An incredible benefit of Facebook Ads is what you can do with it. You can reach any audience on a variety of channels on and off Facebook, and you can do so with a variety of different ad formats. This potential for customization is extraordinary.
All of these customization options don’t make it much easier for you, no matter how hard you are struggling to make the system work for you. Even qualified marketers sometimes struggle with Facebook ads as the system can be somewhat complicated.
There are some Facebook Ads tips that you can use to better optimize your campaigns and generate more solid results, no matter what your current goals are. To help you maximize your return on investment (ROI), we’ll cover nine of our favorite Facebook advertising tips that will work well for most campaigns.
1 Redirect is your best friend
Redirect campaigns, on average, have higher conversion rates and lower CPCs. Whether you’re targeting users who simply visited a particular page on your website, or displaying big sale ads to high-value customers who regularly buy, those users already have some kind of connection to your company.
This awareness will make them more willing to click on that ad and see what you have to offer. This will also increase the likelihood of conversion.
Facebook’s retargeting skills allow you to target based on two different categories:
People on a list you’ve sent. These lists can be made up of past customers, email subscribers, or blog subscribers. This is best used when you want to create targeted and timely offers that are relevant to those specific groups.
Think of an exclusive sale to “platinum customers” or a new product that works well with services purchased by certain members of the public.
People who recently interacted with your company in some way. This can be from taking action on your website or watching a certain percentage of a video on the platform.
Now, there is even the option to redirect people who interacted with your store. They can be configured with offline events.
These types of custom audiences can be used to show ads to people based on specific actions, similar to email campaigns with triggered auto-responses.
If someone looks at a product on your site, use dynamic ads to show the same product three days later and encourage them to buy.
Whatever types of personalized audiences and retargeting campaigns you choose to create, remember to use what you know about that specific audience to take full advantage of creating relevant messages.
2 The video is still valuable
There are many doubts about whether video still matters in Facebook ads after the news that Facebook has dramatically inflated video metrics. However, video is still an important tool for Facebook marketing in general, and it is still important for Facebook ads as well.
After all, the video opens up more space for narrative, and we are big advocates of using stories to get more results from your advertising campaigns.
Many clients will see more than two lines of ad text and will imagine “NO”, but will happily pause to watch a video that takes 20 seconds to watch. This gives you more space to get your message across and have the impact you were looking for.
Turn this Facebook advertising tip into a classic Facebook ad strategy by setting up a Facebook ad funnel with video. Run a campaign that attracts new cold traffic or a similar audience, showing them a video ad that focuses on the brand’s narrative.
Then, create an ad targeted to users who watched at least ten seconds of the video, showing them a lead generation ad and an offer like an e-book, free class, or consultation.
3 Create multiple copy sets
We have professional copywriters, so we see firsthand how much a change in the text can transform an ad. Earlier this year, a simple copy adjustment in a campaign reduced the CPC from R $ 9.40 to less than R $ 1.50.
Sometimes, however, even great copywriters don’t know exactly what will work. Testing is always necessary, especially at the beginning, if you have not performed extensive copy split testing before.
We recommend creating sets of ad texts, each including multiple headlines and multiple ad texts that work in a cohesive manner. Each of the texts and titles should focus on a single message, emotional appeal, or pain point, but they are written in different languages and styles and can highlight different characteristics.
Test points, longer paragraphs, short sentences. You want to keep the basic offering consistent, but make it stand out in different ways.
This is the strategy we use with our customers to quickly discover what works, why, and how to create high-converting content going forward. Each audience is different, so testing here is very important.
You can use Facebook’s split test feature, illustrated above, and choose “creative” as the variable to make this easier.
4 Consider channels carefully
You can reach users in several different locations on Facebook and outside of Facebook, including Instagram and the audience network. You can also choose whether to show ads on desktop, mobile, or both.
Different channels will have different impacts on your campaigns. Cellular users, by and
For example, they may be less likely to buy than desktop users, but more likely to get involved. Instagram placements consistently cost more than
Facebook in general, but also generate greater engagement on average. Likewise, newsfeed ads on the platform will perform better than ads in the right column on Facebook, but news feed ads offer more potential that can lead to higher clickthrough rates (CTRs).
