How to Use Facebook Lead Ads

FB Lead Ads

It’s called Facebook Lead Ads.

Now, I’ve been known for a while for generating leads on Facebook. So naturally, I needed to dissect this new feature on the ads platform.

So, it was time to watch the video: (You can click the video image to be sent to their official page.)

Okay, great. So we can get data straight from Facebook users and have it for ourselves to market to.

It looks something like this process:


Real World Case Studies Using Lead Ads

“Initial tests on Facebook have shown costs as low as 1/3 of the website conversion objective campaigns. It’s a win-win situation: the user receives a better experience without having to leave the Facebook app, while you receive higher conversion rates with automatically populated fields.”

Michael McEuen, Adstage

“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.”

Kim Kyaw, Manager Digital Marketing, Land Rover

“This ad product has taken our customer acquisition efforts on Facebook to the next level. Lead ads have driven robust volume while maintaining exceptionally low acquisition costs—up to 50% less than comparable ad platforms. We are incredibly excited to continue scaling with this product.”

René Fielder Marketing Director, Sona Med Spa

“Lead ads were a game-changer product for Properati. In the past, we had tested similar products from other channels but they didn’t work for us. Since testing lead ads, we have seen a 4x reduction in the cost per lead, with a more than 3x increase in the number of leads we normally generate in Brazil.”

Gabriel Gruber, CEO, Properati

Here’s Where Zuckerberg Messed Up With Marketers

Facebook has done a great job with creating Facebook Lead Ads which works now for both desktop and mobile users.

It’s capturing millions of leads per month for advertisers.

However, they really did make a huge mistake that has led to many marketers wondering if Facebook really is out of touch with your average online marketer.

Facebook has never bridged the gap from capturing the lead information on the form to marketing platforms that we as marketers use every day.

Does Mark Zuckerberg really expect us to login to our Facebook account daily and download a spreadsheet of raw lead data like this is still 1996 that looks like this:


That is why we just released a new software to connect Facebook with any autoresponder / CRM that you may use.

We are excited since now, you too, can get access to this brand new tool.

For members only, we just did a live training on how to use Facebook Lead Ads.

It’s simpler than traditional ads and you will get to see me setup an entire ad that gets leads LIVE during the video in just a couple minutes flat.

Check it Out:

Click Here to Get Facebook Lead Ads Pro

Leave a comment / question below on how I can help you further.

3 Common Facebook Ad Mistakes & How to Fix Them

I’ve been helping many marketers over the past couple years with their Facebook ads. I’ve gone through a number of accounts looking for what was done wrong and how to correct it.

You can say I have some personal experience to share with you on this subject. This just isn’t another cut and dry blog post out for SEO value. (Or at least I hope it won’t read like that!)

Here are the top three mistakes I see:

#1 – Targeting
#2 – Copy & Images
#3 – Funnel

Ok, so let’s tackle one at a time.

Mistake #1: Targeting

Know Who Will Buy What You are Selling.

Let me say that again.

Know Who Will Buy What You are Selling.

Create an Avatar. Become the buyer. Research, research, research.

We cover how to create an avatar in FB Ads Formula in more detail and I give you a handy template that you can swipe and use for yourself.

For times sake here, an avatar is simply a description of a mythical person who would buy your product or service. You can have multiple avatars, both men and women with different ages and different hobbies.

Quick Example: meRyan Shaw, M, 28, San Diego, United States. Interests & Hobbies : Online Marketing (Sub Niches of Video Marketing, Online Advertising, SaaS, SEO, etc), Online Gaming, Live Music, Tennis, Basketball

Likes : Mari Smith, Amy Porterfield, Tony Robbins, Ryan Deiss, Frank Kern, Jon Loomer, etc.


Use your existing data or industry data to find out what your target audience looks like, where they hang out, where they play.


Because you can use this data when deciding on targeting options within the Facebook Ads engine.

You could be selling a FB Ads course like ours and discover that your target audience also likes Tony Robbins and Reader’s Digest. It may be much cheaper to run an ad to an audience who likes Reader’s Digest than it is to Tony Robbins. Or perhaps, they like both… In this case, you would need a tool like Social Interest Freak to intersect those two separate audiences into one tight audience for targeting.

Mistake #2: Copy & Images

Most people are not professional copywriters. So it makes sense that many ads ran on Facebook just don’t catch the eye of the prospect which drops your CTR and increases your cost per click to a point where you can’t turn a profit.

Here’s some quick tips on how to improve your images and copy:

You can review the entire article mentioned in the video above here on Ads Espresso.

Mistake #3: Offers & Marketing Funnel

This is where the majority of the mistakes are made because its just not easy to create a great marketing funnel.

Here’s some of the elements needed to create a funnel that converts:

Free Offers to Entice the Prospects in:

These can include reports, giveaways, downloads, free trials, videos, a free consultation, and much more.

Main Offer that converts like crazy:

You must provide a ton of value, and that will provide an anchor for your business. (Example : Our main offer is FB Ads Formula but we have many other products and offers.)

Side Offers & Upsells:

You paid for traffic, so you need to monetize it completely. So, offer upsells to your main offers. Offer side offers that may not work as a direct upsell.

Partnership / Affiliate Offers:

You can always provide everything that your customers want to buy. Maybe you only sell information or coaching and you can partner with a software company. Or vice versa. Partnerships have led to me doubling my sales each month. Try it!

High Backend Program:

Offer high end programs for your paying customers. This can 4x your business. Think of Godaddy who has a ton of upsells. Think of Microsoft who gives away Windows 10 but offers high end services for businesses where they can make a crazy amount of recurring income each month. We offer a high end coaching program to help you create your online business for example that runs for $5k. That’s much more than our main product selling at $49.95 per month.

How to Find Information on Your Target Audience

There’s a few ways. I recommend getting as much info on your audience as possible. Do not skip this step!

Facebook Audience Insights
Twitter Insights
Google Trends
– Industry Data Companies
– Existing Customer List / Prospects

You can use data available to you online or use a company to find it for you. Better yet, do it within house and poll your existing customer list with Survey Monkey.

I use all the tools at my disposal and I already know my target audience. I suggest you do the same, especially in a niche that you may not be familiar with.

The Overall Winning Strategy of Targeting on Facebook

Okay, so here’s the only way to run Facebook Ads going forward that I found to give you a consistent result.

Step 1 : Identify your Audiences (Follow the advice above)

Step 2 : Setup as many split tests with those audiences (This could result in 100+ ads including different images, audiences, demographics, countries, etc. The possibility for testing can be huge. General rule of thumb is to test more options the bigger your budget and target audiences are.)

Step 3 : Funnel those audiences into a re-marketing list and give them a ton of value.

Step 4 : Have a re-marketing list for them to opt-out as well. (If they buy or unsubscribe)

Step 5 : Continue to grow your re-marketing list and customer list and use the power of your sales funnel to turn a profit.

