{"id":6525,"date":"2024-03-01T10:47:57","date_gmt":"2024-03-01T09:47:57","guid":{"rendered":"http:\/\/staging1787817111.mickyweis.comden-ultimative-guide-til-facebook-annoncering\/"},"modified":"2026-06-03T11:49:58","modified_gmt":"2026-06-03T09:49:58","slug":"facebook-ads","status":"publish","type":"post","link":"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/","title":{"rendered":"Facebook Ads; The ultimate guide to managing ads and get results"},"content":{"rendered":"<p><strong>Getting traffic to your website with Facebook advertising is easy!<\/strong> But getting high-quality traffic is a different story &#8211; and especially the type of traffic that converts to sales is much harder to get.<\/p>\n<div class=\"greenbox\">\n<p class=\"p1\"><strong>I\u2019ll be the first to admit<\/strong> that I have spent &#8211; and sometimes wasted &#8211; a lot of money a lot of money on Facebook advertising. They&#8217;ve been expensive but necessary lessons &#8211; especially when, like me, you have worked with Facebook advertising for 17 years. Recently, Facebook decided to simplify things by merging Power Editor and Facebook Ads Manager. So if you come across the term &#8220;Power Editor&#8221; in this post, it is now the same as the Ads Manager, and there are no longer two separate systems for advertising via Facebook.<\/p>\n<\/div>\n<p>This article is for anyone who needs help with Facebook advertising, want to know more about it, or are considering using an agency to manage their account.<\/p>\n<p><strong>Ready to get started?<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#1_What_is_Facebook_advertising\" >1. What is Facebook advertising?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#How_much_does_Facebook_advertising_cost\" >How much does Facebook advertising cost?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#What_is_a_Facebook_Pixel\" >What is a Facebook Pixel?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#2_Facebook_audiences\" >2. Facebook audiences<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Visitors_via_Facebook_Pixel\" >Visitors via Facebook Pixel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#e-mail_list\" >e-mail list<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Fans\" >Fans<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Look-a-like_audiences\" >Look-a-like audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Interests_interest-based\" >Interests (interest-based)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Facebook_Method\" >Facebook Method<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Placements_on_Meta\" >Placements on Meta<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#3_Design_of_Facebook_ads\" >3. Design of Facebook ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#4_The_value_of_Facebook_marketing\" >4. The value of Facebook marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Email_sign-ups\" >Email sign-ups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#For_Slikhaar_its_videos\" >For Slikhaar, it&#8217;s videos<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#5_Tracking_reporting_on_Facebook\" >5. Tracking &amp; reporting on Facebook<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#URL_tracking_setup\" >URL tracking setup<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#6_Reporting\" >6. Reporting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#7_New_updates_from_Facebook\" >7. New updates from Facebook<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Audiences\" >Audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Create_ads\" >Create ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#8_Ads_in_messenger\" >8. Ads in messenger<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#9_Tag_products\" >9. Tag products<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#How_it_works\" >How it works<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Gamechanger_for_Instagram\" >Gamechanger for Instagram<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#10_Engagement-based_audiences\" >10. Engagement-based audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#11_Upload_the_email_list\" >11. Upload the email list<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#12_Use_the_same_audiences_on_Instagram\" >12. Use the same audiences on Instagram<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#19_extra_tips_for_your_Facebook_advertising\" >19 extra tips for your Facebook advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Mindset_for_Facebook_advertising\" >Mindset for Facebook advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Facebook_attribution\" >Facebook attribution<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Use_unique_discount_codes\" >Use unique discount codes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Objectives_and_tracking\" >Objectives and tracking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Brand_searches\" >Brand searches<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Campaign_budget_versus_ad_set_budget\" >Campaign budget versus ad set budget<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Audiences_and_segmentation\" >Audiences and segmentation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Purchase_behavior_from_Facebook_analytics\" >Purchase behavior from Facebook analytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Audience_Look-a-like_%E2%80%93_ideas_and_possibilities\" >Audience: Look-a-like \u2013 ideas and possibilities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Audience_Detailed_interests\" >Audience: Detailed interests<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Audience_Re-targeting_funnel\" >Audience: Re-targeting funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Audience_Winback_retention\" >Audience: Winback \/ retention<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Advertising_%E2%80%93_Lead_ads\" >Advertising &#8211; Lead ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-43\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Use_participant_behavior_as_an_audience_in_your_advertising\" >Use participant behavior as an audience in your advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-44\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Google_ads_LinkedIn_ads_%E2%80%93_lead_generation_ads\" >Google ads &amp; LinkedIn ads &#8211; lead generation ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-45\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Advertising_%E2%80%93_The_creative_angle\" >Advertising &#8211; The creative angle<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-46\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Cases_I_think_do_well_on_the_digital_front\" >Cases I think do well on the digital front<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-47\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Facebook_advertising_%E2%80%93_tools\" >Facebook advertising &#8211; tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-48\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-49\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#FAQ_Facebook_Ads\" >FAQ: Facebook Ads<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-50\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Is_Facebook_advertising_still_effective_today\" >Is Facebook advertising still effective today?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-51\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Which_businesses_get_the_most_out_of_Facebook_ads\" >Which businesses get the most out of Facebook ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-52\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Are_Facebook_Ads_or_Google_Ads_better_for_beginners\" >Are Facebook Ads or Google Ads better for beginners?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-53\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#How_much_should_I_spend_on_Facebook_ads_as_a_beginner\" >How much should I spend on Facebook ads as a beginner?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-54\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#How_long_does_it_take_for_Facebook_ads_to_start_working\" >How long does it take for Facebook ads to start working?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-55\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#How_can_I_tell_if_my_Facebook_ads_are_working\" >How can I tell if my Facebook ads are working?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-56\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#What_is_the_biggest_mistake_people_make_with_Facebook_ads\" >What is the biggest mistake people make with Facebook ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-57\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Do_I_need_a_course_to_learn_Facebook_ads\" >Do I need a course to learn Facebook ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-58\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#What_does_it_take_to_get_good_at_Facebook_ads\" >What does it take to get good at Facebook ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-59\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#When_should_I_hire_someone_to_manage_my_Facebook_ads\" >When should I hire someone to manage my Facebook ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-60\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Is_it_better_to_hire_a_freelancer_or_a_Facebook_ads_agency\" >Is it better to hire a freelancer or a Facebook ads agency?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-61\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#How_do_you_choose_the_right_Facebook_ads_agency\" >How do you choose the right Facebook ads agency?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-62\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/facebook-ads\/#Do_I_need_help_setting_up_Facebook_Business_Manager\" >Do I need help setting up Facebook Business Manager?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_What_is_Facebook_advertising\"><\/span>1. What is Facebook advertising?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Facebook advertising consists of the ads that blend in with other posts. This applies across all placements, whether under videos, in feeds, on Instagram, or in stories. Facebook is continuously increasing the number of places where we find their ads, both by acquiring platforms like Instagram and WhatsApp, and through partnerships with third parties.<\/p>\n<p>The word &#8216;advertising&#8217; inherently means paid ad space that businesses or individuals pay to use. Advertising on social media allows these platforms to earn revenue instead of charging a monthly subscription like Netflix or Spotify.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_much_does_Facebook_advertising_cost\"><\/span>How much does Facebook advertising cost?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I have spent millions on Facebook, but it is not necessary, and often impossible, to start with such a high budget. Typically, you\u2019d start with a much lower budget and test what works and what doesn&#8217;t. Therefore, there\u2019s no fixed answer. The great thing about this type of advertising is that you can start with a relatively low budget and, as mentioned earlier, see what works.<\/p>\n<p>Also, remember that many factors influence whether your advertising works. Do you have the right product? The right website? The right price for your products? In other words, there are many factors that influence performance. So be careful not to dismiss Facebook and say it doesn&#8217;t work; I&#8217;ve seen that often, and it&#8217;s usually other factors that have caused the advertising to fail.<\/p>\n<p>Usually, most people start by testing advertising on social media themselves, but as budgets grow, it often becomes a better business decision to outsource this task to relevant partners.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_a_Facebook_Pixel\"><\/span>What is a Facebook Pixel?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Throughout this guide, you will see me mention &#8220;Facebook Pixel&#8221; several times. It sounds fancy, but it&#8217;s basically just a small piece of code that you either insert via Google Tag Manager or install directly into the code yourself. Once this piece of code is installed, Facebook can track user behavior on your website.<\/p>\n<p>This allows you to use this behavior (not at an individual level) but through statistics in your audience segmentation. In this way, you can, for example, exclude people who have purchased before, create audiences based on people who have visited certain products, and much more.<\/p>\n<p>All of this, and much more, will be covered in this guide. Enjoy!<\/p>\n<p>The first thing you need to understand when setting up ads via Facebook is your ad structure. If you manage to create a good structure, you&#8217;ll automatically have a better chance of better results &#8211; and without a good structure, it can quickly become overwhelming.