All placements are automatically enabled, but you can edit this accordingly when creating your ads. Channels can be a big consideration.
5 Keep relevance high and frequency low
There are two metrics that many advertisers ignore and that you should pay close attention to Facebook ads for Relevance score and frequency.
If your frequency score is 2, it means that each user who sees your ad sees it, on average, 2 times. That’s really good. If your frequency is 9, however, that is another story.
Someone who sees your ad 9 times and does not convert is unlikely to do so, damaging your campaigns. Ideally, your frequency should be kept at 3 or less.
Keep your frequency low by having an audience large enough to keep your ad circulating among different audiences. As you scale your advertising spend, keep an eye on frequency for that reason.
Your importance score, on the other hand, should be as high as possible. Facebook will rate your ad on a scale of one to ten to gauge how relevant they believe your ad will be to your audience. This is based on your algorithms and the response your ad gets.
Positive engagement like clicks, views, likes, comments, and share
will increase your score. Negative engagements, such as people hiding your ad, will reduce it. You must achieve 8 or more. This will give you more momentum in the algorithms and can also lower your CPC.
6 Focus on content that prioritizes mobile
The use of mobile devices is increasing significantly, so you need to take the content to users where they are most likely to interact with it.
The problem is this: content created for the desktop is not always translated well for the mobile phone, but the content created for mobile usually works well on the desktop as well. As a result, it’s important to create mobile-friendly content that reaches the audience that you may have difficulty connecting with.
Make sure your content meets mobile best practices. Including more vertical videos in your campaigns is a perfect example, because mobile users can easily expand the video and watch it in full screen without having to turn the phone. It sounds a little silly, but it matters.
You should also test mobile-specific formats, including options like instant experiences (formerly known as screen ads) and story ads. Both are automatically full-screen mobile experiences that can take users directly to the landing page of their choice.
7 Setting a bid limit doesn’t always work in your favor
If you are on a tight budget, Facebook offers the option to set a bid limit if you are using the “lowest cost” strategy. Basically, this strategy means that you want to pay the least amount possible for each ad set to make your budget go further, and setting a bid limit allows you to say “
Bid limits can be really attractive, especially if you know that you don’t want to pay more than a certain amount for each ad.
That said, they can limit you. Sometimes the averaging rule can be your friend. If the desired bid is R $ 5.66, an audience network channel can cost R $ 4.00 and that would leave R $ 1.66 more than covering a higher-value Instagram channel of R $ 6.00.
In that case, you get more channels, but it’s still close to the target cost, but on an average basis.
Consider what will work for you before deciding on whether or not a bid limit is right for you.
8 Use high-value customers to build similar audiences
This is another classic Facebook advertising tip, but it stands out among the others.
Most companies – even the really small ones – have some customers of higher value than others. Perhaps they are more engaged or (probably) big spenders and loyal customers. Create a personalized audience made up of these individuals.
Then, build a similar audience based on that personalized audience, helping you connect with cold audience members who are particularly similar to these high-value customers. This represents a valuable opportunity to find more customers that you love to work with
When creating a similar audience of high-value audiences, try to keep your audience as similar as possible while maintaining a strong audience size.
9 Know your audience before you start targeting
Facebook is known for its wide segmentation options, and for some marketers, putting this in front of them is like leaving a lost child in a candy store. It’s so exciting – you can create almost any hypnotized audience you want.
However, there is a problem: you should not always do this. Sometimes creating hyper-niche audiences can actually make your audience very small, increasing your frequency to what is really a very general campaign and limiting performance.
We’ve read something crucial over the years: you need to know who you’re targeting before you can start taking your actual targeting criteria. Don’t be distracted by all the options when you’re there; know that you will target “vegetarians” and “yoga interests” and try to avoid addressing five other interests just because they make sense.
This is very important. We had a customer who had a local business and a product with general appeal. When we tried niche targeting, it limited audiences a lot and caused CPC to skyrocket, although targeting made sense.
CPC campaigns may seem overwhelming, but these Facebook advertising tips can make the process a little easier and a lot more effective.
Each of these tips will help you use the ad system in the same way as professionals, achieving a high return on investment (ROIs), reduced ad costs, and increased conversion rates that you will only find at advertising agencies and consultants. professionals.