches; Audience Size, Cost Per Acquisition, Average Order Value, and Daily Order Volume.

Audience Size

What good is a killer campaign with only 100 customers. Today as I watch other Facebook experts bragging about their 1,000% ROI, I shake my head.

90% of the time these campaigns are to their own list, their own Facebook fans, or a small custom audience. The ROI is great, but there is no room to scale. You can’t go from 10 orders a day to 100 orders a day to 1000 orders a day.

What you want is an audience size of 1 million or more, if you can ROI that you’ll eat well for months or even years.

Cost Per Acquisition

Arguably, the most important number any business owner can track, yet few know it off hand.

This is the number that let’s you know if every sale you make is digging you into a hole or fattening your wallet. Ideally, you want this number as low as you can get it, but it’s more important that you increase your average order value than reduce your CPA.

Sometimes, people worry too much about reducing their CPA and hand cuff their campaigns. Your goal is not to spend the least, but to be able to spend the most. THAT is how you crush the competition.

He who can buy more bullets, wins the war!

Average Order Value

This is the number you want to concern yourself most.

Knowing your CPA is important, but your AOV is the throttle behind your business. You should be spending most of your time optimizing your funnel to increase your AOV.

All you gotta remember is CPA < AOV = Profit. Spend 80% of your time increasing your AOV and 20% of your time shaving points off of your CPA.

Think about it like this, poor people stay poor because their natural response is to try and save money. Their idea of trying to have more money is to spend less on other things. It’s an oppressive scarcity type of mindset.

Rich people on the other hand default to think “how can I make more.” It’s an abundance mindset and its the little secret that keeps the rich richer.

Daily Order Volume

This number tells you the health of your campaign.

The higher it gets the healthier your campaign is and the more revenue you’re earning. If you have a big audience size and your CPA is < your AOV, then you should be able to scale your daily order volume. Just watch it closely, because sometimes scaling changes the numbers.

Lots of ad networks try to sneak in lower quality traffic when they can’t supply you with enough high quality traffic. So make sure you scale up in controlled increases.

What About Conversion Rate & CTR?

These are still useful numbers, like bounce rate and time on page. Use them as directional cues for optimizing your funnel, but always cater to the key profit signals in the end.

A great CTR or conversion rate means diddly, if it limits your ability to scale.

If you want to know how to do all of this with your Facebook ads, check this out. Or if you’re just having trouble converting your paid ads into sales, try this.

TL;DR

  • Don’t buy traffic and pray it’ll be profitable, MAKE it profitable
  • Blame your funnel, not the traffic
  • Concern yourself with customer value more than conversion rate
  • Don’t waste your time on small audience sizes, go big or go home!
  • Keep an eye on your cost per acquisition, but don’t obsess on it
  • Spend the bulk of your time working to increase your average order value
  • Make daily order volume your big scoreboard

Where To Buy Solo Ads

Where To Buy Solo Ads In Non-IM Niches

authorIcon By Justin Brooke

Have you heard about solo ads?

They’re really hot. A lot of the IM guys, the internet marketing guys are using them to make money online. There’s a lot of places to buy and sell solo ads in the IM market.

One of the biggest questions that I get asked about solo ads is where can I buy these for other niche markets? You see if I wanna buy solo ads for weight loss or solo ads for real estate, where do I buy that? There’s actually a lot of different places that you can do that.

One of my favorite places is arcamax.com I’ve used them for years. They have a gigantic newsletter and millions of people are on there. And they have other smaller niche newsletters that you can get access to. Also, make sure that you ask about those because when you call up, they won’t normally tell you about those things. It’s much cheaper to run in the niche newsletters that they have but they make their biggest money out of the big newsletter that they sell. So they normally talk about that one first.

So arcamax.com is a great place to buy solo ads for other markets. Even general interest. If you’ve got an offer that’s doing really really well, and you just need more traffic period, they’ve got tons and tons of traffic available.

Another one is dedicatedemails.com. They don’t have lots of different markets but if you wanna buy for the real estate market, for wealth building market, personal development, make money online, they have some health and fitness inventory as well — they are really great.

I’ve used them. This is probably my best source dedicatedemails.com. I’ve become great friends with the owners, the Litman brothers — Brian and Michael Litman. They have access to a lot of the really large guru list. So if you wanna access those list you’re gonna need to spend upwards of $1,000, they would want me to tell you that upwards of $2,000 and they’re great.

I’ve gotten great conversions off them so the first one arcamax.com, second one dedicatedemails.com that’s my best one right there. And then another one is newsmax.com.

If you just wanna access the older, conservative male — if you’ve got something about like heart problems, pills that solve heart problems, joint pain pills, age defying stuff, for age regeneration (I don’t know about this stuff — I’m young!), hair loss stuff . Anything that targets the males 35 and older they have access to that market and lots of millions of them. So newsmax.com is another one.

You can go to a website called nextmark — if you want to find all their list, you go to the lists.nextmark.com and you can search all the different lists that they have available. There’s tons of them on every single topic. Not only email list but you can get phone list, you can get snail mail list, you can get all that stuff there so check out lists.nextmark.com.

And the last one and this is my nugget that I don’t normally give out — bmielite.com — BMI Elite. What they do is they go out, it’s compiled list so it doesn’t convert as good as a buyer’s list or a subscription list. They have massive list. So if you wanna have access to 12 million real estate brokers they’ve got that. So BMI Elite. Go check them out they have tons of email subscribers and lots of different markets.

Just to run them again real quick: arcamax.com, dedicatedemails.com, nextmark.com, and then bmielite.com. Check those out and that’s where you can go and buy solo ads in other non IM niches.

Facebook Ad Manager

Facebook Ads Manager: A 125-Point Guide to Make You a Superhero

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The following ultimate guide was provided for republishing courtesy of KlientBoost.


Knowing how to use the Facebook Ads Manager is like a superpower in many ways.

Navigating this tool gives you the ability to reach over 1.86 billion people all around the world.

That’s nearly 20% of the total population, potentially seeing your ads and reading your posts.

It could almost be said that the Facebook Ads Manager can make or break newbie (and seasoned) marketers that wish to be perceived as real-life heroes by their teammates.

Nevertheless, no hero is perfect. Even if you’re the superstar of your marketing team, you can’t know everything.

What if your ideas get tangled up in the exhausting process of setting up Facebook ad campaigns?

All those campaign levels, optimization options and bidding methods


Facebook Ads Manager can seem complicated at first – GIF source

Facebook Ads Manager can be a tricky companion.

