pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

HOME ABOUT US OUR SERVICES OUR CUSTOMERS

30 DAY GUARANTEE REFERRAL PROGRAM BLOG

CONTACT US

< Social Media Tips

0 Comments

Tweet

Need help withSocial Media? 

Take a look at one ofour plans here!

BASIC

3 Ways to Optimize Facebook

Ads for Better Results

Are you running Facebook ads? Do you want to get more out

of your ads? The right optimization can make or break your

ad campaign. Target audiences, timing and ad creative are

all important considerations.

In this article I’ll share three tips for making the most ofyour Facebook ad campaigns.

#1: Reach the Right Audience

« Prev | Next »

3Like Share

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

DELUXE

PREMIUM

Search Social Media Tips...

#1: Reach the Right Audience

Many marketers optimize their Facebook ads based on the

soulless numbers they see on that platform, which often

leads to reaching the wrong audience.

For example, when you run a campaign to increase your

page likes, you only care whether your ads are increasing the

number of likes. But consider that the number of likes says

nothing about your fans’ relevance to your business. For all

you know, a substantial portion of fans could be fake—that’s

definitely not the audience you’re going for.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Find 3 ways to optimize your Facebook ads for better results.

Whether you’re running a campaign to increase overall

Facebook engagement, drive traffic to a website or convert

website visitors, I assure you this issue still applies.

So how can you optimize your Facebook ads to avoid that

trap? Check your data to ensure you’re reaching thepeople most likely to buy from you.

To see whether your current campaigns are working and

truly reaching your target audience, go to your FacebookAds Reporting page and click on Edit Columns.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Open Edit Columns to start matching your Facebook

audience with your current customers.

Next, tick the following:

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Data Aggregation > Campaign Name

Data Breakdowns > Age and Gender

Delivery & Spend > Reach & Amount Spent

Actions > The specific action your campaign seeks (e.g.,website conversions)

Untick everything else and click Save Columns.

Choose the data to view.

You’ll end up with a table that looks like the one below.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Click Reach on the top row to sort the table. Now you can

see the demographics of the majority of people your ad isreaching and how much of your ad budget you spent onthem.

Sort your ad report table by reach.

The key question to ask yourself is whether your campaigns

are reaching the people who will convert. If they aren’t, lookat your individual ad sets and make changes to or stopthe ones that aren’t working.

If you discover your current ads are reaching the wrong age

group, change your demographic parameters in theFacebook ad settings.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

On the other hand, if you see that your conversions (e.g.,

video views in the table above) are higher for a different age

group or gender, you may want to allocate more of your ad

budget to that audience.

Ad report data breakdown options.

Just a quick note: Your Facebook ad report also tells you

where most of your conversions are coming from—country,

(ad) placement, device and destination (funnel). But beyond

these options, there is little to no information on the exact

category or type of Facebook users who are converting

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

through your ad.

#2: Compare Duplicate Ad Performance

This may come as a surprise, but I’m advising you not to

create too many ad variants just yet. Don’t jump right into

A/B testing.

Designing good ad creative takes real time and effort, yet so

many brands simply dive straight into testing and trashing

different ad images without giving them a chance to shine.

It’s a waste of resources and money.

Before you do the same, try reusing an ad to see how thenumbers differ. For example, I ran two duplicate ads for a

client. Even though I ran both ads for the same period of

time, the results differed in the total number of website

clicks and cost per website click.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Compare duplicate ad performance to see how they stack

up.

In the image below you can see that the click-through rates

for both ads differ by more than 0.5% (neither click-through

rate is ideal).

The average optimized CPM for both ads also differs

significantly. The first duplicate is 70% more expensive than

the second.

Take a look at the CTR and CPM for duplicate ads.

You have no control over which ad performs better, but you

can optimize your overall campaign performance bycomparing data and getting rid of the ads that aren’tmaking the grade.

#3: Include Interesting Images

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Your ad creative can determine whether your campaign is a

rousing success or a disappointing failure.

Zach Kitschke, head of communications at Canva, suggests

you pick imagery thattells a story about your brand orproduct. Adding an icon to your design immediately

increases the salience of your message.

No matter what, the visuals you use should be consistent—templates are great for this. And don’t forget the power

of color. An emotive palette says a lot about your brand and

should reflect your brand’s other marketing materials.

Zach also told me it’s important to have a balanced design.

Try using the rule of thirds: divide your design into threecolumns and three rows, then space out your contentalong those points.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Use snackable images to convey your story.

Donna Moritz of Socially Sorted likes to create “snackable”

images that are easy for visitors to process and understand.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

images that are easy for visitors to process and understand.

Some examples of these snackable pictures are memes,

quotes, behind-the-scenes photos, etc.

Of course, your goal in using these quick images is to have

people take action—whether it be a like, comment, share or

click—so make sure you give your audience a reason tofollow through. That may be via a call to action or an

attractive image that leads to a related longer blog post.

Your Turn

There are plenty of Facebook ad optimization resources

online, but the most effective tips require you to lookclosely at your target audience, make sure you’rereaching those people and consider how you can bestserve them.

Don’t be afraid to make changes as necessary. When your

data shows an ad isn’t reaching the right people, change it.

Likewise, if your data shows success, don’t be too quick to

modify it.

Original Post

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Name * Email *

Leave a comment

Comment

Comments will be approved before showing up.

POST COMMENT

Footer Menu

HOME

ABOUT US

Follow Us

Sign up for Weekly Social Media Tips!

* indicates required

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

OUR SERVICES

OUR CUSTOMERS

30 DAY GUARANTEE

BLOG

CONTACT US

SITE MAP

© 2015 Strong Social Shopping Cart by Shopify

SUBSCRIBE

Email Address

*