Optimizing Facebook ads are one of the top ways to generate revenue for your business. You could see your profits skyrocket and your customer acquisition costs drop dramatically. However, you need to learn how to optimize them first to ensure that you are using your budget most efficiently. And that’s exactly why we’ve written this article, to help you optimize your Facebook ad campaigns.
Why should you optimize Facebook ads?
8 ways to optimize Facebook ads
1. Choose the right campaign objective
Goals are what Facebook’s algorithm uses to build an audience. For example, let’s say you want to target women between the ages of 25 – 44 who are interested in yoga. Within that audience are more defined groups based on the intent and goals you choose. If you choose the Purchase objective, Facebook will show your ad to people who are more likely to buy your product than if you used the Traffic objective. There are 11 Facebook ad objectives to choose from. Each category can be placed in one of three groups:
It’s no coincidence that Facebook has created goals that fall under these three general categories. Because they are essentially every step of the buyer’s journey. Choosing the right objective increases your chances of success with your ad. When you’re creating your ad, it’s important to know what each objective is best suited for.
2. Check the Ad format
3. Test landing pages
Each audience will react differently to your landing pages. Testing is the primary way to find out where you should send your ad traffic, to get the highest conversion rates.
4. Exclude people already in other ad sets
- When you’re creating an ad set, in the Audiences section, click Custom Audiences.
- Select the audience you want to use, then click Exclude to exclude the audience based on the choices provided in the field.
Once your ads have been approved and have had time to run, check your results on the Overview page to see how they perform. Audience exclusions are an affordable way to manage your advertising budget.
5. Ad Frequency Tracking
The higher the number of times people see your ad without taking action, the more it shows they’re not interested. Facebook uses sampling and modeling to estimate the frequency of your ads. A great way to know if your target audience is getting tired of ad frequency is this: if your engagement drops dramatically as you scale your ad spend. The higher the average order value, the higher the frequency of your ads. If you’re not reaching these frequency ranges, look for ways to scale your audience up or down. As you make these changes, make sure to give them some time to see how your customers adjust. It’s best not to do them all at once.
6. Experiment with Lookalike Audience Size
A Lookalike audience is a group of Facebook users who are interested in your business because they are similar to your existing customers. Facebook allows you to choose how closely matches your base audience. You can set up a Lookalike audience anywhere between 1% and 10%, where 1% will only include people who are best suited to your base audience. Once you have success with the smaller scope, you can then begin to explore the larger scope. Brands with a broader market appeal can sometimes go straight for 10%, especially if they have proven a good market fit for their product.
7. Exclude Existing Customers from These Campaigns
There’s another group of people you’ll want to exclude from each Facebook ad group: Existing Customers. If you’re trying to attract new customers to your brand, you want to make sure all budgets in your core campaigns shouldn’t visible to existing customers. Especially if you’re using an ad that includes a first-time customer discount code to encourage purchase. That will waste your advertising budget. But assuming you sell a product or service that has returning customers, you should create a separate campaign targeting only existing customers, breaking down ad sets by the number of days since the last purchase. their.
If your brand gets a lot of organic traffic, then you need less budget in your top-of-funnel campaigns because you’re already filling up retargeted audiences. However, when a brand is getting started, we generally recommend the following attributions:
- 70% top of the channel
- 20% mid-channel
- 10% bottom of the funnel
There is no doubt about the effectiveness of Facebook ads. However, advertising can be difficult to manage without a comprehensive digital marketing strategy. Therefore, you also need to have the right campaign objectives to optimize Facebook ads, especially if you are a small business.