Author: Franz Malten Buemann

In 2020, the number of monthly active users on Facebook was 2.74 billion.
Based on that statistic alone, it goes without saying that marketers need to be on Facebook.
And they are — in fact, in 2020, there were 10 million active advertisers using Facebook to promote their products and services.
But how can you ensure you’re targeting your unique audience while also breaking through the noise of all of the other ads on Facebook?
With the help of Facebook ad software.

Facebook Ad Software
Facebook ads are an effective way of getting in front of your target audience on the platform.
In this article, we’ll review 1) what Facebook ad software is, 2) why it’s important, and 3) popular ad tools to choose from.

Benefits of Facebook Ad Software
Here are examples of the beneficial features you get from using Facebook ad software.

Targeting and customer segmentation to help you reach your audience based on their behaviors, characteristics, and traits (e.g. location, demographics, age, past actions or purchases, languages).
Automation to expedite the processes of creating and sharing ads, data collection, and reporting.
Reporting to share, visualize, and analyze all of your Facebook ad and contact data.
Customization to create ads and CTAs that help you achieve your specific goals.
Ad creation for different points in the buyer’s journey and for new and returning leads/ customers.
Integrations to connect your Facebook ads and data with other business, marketing, and social media tools.

By incorporating Facebook ad software in your strategy, you’ll have the ability to tap into the benefits listed above and more.
1. HubSpot Ads Software

Best Facebook Ads tool for: Managing and creating personalized Facebook ad campaigns all within your CRM/ HubSpot.
Price: Free, $45/mo Starter, $800/mo Professional, $3,200/mo Enterprise

With HubSpot Ads Software, you can use your CRM data to create and optimize customized and highly personalized ads for your target audience. Report on those ads to determine which are converting audience members into paying customers.
HubSpot offers direct integration with Facebook, LinkedIn, Google, and Instagram so you can easily create, share, manage, and report on your ads all through one tool. Report on the ROI of individual ad campaigns across Facebook and those additional platforms.
HubSpot also has automated lead follow-up — meaning, once your ads do what they’re supposed to (convert leads!), it automatically saves their contact details and routes those leads to the right reps on your team.
Pro Tip: Use HubSpot Ads Software to manage and personalize your Facebook Ads with your CRM data.
2. Facebook Ads

Best Facebook Ads tool for: Creating ads tailored to your target audience within Facebook on a pre-determined budget.
Price: You determine the price of Facebook Ads by deciding 1) how much you want to spend on your ads or 2) the cost of each result of your ads.

Source
Use Facebook Ads to tailor ads to your target audience by first selecting your business type and goal.
Facebook makes it easy to then create, publish, and edit ads, as well as track and share their performance across any of their platforms (e.g. Facebook, Messenger, Instagram, etc).
Customize ads by selecting one of the six available formats as well as the specific audience you’re going after based on their behaviors, characteristics, demographics, and more on the platform.
Stick to your ad budget on Facebook by setting a daily and/or lifetime budget and determining the amount of time your ads will run. As a result, you’ll only spend the amount you set aside on your ads.
3. Qwaya

Best Facebook Ads tool for: Ensuring your target audience sees fresh ads on Facebook using the tool’s automatic ad rotation feature.
Price: Plans starting at $149/mo

Qwaya is an ads tool for Facebook and Instagram. It allows you to identify the right audience segments for your ads with A/B testing and targeting criteria. The tool makes it easy to test ad types, ad placement, text, images, and more on Facebook.
Qwaya automatically manages your audience segments and ads for those segments¸— ads and audiences are placed in a “campaign and ad set” folder structure to keep all information organized accordingly. You can also automate the process of running your ads when your target audience is most likely to be on the platform (e.g. certain time of the day and/or week).
4. AdEspresso

Best Facebook Ads tool for: Split-testing Facebook ads and saving the most successful ads and creative elements for easy, future access.
Price: Plans starting at $49/mo (billed annually) for a $1,000/mo spend limit.

