How to Improve the Performance of Your Ads Campaign
Posted: Thu Dec 12, 2024 3:24 am
the most robust platform when it comes to social media advertising, with 2.23 billion monthly active users and generally low cost per click.
Despite Facebook's constant development, many marketers struggle to make Facebook advertising work properly.
Whether you're new to Facebook ads or you've tried (and failed) before, it's worth asking yourself a few questions before your next campaign goes live.
How to Improve the Performance of Your Facebook Ads Campaign
1. Have you set the right goals?
When setting up your Facebook ad, the first thing you need to select is your marketing objective.
Think carefully about what you want your ad to achieve. Are you looking for direct conversions or are you looking to grow your audience? If you get this stage wrong, the rest of your campaign is unlikely to reach the right people.
2. Are you segmenting the right audience?
If you don't narrow your targeting, your audience will be too broad, so you'll need a high budget but get a low relevance score. Similarly, if your audience is too small, you won't reach enough people to get the clicks you need.
Knowing who your target buyers are is the first step, but for the rest, Facebook will help you narrow down your target audience.
Creating Custom Audiences can help you narrow down your targeting criteria, while Lookalike Audiences will broaden your reach.
Custom Audiences: Facebook allows you to create lists based on special criteria such as those who visited your website, reacted to your ads, etc.
Lookalike Audiences: Facebook finds new audiences that are like your existing followers
Interest-based audiences: Narrow your audience by interests like fashion or sports.
Demographic-based audiences: Define your audiences by demographics like age, location, and gender.
3. Have you set the correct budget parameters?
Getting your budget right takes a bit of trial and error – it's hard to predict how far your money will go at the outset.
And the Facebook ad auction process is notoriously complicated. (That’s why it’s always automated so you don’t have to worry about it.) It’s easy to manually bid on the wrong campaign type, bid so low that your ad rarely appears, or change your ad so often that you don’t give the system a chance to “catch up.”
As a general rule, it's a good idea to start small, say $2 per day, and see how your ad performs over the course of a week. You may need to increase your budget to keep your ad running properly.
And a couple of tips: local campaigns are generally cheaper than national ones, and Sundays and Mondays are the cheapest days of the week.
4. Are you placing your ads correctly?
Facebook offers several options where you can place your gambling data korea ad, from the classic timeline, to the right column, to Facebook stories.
Where you place your ad can make a big difference in your cost per click. As an example, timeline placements are about twice as expensive as those in the right column, while Stories ads tend to perform well, albeit with a lower audience reach.
Be sure to consider where your ad will appear, what it will look like (using the preview panel), and how it represents your business.
5. Does your ad attract attention?
The basic creative elements used for Facebook ads are images and videos.
According to Consumer Acquisition , images account for 75-90% of Facebook ad performance. If your image isn’t eye-catching enough, people won’t click on your ad.
So before you activate your campaign, make sure to look at your design and consider the following:
Use a high resolution original image instead of a STOCK image
The ad image should align with your brand
The advertisement must send a positive message to the audience.
Use common sense and be empathetic about what your audience wants, not what you want.
Airbnb are pros when it comes to their advertising creativity, and coupled with their enthusiasm for user-generated content, ads like the one below are great examples of effective Facebook ad content:
One caveat: Facebook's 20% text rule means it favors image or video ads with the least amount of text.
6. Is your ad relevant to the target audience?
Your Facebook ad relevance score is a good barometer of whether your ad is appealing to your intended audience. With a score of 1 to 10, the lower your score, the more you'll pay.
For your ad to be more relevant, it must do two things:
Make sure your design/copy/offer is tailored to your target audience
Adjust your targeting so that the right people see your ad.
7. Do you have the perfect ad?
The purpose of the ad is to position your brand so that people are motivated to click on your offer.
But many Facebook ads fail to get it right.
If you want to avoid mistakes, ask yourself these questions before you start using the system:
Does the title speak to my audience?
Is the offer attractive enough?
Does the text sound trustworthy?
Have I used correct spelling/punctuation/word spacing?
Is it clear enough?
Have I emphasized the benefits?
Notice how Tastecard included a bunch of benefits, as well as spelling out the offer in big, front and center print:
8. Do you have a compelling call to action?
So, your design has caught people's attention and your copy has convinced them of the benefit of your product. Now your CTA (call to action) will take them to your website.
Your CTA is how you tell your audience what to do next, whether it's to buy a product, sign up for your newsletter, or download your eBook. But since nearly half of Facebook ads don't provide a CTA, too many viewers don't know what to do next.
According to a study, the most successful CTA expressions are:
«Sign up» to achieve the best conversion
“Learn more” to get more clicks.
A/B test your CTAs to see which design, wording, and placement provides the most clicks and conversions.
9. Is your landing page optimized?
Once you've persuaded people to click on your ad, it's critical to optimize your landing page properly: your landing pages play a crucial role in this chain and shouldn't be overlooked in your process.
A common landing page issue that arises is the 'message match problem', as identified by Wordstream , which occurs when your ad doesn't match the final offer on the landing page:
“If the text of an e-commerce ad promotes an event, but when clicked, the user lands on a sales page promoting a new product… Where is the event? It’s a total mismatch in terms of the message being conveyed. Chances are, most of the people who clicked on the ad did so because of the advertised event, but when they got to the destination and saw nothing mentioning the event, they left.”
Take the time to evaluate your landing page. Does your headline match your ad headline? Is the copy in your ad message expanding? Is your offer the same?
