Social Media

5 Tips to Create High-Performing Facebook Ads for SaaS startups

By | Social Media | 3 Comments

If you are a SaaS startup, then chances are, you have already experimented with different digital advertising strategies. You have probably also realized that not every advertising strategy would be profitable for your SaaS company.

That is because when it comes to SaaS, you need to experiment with different approaches to ad techniques in order to find a strategy that works. While most SaaS marketers are not exactly fond of Facebook advertising, the social media platform has immense potential with its accurate targeting options. Though to make the most out of Facebook ads, you need to know the techniques to follow.

To help you out, we have compiled the ultimate tips to create successful Facebook ads for SaaS startups

1- Understand the difference between SaaS and traditional marketing

SaaS marketing is a craft with its own peculiarities and it is immensely different from traditional marketing.

Firstly, everything is online — both your products and your prospective customers. Hence, your marketing activities should be mainly focused on attracting online customers and or getting your offline customers online.

Secondly, SaaS products or services are unlimited. Unlike physical products, there is no limit to SaaS products you can offer to your customers. This makes it affordable for SaaS startups to offer free trials and demos to users, before the final sale.

2 – Identify buyer personas to create custom audiences

Facebook has powerful target audience selection tools that you can use to show your ads to the right customers. But to take advantage of this feature, you first need to identify your ideal audience and buyer personas.

According to a study, 71% of companies that were able to exceed their set revenues and goals were using documented buyer personas.

To create buyer personas for your SaaS startup, start by conducting internal workshops between the sales and marketing team. You can also interview existing customers or analyse the customers of your competitors.

Apart from the basic demographics, you should also focus on the lifestyle and online behavior of your customers. For a SaaS B2B product, create buyer personas for people who have decision making powers in their company.

Create different custom audiences in Facebook according to the buyer personas and make sure your ads are customized for every audience.

3- Create a Facebook ads funnel

Behind every successful Facebook ad campaign is a solid funnel. Now, a funnel is a set of steps that potential customers go through before they reach the final conversion. The goal of a funnel is to take someone from being a person who doesn’t even know about your brand to a paying customer.

For a SaaS startup, an ideal funnel has four parts:


At this stage, the customer doesn’t know about the brand or the product and he doesn’t have a problem as well (Or he doesn’t know that he has a problem).

Even with the importance of familiarity in the competitive SaaS landscape, building brand awareness is still highly underrated. A user most likely won’t sign up for your product or make a purchase on the very same day that they hear about it.

Familiarity bias is a real thing. People are more likely to do business with brands that they recognize than the brands they have never heard of.

That is why, you need to advertise and retarget users to build awareness about your brand strategically.

Use brand awareness campaigns to make people familiar with your brand over time and build relationships. Your ad creative should be focused on detailing what your software really is, what are its benefits, and how is it better than your competitors. Often, people are loyal to the software they use. So, you will need a long-term strategy to win them over and make them switch.

Goal: Brand awareness. Warm your audience up and let them know about your brand.

Campaign objective: To drive traffic to your company’s website or the main landing page where all the products are listed.

Target audience: Instead of being highly targeted, your audience for awareness ad campaigns should be people who are close to your target audience. The best way to go about it would be to:

  • Use lookalike audience from your current customers or leads. You can use the Lookalike audience option to target users with similar demographics and behavior.

  • Focus on people who are close to your target audience. You can use the core audience feature in Facebook Ads Manager to create a new audience.


Peak the interest of your buyers by letting them know all the problems your product can help them solve. This is the step where you should engage your customers with useful content and free offers.

Goal: You can retarget the warm audience from the above step by offering them a freebie, ebook, or a checklist.

Campaign objective: Lead generation


Lead generation ads have been newly introduced on Facebook and marketers cannot stop raving about it. While in the past, you would have to send people to a separate landing page and ask for their personal contact information, Facebook lead ads make the entire process incredibly easy by automatically populating the contact information of users that are interested in your ads.

Target audience: You should target the custom audience that has previously visited your website or shown interest in your awareness ads.

Go to Audience → Create New Custom audience.

Select ‘Website Traffic’ among all the options displayed. (Make sure you have installed Facebook Pixel on your website before selecting this option so that Facebook can accurately target your website visitors with ads).


In this stage of the funnel, the buyer is actively looking for a solution to their problem and considering the different available options, This is your chance to lure them in with a high-value offer.

Campaign objective: Lead generation

Goal: To convert your leads into prospects by offering them free consultation, webinar, or case study.

