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The Beginner’s Guide to Retargeting

You put a lot of effort into driving consumers to your website. Your site is where the magic happens—people get to learn more about your business and purchase your goods or services. But what happens when someone goes to your website but doesn’t become a customer?

This happens a lot. A full 92 percent of consumers do something other than make a purchase on their first visit to a business’s website.

And when you think about the customer journey, it makes sense. People want to get to know, like, and trust your business before they commit to handing over their credit card. So the real question becomes: How do you recapture the attention of those 92 percent of consumers? Their first visit to your website does you no good if they never return.

That’s where retargeting comes in. This digital advertising technique allows you to remind those consumers who might otherwise drift away that you’re still here! If you’ve never tried it before, this simple guide is exactly what you need to get an effective retargeting campaign up and running.

What is Retargeting?

You’ve likely undertaken some form of digital advertising before, but maybe you haven’t ventured into the world of retargeting specifically. Retargeting is different from other forms of digital advertising. It allows you to direct your ad content at people who have previously interacted with your brand.

If you’ve ever clicked on a product description on a website and then had photos of that product crop up in banner ads on other sites, you’ve experienced retargeting firsthand!

How it Works

Google and Facebook have created nifty tools to track consumers’ behavior on your website. Once they know someone has been on your site, the tool triggers your ads to display to those consumers on either Facebook or via Google Ads’ search or display network.

Retargeting on Facebook

Crafting retargeted ads on Facebook begins with the creation and installation of a Facebook Pixel. The pixel is a snippet of code which you can automatically generate in your Facebook Business Manager. You then copy and paste the code into the header tags on your website, and that starts feeding information about your website visitors into your Business Manager account.

With the installation of the pixel, Facebook now sees everyone who visits your website. Then, it’s up to you to tell Facebook which of those people you’d like to target with advertising. You go back into Facebook to define custom audiences for your retargeting campaign. You can select different behaviors and attributes for your campaign.

For example, let’s say you’re looking to reduce cart abandonment on your website. You can create a custom audience on Facebook that will show advertising to people who have been to your website, put items into their shopping cart, and then left before completing their purchase.

Next, it’s time to create your actual ad. Because the audience you’re targeting is shoppers who have abandoned their cart, you might want to show them an ad offering free shipping on items—something to entice them to come back to your site and complete their purchase.

It’s important to create advertising that has a specific call to action which speaks to the target audience. If you’re targeting folks who abandoned their shopping carts, it doesn’t make sense to show them an ad for an entirely different product. By tracking visitors’ behavior on your website, you have insider information on their wants and needs. Use that to create an ad that’s tailored to exactly where they are in their customer journey!

Retargeting on Google

There are a lot of similarities between the process of retargeting on Google and Facebook. On Google, you’re able to link your Ads account with your Google Analytics to track user behavior. Analytics allows you to create a tracking pixel, just like with Facebook, which can also be installed on your website between the header tags.

Once you’ve linked your Ads and Analytics accounts, it’s time to set up your audience lists. Using their retargeting platform, you can reach audiences in search, display, or video campaigns (via YouTube). Again, like on Facebook, you can define specific parameters for the behaviors or demographics you’d like your retargeting audience to display. These can be attributes like people who have clicked a specific call to action on a page or have previously purchased a specific item on your site.

Once your audiences are established, you move on to creating your ads. As with Facebook, it’s important to make sure that the content of your ad syncs up with the previous actions of your targeted audience.

Retargeting 2.0: Get Specific with Your Codes

You don’t have to settle for just one pixel on your homepage. In fact, you can and should customize the pixel for different pages of your website. If yours is an e-commerce business, you can add unique pixels to each specific product page. That will put those visitors to each individual page into a specific retargeting bucket, ensuring they’re seeing content that’s most relevant to them.

For example, if you own a shoe business that sells men’s, women’s, and children’s shoes, you can create different pixels for each product page. Someone who visited a page for men’s dress shoes will then be added to the men’s dress shoes retargeting list. That way, they’ll see ads for men’s dress shoes—rather than men’s sneakers or kid’s dress shoes—across other sites. Creation of specific audiences guarantees that every prospect sees retargeted ads that are personalized to their own behavior on your site.

The Secret to Retargeting

It’s this type of customization that’s the secret to successful retargeting. You want to use your retargeting to create a funnel. This funnel moves those who simply know your business to come to like you, and those who like and trust you towards the sale. You can even use retargeting to approach existing customers with cross-sell offers.

