Small and medium companies have banked on Facebook Ads. According to Social Labs, 80% of Facebook’s ad revenue comes from SMBs. Facebook has stood up for SMBs when the Apple IOS 14 updates brace brands from consumer retargeting. Although marketing regulations are changing (well, things change quickly in the marketing industry), it is always innocuous to learn about other tricks to help run your Facebook Ads effectively.
If you ever wonder how to run your Facebook Ads simply and effectively, then this is for you!
Before you launch the first-ever paid campaign, you need to have a completed and active Facebook Business Page which adds credibility to your ads and business. While it is unnecessary to have a Business Page to create an ad, not having one will restrict you from certain ad types. If you have not set up a Facebook Business Page, here is a short guide to create a Business Page in few minutes.
1. Be clear about your Facebook ads campaign objective and keep track of relevant metrics
After entering into your Ads Manager, you need to choose an ad objective or overall campaign goal.
You should have a sound understanding of your business goal and marketing goal. To make this clear, you can ask yourself, “What do I want to achieve from the money I spend to buy ads?”
Don’t panic. Ads Manager has already categorized various goals for you. There are three broader categories: Awareness, Consideration, and Conversion. As your business grows, your objectives will change.
First, you need to focus on building brand awareness and get people to know you for the first time (Objective: Brand Awareness or Reach).
Then, you want people to learn more about your product or service, for example, by going to your website (Objective: Traffic). There are several objectives under the Consideration category, and you are welcome to explore more details on each goal from Facebook Business Help Center.
Later, you may want to have actual conversion like make a purchase by setting your objective as Conversions, Catalog Sales, or Store Traffic.
Choosing the right objective is not the end, and you’d better keep track of the metric that matters most to your campaign objective!
For example, suppose your campaign objective is Lead Generation. In that case, you need to keep an eye on the number of people who sign up or leave contact information on your landing page through Facebook, instead of just tracking the number of link clicks without converting into leads. If there are a decent number of link clicks, but people are not converting, you will need to analyze and change the content, form, or other elements on your landing page.
Facebook also uses the key metric to optimize your ad performance. If you wonder about the difference between key metrics and metrics, check out our other article here.
2. Manage ad frequency and create the best user experience while getting a great result
Note that ad frequency matters. You need to manage your ad frequency and avoid the same ad show to one viewer many times (The same ad here means the same creatives: same image/video and text). Although a person seeing an ad more times help generate attention, repeat exposure may diminish your campaign return. You get annoyed by the same ad showing repeatedly, and I am sure that your customers also have the same feeling as you do!
Then, you may wonder what the best frequency is? According to Facebook’s research on optimal ad frequency, there is no one-size-fits-all frequency. However, Facebook’s finding suggested that “After a point, brands receive less and less benefit from reaching the same person.” Facebook didn’t mention specifically the tipping point, but you can notice from the graph below that after 3 or 4 times of ad showing, the response from viewers stagnant.
To find the tipping point for your ad, you need to monitor the Relevancy Score and Frequency after your ad gets published. If your relevancy score is going down and frequency is going way over, it is time to adjust your targeting or creatives.
Facebook also mentioned that creative quality gathers better results when performance plateaus. So, here is a hint! Although there isn’t an optimal frequency cap for a guideline, you can manage your creative quality by creating two or more different creative assets under an ad set to avoid repeated ads. This is wonderful because while controlling the frequency of showing the same creative, you can test which creative generates a better result and use it for optimization.
3. Use automatic placement for testing, then choose those that convert better
If it is your first-ever time to run a campaign, you can use automatic placement for testing. Then after you get data from the performance report, you will get an idea of which placements are performing well and go into ads set and clean up those that are not performing well. You would argue that Facebook recommends automatic placement. And yes, it is. But it is evident that they want you to spend more money.
When you consider where to place your ad, always keep your campaign objective and marketing goal in mind! Sometimes you get lots of cheap clicks from the audience network, but you will see that the bounce rate of your land page is high because lots of clicks result from accidental action, and this is not what you want. So, optimize your ad placement with a wise eye and be “goal orientated”.
4. Take advantage of Facebook pixels to increase ROI
First of all, what is a Facebook pixel? A Facebook pixel is a code that you can place on your website to collect data, and you can use it to:
- Reach the right people by setting up Custom Audiences and Lookalike Audiences
- Drive more sales through optimization
- Understand the result of your ad
It is essential to use Facebook pixels if you have your product or service sell on a website. A pixel can help you better understand the purchase path of your customers through pixel events. There are 17 standard pixel events in total, for example: Add to Cart; Add to Wish List; Initiate Checkout; Purchase, etc. If standard pixels cannot fulfill your business’s need, you can customize a standard event by adding a parameter, and it requires a developer to add a bit more code for you (please click here to see more details).
Because of the IOS 14.5 consumer data and retargeting regulation, some Facebook pixels will be impacted and disabled. But Facebook will ensure you get some tracking data by using its Aggregated Event Measurement protocol, so if you have not yet set it up, act right away!
5. Use Dynamic Product Ads for eCommerce business
For eCommerce, you can showcase your product catalog easily by using Dynamic Product Ads. There are several benefits of Dynamic Product Ads:
- Easy to set up and maintain
- Target specific people
- More engagement
- Higher conversion!
Before creating your Dynamic Product Ads campaign, you need to complete 3 steps:
- Configure Facebook pixel on your website and make sure to set up the following three events that require to run DPA:
- Create a product feed
A product feed should contain all the product information that Facebook needs to create dynamic ads for your website. An eCommerce platform like Shopify has plugins that can make this process quick and easy. Otherwise, you can create one manually by adding all the information to a CVS file based on Facebook’s requirement and upload it to Business Manager, but this is time-consuming. You will need to update it once your information changes. It is not recommended if you have more than ten products.
- Set up your product catalog
In this step, you need to connect the product feed to the product catalog, choose an update schedule for your feed and the currency you use. Then, connect an event source by selecting the right Facebook Pixel.
Now, you are ready to go and create your first DPA campaign. Here are some tips for you to optimize the campaign:
- Use separate ads set for different audiences
- Retarget customers that show interested within 30 days
- Make engaging ad copies
There are plenty of ways and tricks for your Facebook campaign, but these 5 simple tips will be ready for you to launch your campaign! Share with us which tips you like the most and subscribe to Martecana’s blogs.
Latest Comments