How To Optimize Your Facebook Ads Like A Pro
Facebook’s advertising network allows you to reach millions of potential customers very easily. The ad network is designed to be user friendly, allowing those with even no experience in using paid ads to reach the right type of audience.
That said, it is difficult to get the best results, such as a high conversion rate, when relying on Facebook’s automatic settings. To utilize the ad network to its full potential, you need to know how to optimize your Facebook ads. Here are some expert tips you can try right away:
Choose Your Placements
Facebook lets you use automatic placement when setting up your ads. The automatic placement is designed to cover all Facebook products, including Instagram and mobile apps. While it is easy to simply set your ad placement to automatic and forget about it, it is certainly not the best way to get the desired results.
Studies conducted by Power Digital Marketing, a well known digital marketing company based in San Diego, revealed that automatic placement often resulted in low quality traffic. Low quality traffic doesn’t really interact with your site and may show signs of passive bots, such as zero seconds of time on site and a 100% bounce rate.
The audience network Facebook offers as part of the automatic placement is said to be the culprit. By switching to custom placement and defining your own parameters, you can focus on the more effective placements, such as the mobile and desktop news feeds.
Fine Tune Your Ads
Based on the target audience you’re aiming for, certain ad content works better. You can’t use one advertisement to reach everyone, especially if you want to maximize metrics such as conversion and user engagement. Don’t hesitate to create variations of the same content to reach the right audience.
When creating visuals for the ad for instance, videos and images work differently for different target audiences. Videos tend to reach younger audiences better, while images can help stop older demographics from scrolling past. Fortunately, Facebook allows you to set up multiple campaigns and make real-time adjustments. This means you can do your own A/B testing and determine the best advertising formats and key messages for the different groups of audiences you’re trying to grab. You can even compare the results directly from the analytics dashboard offered by Facebook.
Use Third Party Analytics
In several instances, Facebook has confirmed that their advertising network doesn’t always play nice with third party analytics. That doesn’t mean you shouldn’t still use analytics to keep track of your advertising campaigns. You can rely on Google Analytics or other premium analytics services to help you monitor key performance indexes or KPIs. By monitoring the right metrics, you can see the overall quality of the traffic you’re getting.
Focus on quality and not just quantity. There is no point in getting thousands of visitors if none of them can be converted. Combine the data you get from third party analytics with that of Facebook’s internal tracking to get a clearer picture of the results of your campaigns. This, along with the previous tips we have covered in this article, will help you optimize your Facebook ads like a pro.
