3 Ways to Decrease Your Facebook Ad Spend and Increase ROI

When it comes to B2B social advertising, LinkedIn has always been my go-to ad platform. However, after attending a social marketing meet-up and hearing a presentation from Bob "The Teacher" Jenkins from LeadPages, I have a renewed interest in Facebook ads. Here are a few ways to get more bang for your buck and actually increase return on investment. 

1. Upload your own contact lists

Aside from filtering the target audience using demographics, interests and the like, you can also upload existing contact lists of your own. Google announced a similar feature within AdWords this fall called Customer Match.

Targeting your existing list of prospects and customers allows you to stay top of mind and could also complement existing email campaigns that you are running. As an added bonus, it is also less expensive because you are providing the targets rather than Facebook generating them for you.

2. Follow the landing page rules

To ensure your Ad gets approved and to decrease your cost per click, be sure to follow these rules on your landing pages.

• Include company identifiers (logo, name) and contact information
• Link to your privacy and legal policies
• Include navigation - this could be your traditional site navigation or a navigation within the page
• Have a mobile-responsive design
• Don't include auto-playing videos

You can read all of Facebook's advertising guidelines here. 

BONUS TIP: Don't link directly to the content offer on your Thank You pages. Send the download through email for further engagement with your user.

3. Install pixel code 

Within the Facebook for Business Ad manager, you can create a conversion tracking pixel. You then need to install this pixel (javascript code) on every landing / thank you page on your website. This will track which users converted after clicking your Ad.

The reason this can save you money is it will allow you to:

1) remarket to those who clicked but did not convert

2) avoid showing the same Ad again to those who already converted (download, sign up, purchase)

Facebook Ads can be effective but it often takes time to get things dialed in. Design a great landing page, target an audience of between 8,000 - 10,000 people, install that pixel code and start tracking results.

If you are interested in a complete Facebook Advertising course, check out this one from LeadPages or contact ArcStone to learn if Facebook ads are right for your business.