Target audience: People who interacted with the ads in the Interest phase

As you can see, this campaign is pretty similar to the one above, but there are two main differences

  • We are offering webinars and case studies, or to put it simply, more researched, detailed, and helpful information than before
  • We are creating a new custom audience for the people who visited the thank you page of the previous lead generation offer


The buyer has already made the decision and they need just a little more information before they make the final purchase. It’s now time to get the result you deserve — The final conversion.

Goal: To push the sale, whether through a trial offer or a discount.

Campaign objective: Conversion

Target audience: People who showed interest in your evaluation ads

Since people are already familiar with your brand and they have previously interacted with the ads, all they need is a little nudge to make the final decision. A discount code or a limited period free trial can be a great way to get them to sign up.

4- Find the right product placement

When you are marketing a SaaS product, the ad placement you choose can immensely impact Facebook ad results. There are several ad placement options available on Facebook, including:

Each placement will give you different conversions, costs, and results. For instance, desktop ads can have 534% high cost per click as compared to mobile or audience network. However desktop ads perform better in terms of conversion.

With every different placement that you experiment with, track the cost per acquisition and analyze whether it converts leads into paying users at the same rate.

Also, if your SaaS product is primarily a web application with no mobile application, then its best to create desktop ads only.

5- Remarket to free trial users

While getting people to sign up for your SaaS product’s free trial is progress, you are still only half way through the final conversion. That is why, in the free trial phase, you need to do everything in your power to make your customers excited about using the product for long-term.

You can use Facebook ads to offer discounts limited period discounts to free trial users.

For instance, Headspace, meditation app used a powerful illustration and a 40% discount on its yearly subscription plan to convert free trial users into paid ones.

Bonus Tip – Pay attention to existing customers too

It is important for SaaS startups to keep existing customers interested so that they can continue to generate consistent revenue. In fact, for 59% of the SaaS companies, customer renewals are an important part of the sales strategy.

While you are setting up your Facebook marketing sales funnel, you should find a balance between getting new leads and keeping the current customers happy.

You can start targeting your current customers with offers or discounts as their renewal date approaches. Don’t give up on the customers that didn’t renew their subscription so quickly either. You can target them after a month or two of cancellation with all the new features and discounts that the company started offering after they cancelled their subscription.


Creating a successful Facebook advertising strategy for a SaaS business is no easy task, but with these tips you can break down the complex process into simple steps.



How to Create Effective B2B Facebook Ads

By | B2B Marketing, Marketing, Social Media | One Comment

Facebook is the place where people share their recent travel photographs, connect with friends, and post funny dog videos. Therefore, some marketers believe that Facebook ads are useless for B2B companies.

But they couldn’t be more wrong. Companies are made of people, most of whom use Facebook and its large network of third-party advertising platforms actively.

With Facebook, you can target users through an incredibly vast array of criteria including the companies that the users work at and their job titles.

In this article, we will be discussing how you can create effective B2B ads that have the ability to help drive sales for your company

Change your approach to Facebook ads for B2B

One of the biggest differences between B2B and B2C Facebook ads is the target audience. Unlike B2C brands, B2B companies need to directly target other businesses.

To get a better understanding of the businesses that might be interested in your offerings, you need to identify the following:

–        What industries use your products or services?

–        How big is the average company where people use your services?

–        What kind of companies are actually paying for similar offerings?

–        What are the positions of the people who make decisions for their company regarding these products or services?

While you can make wild guesses or predictions to get the answer to the above questions, a more accurate way to go about it is by creating a survey.

LinkedIn is always the best bet for sharing your survey. You can also put a link to the survey on your company’s website and email the link to your existing contacts as well.

Processing the data from the completed surveys can help uncover valuable insights which you can use to create a more optimized and effective advertising strategy.

Picking the right marketing objective

Facebook has three different ad campaign objective categories – Awareness, consideration, and conversion. While each of these has a legit use case, for B2B Facebook ad campaigns, not all marketing objectives are worth deploying on a regular basis.

Looking at the list of objectives, you’ll notice that more than half of them aren’t useful for B2B advertisers starting with product catalog and store visits. While Reach campaigns can help in getting the top level content of your company in front of prospective clients, without a good content strategy and remarketing, it cannot help drive revenue.

The other three objectives under Consideration can help with mid-funnel value, but only when your business already has requisite collateral.

