How to Optimize Facebook Ads for Your Business

However, we do know that the end goal is to convert leads to sales. So, perhaps once they’ve signed up their email, they receive a coupon or some sort of incentive to go back to viewing that product later on. Maybe instead of focusing on selling one big-ticket item, you direct your audience to smaller purchases instead. It’s all in how you approach your Facebook ads that will determine their success rate. It also depends on how you actually set them up. Here’s what you need to know.

How Do You Optimize Facebook Ads?

Because Facebook provides so many options for targeting customers, how you can approach your ads is pretty unmatched. Whether you want to target based on location, age, gender, relationship status, language, education, etc., there are endless opportunities to find your ideal audience. Even something as specific as their connections or interest as indicated on their profile, you can be sure that if your product fits those interests, they’ll be put in front of the right people.

However, when you’re initially starting out, you should focus on a broader search by including location, age, gender and possible interests. Much of this information will already be based on the trends you’ve seen through your company’s profile. For instance, if you know that men between the ages of 21 and 40 are your main clientele, then this is who you should be targeting with your ads. When it comes to setting your ads to target interests, there are two ways you can look at this, a broad or more detailed approach.

For example, a broad approach would be taking your niche (say your products are geared towards new parents), then you should cast a wide net for anyone within that category. However, a detailed approach would be including far more specific aspects to your ad targeting.

This information is based on what people have on their Facebook profiles or what they have said they’re interested in. Many times, businesses will choose to create ads that target as many different groups of people as possible. They will want their ads to be seen by everyone. However, this will ultimately be much more expensive and far less effective. Because if you target nothing more than a specific age group and gender, then that is generalizing that the entire, say, 50-60-year-old female population likes the same thing. Your ads will likely fall in front of people who have no interest in what you’re presenting, so it’s best to be specific when creating your ads.

For example, you should take your main interest group and break it down into much smaller categories to get specific with your targeting. The goal should be to reach an audience of around 50,000 to 1 million people.

We highly recommend that you include Facebook Login as a sign-up option when individuals are on your website. You might have seen before that when logging into certain sites, they present the option of using Facebook to do so. Since this will connect to their Facebook, it will let you analyze their interests, which can help for future targeting.

Using Facebook Ads to Retarget Users

Although Facebook ads are typically used to gain a brand-new audience, they are also incredibly useful for retargeting people already familiar with your business, services, or products. For example, these specific ads can target individuals who may have already visited your store and, say, left an item in their cart or previously clicked one of your ads. It’s almost like a second chance for them to become a potential customer, and because you know they have already shown interest in your business, there’s a higher chance for ROI.

How to Create a Successful Facebook Ad

The Ad Writing

Ensure that the writing on your ad is clear and concise. You want to make sure that it’s readable, and it’s also recommended to add some colour where you can. This will provide another component for your ad to really stand out and capture your viewer’s attention. Also, if it makes sense to your business, try to be witty or simply creative with what you write in this space.

Testing Out Multiple Facebook Ads

When setting up a Facebook campaign, you should focus on having at least three versions of the same ad. They should have the same interest targets, but perhaps the copy or image will differ from one ad to the next. This is a simple trial period to see what works and what doesn’t. After the ads have run their course and you’ve been tracking which one is most successful, you can delete the rest and proceed with the one that did the best. Ultimately, you can approach this as a research period to see what people prefer and use it to develop future ads.

Tracking Your Facebook Ads Performance

To accurately track your Facebook ads, you will need to use Google Analytics or another back end-system that you have access to. Start by creating a trackable link that you can monitor on Google Analytics. Once again, this is why creating separate campaigns is essential, as you will measure which one performs best.

It’s a good idea to keep on top of these analytics as ads with low CTR (Clickthrough Rate) will likely become more expensive and stop serving the intended purpose, and those with a high CTR will receive as many clicks as they can to fit within your budget. In addition, once you’ve established an ad that is working well, you will likely see a gradual decrease in impressions over time. This is normal and when it happens, simply create new ads based on the successful content. Do not edit the existing ads, but simply use them as a template to create new ones.