Step 6 : Rinse and repeat.

Note: If you are not turning a positive ROI after following these steps, follow first on improving your sales funnel as this usually is the biggest key to success or failure. It’s actually not in running the ad at all.


It’s simply because if you have a GREAT product or service, people will flock to you whether or not your FB ads are great. Soon, you will have referral traffic and you won’t need to run ads. If your sales funnel and processes are bad, your customer service is bad, and your offers are bad… well, you can’t stand a chance.

How You Can 4x Your Sales Faster

Keep plugging away at improving your sales process each day and reap the benefits.

If you would like me to help you further, you have a few options available to you.

You can setup a time to consult with me on Skype and have a recording of our coaching call.

You can join our FB Ads Formula community for just $1 today and join our FB group to get access to the 1,200+ members in our community including myself and other FB ad professionals ready to assist in answering your questions.

You can do it completely on your own from here. (In this case, make sure to subscribe to our free content on Youtube and our blog here.)

I wish you the best success in the world.

I’d like to see this article hit 1000 shares. If we can hit 1,000 shares, I will release my next training program for free to all existing customers of FB Ads Formula!

Let’s light up the share button! (Leave a comment as well, I do respond fast.)

The Best Times to Post on Facebook for Businesses

When is the best time to post on Facebook for businesses?

This is a question that we get asked all the time. While we’ve touched on it in past articles, with organic reach declining it’s more important than ever to know when your posts will best be seen, and even when users are most likely to engage with them.

So how can you find the best times to post on Facebook? When are those best times?

If you want a lot of eyes on your posts and content, you have to know what times work best for you, and see which of them works best your particular audience.

In this post, we’ll show you our personal data on what we’ve found to be the best times for businesses to post on Facebook, as well as showing you how to your specific best times and how to schedule posts to take advantage of them.

Best Times to Post on Weekdays

Weekdays tend to be among the most popular times to post, and that’s not only because business hours are continuous (so if you’ve got a 9-5 employee working on your social media, they may only post here), but also because social media has become part of our routine.

During the week, there are few times when there won’t be at least some of your users are online if you have a lot of them. The hard part is finding the most concentrated times.

As a general rule, we’ve found that for our audience, posts uploaded at 10am or later tend to perform well. Posting early gives you the edge to still have your post in the Newsfeed later. Activity and our audience’s usage stayed consistent from 10am to about 7 or 8pm on weekday evenings, with peak times occurring often between 3 and 4pm, sometimes with peaks happening in the afternoon. You can see this information in our chart below:

best times to post on Facebook for businesses

Out of all the weekdays, Fridays tended to have the least activity, but they still did ok for traffic, still beating out weekends. That being said, weekends shouldn’t be dismissed, and they have their own best times to post, and their own value. 

Best Times to Post on Weekends

It’s important to keep that in mind when you’re posting on the weekends, your audience’s best times may be drastically different than another Page’s. A college student’s weekend—and the times they’re even awake—are very different than a thirty-five year with a 9-5 job during the week. While our data can help you, you’ll want to check your Insights for your own current best times, which we’ll talk about later on in the blog post.

Come Saturdays, don’t even think about posting early. While our Page Views started getting some views around 8am, engagement didn’t increase until a little later on in the day. After about 9pm on a Saturday though, just about all activity dropped off entirely, so you’ll want to post a few hours before that to still get some hits on your post.

On Sundays activity on our Page didn’t start until 9am. We had slightly more concentrated blocks of activity around 10 am and 4pm. Posting just before these times on a Sunday will be your best bet.

It is important to note that for our data, the most concentrated times with highest levels of activity did not happen at all on either Saturday or Sunday—they happened all on weekdays. That doesn’t mean weekends should be ignored entirely, but it’s good to take note that a lot of your focus and your most important posts should go to busy times during the week.

Best Overall Times for Businesses to Post on Facebook

So, what have we found to be the absolute best times—on the absolute best days—for businesses to post on Facebook?

These times aren’t just good times—these are what we found to be the absolute best times to post on Facebook for businesses.

  • Mondays at 2pm and 4pm
  • Tuesdays at 11am, 1pm, and 3pm
  • Wednesdays at 3pm and 4pm
  • Thursdays at 3pm, 6pm, and 7pm

Fridays, Saturdays, and Sundays all got activity—but not necessarily a lot of it. Friday got the most (with engagement factored in, which our chart doesn’t show), then Sunday, and then Saturday had the least.

If you want to post on Fridays, Saturdays, and Sundays, the best times are:

  • Friday 10am-6pm
  • Saturday 9am-6pm
  • Sunday 10am and 4pm

Again, for reference, here’s what our data provided us with:

best times to post on Facebook for businesses

As mentioned though, these best times work as a great guide line and are fantastic for split testing, but it’s important to be able to tune into your audience and really see what times work best for you, and for them.

Here’s how to do that….

Finding Your Best Time

With the differences in how different users utilize Facebook, it’s up to you to figure out when your best time is to post. These are the times that work best for us, and they’re a great starting period.

Again, to find the best time for your exact page and your exact audience, the best thing you can do is to test out a few posts on each of the suggested times listed above (and a few others, if those don’t work for you).

Your Page’s Insights is the best way to see what’s working for you so far, and to help you find the best times your audience is already active. When you go to your Insights, go to the Posts tab and it will automatically show you when your fans are online.

best times to post on Facebook for businesses

Test a few similar posts at set times over the course of a few weeks and monitor their progress on your Insights post tabs. From here, you can—and should—evaluate for reach (how many people are seeing your post) and number of clicks, likes, shares, and comments on each post individually.

Scheduling Posts Ahead of Time

It’s not enough just to know the best times to post; you actually have to have great content to post in them, and you have to make sure you’re hitting those time slots. One of the easiest ways to do this—to post the right content at the right time—is to create great content ahead of time and schedule it to post later, especially if you’ve got that 9-5 social media marketing employee who doesn’t feel like working unnecessary overtime.

Facebook now allows you to schedule posts and run them at a later time.

To schedule a post on Facebook, you’ll start from your Page’s Timeline. Click on the box where you can upload a new status, and type in your post.
In the bottom corner, next to the Publish button, you’ll see a drop down arrow. When you click it, you’ll have the option to schedule a post.

how to schedule a post on Facebook

It brings you to a screen where you can choose the exact time and date you want your post to go live. After you schedule your post, hit schedule, and you’re all set.

best times to post on Facebook for businesses

I also highly recommend Rignite for scheduling posts and campaigns, especially if you want to repeat the post at a later time or want your posts to extend cross-platform. We use Rignite, and it’s been one of the best resources I’ve got in my toolbox. You can see our Rignite review here to see if it will work for you, too.


