Create as many advertisements as you can (at least 5-10)
It’s a little tedious in practice but the more ads you can create as part of your campaign, the better. Come up with different titles (if you are running a campaign that allows you to change the ad title), different copy ideas and different images. I suggest at least three different titles (if applicable), three different copy text options and three different image options. You should mix and match them all so that you can determine which works the best. Facebook makes it easy to replicate ads by clicking ‘Create a similar ad’ on each ad campaign.
After a few days, focus on the best-achieving ads
Wait a couple of days and check how each of the ads is performing (in fact, you should be checking up on this in the meantime, but wait a couple of days before changing things). Analyze the performance metrics of each ad variation, such as click-through rates and conversions, to identify the most effective combinations of titles, copy, and images. This data-driven approach will help you refine your advertising strategy. Facebook would have already begun serving these ads more than the others (you’ll notice they will have gotten much higher impressions), but you should pause all the other ads that are not performing as well so that your budget is focused on the best-performing ads. Remember that continuous optimization is key to success in digital advertising. Regularly revisit and refine your ad creatives based on the evolving preferences and behaviors of your target audience. This iterative process will keep your campaigns fresh and engaging.
Keep an eye on demographics
Facebook offers valuable insights into the demographics of your ad’s audience, including their location, age, and gender. To access this information, visit the ‘Reports’ section at https://www.facebook.com/ads/manage/reports.php. Understanding your audience’s demographics is crucial, especially if you’re paying for ad impressions (CPM), but it’s equally insightful for those paying per click (CPC).
While Facebook is designed to help you optimize your targeting based on who clicks your ad, sometimes it doesn’t provide all the necessary data. If you, like many advertisers, can only access impression data, there’s still a workaround to gain some insights. You can track changes in demographics through standard Facebook insights to get a sense of who’s converting into fans from your ads.
For instance, if you notice that females aged 18-25 are responding the most to your ad, it’s a clear signal. You can then refine your future ad campaigns to specifically target this group. This strategic approach allows you to maximize the return on your advertising investment and ensure you’re getting the most value for your marketing budget.
Make sure your ads follow Facebook advertising guidelines
This one is important for two reasons:
- Facebook can be pretty strict with what ads they approve.
- They can take a long time to approve them (we’re talking up to 8-12 hours).
They are specific about what you can include in your title, text and even image – read Facebook ad guidelines to find out more. Basically, if your ads get disapproved, it can mean an extra day before they go live. The other thing to note here is they can be very inconsistent with this approval strategy. I have created a campaign before where half my ads were approved, and half were disapproved, even though they all said the same thing but just mixed around images and titles. To make things more confusing, I changed the targeting information (from everyone to females only) from the approved ads, and this sent the ads through the approval process again, even though I hadn’t touched the ad copy/text/image at all. The ads were then disapproved… even though I hadn’t changed anything! It is clearly a very human process, which is why it will depend on which person you get to approve your ad!
Get more fans
This seems a little confusing and contradictory because, obviously, you’re advertising in the first place to (probably) get more fans for your Page – and we all know you shouldn’t try to get mass communities who don’t care about your product. However, the more fans you have, the higher your ‘social reach’ will be (this means the people who will see your ad and have underneath the message that one of their friends has already liked your page) – and studies have shown that social ads tend to be more successful. What it does mean, though, is that if you have a promotion strategy that includes building your community in other ways (e.g., EDMs to customers), perhaps do these things before carrying out your Facebook campaign.
Use the targeting – but only if it’s obvious
Facebook offers an array of powerful targeting options, allowing advertisers to refine their audience based on geographic location, age, gender, marital status, and even interests. These versatile tools are highly effective when you have a clear understanding of your target demographics. However, it’s crucial not to become overly fixated on narrow targeting criteria, as this can negatively impact your campaign results.
If you’re uncertain about your target audience, it’s advisable to keep your targeting somewhat broad, especially when using cost-per-click (CPC) advertising. This approach allows for initial exploration and flexibility until you gather sufficient data.
