Back in 2016, Facebook announced that they were changing their News Feed algorithm to make businesses less visible.
Within just a few months your ability to reach new fans decreased over 50%.
You may have been skeptical at first, but now, there’s no choice.
Facebook advertising is the only way you’re going to reach your future (and current) customers.
That applies to B2B clients, too.
Facebook ads allow you to target them after work or while procrastinating throughout the day. No other advertising channel offers the same kind of potential.
The drawback, of course, is that you have to know what you’re doing.
Creating an ad campaign is often only the first step.
There’s a ton of other things to consider right before or after someone ever encounters your ad.
Thankfully, these eight Facebook ad tools can help.
They’ll give you all the information you need to understand what your customers want.
And they’ll show you how to do a better job of making that align with your own company goals.
1. Canva for Directional Cues
Building an audience is great, but getting clicks should be your number one goal.
You’re not after the vanity metrics necessarily. You want people to take action where it counts.
Directional cues can guide customers to your CTA, helping you squeeze out extra visits.
Explicit directional cues like arrows, lines, or shapes can tell people exactly what you want them to do next.
Here’s a perfect example in this Moz post:
Suggestive cues use imagery to guide the eye subtly. However, you can also use the people in an image, like this genius photo placement, to guide viewers to where they should be clicking.
Creating strategic images like this can be a hassle. You’d have to find a graphic designer, or be a Photoshop pro, to make these images do what you want.
Thankfully, you can use Canva now.
It’s a simple “point, click, and upload” tool that any marketer can use to create awesome ads on the fly.
The best part? Tons of Canva features are free.
Start by creating an account on the site. From there, select your presentation type.
Are you looking for a social media post template? A blog graphic? A Facebook cover page? Canva offers it all.
They’ve even taken care of the image dimensions for different Facebook Ad units. So there’s no resizing or cropping required.
Use the sidebar to find the editing tools. Upload your photos, add text and shapes, or choose one of Canva’s background photos to shorten the time it takes to get started.
For example, you can create something like this within seconds:
You can spend less time on image creation and more time on A/B testing image variations, instead.
2. Hotjar to Improve UX
Ultimately, it’s not the genius of your ad creative that gets people to convert.
Instead, it’s the experience people get once they hit your site.
What if you get users to your site from a Facebook campaign, but they click off because your site isn’t up to par?
How do you determine what’s driving them off of your site?
Hotjar combines tons of different feedback tools all in one place to help you keep users from bouncing in droves.
You can easily see your website through a customer’s eyes, revealing what might be making them click off or avoid certain pages.
And HotJar shows you what’s working (and what isn’t) by giving a visual of funnels, heat maps, and more. That way, you aren’t wasting time trying to figure out what a ton of random numbers and figures means.
Support within the tool exists for more than 20 languages, and you can add in surveys for customers to come up with new ideas for testing. Check out this example from Brik:
You used to have to pull all of this information from tons of different tools. But Hotjar houses it all under one roof so that you can spend less time crunching data, and more time driving up conversions.
3. Buzzsumo to Dominate Social Media
Do you know what people are reading and writing about in your industry?
Buzzsumo tells you, so you know if writing about a certain topic is worth it.
Why does this matter?
Because you’re competing against people’s family and friends on Facebook. You need to create content that can fit in seamlessly. The more newsworthy or noteworthy, the better chance you have at driving attention, clicks, and conversions.
You can even use Buzzsumo to find influencers to share your topic on Facebook or any other social media site with the tool.
Information for each influencer is also available, such as:
- Their number of followers
- Retweet and reply ratios
- Average number of retweets.
You’ll know which topics are trending, which ones get the most shares, and how people are sharing each kind of content.
A report will gather data to show you how many articles exist on any given topic and how many people shared them.
You can also see which platforms got the article the most attention.
Then, you can drive up your own results with this information to come up with ideas for blog posts, videos, or other content.
And the networking possibilities are endless.
4. Local Outreach with Yext
Are you forgetting about your local audience?
Local Awareness Ads through Facebook let you find customers in your area and target them.
Just enter the address of your business and select a radius that you want your ad to cover. Pretty simple, right? You can also target other demographics like age and gender, here.
There’s just one problem: only those who allow Facebook to track their location will see these ads. And if you don’t have good local-listings results, when people search for your business after seeing a Facebook Ad, your company might not even come up.
You can easily fix your online local-listings that people will search for manually with a tool like Yext, though.
The tool allows you to make “PowerListings” and corrects your existing ads in real time, adding in missing listings and updating fields like name, address, and phone number all at once.
Once you change your information in the tool, Yext updates it everywhere that your site has an ad listing.
Best of all, you’ll be able to start adding new reviews to boost your credibility. Especially with the help of this next tool.
5. Yotpo for Reviews
Yotpo lets you add product reviews to your site.
That’s great if you are a product-based company since almost 90% of people read online reviews before they commit to actually buying a product or service.