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1880\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Kampagne-struktur.jpg\" alt=\"Facebook Annoncering Struktur\" width=\"529\" height=\"508\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Facebook_audiences\"><\/span>2. Facebook audiences<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now it&#8217;s important that you pay close attention! Where most people go wrong with Facebook advertising is when it comes to setting up <strong>audiences<\/strong>. Facebook, for better or worse, has a vast amount of data, and with this data, you can target a very specific audience, but you also risk casting too wide a net.<\/p>\n<p>I usually work with these three audiences: Website visitors, email lists, and fans. However, these can be divided into smaller sub-audiences for further segmentation. This form of segmentation can be used whether you run a webshop, a blog, or if you simply want engagement in a\u00a0 giveaway or contest on your timeline.<\/p>\n<p style=\"text-align: center;\"><em>Competition is increasing on Facebook!<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-1903 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/733-555.png\" alt=\"Social Media Markedsf\u00f8ring\" width=\"733\" height=\"555\" \/><\/p>\n<div class=\"greybox\">\n<p><strong>Facebook audiences for sales<\/strong><\/p>\n<p>The most important factor for most businesses is still to sell via Facebook advertising \u2013 or to generate quality traffic that later converts into sales. Here are my three best-performing audiences.<\/p>\n<ol>\n<li>Visitors<\/li>\n<li>Email list<\/li>\n<li>Fans<\/li>\n<\/ol>\n<\/div>\n<div class=\"greybox\">\n<p><strong>Facebook audiences for likes<\/strong><\/p>\n<p>In my view, one of the most misunderstood elements on Facebook is the value of &#8216;likes&#8217;. Most businesses &#8211; big and small &#8211; have a goal of reaching a certain number of likes, but I focus on quality instead as the overall goal.<\/p>\n<p>And this goal &#8211; to get quality likes &#8211; is what I always work from. With the following audiences, you will have a better chance of increasing the number of quality likes on your page. These types of likes can be more expensive and harder to obtain, but they are definitely worth the effort:<\/p>\n<ol>\n<li>Visitors to your website (excluding current fans)<\/li>\n<li>Lookalike (excluding current fans)<\/li>\n<li>Interest-based (excluding current fans)<\/li>\n<\/ol>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Visitors_via_Facebook_Pixel\"><\/span>Visitors via Facebook Pixel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To segment against your visitors, you need to install a code on your website. Facebook refers to this as WCA (Website Custom Audiences). This code allows you to create customized audiences based on your website&#8217;s traffic.<\/p>\n<p>Start by opening your audience manager.<\/p>\n<p>Then create a new audience and choose custom audience &gt; website traffic, as shown below.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1892 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-19.36.02-1024x798-1.png\" alt=\"Custom Audience via Facebook Annoncering\" width=\"1024\" height=\"798\" \/><\/p>\n<p>Afterward, you need to set up some rules and guidelines for your audience. You can, for example, set guidelines for which URLs you want people to have visited, and conversely, you can also set guidelines for which pages they should not have visited.<\/p>\n<p>It can also be interesting to test exact day intervals. If it is a webshop, it may be beneficial to market to those who have visited the website within the last 24 hours and who have not completed their order.<\/p>\n<p style=\"text-align: center;\"><em>Here is an example of people who have visited a website but have not visited the &#8220;thank you for your order&#8221; page, so they have not completed an order.<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1893 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-19.46.24-1024x861-1.png\" alt=\"Eksempel p\u00e5 Audience i Facebook Ads\" width=\"1024\" height=\"861\" \/><\/p>\n<p>If the Facebook pixel code is installed correctly on your website, Facebook will begin to compare their data with your visitors. This means that you can market to visitors to your website via Facebook \u2013 a very powerful strategy in terms of quality.<\/p>\n<p style=\"text-align: center;\"><em>Example of this (260,000) from Slikhaar<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1894\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-19.50.36-1030x56-1.png\" alt=\"Sk\u00e6rmbillede 2015-09-06 kl. 19.50.36\" width=\"980\" height=\"53\" \/><\/p>\n<p>Going back to ad sets, we can now select the audience called &#8220;all visitors.&#8221;<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1895 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-19.58.12-1024x261-1.png\" alt=\"Rediger Audience med Facebook Markedsf\u00f8ring\" width=\"1024\" height=\"261\" \/><\/p>\n<p>Pretty cool tool, right?<\/p>\n<p>You can, of course, further segment your audience if you want to, for example, divide your visitors based on geographical variables. It can be beneficial to split your target groups by country to make it easier to track sales and cost per sale.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"e-mail_list\"><\/span>e-mail list<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Advertising to your e-mail list works similarly to targeting visitors. Let&#8217;s assume you have a blog or a webshop. Then you most likely also have an e-mail list \u2013 also called a newsletter. You can actively use this list of e-mails on Facebook.<\/p>\n<p>Let&#8217;s look at the <strong>audience<\/strong> again. This time, choose the first option of the three; namely customer list.<\/p>\n<p><a href=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2015\/09\/Sk\u00e6rmbillede-2015-09-06-kl.-19.36.02.png\"><img decoding=\"async\" class=\"alignnone wp-image-1892 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-19.36.02-1030x803-1.png\" alt=\"Facebook Markedsf\u00f8ring Guide\" width=\"980\" height=\"764\" \/><\/a><\/p>\n<p>Next, you&#8217;ll need to choose how to upload your email list. Typically, you&#8217;d select an exported file from your website containing email addresses and then upload it to Facebook. So, select &#8220;Upload a file&#8221;.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1897 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-20.07.49-1024x813-1.png\" alt=\"S\u00e5dan laver du m\u00e5lgrupper\" width=\"1024\" height=\"813\" \/><\/p>\n<p>Once you&#8217;ve uploaded your file, Facebook will compare the e-mails with users on Facebook. Often, people have used the same e-mail on your webshop and on Facebook, and in this way, you create an audience.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1899 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-20.11.25-1024x52-1.png\" alt=\"Slikhaar Facebook Annoncering\" width=\"1024\" height=\"52\" \/><\/p>\n<p>Here, you can see that Slikhaar has done exactly this. However, we forgot to note that this is only American customers. We want to keep it country-based since the countries are divided by their own domains, and this also makes it easier to market to the right segments.<\/p>\n<div class=\"greenbox\">Remember that you decide which e-mails you want to upload. It&#8217;s not necessary to upload all of them. For example, you can select the top 100 customers or the most engaged ones \u2013 in other words, you are in control. When we go back to our ad set, we can choose to market to this specific target group.<\/div>\n<p style=\"text-align: center;\"><em>Below is how it can be done in practice. Also, remember to exclude the audience we created before, so your audiences don\u2019t overlap, giving you the best data.\u00a0<\/em><\/p>\n<p>\u00a0<img decoding=\"async\" class=\"alignnone wp-image-1900 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-20.15.01-1024x459-1.png\" alt=\"Redigering af m\u00e5lgruppe i Facebook\" width=\"1024\" height=\"459\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Fans\"><\/span>Fans<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Targeting fans is relatively simple. You can do this directly under ad sets, which is very easy, and this also means you don&#8217;t need to create it as an audience.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1901 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-20.18.06-1024x481-1.png\" alt=\"Muligheder for m\u00e5lretning p\u00e5 Facebook\" width=\"1024\" height=\"481\" \/><\/p>\n<p>You can, of course, also create different ad sets (target groups) for each country. This means you have one ad set for fans in the USA and another for fans in the United Kingdom. Often, your target groups are closely related to your landing pages, which we will look at in more detail shortly.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Look-a-like_audiences\"><\/span>Look-a-like audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You might be thinking: &#8220;What if I don&#8217;t have many visitors or particularly many fans?&#8221; Instead of guessing, you can actually use the above methods even if you don&#8217;t have much data.<\/p>\n<p>Facebook has created a tool called &#8220;look-a-like audience,&#8221; which means Facebook finds people who are similar to the data you already have. For example, if you have 1,000 visitors to your website per month, you can ask Facebook to find the top 1% in a country that resembles those 1,000 visitors &#8211;\u00a0 based on their Facebook data.<\/p>\n<p style=\"text-align: center;\"><em>Let&#8217;s take Slikhaar again \u2013 if we choose a source for the look-a-like.<\/em><br \/>\n<em>We then choose &#8220;All visitors,&#8221; and then you can choose the top 1% in the USA that resemble them.<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1904 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-20.48.59-1024x689-1.png\" alt=\"Lookalike audience i Facebook Ads Manager\" width=\"1024\" height=\"689\" \/><\/p>\n<p>A very important element in look-a-like audience is to be mindful of the data you provide to Facebook. Slikhaar has many visitors due to 1,000,000 subscribers on YouTube.<\/p>\n<p>However, not all these visitors are quality visitors when we think about sales \u2013 therefore, it&#8217;s more worthwhile for Slikhaar to use their customer list if the goal is sales. So, think quality, not quantity, when feeding Facebook data.<\/p>\n<p style=\"text-align: center;\"><em>Here is a look-a-like audience for Slikhaar based in the United Kingdom\u00a0<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1906\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-06-kl.-20.55.20-1030x52-1.png\" alt=\"Sk\u00e6rmbillede 2015-09-06 kl. 20.55.20\" width=\"980\" height=\"49\" \/><\/p>\n<p>We can again choose this target group under ad sets, and we can further segment it. I often test a complete look-a-like, and then I create another segment where I use a few more segmentation details.<\/p>\n<p>This could be age and gender. Remember that Facebook compares all people on their platform \u2013 it may be that, like Slikhaar, you only want to market to a more niche-based group.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Interests_interest-based\"><\/span>Interests (interest-based)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The last element we will look at within audience segmentation is interest-based audiences. In my view, these can be risky because people tend to have many different interests on Facebook. For example, one person can have many interests on Facebook \u2013 both big and small \u2013 because you cannot segment by how strong the interest is.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1910 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-07-kl.-19.43.35-1024x449-1.png\" alt=\"Facebook Business Manager Interests\" width=\"1024\" height=\"449\" \/><\/p>\n<p>As seen above, the target group &#8220;online advertising&#8221; is really broad \u2013 and note the text in the box.<\/p>\n<p style=\"padding-left: 30px;\">&#8220;People who have expressed an interest in or like pages related to Online advertising&#8221;<\/p>\n<p>This means you&#8217;re targeting a very, very broad audience. Therefore, I recommend choosing very specific target groups if you want to work with interest-based segmentation.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Facebook_Method\"><\/span>Facebook Method<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Facebook&#8217;s Search can be used to easily find competitors \u2013 which is much easier than browsing manually.<\/p>\n<p style=\"text-align: center;\"><em>Let&#8217;s take the two largest marketers internationally<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1911 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-07-kl.-19.49.34.png\" alt=\"Facebook Search Pages\" width=\"1008\" height=\"246\" \/><\/p>\n<p>And afterward, you&#8217;ll get a series of pages that this segment also likes. A bit nerdy, but pretty cool!<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1912 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-07-kl.-19.50.58-954x1024-1.png\" alt=\"Eksempel p\u00e5 s\u00f8geresultat p\u00e5 Facebook\" width=\"954\" height=\"1024\" \/><\/p>\n<p>Then go back to your ad setup and choose the most niche-based pages within your field.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1913 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-07-kl.