Facebook Ad Principals:

  1. Start in your pixel section of your business manager account – Make sure your pixel is firing correctly and tracking events. Then, move to your custom conversions section and add any conversions you want to track which are not already in your events list (i.e. newsletter signup, content download….)
  2. Create dynamic audiences based on page views or events completed – Retarget those who enter your “incomplete checkout/registration” audience. And, Exclude registered users dynamic audience from all campaigns – While creating an ad set, you can exclude custom audiences from targeting. Make sure you are not serving ads to customers/users by excluding those people from the campaign.
  3. Add LTV to your audiences – You can now add LTV to each audience you create. If you know a segment you’re after has an avg LTV, you can now expand your optimization to spend until you’re at or below LTV-CAC (lifetime value minus custom acquisition cost). This is crucial for your campaign ROI management.
  4. Never stack audiences – Always target one segment with each ad set. Too many times I see enormous behavioral targeting on top of several interests or visa versa. Instead, use “Narrowed Audiences” which is like saying “All of ____ WHO ALSO are ____”.
  5. Keep ad sets between 200 and 500K – This rule can be broken if your timeline and budget requirements, but for most of you reading this, you will want to ensure your ad sets break up your audiences into around 350K people (+ or – 100K). This ensures you remain on target.
  6. Use the same keywords on the landing page as you did in the ad – This is primarily for you aligning click expectations with the proposition on your landing page. But, it also helps to increase ad serving by showing Facebook what you’re selling in the ad matches what’s on the page.
  7. Use vector graphics or combinations of images and vector graphics – Do not use vector graphics alone.
  8. Always have a control group for testing – When you are launching hypotheses towards specific users or accounts, split off a control group who receive typical treatment to see if your hypothesis is proven correct. You can do this by taking 10% of your audience out before you upload them, or, use the new test option when creating the campaign to show one version to a percentage of your audience.
  9. Use the “Run ads on a schedule” option under scheduling – After you’ve learned what times per day deliver the lowest cost-per-result for each audience/ad, tweak your ad schedule accordingly.
  10. If you are a saas tool with a user dashboard, always have an ad showing the dashboard in use – People want to know what you are selling before they click. So show them with a screencast of a few typical use cases for your product. Use Loom to record these for free – https://www.useloom.com/

*A quick note on attribution – Facebook and Google Analytics attribute conversions differently. GA is linear, meaning last click, Facebook is indirect, meaning if a user clicks your Facebook ad into your site, leaves then returns the next day and converts (buys or registers), Facebook will attribute this conversion to Facebook. Google attribute that to the last click before entering your site – search, direct, referral… So, Facebook reports will almost always be higher than GA’s. Solution – always use a third party to show you the entire picture – every click along the conversion path. I personally like AttributionApp.com

Facebook Ad Tactics and Hacks:

1. Jab, jab, right hook – In other words, give, give, then ask. This is Gary V’s strategy for social marketing, and it works. The way I use it is to first offer some content, then offer some more free stuff, then finally ask them to buy/register. So I will go into new audiences with a few pieces of content to start, then pause those ads, run alternative traffic-driving giveaways, and finally insert my buy ads. This tactic ensures a much better buyer/installer/registrant because you first built trust/value before offering your product/solution.

  1. Use 3D video effects – This is very simple to do in after effects (or by asking someone on Fiverr.com). All you have to do is have a video frame with a white bar above and a white bar below. Then, your product comes from between the white bars to above them, which gives the appearance it’s popping out of the screen. This is very eye-catching and will get clicks.
  2. Add captions to your videos – Captioned video ads have a 12% higher average view time
  3. If you have a message widget on your landing page, try a messenger ad to get the conversation started – I love using Drift.com and “Drift Links” (a hashtag + custom name that triggers a conversion or ‘playbook’ on you page when clicked) to keep conversations going from ads to page. You can use Messenger bot ads (a newer ad option from Facebook) to start a conversation inside Messenger, and when the CTA button is clicked, the conversation widget on your landing page loads a custom greeting that refers to the offer they clicked. This is very engaging and gives your traffic more of a reason to stick around.
  4. If you have a custom messenger bot, use your bot’s JSON code in place of Messengers’ default code to keep the conversation going in Messenger – When you are creating your ad, you will see an option in the Links section to change default settings from “Website URL” to “Messenger”. Then click “Setup Messenger Content” button. In “JSON creation” tab, replace the replace the present code with your bot’s JSON code.

Tools To Help With Facebook Ads:

  • Facebook Pixel Helper – This handy little browser extension helps you figure out which pixels are on specific pages, and will give you an indication if they’re firing correctly (or not).
  • Driftrock.com – This tool connects to your CRM so you can create hyper-targeted audiences and ads for each stage in your customer lifecycle. Use DriftRock to do things like creating dynamic audiences based on interactions with email – anyone who opens your email campaigns is automatically excluded from your Facebook audience. Or, trigger ads based on a storm/weather condition.
  • https://www.useloom.com/ – I love this tool for product videos. It’s easy, free, and has a lot of features so you can make professional-looking screencasts without help.
  • AttributionApp.com – This tool integrates with your app/tool and all of your third-party tracking tools, as well as Facebook/Adwords/Linkedin/Adroll etc… to bring in data including revenue so you can track ROI of every traffic source.


I hope you found this helpful. Please follow me on Quora or book a call to discuss your social ad needs 🙂