How to Sell on Facebook: A Detailed, 9-Step Guide

Sell on Facebook

The main goal of any brand on Facebook is to eventually bring in revenue. Without that revenue (barring very few exceptions), you’re wasting your time.

I’ve written before about how I got a 35X ROI during a month of Facebook ads. I also wrote about how you can create a Facebook sales funnel.

But today, I want to focus on the specific steps involved in creating Facebook ad campaigns that lead to sales.

Look, I get it. You’re tired of the scammers. All of the promises. All of the shortcuts that don’t work. I’m tired of seeing that garbage, too.

This isn’t a get-rich-quick scheme. It takes work. But you actually can make money on Facebook. It takes a relevant audience, the proper tools and a strategic process.

Here’s how…

1. Create an Organic Post

The first thing you’ll want to do is create an organic Facebook post that announces your product to your Fans. But you must do this with advertising in mind.

So when creating that post, consider the following:

* I’ve found that link shares, particularly with the bigger thumbnails, are most effective at driving traffic. There are some exceptions, but you should test this.

Facebook Organic Post Sales

These steps are extremely important. The right dimensions will assure that the thumbnail image will stretch across the width of the News Feed on desktop and mobile. A quick call to action is important since text is truncated after 90 characters on a mobile device.

If you’re really savvy, you can also combine these efforts with Google Analytics and use URL parameters to track the success of this organic post in driving conversions.

2. Create a Conversion Pixel

Next up, you want to start preparing to advertise this and other posts that will hopefully lead to offsite conversions. A big help here is Facebook Conversion Tracking.

You’ll need to set up a Conversion Pixel for this to work. That pixel will go on the “Success” page of your website, alerting Facebook that a conversion is complete.

To get your Conversion Pixel, click on “Conversion Tracking” on the left side of Power Editor. Then click the green “Create Conversion Pixel” button on the right.

Facebook Power Editor Create Conversion Pixel

You’ll be able to create a Conversion Pixel for any of the following conversion types:

  • Checkouts
  • Registrations
  • Leads
  • Key Page Views
  • Adds to Cart
  • Other Website Conversions

For more information on how to set up Conversion Tracking, go here.

3. Promote the Post to Fans

Wait. Don’t use that Boost button! You’ll do this in Power Editor.

Create a new campaign and make sure the name has a solid structure. I’d name it something like this:

[What you are promoting] – Promoted Post – Fans Only – All Placements

You’d do something similar for the names of each of the ads you’re going to create. Make sure that any variations are clear within the name.

Now you’ll want to create an ad “for a Facebook Page using a Page post.”

Facebook Power Editor Promoted Post Type

Then select the post you want to promote.

Facebook Power Editor Promoted Post Select
We’re going to start off by using all placements — desktop News Feed, mobile News Feed and sidebar. We’ll let the results tell us what works best.

Since you set up a Conversion Pixel, check “Track conversions on my website for this ad” and select the pixel that you’re using.

Facebook Power Editor Select Conversion Tracking

To target only your Fans, go to “Audience” and enter the name of your Page under Connections for the field “Target users who are connected to…”

Facebook Power Editor Promoted Post Connections

4. Create Unpublished Post Variations

You don’t want to rely too heavily on one ad. The imagery or copy may not be the best combination that will lead to conversions. So you need to create variations.

However, you don’t want to create variations that appear organically and then clutter up your Page with a bunch of nearly identical posts. You’ll instead create Unpublished Posts that will be used as ads but will otherwise appear almost exactly like an organic post would in the News Feed.

Select the first ad you created and click the “Duplicate” button.

Facebook Power Editor Duplicate Ad

Then rename it so you know that this is for an Unpublished Post — you may want to include details regarding the specific variation.

Now within Creative of that ad, click “Create New Unpublished Post.”

Create New Unpublished Post Facebook

The two things you must complete are the URL and Post Text. The rest will be automatically pulled from the post, but you may want to customize them.

  • URL: The link you are sharing
  • Post Text: Custom copy above the post
  • Link Headline: The title of the article that is linked
  • Link Caption: The domain that appears under the Link Headline
  • Description: The copy that is pulled in from your website that goes under the caption
  • Picture: The thumbnail image

Here’s a visual example…

Facebook Unpublished Post Fields

Duplicate an ad each time you want to create a new variation. I’d recommend creating three to start.

5. Target Your Email List

Your Fans, if they are highly relevant, are going to be most likely to buy. But another group you need to focus on will be those who have subscribed to your email list.

First of all, you’ll need to upload your email list into Power Editor and create a Custom Audience. If you haven’t done that yet, read this tutorial.

You could technically upload multiple lists. This could be good for customizing ads depending on the customer group. Not necessary for this exercise, but potentially very effective!

Next, duplicate the prior campaign you created that focuses on Fans.

