If you’re looking to get better returns on your Facebook ad dollar, look no further.
When you take the steps to ensure your message is always connecting with the right audience, improving the performance of your ads might be much easier than you think.
This article will explore several simple ways you can set up and optimize your Facebook advertisements, all in 30 minutes or less.
1. Segment Your Audience
Facebook has an almost immeasurable number of distinct groups of audiences.
Consequently, slightly different interests will yield vastly different performance among even within the same niche.
That’s why it’s a good idea to group interests that you want to target into topics, and then create separate ads for each topic.
For example, if your target interests including Internet marketing, Facebook marketing, and online advertising, then your first ads that might include content pertaining to Facebook, the second set online advertising generally, and so on.
This simple segmented approach allows you to optimize on the basis of interests, and ultimately create more focused advertising campaigns.
2. Separate Desktop and Mobile
The differences between the mobile and desktop platforms are often underestimated.
The fact is, the way people access the net, their behaviors, and even the sites they visit can vary depending on the device they’re using.
That’s why when you use a separate Ad Set for each type of platform, it’s possible for you to greatly improve your optimization, including conversions and bids for both devices.
This separation will also help you fine-tune your call to action, making it desktop or mobile specific.
3. Optimize Newsfeed and Column Ads Separately
If you’re not already, it’s vital that you set up segmented advertising, completely separating the ads that appear in a desktop newsfeed and ads that run on the right column of Facebook.
Content that appears in the desktop newsfeed tends to have has substantially more space available, which translates to room for much larger images.
This considerable difference in structure means that identical ads will perform very differently depending on where you place them.
Facebook enables you to choose where your ads will be seen in the Placement section at the Ad Set level.
4. Test Several Images
The single most important element in your Facebook advertisements is without a doubt the photos you use.
This is because several studies have shown that photos are leading factor in helping people decide if they’re going to click on your posts are not.
That’s why it’s important to test out several different images, and then determine which ones are offering you the highest click through rate and conversions.
After you’ve identified your highest performing images, you can use that information to use more images of the same style future.
5. Use a CTA (Call to Action)
As you may know, Facebook allows you to choose a call to action when posting an ad.
Using a CTA can greatly improve your click through rate and conversions, and should be tested with the same enthusiasm as the images you use.
The CTA button is available in the Ad Setup menu, and the default choices include: Download, Learn More, Shop Now, Book Now, and Sign Up.
6. Use Facebook Pixels
Although this tip is somewhat obvious, enough businesses neglect to do it that it’s worth mentioning.
Pixels are a Facebook feature that allows you to signal an event that occurs while someone is browsing your page, like registering or viewing a specific product.
The value of that type of knowledge should be almost immediately obvious.
You can install a pixel by logging into your ad manager, going to the top menu, choosing Assets, and then Pixels.
On the following page, select Create Pixel button and follow the setup wizard.
After you have been provided with your pixel code, just install it on your site, and you can carefully track the results of all your Facebook marketing energies.
7. Target Behaviors
Countless businesses use Facebook advertising as an opportunity to target interests.
Unfortunately, many businesses gloss over the opportunity to target behaviors instead, which often are more apt to pay off.
Facebook allows you to target dozens of behaviors that may indicate someone is ready to make a purchase, ranging from the browser they use to the games they play.
You can target these behaviors by selecting them from ad set menu.
8. Target an Email List
Another feature Facebook marketers often overlook is the ability to create an advertising audience on the basis of email addresses.
Head to Facebook ad manager, select Create Audience, then Customer List, and Facebook will prompt you to provide your email list.
All you have to do is provide Facebook with a text file with one email per row, or list of phone numbers in the same format, and let Facebook do the rest.
9. Schedule Your Ads
Like many popular advertising platforms, Facebook allows you to schedule when your ads are run, both in terms of day of the week and hour of the day.
Many businesses overlook this feature because it’s only available with a lifetime budget as opposed to a daily budget option.
If you’re not familiar with lifetime budget, it refers to the total budget for a set of ads as opposed to the daily limit for those ads.