AdEspresso is an advertising platform by Hootsuite with features for ad creation and management across Facebook, Instagram, and Google Ads.
By making it easy to split test all aspects of your Facebook ads (e.g. creatives, headlines, images), AdEspresso helps ensure they’ll reach and resonate with your target audience so you can increase conversions.
Once you determine which Facebook ads work best through split testing, save ads and creative elements in the tool for easy access across your team.
You can also bring your product catalog into AdEspresso to create dynamic ads for your individual products that are tailored to your audience. These relevant product ads will then be placed in front of your audience when they’re most likely to convert.
5. SocialPilot

Best Facebook Ads tool for: Using a single social media marketing platform for Facebook ads and “boosting” those ads to increase their reach.
Price: Plans starting at $25.50/ mo for 10 social media accounts and one user.

Source
SocialPilot is a social media engagement platform with a tool meant specifically for Facebook ads. With this tool, you can create, schedule, and manage your Facebook ads.
With audience targeting, customizable CTAs, and dynamic ad content, SocialPilot helps you create Facebook ads that generate high-quality leads.
Use the “Boost Posts” feature (paid ads offered by Facebook) to increase the reach of your ads. Once you create your ad, select your audience, and set a budget, SocialPilot will publish the ad and immediately “boost” it for you to increase reach among your target audience.
Additionally, if the platform believes you’ve scheduled an ad that would do especially well with a “boost”, SocialPilot will give you that suggestion.
6. Revealbot

Best Facebook Ads tool for: Merging multiple actions into individual automations to save you time and increase productivity when it comes to your Facebook ad strategy.
Price: Plans starting at $83/mo for maximum ad spend of $10,000/mo.

Revealbot is a Facebook ad automation and management tool. Use the drag-and-drop automation builder to establish automation for all parts of your Facebook ad strategy — you can set more than 20 actions for single automation to save you time.
Connect your external marketing and ad data to Revealbot to report on and analyze ads while maintaining a holistic view of your data.
Track and analyze ad data you care most about by creating unique and/or customized metrics and timeframes in your conditions. You can also use comparison conditions to compare and visualize metrics to better understand the performance of your ads.
7. Madgicx

Best Facebook Ads tool for: Using artificial intelligence (AI) to optimize and automate your Facebook ads.
Price: Plans starting at $49/mo for up to $1000/ mo ad spend.

Madgicx is an AI-powered, omnichannel advertising platform with a Facebook ad optimization and automation tool. Over 100 audience targeting options exist to help you develop a customized advertising strategy that covers every stage of the funnel.
Input your KPIs targets in Madgicx’s PPC tool so it automatically optimizes your account. Meanwhile, the AI-powered creative intelligence feature analyzes the performance of your ads and creatives based on a variety of data points.
As a result, you’ll have the information you need to target all of your buyer personas both effectively and efficiently.
Improve Upon your Campaign Strategy With Facebook Ad Software
Facebook ad software has the ability to help you create, optimize, and analyze your advertisements and campaigns on the platform. Begin improving upon your Facebook ad strategy by incorporating one of these tools.

It’s common for people to visit websites without converting — maybe they’re conducting product research, educating themselves on your brand, or weighing out the advantages of your product versus one of a competitor.
All of these actions are normal but they’re not always ideal for your business — you want those visitors to stay on your site and convert (e.g. provide their contact details, sign up for your newsletter, or make a purchase).
One way to help accomplish this — and avoid customers coming and going without converting — is with the help of exit intent pop ups.

