Change is constant in social media marketing. From emerging social networks to advanced targeting options, it’s easy to be overwhelmed. No need to play catch up, we’re here to help you stay ahead of the pack! We’ve identified the top Facebook Ad strategies your business should be taking advantage of in 2015. With over 1.35 billion active users, Facebook has become one of the most important platforms for digital marketing. Only behind Google, Facebook is the 2nd-most visited website on the Internet. If utilized effectively, Facebook Ads can provide businesses of all shape and sizes endless ways to drive customers to their website or in their door. Below are some of the top Facebook Ads strategies your business should be mastering in 2015.

Mobile First

With an abundance of different mobile and tablet products out there, the age of smartphones is upon us. Shift your thinking from desktop focus and mobile aware to mobile first, second and third. People, especially millennials, are glued to their phones and spending more time on them than ever. In addition, people are more frequently buying things on the go. Get the most out of your campaigns by tailoring your creative to mobile users.

Retargeting

What exactly is retargeting? Often referred to as “remarketing”, retargeting allows you to display targeted ads in front of an audience that had previously visited your website – as they browse Facebook. The ability to target a consumer after they have left your website is a huge benefit for your business. Retargeting allows you to follow up with people who might have otherwise turned into cold leads and re-engage them as legitimate prospects. You know they are interested in your business because they have already visited your website. Retargeting ads often get higher click-through rates and have proven to significantly increase conversions.

Custom Audiences & Lookalike Audiences

Custom Audiences is another powerful tool that savvy marketers can use to create precise targeted ads on Facebook. Custom audiences work by letting advertisers upload customer email lists and match those contacts to their Facebook profiles. This feature provides advertisers with a unique opportunity to connect with past, current and prospective customers on Facebook.

Lookalike Audiences is another targeting tool that finds audiences that “look like” a specific group of people. Facebook will look at all profile data of the people in your lookalike audience and match it with other users on Facebook. Lookalike audiences can be created from email lists, website visitors, or Facebook fans.

Video Ads

Did you know that the amount of videos on Facebook’s news feed more than tripled in 2014? Instead of highlighting a message in a blog post or linking to your website, you can create a short video to deliver your message more effectively. Facebook has recognized this trend and introduced videos that actually auto play in the newsfeed. Facebook video was so successful in 2014 that they announced Facebook surpassed YouTube for the amount of video views on desktop.