But don’t worry Batman, it will all get easier once you take the time to discover all the possibilities and options in the Ads Manager.

We’ve put together this guide to give you a step-by-step overview of Facebook Ads Manager, from setting up your first campaign to optimizing for higher ROI.

The next time a team member asks for your help with Facebook campaign setup, you’ll know exactly what to do!

Why Do You Need Facebook Ads Manager?

Maybe you’re thinking “What’s all this fuss about?”

Why do you need Facebook ads at all?

Buffer’s 2016 social media report found that 93% of marketers use Facebook for their business and 91% have invested in Facebook ads.

And it seems to pay off. A German home décor search portal was able to reduce its CPA by nearly 25% by using Facebook Custom Audiences to drive high-quality traffic to its partner sites.

And that’s just one example.

We have over 100 clients that use Facebook ads, and we have countless pieces of content on how we take advantage of Facebook ads (this being one of them).

If you want to be among the 91% of marketers reaching their audiences via Facebook ads, there’s really no way of going around the Facebook Ads Manager or the Power Editor.

However, the Power Editor is more complex and mainly used for managing large-scale campaigns. I’d suggest that you start by mastering the Ads Manager.

If you’re not familiar with this ad management tool yet, here’s a super quick overview of what can be done with it:

Facebook Ads Manager helps to:

  • Set up Facebook ad campaigns
  • Create new ad sets and ads
  • A/B test your Facebook ad campaigns
  • Manage Facebook ad bidding and budgets
  • Keep track of your campaign performance
  • Optimize your ad campaigns for higher ROI
  • Get more target audience insight

That’s a lot of sweet features for a single tool.

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And many of these features are golden – GIF source

Here’s good news: you can get all those golden benefits quite easily. All you need to do is set up a Facebook Ads Manager account and learn to navigate between the tools.

Sounds like a stellar deal to me. You ready?

Getting Started with Ads Manager

Just to get this out of the way: Facebook Ads Manager is a free tool.

You’ll only pay for your ads being shown in your target audiences’ news feeds.

There are three ways to get to your Facebook Ads Manager account:

1) Use this link that will instantly take you to your account (You can bookmark the link for quick access).

2) Click on the drop-down arrow in the upper-right corner of any Facebook page (that you have Admin access to) and select “Manage Ads” in the drop-down menu.

Go to a Facebook page’s Ads Manager account

You’ll land on the Facebook Ad Accounts page where you can select an ad account to manage. To switch between Facebook pages, you can go to the Business Manager and select another page.

Go to the Facebook Business Manager to select an account

3) Use Facebook’s Ads Manager mobile app to manage your ads on the go.

By combining these three options, you can access and review your Facebook ads anytime and anywhere.

Navigating the Facebook Ads Manager

On the first look, Ads Manager can seem slightly overwhelming, especially after the interface design update in April 2017.

That’s okay, we’ve created a little roadmap for you.

Overview in Facebook Ads Manager

Campaigns view in Facebook Ads Manager

 Bear with me. We’ll pause to uncover all those features later in the article.

The easiest way to find your way throughout the entire ad management process is by using Facebook Business Manager’s navigation bar menu.

Use the navigation bar to move around

You’ll have plenty of options to move between your ad campaigns, Facebook target audiences, admin settings, and much more.

Let’s just focus on the Ads Manager for now

In addition to the menu, there’s other stuff worth checking out inside the navigation bar:

  • Search – quickly find your campaigns, ad sets, and ads
  • Notifications – see what’s new on your Facebook pages
  • Help – access FAQs and Facebook’s ad glossary whenever you’re stuck with something

Using Facebook Ads Manager for Campaign Setup

Learning to create and handle Facebook ad campaigns has many analogies with learning to dance.

As you make your first moves, you may take a wrong step somewhere and fall.

But after you’ve set up a couple of successful ad campaigns and worked through this guide, you’re all set to rock the Facebook advertising landscape and beat the competition.


Soon, you’ll have all these rockstar moves too – GIF source

The Facebook campaign creation process starts once you hit the green “Create Ad” button on the upper-right corner of Ads Manager.

Click on “Create Ad”

Here’s what happens next:

You’re going to be guided through the entire ad creation process. All you have to do is select the options you prefer and enter your very best Facebook ad copy. That’s easy, right?

You’ll be guided through all these steps

Step 1: Choose Your Campaign Objective

Behind the fancy name of “campaign objective” hides your ultimate goal for creating the Facebook ad campaign. That is, getting new leads or paying customers, having people download your content, etc.

This step is arguably one of the decisive elements of your campaign success. The Facebook campaign objective determines the optimization and bidding options you’ll have later.

Look at the campaign objective as the foundation of your entire campaign – you should make sure it reflects on your final goals instead of vanity metrics such as ad clicks or impressions.

When setting up a new Facebook ad campaign in the Ads Manager, you can choose between 11 campaign objectives:


Select between 11 campaign objectives

If you’re interested in all the bidding and delivery optimization possibilities that come with each campaign objective, see our guide to ad bidding and optimization.

Step 2: Name Your Ad Campaign

This one is easy: type in the name of your ad campaign.

If you’d like to read more, you can find an in-depth guide on Facebook ad campaign naming best practices, put together by the Facebook advertising expert Jon Loomer.


Type in your campaign’s name

Step 3: Select the Target Audience

After you’ve given your campaign a name, that’s where the real fun begins.

Usually, the next step in the row is selecting or creating one or several Facebook ad audiences.

Facebook Ads Manager lets you target people based on the demographics, past website visits, conversions, etc. – the choice is crazy-extensive.


Create your Facebook target audience

As I could go on for hours, talking about the importance of targeting the right audiences, I’ll restrict myself by telling you this: Make sure your audiences match with your offer.

You wouldn’t want to advertise the same offer to every single person in your sales funnel. Those people have all different problems and expectations for your product.

Match your offer with your audience

Make it a priority to define your buyer personas so you can craft ad messages based on your target audience’s personalities and expectations.

By doing so, you’ll avoid one of the gravest Facebook ad mistakes that break otherwise brilliant campaigns.

Tip: Don’t forget to exclude Facebook Custom Audiences of past converters or people who have already visited your landing pages for particular offers.

See our 101-point guide to Facebook Custom Audiences to learn everything there is to know. As icing on the cake, this guide is full of first-class retargeting ideas.