To see more about being successful with Facebook marketing and Facebook Ads, you can read more about our FB Ads Formula here. You can also see more about how to promote your Facebook Page (without paying to) in this post.

Have you found the best times to post on Facebook for your Page? What time works best for your audience? Leave us a comment and let us know!


Facebook Killing Fake Likes With a Passion

We, like almost every other marketing expert out there, have said for a long time that fake likes on Facebook doesn’t do any good for your campaign, and that it can in fact harm it.

Facebook is taking the issue seriously and has started killing fake likes like it’s their passion. We’ve seen reports of Pages having these fake likes slashed in great numbers, and it’s nice to see that Facebook is taking action on something they believe is hurting their system (which they continually do with updates to their algorithms and rules).

What Defines “Fake Likes”

There are a ton of sites online that offer the opportunity to buy likes essentially in bulk. You pay $50 and you get 5,000 likes, for example. To find these sites, all you have to do is Google them, and a ton will pop up in your search results.

The problem with buying fake likes is that they’re just that—fake. Most of the profiles aren’t even real people; they are computer-generated, and the profiles will never have any purpose or interaction on Facebook except to look pretty and like a whole bunch of Pages.

Even on the 1% change that these likes are actually real people, the like you’ve bought from them is still an empty, fake like. Their accounts were likely hacked in order to get that like. Even if they weren’t these people likely aren’t at all interested in your, your business, or your content, and they’ll never interact or read your content. All they are is a number on your page, but it’s one that ultimately hurts you, but we’ll get to that in a minute.

What Motivated Facebook to Kill Fake Likes

Despite the warnings and cautions of how bad fake likes can actually be for your Page, it seems that a lot of businesses either weren’t listening or weren’t paying attention.

Back in October of last year, Facebook admitted that it had a pretty big fake likes problem. And by pretty big, we mean huge.

Facebook has been working hard to make sure that the only likes on a businesses’ Page—and on a user’s profile—are relevant ones. They want the user to like the Page only if the content actually interests them and is something they want to see frequently (or at least occasionally) in their Newsfeeds.

Facebook also uses user engagement as one of the main factors in determining the quality of a Page. If your user engagement is comparatively low but your likes are crazy high, you’re looking at a reduction in priority for appearing in the Newsfeed. This can keep great Pages from having their content shown, and Facebook doesn’t want that either.

Facebook is killing fake likes by flagging and deleting accounts that have gone on a spree of liking Page after Page without much other interaction and activity on their profiles.

Fake likes can be difficult to detect, as there are “fake like” companies that actually pay real works to create accounts and manually make the likes, which makes it more difficult for Facebook to detect them. Having the system flag accounts with mass amounts of likes over a short period of time is how they’ll catch them.

Why Facebook Killing Fake Likes is Good

Facebook killing the fake likes will be a good thing overall, including for those Pages who have purchased the fake likes.

The biggest problem for fake likes is that it has a horrible effect on your Page, particularly in your reach.

Facebook uses an algorithm called EdgeRank that helps them decide and prioritize what content users most want to see.

Screen Shot 2015-01-08 at 9.19.51 PM

One of the most heavily weighed factors in EdgeRank is user engagement—the amount of user engagement on posts and content. If you have a ton of likes but little to no engagement, you’re ranking is going to drop. What this means is that even the users who do want to see your content are less likely to see it.

Let’s do the math. If you have 10,000 fake likes and 1,000 real ones, and your content is only being shown to 1,000 people, how much do you want to bet only a small portion of your real fans will see your content? Once your EdgeRank ranking drops, this number drops even more.

At the end of the day, having a ton of fake likes can end up dropping your rank, keeping the users who want to see and engage with your content from seeing it. Since one of the biggest advantages to having a Page is to show users free content in the form of posts, having a ton of free likes just to make your Page look popular was never worth the payoff.

It’s all about connecting most with the users that matter– Facebook targeting fake likes will help businesses do that.

The Potential Downside

This is good news overall and once everything settles down it will likely all be for the better (I would be astonished if it wasn’t), but I’ve already seen glimpses of a current problem with execution.

I’ve seen a few businesses and marketers that are claiming that due to their Pages genuine popularity, they garner a large to massive number of likes every week or month, and Facebook has slashed their numbers down to next to nothing compared to what it was.

Part of this may come as collateral damage. While these fake profiles are being fleshed out, they might have a mass spree of liking other Pages to make some of their paid likes to seem realistic. These Pages who never purchased likes—but ended up in the crosshairs—will see the effects of this issue.

If you see that this is happening to your Page and you haven’t purchased fake likes, the only thing to do as of now would be to contact Facebook directly and as why and try to get everything sorted out as soon as possible.


Overall, this is going to level the playing field, and hopefully too many Pages won’t get hit with the collateral damage of having real, actual likes be taken away or reduced mistakenly as a few marketers have claimed to have already experienced.

It will be good in the long run even the for the businesses who stubbornly insist on making their page seem “fuller” and more popular with a lot of likes, not realizing the detrimental effect buying likes actually has on Facebook.

To see more about how to be successful with Facebook Ads, make sure you take a look at our FB Ads Formula to increase ROIs.

FB Ads Formula; Facebook killing fake likes
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

What do you think of this news? Has your Page taken any accidental hits? Leave a comment and let us know!

Facebook’s New Publishing Features Combat Declining Reach

Facebook has one more change for 2014 it seems, and they’re ending the year by giving Page administrators an early Christmas gift with new features designed to make the post publishing process easier and more effective for businesses.

Facebook’s new publishing features are all things to be exciting about, as it will give Pages more influence over who among their followers see their posts and when they see them. With organic reach continuing to decline, these new features are exciting and can help us connect with our followers better than ever.

These features all rolled out mid-December, and we’ve been excited to see them in action.

Targeting Posts by Interests

Just as you can target users by interests in the Ad system, you can now target amongst users who have liked your page when you’re publishing regular posts on your Page.

Facebook's new publishing features
If you scroll down the targeting options near the bottom, you can target by interests.

Previously, targeting users by their interests was only a feature that came with Facebook Ads, and if you wanted to target users with a post, it had to be a promoted post run through the Ad system. The ability to target users by interest with your post is an exciting development that can help maximize the potential of your organic reach.

What It Means For Us

This is an incredible tool; it can, at least in theory, help us to make the most of our always-declining organic reach by ensuring that those most relevant even within our target audience see the posts most relevant to them. There are, after all, niches within a niche.

Facebook's new publishing features

For example, Ryan Shaw Marketing focuses most heavily on Facebook Ads; it is our niche. Within that niche, you have businesses who are focused on affiliate sales and marketing, and you have businesses who are only interested in expanding their client base. We have different blog posts and resources available for each of these types of clients, and getting to show our followers the content most relevant to them is fantastic.