The four remaining objectives are what you need to focus on to create successful B2B Facebook ads:

Brand awareness

The goal of brand awareness campaigns is to pique interest of prospective clients. Since these ads may not directly lead to a sale, the audience that you target should be broad, made up of characteristics that your ideal clients may possess.

Square’s target audience includes small businesses and to increase their brand awareness, they created a simple, yet effective ad that clearly explains the services that the company offers.


With traffic ad campaigns, you can either direct traffic to your company’s Facebook page or the website. For B2B companies, sending traffic to the Facebook page is of no use because that would only increase friction and the number of touch points. That is why you should focus on driving traffic to your website.

Also, instead of linking the ad to your website’s homepage, send the traffic to a high-value landing page on your website, which will most likely lead to more conversions. You can also use traffic campaigns for remarketing your products or services to customers who might have previously shown interest and visited your website.

Instead of blatantly advertising their products, Tableau Software created this ad to capture the interest of its users and establish the company as a thought leader in the industry. They directly linked the ad to a blog post on the company’s website.

Lead generation

Facebook’s lead generation ads are one of the best bets for B2B advertisers because they allow you to directly collect information from people, which you can directly hand to your sales team.

You can lure users by offering something valuable for free, like an informational blog post or a report related to their industry that they can download.

Conversions with lead generation ads are higher because you remove another potential point of friction and touch point — Your website.

Customers only need to click a single button when they are interested in your Facebook ads and you would automatically have their personal details, as opposed to them entering all the information manually.

Zillow, a real estate database company, offered a free business plan template in their lead generation ads to lure more users.

Conversion campaigns

With conversion campaigns, you pay for every click, which means you have to be extra careful about your target audience to ensure you are not losing money. To maximize the value of every click, send the users to targeted landing pages or funnel prospects by offering discounts or free trials.

Hootsuite, a social media management tool, used Facebook ads to promote the 30-day free trials of its paid version.

Creating the ads

Audience Targeting

Facebook knows everything about its users, and as advertisers you can use this information to create targeted ads that reach people who are indeed interested in the products or services that your company offers.

For B2B marketing to be successful, you need to pair the right audience with the right offer consistently. The target audience you create on Facebook can be as broad or as detailed audience as you want.

There are three ways to create a targeted audience in Facebook, all of which can be highly beneficial for B2B advertisers.

Core Audience

With this option, you can completely customize your target audience, right from their age to their location, employer, and online behavior.

The insights you collect through the business surveys mentioned above can be effectively applied in this stage.

Apart from the general demographics, you can target your audience according to several business-oriented parameters, including:

–        Employer: In case you already know the specific companies that might be interested in your business offerings, then you can easily select them all as ‘employers’

–        Job title: Depending on the position of decision makers in your industry, you can choose the specific job titles of your target audience

–        Interests: You can reach users based on the pages they have liked, posts they have shared, or the ads they have previously clicked on Facebook. A great way to take advantage of this option is by listing your competitors as interests to reach users who have already shown interest in your competitors’ products or services

–        Behavior: You can target small business owners by their digital activities

–        Company size: you can select the average size of the company that your target customers own or work at

Custom audience

Custom audience is created based on the information you provide Facebook about your customers, including email lists and website visitors. While there are five ways to create custom audiences, B2B marketers should focus on the three options — Customer file, website traffic, and engagement.

Customer file

With the customer file option, you can upload the email addresses of people in your network to find existing leads on Facebook, and target them with compelling ads and offers.

Website traffic

You can target users who have previously visited your company’s website according to the time they spent on the website, number of site visits, event completion, and the specific web pages that they viewed.

For instance, if you offer different products on your company website, then you can create custom ads for every product to target people who have previously visited a particular product page.


You can create a new audience based on the user engagement in previous ads. For instance, if someone opened a lead generation ad, but didn’t submit the form, then you can retarget them with a more enticing offer.

Similarly, you can also target customers who did fill the lead ad form to serve lower funnel offers like free trials or product demos.

Lookalike audience

Lookalike audience allows you to create a brand new audience that is similar to an existing core audience in terms of demographics, interests, and other factors. The source audience can be an existing custom audience or a Facebook Page.

To get the high conversion, its best to select the source audience from a previous ad that performed well, in terms of engagement and conversion. It is a great way to target new customers when you have already run a few ad campaigns.

Budget and scheduling

You can either set a daily or a lifetime budget for your Facebook ad campaign. When you are just starting a new campaign, it’s better to utilize daily budgets to get an idea of your campaign’s performance and profitability. Once you are confident about the ad, you can set a lifetime budget for a specific number of days.

