How can you use PPC to reach a new audience on Facebook?

100% true - from my years of experience, I can confirm that selecting the right objective is crucial, otherwise, all your efforts may go to waste. Opting for traffic may result in numerous clicks but no sales at all, whereas choosing sales can yield a smaller but higher quality traffic, likely to make a purchase. If you aim for post engagement, avoid setting a reach objective, as it may not yield the desired results. It's as simple as that - your choice of objective determines your outcomes.

To reach a new audience on Facebook through PPC, employ precise targeting using demographics, interests, and behaviors. Utilize Facebook Ads Manager to create visually engaging ad creatives, ensuring they align with your target audience's preferences. Implement the "Detailed Targeting" feature to narrow down potential users. Leverage Facebook's Custom Audiences to retarget website visitors or engage existing customers. Experiment with lookalike audiences to expand reach to users similar to your current customer base. Regularly analyze ad performance metrics and adjust targeting parameters accordingly. A strategic combination of targeting options, compelling content effectively introduce your brand to a new audience on Facebook through PPC

Your ad objective should be whatever the main conversion is. If youre going for booked calls, then the objective is conversion right out of the gate - NOT views, or clicks, or anything like that. Teach facebook what you want right away - youll get a little results at first, but if fb is optimizing for the right thing FIRST, then costs will inevitably go down, its just a slower burn. Most people do their ad strategies backwards and teach fb to optimize for the wrong thing.

It's common to feel overwhelmed by the audience choices available. The key lies in pinpointing your core customer base, focusing on factors like gender, age, and location. Targeting men with zero interest in women's clothing, for instance, can waste resources. 18 y/o are also probably not so interested in buying a 10,000$ watch. While lookalikes have their merits, I've found well-chosen interests often yield better ROAS. Utilize 3-5 interests, or more if needed for niche audiences, and incorporate exclusions to avoid targeting existing customers in cold traffic campaigns. Prioritize customer experience and diversify your content strategy accordingly for optimal results. Understanding your audience is the cornerstone of effective marketing.

*Pixel only keeps data for 180 days *On-platform actions (video views, website traffic, page engagement, etc) is kept for 365 days Create these audiences: Warm Facebook Page Engagement - 30d Website Traffic - 30d IG Engagement - 30d All Video Views - 30d Email List LAA Audiences Facebook Page Engagement - 30d Website Traffic - 30d IG Page Engagement - 30d All Video Views - 30d Email List Cold Audience: Layered campaign with interest-based targeting

I generally prefer setting daily budgets due to the consistent flow of customers, crucial for daily business operations. However, in some cases, utilizing a lifetime budget can be beneficial, especially when customers are more inclined to make purchases at specific times, eliminating daily budget constraints. Regarding bid strategy, while selling premium products, it's often worth paying extra to increase the chance of acquiring a higher-value customer. At the end of the day it's all case-by-case testing and leveraging your past experiences.

Depending on the campaign and goal - set the budget at the adset level so you can control the spend on each adset individually and test things. If you set the budget at campaign level, fb will allocate bigger budget to the campaign with the most results, which can be bad. Campaign A may have a lower CPC and significantly higher impressions (fb may allocate higher budget to this campaign), but Campaign B actually booked a call. You want to be able to control these variables independently

The right catchy copy, instantly showcasing value, is key to success. However, visual elements like photos and videos catch the customer's eye first, while the copy leads them to click and visit the website. Testing is crucial - what appeals to you may not resonate with the audience. Testing 3-4 creatives per ad set will help you the most effective ones, as the outcome often is not easily predictable. My little trick is to put a link in the copy, as it can significantly boost CTRs and later organic interactions.

1 campaign with 1 objective 5 adsets - one unique audience, per adset 4-5 images, per adset Set budget at Adset level. Now for the headline - write the content first. For content - think of your offer/goal, from 5 different angles. So you'll write 5 different versions of 1 ad, with 4-5 headlines. You will CRUSH with ads if you go this route.

Consider the customer journey - create a strategy that introduces your brand to new customers first, before attempting to sell products. Utilize catalog campaigns, try to target broad audiences with them, based just on demographics with no interests. Focus on attention-grabbing creatives and prioritize providing value and solving customer problems – that's the key to success.