In other words, exit intent pop ups know when one of your visitors is about to leave your website — they serve a visitor a valuable offer/ message that’s designed to keep them on the page (and, hopefully, influence them enough to convert). 
How do exit intent pop ups work?
Imagine a visitor is on your ecommerce site — they’re browsing your product line. They then decide they want to exit the web page they’re on and they move their cursor out of the frame/ boundaries of your website. But a pop up appears with an offer (e.g. coupon code, free ebook, free trial, etc.) that they stay on the page to read. They click your CTA and convert in the way you intended them to.
So, exit intent pop ups make it possible to retain visitors on your site for longer periods of time, increase conversions, decrease cart abandonment rates, grow your email subscriber list, and more. 
What about exit intent pop ups on mobile sites?
Your target audience is bound to browse your site via mobile device. But if exit intent pop ups work by tracking cursor movements, then how does this strategy work on mobile devices? 
Exit intent pop ups will often appear on mobile devices after one of two actions are completed by visitors. 
1) A visitor scrolls down your web page at a normal pace, but then rapidly scrolls back up to the page. 
2) A visitor presses the “Back” button on the screen. 
How to Implement Exit Intent Pop Ups
The easiest way to implement exit intent overlays on your web pages is with the help of a tool specifically designed to do just that.
Let’s take a look at the features and benefits you can get out of one of these tools by looking at an example.
Exit Intent Pop Up Software: HubSpot Exit Intent Forms

Price: Free forever, $45/mo (Starter), $800/mo (Professional), $3,200 (Enterprise)
HubSpot’s Exit Intent Forms track visitor mouse movements and clicks on your website and then display your form when visitors appear to be leaving. In addition to showing your customized exit intent form, HubSpot can send automated emails (e.g. cart abandonment) and re-engagement campaigns or content.
Implementing exit intent forms with HubSpot is simple and quick — you simply embed your exit intent messaging on your website. HubSpot also allows you to customize your message, theme, and pop up timing.
With HubSpot, you can also:

Customize your exit intent form’s location, branding, and messaging.
Trigger email campaigns once visitors leave your website to reengage them.
Integrate with your other systems for marketing, forms, and meeting scheduling without the need for additional development (e.g. Zapier, Shopify, WordPress, etc.).

Other tools on the market to help with exit intent pop ups are Optinmonster, Sleeknote, and Informizely.
Why would you use an exit intent pop up?
When they’re used and shared on the right web pages at the right time, exit intent pop ups are an effective strategy for increasing revenue. This is because they help you lower cart abandonment and increase retainment, form submissions, and subscriptions on your website.
To better understand how exit intent pop ups work, put yourself in the shoes of your website visitors for a moment. Imagine you’re browsing a website with a specific product that you like and/or believe can help you resolve a challenge you’re facing.
But you then say to yourself, “Ehh, I’ll think about it and come back to this later.”
You move your cursor to the top of the screen to exit the page. But suddenly, a pop up appears on the screen — it’s a coupon for 20% off your first purchase.
You’re likely going to consider applying that coupon code and purchasing the product now, right?
Exit intent pop ups work by providing customers and website visitors with the value that they wouldn’t otherwise have had on the landing, web, or ecommerce page.
An important piece of information to note is that exit intent pop ups should be used when people haven’t already taken action — this feels redundant and impersonal to your visitors.
For instance, if someone already clicked your CTA to subscribe to your newsletter — which shares discount codes and information about product deals — then you shouldn’t show them an exit intent pop up with that offer.
Exit Intent Popup Examples
In this section, we’ll review some of the best exit intent pop up examples.
Best Exit Intent Pop Up Examples
Here are some of the best exit intent pop up examples for lead generation to inspire and guide your exit intent pop up creation.
1. Cart Abandonment Exit Intent Pop Up Example

Source
Why it’s effective: This cart abandonment exit intent pop up is effective because it appears on the page the moment someone who has an item in their cart moves their mouse towards the “exit” button on the screen.
Not only does it remind visitors that they are leaving items in their shopping cart, but it also asks for feedback about why the visitor is deciding to move forward without making a purchase.
This is unique and powerful because it shows visitors that the company cares about them on a personal level — they want to know their opinions, challenges, feedback.
These are the types of customer experiences that leave a good impression on visitors and leads even if they don’t complete a purchase. You’re offering them a personal experience that may lead them to come back in the future or promote your business among their networks by word-of-mouth.
2. Email/ Newsletter Subscription Exit Intent Pop Up Example

