The Ultimate Guide to Optimized Facebook Ad Campaigns
The Ultimate Guide to Optimized Facebook Ad Campaigns
More than 1.4 billion people
use Facebook every day to stay connected, to share and to learn. As the
most ubiquitous social media channel in the world, it’s no surprise
that marketers regularly turn to it in an attempt to enhance their
digital strategies. Whether you want to raise brand awareness, drive
sales or both, social media advertising is fast becoming one of the most
popular, and productive conversion channels. In fact, research suggests
that the social ad market may reach $11 billion by 2017, up from $4.7 billion in 2012.
In case you haven’t yet, we’ve outlined some simple tactics you can adopt to ensure your Facebook ads are fully optimized, so you can capitalize on the revenue generating power of social!
In case you haven’t yet, we’ve outlined some simple tactics you can adopt to ensure your Facebook ads are fully optimized, so you can capitalize on the revenue generating power of social!
The social ad market is set to reach $11bn by 2017, up from $4.7bn in 2012.
Tweet ThisTake advantage of targeting options
One
of the reasons Facebook advertising boasts such superior conversion
rates is because of its advanced, and highly detailed targeting options.
This level of specificity means that you are in a position to make sure
your ads are only displayed to the audience segments that are highly
likely to engage with them. In short, Facebook’s targeting options allow
you to expose your brand to the right customers at the perfect point in
the sales funnel. Just in case you weren’t convinced of their seemingly
endless nature, we’ve listed the main selections below:
- Location
- Age
- Gender
- Relationship
- Languages
- Education level
- Work
- Financial status
- Ethnic affinity
- Generation
- Parents
- Life events
- Politics
- Interests
- Behaviours (digital activities, charitable donations, purchase behaviour etc.)
- Connections
Advanced
targeting options, when used considerately, can maximize ROI and
generate more conversions. Just try to avoid casting your targeting net
too narrowly – this could lead to isolating a large part of your
potential market.
Avoid overusing Facebook targeting options – they could end up isolating your target audience.
Tweet ThisTest your ad images
Did you know that Facebook posts with images see over two times more
engagement than those without? This extends to your ads as well. The
more visually compelling your Facebook ad, the greater the chances it
will enjoy an increased Click-Through Rate.
Consider your brand. What products or services do you sell? What is your market positioning? What kind of identity do you want to cultivate? Who are your target audience segments? It may seem excessive, but asking yourself these questions will ensure that you select the best images to complement your ad text and maximize conversion.
You can use multiple pictures for each ad. When your ad runs, different versions will be displayed to different people. We’ve already discussed the benefits of A/B testing in our beginners’ guide. In this context, it will help you to quickly and easily ascertain which images will help your ad to perform best.
You can use an app such as Pablo by Buffer or Canva to create a design for your ad image that involves overlaying text. This is an effective way to include as much information as possible, which is important as you only have 25 characters for your ad’s headline, 90 characters for the main ad copy, and 30 characters for a link description. However, don’t forget that text can’t take up more than 20% of the space in your image.
Consider your brand. What products or services do you sell? What is your market positioning? What kind of identity do you want to cultivate? Who are your target audience segments? It may seem excessive, but asking yourself these questions will ensure that you select the best images to complement your ad text and maximize conversion.
You can use multiple pictures for each ad. When your ad runs, different versions will be displayed to different people. We’ve already discussed the benefits of A/B testing in our beginners’ guide. In this context, it will help you to quickly and easily ascertain which images will help your ad to perform best.
You can use an app such as Pablo by Buffer or Canva to create a design for your ad image that involves overlaying text. This is an effective way to include as much information as possible, which is important as you only have 25 characters for your ad’s headline, 90 characters for the main ad copy, and 30 characters for a link description. However, don’t forget that text can’t take up more than 20% of the space in your image.
This
ad from project management software provider Slack is the perfect
example of how you can use imagery to make a strong impact and
illustrate your brand’s unique benefits and distinct personality.
