There are so many posts about Facebook Ads optimization online, that you can find literally any information you need. But, how helpful are they, indeed?
There is a ton of instructions that tell you to use Facebook Pixel or to create an audience, but we are not convinced that this is truly helpful. Even we wrote a post “The best tips for mastering Facebook ads” which covers some basic stuff. And basic is ok when you are just starting. But at some point, you need to take it to the next level.
Optimization is crucial if you want your campaign results to be as expected (or at least near that). Actually, optimization is what makes the difference between successful campaigns and… Well, other campaigns.
In this post, we will share some tips on how to optimize your ad campaigns to increase your clicks and reach. We will also talk about how to grow sales without increasing your budget. The optimizing process happens before and after publishing your ads. You need to invest a little of your time and effort, but it will be worth it! Let’s find out how.
Optimize likes & shares
Likes and shares of your ads are proving how efficient it really is. In other words: do people like it or not. If they do, it is either a really good ad or a really good product.
When you are first setting your campaign, the default is to “create new ad”. Most times people don’t even consider “use existing post”, but that can be a mistake. Using an existing post is an extremely efficient way to optimize your likes and shares. Why? Well, because using an existing post will enable you to gather all post engagements under a single ad.
That is how some ads have so many likes and engagement, in case you’ve been wondering.
If you don’t have a post you would like to use for your campaign, just create one and post it first, then try this tip.
If you ever read tips on Facebook ad campaigns, you might notice that everybody recommends waiting for a few days to see some results. That is why really short campaigns don’t work. It is called “take-off” when your campaign starts to… take off. So, if you want to speed up that process, you need to do a few things.
When you are creating a new campaign, choose a slightly higher budget than the one you actually plan to spend. It doesn’t matter if that is a daily or lifetime budget, just set it a bit higher. If it doesn’t make sense to you, here is an explanation: If you set your budget to let’s say 10$ per day, for 5 days, Facebook will concentrate on fast results over quality. If you set it higher and longer, the quality will become a priority over cost and speed.
After your campaign reaches few thousands of impressions you will reevaluate what is working and what is not. At that point, you can also lower your budget to the amount you actually planned. But keep in mind that Facebook will apply changes up to 48 hours after you made them.
Optimize ads schedule
If your ads are running 24 hours per day, you need to think if that is really necessary. What is the point of that when your audience is sleeping, for example?
This s why you can check your Facebook Insights and analyze your account. Some days and certain hours will work better than the others. You can use this data to optimize your ads.
If you go to Facebook Ads Manager and click “breakdown”, and then choose “by time –> day” you can check which days are bringing the most conversions. You can use this information to decide which is your best time for marketing.
When you figure it out, you can set your ads to run on a schedule. That means you can set up specific days and hours when you want them to be shown. However, keep in mind that this setting only works with lifetime budgets (not daily).
There are two main reasons why you should do that: First, you want your ads to run at the most engaging times of the day (for obvious reasons, right?). And second, if your ads are not always “there”, but they appear at a certain time, people won’t get bored and annoyed by them.
Use ad rotation
The more people see your ads, the bigger chances are they will get bored by them. And your results will start decreasing. This means your audience will see your ad more times and this will not produce good conversions.
A great solution for this is to create several ad variations with different designs. You can set your campaign with those designs to be shown on different days in the week. This way, it will seem like people see different ads every time.
Test your ideas
A very important part of optimization, that a lot of people actually skip, is figuring out what works. Instead of just designing your ad and putting it out there, create several different designs and try them out. Consider it as an experiment.
By designs, we mean different headlines, captions, call-to-actions, and images/videos. Also, you can experiment with different audiences and placements. Publish test ads for at least a few weeks to see the results. You will always get a clear image when the results come, and one ad performing better than the other ones.
Choose the right objective
When you start to set your campaign, the first thing you will need to choose is the campaign objective. The objective determines the main goal of your campaign, and it helps algorithms to optimize and deliver the best results (based on your choice). That is why you need to set that right and before the campaign starts. It will also help to calculate campaign costs.
Your objective can be awareness, consideration, or conversion, roughly said. There are sub-objectives under each category. So, you will choose the one that matches whatever you want your campaign to do. For example, if you are a local business, you will choose to raise brand awareness by geolocation.
By optimizing your targeting you can grow your campaign reach without rising your budget. One of the things that don’t make sense is to show your ads to people who already converted. We mentioned before that you can become boring. But also, you are wasting your time and money if you do that.
If you think about it, it’s not logical to deliver the same ads to the same people who already clicked them (or did any other action you wanted them to do). Those people should be moved to the next stage of the conversion. So, how to resolve this?
You can create a custom audience out of the people who already converted. Just go to “new audience” and you will see the option to exclude people who either visited a specific web page or people who converted on this specific offer.
Facebook Automated Rules
Facebook Automated Rules is available (for free) to everyone advertising on Facebook. It allows you to set automated optimization rules in your Ads Manager.
You are able to turn off your campaign, ad set, or specific ad. You can send a notification to the ad manager. Also, you can adjust your budget (increase or decrease), or adjust the manual bid.
Geo-targeting is not crucial for all types of businesses, but if it is to yours you might want to use this option. It allows you to show ads to people in a specific geographic area. If you can apply this, it can produce great results! Some ads are more relevant to specific people, so they are more likely to convert.
You can target audiences based on country, state, province, city, district, or zip/postcode. You don’t even need to increase your budget to apply this, just set location when creating a new campaign. You could attract valuable people with this option!
Facebook ads optimization is a process you will learn as you go. There is no magic formula that can help you 100% because every campaign is different and the best thing to figure it out is to try and learn from your mistakes. However, some tips may help you to minimize errors and come faster to the place you want to be, and get the results you want from your campaigns. Good luck!