5 Ways to Upgrade Your Facebook Advertising Strategy

If you were to ask a room full of business owners, most (if not all) will tell you they understand the necessity of advertising their business on the world’s largest social network.

Ask that same room full of business owners if they know how to implement effective advertising strategies, and those numbers begin to plummet.

No matter how far along you are in your advertising campaign, there are always additional steps you can take to fulfill your marketing goals. Here are five ways to create an indestructible Facebook advertising strategy.

1. Target, Target, Target

Facebook ad targeting allows you to specify the location, age, gender, language, and even interests of your desired audience.

For example, let’s say you’re creating an ad for an upcoming university hockey game. You can segment your target audience by suitable age, location proximity, and common interests such as sporting events, athletics, and regular visitors to alumni sites.

2. Test Your Images

An attractive, engaging image is ultimately what’s going to get clicks.

Because taste is subjective, and audiences can be unpredictable, a common strategy to determine the best creative is an A/B test.

A/B testing identifies which images speak most to your audience by allowing you to compare click-through rates (CTR) and choose those that maximize both CTR and conversion rates.

3. Retarget, Retarget, Retarget

Mastering the art of Facebook retargeting is immensely valuable.

When visitors come to your site with no intention of making a purchase or signing up for a service, chances are they’ll forget about you by the end of the buying cycle.

To prevent you from disappearing from their mind altogether, a code placed on the page they visited will trigger your ads to follow them.

Were you just looking at a particular item on Amazon? Expect to see it advertised to you in your News Feed soon after!

4. Choose an Appropriate CTA

The right CTA (“call-to-action”) will intrigue your audience and subsequently boost your CTR (“click-through rate”) and conversion rates.

Your goal is to convert your audience by building enthusiastic consent and getting them engaged enough to click on your link.

The options on Facebook include Book Now, Learn More, Shop Now, Sign Up and Use App among others. A/B testing also works, in this case, to help discern which CTA best fits your ad.

For example, if your campaign goal is to have users subscribe to your newsletter, the “Shop Now” button wouldn’t make much sense. You may want to begin by choosing “Sign Up”, and A/B testing it against another option to see which converts at a higher rate.

5. Compliment Your Ad and Landing Page

A connection between your ad and landing page validates your efforts by educating visitors before they complete a transaction.

Your audience has already made the click and have been redirected to your destination, so now it’s your turn to offer them something that acknowledges where they are within your conversion funnel.

Sending potential customers to a page without a clear course of action can cost you time and money, and allow potential conversions to slip out of your pocket. Your goal now is to make each click count.


Facebook advertising is one of the most effective ways to reach the right audience for your brand. But there’s a lot more to it than simply naming your price. With more control over how your ads are delivered than ever before, optimizing your ads is crucial to getting a return on your investment. Contact us to get started on your unbeatable strategy.