With the new targeting feature, you can theoretically use targeting by interest to show the most relevant posts to the right users, making sure you’re getting the most out of your reach. If only 200 people are going to see your post, after all, you might as well make sure that the 200 who see it are most likely to be receptive to it. This will allow you to make the most out of your organic reach, declining or not.

Ability to Set Post End Date

Facebook now allows you not only to schedule when you want posts to go out, but also when you want them to stop showing up in the Newsfeed (this is different than having them disappear from your actual timeline). You can, for example, set your daily deals to no longer appear in users’ Newsfeeds after the day comes to an end. This prevents people from seeing out-of-date posts. Again, this change is about giving users the content most relevant to them, even if it’s keeping content relevant within a time span.

Screen Shot 2014-12-19 at 10.42.13 PM

In order to access this feature, you need to have enabled the Targeting and Privacy setting allowing you to do so. It is also only accessible, as of now, on desktop.

What It Means For Us

While this tool may not be quite as initially exciting as the ability to target users within your followers for posts, this feature has the potential to be really, really useful.

Screen Shot 2014-12-19 at 10.42.29 PM

By keeping your posts that appear in the Newsfeed relevant and not letting them show up out of date, you decrease your risk of having users not care about your content and having posts hidden for being irrelevant.

Smart Publishing

Facebook designed this feature after noticing how challenging it can be—especially for large publishers—to predict which stories will resonate well with their audience. Facebook’s new feature Smart Publishing is designed to help combat that and deliver content the users most want to see.

Smart Publishing will automatically share the most frequently shared link to your website in your followers’ Newsfeeds. These posts will not automatically appear on your Page’s timeline, but you can monitor how users respond to these links with a new tab in Insights that allows you to see the analytics, moderate comments and engagement, and choose if you want any of these posts to show up on your Page.

This feature is not yet widespread, and is only currently available to several large media organizations. Facebook is hoping to make it available to more users in the coming months, however, which is why we still list it here.

If you are able to use Smart Publishing and you decide you want to, you can opt in from the Page settings within the Publisher’s Tools section.

What It Means For Us

Smart Publishing allows you to sit back while Facebook finds your most shared (aka viral) links and posts them automatically for you so that more people can view it. It will be interesting to see how these automatic Facebook posts compare in reach to the ones we as businesses post on our Pages normally. If the Smart Publishing posts have a much bigger reach, I think that would be the biggest benefit aside from saving maybe a little time.

I don’t think businesses are at too much off a loss as of now if they don’t have access to Smart Publishing. You can already use a combination of Facebook’s Insights and Google Analytics to track down your most shared links (and the most popular links on your site) and repost them yourself, either with a regular post or through a promoted post.

While this isn’t the biggest announcement here as many of us may not be eligible to use Smart Publishing yet, Facebook is hoping to roll it out and make it more accessible. We can keep an eye on how this works for other businesses in the meantime.

Improvements in Tracking Traffic in Insights

We’re already familiar with Facebook’s Insights and the great analytics that it can give us. Facebook has made a lot of updates to their Domain Insights to really help fine tune demonstrating how Pages and social plugins actually drive traffic to the website.

Facebook's new publishing features
Image from

Facebook also added a “Top URL” section for Insights, which shows when other Pages and influencers share one of your posts. They’ve also added in more specific time tracking ranges, getting so detailed you can now few these statistics by the hour.

What It Means For Us

Any update to Insights that makes it more accurate and gives it the ability to provide us with more information is a welcome one. This is a change that may not affect everyone (we tend to get most of this information already either from Insights as it was or through Google Analytics), but all updates to improve the system and provide more detailed analysis than before is always a step in the right direction.

What We Think of Facebook’s New Publishing Features

Facebook has made a lot of changes this year, all of them focused on improving the Facebook experience for users, whether the changes benefitted marketers or regular users. In most cases these changes benefited both parties.

It’s exciting to see them continue to improve their platform for businesses, not only with improvements that add incentive to use their paid ad system, but also with improvements like these that seem come with no financial strings attached.

These new features will all help us to target our posts and deliver content to the most relevant audiences possible. That sounds pretty good to me, especially since that’s been our goal to begin with.


What do you think of Facebook’s new publishing features? Which one are you most excited about? Leave us a comment and let us know!

The Do’s and Don’ts of Facebook Ads

To help make the process easy, we’ve created our Facebook Ads Do’s and Don’ts.

When you’re learning the Facebook Ads system, it’s important to know what you should do and what you shouldn’t do. While the system is extremely complex with a lot of nuances, there is a clear list of do’s and don’ts when it comes to Facebook Ads. This list doesn’t cover everything, but these are do’s and don’ts that you should stick to 99.99% of the time.

Facebook Ads Do’s:

Research your target audience: Perhaps more than any other factor when it comes to Facebook Ads, targeting weighs heavily in success. Even with an otherwise perfect campaign, if you aren’t targeting the right people, you aren’t going to see any results. Before you even get started with the targeting options on Facebook Ads, you need to understand exactly who your audience is and how you want to approach targeting them.

Have an eye-catching image: An attention grabbing, eye-catching image is the key to grabbing your user. Users’ homepages on Facebook are filled to the brim with posts, images, videos, and other distractions from your ad.

Facebook Ads do's and don'ts
An example of an eye-catching image that evokes emotion and sells a product.

It’s your job to make sure your ad can cut through the clutter. Ideally, you want an image that will stand out against everything else, as well as representing your brand and product well. You can see our guide on how to create (or select) an eye-catching image here.

Have a Clear Call to Action: If you saw an ad that said “We teach you how to use Facebook Ads” or an ad that said “Sign up today for our $1 trial on our Facebook Ads Program!” which one would you choose? Likely the one that actually told you to do something and had a clear call to action.


facebook ads do's and don'ts
An example of a clear call to action is shown above….       Screen Shot 2014-12-04 at 2.43.59 PM            And an example of a nonexistent call to action is shown here.

Having a clear, concise call to action will help motivate users to take action, and implementing techniques like sales or other incentives can help speed along the process.

Set a Budget: It is entirely too easy to spend entirely too much money on Facebook Ads, especially on a not-so-great campaign. While the system is often an investment and can provide massive ROIs, you should never spend more than you can afford to. For some users, they can spend $1000 in three weeks. For others, they can only spend $10 a day. That’s fine.

Facebook Ads Do's and Don'ts

Make sure you set your budget according to what you can afford, and it’ll keep your progress with Facebook Ads running much smoother.

Monitor Your Campaigns: Monitoring your campaigns is how you’re able to determine whether or not your campaigns were successful overtime, and Facebook Ads Manager (and its conversion tracking tool) offers fantastic insight into ROIs and ad effectiveness.

Proofread: We’ve made the mistake of not proofreading once, and we will never do that again. Yikes. We did get a ton of user engagement, but about 90% of that was users telling us that our ad had an error, a lot of them in not-so-nice phrasing. Yep, talk about a cringe-inducing moment.