Let’s say you have a pixel on the “about us” page of your website. You figure that most visitors to this page are just getting to know you. Therefore, you might retarget these folks with more in-depth information about your business. Perhaps your ads show them links to your blog content or invite them to listen to your podcast. You’re greeting them with content that will help them to come to know and trust your business. And that’s the next logical step in the customer journey.

For those who already trust you and are moving towards the try and buy phases of the marketing hourglass, the messaging should be different. Let’s say you install a pixel on your “Get a Quote” page of your site. Anyone visiting this page is likely on the fence about reaching out to speak to your team in person. Presenting them with an offer for a free quote or trial offer might be just the nudge they need to give you a try.

Finally, you can retarget your existing customers. Displaying complementary products to those who recently bought from you is a great way to cross-sell to customers.

The key to great retargeting is to make the right offer at the right time. This approach eases prospects down the funnel towards becoming full-fledged customers. Retargeting allows you to create specific messaging. That way, you can personalize each message and greet your audience with exactly what they need to hear, no matter where they are in their journey.

If you liked this post, check out our Small Business Guide to Paid Search.

How to Generate Leads for $100 a Month Using Facebook Ads

Facebook ads are an incredible way to generate exciting new leads for your business. There are nearly 2.5 billion monthly active Facebook users worldwide, meaning that you have the opportunity to reach a huge audience if you play your advertising cards right.

The other benefit to the platform is the relatively low cost of advertising. Across industries, the average cost per click for Facebook ads is $1.72. It’s entirely possible for a small business to get great results spending only $100 per month on Facebook ads.

But the secret to getting the most out of a small investment in Facebook advertising is creating really effective campaigns. And to generate leads using Facebook ads, you need to take a step back and revisit everything you think you know about advertising.

Reframe How You Think About Advertising

When you think about print, television, or radio ads—more traditional advertising media—you likely picture an ad that’s selling a specific product. However, this sales-focused messaging that’s worked for decades in other channels will not net results on Facebook.

People expect to be sold to by a television or radio commercial or in the direct mailers they receive. But they go to Facebook for an entirely different reason. People are on Facebook to build connections and community, not to be marketed at. So your Facebook advertising needs to be less about “buy my stuff” and more about creating content that builds awareness and trust of your brand.

When people see useful content from your brand on their feeds, they come to know, like, and trust your business. You establish yourself as a source of knowledge and become more like a trusted friend than a pushy, anonymous salesperson.

Start With Great Content

So the place to start on Facebook is not with a sales pitch, but with meaningful content. In order to identify content topics that will resonate with your audience, start with keyword research.

Take a look at your existing content, and see which search terms are leading people to find that content. Using Google Search Console, you can access a list of the real-world search terms people are using to discover each page on your website.

Look for patterns in the types of queries that are leading to your content. And look for intent in those queries. Understanding the intent, or the why, behind a person’s search term can help you craft new content that speaks to the needs and wants of your prospects.

Competitive research can be helpful in this pursuit as well. Identify gaps in your competitors’ content offerings, or find ways to expand upon the successful content they’ve created. That’s a great way to give your audience what they want.

Make Sure the Right People See It

You know that old saying about the tree falling in the forest with no one around to hear it? The same principle applies to your online content. If no interested parties are around to see your Facebook ads, it won’t move the needle and generate leads.

Let’s say you own a home remodeling company. No matter how great your content about preparing for a remodel is, if it only gets seen by a bunch of renters who aren’t in the market for your services, you might as well flush your advertising dollars down the (newly installed) toilet.

Once you’ve created meaningful content, you’ll turn to Facebook to share it with the world. Start by sharing your content organically on the platform by posting on your Facebook page. For your advertising purposes, you’ll want to focus on those pieces of content that get the greatest organic engagement. When a noteworthy portion of your existing audience likes and comments on a particular piece of content, it’s a sign. You know you’ve hit upon something that really resonates with your ideal audience.

From there, you can boost the post with Facebook via their advertising platform. Using their custom audiences tool allows you to show your content only to people who are likely to find it relevant. Meaning, if yours is a remodeling business, you can direct your ad spend at people in certain neighborhoods, age groups, and even those who Facebook knows recently purchased a home.

By boosting your posts, you expand your reach beyond your existing followers. And by boosting to a custom audience who looks like your existing best customers, you ensure you’re getting the greatest ROI on your advertising investment.

