As a brand, it is important to evaluate and test all Ad formats and Ad types across platforms to see which ad or ad type works most effectively for your category and brand. Today, we are sharing a few tips on how to effectively manage, test and execute your Facebook Ad campaigns with the objective of driving conversions or transactions.
How have Facebook ads been working for you? Are you constantly looking to get the best outcome for your Facebook spends and driving better conversion optimization?
Ten Facebook Ad tips to maximize your conversions
- Make sure your Facebook Pixel is setup
The Facebook tracking pixel helps you track conversions from your Facebook ad campaigns, optimize ads based on collected data, build targeted audiences for ads, and re-market to qualified leads – people who have already taken some kind of action on your website as part of their visiting your website.
Without the Facebook pixel, you are limiting yourself from powerful targeting options available. You will also not able to accurately track conversions. And hence cannot optimize your Ads for conversions.
- Structure Your Account the Right Way
AdWords and Facebook account structures have some important differences and it’s important to have clarity and a solid understanding of them to make the most out of each platform. Facebook budgets are controlled at the ad set level as opposed to the campaign level. This allows for much greater control over how much you spend on specific audiences you target. A recommended Facebook ads campaign structure looks like this:
- Choose a campaign based on your specific marketing objective
- Break out Ad Sets based on your target audiences and budget
- Optimize ad sets in your existing campaigns to determine where your lowest cost-per-acquisition (CPA) lies
- It’s important to give Facebook the opportunity to learn over time
With Facebook advertising, at times you may feel that you are not getting results right away. Sometimes you may feel compelled to quickly make changes to your ads and tweak things to “optimize” them so they can perform better as soon as possible.
However with Facebook in the beginning phase of launching your Ad campaigns, gathering data and insight is very important. That’s why it’s key to have a clear idea of how much you’re actually willing to spend to get one customer. Be willing to go beyond that with your budget in the beginning as you test your audience and ads. As results start to show over a period of time when Facebook has collated enough data to be able to optimize your Ads
- Test different Ad Formats
Picking the right Facebook ad type can have a big impact on the performance of your Facebook ads. Test different ad formats and see which ones perform better for your campaigns. This will help deliver the best results at the lowest cost. Carousel Ads work well for certain brands and categories and may not work so well for others.
So you need to test and see what works best for your brand from a conversion of key objective perspective.
Not every placement works with every campaign objective and in our experience, it’s a better idea to cut some out altogether. If you are running a conversion campaign, it is recommended to remove audience network as a placement. These audience network clicks are often accidental and don’t yield interested users. They often bounce immediately.
- Create Facebook lookalike audiences from your most valuable custom audiences
Create a Lookalike Audience of People Who Spend the Most Time on Your Website
– Create a custom audience of the top 25% of visitors by time spent on any product page or category of product pages. This custom audience is high-quality visitors and forms a strong foundation for a lookalike audience because the custom audience is sizable and specific.
Create a Lookalike Audience Based on Top Spenders
- Identify and target only the highest spenders in your customer list. After creating a custom audience for this group, you can create valuable lookalike audiences based on it
- Avoid Audience Overlap
Audience overlap is an error many Facebook advertisers make. Which is marketing to the same audience with different ad sets. The larger the overlap, the worse your campaigns will perform. If ads under different ad sets are targeting the same audience, keep them from competing against one another by compiling them into a single ad set.
You can also use a more detailed targeting approach to exclude certain interests/ behaviours/demographics and refine different aspects of your targeting for each ad set.
- Behavioural Targeting
Build a highly defined Facebook audience by combining behavioural targeting with the location, interest, and demographics-based targeting. Behaviours allow you to reach a highly targeted Facebook audience by targeting people by purchase history, intent, and more.
- Separate View and Add To Cart
For your Dynamic Product Ads, it is recommended to target “View” and “Add to Cart” audiences in separate ad sets. With this custom combination targeting, you’re able to differentiate the pitch to these two groups.
- Test Different Images
Images are the most important element of your Facebook ads and the number-one factor which influences consumers to decide whether to click an Ad. Test out different images and find the ones that maximize your click-through rate and conversions.
We hope these Facebook Ad conversion tips will help you to make the most of your advertising spend. Keep testing and analyzing data to further optimize and improve your conversion rate over time.
All the best!