2.89 billion monthly active users and growing. Facebook is one of the oldest yet still the most prominent social media channel in the world. With that large of an audience, eCommerce professionals need to be relevant and aggressive with their Facebook strategy. Your answer: Facebook Ad Optimization
It is not just enough anymore to just be present on this huge social media channel. Or on any of the other platforms, for that matter, either. To put your best foot out there in the Facebook business world, you need to be creating Facebook ads.
If you’re not sure how to get started with Facebook ads for your business, you should first read this post, “Simple 6 Step Guide to Create a Facebook Ad Account With Ease,” before going any further.
Once you have a good grasp on how to make sure your account is ready and you know the basics of creating your first Facebook ad, then it’s time to come back over here. In this guide, you will learn some tips and tricks for creating high-performing Facebook ads and how to make the most of your ad spend.
So without further ado, here is a list of our favorite Facebook ad optimization tricks that will send you singing to the Facebook gods in no time.
TOP 7 FACEBOOK AD OPTIMIZATION TRICKS
7. Maximize your Facebook likes and shares in your ad
Something that many people don’t take advantage of in their attempts at Facebook ad optimization is the “Use Existing Post” option. So many people ask how some of the ads they see already have thousands of likes and comments. More than likely, that genius advertiser used an existing post that had already performed well and just made it into an ad campaign, like below.
Social proof is a real thing and is a smart tactic for marketers to take advantage of in their advertising efforts. Using an existing post that has already done well with engagement not only proves that it resonates well with your audience but also comes with extra social proof through likes and comments to speak to others.
6. Add the Facebook pixel to your website
Do you ever wonder how after browsing through some shoes on a website, you coincidentally scroll onto a Facebook advertisement for those same shoes? How many times did you click back to that website after that little reminder of how incredible those shoes were? How did Facebook know precisely what you wanted? The Facebook pixel.
That pixel helps track user behavior after they click on your ad and leave Facebook to give further insights into how you can convert the browser into a buyer. This way, you can show your ads to people who have been proven to most likely make a purchase, add payment, or many other things.
5. Start with the creative
Social media has turned us into fast scrolling, short-term readers. That said, an eye-catching visual is what’s going to draw your audience in and make them stop to read. So it is recommended that after you have determined the campaign’s objective, you should first start with the Facebook ads’ creative or image that you will be using.
Most importantly, get creative with your creative. Whether it’s funny or pulls on your heartstrings, start with a creative that will make people stop and see what you’re advertising.
Take, for example, this Facebook ad from Slack. This silly image is enough to draw the attention of even the most serial scroller and make them stop to read.
4 Choose your audience and speak to them
The best way to start with the copy for proper Facebook ad optimization is to determine your audience first. Facebook makes it simple to narrow your audience down to gender, age range, interests, and location. Once you have determined who you will be targeting with this ad, it’s time to write to them.
This Facebook ad optimization trick is also essential if you offer products of interest to multiple groups. For example, if your online store sells clothing for both men and women, it will be in your best interest to direct a few targeted ads to each group. One blanket ad intended to cover your entire audience isn’t going to be as powerful as a targeted ad featuring women’s clothing with copy that speaks directly to women. That said, that same “female-focused” ad certainly won’t resonate as well with your male audience. That’s why you should always write with your audience in mind.
3. Avoid ad fatigue with variations
When you’re running ads for the same blog post, sales funnel, product, event, etc., ad fatigue can be a real thing. Ad fatigue can happen when your Facebook ads start to seem repetitive, thus boring and driving away customers. Aka the OPPOSITE of what your ads should be doing. The best way to avoid this is to make it seem like viewers see a different ad each time, even if it’s all for the same outcome. Try creating a few ad variations with different creatives or designs. Even if the ad has the same wording, the visual is what catches most people’s eyes. That said, a simple switch-up of that piece will make the ad seem different.
You can also set up an ad campaign that features multiple ad sets and different ads scheduled to be active on alternating days. This simple adjustment keeps your viewers attentive versus letting them get too bored to be interested in whatever you’re selling.
2. Implement A/B Testing
The best way to see if an ad is working is through testing. A/B testing, also known as split testing, is when you run the same ad simultaneously with just one or two variations between the two. Some recommended areas of the ad that you can test include:
Headline
Creative
Call to Action
Caption
Or a combination of two of these.
You, of course, don’t want to change up too much between the two campaigns, or you won’t be able to narrow down on what element enhanced the ad’s performance.
Luckily, between the low ad spend options and campaign lengths, Facebook makes it easy and affordable to run a few tests before you make the final decision.
1. Automate your Facebook ad optimization
Many people ask if there is a way to automate the process, and there is! By setting up automated optimization rules, Facebook will automatically make changes to your campaign based on your stated preferences. These can include: turning off your campaign, ad set, or ad, adjusting the budget, adjusting the manual bid, and so much more!
Setting up automated rules for a Facebook ad campaign is easy, here’s how:
Go to Facebook Ads Manager
Select the campaign, ad set, or ad that you want to add rules to
Click on the “Edit” icon in the right-hand menu
Select the “Create Rule” button
From there, you can go wild setting up “If this, then that” conditions for your rules to make your advertising life that much easier!
People also ask how to learn Facebook ad optimization from an expert
Even with these tips, tricks, and hats, nailing successful Facebook ad optimization is hard work. It takes planning, strategy, and a lot of testing even AFTER you get a grip of how to put them together in the first place. Sometimes, having someone who has already found success in the area is extremely helpful to take that first best step. If you’re interested in finding a class or course that can help you in the Facebook ad journey, all it takes is a simple google search. Be sure to pay attention to their experience and results. Who wants to learn from someone who isn’t already successful in what they teach? Actions speak louder than words, friends.
FREQUENTLY ASKED QUESTIONS
What does it mean to optimize a Facebook ad? Facebook ad optimization means structuring your ad in an optimal and targeted way to improve results.
What is the best way to optimize Facebook ads? One of the best ways to optimize is to test! See what works, what doesn’t and use these tricks to navigate the different tools and variations that are available to you.
Does Facebook optimize ad sets? Yes, you can optimize individual ads, ad sets, or full campaigns.
What is optimization in ads? Optimization refers to the process of structuring advertisements so that they resonate more with your target audience and, in turn, increase conversions.