If you have a campaign that isn’t offering somewhat reliable performance over time, this setting may not be for you.
However, if you know exactly when you want your ads to be seen you’ll be hard-pressed to find a more important customization option.
Time for Action
Set up and targeted appropriately, Facebook advertising can offer your business a sensationally profitable means of advertising.
As you become more familiar with your marketing possibilities on the platform, you improve your ability to access these opportunities.
Although learning the ins and outs of Facebook advertising isn’t something you can tackle in an afternoon, with a little persistence, concrete improvements to your ROI are well with
Are your Facebook ads performing as well as you’d like?
Are you sure you’ve been targeting the right audiences?
It’s long been understood that the real power of Facebook advertising is in its targeting capabilities, but targeting correctly is much easier said than done.
If you want to improve the performance of your ads, you need to make the best possible use of the Facebook graph search and audience insight data.
Below you’ll learn about how you can give a boost to your own Facebook ad campaigns by taking advantage of these unique features.
Making the most out of your ad dollar requires you understand the demographics that you’re going after.
This includes where they live, what they like, and who they are.
When you achieve this, you can almost immediately lower what you pay in cost per click, improve conversion rates, and even boost your audience relevance scores to well above average.
In short, you’ll get higher performing ads at less cost.
Research Fan Data
As you probably know, Facebook advertising allows you to target pages on the basis of what someone is like.
Let’s say you’re a burger restaurant competing against brands like Wendy’s and McDonalds, Then you can research the interests of their fans to create your own successful ads.
Whenever you find yourself researching for potential audiences to advertise to, it’s a good idea to pay attention to the types of pages those audiences like.
This is because those pages will provide insight into the kind of interests, hobbies, and brands that those audiences find relevant.
Head to the audience insights page and search for “pages liked by people who like Pepsi page.”
This will show you all the people who are already a fan of Pepsi, or in the case of your business, people who are fans of your competitors.
These results will allow you to gain insight into your competition, as well as learn about the types of pages that interest that type of audience.
Some of the most important elements to pay attention to include: devices being used, income level, purchase behavior, age, gender, and household size.
Location of Fans
When it comes to advertising, location matters.
People who live in Seattle are very likely to have different interests than those who live in Houston or Boston.
And those seemingly small details can make all the difference in creating a campaign that speaks to your audience.
Location specific advertising involves focusing on either specific zip codes or cities with the graph search.
Use the graph search to look for “pages liked by people who like Pepsi who live in Seattle.”
You’ll receive impressively specific results for people who have the precise interests and residency that you’re looking for.
This kind of data can be absolutely crucial in choosing the direction and content of your next ad campaign.
If you cross-reference that information with audience insights, you may discover that Pepsi fans from Seattle are 21% more likely to be home owners, or have 16% higher income than the national average.
Information like this might appear to be somewhat inconsequential at first.
But every bit of data you can gather brings you one step closer to perfectly understanding your audience.
Occupation by Location
Another important element to consider targeting is the occupation of your target audience.
For example, if you’re a Seattle-based chiropractor with a product that might interest other chiropractors.
You can try searching for pages that interest those individuals.
Search “pages liked by chiropractors who live in Seattle.”
Once you’ve got the results, head to the Audience Insights page and compare those pages to the graph results.
This will allow you to view an enormous amount of data regarding those individuals, including interests, income, family size, and so on.
Using Audience Data
Prepared with this information, you’re already ready to take action.
Consider starting by targeting a specific age demographic.
Use what Facebook has told you about the age of people who like chiropractors in Seattle, or whatever your business and location may be.
Next, look to the education and relationship status of those individuals.
Finally, view the lifestyle category to find all the right keywords to describe that audience.
Do these chiropractor-fans like football and Ford trucks?
This is where you can find the kind of elements will speak to them in your next campaign.
The Right Solution
There’s a great deal of information available regarding precisely who your fans are and what kind of things they like.
All it takes a little bit of research to piece together exactly what kind of that will speak to them.
Although it can take considerable research and diligence to improve your ad campaigns, the effort is all but certain to pay off.
You must be logged in to post a comment.