As a brand, it’s important to evaluate and test all ad formats and types across all platforms to see which ad or ad type works most effectively for your category and brand. Today, we’re sharing some tips on how to effectively manage, test, and run your Facebook ad campaigns with the goal of driving conversions or transactions.
How have Facebook ads worked for you? Are you constantly looking to get the best result for your Facebook spend and drive better conversion optimization?
Ten Facebook ad tips to maximize your conversions
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Make sure your Facebook pixel is set up
The Facebook tracking pixel helps you track conversions from your Facebook ad campaigns, optimize your ads based on the data collected, create targeted audiences for your ads, and remarket to qualified leads – people who already have performed some type of action on your website as part of they are visiting your website.
Without the Facebook pixel, you’re limited to the powerful targeting options available. You also won’t be able to accurately track conversions. And therefore you can’t optimize your ads for conversions.
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Structure your account the right way
AdWords and Facebook account structures have some important differences, and it’s important to have clarity and a solid understanding of them to get the most out of each platform. Facebook budgets are controlled at the ad set level instead of the campaign level. This allows for much greater control over how much you spend on specific audiences you’re targeting. A recommended Facebook ad campaign structure looks like this:
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Choose a campaign based on your specific marketing objective
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Break down ad sets based on your target audience and budget
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Optimize ad sets in your existing campaigns to determine where your lowest cost per acquisition (CPA) is
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It’s important to give Facebook a chance to learn over time.
With Facebook advertising, you can sometimes feel like you’re not getting results right away. Sometimes you may feel compelled to quickly make changes to your ads and tweak things to “optimize” them so they can work better as soon as possible.
However, with Facebook in the early stages of launching its ad campaigns, data and insight collection is very important. That is why it is essential to have a clear idea of how much you are really willing to spend to get a client. Be willing to go above and beyond with your budget early on as you test your audience and ads. As results start to display over a period of time when Facebook has collected enough data to be able to optimize your ads
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Try different ad formats
Choosing the right Facebook ad type can have a huge impact on the performance of your Facebook ads. Try different ad formats and see which ones work best for your campaigns. This will help to get the best results at the lowest cost. Carousel ads work well for certain brands and categories and may not work as well for others.
So you need to test and see what works best for your brand from a key goal conversion perspective.
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Placement
Not all placements work for all campaign objectives, and in our experience, it’s a better idea to remove some altogether. If you’re running a conversion campaign, we recommend removing the audience network as a location. These audience network clicks are often accidental and do not generate interested users. They often bounce back immediately.
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Create Facebook Lookalike Audiences from your most valuable Custom Audiences
Build a lookalike audience of people who spend the most time on your website
– Build a custom audience of the top 25% of visitors per time spent on any product page or category of product pages. This custom audience is high-quality visitors and forms a strong foundation for a lookalike audience because the custom audience is sizeable and targeted.
Build a lookalike audience based on top spenders
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Identify and target only the top spenders on your customer list. After you create a Custom Audience for this group, you can create valuable Lookalike Audiences based on it.
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Avoid audience overlap
Audience overlap is a mistake many Facebook advertisers make. Which is marketing to the same audience with different ad sets. The greater the overlap, the worse your campaigns will perform. If ads from different ad sets are targeting the same audience, avoid competing with each other by compiling them into a single ad set.
You can also use a more granular targeting approach to exclude certain interests/behaviors/demographics and refine different aspects of your targeting for each ad set.
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behavioral targeting
Create a highly defined Facebook audience by combining behavioral targeting with location, interest, and demographic-based targeting. Behaviors allow you to reach a very specific Facebook audience by targeting people by purchase history, intent, and more.
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Separate View and Add to Cart
For your Dynamic Product Ads, it is recommended that you target “View” and “Add to Cart” audiences in separate ad sets. With this custom blend guidance, you can differentiate the tone for these two groups.
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test different images
Images are the most important element of your Facebook ads and the number one factor that influences consumers to decide whether to click on an ad. Try different images and find the ones that maximize your click-through and conversion rate.
We hope these Facebook ad conversion tips help you get the most out of your ad spend. Keep testing and analyzing data to further optimize and improve your conversion rate over time.
My best wishes!