Facebook Ads Optimisation: Set it up for Success
We all know that doing Facebook ads is a quick and relatively inexpensive way to promote your business. With your Facebook ad campaign, you will instantly reach 1.95 billion users. This is why 30 million advertisers are using Facebook as part of their marketing strategy. Though it’s easy to advertise, simply putting an ad up will not work alone.
Facebook is a social media platform. Though it has its own marketplace now, users are not entirely there to shop. They’ll likely be connecting with friends, updating their status, liking and sharing memes, and even sharing their interests. It’s all social, and we have to keep in mind that.
As much as Facebook has its benefits, the question now is: how do you compete with the immense number of advertisers on the platform? How do you run your Facebook ads to sustain your revenue? Truth be told, you only need to reach the right audience to get the best performance from Facebook ads. This will help bring in more value to your business and will also help you get a better return on your ad investment. How do you do this? We will explain it to you in this article.
Understanding Facebook Ads Analytics
Engagement and optimisation is the key to set you up in the right direction. Regardless of your specific ad objective, you will be managing your business, so everything affects each other. In our previous articles, we have emphasised defining your intention, goals, and targets, so all your marketing efforts will lead to your growth. Without a definite strategy, your advertising dollars will just burn and can be a missed opportunity.
We often hear ‘engagement’ because of social media. But what does it really mean? In layman’s terms, Facebook engagement is the metric that shows the number of actions users performed based on your content. This can be in the form of likes, shares, comments, etc.
Facebook ad optimisation is a trial and error process. Once you get more traction from your Facebook ads, you will see valuable data to help you create your next ad. Optimisation is essentially testing and then and improving your Facebook ads to eventually perfect it and get more from it.
Why are these important? Tracking these metrics over time will help your business develop high-quality content that drives and engages your target audience. This will help you attract new Facebook followers and grow in no time. The best part is, all your marketing efforts will be monitored and will be towards achieving your business goals.
How to Optimise Facebook Ads
There are three things you have to consider when you’re optimising your Facebook ads:
Take advantage of the detailed ad targeting of Facebook. You can easily choose the demographics, locations, interests, and behaviours of your target audience. Having a specific audience would be more effective as it helps you get in front of your ideal customers.
With Facebook ad targeting, you can also build custom audiences and lookalike audiences.
- Custom Audiences: This is a list of existing customers with specific attributes that you import to Facebook. This helps build your reach as Facebook will do the matching for you to help you get relevant users.
- Lookalike Audiences: This is a targeting tool that helps you find users that are similar to your existing audience. Having lookalike audiences is a valuable tactic on top of your specific target audience and custom audiences as there’s more opportunity to reach high-converting users.
Facebook generates these lists for you so you can reach more people than simply just doing organic posts. Facebook’s ad targeting is so powerful so use this feature wisely so you won’t miss those leads!
2. Objectives and Targets
What exactly is your objective for doing Facebook ads? Ensuring your goals are specific and defined will help you decide on your 1. Facebook ad objective and 2. budget for your Facebook ad campaigns. SMART goals are important as this will help you decide where to spend your money where it matters for your business.
Next, you should set targets for your ad campaign. This will not only push you to achieve this but will also help you determine your ad budget. Once you get a hang of running ads, you’ll have approximate numbers for your spending. When you know who your target audience is, what your growth targets are, and how much to spend to acquire them, you will be able to build an effective Facebook ad strategy.
Knowing your target audience will help you communicate and get to them. This doesn’t only mean by the text copy, but the creative as well. With the visuals, you have more freedom to convey your message to your target audience. You can pique curiosity, generate interest, attract more users. If compelling enough, immediately convert users simply by displaying your Facebook ad.
You can also use videos or motion graphics as your creative copy. It really depends on whom you’re targeting and how they’re behaving. You can get creative and have a play to see what works for your business.
To know which works best, you can also do Facebook A/B Testing or also known as ‘split testing’. Instead of guessing, this tool helps you test and determine ads that actually work. Testing different variants of your ad will help you gain valuable insights into managing your Facebook ad campaigns.
We’ve also learned the importance of organically blending into the news feed. We mustn’t forget that Facebook is a social media platform, not a marketplace. There are higher chances of people engaging with you through ads that don’t usually look like ads. Having creatives that look genuine will help build trust and authority, so it’s important to have a think about it.
Now that you know the essentials for optimisation, here are some additional tips for you to get the most out of your Facebook ad campaigns.
1. Content marketing
Knowing your audience’s interests and behaviours will help you put out relevant content and Facebook ads. Facebook ads that resonate with your target audience and will help drive more traffic, engagement, and conversions for you. No doubt having high-quality and engaging content will benefit your business.
2. Never stop testing
Running Facebook ads is a trial and error process. You will need to gather enough data to optimise and improve your ad performance. But given the audience insights and monitoring features of Facebook ads, you will be able to immediately determine the ads and strategies that work and optimise from thereon.
3. Schedule your ads
With the performance data of your Facebook ads, you will be able to identify the best time for you to advertise. Creating a custom schedule for your ad will help you get in front of your target audience at the time with the highest opportunity.
4. Ad Placements
Facebook ads manager gives you a full breakdown of all your ads. Having ads at the correct placements will help you optimise your campaigns. This way you can uncover what placements to invest and increase your bids on for your ads to be effective.
5. Use ‘Exclude’ on Target Audience
As much as we want to reach more people, it’s important to segment your audience properly. Excluding users via custom audiences actually help you expand the Facebook campaign reach without disregarding the budget. Those converted users should be moved further down the funnel and have ads that are only relevant to their journey.
As mentioned, everything in your strategy affects one other. When you have ads that help engage and convert your audience, it means you’ll have a higher relevance score. A higher relevance score leads to a lower cost per click, meaning you can get more out of your ad budget.
When you set up your Facebook ads properly, it can be highly beneficial and profitable. This shows more opportunities that you can eventually tap on and just scale your business. From a business standpoint, optimisation should be your best friend as this allows you to get more results with your budget and also beat your competitors.
Having SMART goals will help you work towards your targets and even set your expectations. Optimisation is a continuous process, so even though it’s quick to set up, it still takes time to grow and improve. As long as you’re able to have enough data to get the most of your ads, you wouldn’t have to break the bank to be successful.
Interested but don’t know how to go about it? Feel free to book a discovery call with us so we can discuss how to scale your business with Facebook ads.
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