Knowing how to optimize Facebook Ad campaigns effectively is the first thing you will end up doing today. Any Facebook advertising strategy is like the English alphabet, which seems to be in the perfect order but serves no purpose unless put in the right combination.
In this article, we’ll unveil Facebook’s best advertising features and combinations that will drive your business at the intended pace. So, without further ado, let’s get started!
- Identifying your Audience
It is a blind game if the target audience is not defined clearly at the very beginning. The best practice is to start with a smaller group of audience and then gradually broaden it.
Facebook provides a range of distinct options to choose from, in terms of narrowing the audience based on:
- Age and Gender
- Life events
- Job titles, and so on
Using the options mentioned above, you can set unique ad sets for relatively small unique audience groups and scale-up little by little.
2. Facebook Pixel
One of Facebook’s most sophisticated provisions is this piece of code. Do not worry if you are not a techie. All you have to do is to activate the Pixel under the Tools tab in your advertising account. This Pixel allows you to:
- Track conversions.
- Optimize ads for conversion.
- Generate retargeting ads (in many cases, the conversion rate achieved through a retargeting campaign is very high).
3. Optimize Ad Placement
Running your ads on the right platform is paramount to ensure you are not following just a mirage of successful conversions. You have the choice to opt for either Automatic Placements or Edit Placements.
Customizing ad placements (as also used on other popular paid advertising platforms such as Ads-Supply, Google Ads, Taboola, etc.) lets you target the most relevant audience and set a blocklist whenever required.
You can run ads on:
- Messenger and
- The Audience Network
You can use whichever is best believed to generate more conversions according to your business type and industry.
4. Enhance Click-through-rate (CTR)
CTR (stands for click-through rate) is the overall percentage of visitors who click on the paid post. CTR is different from the Link Click or Click, which is done on the like, share, and comment icons.
The key principle to increase the ad campaign’s CTR is to publish:
- Ad content of great quality
- Use headlines with a strong, clear CTA (Call to Action)
- Engaging visuals that increase not only the CTR but also the overall conversion rate (for example, using short and catchy video ads, relevant, bold images, etc.).
5. Test What is Best:
If you are a beginner, you cannot just assume what will work best in the very first attempt of running a Facebook ad campaign. That is when the Split-Test (also called the A/B Test) option comes handy.
With this, you can split test multiple ad variations, combining the possibilities mentioned in tips one and three.
Facebook Ad Management lets you publish multiple ad campaigns for a period of one or two weeks to test and come to a conclusion about the right target audience, the best headline, the ideal placement, etc.
Yet, this activity becomes hectic when you have too many combinations, and it might take a lot of time to observe and analyze the results. So, we highly recommend not to have more than 5 to 6 ad variations.
By following the above-discussed practices, you can reach a higher conversion rate with cheaper cost-per-click (CPC), and generate more leads or sales, which are the ultimate goals.