15 Advanced Facebook Advertising Techniques You Probably Didn’t Know About

15 Advanced Facebook Advertising Techniques You Probably Didn_t Know AboutFacebook advertising is just as powerful in 2017 as it’s ever been.

Perhaps even more so.

The sheer volume of users alone (1.71 billion as of July 2016) makes it a digital marketer’s playground.

When it comes to Facebook advertising, I could spout off a laundry list of done-to-death conventional techniques.

And most are still quite effective.

But what I want to do here is delve a little deeper and truly dissect Facebook.

I want you to understand its full potential.

Here are 15 advanced Facebook advertising techniques you probably didn’t know about but should most definitely experiment with.

1. Using “Pages to Watch”

Facebook has a pretty cool feature called “Pages to Watch.”

It’s not something I use for marketing directly, but it can provide some helpful insights to assist me in my marketing.

Long story short, you can compile a list of pages you’re interested in along with analytics.

Here’s what I mean:

image08

Just add pages from brands that are relevant to your industry and have a strong Facebook presence.

This is helpful because you can see which posts are the most and least engaging. In turn, you can use this information when deciding what to post on your own page.

Check out this article from Buffer for more info on the Pages to Watch feature.

Check out these 15 advanced Facebook advertising techniques to get highest possible ROI..

2. Post images via Instagram

Here’s a sneaky little tactic I stumbled upon.

Rather than posting images directly on Facebook, post them via Instagram.

Why?

A study from Buzzsumo found that “images posted via Instagram get 23% more engagement.”

image00

And this makes sense, considering the insane level of engagement Instagram receives.

According to Brand Watch, “Engagement with brands on Instagram is 10 times higher than Facebook, 54 times higher than Pinterest and 84 times higher than Twitter.”

Legitness!

In theory, following this simple step can net you nearly a quarter more engagement than simply posting directly on Facebook.

3. Forget the hashtags

Okay, hashtags are well and good in certain situations.

In fact, they’re quite beneficial on networks such as Instagram and Twitter.

But not so much on Facebook.

The same study from Buzzsumo found that posts with hashtags received less engagement than posts without.

image04

Not only does this save time, but you’ll also get more bang for your buck with every piece of content you post.

Think of it as a mini-hack.

4. Post between 10 p.m. and midnight local time

I’m sure you already know that timing is essential on social media.

Even if you post a masterpiece, it’ll have only a marginal impact if your audience never actually sees it.

It’ll get shuffled to the bottom of their feeds.

From my experience and concrete data from Buzzsumo, the ideal time to post is between 10 p.m. and midnight local time.

There are two main reasons why.

First, there are fewer people posting content, which means less competition and more visibility.

Second, there are enough people still awake and active on Facebook to make it worth your time.

This graph from Buzzsumo illustrates this phenomenon:

image10

Stick with this two-hour window, and you should be golden.

5. Using “Audience Insights”

You should know by now that I’m a sucker for cool social media features.

Especially those that are highly data-driven.

The “Audience Insights” feature is perfect for helping me get a detailed snapshot of my audience so I can cater to them more efficiently and create relevant content based around their interests.

And relevancy is essential because it ultimately maximizes your impact and increases your ROI.

You can get information on:

  • Age
  • Gender
  • Lifestyle
  • Education level
  • Job title

image02

But that’s just the tip of the iceberg.

The data you generate from this can spill over into other elements of your overall marketing campaign.

Check out this resource from Facebook for more on this feature.

6. Work video into your core strategy

I think we can all agree that video is huge at the moment.

Some might even consider 2016 as the year of video.

The interesting thing is that video accounts for only 3% of all content on Facebook.

I found that number to be staggeringly low.

But it also presents a great opportunity.

Posting plenty of high-quality video content allows you to grab the low-hanging fruit many of your competitors appear to be missing out on.

This leads me to my next point.

7. Directly embed videos

Considering YouTube is so huge, your first instinct may be to embed YouTube videos into your posts.

But that’s the wrong move.

That’s because “directly embedded Facebook videos get more engagement than YouTube embedded videos.”

