Optimising your Facebook Ads campaigns will bring huge benefits for your brand. Know your audience, target them, adapt your ads according to your objectives, interact with your users... Position yourself where you have more chances to succeed with these tips to optimise your Facebook Ads campaigns.
1. Create A/B tests for your Facebook Ads campaigns
One of the tools you really need to optimise your Facebook campaigns is the A/B test. This technique consists of launching two versions of the same advert and assessing which is the best option according to the results obtained, and Facebook's own platform offers you the option of creating these A/B tests. In addition, they recommend this option to measure possible changes in a campaign or to make a quick comparison of two strategies.
You have multiple options when performing A/B tests, choose the one that suits you best according to your objectives. You can use this technique on specific ads or on a set of ads. Here are some examples of elements you can consider before running your A/B tests:
ad formats (different layouts)
use of emojis
title and description in preview
audience type (interests)
An essential thing if you decide to incorporate A/B testing into your Facebook optimisations is to analyse the results. It is very important to wait at least 24 hours to analyse the results after launching a test, so that Facebook's algorithms have time to optimise the campaign. Don't rely on the results of a hasty analysis of the results, wait until your campaign has reached at least 500 clicks and 10,000 impressions before drawing conclusions.
Once you have tested all the elements you are interested in, it is time to apply the results to your strategy. Take into account those elements that have performed the best and stop those with the worst metrics. Redirect budget to the winning elements and invest in creating new variants.
2. Create Facebook ads for each audience group
Let's start at the beginning. Do you know how to run a Facebook Ads campaign? It is important that you know it perfectly, this will help you to know the possibilities that the platform offers you and to optimise your campaigns in the most effective way.
As we have advanced in the previous point, segmenting ads by type of audience will favour the optimisation of your Facebook Ads campaigns. Users with different interests interact differently with the same content. That's why you need to know which interest works best, you just need to create a set of ads for each interest.
The more targeted your ads are, the more relevant they will be to your users and the more conversions they will generate. That's why one technique that will help you increase conversions in your strategy is audience targeting. Once you have identified the different audiences that make up your target audience, create specific ads based on the characteristics of each one of them.
Depending on the interests of a user, they will be grouped into one audience segment or another, which the brand will take into account when creating its ads. This will ensure that the user will find advertising that responds to their needs and is directly adapted to their characteristics. Therefore, it improves the experience for both the user and the advertiser.
If you want to know more about the users you want to reach, you can do it with Audience Insights, a tool that will allow you to obtain information about your audience so you can adapt your content.
3. Use automatic placements offered by Facebook Ads
The different places where we can show Facebook ads are called "locations" and have a big influence on the optimization of your campaigns. The platform offers the option to add locations manually or automatically. The automatic option will help you optimize your posts across all locations.
The Facebook platform itself recommends the use of automatic placements, when you choose this option, the algorithm analyses which placements are best for your Facebook ads and places them there. Therefore, your ad will be automatically re-assigned the moment the platform detects that there is a more optimal location to place your ad. In addition, the use of automatic placements will help to reduce your costs and use your budget more efficiently.
How to select automatic audiences?
Log in to the ad manager of your Facebook account.
Choose "targeting" and click "continue".
In the Audiences section you will see that "automatic audiences" is checked by default.
You can delete placements in the "edit placements" box.
4. Target your Facebook ads by device
Segmenting your audience as much as possible will favour the impact of your ads on them, as well as the final conversions. The objective of targeting is to identify as specifically as possible the characteristics of your target audience.
That is why we have previously talked about audience targeting techniques by interests, but there are also other targeting options. In this case we are talking about targeting by device, this option will allow you to know where, when and on which device your ads will be shown.
The platform offers different options if you want to segment your audience by device. Let's take a look at some of them:
Target devices by location. Once you have selected the type of placement you want for your ad group, you will find the option to choose which devices you want your ad to be shown on. This option allows you to edit in detail the devices on which your ad will appear. (Device type, operating system, brand, model...) You can also exclude certain devices.
Behavioural targeting. It is very common for the same user to own more than one device, which is why this option allows us to know if the user owns a type of device regardless of which one they are using at the time they are viewing the ad.
Device targeting will help you to better define your audience and reach your goals more effectively. The more you know about your audience, the better you can tailor the content of your Facebook Ads campaigns.
5. Install the Facebook Pixel
If you want your ads to reach the audience you want and increase your conversion metrics, don't hesitate to set up the Facebook Pixel when you decide to create your campaign.