Source
Why it’s effective: The moment you scroll back to the top of the page and move your mouse out of Omsom web page’s framework, a bright exit intent pop up appears with a form so visitors can sign up for the Omsom newsletter.
The pop up is well-timed, on-brand and eye-catching (even for someone who has the intention of leaving the page), and clearly states the value a lead will get out of submitting the form (getting the latest brand information, recipes, tips, and “hot takes”).
3. Discount on Purchase Exit Intent Pop Up Example

Source
Why it’s effective: If you go to leave the Elaluz landing page an offer appears on the screen with a 15% off discount. Whether a visitor was thinking about moving forward with a purchase at that moment in time, the coupon is enticing for anyone on the site.
In addition to influencing purchase behavior with the coupon code, it also requires an email address — meaning those visitors who want the code must convert whether they use the code that day or not.
4. Exclusive Offer Exit Intent Pop Up Example

Source
Why it’s effective: When you go to leave Curls’ landing page, you’re shown an exit intent pop up that asks you if you’re leaving. It then succinctly tells the visitor what they’ll be getting out of submitting the form.
In addition to this exit intent pop up’s timing being effective, it’s also located in an ideal spot — it’s at the top of the page, where a visitor who’s leaving the page naturally has to move their cursor. Lastly, it’s unique because it makes the offer a surprise — visitors know they’re getting an “exclusive offer” but they don’t know exactly what that offer is which is exciting and enticing.
5. Resource Offer Exit Intent Pop Up Example

Source
Why it’s effective: When you’re on ActiveCampaign’s blog and you go to leave the page, an exit intent pop up appears with educational resources. It’s a free guide with six emails for your “welcome series”.
Not only is ActiveCampaign positioning itself as valuable because they have helpful information to share with their target audience, but the company is also positioning itself as a thought-leader in the industry.
Additionally, although the offer is free, visitors who want it have to submit their email address ¸— meaning, a new lead and contact for the business.
Other Ideas for Exit Intent Pop Ups
These aren’t the only five types of exit intent pop ups you can create and implement. You can offer your target audience anything you believe they’ll find valuable, whether it drives leads or not — here are some more ideas:

Free shipping
Contest entry
Blog subscription
Customer experience survey
Course or lesson
Customized offer of some kind based on past buying experiences
Product demo

Increase Conversions With Exit Intent Pop Ups
Exit intent pop ups are a simple yet powerful marketing and lead generation strategy. Once you implement them, you’ll be able to retain more audience members on your website and increase conversions and revenue.

When it comes to email surveys, you have to tread lightly. About a third of survey recipients tend to leave them unfinished, and the majority will dump them in their trash folders if they contain the word “Survey” in the subject line. However, surveys are critical for remaining competitive. They’re a necessary component in understanding…
The post Here’s How To Get More People To Fill Out Your Email Survey appeared first on Benchmark Email.

submitted by /u/JoebertSebua [link] [comments]

For many businesses, social media is an intimidating landscape. You know that you need to be on several platforms to reach your audience, but you’re not entirely sure if your content is getting enough organic reach to make the time investment worth it.
To add to that, you’ve been collecting followers and page likes for years and your audience is somewhere in the thousands. Why then, do your posts only reach a few hundred people at a time?

Thanks to complex social media algorithms, your posts will only reach a fraction of your actual audience. This means that no matter how good your content is, it will never be seen by everyone who could benefit from it. Sure, every once in a while, a post may be liked, commented on, and shared so many times that Instagram or Facebook deem it worthy to be seen by the masses… but that shouldn’t be your only strategy.
If you need to get it in front of a lot of people to introduce a new product, announce an event, or just spread awareness about who you are and what you do, it’s time to invest in paid advertising.
Facebook Advertising
Within Facebook, you’ll find two types of paid advertising: boosted posts and Facebook ads. Let’s take a look at what each of these is and their pros or cons.
What is a boosted post?
A boosted post is a post that you’ve made on your page’s timeline that you can boost to an audience of your choosing for a fee. It’s a very easy way to get your posts in front of more people who may not know who you are and what you do.