-19.53.37-1024x359-1.png\" alt=\"Facebook Ads Interests\" width=\"1024\" height=\"359\" \/><\/p>\n<p>Personally, I find that the interest method has become too broad. It doesn&#8217;t work as well for me as the other target groups. If you have any good tips for this, I&#8217;d love to hear from you in the comments below.<\/p>\n<div class=\"greenbox\">One of my big inspirations within Facebook marketing, Jon Loomer, has written a <a href=\"http:\/\/www.jonloomer.com\/2015\/03\/30\/facebook-targeting-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">great post<\/a> about audiences and what prioritization you should make. He is also one of the few marketers who really backs up his experiences with very easy-to-go screenshots if you want to test it yourself.<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Placements_on_Meta\"><\/span>Placements on Meta<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When we work with audiences, we also need to work with placements; namely, where you want your ads to be shown. Once again, a significant factor that can quickly cost you a lot of money\u00a0if you don\u2019t manage it properly<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1915 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-07-kl.-20.02.51-1024x749-1.png\" alt=\"Facebook Markedsf\u00f8ring Placering\" width=\"1024\" height=\"749\" \/><\/p>\n<p>As seen above, you can choose different placements. Most placements are self-explanatory. The only one you might question is the <a href=\"https:\/\/www.facebook.com\/business\/news\/audience-network\" target=\"_blank\" rel=\"noopener noreferrer\">audience network<\/a>. This is essentially Facebook&#8217;s attempt to optimize their revenue by expanding their ad platform beyond Facebook.<\/p>\n<p>This means that you advertise through your audiences on Facebook, but on Facebook\u2019s partner networks. (In the future, we will probably see Instagram included here and Snapchat if Facebook manages to buy them)<\/p>\n<p><strong>So, when should you use the different placements?\u00a0<\/strong><\/p>\n<p>In theory, you can select all placements. Facebook optimizes on its own, so your ads are shown where they perform best. However, Facebook cannot see how visitors experience your site.<\/p>\n<p>If you&#8217;ve chosen to optimize for mobile, but your mobile site isn&#8217;t particularly mobile-friendly \u2013 then it&#8217;s not a good idea to target people on mobile!<\/p>\n<p>When I then target the same visitors (via custom audiences as mentioned before) with product sales related to the content they have read, but on desktop = that\u2019s where the magic happens!<\/p>\n<div class=\"greenbox\">Remember that your visitors are not always in the buying mindset, but if you consistently stay top-of-mind with good content and occasionally trigger with good offers, there should be good opportunities for sales.<\/div>\n<h2><span class=\"ez-toc-section\" id=\"3_Design_of_Facebook_ads\"><\/span>3. Design of Facebook ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ad design is a topic in itself, and in my opinion, here\u2019s no one-size-fits-all approach. It very much depends on your industry, target audiences, and what resonates with your audience, as well as what you want to achieve.<\/p>\n<p>However, one thing always applies \u2013 <strong>THE HEADLINE!\u00a0<\/strong><\/p>\n<p>One of the world&#8217;s largest news sites, Upworthy, gets an insane amount of traffic through their headlines. In fact, their <a href=\"https:\/\/www.poynter.org\/news\/top-8-secrets-how-write-upworthy-headline\" target=\"_blank\" rel=\"noopener noreferrer\">headline strategy<\/a> was one of the reasons they suddenly helped their content go viral.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1918 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/UpworthyGrowth-1024x747-1.jpg\" alt=\"V\u00e6kst med Facebook\" width=\"1024\" height=\"747\" \/><\/p>\n<p>As mentioned in my previous <a href=\"http:\/\/staging1787817111.mickyweis.comen\/content-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">post on content marketing<\/a>, you should of course consider how ethical your headline is, but if you want traffic via Facebook, your headlines need to stand out, otherwise they\u2019ll get lost among all the other ads &#8211; because as mentioned earlier, the competition is getting tighter and tighter on Facebook.<\/p>\n<p style=\"text-align: center;\"><em>Example of an ad:\u00a0<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-1920 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-07-kl.-20.36.56.png\" alt=\"Eksempel p\u00e5 Facebook Annonce\" width=\"974\" height=\"714\" \/><\/p>\n<p>I could make my headlines much more aggressive, but here I try to target those who want to get started with Instagram marketing, and I&#8217;m not interested in getting a bunch of cheap clicks.<\/p>\n<p>On the contrary, I want more quality visitors. So remember, the headline should not mislead the user, but rather give an expectation of what they can expect after clicking so that the user doesn&#8217;t leave disappointed and waste your (sometimes expensive) ad dollars.<\/p>\n<div class=\"greenbox\">I&#8217;ve seen many large sites and helped create many content strategies focused on clicks. However, the data always tells the truth &#8211; Google Analytics doesn&#8217;t lie when your bounce rate climbs above 90% people don&#8217;t get anything out of your content.<\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_The_value_of_Facebook_marketing\"><\/span>4. The value of Facebook marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What is the value? Another question I often hear about social media. There\u2019s no simple answer to what the true value is &#8211; whether it&#8217;s because it&#8217;s hard to track, or because people don&#8217;t know what KPIs to set &#8211; I&#8217;m not sure. But what I do know is that it&#8217;s possible to get a lot out of Facebook.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1856\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Create-a-amazing-content.jpg\" alt=\"V\u00e6rdien af Facebook markedsf\u00f8ring\" width=\"495\" height=\"589\" \/><\/p>\n<p>I think the model above explains it well. It&#8217;s not about pushing products out, but about educating your customers and potential customers about your products. Value, in other words, can be many things &#8211; what kind of value are you creating?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Email_sign-ups\"><\/span>Email sign-ups<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are many <a href=\"http:\/\/neilpatel.com\/2015\/06\/25\/15-quick-tips-to-persuade-visitors-to-subscribe-to-your-email-list\/\" target=\"_blank\" rel=\"noopener noreferrer\">good ways to increase your e-mail list<\/a>. Growing your email list can create great value for your business, as e-mail marketing is still the best sales channel. There are plenty of tools you can use.<\/p>\n<p>You can, for example, sign up for Mailchimp and set up a campaign for free. If you&#8217;re running a serious business or website, you should start with email marketing as your first priority &#8211; even before Facebook advertising.<\/p>\n<div class=\"greenbox\">\n<p><strong>Good tips for encouraging users to sign up for your newsletter:<\/strong><\/p>\n<ul>\n<li>Checklists &amp; templates<\/li>\n<li>Free tools<\/li>\n<li>Video training<\/li>\n<li>E-books<\/li>\n<li>Whitepapers<\/li>\n<\/ul>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"For_Slikhaar_its_videos\"><\/span>For Slikhaar, it&#8217;s videos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Slikhaar &#8211; one of Europe&#8217;s largest YouTube channels within hairstyling &#8211; gets a lot out of their content. Therefore, it also makes sense for them to use their budget on Facebook to increase views, likes, and shares on their videos.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1925 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-09-kl.-15.07.53-1024x392-1.png\" alt=\"Facebook Video\" width=\"1024\" height=\"392\" \/><\/p>\n<div class=\"greenbox\">\n<p><span style=\"font-size: 21px;\">Check out these stats!<\/span><\/p>\n<ul>\n<li>14,000,000 views<\/li>\n<li>133,000 likes<\/li>\n<li>31,144 shares<\/li>\n<\/ul>\n<\/div>\n<p>And what did we spend on the campaign? <strong>Approximately 30,000 Danish kroner.<\/strong> In return, we received 14,000,000 views, which is extremely strong, while in the same period, we gained over 100,000 new Facebook likes and 30,000 YouTube subscribers &#8211; plus, sales continue to grow as the brand&#8217;s value grows.<\/p>\n<p>Once again: It&#8217;s not necessarily sales ads that always work on social media. Often, people are more likely to click on good content, which opens up new avenues through which you can sell your products.<\/p>\n<div class=\"greenbox\">When working with branding via social media and online tools in general, you can advantageously use Google Trends \u2013 here, you can check how the brand is moving in relation to how the interest is developing. Often, it can be a good indicator of whether what you&#8217;re doing is working, and the same applies to &#8220;direct traffic&#8221; in Google Analytics \u2013 it&#8217;s not always that you can see social media directly in sources, but a good portion of your branding may end up coming via direct traffic or via Google.<\/div>\n<p style=\"text-align: center;\">KPI board at SlikhaarTV<br \/>\n<em>We always know what we&#8217;re tracking and how we&#8217;re doing it<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-1751 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/image1-1024x632-1.jpg\" alt=\"KPI Board\" width=\"1024\" height=\"632\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Tracking_reporting_on_Facebook\"><\/span>5. Tracking &amp; reporting on Facebook<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When when working with Facebook ads, there are many ways to track your sales. I still use the &#8216;old-fashioned way&#8217;, so I use URL tagging. This means I add an extra tracking code to my URLs, so I can see how the data appears in Google Analytics afterward.<\/p>\n<p>If we&#8217;re not talking about sales, you can also use Facebook&#8217;s reporting module. This can be a good indicator of how your ads and audiences are performing on all other parameters such as placement, age, gender, etc.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"URL_tracking_setup\"><\/span>URL tracking setup<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Basically, I just tag my URLs through Google&#8217;s URL builder. This way, I can set up some tags that can be seen in Analytics, as mentioned before. Let me give an example.<\/p>\n<p>Start by opening <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033867?hl=da\" target=\"_blank\" rel=\"noopener noreferrer\">Google URL builder<\/a> \u2013 then set up your data<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1937 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-10-kl.-15.11.01-902x1024-1.png\" alt=\"Google URL Builder\" width=\"902\" height=\"1024\" \/><\/p>\n<p>As you can see above, I have set up various tags. Instead of a URL address that looks like this:<\/p>\n<p><span style=\"color: #008000;\">www.hjemmeside.dk\/produktnavn<\/span><\/p>\n<p><strong>It looks like this:<\/strong><\/p>\n<div class=\"js-form index1\" data-form-id=\"url_builder\" data-js-function=\"urlBuilderFunction\">\n<div class=\"result-container\"><span style=\"color: #008000;\">www.dinhjemmeside.dk\/produktnavn?utm_source=Facebook&amp;utm_medium=CPC&amp;utm_content=Audience_1_Visits&amp;utm_campaign=Ad_1_adnavn<\/span><\/div>\n<div class=\"result-container\"><\/div>\n<div class=\"result-container\">This URL does not change anything for the user. It&#8217;s just an addition in the browser that neither does anything different nor degrades any form of quality. It&#8217;s solely for tracking which campaigns your visitors come from.<\/div>\n<\/div>\n<p style=\"text-align: center;\"><em>This code allows me to see the following in Analytics:<br \/>\nYou\u2019ll see it labeled as \u2018Facebook \/ CPC\u2019 in Analytics<br \/>\n<\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1938\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-10-kl.-15.15.30.png\" alt=\"Google Analytics data\" width=\"472\" height=\"350\" \/><\/p>\n<p>Furthermore, I will be able to see exactly how much that source has generated in revenue.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1939 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-10-kl.-15.17.15-1024x45-1.png\" alt=\"Revenue per source\" width=\"1024\" height=\"45\" \/><\/p>\n<p>This is a really handy tool when working with optimizing sales channels. What I often do is create an Excel document where I compare ad spend for the respective month for the target groups and compare it to revenue. I believe this gives me the best possible ROI (Return on Investment) calculation.<\/p>\n<div class=\"greenbox\">You can drill down to ad level in Google Analytics, and you can see which ad sets (target groups) and which ads (advertisements) are generating sales. You can also monitor the conversion rate. Additionally, you can compare mobile data with desktop to see where you are selling and to see when during the month you are selling, etc. All of this data can be used when optimizing your Facebook ads afterward. Personally, I think many people forget to compare cost data with sales data, while also understanding business margins. Even if you generate 1,000,000 via Facebook, it&#8217;s not wise if you simultaneously lose 200,000 on the bottom line every month \u2013 remember to track ROAS \/ ROI (Return on Advertising Spend).