Marketing leverage to increase sales

Regardless of your business model, integrating Facebook ads into your marketing funnel can be a reliable way to drive customers to your site and ultimately increase sales.

The concept is quite simple: you target potential buyers on Facebook with an ad.

But when it comes to Facebook, the real key is knowing how to build sustainable traffic, in other words, campaigns that will deliver reliable traffic month after month.

With that in mind, let’s take a look at the different actions your site visitors should take when they visit your site.

Purchase conversions versus sign-up conversions

Of course you want to attract site visitors who will buy your product after receiving an ad. However, these “hard conversions” tend to be the hardest sales, literally, to achieve, at least in the beginning.

But there are many other ways a visitor can convert than just buying something. While conversion (i.e. lead or sale) is the end goal, finalists are “soft conversions” such as the following:

1. Generate new email subscribers

You want your visitors to sign up for a newsletter or fill out a lead form (meaning they signed up and gave you their email address, giving you more opportunities to locate them and redirect them to your website). In this scenario, they don’t buy, they ask for more information about your company, your product, your services. We generally use a number of different registration forms on the site.

2 . Build your retargeting pool for Facebook ads

A retargeting pool is a group of visitors to your site that we can target with different offers and messages. Retargeting is often cheaper than getting new visitors from traffic sources like Google Adwords and Bing, so if we can get lots of affordable visits through Facebook ads and then retarget those users with Facebook ads, we can reach a wider audience of potential buyers with our data campaign budget. However, the trade-off is that these users are less likely to convert than visitors from paid search campaigns.

Our goal here is to drive relevant traffic to your target audience and get them to make one of those beautiful conversions.

So what type of Facebook ads are driving your audience to achieve any of the above goals?

Here are some examples of Facebook ad formats commonly used for software conversions:

  • Engaging blog posts that engage your target buyers
  • Long content that meets a user’s needs
  • Downloadable buying guide for your product/service

And here are some examples of Facebook ad formats that are typically used to drive hard conversion:

  • Discounts and coupons
  • Events to come
  • Highlight a recent event you received on your product

The next question to answer is what type of Facebook ads are best suited for your goals.

The answer could be both – and that’s the trick to using Facebook ads to generate continuous traffic, not just occasional bursts.

Our real goal is to attract many visitors to our site that match our target audience, convert them into email subscribers or add them to our retargeting pool, and then drive those visitors to the site with sales messages to create a to achieve actual sales.

ask your Facebook advertising agency how to set up this type of campaign to generate qualified leads.

Examples of Facebook Ads

Let’s look at some examples of each ad type.

If you want to increase overall brand awareness and give people something worth reading in the hopes of getting very low CPCs, you can try an approach like this Wealthsimple blog post/interview. Note the clear and simple call-to-action at the end of their post:

If you have a new or innovative product in some way, the easiest approach is to simply emphasize the main value of your product to your audience. This example from software company Atlas focuses on the main problem they’re trying to solve by finding things you’ve looked at on your computer:

Remember when I mentioned the concept of showing you some of your recent press mentions? Here’s a good example from a shoe company called Allbirds, with a quote they got from And in this case, they send traffic directly to the article on Time’s website!

If you can combine a coupon with a limited-time offer, like this Soylent product subscription launch on Amazon, you can create a sense of urgency to buy:

If it’s a long sales cycle, such as an enterprise software purchase, it might be best to show them the unique aspects of your product. This example from BigCommerce shows one of their product features that is likely a selling point for ecommerce store owners looking to sell on Amazon.

It’s a pretty simple premise: choose the next thing you want them to do — sign up for the newsletter, download a white paper, submit a contact form, buy something, etc. — and create an ad that brings them to the site and encourages them to achieve that goal.

Once the user lands on your site, it’s important to offer them options as soon as they get there: a free download, a coupon, or something else that’s valuable to them. And remember, target well: you want to identify audiences closer to 5,000 or 50,000 people, not a million people.

Remember: you don’t have to exclude non-buyers from your ad campaign. Some studies indicate that it takes 7-10 visits to a site for a sale to close. It really depends on your business category and customer base, so it’s important to know your customer’s buying process, which means research and testing, testing, testing.

What do you do if they went to the site without buying anything?

Okay, let’s say you got some good, sweet conversions from a blog post you promoted. You’ve got your ideal buyer for your site, and he’s given you his email address (probably because you’ve given him useful information on a topic that interests him).

Your work just got a lot easier and you keep sending them information, discounts, a newsletter – whatever they want to receive – and prioritize their purchase. I highly recommend setting up an email campaign so they don’t wait for you to send your next email.

So let’s focus a bit more on the second best case scenario if they don’t get on your email list, retargeting, because that’s a very important and cost effective way to reach your target audience.

Think about it: they’ve already chosen to visit your website based on a digital advertising Facebook that you showed them. And because Facebook clicks are ubiquitous in terms of price, you now also have the option to retarget them where they want to be, or in other affordable ways, such as through a Google Adwords retargeting campaign.

When it comes to retargeting, the essential question is:

How do you present the brand to them multiple times after they see the Facebook ad and visit your site as a result?

Easy. You retarget based on the page or services a potential customer views on your site, usually a specific URL or set of URLs. With retargeting, you can often run multiple simultaneous campaigns aimed at the same customer.

Let’s say you sell outdoor gear and your target customer visited the “Camping Tents” e-commerce category on your website.

What are your options for bringing your brand to their attention through retargeting?

You can advertise them on a general tent page on Amazon, on a tent sales page, or on a specific model tent page.

Basically, the more they click, the more you learn about what they’re specifically looking for from the pages they visit, and you can respond to that with ads that get more granular as they dive deeper into your site.

For example, if they’ve spent a lot of time on a specific product page, you might want to show them ads for that exact product, while if they’re only looking at the category page, you might want to show them a general ad for all products in that category. The trick here, of course, is to test which approach works best for your customers.


Advertising on Facebook is not a big mystery, but it takes insight into your customer base and a concrete goal with the right message to get there. It may take some research in your category or experimenting with different ad types to find out, but that extra work should pay off and make Facebook ads a lasting, profitable part of your business.

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