Believe it or not, almost all sales up to this point at Rebooted Body have come through content marketing and organic traffic.
While that growth strategy has worked until this point, one of our main goals for 2017 is to focus on scale. Not just scale, but lead & sales automation.
In short, it’s time to start leveraging paid advertising and the channel we’re going to start with is Facebook.
I want to make it very clear up front that I’m not an expert at advertising. I don’t really know how to advertise on Facebook. I’ve run a random Facebook ad here or there to dabble in it, but that’s the extent of my experience.
“So, Kevin, how are you going to write a series about how to advertise on Facebook then?”
The whole point of this series is to document what I’m doing so that I can learn and you can follow along. Perhaps you’ll learn something, too.
If you’re much more well-versed in advertising or Facebook advertising than I am, you’re welcome to leave comments as well. I’d love to hear what I’m doing wrong, what I’m doing right, and what I should test.
So with all that said, let’s get started.
The Prep Work
I’m going to go after some lower hanging fruit for my initial Facebook ads strategy. Instead of targeting cold traffic, I’m going to “retarget” prospects. These are people who have been to our sales pages, which means they’ve shown interest in a specific product.
The only way you can target people on Facebook who have landed on a specific page of your website is to get Facebook to track visits to your website. This is done with what’s called a “Facebook Pixel.” It’s basically a block of code that’s similar to the code you would install for Google Analytics or Clicky.
Here’s how to get the code and install it on your site. This, of course, is different depending on how your site is built. I’m on WordPress and using Divi, which makes it a piece of cake.
How to Copy & Install the Facebook Pixel
Keep in mind, though, that this tracks all website traffic. We still haven’t targeted anything. The way you do that is by creating custom audiences inside the Facebook ads panel.
How to Create a Custom Audience on Facebook
We need a way to tell Facebook, “track visits to this specific page (or these pages) and group them together so I can target them later.” That’s exactly what a custom audience does. You can even tell Facebook to only track visitors for a certain number of days. This lets you determine the freshness of your custom audience.
I already had my custom audiences created and you can see that they’ve already started collecting users. If you’re doing this fresh out of the box, you’re going to need to wait a while until enough users visit the pages you’re targeting. If you have a lot of traffic, this will happen quickly. If you don’t, it might take a while.
Once your custom audiences are created and they’ve collected enough data, you’re ready to put them to use with Facebook ads.
That’s it for now.
In the next installment of How to Advertise on Facebook, I’ll be creating mapping out a workflow for a retargeting campaign. Make sure you subscribe below to get all the future installments of this series delivered by email! You can also subscribe to my channel on YouTube so you don’t miss new videos.