6 Easy Ways To Optimize Your Facebook Ads
In the following, we will be discussing an important topic that is “6 Easy Ways to Optimize Your Facebook Ads” and will discuss it in detail within the article. Facebook is one of the most popular social media platforms among people and brands – as of 2019; it has 2.38 billion monthly active users – which actually means, it has a lot of potentials to promote your brand:
With Facebook ads, which are not expensive, brands can post content to promote their services or products which helps them widen their reach, drive high-quality traffic to their website and boost conversion rates. You spend a lot of your money and time creating Facebook ads, so, obviously, you want to get as much benefit as possible from your ad budget. But if you’re struggling to reach the right audience via Facebook ads, then you probably need to optimize your Facebook ads. Keep reading to discover 6 easy and effective ways to optimize your Facebook ads in order to improve their performance.
1. Optimize the no. of shares and likes on your Facebook Ads
The shares and likes you get on your Facebook ads and posts are nothing but a form of social proof. If you gain a higher number of likes and shares, it indicates that audiences like your product and services. When you set up a Facebook ad campaign, there are two options: create new ads for every campaign and ad set or use an existing post.
Most brands usually miss the “Use Existing Post” option, but this is an incredibly effective way to optimize your Facebook ad shares and likes. It gives you an opportunity to collect all the campaign post engagements under a single ad. If you are wondering how your competitors have hundreds of likes on their Facebook campaigns, they are probably using this optimization hack.
But how do you do it?
It’s easy and simple: All you need to do is use the same post to set up multiple ad campaigns and publish the promotional post on your company’s Facebook Page. Then select this post every time you’re setting up a new ad campaign.
2. A/B test your ideas
Before you can optimize your Facebook ads, you need to figure out what works best for your brand. But how will you figure this out? The ideal way to discover the best-performing ads or creative messages is to run a quick Facebook A/B test.
However, you don’t really have to test everything. You just need to figure out which elements of your ad could have the highest impact on your target audience. In addition to this, any changes you make need to generate the highest click-through and conversion rates.
To begin with, you can start your A/B testing with the following ad elements:
- Ad design
- Campaign objectives
- Ad copy (especially the headline)
- Ad placement
- Your unique value offer
- Bidding methods
- Call-to-action buttons
The best way to test different versions of your ad is by assigning a UTM parameter (tags that you can add to the end of your URLs to track the effectiveness of your marketing campaigns across traffic sources and publishing media) for each version. This way, you can get a clear idea of how much referral traffic each version managed to send and which ones had the most impact.
UTM.io can help you create UTM links just by entering the important details like campaign name, medium and source. It keeps track of all the tagged links you’ve created, when they were created, and who created them so you can neatly organize your UTM links.
3. Optimize your Targeting Preference
It’s important that you identify the right profitable target audience, which includes the right gender and age group. Not all genders and age groups respond in the same way, so you need to avoid wasting your money on the wrong unprofitable categories. Make sure that you invest enough to target the right audience(s) to generate more sales, which means that you need to analyze gender and age group performance.
In order to do that, you need to log into Facebook Ads Manager and click on “Reports”.Once the report page pops up, you need to select the date range that you want to analyze. Next, click on “Customize Columns” and decide on the values for the report. Under the drop-down list, you need to select one option out of “Age,” “Gender” or “Age and Gender”.Once you get the report, the insights will help you make strategic decisions and enable you to refine your targeting preferences to reach the right audience.
4. Leverage Influencers to optimize your Facebook ads
Another great way to optimize your Facebook ad is to repurpose your influencer-generated content. The content created by influencers is usually more relevant, authentic and relatable than a business’ content, which can tend to be promotional or sales vise. Such content will help you get the attention of potential customers and connect with them more easily.