<\/div>\n<h2><span class=\"ez-toc-section\" id=\"6_Reporting\"><\/span>6. Reporting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The last part we need to look at is Facebook&#8217;s reporting system \u2013 a very useful tool that can be used to test a wide range of elements. You can particularly benefit from it when running engagement or like campaigns, video views, or page engagement.<\/p>\n<p style=\"text-align: center;\"><i>You can, for example, test these metrics, as you see in the dropdown below<\/i><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1940 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-10-kl.-15.32.03-1024x264-1.png\" alt=\"Facebook Ads Reporting\" width=\"1024\" height=\"264\" \/><\/p>\n<p>It can be quite interesting to know, for example, if your video views are cheaper on mobile and to know which countries give the most return, as well as which age group is the most active, etc.<\/p>\n<p>It&#8217;s again about knowing which metrics you want to test. If you make small adjustments daily or weekly, depending on your time, you&#8217;ll quickly see that you get more out of your ad dollars.<\/p>\n<p>You can also choose &#8211; depending on which campaign you&#8217;re running &#8211; predefined performance results. You can see an example below:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1941 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-10-kl.-15.35.39.png\" alt=\"Set custom columns\" width=\"422\" height=\"526\" \/><\/p>\n<p>A very useful tool that, for each campaign objective, can help you see how your ads are performing. The reporting system can do a lot, so I recommend that you check it out and spend a few hours with it.<\/p>\n<p>If you do, you&#8217;ll quickly get a good feeling of which things you want to test again \u2013 it depends a lot on your goals with Facebook and your industry.<\/p>\n<p>That&#8217;s all for this time!<\/p>\n<p>I just set up a sales campaign for Sorry Mom with their new tattoo lotion, which we plan to launch next week.<\/p>\n<p>We will primarily run some re-marketing campaigns targeting those who have added something to the cart before but haven&#8217;t completed their order. I promise to provide an update on this campaign!<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1942 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2015-09-10-kl.-15.38.26-1030x404-1.png\" alt=\"Facebook Ad Sets\" width=\"980\" height=\"384\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"7_New_updates_from_Facebook\"><\/span>7. New updates from Facebook<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">Facebook continuously <a href=\"https:\/\/www.socialmediaexaminer.com\/how-to-get-facebook-ads-working-for-you-in-2023\/\" target=\"_ blank\" rel=\"noopener\">adds new features to their already advanced ad platform.<\/a><\/p>\n<p class=\"p1\">Today, I&#8217;ll give you 5 of the latest features \u2013 I&#8217;ve personally tested these quite a bit recently.<\/p>\n<p class=\"p1\">Maybe you already know them, or maybe there&#8217;s new knowledge to gain?<\/p>\n<p class=\"p1\">Let&#8217;s take a closer look!<\/p>\n<p><strong>Utilize people&#8217;s behavior on your website<\/strong><\/p>\n<p>One of the best ways to target a very segmented audience is to use the traffic you have on your website.<\/p>\n<div class=\"greenbox\">In short, this means installing a small code on your website. This code matches the traffic on your website with Facebook users.<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Audiences\"><\/span>Audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you&#8217;ve done this, Facebook matches your users on Facebook.<\/p>\n<p>You can then choose this as an audience in your ad planning.<\/p>\n<p style=\"text-align: center;\"><strong>As you can see, I&#8217;ve selected &#8220;Mickyweis.com \u2013 All Traffic \u2013 180 days&#8221;<\/strong><br \/>\n<em>This means that those who have visited my website in the last 180 days will see these ads<\/em><br \/>\n<em>Also, remember to exclude your other audiences so that the data is not distorted.<\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3591 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-16-kl.-15.02.31.png\" alt=\"Facebook Audiences\" width=\"595\" height=\"539\" \/><\/p>\n<p><strong>People who have taken a specific action<\/strong><\/p>\n<p>You can also take it a step further!<\/p>\n<p>Let&#8217;s assume you have a webshop \u2013 you can also target your ads to people who have visited your &#8220;shopping cart&#8221; and haven\u2019t completed their purchase.<\/p>\n<p style=\"text-align: center;\"><strong>As you can see below, I&#8217;ve included those who have visited \/cart and not \/thankyou page<\/strong><br \/>\n<em>This means that those who have visited the shopping cart but haven&#8217;t reached the &#8220;thank you for your purchase&#8221; page will see these ads<\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3592 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-16-kl.-15.05.34.png\" alt=\"Ad Targeting\" width=\"638\" height=\"483\" \/><\/p>\n<div class=\"greybox\">\n<p><strong>Examples of good audiences<\/strong><\/p>\n<ul>\n<li>People who have visited a website in the last 30 days and haven&#8217;t bought anything<\/li>\n<li>People who have visited a blog post \u2013 advertise a product that fits with it<\/li>\n<li>People who haven&#8217;t visited your website in a long time \u2013 win them back<\/li>\n<li>People who have visited in the last 24 hours (target them for awareness)<\/li>\n<\/ul>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Create_ads\"><\/span><strong>Create ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The last step is, of course, to create the ads.<\/p>\n<p>Here, you can play with different emotional call-to-actions.<\/p>\n<div class=\"greybox\">\n<p><strong>Examples of good text ads<\/strong><\/p>\n<ul>\n<li>Did you forget to complete your purchase?<\/li>\n<li>We miss you! Here&#8217;s 20% off in our webshop<\/li>\n<li>You previously bought magnesium, but did you know this? (new post)<\/li>\n<\/ul>\n<\/div>\n<div style=\"width: 960px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-6525-1\" width=\"960\" height=\"540\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/06\/custom-audiences.mp4?_=1\" \/><a href=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/06\/custom-audiences.mp4\">http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/06\/custom-audiences.mp4<\/a><\/video><\/div>\n<h2 class=\"p1\"><span class=\"ez-toc-section\" id=\"8_Ads_in_messenger\"><\/span>8. Ads in messenger<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A new feature on Facebook is that you can now get people into the Messenger app when they click on an ad.<\/p>\n<p><strong>Why do that?<\/strong><\/p>\n<p>Imagine you want to start a conversation with the customer &#8211; it&#8217;s actually a bit like a modern version of personal advice or guidance.<\/p>\n<p>Several statistics also show that many people are more comfortable writing in a chat or via email than talking on the phone.<\/p>\n<p>I imagine that many real estate agents, banks, insurance companies, etc., can get a lot out of this.<\/p>\n<p>We will be testing it on Peter Bendtsen in relation to personal training in January.<\/p>\n<p>It will be something like &#8220;Do you want to get started with training? Write to me about your dreams, and let&#8217;s make them a reality together&#8221; \u2013 then we already have a dialogue with the customer from the start.<\/p>\n<p style=\"text-align: center;\"><strong>This is what it looks like from Jasper&#8217;s Market<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3530 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/14356748_858727817560016_475090106_n-1030x1006-1.png\" alt=\"Facebook Messenger Ads\" width=\"980\" height=\"957\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"9_Tag_products\"><\/span>9. Tag products<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Facebook is doing a lot to surpass Google in product sales. We have to admit that most of us still spend time on Facebook to chat with our friends and to get inspiration from various people and pages we follow &#8211; not to buy products.<\/p>\n<p>That&#8217;s why Facebook has just launched a tool that makes it easier to buy the products we see &#8211; and easier for businesses to make us aware of their products.<\/p>\n<p style=\"text-align: center;\"><strong>Example from Made4men<br \/>\n<\/strong><em>We have just tested this on Made4men, and it looks like this<\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3544 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-07-kl.-09.51.28.png\" alt=\"Tag Products Facebook Ads\" width=\"523\" height=\"723\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_it_works\"><\/span>How it works<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You need to connect your product catalog via your webshop (Shopify, Magento, or WooCommerce have relatively simple integrations).<\/p>\n<p>This essentially means that Facebook pulls products from a product feed, similar to platforms like Pricerunner and Partner-ads.<\/p>\n<p>When it works, you can tag products in posts.<\/p>\n<div class=\"greybox\">\n<p style=\"text-align: center;\"><strong>Example 1 \u2013 tag products in posts<br \/>\n<\/strong><em>As seen below, I get a feature called tag a product<\/em><strong><br \/>\n<\/strong><\/p>\n<p style=\"text-align: center;\"><strong><img decoding=\"async\" class=\"aligncenter wp-image-3545 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-07-kl.-09.55.56.png\" alt=\"Product Catalog Facebook\" width=\"560\" height=\"268\" \/><\/strong><\/p>\n<p style=\"text-align: center;\"><em>In &#8220;products shown,&#8221; you can start typing a product name, and Facebook will then find it in your feed<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-3546 size-full\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-07-kl.-09.57.33.png\" alt=\"Facebook Products\" width=\"540\" height=\"240\" \/><\/p>\n<\/div>\n<div class=\"greybox\">\n<p style=\"text-align: center;\"><strong>Example 2 \u2013 tag products in images<br \/>\n<\/strong><em>Do you have a very visual brand, like jewelry? It works the same way.<br \/>\nAs you can see, it says &#8220;tag products&#8221; on the left and right side \u2013 you then get the option to tag products in the image.<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-3547\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-07-kl.-09.59.01-1030x645-1.png\" alt=\"Example of Facebook Competition\" width=\"668\" height=\"418\" \/><\/p>\n<\/div>\n<div class=\"greenbox\">Tip: When using this feature, make sure to tag products that make sense for the post. Additionally, remember that the products also appear in the ads you might create.<\/div>\n<p><strong>Links<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.facebook.com\/business\/help\/1397294963910848\">Facebook&#8217;s guide to setting up a product catalog<\/a><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Gamechanger_for_Instagram\"><\/span>Gamechanger for Instagram<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Instagram has just launched (they&#8217;re smartly owned by Facebook, which will probably roll the feature out further) that they will also do something similar to tag products, which can lead directly to the webshop selling the particular product.<\/p>\n<p>A feature I believe in a lot \u2013 especially if it eventually doesn&#8217;t require a product catalog. This will make it possible for bloggers, larger Instagram accounts, etc., to create affiliate businesses on a whole new level.<\/p>\n<p>Additionally, it will benefit companies that actively use bloggers, as they can get even more out of their collaborations.<\/p>\n<h2 class=\"p1\"><span class=\"ez-toc-section\" id=\"10_Engagement-based_audiences\"><\/span>10. Engagement-based audiences<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A newer feature that Facebook has just launched is that you can target your ads to people who have engaged with posts or ads from your Facebook page.<\/p>\n<p>What opportunities does this open up?<\/p>\n<p>Let&#8217;s assume you run a very active Facebook page where you hold contests and create viral posts.<\/p>\n<p>Then you have a strong chance of getting them to like your page.<\/p>\n<p>It could also be that you&#8217;ve written a blog post that gets a lot of likes \u2013 why not advertise a product similar to the post to this audience?<\/p>\n<p>Most people who participate aren\u2019t actually fans of your page, especially not if it goes viral.<\/p>\n<p>And that\u2019s a missed opportunity!<\/p>\n<h2 class=\"p1\"><span class=\"ez-toc-section\" id=\"11_Upload_the_email_list\"><\/span>11. Upload the email list<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Something I\u2019ve found extremely valuable is to use your newsletter subscribers as an audience.<\/p>\n<p>You can do this through Custom Audiences.<\/p>\n<p>For example, if you have a large customer database or many newsletter subscribers &#8211; it could be via your blog \u2013 then you have the opportunity to target them with Facebook ads.