Create separate ads for mobile
Mobile
devices are, inarguably, an integral part of our daily lives. Whether
it’s a phone or a tablet, we use them to research, communicate and
purchase to an increasing extent. To put it into perspective, there are
over 1.2 billion people accessing the internet from their mobile devices. 72% of mobile device owners make purchases from them on a weekly basis. And more than 700 million people access Facebook on their phones and tablets every day.
72% of mobile device owners make purchases from them on a weekly basis.
These
statistics, combined with the fact that Google now prioritizes mobile
content during search engine indexing highlights the importance of
giving mobile marketing and advertising a special emphasis. This should
include your Facebook ad campaigns.
Creating separate ads for mobile and desktop will allow you to optimize them accordingly. You’ll be able to manage bids, customize imagery and video content, and use appropriate Calls-To-Action. The nuances between mobile and desktop may be subtle, but they’re worth acknowledging. For example, you should use shorter video clips for mobile, ideally between 15 and 20 seconds long. It’s also an ideal method for determining which platform is driving more conversions for your campaign, which means you can adjust your spend and enhance results. If you find that desktop ads ultimately convert better, you can edit your mobile ad copy and destination URLs with this in mind, so your mobile ads can assist, rather than directly generate those conversions.
Creating separate ads for mobile and desktop will allow you to optimize them accordingly. You’ll be able to manage bids, customize imagery and video content, and use appropriate Calls-To-Action. The nuances between mobile and desktop may be subtle, but they’re worth acknowledging. For example, you should use shorter video clips for mobile, ideally between 15 and 20 seconds long. It’s also an ideal method for determining which platform is driving more conversions for your campaign, which means you can adjust your spend and enhance results. If you find that desktop ads ultimately convert better, you can edit your mobile ad copy and destination URLs with this in mind, so your mobile ads can assist, rather than directly generate those conversions.
Create separate ad sets for mobile and desktop ads within your Facebook campaign structure. This level of organization will help you to optimize them accordingly.
Use conversion tracking
You
know that Facebook ads have the ability to increase ROI – but how can
you be certain? Being able to measure the effectiveness of your ads, and
whether or not they’re helping you to achieve your business goals, is
essential to guarantee the ongoing success of your campaign. All you
need to do is implement conversion tracking and pixels.
Simply put, conversion tracking allows you to measure the number of conversions for which your Facebook ads are directly responsible, i.e. the actions they take after they’ve viewed your ads.
You can create a Facebook pixel, which is a piece of code that you can add to the pages of your website on which conversions happen, be it a product page, a “Contact Us” page or, in the instance of an ecommerce website, a checkout page. The pixel will audit the actions people take after they click your ad, which will help you to calculate your Return on Ad Spend and adjust your campaign settings where necessary.
It’s very easy to create this Facebook pixel. All you need to do is access the Facebook Ads Manager, click the Facebook Pixel tab, click Create a Pixel and finally click View Pixel Code. Copy the code and paste it into the tags of the pages you want to track.
Simply put, conversion tracking allows you to measure the number of conversions for which your Facebook ads are directly responsible, i.e. the actions they take after they’ve viewed your ads.
You can create a Facebook pixel, which is a piece of code that you can add to the pages of your website on which conversions happen, be it a product page, a “Contact Us” page or, in the instance of an ecommerce website, a checkout page. The pixel will audit the actions people take after they click your ad, which will help you to calculate your Return on Ad Spend and adjust your campaign settings where necessary.
It’s very easy to create this Facebook pixel. All you need to do is access the Facebook Ads Manager, click the Facebook Pixel tab, click Create a Pixel and finally click View Pixel Code. Copy the code and paste it into the tags of the pages you want to track.
If
you have created and executed a Facebook ad campaign that you’re
particularly proud of, let us know about it in the comments below. Feel
free to share any tips on how to further optimize ads, what’s worked for
you, and what hasn’t!
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Posted By Abayomi Ismail
source: https://digitalmarketinginstitute.com
Leave some comments...
Posted By Abayomi Ismail
source: https://digitalmarketinginstitute.com
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