Facebook Ads is a highly targeted way of finding your ideal customers, tracking their data and reminding them to buy your product at exactly the right time.  Different ads are served at different points throughout the consideration process meaning with emotive language and careful positioning there’s a high likelihood of conversions, as you steer people who were already interested in your product towards the purchase.

Its potential is huge, not just for selling but also for gathering data that tells you exactly who your customers are, who’s landed on your website, who likes your Facebook page etc, enabling you to use that information to shape your future campaigns and make them even more laser targeted. To do this you must first install the Facebook Pixel, a small piece of code that goes into the back end of your website, and then you’re away. The Pixel acts as a tag, a data sponge if you will, building an accurate profile of your ideal customers.

By installing Facebook Pixel on your website to capture the data of website visitors, you can then create Facebook ads that drive traffic to a specific web address or landing page, and then target those people with ads optimised for a certain action that resonate with them, based on what they’ve already shown an interest in, or any other criteria you can think of.

So what if you could create a sales campaign that not only sold to your existing customers but got your product under the noses of a whole bunch of new customers with identical purchasing habits to the existing ones, who didn’t already know about you? Win win! And then what if you could capture the data of the new ones, drive them to your website, and do it all over again using smarter more refined data every time? Once you start using Facebook Ads your whole marketing gets smarter.

The secret behind its success is the Facebook algorithm, which you could argue knows us better than we know ourselves. Ever thought it was freaky when an ad pops up for something we were only talking about recently? There’s plenty of theories about the devices listening to us, but a more viable explanation is that our logged data history consisting of tens of thousands of online steps, web searches, purchases, geographic locations etc, build a historic profile that we are probably not consciously aware of ourselves. Do you recall what you were browsing 10,507 data steps ago? Probably not, but the algorithm does, and that’s gold to marketers.

How about targeting people with life events? Age? Job titles? Income brackets? Brands they already buy? You soon learn what motivates people to be loyal to certain brands, it all boils down to the psychology of consumers and what drives their behaviour.  You can get very granular in overlapping audiences with other verticals and targeting the sweet spot where they overlap, to create a niche of very likely purchasers.The key thing is to test, test and test again. Never put all your money on one horse. Hiring a Facebook Ads manager will take away the stress of analysing the figures and learning where to put your budget for the best results.

If you haven’t already got Facebook Pixel installed on your website then you’re missing a trick. Get it installed right now. Even if you’re not ready to launch an ads campaign you can still let the Pixel do its thing and collect the data of all your website visitors without you having to lift a finger.  It’s worth its weight in gold. And if you want to find out how a Facebook Ads manager can help you increase your revenue, brand awareness and drive sales I’m always happy to have a chat.