Facebook Ad errors
This is an ad that needed some serious proof reading. The copy is one long run on “sentence.” One section, for example, reads “40% off free shipping” without proper punctuation. How exactly can you get 40% of something free?

You run the risk of losing credibility and the sense of professionalism when your ad has misspellings, grammar errors, or, in our case, other miscellaneous errors. Proofreading will ensure you get the best, most effective copy you can to your clients.

Facebook Ads Don’ts:

Overwhelm Your Ad with Text: This is a big no-no. Not only does Facebook have a 20% rule that says text can’t take up more than—you guessed it—20% of your actual ad (not including the copy next to it), but if you have an entire paragraph to explain your offer, that’s too much.

Facebook Ads do's and don'ts
This ad and its text is short, sweet, and to the point.

Viewers won’t put the effort into reading that, and they don’t want to analyze complex concepts that may work in a longer ad. Save the details for the landing page or product page, and keep it clean, easy, and simple on the ad itself. You’ll get a lot more clicks from that.

Put Your Campaigns on Auto-Pilot and Forget Them: Monitoring your campaigns is so important. If one of your campaigns is costing you a lot of money and not providing results, you’ll want to nip that in the bud before it goes on for weeks. Even monitoring your successful campaigns is crucial so you can find out what’s working and ensure that the profitable ads stay that way (if, for example, they start getting shown to the same users who always click but never convert, it may be time to change it up).

Neglect Mobile Users: This goes for both your landing page and, most often, your actual Facebook Ad. More and more users are using mobile devices instead of their desktop. Choosing not to run your ads for mobile users therefore excludes a large portion of your potential audience, so make sure you run at least some of your campaigns with the mobile ad placement enabled. You also need to make sure your landing page, when applicable, is optimized for as many browsers and devices as possible.

Be Deceptive: This might be the biggest don’t on the list. This includes the bait and switch as well as downright lying to your viewers. Once you lose the trust of the users, even if unintentionally, not only will they never purchase from you again, they’ll probably go out of their way to make sure their friends don’t either.

You know that phrase “hell hath no fury like a woman scorned?” I’m pretty sure a more accurate version would be something along the lines of “hell hath no fury like an angry customer.”

Not only will deceptive ads (whether intentionally or on accident) get you angry users on your hands, you could possibly end up banned from Facebook for good. To avoid this, make sure your ad delivers on its promise (if you promise a percentage off, back it up) and that your ad directly relates to what you are actually trying to advertise.


To learn more about perfecting your Facebook Ads campaigns, find out more about our FB Ads Formula here.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

What do you think of our Facebook Ads do’s and don’ts list? Is there anything you would add to it? Leave us a comment and let us know!

Go-To Guide to Building Your Brand on Facebook

An increasing number of people are using Facebook and other social networking sites as a search engine in lieu of Google (though traditional search engines, especially Google, are still dominating). Your business needs a Facebook Page now more than ever.

It is now mandatory to have one, and more than that, you can—and should—use it for serious marketing efforts. While a lot of advertising that happens on Facebook involves the paid ad system, you can do a lot of marketing work for free just with content marketing and building your brand on Facebook.

Being able to build your brand on Facebook and gain exposure can take a while, but consistency and hard work pays off. You just have to follow these 8 steps, add in some creativity and dedication, and you’re good to go.

1. Stay Connected and Get Personal

Facebook allows you the opportunity to offer at least the illusion of transparency to your visitors. This makes a huge difference when building trust in your brand.

You have the opportunity to interact with users on a one-on-one basis (even if through a computer screen). You can answer questions, thank them for kind words, or apologize and offer a solution for an experience gone awry.

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This allows you to get closer to your customers, interacting with them in a place that is seemingly outside of your official business with the metaphorical walls down—even if you’ve got a marketing specialist running your Facebook site. Always make sure to thank customers for their time, no matter what their feedback may be.

Utilize Facebook’s unique filter of supposed transparency to help you get closer to your customers. Giving users a glimpse behind the scenes lets them feel like they’re part of your business with you and that they know you on a more personal level.


 2. Get Users Interacting

Facebook is a social media site. It is designed for people to connect and stay connected on. It’s reassuring to see a long list of likes on your posts, but what you should really be shooting for is a cue of comments and posts from users. When users take the time to actually interact with you, it’s building rapport and cultivating your relationship with them.

Ask questions. They can be on topic— “Which of these products would you like to see us carry?”— or they can be off topic— “What are you and your family doing for the holidays?”

Build your brand on Facebook

The on-topic questions can help you get a good feel of what your target audience wants (without having to pay big money to do so), while the more off-topic posts can give that personal touch to your site.

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As a social media site, it doesn’t necessarily always have to be about business all the time. People love being asked their opinion and talking about themselves, so giving them a chance to do it is a big opportunity for user engagement. When users respond to these posts, they are giving you their time (even if it’s a few seconds), and they are building a closer relationship with your company, and you’re building your brand.

3. Have Great and Frequent Content, Including Videos

I know, I know, we’ve all heard it before. It’s more true than ever, however, so I’m not leaving the “have great content!” reminder out.

There’s a lot of Facebook useres that upload six random posts a day about trying the new flavor of sprite or complaining about bad drivers, but mediocre, typical content won’t cut it for businesses.

The content has to be original, and it has to have value, whether that is to serve a purpose to either entertain or inform.

Hard sells should be kept far away from Facebook, and trying to aggressively sell something to someone will often result in unlikes on your Page.

When it comes to Facebook, and social media sites in general, having relatively short, concise posts tend to fare better than lengthier ones.

Posts aren’t just about sharing a few sentences with the world, either. Sharing links to your blog posts can make a big difference towards establishing yourself as an expert in your field as well as boosting readers. This is something we use frequently in our own content marketing strategy, and it’s gotten us more followers on both our Facebook and our blog.

Visuals are good, too. In a long list of wordy posts, a picture or video can grab your users’ attention quickly. Upload pictures of new products, special events—like charity work—done with your company, or of relevant information if applicable.

Videos are now becoming increasingly popular. Sharing videos related to your field, or creating your own videos and posting them—or links to them—to your Facebook page can get more interest from users. Videos have been resulting in high levels of engagement with users on Facebook.

Share really good user-made content. Not only does it save you some work, it shows your appreciation for your customers as well as letting your customers know you’re actually reading and responding what they send to you.

4. Use Facebook Offers and Share Promotions

Facebook allows businesses to post offers, which are special discounts for customers only on Facebook. When someone claims the offer, they’ll receive an email that they can use with the actual company to get the discount or promotion. You can see more about Facebook Offers here.


Not only is this an effective way to announce discounts and increase customer engagement, it often encourages the user to subscribe to your Page. The more people on your contact list, liking your posts and sharing your content with their list of friends, the better it is for you.

