Not all Facebook ads are made equal.
Sometimes, you will publish a Facebook ad, and it won’t give you the results that you are looking for.
Because the ad you made is not optimized.
Today, I want to share with you some techniques on how you can do this.
By the end of this tutorial, you should be ready to correct some errors.
These tips to optimize Facebook ads can help you get the most out of it.
1. Focus on Gathering Engagements
The main point of advertising is to help your brand reach a wide audience.
However, it will not be enough if people just see your advertisement.
You need to convince them to interact with it, expand details about it, and really try to get to know your brand.
That being said, it is just right that you focus on generating engagements on your post.
These engagements pertain to getting more Facebook likes, reacts, comments, and shares.
Here are some ways on how to do this form your Facebook page manager.
Use Existing Posts
Before executing your advertisement, you will have a choice on whether you will create a new post for your campaign or use an existing post on your page.
To efficiently boost engagements, consider using posts that already have interactions, to begin with.
You can select this repeatedly until you reach your desired size of reach.
There is no guarantee to this.
However, if people have already reacted on a post before, there really is no reason why others will not do the same.
Also, you must boost posts only once in a while.
Boosting the same post over and again make people tired.
They may also view you as a spammer.
Respond to Comments
Your audience is more likely to take part in a conversation with you if they see that you are responsive.
You can react to their comments by replying to them or simply liking it.
Engaging with the audience is a good way to convert them into customers.
Doing this can help you increase your conversion rate in the long run.
2. Follow a Schedule
Making your ad visible is a must. However, running it all the time won’t help as much as running it on specific days and weeks.
This is where the scheduling feature of Facebook Ads comes in.
Specifically, here is how you can customize the schedule for your ad:
Monitor Performance Data
Facebook Ads provides reports regarding your ad performance.
You can use the Breakdown function to sort the data according to delivery, action, and time.
Constantly monitoring this can help you in determining the right schedule for your ads, which is the next step of this process.
Determine the Right Schedule
You can’t just select random days for your ads. You need to choose the ones where your ads generate most impressions.
This can be seen from the links and click-through rate tabs of the report.
Navigate to Ads Manager
Once you are already equipped with the required information, you can now go on to changing the settings for your campaign.
You can do this as you set up the campaign in Ads Manager. Scroll down to the Budget & Schedule section.
Note that schedules are only available if you use Lifetime Budget.
This should, therefore, be set in order to have access to the schedule feature.
Choose the “Show Advanced Options”, and that’s where you will see the option to “Run Ads on Schedule”.
Set the Calendar to Preferred Schedule
After doing the previous step, you will see a group of blocks with days and times as labels.
This is where you can customize your schedule. Refer to the blue blocks when checking your chosen schedules.
Having a schedule is a more precise take in reaching your target market.
This will lead you to attract an audience that has a higher possibility of being interested in your brand.
3. Optimize Ad Quality
No matter how much you spend on Facebook Ads, it will be hard for you to get a return on investment if your advertisement is not appealing enough.
An important factor that affects marketing campaigns is how it is perceived by the users who will see it.
This is not only limited to its physical appearance.
Below are the things that you should consider in levelling your advertisement’s quality:
Let us start with the first thing that the users see—the design.
The design of your advertisement will be the basis of the users’ first impression towards your company, and the product you are offering if there is one.
This is why you have to be very creative when setting up your campaign.
Use eye-catching photos, it can be yours, or you can choose from numerous stock photos, as long as it is not copyrighted.
Captions are texts that go along with your ad post. Here, you can provide more details about what you are promoting.
Users don’t really read everything, especially if it’s too long for their liking.
So, be sure to keep it short and simple. It also makes sense to put the most important details at the start of your caption.
You can also add your other social media accounts so your audience will know where else to contact you.
The caption is also called copy.
This area of your ad must send a clear message to your target consumer—what you offer, what the benefits are, and why they should bother checking out your products.
4. Conduct Split Testing
Split testing means that you publish two versions of your advertisement.
It is also called A/B test. In this test, you publish two ads, but you change some elements like:
- Ad Placement
- Ad Objective
For example, the two ads may have exactly the same message and demographics, but different images.