Facebook also allows you to decide on the average cost per conversion (with or without bid cap).

By scheduling your ads, you can be assured that your ads will not show up during the time of the day that isn’t valuable to your business. For instance, showing ads on national holidays or weekends may not be as useful because most of your customers might not be working on those days.

Designing the ad creative

Your Facebook ad design and caption can make or break your advertising campaign. After all, even if you are targeting your ideal customers, if they don’t find your ad interesting enough, then they will never engage with it. That is why, it’s important to pay attention to every part of the ad designing process. For B2B ads, there are three ways you can go about:

Video ads

On every social media platform, video consumption continues to rise by every year, and if you are not implementing video ads on Facebook, then you might be missing out on a lot. (Add some video stats)

While creating video ads, here are the best practices you should keep in mind:

–        The video shouldn’t be longer than 30 seconds. Its best to keep it under 15 seconds for maximum engagement

–        Over 85% of Facebook users watch videos on the platform with sound off. That is why, you should create videos in a way that it even makes sense on mute. You should add captions, if necessary

–        Either pick the 1:1 or 9:16 ratio for videos to capture as much real estate as possible

Lead generation ads

The lead generation ads have a completely different purpose than the other ads and that is why they require a different approach. You not only need to reduce friction and touch points, but you also need to gain the user’s trust so that they are convinced enough to share their personal information with you.

While creating lead ads, make sure of the following:

–        Only ask for the information that you require

–        Add a customized thank you page

–        Offer free reports or content that your target audience might find useful

Carousel and single image ads

With single image ads, you can add only one image per ad along with a caption. Whereas, a carousel ad can have up to 5 images and captions that the users can scroll through.

Carousel ads have ten times more engagement than single image ads, which is why they are preferred over single image ads.

These ads are also a great way to see how your ad creatives and target audience fairs before you go full throttle with lead generation or video ads.

Here are a few other things that you should keep in mind while designing B2B Facebook ads:

–         Create separate ad sets for mobile and desktop placements so that it’s easier for you to track the CTR

–        Experiment with different bidding strategies to see which method provides the best results with the lowest CPC

–        Test different scheduling times to identify which time of the day is the most beneficial


Are you ready to make the most of Facebook Ads and get more leads for your B2B company?



The Ultimate Guide to Creating Mobile App Install Ads on Facebook

By | Mobile Apps, Social Media | One Comment

With the help of Facebook ads, Spoon, a Korean radio app was able to increase their monthly active users by 54% and with that their overall revenue grew by 92%. Similarly, HealthifyMe, a health app was able to increase their monthly install volumes by over 5x while achieving a 4x increase in return on ad spend.

High competition across all the major app stores has made it incredibly difficult for apps to get large organic download numbers. As a result, many of the companies are moving towards paid user acquisitions, and the Facebook mobile app install ads seem to be the clear solution.

Facebook has over 1.74 million mobile monthly active users, and if you are not taking advantage of Facebook’s mobile advertising already to get more downloads, then you are missing out on a lot and falling far behind your competitors.

Let’s dive in and discuss everything you need to know about mobile app install ads on Facebook

Designing a high performing mobile app install ad

Let’s dive in and see what it really takes to create an effective and successful mobile app install ad on Facebook:

Choosing your target audience

The ability to target your ideal customers is what makes Facebook ads so effective. Your goal should be to target your app’s smaller, more relevant audience, instead of targeting as many people as possible.

Determine your ideal customer by analyzing the following points:

  • What kind of people would want to install your mobile app?
  • What are the main issues or challenges these people face?
  • How does your mobile app help resolve those issues?

You can target your ideal customers with high precision by taking advantage of the targeting options available which allow you to define your audience’s demographics, behavior, and interests.

There are two ways to create target audiences for your Facebook ads:

  • Custom audience

With the custom audience option, you can target users by their age, location, gender, and other interests. You can also target them by their net income, political affiliation, life events, recent purchases, and other behaviors.

While location, age, gender, and languages are some of the basic options, the detailed targeting section is where you can really target your ideal customers accurately.

For instance, if you have an e-commerce app that sells skin care products for young women, then you could target women between 20-30 years of age who like online shopping and often buy skincare products online.

Custom audience also allows you to reach people who have engaged with your mobile app or business previously. So if you have the email addresses, user IDs, or phone numbers of your current customers, you can upload them to Facebook and reach them with your ads.

If you already have a number of loyal customers through your website, then you could target those customers to let them know that you also have a mobile app now, through the ‘Website Traffic’ option.