Make sure that “Campaigns” is selected at the top, highlight the campaign you created for Fans and click “Duplicate.”

Facebook Power Editor Duplicate Campaign

This will generate an identical campaign. You’ll need to rename the campaign so that it’s clear this variation is targeted at your email list. You’ll also need to change the names of the ads accordingly.

So now we want to target the same email list in all three ads. Highlight all of those ads you want to edit and then go to “Audience” and then click “Advanced.”

Enter the name of the Custom Audience you created earlier for your email list. Since you’ve highlighted all three ads, this change will apply across all of those ads.

Facebook Power Editor Custom Audience Exclude

You can even exclude an audience (as shown above), though that’s not necessary for this exercise.

While you still have all three ads highlighted, go to “Standard” within Audience and make sure to remove your Page name from Connections under “Target users who are connected to…”

Instead, you’ll want to enter your Page name in the field for “Target users who are not already connect to…”

Facebook Power Editor Target Users Who Are Not Already Connected To

There’s no reason to target your Fans since you’re doing this already in the prior campaign. You want to target those on your email list who aren’t already Fans.

For the purpose of this exercise, we are creating ads identical to those shown to Fans. But you could use different copy and targeting that is relevant to your email list.

For example, if you have a segmented list of those who purchased Widget 1.0 and you are promoting the release of 2.0, you can craft the copy to those who already own the first version accordingly.

6. Target Users Similar to Your Customers

Now that you have uploaded your email list, you can also target Facebook users who are similar to them with the use of Lookalike Audiences.

Click “Audiences” on the left side and find your Custom Audience. Click it. Then click the “Create Similar Audience” button.

Facebook power Editor Create Similar Audience

Facebook will find the top 1% (Similarity) or 5% (Greater Reach) of users similar to those on your email list. Pick one country per Lookalike Audience.

Facebook Create Lookalike Audience Power Editor

You can create a bunch of these. I tend to create two Lookalike Audiences for each of my core countries — one for Similarity and one for Greater Reach.

[NOTE: It can take Facebook up to 24 hours to generate these Lookalike Audiences.]

Next, duplicate the previous campaign you created that targeted your email list. Again, make sure that you change the names of the campaign and ads so it’s clear this new campaign targets Lookalike Audiences.

Assuming you have three ads in this new campaign, select all three and click Duplicate again. The reason for this is that you’ll create three ads for your Lookalike Audiences based on similarity and three based on greater reach.

For the ads that are targeted based on similarity, select those three ads and go to the “Advanced” screen within the “Audience” step of ad creation again. Remove the Custom Audience and enter all of the Lookalike Audiences you created based on similarity.

Facebook Power Editor Advanced Options Lookalike Audiences

Also make sure that you are targeting all of the countries in this ad that are represented in your Lookalike Audiences. This is done within the “Standard” view.

Facebook Power Editor Audience Countries

Repeat this step for the Lookalike Audiences focused on greater reach.

7. Target Users Who Like Similar Pages and Interests

Next you’ll want to target users who like similar Pages or have interests that are similar to your core audience. You do this with the help of Graph Search.

The first step would be running a search like “Pages liked by people who like Jon Loomer Digital and Mari Smith.”

Facebook Graph Search Pages Liked by People Who Like

For this example, I want to find the cross between people who like my Page and a similar popular Page. You could actually include more than two Pages in this search.

Another search I’ll run is “Favorite interests of people who like Jon Loomer Digital and Mari Smith” (or another similar Page). This will pull up popular interests — not brand Pages — that are relevant to my core audience.

Facebook Graph Search Favorite Interests

Start writing down the results. Make sure you get at least 20 or 30 of them. These will be used in your targeting.

Go ahead and duplicate the prior campaign you created that targeted your Fans only. Make sure you adjust Connections so that you only target users who aren’t currently connected to your Page.

Select all of the ads in this campaign. Then start entering all of the Pages and interests you uncovered in the Graph Search exercise.

Facebook Power Editor Precise Interests Saved Audience

For more on how to use Graph Search to learn about your Fans, make sure you read this tutorial.

You also may want to create a Saved Target Group to use this list of interests later. It can save you a lot of time!

I’m not including this step, but you may also create yet another campaign that mixes and matches the similar Pages and interests you found in this step with your Lookalike Audiences. Find what works!

8. Track and Optimize

You’ll now want to sit back and see how your ads do. After a few days, check your Facebook ad reports to gain an understanding of not only what campaigns and ads are working, but what placements and demographics are working.

This is done with the Edit Columns feature. For more on using the new Facebook ad reports to optimize your advertising, make sure to read this tutorial.

Facebook Ads Reporting Edit Columns

Once you find what works and what doesn’t, optimize accordingly. For example, if you’ve found that mobile is too expensive per conversion, stop the ad and duplicate it. The new version should have a placement of Desktop Only.