A lot more!

image09

Just look at how much the total number of interactions from direct embedding dwarfs the number of those embedded with YouTube.

Keep this in mind moving forward, and your engagement levels should increase considerably.

8. “Crowdsource” your business decisions

You’re probably familiar with the term “crowdfunding,” where capital is raised with contributions from a large number of people.

You can apply a similar concept to Facebook with “crowdsourcing” key decisions.

Here are some examples:

  • Ask your audience to choose your brand’s new logo
  • Ask which new background to use for your Facebook profile

This is cool because:

a) it lets your audience know you’re genuinely interested in their opinions, and
b) it is a natural catalyst for engagement.

The easiest way to crowdsource is to create polls in which people can vote.

9. Keep posts under 150 characters in length

Less is best in terms of Facebook character count.

In fact, I recommend treating it like Twitter—use a max of 150 characters.

Why?

It’s simple. Shorter Facebook posts receive far more engagement than longer ones.

Here’s data to prove it:

image01

As you can see, posts with 50 characters or fewer receive the most interactions, and the number of interactions gradually declines as more characters are added.

In other words, keep it short and sweet.

10. Add CTA buttons to your Facebook ads

Here’s an interesting fact:

“The average advertising click-through rate on Facebook is 0.9%.”

But “adding a CTA button can lift your click-through rate by 2.85 times.”

Just think of the long-term impact this can have on your campaign.

Adroll even made a brief infographic that mentions the “big results from a little button.”

image07

Check out this guide from Facebook to learn exactly how to create a CTA button.

11. Using “Facebook Groups” for community building

You may have heard Seth Godin talk about the importance of groups or “tribes” as he calls them.

It’s an essential component of brand building.

But one resource I think that many marketers are failing to capitalize on is “Facebook Groups.”

It’s a lot like LinkedIn Groups where you create a specific group based around a key topic of interest (usually your niche).

This is beneficial for several different reasons:

  • It strengthens your relationships
  • It helps you build new ones
  • It builds brand equity
  • It facilitates interaction
  • You can gain valuable intel

If you’re not sure how to go about this, consult this quick tutorial from Facebook.

12. Pin your most epic post

Another feature I love is the option to “pin” posts at the top of your timeline.

That way, Facebook users see your best content once they land on your page.

It’s kind of like putting your best foot forward, which hearkens back to the halo effect, which I discussed in another post.

I suggest looking over your timeline and finding the highest quality post that received the most engagement and “pinning” it to the top.

Here’s how to go about it.

13. A/B test your ads with Qwaya

I won’t launch into a long-winded discussion of how much I love A/B testing.

You probably already know that.

I will say, however, that it’s your ticket to maximum conversions and for cleaning up any inefficiencies in general.

But how exactly can you perform A/B testing on Facebook?

I suggest using Qwaya.

It’s a great Facebook ad manager that will help you take things to the next level.

Here’s a screenshot:

image03

If you’re funneling a considerable amount of money into Facebook ads, this tool is a must.

You can learn more about it in this article I wrote.

14. Use plenty of “question” posts

In a previous article on Quick Sprout, I examined which types of posts received the most interactions on Facebook.

Here’s what I found:

image06

It doesn’t take a rocket scientist to figure out that “question” posts are ideal in terms of generating interactions.

It’s probably because people like to get in on the action and have their voices heard, so I suggest using this quite a bit.

15. Stick with articles between 1k and 3k words

I hope you don’t mind, but I’m going on a quick long-form content rant.

Once again, according to Buzzsumo’s findings, long-form content performs best on Facebook.

In particular, posts between 1,000 and 3,000 words are ideal.

image05

However, you don’t want to go any further than 3,000, considering the fact there’s a significant drop off in the number of interactions.

Conclusion

I think Facebook gets overlooked these days sometimes because it’s become the old man of social media.

By this I mean there are always newer, hipper, sexier networks popping up.

But Facebook isn’t going anywhere anytime soon.

In fact, it’s on track to reach two billion users within the next couple of years or so. That’s pretty insane when you think about it.

By going beyond the basics and swimming into the deep end, you can find some real potential for high-quality leads.

