It’s a well-known fact that Facebook is one of the most popular social media platforms used by both people and brands. As of 2019, Facebook has over 2.38 billion monthly active users, making it a hub of activity that is perfect for brands wanting to connect with customers old and new.
With Facebook ads also being a relatively inexpensive way for brands to promote their offering, it’s still a surprise when we find many businesses not utilising this marketing tool effectively. If you find your Facebook ads aren’t providing you with results, they probably need optimising and set up to ensure you hit your targets.
There are a few ways you can optimise your ads to ensure you see a return on investment.
Get your targeting right
Facebook ads are great because you can really fine-tune your audiences to make sure you are targeting the right people. Think about your brand personas and what your typical customer or service user looks like – that’s who you should be targeting.
Many brands still fail to get their targeting right. Of course, it can take a little while of testing out certain demographics to see which group performs better, but there’s still a lot more you should be thinking about before setting up any ads so you don’t waste your money on the wrong people.
Take into account age, gender, location and interests. The great thing about Facebook ads is that you can set up audiences of users who like and engage with similar businesses on the platform. Take advantage of the tools available to you.
The Facebook Pixel is a code that can be put on to your website so that you can track conversions from ads. It’s an incredibly useful tool when it comes to creating audiences because you can see which audience groups are the most profitable and then create a lookalike audience to target. This can help you tap into new markets and increase your ROI.
Through machine learning, Facebook takes the information gathered from the behaviours and habits of users who already interact with your content, to predict the actions of other users and provide you with an audience that is more likely to convert.
The reason your ads might be underperforming could be down to the ad itself. There’s no harm in testing different designs, ad copy and campaign objectives to find what generates the highest conversions. By assigning a UTM parameter for each variation, you will gain a deeper understanding of what content provides the most impact on your audiences.
All of your targeting could be pointless if you’re not optimising your ad delivery to match your campaign goals. Optimising for link clicks will target those who are likely to click on your ads, but that’s pretty much it. Though great for driving traffic, you might want to consider other options.
Optimising for landing page views will target users who will actually visit your website, rather than jumping ship before the page has loaded. This is a good option if you’re looking to get a particular message seen by new visitors to your site.
If your campaign goal is to get users to buy a particular product or sign up to a mailing list, you’ll need to select the optimising for conversions option. This option means your campaigns will take the data from your Pixel to target those users that are more likely to convert. You’ll then be able to re-target specific users based on their previous activity, providing them with an ad that is more personalised to them.
The important thing to remember is not to hurry through the process of setting up your Facebook ads. There are tools available to you that can make sure your ads are designed to get the best results possible – use them.
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