Guest Blog Post by Laura Moore

As a business owner using Facebook as part of your marketing strategy it’s likely you’re going to need to use Facebook ads at some stage.  Maybe you already have?

But before you start spending any money on your Facebook ads, there are 3 things you need to do to ensure you are set up for success.

Install the Facebook pixel

The Facebook pixel is a piece of code that sits on your website to collect data from anyone visiting the site.

If you are a business owner the pixel allows you to send ads to your hottest leads, people who already know about you and are interested in what you do / sell.

The pixel works by collecting data about anyone who visits your website whilst logged into their Facebook account (eg everyone – when was the last time you logged out of Facebook!).  

If someone checked out a product, even added it to their basket but never clicked to buy then Facebook will know who they are.  You’ll be able to send your ads to those people to encourage them to return!

Even if you aren’t planning to run ads in the near future, the sooner you get this code installed, the more data you will have collected by the time you are ready to invest in Facebook advertising.

It’s simple to do and your ad account will guide you through creating the code to give to your web developer.


Define your target audiences

Facebook offers 3 types of audiences: custom, lookalike and saved.  You can save time and stress by creating your audiences in advance as Facebook will automatically update them every 24 hours.

Custom audiences

These are created using the data collected via your pixel, Facebook and Instagram pages.  You can also create custom audiences using customer files such as your (GDPR compliant) email list.

Custom audiences are your hottest leads and can target very specific groups of people.  

Look a like audiences

If you want to find more of the people you are already working with then you need a lookalike audience. For example, you could create a lookalike audience consisting of people similar to your existing Facebook page fans or, if you have the pixel installed, past purchasers from your website.

Lookalike audiences are cold leads but are likely to be interested in you as they are similar to people who are already engaging with your business.

Saved audiences

Saved audiences are also known as interest based audiences and you’ll create these by asking Facebook to include or exclude people based on interests, jobs, employers etc.  This can take some time so don’t rush it.

The great thing about saved audiences is that you can be laser targeted.  If you want to find vegan Mums with kids under 3 who live in Birmingham shop in places like Boden and The White Company who know someone who is recently engaged?  Saved audiences are for you!


Write your copy

Your ad copy needs to be well thought through, so it’s best created in advance before you even think about starting to build the advert in Facebook’s ads manager.  

Think about who you are talking to, what you want them to know and the action you want them to take.  Craft 2 versions of the copy, one long and one short version so you can test which works best for your audience.

Start paying attention to ads in your own newsfeed to get inspired and understand what kinds of copy draw your attention or gets you to take an action.  I screenshot all the ads in my newsfeed so I can look back on them when I am having trouble crafting my ad copy.

By completing these 3 steps before you start running ads, you will already be one step ahead of the game. 



Laura Moore is a Facebook ads strategist, working with businesses to help them generate leads and increase sales with Facebook ads.  If you are unsure of the steps to take with your ads, visit her website for useful tips laura-moore.co.uk