And by following the right formula, you can cash in on a large percentage of those leads and convert them into customers.

Can you think of any other advanced Facebook advertising techniques?

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Comments

  1. About the 7th point “7. Directly embed videos”.

    As a general rule of thumb, one should always consider the native tools of the targetted social network instead of the embedded alternatives.

    IMO, Using native tools is a direct proof of caring about people.

  2. Great tips there Neil. Doing it regularly definitely makes it easier http://www.kadvacorp.com

  3. Hey, curious about the data behind point 15 – how can post length and interactions be related? I’m assuming “interactions” really means visits in this case – and at the point when the interaction was initiated, post length would be unknown to the user, no? So, if this were engagement – taking into account how long someone was on a page or other actions they took (like commenting or sharing) I’d understand – but this seems to be a poor corollary or I’m missing something (like the latter – so please illuminate!).

  4. The tips coming at time when i’m trying to optimize my ads for promoting few of my posts for a noble cause in association with Indian Army to further “Unity in Diversity.”

    I feel, the “question” posts thing will work great. Unfortunately, Poll doesn’t work with Facebook pages. Any tools to bring poll to Facebook page? And thanks for the awesome content.

  5. Directly embedding Facebook videos is one I’m going to be using for sure!

    Live video is going to be even bigger this year and combining live video with direct embeds could be really powerful.

    Thanks for all your great content.

  6. Great article, Neil. Any more info about long form article performance on Facebook that I can check out?

  7. Paul Ashworth :

    Is there any easy way to add all the products from a website e.g http://www.webrand4u.co.uk directly to Facebook Shop

  8. Thanks for another great article. Do you have a post on designing facebook ads? I can never get the imagery correct, it’s always cropped or not the right size 🙁

  9. maryrose lyons :

    These are not advanced.

  10. Alecia Stringer :

    Good ideas to test and track. Thanks for sharing the resources.

  11. You missed the best feature in my opinion. The ability to directly send content or advertising to any email or telephone number.

  12. Do you view FB community pages as highly as FB groups?

  13. Great post as always. Just getting prepped to do my first “live” Facebook video!

  14. Michael Howard :

    Thank you Neil for another informative post.

    Even though I’m familiar with most of the techniques you mentioned, there were a few that were new or new ways of going about doing Facebook marketing.

    So no #hashtags? Who knew? :o)

  15. One of my Facebook pages uses a hashtag in almost every post. Guess I will be changing that method asap.

  16. I tried to avoid posting it through instagram. But seeing your stats, i think i need to change the way to get better engagement. I never ask questions on my fb page, i guess i need to start doing it. Thank you Neil. Your awesome. I just have started my website (www.motivationethics.com) a month ago and your helpful tips and blog posts really help so much. Thank you my friend. Would love to meet you someday.

  17. Thank you Neil! This is a good thought-starter 🙂 Always look forward to reading more of your blogs.

  18. You know the best thing I learn on this post! You never give big paragraphs in your content.

  19. Ashok Mahiwal :

    Tags some serious tips. We do follow some of your techniques for engagement and conversion and I must say it worked.

    Thanks @neilpatel

    From http://www.usercible.com

  20. Scioondigital :

    Thank you Neil. It’s really great information
    http://www.scioondigital.com

  21. That’s a lot of important info!

    Keep them coming! 🙂 Thanks.

  22. Narinder Kumar :

    Hey Neil,
    Thanks for sharing great information about blog promoting with help of social media.

  23. The title of this article is a bit misleading: i was hoping to read about advanced facebook ads techniques but these are mainly publishing/CM tips. Too bad.

  24. Mayank Mittal :

    Its really nice. Thank you so much.

  25. Robin Khokhar :

    Hi Neil,
    You shared a fantastic post, and These tips are excellent for any beginner or professional.
    Thanks for sharing.

  26. I have a computer programming page. Should i also use 1k to 3k words per article?

  27. thanks for the blog Neil,For giving the information about secrets of Facebook
    http://www.aquaguard-ro-service-centre.in/

  28. I am really surprised by the hashtag response case study on Facebook. Video on fb is upcoming scope definitely. Also, like the embed videos behavior study. After all fb is more personal(Mark) than google(LP) 😉 Hey, Neil bro,… Overall nice collection and many fb’s A/B testing secretes reviled.