You can use influencer-generated content to boost the impact and effectiveness of your Facebook ads by helping you generate more high-quality traffic, boost your engagement rate, and increase your social media followers. Rather than using generic images, you can use authentic images created by influencers. Let’s take a closer look at some of the most effective ways to use influencer content to optimize your Facebook ad:
Amplify Repurposed Influencer Content
Content that’s generated by your influencers will help you win the trust of your target audience. That’s because the content is not spammy and it looks more relatable and realistic.74% of marketers said that they repurpose influencer-generated content and publish it on their social media channels:
However, ensure that you have permission from your influencers to use their content! Now that you have repurposed influencer-generated content for your Facebook post, you may want to pay to amplify the post. This will help you widen your reach and find an audience other than users who are already your followers. Relatable and high-quality posts and images will attract your target audience to your Facebook page and help to convert them into followers.
Use Influencer-Generated Campaign Content in Your Facebook Ads
Influencers tend to have a much better idea of what their target audiences want to see, so the content created by the appeals to their audience. Also, influencers know exactly how to display your products in an engaging and natural way. As a result, this tactic can help you convert your potential customers into actual customers.
You might want to skip the additional step of sharing the influencer-generated content on your social media channels and just use it for your Facebook ad. You can create ads to promote a certain product or services, which will encourage people to click on the ad, visit the product page, and make a purchase. But for this strategy to work, you need to find and collaborate with the right influencers. You can use a tool like Influence.co to find the most relevant influencers for your brand.
5. Use facebook pixels and reach new markets
The Facebook Pixel – code that you put on your website to track conversions from Facebook ads – enables brands to create a lookalike audience for their products or services to find new people who have similar traits to your influencer’s target audiences. In other words, it’s an easy-to-use and effective tool.
Using Facebook Pixels empowers you to easily reach out to and tap into new markets which can widen the reach of your brand. This feature allows you to identify and target audiences with similar interests, behaviors, and habits. Once you identify a lookalike audience, you can use the best-performing influencer-created content and easily target new prospects.
Follow these easy steps to install Facebook Pixels:
1st Step – You need to open the Pixel page. You can either, directly open it or go to the Facebook Ads Manager, open it, and then click the menu button on the top.
2nd Step – When a new window opens up, click on the “Create a Pixel” button to start the process.
3rd Step – Name your pixel account, then click “Create”
4th Step – Now you are ready to install the pixel page. Remember to use the given base code.
5th Step – Time to install the Facebook Pixel by using the event code! Click “Next” and test your Pixel status (so you need to select “Pixels” by going back to your Ads Manager page). If you see the status of your Pixel as “active,” that means you have installed it correctly. Normally it takes around 20 minutes to update the Pixel status.
After you have successfully created a Pixel page for your brand, you can then create a lookalike audience. This will help you increase your brand’s reach and get the attention of your target audience.
6. Select the right bidding option
In simple language, Facebook runs auctions and selects the best advertisements based on performance and bids. This means that you need to select the most suitable bidding option for your business. In recent years, the bidding model of Facebook has changed and became more complicated.
You need to decide on what type of results you want to optimize your Facebook ads for. Each campaign objective offers you multiple options to choose from. For example, if you are running a conversion ad campaign, then you can select from landing page views, link clicks, and conversions. Ideally, conversion is the most effective option to select.
But what if you are running a campaign on a shoestring budget? In that case, it’s best to choose to optimize for clicks until Facebook has enough conversion data. However, if you want to increase the number of visitors to your blog, then you may want to optimize for engagement. Recently, Facebook has changed its automatic as well as manual bidding options/choices for conversions. You can select from two new bidding strategies:
- Target Cost – This is focused on keeping a constant average cost (formerly called manual bidding).
- Lowest Cost – This is with or without a bid cap (formerly called automatic bidding with a maximum bid).
If this is your first time with Facebook ads or you are in a super competitive industry, then you need to consider selecting the latter option, “Lowest Cost.” That will help you survive any bid fluctuations.
You can select “Lowest Cost” and “Set a Bid Cap” if your aim is to generate satisfactory results with the lowest possible cost. But if you select “Target Cost,” it will help you deliver the highest-quality leads at average costs. However, you might end up paying more than what you might have expected. Also, it may require additional optimization and management.
Conclusion
When used correctly, there are many advantages of using Facebook Ads in your marketing strategy, like helping you generate high-quality traffic and more profit. But, to generate maximum profit, you need to optimize your Facebook Ads – and the easy-to-implement and effective ways mentioned above can help you do this.