8 Advanced Facebook Advertising Tips To Improve Campaigns

December 3, 2018

1. Audience Duplication

Often you’ll see conflicting advice when it comes to scaling audiences and getting your product out there without messing up the current successful ad set you are running.

That’s why we like too duplicate audiences and change only one of two factors: Budget or age range.

Utilizing this as a test against a winning ad set, we can start to get a better idea of the sub audiences that are performing well.

While splitting out audiences isn’t the only way to scale, it’s usually more profitable than relying on vertical scaling or running new tests.

2. LTV Audiences and Look-a-Likes

The most important consideration for creating Facebook audiences is providing the platform with as much information as possible about who you are trying to target.

One of the easiest ways to create custom audiences based on an extensive dataset is to use your own customer lists.  The LTV customer lists that are auto-generated by many e-commerce platforms like Shopify and Magento are particularly valuable as they feed Facebook’s algorithms curated lists of customers who have maintained a valuable relationship with your brand.

Facebook uses these lists and aggregates statistics on the customer profile of your average LTV list member.  This allows Facebook to then use the data it has compiled on the people in your list to find equally valuable customers. This is very powerful.

To start with custom LTV audiences, follow the simple steps below.

Head to the audience section and create a new custom audience.

Now click LTV and import a customer spreadsheet containing the value of each customer.

Not only will this give Facebook more data to find better customers, but it makes your look-a-like audiences that much more powerful.

Providing Facebook with this type of advanced customer data will allow you to scale more quickly, regardless of the types of campaigns you are using.

3. Change Ad Set Conversion Window

Changing the conversion windows of ad sets is important. It lets you move from guesswork to testing by letting you see when people are converting and the way the facebook algorithm will source conversions for you in the different time windows.

By testing different conversion windows, you’ll begin to see what works best for you or your clients.

From that knowledge, you then can scale and build out campaigns that perform better all around.

For example, we often use 1-day click for remarketing campaigns as it ensures that Facebook aims to get the conversions immediately from the people who have just clicked or looked at our products.

4. Use Emojis ;)

One of our favorite hacks is emojis.

We throw them in everywhere.

At the time of writing this, emojis are still pretty new in Facebook ads and they stick out like a sore thumb.

We’ve seen marketers try to use emojis in an effort simply to pull attention regardless of how outrageous and unnatural they seem.

Don’t do this.

The way to think about emojis, is like an extension of what you are already saying, or as a placeholder for a word that you’ve already used.

For instance:

  • Use them to illustrate your point (like selling cookies and using the cookie emoji.)
  • Or use them as bullet points, as they stick out a lot more catching attention in a positive way.
  • Add them to the front of the first line to accent what you are about to say
  • Add stars to your review to illustrate that it is a 5-star review

5. Create A Linear Thought Sequence

When doing any account audit, one thing we look for is a linear thought sequence.

If someone is moving through your funnel, what is the message they will see at each point?

Part of the problem business owners run into is thinking about the funnel from their perspective and not the customer’s perspective.

If they are familiar with your brand, stop showing them branding ads, and if they aren’t familiar show them branding ads.

Mapping out your funnel and getting a linear thought sequence that moves through it to be transparent in your ads is important.

You want to make sure that you are paying attention to where your customers are on their journey: Unaware → Problem Aware → Solution Aware → Product Aware

6. Retarget Based on Engagement

Did you know you can retarget based on who interacts with your posts?

This is one of our favorite audiences because when done properly, you can catch people who just interacted with your brand and convert them into a customer.

Engagement audiences typically work in shorter time windows (7-21 days) but can pay off as you learn to use it more effectively.

7. Create Audiences Based on Frequency

Do you know how many times it takes someone to visit your website and then convert?


Okay, figure that out first.

Then head to the audience builder and create audiences on your product pages with pageview of 2+, 3+, 5+, and 10+

You’ll see varied results when trying each of these. Odds are the traffic is much more qualified and will convert at a higher percentage than just targeting page views.

If you want to start getting technical with your marketing you can look at your conversion events and break them out by user behavior.

While the setup to analyze the frequency of visits vs. audience percentage conversion is beyond the scope of this article, its something we will touch on in a future article on Facebook’s Analytics platform.  

8. Split Out Placements

Finally, one of our favorites split-out placements is on dynamic product catalog ads.

Facebook always recommends product catalog ads to be auto placement based, but from what we’ve found splitting out facebook + audience network and Instagram can lead to better results.

By splitting out your placements, your message can be more tailored to the platform and you can further refine the style of creatives you use.

And of course, you end up making more money.

Now, if you don't want to test all of these different strategies and are looking for hands-on help, set-up a strategy call and we can get started today.