Step 4: Select Your Ad Placements

Facebook’s ad placements include:

  • Facebook News Feeds (Mobile and Desktop)
  • Facebook Right-Hand Column
  • Instagram
  • Audience Network
  • Instant Articles
  • In-Stream Video

Facebook ad placements

Should you deliver your ads across all these channels and placements? – Probably not.

As an article in the Kissmetrics blog pointed out, the Instagram ad placement converted nearly 500% better than the Mobile News Feed placement, at a fraction of the CPA.

Ad placements have different costs – image source

It really depends on what you’re offering and whom you’re targeting.

For example, when creating Mobile App Download ads, it makes sense to use Mobile ad placements.

If you’re unsure which ad placements to start with, here’s what Facebook suggests:

  • Brand awareness: Facebook and Instagram
  • Engagement: Facebook and Instagram
  • Video views: Facebook, Instagram and Audience Network
  • App installs: Facebook, Instagram and Audience Network
  • Traffic (for website clicks and app engagement): Facebook and Audience Network
  • Product catalog sales: Facebook and Audience Network
  • Conversions: Facebook and Audience Network

Step 5: Set Your Advertising Budget

Facebook’s PPC bidding operates on an auction-type bidding system, just like Google AdWords. Believe me, it’s a science on its own.

To customize your ad budget, go to your campaign’s Budget & Schedule section.

When using Facebook Ads Manager, you can select between Daily and Lifetime Budget.

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Set up a Daily or Lifetime Budget

Let’s take a crash course in Facebook ad budgets:

Daily budget:  Facebook will spend a set amount of money every day during your campaign dates.

Note that when you set your daily budget, you’re setting an average. This means that Facebook will try to get you roughly your daily budget’s worth of results for every day along the campaign runway.

On certain days, when Facebook sees better opportunities, it may spend up to 25% more than your daily budget.

Don’t be surprised if your daily ad spend looks something like this. It’s the way it works:

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Facebook’s daily ad spend example – image source

Lifetime Budget: Facebook will spend this sum over the entire campaign duration.

You can later easily increase or decrease your ad budgets by going to the Facebook Ads Manager and editing your campaign parameters on the Ad Set level.

Step 6: Set Up the Ad Delivery Optimization

After you’ve set your campaign’s budget, click on the “Show Advanced Options” link to continue to the next step.

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Click on “Show Advanced Options”

In this campaign creation phase, you’re going to tell Facebook what the most important campaign objectives are for you.

Is it conversions, impressions, link clicks, or delivering your ads to a large set of people once a day?

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Select your Facebook ad delivery optimization

Here’s how Facebook explains the delivery optimization:

Your optimization choice tells us what to value when delivering your ad. For example, you could tell us to show your ad to the people in your target audience most likely to click a link to your website (optimizing for link clicks) or to show it as many times as possible (optimizing for impressions).

Facebook has four different delivery optimization options:

  • Conversions – Facebook will do its best to deliver your ads to people who are most likely to convert. Basically, Facebook will do the hardest part of ad optimization for you. (In most cases, I recommend advertisers to select this option.)
  • Link Clicks – Facebook focuses on getting users to click on your ad to be taken to a landing page or a download page. If your goal is to get a lot of users to your website, this might be a good option.
  • Impressions – Facebook will optimize your ads to be seen by as many people as possible. This is a good option for businesses looking to build brand awareness.
  • Daily Unique Reach – Facebook will deliver your ads to the maximum number of people up to once a day. This method works well when combined with retargeting.

For best results, select the optimization method that’s closest to your advertising goal (Most likely, it’s conversions).

Step 7: Review Your Ad Bidding Method (Optional)

As we’ve got a super in-depth and up-to-date guide on Facebook Ads Bidding on KlientBoost’s blog, I won’t go too into detail here.

If you’re new to the Facebook Ads Manager, you can skip this step completely and use the automatic bidding — or you can select the manual bidding method and tell Facebook how much a conversion is worth to you.

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You can set manual ad bids

For example, if you’ve optimized your ad campaign for Link Clicks, you can set the highest price per click you’re willing to pay.

Step 8: Set Up a Custom Ad Schedule (Optional)

If you’re using the Lifetime Budget, Facebook offers an option to set up a custom ad schedule.

This means that you can select the hours of day and weekdays when your ads will be delivered.

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Set up a custom delivery schedule

For example, if you select 5pm – 8pm on Tuesdays, your ad will be served to people during the evening commute in their local time.

Alright, you’re through the technical campaign setup phase.

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 It’s time to move on to the sweet ad creation phase! – GIF source

Step 9: Create Your Facebook Ads

During this step, you’re going to create your Facebook ads by setting up both ad messages, links, and images.

Facebook Ads Manager lets you either use an existing post or create a new ad.

Use Existing Page Posts in Your Ads

There are a couple of reasons why promoting your Facebook page posts can pay off big time.

First, you can uncover your best-performing page posts by measuring their organic engagement level. Instead of guessing what works, you’ll be promoting an already tested Facebook post.

Second, using Facebook page posts across multiple ads ensures that you won’t spread thin all the likes and shares under the ads in different campaigns.

As you promote a single page post in multiple ad sets to different audiences, all the likes (meaning social proof) accumulate under this one post.

To use a Facebook post in your ad campaigns, you first need to post it on your Facebook page.

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P.S. you can read this article here

Next, select “Use Existing Post” in the ad creation phase.

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Including the same page posts in multiple ad sets will also save you
lots of time (that you can use for setting up even more campaigns).

Create a New Ad

Start by selecting the Facebook ad type you’d like to use. There are plenty of options, the most popular ones being:

  • Carousel ads
  • Single Image ads
  • Single Video ads
  • Slideshow ads
  • Canvas ads
  • Lead Gen ads
  • Dynamic Product ads

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Select your ad format

Your choice of ad type should depend on your advertising goals – which ad layout matches best with your offer.

Moreover, a Mobile ad requires a completely different input than a Desktop ad – not all ad designs and messages look great across each channel.

To rock this ad creation phase and create some rockstar Facebook ads, check out our guide on 47 Facebook ad hacks and don’t miss out on these sweet Facebook ad examples.

Switch your brain cells on the work mode, and create one or more Facebook ads by filling in all the empty boxes and selecting between the ad images and call-to-actions.

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Here go all your ad messages

After you’ve selected the right ad image(s) or a video, and filled in all the text boxes, you’ll have an ad that looks like the ones in your Facebook news feed.

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Here’s a stellar Facebook ad example by Moz

If you’re happy with your campaign, click on the green “Place Order “ button and publish your campaign to Facebook.

