Sometimes you'll really hit the numbers when it comes to people reading the content on your site; whether it’s a blog or something product-related.

They’ll click through your content, and you know they are engaged…

But you are failing to sell them anything.

Sometimes it's worse. You're writing great blogs and papers…

But you have trouble getting people to read them.

For both of these challenges, why not try Facebook’s paid advertising feature to enable you to really get your content directly to your audience?

B2B or B2C? And why should I try Facebook ads?

It’s true - Facebook ads aren't perfect for every business.

If you are in the B2B space and targeting medium to large company C-suite employees, you should probably place your bets on using the LinkedIn ads platform.

But, if your product or service can really help an individual -  even if it has a business spin on it - you should be good with Facebook ads.

An added bonus of using this platform for paid advertising is that, similarly to LinkedIn, any resulting ‘Likes’, comments or shares are visible to all – allowing you to potentially benefit from gaining some positive ‘social proof’ for your brand.

What content should I use in my adverts?

Some content is going to work better in your adverts than others, right?

1. Push old, borderline amazing articles in the right direction

Find old articles which previously received a high engagement rate (social or in the comments) and traffic, but have had a low conversion rate.

These are your golden eggs covered in goose feathers. All that’s needed now is a bit of work to update and upgrade what you already have to hand. Change the call to action (CTA) or the end offer.

Do you have a free product they'll really like now? That could work better.

This renews the possibility that your content will now convert traffic better, and attract new traffic too. If the piece of content you’re planning to re-use is about a year old, your current fans shouldn't feel annoyed if they happen to see it again.

2. Dig out, and look to reuse, your best-performing article from the past

Again, locate old content – but this time, focus on the ones which have already achieved a healthy conversion level. All you need to do now is revive them by updating any wording which needs to be amended to remain relevant, and then you can relaunch them via your new Facebook ad campaign.

3. Use a brand new piece of content

If you're happy with your content strategy, and think the messaging and ‘value factor’ for the reader is spot-on, update any of your engaged viewers (e.g. website viewers) with your new content (details on that in the next point.)

You put the energy into writing a great article, so it would be a shame if your fans didn't get to see that it exists.

Who should I target?

Targeting is a vastly underrated part of your advert set-up - it's one of the main things I see businesses not put in enough time or effort into. Here are my tips on targeting:

4. Re-target website visitors

Why? People who already know you, probably like you more than the average guy scrolling through his feed. They also won’t mind as much when it comes to you putting content in front of them. Familiarity breeds comfort, and that means they are more likely to be receptive to what you have to say.

How do you do it? Retarget anyone who has consumed your content via the Facebook pixel by creating a ‘custom audience’.


If you’ve previously set up the tracking for your product pages and your blog, it should all be there waiting for you to use!


5. Keep it relevant

If you cover different topics and niches on your website, make sure your URL structure is organised in a way that shows this. That way, you can re-target the correct people based upon those different URLs, and keep your ads relevant for your viewers.

6. Selective re-targeting

Do you want to save ad spend and only show your ads to people who really like your stuff? Or do you have a lot of traffic?

Do you suspect that a notable proportion of your website traffic may be people viewing your website who are just looking at it out of curiosity, or as a mistake?

If so, then it's time to get selective in your targeting:

  • Target the top 25% viewers (right now I've only found the option on some accounts)
  • Target people who viewed between 2 and 5 pages (depending on your type of website, industry and its size, look at your Google analytics stats for a better idea)

Getting More Results

7. Show ads which encourage a conversion to your most engaged audience members

This is where you advertise either some ‘lead magnet’ content (e.g. download a free white paper on how to do x) or a special offer (e.g get 25% your subscription) to your most qualified and engaged visitors (based on website visits).

Another good way to qualify readers is examining how recently and how often they have been viewing your content. You can make the assumption that this group of people may have a problem they need to fix, right now, and they’re researching their options. These people will likely be receptive to a ‘related’ lead magnet.

Try to identify a theme when looking at their viewing history, and send them a lead magnet which might well solve that problem for them, or tick a box for them in terms of their interest.

You’re showing this type of Facebook ad to ‘warm’ viewers, so the clear call to action within the advert shouldn’t turn them off; in fact it should ensure that your conversion rate ultimately increases.

More advice from Oliver on creating successful Facebook ads, here.