Follow Up With Your Best Prospects

Once you’ve boosted your content, it’s time to track how it performs with the broader world. Facebook provides detailed analytics that allow you to see how people react to and interact with the content. They’ll show a breakdown of organic versus paid reach. Plus, you can see likes, comments, and shares on the post.

You’ll also want to create and install a Facebook pixel on your website. This tool allows you to track customer behavior on your website. Adding the pixel enables you to see how your advertising on Facebook is affecting prospects’ behaviors on your site.

With these analytics in hand, you’ll want to follow up with those prospects who are showing the greatest promise—the people who are interacting with your content and exploring your website. Once someone expresses that interest, provide them with a next step towards conversion.

This should be advertising content that invites them to try. Show them an ad for a free trial or evaluation. By reserving these ads for those who have already expressed an interest in your brand, you’re boosting your advertising ROI once again. Save your serious advertising offers for your serious prospects, and you’ll be more likely to get a higher conversion rate.

Facebook advertising doesn’t have to cost a fortune to get results. If you’re smart about the content you create and the audience you target, you can generate impressive returns with a small monetary investment.

If you liked this post, check out our Small Business Guide to Social Media.

How to Use Advertising as a Lead Generation Tool

How to Use Advertising as a Lead Generation Tool

Marketing is a broad term that encompasses a number of channels and approaches. Advertising is just one of them, and in our increasingly digital age, it can sometimes feel like a tactic of the past. However, when advertising is used properly, it can become an effective lead generation tool.

Below we’ll take a look at both online and offline advertising and explore the best ways to harness each approach to generate leads.

Online Ads

Online ads are a highly effective way to generate leads because you’re able to collect and access so much information about your customers when they interact with you online. And the major players in the online game are making it easier than ever for you to create online ads that are highly targeted.

Facebook and Google are the two major players in the space, and they offer small business owners all sorts of opportunities to better understand their current users, find new potential clients, and generate leads and conversions. They do this by providing highly-granular analytics on all of their users and by allowing you the opportunity to customize your advertising approach and target market.

There are a few critical steps any business owner should take before starting an online marketing campaign to ensure they’re going to get the most out of their approach.

Know Who Your Customers Are

You can’t possibly know who you should be targeting without knowing the demographics of your current client base. How old are they? Where are they located? What’s their income level? This is the kind of demographic information you should be collecting on your current clients. You can also get information on prospects with tools like Facebook Pixel, which allows you to track visitors’ behavior on your own website so that you can send them targeted ads on Facebook later.

Go After Your Audience

Once you understand more about the people who already use your service or have expressed interest in your website, you’ll want to go after those specific people with online ads. Facebook and Google also make it easy to target people who might not have encountered your business yet, but are similar to those who already interact with your business. Facebook’s lookalike audiences allow you to present your ads to those who have attributes that are similar to people already on your mailing list. And Google Ads allows you to advertise by location, while tools like Google Local Service Ads put you in front of potential leads right as they’re looking for the service you offer.

Track Your Results

Google and Facebook both offer robust analytics on how many people are seeing your ads, whether they’re then visiting your website, and if that is resulting in a conversion. You should be keeping regular tabs on these analytics so that you can easily catch and solve an issue, or jump on a successful approach and amplify that across other channels.

Testing Makes Perfect

Based on what you’re seeing from the analytics, you can go in and make strategic changes to your approach. A/B testing is regularly used in website design, but the principles can be applied to advertising as well. If a campaign isn’t succeeding, make a change. This might be a change to the content, the delivery method, or the demographics of those you’re targeting, but whatever changes you implement, make them one at a time so you’re able to see how each change moves the needle on the campaign. If you hit on a successful tactic that results in leads, apply that across your other channels. The beauty of online advertising is that if something isn’t working, it’s possible to change it quickly, easily, and without great cost.

Offline Ads

While there is great value in creating effective online advertising campaigns, a robust advertising approach will also incorporate offline ads. And while you may not have the specific analytics to see precisely how your offline ads are performing, there’s still immense value in investing in print, television, radio, and direct mail.

With offline advertising, there’s usually more upfront cost involved, and once a print ad or radio spot is out there, you can’t make modifications. All of this means that there’s value in taking more time up front to be strategic about your approach–you really can’t skip the research step here.

However, many of the same basic principles from online advertising should also be put into use offline.