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Publish your campaign on Facebook

Using Facebook Ads Manager to Edit Your Campaigns

Once you’ve published your Facebook ad campaigns, you’ll likely to want to tweak the ad sets and campaign setup once in awhile.

Proper Facebook campaign optimization can make or break ad campaigns.

It could be as simple as noticing a small typo inside you ad copy and wanting to change it ASAP.

To edit an existing Facebook campaign, ad set, or ad, hover over its name and click on the Edit icon. You can also select multiple ad sets or ads and bulk edit them to be even more efficient.

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Use the Facebook Ads Manager to edit your ads

You’ll be guided to a new popup editing window where you can quickly make the changes.

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Make all the edits you need!

When editing campaigns in the Ads Manager, you can:

  • Edit the campaign’s name
  • Set a new spending limit
  • Switch the campaign on or off

When editing ad sets in the Ads Manager, you can:

  • Edit the ad set’s name
  • Edit the ad placement
  • Edit the ad set’s budget and schedule
  • Edit the target audience
  • Edit delivery optimization
  • Switch the ad sets on or off

When editing ads in the Ads Manager, you can:

  • Edit the ad’s name
  • Edit the ad’s link
  • Edit the creatives
  • Change the call-to-action
  • Switch ads on or off

Before you make any edits to newly published Facebook ad campaigns, wait at least 24 hours – that’s the time it takes Facebook to optimize your ad delivery and get the campaign rolling on full steam.

Using Facebook Ads Manager for Reporting

In addition to the campaign setup and quick edits, you can also use the Ads Manager for reporting.

Without good parenting, just like any kids, your ads could get a little wild, leading to a slowdown in ad delivery and decreased campaign results.

Let’s see how you can keep track of relevant campaign metrics without breaking too much sweat.

First of all, it’s crucial that you know what to look for in your ad reports.

Otherwise, you’ll end up with heaps of information and data that you have no idea how to use.

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Watch out for data overdose – GIF source

Usually, these metrics will give you quite an in-depth overview of each ad set’s (and each ad’s) performance:

  • Cost-per-conversion – how much it costs to get a conversion (i.e. to acquire a new customer or lead, have your content downloaded, etc.)
  • Conversion rate – how many people that see your ad will convert
  • Click-to-conversion rate – how many people who click on your ad will also convert
  • Ad frequency – how many times on average a person has seen your ad
  • Relevance score – how relevant your ad is to your target audience

Avoid getting stuck with the nice-to-have vanity metrics such as (unless you are solely focused on brand awareness):

  • Total ad impressions
  • Cost-per-click
  • Click-through rate
  • Cost per 1k impressions

When using Facebook Ads Manager to see ad reports, you can break down your campaign reports by ad sets or individual ads for a closer look into each ad’s performance.

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Select the report’s campaign level

Managing Your Ad Report Columns

In the Columns menu, you can select between different ad reports that change the metrics you see in your ad report.

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Different Column sets show various metrics

You can either select a ready-made report or create custom ad reports by clicking on “Customize Columns.”

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Customize your Facebook ad report’s columns

Here’s a quick overview of the metrics available in Facebook Ads Manager:

Performance: Results, Result Rate, Reach, Frequency, Impressions, Delivery, Social Reach, Social Impressions, People Taking Action, Positive & Negative Feedback, Amount Spent, etc.

Engagement: Post Engagement, Post Comments, Post Shares, Page Engagement, Page Likes, Page Mentions, Event Responses, Check-Ins, Offer Claims, etc.

Clicks: Link clicks, Unique Link Clicks, CTR, Social Clicks, etc.

Messaging: New Messaging Conversations, Messaging Replies, Cost per New Messaging Conversation, etc.

Media: Video Average Watch Time, Canvas View Time, 3-Second Video Views, 10-Second Video Views, 30-Second Video Views, Video Watches at 25%, Video Watches at 100%, etc.

Website Conversions: Website Leads, Website Searches, Website Adds to Cart, Website Registrations Completed, Cost per Website Conversion, Cost per Website Purchase, Website Conversion Value, Website Custom Conversions, etc.

Apps: Desktop App Installs, Mobile App Actions, Mobile App Adds to Cart, Mobile App Purchases, Cost per App Install, etc.

On-Facebook: On-Facebook Purchases, Leads (Form), Cost per On-Facebook Purchase, etc.

Offline: Offline Leads, Store Visits, Offline Purchases, Offline Adds to Cart, Cost per Offline Purchases, etc.

Once you’ve created the ad reports you need, don’t forget to save them.

Using the Breakdown Menu for Reporting

By using the Breakdown menu, you can break down your campaign reports 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, 2 weeks, month

Facebook Ads Manager allows you to select up to one criterion from each section (i.e. one from Delivery, one from Action, and one from Time).

To find the Action and Time breakdown options, scroll to the bottom of the menu.

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Break down your campaigns for more sweet insights

For example, here’s how an ad report broken down by ad placements looks like:

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See which ad placements deliver best results

Searching and Filtering Your Campaigns in Ads Manager

Ads Manager is a pretty thorough tool and can help you uncover tons of valuable information.

If you’re only interested in particular campaigns, objectives or a specific date range, you can apply filters to, well, filter your ad reports.

You’ll find the Search box, filters, and can change the date range in the top right corner of your Ads Manager dashboard.

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Facebook Ads Manager’s search and filters

There are plenty of filtering options available. Each of these filters comes with multiple options:

  • Delivery
  • Objective
  • Buying Type
  • Placement
  • Metrics
  • Date Updated

In the Date Range section, you can apply filters to see campaign results for a specific time period.

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Select your report’s date range

If you use the same filter set often, hit the “Save Filter” button to save the trouble the next time you’re tracking your ads.

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Save helpful filters for future use

Exporting and Sharing Your Ad Reports

If you work with clients or wish to share the latest ad reports with your teammates, it’s easily doable.

You’ve got three options:

Export: Download your ad report data as an Excel or CSV file.

Share: Get a link that you can share with others having access to the ad account.

Save: Save ad report views for later use or schedule email reports to be sent to you regularly.

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Create and schedule reports here

Setting up a scheduled ad report takes about 30 seconds and will save you lots of time.

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Get free custom reports straight to your inbox

But automating campaign reports isn’t by far the biggest time-saver in Facebook Ads Manager. You can also automate a huge part of the campaign optimization process.

Campaign Auto-Optimization in Ads Manager

One of my favorite things about the Facebook Ads Manager are the auto-optimization rules.

