Optimize Your Facebook Ads with These 6 Steps
Looking to increase the effectiveness of your Facebook ads? Or do you simply want to get the most out of your budgets? Whatever the case, you need to follow best practice and avoid taking shots in the dark. Below are some pro tips on how to optimize Facebooks ads for your business.
1. Build a Sales Funnel
The key difference between Facebook Ads and Google Ads is the type of traffic generated. People who go on Google and click on an ad are usually looking to buy while those who click on an ad on Facebook are in browse mode and will usually take longer to make a purchase decision. This can be a huge problem for you if your ad budget is constrained. Instead of running Facebook ads that are focused on the prospect making a purchase, you should create additional experiences for your website visitors. Launch several campaigns with different objectives. You can create an engagement funnel where you have an engaging piece of content, preferably video, that your leads can consume. Next, create a conversion or traffic campaign targeted at those who viewed at least 25% of the video.
2. Monitor Ad Frequency
Your target audience is more likely to remember your ad if they see it more than once. But they are likely to lose interest if they see it too many times. This will lead to increased costs and reduced effectiveness. Make sure to optimize your ads for exposure and add a frequency cap.
3. Peg Your Budget on Ad Performance
When you start your Facebook ad campaigns you need to test two or three sets of ads with several ads each within each set. Keep an eye on the cost and other metrics to determine the winning ad based on your campaign goals. Keep the best performing ads and stop the rest. Increase the budget of the winning ad by about 20%. Keep testing and repeating this process every 24 hours. The marketing pros at www.seovancouver.ca can help you optimize your ads if you don’t want to do it yourself.
4. Target the Right Audience
You should aim to match the right audience with the best ad. You can use Facebook Audience Insights to help you with this. Filter by location, gender, and age, and then add interest to get an overview of your ideal audience. The ideal audience size should be about 1 million people.
5. Choose the Right Ad Placement
You can choose different, placements, platforms, and devices for your Facebook ads. Your choice will depend on the type of ads you’re running. For example, you can add Instagram, Messenger, and Audience Network placement to increase your reach and traffic. You can also target specific devices to lower your overall costs in certain niches. However, you need to monitor the key metrics to make sure you’re getting the most bang for your buck.
6. Select the Right Bidding Option
You have two bidding options to choose from. You can go with the lowest cost (with the option of a bid cap) or target cost (which tries to maintain a stable average cost). If you’re in a highly competitive niche or are new to Facebook, then it’s best to start with the lowest cost option.