10. Are you changing your ad mix enough?
One of the main reasons Facebook ads fail is that the same audience sees the same ad regularly, leading to “ad fatigue.” The more people see the same ad, the less likely they are to click on it.
Despite Facebook's constant development, many marketers struggle to make Facebook advertising work properly.
Whether you're new to Facebook ads or you've tried (and failed) before, it's worth asking yourself a few questions before your next campaign goes live.
How to Improve the Performance of Your Facebook Ads Campaign
1. Have you set the right goals?
When setting up your Facebook ad, the first thing you need to select is your marketing objective.
Think carefully about what you want your ad to achieve. Are you looking for direct conversions or are you looking to grow your audience? If you get this stage wrong, the rest of your campaign is unlikely to reach the right people.
2. Are you segmenting the right audience?
If you don't narrow your targeting, your audience will be too broad, so you'll need a high budget but get a low relevance score. Similarly, if your audience is too small, you won't reach enough people to get the clicks you need.
Knowing who your target buyers are is the first step, but for the rest, Facebook will help you narrow down your target audience.
Creating Custom Audiences can help you narrow down your targeting criteria, while Lookalike Audiences will broaden your reach.
Custom Audiences: Facebook allows you to create lists based on special criteria such as those who visited your website, reacted to your ads, etc.
Lookalike Audiences: Facebook finds new audiences that are like your existing followers
Interest-based audiences: Narrow your audience by interests like fashion or sports.
Demographic-based audiences: Define your audiences by demographics like age, location, and gender.
3. Have you set the correct budget parameters?
Getting your budget right takes a bit of trial and error – it's hard to predict how far your money will go at the outset.
And the Facebook ad auction process is notoriously complicated. (That’s why it’s always automated so you don’t have to worry about it.) It’s easy to manually bid on the wrong campaign type, bid so low that your ad rarely appears, or change your ad so often that you don’t give the system a chance to “catch up.”
As a general rule, it's a good idea to start small, say $2 per day, and see how your ad performs over the course of a week. You may need to increase your budget to keep your ad running properly.
And a couple of tips: local campaigns are generally cheaper than national ones, and Sundays and Mondays are the cheapest days of the week.
4. Are you placing your ads correctly?
Facebook offers several options where you can place your gambling data korea ad, from the classic timeline, to the right column, to Facebook stories.
Where you place your ad can make a big difference in your cost per click. As an example, timeline placements are about twice as expensive as those in the right column, while Stories ads tend to perform well, albeit with a lower audience reach.
Be sure to consider where your ad will appear, what it will look like (using the preview panel), and how it represents your business.
5. Does your ad attract attention?
The basic creative elements used for Facebook ads are images and videos.
According to Consumer Acquisition , images account for 75-90% of Facebook ad performance. If your image isn’t eye-catching enough, people won’t click on your ad.
So before you activate your campaign, make sure to look at your design and consider the following:
Use a high resolution original image instead of a STOCK image
The ad image should align with your brand
The advertisement must send a positive message to the audience.
Use common sense and be empathetic about what your audience wants, not what you want.
Airbnb are pros when it comes to their advertising creativity, and coupled with their enthusiasm for user-generated content, ads like the one below are great examples of effective Facebook ad content:
One caveat: Facebook's 20% text rule means it favors image or video ads with the least amount of text.
6. Is your ad relevant to the target audience?
Your Facebook ad relevance score is a good barometer of whether your ad is appealing to your intended audience. With a score of 1 to 10, the lower your score, the more you'll pay.
For your ad to be more relevant, it must do two things:
Make sure your design/copy/offer is tailored to your target audience
Adjust your targeting so that the right people see your ad.
7. Do you have the perfect ad?
The purpose of the ad is to position your brand so that people are motivated to click on your offer.
But many Facebook ads fail to get it right.
If you want to avoid mistakes, ask yourself these questions before you start using the system:
Does the title speak to my audience?
Is the offer attractive enough?
Does the text sound trustworthy?
Have I used correct spelling/punctuation/word spacing?
Is it clear enough?
Have I emphasized the benefits?
Notice how Tastecard included a bunch of benefits, as well as spelling out the offer in big, front and center print:
8. Do you have a compelling call to action?
So, your design has caught people's attention and your copy has convinced them of the benefit of your product. Now your CTA (call to action) will take them to your website.
Your CTA is how you tell your audience what to do next, whether it's to buy a product, sign up for your newsletter, or download your eBook. But since nearly half of Facebook ads don't provide a CTA, too many viewers don't know what to do next.
According to a study, the most successful CTA expressions are:
«Sign up» to achieve the best conversion
“Learn more” to get more clicks.
A/B test your CTAs to see which design, wording, and placement provides the most clicks and conversions.
9. Is your landing page optimized?
Once you've persuaded people to click on your ad, it's critical to optimize your landing page properly: your landing pages play a crucial role in this chain and shouldn't be overlooked in your process.
A common landing page issue that arises is the 'message match problem', as identified by Wordstream , which occurs when your ad doesn't match the final offer on the landing page:
“If the text of an e-commerce ad promotes an event, but when clicked, the user lands on a sales page promoting a new product… Where is the event? It’s a total mismatch in terms of the message being conveyed. Chances are, most of the people who clicked on the ad did so because of the advertised event, but when they got to the destination and saw nothing mentioning the event, they left.”
Take the time to evaluate your landing page. Does your headline match your ad headline? Is the copy in your ad message expanding? Is your offer the same?
10. Are you changing your ad mix enough?
One of the main reasons Facebook ads fail is that the same audience sees the same ad regularly, leading to “ad fatigue.” The more people see the same ad, the less likely they are to click on it.