How to Optimize Your Facebook Ad Campaigns
Did you know that Facebook is one of the more efficient ways to utilize paid digital advertising? Many are taking advantage of Facebook marketing to connect with the right people on any device. Facebook is one of the best places to find qualified leads as they have over 2.19 billion monthly active users. Therefore, there’s no doubt that using Facebook ads would be an effective way to grow your business.
If you’ve never tried Facebook ads before, you’ll wonder how to run an effective campaign. If you’ve used Facebook ads before and didn’t get the result you wanted, you’re looking to increase the effectiveness of your ads and how you can get more out of your ad budget. Here’s how you can optimize your Facebook ad campaigns to take the performance of your ads to a higher level:
1. Build a sales funnel
People who click on Facebook ads are not actively looking to buy. They are in browse mode and can take longer to decide to buy. So don’t run a Facebook ad that’s focused on purchasing. You should focus on creating additional experiences for your website visitors by launching Facebook ad campaigns with different objectives.
The first thing you should do is build a sales funnel. Create an engaging piece of content such as a video that is highly effective for creating an engagement funnel targeting your ideal customers. Keep in mind that your goal here is to create an initial connection with your customer. Then you’ll need to monitor and optimize your post engagement campaign until it reaches approximately 2,000 to 3,000 video views. Next, you’ll need to create a traffic or conversion campaign targeting those who viewed at least 25% of your video.
2. Monitor ad frequency
Ad frequency refers to the number of times a Facebook user sees your ad. Th costs and the effectiveness of your Facebook ads depend on how many times you want your customers to see your ad.
There are two things that you need to remember: if your audience sees your ad more than once, they’ll be more likely to recall your ad and if your audience sees your ad too often, they’ll eventually ignore and stop paying attention to your ads. So in order to optimize your ads for exposure, you’ll need to set a frequency cap to your Facebook ad.
3. Scale your budget
You should be testing two to three ad sets with several ads within each ad set. In order to determine the winning ad, examine the cost and other important metrics defined by your campaign goal. In this step, you’re looking to keep the best performing ad running and pause the remaining ads. Once you’ve determined the winning ad, you should increase your ad budget by approximately 15% to 20% and repeat this every 24 hours until the performance of your ad starts to decline.
4. Narrow your delivery
You should narrow your delivery to the right audience by matching the right audience with the best ad. You can do this with Facebook Audience Insights by filtering by age, gender, location, and interest to find detailed information about your ideal audience.
5. Select the proper placement
When you create your Facebook ad, you can choose from several types of placements, devices, and platforms. Facebook gives you two options: automatic placements or edit placements. There are three types of audience placement:
Instagram: Your results can improve by approximately 30% to 40% by adding Instagram to the reach, engagement, and video placements.
Messenger: If you’re looking to do a traffic and conversion campaign, Messenger is an excellent add-on as they currently perform well.
Audience Network: You can increase the reach and traffic of your ads in general when you use Audience Network placements. But, you’ll need to pay close attention to your key metrics such as conversion rates and cost per result.
6. Choose the right bidding option
Facebook chooses the best ad based on your bid and the performance of your ad campaigns. There are two Bid Strategy options that you can choose from:
Lowest Cost: This is with our without a bid cap. You should choose the lowest cost if you’re new to Facebook ads or if you’re in a competitive niche.
Target Cost: This is focused on maintaining a stable average cost. You should choose the target cost to help deliver the highest quality leads at an average cost. But, keep in mind you might end up paying a bit more and it requires more management and optimization.
