How to Optimize Facebook Ads

Social Media Marketing
How to Optimize Facebook Ads
Article by Bisera Stankovska
Last Updated: March 22, 2023

Facebook is a great place to market your offerings and a leader in getting your work noticed among the ever-increasing audience. The platform has over 2.91 billion monthly active users.

With so many people spending their time on Facebook, it is a powerhouse of advertising, and the best way to leverage this platform is through Facebook ads.

But how do you derive revenue from your Facebook ads? The answer is simple, let them do the work for you!

But if you feel like your ads aren’t working, there might be some areas you’ll have to reconsider.

Here’s how to optimize Facebook ads for maximum impact.

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What Is Facebook Ads Optimization?

Optimizing Facebook ads ensures your conversion and visibility reach new heights. Ads can also be leveraged to improve brand awareness, reach, traffic, engagement, app installations, etc.

Here are some other benefits that you can derive by optimizing your Facebook ads:

  • Increasing the click-through rate
  • Lowering the cost-per-click (ad expense)
  • Reaching a high ROI audience
  • Reducing your cost per acquisition
  • Increasing your sales without increasing your ad budget

The following points can help you optimize ads for endless business benefits and make your Facebook ads really worth it.

Step #1: Define the Key Objectives

When creating an ad campaign, the first things to highlight are the objectives and audiences. This can allow the Facebook algorithm to align with the highlighted objectives. The goals will be a deciding factor for the effectiveness of the processes to follow.

Before you begin, the primary question is: What do I want to achieve with this ad? Being transparent with the basics can provide further clarity for the entire campaign.

You can consistently introduce new prospects to your business with well-defined ad funnels, ensuring continuous sales.

If you run ads without boosting awareness among your clients, the campaign could be expensive for you.

Beginning with the reach and awareness funnel stages can be much cheaper to run. Starting with these can help you connect with your audience while also helping you save time and money.

The contents of a Facebook advertising funnel include -

  • Awareness: Introduce your business to the audience using the brand awareness campaign.
  • Consideration: Build your audiences’ interest with traffic, engagement, app installations, videos, views, messages, and lead generation objectives.
  • Conversions: Book sales with conversions, catalog sales, or store traffic objectives.

Step #2: Identifying Your Target Audience

Identifying your target audience and growing your customer base is crucial to boosting your ROAS.

You can try Facebook Audience Insights to avoid guesswork and be informed about your audiences. This tool can help you build personas and develop content that resonates with the audience.

Facebook owns Instagram, and if you have an audience there, it is a sure-fire strategy to run ads on Facebook too.

You can choose age, gender, location, and language for detailed targeting. You can base the search on interests, behavior, and connections and create custom audiences.

You can also use Audience Insights to know more about the people who have interacted with your business. Using Lookalike Audiences to reach out to people who are the most similar to your current customers is yet another way to get closer to your audiences without burning a hole in your pocket.

Step #3: Leveraging Facebook Ads Manager

Facebook Ads Manager helps you create ads and manage where and when they will run! You can set up automated rules that monitor your campaigns, alert changes and even take specific actions for you.

Facebook Ads Manager can help manage content, upload assets, pause and relaunch ads, make edits, write copies, and get a preview of how those will appear on various channels.

Facebook Ads Manager can also help with quick ad creation and guided ad creation.

Advanced advertisers usually choose quick creation, which is an option that allows you to design your ad as you want and in any order you wish.

Guided creation, as the name suggests, implies a step-by-step approach to creating an ad, making it ideal for beginners in advertising.

Some of the Facebook Ads Manager’s features include:

  • Edit ads in one place
  • Duplicate ads
  • View campaign metrics
  • Analyze ad performance
  • Monitor ads on mobile or computer devices

Step #4: Getting More Traction with the Existing Content

Your campaigns shouldn’t just focus on the content created for the current campaign but should also focus on repurposing them.

Repurposing the old content not just breathes life into it but also serves as social proof that it’s your audience’s favorite.

Repurposing old content can help you save money on creating ads from scratch.

Even if it’s not an entirely new concept, you can tweak your ads a bit for them to be presented in a different light.

You can try splitting your platform to run the same creatives or target your audience who have already visited your website.

Step #5: Adding Unique and Creative Content

You might want to continue to target the same audience. However, the same creative assets might not create any novelty or intrigue in their feed.

Going through the same old ads can lead to ad fatigue and banner blindness. As a result, your audience might ignore your feed, resulting in dwindling engagement and profits.

Here’s what you can do to break the chain of monotony. You can have multiple ads in one ad group and set them up, so Facebook rotates them automatically. Concerning formats, you can introduce new photos, videos, and captions more often than usual.

Step #6: Leverage Facebook’s Dynamic Feature

Facebook offers analytical capabilities but can soon become confusing if the advertisers don’t know how to use it.

You can leverage the Facebook algorithm that identifies what works best for individual Facebook users.

You can also use Google Analytics to divide ad sets. This helps to determine the audiences that are most likely to convert, using locations, demographics, and interests, and targeting them effectively.

Understanding which platforms boost website traffic helps to allot an amount for a particular platform.

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Step #7: Update your Landing Page

What happens after your prospects have clicked on your ad and are ready to take action? Ending up on a landing page that still needs updates is not an option. 69% of Facebook ads link to a landing page.

If your ads get a lot of clicks but hardly convert, here’s the answer – Update your landing page!

With the increasing popularity of in-app shopping through Facebook shopping, you can still collect data and check different data types by driving the traffic on your landing page.

How to do it? Matching your ad's keywords with the landing page can go a long way in showcasing an aligned branding. Being led to a website that’s poles apart from the ad you clicked on can make your audience feel deceived.