Identify Your Medium

Different types of customers will interact with different kinds of offline media. That same demographic information you needed to establish a successful online campaign can help you to determine the type of offline campaign that will afford you the greatest reach with the types of customers you hope to find. If you run an auto repair shop, it might make more sense for you to create radio spots, as people tend to listen to the radio while they’re driving. If your target customers are millennial men, consider running your ad during the college football game on your local sports network. Understanding your customers allows you to hone in on a broader audience that will likely have a similar interest in your product or service.

Think Outside the Box

It’s more difficult now to approach offline advertising because a lot of people are conditioned to ignore it or have the means to avoid it entirely (DVRs and streaming services, for example, allow you to skip commercials entirely). This means you’ll need to get creative with your approach. Forget the 30 second radio spot; have you ever thought about texting as advertising? There are lots of possibilities out there, if you’re willing to think beyond the traditional. Hiring an advertising professional is a worthwhile investment because they understand the landscape, the latest trends, and can create a campaign that really stands out.

Create Your Own Analytics

It is possible to get a broad sense of how your offline advertising is being received. While it’s not the same as the incredible detail you can get from online analytics, you can get useful information about how your campaigns are playing offline. If you’re launching a new print or direct mail campaign and include an offer, provide a unique code that allows you to track how new leads who approach you came across your business. There’s also value in creating a brief survey for those who sign up for more information on your website. Simply asking “how did you find out about us?” and listing your individual offline advertising efforts below can provide you with insight into where leads are coming from. Armed with this information, you’ll be able to focus your efforts more on the medium that’s working best, and over time can gain insight into the campaigns and approaches that prove most fruitful.

No matter what advertising approach you choose to take, understanding the results of your advertising efforts is what’s going to lead you to create more effective campaigns in the future that will generate more and more leads. Taking the time to know your audience up front and gather more information as the campaign unfolds will empower you to make the most out of your advertising approach.

If you liked this post, check out our Small Business Guide to Advertising.

facebook advertising

Facebook Advertising and Engagement for Small Businesses

Marketing Podcast with John Jantsch About Facebook Advertising

Facebook advertising for small business is a hot topic, and it’s gotten even hotter since Facebook’s been in the news lately talking about limiting people’s organic reach.

This is something that’s been going on for a couple of years, and I think that this whole political storm that kind of crept up made them take it a little more serious and bring it front-and-center.

In my view, the bottom line is that it’s going to sell more advertising, it’s going to make you more reliant on advertising. It’s not going to be an awful thing for Facebook; in fact, I tell people — half kidding, half serious — that you should buy some Facebook stock because of this, because if Facebook’s going to stick around, it’s going to because we have become so dependent upon it.

So, as a business, it’s still a great, viable place to advertise.

But I want to talk about that word a minute, because it’s not just a strict advertising vehicle, it’s a social media and content amplification play as well. It’s a great place to get very low-cost awareness of your business, promotions, and content.

If you’re going to be using social media, you need to produce content that creates awareness and drives engagement, particularly blog posts, and post it and promote it on Facebook.

I’m going to break this down, and it may be basic for a lot of people, but I think some people need to still understand the moving parts of Facebook for a small-business owner.

Getting started on Facebook

Business Manager

First and foremost, the ticket to play on Facebook is to have a personal profile. Personal profiles can create pages, ad accounts, and groups. Every personal profile comes with a Messenger, which is a direct inside-of-Facebook messaging component, and every personal profile can also create something called a Business Manager account.

For a long time, agencies, people like myself, have had Business Manager accounts, but I believe it’s the tool that every business on Facebook should have.

Pages

Pages are another component, and for the most part, every business should have a page. A page can also be an advertiser, and it can also have its own Messenger account.

Ad accounts

Ad accounts are a separate component. Profiles and Business Manager accounts can create ad accounts, and pages can be advertisers.

Groups

Anybody with a profile can create a group that can be private or public. Typically, a group is created around specific topics. They are great for community building. Groups are one of the best places to go to plug in and get information, ask questions, and engage folks to help you.

Messenger

Facebook Messenger is becoming more significant because that’s the tool that Facebook is going to use to reach out to the web. In other words, you can use Messenger today as a service or chat. You can install Messenger on your website now.

I think a lot of folks will put that on their website because if somebody asks a question, and if they’re logged in to Facebook already, you’ll know who they are, and you can respond.

In fact, you can create auto-responders that say, “Hi, John, how can we help you today?” because they’re logged in to Facebook. I think you’re going to see growth in that area. (Check out one of the bot tools like ManyChat for this.)

