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Facebook did not become the largest social network on the planet overnight.

The resources that the network offers to connect people with acquaintances, friends and favorite brands are complete to the point of maintaining a high level of interactions in a subtle way.

That same subtlety is used in business, which the platform intelligently drives, by drastically lowering organic reach and prioritizing the powerful ad system that Mark Zuckerberg’s team created.

Facebook Ads became Google AdWords’ main competition for sponsored links.

One of the main formats is remarketing, a way to recapture the attention of someone who was in contact with the company, but lost interest at some point before the purchase.

Do you want to learn how to do remarketing on Facebook Ads?

4 valuable tips to optimize your Facebook Ads campaigns

Facebook Ads is a very powerful platform, but it must be configured in the right way to give your campaigns their full potential.

If you have never created campaigns on this network, or had lower than expected results in previous investments, it may be because you did not pay attention to any of the following points.

See 4 simple ways to optimize your campaigns and get better ROI and ROAS on each ad.

1. Install Facebook Pixel

Facebook Pixel is a code that the social network offers to help track how many people made a purchase (or other type of conversion) after seeing or clicking on your ads.

Simply place the code on the purchase confirmation or thank you page. Thus, Facebook will know that the conversion was made.

In addition, with Pixel installed you receive a series of reports that broaden the understanding of your audience and allow you to create better campaigns. Then don’t stop installing it.

2. Keep an eye on the potential range meter

A very interesting resource of Facebook Ads is the measure of the potential reach of the ads. But how does it work?

As you configure the parameters of your campaign, such as the target audience for example, this meter shows the number of people that can be impacted by the ad.

It also shows whether the campaign is too generic or too specific, two extremes that could hurt results. The advice could not be more basic: Keep an eye on this meter.

If you do this, you’re not going to run the risk of having ads that don’t convert because of a basic setup error.

3. Create Lookalike Audiences

It can be difficult to create campaigns that convert if you don’t already have a well-defined persona.

However, there is still one feature that can help quite a bit: creating lookalike audiences (also known as lookalikes).

Custom audiences can be created from your site visitors or people who follow your page.

Then, Facebook will look for people with similar profiles (interests, demographic, etc.) who could be interested in your offer and become your ad. .

4. Vary in ad formats

The Facebook algorithm favors those who use a variety of ad formats, so this can be a good alternative to increase the efficiency of your campaign.

This is also a reliable method of testing what works best with your audience and creating more effective campaigns in the future.

If you don’t have enough budget to test multiple ad formats at the same time, do small interactions and test each format in a separate campaign, but with similar goals.

How to Create Ads That Convert: 4 Simple Steps

You can analyze a series of ads, in the most varied formats that the Facebook Ads network offers. In all of them, you will discover that the same characteristics apply to make this a successful offer or not.

So, you want to know how to create ads that convert? Stop worrying so much and start doing the following

1. Focus on the visual

Facebook is full of text, but don’t be fooled: this is a highly visual network. Good examples of that include the heavy bet on video production with the Watch platform, and the networks live streaming resources.

All the time, there are a million things happening on each user’s timeline and ads compete for attention with any other type of post.

For this reason, the first step to an ad that converts is to be visually clear and compelling.

2. Be relevant

Every time someone sees or clicks on your ad, you spend money. So, it is important that this is as relevant as possible, to reach the right people and convert.

Facebook even offers a relevance score to the ads, which depends a lot on the quality of the image, the text and the chosen landing page.

Pay attention to this score and do your best to adjust your campaign to the level of quality that Facebook expects.

3. Make a great value proposition

All your effort in segmenting and personalizing your audience will be useless if the offer does not bring real value to the public.

Many people do everything correctly, but fail to show the benefits of the product, service or content they offer, harming the results.

To avoid this risk, make sure that your value proposition is not equal to that of your competition, in terms of quality and presentation. It is not enough to have a good product, it is necessary to show it in a crystallized way.

4. Use a clear and direct CTA

As much as users think your ad is interesting, they are still unlikely to let go of inertia and take the action you want without a clear goal.

This incentive is the call to action, which must be clear and direct to work. Think of the CTA as the final invite that will make conversion the only viable choice.

This requires creativity on your part. Using mental triggers, like scarcity and urgency, is a powerful method of persuasion that should increase your conversions.

4 actions you should take when remarketing on Facebook Ads

Now yes, we come to the icing on the cake: remarketing campaigns. What do you have to do to recapture the attention of someone who was scattered and make them buy?

The fact that Facebook Ads offers many resources and tools is not, by itself, a guarantee that your investment will have a return. It is necessary to understand how each part of the mechanism works, and to use that in the correct way.

Next, learn about 4 actions that will help you reach the right people and not waste a penny to win back those who are already interested in the brand.

1. Reach out to those who already follow your brand

Maybe you’re thinking of remarketing only to people who visited your website and abandoned the purchase.

However, those who already follow your brand online have a greater chance of having, at one time or another, interest in one of the products you sell.

The strategy is even more interesting for those who have recurring income businesses, such as SaaS, or an ecommerce.

In the end, the greater the contact of your followers with your offers, the greater the probability of purchase, and using only the organic reach of Facebook to converse with that public is increasingly difficult.

2. Use traffic and audience targeting resources.

In addition to the lookalike audiences listed above, Facebook also has custom traffic and audience targeting options.

The personalized segmentation by audience is created from a list of emails or telephone numbers of those who already consume your content or bought from your company.

And site traffic targeting involves people who came to your website or specific pages on it.

3. Target ads based on customer behavior

One rule of thumb when it comes to Facebook remarketing: be specific. The idea is to take those who are ready to buy and close business directly.

The best way to do that is to build on customer behavior. How? Do you remember the sense of urgency? For those who almost bought a product, it is worth sending an offer with a special discount, valid for a short time.

Remove from the campaign whoever entered the purchase confirmation pages. This will prevent someone who abandoned the purchase and came back to finish it from receiving the message again.

4. Set deadlines according to the duration of the offers.

Your ads must last, at most, the same time for which the offers it contains continue to be valid.

Have you thought about how bad the customer experience would be if they clicked on the ad offering a discount and found out that the offer had already expired?

If you decide to offer discounts for a limited time, do not choose the option to run ads continuously, set a deadline for it to go out of circulation.

Remarketing on Facebook Ads can be an excellent way to recapture leads that, for some reason, gave up buying on your website. Each recovered opportunity is one more customer that can be loyal. So do not dismiss the tips shown here, they will help you earn much more money.