Once these ads are published, you have to review which one got more attention and which one yielded better results.
From different tests, you can see for yourself how people respond to your ad.
From this test, you can spend more money on the one that has performed better.
5. Set Your Advertisement’s Objective
Your campaign’s objective refers to what you want to achieve. You can set this up on Ads Manager.
Specifically, there are three categories that you can choose as an objective. They are:
- Awareness – this is an approach that focuses on the audience. Choose this if your goal is to reach a certain number of users. Its subcategories are: brand awareness, local awareness, and reach. In this objective, you are not looking for a sale. Instead, you only want people to be aware that your company exists.
- Consideration – This, on the other hand, is used if you want your audience to do something, e.g. link clicks. The sub-categories of this are traffic, engagement, app installs, video views, and lead generation.
- Conversion – The last objective is Conversion. This is designed to improve your conversion rate. It also has its own sub-categories, specifically: conversions, product catalogue sales, and store visits.
Choosing the right objective is important because this controls the auto-optimization feature of Facebook Ads.
This means that the software will focus on enhancing your goal. If done wrong, you might not yield your desired results.
6. Execute Varying Ads
You should not limit your advertisement to images. Repetitively doing this can be less and less effective.
This is why Facebook Ads offers multiple ad formats. Particularly, you can choose from the following:
Photo Ads, from the name itself, involves the use of images. This is probably the easiest campaign to create as this is the simplest format.
Video Ads, on the other hand, involves quite a lot of work, but this is a good way to capture a user’s interest.
Unlike the first two formats, this is received through personal messages in Messenger, the messaging platform of Facebook.
This is similar to PowerPoint slides. This is ideal if you want to introduce sections in your advertisement, or show sequence of a process in a single file.
Carousel Ads, on the other hand, has a similar design as browsing on shop catalogues. This is perfect for story-type advertisements.
This type of ad format involves the use of templates. This type of advertisement is presented as a storefront, which is perfect for making your products stand out.
Lastly, the Playable Ads format is often used by brands that offer games.
Here, users can interact with the advertisement. Usually, the content shows a preview of the game and a short level as a way to engage the users.
It is important to take note that the excessive use of the same ad type can result in ad fatigue.
This means that as time goes by, the users will get sick of your brand and will tend to scroll past it if ever they see them.
7. Optimize Ad Placements
Ad Placements pertain to the position where your advertisement is shown.
With Facebook Ads, you will be able to control where your ads appear.
Here are your options:
- Facebook Newsfeed
- Facebook Marketplace
- Facebook Right Column
- Instagram Feed
- Instagram Explore
- Messenger Inbox
- Facebook Video Feeds
- Search Results
- Stories (Facebook, IG, Messenger)
Different ad placements have different costs and effects.
It is important that you observe which one works best so you can manage your budget more efficiently.
8. Execute Auto-Optimization
Auto-optimization is a feature you can use from your Facebook ad account.
In this feature, you no longer have to choose how your ad is shown, much less to what device.
If you are new to Facebook advertising, you must use this feature.
This feature manages how your ads are shown based on Facebook’s algorithm.
Particularly, it can turn on or off your campaign, alert you about the status of your ad, and even adjust your budget and bids for you.
Here are the steps on how to set up Auto-Optimization:
- Navigate to Facebook Ads Manager.
- Select the campaigns you want to customize.
- Edit the advertisement. This can be done in the menu.
- Specify your terms by clicking the “Create Rule”.
Using this feature can help you save time. It will also give you more opportunities to think about new marketing strategies to work on.
Summary: Tips to Optimize Facebook Ads
A Facebook ad works best if it targets the right people, and only if you are sending the right message.
Advertising is not as easy as it seems, but do not lose hope.
If you are a solopreneur, take the time to learn what you can.
Learn from your mistakes and experiences, and this is going to make you a lot smarter in the future.
You can also get the support of freelancers to do your ads.
There are many Fiverr experts who can create fantastic ads for you—you just need to publish the ad and choose the right demographics.