Setting up your Business Manager

But let’s get into the advertising component of Facebook for small business. First and foremost, you want to have a Business Manager account.  Once you have your profile, go to business.facebook.com.

With a Business Manager account, you can more securely manage your pages and ad accounts, and today, a lot of people have multiple ad accounts.

If you’re managing advertising efforts on behalf of a client, you have to do it inside of the Business Manager. It makes it easier to add employees and agencies and remove them, to give different levels of permissions.

You can get by without it, but I think it’s a tool that will make your life better.

Once your Business Manager account is created:

  1. Enter the name of your business
  2. Select the primary page that you want to associate with that
  3. Enter your name and work email address
  4. Move through the rest of the onboarding flow by entering the rest of the required fields
  5. Manage with Business Manager

What I typically am recommending that people do, if you have a page and ad account set up already, is assign those now because that way, you’ll be able to use all the functionality of Business Manager.

Once everything is set up, you’ll see a different interface than you’re used to, but it’ll show you the ad accounts and pages that you’ve assigned to it. It also then gives you a great deal of access to building audiences and finding your pixel, as well as using either the Ads Manager or a tool called Power Editor to manage.

From there, you can create page post, boost posts, and do a lot of things on this one platform, once you get used to the various components of it.

Ads Manager

Understanding the Facebook Pixel

When everything is set up, the first thing I like to do is to go into the ad account, and go into the Assets component, and find something called the Facebook Pixel.

Trust me; you’re going to want to go through the process, take the steps, and get the code. You’re going to get a bunch of code that you’re going to have to install on your website. If you’re using WordPress, a lot of themes have a place to install code that will put it on every page, and what that’s going to allow you to do is start using some of the functionality to build audiences based on behavior.

In other words, you’ll be able to track somebody visiting your website or visiting a landing page that you created, and you’ll be able to send them different ads based on their behavior.

To ensure the pixel is installed correctly, use a Chrome plugin called the Facebook Pixel Helper. You’ll be able to surf to your site and see if the pixel is firing, based on using that tool.

Defining your audiences

There are a couple of standard audiences that I like to create once the pixel is set up.

Go back to your ad account, and to the Audiences tab. You’ll want to define an audience that is in a certain city, zip code, and has certain demographics. Save that audience because you’ll have the ability to then promote pretty much anything you want to this targeted group – this is called a Saved Audience.

When you go to create an ad or boost a post, you’ll be able to say, “Yes, use that audience,” and so it’ll already be defined and saved.

There are a couple of audiences I’m going to suggest that you build as well, and the first one is a custom audience of your customers. If you have, say, 1,400 names of customers, you can upload those to Facebook and create a custom audience of your customers. There are a couple of reasons you might want to do this:

  1. If you’ve got existing customers, you might just want to run campaigns to them, so you are promoting to somebody who already is a customer and who is theoretically familiar with your business. If they’re a customer, it allows you to stay top-of-mind.
  2. Another thing you might want to do with that audience is exclude them from your ads. If you’re running a new-customer special, the last thing you want to do is flaunt that in the face of your existing customers, so you might want to build an audience or a campaign, and say, “Okay, promote to these people, but exclude my customers, don’t show this ad to my customers.” It’s a great way to avoid wasting ad dollars.

Facebook audiences

The other thing you can do with your existing customers is you can create something that Facebook calls a lookalike audience. With this, you can upload your customer list and tell Facebook that you would like them to go out and find people that are like your customer list and share the same demographics. (Note that sometimes it takes a few days for uploaded audiences to be ready.)

One word of warning in building these lookalike audiences is that you can say, “Hey, I want a big one, I want a big audience,” and there’s a lot of appeal to that, as, “Hey, I want to have more people that I can market to.” But keep in mind, the bigger your audience gets, the less focused it becomes.

I tell people that if they have a customer list and want to build a lookalike, pick the smallest amount to start and test with. (1% perhaps)

On top of the custom audience, saved audience, and people that you’re trying to attract, you’ll want to create an audience of people who have visited your site (this is where the pixel is especially useful).

For this list, assign any page on your website, and give it a time frame. Keep in mind, the bigger the time frame, the more removed they are from visiting your website. A lot of people will start with a 30-day visit window because those are the hottest folks.

Let’s say you start driving traffic to your site, or just boosting content, and having people come and visit your site. With this list, Facebook is going to say, “Okay, I recognize that person,” and now you can start running ads specifically to people who have visited your site.

