define your acquisition strategy now!

Facebook Ads : définissez votre stratégie d’acquisition maintenant !

With more than 2 billion users around the world including those of Instagram, Facebook provides you with a large audience allowing you to strengthen your online presence. Marketers have understood this well, because more than 93% of them are present on Facebook. But do you know how to set up an acquisition strategy on Facebook Ads to improve your visibility and develop your business by boosting your publications?

Don’t miss your acquisition strategy via Facebook Ads

More than 5 million businesses use Facebook Ads as a traffic acquisition lever. This tool is also essential in the context of the digitalization of your company, because it allows you to stand out from your competitors provided that you put in place the right strategy.

Trainer training

A good acquisition strategy makes it possible to target new prospects in order to convert them into customers. Therefore, you must determine the best approach to apply to improve your visibility and develop your business by boosting your publications.

The platform also has a powerful algorithm allowing it to choose the appropriate content for each user. Over time, you can adapt your acquisition strategy in relation to your marketing objectives or the expectations of potential customers. In any case, the implementation of an acquisition strategy is done in several stages to guarantee a better efficiency of your marketing campaigns.

Define the target of your advertising campaigns

Due to the great diversity of the audience on Facebook, define your target audience in advance. Consider different parameters such as demographics, location and languages ​​used. You can also refine your targeting by adding other criteria:

  • The training courses taken by users;
  • Their professional activities;
  • Their income;
  • Their areas of interest.

It is even possible to obtain behavioral data for personalized targeting. Facebook collects important personal data about its users on a daily basis.

You can thus obtain from Facebook the maximum information about the targeted profiles, since the algorithm performs an extensive analysis of all users.

Choose the right audiences for your campaigns

When establishing an acquisition strategy using Facebook Ads, determine the best type of audience. This depends on the goals you want to achieve.

Main audiences

Primary audiences help you get noticed by consumers. You mainly work on the reach of your advertising campaigns in order to give visibility to your activity. The goal here is to arouse their curiosity and get them to check out your website and pages via social media. The discovery phase will lead them to engage even more, because you certainly offer solutions to their problem.

Lookalike audiences

To target new prospects, use Lookalike Audiences. You determine the user profiles to target based on those of your existing customers. Whether you have 100, 1000 or more, they have common characteristics allowing you to target prospects who will be more responsive to your advertising campaigns. Keep in mind that Facebook Ads is indeed a low-intent advertisement. Users view an ad appearing in their News Feed when they really care.

Custom Audiences

You can also launch custom audiences through retargeting campaigns. These concern people who have already interacted with you, in particular those who have already visited your web pages. While more than 70% of your visitors usually leave a website without buying anything, you need to adopt a strategy to win them back in order to convert them into customers. Consider, for example, sending them additional content with convincing arguments.

Adopt an effective communication strategy

With Facebook Ads, you have a wide variety of placements. If your advertising messages can appear in the news feed of the target users, the stories also give you good visibility. In addition, you can work on campaigns aimed at Instagram users.

Vary the messages published

On Facebook Ads, you can choose between different formats of advertising messages: photos, videos or even sponsored links. Vary your campaigns so as not to tire users. Also use the right marketing arguments such as:

  • The strengths of your services or products;
  • An offer not to be missed ;
  • A valid offer limited in time by creating an effect of urgency with consumers.

You can renew all these approaches over time by only changing the date or other useful information.

Optimize the sharing of your marketing campaigns

When defining your acquisition strategy on Facebook Ads, remember that Facebook is a social exchange platform. When developing a marketing campaign using Facebook Ads, consider the possibility of creating an oil stain, i.e. getting users to relay your posts to members of their community. It can be an unmissable opportunity or the last article you posted online. Whatever the case, always make sure that your content adds value to the audiences you are targeting.

Prioritize the most qualified profiles

At this stage, focus on visitors who already have a high level of engagement, i.e. people who have already viewed more than two pages of your website. The same goes for consumers who have abandoned their shopping cart. You need to seduce them again with more subtle and less invasive ads. You can also redirect them to a private message conversation to offer them personalized support until the purchase is finalized.

Perform real-time testing

In any case, favor clear and concise messages, with an attractive and captivating visual and above all put yourself in the shoes of potential customers. To determine if your advertising campaign is having the desired effect, don’t hesitate to carry out a real-time test phase. This will give you concrete data on the effectiveness of your Facebook Ads acquisition strategy. It is possible to make the necessary modifications if necessary in relation to your KPIs if the strategy is not conclusive. You can then apply it at scale based on defined audiences.


Facebook Ads is a powerful marketing tool that allows you to target new prospects and expand your customer base. By following these different points, you will be able to put in place an effective strategy and optimize this traffic acquisition lever, which is now essential in your digital marketing strategy.

To deepen and master the subject, do not hesitate to take a look at this certifying webmarketing training which offers a social media strategy component.

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