Ever since it was launched in 2004, Facebook has transformed the marketing game. Through the platform businesses have significantly improved customer brand engagement and increased sales. Even today, this platform emerges as a powerful marketing tool with companies working overtime to optimize its efficiency and enhance their chances of success.
To optimize means to make the changes that will produce the best use of your resources. Thus, by optimizing your Facebook campaign you will be ensuring that your marketing investments are producing the best possible results and that they are working at their full potential. But how does one optimize their Facebook advertising campaign?
Facebook advertising campaign optimization requires work to be done both before and after the advertisement has been posted. This involves working on your clicks, costs, sales, and revenue.
Read on to learn 10 ways you can optimize the Facebook advertising campaign for your business.
1. Optimize Facebook likes and shares through creative manoeuvres
When looking through other brand advertisements you may have been taken aback by the hundreds of thousands of comments and shares under some posts and wishfully desired the same for your business. Well, you need not hope any longer because these likes are easier to gather than you think!
When setting up a Facebook ad campaign you must choose one of two options: setting up a new ad or using existing post. Businesses, thinking that they need a new ad for every post, overlook the second option and miss out on the opportunity of garnering hundreds of likes for their brand.
The “Use Existing Post” option allows you to essentially merges all your campaigns and show the consumer engagement level with your posts collectively, giving viewers the impression that you are gathering a great amount of likes and shares on every advertisement. This helps optimize your marketing because the quantitative engagement acts as proof that your products and services are worth availing.
2. Employ the fast take off (FTO) method
Facebook has two plans to start your advertisement campaigns: accelerated delivery and fast take off. Companies often choose the accelerated delivery option thinking that having a fast ad speed would be beneficial in expanding their business but end up compromising on the quality of their promotions promised by the fast take off method.
When launching a campaign, businesses should set a budget (daily or lifetime) higher than their allocated amount and wait for their advertisement to reach 10 thousand impressions. Once this point has been reached, they should be able to evaluate any changes needed to optimize their campaign and then reset their budget to what had been originally planned.
This hack allows them to work on their planned budget with the ad quality of a higher one.
3. Run ads on a schedule
It is a grave mistake to think that running advertisements twenty-four hours a day, seven days a week is going to optimize your campaign. This is because in every campaign there are certain days of week, or hours in a day, that advertisements perform the best and receive the maximum clicks at the lowest Cost Per Click (CPC).
To figure out what day and time your ads work the best all you must do is go over your Facebook Ads Manager reports and check out your campaign performance from the ‘breakdown’ menu. This menu gives a detailed report about the performance of each of your ads by the day.
You can analyze this data and alter your ad schedule so that your advertisements only run during periods of high engagement
4. Don’t bore your audience
When people see the same ad over and over across their social media pages it frustrates them and makes them less likely to click on your ad, let alone purchase from your business. In fact, statistics show that even seeing the same advertisement more than 4 times puts off viewers.
Therefore it is important to take measures that transform your campaign such that it does not bore your target audience. Two techniques to do this are: creating ad variations and constantly updating ad schedule.
Changing the layout or language of an advertisement can draw viewers towards it because they believe that they have not seen the ad before. This not only avoids ad fatigue but also makes them more likely to click on your ad. Secondly, when you are constantly changing your ad schedule the viewers do not know what to expect, thus any advertisement that has been put out does not seem repetitive.
5. Try new ad placements
Contrary to popular belief, posting an advertisement on the top of an article or as a pop up does not always produce optimum results. In fact, intrusive ads can be annoying and push viewers to completely block your content which is highly detrimental to your marketing strategy.
To figure out which ad placement produces the best results for your business go check out your Facebook Ads Manager reports once again and review your campaign performance from the ‘placement’ option under the ‘breakdown’ menu. Here you will find the changes that need to be made in terms of ad placement to optimize campaign performance.
6. Conduct A/B tests
A/B tests can be used to test out new advertisement variants to decide which works best for your brand. Some things that must be A/B tested in a campaign to produce optimal results are as follows:
- Your advertisement blueprints
- Your advertisement text
- Your advertisement location (placement)
- Your advertisement’s bidding plan
- Your advertisement’s call to action
By testing different variations of the above, including others, you will be able to see campaigns of which style produce the best results.
7. Dwell over your campaign objective
When setting up your Facebook campaign you are asked about its objective. Here you are required to choose of the many options available ranging from brand awareness all the way to lead generation.
Your chosen objective is worked in your ad algorithm by Facebook advertising for best results which is why it is extremely important to take time, go over all the options, reflect on your brand, and then make the final selection.
8. Create custom audiences
Showing an advertisement about new technology to someone uninterested in the subject is not the optimal use of your campaign. Which is why it is important for companies to create a custom audience based on user past activity and exclude the users who have already engaged with their brand.
9. Look into geo-targeting
Some businesses wish to target audiences in particular geographic locations for ad and viewer relevance. For example, a company that manufactures hiking goods will want to target users who live in hiking areas.
These geographical alterations can be made to your campaign through the geo-targeting feature. This feature will allow you to target ads not only based on country or region but also postcode and immediate radius.
10. Take advantage of auto-optimization
The last hack to optimize your Facebook advertisement campaign is to take advantage of the inbuilt optimization feature offered by Facebook.
Known as “Facebook Automated Rules”, this feature can be availed by all companies who run Facebook ads to optimize their campaign without having to put in the work themselves, allowing them to invest time and resources elsewhere.