Similarly, you can use the ‘App Activity’ option to convert free trial users into paying customers by offering them a discount on your plans.

–      Lookalike audience

With the lookalike audience option, Facebook analyses your selected custom audience or Facebook page and shows your ad to users who are similar to the selected audience in terms of their interests, behavior, and other characteristics. So, if you have an ad campaign that was well received by a custom audience, then you can create a new lookalike audience to reach more similar users.

This option works best when you already have a large user database.

Finding the right ad placement

The next step is to determine the placement of your ad. Now, you can either take the shortcut and choose the automatic placement option which means Facebook will pick the most optimum ad placements for you, or you can custom select the placement for your ads yourself by choosing the ‘edit placement’ option.

Since your ad will only run on mobile devices, a few placement options like right column and marketplace are unavailable.

There are several platforms where you can showcase your mobile app install ads, including:

1- Facebook:

For Facebook, the ad can be displayed in the main news feed, as an instant article, or a suggested video. The Facebook messenger ads were also recently launched, and there are two ways you can utilize them –

Messenger home: Users will see a banner ad for your mobile app on the Messenger home page.

Sponsored messages: These are in-context ads that people can see when they are in conversation with your business through the Facebook Messenger.

2- Instagram

Thanks to Facebook’s acquisition of Instagram in 2012, you can also showcase your ads on Instagram and reach over 800 million monthly active users on the photo-sharing platform.

For Instagram, you can choose between advertising your mobile app within the Instagram feed or stories.

3- Audience Network

With the Audience Network option, you can move away from social media and display your ads on third-party mobile apps and websites that are affiliated with Facebook. Your ad on an audience network can be displayed as native, banner or interstitial.

Here are a few more options in the Placement section that you can take full advantage of:

  • Asset Customization: With asset customization, you can add different images or videos for every placement of the same ad. This allows you to save time and cost since you don’t have to create a new ad to display different visuals with the same content
  • Exclude categories: You can choose to prevent your ad from being displayed in certain audience network categories
  • Only when connected to WiFi: In case your mobile app is big in size, users may not be comfortable downloading it using their mobile data. So, you can choose only to display your ad for users who are connected to the WiFi.

Understanding ad budgets

For mobile app install ads, you can choose to pay per link click, per install, per app event (engagement), or per 10-second video views. The most popular of the lot are obviously pay per link click and pay per install.

Paying per app install is more effective, but it’s also more expensive than paying per link clicks.

You should only choose the pay per click option when you are confident that your ad campaign will be able to drive high conversion. After all, if a lot of people are clicking on your ad and only a few are installing it, then paying per click doesn’t make sense.

Facebook allows you to choose how much you want to pay for each install or link click. The bid value for users is set by Facebook according to their behavior. For instance, a user who matches your target audience, but never downloads any apps through Facebook ads has a lower bid value as compared to users who download most apps they discover through ads.

The bidding section on Facebook have also changed recently, and now you have two options —

Lowest cost

Best-suited when you have a restricted budget, the lowest cost gives you the option to set a ‘bid cap’ which is the highest amount you will pay per install or click. Facebook will only show your ad to users who have a lower bid value than the bid cap. But that also means, your ad may not be seen by your ideal customers who may be incredibly interested in your app.

Target cost

The target cost option is only available for app events and app installs, and with this option, Facebook automatically gives your ad an average bidding value. Now if the average bidding value is $3 per install, then Facebook will seek for results close to that value, even if lesser bid values are available.

It may sound like a more expensive option, but it gets your ad displayed to a more ideal audience.

If your targeting is correct, but you are still not able to achieve the conversions that you had expected with the lowest cost option, then you may want to consider using target cost option instead.

You can also set a daily or lifetime budget for your ad campaign along with setting a start and end date.

Selecting the right visuals for the ad

Anybody can create an ad that users scroll right through, but by using compelling visuals, you can make your target audience stop and notice your ad, and in turn, get more downloads.

But before you start designing your visuals for your Facebook ad, you need to know the five types of ads that you can create:

–       Single Image

With a single image ad, you can add only one image per ad. That is why it is crucial to make sure that the image you choose is compelling and it also depicts your brand’s message as clearly as possible.

Facebook allows you to publish up to six single image ads with the same image, at the cost of one. So this is a great way for you to run smaller campaigns to test target audience, scheduling time, and captions.