Basically, you’re telling Facebook how you’d like your ad campaigns to be managed and let it do half the hard work for you.

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While you’re sitting back and enjoying the sun – GIF source

Automated rules help to keep your Facebook ad campaigns running smoothly and notify you when something is not quite right.

You can set up four different consequences:

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

You can apply the rules to specific campaigns, ad sets, or ads, or have all your active campaigns, ad sets or ads following the same rules pattern.

To create an automated rule, click on the “Create Rule” button in the Campaign Summary table that you’ll find under the editing tab.

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Create an automated rule here

According to the Facebook Automated Rules guide by Jon Loomer, the currently available conditions include:

  • Cost per Result
  • Cost per Add Payment Info (Facebook Pixel)
  • Cost per Click (Link)
  • Cost per App Install
  • Cost per Add to Cart (Facebook Pixel)
  • Cost per Initiate Checkout (Facebook Pixel)
  • Cost per Purchase (Facebook Pixel)
  • Cost per Lead (Facebook Pixel)
  • Cost per Complete Registration (Facebook Pixel)
  • CPM (Cost per 1,000 impressions)
  • Daily Spent
  • Frequency
  • Impressions
  • Lifetime Spent
  • Reach
  • Results

After you’ve selected the campaigns or ads, you can create custom combinations of conditions that will trigger an action.

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Customize your Facebook automated rules

Once you click on “Create”, the new rules will go live and Facebook will start to monitor your ad results.

Learning from Audience Insights

There’s one more feature in the Ads Manager that I want you to know about. It’s called Audience Insights.

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How to get to Audience Insights in Ads Manager

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Put simply, Audience Insights is where Facebook gives you all their business intelligence regarding your target audiences, including the geography, demographics, purchase behavior, and much more.

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Look around in the Audience Insights tool

For example, if you’re curious to discover more details about your Facebook page fans, select your Facebook page under the “People connected to your page” section.

You can use your new findings to create new Saved Audiences based on locations, purchase behavior, and interests – and reach more potential customers.

But that’s just scratching your Facebook audiences’ surface. If you want to know more, read my guide on Facebook’s audience targeting.

A Quick Recap on Facebook Ads Manager

After reading this guide, Facebook Ads Manager doesn’t seem that complicated any more, does it?

As a quick reminder, here’s what you can do in the Ads Manager:

  • Create Facebook ad campaigns
  • Track and report on your ad campaigns
  • Set up custom rules and notifications

Even if it all seems a lil’ overwhelming right now, it will get easier once you get your hands dirty and create your first ad campaign. From there on, you’re going to learn twice as fast.

We’d also like to hear: what are the most complex aspects of Facebook Ads Manager for you?

Post a comment below and maybe we can help.


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Johnathan Dane

Founder / CEO of KlientBoost

Johnathan is a PPC lover and conversion rate fighter, spending most of his time in the trenches.

He’s an international speaker, who’s also a little too obsessed with Pellegrino sparkling water (something that he buys by the pallet at Costco).

He thinks he’s famous, but we write him reality checks every day.

B2B Facebook Ads

B2B Facebook Ads: The 71-Point Guide for the Win

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The following ultimate guide was provided for republishing courtesy of KlientBoost.


B2B Facebook ads campaigns can actually be quite profitable, even if Facebook has long been considered a fun playground for B2C companies.

Social Media Examiner’s report showed that 52% of B2C marketers consider Facebook marketing effective, compared to only 38% of B2B marketers.

All the while consumer brands are having a blast organizing challenges, competitions, and free takeaways, the B2B brands seem to be left out of the game.

The common way of thinking goes: people mostly spend their time on Facebook to communicate with their friends and family, not do business nor network. Facebook’s 2016 News Feed update also prefers posts from your friends and family over the ones by companies trying to sell you stuff.

This is why Facebook ads might seem like a forbidden territory to many B2B companies.

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Wishing that B2B product would become popular – GIF source

But often, it’s a misconception.

Facebook’s ads can deliver major website traffic, leads, and sales both to B2C and B2B brands. I’m going to show you how in a sec.

But first, let’s get one question answered and out of the way:

Should Your B2B Brand Advertise on Facebook?

After having worked with over 100 clients on their Facebook ads, the team at KlientBoost can say that both B2C and B2B advertisers can find high-ROI Facebook ad tactics.

B2B Facebook ads do work. You just need to know how to bring out the best in them.

A survey of 342 B2B marketers found that 58% of managers pointed to Facebook and LinkedIn as the social media platforms with highest ROI.

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Facebook is B2B marketers’ favorite social media platform – image source

There are plenty of success stories, proving the match between Facebook and B2B companies.

B2B company Schneider Electric used Facebook ads to raise awareness of its product with high-quality video content. They saw up to 80% reduction in cost per engagement.

A German patent and law firm used Facebook targeting and got awesome results such as a 40% increase in return on ad spend and a 75% lower CPC compared to other paid channels.

If you take a look at the Facebook ad examples post I wrote earlier this year, you’ll see that many of the examples came from B2B brands: CoScheduleWrikeAsanaFreshBooks…the list goes on and on.

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B2B brands like Wrike advertise on Facebook

According to an eMarketer study, 96% of social media marketers consider Facebook the most effective social media advertising platform.

There’s no reason B2B brands should be left out of the party.

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Leaving B2B brands out is just not cool – GIF source

However, there’s a steep difference between B2C and B2B Facebook ad strategies

Clearly, the audience you’re selling a B2B product differs from an audience you’d target with a chocolate bar ad or a holiday travel offer.

To help you get a better understanding of B2B Facebook ads and see whether it’s a good fit for your company, we put together this guide.

Up next, you’ll find exciting Facebook B2B advertising ideas, tactics, and best practices, all spiced up with stellar ad examples.

Facebook Ads and the B2B Conversion Funnel

Like any other advertising channel, successful Facebook advertising requires that you understand your target audience and conversion funnel. Otherwise, you won’t be able to promote the right offer at the right time to the right audience.

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Your formula for Facebook ad success

B2B Facebook advertising is similar to the B2C marketing in that you can’t keep trumpeting the same message to every target audience and hope they’ll convert.

That’s just wrong.

You should aim to tailor all your marketing messages around a particular conversion stage.

Here’s a chart to give you some campaign ideas for every step of your marketing funnel:

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The B2B conversion funnel – image source

Behind every large B2B enterprise, there’s a decision-maker that’s a person like you and me — and they need to be directed towards the purchase with small consecutive conversions. 