<\/p>\n<div class=\"greybox\">\n<p style=\"text-align: left;\"><strong>Best practices<\/strong><\/p>\n<ul>\n<li style=\"text-align: left;\">Segment your email list with your best customers. Export all those who have spent over 100 dollars, for example.<\/li>\n<li style=\"text-align: left;\">You don&#8217;t need to sort by gender, age, and location before uploading the email list to Facebook. You can do that through Facebook&#8217;s ad system once you&#8217;ve uploaded the list.<\/li>\n<\/ul>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"12_Use_the_same_audiences_on_Instagram\"><\/span>12. Use the same audiences on Instagram<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You may have already experimented with <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram advertising<\/a>.<\/p>\n<p>The great thing is that many of these new features also work for Instagram.<\/p>\n<p>You can also use these audiences on Instagram.<\/p>\n<p style=\"text-align: center;\"><strong>In the ad set, you can easily choose the placements you want<\/strong><\/p>\n<p><strong><img decoding=\"async\" class=\"aligncenter wp-image-3611 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2016-12-18-kl.-11.05.35-1030x806-1.png\" alt=\"Instagram Ads via Facebook\" width=\"980\" height=\"767\" \/><\/strong><\/p>\n<div class=\"greybox\"><strong>Tip:<\/strong> Always have 2 different audiences \u2013 1 for Facebook and 1 for Instagram. This helps ensure accurate tracking when running your ads.<\/div>\n<p>The problem with running both platforms in the same audience is that Facebook will just show your ads where it makes sense for their algorithm.<\/p>\n<p>Additionally, it requires a bit more experience in reporting to see which platforms and ads are costing the most. Want to take your advertising further?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"19_extra_tips_for_your_Facebook_advertising\"><\/span>19 extra tips for your Facebook advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>I often get asked:<\/strong> Micky, do you only work strategically with the companies you work with?<\/p>\n<p>Actually, the answer is no, but with some modifications. Over the last 17 years, I\u2019ve been extremely privileged to work across brands, companies, large budgets, and tools.<\/p>\n<div class=\"greenbox\">Today, for example, I spend up to 5 million kroner a month on Facebook advertising and work with cool cases such as Chefmade, Badmintonshoppen, Natures Collection, Stine Goya, Dial\u00e6gt, Myselfie, Molly&amp;My, and many, many more.<\/div>\n<p>I\u2019m directly involved in making sure everything from audiences to the ads you, as a consumer, see on the platform performs as expected<br \/>\nWhere I think I&#8217;ve become more strategic over the years is by not being the person who says you should only use one specific strategy and run Facebook advertising.<\/p>\n<p>It\u2019s not certain that your particular company will benefit from Facebook advertising; perhaps TikTok, Pinterest, Twitter, or something else might work better?<\/p>\n<p>Furthermore, One of the advantages I have when developing ads is that I deeply understand the company. This gives me a much better understanding of what the consumer wants from the company and what the company wants to communicate.<\/p>\n<p>Over the past five years, I\u2019ve focused more on strategy.<\/p>\n<p>Instead of convincing a customer that they should use advertising or, for example, <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">search engine optimization<\/a>, I often rethink the business model.<\/p>\n<p>I look at the resources the company has available, their ability to execute my initiatives (there\u2019s no point in starting a bunch of things if the company doesn&#8217;t have the resources to implement them), what budgets we are working with, what the competitors are doing, which media are relevant \u2013 and then we dive into the individual channels.<\/p>\n<p>One of the channels I work a lot with is Facebook and Instagram advertising, but maybe TikTok, LinkedIn, and Pinterest will take a bigger slice of the pie in the future, but more on that later.<\/p>\n<p>When you use the budgets I do across so many cases, you learn constantly.<\/p>\n<p>I have the opportunity to implement and pass on that learning across all the cases I work with, through the workshops I hold \u2013 which ultimately should help distribute the budgets in the best possible way.<\/p>\n<p>Since I wrote the <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">ultimate guide to Facebook advertising<\/a>, much has changed \u2013 Facebook is constantly evolving, and more and more opportunities are arising.<\/p>\n<p>Therefore, in this post, I will cover some of the functions, tips, tricks, mistakes, and generally what I think works really well at the moment.<\/p>\n<p>This post is for those of you who have previously become acquainted with Facebook advertising \u2013 otherwise, some of the terms may be new, but I hope it can provide inspiration for your business.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Mindset_for_Facebook_advertising\"><\/span>Mindset for Facebook advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are a wealth of studies analyzing how much social media influences our behavior in terms of the purchases and actions we make.<\/p>\n<p>However, I still often encounter confusion when it comes to Facebook advertising and social media advertising in general, unfortunately, but that\u2019s where my job is to create transparency.<\/p>\n<p>You can\u2019t <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">compare Facebook and Google as channels<\/a> that drive traffic.<br \/>\nThat\u2019s the case with many different channels. There&#8217;s room for all of them, but there are differences in when they come into play.<\/p>\n<p style=\"text-align: center;\">Instead of writing a lengthy blog post, I\u2019ve tried to create a funnel visualization that might support my point.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-301875\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-02-13-kl.-10.45.00-1024x818-1.png\" alt=\"\" width=\"1024\" height=\"818\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>As I often say when it comes to advertising and online marketing as a whole, it\u2019s really about focusing on the psychology and behavior you want a given user to take.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_attribution\"><\/span>Facebook attribution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The customer journey is becoming increasingly complex across digital channels, and the same is true for Facebook &amp; Instagram.<br \/>\nYou often see success stories shared <strong>exclusively<\/strong> based on ROAS \u2013 that is, how much was spent and how much was generated.<\/p>\n<p>This is not an accurate picture \u2013 unless you consider <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">attribution models<\/a> in your considerations.<\/p>\n<p><strong>Simply explained:<\/strong><br \/>\nAll the tools we use have their own way of &#8220;attributing&#8221; value for a given action.<\/p>\n<p>Facebook has the standard attribution that anyone who has clicked on an ad in the last 28 days or viewed an ad in the last 24 hours and placed an order, Facebook gets credit for the sale \u2013 but should they? It\u2019s very difficult to answer, and it\u2019s highly individual from industry to industry.<\/p>\n<p>There is also a difference in how expensive the products you sell are and how long your customer journey is.<br \/>\nFor example, if we look at a webshop, their ROAS will often look completely crazy compared to Facebook\u2019s data.<\/p>\n<p>Because people buy often, and there are many touchpoints where they are influenced \u2013 this creates the great possibility that they may well buy from channels other than Facebook &amp; Instagram. But if you use Facebook\u2019s standard attribution, Facebook will still take credit for the sale.<\/p>\n<p style=\"text-align: center;\"><em>Below you can see spending on Facebook advertising and revenue<\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-301864\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/facebook-roas.png\" alt=\"\" width=\"449\" height=\"83\" \/><\/p>\n<p>The above image is from one of the accounts I manage on Facebook \u2013 it\u2019s almost too good to be true, right?<\/p>\n<p>It is, because in this case, we\u2019re running with the standard attribution window, meaning that as pointed out earlier, anyone who has seen an ad in the last 24 hours or clicked in the last 28 days is still attributed to Facebook. In this case, we\u2019re dealing with a webshop with a high repurchase rate, many different channels, newsletters, SMSs, and much more.<\/p>\n<p>Here we often go in and compare the different attribution windows with each other.<\/p>\n<p>So even though Facebook clearly plays a role, be careful not to look <strong>too<\/strong> rigidly at the numbers.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/business.facebook.com\/attribution\" target=\"_blank\" rel=\"noopener\">Facebook&#8217;s own attribution tool<\/a> provides the opportunity to see how the different channels influence each other.<br \/>\nYou also get the opportunity to compare the different attribution models.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-302011\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-05-11-kl.-15.32.56-1024x390-1.png\" alt=\"\" width=\"1024\" height=\"390\" \/><\/p>\n<p>Another important factor in this journey is our &#8220;touchpoints&#8221;.<\/p>\n<p>Previously, we had very few channels influencing us; that&#8217;s no longer the case.<\/p>\n<p style=\"text-align: center;\">To this end, Facebook has created a function in their attribution tool that can explain to us how mobile and desktop (laptop) influence each other.<br \/>\nIt\u2019s a super interesting analysis that still shows that follow-up advertising on desktop is important.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-302012\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-05-11-kl.-15.33.45-1024x352-1.png\" alt=\"\" width=\"1024\" height=\"352\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_unique_discount_codes\"><\/span>Use unique discount codes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Facebook has a feature that allows you to create an offer as an ad, and thus have a discount code that is only available on Facebook.<br \/>\nThis makes it easier to see how Facebook actually influences sales because if people use the discount code, it means they saw the ad, as the discount code couldn&#8217;t be obtained from anywhere else.<\/p>\n<p style=\"text-align: center;\">We recently tested this on <a href=\"https:\/\/www.mollyogmy.dk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Molly &amp; My<\/a>.<br \/>\nBelow is the ad as a user would see it.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301866\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-04-05-kl.-11.19.56.png\" alt=\"\" width=\"392\" height=\"556\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>The result ended up being okay, but not as good as the screenshot I showed earlier, i.e., the ROAS part wasn&#8217;t as good because suddenly we could track the sales that came exclusively via the use of the discount code.<br \/>\nBecause we\u2019re giving a discount on the item, offering the possibility of returns, and spending money on advertising, it can definitely result in a loss. It wasn\u2019t the case here, but it&#8217;s worth testing!<\/p>\n<div class=\"mw-box\"><a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">Also, read my entire guide to marketing attribution in general<\/a><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Objectives_and_tracking\"><\/span>Objectives and tracking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The first thing I believe you should always start with is having your objectives for Facebook advertising in mind \u2013 and this actually applies to all strategies you launch digitally.<\/p>\n<p>How else can you measure success or the opposite?<\/p>\n<p>What are you trying to achieve with your advertising? This makes it much easier to think about the right strategy from the start.<\/p>\n<p>This again brings me back to saying: It varies greatly from industry to industry, what the purpose of the advertising is.<\/p>\n<p>Examples of diversity among industries:<\/p>\n<div class=\"greybox\"><strong>The car industry:<\/strong> I\u2019ve worked a lot with <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">car dealerships and their marketing<\/a>. And it\u2019s clear you can\u2019t compare a webshop and a car dealership.<br \/>\nA car purchase is a considered purchase, and there are many interactions before we make the final decision to buy a car. Therefore, it also requires a different effort than, for example, running a webshop. A car dealership, for example, will track elements such as: Number of inquiries, booking of test drives, phone calls, etc.<br \/>\nAdditionally, you want to maintain a strong brand awareness, which ensures you are always top of mind, which is often the solution when we talk about considered purchases.