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Using Facebook Ads to Generate Leads

Do you need to accelerate your sales or leads? Have you considered using Facebook ads to meet your objectives?

1. Create Hot and Super-Hot Facebook Website Custom Audiences

With the advertising goal of generating fast results for your business, whether that’s leads or sales, you want to target hot or super-hot audiences in your campaigns.

There are four audience types when it comes to Facebook advertising: cold, warm, hot, and super-hot. Cold audiences include people who don’t know your business yet. These are full of potential customers and you create them via saved audiences and lookalike audiences. Next, you have warm audiences. These are people who have previously engaged with your business such as page engagement custom audiences and video custom audiences.

You then have hot audiences. These are the hottest audiences of potential customers and contain people who visited your website but haven’t converted into leads or customers.

Finally, you have super-hot audiences. These contain people who are existing customers to whom you run existing customer retention campaigns to drive immediate sales and increase your lifetime customer value based on their repeat purchases.

The first step in creating a campaign that targets the hottest audiences and delivers the fastest results is to create the audiences in your Audiences dashboard. First, you’ll create the hot audiences and then the super-hot.

2. Create a Facebook Ad Campaign That Retargets Hot Audiences to Drive Immediate Sales or Leads

The first step in creating any campaign type, including website remarketing, is to select your campaign objective.

Click on Create in your Facebook Ads Manager dashboard to set up a new campaign. This will open up either the Quick Creation workflow or the Guided Creation workflow, depending on which one you’ve used previously. If you see the Guided Creation workflow open, change it to open the Quick Creation workflow, because this is what we’ll be using throughout this example campaign creation.

In the Quick Creation workflow, choose your objective. In this case, you’re targeting hot audiences of 180 days and trying to generate new sales so select the Conversions objective to optimize for purchases. If you’re a service business and want to generate leads, you’d optimize for the Lead event action.

3. Create a Facebook Campaign That Retargets Super-Hot Audiences to Drive Repeat Sales From Existing Customers

To create the campaign that targets your super-hot audience of existing customers (pixeled purchasers), follow the same steps outlined above to create the campaign targeting your hot audiences, and make the following small changes described below.

If you’ve already created the hot audience campaign, you can simply use the Duplicate tool to create a draft copy of that campaign.

The first change is to your budget. This super-hot audience will be even smaller than your hot audience so you want to set a smaller budget. I’m talking $10 per day if your audience size is fewer than 1K people.

The second change is to your audience. In the Custom Audiences field, search and select the super-hot audience you created earlier. As with the hot audience campaign, you don’t need to further narrow your audience with demographic or detailed targeting.