5. Research Facebook Ads

With an average of 802 million daily active users on Facebook (as of March 2014), it would seem like a given to use their ad system in order to maximize your reach towards those 802 million people . As Facebook itself says, “Over 1 billion people. We’ll help you reach the right ones.”

Facebook Ads allow you to target your ideal audience, based on location, age, gender, interests, workplace, language, and much more. A jewelry store might target not-yet-engaged couples in hopes of them coming to their store when it’s time to find an engagement ring. Using these incredibly specific targeting features, you can find your target audience extremely efficiently.

With Ads, you’re gaining exposure and spreading your reach, and these ads help you connect with new users and start building rapport and trust with them.

You can promote posts, special events, sales, apps, and new products in addition to your company’s site. When one user likes, shares, or comments on the ad, their friends may see it, making your ad even more powerful and potentially profitable. Sharing all of this could help build your brand, and expose new users to it successfully.

To find out more about Facebook Ads, you can find some of our resources talking about them here.

6. Post During Peak Times And Off-Peak Times

How frustrating would it be to upload a great post, link, or video, only to have it be drowned out in everyone’s newsfeed because you missed the peak hours? The “what” is easily the most important when it comes to Facebook, but that doesn’t mean that “when” can be ignored.

Posting during peak hours can mean that users are more likely to see your post when it’s brand new. It could gain more likes, comments, and shares, leading to building momentum and helping your post stay visible in the newsfeed. This is especially important since organic reach is rapidly declining, and it’s getting harder to make sure your content is appearing in front of a lot of users.

Posting your most important news during peak hours can help grab attention. Announcing new products or services at this time would be ideal. Posting off-peak times, on the other hand, can be a good thing as it will result in less competition and potentially more visibility for you.

A certain amount of your timing will depend on your audience. Peak audiences vary with certain demographics. You can see when your audience is online using Facebook’s Insights.

7. Don’t Forget the #Hashtags

Hashtags are everywhere, Facebook now included. Hashtags turn phrases or topics into actual clickable links in your post, helping others interested in the topic to find it. You can use hashtags to expand your reach to those interested in your topic, ending up in front of someone who your Facebook ad might have missed.

Not only can this make sharing easier, but it can also go cross platform. Instagram, Youtube, Facebook, and Twitter often overlap with content as it is; linking your marketing campaign where necessary can reduce time and effort on your part. Hashtags can also be used to encourage user interaction.


You can make up whatever hashtags your heart so desires, as long as it’s all one combined word and not too complex. Technically you can make extremely complex hashtags, but they don’t often get a lot of traction, especially when compared to hashtags that are both short and easy to understand.

Researching your hashtag before you use it is also always a good idea.

When trying to post a sweet anecdote about your sibling and using the hashtag #Bigbrother, you could wind up in a discussion about the reality show Big Brother, hear about the big brother/big sister program, or hear about how the government is watching our every move. Research can prevent embarrassing misunderstandings, especially if you accidentally post an already used hashtag that isn’t consistent with your brand (or worse, openly opposes it).

Hashtags don’t have to follow every single post, and probably shouldn’t. However, using them sparingly where appropriate can help your campaign gain traction, especially cross platform.

8. Utilize Facebook’s Analytics System

When you have a page for your business on Facebook, you can take advantage of their free analytics system. Getting detailed information about who is seeing what? That kind of data can revolutionize your marketing campaign.

As Facebook says, it’s easier than ever to monitor what’s working and what’s not working with your page, helping you to best decide how to better connect with your audience.

Facebook’s analytics system is called Insights, which can be found at the top of your page, above your cover photo. It gives you a broad overview of the data, and offers tabs where you can evaluate your statistics on likes, your reach, visits to your page, engagement and viewership of your posts, and who the people are who are following you.Screen Shot 2014-10-25 at 4.57.54 PM

Using this information, you can eliminate tactics and content that isn’t working and increase content marketing strategies that are.

You can gain better insight on who to target and how to target them—maybe your Facebook ads campaign has shown to be hugely profitable, or maybe not. You can, more importantly as it relates to this post, evaluate what content you’re posting is being received well by your audience.

The content you post is what ultimately will build your brand, and monitoring engagement and posts will help you know whether or not you’re on the right track. This will help clue you in about how to improve your content, helping you shape your brand and best present it accordingly to your audience.

In the long run, Ads may bring people to your site, boost sales, and even engagement. But consistent, frequent, high quality content will help to build your brand on Facebook– and off of it– and turn those users into loyal fans and possibly even customers.


4 Best Tools to Track ROI on Facebook Ads

It can be difficult to know whether or not your marketing campaigns are actually bringing in a profit.

Tracking ROI on Facebook Ads can be tricky—was it actually your ad that brought customers to your site or encouraged that purchase, or was it some other factor? Maybe they stumbled upon your site some other way.

It’s important that you know whether or not your campaigns are bringing in positive ROI, however. If you don’t, how will you know which campaigns are profitable, or whether the money you spend on Ads is an investment or a hole in your wallet? Some people are spending thousands of dollars per month—knowing whether or not that money is bringing in the results you want is crucial.

Tools to Track ROI Facebook

Fortunately, it’s gotten easier to track your ROI on Facebook Ads thanks to new tools to help you do so. To help you find these tools and start tracking your ROI more accurately than ever, we’ve compiled a list of 4 of the best tools to track your ROI on Facebook ads.

To see a brief video overview of the tools, you can watch the video below. Make sure to read the rest of the post for more thorough information.


4. KISSmetrics’ ROI Tracking Tool

KISSmetrics is a great online resource for marketers, so it’s no surprise they’ve released a great tool designed for tracking your ROI from campaigns on platforms such as Google Adwords, Linkedin Ads, and, you guessed it, Facebook Ads.

Tools to Track ROI Facebook Ads
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KISSmetrics doesn’t just track what happens after someone clicks on your ad and leave it at that—they take tracking conversions to the next level. They actually track customers who originated from a paid search, like your Facebook Ads, at any time after that.

Ever wondered about a customer who clicked an Ad to your site but didn’t purchase? KISSmetrics will actually track that customer long afterwards, and will let you know if they return to your site to make a purchase a month later. You can track the customers your ads bring you, determining which ads bring you the most long-term clients. They track not only conversions, but the value of your conversions.

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You can track your ROI overtime using KISSmetrics tool, not just the one-time potential Ad conversion.

Especially with KISSmetrics measuring ROI across multiple platforms, you can utilize it to determine the most effective ads per platform, as well as the most effective platform for your ads.

KISSmetrics is currently offering a free trial on their tracking tools, so take advantage of it to see if it’s the right tool to help you track your ROI, even outside of Facebook Ads. Their conversion tracking tool can be found here.

3. Facebook’s Insights

We’re going to take a brief break from talking about purely financial ROI for a minute.