–       Single Video

Ads with videos give brands more flexibility because you are able to better showcase what your mobile app can do. Since Facebook and Instagram auto-play videos, you are able to drive better conversions with single video ads. But it’s important to use the first few seconds of your video ad wisely because research has found that engagement drops quickly for long videos.

–       Carousel

Carousel ads allow you to upload multiple photos or videos for your ads that users can scroll through. With a higher engagement than single image ads, carousel ads give you more space to showcase the features of your mobile app. You can add up to 5 images to your carousel ad for no extra cost. Each image can have a different headline.

–       Slideshow

Not as used as the other ad formats, the Slideshow ads display a slideshow of pictures you have uploaded, and there is also an option to add background music. If you want to make a slideshow, we would recommend converting the pictures into a video instead and opting for the single video ad because that has a higher engagement.

Here are a few more things you should know before designing visuals for your ad:

  • The recommended image size is 1200px x 628px
  • The image ratio should be 1.91:1
  • Only up to 20% of your image can contain text. To make sure your images are optimal, you can verify them with the Facebook’s Grid Tool.

Creating a compelling copy

Now that you have captured the user’s attention with compelling visuals and made them stop scrolling, it’s time to create an ad headline that can convince them to click on it.

The idea is to share the most helpful and unique features of your mobile in the least words possible. So focus on features that would appeal to your target audience.

For your ad content, you will need:

  • Body (90 characters) – You should use this space to convey your app’s key benefits and convince the users that they need to click on the ad. Your copy needs to be succinct and hard-hitting at the same time
  • Headline (25 Characters) – For the headline, you shouldn’t take the most obvious route by just adding the name of your mobile app there because they can already see it at the very top. Instead, you can use this space to share any offers or sales
  • Call to action – This is your way of telling the user what you want them to do. Facebook gives you the option to choose from more than 11 CTA buttons. While you can go the obvious way by choosing ‘Install Now’ or ‘Download Now,’ you can also choose other CTAs depending upon the type of mobile app you have

With everything else done, all you have to do is preview your ad one last time before you confirm and start running it. After your ad campaign is over, check the analytics to identify places where you can improve to get a higher conversion.


Now that you know everything there is to know about mobile app install ads on Facebook, are you ready to take your mobile app to the next level?



The Definitive Guide to Facebook Retargeting Ads

By | Marketing, Social Media | One Comment

Over 96% of people that visit your website aren’t ready to make a purchase. They scroll through the website, check the products or services, and leave.

In most cases, the website visitors completely forget about your brand. So what can you do to keep in touch with them and remind them of your brand until they are ready to make a purchase? Take advantage of Facebook retargeting ads.

Through retargeting, you can bring back website visitors who didn’t purchase anything on their first visit. With more than 2 billion users and accurate audience targeting, Facebook is the ideal platform for it.

While many brands are using retargeting ads, only a few of them are able to use it to its full potential. In this article, we will be discussing everything you need to know to create successful Facebook retargeting ads that drive conversions.

What is retargeting and why should you be doing it?

Retargeting means following your leads around the web and luring them with offers so that they can come back to your website or mobile app to make a purchase.

When a user visits your company website, they get tagged or ‘cookie-d.’ By placing a unique code on your website’s pages, you can trigger ads to follow the cookie-d users online — whether it’s on websites or social media.

Retargeting campaigns are different from the other campaigns because in this case, the audience you are targeting is familiar with your brand. They already know the worth of your services or products, and all you have to do is create an ad that’s worthy of a revisit.

If you still aren’t convinced, here are some more reasons to seriously consider retargeting as part of your Facebook marketing campaign:

  • Over 72% of the online customers abandon their cart before checking out
  • Without retargeting the above customers, only 8% of them would return to check out
  • When you retarget website visitors with ads, they are 70% more likely to convert

Find the audience

The audience for Facebook remarketing ads is the one that has already interacted with your brand in the past and knows about it as well.

To target those users, you need to create a custom audience.

There are three ways to create a custom audience on Facebook:

Customer list

If you already have a customer list through email or app sign-ups, you can upload that as a file or copy paste the email addresses of your customers.

Facebook also has a MailChimp integration which allows you to directly upload your subscriber list if you use MailChimp.

Website traffic

You can also retarget users who have previously visited your website. But for Facebook to identify your website visitors and match them to their respective Facebook accounts, you need to install Pixel on your website.

Pixel is a unique image file that gets embedded in your website as a javascript code. It works like a cookie and each time it is loaded, Facebook is able to track the page visited by a user on your website. Since Pixel transcends a single device or IP address, it can accurately track a single user through multiple devices and locations.