  29. Facebook Advertising is really great idea
    http://www.kent-ro-water-purifier.in/

  30. Well, I always enjoy reading your ideas, I was already running some facebook ads but now I just edited & created a new ad set applying some of your suggestions, lets see how it goes.

  31. Its really nice. Thank you so much.

  32. Shailaja Sandeep :

    hello Neil,

    We were created so many Facebook ads but now I apply some of your ideas.
    Thank you for sharing.

  33. Teddy Tech - SEO & SMO in Kerala Alleppey :

    Nice blog Niel. Got some use full tips about Facebook page optimization. We are a SEO and SMO company in Kerala. This blog is very useful for peoples like us thanks.

  34. Hey Neil,

    Based on your opinion and experience, do you think web site clicks are getting lower reach than those posts which don’t link you directly to do content on web site?
    I am trying to test that option and “regular” once, just with shorten link in text filed, and I am pretty sure there is a big difference..

  35. Great job Neil.Thanks for sharing.
    http://www.lagarti.com/

  36. Hi..
    How to add a battens on Facebook posts..?

  37. Hey Neil, How would you see animated images (.gif) instead of videos. Would it be more interactive then video?

  38. Rick Tofflemire :

    On point #2, posting on Instagram and feeding to Facebook, won’t that carry the hashtags used which in theory will lower your reach on the Facebook Page?

  39. KnowledgeTpoint :

    Nice Post Neil,

    All techniques are very helpful and i do use fb community, fb group can drive lots of traffic also on you website.

    All of above techniques i will use for my website http://knowledgetpoint.com/.

  40. Mahendra Kumar :

    Sir, You are really Amazing, You changed online marketing whole thinking and making business promotion too easy.. Thanks from http://www.oasisrock.org/

  41. Very good information Neil.
    Interaction on Posts by Post type is a very good one. people always like to respond when someone ask an question.

    Many Thanks
    Don Hesh
    from http://googlerankingfactors.com/

  42. Interesting insights here. Never even heard of the “Watch Page” feature. As for the Instagram tip — you mentioned posting to Instagram. I love Instagram and find it much more engaging, but are you recommending instead of posting photos to Facebook directly we post them to Instagram and select “Facebook” as one of the share options? As usual thanks for your great content!

    Much love,
    Curtis from http://swiftsharks.com

  43. Too helpful post . No doubt u r best . Hard work speaks .

  44. There is a reason that advertising has been the biggest internet industry for the past decade, and it always will be.. It is what drives money, and the economy. And mastering this subtle science is a challenge in it’s own. However I believe that there are no hard fast rules, and only you learn from your experiences, and of course that is done with the help of A/B testing. testing different traffic sources, audiences, landing pages etc.
    yet another great post, Neil.

  45. Nguy?n Bá Hoàng Nam :

    I’m always share content from my site http://alphastyle.net/ to facebook but article never over 500 words, so after your advice, I think I need to make up my mind with greater content

    Thank you

  46. Paolo - Il Flusso Magico :

    It’s good using questions also in an article title to engage more, or not? Or you’re talking about post message?
    In Italy we have lots of problems with engagement. I jave traffic to my site ( http://ilflussomagico.it ), sharing, etc. but people here doesn’t communicate / ask / partcipate. It happens in other countries?

    Thx

  47. Again such a great blog by Niel. It’s being more than 2 years I follow your blogs regularly and it is really helpful for my site: http://www.fnp.ae/ to improve

  48. Rocky Murasing :

    How many things have I rectified in my style today?
    1. No hashtags
    2. No evening post (I shall pick the Post time after 10 pm, right?)
    3. Make questions rather than answering.
    I am following other small factors too that I have been ignoring till today.
    Thanks Neil 🙂

  49. Amazing!

    I want to ask why when i check website is not AMP Test, its Show not Valid and i found some other measure website also not valid. Andy specific reason ?