Don’t limit your Facebook ads to a single offer.

Instead, build a flow of lead generation and remarketing ads that will guide your prospects towards the final deal without scaring them away by screaming “BUY ME!” on the first encounter.

B2B Facebook Ad Messaging

In addition to the different conversion funnel stages, B2B Facebook audiences also differ in regards to job seniority, industry, and many other factors.

The messages you target on a CEO vs. an assistant can be highly different.

As you get started with B2B Facebook ads, take your time to define the conversions you want your target audiences to make. Only then proceed to the development process for messaging and value props.

Zuora’s sales pitch deck has been named “The Greatest Sales Deck Ever.”

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A page from Zuora’s sales deck – image source

The pitch deck follows a 5-step pattern:

  1. Name a big, relevant change in the world
  2. Show there will be winners and losers
  3. Show and tease the Promised Land
  4. Explain how some product features could help to reach the Promised Land
  5. Show how your product will get the customer to the Promised Land 

Your B2B Facebook ads should do the same: Convince the potential customers there’s a way to improve their work or increase their company’s profits. The solution? – Your product.

Both B2B and B2C buyers are becoming increasingly independent of salespeople during the buying process. HubSpot’s 2016 research showed that 57% of B2B/B2C buyers consider themselves more self-reliant.

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B2B buyers are becoming more independent – image source

People prefer to do the research on their own and base their decisions on the information available on websites (and ads).

Your ads and website are like your business card.

That’s why, your B2B ad messages should be:

  • Professional – avoid slang and too “fun” messages, speak your customers’ language
  • Trustworthy – show your brand is already trusted by many customers 

For example, Dropbox’s Facebook ad says “Join 90+ Businesses,” showing their product is trusted by many professionals.

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Dropbox emphasizes their large user base

Capterra’s using a similar approach, mentioning they “help more than 2 million users per month choose the best software for their company.”

Having 2 million users is a clear sign the company is working with successful companies all over the world.

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2 million users looks like a sign of trust

Naturally, mentioning a large number of users is not the only way to earn trust in the B2B space.

Research by Arketi Group found that at the beginning of a typical B2B buying cycle, when seeking to understand and explore a possible business problem, most people (41.6%) trust industry analysts (Gartner, Forrester,etc.) as their top go-to source.

If you receive a report from an industry analyst, you might want to mention it in a Facebook ad campaign.

Otherwise, you could simply share industry stats to educate your target audience and position your brand as an industry expert, just like Office for Business has done with their Facebook ad.

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Position your brand as an industry expert

In fact, there are many Facebook campaign formats and ad types that are a great match for B2B advertising.

We did our research and found some super smart examples of B2B Facebook advertising done right.

Here’s what we found.

B2B Facebook Idea #1: Brand Awareness Campaign

As we already explained before, it doesn’t always make sense to jump right at a sales pitch during your first encounter with a potential customer.

If the decision-maker is unfamiliar with your brand and product, they likely won’t feel the urge to make a purchase right away.

That’s where the brand awareness campaign enters the stage.

For example, Contently’s Facebook ad doesn’t immediately ask the reader to sign up or make a purchase.

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Contently’s Facebook ad isn’t selling anything

Instead, Contently’s Facebook ad focuses on creating awareness around their product. Their entire Facebook ad copy emphasizes that they’re working with high-level customers and have won awards in the past. 

SendinBlue’s Facebook ad could also be targeting people who are mostly unfamiliar with their product. The headline “Email & SMS Marketing” says exactly what the product does, so that the ad viewers will associate the brand with email marketing in the future.

And who knows…When a prospect truly needs this kind of a marketing tool, maybe SendinBlue will be on top of their mind.

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SendinBlue’s ad introduces their product

Here are some best practices for running a B2B brand awareness campaign on Facebook:

  • Be clear about your value proposition and brand positioning
  • Target a wide audience and let Facebook auto-optimize your ads’ reach
  • Select the Brand Awareness campaign objective for your Facebook campaign
  • Offer people to learn more about your product/service, instead of proposing a demo or sign-up right away

B2B Facebook Idea #2: Combine PR and Facebook Ads

If your company is regularly featured in the news or you’ve just won an industry campaign, why not share the good news with your Facebook audiences.

While having your product mentioned on a popular news site is already a huge PR win, you can amplify the results by extending your campaign to Facebook.

For example, WeWork is sharing an article they were mentioned in, originally published on Inc.com. (They’ve even made it a pinned post to share the good news with all their Facebook page visitors)

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WeWork’s sharing positive media mentions

Here’s another example of WeWork’s Facebook post sharing media coverage by TechCrunch.

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WeWork’s Facebook post of a TechCruch article

There are several reasons to include 3rd party media mentions on your Facebook page and even promote the posts to amplify the reach:
 

  • People trust product reviews more when they come from a 3rd party or other customers. So, they’ll be more likely to trust a publication’s opinion than a simple ad. According to BrightLocal, 72% of consumers say reading a positive customer reviews increase their trust in a business.
  • Many brands add the “Featured In” snippet on their landing pages to increase trust. It will have the same positive effect on your Facebook page.
  • Positive media mentions also enhance your B2B employer branding, making your company a desirable workplace.

The next time your B2B brand is mentioned by a news publisher or industry website, consider sharing the good news on Facebook as well.

B2B Facebook Idea #3: Make Product Announcements Heard

Most B2B product announcements are read by the existing customers.

After all, they’re the ones caring most about your product’s improvements.

Depending on your company’s processes, a product announcement could be made:

  • In your company’s blog
  • In an email newsletter
  • In a press release
  • In combination of multiple options

However, it might happen that many people who would be interested in hearing about your product news, simply miss the email or won’t visit your blog at the time you publish the announcement.

To make sure your product updates reach a wider audience, create a Facebook ad campaign like Teamwork has done.

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Teamwork’s product announcement

Teamwork’s product announcement introduces a new Zapier integration that will enhance the way many of Teamwork’s customers do their daily work.

Your product announcements could target multiple Facebook audiences:

  • The existing customer base
  • Leads about to convert to paying clients
  • Cold leads that may be interested in your product 

We’ll stop on the B2B Facebook ad targeting options later in this article. 

B2B Facebook Idea #3: Share Product Tips and Insights

Sharing product tips is similar to promoting product updates in that it’s mostly relevant to your existing customers.

However, keeping your existing client base happy is strongly advisable in B2B business. A 2014 Ogilvy study pointed out that 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.

