We met with CrowdLinker’s Director of Marketing, Ali Abbas to talk all things B2B Facebook ads in our August Webinar. He covered why you should be using Facebook to reach your audience, how to get fully set up for success, and using intent data as a powerful tool for building audiences that are already in-market for your solution.
Do Facebook Ads work for B2B?
The short answer? Yes.
With over 2.7 billion active users, your buyers are on Facebook. Abbas says even he had hesitations at first, but with the right strategy, it works. You likely won’t sell someone on a $250,000 website with a Facebook ad, but you can pitch them on a meeting or conversation.
Abbas suggests Facebook is the way to go when it comes to social ads with LinkedIn being more expensive and having a worse return than Facebook when it comes to B2B paid social advertising.
What are custom audiences?
“Essentially, when you have a curated list of people you want to exactly target on Facebook”– Ali Abbas
These lists can be made up of customer lists, retargeting lists, or contact-level intent data. You provide Facebook with a list of emails and Facebook matches them with users. The match rate isn’t 100% but the more fields you fill in (phone number, country, multiple email addresses, etc) the more likely Facebook is to be able to find your contact.
For example, if you’re using LeadSift’s contact-level intent data, we can provide you with up to 5 personal email addresses, city, state, country, sometimes even the phone number to be able to get better match rates through intent-based custom audiences.
Based on your custom audiences, you can create lookalike audiences. All you need is at least 20 people in your custom audience, then Facebook will take this information and build new audiences based on similar characteristics to your custom list. This creates a bigger list for you to target while keeping the contacts similar to those you want to target, whether that’s from retargeting or intent data.
Lookalike audiences range from 1% to 10% – with 1% being the most similar to your custom audience and 10% being least similar and also the largest audience size. Using the intent-based targeting list you can create 10 different audiences and start testing them. This makes targeting super easy since they’re all relevant leads.
Building lookalike audiences with your customer list is also a great idea since you’ll be targeting people similar to your most successful users. However, eventually, you’ll run out of people. That’s where intent data comes in with daily dynamic intent signals so you can keep your audience fresh and relevant to who’s searching for your solution. You only need 20 people in your custom list to get started, but the bigger the better.
Setting up your ads
How to build Facebook audiences
When setting up audiences, you have two options – give Facebook a list to target or leverage Facebook’s native targeting option where you can set up audiences based on demographics. Facebook’s targeting can be very specific but it’s hard to pin down your exact ideal customer profile. Using your own custom list allows you to pinpoint exactly who you want to reach. Let’s talk about how to set up custom and lookalike audiences.
- In your Facebook Business Manager navigate to audiences and select “Create Custom Audience”.
- Select “Customer List” and CSV Format
- Make sure you follow the template provided by Facebook. The more fields you can include the better.
- Select Lookalike audience and the % similarity you want to build. Keep in mind, the bigger the percentage, the least similar the audience will be to your custom list, but the bigger it will be.
- We recommend building a few Lookalike lists at different percentages and testing them.
Building your ads
Now that you know exactly who you’re targeting you can craft ad copy that speaks directly to your audience. Build an ad set for each audience type and customize it to them as much as possible.
- Create an ad set for each of the audiences you built
- Set a campaign goal that matches what you’re trying to do. Abbas recommends Conversions as an objective.
- Name you ad based on the list you’re using
- Make sure your pixels are set up properly. If they aren’t, here’s a quick guide on how to set them up.
- In this case, Abbas recommends sticking with Newsfeed ad placements. You can also run A/B tests on which placements work best for you and optimize accordingly.
- Make sure to optimize your images and ad copy for desktop and mobile so you make the most of your ads.
Run these ads for about $5-10/each daily, and after 3-5 days start optimizing for what’s working. You’ll want to test them all at the same time since intent data is dynamic and you want to stay relevant.
What metrics to track
The metrics you should track all come down to what the goal of your campaign is. If your goal was traffic, make sure you’re measuring traffic. If it’s conversions, make sure you’re tracking and optimizing for those. Other general numbers to keep in mind are Cost per Impression (CPI), Cost per Lead (CPL), and number of clicks.
Some other ways to track metrics on your ads are with the use of UTM links or tools like HotJar to see the behaviour of contacts when they come to your site so you can learn and optimize from there.
Crowdlinker is an end-to-end digital product studio based in Toronto with a relentless focus on our customers. We connect people through technology by being the strongest link between companies, their ideas, and their clients. We do so by excelling at digital strategy, creative design, full-stack development of websites & web/mobile apps, and digital marketing (SEO, SEM, PPC, Marketing Automation). Our clients include large startups like Freshbooks, PostBeyond, League, and TopHat, as well as enterprises like Unilever, Nestlé and DHX Media. We excel at providing marketing and media solutions and other digital products requiring exceptional user experiences.
Preferred by the most innovative and data driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.