The optimization process of a Facebook Ads campaign begins before the first ad is even created. First, you need to understand what your goals are, which will help you to measure success. Optimization implies that your campaign outcomes will improve as a result.
It is among the key things that separate the successful campaigns from the rest.
If you want to reach all your target audience members and outpace your competition, you’ll need to optimize your campaigns both before and after publishing them on Facebook.
The good news is that this time and effort will be worth your while.
Select the right campaign objective
As you set up a new Facebook ad campaign, the first selection you’ll have to make is choosing the campaign objective.
The campaign objective tells Facebook what’s the ultimate goal of your advertising campaign, and helps its algorithms optimize your ad delivery for best results.
So basically, you’re telling Facebook how to auto-optimize your ad campaign.
It is critical that you select the right Facebook advertising goal during the campaign setup process as it will determine your ads’ delivery and cost-per-result.
Always choose the campaign objective that matches your advertising goals.
This way, Facebook will know how to optimize your campaign’s reach and ad delivery.
Optimize your likes and shares
The likes and shares under your Facebook posts (and ads) are a pure form of social proof. If others like the ad, it means the product must be pretty good.
When setting up a Facebook ad campaign, you’ve got two options, the default being: create new ads for every ad set and campaign.
Often, the “Use Existing Post” option goes unseen.
However, it’s an incredibly efficient way of optimizing your ads’ likes and shares.
The “Use Existing Post” gives you the opportunity to gather all the campaigns’ post engagements under a single ad.
If you’ve been wondering how some advertisers have hundreds or thousands of likes under their Facebook campaigns, chances are they’re using the same optimization hack.
The easiest way to set up multiple ad campaigns using the same post is to first publish the promotional post on your company’s Facebook Page.
Next, you can select this post every time you’re setting up new ad campaigns or new A/B test variations.
Optimize your ad schedule
When analyzing Facebook ad accounts, there are always some days and hours that outperform the rest.
To see which weekdays contribute to the most conversions at the lowest CPA, go to your Facebook Ads Manager reports and use the Breakdown menu to break down your campaigns by Day.
You can use the performance data from multiple Facebook campaigns to discover the best time for advertising.
Next, you can set your campaigns on a custom schedule, so that you only reach your prospects at the time with the highest potential.
Introduce ad rotation
The more people see your ads, the more bored they’ll get.
This means that after your target audience has seen your Facebook ad for four times or more, the cost-per-click will increase significantly.
You need to optimize your Facebook ad campaign to avoid people getting tired of your ads.
- Create several ad variations with different designs
- Set up an ad campaign with multiple ad sets with different ads and schedule every ad set to be active on a different weekday
This way, people will see a different ad every day and your ads won’t seem repetitive.
Optimize your ad placement
When advertising on Facebook, your ad placement has a huge impact on advertising costs.
To uncover your top-performing ad placements, log in to Facebook Ads Manager and use the Breakdown menu to break down your campaigns by Placement.
After you’ve discovered your top-performing ad placements, you can optimize your campaigns:
- Increase your bids on the top-performing ad placements
- If an ad placement performs below all expectations, simply remove it from your ad set
Always A/B test your ideas
One of the key parts of Facebook ad optimization is finding out what works.
And what better way to discover new best-performing ad creatives, messages or audiences that running a quick Facebook A/B test.
When searching for Facebook ad A/B testing ideas, think which ad element could have the highest effect on the click-through and conversion rates.
You could test your:
- Ad design
- Ad copy, especially the headline
- Ad placements
- Call-to-action buttons
- Bidding methods
- Campaign objectives
For your experiment results to be relevant, you need to collect at least 100 conversions (i.e. clicks or leads) per variation before making any conclusions.
Even better if you can wait until you have 300 or 500 conversions per variation.
When working with small advertising budgets, waiting for so long can be pretty frustrating.
To discover new engaging ad elements quicker, use the following formula:
- First, test 2-3 highly differentiated variations to find out which general theme works best.
- Take the winning ad from the first test and expand on its variations in the next Facebook A/B test.
This way, you save the time and resources you would have spent A/B testing multiple variations of all your initial ideas.
Exclude “converted” from your target audience
Another way to expand your campaign’s reach without breaking the budget is optimizing your Facebook target audiences.
It doesn’t make sense to keep delivering the same ads to a person who has already converted on the offer. These leads should be moved to the next stage of your marketing funnel and targeted with new messages.
Instead, you can create a Facebook Custom Audience of the converted and exclude them from your campaign’s audience.
To exclude past converted from your Facebook audience:
- Create a Custom Audience of people who have visited specific web pages (e.g. your thank you page or a blog article)
- Use the exclude feature when setting up your ad campaign to stop targeting people who have already converted on this particular offer.
The best thing you can do to assure your campaigns are performing as good as you want them to is monitor them as closely as possible, and optimize accordingly. We hope these tips will help you in achieving your advertising goals. Good luck!