<\/div>\n<div class=\"greybox\"><strong>E-commerce:<\/strong> It is the opposite of the car industry, often a purchase we make with more frequency. Many webshops can easily have 2 orders in the same week from the same user, especially if you sell products that are either used often (health products or pet food) or if you have a large product catalog. For example, if you look at a store like ASOS, they have so many products that you can almost certainly be inspired to shop twice in one week.<\/div>\n<div class=\"greybox\"><strong>Apps:<\/strong> I have a few apps where I handle their <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">app marketing<\/a>. Something that is always different from other types of industries because here you often have to ensure that you get a download immediately. You don\u2019t get anything served later on. It also means that when you have an app, you can connect your app with Facebook\u2019s ad platform, and directly ensure that you have app downloads as your primary objective.<\/div>\n<p style=\"text-align: center;\">As seen below, an ad with app installs will look a little different than, for example, an ad for a webshop.<\/p>\n<p style=\"text-align: center;\">It also means that your objective is different and therefore also the analysis you perform afterward.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-301867\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/meew-app-downloads.png\" alt=\"\" width=\"457\" height=\"492\" \/><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\">It also means that the focus should be on what the objective of the business is: App installs.<\/p>\n<p style=\"text-align: center;\">And as the results show below, that&#8217;s what we&#8217;re aiming for.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301877\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/meew-app-downloads-1.png\" alt=\"\" width=\"740\" height=\"102\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_searches\"><\/span>Brand searches<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I still believe that too many people forget to think about how Facebook and Instagram \u2013 as well as all other social media, have a huge synergy effect that supports your brand. For example, if you look at channels like Facebook, but also like YouTube, it\u2019s rare that we can push people to buy now and here.<\/p>\n<p>The challenge is that we often forget that all marketing is about psychology. So even if you can\u2019t get a sale from a given customer who sees you on Facebook, your brand may still have stuck in the user\u2019s mind, depending on your creativity. Therefore, it\u2019s important to keep an eye on your brand searches.<\/p>\n<div class=\"greenbox\"><strong>So my tip:<\/strong> In this time where we have so many marketing channels available, it\u2019s more important than ever to be clear on what your objective is and remember that tracking isn\u2019t as black-and-white as you sometimes think. Also, remember to extract data on the number of brand searches for your business.<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Campaign_budget_versus_ad_set_budget\"><\/span>Campaign budget versus ad set budget<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For those of you who have used Facebook\u2019s Ads Manager, formerly known as Power Editor, you will have noticed that Facebook has changed the way you manage your budgets on the platform. Previously, we were used to managing our budgets at the ad set level.<\/p>\n<p>That has changed \u2013 and in a few months, it will become permanent that everyone must use <a href=\"#\" target=\"_blank\" rel=\"noopener noreferrer\">campaign budget optimization<\/a>.<\/p>\n<p>This means that once you\u2019ve created a campaign and set a given budget for that campaign, and under that have some audiences, Facebook will automatically distribute the budget from the campaign level down to your audiences. It also means you need to ensure that the audiences under a given campaign make sense that they are in the same pool and therefore in competition with each other.<\/p>\n<p style=\"text-align: center;\">So make sure you have control over the structure after this change has been made.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301870\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/campaign-budget.png\" alt=\"\" width=\"1024\" height=\"808\" \/><\/p>\n<p style=\"text-align: center;\"><em>Source: <a href=\"https:\/\/newsfeed.org\/minimum-budgets-and-how-to-set-up-the-right-budget-for-your-facebook-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/newsfeed.org\/<\/a><\/em><\/p>\n<div class=\"greenbox\"><strong>So my tip:<\/strong> It may require more campaigns because you need to ensure that audiences don\u2019t overlap incorrectly, but it also makes it more manageable in terms of budgets and gives Facebook the freedom to let their powerful algorithm ensure that the ads are shown to the audiences that perform best.<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Audiences_and_segmentation\"><\/span>Audiences and segmentation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you\u2019ve nailed down what your objective with your advertising is, then you get to the fun part.<br \/>\nAnd a lot is happening in this area at the moment, which also means that the possibilities are increasing, and you can test new things.<\/p>\n<p>You can, of course, go &#8220;all broad&#8221; and just target everyone in Denmark and then wait for the algorithm to crawl through the audience and find those who are most likely to buy or perform the action you\u2019ve set as the goal of the campaign.<\/p>\n<p>However, I still advocate testing more specific audiences, especially those called &#8220;lookalikes&#8221; that are based on existing data from your webshop or your CRM system.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Purchase_behavior_from_Facebook_analytics\"><\/span>Purchase behavior from Facebook analytics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Facebook\u2019s analytics, which are constantly expanding, have a few fun things you can use in your advertising.<\/p>\n<p>I know that <a href=\"https:\/\/analytics.facebook.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook analytics<\/a> can seem very complex, but try to follow along here.<\/p>\n<p>They have a tab called &#8220;percentiles&#8221;.<\/p>\n<p>If you select it, you can see how the different % of your customers perform.<\/p>\n<p style=\"text-align: center;\">For example, I have a webshop where the top 5% of my customers have purchased 4 times or more in the last 90 days.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-301872\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/fb-analytics-percentiles-1024x387-1.png\" alt=\"\" width=\"1024\" height=\"387\" \/><\/p>\n<p style=\"text-align: center;\">Then I go into my audiences and use this knowledge.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-301873\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/fb-analytics-freq-1024x172-1.png\" alt=\"\" width=\"1024\" height=\"172\" \/><\/p>\n<p>Now I know that I have my best users in an audience.<br \/>\nHold onto it, we\u2019ll use it again later.<\/p>\n<p>It\u2019s only your\u00a0imagination that sets the limits with the knowledge you get from Facebook Analytics.<br \/>\nIt again depends on which industry you are in. This can be used in webshops that have many sales and therefore enough data.<\/p>\n<p><strong>If, for example, I were a car dealer, I would look at other elements such as:<\/strong><\/p>\n<div class=\"greybox\">\n<ul>\n<li>Time on site (top 5%of those who have spent the most time on the site)<\/li>\n<li>People who have inquired via contact form<\/li>\n<li>People who have inquired via phone calls<\/li>\n<li>People who have inquired via email<\/li>\n<\/ul>\n<\/div>\n<p>* Volume must be large enough.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audience_Look-a-like_%E2%80%93_ideas_and_possibilities\"><\/span>Audience: Look-a-like \u2013 ideas and possibilities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Look-a-like audiences are audiences based on existing information\/data.<\/p>\n<p>It means asking Facebook\u2019s algorithm to find a percentage in Denmark (or other countries) that most resembles a given data source.<\/p>\n<p>You can provide Facebook with this data yourself.<\/p>\n<p><strong>Here are the data I often base my &#8220;look-a-like&#8221; on:<\/strong><\/p>\n<ul>\n<li>Upload your email list (consider segmenting it into &#8220;inactive customers&#8221; &#8220;best customers&#8221;, etc.)<\/li>\n<li>Those who spend the most time on your website<\/li>\n<li>Those who have spent the most money on your website<\/li>\n<li>Those who have made purchases on your website<\/li>\n<li>Those who have added something to the cart in the last 30 days<\/li>\n<\/ul>\n<p>In principle, it\u2019s about how much data flows through your website.<\/p>\n<p>If you have a website that isn\u2019t very visited and doesn\u2019t have enough data, it\u2019s hard to get the most out of these audiences.<br \/>\nSo, it may be about zooming out and going broader, but you can always use those who have visited your website in the last 30\/90\/180 days and then create a look-a-like audience based on these.<\/p>\n<div class=\"greenbox\"><strong>My tip is:<\/strong> Play around with these audiences. Create a campaign with 4-5 look-a-like audiences and see which one(s) perform best.<br \/>\nThen, you can try playing with the percentages. I usually use 3-5%, but if you have a product that appeals to a broad audience, it&#8217;s perfectly okay to test 10% \u2013 knowing that it may take longer for Facebook\u2019s algorithm to narrow down those who actually intend to place an order.<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Audience_Detailed_interests\"><\/span>Audience: Detailed interests<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Facebook is also constantly ensuring that their algorithm gets more and more power \u2013 this also means that the opportunities we as advertisers on the platform have are increasing.<\/p>\n<p style=\"text-align: center;\">In the USA, for example, it\u2019s possible to show your ads to audiences based on household income \u2013 this has not yet come to Denmark.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301879\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/facebook-ads-hustandsindkomst.png\" alt=\"\" width=\"381\" height=\"113\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>However, Facebook has created a segmentation option called &#8220;engaged shoppers&#8221; \u2013 translated as &#8220;engaged buyers&#8221;.<\/p>\n<p>This segmentation means that you exclusively show your ads to users who have clicked on &#8220;shop now&#8221; \/ &#8220;buy now&#8221; in the last week.<\/p>\n<p>This means active users who are very likely to shop often via Facebook advertising, making the audience very interesting for companies that want to sell online.<\/p>\n<p style=\"text-align: center;\">This is fun to play around with in different contexts, including a simple example below.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301880\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/facebook-ads-engaged-shoppers.png\" alt=\"\" width=\"698\" height=\"322\" \/><\/p>\n<p>My experience is that these audiences can sometimes be quicker to find a reasonable CPA (cost per sale) than running ads across the entire country of Denmark.<\/p>\n<p>As you might sense, it\u2019s not all black and white, because it also involves the creative aspect \u2013 what the users see, which I\u2019ll get into further down in the post.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audience_Re-targeting_funnel\"><\/span>Audience: Re-targeting funnel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not everyone working with Facebook advertising agrees with this strategy, and that\u2019s fine \u2013 we all have our own ways of doing things.<\/p>\n<p>However, I like to incorporate psychology into my advertising, especially if it\u2019s a considered purchase and you want to build a genuine relationship with your users.<\/p>\n<p>To make it simple, I\u2019ve created my own little re-targeting funnel below.<\/p>\n<p>Clearly, the more traffic you have, the longer funnels you can build \u2013 and the shorter intervals you can allow.<\/p>\n<p>If you have less traffic, you might want to extend these &#8220;funnel &#8211; audiences&#8221; so people don\u2019t see the same thing repeatedly.<\/p>\n<p><strong>Here we go:<\/strong><\/p>\n<div class=\"greybox\">0 &#8211; 7 days &#8211; Show people a video with credibility, personality, and a little bit of CTA; they might have forgotten to complete their purchase.<br \/>\n7 &#8211; 14 days &#8211; Here, we\u2019ve excluded the first 7 days of traffic on the website and are targeting only the last 7 days. I\u2019d show some social proof here, like a slideshow of customers who have purchased the products or similar content. It could also be customer testimonials if you have them.<br \/>\n14 &#8211; 30 days &#8211; We\u2019ve excluded the first 14 days, as they\u2019ve seen both of the above. Here, I would focus on showing some PR-related material if you have it.<br \/>\n30 &#8211; 45 days &#8211; We\u2019re starting to drift away from the action \u2013 the visit to the website \u2013 so here, we want to get people back again. Consider showing a blog post, your values, core competencies, or company news.