8 Facebook Ad Optimization Strategies

Here are eight ways to optimize your Facebook ads

Facebook has the most active social media site users, and it’s a great place for a business to advertise and get its name out there. But it’s not easy to start advertising on Facebook. If you don’t have the right direction, you might feel lost. Don’t worry, if you want to optimize your Facebook ads, you don’t have to be an expert. Here are a few steps you can take to make your ads work better.

Install Facebook Pixel

Source: Facebook

First, you need to add Facebook Pixel to your website. This small piece of code records how people use your website and keeps track of their interests, background, and behavior. Also, the Pixel may increase click-through rates and improve your return on investment (ROI) by helping you learn about your ideal audience and use Facebook ads to target the right group.

Choose a Relevant Campaign Objective

When making a Facebook ad set, the second step is to choose a campaign goal. Facebook uses this goal to automatically figure out how to make your campaign work best. But because there are so many choices, it can be hard to figure out which goal is best for your ad.

Start by asking yourself where this ad should go on the buyer’s journey. Are the people you want to reach the top, middle, or bottom of the funnel? Next, think about what you want to get out of this. Do you want to get more people to visit a certain page on your website, gather information through a form, or close a sale?

Once you know what your ad is for, you can find the Facebook ad optimization goal that fits it the best.

Custom and Lookalike Audiences

People know that Facebook’s ad platform can target very specific groups of people. You can use this to your advantage by making custom and “lookalike” audiences to improve how well your ads perform. There are a lot of choices, and with a little creativity, you can make very effective advertising campaigns that reach the right people.

Custom Audiences

With this option, you can create niche audiences based on how often people visit your website, how engaged they are, and more. You can upload your customer list (like a list of people who signed up for your email newsletter or a list of recent leads from a trade show) and send ads to that subset of people. If you add the Facebook Pixel to your website, you can also make retargeting ads based on what people do on your website, which we’ll talk about below.

Using custom audiences, you can also leave out customers who just bought something from your ad campaigns. With this method, you won’t waste your advertising money on people who aren’t likely to buy.

Lookalike Audiences

You can find new potential customers using the “lookalike audience” option. Facebook looks at your current customers and finds people who are like them. This option can help you get more out of your Facebook ads and reach more people, which could bring you, new customers.

A/B Testing

A/B testing also called “split testing,” compares two or more ads to see which one works best.

Most of the time, these tests help marketers figure out what makes an ad work. These factors could be anything from who the ad is for to when it is sent to how it looks. If your A/B tests lead to better UX (user experience) design in your ads, your conversion rate could go up by 400%. You should think about if you aren’t using A/B testing to improve your Facebook ads.

Facebook will offer to make an A/B test for you when you set up an ad. You can also set up your A/B tests if you want more control. To do this, just make two ads that are the same except for the part you want to test. Using A/B testing, you can try out new ideas and improve your Facebook ad sets better over time by using A/B testing.

Ad Creative

Your ad doesn’t have to be a masterpiece. For Facebook ad optimization, even simple designs can work very well. Here are some tips on how to make your ad creative work best:

• Appeal to your emotions. Ads that are more emotional than usual lead to 23% more sales.

• Design mobile-friendly ads: If your design doesn’t work on mobile, you’ll lose out on a large portion of your audience.

• Work on your brand: To get people to know and remember your brand, make it easy to see and remember.

• Don’t write too much: Don’t put too much text on your ad picture. Let the picture speak for itself, and use the ad copy to explain more.

• A well-balanced piece of writing is clear, easy to understand, and doesn’t feel cluttered. • A/B test: As we’ve already said, you can use A/B tests to improve your ads and find out which designs work best.

Ad Rotation

The CTR (click-through rate) of the same Facebook ad goes down by 16.92% after three times of seeing it, and it keeps going down from there. People don’t like seeing the same ad over and over again. There is a name for this: ad fatigue.

Change your ad rotation to avoid annoying potential customers and get more out of your Facebook ads.

Keep an eye on your campaigns and take action if you see signs of ad fatigue.
• Make different versions of your ads that look different in your Facebook ad sets.
• Scheduling ads to run on different weekdays.

Ad Schedule

Changing the time your ads run is a quick and easy way to make your Facebook ads work better.

If you already send out ads 24/7, you can probably change how you do it to get more for your money. You want to ensure that your ads show up when the people you want to see are online. You can change your Facebook ad sets in just a few minutes to ensure you only pay for what you need.

For example, if your business sells fabric and supplies for quilting, you might want to change the ad schedule so that most ads go out in the morning. Or, if you’re a service that delivers cookies late at night, you might want to only show ads at night.

All of it comes down to how your audience acts. Check your Facebook Ads Manager to determine when your audience will most likely be online. If you’re paying for ads to be shown when there aren’t many people online, change the schedule of your ads and take out those hours.

Retargeting

When people visit a website for the first time, 96% are not ready to buy. Even though that number might make you feel bad, it’s not the end of the story. When a customer is ready to buy, you can use retargeting to get them to come back.

Retargeting audiences can be created based on specific criteria, such as:

  • The last 30 days’ visitors to any page on the site
  • Those who visited a product page but did not visit a payment confirmation page
  • A person who visits a specific product page repeatedly in a short period

Retargeted ads can be delivered to your audience once you’ve created them. If you’re retargeting people who visited a specific product page but didn’t check out, you can prominently feature an image of that product in the ad. During a Facebook scroll, the consumer will likely notice this product since it will likely be on their minds. It is estimated that retargeted ads increase sales by 50% when combined with your advertising strategy.

Optimize Your Facebook Ads and Grow Your Business

Every business can do things to improve how well its Facebook ads work. Whether you think you are an expert at Facebook ads or just starting, there is always more to learn and use. These seven tips will help you get started and give you a foundation from which to grow. Call us at +92 317 222433 or fill out our contact form if you need more help. As one of the best companies that helps people advertise on Facebook, we’d love to help you improve your ads and grow your business.

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