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What are the best strategies for Facebook ads marketing?

Answered by Leo Kipfelsberger, Facebook marketing consultant

Few advertisers or companies manage to recoup/break even their ad spent by just running ads to cold audiences and hoping for revenue to roll in immediately.

According to marketing psychology analysis, it takes customers 7 - 20 touch points on average before they make a purchase decision.

That's why it's vital to have a solid retargeting strategy in place.

Advanced marketers even go as far as to retarget warm audiences at up to 7 different stages of the customer buying journey.

For example, you have an e-commerce store:

  1. You send product ads to cold traffic who do not know you and have never interacted with your brand before.
  2. You retarget those who have visited your website (and have gotten to know your brand a bit) and optimize your ads for one step down in the funnel - those who added products to the cart.
  3. You retarget those people who have added to the cart again and give them more information about the product (success stories, testimonials, etc.) while optimizing again for one step further down in order to initiate checkout.
  4. You retarget those people who have initiated checkout with another ad by telling them that there are only 5 products left and that they should hurry in getting it. They purchase.
  5. Those people who have purchased the product, you can retarget again and cross or upsell them to a related product.

Following this strategy is much more likely to yield a profitable ROI rather than just sending ads to cold traffic.

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