What you need to run Facebook Ads



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Now, let’s go through some of the fundamentals. Before you run ads, you want to have a few
things built and optimized first

#1: Building Your Funnel from the Bottom Up

Understanding the funnel is important. If your website converts at 3%, it means that 97% of the
people who visit your website aren’t buying.
On top of that, new users convert at half the rate of returning visitors. What this means is that
you shouldn’t expect people to convert the very first time they see your brand or visit your
website. Unless your product is an impulse buy, it’s just not going to happen.
That’s why you need to understand the concept of the top and bottom of the funnel.

As you attract people to your brand, you’ll want to walk them through a journey/story. This story
looks a little like this.

#2: Understanding Remarketing Better Is Key

Brands tend to undervalue follow-ups. As mentioned before, the first time someone visits your
site, they’re more than likely not going to buy. So make sure you follow up with them using
This can be done a couple of ways:

1. Remarketing Ads
a. They visited the site but didn’t purchase
b. They looked at a product and added to cart
c. They added a product to cart but didn’t purchase d. Include discounts the further along they are on their journey

2. Social Engagement Remarketing
a. They watched a % of your video but didn’t go to your website
b. They engaged with your Facebook content but didn’t visit your website
c. They engaged with your Instagram content but didn’t visit your website

3. Email Remarketing
a. They received an email but did not open it
b. They received an email, opened it, but didn’t visit your website

All of these are Facebook ad campaigns that you can set up to make sure people are reminded to come back once they find out about your brand. Remember that the goal of remarketing is to get the conversion, so you can use more product and value focused (i.e. pushy) ads.

#3: Find the Right Things to Test

If you’re on a small budget, you have to plan out your tests and make sure they’re actually worth
testing. On smaller budgets, testing takes a lot longer, so think about your test and evaluate
whether the end results will really make a difference.
For example, if you’re marketing headphones, you’d want to test something like lifestyle
images/video (which includes people and product use) compared to product-focused images
(that is, an image of the product only or website shots).
This would determine what your potential buyers are receptive to when seeing ads.
Don’t waste your money testing two different colors if you’re on a smaller budget. All you have
to do is look at your store data and just use the most popular color and style in your ads. It’s not
worth spending your limited budget testing something you already know the answer to.
On a larger budget, you could test out different variations since you have the time and
resources. People might respond better to pink headphones on Instagram and green on

So think about your test and ask yourself a few questions.

  1. Do I already have information for this test? Think Google Analytics, store/
    purchase data, etc.
  2. Will the results of this test have a large impact (e.g. a pricing or offer test will have
    a much larger impact on revenue, than a color test)?
  3. Can I afford to run this test for 2-3 weeks to collect enough data (100 clicks)?
  4. Do you have a large enough dataset to draw a definite outcome? Don’t make
    decisions based on a “lucky” conversion in 3 hours