When you boost a post, you’ll be asked a few questions to help optimize the experience. These include:

Who do you want to reach? This prompts you to choose a targeted audience who may enjoy your content.
What is your budget? Pick a max budget that you’d like to invest over the life of your campaign.
How long do you want to run your boost? Facebook will take your max budget and divide it by the number of days, then apply your investment accordingly.

Pros of Boosted Posts

Boosted posts can be a great way to help your content reach more people.
They are easy to set up as you work directly from your timeline.
Compared to other forms of advertising, they can be more affordable

Cons of Boosted Posts

These still show up as “ads” to your audience so they’ll know that you paid for the reach rather than it happening naturally.
You have limited customizability when it comes to creating your ideal audience.

What is a Facebook ad?

Unlike boosted posts, Facebook ads are created in the Ads Manager where you’ll have many more customization options to choose from.
Pros of Facebook Ads

You can choose where your ad is placed. In addition to the Facebook time and Instagram, you can also choose from the Facebook News Feed side ads, Messenger ads, Instagram stories, instant articles, and Audience Network.
Be goal-oriented by choosing an objective early on in your ad building. This can help you align your marketing strategy with your business goals. You can choose from options like store traffic, conversations, and lead generation.
Get creative. Facebook ads include carousels, allow for specific descriptions, and provide a call-to-action button to motivate your audience to do something.
Customer your audience. Facebook ads give you more options to identify and reach your ideal audience. They also have advanced tools that allow you to create “lookalike audiences” and create overlapping audience types.

Cons of Facebook Ads

Facebook ads can be complicated to create and require more in-depth knowledge of your ideal audience.
Ads are created from scratch rather than boosting an existing post that’s already doing well.
Facebook ads can be more expensive than boosted posts.

Boosted Post vs. Paid Ad
Both options can provide additional reach, so how do you know which is best for you? Even with knowing the pros and cons of boosted posts and Facebook ads, the real decision comes down to your goals and what you hope to get for your money.
Before we dive in, it’s important to note that whether you choose a Facebook ad or a boosted post, both will show up on your bill as an ad.
Boosted Posts are good for bringing your business more exposure because it helps your posts reach audiences that may not be familiar with your brand. They are helpful for raising awareness but are not necessarily effective for converting customers or donors.
Consider Boosted Posts If You Want To:

Grow your following
Develop brand awareness with a new audience
Increase audience engagement on your Facebook page
Improve visibility on your best posts
Host promotions or giveaways
Get more website clicks

It’s always best to boost posts that are already doing well with organic reach. This will allow you to maximize your budget while increasing engagement.
For example, let’s say that you’ve got an amazing success story testimonial. A customer used your product and had phenomenal results. You’ve got a relatable character, strong visuals, and a wonderful outcome. You’ve shared this story as a post and notice that it’s getting a lot of engagement from your audience. Hundreds have liked it, commented on it, and several have even shared it.
This presents a wonderful opportunity for you to boost the post and be seen by potential customers who may not know your business existed. You’re not necessarily looking to convert customers right then and there (although you certainly wouldn’t say no!), but rather to introduce your company and what you can do, to a larger audience. In this case, a boosted post may be the perfect way to spend your advertising dollars.
Maybe though, you’re looking to do more with your advertising budget. You want to capture leads, convert customers or donors, and see both a short-term and long-term benefit from your investment. If this sounds more like your advertising goals, you may want to invest in Facebook ads.
Consider Facebook Ads If You Want To:

Convert website visitors
Generate leads
Drive traffic to your store
Get orders for your store
Have your videos seen by more individuals

Perhaps you just opened a new brick-and-mortar location or have expanded your business to sell products online. You not only want people to know about your business and what you do, but you want them to take action and shop in your store.
You’ve got a decent social media following, however, you’d like more than just your regular audience to know about your latest expansion. You understand your ideal customer or “avatar” and rather than build an audience from scratch, you’d like to target people who are just like your existing customers and are ready to buy. In this case, a Facebook ad will help you better reach your goals.
Boosted posts and Facebook ads both have their place in robust marketing and advertising plans. The key is to learn when to use each one so you can capitalize on your effort and get the best results for your business.