It is essential to be consistent with the branding throughout diverse channels too. This will help your prospects resonate with the branding in the ad and on the website. This approach nurtures your audiences’ trust in your brand and allows them to identify with it wherever they come across it.

Ensure that all the contact details needed for your prospects to take action are accessible for them to find. This will help you avoid the increased bounce rates.

Step #8: Optimize Your Ads’ Likes and Shares

Likes and shares are social proof that cannot be overlooked and are a significant driving force for your audience to take action. Likes and shares speak louder than words and are strong proof of the quality of the product.

These ads have proven their mettle in the past by striking a chord with the audience and still have the potential to do the same.

Step #9: Schedule Your Ads

You can also optimize Facebook ads’ schedule by reducing the cost per conversion by running your ads only when they can get the most results.

After you use Facebook Ads Manager to put a finger on the best times for you, you can create a custom campaign schedule based on what you’ve found. For this, you can also tap into the previous campaign data.

You might also want to schedule your ad as per an optimum time or day since there are some times and days that outperform the rest.

To find the best times, go to the Facebook ads manager reports and use the break-down menu to check how the campaign is functioning by the day.

You can also set auto-optimization rules. This allows you to:

  • Turn off your campaign
  • Send notification to the ad manager
  • Adjust manual bid or the budget

Step #10: Turn on Campaign Budget Optimization (CBO)

Marketers who run more than one ad at once can also try out Facebook’s campaign budget optimization (CBO). This can help prioritize the budget for the ads that only perform well.

This CBO tool will let you know when your audience is most likely to convert rather than spamming them unnecessarily. Apart from time and money, this tool can also ensure that your ads continue to interest your audience.

With the Campaign Budget Optimization, you can let the platform do accurate estimations for you.

This function can help distribute the entire budget equally across active ads, so you don’t have to do so manually.

Step #11: Find Your Top Ad Placement

Facebook places the ads wherever they are more likely to generate more leads.

This could allow your ads to be placed on your Facebook feed, Instagram stories, and the audience network.

Facebook ads have a different appearance on each device and platform. Keep those placements in mind before you design them. This is where understanding the user interface in detail comes in, as each platform will require the creatives to be in a specific size.

Take a look at the placements preview, and adjust your content accordingly before your ads go live.

Step #12: Create Better Content

Your ad goes way beyond simply getting the technicalities right when it's about conversions.

High-quality content forms the core of advertising, marketing, and branding. Establish that your content resonates with your demographics to see a visible change in the performance of your ads.

According to a study, Facebook is the favorite Social Media platform of the 35-44 demographics.

Consistency with messaging is yet another aspect businesses must conform to.

Moreover, draft an engaging and intriguing copy, compelling statistics, stories, and testimonials.

It is vital to note that Facebook takes at least 24 hours to adjust the performance of your ad after every new edit. So, every time you make any changes to your ad, ensure to wait for this time before drawing any conclusions.

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Step #13: Discover the Audience at the Top of the Funnel

The more, the merrier – but not while targeting your audience!

Facebook ads help you determine which audiences have converted and prioritize your best-performing audience groups. Prioritizing avoids mixing up your audience and targeting those already on your prospect list.

Discovering the audience at the top of the funnel helps retarget your audience efficiently as the funnel moves downwards.

As it is no use spending your budget on existing clients, it is best to target them with a custom list.

Sieving your target audience can help you create the right buyer personas. Creating personas is just as crucial in social media marketing as it is in content marketing.

These personas should be based on values, goals, hobbies, digital behaviors, and interests to lead the relevant people in their desired directions.

Step #14: Run an A/B Testing

If you are still unsure about getting your ad live, Facebook ads can help you with that too!

A/B testing can help discover headlines, texts, creatives, themes, formats, and calls to action that can work wonders for your campaign. However, testing only one variable at a time is suggested, as testing too many variables together can be unmanageable.

A/B testing is done to keep the following things in check majorly

Creative themes such as social proof, testimonials, photography, and user-generated content

Some of the formats that you can check include – images, videos, carousels, collections,

Along with the creatives, Facebook also allows you to test your copy. Facebook ads allow testing of 5 ad texts and five ad headlines. A/B testing will enable you to clear out the following doubts:

  • What works better - long or short texts?
  • Does a professional tone work or a quirky one?
  • How do story-driven ads perform?
  • How do other formats such as gifs, videos, or polls work?
  • How does the audience react to emojis?

A/B testing helps you make data-driven decisions which is much better than blank assumptions.

Facebook allows you to create A/B tests in multiple ways depending on the variable you wish to test. This will help you to identify the critical areas for improvement.

A quick tip to remember is to not change all elements at once. This might make it difficult to put a finger on what needs to improve while also making the campaign expensive.

Additional aspects that A/B testing allows you to test include:

  • Ad design
  • Unique value offer
  • Ad placements
  • Call-to-action buttons
  • Bidding methods
  • Campaign objectives

How to Optimize Facebook Ads – Takeaways

While you tinker with Facebook ads, it is essential to consider the metrics and all the data that was harnessed with the help of the tool into your workflows. These insights are handy when targeting, placing, and scheduling your posts.

This indicates that if you are running more ads and there aren’t many conversions, something needs mending. Too much of a good thing might be a bad thing. Otherwise, even if you're boosting daily website traffic, your audience might soon lose interest in your offerings. It can be hard to manage ads without a strategy, but with the right one, Facebook can be a gold mine for your business.

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If your company is looking to improve Facebook ad ROI and conversions, we can find the right agency for the job!

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