Are your Facebook ads not executing as well as you’d like them to? Let’s find out how to optimize Facebook ads to maximize your results.
Keep in mind that although digital ads allow you to reach more of your customers at a cheaper cost, it’s still a long-term investment just like any other form of advertising. Don’t stress if the results you want don’t come in right away. This is where perpetual optimizing Facebook ads come in.
With over 1.59 billion monthly active users and in-depth targeting options, Facebook is one of the best places to find qualified leads. There’s little doubt concerning that running Facebook ads is an implausibly effective way to grow your business
However – like any reasonable marketing campaign – how well your Facebook ads perform depends on whether or not you have got a winning strategy.
Facebook Ads Not Working? Here’s Why…
Facebook is solely a social platform, not a shopping platform. And because of that, there’s a right and a wrong way to approach Facebook ads if you would like your campaigns to convert.
You see, the majority assume that Facebook advertising works a bit like the other kind of advertising: you have got a product or a service, you post an ad concerning it, and then you make sales.
But this isn’t the way Facebook ads work.
Think about your prospect for a moment…
When they’re on Facebook, are they looking for products/services to buy? No, not at all. They are trying to form personal connections with other people– with confidant – friends and family.
If your prospect sees your ad and it looks like an ad, they’re going to most likely ignore it.
How to Run Facebook Ads, Step by Step
Instead of advertising what you have got to sell, you have to advertise something more personal and less “salesy”: a highly-targeted lead magnet.
Rather than inquiring for the sale directly, divulge something valuable for free: something that your target customers actually need.
In exchange, you get to gather their email address and market to them in the time to come.
The best way to do this is by making an ad which links to an opt-in landing page for your lead magnet and augmenting your ads for website conversions.
Now that you apprehend the most effective way to approach Facebook ads, let’s get into 3 simple steps to optimize your ads for conversions…
Step 1: Optimize your advertising strategy
Facebook persistently collects mass amounts of information from its 2.07 billion active monthly users who are available to you via audience insights. Facebook’s Messenger, an app for direct messaging, has over 1.2 billion active users every month. Statistica reports that as of January 2018, 89% of people between 25 – 34 years old regularly use Messenger, making it the app’s largest demographic. In the second half of 2017, Facebook made Messenger accessible for ad placement worldwide after testing it in a few countries. This new placement opportunity provides your ads that way more reach.
Optimizing Your Audience:
Just 2% of most website visitors complete a purchase or registration on their first visit.
Retargeting, commonly known as remarketing, uses the Facebook pixel to track all the visitors to your website and keeps a list of those who came to your site but didn’t convert, thus you’ll be able to return and target them once more with similar ads. It’s primarily a reminder of your business to folks that have already seen it.
Images are responsible for 75%-90% of an ad’s success, so high-quality product photography is crucial. Your retargeting initiative ought to embody new visuals and copy so the customers don’t see the same ad again and again.
Next, it’s time to make a lookalike audience supported on your custom audiences. The Facebook algorithm tool avails information, like common interests, behaviors, and demographics, from your previous custom audiences and customer lists to generate a new audience.
History has tested that custom audiences and Lookalike audiences tend to perform higher than the original target audience. But this doesn’t mean you’ll be able to skip formulating the target audience. To convert customers, you’ve to direct them through the sales funnel which begins with spreading awareness, thus implementing multiple audiences is useful in achieving desired results.
Step 2: Structure your ad campaign
Facebook permits you to select from 11 sorts of campaigns tailored to your business goals. But we’re going to focus on conversion ads which drive sales and your return on investment. Purchase is the final step of the conversion funnel. And usually, it’s the toughest hardest one to achieve – which is also why conversion ads are the foremost difficult to optimize.
In order to track your website buys, you’ll need to install a pixel. This pixel, a pre-written code, will be found in your Facebook ads manager account. You must install this code in the backend of your website so as to facilitate communication between your website and your Facebook ads.
This pixel is what brings you all the info from your ads that you’ll want to see. There are 9 precise actions which Facebook pixels can track in addition to tracking the count of website visitors, as shown in the table below.
Each action is a conversion event which Facebook deems is most significant to track for various business goals, as listed in the table below. The top priority of optimizing Facebook ads is to direct your customers to a sale, however, depending on your business goals or the way your website works, the other conversion actions can be just as valuable.
Earlier, we discussed the significance of attractive graphics in optimizing Facebook ads. Because of the dimensions of various platforms, your ads will look different based on where you choose to deliver them. Facebook needs ads to be in a banner form for their news feed.
Ads also ought to be tailored to the sizes of other various placements, like a vertical facet for Instagram Stories or a 9:16 ratio for Facebook Messenger. It makes your ad appear more enticing, professional and effective.
On the digital battleground, it’s a continuous fight for each viewer’s attention. Video ads typically perform better than static ads. But they’re not quite common thanks to the amount of work and production cost people tend to link with commercials. However, your video doesn’t have to be a professional commercial. As long as it is more than 2 seconds, Facebook will run it. It is as easy as interviewing customers concerning their experiences or unwrapping a package to reveal your product.
Step 3: Setting a Budget
A larger advertising budget doesn’t guarantee additional sales, but it can push your ads through the learning phase faster, so you can start optimizing and generating results. Different campaigns may demand different sized budgets. Conversion campaigns typically spend more than traffic campaigns to be ready to pull customers through the sales funnel and generate results.
One of the newest tools for better optimizing Facebook ads is Budget Optimization. This feature could be turned on and off throughout the campaign as long as all of your ad sets are optimized for identical conversion.
Turning on Budget Optimization permits the Facebook algorithm rule to distribute your daily ad budget across all of your ads in the entire campaign, instead of limiting your budget within each ad set. With this new setting, the algorithm could take it a step further by automatically monitoring and optimizing Facebook ads for you.
Step 4: Monitoring
Although the ads run on their own, that doesn’t mean you could leave them unattended. Monitoring your campaigns includes keeping an eye fixed on the metrics and progress. Ads Manager date presets enables you to compare results from two time periods simultaneously.
Turn off the ads or campaigns that are not generating any results and leave on the ones that are. The relevance score of each ad is a rating between 1 – 10 which estimates how well your ads resonate with the ones who have seen it. Ads want a minimum of 500 impressions before they could assess the rating. A persistently low relevance rating suggests that it’s time to regulate your target audience
The Facebook algorithm requires time to figure out just who to exhibit your ads to so as to bring in the most effective results. A new campaign usually takes a week to finish learning, or 50 conversions, depending on which comes first. No matter how massive your budget or audience, your campaign needs time to figure out what to do to best reach your customers.
To drive your customers through the sales funnel, you have got to start with a broader net. Optimizing delivery for landing page views tells Facebook to deliver your ad to those who’ll actually spend time on your website. Once you get people to look at your site, it’s easier to get them to buy because they’ve already been exposed to your brand.
With Facebook users’ latest privacy issues, the social platform has taken steps to become more transparent. Now you’ll see competitors’ active ads by reaching to their pages and clicking the Info and Ads tab on the left side. With this advantageous information, you can compare your ads to your closest competitors and see what’s working and what’s not.
Our tips concerning optimizing Facebook ads will definitely offer your campaigns more of a fighting probability in the ocean of cyberspace. Although there’s no magic formula to win over your customers, we can guarantee you that Facebook ads do work – you only have to optimize them. Regardless of your product or service, it takes time, work and even a bit luck to boost sales and ROI. For more guidance, contact us with your questions to learn what we can do to help you get the most out of your advertising budget.