How the Facebook Pixel works
The Facebook pixel will allow you to reach those people who are most likely to take the actions you propose in your ads. It also allows you to track the conversion levels of your campaign and facilitate further optimisation.
With the Facebook pixel you can find out, for example, when a user has added a product to the cart, marked a product as a favourite, initiated a payment or made a purchase. In addition, this tool offers the option to track user behaviour and allows you to re-engage with users who are interested in your product but have not completed the purchase process.
On the other hand, it offers the option of reaching more potential customers, as it is the tool itself that allows you to create audiences or similar audiences through the collection of data from the users of your website.
6. Follow Facebook's best practices
Facebook has 2.41 billion monthly active users, so it is very likely that you will meet your potential customers on this platform. However, as Facebook grows, so does the competition between brands to get the user's attention.
It is very important that you try to be as creative and original as possible when creating your content, this will help you stand out from the competition. If your goal is to optimise your Facebook Ads campaigns, you should take into account these tips to increase the effectiveness of your content:
- Take advantage of Facebook formats to customize your Ads. Facebook offers a wide variety of format options with different features that will adapt to your objectives. Customise your ads and reach your targets in the fastest and most efficient way.
Align copy and hashtags with your Facebook Ads campaigns. The text of your ads will influence your brand image. It is important that it has a number of characteristics:
Eye-catching title and synthesised description.
Do not exceed 25 characters in the title and 90 in the description.
Include 3 relevant hashtags.
The text must take up less than 20% of the ad.
Include CTAs.Make your audience react with call-to-action buttons. The CTA should encourage users to take the action you want.
7. Constantly check the average frequency of your Facebook Ads campaigns.
Facebook offers us a large number of metrics when carrying out a campaign, but we have to be clear about which are the ones that really interest us and are relevant in order to meet our objectives. One of the most important metrics is frequency.
This measures the average number of times that each user of our segmentation has seen the campaign ads. If the average frequency is higher than 5, the performance of our campaign could be affected. Therefore, it is very important that you regularly monitor the frequency throughout the campaign.
The performance of an ad can decrease for many reasons, one of them is what we know as ad fatigue. This is the moment when the user gets used to an ad, hates it and stops paying attention to it. By analysing frequency, we can find out if a campaign is decreasing its effectiveness and modify what is causing it.
8. Take into account the Learning Phase of your advertisements
A campaign goes through different phases before it becomes active and it is important that you pay attention to each of them, especially the Learning Phase.
What is Facebook's Learning Phase?
It is the learning phase of the algorithm, when the campaign achieves 50 conversions per ad set, it stabilises. If 7 days pass and the algorithm is still in the Learning Phase, the status will change to Learning Limited, in this phase the costs increase and the conversions decrease.
How can we moderate the Learning Phase?
There are different factors that will help us to control the learning phase:
Targeting. Larger audiences are more likely to convert enough to get a set of ads out of the Learning Phase faster. For this reason, Facebook recommends maximising the audience we have the broader the better. This can be achieved by expanding geolocation, genders, ages, retargeting windows, broader LAL groups, etc.
Liquidity. The more complex the campaign structure, the more difficult it is for the algorithm to interpret. It is recommended to reduce the number of ads and ad sets to the bare essentials. One way to achieve greater liquidity is to use automated placements, which will reduce the number of ad sets and the complexity of campaign placement.
Budget. If you set the budget too high or too low, the system will not correctly determine who to optimise for. You should set a budget sufficient to get a minimum of 50 conversions in total as quickly as possible and avoid changing it frequently, as this can push the ad set into the learning phase.
Optimisations. If a conversion event occurs less than 50 times in a week, your ad set may need to be optimised with a more frequently occurring event. Avoid making unnecessary changes that put your ad groups back into the learning phase.
The Learning Phase is necessary to optimize ads and create new strategies for your campaigns, so don't skip it.
Follow these tips to optimize your Facebook Ads campaigns, increase ad conversions and reduce campaign costs. In addition, it will help you stand out from the competition and achieve success as was the case with Sufi.
Sufi is one of the brands created by the Bancolombia Group and focused on the sale of auto, consumer, health and education loans. With a correct strategy in Facebook Ads based on dynamic ads in image format, carousel and Stories optimising the segmentation of its audience, it managed to increase by 76% the conversions of its ads and reduce by 48% the cost of the forms that appeared in them.
Grab some coffee and let's dive into the next chapter.
Begginner's Guide to Facebook Ads - Adsmurai
Chapter 4: 8 tips to optimise your Facebook Ads campaigns
Chapter 5: Best Practices for Facebook Ads
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