  50. The year 2017 is going to be killer as far as Fb Marketing is concern. I’ll definitely apply your tips and advice to get the most numbers. Jenny @ http://bit.ly/2iIjJl3
    Thanks Neil

  51. Hi Neil,

    I have a question on above topic, As you said Post between 10 p.m. and midnight local time
    Because at this time period less competition and more visibility will be there but there are millions of people checking out your articles regularly after reading this article everyone starts posting between 10 p.m. and midnight local time again competition will be more.

  52. I started following the steps and tips mentioned on the post at http://chl07.com/. It yes its beneficial, my engagements has increased. Thanks for the brilliant article

  53. Thank you for your advice. Do you have suggestions on how to best upload quality video? I’ve found that the resolution is terrible after uploading to FB even though it is perfect Mac before doing so.

  54. Dhaval Parmar :

    Great tips there Neil. Doing it regularly definitely makes it easier.

  55. Your posts ara so amazing man…I’m trying to follow your steps with my site Final Design in Italy.

  56. Great post once again Neil, really interested to see when the best time to post is. I guess your post is fairly close to the top when people wake up to! I will share with my readers. http://SummitDigitalMarketing.net

    Thank you

  57. Alvin Lazar C :

    You are great ….?(????)
    I Likes your comments….If you don’t have problems can I post this ideas to my facebook page
    https://mobile.facebook.com/tecSEApage/?ref=opera_speed_dial

  58. Nice set of tips Neil but say if we are working for a not so mainstream brand, then if we avoid using hashtags as well then how should we make sure that our brand is visible to our audience. If we don’t ‘hash’ their search intent, then how will we get noticed? Any suggestion on that front.
    Rest, awesome tips, our organization always learns something new and beneficial from you.
    Great job.

  59. Hello Neil, Thank you for sharing this strategy… It’s really worth reading for me… this will really save time and money moat specially to beginners.

    Thanks!!

    http://www.meeraco.com

  60. Really Very Interesting Information Neil. I Am Regularly Read Your Blog .All Content Are Very Informative.

    My Website: http://www.ulohotels.com/

  61. Hi Neil, I am an avid reader of your websites and try to learn as much as I can and implement. I have been trying with Facebook Ads for quite some time now but not much success I have to admit. I will try to use this learning experience as much as possible.

    I will soon start a like campaign for my new website Reading Head Start System which is for an affiliate product. Thanks for letting me share 🙂

  62. I am so thankful to open this kind of site of yours because you really helped me so much to know how and what to do when there are things that will happen like this because honestly I really don’t know what to do in terms of same topic. https://mywifi-ext.com

  63. Kushagra Asati :

    Amazing Post Brother it helped me alot
    https://www.pickbuck.com

  64. Awesome tips neil, i’ve always opened your mails to me with great anticipation of incredible infos. i hope to have you come to Africa to speak someday. Thnx

  65. Hi Neil, is there any “Facebook school” in the US to become an official specialist of Facebook Ads ?

  66. Hello there Neil, I am a devoted peruse of your sites and attempt to learn as much as I can and actualize. I have been attempting with Facebook Ads for a long while now however very little achievement I need to concede.
    http://www.aquafresh-ro.in/

  67. Thanks For Sharing This Nice Post . Your Article Helpful For Off Page SEO.
    i Will Use This List For My Blog To Increase Off Page Position. http://epfbalancestatus.co.in/

  68. ronaldwhite :

    Thanks to share with us.Such Amazing information to share in this post very nice Neil sir.I am follow your information and sharing this post….

  69. ronaldwhite :

    Really Very Interesting Information Neil. I Am Regularly Read Your Blog .All Content Are Very Informative.

  70. With the final step, it refers to articles that are hosted on a third party site but linked to on facebook right? Or does it refer to articles that are native fb content. Gracias!

  71. Awesome Information Neil
    Thanks for sharing such as useful content.
    I have gone through various articles relating to Facebook marketing but your article provides quality information for beginners like me.

    https://www.syndicateblog.com/

  72. Why Qwaya? isnt better Facebook Business Manager?

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