The same study found that consumers prefer brands that engage them on their passions and interests 42% more often than those simply urging them to buy something.

Try not to be too pushy in your B2B Facebook ads.

Instead, focus on delivering value, both to existing and potential customers.

Here’s another example by Dropbox (the company’s seriously rocking B2B Facebook marketing). This time, Dropbox is sharing 10 tips to get more out of their product – Dropbox Paper.

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Share product tips like Dropbox

Here are some best practices for sharing product tips on Facebook:

  • Share product tips that benefit a large percentage of your customers
  • Target your existing customers and fans of your Facebook page
  • Test promoting product tips articles to current leads as well to convert the into paying clients

B2B Facebook Idea #4: Create and Promote Original Research

The users of a popular publishing platform WordPress produce about 84.3 million new posts and 41.8 million new comments every month.

And as you might guess when looking at the chart below, the increase in the number of articles is not going to stop anytime soon.

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WordPress publishes more content every year – image source

When thinking back at KlientBoost’s blog growth, I’d say that great content takes care of 50% of sales.

When done right, content marketing gives so much value to your potential client that they’re already half-way sold before reaching out to you.

But what is great content?

According to an article in Kissmetrics blog, these are the nine pillars of awesome content marketing:

  • Originality
  • Strong headlines
  • The actionable nature of content
  • Providing helpful answers
  • Reliable information resources
  • Highly engaging content
  • Images that help to deliver your message
  • Smart punctuation
  • Sharing the latest information

Let’s stop on the first point of the list: Originality

B2B brands creating original content not only get tons of quality backlinks to their blogs, they also position themselves as leading industry experts.

For example, the Facebook ad by Office for Business offers a free research report.

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Offer more original research

Optimizely is promoting a free playbook on conversion rate optimization. That’s both relevant and interesting to their target audience — marketers.

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Optimizely is promoting a free playbook

People both familiar and unfamiliar with your brand can find value in the industry’s research reports.

This means that an original article empowers both the existing customer relationships while also increasing brand awareness.

Looks like a win-win to me. 

B2B Facebook Idea #5: Share Case Studies & Testimonials

If you haven’t noticed yet, most of the examples and best practices this far have focused on lead nurturing and brand awareness campaigns.

That’s because B2B sales are often based on trust and take more time to close.

study of 150 B2B companies found that 58% of B2B buyers spend more time researching purchases, compared to YoY results.

Another format of B2B Facebook ads that has recently caught my eye is promoting customer testimonials and case studies.

For example, ConvertKit placed a customer testimonial right in the ad image.

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ConvertKit’s Facebook ad features a testimonial

According to a survey conducted by Dimensional Research, an overwhelming 90% of respondents say that positive online reviews influence their buying decisions.

And as you look at the chart below, nearly 40% of people have spotted customer reviews on Facebook — so you might want to give your positive client reviews a boost by promoting them in a Facebook ad.

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Around 40% of people read reviews on Facebook – image source

 

B2B Facebook Idea #6: Get New Leads with Quality Content

Successful B2B sales and content marketing go hand in hand.

According to Content Marketing Institute’s 2017 benchmark study, social media and blog content are the most widely used types of B2B content marketing tactics.

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Social media is a popular B2B marketing channel – image source

However, not all content marketing will get the large companies to your users’ list. Your content marketing efforts have to deliver a high-quality experience and be relevant to your target audience.

OkDork, for instance, offers a free 30-day email marketing course from highly skilled marketing experts. That’s a crazy valuable offer.

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OkDork’s Facebook ad offers a free course

While Litmus’s content offer isn’t as grandiose as OkDork’s 30-day free course, it excels in its own way by being highly relevant to the brand’s target audience.

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Litmus combines content marketing and Facebook ads

You can even go as far as NewsCred and build your marketing campaign around a new highly targeted landing page.

NewsCred’s landing page is targeting specifically at content marketers, combining storytelling, brand campaigns, and fashion — topics that resonate deeply with their target audience.

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NewsCred’s B2B campaign has a dedicated landing page

Before you start creating content for an upcoming advertising campaign, take a deep breath and think who is in your target audience.

Only then proceed to the content creation process.

B2B Facebook Idea #7: Side Project Marketing

Have you heard the term “side project marketing?”

In the recent years, we’ve seen an increasing number of brands succeed with this marketing tactic.

So, what exactly is the side project marketing?

The easiest way to explain the term goes like this: Side project marketing means building a new small product alongside of your main product. The new product will solve a small highly specific problem or help people achieve a particular goal.

For example, HubSpot’s Website Grader helps marketers to evaluate their on-page SEO, loading speed, security, etc.

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HubSpot is doing side project marketing

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Here’s what the results look like

Combining the side projects with Facebook ads can be a great way of attracting new leads and increasing brand awareness.

For example, Salesforce is promoting their free ROI Calculator side project.

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Salesforce’s side project

According to an excellent article by Crazy Egg, the best practices for creating B2B side projects are as follows:
 

  • Scratch your own itch – build a side product that’s solving a problem you understand
  • Use existing resources – find out what resources that you already have which could be given away for free
  • Simplify your solution –  take a specific feature and offer it for free to generate leads, users, and customers
  • React to the market – look for industry trends that you can build on
  • Wrap it in an awesome experience – don’t hold back when creating a perfect user experience
  • Promote your side project – look at your side project as an independent product and give it the spotlight it deserves 

B2B Facebook Idea #8: Free Demo Offers

If your product requires some time to get used to, a free trial offer might help to increase the lead-to-sales conversion rate.

For example, Pipedrive’s Facebook ad features a “Sign Up” call to action.

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Pipedrive’s ad jumps right to the sales pitch

As prospects click on the ad, they’ll be conducted to a landing page with a free trial offer.

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Pipedrive’s landing page offers a free trial

You can also test running a Facebook Lead Ads campaign to collect new leads. However, when promoting SaaS products, you might want people to sign up on your landing page as you’ll be able to lead them directly into your product’s onboarding funnel. 

Facebook Lead Ads work great with eBook and whitepaper offers. Here’s an example by Infusionsoft, offering email marketing tips.

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Infusionsoft’s offering a helpful eBook

If your product is focused on smaller companies (compared to large enterprises), you could also try Instagram ads, just as Clanbeat has done.

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Clanbeat is using Instagram ads to reach B2B audiences

The general rule about Facebook ad placements is to think where your target audience spends most of their time – is it in the Mobile Newsfeed, Desktop Newsfeed, etc.

