Facebook Advertising Strategy — How To Optimize Facebook Ads For Maximum Sales | TBS #289

One of my subscribers recently reached out to me and mentioned that he’s getting a lot more sales with promoted posts on his Facebook wall compared to regular ads or dark posts.

And he was asking for an explanation.

Interestingly, I’ve noticed the same with my own Facebook campaigns. Usually, promoted posts that are visible on my Facebook wall get me a lot of sales. And there’s a rather simple and rational explanation why this strategy can work so well in advertising.

Here’s how it works.

When you run a great ad and target the right audience, a big chunk of that audience will click on your ad to visit your website and check out your offer. Some of those people will buy, but for the most part they will bounce and never come back which is absolutely normal.

However, another big chunk of people won’t click on your link and instead will click on the Facebook page that’s linked to your ad.

Whenever you run Facebook ads, you need to link it to a page.

And this page shows up along with a thumbnail when you run Facebook ads. And guess what? The Facebook page name and thumbnail are clickable, and a lot of people click on those.

This means when you run Facebook ads quite a lot of people will click on your page and scroll through some of the posts on your wall.

Now, if your ad is a promoted post it means it shows up on your wall.

So people are exposed to the same ad two times.

Once they see the ad in their newsfeed, which is when they click on the Facebook page or thumbnail. These people aren’t convinced enough to click on your link and buy, otherwise they would do so. Instead they are curious and want to check out your Facebook page.

And right there on your Facebook wall is the exact ad they just clicked on. Many people who are exposed to the same ad two times will now click on the ad and go ahead and buy your product if they want it.

Your first ad in the newsfeed wasn’t able to “close the deal”.

But the same ad on your Facebook wall gets them.

Some people need to see the same offer multiple times before they buy, and by increasing your ad frequency 2x, this pushes a decent amount of people over the tipping point and makes them click on the link in your ad and purchase the product on your online store.

This same effect can also be achieved if you’re running a regular Facebook ad or a dark post. Just create a separate post on your Facebook wall, which is a duplicate of your ad or dark post.

Like this you can achieve the same effect a promoted post has, while still being able to use a dark post or set up a regular Facebook ad.

Also another trick is to pin your post to the top and keep it there.

This way your ad duplicate appears almost at the top of your Facebook wall and is more visible for people who click through to your Facebook business page. It works really well, try it 🙂