What does that mean for you? It means no matter what product you sell or what industry you are a part of, you can create highly targeted ads on a variety of devices and in different locations.

Installing pixel on your website is a one-time process. To do that, go to the Event Manager → Pixel –> Create a Pixel.

Now, name and create your pixel.

You can either directly integrate the Pixel code through Facebook or copy the unique code generated and place it below the header tag of your website. Of course, the Pixel won’t start remarketing until you create a new ad campaign with an audience tied to it.

App activity

If you already have an app, then this is a great way to show relevant ads to users based on their behavior on the app. For instance, if a user abandons the cart within the app, you could retarget them by offering a special discount. You can also reach people that have opened your app, created an account, or completed a purchase.

The best strategies for Facebook retargeting

1- Remind visitors to finish their purchase

Users that visit your website might be interested in the products or services you offer, but not all of them make a purchase on their first visit and there can be many reasons behind it.

Most users prefer desktop shopping over mobile shopping. While half of the traffic comes from mobile, only 1 in 5 online shoppers completes their purchase on smartphones.

A user may find something they are interested in while they are using their smartphones and they might want to check that later when they open their computer. But by the time they fire up their laptop, they might forget about the product they had seen on their smartphone.

You can show desktop ads to your mobile visitors in order to remind them of the products they had previously checked and capture their attention.

Facebook’s new dynamic product ads are a powerful way of remarketing products and targeting users according to their past actions on your website or mobile application. These are automated ads which tags your website visitors or app users with the products they have previously shown interest in and shows those specific products ads.

To get your dynamic ads up and running, go to your Facebook ads account

1- Under Assets, go to Product catalogue → Create a catalogue

2- You can either add products manually, upload a data feed file with details about the products, or add the Pixel code to your website

3- Once that is done, create the first ad for your catalogue by designing your template and you are done

Some of the customers abandon carts because they want to wait for a better offer to come around before they make a purchase. In fact, 36% of users drop out before checking out because they end up finding a better deal somewhere else.

Offering a discount through retargeted ads could be the answer to this problem. Over 54% of customers come back to purchase a product after they are offered a discount. If you aren’t able to provide a discount, you can always run a limited time free shipping offer.

2- Retarget recent visitors and customers

You can also retarget users that have recently visited your website or purchased a product.

Create a custom audience comprising of users that have visited the website in the last 30 days or the customers that made a purchase in the last month.

Your marketing objective can be product catalogue sales if you have already created a catalogue on Facebook ad manager or you can choose conversions as the main objective and create specific product ads you want to display.

3- Provide support to customers who are still undecided

Over 83% of online customers look for support before completing a purchase, but only half of them actually try to get their queries answered by reaching out to the company’s support team. You can use Facebook retargeting ads to reach your prospective customers and answer their questions in order to motivate them to make a purchase. This can especially be a helpful strategy for B2B products.

A few days after running a retargeting campaign for your website’s previous visitors, you can run an additional campaign that targets users who responded to the previous campaign and offer them customer service.

Facebook Messenger ads can be the best bet here since they encourage users to contact your company and initiate a one on one conversation on a more personal level.

4- Invites users to stay in touch with your brand

While sales are the main objective of any marketing campaign, there can be some users that are interested in your products, but they might not need those products right at the moment.

You can run a campaign to increase leads, newsletter subscribers, or Facebook page followers and share news about the latest product launches and special deals with them. You can target these warm leads and convert them into loyal customers by nurturing them over time.

Create a custom audience of users that have visited your website in the past two weeks, but haven’t made a purchase yet. You can choose the marketing objective as lead generation and offer free trials, ebooks, or product samples in exchange for the customers sharing their information with you.

With these amazing tips, you will be able to create successful Facebook retargeting ads that increase engagement and sales as well.

Using Brand Storytelling On Social Media To Engage With Your Customers

By | Social Media | No Comments

Everyone loves a good story, and so do your customers. The art of brand storytelling has been an important way for brands to connect with the customer. It evokes an emotional response and fosters a personal connection which helps to build brand loyalty. Social media has given wings to the art of brand storytelling, proving marketers with greater opportunities to create stories to tell. Brands have used this approach with great success. One great example is Capital One, which saw an increase in ad recall rate by 16% with their #walletstories on Instagram. This is not all-

So, the power of stories is pretty evident!

