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How To Optimize Your Facebook Ads

How To Optimize Your Facebook Ads


– If you want to get bigger
and quicker results on Facebook you may want to consider
paying for advertising. Although you can absolutely incorporate an organic strategy that can go viral, organic doesn’t always deliver results as much as we want them to. If you want to learn
more about different ways that you can advertise on Facebook you could check out my free guide on how to transform your
business on Facebook in the description below. Advertising on Facebook
allows you to generate higher reach and
engagement for your posts. However, that’s only if you know what you’re doing. According to a recent survey of more than 2,600 small business owners who use Weebly, a do-it-yourself
web design company, at least 62% say that
their paid ads on Facebook are missing the target. In another study conducted
by Manta, a small business directory, they discovered
that more than 50% of business owners had
produced little return on their ad spend. And among those who did earn money at least 40% just earned
$100, or less in profits. Facebook advertising is a tricky game and you may be wondering why some of your ads aren’t working. Today we’re going to look at these tips and analyzing the different aspects of your Facebook ad campaign so you can turn them around. Tip one, ensure that you
have the right objective. The first step in designing
a Facebook ad campaign is to choose your objective. In Ads Manager or Power Editor there is several options
for your campaign goals. From generating traffic to gathering leads choosing the right goal
is important because of how ads are structured. Facebook will show your
ads to the target audience that is most likely to
act on your objective. Let’s say you want to produce higher sales in your store using ads. The usual route some people take is to settle on the conversions goal. But this type of objective is optimized for increasing web conversions versus actual sales in your stores. The right goals to choose is
the store visits objective. This goal will be more
optimized to reach those who are more likely to visit your store and interact with it. Review your objectives,
and try to figure out if you chose the right ones. Tip two, allocate lead
time before you measure your performance. After publishing your Facebook ad there’s that temptation
to check your performance after a few hours to see if you’ll jump for joy at your results. Don’t start your
celebratory dance just yet. Facebook needs more
time to optimize the ads to achieve your objectives. Your Facebook results
in the first few hours or even days, are highly misleading. When you look at the
results graph you’ll notice that cost lines fluctuate wildly during the early stages
of pushing it live. At the same time, the performance line continues to climb and
will eventually taper off. Try giving your ads a couple of days before you check their
initial performance. If you want to know how to
measure an ads performance you can check out my free
guide on social media metrics titled, Numbers Tell a Story
Social Media Metrics Made Easy. This free guide will
teach you which metrics are important for you to track. Tip three, make sure your ads pass the creative check. Facebook is very strict when it comes to publishing ads that need
to pass the creative check. They lock into the specific units that make promises about sensitive topics. Money, health, government, sensitive topics. Keep your ads on the
right side of the law. Facebook stops running an ad once you don’t follow their policies. And at worst, can even
shut down your ad account causing you to lose all of your data. Avoid getting the boot by keeping yourself up to date on the platforms every-changing terms and conditions. These are designed to keep
the best user experience for everyone. If your ad violates any terms Facebook will terminate it. At the same time, the
platform is sensitive to text overlays. The more text you have on your image, the less reach it will have. Images with more than 20% text are more likely to taper off and won’t run as efficiently. To avoid this use Facebook’s overlay tool. This allows you to upload
an image to identify how much text is in it and Facebook will prompt
if you pass, or fail. If you do fail, edit the image and resubmit until you
reach and image text okay. If you want to check this tool out look at the link in the
description box below. Tip four, analyze your campaign costs. In running Facebook ads
you’re competing against other advertisers who are
targeting the same audience. Your bids and the cost that
comes with it always changes. If you keep your budget
too low, other businesses might outbid you. This means your ads are dead in the water. At the same time, you may discover that you’re not setting enough money to fund specific goals such as lead generation, or video views. If you have less money
devoted, your ads won’t run. Often, you’ll be notified when you’ve set an ad budget too low. Use Facebook’s suggested
settings when crafting ads so you won’t encounter this problem. If you like to set the manually, the keys to gently put
more money into your bids to get your ads running. Tip number five, evaluate the
creative elements of your ad. When there are so many ads
competing for attention in the newsfeed, the
content that gets the most thumb stopping power
gets noticed the most. To make the most of your ad, make sure that it’s optimized and create
for your target audience. Use the image copy and caption to inspire your audience to
take the action you want. If your ads aren’t performing as expected check how it compares
to the other materials. Is is something similar? Already been done before? Nothing new? The best way to determine which creative material works best for you is through AB testing. This is great for long campaigns, at least three to four weeks. The idea is to run different sets of ads with different creative
output, but the same message. For example, you run one static photo ad versus one video as. After three to five days
evaluate their metrics. The best among the two
ad sets will then be used for the duration of the campaign. It ensures that you get your money’s worth and that you created the
right ad in the first place. Troubleshooting your ads
is something you should implement during and after each campaign. It enables you to rescue your Facebook ads and ultimately, generate
more bang for your buck. Thanks for watching, if you like this video hit the thumbs up. Comment below, and of course, subscribe for more weekly videos. (pop music)

5 thoughts on “How To Optimize Your Facebook Ads

  1. Great video Marley and just in time! I've been working on learning Facebook Ads and installing the pixel tracking features.

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