If somebody visited your site, read a blog post, looked at an offer, but they didn’t do anything, you can follow them around for a while with an ad set that is only going to be shown to them. This is often referred to as “remarketing.”

The theory behind that is that they were interested enough to go and read, or interested enough to go and check out an offer, and so you want to stay in their face a little bit and nurture the relationship because they may have just gotten distracted.

There are many audiences you could build but I wanted to discuss the standard audiences that we try to build for almost anyone we work with because I think they’re important.

The role of content in Facebook advertising

When it comes to your overall content breakdown, I recommend the following on Facebook (areas I use in advertising efforts are noted below):

  • 35% towards your ongoing content – with advertising support
  • 20% curated from other sources
  • 25% supports business goals (lead generation, product launch, sale) – advertising
  • 20% about people and culture

Content plays a huge role in the effectiveness of Facebook advertising.

You can log in to your Business Manager account, create an ad that says, “Here, buy this stuff,” and blast it out to the world, but we all know that most products and services are not going to be successful if we’re marketing in that format.

We have to warm people up and earn their trust for them to get their wallet out. Most often, this is done by creating awareness, understanding that they have an interest, and staying on their radar to the point where they decide that they’re going to buy.

At the very least, if you’re on Facebook today, and you’ve got:

  • Everything that I’ve discussed set up
  • You want to get something going
  • You’ve got a great piece of content
  • You’ve defined a target audience

You can benefit at a very low cost by throwing $20 at boosting that post. Again, don’t throw $20 at “Buy my stuff”; throw $20 at “Come check out this relevant, really useful piece of content.”

If that content is a great blog post that maybe has a checklist associated with it, and you can capture the name and email address of somebody who wants that checklist, that’s a legitimate way to use Facebook.

Spend a hundred bucks a month, and with every blog post that you write, promote it for $20 to your saved audience. You’re building awareness and driving traffic that will ultimately turn into some benefit for you.

Facebook audience

The funnel approach

You could stop there, but eventually, content posting and boosting are only going to take you so far. You have to take the funnel approach to using Facebook. The idea behind that is that people move through a funnel from:

  • Awareness – They’ve heard of you and may want to get to know and like you
  • Consideration – They’re developing trust with you and may be interested in testing the waters
  • Conversion – The point at which a person converts on the desired action

Facebook Funnel Approach

You have to think about how you’re going to layer this. The typical approach for this is:

  • You have a message of great content and education that you think a certain target market is interested in
  • You’ll buy awareness ads so that they become aware of your content

There are many ways to do this. They may become aware of your content because they go to your website to read it, or they may consume it right on Facebook, but what you’re essentially doing is saying for anybody who takes that action, you are going to take that audience and say, “Okay, those people are interested in our content, so we’re going to up the game now” (you know this because of the Facebook pixel.)

These people will then see an ad that gives them a free trial, or an evaluation, for example.

You’re making a determination that because those people watched your first video, clicked on your ad, or went to get your ebook, that they are going to be interested in an even more aggressive offer.

At this point, you can start saying things to them like, “If you like the ebook, why don’t you get the $29 course?” which allows you to move them up into something that engages, educates, and allows them to move along the path and the journey.

Ultimately, you’re going to go after people who take that action and send them messaging to see how you can sell them your products or services.

As you can see, the funnel approach is your typical customer journey. The conversion component may end up being a one-on-one strategy meeting that you’re offering, or some low-cost audit.

You’re taking people that have raised their hand and said, “I want to know more,” and you’re moving them along the journey with this approach.

The funnel approach is audience-building. It’s a series of ads that are triggered by the fact that somebody took action, and it can be a low-cost way to funnel people to the point at which they want to buy.

If you skip these steps, and you just run “Hey, buy my stuff” ads, you’re probably not going to be that successful, and I see a lot of people wasting a lot of money that way because it’s easy to do.

The funnel approach takes a little time to set all the assets up, but it’s the kind of thing that you could run and repeat over and over again once you find a formula that works.

There you have it! Those are my best tips for getting started the right way with Facebook advertising. I’ve also included some of my favorite types of ads, tools, and further education below that I highly encourage you to check out.

Types of Ads

There are numerous types of ads on Facebook, but the examples below are what I find most helpful.

Facebook Ad Types

Facebook Tools

Further learning

If you liked this post, check out our Small Business Guide to Advertising.