While ROI has traditionally always referred to financial return on investment—and primarily still does today—social media marketing has introduced us to what some experts are calling social ROI. This refers to the social results you’re seeing on your investment—likes on your Page, engagement, and shares.

Understanding the social ROI you’re getting is important, too, especially when you’re running Ad campaigns purely for likes and engagement on Facebook, instead of running campaigns selling a product outright. Social ROI is about building rapport, the slow and soft sell, and gaining you clients over time. To read more about social ROI, you can view this article here.

Yes, you get notifications when someone comments on a post, and you can see that engagement on your page. But noticing that it happens and actually being able to detect trends for a week—for example, a week where you’ve started running ads—is helpful to determine the overall success.

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Facebook’s Insights tells you everything you need to know about what happened in a week—new likes, engagement, and more. If you’re using Sponsored Posts, or if you’re boosting posts, you can evaluate engagement easily, comparing it to the engagement on the rest of your posts. In this way, you can see whether the social impact and engagement received (6 likes and 12 comments, for example) was worth, to you, what you paid (maybe $10).

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This allows you to see if you’re getting the type of results you want for what you’re paying. You have concrete answers about the social ROI you’re getting, and you can decide whether it’s worth what you’re paying.

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You can locate your Page’s Insights at the top of your Page.

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2. Google Analytics

Google Analytics, along with the rest of Google’s other tools, is incredible for a lot of reasons, and if you don’t have it installed on your main website and/or mobile apps yet, you should, immediately. Even outside tracking for ROI it’s incredibly helpful in tracking your traffic overall. We use it, and we love it.

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Google Analytics boasts giving you all the information about your customers, telling you where they came from, what pages they visit, and what actions were taken. They argue—and are correct—that this makes it easier to connect with new customers by learning what’s working already.

They combine all this information in easy-to-understand charts and reports to help you make sure your Ads are getting you the ROI you want.

To read more about measuring social media ROI utilizing Google Analytics, you can see this great article here.

1. Facebook’s Conversion Tracking Pixel

We mention Facebook’s conversion tracking pixel in a good number of our articles, and talk about it more detail in our recent blog post about how to track your ROI. This pixel is one of the best tools to utilize when you’re tracking your ROI on your Facebook Ad campaigns.

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Facebook’s conversion tracking pixel is easily the most effective way to track your ROI coming from Facebook Ads. It’s your most important tool, and it only makes sense that Facebook would come up with the most reliable method to track your ROI on their own ad system.

The conversion tracking pixel will track what actions users take after clicking on your Ad. Do you they get to your site or landing page and click away immediately? Do they click through your site before closing out? Maybe they add to a cart but don’t purchase, or sign up for a newsletter. The conversion tracking pixel is designed to let you know what actions are taken and to keep track of them.

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Facebook’s conversion tracking pixel is easy to create and install. You can also create pixels dedicated to tracking different actions, like adds to cart, views of a particular page, purchases, or lead generations.

To see more about setting up a conversion tracking pixel on Facebook, you can see our blog post here, and to learn more about how to create ads that convert, sign up for our Facebook Ads Formula.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.


Tracking your ROI coming from your Facebook Ads is crucial to long term success and profitability with your Ads campaigns. These tools are all reliable to helping you track your results.

What tools have you used to track your ROI? Leave us a comment and let us know!

How to Track ROI on Facebook Ads

It can be difficult to know whether or not your marketing campaigns are actually bringing in a profit. It is important to know, though, if that last $600 and all those hours you spent on your last Facebook Ads campaign was profitable or a waste of money.

For the long term success of your marketing campaigns, it is crucial to know how to track ROI on Facebook Ads.

Why It’s Important to Track ROI

If you don’t know whether your ads are producing profitable results, you’re taking a shot in the dark. You could be making money or–what seems to more often be the case– you could be losing it rapidly.

About six months ago, I actually heard someone say “there’s no such thing as ROI on Facebook Ads!” Well, technically I saw it on a forum, but I’m still not making it up.

This man, who claimed to have been running successful Facebook Ad campaigns for eight months, was actually arguing the case that there is no such thing as ROIs on Facebook Ads because “you don’t make money on Facebook.”

This is a false statement, all the way around, as I’m sure a lot of you know already. But because I’ve seen similar sentiments echoed in various dark holes across the Internet, I still want to address it.

Anytime you invest money into something (in this case, paying for the ad) and get positive results from it, you’re looking at a return on investment, also known as an ROI.
Not only that, but as we all know, you can make money advertising on Facebook—businesses wouldn’t be spending so much if they just wanted likes and fans to boost their self esteem. I would be curious to know what he defines as a “successful campaign” if he isn’t making any money off of them.

I think this man is a great example of exactly why you need to understand how to track your ROI. He had no idea if he was making money (I’m assuming he wasn’t, since he was saying you couldn’t), and when another member asked how his campaign was successful, he didn’t seem to have an answer other than it had been shown to a lot of people.

Great, your ad was shown to two thousand people, and you paid good money for it.

What does it matter if you don’t know the results? You can keep running an ad that not only isn’t making you money, but isn’t getting you any kind of results, and you would never know.

That’s why it is important to know how to track ROI on Facebook, or any social media campaign.

If you don’t, you can waste a lot of money and time running campaigns that aren’t getting you what you want, and you would never know otherwise.

If you do track your ROI, you can see what works well and what doesn’t, keeping what’s profitable and changing or omitting the areas you are losing money.

Facebook Ads can cost a lot of money. It can definitely be a worthwhile investment (we wouldn’t be here if it wasn’t), but it’s crucial to make sure that money you’re spending is coming back to you in larger quantities or in the form of great results.

It can be tricky to measure ROI on Facebook, because at a first glance, some types of campaigns may not produce obvious monetary, fiscal profit. Running campaigns to get likes on your Page, for example, don’t show immediate monetary profit. But you’re investing that money and time into long term sales, customer service opportunities, and the building of rapport. Overtime, this can and most likely will contribute to profit.

How to Track ROI on Facebook Ads

Fortunately, with the resources available to us, it’s much easier than it used to be to accurately track ROI on Facebook Ads and actually know whether or not we’re running successful, profitable campaigns.

Install Facebook’s Conversion Tracking Pixel

Facebook specifically designed their conversion tracking pixel so that we could—you can guess it from the name—track conversions and ROI generated from Facebook ads.

To create a conversion tracking pixel, you can go into Power Editor and elect “conversion tracking” on the drop down menu.

track ROI on Facebook

From there, you can choose what type of actions you want to optimize for and track.

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Facebook will then generate a unique code, or offsite pixel, that you can install on your site.

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After the code is installed, you can actually create an ad while viewing the pixel, automatically utilizing the conversion tracking in that ad.

track ROIs on Facebook
Facebook’s conversion tracking pixel follows users from your ad that they clicked on, all the way to the actions they take on your site. This is one of the best ways to know whether your ads are working for sure, instead of just wondering whether the increase of traffic or sales was from the ad or some other factor.