Also, consider your landing page experience – is it better (and converting more visitors) on desktop or mobile?

B2B Facebook Idea #9: Enhance the Onboarding Experience

Once you get a new lead sign up to your SaaS product, you’re only halfway through the sales process.

You still need to convince people to start paying for your product. And that’s where onboarding enters the game.

According to an article in ConversionXL’s blog, these are the main reasons why your leads never turn into paying clients:

  • Prospects don’t understand how to use the product
  • They have a false impression of what the product actually does
  • Prospects aren’t brought into the product quickly or frequently enough
  • They don’t understand the value

So, how could you make a larger number of leads understand your product and its benefits?

In addition to product walk-throughs and sales calls, you can create helpful guides that explain how your product applies to specific use cases.

For example, Intercom’s Facebook ad invites prospects to learn more about their Intercom Demos feature.

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Intercom’s ad introduces a specific feature

As someone clicks on the ad, they’ll be led to a landing page with plenty of use case examples.

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Intercom’s landing page

Intercom’s Facebook ad could be targeted both on leads and cold audiences to show both how Intercom helps to improve the demo process.

You can also advertise onboarding guides to people who have just signed up to your product by creating a Facebook Custom Audience of new trial users.

B2B Facebook Idea #10: Upsell Campaigns

Upselling campaigns can be used both by eCommerce and B2B businesses.

And you know what? Upsell campaigns can be highly effective.

According to one Forrester research analyst, product recommendations like upsells and cross-sells are responsible for an average of 10-30% of eCommerce revenues.

Depending on the nature of your B2B product, you could find upsell opportunities such as adding users to the existing subscription plan or selling additional products to existing clients.

For example, if a company ordered business cards from MOO…

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If someone converted on this ad

…They could be targeted with a cross-selling campaign of notebooks.

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They could be retargeted with this ad

Be careful not to ask for too much additional spending from your customers.

Shopify’s article suggests that you should upsell and cross-sell products that cost 25% or less of the overall order.

“When choosing upsell and cross-sell products to display, avoid suggesting products that increase the overall order by more than 25 per cent. For example, if the original product the visitor is looking at is $100, you want to avoid showing customers cross-sells and upsells that are greater that a $25 increase on the original product.”

How to Reach Your B2B Audiences on Facebook?

Alright, now that your brain is full of awesome B2B Facebook ad ideas, it’s time to talk about how you’re going to reach them.

On a high level, there are three main Facebook audience types that let you reach your B2B buyers:

  • Facebook Saved Audiences
  • Facebook Custom Audiences
  • Facebook Lookalike Audiences

 Let’s see how you can reach all those audiences on Facebook and turn them from cold leads into paying customers.

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Learn how to reach all your Facebook audiences

Reach B2B Clients with Facebook Saved Audiences

Facebook Saved Audiences let you reach people based on their interests, location, demographics, and behaviors.

When creating a new Saved Audience, your most important tool is going to be the Detailed Targeting box.

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Use Facebook’s Detailed Targeting

Here, you can enter a wide set of interests related to your B2B product or target people based on their job seniority or industry. 

To reveal the full list of work-related targeting options, select “Demographics” and then “Work.”

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Navigate to the “Work” section

Here’s a list of options under the “Work” category: 

Employers – target people based on the company they’re working for (searchable)

Industries – target people based on the industry they’re working in (not searchable)

Job Titles – target people based on the job title they’ve shared with Facebook (searchable)

Office Type – target people based on whether they work in the home office, a small office, etc.

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Target people based on their job

You can also reach potential B2B audiences by targeting the following interests:

  • Industry publications
  • Industry events
  • Your competitors and their fans
  • Other services or products used by your current customers 

Reach B2B Clients with Facebook Custom Audiences

We’ve got the internet’s most comprehensive guide on Facebook Custom Audiences here on KlientBoost’s blog.

So I’m not going to stop on this topic for too long.

However, we’re going to suggest some types of Custom Audiences that we’ve seen work well when matched with B2B Facebook ads.

  1. Website visitors – target people who have already shown some interest in your product
  2. Pricing page visitors – get your Pricing page visitors back to your website by remarketing on Facebook
  3. Blog readers – warm up these lukewarm leads with additional content offers
  4. Newsletter subscribers – turn these warm leads into clients by retargeting them with a sales offer
  5. Free trial users – help these users on board with helpful product guides and case studies
  6. Past purchasers – there’s an audience ripe for a cross-selling or upselling campaign

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Creating Facebook Custom Audiences is pretty easy

Don’t forget that in order to create Facebook Custom Audiences, you need to install the tracking Pixel on your website. Do it on Day 1 of your Facebook Page setup! 

Reach B2B Clients with Facebook Lookalike Audiences

Wouldn’t it be nice if you could clone your best B2B customers and double the sales margins?

You can almost do it with Facebook Lookalike Audiences.

Lookalike Audiences are based on the idea that people who are most similar to your existing users are also the most likely to convert.

To create a Facebook Lookalike Audience, you first need to create a Custom Audience of your top clients and past purchasers. Next, you can use that Custom Audience as a seed for your new Lookalike Audience.

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Creating Facebook Lookalike Audiences

If the seed audience of your top customers is smaller than 1,000 people, you can create Lookalike Audiences based on other types of conversions, e.g. past 60 days leads.

Tip: If your Lookalike Audience is too large for your advertising budget (e.g. over 8M people), you can narrow it down with additional interests- and demographics-based targeting.

Wrap Up on B2B Facebook Ads

While it may seem like an untraditional match, combining your Facebook ads and B2B audiences can be a great opportunity to reach additional customers.

Remember that the B2B deals take a longer time to close than B2C, meaning you should focus more effort on brand awareness and lead nurturing campaigns.

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B2B sales take more effort, but the gains are bigger too – GIF source

Here’s one more tip I’d like you to take away with you.

As a B2B advertiser, you should be cautious of the holiday season and national holidays.

As the B2C advertising is more aggressive around that time, you may want to pause your ads and let the high-cost period go by.

Alright, time to wrap up this article and give it over to you: What are your secret B2B sales tactics? Let us know and we’ll make sure to mention these in the upcoming articles.

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Johnathan Dane

Founder / CEO of KlientBoost

Johnathan is a PPC lover and conversion rate fighter, spending most of his time in the trenches.

He’s an international speaker, who’s also a little too obsessed with Pellegrino sparkling water (something that he buys by the pallet at Costco).

He thinks he’s famous, but we write him reality checks every day.