<\/div>\n<p><strong>The point of this flow is:<\/strong><\/p>\n<p>45 days later \u2013 if a user is asked about the company, they will certainly have an idea of who you are.<\/p>\n<p>They may not know exactly where from, but they\u2019ve caught your brand name and some of your core values.<\/p>\n<div class=\"greenbox\"><strong>My tip:<\/strong> Let this tip closely align with your <a href=\"#\">email strategy<\/a>, so you make sure to hit people from a multitude of angles, and after some time, there will be no doubt: Your company is top of mind because you did something.<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Audience_Winback_retention\"><\/span>Audience: Winback \/ retention<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are endless audiences that are fun to play with when it comes to <a href=\"#\">Facebook advertising<\/a>, so of course, I can\u2019t mention all audiences in a blog post. There are many good guides online \u2013 and I think I\u2019ve written a few here and there.<\/p>\n<p>Another strategy could be a kind of &#8220;winback&#8221; strategy.<\/p>\n<p>A strategy that often also applies to your email strategy.<\/p>\n<ul>\n<li>People who have visited your website in the last 180 days but haven\u2019t bought anything in the last 150 days.<\/li>\n<li>People who have bought something but haven\u2019t visited your website in the last 180 days.<\/li>\n<li>People who are on your email list but have never bought anything.<\/li>\n<li>People who follow you on Facebook but have never bought anything.<\/li>\n<\/ul>\n<p>My point is again to emphasize: It\u2019s only your imagination that sets the limits. Facebook\u2019s algorithm will help you.<\/p>\n<p>Make sure to incorporate the above into your strategy so that it fits your company and industry.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advertising_%E2%80%93_Lead_ads\"><\/span>Advertising &#8211; Lead ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Everyone wants sales, but what\u2019s the next best thing if you don\u2019t get a sale?<\/p>\n<p>When we talk about Facebook advertising, the next best thing in my world is contact information for a person, especially if it\u2019s someone who has shown interest in your product.<\/p>\n<p>For this, Facebook has, for years, allowed us advertisers to use &#8220;Lead generation ads&#8221; \u2013 ads that solely aim to collect emails or phone numbers into a database of users.<\/p>\n<p style=\"text-align: center;\"><strong>When you create your campaigns, this is the one you should choose.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301948\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-05-08-kl.-10.25.45.png\" alt=\"\" width=\"793\" height=\"436\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>You can use some of the audiences I discussed in the section above.<\/p>\n<p>Besides making sure your audience segmentation is on point, you also need to have an idea of how you\u2019ll collect leads.<\/p>\n<p><strong>Here are a few examples of what might work:<\/strong><\/p>\n<ul>\n<li><strong>E-books<\/strong> &#8211; If you\u2019re a personal trainer, B2B company, or marketing agency, it can be a good strategy to publish a free e-book in exchange for people signing up for your newsletter. This can be done very easily via Facebook lead generation ads.<\/li>\n<li><strong>Contests<\/strong> &#8211; It\u2019s still a good strategy, but make sure to keep the prize relevant to your company. Don\u2019t offer an iPad because too many people will only participate to win an iPad and have no interest in your product.<\/li>\n<li><strong>Access to pre-sale<\/strong> &#8211; If you\u2019re a large fashion company like Stine Goya and people are eager to be first to sale launches and new collections, offer them the chance to join an exclusive list. This might make them a bit more expensive per lead, but on the other hand, they will also be of high value to your company.<\/li>\n<\/ul>\n<p>It\u2019s only your imagination that limits what you offer.<\/p>\n<div class=\"greenbox\"><strong>Tip:<\/strong> You can use Zapier, for example, to automatically send your leads to your CRM system or export them into an Excel list, but consider creating a new list in your email system, so you can see how it performs compared to existing leads. This way, you avoid disrupting your existing email performance.<\/div>\n<p style=\"text-align: center;\">Here\u2019s an example of what a<br \/>\nvideo ad in the lead format might look like:<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-301949\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-05-08-kl.-10.35.05.png\" alt=\"\" width=\"498\" height=\"839\" \/><\/p>\n<p>As you can see, the video clearly went viral for Molly &amp; My, and we got 31,000 views on the video, and I can reveal that we got over 4,000 email sign-ups from this.<\/p>\n<p>That\u2019s not a bad investment on the email front, especially if these &#8220;leads&#8221; convert to sales in the future.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_participant_behavior_as_an_audience_in_your_advertising\"><\/span>Use participant behavior as an audience in your advertising<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you\u2019ve run a Facebook lead ad, you can afterward use people\u2019s interaction with the lead ad in a new audience.<\/p>\n<p style=\"text-align: center;\">This means that everyone who, for example, opened this &#8220;form&#8221; \u2013 can receive an ad afterward.<\/p>\n<p style=\"text-align: center;\"><strong>This is what it looks like in &#8220;audiences&#8221;<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-301951\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-05-08-kl.-10.37.57.png\" alt=\"\" width=\"939\" height=\"590\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>An example of this<\/strong> \u2013 if you ran a lead ad campaign on a new collection coming out, you can use this audience segmentation when the collection lands in stores.<\/p>\n<p>This way, you ensure that those who signed up to receive the new collection by email also see it on Facebook &amp; Instagram.<\/p>\n<p>As you can hear, it\u2019s only your imagination that limits the flows you build around your advertising.<\/p>\n<p>And here we\u2019ve only taken Facebook &amp; Instagram into the loop, as I started by saying: Try to zoom out so you can see how all the different channels each have their own effect on the overall marketing picture.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Google_ads_LinkedIn_ads_%E2%80%93_lead_generation_ads\"><\/span>Google ads &amp; LinkedIn ads &#8211; lead generation ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s not just Facebook that focuses on offering this form of advertising.<\/p>\n<p>Google and LinkedIn also want to be part of the action.<\/p>\n<p style=\"text-align: center;\">That\u2019s why it\u2019s now also possible to use Google Lead ads directly in search results.<br \/>\nCurrently, only open for beta, but it\u2019s worth testing if you have the opportunity.<\/p>\n<p style=\"text-align: center;\"><strong>Watch the video below to see how it works.<\/strong><\/p>\n<p><center><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/dxhCfykyPfw\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>&nbsp;<\/p>\n<p>As mentioned, the same goes for LinkedIn. They have created a similar tool called &#8220;Lead Gen Forms&#8221; \u2013 and it works in the same way as Facebook and Google.<\/p>\n<p style=\"text-align: center;\"><strong>Watch the video below to see how it works.<\/strong><\/p>\n<p><center><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/SAAE4c5Efgg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>Incidentally, it works really well, <a href=\"#\">especially when we talk about marketing for B2B companies<\/a>.<\/p>\n<div class=\"greybox\">\n<p><strong>B2B sales &#8211; Lead generation &#8211; tip<\/strong>.Over the past few months, I\u2019ve worked with several B2<\/p>\n<p>B-related companies. This constantly generates good ideas \u2013 and one of them I want to share.<\/p>\n<p>In these times, it\u2019s hard to go out and sell, so we\u2019ve come up with a little fun &#8220;trick&#8221;.<\/p>\n<p>Set up lead ads (lead generation ads) through Facebook and LinkedIn. Connect it with Zapier, so you get leads into a system. You can choose what information you want. Like phone numbers, emails, the number of employees, etc.<\/p>\n<p>Create a good ad where you offer your products, or a free review of your service. For example, via Zoom, but also that you send a free &#8220;package&#8221; of, for example, products to the company \u2013 it could be coffee (real case).<\/p>\n<p>Be aware that the terms state that you may contact them for the purpose of showcasing products, etc.<\/p>\n<p>I had a case with the following data:<\/p>\n<ul>\n<li><strong>Number of leads:<\/strong> 754.<\/li>\n<li><strong>Price per lead:<\/strong> 2.45 DKK per lead.<\/li>\n<li><strong>Number of closed deals:<\/strong> 20 so far, worth 10,000 DKK per year.<\/li>\n<\/ul>\n<p>As long as you stay product-specific and don\u2019t come across too salesy, this has worked really well. I\u2019ve had cases with office supplies, coffee, IT equipment, snacks, furnishings, and printer paper.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Advertising_%E2%80%93_The_creative_angle\"><\/span>Advertising &#8211; The creative angle<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The creative part is also becoming a bigger and bigger part of online advertising.<\/p>\n<p>Previously, it was the technical part that took up a lot of our time as advertisers because it required a lot of technical knowledge to set up the right structure.<\/p>\n<p>That\u2019s no longer the case. Facebook, Instagram, yes, all digital platforms have become better and better at giving us technical tools that support our work.<\/p>\n<p>Instead, our focus has shifted to creating content that\u2019s actually interesting and engaging for users to follow.<\/p>\n<p>This includes everything from videos to blog posts to personality \u2013 again: It\u2019s about finding an edge for the individual company that others can\u2019t beat.<\/p>\n<p>We\u2019ve all seen the classic ads where we forgot to buy the shoes we looked at, we want something more, we want depth.<\/p>\n<p>Instead of explaining what I mean, I\u2019d rather highlight a few cases.<\/p>\n<p>I spend a lot of time researching and finding other cases that, in their own way, have an edge, do something different, and therefore have caught my attention.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Cases_I_think_do_well_on_the_digital_front\"><\/span>Cases I think do well on the digital front<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Shaping new tomorrow<\/strong> &#8211; Perhaps one of the companies in Denmark that does this best. Their video content is unrivaled, they work with so many different messages, audiences, and are generally just very, very far ahead in my opinion. I never feel like I get tired of the content that <a href=\"https:\/\/shapingnewtomorrow.dk\/\">Shaping New Tomorrow<\/a> presents to me. It makes me always feel entertained. Something that must require many hours in terms of their content production.<\/li>\n<li><a href=\"#\">Molly &amp; My<\/a> &#8211; A case I\u2019m personally involved in, but what I love about Molly &amp; My is their personality. When they launch roller skates in their range, Luise (one of the owners) takes a spin on the roller skates in the office. In a tough industry like women\u2019s fashion, I find it incredibly refreshing to see a company that goes all in on their personality and thus creates a business at eye level.<\/li>\n<li><strong>Douchebags<\/strong> &#8211; One of the best examples of how influencer marketing can certainly carry a brand. Created by the famous influencer couple from Sweden, Janni and Jon Olesen, Douchebag is probably one of the companies that produce the best content. From jumping out of helicopters with their bags to making the wildest co-labs. It\u2019s a company I think many can learn from.<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><strong>A selection of posts from Douchebags\u2019 Instagram<\/strong><\/p>\n<p style=\"text-align: center;\">It\u2019s a testament to top-quality content<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-301966\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/Skaermbillede-2020-05-08-kl.-13.07.26.png\" alt=\"\" width=\"945\" height=\"627\" \/><\/p>\n<p>As a little side note, I can also tell you that <a href=\"https:\/\/later.com\/blog\/linkedin-stories\/\">LinkedIn and Twitter are soon launching their own version of &#8220;stories&#8221;<\/a> \u2013 meaning it will be possible to use stories on those platforms.<\/p>\n<p>Especially on LinkedIn, I see it as a great opportunity to create a brand channel for the culture you have in your company, which can be used to influence sales, word of mouth, and not least if you\u2019re looking for new staff.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_advertising_%E2%80%93_tools\"><\/span>Facebook advertising &#8211; tools<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can\u2019t say marketing without saying &#8220;toolbox&#8221;, meaning <a href=\"#\">toolbox<\/a> \u2013 what tools do I use for Facebook &amp; Instagram advertising?