I create new ads so that there’s a clean break, making your ads easier to track. Changing ads midstream can add confusion.

9. Target Users Who Have Visited Your Website

This may seem out of order, but another type of ad you need to create will exist outside of Power Editor and your Facebook ad reports: FBX.

FBX is Facebook retargeting. This allows you to target Facebook who have previously visited your site with ads.

This is powerful since potential customers who know your brand may not be Fans or email subscribers, but regular visitors of your website.

I won’t go into the details of using FBX here, but you need to use an approved third party vendor. I use AdRoll and PerfectAudience because of their low minimums (click the links for tutorials and details about how you can get $60-70 of ads for free to get started!).

Make Money on Facebook!

Making money on Facebook is a science. There are no shortcuts.

If you have a relevant Fan base and email list or generate consistent traffic to your website, however, Facebook can be a very profitable place!

NOTE: Several of the topics in this post are covered in more detail in FB Marketing Advanced University: Power Editor, a step-by-step training course. Go here to learn more!
  • Efrat Dekel

    i follow all 8 points, gonna add number 9!

  • Avril Tighe

    Thanks Jon for taking the time to show us how to sell on Facebook. I plan to sell unique digital products from our fan page so this will be invaluable.

  • Ricardo

    What’s the difference between create a post as a link share and create a post using an image? You’re using images with a specific dimension and text. I don’t see the difference.


    • Jon Loomer

      People tend to share links via three methods:

      1) The typical method where the URL is pasted into the publisher box and Facebook automatically pulls the thumbnail, title and description. This generates a 400×209 px thumbnail in desktop news feeds. When someone clicks anywhere within that large box (including title/description under it), the user will be redirected to the link.

      2) Share a photo, including the URL in the description. In this case, the image is slightly bigger in the News Feed. However, when someone clicks it, they only get the close up of the image. To get traffic, you need them to click the link itself.

      3) Share a text update, including the URL in the description. No image.

      • Ricardo

        Thanks a lot!

      • raspyni

        Really trying to understand this, Jon. Your first step is to:
        Create your post as a link share, not a photo or text update*

        Nothing says ‘Link Share’ –
        I have 3 options when I’m creating a post: Status, Photo/Video, Offer/Event
        Maybe it’s just a word I’m missing. I am:
        – creating the post as a Status
        – Writing my text in the publisher box
        – Pasting the link I want people to go to
        – Uploading my own image (with the option under the image it grabs from my site).

        Is this correct?

        Thanks… just found you. I’m going to be sticking around :)

  • Antonio Calero

    As usual, you make things easier for everyone. Great – and comprehensive – tutorial, I couldn’t have explain this better. Two thumbs up!

  • Antonio Calero

    As usual, you make things easier for everyone. Great – and comprehensive – tutorial, I couldn’t have explain this better. Two thumbs up!

  • Jon_PTDC

    Great stuff Jon. We used a lot of these techniques from your Power Editor course for a launch I just completed and had unfathomable success. We have a large list and Facebook page and your techniques were exactly what we needed to reach them in the best and most non-spammy way. Cheers man.

    • Jon Loomer

      Love it, Jon!

  • nickusborne

    Jon, hi

    I may be missing something obvious here. I have a Facebook business page, so there is no search bar at the top. How do I access Graph Search?



    • Jon Loomer

      You should also have a personal profile, Nick. I manage all of my business pages from a profile.

      • nickusborne

        Nope. I converted my personal profile into a business page. Because my name is also my business…and 90% of friends on my personal profile were already “business friends”. So now it seems I have no access to a search bar anywhere!

  • Jen Picard

    I always love seeing these step-by-step guides – do you have any data to share from these different ad campaigns?

    This was one of my favorite posts from the week, so I added it to my “Epically Awesome Social Media Blog Posts” list:

    Keep up the great work! I definitely look forward to seeing your posts in my inbox.

  • Stan Dubin

    I found out about Jon Loomer’s blog about 6 weeks ago.

    I had been working my Facebook ads over the coals for about 2-3 months and making some good progress. Jon’s blog and IMMENSE amount of helpful data has allowed me to get awesome results now. I’m paying 18 cents for a link click that generates tons of leads. And these leads are folks that are giving us their full names, address, email and phone number AND they take a 200 question test after watching a 3 minute video! (It’s a free employee test they take to see if it’s accurate enuf to use in their business).

    But I’m here to tell you that Facebook is now a superb advertising source for us and I attribute a good deal of that success to Jon.

    This blog post is just another in a long line of really helpful posts. No, I’m not Jon’s cousin or an affiliate.

    • Jon Loomer

      Thanks, Stan! Love hearing about the success you’re having. Keep it going!

