Maximizing Facebook Campaigns

Whether or not you are active on social media, it is pretty safe to say that your customers are…and that they use Facebook: 69% of all American adults (18+) use social media, and 68% of all American adults are on Facebook. Said another way, 99% of American adults who use social media, use Facebook.

Other platforms are certainly popular, but let’s be clear - as far as saturation is concerned, Facebook rules.

But for businesses, organic reach (ie. the percent of your fans that will see a post you don’t spend any money “boosting”) has been decreasing drastically. In the past 5 years, organic reach for business posts has gone from 16.5% to less than 2%, and it keeps dropping.

So, how do you reach the people you want to? Two words: “Target” and “Promote.” Fortunately, Facebook has great tools to help with both. When you keep these in mind, Facebook can be a useful tool in generating buzz for your store and getting app downloads.

Here are some tips for maximizing your Facebook ads:


The more relevant a Facebook ad is to someone, the more likely they are to click on it. This is why it’s important to direct your ads to the right groups, i.e. targeting. The best thing about Facebook ads is that you can set your ad’s parameters to be incredibly specific, allowing you to target your ads by location, gender, interests, behaviors, connections, mobile users/desktop users, and more!

  1. Direct Your Ad to Current Customers First
    With Facebook’s Custom Audience tool, you can upload your own contact list. Facebook will match them to their user profiles and target your post to them.

    According to research in early 2015, using Custom Audiences can create an average ROI of $32 for each $1 spent.

    There are also Lookalike Audiences, which allows you to create an audience of people similar to your existing customers, pull in other targeting parameters, and deliver your ads to them.

  2. Focus on Your Fans
    Promoting ads to your fans will get you better results than to your non-fans. They already like your page, so they are already in a position to be more receptive to your content!

  3. Explore Facebook’s Ad Tools
    With tools like the Power Tool Editor and Audience Insights you’ll have even more advanced options for targeting and a better understanding of your audiences.

    Power Tower Editor - this tool allows you to target audiences with more options, create ads faster, and optimize better than ever before.

    Audience Insights Tool - this tool will help you learn more about people connected to your page and learn more about everyone on Facebook to create more custom ads.

As an Alcoholic Beverage Retailer, here are some ideas to help you hone in your Facebook ad target audiences:

  • Over 21

  • Live in [5-10 mile radius] of your business

  • Enjoy Wine

  • Craft Beer

  • Spirits

  • Enjoy entertaining

  • HHI $75k+

  • Graduate Students

  • Mobile users

  • Desktop users


Once you’ve established your audience, it’s time to start promoting (or “boosting”) your ad. We know that Facebook Ads are affordable, and with over 50% of Facebook users only accessing on mobile devices, they are particularly useful for promoting your products and your app.

Setting a Budget
The beauty of Facebook Ads is that what you spend really is up to you. When you set up your ad you will select your “budget per day,” which usually ranges from $1-$5 a day

  1. Charged on Clicks
    Facebook charges you based on the number of clicks your ad gets. So, if your ad audience is set to people 21+ in the Greater Boston Area, it has the potential to be exposed to a lot more than if your ad is set to 21+ people on Cape Cod, who like craft beer.

  2. Set Your Objective and Your Bid
    Decide what objective you want to base your bid on. Think of Facebook ads like a big auction. You’ll have to place a “bid” for your ad, meaning sometimes Facebook won’t be able to feature every ad so the highest bidders will get more impressions that day.

    For more details and bidding strategies, check this out.

  3. Keep in Mind the Average Cost Per Click
    In the US, the cost per click (CPC) is averaged at $0.28 and the cost per app install in the US $2.74.

  4. Use the “Estimated Daily Reach” Meter
    While setting up your ad’s audience you’ll see a meter on the right-hand side of your screen for “Estimated Daily Reach.” This will give you an idea of how many people you will reach and how many potential clicks you’ll get - which will help you determine your budget.

For more advanced tips and details about your budget, check out Facebook’s article.

Scheduling Your Ad

When you promote your ad is also important. If your ad is running during a time when your fans or target audience are not online, then it’s useless!

  1. Creating a Schedule
    Scheduling posts ahead of time and posting consistently gives you the best chance for people to see and click on your ads.

  2. Post When You’re Audience is Online
    According to Hubspot, Facebook users are online during the day. But Facebook’s Audience Insight feature, that we talked about earlier, will tell you exactly when your audience is online as well.

All you need to do is create a post and boost it!

Creative Content

Grabbing the attention of your audience is really important to getting clicks. On Facebook, your ads can advertise any of the events you’re hosting, sales you’re pushing, and other specials/products you may feature. This way, you can include links to your app in your normal, everyday Facebook ads.  

  1. Link Straight to Your Products
    Facebook is a great place to let the world know about your app, but why not kill two birds with one stone and promote your products too?

    Using a customized “deeplink” you can promote a product in your Facebook ad that brings current app users directly to the promoted item in the app, desktop users to the same product on your website, and encourages mobile users who don’t have the app to download it.

    For example, one Drync client found that the Whispering Angel Rose is particularly popular among their customers. Using emails, push notifications, and social media this retailer sold 250 cases in two days through their app.

    On social media, thousands of their followers “liked” their post and that weekend, 31% of app users placed an order and nearly all of them included Whispering Angel. On top of that, the retailer saw an 80% cart lift for app users, adding other products to their mobile orders.

  2. Be Visual and Be Creative
    No one likes to see the same ad over and over again, so don’t be afraid to get creative with your ads and your audiences. Using images and videos can catch the attention of your audience, enticing those clicks.

  3. Include a Value Proposition
    Promote products and sales with language that make customers and potential customers want to buy. Language like “$10 off your first order” or incorporating customer reviews encourages others to click and buy. A value proposition tells the reader why they should click on your ad to learn more about your product.

  4. Make an Actionable Ad
    Make sure your ad has a call-to-action. Adding a call-to-action like “Buy now and save 15%,” or “Offer ends soon!” gives a sense of urgency to users. Your call-to-action should encourage people to click on your ad now.

Getting started with Facebook Ads can be intimidating, but remembering these tips and using some of Facebook’s how-to’s will make you a expert in no time.