The internet is chock-full of articles that give you unhelpful hints about how to optimise your Facebook adverts. Some of those hints tell you things like, “create an audience” with no real clue about how to do that. It’s just unhelpful when what you need is a full guide to let you know how it should be. Optimising implies that you will have improved outcomes as a result, and it’s a positive outcome that you want to achieve.
Facebook ad optimisation is what separates your campaign from every other out there, and it’s these hacks that you need to take your Facebook ad campaign to the next level. With a process of trial and error, you can optimise your adverts effectively and with time and resource savings in the long term.
So, how can we get your Facebook ads optimised the right way? Let’s take a look at your options.
Optimise Your Social Proof
Getting technical, the likes and shares that you get for each post you put online is called social proof. When people click to like your post or they share it on their own social media, it means that the post is good enough to do so. One way to optimise the social proof for your ads is to go on your dash and “Use Existing Post.” This can give you the chance to put all the engagements of a post under one ad.
Check Your Calendar
It’s not likely that your ad campaigns are running every hour of the day, and they don’t need to be. You need to work out which times of the day your ads outperform the other hours in the day and aim for your ads to be more visible during those hours. The Facebook Ads Manager has reports that can tell you the best time of the day that your adverts are exposed. You can then set your campaigns on a schedule to have the best possible exposure.
Rotate To Avoid Boredom
Did you know that the more that people see your ads, the more bored they’ll feel about them? You need to be paying attention to cost per click, and if you have people seeing your ads four times in a row or more, you’ll notice the cost per click will go up. To fight Facebook ad fatigue, you can use the following hacks:
- Create more than one variation of your ad with one of the many ad designs
- When you set up your ad campaign, use multiple ad sets that are packed with a variety of ads. Then, schedule each ad set to go live on different days of the week.
This can help you to avoid ad repetition.
Ad Placement Optimisation
The adverts that you place on Facebook have a significant impact on the overall costs that you spend on those ads. So, you need to look at your top-performing ad placements and maximise those as much as possible. Facebook Ads Manager is the tool to use to see your campaign ads broken down by placement. Once you know what these are, you can optimise your Facebook ad placement. You should increase the spends on the top-performing ad placements and if you have any ads that you’re spending money on that don’t perform, it’s time to cut those ads off.
To be able to tell which of your ads are more effective, you need to put them through some testing. Don’t test every ad element at the same time, and know that your experiment results are only relevant (statistically significant) if you collect at least 100 clicks per variation before you come to any conclusions. It can be harder to do this if you have a smaller budget, but there is a formula you can use to test your ad optimisation:
- Test a couple of the different variations to choose the best theme
- The winner from test 1 can be expanded upon for the next set of tests
- You can then save yourself some time and money doing this than you would have spent testing every version of your existing ideas.
What's Your Objective?
The objective of your campaign can tell Facebook what you want from your campaign altogether. You have to tell Facebook how to auto-optimise your campaign, and the goal that you select for your campaign during the setup process determines your cost. Always pick the campaign that is going to match your goals.
Always Exclude The Converted
You want to expand your reach without breaking the budget that you have, and to do this means you need to optimise your Facebook targeting. Why would it be a good idea to deliver the same ads to someone who has already clicked on the offer? It wouldn’t! If someone has clicked on your ad, you need to move to the next stage of the market funnel, which should include targeted messages. This means creating a Facebook Custom Audience for those who have clicked, excluding them from the audience.
You can set up auto-optimisation rules in your Facebook Ads Manager, and it’s an entirely free service available to you online. Four things can come of this service, and these are:
- Turning off your ad set
- The ability to send notifications to the ad manager
- Budget adjustments
- Manual bid adjustments
To do this, you just go to the Facebook Ads Manager section, select one of your campaigns, click “edit” and then click “create rule”. You can then set up the conditions of the campaign rules, such as telling Facebook to pause the advert at 30 views. Or, you can lower the bid as you receive a high cost per result.
Each of these tips can provide you with valuable insights for your next ad campaign. Optimising your Facebook ads doesn’t have to be difficult; you just need to know what you want from your campaign and go after it!