Facebook marketing tips to drive growth

Facebook is one of the most popular social media networks in the world. It’s also used a lot to feed data into social CRMs. Below is a list I’m compiling of all my Facebook marketing tips and tricks in one easy to find place. Feel free to copy my strategy step by step! Make sure to bookmark this as I will be continually adding to it. 

Always use the Facebook Ads Manager

When I first started doing advertising on Facebook, I was simply boosting posts right from a pages’ feed. Never do this! Always use the Facebook Ads Manager. The reason is that you’ll get access to all of the data and targeting available to you on Facebook.

Tips on increasing CTR

Below are a few tips on how I increased my Facebook ad campaigns’ CTR by an average of 5% and lowered my CPC. Some of my best campaigns usually have a CTR of around 8%.

Don’t use CPM

CPM is excellent for advertising and promoting your brand awareness to a broad audience, but it can also be costly, and you will blow through your budget pretty fast. If you’re focusing on conversions and trying to get the best bang for your buck, switch it over to manual CPC. This means, just like Google Ads, you’ll have to manage it and tweak it regularly, but I guarantee you’ll have better results.

Facebook will give you a suggested bid range. From my experience, I would always recommend maxing out their recommended bid, and if you can’t go that high, pick a price in the middle of that range. After your ads run for a while, you can then look at your average CPC. Then reduce your bid down to the average CPC.

Use location targeting

Time and time again, I see people not targeting locations. If you have a nationwide product, then maybe this is OK. But if you offer a service locally, you need to target within a close range of your business. I recommend a 20-25 mile radius depending on what you’re selling. Hopefully, if you are getting into Facebook advertising, you should know where the majority of your customers are physically located.

Use age

Age is another important piece of the puzzle. If you’re selling a product to a young audience, then filter out the older demographic, and vice versa. There is no reason to waste your money if they aren’t going to convert.

Use interests

Another incredibly useful part of your ad are the interests. Target your ads to what I like to call the “keywords” or “interests.” I will typically have between 5-7 different interests per ad campaign. This helps narrow down the audience to make sure you are targeting who you want to be.

Target only new customers

This is one of the most important options. The ability to target users who are not already connected to you. If you’re trying to generate new leads and new customers, there’s no reason to target people who have already liked your Facebook page or already know you.

There’s another option to target only those connected to you, but I suggest splitting that into a different campaign as you might want to budget differently based on new leads versus repeat customers.

Use the “news feed (desktop and mobile)” placement

When I first started running advertising campaigns on Facebook, I was running only right-hand column ads. This was a huge mistake. The right-hand column ads CTR is a lot lower than the news feed ads. I would recommend focusing your efforts on news feed (desktop and mobile) ads and maybe run only a few right-hand column ads or none at all. You’ll find that the news feed ads’ CTR and conversion rate is usually 3-5% higher.

The CTR is higher on the news feed ads because you can include a large picture. For the best resolution, use 1200×630. Or at least 600×315.

Also, you can’t target mobile devices with the right-hand column ads. That’s a huge audience, especially when it pertains to the audience browsing Facebook, that you don’t want to lose. So stick with news feed ads.

Setup conversion tracking

If your website has a web form or shopping cart page, make sure to install the Facebook conversion pixel to monitor the ROI of your campaigns.

A/B test everything

You need to test variations of everything. I usually create three copies of the same ad, each with the same copy but a different image. Run them for a week. Take the best one, then change up the copy on two of them while running the same image on all three. Then take the one with the best copy, etc. You get the idea. And be creative, use images that capture people’s attention, and use good CTA’s in your copy.

Additional Facebook tips


Have any other good Facebook marketing tips? If so, I’d love to hear what has worked for you below in the comments.

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Brian Jackson

I craft actionable content and develop performance-driven WordPress plugins. Connect on Twitter or subscribe to my newsletter (once a month, no spam).

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