It takes about 4-6 reviews for a customer to trust you.
You’ve put in a ton of effort making sure your reviews are great, so you want to make sure that people are seeing them as soon as possible.
With Yotpo, you can add a review feed onto your site so that people are more likely to buy in a shorter amount of time. If you add it to a page that’s getting tons of traffic, you’ll see huge results.
You can even publish awesome reviews to Facebook and use it as the creative for your next ad.
Why waste time doing work you don’t have to when customers have already done the heavy lifting for you?
You can also integrate the service with a ton of other apps, which you’re probably already using, in a matter of minutes.
For example, just simply integrating Yotpo with product pages has the power to lift conversions 30-120%.
The platform lets you track customers that have shown an interest in your stuff so you can send out follow-up requests after they make purchases.
This means even more reviews.
Yotpo offers a free trial, so you can try it out before buying all of the site’s features.
6. Unbounce for Landing Page Design
As we discussed earlier, a great Facebook Ad campaign goes to waste if you don’t give users a reason to stay on your site once they get there.
You can fix bad UX by doing something as simple as improving your landing page design.
With Unbounce, you can create, publish, or test landing pages.
Or choose from a number of well-designed templates so that you don’t waste time designing pages on your own.
You don’t have to be a coding expert or a genius developer to make quick changes to pages once they’re published, either. It’s as easy as just a few clicks.
Unbounce Convertibles lets you add in targeted overlays on a web page with customized CTAs that come up on the screen when a user visits the page.
You can also control who sees these overlays by targeting each offer to a matching audience.
7. Hootsuite for Social Media Management
Do you ever get tired of switching from Facebook, to Twitter, to Instagram, and more? Or do you find Facebook’s post scheduling to be difficult to use?
Hootsuite is a social media management tool that allows you to combine all of your company’s social media accounts into one easy-to-use dashboard.
Reply to messages, comments, and mentions all in one place, and use analytics on the platform to measure followers, engagement, and more. Most importantly, Hootsuite allows you to schedule social media posts out in advance – so you won’t have to give ad campaigns a second thought.
You can manage 20 or more social profiles all in one spot, schedule posts across these profiles, assign messages to members of your team, and more.
Hootsuite Professional, which allows one person to access ten social profiles, is just $19.99 per month, while Hootsuite Team, which will work across 20 social profiles for three users, is $99 per month.
Hootsuite Enterprise is also an option, which allows you to have completely customizable features. You must contact the company for pricing for this feature.
8. AdEspresso to Master Facebook Ads
You saw this one coming, right?
You can also easily test out different variations of ads by altering headlines, text, or images in a matter of minutes.
Start out by creating the campaign. Give it a name and select all of the targeting details you want to run. For example, if you’re looking to drive people to a certain landing page, keep that target audience in mind.
Create your ad, beginning with some testing to get the best results. AdEspresso lets you set the ad and all of its variations up quickly to see how different variations perform.
Then, design your ad.
- Set up a carousel ad (with multiple images) or a normal ad
- Choose the page you want to target
- Add in headlines you want to use (You can select the plus button to add in more than one)
- Write the ad text and all of its variations
- Upload images or videos. AdEspresso integrates with Canva, as well.
- Configure conversion tracking, the audience you want to target and track, where the advertisement will appear, and more. You can use Google Analytics campaign tracking if you would rather track the ad from there.
AdEspresso will begin to test every version of your ad automatically, but you need to specify your demographic so that the tool can test that, too.
Then, publish the ad to Facebook and start tracking results.
Since you’ll have images ready to go before anything else, you could have over 50 different ads made in just a few minutes.
Find a summary of your goals and results with the summary chart, which will show you the ads that are performing the best on Facebook.
Then, you can just disable the others that aren’t performing well or living up to your expectations.
If you’re not using social media and Facebook Ads correctly, you’re missing out on a huge untapped audience that you can target to work in your favor.
Design beautiful imagery with Canva and improve your site with Hotjar to keep users from clicking off.
Use custom video audiences to funnel ads, and Buzzsumo to rule Facebook with influencers and hot topics.
Fix your local awareness efforts with Yext and integrate Yotpo to show customers your 5-star reviews right up front.
Don’t forget to design landing pages that will convert with Unbounce. Put it all together with AdEspresso to create, track, and alter campaigns more effectively than Facebook alone.
With these Facebook ad tools, you can see the kinds of results you want quicker, and you can acquire customers for a much smaller cost.
Garrett Mehrguth is the CEO of Directive Consulting and founder of Freshly Salted.
He has been published by Salesforce, Marketo, Moz, Convince and Convert, Marketing Land, Search Engine Land, SitePoint, Wordstream, and more.
He has spoken at Digital Summit, SMX, State of Search, 3XE Digital, Share 16, MozCon Ignite, Big Digital, General Assembly, and others.
You can find him on Twitter and LinkedIn.