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Five tips to get the most out of your Facebook ads

Over 93% of social marketers have some form of paid social campaigns implemented into their social media strategy. While you may think you are seeing a good return on your current campaigns, there are always tweaks that can be made to improve ad performance. This begs the question – are you making the most out of your Facebook and Instagram campaigns? This blog will take you through some simple steps you may have missed which can take your campaigns to the next level!

#1 Retarget add to carts

No matter how good your checkout process is, there will always be a few users that don’t complete their purchase. To reach these potential customers you need to make sure your Facebook Pixel is correctly installed onto your website and the ‘Add to Cart’ event is set up in your events manager.

You can then create a custom audience that will target all users that have visited your website and added products to their cart!

#2 Optimize ad placements

Although it may seem easy to stick to automatic placements on your ads, this may not always be the best course of action. Depending on the creative format and goal of your ad, opting for manual placement may be the better choice.

Taking a ‘goal-centric’ approach to ad placements is recommended when deciding where to show your ads. To do this, you want to spend some time thinking about your campaign’s goal and the users’ experience with your ad. Below are the optimum Facebook ad placements for each campaign goal.

  • Awareness – Here you can stick to automatic placement as you want to maximize frequency.
  • Consideration – When you’re running consideration campaigns you may be tempted to stick to automatic placements and let them run. Ideally, you want to be constantly monitoring ad placement performance and optimizing throughout your campaign.
  • Conversion – During conversion campaigns, depending on your product I would suggest placing your ads automatically but making sure you exclude the audience network – unless you are very confident in your audience, that is!

#3 Test, Test, Test

Testing is a key step that must be taken to ensure maximum performance of your ads and is one thing we spend a lot of time on here at Social. While you may have a clear idea in your head of how you envision your Facebook campaign to look, this may not always be the best performing version of the ad. Some of the key aspects of a campaign that can be tested are the copy, creative, targeting, and placement.

We recommend utilising 10% – 20% of the overall budget for testing and although you will not likely see many results from this testing period, it is key for optimum results further down the line.

#4 Prioritise mobile content

In 2021 over 95% of Facebook traffic comes from mobile. This is a fact that is worth remembering when planning and creating your Facebook campaign as content tailored to desktop doesn’t usually translate well onto mobile.

Here is a checklist to ensure your ads align with mobile best practices:

  1. Use vertical video – and lots of it.
  2. Optimise for mobile first landing pages.
  3. Focus on clear calls to action rather than clickable text.
  4. Don’t over-complicate – simple designs load faster.

#5 Research your audience before you target

To a marketer, having all of Facebook’s targeting tools to hand is very exciting. Being able to narrow your audience down to their behaviours and interests may seem like the best practice, however, creating an audience that is too niche can increase your frequency score and CPC.

Researching and testing various audiences at the beginning of your campaign will help ensure you don’t get carried away with narrowing down your audience. Creating a successful Facebook or Instagram campaign can seem daunting at first but if you work through the tips above and implement them into your paid strategies, you’ll be well on your way to mastering the confusing world of Facebook Ads Manager, we promise.