This can give you definitive answers, and if you’re utilizing Facebook Ads for anything other than getting likes on Facebook, you want to install the conversion tracking pixel as soon as possible. To see more about getting the results you want, click here for more information about our ROI-boosting Facebook Ads Formula.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

The conversion tracking pixel gives you great insight, allowing you to monitor your campaign’s success easier. It will tell you exactly what conversions were made, helping you evaluate whether or not your campaign was successful.
At the end of the day, you can evaluate the results, listed in an easy-to-decipher way, and see whether you’re getting back what you put into your Facebook ads.

More Tips to Track ROI on Facebook and Monitor Campaign Success

Set Goals for your Campaign

Setting measurable, trackable goals can help let you know whether your campaigns are meeting your own expectations. Sometimes monetary value isn’t necessarily the way to look at it, as a lot of Facebook marketing focuses on soft selling techniques. If you are looking for registration sign-ups, decide how many you want for how much you’re spending per campaign, and evaluate whether that will be worth the monetary value overtime for your business.

Track Your Campaigns Entirely

You need to monitor and keep track of every aspect of your campaign. How much money was spent, how much time was spent (and, if applicable, how much you spent paying someone to run them), how long the campaign ran, what your objective was, what your results were.
You need to track everything.
Facebook offers great analytics on campaigns, but I like to keep track of my individual campaigns in an excel document, where I can look at all of this information in one place. Long term, it’s important to know every factor that could affect each campaign and what the results were.

Only by factoring in every factor will you know whether or not you’re seeing positive ROIs and if your campaigns are on the right track.

As a bonus tip, if you have multiple campaigns across multiple social media platforms, excel documents make a great place to compare these results, too. Facebook vs. Twitter, anyone?

Review and Edit

Review your campaigns and make changes where they are needed, or perhaps try split testing your current ad with a new one. As always, taking what you learn to create more successful and profitable marketing campaigns is key to increasing your ROIs.
At this point, it’s also time to review and edit your ROI goals. If you didn’t reach it, examine whether or not your goal was realistic, and try to determine why you didn’t. If you flew past your goal, consider increasing your own expectations for your next campaign.

How to Create a Successful Facebook Landing Page

A prevalent myth in social media marketing assumes that large corporations would be the only recipients to ever benefit from creating an attractive landing page. However, building a landing page can be useful for any type and size your business is in. Whether you’re a large or small business, landing pages are essential in your brand’s value and success.

What is a Facebook landing page?

A landing page is an app previously known as custom tab, which allows you to have a certain degree of control in your brand’s first impression to visitors. Having a Facebook landing page is a great way to generate more traffic to your Page, and even to direct your fans to sites outside of Facebook.

Currently, the default “landing page” for Facebook visitors is the Page’s Timeline.
Infrequent moderation of a Page’s timeline may result in users finding the site at a bad time and they may find spam or negative comments. This is definitely NOT an ideal first impression, and it is a great example of why having a customized landing page is a great idea regardless of how large your company is.

What are the steps on creating a successful landing page?

  1. Have a plan

Decide and define what you want to achieve with your landing page (i.e. have more people interested in your brand by boosting engagement, driving sales, or similarly promoting your latest product offer) and strategize on how you will achieve that goal through benefits like contests or discounts.

  1. Include a Powerful Call To Action (CTA)

A call to actions helps your followers decide to do. Examples of call to action can include: Like this page, watch a video, share this link

  1. Use an eye-catching image.

To create attention and attract more viewers, use interesting clear images or videos. I personally recommend videos at it is a more compelling way to show your product

  1. Have a Unique-Selling Point (USP)

According to Customer Insight Group, 70% of consumers say they follow brands on Facebook for special offers. A great way to present your USP is through exclusivity through constraints like “this time only” or “get this facebook-exclusive deal” which will keep your followers engage and more willing to familiarize with your product and services. Make sure to also use a very strong and descriptive headline for your USP.

  1. Be relevant and provide interesting content

Update outdated content and keep your visitors engaged by regularly adding new material such as videos, photos, competition, or company news. Remember, social media marketing should be about quality not quantity.

Here are a few landing page examples that I liked:


Above and below are two perfect examples of online subscription forms inserted into the Facebook page through Facebook Landing Pages. What I like about Lowe’s is that they offered out-linking social media icons and a lot more energy/creativity compared to Bed Bath and Beyond.


Bed Bath and Beyond did a great job with their call to action (Sign up and Get 20% off). The image is somewhat personalized and there is a small disclaimer below detailing instructions on how customers can unsubscribe at any given moment.


Samsung Galaxy did a great job in enticing followers or those interested about their brand to learn more about their product. There is a creative headline “Do you note”, a compelling video to accompany it and several other videos to engage the audience to learn more about what Samsung has to offer. 


This is an example of a ‘Like Gate’ which ask users to ‘Like’ the page first before they can see your content. It is a great way to get more fans.

Key point: A great landing page should entice consumers and explain the benefits of following or liking the page. Examples of benefits can include: discounts, daily tips, or a chance to win a prize. Remember, your page visitors are already curious about your brand so all you need to do is further their engagement.


How do I build a landing page?

A popular option to create a landing page is through a third party provider. Of course, you can always build your own landing page (given that you have an extensive knowledge of coding), but it is less stressful and more time and cost effective if you go through a third party provider. Some sites I recommend are:

  1. Pagemodo

Did you know that over 10 million Facebook users per month view a page powered by Pagemodo? It’s simply incredible! The site is mobile-friendly, easy to use, and offers both free & paid membership.


  1. Short Stack

If you want to build contests, sweepstakes, and more for your page, then ShortStack is the answer for you! The site is easy to use, has tons of features, and offers both free & paid membership.


  1. Decor Tab Creator

With Décor, you can design a custom Facebook fanpage in minutes. It is one of the best FREE page creation tools out there and very easy to use (no programming needed! Just drag-and-drop control). It even has fully edited templates, and offers both free & paid membership.


  1. Heyo

Previous known as Lujure, Heyo’s brand mantra is: “the easiest way to create campaigns for facebook that are mobile optimized.” They have an impressive client list which includes NBC , Axe and Zumba Fitness and like Pagemodo, Heyo is easy to use and offers like gate technology. It allows you to access all templates including premium, but the site only offers a 7 day free trial.


  1. FaceitPages

Featured in Mashable, FaceitPages offers ‘like-gate’ technology and other useful applications to add to your brand page.

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Our favorite solution however by far is Leadpages. It’s what we have used to deliver over 500,000 page views and its had 100% uptime and the most amount of features and the ease of use is absolutely amazing. Although the options above are all valid choices, we only recommend using Leadpages when working with our clients.