It’s important to keep these basics of brand storytelling in mind-

  • Evoke emotions so the viewer is inspired to take action
  • Reveal new and interesting information to capture the attention
  • Give a complete narrative journey from start to finish to satisfy the audience’s curiosity.

Let’s now jump right to how you can use storytelling on social media to engage with your customers.


Tips For Brand Storytelling


Know your audience

This is one of the most principal factors of effective marketing. Without knowledge of the target audience, any marketing effort will be wasted. Creating personas of your target audience help you understand their needs, wants and emotions better. Personas are nothing but fictional characters, who represents a part of your consumer demographics. The character is based on marketing research and real data. The sole aim of these personas is to create better content that will create greater resonance with your audience. HubSpot’s persona creation tool is a great place to start.


Show your brand’s human side

Creating an emotional connection with the users is an integral part of the marketing strategies today. People like to connect with other people and not just brands. By displaying a personal side of your brand, you are creating a connection with the users. This can be done by sharing team videos, photos, inside news, stories, and anecdotes, etc. A good example is Starbucks. They use their Facebook albums to share stories about the work they do for the community, their employees, events that they organize or participate in.


Create resources

Before embarking on your storytelling journey, plan your content strategy and create resources that are appealing, provide value to your audience and are helpful to them in some way. Create content for various stages of the marketing funnel. The stories can be created using content such as – podcasts, sales presentations, social media posts, testimonials, commercials, white papers, etc. which help to steer the audience through the funnel. Create resources that are aligned to your target audience, resonates with them, and contains relatable protagonists.


Use a brand character

Using a brand character can help the customers identify with the brand and can give a huge boost to the brand. When Charmin decided to create the character Charmin Bear to use in their brand stories, the brand saw a whopping 585% increase in the sharing of their content. Tony the Tiger did the same for Frosted Flakes, which saw almost a 3 times increase in the shareability of its content. The character of Mr. Clean had a similar impact on its brand. The examples clearly drive home the message that creating characters that are relatable to the brand can be a huge advantage.


Charmin bear- Facebook post embed link

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Tony the Tiger- Frosted Flakes- Facebook post embed link

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Use strong visual content

Visual material always draws a better response. A stunning visual is more valuable than any heading that you can create. Paying attention to the visual quality of your content can reap rich rewards. It makes your message more memorable and personal. Almost 37% of marketers agree that visual content is the second most valuable content after blogs. Visual content can be used across all platforms to inspire your audience.

For each platform, there are image and video guidelines which are crucial to follow while sharing content to maximise your impact. With time, the viewers have evolved and so has visual content. Ensure that you keep it simple and consistent with your brand identity.


Leverage user-generated content

Invite your users to post their own stories. Curate these stories, images, and videos to create unique content that aligns with your brand’s image. Take a leaf out of Shinola’s strategy. The watchmaker invites its customers to share the watch on their social media with the hashtag ‘MyShinola’. This strategy has paid rich dividends with over twelve thousand posts on Instagram. Intrepid Travel, an adventure travel company, consistently posts images from their past groups that tempt prospective customers with glimpses of what they could experience. Using hashtags is an excellent way to invite your consumers to get involved.


Use a narrative in your posts

Creating short narratives in your posts makes them more interesting for the readers. When creating a narrative keep in mind your brand and its values and align your stories to represent your brand, its value, and uniqueness.  Use social media updates to create short blog-like posts that contain a complete story with a beginning, a middle and an end to it. Anne Lamott, an author does it very effectively on her Facebook page. Where she creates short narratives based around a theme to generate a lot of interest from her followers. All social media platforms can be used to create narratives to engage and sustain audience interest.


Use the elements of a story in your posts

All stories have certain elements that make them interesting and enjoyable. The story must have relatable characters with personalities and interests that the audience can relate to. Include a definitive beginning, middle, and end in the story. People love conflict or drama and a resolution; it really draws people in. So, do include some drama to pique their interest.


Wrapping Up

The entire idea behind brand storytelling is to create an emotional response and connection with your audience. The connection should be strong enough for people to center conversations around your stories.

Brand storytelling allows your users to investigate your soft side, know about your organization’s culture and values. It is a way for companies to build human connections and shows what really motivates you and your team to go on working so hard. So, go ahead and leverage these tips to connect with your audience on social media!


Author’s Bio: Koushik Marka is the founder and CEO of Studiotale, an explainer video production company. He is passionate about helping brands grow with video and has expertise in video marketing, 2D animation, and vector illustration. When he is not working, he loves playing video games and traveling.