The Three BIGGEST Facebook Ad Fundamentals, Right Now

As you know, the world of Facebook is becoming more and more complicated.

With the horror stories of accounts being closed down with no warning, ads being disapproved for no reason and all the complicated terms that are thrown around …

… you can see why it’s off-putting for newbies that just want to build some simple Facebook ads to drive some leads to their site.

This has made me want to draw a line in the sand, and go back to basics.

So, I’ve put this blog post together to cover the three BIGGEST Facebook ad fundamentals, if you want to achieve huge success, right now.

These aren’t complicated strategies, but these are essentials if you’re getting started.

1. Take Advantage of Custom Audiences


Over the past 12 months, Facebook have introduced website custom audiences.

Previously, you could put a pixel on your website and have Facebook track visitors, but now, they’ve started using a highly intelligent form of retargeting using Facebook user IDs.

This means, that by pasting code onto your website, you can build a list of people that have showed an interest in your products/service/opt-ins/tripwires.

Having this control allows you to be really clever with your advert targeting, by dividing groups into categories of:

  • Website visitors
  • People that have opted-in
  • People that have purchased tripwires
  • People that are customers

So, by using Facebook, you can begin up-selling and remarketing to different categories.

For example.

You can set up an advert to ‘website visitors’ advertising your ‘opt-in’. Or you could set up an advert to people that have ‘opted-in’ advertising your ‘tripwire’.

It allows you build a much more sophisticated Facebook adverts, with laser targeting.

2. Clone Your Dream Customers With Look-alike Audiences


Facebook’s look-alike audience tool is absolute gold-dust.

If you’re not using it (or have never heard of it), then the trick I’m about to share with you could be a game-changer.

Through Facebook’s genius algorithm, you can hand them a list of your best customers and they’ll go and find hundreds of thousands of similar people.

They’ll look at your customers interests, age group, behaviours (plus lots more) and deliver you a huge audience of identical people.

For example.

Let’s say you wanted to build your list. You had a Facebook advert driving people to a squeeze page on your website where you were offering a free report in exchange for their email address. When they handed you their email address, you sent them to a ‘thank you’ page.


What you could do through Facebook’s look-alike audience tool is get the list of people that had handed you their email address – the people that had converted – and build a look-alike audience of thousands of similar people.

It’s absolute genius.

3. You Have To Be Using Optimized CPM


There’s traditionally 3 different ways to bid for adverts.

CPC: Cost per click – you simply pay every time somebody clicks on your ad.

CPM: Cost per thousand impressions – you pay every time someone sees your ad.

CPA: Cost per action – you pay every time someone takes your desired action, whether that’s a ‘Website conversion’ or ‘Page like’.

Optimized CPM is a combination of CPM and CPA bidding.

This is the secret to getting huge ROI.

Facebook use their algorithm to show your adverts to the audience that are most likely to complete your desired action

The trick to this is to allow Facebook to “get to grips” with your audience.

So, you should start your campaign with CPC bidding. This instructs Facebook to drive the most clicks to your page, which if they complete your desired action, become a conversion.

Once Facebook has seen around 30 conversions – you can then switch your ads from CPC bidding to Optimized CPM bidding which will optimize for conversions.

This then reduces your lead costs dramatically, in some cases, as much as 80%.

Over To You

If you have these three strategies implemented, then I congratulate you – but if you’re missing any of these fundamentals, then you’re effectively going to the cinema wearing an eye patch.

You’re missing out on so much.

Making these simple changes will make a world of difference to the power of Facebook in your business, and it’s oh-so simple.

Speak soon,
Emma x


  • Pauline

    Reply Reply March 11, 2015

    Hi Emma,

    Thanks for the great article. I’m just a bit confused with this sentence:

    Once Facebook has seen around 30 conversions – you can then switch your ads to CBC bidding which will optimize for conversions.

    What is CBC bidding, or was that a typo?

    LoVe Pauline

    • Emma

      Reply Reply March 11, 2015

      Hey Pauline – yes it was a type thanks for pointing it out! It has been corrected now! Basically change your bidding from CPC to Optimized CPM AFTER you have had approx 30 conversions through your CPC ads – hope that helps. Emma x

Leave A Response

* Denotes Required Field