<\/p>\n<p>Besides using Google Analytics, Google Sheets, and Photoshop a lot, I also use a few tools that might be a bit easier to get started with.<\/p>\n<p><strong>Facebook pixel event tool<\/strong> &#8211; In the past, you had to use Google Tag Manager and have specific URL addresses to set up the right conversions in Facebook\u2019s Business Manager, now you can instead use the Event Setup Tool to set up events on your website. You\u2019ll find it under your &#8220;pixel&#8221; and then under &#8220;Set up events&#8221; \u2013 it allows you to open your website in a new browser and &#8220;tag&#8221; the actions that should trigger a conversion. Such as if someone clicks on a mobile number, you\u2019ll get the information back to your advertising as a &#8220;lead&#8221;.<\/p>\n<p><strong>Artificial intelligence<\/strong> &#8211; Tools within <a href=\"#\">AI<\/a> are booming, including <a href=\"#\">ChatGPT<\/a>, Photoshop Firefly, and many more. I would definitely recommend testing these systems because they can save enormous resources by handling everything from graphic design to copywriting. I believe that <a href=\"#\">AI will be a gamechanger in marketing<\/a> \u2013 so it\u2019s also important to stay updated.<\/p>\n<p><strong>Facebook ads Library<\/strong> &#8211; Facebook\u2019s own library of all the ads running across their platforms, a great source of inspiration. You can get a lot out of it if you spend the time. That way, you can see what offers, formats, and how your competitors are acting in different industries and across borders.<\/p>\n<p><strong>Promo<\/strong> &#8211; A video tool for making quick, small videos. It costs a bit if you want the premium version. But it\u2019s super easy to figure out, and you can make really cool videos, quite simply and quickly. These can be easily exported in the correct formats and then uploaded to the platforms you want.<\/p>\n<p><strong>Canva<\/strong> &#8211; If Photoshop is a bit too heavy a program to get started with, I highly recommend Canva. It\u2019s pretty easy to figure out, and you can quickly save some templates that you can use every time you create graphics, so you maintain the red thread.<\/p>\n<p><strong>Confect.io<\/strong> &#8211; If you want to take your DPA ads to the next level, I highly recommend trying Confect.io \u2013 you pay a bit more for it than other systems, but in return, you can create some really, really cool DPA ads.<\/p>\n<p><strong>Manychat<\/strong> &#8211; If you want to work with <a href=\"#\">messenger bots<\/a>, it\u2019s definitely the best system. It\u2019s relatively easy to navigate even though it can do a lot.<\/p>\n<p><strong>Instapage \/ Unbounce<\/strong> &#8211; I used Instapage for a long time to create landing pages, but it\u2019s become a bit more expensive, still the best system in my opinion. If you want to quickly put up a landing page, it\u2019s definitely a very easy system to navigate. An alternative is Unbounce, which also works simply, though I\u2019ve only recently used it, but it also seems very straightforward.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>That\u2019s all for now. I believe social media has enormous potential. Especially if you work with data. Instead of shooting with scatterguns, focus on one medium and work with it until it gives a positive return \u2013 it\u2019s not about being present everywhere \u2013 but instead about quality. Do it excellently where you are present \u2013 it\u2019s much more valuable in the long run.<\/p>\n<p>I hope that my post about the challenges I\u2019ve encountered on my journey with Facebook\u2019s ad system can help you move forward.<\/p>\n<p style=\"text-align: left;\">Do you have any good tips, or are there things I\u2019ve forgotten \u2013 or do you just have a question?<br \/>\nDrop a comment below.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"FAQ_Facebook_Ads\"><\/span>FAQ: Facebook Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4><span class=\"ez-toc-section\" id=\"Is_Facebook_advertising_still_effective_today\"><\/span><strong>Is Facebook advertising still effective today?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Yes, Facebook and Instagram ads are still highly effective today when used with the right strategy.<\/p>\n<p>Despite increased competition, they remain among the largest advertising platforms in the world. For many businesses, they are a key channel for both branding, traffic, and direct sales.<\/p>\n<p>Success depends heavily on targeting, creative quality, and continuous optimization of campaigns.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Which_businesses_get_the_most_out_of_Facebook_ads\"><\/span><strong>Which businesses get the most out of Facebook ads?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Facebook advertising can work across many industries, but some businesses tend to see stronger results than others.<\/p>\n<p>E-commerce brands, local businesses, and companies with visually appealing products often perform well on Facebook and Instagram.<\/p>\n<p>That said, success is less about the industry and more about having a clear message, a defined target audience, and a strong landing page.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Are_Facebook_Ads_or_Google_Ads_better_for_beginners\"><\/span><strong>Are Facebook Ads or Google Ads better for beginners?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It depends on your business and what you\u2019re trying to achieve.<\/p>\n<p>Google Ads works well if you want to reach people who are already actively searching for a product or service. It allows you to capture existing demand.<\/p>\n<p>Facebook advertising, on the other hand, is better for creating awareness and reaching new audiences who may not know your brand yet.<\/p>\n<p>For many businesses, a combination of both platforms works best over time.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_much_should_I_spend_on_Facebook_ads_as_a_beginner\"><\/span><strong>How much should I spend on Facebook ads as a beginner?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>There is no fixed amount, but most beginners should start with a small test budget.<\/p>\n<p>One of the most common mistakes is spending too much in the beginning.<\/p>\n<p>When you\u2019re starting out, the goal is to test different audiences, messages, and creatives. That\u2019s why it often makes sense to begin with a smaller budget and scale the campaigns that perform well.<\/p>\n<p>Many businesses start with a daily budget and adjust based on performance as they gather data.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_long_does_it_take_for_Facebook_ads_to_start_working\"><\/span><strong>How long does it take for Facebook ads to start working?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Many expect immediate results, but Facebook advertising usually requires some patience.<\/p>\n<p>The algorithm needs time to collect data and learn which users are most likely to engage with your ads. In the first few days, campaigns are typically in a testing phase.<\/p>\n<p>As more data is collected, performance often improves, which is why it\u2019s important not to make too many changes too early.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_can_I_tell_if_my_Facebook_ads_are_working\"><\/span><strong>How can I tell if my Facebook ads are working?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>To understand if your ads are performing well, you need to look at the right metrics. This can include clicks, conversions, cost per result, and return on ad spend (ROAS).<\/p>\n<p>The most important thing is to measure what actually matters for your business, whether that\u2019s sales, leads, or website traffic.<\/p>\n<p>Facebook provides useful data, but real insights come from consistently analyzing and comparing your results over time.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"What_is_the_biggest_mistake_people_make_with_Facebook_ads\"><\/span><strong>What is the biggest mistake people make with Facebook ads?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>A common mistake is focusing too much on the ad itself and not enough on the overall strategy.<\/p>\n<p>Many businesses create great-looking ads but overlook targeting, messaging, and the customer journey. Without alignment between these elements, even strong ads are unlikely to perform well.<\/p>\n<p>In many cases, success depends more on strategy than on technical setup.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Do_I_need_a_course_to_learn_Facebook_ads\"><\/span><strong>Do I need a course to learn Facebook ads?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>No, you don\u2019t need a course to get started with Facebook ads, but it can be a very helpful shortcut for most beginners.<\/p>\n<p>A good course will typically help you understand the basics of targeting, campaign structure, and how to analyze performance properly.<\/p>\n<p>This can save you a lot of time and help you avoid the most common mistakes when you are just starting out.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"What_does_it_take_to_get_good_at_Facebook_ads\"><\/span><strong>What does it take to get good at Facebook ads?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Facebook advertising is a skill that improves with experience.<\/p>\n<p>The best advertisers work systematically with testing, data, and ongoing optimization. This often involves testing different audiences, messages, and creative formats to find what works best.<\/p>\n<p>Over time, this approach can significantly improve campaign performance.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"When_should_I_hire_someone_to_manage_my_Facebook_ads\"><\/span><strong>When should I hire someone to manage my Facebook ads?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>You should consider hiring help when Facebook ads become an important part of your marketing strategy.<\/p>\n<p>An experienced consultant or agency can often identify improvements in campaign structure, targeting, and creative strategy.<\/p>\n<p>Many businesses start on their own and seek professional help once they begin scaling.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Is_it_better_to_hire_a_freelancer_or_a_Facebook_ads_agency\"><\/span><strong>Is it better to hire a freelancer or a Facebook ads agency?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It depends on your needs and budget.<\/p>\n<p>For some businesses, a freelancer can be a good alternative to a larger agency.<\/p>\n<p>Freelancers are often more flexible and can be a great fit for smaller companies or startups that don\u2019t need a full-scale setup.<\/p>\n<p>What matters most is experience and proven results, regardless of whether you choose a freelancer or an agency.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_do_you_choose_the_right_Facebook_ads_agency\"><\/span><strong>How do you choose the right Facebook ads agency?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>There are many agencies offering Facebook advertising services, but quality can vary.<\/p>\n<p>It\u2019s a good idea to look at their experience, past results, and how they approach strategy. You should also ask how they work with data, testing, and ongoing optimization.<\/p>\n<p>A strong partnership is not just about technical skills, but also about understanding your business and your customers.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Do_I_need_help_setting_up_Facebook_Business_Manager\"><\/span><strong>Do I need help setting up Facebook Business Manager?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Yes, it can be helpful, especially if you are setting it up for the first time.<\/p>\n<p>Many businesses choose to get help with the setup to ensure everything is configured correctly from the start.<\/p>\n<p>Facebook Business Manager can feel complex at first, as it involves ad accounts, pixels, and access management.<\/p>\n<p>A consultant or agency can help structure everything properly and avoid common mistakes.<\/p>\n<p>That said, some prefer to set it up themselves and learn along the way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Getting traffic to your website with Facebook advertising is easy! But getting high-quality traffic is a different story &#8211; and especially the type of traffic that\u2026<\/p>\n","protected":false},"author":2,"featured_media":6843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85,80,86],"tags":[],"series":[],"class_list":["post-6525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook","category-popular-posts","category-power-editor-annonceadministrator"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook ads \u00bb 17 years experience on managing Facebook ads<\/title>\n<meta name=\"description\" content=\"Facebook advertising in a modern world? I&#039;ll show you how to use the Facebook Ads manager from A-Z &amp; much more. Start today.\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook ads \u00bb 17 years experience on managing Facebook ads\" \/>\n<meta property=\"og:description\" content=\"Facebook advertising in a modern world? I&#039;ll show you how to use the Facebook Ads manager from A-Z &amp; much more. 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