How To Optimize Your Facebook Ad Campaign
1. Check your targeting
You can't expect to get results if you are showing the right offer to the wrong audience. No matter how good your offer is, if your target audience is wrong, you won't get results. This shows the importance of targeting the right people. You should avoid bundling different interests together into one ad-set. Each of your ad-set should follow a theme and represent one interest that could be interested in your offer. When you do this, its easier to identify what works and what is not working. If however you bundle different interests in one ad-set, you won't know what works or doesn't work.
There are also some proven targeting that are know to work most of the time. Create a lookalike of your most profitable audience and target it. 0-3% lookalike is usually a good place to start.
2. Check Your Offer
Your targeting may be right but if you don't communicate what you are selling in an attractive way, people won't buy. Your ad is not the only ad your target audience will see in a day. They will see other ads selling the same product or service you are selling. So, why should they go for your product. You need to answer this with your creative and ad copy. Your ad should eliminate every doubt the audience may have. Before setting up that ad, think of all possible objections the audience may have and seek to eliminate it. Also make sure your messaging is straight to the point and someone seeing your ad for the first time will easily understand it.
3. Check Your Landing Page
The importance of a landing page can not be over emphasized. A good ad and targeting with a poor landing page will not convert. If there is a disconnect from what people see in your ad and what they see on your landing page, they will drop off. The following are some important factors to consider.
a. Landing Page Speed
Your landing page speed plays an important role. No one has the time to wait forever for your site to load. Avoid using images that are too heavy. As a rule make sure your landing page loads in less than 10 seconds. You can check your landing page speed on https://developers.google.com/speed .The site also has some recommendations on what you can do to make your site load faster
b. Benefit:
Your landing page should clearly show the benefit of your product or service. What does your product do? What differentiates it from other products? What is your USP? These and others are questions your landing page copy need to address. You should also try to think of any objection people may have about your product and counteract it with your copy.
c. Reviews:
They play an important part in getting people to believe. What has the experience of your current customers been? Knowing that people currently using your service are having a good time will encourage others to get on board
d. Offer a Guarantee
Your landing page should offer a guarantee. What happens if I pay for you service but it doesn't end up being what I expected. Can I get a refund. Not having this can discourage people from buying. Make it clearly obvious on your site that people can get a refund if the service is not up to par. Make a bold guarantee. " Product xyz will solve the abc problem you are having, If it doesn't we will offer you a refund even for up to 30 days after buying".
4 Check your optimization setting
Always make sure your campaign is optimizing for your primary goal. Never settle for a secondary goal because you feel the primary goal is difficult to achieve. Optimizing your campaign for the right conversion is the only way you can teach Facebook's machine learning technology to know the type of people to show your ads to. When Facebook's machine learning notices that certain segments of people are the ones converting, then it will show your ad to more of those people. However, if you are optimizing for the wrong event or a secondary event, the machine learning will only seek to get more of that wrong or secondary event for you.
5. Avoid Unnecessary Edits to your ad-set and ads
All Facebook ads go through a learning phase before it can guarantee a stable result. Hence one of your optimization goal should be trying to help Facebook get out of the learning phase as fast as possible. Edits to targeting, ad-sets, ads and more than 30% change in spend restarts the learning phase. You should avoid this actions as much as possible. If you need to try a new targeting create a new ad set instead of editing the current one. Also add all the ads you want to test at the start of the campaign. you can turn off some and only turn on the ones you want to start with. This will prevent you from periodically adding new ads to an active ad set. Doing that will restart the learning phase.
6. Make Use Of Social Proof
Social proof means your ad is filled with positive comments of people that have bought your product before and had good experiences. This can be be more easily achieved when you have all comments accumulated on one ad. Instead of having the same ad with 5 comments in one ad-set and 10 comments in another ad-set. Why not use the same ad across the two ad-set and have 15 comments. Social proof does a good job in convincing others to buy. People trust what others say about you more than what you say about yourself. Word of mouth marketing is very effective. You can show same ad across different ad-sets by using the same post id. Create your ad in one ad-set, then copy the post id of that ad and use it as an existing post in other ad-sets.
7. Check Your Audience Overlap:
Audience overlap occurs when your ads compete against each other. This means two or more of your campaigns are targeting the same people. This causes your ads to go up against each other in the auction, making the cost per conversion higher. You can check if there is an audience overlap by selecting your ad set and clicking the inspect button. Any audience overlap greater than 30% is high. Once you notice, make changes to the overlapping ad set
8. Check your audience saturation.
Audience saturation occurs when your target audience has seen your ad too many times. This causes ad fatigue and an ad that was performing well start declining. If the first time impression ratio of your ad is less than 30%, then your ad has started suffering from audience saturation. You should immediately pause the ad and create a new one under the ad set. Also check your ad frequency. Anything more than 4-5 is too high.
Thanks for reading. Please drop your questions in the comment box and I will answer them.