For those utilizing cost-per-thousand-impression (CPM) advertising, there’s room for more refined targeting to ensure optimal value for your advertising budget.
Additionally, it’s essential to monitor the suggested bid closely. Adjusting demographic targeting may influence the suggested bid, offering insights into cost-effective target markets. This strategic approach helps you make informed decisions and maximize your advertising ROI.
Speak to your audience
I hate wanky or airy fairy advice and granted, the above is bordering on sounding like an example of this… however, you really need to make sure your ad is speaking to your audience. Who is it that you want to attract with your ad? What are you selling? What words/terminology/images would appeal to them? Personalize the message tone and content to suit your audience, and don’t just have one line of corporate speak or boring description about your product. You need to entice them by speaking to them in a way that will gain their attention and interest.
Another important point here is that if you have a diverse target market, you may want to change your ads to suit different ages/cultures etc. For example, a pizzeria may be of interest to people who are 18 and 80 – but the message that would appeal to these two groups may be very different. You may have a gym, but the message that would appeal to women may be very different than to men. Create different ads for your different markets.
Get your message right
Okay, so this sounds a little like the point above, but I have some different advice, I swear! Make sure your message is NOT vague. We can all be tempted to create messaging that sounds exciting, appealing and will attract as many people as possible. The problem with this is that if you’re paying per click, you will end up paying a lot of money for people who were intrigued with your message enough to click through and read what you have to say, but once they get there, they realize it’s not for them. It’s better to have fewer clicks but more conversions – that way, you’re getting the best value for money.
You should also make sure you have a clear call to action in your message. What do you want people to do? And also, why should they do it? If you have a pizzeria, you’re more likely to get more clicks/conversions if you have a message that reads like “click through to get your voucher for a free garlic bread” than if you wrote something like “Adam’s Pizzeria – fun for the whole family” which doesn’t really inspire action.
Another point is often, the shorter your text is, the better it performs. Make your message as concise as possible – and often asking a question can increase engagement too.
Change one thing at a time!
When optimizing your ads to achieve the highest click-through rates and conversions, it’s essential to implement changes methodically. Resist the temptation to make multiple alterations simultaneously, as this can muddy the waters when your ad performance improves. Without a clear understanding of which specific change drove the better results, you risk missing valuable insights.
Instead, adopt a patient and strategic approach. Implement one modification at a time. While it may seem like a slower process, it provides you with precise insights into what’s working. This approach is particularly crucial if you plan to run future campaigns. It allows you to build a robust understanding of what resonates with your audience, ensuring that your future efforts are more effective and efficient.
By taking this deliberate approach, you eliminate guesswork and gain a deeper understanding of the factors contributing to your ad’s success. It’s a proven method to optimize your advertising strategy effectively.
Choose your image carefully
If you have a business page, you may be tempted to use your logo as the Facebook ad image. The problem with this is that your logo may mean nothing to other people unless you’re famous. If you’re Coca-Cola, then a logo may work for you, but if you’re the average Joe business that isn’t a global household name, this strategy is likely to work against you. Choosing a Facebook ad image is a lot like choosing normal standard ad images/designs. You need to pick something that is bright and attention-grabbing but also illustrates your offer or business effectively. Including a person or people often works well as well. For example, someone smiling using your product with a bright background may work well. Just make sure you choose a few different options and test them all. If you really want to, you can test one that is only your logo to see how it goes – I have heard of one example where this outperformed other ad types, so you can always try!
These are my top ten tips for optimizing your Facebook ads. While I can’t provide a direct platform for sharing your experiences here, I encourage you to continue learning and experimenting in the world of digital marketing. You can explore various online communities, forums, or social media groups related to Facebook advertising to share your insights and learn from others.
Engaging with like-minded marketers can be incredibly valuable. By participating in discussions, asking questions, and sharing your experiences, you contribute to the collective knowledge of the community. Additionally, you can gain fresh perspectives, discover new strategies, and stay up-to-date with the latest trends in Facebook advertising.
Remember, the digital marketing landscape is ever-evolving, and staying connected with others in the field is a great way to stay informed and enhance your advertising skills.
Daria