As a brand, it’s important to evaluate and test all ad types and formats across all platforms to see which ad or ad type works most effectively for your category and brand. Today, we share some tips on how to effectively manage, test, and run your Facebook ad campaigns with the goal of driving conversions or transactions.
How have Facebook ads worked for you? Are you constantly looking to get the best result for your Facebook investments and drive better conversion optimization?
Ten Facebook Ads Tips to Maximize Your Conversions
Make sure your Facebook Pixel is set up
The Facebook Tracking Pixel helps you track your Facebook ad campaign conversions, optimize your ads based on collected data, build targeted audiences for your ads, and re-market to qualified leads – people who they have already taken some kind of action on your website as part of their visit to your website.
Without the Facebook pixel, you are limiting yourself to the powerful targeting options available. You also won’t be able to accurately track conversions. And therefore you cannot optimize your ads for conversions.
Structure your account the right way
The account structures of AdWords and Facebook have some important differences and it is important to have clarity and a solid understanding of them to get the most out of each platform. Facebook budgets are controlled at the ad set level rather than the campaign level. This allows for much greater control over how much you spend on specific audiences you are targeting. A recommended Facebook ad campaign structure looks like this:
Choose a campaign based on your specific marketing objective
Divide ad sets based on your target audience and budget
Optimize ad sets in your existing campaigns to determine where your lowest cost per acquisition (CPA) is
It is important to give Facebook the opportunity to learn over time.
With Facebook advertising, sometimes you may feel like you’re 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 work better as soon as possible.
However, with Facebook in the early phase of launching its ad campaigns, gathering data and insights is very important. That is why it is key to have a clear idea of how much you are really willing to spend to get a client. Be willing to go the extra mile with your budget at first while testing your audience and ads. As the results begin to show over a period of time in which Facebook has collected enough data to be able to optimize its ads
Try different ad formats
Choosing the right Facebook ad type can have a huge impact on the performance of your Facebook ads. Try different ad formats and see which ones work best for your campaigns. This will help you get the best results at the lowest cost. Carousel ads work well for certain brands and categories and may not work as well for others.
So you need to test and see what works best for your brand from a key goal conversion perspective.
Not all placements work for all campaign objectives, and in our experience, it is a better idea to remove some entirely. If you are running a conversion campaign, it is recommended to remove the audience network as the location. These clicks on the audience network are usually accidental and do not generate interested users. They often bounce right away.
Create Facebook Like Audiences from Your Most Valuable Custom Audiences
Create a similar audience of people who spend most of their time on your website
– Create a custom audience of the top 25% of visitors per 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 sizeable and specific.
Build a lookalike audience based on top spenders
Identify and target only the highest spenders on 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 a mistake 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 your ads from different ad sets are targeting the same audience, prevent them from competing with each other by compiling them into a single ad set.
You can also use a more detailed targeting approach to exclude certain interests / behaviors / demographics and refine different aspects of your targeting for each ad set.
Build a highly defined Facebook audience by combining behavioral targeting with targeting based on location, interests, and demographics. Behaviors allow you to reach a very specific Facebook audience by targeting people by purchase history, intent, and more.
Separate view and add to cart
For your dynamic product ads, we recommend targeting the “View” and “Add to Cart” audiences in separate ad sets. With this custom blend orientation, you can differentiate the hue of these two groups.
Try different images
Images are the most important element of your Facebook Ads and the number one factor influencing consumers in deciding whether to click on an Ad. Try different images and find the ones that maximize your click-through and conversion rate.
We hope these Facebook ad conversion tips help you get the most out of your ad spend. Keep testing and analyzing data to further optimize and improve your conversion rate over time.
All the best!