    • Thiên Long

      help me sell page :
      Thanks !

  • Salina @smartcahermats

    I have been thinking about running Facebook ads and didn’t know all the cool things you could do with Power Editor. Thank you for laying out the steps; they are very helpful, especially the email targeting. I am going to try to do that tomorrow.

  • Lenny

    You are always on the money Jon :)

    I have had some funky experiences in my experiments with the latest version of link posts.

    For instance, there’s no video in the destination page that I am promoting here or anything related. Wondering why am I getting video plays lol.

    Have you seen strange things or skewed metrics?

  • Denny Santoso

    I don’t know why, but everytime I use link post, the image thumbnail doesn’t appear. Even if I choose upload my own image (560 x 292), the image doesn’t show up.

    • Etienne

      Yeah I got the same problem. Jon?

      • Denny Santoso

        Also this method can’t be scheduled?

        • Jon Loomer

          I haven’t seen any issues with this, whether scheduling, uploading or otherwise. Did you use the Facebook Debugger to clear out the old image?

  • Anthony Flores

    Very Very VERY good article. Thank you very much. I wish other bloggers would take the time to make their stuff this clean cut. I did not know about “Favorite interests of people who like Jon X and Y” That is an awesome tool.

  • Guest

    I love this strategy jon, thank for sharing best method for facebook ads. I used this method and the result very powerfull.

  • Husanto We

    Hi Jon, I love this strategy because I found my best ads from this method. Thanks for sharing… Two thumb up!

  • raspyni

    I can’t remember the last time I found a page and spent over 2 hours using everything on it. Thank you, Jon, a hundred times for this valuable resource. I’ve done everything on here, already have the ads approved, and am seeing traffic and results. Thank you so much.

    • Jon Loomer


  • Ian Brodie

    Jon – when you create the page posts (or unpublished page posts) do you always have the URL link to a website off Facebook, or do you ever put in the URL of a facebook tab (with an embedded optin form via shortstack, leadpages etc.) so that the clickers stay on facebook and feel safer?

    • Jon Loomer

      Hey, Ian. In most cases, it’s going to my website. Depending on the situation, I may also split test a tab. This would be if it’s a main product for me that I’d want to create a tab for it anyway. Otherwise, I wouldn’t bother.

      • Ian Brodie

        Thanks Jon. I was wondering if going to an FB tab might be lower cost (that used to be the accepted wisdom) or have higher conversion because of people feeling “safer” from remaining inside Facebook. I’m running a couple of tests, so we’ll see.

        • Grant Perry

          Personally I think that’s a myth about people feeling safer within FB and it being lower cost. I’ve been running ads for a few years and did test this quite often. I found that off FB websites always convert better. You have more control or calls to actions etc and can offer less clutter and distractions. And no one really knows when they’re clicking on an ad or post if they’re going to be taken offsite or stay within FB.


    the great info sir so keep working sir

  • Grant Perry

    Another fantastic, well thought out step-by-step article. I’ve been running FB ads for a few years now and continue to read and follow several different people and companies to constantly improve. I’ve found great (and increasingly profitable) results for both lead gen and direct sale.

    Jon, you remain my go to person for clear, actionable advice. I’m hold a few presentations each year and regularly assist other people (all direct response marketers like myself) get started with the platform. Without exception I suggest they read your articles before doing anything.

    I agree it still takes plenty of work and figuring out a few things based on your own business goals, products etc but the FB platform is constantly improving. And I’ve been able to consistently sell several hundred subscriptions every month at up to 220% ROI for the last 6 months. Whoever says you can’t sell on Facebook isn’t doing it right. They obviously haven’t been paying attention to your techniques!

    Thanks again for all your detailed analysis and recommendations.

  • Krissy Chan

    Whenever I run a search like “Favorite interests of people who like”… it comes up with zero results. Any ideas?

  • Inga Deksne

    Thanks for a great article, Jon! Am I right thinking that when the email list is less than 1,000 the ad campaign will be less effective? I’ve created an ad for the list of 240 emails and the reach was very small, I did get a signup for my new services and it didn’t cost me much but it seems that it didn’t work the way when the list is bigger.

  • Chris Shrewsbury

    Good morning Jon –


    As a small business owner and former marketing exec (for more than 20 years) trying to navigate the ever changing world of Fb Marketing, while I find your insights EXTREMELY helpful and appreciate the guidance, after reading the following seemingly contradictory guest blog post from Jan of 2013 “Revenue From Facebook Offers vs. Promoted Posts [Research] last night I am more confused than ever.

    Any clarification you can afford me would be GREATLY appreciated.

    Thank you,


  • william freemasonry
  • Thiên Long

    Help me sell page :
    ; thanks

  • Thiên Long

    help me sell page :
    Thanks !