How To Run Facebook Ads Without A Website | FB Ads Q&A Ep3 | Ben Heath

TL;DR

Ben Heath discusses Facebook ad strategies without a website.

Transcript

• Hi guys it's Ben Heath from Lead Guru and welcome to my weekly Facebook ads Q&A show. So during these videos I answer some of the questions that I get asked about Facebook advertising through my YouTube channel, from people in my Facebook group. So if you want your question to be answered next week, go ahead and either leave a comment below this ... Read More

Key Insights

• Facebook ads can be run without a website, but options are limited to certain campaign types like messenger or brand awareness campaigns.
• Direct sales to cold audiences can be effective for products under $200, but more expensive items require warming up the audience.
• Engagement bait ads, while effective in the past, face stricter scrutiny and may not get approved if not compliant with Facebook's policies.
• Once a Facebook ad's frequency cap is set, it cannot be changed. The workaround is duplicating the ad set with a new cap.
• Lead generation campaigns on Facebook can generate high volume leads, but sending users to a website often results in higher quality leads.
• Mobile newsfeed placement is dominant, but retaining desktop placements can capture additional traffic without significant drawbacks.
• Retargeting can be done based on ad engagement rather than just views, offering a more engaged audience for follow-up campaigns.
• Campaign budget optimization, soon to be mandatory, allows Facebook to allocate budget efficiently across ad sets, optimizing performance.

Questions & Answers

Q: Can you run Facebook ads without a website?

Yes, you can run Facebook ads without a website by focusing on campaigns like messenger or brand awareness. These types of campaigns don't require a website, as they aim to engage users directly on Facebook. However, having a website can enhance your ad strategy by providing a more professional appearance and additional conversion opportunities.

Q: Can you sell directly to cold audiences on Facebook?

Selling directly to cold audiences on Facebook is possible, especially for products under $200. These lower-cost items don't require extensive audience warming. However, for high-ticket items, you need to build trust and demonstrate expertise through content and preliminary campaigns before making direct sales offers.

Q: Can you still run engagement bait ads on Facebook?

Engagement bait ads, which encourage users to interact with ads, face stricter scrutiny from Facebook. While they were effective in the past, Facebook's policies now often flag such ads, preventing approval. It's crucial to ensure the ad content is relevant and compliant with Facebook's guidelines to avoid issues.

Q: How do you change a Facebook frequency cap once it's already published?

Once a frequency cap is set for a Facebook ad, it cannot be changed. The recommended approach is to duplicate the ad set, adjust the frequency cap as desired, and then pause the original ad set. This method circumvents the restriction and allows for effective campaign management.

Q: Why bother creating a landing page when you can use Facebook lead ads?

Creating a landing page can lead to higher quality leads compared to Facebook lead ads, which are great for volume. A landing page allows for more detailed information capture and provides a more controlled environment for converting leads, potentially resulting in better long-term customer relationships.

Q: Should I just focus on the mobile newsfeed placement if that's where most of my traffic comes from?

While the majority of traffic may come from the mobile newsfeed, it's advisable to retain desktop placements. Facebook's algorithm optimizes ad delivery across placements, ensuring effective reach. Removing desktop placements could inadvertently limit potential engagement and conversions from that segment.

Q: How can I retarget people that have seen my ad?

Retargeting on Facebook is possible by creating custom audiences based on user engagement with ads, such as clicks or interactions. While you can't directly retarget viewers, engagement-based retargeting often yields better results, as it focuses on users who have shown interest in your content.

Q: Should you use campaign budget optimization?

Campaign budget optimization (CBO) is recommended as it allows Facebook to dynamically allocate your budget across ad sets for optimal performance. With CBO becoming mandatory, starting to use it now can help you adapt to the upcoming changes and improve your campaign efficiency and results.

Summary & Key Takeaways

• Ben Heath explains that Facebook ads can be run without a website, focusing on messenger and brand awareness campaigns instead. He emphasizes the importance of eventually setting up a website for better ad performance.

• Selling directly to cold audiences is feasible for low-cost items, but higher-priced products require building trust through content and preliminary campaigns. Engagement bait ads are less effective due to Facebook's policy changes.

• Heath advises using campaign budget optimization to let Facebook allocate budgets efficiently across ad sets. He also suggests using Pixel Cat for installing Facebook pixels on WordPress and recommends coupon-based lead generation for restaurants.